Universal McCann Wave 2

May.07 POWER TO What is the demand for consumer gener- THE PEOPLE ated media and social media platforms? What types of content do users want How can advertisers get involved Impact of Web 2.0 brands How do these emerging channels rank versus traditional media on value and trust TRACKING THEofIMPACT Recall and perception advertising initia- v tives OF SOCIAL MEDIA .2

POWER TO THE PEOPLE TRACKING THE IMPACT • SERS NOW LEAD CONTENT CREATION U – logging grows to 170m creators worldwide thanks to rapidly B OF SOCIAL MEDIA expanding Internet universes in the emerging Internet markets – 21% have uploaded a video clip online – 46% of all blog readers have started their own blog – 41% upload and shared photos online MAY 2007: • SOCIAL MEDIA DRIVING ENGAGEMENT – atching video clips online has doubled in 9 months; 31% to 62% W penetration. Estimated global universe of 330m – stimated 340m blog readers worldwide. The largest audience E in the world is the USA where 64m read blogs – ocial Networking is used by an estimated 194m 16–54’s worldwide S • UTURE INTERNET USE DRIVEN BY ASIA AND F THE EMERGING MARKETS – hina is the world’s leading market for the adoption of social C media thanks to a personal drive for self expression and consumer generated media – sian Internet markets are the most active in content creation A 02

troduction WHAT IS SOCIAL MEDIA? in Online applications, platforms and media that allow users to interact, connect and contribute to. Social media enables a SOCIAL INFLUENCE two-way dialogue and orientates the Internet around users. IPTV g The social media platforms, applications eatinng Welcome to the second wave of Consumers the world over were creating 1. cr shari and media the research tracks: our ongoing report of “Power to the and sharing content, connecting online and consuming web based multimedia in People”, surveying almost 9500 and ntent unprecedented numbers. Blogs, social networks, regular Internet users in 21 markets video sharing sites, photo sharing and the many co worldwide. The study measures other applications and services associated with COLLABORATION consumer usage, attitudes and interest in adopting the possibilities of the changing Internet were being adopted the world over regardless of any local economic and VIDEOCASTS the changing and socially orientated cultural factors. Internet. The other striking fact was the extent to which 2 . Con PHOTO SHARING PODCASTS VOIP social suming Thanks to the proliferation of broadband Asia was driving adoption, with China and and new web technology, the Internet has South Korea leading the way in terms of actively media RSS VIDEO SHARING transformed to one that is orientated around creating content and socialising online. It was creating and sharing your own content, developing social groups online and consuming clear that the changes had big consequences. Consumers were creating more content than WIKIS multi-media content from anywhere in the established media organisations, consumption had become more global and the relationship to world. This shift to a social Internet driven by the consumer promises to fundamentally brands, advertising and marketing had shifted. USER GENERATED CONTENT PERSONALISED HOMEPAGES change the media, advertising and The global tracker aims to assess this ongoing, BLOGGING SOCIAL NETWORKING 3. social marketing environment. providing a perspective on the ever changing digital landscape. interaction AGGREGATORS The tracker follows an initial in-depth study; Web 2.0 the Global Impact, which explored this much Three core themes make up this hyped evolution. The results were astounding. research programme: INSTANT MESSENGER 04

Research The research was conducted via self completion online surveys among a representative sample of 16–54 regular (use everyday/ every other day) Internet Internet use is becoming more frequent, users. This sample was based on the fact that the vast majority of adopters of these technologies will be frequent users. It is also the case in every market that making up the majority of the universe. Internet use is becoming more frequent, making up the majority of the universe. France, Russia South Korea Germany, USA Greece, Italy, Japan Spain, UK, Pakistan China Mexico Taiwan India Thailand Philippines Malaysia Brazil Singapore . Australia 500 were sampled in each of the following Universe Size 16-54 Frequent Internet Users markets: France, Germany, Italy, Spain, UK, Greece, Russia, USA, Mexico, Brazil, India, 250 Pakistan, China, South Korea, Taiwan, Japan, Singapore, Malaysia, Philippines, Thailand 200 and Australia. The total sample was 9460. The 21 MARKET UNIVERSE 400m fieldwork took place in January and February 150 GLOBAL ESTIMATE 532m 2007. Wave 1 took place April to June 2006. 100 This selection of countries provided a universe of 400m frequent users, 75% of the global 50 frequent Internet population. The mix of mature and emerging markets from 4 continents allowed 0 for in-depth and robust assessment of the TAIWAN PAKISTAN SPAIN JAPAN CHINA PHILLIPINES SINGAPORE GREECE FRANCE BRAZIL MEXICO RUSSIA INDIA THAILAND USA SOUTH KOREA UK MALAYSIA ITALY GERMANY AUSTRALIA current and future global position. The universe sizes are important. Some markets which lead adoption are relatively small. 06 Source: Internet World Stats, TGI Europa, simmons & Local market surveys

