Global Social Media Content Sharing

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Global Social Media Content Sharing

  1. 1. Global Social Media Content Sharing 16-country survey results exploring the drivers of content engagement
  2. 2. 2 Why is your Facebook feed covered with Buzzfeed posts? Because funny and informational content is king. It’s no surprise that people like to share content on social media channels. After all, it’s how the networks operate. But what are people sharing the most? What’s ignored? Social@Ogilvy and SurveyMonkey conducted a 16-country survey of respondents with social media profiles, with just under half saying they are active sharers of content. Results favor content that is humorous and informational. And why are people sharing this kind of content? Two reasons: to support a cause, and to stay in touch with their fans and followers. When it comes to branded content or ads, nearly all social media users read or watch branded content, but only a quarter do so on a regular basis. Seventy-five percent rate the quality as low or average. The content source isn’t particularly important, except in China, Korea, and Turkey where content produced by established media outlets takes precedence. Further, traditional content outlets like media organizations and big brands are falling out of favor. Instead, respondents identify technology companies and social media networks themselves as creators of interesting content.
  3. 3. 3 Intro: Why is your Facebook feed covered with Buzzfeed posts? THE PROFILE OF A GLOBAL SHARER 1) What kind of content do they share? Humorous and informational 2) Why are they sharing? To promote a cause and stay in touch with their fans and followers 3) What garners the most reaction from their fans? Humorous content 4) How to they feel about branded content? More likely to view it but rate quality as low or average WHAT DOES THIS MEAN? 1) Companies and content producers have an opportunity to get their message across to even more people. 2) Focus on producing HIGH QUALITY content that helps address an issue or cause the public is passionate about that is both informational and humorous—“edutainment” is the sweet spot. 3) When thinking about the audience, focus less on attracting media attention and more on the everyday person. The content source, individual company, or brand isn’t as important, but where they can find content is. 4) One size does not fit all: Strategies for targeting emerging markets should differ from mature markets. Content for emerging markets should focus on entertainment or humor, while content in mature markets should focus on helpful information. Social media users in emerging markets report that they are overwhelmed with ads. To get noticed, these markets need to produce high quality content.
  4. 4. 4 Section 1: How Often Do You Share Content on Social Media? OVERVIEW: Social media is a part of everyday life. About half of the respondents with social media profiles report being active sharers of content on social media. Those in China, Hong Kong, Turkey, Brazil, and Mexico say they share the most. KEY TAKEAWAYS: Companies and content producers have an opportunity to get their message across to even more people. 46%Actively share content on their profiles
  5. 5. 5 Least active “sharers” The following countries never share content or only do it once in a while. Japan 90% USA 67% Germany 64% Korea 57% When you find an interesting piece of content online, how often do you share it on social media? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa Always 17% 2% 19% 10% 41% 27% 24% 10% 9% 7% 12% 6% 27% 34% 25% 2% 17% Usually 29% 5% 31% 15% 32% 53% 27% 27% 28% 29% 22% 16% 41% 37% 46% 13% 32% About half the time 13% 4% 14% 18% 12% 9% 8% 18% 12% 12% 15% 14% 25% 5% 11% 17% 18% Once in a while 33% 41% 33% 51% 14% 11% 40% 40% 45% 40% 42% 53% 6% 22% 16% 55% 27% Never 9% 49% 3% 6% 1% % 2% 4% 6% 12% 9% 11% 1% 1% 2% 12% 5% Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401 Section 1: How often do you share content on social media? Top five active “sharers” The following countries usually or always share interesting content online. China 80% Hong Kong 73% Brazil 71% Mexico 71% Turkey 68% Both the most active and least active users are in Asia: four in ten (41 percent) in Hong Kong say they ALWAYS share interesting content online, while half in Japan say they NEVER share content.
