Universal McCann Wave 3

Mar.08 Power to the PeoPle SoCIAl MeDIA trACKer v .3

Power to the people - Social Media Tracker Wave 3

3 Welcome to Wave 3 04 Introduction 06 Methodology 10 What is Social Media? 12 Global Snapshot 18 Blogging 34 Social Networking 48 Sharing Content 56 Consuming Content 76 Final Word

Introduction Welcome to Universal McCanns global research into the This latest report demonstrates the continued growth of social impact of social media. This project is an ongoing commitment media, the impacts of this are huge. by Universal McCann to measure consumer usage, attitudes and • The vast majority of users are producing content and there interests in adopting social media platforms and is the largest is an ongoing shift towards participation. exploration of its kind. It aims to provide the facts behind the hype. • Media consumption is internationalising along language lines thanks to global social platforms. The first study was published in September 2006 (Wave 1) and the second study in June 2007 (Wave 2). This report (Wave 3) • Consumers are moving to on-demand media such as video brings together the latest results from Wave 3 as well as tracking clips and podcasts. the evolving trends since Wave 1. Wave 3 surveyed 17,000 internet users in 29 countries and was completed in March 2008. • The role for advertisers and brands has never had so much potential – branded applications, content and services all Since Wave 1 in September 2006 the research has created offer huge potential in social media. genuine insights on the patterns of usage, such as China having more bloggers than the US, emerging markets leading take up and • Emerging internet markets are leading the way in usage, Japan shunning photo sharing. closing the gap with developed countries. Tom Smith Tom.smith@universalmccann.com Wave 3 Wave 1 29 Countries 15 Countries 17,000 Internet Wave 2 Users 7500 Internet 21 Countries Users March 10,000 Internet 2008 September Users 2006 June 2007 Power to the people - Social Media Tracker Wave 3

Wave 3 Highlights 5 • ocial media is a global phenomenon happening in all markets regardless of wider economic, S social and cultural development. If you are online you are using social media • sian markets are leading in terms of participation, creating more content than any A other region • ll social media platforms have grown significantly over the three Waves A – Video Clips are the quickest growing platform, up from 31% penetration in Wave 1 to 83% in Wave 3 • 7% have joined a Social Network, making it the number one platform for creating 5 and sharing content – 55% of users have uploaded photos – 22% of users have uploaded videos • The widget economy is real – 23% of social network users have installed an application – 18% of bloggers have installed applications in their blog templates • Blogs are a mainstream media world-wide and as a collective rival any traditional media – 73% have read a blog • he blogsphere is becoming increasingly participatory, now 184m bloggers world-wide T – The number one thing to blog about is personal life and family • hina has the largest blogging community in the world with 42m bloggers, more than the US C and Western Europe combined • Social media impacts your brands reputation – 34% post opinions about products and brands on their blog – 36% think more positively about companies that have blogs

Methodology: How we did it The research has retained a consistent methodology throughout Wave 1, 2 and 3. All surveys have been scripted and hosted on Universal McCann’s in-house online research system, Intuition. All surveys are self completion and the data collected is entirely quantitative. Every market is representative of the 16-54 Active Internet Universe. In this Wave 17,000 internet users in 29 countries were interviewed. To be included you need to be using the internet everyday or every other day. 6/ 70 93 95 /3 rk a m lt e s/a ot o /ph co m www.fickr. THE ACTIVE INTERNET UNIVERSE = I use the internet everyday / every other day Power to the people - Social Media Tracker Wave 3

7 Why the Active Internet Universe? • As they are the key leaders of social media and drivers of In the past Waves there has been occasional mis-understanding adoption, they are the most important consumer to about what the results represent, due to the fact that smaller less understand. economically developed countries lead the way. • They are the most important consumer to understand the The reason lies in the focus of the study, which is to understand adoption of social media who are key to growing the internet. usage of social media among internet users. Emerging Internet markets tend to have a demographical profile that fits the early • They make up the vast majority of social media adopters. adopter as opposed to the mature internet markets such as Japan If you’re not using the internet regularly, you’re not blogging. and the US. This can be a factor in lower levels of adoption in • Over time, all users increase the regularity of usage. penetration terms. Eventually everybody will be an active user, as they have It must also be considered that emerging markets have lower levels been with television. of internet penetration, so the impact of social media among the country as a whole will be more measured. Internet Penetration by market Internet Penetration, all adults. Figures sourced from Internetworldstats.com % .9 % N rali % 2% Au n 5 .7% 49 Au 71 a 7 9% U h K g 6 2% Br ico .8 4% .8 Ta 66. 5.9 % nd % So g K d 6 % ee y 3 4% e 3 2% st .4 0. 87 ai 54 lic SA or 9. ut on 9. 9 . iw 4% % ili 2. % H ani .6% K 6 6 an Re % rla 2.9 on an .8 rm .0 % De an 6 .4% Ro nd .5% az 21 % Tu il 2 .3% ex 1 5 Sw ma .7% Sp ce pub Ru ppi 3% U da 64. Po ey 2 4% Ita ria 5% Gr gar 31. Cz ce 5. M sia s 1 Ph a 1 .3 Fr ch 5.5 s 57 .7 H zerl 68 Ca an % ki 3% he 7 e in n 7 m 29 56 p 67 la 2 s ne rk 2. st 6. n 8 na y et a it rk un a Pa 5. Ch sta Ja an a ly di Ge In 100 % Online (All adults) 0

Methodology: Universe sizes – putting it into context Estimated worldwide 16 - 54 active internet universe = 475m users 11 5 6 12 2 13 14 7 8 15 1 USA 17 16 100m 9 10 18 19 3 3 North America Europe Asia & Oceania 1 USA 100m 5 UK 17.8m 21 Pakistan 0.26m 2 Canada 7.8m 6 Netherlands 6.1m 22 India 17.8m Central & 7 France 12.8m 23 China 61.0m 4 8 Switzerland 1.3m 24 Hong Kong 1.8m South America 9 Spain 10.9m 25 Taiwan 5.4m 3 Mexico 6.7m 10 Italy 10.2m 26 South Korea 13.7m 4 Brazil 13.8m 11 Denmark 1.3m 27 Japan 29.8m 12 Poland 3.6m 28 Philippines 3.7m 13 Germany 18.8m 29 Australia 5.1m 14 Czech 1.9m 15 Hungary 1.2m 16 Romania 2.2m 17 Austria 1.2m 18 Turkey 5.0m 19 Greece 1.2m 20 Russia 8.6m Power to the people - Social Media Tracker Wave 3

9 20 Putting the results into context To help provide a more complete picture, the analysis in this report puts the results into context in two ways; 23 China 1. Market by market universe estimates 61m 26 27 2. Penetration of usage among all 16-54s. Both these figures are estimates based on 21 the above universe sizes. When estimating 24 global usage figures of different social media 25 technologies we make the fair assumption that the vast majority of users will be active 22 28 users and between the ages of 16-54. How did we get to these universe figures? Local market data from TGI, Simmons or equivalent provided penetration figures for 16-54s by market and levels of active usage. These were correlated with Internet World Stats, CIA World Factbook and Comscore. 29 The general rule is the more developed a market is, the higher in home and at work internet connections are, which leads to higher levels of active usage.

