Wave6 The Business of Social / Connections; smartmobile2012; Dunne Brendan, UM Hungary

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In 2006, UM embarked on a project to measure the scale and impact of social media across the globe and to explore the changes occurring in communication technologies. To date, we have surveyed more than 136,000 Active Internet Users across 64 countries.
Over the course of this project Wave has taught us that growth in social media is unprecedented. However, the real story has not just been one of growth but also of evolution. In a few short years social media has made content creators , sharers and influencers of us all.

Our ambition with Wave is to provide real actionable insight that will allow clients to navigate the world of social media.

The consumer now has so many ways in which to interact with brands in the social space, be this a smartphone, a tablet or a P.C. and each of these have vastly different strengths. Wave 6 allows us to not only identify the right social experience to create but also the best environment in which to create it.

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Wave6 The Business of Social / Connections; smartmobile2012; Dunne Brendan, UM Hungary

  1. 1. The business of social | Social media tracker 2012
  2. 2. The business of social | Social media tracker 2012
  3. 3. CONNECTIONSThe business of social | Social media tracker 2012
  4. 4. CHALLENGES SHAREDThe business of social | Social media tracker 2012
  5. 5. Contents• What is Wave?• Social movements• Th B i The Business Of Soci l S ial• Connecting with socia experiences al• The impact: Summary p y The business of social | Social media tracker 2012
  6. 6. Real Actionable Insight A SOCIAL MO OVEMENT THE POWER OF SOCIAL R CONNECTIN WITH SOCIAL EXPERIENCES NG The business of social | Social media tracker 2012
  7. 7. BUSINESS B SOCIAL 62 countries 42,000 respondents September 2011: December 2011: QQ IM – over Over 845M active users 700M active users June 2011: June 2011: Launch 54 countries Over 200M tweets a day April 2011: MOTIVATIONAL 37,600 respondents March 2011: 100M members Valued at >$36Bn December 2010: 100M users just 2 5 months after launch 2.5 October 2010: “The Social Network” film released August 2010: Groupon is the July 2010: 100M check-ins 38 countries fastest growing company of all time 23,200 respondents April 2010: iPad released February 2010: Facebook mobile – 100M users INFLUENTIAL August 2009: Xiaonei bec comes RenRen Now more than 3.6Bn images on Flickr 29 countries June 2009: Launch 17,000 respondents March 2009: Launch VISUAL October 2008: Launch September 2008: First Android phone launch TEXTUAL August 2008: Over 100M users April 2008: Facebook overtakes 21 countries MySpace in popularity 10,000 respondents 15 countries March 2007: Launch 7,500 respondents January 2007: Launch October 2006: Launch September 2006: Launch July 2008: Launch Febru uary 2006: Launch August 2005: La aunch April 2005: First video uploaded to YouTube March 2005: La aunch January 2005: Launch December 2004 L D b 2004: Launch h February 2004: Launch January 2004: Launch August 2003: Launch September 2003: Launch May 2003: Launch June 2003: Launch January 2003: Launch The Story of Wave y March 2002: LaunchJanuary 2001: Launch October 1999: Launch The business of social | Social media tracker 2012
  8. 8. Wave 6 AlgeriaThe expanding Wave universe Argentina Wave 5 Australia Austria Algeria Bahrain Argentina Belgium Australia Brazil Austria Canada Bahrain Chile Belgium China Brazil Colombia Wave 4 Canada Croatia Chile Chil Australia Czech Republic China Austria Denmark Colombia Belgium Ecuador Czech Republic Wave 3 Brazil Egypt Denmark Canada Estonia Australia Ecuador China France Austria Egypt Colombia Finland Brazil Estonia Wave 2 Czech Republic Germany Canada France Denmark Greece Australia China Germany Ecuador Hong Kong Brazil Czech Republic Hong Kong Finland Hungary Wave 1 China Denmark Hungary France India France France India Australia Germany Italy Germany Germany Italy China Hong Kong Ireland (ROI) Greece Greece Ireland (ROI) France Hungary Japan India Hong Kong Japan Germany India KSA Italy Hungary