  6. 6. 6 Section 2: Why Do You Share Content and What Type of Content Do You Share? OVERVIEW: Social media users share so they can stay in touch and bring attention to issues they care about. Hardly anyone shares content for promotional purposes (both job and self). These users are also most likely to share when they come across newsworthy content, but less so when they are lonely or busy. Users prefer to share content that is either funny or informational, and say that funny content garners the most amount of attention from fans and followers. KEY TAKEAWAYS: The focus should be on producing HIGH QUALITY content that has the following characteristics: 1) Helps address an issue or cause the public is passionate about. 2) Is both informational and humorous; “edutainment” is the sweet spot here. Also, one size does not fit all: Strategies for targeting emerging markets should be different from mature markets. Content for emerging markets should focus on entertainment or humor, while content in mature markets should focus on helpful information. 38%Share informational content 35%Share entertaining content
  7. 7. 7 Section 2: Why do users share content and what type of content do users share? What is the main reason you share content? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa It makes me feel cool or hip 8% 5% 6% 4% 16% 19% 10% 4% 4% 10% 6% 4% 5% 18% 4% 2% 3% It helps to define my personality 13% 15% 9% 7% 24% 22% 6% 12% 20% 8% 10% 10% 18% 12% 5% 11% 13% It makes me look smart or highly informed 5% 5% 5% 6% 13% 17% 2% 1% 5% 2% 4% 4% 3% 4% 1% 2% 2% It helps me stay in touch with people 34% 48% 32% 50% 33% 28% 45% 30% 33% 37% 39% 37% 39% 21% 23% 25% 23% It helps promote a certain cause or issue I feel strongly about 36% 19% 46% 29% 12% 11% 35% 45% 30% 38% 37% 39% 31% 41% 65% 55% 54% To promote my company 1% 2% % 1% 1% % 1% 2% 2% 2% 1% 1% 1% 1% 1% 2% 1% To promote myself and/or my work 3% 7% 2% 4% 2% 2% 3% 6% 6% 4% 4% 3% 4% 3% 2% 3% 4% Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401 WHY: Top reasons for sharing: to promote a cause or issue (36 percent) and to stay in touch with people (34 percent). Promotional reasons fall low on the list. Very few, with notable exceptions in Hong Kong and China, also say that they post content because it makes them look smart. The top two reasons apply to most countries, except for those in Hong Kong and China who also mention that sharing content “helps define their personality” as another top reason. PROMOTING ISSUES AND CAUSES There are a few countries whose top reason is clearly to promote issues and causes. Mexico 65% USA 55% South Africa 54% Singapore 46% Russia 45% WHAT ABOUT THE ACTIVE SHARERS? Top reasons to share are the same, but users are twice as likely to say that they share because it makes them feel cool (11 percent versus 5 percent for non-active sharers). Newsworthy 64% Informative 34% Candid 30% Few overall say they share because it makes them feel cool, active sharers are twice as likely to cite feeling cool as the main reason for sharing content (11% versus 5% for non-active sharers). They share when content is newsworthy and informative and prefer that content from organizations they follow on social media is candid.
  8. 8. 8 WHEN: A majority of respondents (61 percent) say they are most likely to share content when they come across something newsworthy, less so because they are in a good mood (21 percent) or bored (13 percent). Section 2: Why do users share content and what type of content do users share? When are you most likely to share content? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa When I am bored 13% 43% 10% 21% 17% 8% 7% 6% 12% 16% 15% 10% 11% 5% 4% 10% 6% When I am busy or multi-tasking 4% % 3% 6% 11% 5% 3% 1% 3% 4% 5% 4% 4% 5% 3% 1% 5% When I am in a good mood 21% 9% 21% 13% 40% 33% 20% 22% 18% 17% 26% 21% 34% 23% 13% 12% 13% When I am feeling sad or lonely 2% 0% 3% 4% 4% 2% 1% 2% 2% 2% 2% 2% 3% 1% 0% 1% 1% When I find something newsworthy 61% 48% 63% 57% 28% 52% 70% 68% 64% 61% 53% 63% 48% 67% 80% 75% 74% Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401 Hong Kong social media users stand out here: the top reason for sharing content is because they are in a good mood. Japanese users are the only group with a large portion saying they are most likely to share content when they are bored (43 percent). Across all countries, very few say that they share content because they feel sad or lonely.