What is social media? www.fic r.com/phot Social media is an important k Social media represents shift, as it summarises the a big improvement over os/ importance of interaction, the consumer pi cc Web 2.0 as a term to lly wi ls o adi and the community. The term emphasises n/6 876 describe the changes that have 6 1 3 2/ the idea that as a collective it can have as much impacted the internet. The idea impact as any traditional media platform. that we switched from Web 1.0 to In truth, to claim social media as “new” is slightly misleading. From the 2.0 beginning, the internet was founded on message boards, chat rooms and was always a touch crude. peer to peer communication. What has changed is the mass involvement that modern social platforms inspire. Contributing to the internet has never been as accessible and less technical. Innovations in web development, computing technology and the proliferation 4787692/ of broadband have come together in drive monumental consumer take up. This is why the phenomenon of social media is important now – it has the s/45 e cat potential to impact on all our media consumption therefore shifting the /le s o to ph ckr. co m/ emphasis from professional content producers to the consumer. www.fi The definition “Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content” Power to the people - Social Media Tracker Wave 3

11 Photo Blogging Sharing Micro Video Blogging Sharing Key Podcasts Social RSS Platforms Message Widgets Boards Chat Social Rooms Networking

Global snapshot: Wave 3 Reach rk ite wo bs et we “Thinking about using the Internet, which of the ln g ia following have you ever done?” Active Internet Users rin c so a e sh sit g s in og o ws ite ist ot og bl bs ex ph ne g ed bl we lo e we bs o a fe an lin t a a eb a s/ as ite n n to og on s we t S g /w dc on to to og g lip RS rin bl os og s po bl en en in c le a ip ot al an bl we sh ar eo ofi m m cl ph a on n sh vid pr m m s/ to ed o eo ow rs ot y og co co e a m ad vid pe ph eo a ib bl y e a a lo tm vid oad d cr ag ad ch ad a oa e e wn bs av av an Re sit ar at pl pl Re Do Su Le Le St W M Vi U U 82.9% 72.8% 67.5% 63.2% 57.3% 54.8% 52.2% 45.8% 45.1% 38.7% 38.5% 33.7% Reach over time “Thinking about using the Internet, which of the following have you ever done?” Active Internet Users 90% Read blogs/weblogs 80% Start my own blog/weblog Leave a comment on a news site 70% Watch video clips online 60% Download a podcast (pre-recorded radio/ % Ever done 50% audio show) Create a profile on a social network 40% Subscribe to an RSS feed 30% 20% 10% 0% Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 Power to the people - Social Media Tracker Wave 3

13 Frequency “Thinking about using the Internet, which of the following have you ever done?” Active internet users Watch video clips online 22% 37% 16% Read blogs/weblogs 21% 27% 11% Visit a friend’s social network page 22% 25% 10% Read personal blogs/weblogs 19% 25% 10% Share a video clip with a friend 13% 24% 12% Visit a photo sharing website 13% 21% 14% Manage profile on existing social network 17% 18% 11% Upload my photos to a photo sharing website 8% 15% 13% Download a podcast 7% 16% 8% Daily reach Post/write stories for my own blog/weblog 9% 12% 5% Weekly reach Upload video clip to video sharing website 7% 11% 7% Monthly reach

Global snapshot: Wave 3 Read personal Visit a friends social Man Watch video clips online Read blogs/weblogs Share a video clip blogs/weblogs network page on a s 394m 346m 303m 321m 307m Power to the people - Social Media Tracker Wave 3 www.fickr.com/photos/mshandro/34964515/

15 5 2/ 88 62 /2 31 n l ey sta ham /gra m/photos www.fickr.co nage a profile Download a Download a Start my own Upload a Subscribe to Upload photos video clip social network video podcast podcast blog/weblog an RSS feed 248m 183m 272m 216m 215m 184m 160m 16-54 active Internet users global universe estimates

Country results in detail

Reading blogs: usage trends Blogging shows no signs of slowing its growing prominence in popular culture and society. Politicians, celebrities, brands and family members all seem to have one. Traditional media outlets use them to supplement their normal output. At the same time legions of micropublishers have utilised blogs to start mini media empires, from Perez Hilton to Treehugger in every niche imaginable. The result is a massive wealth of new sources of information that we continue to digest. • Growth continues at a global level • Very high frequency medium – 77% Read blogs – up 11% on Wave 2 – 50% daily reach in Brazil and Japan • Saturation in growth in some markets • Blogs are primarily a community media – South Korea, China, Italy and Russia all reached their – Personal blogs and friend and family blogs are number limits of growth one destination for reading • logging as a collective rivals traditional media B • They’re not for geeks – 70% weekly reach – Music, TV, film and News are the next highest destinations Blog readership Wave 3 “Thinking about using the Internet, which of the following have you ever done?” Active Internet Users h 9 7% .8% M a 8 s 9 .1% % Ita n 8 % .4% N ey 6 9. 69 U mar 2. 2% De rali d 6 8% Br ico 1% 3% .7 st .3 8% 50 % SA k 0% ee 72 % % in ne 2 rk a 6 lic on 8% 7 n a 6 3. st an 5. un y % ex 8 0. pa .0 6 Ta il 8 .7% Gl sia .2% Ru ce .3% Ge ada .7% ry .4 In rto R .6% Cz al 7 .8% U erl .6% Ch ppi ea 9 H 5. ds 6 Gr nd 6.0 .5 Ro h R .2% Fr 78 .4% Ja 85 o 8 Tu ani pub Po stan 8% Pu an 1% Au 60 60. H an 6.6 Au erl 6 Pa n 7 % ga 55 Ca ria % Sp ce % itz ong az 87 la 7 s 72 a c ai 78 n 59 e 86 ob 70 . ki 7. iw 7. ili or ec 0 K an an .9 rm 5 ly 4 m e di i Ph h K Sw g K 6 ut et 100 So % Ever read 0 Power to the people - Social Media Tracker Wave 3

19 Blog readership Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Read blogs / weblogs” Active Internet Universe Global 54% 66% 77% Philippines 33% 64% 90% Australia 21% 55% 62% Russia 73% 72% 71% China 58% 85% 88% South Korea 72% 91% 92% France 75% 77% 78% Spain 70% 72% 78% Germany 20% 15% 55% UK 38% 54% 66% Italy 79% 76% 79% USA 62% 61% 60% Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08

Reading blogs: usage trends Frequency of readership – key markets “Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Readers Only 31% 40% 16% 13% al ob Gl 52% 32% 7% 9% il az Br 46% 43% 6% 5% a in Ch 28% 38% 19% 15% ce an Fr 17% 41% 21% 21% y an rm Ge 39% 42% 10% 9% a di In d ea 37% 40% 12% 11% R ly % Ita 50% 32% 12% 6% n pa Ja 29% 38% 22% 11% ia ss Ru 45% 39% 13% 3% a re Ko h ut So 31% 40% 19% 10% n ai Sp 20% 40% 22% 18% K U 23% 42% 19% 16% SA U Daily reach Weekly reach Monthly reach Less often Power to the people - Social Media Tracker Wave 3

63.5% Pe r so n 38.9% al bl Fa og m s ily (d ia 29.1% of ry N fri ew e nd sit e s) s/ bl cu og rre s What kind of blogs do you read? 26.6% Op nt in af fa io i ns rs on M pr us od ic uc ts Te an c hn d ol br og an y ds Co m pu te r s Bu sin es s (g Bu en sin er “When you read blogs, which of the following topics would you read most often?” Active Internet Universe es al s ne Sc ne ws ie ws an nc – d e re le op in 33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7% va io Sp or n tt n) t o m y cu Fi rre lm nt /T jo V b Ga m in g 26.4% 18.2% 22.5% Tr a ve l (h ol 9.8% Ce id ay l eb de rit st ie in s 6.7% at io 21 Ot he ns r )

Reading blogs: putting it in context North America Europe Asia & Oceania 1 USA 60.3m 5 UK 17.8m 21 Pakistan 1.95m 2 Canada 4.1m 6 Netherlands 4.1m 22 India 15.1m 7 France 8.1m 23 China 53.8m Central & 8 Switzerland 1.21m 24 Hong Kong 1.2m South America 9 Spain 8.5m 25 Taiwan 4.8m 3 Mexico 5.9m 10 Italy 8.1m 26 South Korea 12.5m 4 Brazil 13.1m 11 Denmark 0.81m 27 Japan 25.1m 12 Poland 2.6m 28 Philippines 3.3m 13 Germany 10.5m 29 Australia 3.2m 14 Czech 1.2m 2 15 Hungary 0.1m 16 Romania 1.5m 17 Austria 0.75m 1 USA 60.3m 18 Turkey 3.5m 19 Greece 0.86m 20 Russia 6.1m 3 3 Reading blogs: impact versus total market Universe Sizes versus total 16-54 population % an y % .1 s .6% % % Fr an 0.5 19 Ta 2. d 2 0% .6 M ey 8 7% % .2 2 % ly 21 2% itz ong 7% ee 1. 1% m 10 % nd 9 40 rm 2 lic 3 n . rk 6. .6 De 23. .7% iw 1% 6 Br ani .6% in .3% % n ep % ec 14 % rla a 3 on ia .6 K la 6 SA 3 % Ro nd 0.2 Sp 33 1% Au ce 2% N h K 3% Ge ada ub Po gary 7% Ita ce 21. U er 2 Sw g K 5. Gr il 1 1. Tu sia s 6 Ch a 2 2.3 Ca h R .9 Cz tria 3.3 H ico % H tral 24 U n 3 .0 ai .2% Ru ppi % n 2% he re az a 1 la 1 . 2 pa 33 ut 4. s ne ili .4 . et o un 9 ex . s 1 s k In stan So n 3 Au mar Ph a 6 Ja an ki di Pa 45 4 % Ever read 0 Power to the people - Social Media Tracker Wave 3