Creating and sharing content BLOGS AS MEDIA PLATFORM Blogs are now a mainstream media (figure 1) with all but 2 markets WRITING BLOGS demonstrating 50%+ penetration. There has been significant growth in writing blogs with the global The only 2 markets that lack any Fig 1 Read blogs / weblogs average rising from 18% to 31% (figure 3), introducing millions of % Have done (last 6 months) 100 significant adoption are Germany, Read personal blogs / Weblogs Read blogs / weblogs Write my own blog/ weblog [Have Done] Fig 1 new media sources to the web. Asia clearly drives usage; the top 7 % Have done (last 6 months) 100 90 Read personal blogs / Weblogs continual blog laggards and Pakistan, markets are all Asian, with China topping a massive 60% and 3fig South 100 % Have done (last 6 months) 90 80 Write my own blog/ weblog [Have Done] the most emerging market on the Korea close behind on 55%. The fastest growing countries (figure 4) fig 3 90 100 % Have done (last 6 months) 80 70 80 survey. Growth has not however been 70 60 are Thailand, Malaysia and the Philippines, indicating the catching 70 90 uniform (figure 2). Europe and the US 60 50 up of Southern Asia with its Northern counterparts. These are then 60 80 70 followed by Latin America, Europe and the US who in both waves are showing signs of saturation and 50 40 50 60 have consistently lagged Asia. Only a few Asian markets demonstrate in some places falling, while take up 40 30 40 50 30 relatively low levels of take up and they are less developed; Pakistan, 30 40 in Asia, particularly in the South East 20 20 10 Thailand and India – although they still have levels of adoption 20 30 has been dramatic. 10 0 comparable with the developed world. Europe is led by the southern 10 20 markets of Spain, Italy and France, while Germany stubbornly 0 10 ce a a a a a e o re s lia ce an n an US n ly y The resulting pattern is mixed with no clear nd il UK re di in i ne si ag ic pa an ai ss po az an Ita ee ra iw st ay In Ch 0 Ko ex la pi er Sp Ru Ja rm ga Br ki st Fr Gr ai Ta al M lip Av th Au Pa Ge in Th M o na na e M oreal re paili an es K s ea C ea an M ce tr a ia ba Sp l A ain Si iwang an a n ia a ra F ge ly m G ny S hi nd refuses to adopt. ra T il ou K al nS ce a G A ec obia na e Pa di si a e o e ic s lia ce ta 0 an n n US ly y nd il us P al R S ss UK K U az re i ne ap M po si ag ic or ta iS U pa an regional slant. South Korea, China and ta in or Fr e ran GIlnd ai ss hi Ja h a ap Ta S il aiw ve n ra az an Ita a ee ra ay M e ex iw ba ia Sp ly In ay Ch a ila Pa ia s Ko ex la ap an re pi A ece str s er Sp Ru Ja rm nd I m o Br Br U Ru npp ki st Fr al ki Gr ai ve Ta ng n a al M lip Av ng P i J h Au Pa si a Ge Th M er ut re u i Si us Th Ph an al y So G c g ic ob l A ai i lo nd z s Ita Malaysia lead the way, Europe with Spain, U in or hi st Gl ay ex Figure 1: Reading blogs Wave 2. All Blogs V Personal Blogs la pp C G I ki K B ai al er Th ili G Ph Italy, and France, Latin America with Brazil, Figure 3: Creating Blogs lo G Have done (last 6 6 months) 100% all have markets that have aFig 2 70%+ Wave 1 % % Have done (lastmonths) 100% 70% Fig 2 penetration. The surprising fact is the 90% fig 4 WAVE 1 % Have Done Last 6 Months Wave 2 Wave 1 90% 70% WAVE 2 1 relatively low rankings for the US, UK and 80% Wave 2 fig 4 60% WAVE % Have Done Last 6 Months 80% WAVE 2 70% Australia, which lag their counterparts. 60% 50% 70% 60% 50% What is very clear, is that this drive in 60% 50% 40% readership is thanks to personal blogs (figure 50% 40% 40% 30% 1); only 4 markets Greece, Russia, Japan and 40% 30% 30% Italy have any significant readership that is non 30% 20% 20% 20% personal. This confirms the social networking 20% 10% 10% role that blogs have in most markets – as 10% 10% 0% 0% demonstrated by Cywold, Bokee and Skyblog. Thailand Philipines Spain China South Korea Singapore Malaysia US US Australia Global 15 15 France Italy Italy Russia Germany Market Average UK UK Thailand Philipines Spain China South Korea Singapore Malaysia US Australia Global 15 France Italy Russia Germany Market Average UK 0% 0% Global Thailand Philipines Spain China South Korea Singapore Malaysia US Australia Global 15 France Italy Russia Germany Market Average UK Thailand Philipines Spain China South Korea Singapore Malaysia Australia France Russia Germany Market Average 08 Figure 2: Reading Blogs Wave 1 V Wave 2 Figure 4: Creating Blogs Wave 1 V Wave 2

Creating and sharing content RELATIONSHIP TO BLOGGING % of blog readers who have ATTITUDES TO BLOGGING7 fig Blogging is a good way to express yourself started their own blog Blogging is an important way to socialise with friends The extent to which Asia dominates blog creation 5fig 80% The importance of blogging is underlined by % HaveHave (last 6 months)months) I have a favourite blog that I read regularly is underlined by examining the percentage of blog 70% the high levels of agreement with a series I trust bloggers opinions on products/ services readers who actively blog (figure 5). Asia has a far more % of blog readers who have of blogging statements (figure 7). Almost I think more positively about companies that have a blog / weblog started their own blog 60% active blogosphere thanks to the focus on personalfig 5 80% 60% agree that blogging is a positive form of 90 % done done (last 6 50% 80 blogging. China lead the way, where a massive 72.3% 70% expression, 40% that it is an important social of blog readers are also writing their own blog thanks 40% 60% tool, while 39% have a favourite blog they read 70 % ALL AGREE to the complete emphasis on personal content and the 50% 30% regularly. There is also progress for blogging 60 community aspects this inspires. In Europe and the US 40% 20% in the areas it has traditionally struggled: 50 where active levels are lower, blogs have been more akin 30% trust and commerciality. Now 34% agree that 40 10% to traditional media sources – where the few talk to the 20% they can trust bloggers opinions and 33% 30 many on cultural, lifestyle and political subjects. 0% 10% believe that companies that run blogs impact 20 o na us e re ili an es ea ng n M ce ic ve n an ia a n ia J a F e ly y la R S nd Ph Jap Ta l K tr A eec di zi si ag ic i K sta an their perception positively. These are big al ss U M al e pa K M po Ita U in or n hi ap ili S n iw si ra ay ex ge In la 0% tr Ta zil ra o r y m nd u pp C bc S ki K Interestingly some of the smaller blog markets have es a r 10 ay B ai ea al A ece G in g an r na m Ge lyh ex A pp in aP na al e Pa ia ve n a Th sia a improvements on the Wave 1 of the research. S ItaT or di a l A ai Si iwa Ph al U U or lo an hi st ra ra us ba Sp In ap re higher levels of interaction than you may expect. For C ki 0 G Fr B ai us R G er M G example, Germany is one of the most active markets There are however variations by market, despite lo e e ce a o an a a lia a n an na n s e ly y S il nd K ec ne or si ic re si G di pa ai ag an az U Ita U ra an st w hi ay ex us In Sp la ap ko Figure 5: Active Bloggers: The percentage of blog readers who also have their own blog re pi Ja r m Br i ki st C ve Ta Fr ai suggesting that despite niche appeal there is strong a relative consistency in relationship between al M R ilip G ng er Pa Au Th lA M G Ph Si ba community aspect. statements. Generally speaking all countries lo G figfig 6 6 Read blogs / weblogs[Have Done] Done] Read blogs / weblogs[Have Write my own blog/my own blog/ weblog [Have Done] Write weblog [Have Done] are most likely to see blogging as a form of So who is reading and who is actively blogging? Looking Figure 7: Attitudes Towards blogging. Wave 2. Any agree self expression, although the Asian, Southern at indexes of the global average (figure 6) it is clear Unemployed Unemployed European and Latin American markets lead that the active blog creators are much more likely to be Housewife Housewife the way. Particularly impressive is China where younger 16–24’s in younger life stages. But there is no Self employed Self employed almost 90% agree. A stunning fact in a culture clear male / female skew both for creating and reading. Non office based job Non office based job Office based job (senior manag of conformity. Viewing blogging as a means to Office based job (mid(senior manag Office based job manager) meet friends mirrors expression but at a lower Office based job (junior role) Office based job (mid manager) level. The one exception is Japan, where just Office based jobStudent role) (junior 30% agree with this, reflecting their lack 45 – 54 Student of willingness to embrace informal Asia has a far more active 35 – 44 45 – 54 25 – 34 social channels. 16 – 24 – 44 35 blogosphere thanks to the Female – 34 25 Only 4 markets exhibit consistently lower focus on personal blogging. Male – 24 16 negative opinions of blogs. Surprisingly it’s the UK, USA and Australia. Less China lead the way, where 40 Female 60 80 100 120 140 160 Male surprising is Germany which again is Figure 6: Blog Readership and Blog Creation – Demographics, global average. Indexed against all respondents a massive 72.3% of blog readers 40 60 80 100 120 140 160characteristically unenthusiastic. are also writing their own blog… 10