  9. 9. 9 WHAT: Even though social media users say that funny posts result in the most engagement from their fans and followers, they are equally likely to share informational content even though it doesn’t get as big of a reaction. Section 2: Why do users share content and what type of content do users share? MOST likely to share informational content Indonesia 68% Mexico 58% Turkey 46% Brazil 45% LEAST LIKELY TO SHARE POLITICAL CONTENT Hong Kong 2% Indonesia 2% China 4% Singapore 4% While political content isn’t so popular in most countries, over two in ten (22 percent) in Turkey say that political material garners the biggest reaction. MOST likely to share FUNNY content Hong Kong 52% UK 44% Japan 43% Poland 43%
  10. 10. 10 Section 2: Why do users share content and what type of content do users share? In general, when you share content, what type garners the most reaction from your friends/followers? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa Funny or entertaining 44% 49% 46% 33% 57% 35% 39% 37% 47% 49% 52% 54% 26% 45% 40% 52% 48% Informative or educational 25% 17% 33% 34% 25% 26% 40% 19% 15% 20% 19% 16% 25% 23% 40% 22% 24% Edgy or controversial 11% 5% 7% 15% 8% 19% 9% 16% 17% 7% 9% 8% 16% 15% 7% 9% 10% Dramatic or moving 10% 13% 10% 8% 7% 16% 10% 20% 15% 12% 8% 10% 11% 6% 4% 7% 11% Cause or politically- related 9% 16% 4% 10% 3% 4% 3% 9% 7% 13% 12% 12% 22% 11% 9% 10% 6% Of the following options, which type of content are you most likely to share? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa Funny or entertaining 35% 43% 38% 24% 52% 30% 22% 31% 43% 41% 44% 38% 25% 33% 24% 36% 37% Informative or educational 38% 23% 45% 44% 31% 33% 68% 29% 24% 28% 29% 31% 46% 45% 58% 40% 37% Edgy or controversial 9% 3% 8% 14% 10% 17% 2% 13% 13% 9% 9% 8% 8% 6% 4% 6% 7% Dramatic or moving 8% 9% 5% 7% 5% 16% 6% 20% 10% 8% 7% 4% 6% 3% 4% 4% 10% Cause or politically- related 10% 22% 4% 11% 2% 4% 2% 6% 9% 13% 13% 18% 15% 13% 10% 14% 8% Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
  11. 11. 11 Of the following options, which type of content are you most likely to share? Emerging markets Mature markets Funny or entertaining 40% 31% Informative or educational 34% 43% Edgy or controversial 8% 9% Dramatic or moving 6% 10% Cause or politically-related 12% 8% Total 3243 3279 In general, when you share content, what type garners the most reaction from your friends/followers? Emerging markets Mature markets Funny or entertaining 49% 40% Informative or educational 23% 26% Edgy or controversial 9% 14% Dramatic or moving 9% 12% Cause or politically-related 10% 9% Total 3243 3279 43%Mature markets share informational content 40%Emerging markets share entertaining content
  12. 12. 12 Section 2: Why do users share content and what type of content do users share? In general, when you share content how does it make you feel? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa Creative 14% 6% 8% 3% 18% 30% 26% 18% 14% 13% 12% 10% 15% 20% 21% 10% 13% Thoughtful 17% 10% 27% 13% 16% 16% 11% 4% 21% 12% 28% 34% 13% 11% 15% 26% 24% Resourceful 12% 7% 25% 25% 13% 8% 1% 5% 33% 3% 14% 9% 3% 7% 2% 20% 23% Useful 32% 43% 21% 29% 26% 15% 45% 53% 9% 45% 27% 28% 44% 40% 41% 25% 21% Special 5% 2% 6% 1% 14% 7% 4% 5% 3% 8% 5% 3% 8% 4% 4% 4% 4% Loved 4% 2% 2% 3% 6% 12% 1% 2% 1% 7% 2% 5% 6% 3% 0% 2% 1% Cutting-edge 3% % 2% 1% 2% 3% 3% 5% 7% 1% 3% 2% 3% 3% 3% 1% 2% Unique 5% 21% 5% 7% 3% 7% 7% 3% 6% 4% 3% 1% 1% 2% 1% 5% 4% Smart 4% 5% 3% 11% 3% % 1% 4% 1% 3% 4% 5% 4% 9% 3% 4% 2% Professional 3% 2% 2% 6% 0% 1% 2% 2% 4% 4% 3% 3% 3% 2% 10% 3% 4% Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401 FEEL: The most common emotion associated with sharing content? Useful 32% Thoughtful 17% Creative 14% Resourceful 12% Chinese social media users differ here—their top emotion is creative. Few feel unique when sharing content, except in Japan (21 percent).