23 20 11 5 12 6 13 14 7 8 17 15 16 23 China 53.8m 9 10 26 27 18 19 21 24 25 22 28 29

Writing blogs: usage trends Blogging is becoming increasingly participatory with every Wave. The concept of Citizen Journalists is becoming the reality. • ontinued shifts into participation C • Germany finally found its blogging voice – 45% have started a blog, up 14% – 28% have started a blog, up from 8% – 184m started a blog • Blogging is a community medium • sia leads the way A – 64% write about personal life – South Korea, Taiwan, China top the league table with • Content is multimedia 70%+ penetration – 61% post photos, 29% post videos, 24% upload music • China the biggest blogging market in the world • Blogs impact on brands – Estimated 42.5m bloggers – 34% write about their opinions on products and brands. • Eastern Europe lowest levels of participation – Hungary, Czech and Romania are bottom 3 Starting a blog: Wave 3 “Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe % .2 Ph a 7 .9% 7% ee 6.4 26 % Fr 33 .2% .3% 8% 8 U ce 2 % .6% Ja ia 4 1% 5% Br g K 0.3 .8% Gr 2 nd .1 7. ic 1 m 2 2% h 7 % ga pu % in 70 1. rm 28 0% ob Ri % SA la 27 d 0. 4. ec ia % ly 5 6 az on % De 5. .4% s 3 % st a 2 % Ru an .6% 8 un e .3 on 6 5 Sw erla .7% Pu stan .2% Ch an a 7 Gl rto 8.0 ry bl Tu 41 3% Ita al 3 co 3 M ippi 3% Pa ey % Ro da 3. N ia 2 7. Cz an 2.5 In il 5 g 5 H ico s 6 Ge ria 9. Sp n 4 0% Au nd .5 Au trali 0.3 H h R 21 U zer ds Po ce % rk .4 na k 2 ss y 2 iw re nm 3% 3 2 5 la 31 ai 7. ki 39 il 0. ex ne it n an .3 pa 9. Ta Ko Ca ar h n ut e et K So 75 % Ever done 0 Power to the people - Social Media Tracker Wave 3

25 “Below are a list of statements – please can you answer reflecting your opinion.” – Responses “Definitely Agree / Somewhat Agree” Active Internet Universe 56% Blogging is a good way to express yourself 36% I think more positively about companies that have blogs 33% I have a favourite blog that I read regularly 32% I trust bloggers opinions on products and services 31% Blogging is an important way to socialise with friends 4/ 65 ww 8 79 w. 75 fic / ath kr .c fm om /p eo h ot ur os /a t s/fu nt igo www.fickr.com/photo ne /45 70 89 36 4/

Writing blogs: usage trends Blog writing Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe Global 28.3% 30.6% 44.8% Philippines 14.1% 41.0% 64.9% Australia 18.3% 17.9% 29.0% Russia 14.8% 21.3% 27.7% China 58% 61.1% 70.3% South Korea 45.5% 55.2% 70.6% France 17.6% 31.4% 31.5% Spain 24.8% 29.1% 41.4% Germany 6.0% 7.5% 27.8% UK 9.8% 18.5% 25.3% Italy 22.5% 26.5% 33.3% USA 20.2% 21.1% 26.4% Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 % start a blog Power to the people - Social Media Tracker Wave 3

27 Frequency of writing “Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Writers Only 30% 30% 13% 27% al ob Gl 37% 24% 6% 33% azil Br 33% 45% 9% 13% a in Ch 38% 28% 16% 18% ce an Fr 14% 47% 14% 25% y an rm Ge 23% 39% 12% 26% a di In e rit 20% 14% 9% 57% W % pan Ja 24% 25% 22% 29% ia ss Ru 45% 30% 16% 9% a re Ko h ut 30% 25% 17% 28% So n ai Sp 15% 24% 11% 50% K U 20% 25% 15% 40% SA U Daily reach Weekly reach Monthly reach Less often

Writing blogs: usage trends Topics blogged about “When writing your blog, what topics do you normal write about?” Blog Writers Only b jo nt rre n) io cu ds in y op an m br d ) o ns an s) tt d e io an n sit ws va at ts s in ne le ry og rs uc re st ia i bl al fa de (d od – er af nd ws pr s ay en og nt e ne id on y fri (g rre bl s og s ol r ie of te s s V ns al cu (h ol g es es e /T rit pu in n nc hn ily io r s/ ic t l sin sin eb so he or ve m in m m ew lm us ie c r Sp Ga l Ot a Op Bu Bu Te Ce Pe Co Fa Sc M Tr Fi N 63.5% 38.9% 29.1% 26.6% 33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7% 26.4% 18.2% 22.5% 9.8% 6.7% % Topics written about (blog writers only) Power to the people - Social Media Tracker Wave 3

60.6% Ph o to Content posted s 28.8% Vi de os 38.9% Re co m m en de d we 34.5% Fa bs vo ite u rit s e /c ur re nt 24.3% U ly pl lis oa te d n m ed us to ic m “When writing your blog, which of the following do you post?” Blog Writers Only us ic 27.5% % Contest posted (blog writers only) St or ie s fro m ot he rb 17.6% ( lo e. e.g gs g ap ph p ot lic os at fro ion m st 34.1% Op a ha in ph t d io ot isp ns o on sh lay ar ot pr in he od g sit r si 6.6% Ot uc e) te he ts co r an d nt en br an t ds 29

Writing blogs: putting it into context North America Europe Asia & Oceania 1 USA 26.4m 5 UK 4.3m 21 Pakistan 0.9m 2 Canada 1.6m 6 Netherlands 1.7m 22 India 8.4m 7 France 3.8m 23 China 42.3m Central & 8 Switzerland 0.5m 24 Hong Kong 0.9m South America 9 Spain 4.2m 25 Taiwan 4.4m 3 Mexico 3.7m 10 Italy 3.4m 26 South Korea 9.9m 4 Brazil 7.0m 11 Denmark 0.3m 27 Japan 14.1m 12 Poland 1.1m 28 Philippines 2.3m 13 Germany 5.2m 29 Australia 1.38m 14 Czech Rep. 0.62m 2 15 Hungary 0.06m 16 Romania 0.5m 17 Austria 0.3m 18 Turkey 1.5m 1 USA 19 Greece 0.3m 26.4m 20 Russia 2.5m 3 Writing blogs: impact versus total market Universe Sizes versus total 16-54 population 5% % H n 1 % .2% h .7 5% U 2. 12. .0% 9. .5 M il 6 % % itz 10 % % 30 pa 8. 6 rm % lic ut 28 1. ly ep % az .1 .8 Ko % Au erl .8% rk 4. % K ia 11 m 2. % H 1. .2% Ja n 1 ds 1 .7 SA 3% 0 Ta K % Cz ar 2% Ge 9.8 ub So an g 2 Ch ppi 7% Ca ria 6% Ita h R 9.4 Gr ey 4 % De da % Ph ce % Po ani 6% Br a 5 s 4 Tu nd .4 Ro ia .0 a Sw ce 10 he % g .5 Au ico % re % st and 2 4 na 7.2 ee .6 la a 3 ss y 2 a 1 iw on nm 8. ai an ili 4. et .5 st 6. in ne on 8 ex .6 un 3 ec k an y In stan N 14 Fr an Sp rl Ru gar U ral 1 ki di 35 Pa 4 % Ever written 0 Power to the people - Social Media Tracker Wave 3

31 20 11 5 6 12 13 14 7 8 17 15 16 9 10 23 China 26 18 42.3m 27 19 21 24 25 22 28 29

Blogging: the impact As a collective, the blogosphere rivals any mass media in terms of reach, time spent and wider cultural, social and All companies and brands should political impact. There are also major shifts into participation, consider employing them to create pioneered by the Asian markets and now happening everywhere, even Germany. Blogging today must be embraced whether you open and honest dialogue. Any blog are a marketeer, advertising professional or content producer. that spins the truth will be found out. In a world of social media honesty is www. fickr.com /photos/wfryer/50 3600 331 / the only policy. Power to the people - Social Media Tracker Wave 3