Creating and sharing content IMPLICATIONS OF THE GROWTH IN BLOGGING Blogging as both a media platform and a tool for creating content fig 8 21 MARKET UNIVERSE 255m is now firmly established in the vast majority of markets and the BLOGGING – UNIVERSE SIZES GLOBAL ESTIMATE 339m Read fig 8 21 MARKET UNIVERSE 255m GLOBAL ESTIMATE 339m 70 Read 63.9 WHY IS BLOG CREATION SO BIG IN ASIA? numbers worldwide 339m readers and 170m creators, are eye wateringly large. Thus the importance of blogging as a platform for The universe estimates put blogging into context 60 70 53.3 63.9 One aspect of these results that always catches attention is the advertising, a media channel and for building a relationship between – not only demonstrating which markets dominate 50 60 53.3 dominance of Asia in terms of creating blogs. There are a number of organisations, brands and consumers, cannot be disputed. Blogging the Blogosphere but also the huge global scale of the 40 50 clear reasons for this: is no longer an experimental channel; it is an established channel for numbers. They have been calculated by taking local 30 40 26.7 • Focus on personal blogging drives community and take up. communication and should be core for everyone. This means media survey universe sizes for frequent Internet users 16–54 20 30 26.7 12.9 12.4 15.7 owners integrating blogs into all their digital content, brand owners and applying them to the survey results. They represent 10 10.2 9.7 9.8 8.8 20 2.5 0.9 12.4 3.7 5.4 15.7 5.7 4.3 • In China personal blogging is not a choice, it is the only topic that creating blogs as an ongoing channel of communication and agencies large increases on Wave 1 due to a growth in usage and 2.9 12.9 10.2 9.7 9.8 1.9 2.2 0.8 1.9 8.8 0 10 5.4 5.7 4.3 can be addressed without concern. Politics, cultural and social building up the capabilities to employ them effectively. Internet penetration. The 21 market universe allows JAPAN TAIWAN SPAINSPAIN PAKISTAN MEXICO FRANCE GREECE RUSSIA PHILLIPINES SINGAPORE THAILAND MALAYSIA CHINA SOUTH KOREA USA USA AUSTRALIA BRAZIL INDIA INDIA ITALY ITALY UK GERMANY 2.9 2.5 0.9 3.7 1.9 2.2 1.9 0.8 0 issues are frowned upon. Again this drives community. for an accurate global estimates of 339m readers and The other key impact is consumer’s relationship with media content. JAPAN TAIWAN PAKISTAN MEXICO FRANCE GREECE RUSSIA PHILLIPINES SINGAPORE THAILAND MALAYSIA CHINA SOUTH KOREA AUSTRALIA BRAZIL UK GERMANY 172m blog creators, a big increase on last year. 172m • In China a generation of only children use blogging as their main Blogging is becoming increasingly active and involved; consumers are people creating content is a force to be reckoned with, form of social contact with peers. much more likely to be creating blogs than they were 9 months ago. even if 1% has broad appeal. Figure 8: Universe Estimates – Reading Blogs • In China blogging is the first form of self expression that has This is particularly the case in Asia which exhibits stunning levels ever existed. of interaction. It is this level of involvement that is changing the At a market level the most obvious fact is that despite fig 9 relationship to a two way one. Passive content and advertising is less lower than average adoption rates, the US still 21 MARKET UNIVERSE 129m Write • The large social platforms in Asia, such as Cyworld, Mixi and GLOBAL ESTIMATE 172m 45 relevant in this age. Interactivity is key and expected. absolutely dominates in terms of readers, representing fig 9 21 MARKET UNIVERSE 129m 40 Write 38.53 Bokee are built around the mechanic of blogging. GLOBAL ESTIMATE 172m 45 25% of our universe. However China is close on its 35 40 38.53 heels with 53m readers, despite just 10% Internet 30 35 26.75 • The Internet is a place to be non conformist and individual, penetration. Interestingly for Europe – the big 5 markets 25 30 contrary to the very hierarchical and structured culture that exists 26.75 20 offline in many Asian markets. (France, Germany, Italy, Spain, UK) represent 47m 25 13.82 15 20 readers, meaning Europe as a whole is a blogging force. 10 13.82 • New Internet users are hungrier to get involved. Many of the Asian 15 5.94 4.12 5.33 5.14 6.13 3.74 2.33 5 3.39 3.02 markets are growing at a very fast rate and users are younger and In terms of creating blogs, China is number one, thanks 10 0.94 5.94 1.27 0.25 5.14 2.53 5.33 1.96 0.64 0.24 6.13 2.17 0.84 0 4.12 3.74 2.33 to the extremely high levels of active usage with 31m 5 3.39 3.02 fresher. This is a pattern that can also be seen in Latin American JAPAN TAIWAN SPAINSPAIN PAKISTAN MEXICO FRANCE GREECE RUSSIA 2.53 PHILLIPINES SINGAPORE THAILAND MALAYSIA CHINA SOUTH KOREA USA USA AUSTRALIA BRAZIL INDIA INDIA ITALY ITALY UK GERMANY 0.94 1.27 1.96 0.64 2.17 0.25 0.24 0.84 0 blog creators, compared to 27m in the US and 14m markets. The more developed Internet markets of the US, Europe JAPAN TAIWAN PAKISTAN MEXICO FRANCE GREECE RUSSIA PHILLIPINES SINGAPORE THAILAND MALAYSIA CHINA SOUTH KOREA AUSTRALIA BRAZIL UK GERMANY in Japan. This is a picture that will change as the and Australia are more entrenched in pre Web 2.0 habits, where Internet universes of China, India and Brazil continue passive consumption still rules. Figure 9: Universe Estimates – Writing Blogs their dramatic increase. English may not dominate the • Blogging in Asia and emerging markets does not carry the blogosphere for much longer. perception of self promotion that can often taint bloggers in Europe and the US. • In Europe and the US blogs have infiltrated mainstream media and many professional blogs have arisen in Europe and the US concentrating on news, culture, politics and technology emphasising passive consumption over active involvement. 12 13