  13. 13. 13 Section 2: Why do users share content and what type of content do users share? In general, when are you most likely to react positively to an organization’s content? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa When the content is candid or truthful 26% 21% 18% 36% 12% 31% 23% 24% 37% 27% 15% 31% 39% 35% 32% 18% 20% When the content is edgy or controversial 6% 5% 4% 5% 11% 18% 4% 10% 4% 6% 6% 6% 10% 5% 1% 3% 3% When the content is funny 14% 27% 11% 13% 36% 10% 5% 11% 17% 18% 24% 15% 9% 6% 5% 10% 10% When the content is entertaining 9% 8% 14% 8% 16% 8% 5% 5% 5% 11% 13% 10% 8% 7% 6% 9% 10% When the content is informative or useful 39% 33% 46% 33% 21% 16% 62% 45% 31% 34% 37% 33% 34% 44% 53% 53% 46% When the content is touching or moving 6% 6% 8% 4% 5% 16% 2% 5% 7% 4% 5% 5% 1% 3% 3% 8% 10% Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401 CONTENT SOCIAL MEDIA USERS ENJOY THE MOST Informational 39% Candid 26% Funny 14% COUNTRIES THAT ENJOY INFORMATIONAL CONTENT Indonesia 62% Mexico 53% USA 53% Overall, touchy feely content isn’t as popular, while funny content is most popular in Hong Kong (36 percent).
  14. 14. 14 Section 2: Why do users share content and what type of content do users share? Of the following options, which type of content do you find most off putting? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa When it is unrelated to other content I am seeing 8% 7% 11% 10% 13% 8% 7% 3% 5% 14% 8% 7% 13% 11% 6% 3% 5% When it is offensive 53% 49% 52% 41% 37% 59% 51% 67% 64% 39% 51% 54% 52% 63% 72% 44% 59% When it is an advertisement 18% 13% 13% 27% 28% 17% 9% 18% 20% 23% 20% 18% 21% 10% 8% 27% 10% When it is unrelated to me and my interests 14% 17% 15% 18% 18% 12% 21% 8% 4% 20% 13% 15% 12% 12% 10% 10% 12% When there is simply too much volume of content 7% 13% 9% 4% 4% 3% 14% 4% 7% 4% 8% 6% 3% 4% 5% 16% 14% Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401 About half of social media users (53 percent) find offensive content off-putting, and less than one in five have a negative reaction to ads. • Hong Kong, USA, and Korea react most negatively to ads, with over a quarter of users in each country saying that ads are the most off-putting type of content they see. • Offensive content is less off-putting in the Asian countries surveyed, compared to their European counterparts (48 percent versus 55 percent). A similar trend is seen in emerging markets versus mature markets: Six in ten (61 percent) respondents in mature markets say offensive content is the most off-putting, compared to less than half (46 percent) in emerging markets. Surprisingly, few cite the volume of content as the most off-putting, indicating that the amount of content is not a deal breaker. Of the following options, which type of content do you find most off putting? Asia Europe Emerging markets Mature markets When it is unrelated to other content I am seeing 9% 8% 9% 7% When it is offensive 48% 55% 46% 61% When it is an advertisement 18% 20% 21% 14% When it is unrelated to me and my interests 17% 12% 16% 11% When there is simply too much volume of content 8% 5% 8% 7% Total 2508 2448 3243 3279
  15. 15. 15 Section 3: How Does This Translate to Branded Content? OVERVIEW: Few social media users say they never read or watch branded content or ads, but only a quarter do so on a regular basis. Across the globe, three quarters of respondents would rate the quality of ads as average to poor. KEY TAKEAWAYS: Focus on producing HIGH QUALITY content. To get noticed, it is even more important to produce high quality content in emerging markets in what is viewed by social media users as a space overcrowded with ads. 77%Say ad quality is average to poor