33 • In the open and transparent age of social media blogs are an essential tool for reputation management and consumers have come to expect them. All companies and brands should The role consider employing them to create open and honest dialogue. Any blog that is spins the truth will be found out. In a world of social media honesty is the only policy. for advertising is going to be more • The collective might of the blogosphere means that today it is an obvious platform for advertising. Only a few blogs have the size to attract advertisers alone so affiliate important in the future as programs and advertising networks are the way forward to reach it becomes essential a mass audience. to provide free • Bloggers value advertisements, not only for the money Things to watch access to they can bring, but the credibility they lend to in the world of blogging: sites. their site. The role for advertising is going to be more important in the future as it becomes Micro Blogging: Blogging in 140 characters essential to provide free access to sites, or less. Sounds inane, but surprisingly addictive. web services and content. Everything is Check out Twitter.com and Jaiku.com Perfect for the becoming ad supported. mobile age. • Increasingly blogs are incorporating Political Influence: All the candidates in the US presidential widgets. Branded widgets are a huge race are blogging. Barack Obama is even on Twitter. Political opportunity and will be adopted if blogs are having more impact, check out the Daily Kos and the they provide a clear benefit for the Drudge report. blogger. • The blogosphere is now so large it is Fake Blogs: The real pretend thoughts of the rich and an accurate barometer of consumer famous. Check out Steve Jobs (www.fakesteve.blogspot.com) opinion. All brands should be using or a whole network from Hillary Clinton to Gordon Ramsay at it as a means to measure consumer Newsgroper (www.newsgroper.com). opinion, track response to marketing initiatives and as a forum for research. Blogging Fame: Bloggers are finding fame and crossing over into professional media. Perez Hilton (celebrity news), Robert Scoble (ex Microsoft blogger) and Michael Harrington of TechCrunch are all examples.

Social networking: usage trends Social Networks have evolved into platforms to organise users internet experience. Users are posting a massive variety of content 6 84/ /8279 av o g g u st / otos / ph om kr.c ic w.f ww Power to the people - Social Media Tracker Wave 3

35 Social networking is evolving fast. Increasingly features such as blogging, photo sharing and video sharing are the norm. They are becoming platforms, opening themselves up to external developers to distribute their programs. They are aiming to be the one stop shop for all your internet needs. Consequently we are spending more time with them and doing more on them. Wave 3 confirms this: • Global penetration has increased significantly • S saturated as growth stalls at 41% U – Growth appeared to be slowing. Not so; Wave 3 is up to 58% • Brazil has the most active users an increase of 21%. – 56% manage their profile every day • Collectively massive platform • ocial Networks have evolved into platforms to organise S – Estimated 272m users world-wide users internet experience. Users are posting a massive • onnecting people globally: emerging markets with high C variety of content emigration lead the way – 55% uploaded photos – Philippines 83%, Hungary 80%, Poland 77%, Mexico 76% – 21% installed applications – 23% uploaded video • UK hit by the Facebook factor – Usage up 32% • ocial Networks becoming social utilities for managing S peer to peer relationships – 74% use them to message friends

0 85 % Ever done Ph ili H ppi un ne Po gar s 8 la y 7 3. M nd 9.9 1% ex 76 % Br ico .8% az 76 Pa il 7 .3% ki 5. Ru stan 7% s 7 Power to the people - Social Media Tracker Wave 3 So sia 2.0 ut 71 % Tu h K .1% rk or Belong to a Social Network Wave3 In ey 6 ea 7 di 6 0 a Ch 66 .0% .3% in .0 Ta a 6 % iw 4. Ro an 0% m 63 N ani .1% et a h U erl 62. K an 5 5 % Pu 9. ds 6 er 6% 1 .4 Gl to R ob ic % Ca al A o 5 n ve 9 H ada rag .0% on 5 e Au g K 8.5 58. Social networking: usage trends st on % 8% De rali g 5 n a 5 3. Au mar 0. 2% st k 2% Ge ria 47. rm 47 5% Sp an .4% ai y U n 4 43. SA 3 3 . % Ja 43 2% pa .0 Sw n 4 % it 1 Gr zerl .7% ee an Ita ce d 4 ly 41 1. Cz 38 .4% 4% ec .6 Fr h R % “Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe an e ce pu 33 blic .1 3 % 5. 5%

37 Belong to a Social Network Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe Global 27.3% 36.2% 57.5% Russia 23.1% 41.7% 74.2% France 16.0% 10.3% 33.1% Spain 37.3% 39.5% 44.6% Germany 22% 19% 40.6% UK 26.9% 27.4% 59.7% Italy 11.3% 19.1% 40.8% USA 39.2% 40.0% 42.5% Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08

Social networking: usage trends Content posted on social network “What do you do with your social networking profile?” Active Internet Universe m tly ns ic to en s io nd us nd s os at d rr to ba lic e ne cu de og o fri Ph pp a te te/ Vi bl e e la g lis uri d d ot a g sa oa oa r al m tin e he vo es rit st pl pl o Da Fa Ot Pr W In M U U 55.1% 21.9% 23.3% 74.0% 30.8% 18.3% 9.8% 33.6% 3.2% % Added to Social Network Page (Social Network Users) Social Networks have evolved into platforms to organise users internet experience. Users are posting a massive variety of content. Power to the people - Social Media Tracker Wave 3

39 Frequency of updating Social Network page “Thinking about using the Internet, how often do you do any of the following?” – “Manage your social network page” – Social Network users only 31% 33% 19% 17% ge era Av al 57% 26% 8% 9% ob il az Gl Br 33% 41% 13% 13% a in Ch 23% 36% 24% 17% ce an Fr 14% 41% 24% 21% y an rm Ge 41% 34% 15% 10% a di In e at pd 25% 41% 21% 13% U ly Ita % 18% 17% 30% 35% n pa Ja 14% 25% 37% 24% ia ss Ru 32% 37% 23% 8% a re Ko h ut 26% 38% 16% 20% So n ai Sp 39% 36% 13% 12% K U 33% 32% 17% 18% SA U Daily reach Weekly reach Monthly reach Less often

Social networking: context North America Europe Asia & Oceania 1 USA 43m 5 UK 10.6m 21 Pakistan 1.84m 2 Canada 4.24m 6 Netherlands 3.7m 22 India 11.8m 7 France 4.24m 23 China 39.0m Central & 8 Switzerland 0.8m 24 Hong Kong 0.97m South America 9 Spain 4.7m 25 Taiwan 4.0m 3 Mexico 5.1m 10 Italy 4.0m 26 South Korea 9.4m 4 Brazil 11.4m 11 Denmark 0.6m 27 Japan 12.4m 12 Poland 2.7m 28 Philippines 3.0m 13 Germany 8.2m 29 Australia 2.6m 14 Czech 0.8m 2 15 Hungary 1.0m 16 Romania 1.4m 17 Austria 0.6m 1 USA 18 Turkey 3.3m 19 Greece 20 Russia 0.5m 6.1m 43m 3 3 Joined Social Network – impact versus total population Universe Sizes versus total 16-54 population % un la 6% .7 % N 9. .8% .7% H er 5. 12 8. .6% U ma 1.7 .4% .4 Gr ey 7 % % ut .4% 9% Au ce 1.2 % s 9 6% n on 1% 36 itz y 1 lic K 2 23 rk .1 .0 SA rk % Ph 4. .2% an 1 0 ly 11 % ai y 1 7 st 11 % Ja 12 .5% n 2 1 Sw an ub Ge h R .2% So 23 21. Br ico 8% Ro il 9 1% Fr nd 10. H tral .7% Sp gar d 1 Tu ia 7 s 6 De ada g 2 M ce % Ca g K 21. Ita ria .4 s U an ea ilip 5% Po an % Cz n 1 % nd et 1% ki 8% rm ep 2 5 ee .8 in n 2 iw or ex 7. az 8. ss ine n m .6 pa .0 ec 2 la ia rla on ia Ta h K Pa 1. Au 1 Ch sta Ru p 4 he a n a di In 40 % Ever joined 0 Power to the people - Social Media Tracker Wave 3

41 20 11 5 12 6 13 14 7 8 16 17 15 23 China 9 10 39m 26 27 18 19 21 24 25 22 28 29

Brand penetration: usage trends There is a lot of This research provides clear proof that Myspace is still number one among a broad collection of international networks with a 32% weekly reach. Its position has been maintained by its focus talk about which is on music and commercial content, rather than connecting friends. Facebook is not far behind on 22.5% weekly reach and the the biggest social number one in many markets and surely will grow as it becomes internationalised. network in the world. However the pattern is very mixed globally and its far from a two horse race. In Asia a variety of local sites like QQ, Cyworld and Mixi dominate in their home markets, while Orkut is number one in Brazil. Power to the people - Social Media Tracker Wave 3

43 Weekly usage of key international social networking media sites Universe Sizes versus total 16-54 population Myspace 32.3% Facebook 22.5% Blogger 15.7% Baidu 15.0% QQ 14.6% Flickr 13.8% Sohu 11.5% Orkut 10.9% Hi5 9.7% Skyblog/Skyrock 8.4% LastFM 7.9% Friendster 7.7% Cyworld 7.4% Mixi 6.7% Second Life 6.2% Linkedin 5.7% Bebo 5.6% Bokee 5.1% Piczo 4.2% % Weekly usage Active Internet Universe (weighted reach – based on universe sizes) 0 35 This fragmentation suggests that a truly global platform is impossible.

