Social Media globalwebindex.net Key trends, impacts and role for brands IAB Europe Interact June 12 th 2009 Tom Smith Trendstream Director [email_address]

Today Preliminary results from the Global Web Index UK and US data Motivations for using the web Social media usage trends How social media is driving change – video example The impact of social media Role for brands and challenge for advertising

Trendstream – global technology focus Dedicated to understanding the global impact of communications technology Global Web Index Trend-watching Communications Technology focused research Education / training

About me: 4 years of social media research Previously, Head of Consumer Futures at global media agency Universal McCann Created ‘Wave’, global tracking research into social media usage, measuring adoption and usage in over 30 countries globalwebindex.net

The Global Web Index What: Research service that measures the web world-wide, focusing on behaviour, motivations and impact How: Based on 32,000 consumers surveys a year in 16 markets Output: Access data through an online tool, trend overviews, analysis and bespoke reports globalwebindex.net

New focus Consumer Purchasing Web + Social Media Marketing / Comms Brands

32,000 consumer opinions annually June 2009 December 2009 Wave 1 Wave 2 16,000 respondents 16,000 respondents 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 30 minute survey Local language 32,000 annual survey release globalwebindex.net

16 markets at launch USA Canada Mexico Brazil Spain UK Netherlands Italy France Germany Russia China India Japan South Korea Australia globalwebindex.net

Delivering with Lightspeed Survey design. Analysis. Insight. Trends. Presentations. Workshops. Scripting. Panel management. Data Collection. Data processing. globalwebindex.net

Social media: hundreds of access points Social Media Micro-blogs Video Sharing Photo Sharing Wikis Forums Blogs Podcasts Video

A movement Consumer driven Network Content Knowledge Everything socialised Social Media: changing the whole web

A movement

Consumer driven

Network

Content

Knowledge

Everything socialised

Social fulfils our motivations

Source: Global Web Index, Pilot survey. UK data. June 2009 UK: Purchase driven globalwebindex.net Think about how important these reasons are for you using the Internet.

Source: Global Web Index, Pilot survey. UK data. June 2009 Top drivers: Knowledge. Connection. Entertainment globalwebindex.net Knowledge Connection Entertainment

Age: motivations are consistent Source: Global Web Index, Pilot survey. UK data. June 2009 18-34 35-54 55-64 Research / find products to buy Research / find products to buy Research / find products to buy Stay up to date on news / events Research how to do things Research how to do things Stay in touch with friends Stay up to date on news / events Stay in touch with friends Research how to do things Stay in touch with friends Stay up to date on news / events Entertainment Research for work Education

Women: more motivated to stay in touch Source: Global Web Index, Pilot survey. UK data. June 2009

55+: Opinions not content Source: Global Web Index, Pilot survey. UK data. June 2009

83% use search to research purchases Search increasingly dominated by consumer driven media “ Samsung Netbook” > 8 out of top 10 results are social Knowledge: driven by social media

83% use search to research purchases

Search increasingly dominated by consumer driven media

“ Samsung Netbook” > 8 out of top 10 results are social

Hudson river crash Turkish airlines crash at Schipol airport Mumbai terrorist attacks Knowledge: broken by social media

Hudson river crash

Turkish airlines crash at Schipol airport

Mumbai terrorist attacks

YouTube 1.2bn streams a day Last year more bandwidth than the whole internet in 2000 Second largest search engine in the world Just 3% can be commercialised Entertainment is social

YouTube

1.2bn streams a day

Last year more bandwidth than the whole internet in 2000

Second largest search engine in the world

Just 3% can be commercialised

Social media is mass market

Source: Global Web Index, Pilot survey. UK data. June 2009 Video leads passive. Photos number 1 sharing channel globalwebindex.net

Source: Global Web Index, Pilot survey. UK data. June 2009 Men lead content creation globalwebindex.net

Source: Global Web Index, Pilot survey. UK data. June 2009 Clear age bias in content creation globalwebindex.net

Clear Hierarchy Video Forums Social Networking Photos Blogging Micro-Blogging

Video – driven by social media

US Video – incredibly active sharing environment 62% watch a week 30% share 20% upload Global Web Index USA pilot survey January 2009