  16. 16. 16 In general, do you think you see too much, too little, or about the right amount of branded or advertising content? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa Much too much 22% 34% 11% 23% 15% 11% 20% 18% 24% 28% 23% 19% 20% 26% 17% 43% 17% Somewhat too much 38% 40% 41% 50% 43% 38% 35% 41% 25% 40% 38% 36% 41% 29% 28% 40% 38% About the right amount 36% 24% 44% 22% 37% 48% 41% 38% 47% 27% 35% 43% 33% 37% 45% 15% 39% Somewhat too little 4% 1% 3% 4% 3% 3% 3% 3% 3% 3% 2% 1% 5% 7% 9% 2% 6% Much too little 1% 1% 1% 1% 2% 1% 1% 1% 1% 1% 1% 0% 1% 2% 1% 1% 0% Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401 WHO IS SICK OF SEEING ADS? Americans 83% Japanese 74% Korean 73% Six in ten say they see too many ads, while a little over a third (36 percent) say that the amount of branded or ad content is about right. Section 3: How does this translate to branded content? In general, do you think you see too much, too little, or about the right amount of branded or advertising content? Emerging markets Mature markets Much too much 24% 19% Somewhat too much 41% 34% About the right amount 31% 41% Somewhat too little 2% 5% Much too little 1% 1% Total 3243 3279
  17. 17. 17 In general, what is the quality of branded or advertising content? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa Excellent 4% 0% 3% 1% 6% 9% 4% 4% 3% 2% 5% 3% 6% 7% 6% 2% 6% Very good 19% 2% 21% 18% 38% 35% 14% 9% 13% 10% 21% 7% 21% 30% 32% 8% 26% Good 44% 22% 51% 56% 32% 35% 55% 68% 37% 47% 36% 46% 50% 38% 45% 38% 43% Fair 27% 65% 22% 21% 21% 20% 25% 16% 28% 30% 29% 37% 19% 21% 15% 39% 22% Poor 6% 11% 3% 3% 2% 2% 2% 2% 18% 12% 9% 8% 4% 4% 2% 14% 3% When you encounter branded or advertising content, how often do you read/watch it? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa Always 6% 0% 5% 3% 14% 12% 10% 3% 3% 3% 5% 2% 8% 12% 10% 1% 10% Usually 22% 2% 26% 12% 33% 39% 26% 16% 20% 14% 19% 12% 25% 33% 37% 4% 24% About half the time 23% 13% 27% 32% 24% 22% 17% 34% 27% 25% 22% 17% 42% 15% 21% 13% 23% Occasionally 39% 49% 36% 46% 26% 24% 45% 42% 42% 39% 41% 54% 21% 37% 31% 53% 38% Never 10% 36% 5% 7% 3% 3% 2% 5% 8% 18% 13% 15% 4% 3% 2% 29% 5% Total 3522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401 QUALITY OF ADS In general, ad quality is rated as at least good by a majority of users, and a little over half say they read or watch these ads at least half the time. American and Japanese users are most likely to give a lower rating on the quality of branded content and also least likely to watch such content. Section 3: How does this translate to branded content? MOST LIKELY TO READ or WATCH BRANDED CONTENT More than seven in ten social media users in these countries say they do so at least half of the time. Turkey 75% China 73% Hong Kong 71%
  18. 18. 18 In general, what is the quality of branded or advertising content? Emerging markets Mature markets Excellent 3% 6% Very good 16% 23% Good 41% 46% Fair 33% 21% Poor 7% 5% Total 3243 3279 When you encounter branded or advertising content, how often do you read/watch it? Emerging markets Mature markets Always 4% 9% Usually 16% 28% About half the time 22% 25% Occasionally 43% 35% Never 16% 4% Total 3243 3279 Section 3: How does this translate to branded content? Emerging markets need high quality ads Social media users in emerging markets report that they are overwhelmed with ads. Emerging markets need to produce high quality content in order to get noticed.