Korea Italy Italy Kuwait Japan India KSA India I di Japan J Latvia L t i Korea Italy Kuwait Japan Korea Lebanon Malaysia Japan Latvia Korea Latvia Lithuania Mexico Korea Lebanon Mexico Lithuania Macedonia Pakistan Mexico Lithuania Philippines Malaysia Malaysia Philippines Netherlands Malaysia Russia Mexico Mexico Russia Pakistan Mexico Spain Netherlands Netherlands Singapore Philippines Netherlands UK Norway Norway Spain Poland Norway US Peru Oman Taiwan Romania Oman Philippines Philippines Thailand Russia Philippines Poland Poland UK Spain Poland Portugal Portugal US Switzerland Portugal Romania Puerto Rico Taiwan Qatar Russia Qatar Turkey Romania Singapore Romania UK Russia South Africa Russia US Serbia Spain Serbia Singapore Sweden Singapore Slovakia Sl ki Turkey Slovakia South Africa UK South Africa Spain US South Korea Sweden Spain Taiwan Sweden Thailand Switzerland 41,738 41 738 62 Tunisia Taiwan Turkey Thailand UAE Tunisia UK Turkey Ukraine UAE US respondents countries Ukraine UK US Vietnam The business of social | Social media tracker 2012
  9. 9. Growth in social networkin has slowed ng Brazil China France 63.6% 53.9% 74.5% 74.3% 47.4% 51.4% 68.4% 68.9% 26.3% 43.4% 53.2% 53.5%Global45.1% 51.4% 61.4% 65.2% Germany India Italy Wave 6 27.2% 36.6% 37.8% 53.1% 51.4% 62.8% 72.5% 67.1% 24.0% 34.4% 53.9% 61.2% Wave Wave Wave 5 3 4Hungary Spain Russia UK 29.9% 46.2% 55.5% 59.6% 64.8% 66.1% 79.8% 77.1% 53.4% 55.5% 58.6% 62.9% 71.8% 76.6% 71.3% Wave 4 Wave 5 Wave 6 USA 33.1% 48.3% 58.1% 64.5% Wave: 3 4 5 6 The business of social | Social media tracker 2012 QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months? g - Manage a profile on an existing social network (eg: facebook.com)”
  10. 10. The business of social | Social media tracker 2012
  11. 11. The business of social | Social media tracker 2012
  12. 12. The Business of Social The business of social | Social media tracker 2012
  13. 13. CONNECTING WITH SOCIALEXPERIENCES
  14. 14. People now have many wa to connect with the aysinternet Average number of devices owned and used to access the internet5 4.1 41 Laptop / netbook PC Desktop PC43 2.9 29 Smartphone (eg: iPhone) Tablet device (eg: iPad) Mobile E-book phone h reader ( d (eg:2 Kindle) Internet- Games connected console1 TV Portable Portable MP3 / video games0 player console Own Have used to access t the internet The business of social | Social media tracker 2012 QUESTION: “Which devices do y own and which have you used to access the internet in the last 6 months?” you
  15. 15. Hungarians connecting wit the internet th Average number of devices owned and used to access the internet5 3,2 32 Mobile phone Games console4 Internet-3 2,0 20 Desktop PC connected TV t d Portable Laptop / games netbook PC tb k2 console Portable MP3 / video Tablet1 player device (eg: ( g iPad) Smartphone E-book0 (eg: iPhone) reader (eg: Own Have used to access the s Kindle) internet The business of social | Social media tracker 2012 QUESTION: “Which devices do y own and which have you used to access the internet in the last 6 months?” you
  16. 16. PC,PC laptop and mobile dev vices still the main way toconnect Desktop PC 70% Laptop/ L t / Notebook 60% Mobile phone Portable Mp3 / video player% Ow Device 50% 40% Games Smartphone wn Console Portable 30% Internet- Games Console Connected TV 20% e-book Tablet Reader 10% 0% 0% 10% 20% 30% 40% 50% 60% % Use Device to Go Online o The business of social | Social media tracker 2012 QUUESTION: “Which devices do you own and which have you used to access the inte ernet in the past 6 months?” - Size of the bubble represents % who own device.
  17. 17. Device Ownership and On nline Access Profile 90% 80% Desktop 70% Mobile phone PC% Ow Device 60% Laptop/ Portable Notebook Mp3 / video player 50% wn 40% 30% 20% Games Portable Console Smartphone Games Internet- 10%Console Connected TV e-book Tablet T bl t 0% Reader 0% 10% 20% 30% 40% 50% 60% 70% % Use Device to Go Online o The business of social | Social media tracker 2012 QUUESTION: “Which devices do you own and which have you used to access the inte ernet in the past 6 months?” - Size of the bubble represents % who own device.