In scale – already the size of network TV Global Web Index USA pilot survey January 2009 Based on Comscore universe estimates of 167m users. TV universe figures sourced from WARC Weekly universe estimates

Music and UGC lead consumption Global Web Index USA pilot survey January 2009 globalwebindex.net

Social media driving the viewing landscape Global Web Index USA pilot survey January 2009

Viewed video on a blog in last 7 days Social video: engages a premium audience Global Web Index USA pilot survey January 2009 globalwebindex.net

Sharing: Small minority drive the mass of sharing Global Web Index USA pilot survey January 2009

Sharing is external and informal Global Web Index USA pilot survey January 2009

Mass market video platforms just over 3 years old In ten years: Global TV platform? Will be open and consumer driven Challenge for advertising Transforming the moving picture

Mass market video platforms just over 3 years old

In ten years: Global TV platform?

Will be open and consumer driven

Challenge for advertising

Social Media – The impact

Friends Face to Face: 32 Work colleagues: Face to Face 28 Friends Face to Face: 17 Work colleagues: Face to Face 28 18-24 45-54 Typically friendship groups shrink with age Global Web Index UK pilot survey March 2009 Below is a list of different ways that you can maintain contacts with people. Please can you indicate how many people do you stay in touch with via the following means? globalwebindex.net

Friends Face to Face: 32 Work colleagues: Face to Face 28 Social Network: 88 Microblog 43 Friends Face to Face: 17 Work colleagues: Face to Face 28 Social Network: 31 Microblog 45 18-24 45-54 Massive digital connections maintain contacts Global Web Index UK pilot survey March 2009 Below is a list of different ways that you can maintain contacts with people. Please can you indicate how many people do you stay in touch with via the following means? globalwebindex.net

Networks of strangers Facebook LinkedIn Twitter 9% 4% 0.3% Percentage of people I would phone up for a beer

Source: Global Web Index, Pilot survey. UK data. March 2009 We trust strangers more than professionals globalwebindex.net 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? (5 trust strongly 0 = no trust)

Trust of strangers higher in younger groups Source: Global Web Index, Pilot survey. UK data. January 2009 18-24 55+ 1 A family member A family member 2 A close friend A close friend 3 A work colleague A work colleague 4 A consumer who reviews on a retail website A neighbour 5 A good contact on a social network A good contact on a social network 6 A neighbour A consumer who reviews on a retail website 7 The author of a blog you read regularly Store worker 8 Store worker A television news reader 9 A television news reader A radio presenter 10 A radio presenter The author of a blog you read regularly

Trust total and complete strangers Globally connected Strangers drive our knowledge, ideas and decisions New perspective on the world

Trust total and complete strangers

Globally connected

Strangers drive our knowledge, ideas and decisions

Social Media – Role for brands

Demand for 2 way involvement Source: Global Web Index, Pilot survey. UK data. June 2009 Improves my opinion of the brand Looking at the following ways that a brand can interact with you. What is your opinion ?

Demand for 2 way involvement Page in a social network to provide feedback Listening to comments in a social network / forum Be my friend 24% 22% 6%

Listening One to one conversation Driving advocacy Challenge for advertising No media spend becomes as effective as media spend PR + Research + Customer Service New role in Social Media

Listening

One to one conversation

Driving advocacy

Challenge for advertising

No media spend becomes as effective as media spend

PR + Research + Customer Service

Drives business

Communicating groups, forums etc Sponsorship Supporting content / platforms Providing more relevancy New role for advertising in Social Media

Communicating groups, forums etc

Sponsorship

Supporting content / platforms

Providing more relevancy

Summary USA Canada Mexico Brazil Spain UK Netherlands Italy France Germany Russia China India Japan South Korea Australia globalwebindex.net Social media is transforming the web Consumers driving content consumption New role for brands Challenge to advertising growth

Social media is transforming the web

Consumers driving content consumption

New role for brands

Challenge to advertising growth

globalwebindex.net Global data in July Report to download now: Online Video: 2009 is Primetime Slideshare.net/tomtrendstream Trendstream.net [email_address] More information globalwebindex.net