Global Web Index
16 markets. 32,000 web users. Unique perspective

Welcome to the Global Web Index
• The most detailed exploration of global internet
trends ever compiled
• Surveying 32,000 consumers in 16 markets
• Focuses on the impact of web usage on consumer
behaviour, marketing communications and
purchasing

Detailed web behaviour
Motivations to use web
Types of sites
Social Media motivators
Web applications
Why talk about brands?
Social Media WEB MOTIVATION
BEHAVIOUR
Attitudes
How people use search
Networks
Web brands
Community
Blogging WEB
Social Networking
Forums SOCIAL Downloading
CONTENT
MEDIA
Video Sharing Streaming
Photo Sharing Paid content
Micro blogging Why source

Web: Consumer + purchasing + communications
Demographics Product purchasing
Attitudes E-Commerce
Motivations Consumer What talk about online
Purchasing
Activities
Dynamics What researched online
Interests Influencer V Receivers
Trust in information WEB
Role for brands Mobile
Gaming
Brand activation
Marketing
Technology PC usage
Improves brand perception Communications
Future concepts
Drives purchase
Web access
Social media communications

Covers 70% of the global web universe
Netherlands
Canada
UK Russia South
Korea
Germany
China
USA
France
Japan
Spain
Italy
Mexico India
Brazil
Australia

32,000 consumer opinions annually
July 2009
December 2009
16-64 active web users (online monthly)
Representative by age, gender, income
volume of usage, region
Self completion online questionnaires
conducted via Lightspeed global panels
Wave 1 Wave 2
16,000 16,000
respondents respondents
32,000 annual
survey release

Global Web Index: full trend and data access
Point of view Reporting
Analysis Data manipulation

Applying it to your business

Establish global impact of social media
Watch a video clip
Used internet banking
Used Webmail
Used Instant Messenger
Upload photos online
Manage a social network profile
Listen to LIVE radio online
Leave a comment on a story on a…
Online office applications
Share a video online
Made a phone call online / Used VOIP
Edit/managed own website
Written your own blog
Uploaded a video online
Used a personalised music service
Listened / watched a podcast
Written a news story / article
Subscribed to an RSS feed
Use a micro-blogging service Behaviour – last month
Used an aggregator
0% 10% 20% 30% 40% 50% 60% 70%
% Have done in the last month
Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully
and then indicate whether you have done that in the past month, or whether you have done it longer ago.

Understand market by market differences in adoption
60%
Manage a social network profile Written your own blog
50%
40%
last month
30%
20%
10%
0%
Source: Global Web Index Wave 1

See why countries get involved
70%
Stay in touch with friends
60% Research / find products to buy
Share content
50%
% Very important
40%
30%
20%
10%
0%
Motivations to go online Which of the following sites have you visited online in the past month? Please read the description by dragging your mouse on the bold text if you are unsure
Source: Global Web Index Wave 1

Provide detailed platform insight: e.g social network
70%
60%
% Action Last Month
50%
40%
30%
20%
10%
0%
US DATA: Behaviour on a Social Network. Last month

Drive insights on behaviour by content
YouTube Facebook
Facebook
Hulu Other site / service
Sent to me via an email
On a news site MySpace
Google Video
MySpace Other photo sharing service
Yahoo Video
Other Yahoo
MSN Video
On a film site
Photobucket
On another video sharing site
On a music site
Flickr
On a retail site
On a social network site
Other social networking service
On my friends blog
On another blog
Picasa
Sent to me via messenger
Dailymotion
Windows Live Spaces
Photobucket
Vimeo
Imageshack
Revver
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
% Watched video last week % Shared a Photo last month
US DATA: Video viewing and photo sharing

Quantify the impact of social media on your category
16%
% Have posted opinions in the last m0nth
14%
12%
10%
8%
6%
4%
2%
0%
Which of the following products, services or topics have you posted
Posted opinions – last month opinions about online in the past month?
Source: Global Web Index Wave 1

Put a value on consumer driven communication
A close friend
A family member
A good contact on a social network
A neighbour
The author of a blog you read regularly
A store assistant
A journalist for a national newspaper
A television news reader
The main contacts on your microblog e.g Twitter
A well known celebrity
55-64 16-24
Your country’s leader / politicians
1.50 2.00 2.50 3.00 3.50 4.00 4.50
Average Trust – 5 equals very strong trust
Below is a list of people whose opinions you come into contact with on a regular basis. Now think
Trust in communications about when you seek an opinion on a brand you are considering buying. Which of the following
people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 –
5, with 1 = do not trust and 5 = trust strongly.