Creating and sharing content CREATING MULTIMEDIA CONTENT As with creating blogs interest in creating multimedia content is driven As with blogging, the younger emerging markets demonstrate more by younger segments, typically 16–24. However there is a male / female enthusiasm for developments that were technically difficult and Creating content is of course much broader than just blogging. bias. Males are more likely to want to create radio shows, music and barely possible a couple of years ago. Sharing photos also has a Thanks to photo sharing, video sharing, Podcast networks and free videos, while Females are more likely to want take photos. In terms of strong community aspect, something that exists more strongly in to access music distribution platforms, creating your own content career, students and the self employed are more likely to want to create these markets. for distribution has never been easier. In order to test this demand, – no doubt reflecting their flexible routines and likelihood to be involved we looked at levels of interest across four key multimedia types fig 11 There are also cultural factors at play affecting these results. There are in creative endeavours. of content; videos, radio, music and photos. The most interesting two markets were photo and video sharing have failed to make any impact observation is the relatively consistent scores between markets, with despite embracing other social media developments in large numbers. In Creating my own videos Creating my own music Creating my own radio shows Taking photos fig 13 no clear regional patterns (with the exception of lower scores in Japan and Thailand informal channels of communication or social contact Sharing videos make with friends/family online Sharing vids make online with people dont know Italy) – just consistent strong demand. are frowned upon. Sharing photos with friends & family online Sharing photos online with people i dont know 45 – 54 80 70 Unsurprisingly taking photos is of universal interest, with no % Very Interested 35 – 44 fig 12 Upload a video clip to a video 60 exceptions and easily the main point of content creation across sharing site 50 Upload my photos to a photo all digital channels. Its ubiquity is not in doubt – with 64% 25 – 34 sharing site 40 claiming to be very interested. A demand driven by the never 100 30 % Have done (last 6 months) 16 – 24 20 ending popularity of digital cameras and camera phones. 90 80 10 The interest in other kinds of media is a surprise. There is broad Female 70 0 e e ce a o an a lia a n a na n an s e ly y S il nd K ec ne or si ic re di pa si ai ag an az interest in creating music (25%), video (23%) and radio (16%) at U Ita U ra an st hi w 60 ay ex us In Sp la ap ko re pi Ja r m Br i ki st C ve Ta Fr ai al M R ilip G ng er Pa Au Th lA M Male G Ph Si ba 50 the global level, mirrored in all markets without any real regional lo G 40 differences. If a small proportion of this interest is acted on then 60 70 80 90 100 110 120 130 Figure 13: What kind of content are you interested in Sharing? Wave 2 30 there will be a vast array of new content online. Figure 11: What kind of content are you interested in creating? Demographics Global Average, 20 Indexed against all respondents. Wave 2 IMPLICATIONS 10 0 The real impact of the demand in creating content can be M e o R n us e e a es K n an n Fr ia e ili sia al a Ta ia na Av aly y S G and ki l G K c A ec or si Pa azi Si rag e ic a a ai an U al d U The huge interest in creating and sharing content, backs up the an in or iw st p hi ay Ph us ex Sp In It ap re tr Ja m r pp l C e Creating my own videos Creating my own music on computer B ai seen in the extent to which users have shared photos and ng er Th M Creating my own radio show Taking photos al blog findings. There is a general shift to becoming content creators b 90 lo videos online. Figure 12 demonstrates the huge popularity G 80 Figure 12: What content have you shared online? Wave 2 and interest in the sort of rich content that has typically been the in sharing photos, with a global average of 41% uploading % Very Interested 70 preserve of professional media organisations. As technology improves photos, double the penetration of uploading videos. 60 and access is more universal this will grow and more individuals will However considering the relative complexity of uploading Much is made of social media changing our perceptions on our social 50 act on this interest. 40 video compared to photos the numbers are impressive, groups. The ability to connect us with very broad groups of new people 30 demonstrating the huge impact video has already made and share our photos and videos with the world holds the promise of This interest means the ownership of the distribution platform is key 20 over 2006. massively altering social connections. At present figure 13 demonstrates – the Youtube’s, Flickr’s and Groupr’s of this world are well placed 10 that interest in content sharing is still focused primarily around friends to capitalise and it’s these open platforms that new developments There is a strong regional dimension – the markets 0 and family. There are no great regional differences, apart from low interest should imitate and brands should associate with. driving usage with the exception of South Korea and ilip e e ce a o an a Si ssia lia a n na n an s e ly G y S il nd K ec ne or si ic re di pa ai ag an in Japan and Italy. Broadly speaking users are most likely to want to az U Ita U ra an st iw hi ay ex In Sp la ap ko re pi Ja r m Br u ki st C ve Spain are emerging Internet markets. 61% of our universe Ta It also means that involving consumer created video and audio Fr ai al M R ng er Pa Au Th lA M G Ph share photos with friends and family, then videos with friends and family, ba lo in Malaysia claim to have uploaded photos, over 5 times content into branded activities, media and part of digital G then videos with the wider world and lastly photos with the wider world. Figure 10: What kind of content are you interested in creating? Wave 2 the number in Japan. These disparities reveal a number communications is not just possible everywhere but should be However it would be sensible to assume that these are results that are of things. integrated regardless of market. Consumers will embrace the likely to change over time as photo and video sharing change notions possibility to create and share. 14 of privacy.