  19. 19. 19 When you encounter branded or advertising content, how often do you share it? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa Always 5% 0% 3% 2% 15% 9% 9% 1% 3% 1% 5% 2% 8% 10% 6% 1% 7% Usually 16% 3% 19% 6% 32% 37% 19% 11% 12% 10% 12% 8% 19% 23% 24% 2% 12% About half the time 15% 9% 18% 19% 16% 16% 12% 20% 15% 14% 15% 14% 31% 10% 14% 3% 16% Occasionally 37% 31% 40% 44% 25% 30% 49% 42% 41% 32% 33% 37% 25% 41% 43% 29% 43% Never 27% 57% 19% 29% 12% 8% 11% 26% 29% 42% 36% 39% 18% 16% 13% 64% 22% Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401 SHARING BRANDED OR ADVERTISING CONTENT Fewer users say they share ads: only about a third (36 percent) share branded content at least half of the time. Section 3: How does this translate to branded content? When you encounter branded or advertising content, how often do you share it? Emerging markets Mature markets Always 4% 7% Usually 12% 20% About half the time 14% 17% Occasionally 34% 39% Never 37% 18% Total 3243 3279 MOST LIKELY TO SHARE CONTENT Social media users in the following countries stand out as the most likely to share content, with a majority in each group sharing ads they see at least half the time. Hong Kong 63% China 62% Turkey 58% On the flip side, users in the USA and Japan are least likely to share content.
  20. 20. 20 OVERVIEW: The content source isn’t particularly important, except in China, Korea, and Turkey where content produced by established media outlets takes precedence. Further, the top-of-mind companies and organizations that produce the most interesting content are not the traditional content producers. Ads from food, beverage, and clothing along with established media organizations are mentioned less frequently than “clearinghouses for content” like Google and Facebook. KEY TAKEAWAYS: When thinking about the audience, focus less on media attention and more on the everyday person. The content source, individual companies, and brands aren’t as important, but where people can find content is. 40%Say source doesn’t matter, as long as it’s interesting Section 4: What About the Content Source?
  21. 21. 21 Section 4: What about the source of the content? In general, what types of content are you most likely to share? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa Content from a well-established, respected media outlet 24% 13% 28% 39% 27% 38% 16% 12% 7% 24% 19% 16% 38% 30% 27% 31% 26% Content from a company, business, organization or brand 13% 8% 16% 8% 24% 13% 27% 7% 12% 12% 13% 14% 13% 12% 10% 7% 10% Content from a friend or someone I trust 23% 33% 16% 26% 32% 23% 13% 22% 22% 26% 29% 35% 23% 17% 13% 20% 17% The source doesn’t really matter as long as it's interesting 40% 46% 40% 27% 17% 26% 44% 59% 59% 38% 39% 35% 27% 40% 50% 43% 47% Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401 WHILE CONTENT SOURCE IS NOT IMPORTANT IN MOST COUNTRIES, THERE ARE A FEW EXCEPTIONS Emerging markets are more likely to share content from a friend than mature markets (27 percent versus 19 percent). Social media users in the Asian countries surveyed are more likely to share content from established media than the European markets surveyed (27 percent versus 19 percent). CONTENT SHARING FROM MEDIA OUTLETS Korea 39% China 38% Turkey 38% Japanese, Polish, and German social media users are more likely to share content from a friend than an established media outlet. CONTENT SHARING FROM A COMPANY/BRAND Indonesia 27% Hong Kong 24% In addition to content from media outlets, the most common type of content shared among Hong Kong users is content from a friend (32 percent).