Brand penetration: usage trends % = weekly reach to top social network by market 54% 40% Weekly user estimates: sizing the international social networking brands 16-54 active Internet users universe estimates by brand for 31 market universe 64% 4m yr 2 m ce 0m Cy 24 20m Sk FM 28 H ock 8m Or 34m 0m La dst 6m M bo m 11 pa 8 Li 20 m m ce 55 QQ u 4 m k 5m 5 m nk m st er ys ok i5 3 bo 18 ie 2 og 3 w m h 9 1 ixi in Ba 2m Bl u 5 Fr orld Fa ger So t 3 Bo o 1 M ed Be ee n ku id cz Pi 120 86% millions 0 Power to the people - Social Media Tracker Wave 3

45 21% 53% 31% 10% 11% 15% 17% 23% 56% 21% 26% 19% 31% 37% 34% 63% 74% 40% 76% 63% 23% 35% 34% 89% 36%

Social networking Social networks have evolved significantly in the past year as they move to become open platforms that support all your internet needs. • This has seen growth accelerate in Wave 3 from a period of micro-sites but most of all make it engaging. relative stagnation between Waves 1 and 2. Social networks • Widgets are clearly going to be very important to brands. are today the main platform for sharing content and have They should deliver a true benefit to users, avoid overt branding increasingly become the means to manage social relationships. and be relevant to the user if they are to be successful. Equally Consequently social networks are grabbing ever more of our as important is securing successful distribution by working with internet time and so brands and content producers must be the platforms, using it as a message in advertising and making it active inside them. available on as many social networks as possible. • Large Social Networks have near unlimited inventory. For • Be International; social networks have global presence, advertisers to cut-through they need to be relevant and ideally but are heavily localised in adoption and any content and work inside the network, by bringing users to branded pages, widgets should be tailored to the particular network, refecting applications or connecting them with content. local and cultural differences. • Branded pages in social networks need purpose to create engagement. Just putting a brand on a page serves little purpose. Create content, use it to replace or compliment campaign Power to the people - Social Media Tracker Wave 3

47 Things to watch in the world of social networking: Niche Social Networks: In the face of the all encompassing mega social networks a raft of more niche and sometimes exclusive networks are emerging. Check out dogster. com, for you guessed it, dog owners or dopplr.com for frequent business travellers. DIY Social Networks: White label social network systems that you can customise are driving the emergence of a wealth of ultra niche networks. See ning.com or onesite.com for examples. Reputation Management: Slowly users are realising the implications of having every drunken photo online for the world to see. Personal brand management is going to be a big deal in the next few years. Tools to report and manage your reputation are coming online; Wink.com or peekyou.com for personal search and reputa.com and reputationdefender.com for more sophisticated management systems. Social Network Aggregators: An emerging area in 2008 as the need to pull all your social network profiles into one place becomes a pressing one. Try ex.plode.us and profilefly.com.

Sharing Content – uploading photos: usage trends Photo sharing is the number one way to • The leading markets are Asian and Latin Ameri- can share content thanks to the proliferation Philippines leads the way with 86%. of digital cameras and the continuing ease • Japan shuns photos of sharing that comes with technology Bottom of the table – just 21% uploaded. innovation. The platforms to share have also expanded with photo sharing becoming • Large numbers of consumers contributing on a very frequent basis 16% upload everyday central to social networks. • Brazil and Asia more frequent than the UK or US 34% upload everyday Sharing photos Wave 3 “Thinking about using the Internet, which of the following have you ever done?” – “Upload my photos to a photo sharing website” Active Internet Universe % ut 55 3% .4 U ria .5% .0% Ge n 4 .2% .7% So nd 56. 59 H mar % 6% Ro h R 2.7 1% Br ico 5% 4% an y 3 9% it 4 5% et .1 4% m e % pa 35 % la a lic st 52 54 ai 46 46 n .8 8. ec 6 3. ly an % ex 3 6. Ta il 7 .9% Ru h K .0% Tu 8. .0% 21 % H 64 .0% U rali .4% Ja ce 1.8 % Po ani pub De 34 d 3 Ca an 0% In an 5% Fr gar 31. Sw ada 42. Ita zerl 2.2 Cz stan g 6 M a7 s8 N 47 7. Pa g K % n .5 Gr erl % Au ia a Sp ce ds .0 ss ore rk 7% 4 8 az 72 4 1 di 69 st 48 . in ne ki on rm 6. iw 0. ee an on . un k K 5 n y SA a Ch ppi Au ey 100 a h ili Ph % Ever Done 0 Power to the people - Social Media Tracker Wave 3

49 Frequency of Sharing Photos “Thinking about using the Internet, how often do you do any of the following?” – “Upload my photos to a photo sharing website” – Photo sharers only 17% 32% 26% 25% ge e ra Av al 36% 35% 15% 14% ob zil Gl a Br 19% 37% 20% 24% a in Ch 15% 28% 30% 27% ce an Fr 9% 36% 20% 35% y an rm Ge 24% 38% 24% 14% ly Ita ot d ph ploa os 15% 23% 26% 36% U an % p Ja 9% 29% 34% 26% ia ss Ru 22% 32% 28% 18% a re Ko h ut 22% 30% 25% 23% So n ai Sp 7% 28% 38% 27% K U 11% 25% 33% 31% SA U Daily reach Weekly reach Monthly reach Less often

Sharing Content – uploading photos: context North America Europe Asia & Oceania 1 USA 47.1m 5 UK 8.7m 21 Pakistan 1.6m 2 Canada 3.0m 6 Netherlands 2.8m 22 India 11.6m 7 France 3.9m 23 China 45.0m Central & 8 Switzerland 0.7m 24 Hong Kong 1.2m South America 9 Spain 8.5m 25 Taiwan 3.5m 3 Mexico 4.9m 10 Italy 5.0m 26 South Korea 7.3m 4 Brazil 10.1m 11 Denmark 0.4m 27 Japan 6.2m 12 Poland 2.0m 28 Philippines 3.14m 13 Germany 8.1m 29 Australia 2.4m 14 Czech 1.0m 2 15 Hungary 0.4m 16 Romania 1.3m 17 Austria 0.6m 1 USA 18 Turkey 2.5m 19 Greece 20 Russia 0.6m 4.5m 47.1m 3 3 Shared Photos Online – impact versus total population Universe Sizes versus total 16-54 population Sp rali 6. 0% % st y 1 6. .9 % % % Au an d 1 15 .0 .0 Po ico .8 % he % .9 ec 1 9% ai a 1 3% ut 0. 7% 28 iw 8% 23 rm an lic it e % ex y 7 .3 an .2 % et .9 4 la 8. % Ca mar .7% U K % in 5.0 % De ria .5% N 25 g 2 Cz ada 12. Ja nd 0% Ge zerl pub Ro il 8 5% U h K 3% Gr n 8 1% Sw h R 5.3 Tu a 5 % Fr 10 .0 M gar s 6 g 4.4 So n 2 9. Ch sia .9 Br ce % H ppi % s Ta 3. ea Ph ey % Ita ani % Au ce % nd ki 8% ly a 9 n 12 ee .2 1 ili 5.7 st 10 SA on 2 or rk .3 m .7 un ne az 8. pa 8. n k on 2 rla Ru stan Pa 1. H an a s di K In 30 4 % Ever Shared Photos Online 0 Power to the people - Social Media Tracker Wave 3