CONSUMING SOCIAL MEDIA VIDEO CLIPS STREAMING VERSUS ON DEMAND – What types of content do Since the first wave, watching video users want Live streaming of radio and audio online has thanks to Internet online has become a true mass radio long been established online. What social media developments phenomenon. Hundreds of video have done is make these kinds of services interesting by offering sites have emerged and video content – How showsas foundstreamingTune, Pandora and Yahooas a source personalisation, Figure 17 can us that on Fine is very well established Launchcast. advertisers integrated into sites, blogs and personal profiles is standard. Hundreds of millions get involved of content. The global average is 51% and there is no Asian skew as fig 14 100 with many other technologies. Only two markets have low levels of % Have Done (last 6 months) Watch video clips online [Have Done] 90 of videos are now streamed every day. penetration, surprisingly this is the case in Japan – less surprising it 80 fig 17 100 % Have Done (last(last 6 months) is also the case in Pakistan where broadband can be patchy. The other 70 This impact is absolutely clear from figure 14. The – Impact ofisWeb 2.0 brands relatively low levels 17 interesting point that markets which have fig of 90 100 Listen to live radio/audio online [Have Done] % Have Done 6 months) 60 global average for watching video clips is 63%, doubling 80 Listen to live radio/audio online [Have Done] reach for video clips including Thailand and Greece, top the charts for 90 50 in the space of 9 months (figure 15). Once again the 70 80 40 markets driving usage are either Asian or emerging. streaming. We also see the media rich markets of the UK and France 60 30 Malaysia leads the way with 80% reach, followed by China, – How do thesea emerging broadcasters such as the perform well thanks to culture of offline 70 50 60 20 BCC, Channel 4 and CANAL streaming online 40 10 Brazil and South Korea. The only exception to this rule in channels rank versus 50 30 40 0 the top half is Spain with 69% reach. When we compare these figures to downloadable content (figure 18), 20 Podcasts and Video Podcastson value traditional media that the difference is clear; streaming 30 South Korea Pakistan Taiwan Philippines Spain Japan Thailand Brazil US India Italy Singapore Germany UK Mexico Australia China Greece France Russia Malaysia Global Average 10 Looking at wave on wave growth (figure 15) brings home the 20 0 still beatstrust and subscribed media. The average figures are 22% for audio 10 Australia South South Korea Japan Japan Pakistan Taiwan Spain Spain Philippines Brazil Brazil Thailand India India Italy Singapore Germany Mexico UK China China Greece RussiaRussia FranceFrance Malaysia impact that video has had. Every market has seen substantial GlobalGlobal Average US growth with South Korea leading the way with a massive 46% and 20% for video. The markets in the top half are all Asian, with the 0 Australia Korea Pakistan Taiwan Philippines Thailand Italy Singapore Germany Mexico UK Greece Malaysia Average US increase. This growth is unheard of for any technology platform. exception of Brazil, Mexico and interestingly the UK, where the BBC has – Recall anddeveloped internet markets of Europe, US and Asia driven usage. The perception Figure 17: Listening to live audio / radio. Wave 2 Pacific lag, probably due to the richness of live content available. The of advertising initiatives huge reach in China, shows the demand for fresh un-sanitised media. fig 18 100 Download a Podcast (pre-recorded radio/audio show) % Have Done (last(last 6 months) Downloaded a Video Podcast (pre-recorded TV/ Video Show) 90 100 fig 15 90% Video Podcasts have the same reach as audio. This reflects the 18 fig Download a Podcast (pre-recorded radio/audio show) % Have Done (last 6 months) 100 % Watched Video Clips (last 6 % Have Done 6 months) Watch video clips online [Have Done] WAVE 1 80 Downloaded a Video Podcast (pre-recorded TV/ Video Show) 90 80% emergence of video as a form of content online, the rise of the portable 90 WAVE 2 70 80 80 70% video player and the continual rights issue that dogs the distribution 60 70 60% 70 of music. Podcasts in the main remain spoken voice, limiting 50 months) 60 60 50% their demand. 40 50 50 40% 30 40 40 30% 20 30 30 20% 10 20 20 10% 0 10 Spain Spain 10 UK Australia Japan Japan Taiwan Pakistan Philippines Thailand Brazil Brazil India India Italy Korea Korea Singapore Germany Mexico China China Greece RussiaRussia FranceFrance Malaysia GlobalGlobal Average US 0 0% 0 Thailand Philipines Spain China South Korea Singapore Malaysia US Australia Global 15 France Italy Russia Germany arket Average UK UK Australia South Korea Taiwan Pakistan Philippines Thailand Pakistan Taiwan Philippines Spain Japan Thailand Brazil Italy Singapore US Germany Mexico Greece Malaysia India Italy Singapore Germany UK Mexico Australia China Greece France Russia Malaysia Average Global Average US Figure 14: Watching Video Clips Online. Wave 2 Figure 15: Watching Video Clips Online. Wave 1 versus Wave 2 Figure 18: Downloading Podcasts and Videocasts Wave 2 16 17 90% 6