  22. 22. 22 Emerging markets Mature markets Asia Europe Content from a well-established, respected media outlet 25% 24% 27% 19% Content from a company, business, organization or brand 13% 13% 16% 12% Content from a friend or someone I trust 27% 19% 24% 26% The source doesn’t really matter as long as it's interesting 36% 44% 33% 43% Total 3243 3279 2508 2448 COMPANIES AND ORGANIZATIONS AS CONTENT SOURCES When asked to identify companies or organizations that regularly produce interesting content, most respondents listed technology companies, many of which do not produce content themselves (or aren’t known as content producers) but instead are “clearinghouses” for content (ex. YouTube). This indicates that top-of-mind content sources aren’t geared toward specific companies, but instead are places where they can find the content. At least one USA technology company (Google, Facebook, Yahoo, Apple) makes the list in all countries. Notably missing from the USA list is Facebook. In the USA, online news organizations win over traditional news. Users mention just a few companies in the food and beverage industries, one being Coca-Cola (which wins the war over Pepsi). Korean and Turkish users mention several government organizations, and the Polish are the only users who mention a specific political party. Other fun facts: The Turkish love appliances, Nike wins over Adidas, and Samsung beats out Sony. Section 4: What about the source of the content?
  23. 23. 23 France Poland UK Germany What companies or organizations regularly produce interesting content? BBC Sky Coca-Cola Facebook Huffington Post Google Nike comparethemarket.com 3 Apple YouTube The Guardian Virgin Marks & Spencer John Lewis TescoGuinnessYahoo BT Vine Twitter BuzzFeed Cadbury The Sun Boots Change.org Evian Paddy Power Sainsbury's L'Oreal WWF Coca-Cola Apple Red Bull Google Danone Oasis Facebook Amazon L'Oreal Nike NestléLU OrangeYouTube Sony La Redoute Le Monde Facebook Nike Orange Biedronka Coca-Cola Plus Play TVN Żubr Google Onet Nokia IKEA Mercedes-Benz House Heyah Adidas VIVA Danone Allegro Panasonic Pepsi C&A KNP Sony Wirtualna Polska ING Bank LOT Facebook Google Media Markt Coca-Cola Amazon Sony Edeka YouTube Apple BMW NIVEA Vodafone KnorrMcDonald's Samsung Hornbach eBay Bild Spiegel Greenpeace
  24. 24. 24 USA Mexico Brazil South Africa What companies or organizations regularly produce interesting content? Coca-Cola Google Facebook Samsung Catraca Livre Heineken Nike Bom Negócio Vivo Apple Itaú YouTube Skol Submarino Nestlé Pontofrio Magazine Luiza Unilever Microsoft GloboNetflix Stardoll Folha Superinteressante Sony Fiat Havaianas UOL Dove Banco de Brasil Renner Zaffari Ambev Natura Netshoes Oi PassarelaL'Oreal Veja LG Greenpeace Dell Dafiti Porta dos Fundos O Boticário Hypeness Johnson&Johnson Nando's Coca-Cola Facebook News24Samsung Red Bull Google FNB Vodacom Apple 9gag Nike YouTube OUTsurance Groupon Volkswagen Twitter DStv Ford Toyota TED Zando Virgin Citroen Levi's The WHOot Maroela MediaMTN Primedia Allan Gray Discover Eyewitness News Upworthy Huffington Post Geico Budweiser I Fucking Love Science Google NPR Apple BBC New York Times Coca-Cola BuzzFeed PBSAmazon ESPN PETA Kraft Drudge Report Humane SocietyMother Jones Heineken Coca-Cola Facebook Google P&G Muy Interesante National Geographic Nike YouTube Twitter Walmart Adidas Ford Microsoft Samsung Sony La Bioguía Upsocl Linio Greenpeace AppleCorona Yahoo Aristegui Noticias LG Privalia Telcel Televisa Old Spice Discovery Huggies Quo CEMEX