51 20 11 5 12 6 13 14 7 8 16 17 15 23 China 9 45m 10 26 18 27 19 21 24 25 22 28 22 29

Sharing Content – uploading videos: usage trends Considering the complexities of sourcing and uploading • Similar pattern to photosharing video the numbers of people doing it is staggering. In many Brazil lead the way on 68% markets the number of people uploading is not far from Asia lead; all Asian markets bar Japan in the top half the numbers sharing photos. Even more impressive is how often they do it. • Huge variation in involvement Hungary 16% > Brazil 68% • High frequency of involvement 20% uploading every day Uploading Videos Wave 3 “Thinking about using the Internet, which of the following have you ever done?” – “Upload my videos to a video sharing website” Active Internet Usage % SA 5 % 6 Au ce .2% .6% Ca ralia % .5% U ia 2 5.7 26. Ru ar ub % So ani 7. .2% Ta ico 1% % nm ep 7.0 ai % 1% ex 8. .5 rk or 3% itz 27 % ut a 7% % ee 41 43 st .9 30 ss k 2 lic ec an % In an 5 .1% Po ria .2% Ge nd .9% U an .0% ry % m n4 2 H 52 .7% M a 5 60 Ja 2 .6% Sw ada 8.2 .3 H ce .4% De h R d 2 Ita erl .8% Ch ppin 3% Sp 1.9 33. Cz erl .2 Ro ista g 5 Tu h K 47. Pa g K 6% ga 9.5 Fr n 2 % Gr ey ea Au 29 ds 16 in es 2 iw 57 st 37 la 36 rm 36 a 3 3 k on ili 8. ly an an 0 on . et 0 K y un 1 pa 5. N n3 Ph zil 6 3 h n di a Br 70 % Ever Done 0 Power to the people - Social Media Tracker Wave 3

53 Frequency of uploading videos “Thinking about using the Internet, how often do you do any of the following?” – “Upload my videos to a video sharing website” – Video sharers only 21% 33% 21% 25% al ob Gl 36% 31% 14% 19% il az Br 26% 41% 13% 20% a in Ch 17% 34% 21% 28% ce an Fr 10% 40% 17% 33% y an rm Ge 27% 42% 16% 15% a di In os de d vi loa 31% 32% 22% 15% p U ly Ita % 25% 22% 28% 25% p an Ja 19% 34% 24% 23% ia ss Ru 22% 33% 23% 22% a re Ko h ut So 26% 37% 18% 19% n ai Sp 8% 29% 29% 34% K U 18% 33% 21% 28% SA U Daily reach Weekly reach Monthly reach Less often

Sharing Content – uploading videos: context North America Europe Asia & Oceania 1 USA 25.3m 5 UK 5.7m 21 Pakistan 1.2m 2 Canada 2.0m 6 Netherlands 1.9m 22 India 9.4m 7 France 2.5m 23 China 35.5m Central & 8 Switzerland 0.5m 24 Hong Kong 1.0m South America 9 Spain 3.4m 25 Taiwan 3.1m 3 Mexico 3.9m 10 Italy 3.1m 26 South Korea 5.9m 4 Brazil 10.2m 11 Denmark 0.3m 27 Japan 6.1m 12 Poland 1.3m 28 Philippines 2.2m 13 Germany 6.3m 29 Australia 1.5m 14 Czech Rep. 0.4m 2 15 Hungary 0.2m 16 Romania 1.0m 17 Austria 0.5m 18 Turkey 2.1m 1 USA 19 Greece 0.4m 25.3m 20 Russia 2.2m 3 3 Shared Videos Online – impact versus total population Universe Sizes versus total 16-54 population 4% Ta g K ea .3% 21 20. % Sp an 1. 2% .5 6% Ro ce 7% 6. an g .6 M nd 8% % st an 4% . % ai y 7% ee 6. lic on o 18 iw on 18 rm a 1 1. la 4. .5 az .0 % un 2. % ili .2 % SA 3 7 % Sw ma .8% Gr ce pub Ge rali d 1 Fr h R 3% Ja an 9% Au zerl 10. U 13 6% Cz ico 3% De da % U n 1 12. Br n 8 7.6 Po ey s 4 Ch gar 4% H sia .5 Ph a 4 .0 Ita il 8 % 15 % H h K ds Tu ppi % Au 8.8 % ki 4% na 9.2 et 6% 1 in y 4 st % K .9 rk ne ec 6. m 6. ly .8 ut an r ex 5. n 9 an e it rk pa ia Ru stan Pa 1. N . So erl Ca ria a h s di In 25 4 % Ever Shared Photos Online 0 Power to the people - Social Media Tracker Wave 3

55 20 11 5 6 12 13 14 7 8 17 16 15 9 10 23 China 26 18 35.5m 27 19 21 24 25 22 28 29

Consuming Content – video clips: usage trends Video clips continue to grow massively and penetration is huge in all markets. Power to the people - Social Media Tracker Wave 3

57 Video clips continue to grow Growth is universal across all countries 31% to 82% global reach seen in all markets massively and penetration is huge in all markets. This is thanks to the Lowest difference between markets of any social media platform Range 63% – 99% continual rise of video sharing sites and users embedding video clips on Very high frequency medium 71% weekly reach social networks, blogs and web pages. Reach among total population comparable with broadcast media In Netherlands almost 50% of all 16-54s are watching video Volume of users worldwide is vast Estimated 394m users Watching Video Clips Wave 3 “Thinking about using the Internet, which of the following have you ever done?” – “Watching Video Clips” Active Internet Universe % .0 Gr g K 6.5 .5% % Ita erl .2% 84 U rali 77. 8% Pa 85 .0% 1% Tu il 9 .6% 6% .2 st e 3% 7 % iw 90 5% pa .2 0% ee on % nm 6% % on y 86 et 8 lic na .3% 9 st y 7. di 86 6. rm an % az 94 8. Ch an .5% SA a 1 % Sp a 8 .2% 63 % Po ani .4% Ca 78 ds 7 De 4. 5.0 Fr sia .1% So n 8 0% N ria pub Au an d 7 H h K 6% Ro ey 9 2% Au h R 84. Ge zerl 8.3 In ce g 8 Ta nd 92. Br ico s 9 Ja 74 7. U stan % .4 ce .9 Ru n 6 % H gar ea ki .6 8 8 8 h 0 in 89 an 67 m 3 ai 9. ex ne ut 6. rk 4. r ly an it 7 s 8 ec k un o la a Cz ar Sw da M ppi a ili K Ph 100 % Ever Done 0

Watching video clips Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Watching Video Clips” Active Internet Universe Global Philippines 32.0% 63.3% 82.8% 39.9% 60.7% 98.7% Australia 25.2% 57.5% 77.0% Russia 21.6% 57.5% 67.9% China South Korea 56.2% 78.9% 89.0% 29.7% 73.5% 85.8% France Spain 23.4% 53.6% 63.4% 28.0% 69.4% 86.8% Germany 20.1% 44.3% 77.1% UK 32.3% 61.2% 84.6% 34.6% 63.3% 78.3% USA 31.8% 51.7% 74.2% Italy Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 Power to the people - Social Media Tracker Wave 3

Consuming Content – video clips: usage trends 59 Frequency of watching video clips “Thinking about using the Internet, how often do you do any of the following?” – “Watch video clips” – Video clip viewers only 27% 44% 19% 10% al ob Gl 49% 37% 7% 7% il az Br 35% 49% 10% 6% a in Ch 21% 48% 21% 10% ce an Fr 12% 47% 25% 16% y an rm Ge 41% 39% 13% 7% ia nd s I ip cl h o atc 29% 44% 18% 9% de W ly vi % Ita 24% 37% 31% 8% p an Ja 16% 44% 25% 15% ia ss Ru 29% 41% 24% 6% a re Ko h ut So 26% 50% 17% 7% n ai Sp 18% 45% 27% 10% K U 16% 46% 23% 15% SA U Daily reach Weekly reach Monthly reach Less often