Consuming Social Media fig 17 100 % Have Done (last 6 months) UNIVERSE SIZES 90 Listen to live radio/audio online [Have Done] IMPLICATIONS 80 The success of video clips can be seen in the volume of the market. 70 The astonishing growth of multimedia content online has fundamentally This research estimates a global universe size of 330m. The USA 60 shifted the Internet in the small space of 9 months. Think how leads the way with an audience of 65m, with China on 49.7m – by Think how ubiquitous the video clip 50 ubiquitous the video clip now is; on video sharing sites, by viral or far the two biggest volume markets. Japan and Korea represent 38m 40 combined, while the big 5 in Europe also represent 38m. These now is; on video sharing sites, 30 embedded into other web content. The video clip is everywhere. numbers far outpace podcasts, which have failed to make the same by viral or embedded into other web 20 10 Video should now be core in all online communications. Whether that impact, but still have a sizable audience. There is a global universe be creating and sharing advertiser funded, branded or media sponsored content, the video clip is everywhere. 0 content or running video ads. Australia South Korea of 124m, much of which is made up by demand in China, where Japan Pakistan Taiwan Spain Philippines Brazil Thailand India Italy Singapore Germany Mexico UK China Greece Russia France Malaysia Global Average US 33m have downloaded, but significant volume can also be found This growth has been achieved thanks to open platforms. This is a in the US, South Korea, India and Brazil. lesson; open works and drives demand. Open also means volumes of content that attracts consumers. Closed single content owner platforms will not succeed against this. The Viacom move to take 100 fig 18 100 Download a Podcast (pre-recorded radio/audio show) % Have Done (last 6 months) % Have Done (last 6 months) 90 Listen to live radio/audio online [Have Done] 90 Downloaded a Video Podcast (pre-recorded TV/ Video Show) their content from Youtube is a worrying precedent and one that 80 80 does not have the consumer in mind. 70 70 Advertisers and brands should be working within these platforms, 60 60 50 50 not fighting it. Interruptive advertising will not succeed in these 40 40 environments, but branded and sponsored content will. Producing 30 30 content to be freely distributed should be essential practice. If 20 20 consumers are doing it there is no excuse for well resourced brands 10 10 not to. Consumers should also be encouraged to create content 0 0 involving brands which they can distribute as they wish. To achieve Spain UK Australia Japan Taiwan Pakistan Philippines Thailand Brazil India Italy Korea Singapore Germany Mexico China Greece Russia France Malaysia Global Average Australia South Korea Japan Pakistan Taiwan Spain Philippines Brazil Thailand US India Italy Singapore Germany Mexico UK China Greece Russia France Malaysia Global Average US this, control must be transferred to the consumer, a difficult but inevitable process. Agencies must also develop the skills to organically promote content online. Figure 19: Watching Video Clips – Universe Estimates. Wave 2 Figure 20: Download a Podcast. Wave 2 There are also two resulting changes in media consumption Download a Podcast (pre-recorded radio/audio show) 100 % Have Done (last 6 months) Downloaded a Video Podcast (pre-recorded TV/ Video Show) behaviour that should be acted on. Firstly short is good – its 90 80 all about grazing bite sized media. Secondly media 70 consumption is moving global – production should 60 be international in mind, content rights should Producing content to 50 be global and brands with international 40 ambitions must have a consistent be freely distributed should 30 20 global image. be essential practice. 10 0 Spain UK Australia Japan Taiwan Pakistan Philippines Thailand Brazil India Italy Korea Singapore Germany Mexico China Greece Russia France Malaysia Global Average US 19

SOCIAL INTERACTION ONLINE fig 22 60% % Managing a Social Network Profile WAVE 1 WAVE 2 50% 40% (last 6 months) SOCIAL NETWORKING fig 21 Manage a profile on a social network fig 22 30%60% % Managing a Social Network Profile WAVE 1 WAVE 2 One of social media’s main consumer 100 20%50% % Have Done (last 6 months) 90 benefits has been the easing of social 10%40% (last 6 months) 80 interaction, thanks to social networking MYSPACE 70 0%30% sites such as MySpace, Bebo, Friendster and 60 Ch i n a So u t h K o r e a Si n g ap o r e Mal ay s i a US A u s t r al i a Gl o b al 15 Fr an c e Ru s s i a Mar k et Av er ag e Th ai l an d Ph i l i p i n e s Sp ai n It al y Ger m an y UK 50 Facebook and the continual inclusion of social 20% 40 features such as social recommendation in 30 10% shopping sites and the ongoing development of 20 0% peer to peer communications services such as Ch i n a So u t h K o r e a Si n g ap o r e Mal ay s i a US A u s t r al i a Gl o b al 15 Fr an c e Ru s s i a Mar k et Av er ag e Th ai l an d Ph i l i p i n e s Sp ai n It al y Ger m an y 10 UK 0 instant messenger and VOIP. Japan Spain Taiwan Thailand Pakistan Brazil Philippines Italy Global Average US Australia Russia China France Germany India Malaysia Greece Singapore Mexico UK South Along with blogging, social networking has been the poster Figure 22: Managing a Social Network. Wave 1 versus Wave 2 child of social media. Hugely hyped, MySpace, Friendster and Bebo to name but a few have driven the role of social ORKUT Figure 21: Manage a Profile on Social Network. Wave 2 networks into the mainstream. Hundreds of millions of sign fig 23 Social Networking ups, MySpace stalkers and $1bn take over bids have all The wave on wave figures show why social networking is not miles 45 41.27 captured the popular imagination. ahead of blogging (figure 22). A situation of stagnation in all but a 40 35 In some respects the hype is justified (figure 21). Usage is handful of markets and the global average has moved 7 percentage 30.97 21 MARKET UNIVERSE 146m 30 GLOBAL ESTIMATE 194m substantial, but overall it only marginally leads blogging (36% points, compared to 13 points for blogging. This suggests much23 the fig of Social Networking 25 versus 31%). Considering the ease of use this is a surprise. But growth in subscriptions hyped by the various social networks is both 45 20 41.27 in the main it can be explained by the massive popularity of duplication and organic, thanks to the Internet universe expanding 40 15 12.61 blogging over social networking in Asia. in emerging markets. 35 9.94 8.12 21 MARKET UNIVERSE 146m FACEBOOK 10 30.97 9.02 30 GLOBAL ESTIMATE 194m 4.76 4.48 The universe estimates (figure 23) make for impressive reading – a 5 3.24 2.44 1.97 2.08 1.5 3.81 3.16 2.18 Interestingly the new markets in Wave 2 lead the way. Brazil has 1.45 25 1.35 0.46 0.4 0.75 potential global audience of 194m is large and it exceeds blogging by 0 a huge reach of 75%, thanks to a national obsession with Google 20 JAPAN TAIWAN SPAIN PAKISTAN MEXICO FRANCE GREECE RUSSIA PHILLIPINES SINGAPORE THAILAND MALAYSIA CHINA SOUTH KOREA USA AUSTRALIA BRAZIL INDIA ITALY UK GERMANY owned social network Orkut. They are followed closely by Mexico, 20m. The US is the world’s largest social networking market. Although 15 12.61 showing a Latin American trend for social networks and then 41m is way below the number of sign ups claimed by MySpace alone, it is 10 8.12 9.94 9.02 4.76 China, who again exhibit a never ending demand for an indication that real numbers are much lower than the hyped numbers. 5 3.24 2.44 1.97 2.08 1.5 3.81 3.16 2.18 4.48 1.45 1.35 0.46 0.4 0.75 all developments. A huge number of quoted sign ups are likely to be duplications, lapsed Figure 23: Managing a Social Network. Universe Estimates. Wave 2 0 JAPAN TAIWAN SPAIN PAKISTAN MEXICO FRANCE GREECE RUSSIA PHILLIPINES SINGAPORE THAILAND MALAYSIA CHINA SOUTH KOREA USA AUSTRALIA BRAZIL INDIA ITALY UK GERMANY accounts and commercial accounts (bands and business’s promoting their LINKED IN The trend in the other markets is less clear cut. The Asia slant is not as pronounced as it is with other technologies and some of wares). It is also worth bearing in mind that this research is 16+. Many social network users are younger than this, which will likely boost growth the reach figures are surprisingly low. For instance the US score HI 5 over the coming years. The other big story is the size of Brazilian and of 33% seems contrary to the MySpace and Facebook hype and Mexican markets – all big 5 European countries combined only make up the European markets lag. UK, Germany, Italy and France are all in 14.5m not much bigger than Brazil, and surely to be succeeded the bottom 5. France can be explained. The main social platform is as Brazils internet population rapidly expands. BEBO Skyblog, which revolves around personal blogging. But the lack of impact in the other three markets is surprising. 20