  25. 25. 25 What companies or organizations regularly produce interesting content? Japan Korea Hong Kong China Samsung Government SKNewstapa Facebook Naver CJ Twitter Lotte Daum Hyundai LG Google AppleBloter EBS Innis Blizzard Unitas BRAND YTN YouTube Microsoft Olleh Ohmynews Hankyoreh Adidas Sina QQ Samsung MINetEase Wu Tudou Weixin Youku McDonald'sPepsi Nike Sohu Olay L'Oreal Taobao P&G Midea Tmall Intel Durex Qilu MiZoneRenren Zhihu HP Mengiu Suntory Softbank Coca-Cola Sony Rakuten Panasonic YouTube Line Google Sharp Yahoo NHK Facebook HSBC YouTube Google Samsung Apple Yahoo Apple Daily McDonald's 9gag Cathay Pacific Coca-Cola SK-II H&MNike TVB Lenovo New Balance DBS BankESPNSina Singtel P&GOpinionbus
  26. 26. 26 Turkey Russia MTS Beeline Yandex Google YouTube Coca-Cola Sony VK Avon Apple Tele2 Nike SamsungMicrosoft Pepsi Sherbank Rossii TNT Wikipedia Toyota eBay Adidas KupiVIP Coca-Cola Facebook Ülker Nike Samsung Turkcell Apple Turkish Airlines YouTube Iş Bankası Hepsiburada Google ETi Koç Government Red Bull Bosch Vestel Akbank DeFacto Mercedes-Benz Sony Hürriyet Arçelik Markafoni Onedio Philips Trendyol Adidas Milliyet What companies or organizations regularly produce interesting content? Singapore Indonesia Google Apple Samsung McDonald's Facebook Coca-Cola Stomp Singtel Yahoo 9gag Zalora YouTube Starhub Visa Sony Qoo10 Heineken Nike Pepsi Dove Hardwarezone Xiaomi Durex Singapore Airlines Accenture DBS Evian Groupon Straits Times Changi Airport Mediacorp Nestle BBC Cadbury Scoot P&G Tiger Samsung Facebook Unilever Lazada Detik Yahoo Google Berniaga Toko Bagus Coca-Cola Kompas Sony Amazon Bisnis Telkomsel Indosat Zalora WWF YouTube Apple Kaskus HP Djarum76 RakutenXL Globallshare Garuda Air Asia Viva Okezone Honda Blackberry Line
  27. 27. 27 In general, what is your main reason for following/liking organizations on social media? ALL Japan Singapore Korea Hong Kong China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA South Africa To be entertained 19% 19% 15% 18% 26% 21% 8% 22% 20% 27% 21% 24% 23% 15% 12% 17% 12% To interact directly with the organization 12% 4% 8% 14% 14% 16% 17% 11% 8% 6% 11% 8% 9% 15% 23% 17% 17% To give direct feedback 16% 29% 11% 16% 23% 19% 13% 5% 32% 19% 15% 18% 10% 15% 13% 8% 8% To hear about products, offers, or news 34% 17% 46% 22% 26% 22% 53% 51% 25% 37% 33% 30% 40% 43% 24% 31% 39% To be associated with the organization’s brand and values 4% 4% 7% 4% 4% 7% 1% % 3% 4% 6% 3% 5% 3% 2% 10% 9% To show my friends what I care about or want to be associated with 15% 27% 12% 25% 6% 14% 9% 11% 12% 8% 14% 16% 14% 8% 27% 17% 16% Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401 Section 4: What about the source of the content? Top reasons to follow organizations Products, Offers, or News 34% Entertainment 19% To Give Direct Feedback 16% Japanese, Mexican, and Korean social media users tend to care the most about brand association, with about a quarter citing this as the primary reason for liking or following organizations. About three in ten Japanese and Polish users say their main reason is to give feedback.
  28. 28. Survey Methodology Results were gathered online from 6,522 self-reported social media users 18+ in 16 countries using SurveyMonkey Audience. Surveys conducted in Brazil, France, Germany, Mexico, Poland, Russia, South Africa, Turkey, UK, and USA were completed in June 2014, and surveys conducted in China, Hong Kong, Indonesia, Japan, Korea, and Singapore were completed in April 2014. For open-ended responses, only phrases with two or more mentions are shown in the word clouds.

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