Consuming Content – video clips: context North America Europe Asia & Oceania 1 USA 74.2m 5 UK 15.0m 21 Pakistan 2.2m 2 Canada 5.7m 6 Netherlands 4.8m 22 India 15.3m 7 France 8.1m 23 China 54.4m Central & 8 Switzerland 1.5m 24 Hong Kong 1.6m South America 9 Spain 9.5m 25 Taiwan 4.4m 3 Mexico 6.4m 10 Italy 8.0m 26 South Korea 11.8m 4 Brazil 14.5m 11 Denmark 1.3m 27 Japan 20.3m 12 Poland 3.2m 28 Philippines 3.6m 13 Germany 14.6m 29 Australia 4.0m 14 Czech 1.5m 2 15 Hungary 1.1m 16 Romania 1.5m 17 Austria 1.0m 1 USA 74.2m 18 Turkey 4.7m 19 Greece 1.0m 20 Russia 5.9m 3 3 Watched Videos Online – impact versus total population Universe Sizes versus total 16-54 population % .3 U 40 3% .1% % Ca n 2 % 22 So ma g 3 .3% Sp h K 34 0% .5 Br ey .4 % ai or .1% st 30 6% st 15 8% on an 9% ec 21 2% pa .0 lic SA 8 37 47 iw y % ut rk 4. rk 10 .3 n on 2 s .4 % az 11 % un 2 % Gr an .3% Fr gar .1% Ita h R .7% Sw rali .1% Po il 1 .0% Ge ada .7% Ja 23 pub De g K d 3 Ro nd 5% Ta an .4 Au an 29. Au ce 14. Tu ico s 7 M ppi 5% H zerl 1. Ru a 6 .6 H ria .9 Cz ce 1. N 1. % U n 3 ea s Ph sia % ki 4% rm 28 nd et 3% it a 3 in n 2 an y 2 m 13 0 K .9 ex ne . la 2. ly e n 6 ili 6. ee ia rla Pa 2. Ch sta he 4 a di 50 In 4 % Ever Shared Photos Online 0 Power to the people - Social Media Tracker Wave 3

61 20 11 5 12 6 13 14 7 8 17 15 16 23 China 54.4m 9 10 26 27 19 18 21 24 25 22 28 29

Consuming Content – podcasts: usage trends Podcasting was initially slow to take off, but recently has shown real and Growth massive between Waves 2 and 3 significant growth. This is thanks From 21% to 49% world-wide. to the increase in portable video China is the worlds biggest podcast market 74% use, with an estimated 45m users players and the ease of access that Actively involved – regular downloads services like iTunes have pioneered. 18% listen and download everyday Power to the people - Social Media Tracker Wave 3

0 80 % Ever Done Ch in M a7 ex 4 . Ro ico 3% m 71 Downloaded a podcast Br ani .5% az a 6 Ph il 6 4. ili 3. 4% Ru ppi 1% ss ne In ia s 6 di 57 1. a “Downloaded a Podcast” Active Internet Users Sp 57 .9% 8% ai .8 Tu n 5 % rk 1. So ey 5 0% ut 0 Po h K .8% la or Pa nd ea 4 ki 47 9 Cz stan .3% .2% ec 4 U h R 7.0 K 4 e % Sw 2. pub it 2% lic H zerl 43 on an .2 g d % “Thinking about using the Internet, which of the following have you ever done?” – Au K 4 st ong 2. De rali 4 2% n a 4 2. Au mar 0. 2% st k 2% Gr ria 38. ee 37 3% Ge ce .6% rm 34 Fr an .8% an y Ta ce 34. iw 34 8% Ja an .2% pa 33 U n 3 .0% SA 0 Ca 29 .2% na .5 H da % un 2 N gar 8.8 et y % h 2 Ita erl 6.6 ly an % 25 ds .1 26 % .3 % 63

Downloading Podcasts Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Downloaded a Podcast” Active Internet Users Global Philippines 18.4% 21.8% 48.8% 8.3% 26.4% 61.3% Australia 14.4% 21.7% 40.2% Russia 13.8% 12.6% 57.9% China South Korea 24.3% 51.8% 74.3% 17.9% 23.8% 49.2% France Spain 25.2% 20.9% 34.2% 20.8% 16.6% 51.0% Germany 12.5% 8.9% 34.8% UK 14.3% 22.2% 42.2% Italy 16.2% 14.7% 25.1% USA 12.7% 14.3% 29.5% Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 % ever done Power to the people - Social Media Tracker Wave 3

Consuming Content – podcasts: usage trends 65 Frequency of Downloading a Podcast “Thinking about using the Internet, how often do you do any of the following?” – “Download a Podcast” – Podcast users only 20% 40% 19% 21% al ob Gl 36% 39% 11% 14% il az Br 27% 45% 12% 15% a in Ch 15% 37% 21% 27% ce an Fr 9% 40% 19% 32% y an rm Ge 26% 46% 12% 16% a di In as dc ad Po lo t 27% 45% 14% 14% a own ly Ita D % 19% 24% 27% 30% p an Ja 19% 34% 28% 19% ia ss Ru 23% 41% 22% 14% a re Ko h ut So 17% 48% 21% 14% n ai Sp 8% 40% 22% 30% K U 16% 37% 20% 27% SA U Daily reach Weekly reach Monthly reach Less often

Consuming Content – podcasts: context North America Europe Asia & Oceania 1 USA 29.5m 5 UK 7.5m 21 Pakistan 1.2m 2 Canada 2.1m 6 Netherlands 1.6m 22 India 10.3m 7 France 4.4m 23 China 45.4m Central & 8 Switzerland 0.8m 24 Hong Kong 0.8m South America 9 Spain 5.6m 25 Taiwan 3.5m 3 Mexico 4.8m 10 Italy 2.6m 26 South Korea 13.7m 4 Brazil 9.5m 11 Denmark 0.5m 27 Japan 9.0m 12 Poland 1.7m 28 Philippines 2.3m 13 Germany 6.6m 29 Australia 2.1m 14 Czech Rep. 0.4m 2 15 Hungary 0.3m 16 Romania 1.4m 17 Austria 0.5m 18 Turkey 2.6m 1 USA 19 Greece 0.4m 29.5m 20 Russia 5.0m Downloading Podcasts – impact versus total population 3 Universe Sizes versus total 16-54 population 4% % % 5% So 0. d 1 7% Po gar 4% 6. an 5% .3 ra % .8 Tu sia % % an 1 3% % % it on 7% iw 2. 21 ut 6% 7. . c st .2 15 pa 11 % s .4 .5 . ly 6. % % SA an 5 ilip 6% % et rk 3 un 6 li K an 6 Ge n 1 .7% De an .8% H ce pub Ja ce 0.4 Fr ada 10. U erl 15. Au il 8 9% N ma 13. Ca an 4% Sw g K 6. M 7.4 9% Ru a 5 s 4 U zerl g 1 Gr h R 0% Ita nd .5 .4 Cz ey % Ph 1. .4 n ea Au 16 ds Ro ria % 1 la y 6 rk 5.5 24 a 1 ex % ai or in ne st .2 az 7. ee e m 9. rm 1 ec 6. n ia n y on lia di n Sp h K Ta 2 Ch pi In sta Br ico 2 h ki Pa H 30 4 % Ever downloaded podcasts 0 Power to the people - Social Media Tracker Wave 3

67 20 11 5 6 12 13 14 7 8 17 16 15 10 23 China 9 26 18 45.4m 27 19 21 24 25 22 28 29

Consuming content: RSS 69 RSS (Really Simple Syndication) is a key technology in social Huge growth from Wave 2 to Wave 3 media. It connects users to content and moves content into 15% to 38% worldwide a variety of platforms. However in Waves 1 and 2 it had stubbornly refused to gain popularity despite its crucial role BRIC markets lead in changing the way we access information and use social Russia, Brazil and China lead the way, all 50% plus adoption media platforms, The issues were lack of consumer awareness and low knowledge about what it does. Wave 3 seems to have Huge variations in adoption heralded a tipping point in adoption. Hungary 15% > Russia 57% Still lags relative to other social computing technologies Subscribed to an RSS feed “Thinking about using the Internet, which of the following have you ever done?” – “Subscribe to an RSS feed” Active Internet Users % 0% ry bl % .7 5. Pa g K % .4% Ro ria .8% 4% Tu n 3 5.0 5% ga pu .2 In h K .1%2% 14 ic 1 na .6 4% 2 5 % n .5 % an y 3% rk 3. % un e 7 on . 4 st 28 9. ai 3 6. ec an % K 2 0 Au 4. .7% Ge ani .8% Sw n 3 .0% De 24 4.6 ut 45 5. H h R ds 1 Ph nd .4% M ppi .7% Gr zerl 4% Ch il 5 .6% H 44 ea 4 Po an 9% Ca 18 20. U ce 27. Ta a 5 3% Au ce d 2 Ja ey 3 6% Sp stan g 3 Fr an 7. Cz erl 8.0 N da % So ico s 4 U mar % st 9% ly a 2 rm a 2 it 1. 0 m 28 pa 2 la 48 iw 3. ili 47 az 56 in 5. ki on ee an di or et 1 ex ne SA k Ita rali Br ia h a ss Ru 60 % Ever read 0