Fr Pak Tha J Aus Mal M R Philip Ger G Global Av T Sing Social Interaction Online fig 26 100 % Have Done (last 6 months) (last 6 months) Use Instant Messenger [Have Done] 90 80 70 60 ATTITUDES TO SOCIAL INTERACTION fig 25 fig 26 50 100 IMPLICATIONS % Have Done Create a profile on a social network 40 Use Instant Messenger [Have Done] 90 Attitudes to social networks a means to expand your social group and 30 80 Unemployed 20 Social interaction is not just increasingly a fundamental aspect meet new people are mixed, ranging between 20% in Japan and 80% Housewife 70 10 of the web, it is ingrained. Social networks, instant messenger in the Philippines. Every single developed market bar South Korea Self employed 60 Non office based job 0 50 and the growing creep of social features into all web applications falls beneath the global average. The markets driving the use of social Japan Pakistan Spain Thailand Taiwan Brazil Philippines Russia Malaysia Australia China South Korea US India Italy Greece Singapore Global Average Mexico France Germany UK Office based job (senior manag Office based job (mid manager) 40 are all indicators of this. The research shows that its popularity is networks as a tool to expand social groups come from the emerging Office based job (junior role) 30 widespread in the vast majority of markets and users are increasingly Internet world. This is an interesting phenomenon based in culture more Student 55+ 20 comfortable social interacting online. than anything else. There is simply more enthusiasm in younger Internet 45 – 54 10 markets unfetted by the growing cynicism and mistrust that surrounds 35 – 44 25 – 34 0 This creep of interaction is influencing some big social and cultural Japan Pakistan Spain Thailand Taiwan Brazil Philippines Russia Malaysia Australia China South Korea US India Italy Greece Singapore Global Average Mexico France Germany UK social networks in places such as the US and the UK. Japans low figure 16 – 24 trends. Concepts of privacy and acceptable interaction are changing Under 16 is directly cultural – the informality of social networks does not fit. Female and users are now more comfortable interacting with people they Male don’t know; levels that would have been deemed unthinkable a Who is social networking? Well it’s no surprise that its dominated by 50 60 70 80 90 100 110 120 130 140 few years ago. Also the constant level of exposure that now exists 16–24’s and students (figure 25). This fits all preconceptions. There Figure 26: Use Instant Messenger. Wave 2 Figure 25: Managed a profile on Social Network demographics, Global average. for users active in this space means that they all have to exercise is however no male / female bias of any note. The younger skew is not Indexed against all respondents. Wave 2 personal brand management. This means managing their personal quite as pronounced as it is for blogging, but it is similar. There is 100 space, profile information and content to create positive images clearly going to be much cross over between those that blog and those fig 27 % Have Done (last 6 months) (last 6 months) social network, particularly as many social network platforms have MESSENGER AND VOIP 90 Make a phone call using your computer [Have Done] of their self. The third key trend is the increasingly global nature 80 of people’s interactions. Friends on a social network and instant integrated blogging features. Whether these two platforms mature Although messenger pre-dates the rise of social media, it has evolved 70 messenger are likely to be from across the world. as users get older, will remain to be seen. as a peer to peer communications platform and its importance has 60 increased. It has been integrated into social networks, evolved to 50 100 These trends mean the integration of social features or a social fig 27 % Have Done 40 mechanic is increasingly fundamental. Applications, devices and incorporate video and voice and become more interoperable between 90 Make a phone call using your computer [Have Done] 4 30 I use social networks to meet new people providers. This growing importance can be seen in figure 26. 66% of 80 communications that connect people and leverage the concept of 20 90 70 the social network will be very popular, particularly with younger % Completely Agree / Somewhat Agree our sample use instant messenger and this rises to over 90% in Mexico. 10 80 60 Instant messenger is clearly a very important communications platform, 0 segments and in emerging markets. There is an opportunity for 70 50 Thailand Russia China Pakistan Taiwan Spain India Japan Malaysia Germany South Korea Philippines Brazil US Singapore Italy Mexico Australia Global Average France Greece UK only surpassed by email. Yet some markets stubbornly refuse to embrace 40 brands and existing media organisations to get involved in this 60 it. In Japan instant messenger is viewed as too interpretive while 30 via niche social networks, by providing the tools for personal 50 40 Germany as also seen in Wave 1 it is generally seen as too informal. 20 brand management, features that link users and their content or 30 10 Figure 27: Made a phone call using PC. Wave 2 by providing plug ins and applications that can be used in users Figure 27 should make very worrying reading for telecoms companies 0 personal profiles. 20 Thailand Russia China Pakistan Taiwan Spain India Japan Malaysia Germany South Korea Philippines Brazil US Singapore Italy Mexico Australia Global Average France Greece UK – 38% of our sample has claimed to use VOIP. On the back of instant 10 messenger, VOIP has started to make a major impact. Interestingly It is also increasingly important for brands to be active in the social 0 the markets embracing it are the ones with the most underdeveloped spaces that users congregate in. Having branded spaces on social US Spain Taiwan Pakistan Thailand Brazil Japan China Philippines Germany India Mexico UK Australia Greece Italy Singapore Global Average Russia korea France Malaysia landline telecoms. It’s a classic case of users jumping a generation networks, building campaigns across them and distributing content of technology. Why pay for a landline when you can go straight to that users can pass on via their networks should be an increasing VOIP? The markets where landline providers are most established and important channel of communication. But when using these channels Figure 24: “I use social networks to meet new people” All agree. Wave 2 it is fundamental that brands and media organisations think global. sophisticated the usage of VOIP is limited. Multiple local and conflicting brand identities and communications will not work. 22 5 Create a profile on a social network