Build a detailed audience understanding
Create live events e.g music concerts
16-34 Create useful online applications that provide a benefit
Strongly Agree: Look after Sponsor my favourite website
Provide me with new ideas and thinking
my appearance Create competitions
Strong interest in fashion Create live events where I can use the product
Create a real life community where I can meet similar …
Create a platform for you to interact with the …
Sponsor my favourite sports team
Associate with celebrities that I like
Advertise in places that are relevant to you
Create videos / TV shows
Create an online community
Index of brand
Provide free downloads to content that I like e.g … activation
Offer discounts
100 150 200
Scores 4/5 indexed against UK avareg
Please think again about the same brand. Below are list of activities that the brand can
Brand activation implement. Which of the following actions are most relevant to you as a person? Where 1
= not at all relevant and 5 = very relevant
Source: Global Web Index Wave 1

Quantify the role for social media
50%
Creating blogs to talk about the
company and product
40%
% Improves my opinion of the brand
Talking to bloggers directly about
relevant products and services
30%
Contacting me with helpful
information if I mention the brand
on a microblog e.g Twitter
20%
Providing a page in a social
network where you can ask
questions directly to the company
10%
Listening to the comments that
people say on forums, or social
networks 0%
Fashioninfluencers UK Average
Below is a list of activities that brands can engage in online. Some of these are very new and some
Improves my opinion will be more familiar to you. Please can you state your opinion on brands engaging in these
activities? .

The impact on my brand

Brand partnership: brand focus
Brand questions personalise global data set
Unique perspective on current performance
and the opportunities for brand
communications online
Advocacy
Target users and non users
Quantify the role for social media Usage
Awareness

Quantify their behaviour on the web
90% Nokia USA iPhone USA Blackberry USA
80%
70%
% of users. Last Month
60%
50%
40%
30%
20%
10%
0%
Mobile Web usage profile
Source: Global Web Index Wave 1

Track web habits of types of brand owners
60%
Manage a Social Network
50% Write a blog
% of total web audience
40%
30%
20%
10%
0%
Owners, web activity last month
Source: Global Web Index Wave 1

See what advocates do online
Used personalised music services
Listen to / watch a podcast
RSS
Social Network
Use Micro-blog
Manage your own website
Listen to live radio
Used instant messenger
Write a blog
Used webmail
100 105 110 115 120 125 130 135 140 145
advocates indexed against all users. Behaviour in the past month
Dell advocates active participation
Source: Global Web Index Wave 1

Measure customers brand receptiveness
Advertise in places that are relevant to you
Offer discounts
Create videos / TV shows
Provide relevant news and analysis
Provide me with new ideas and thinking
Sponsor my favourite website
Associate with celebrities that I like
Create live events e.g music concerts
Create competitions
Create live events where I can use the product
Provide free downloads to content that I like e.g music / film
Create useful online applications that provide a benefit
Create a real life community where I can meet similar people
Create a platform for you to interact with the company or staff directly e.g…
Create an online community
Sponsor my favourite sports team
90 95 100 105 110 115
advocates indexed against all users. Behaviour in the past month
Dell customers indexed against non customers
Source: Global Web Index Wave 1

Understand the role for your brand in social media
Coca Cola consumers perception of brands in social media
Source: Global Web Index Wave 1

Establish the role across markets and segments
Contacting me with helpful information if I mention the brand on a microblog e.g Twitter
Creating groups in social networks
Providing a page in a social network where you can ask questions directly to the company
50%
45%
40%
35%
% of customers
30%
25%
20%
15%
10%
5%
0%
China UK USA China UK USA
HSBC Customer Non Customer
Customer base versus non customers: Social media involvement
Source: Global Web Index Wave 1

What else could we do?
See what Understand
Global / local
motivates what See how
market Target
users to talk advertising users use
lifestyle dissidents
about gets them to mobile
profiles
brands buy
See what
Build global
motivates Quantify the
Understand picture of Size market
users to role for
non users customer potential
source brands
lifestyle
content
Source: Global Web Index Wave 1

Available now: Next wave specify your brand set
Games Alcoholic
Soft Drinks Technology Mobile Phones Consoles Retail Finance Automotive Drinks Fast Food Sporting Goods

360 degree output
Data tool Report Workshop

Report focus: 50+ pages of unique insight
Influencers
Engagement with key
online users e.g Twitter
users
Role for brands
Brand activation
Role for Social Media

Customisation

Make the Global Web Index unique to you:
Re-contact Find any audience from the Global Web Index and resurvey. E.g 500 active bloggers
Take elements of the GWI questionnaire and re-run it in new countries or audiences
New audience / market
and benchmark against the main set of data
Add questions Add questions to the main survey. E.g segmentation
Brand reports Specify your brand and competitors by market
Studies that cover a specific category or focus with elements taken from the Global
Ad-hoc
Web Index to allow benchmarking against the main data set

Getting involved

Access
The platform is available now
Brand reports are delivered in 3 weeks
Wave 2 closes for additions on October 14th
tom@trendstream.net