Consuming content: RSS Subscribing to an RSS feed – Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Subscribe to an RSS feed” Active Internet Users Global 15.8% 15.3% 38.2% Russia 27.5% 18.3% 56.6% France 27.6% 11.4% 25.7% Spain 18.6% 13.2% 33.6% Germany 5.4% 7.9% 27.0% UK 10.3% 8.7% 24.9% Italy 7.2% 16.4% 24.5% USA 13.8% 9.1% 18.6% Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 Power to the people - Social Media Tracker Wave 3

71 Frequency of accessing RSS Feed “Thinking about using the Internet, how often do you do any of the following?” – “Subscribing to an RSS Feed” – RSS users only 27% 32% 17% 24% al ob Gl 31% 37% 13% 19% a zil Br 28% 42% 12% 18% a in Ch 26% 34% 18% 22% ce an Fr 24% 35% 13% 28% y an rm Ge 25% 42% 15% 18% a di In fe to S e ed 36% 33% 20% 11% RS crib ly Ita an ubs S % 45% 19% 11% 25% n pa Ja 25% 26% 28% 21% ia ss Ru 29% 39% 18% 14% a re Ko h ut So 23% 37% 23% 17% n ai Sp 13% 31% 23% 33% K U 25% 35% 16% 24% SA U Daily reach Weekly reach Monthly reach Less often

Consuming content: RSS North America Europe Asia & Oceania 1 USA 18.6m 5 UK 4.4m 21 Pakistan 0.9m 2 Canada 1.3m 6 Netherlands 1m 22 India 7.8m 7 France 3.3m 23 China 33m Central & 8 Switzerland 0.6m 24 Hong Kong 0.7m South America 9 Spain 3.7m 25 Taiwan 3.1m 3 Mexico 3m 10 Italy 2.5m 26 South Korea 6m 4 Brazil 8.7m 11 Denmark 0.3m 27 Japan 9.3m 12 Poland 1.7m 28 Philippines 1.6m 13 Germany 5.1m 29 Australia 1.3m 14 Czech Rep. 0.4m 2 15 Hungary 0.2m 16 Romania 0.6m 17 Austria 0.4m 18 Turkey 1.6m 1 USA 19 Greece 0.3m 18.6m 20 Russia 4.9m 3 Subscribing RSS – impact versus total population 3 Universe Sizes versus total 16-54 population % % % Ita nd 5% 6.4 Sw 2.2 0. .3% Sp g K .3% .2% Ta th K 8% 4% .5 .9 it % 4% rk y 3 .3% % 21 18 u 4. 4. la 6. lic 1 y1 0 s 8 % ee 5. % on 2 2 ili .2 % Ch ey 3 .6% et .2 2 1 H n1 d1 Ru ce 0% So n 1 g 1 De il 7 2% Au ce 8.2 Po da ub Cz sia .3% U tral .8% Au 7. 0% Gr ico 4.4 Ro a 3 % Ca h R 4% N 10 10. Tu gar s 3 Ph a 1 1.1 an ea M ani % Ge erla % U an s Fr ma % H ppi % in .8 rm nd na ep st 2% pa lan ai on iw or m .9 az 7. n .5 ly 7. un ne ec 5. an rk s 5 ex a SA ia di n Ja zer In ista Br ria 25 h k K Pa 4 % Ever subscribe to RSS 0 Power to the people - Social Media Tracker Wave 3

73 20 11 5 6 12 13 14 7 8 15 16 17 9 10 23 China 26 18 33m 27 19 21 24 25 22 28 22 29

The trend in Wave 3 is the continued shift to uploading and sharing rich multi-media content and as with blogging, there is a big movement towards participation. We can also see real changes in how people consumer content; they are now watching on demand in greater numbers than ever. This represents a real shift in media consumption from passive to personal control. As the internet becomes more central to living room media consumption, it will impact the way we consume television. In the short term it is commanding more of our time, fuelling duel media consumption in home (laptop with the TV on) and changing our relationship with media to one of being in control. Power to the people - Social Media Tracker Wave 3

Consuming content: the impact 75 • The environment is now perfect for creating and distributing branded content. Consumers expect to see and are happy to share it if the content is good. Brands are part of the modern fabric of society and have as much legitimacy as consumers to create and share content. • In the future web distributed content could potentially become another revenue stream for existing content producers and brands as video sites begin to cut the advertising revenue with uploaders. • Consumers are creating content in unprecedented numbers, brands who have far more resource should be to. • User generated content is now firmly part of the media spectrum. This is an opportunity for media companies to supplement their professional content with user content. It is also an opportunity for advertising to inspire consumers to create with It’s not all about You Tube: branded elements. Dailymotion: A European youtube rival (dailymotion.com) • The role for advertising will move away from the interruptive model towards MSN Video: Microsoft rival. (video.msn.com) less interruptive formats such as Metacafe: Pay the contributor based on pageviews (metacafe.com) pre rolls, sponsorship and branded Metatube: Searches every video site in one hit (metavideo.com) content which help consumers access new content. Myspace TV: Social Network giant diversifies (vids.myspace.com) Chinese versions: Tudou.com, 56.com, pomoho.com Japanese versions: Watchme.tv, peevee.tv, cliplife.jp South Koreans number 1: Pandora.tv

Final word Create • The future of marketing is about acting how you want to be The key technologies that underpin the perceived rather than talking about it. Social media gives you this social media revolution continue their assent. possibility by creating experience. Social media is established everywhere there • Create branded content to be distributed across the global social is an internet connection and it has to be media platforms. Consumers are doing it; well resourced brands considered for all advertisers, marketers and have no excuse. content producers as a core part of their • Develop widgets, applications, services and platforms that create communications. Social media has impacted a genuine consumer benefit and drives engagement. Provide consumers with tools to manage their personal every aspect of the internet and transformed brands online. the role it plays in our lives. • Be inventive in connecting with consumers. Integrate it with The social orientated internet is a massive offine communications and use social media as link or as a story to communicate. opportunity for brands, advertisers and marketers if embraced properly. It enables a much more positive relationship with consumers where true benefits are created. The social orientated internet is a massive opportunity for brands, advertisers and marketers if embraced properly. Power to the people - Social Media Tracker Wave 3

77 Participate Connect • Move away from siloed brand sites: In a world of interlinked • Use social media to create a dialogue with consumers. platforms and content, the stand alone brand site is not • Track opinions in the blogosphere. as engaging. • Exist inside Social Networks: Create profiles, develop networks • Think global; consumers are. Media consumption and social to distribute content and employ advertising and sponsorship to interaction are moving international, constrained by language not drive engagement with consumers. borders. Global brand identities, multi market campaigns and international structures are all essential. • Allow consumers to interact with your brand: User generated advertising, branded blogs and ongoing feedback are expected. • 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 exist. Think global; Use social consumers are. media to create a dialogue with consumers.

Moving Forward The next major in-depth due to be released in mid 2008 will investigate word of mouth in the online age. It will focus on Wave 3 of this social media tracker how the wealth of consumer and peer to peer opinion we are is part of an ongoing global research now exposed to impacts on how we form opinions on brands, programme that focuses on the impacts products and services. of digital media and technology. Wave 4 of the social media tracker is scheduled for late 2008 and should include a number of new social media innovations and a In parallel to the tracker in-depth studies larger geographical coverage. are carried out to look at particular digital media topics. The last in-depth study “Anytime, Anyplace” looked at mobile phones and portable technology, in particular demands for content services and the role of advertising. Any questions or comments please contact tom.smith@universalmccann.com ...an ongoing global research programme that focuses on the impacts of digital media and technology. Power to the people - Social Media Tracker Wave 3

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Universal McCann Wave 3

by Elizabeth L on Aug 03, 2009

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Universal McCann Wave 3 — Presentation Transcript