OVERALL GLOBAL fig 30 China Brazil VIEWPOINT Mexico South Malaysia Spain Russia Philippines Singapore India Global Average France Italy Taiwan Greece Australia UK Thailand US Pakistan Japan COMPARISON fig 28 Use Instant Messenger MARKETS COMPARED Germany fig 28 Read blogs / weblogs Use Instant Messenger 0 10 20 30 40 50 60 70 Having data from 21 countries has provided a robust base Read blogs / weblogs online Watch video clips You may have gathered now, where the growth Listen to live clips online online Watch video radio/audio Figure 30: Web 2.0 Index. Average penetration of technology by market. Wave 2 is coming from. Asia and emerging markets for accessing the overall impact of all social media. Figure Read personal (e.glive radio/audio online Listen to friend/family) blogs/weblogs Looked at peoples photos online of people personally know Read personal (e.g friend/family) blogs/weblogs are driving adoption of the changing Internet, 28 shows the average levels of usage for each technology Looked at peoples photos online of people personally know know Looked at peoples photos online of people don't Looked at peoples photos online of a comment on a blog site Leave people don't know demonstrating huge appetite for new media across all markets. It is quite clear what has made an Upload my photos to a photo sharing site Leave a comment on a blog site Upload my photos to acall using your site Make a phone photo sharing computer sources, social connections and means to create impact and what has yet to. Instant messenger, blogging, Make a phone call using your computer site Leave a comment on a news Create a profile on a social network Leave a comment on a news site and express yourself. Figure 30 shows the video clips have all crossed 60% penetration, but RSS Create a profile on a social network weblog Start my own blog/ Submit a own blog/ weblog Start my news story to a website average adoption level of all the technologies feeds and podcasts continue to lag. Upload a video clip to a to a website site Submit a news story video sharing Download a a video clip torecordedsharing site show) Upload Podcast (pre a video radio/audio and platforms. China, Brazil and Mexico top the Download a Podcast (pre recorded radio/audio show) Show) Downloaded a Video Podcast (prerecorded TV/ Video index. South Korea is the leading established There is also an interesting observation about passive sources versus Downloaded a Video Podcast (prerecorded TV/ Video Show) feed Subscribe to an RSS Subscribe to an RSS feed market. Spain and Russia are the top European active. The most passive; Reading blogs, watching video clips, listening 0 10 20 30 40 50 60 70 0 10 20 30 40 50 60 70 markets, while the developed markets of UK, to live audio are all around the 60% mark, while leaving comments Figure 28: Penetration of technology, global average. Wave 2 US and Germany lag. But there are exceptions on blogs, news sites are around the 40% mark, while active creation; to the emerging markets and Asia rule; Thailand starting a blog, creating a social network profile and uploading video fig 29 Have NOT done but plan to in to in future fig 29 Have NOT done but plan to in to in future and Pakistan are behind, while Japan long seen clips range from 20% – 30%. Make a phone call using your computer as technical innovators are not leading the Make a phone call Downloaded a Video Podcast using your computer We also asked respondents to assess their likely future usage. The Downloaded a Video PodcastPodcast Download a world in web usage. There are cultural factors clear areas of growth are VOIP, Podcasts and active content creation. Download a Podcast Upload a video clip to a video sharing site in play that can still override the progress Upload a video clip to a Start my own blog/ weblog video sharing site But saturation is starting to kick in; namely blogging, photo sharing Start my Subscribe to an RSS feed own blog/ weblog of technical innovation. and watching video clips. Of course this is not to say that these Subscribe to an RSS feed Leave a comment on a blog site Leave a comment on a blog site Create a profile on a social network technologies and platforms will stop growing in real terms – internet Create a profile on alive radio/audio online Listen to social network penetrations are rapidly expanding in emerging markets and usage is Listen to live radio/audio online Upload my photos to a photo sharing site Upload my photos to a photo sharing site Read personal (e.g friend/family) blogs/weblogs becoming higher frequency. Read personal (e.g friend/family) blogs/weblogs online Watch video clips Watch video clips online Use Instant Messenger Looked at peoples photos online Use Instant Messenger of people personally know Looked at peoples photos online of people personally know know Looked at peoples photos online of people don't Looked at peoples photos online of peopleRead blogs / weblogs don't know Read blogs / weblogs 0 5 10 15 20 25 30 35 0 5 10 15 20 25 30 35 24 Figure 29: future usage interest, Global average. Wave 2 25

IMPLICATIONS: FUTURE INITIATIVES THE RULES OF THE SOCIAL INTERNET AND CONTACTS The social orientated Internet is a massive opportunity for brands, advertisers and marketers if embraced properly. It enables a much more positive relationship with consumers where true benefits are NEXT WAVE created. Three key themes must be embraced to succeed online: The next wave of research will cover the following additional areas: • CREATIVITY Frequency of Usage (social applications and services) – Create branded content to be distributed across the global Frequency of Usage (social web global brands) social media platforms. Consumers are doing it; well resourced brands have no excuse. – Think beyond static one way creative and create dialogue CONTACT with consumers. For further information and any questions please contact: – Developing applications, services and platforms that create a Tom.Smith@universalmccann.com genuine consumer benefit and drives engagement. • PARTICIPATION – Forget siloed brand sites: In a world of interlinked platforms and content, the stand alone brand site is not engaging. – Think global; consumers are. Media consumption and social interaction are moving international, constrained by language not borders. Global brand identities, multi market campaigns and international structures are all essential. – Embrace social platforms as part of your communications mix; blogging platforms, social networks, video and photo sharing sites are where consumers spend most time and where the greatest opportunities for engagement. • INTERACTION – Allow consumers to interact with your brand: User generated advertising, branded blogs and ongoing feedback are expected. – Provide consumers with tools to manage their personal brands online. – Exist inside Social Networks: Create profiles, develop networks, distribute content and employ advertising and sponsorship. 26 27

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Universal McCann Wave 2

by Elizabeth L on Aug 03, 2009

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Universal McCann Wave 2 — Presentation Transcript