  18. 18. As the PC remains the mo versatile internet ostenabled device Read blogs R d bl Joined a group buying commmunity 90% Post/write on a blog Browsed the internet Upload photos to photo sharing site Shared your location via location-based 80% Watch video clips online social network 70% Laptop / Desktopnotebook PC PC Read a book 60% Shared a video with a friend 50% Read a digital newspaper/magazine Download a podcast 40%Smartphone Tablet 30%(eg: iPhone) (eg: iPad) Searched for a location Download video podcast 20% 10% Watched live TV Managed a social network profile 0% Mobile E-book reader phone (eg: Amazon kindle) Made a purchase Visited a friends social network page Joined an online community Used instant messenger Internet- I t t Games G enabled TV console Visited a professional social network Visited a company/brand website Take part in multi-player game online Used search engine Used a clo d based m sic cloud-based musicPortable MP3 Portable Wrote/sent a message on microblog reccommendation service/ video player games Downloaded & used an a app Read a message on microblog console Sent a te message ext Visited a forum The business of social | Social media tracker 2012 QUESTION: “ “Which activities have you carried out using each device in the past 6 months?”
  19. 19. Although we can see that smartphone penetration isgrowing rapidly 37% 3 34% 45% 24% 28% 37% 53% 36% 16% 36% 37% 26% 339% 22% 42% 20% 2 23% 25%0 38% 45 45% % 5% 29% 24% 2 9 % 28% 44% 41% 11% 4 34% 44% 27% 42% 40% 61% 22% 9% 11% 44% 59% 8% 31% 18% 43% 45% 38% 37% 37% 59% 47% 33% 43% 38% 43% 28 34% % 67% 40% 35% % own a smartphone>60% 43%50-60% 62 27 %40 50%40-50% 25 % %30-40%<30% The business of social | Social media tracker 2012 QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.) f
  20. 20. Hungary almost into Tier 4 smartphone penetration 29% 37% 3 34% 45% 24% 28% 37% 53% 36% 16% 36% 37% 26% 339% 22% 42% 20% 2 23% 25%0 38% 45 45% % 5% 29% 24% 2 9 % 28% 44% 41% 11% 4 34% 44% 27% 42% 40% 61% 22% 9% 11% 44% 59% 8% 31% 18% 43% 45% 38% 37% 37% 59% 47% 33% 43% 38% 43% 28 34% % 67% 40% 35% % own a smartphone>60% 43%50-60% 62 27 %40 50%40-50% 25 % %30-40%<30% The business of social | Social media tracker 2012 QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.) f
  21. 21. The business of social | Social media tracker 2012
  22. 22. What stands out? ? The business of social | Social media tracker 2012
  23. 23. Different devices are seen as better at doing different things Smartphones are Access Socialize with Information better when you want others quickly Ward Off Boredom 55% to…. Have fun/ Find your way Hang out or Be entertained 50% waste tim me% Smartpho Owners Manage my life g y Relax 45% Explore the world Read content Organize something one 40% Play a game Get something done Learn something new 35% Watch content Be creat tive 30% Make a purchase Tablets are better 25% Research somethhing when you want thoroughly to…. 20% 20% 25% 30% 35% 40% 45% 50% 55% % Tablet O Owners The business of social | Social media tracker 2012 QUESTIO “You have indicated you own these devices, which of these devices do you ON: think does a good job when you to… Smartphone Owners vs. Tablet Owners.
  24. 24. What impact does multiple devices have on media econsumption? 16 onsuming media in last 7 days 14 Browsing the d internet 12 TV 10 Social networks 8 ours spent co 6 Magazines 4 Average ho Newspapers 2 0 1 2 3 Number of devices used to acce the internet ess The business of social | Social media tracker 2012 QUESTION: “Approximately how much time have you spent consuming the following media in the last 7 days by the number of devices used to access the internet”
  25. 25. Connecting devices to exp periencesFUN Play a Game INFORMATION Portable Games Console Games Console Have Fun/ Be Entertained E t t i d Portable Ward Off Boredom Learn Something mp3/video player New Relax Desktop “Hang Out” or P.C. Research Access Waste Time Something Information Socialise With Others Thoroughly Quickly Watch Mobile Phone Content Laptop/Netbook P.C. Organise Something Read Content Be Creative Internet Make a Purchase Smartphone Connected Find My Way Explore the World E l th W ld TV Around Me e-book Reader Manage My Get Something Done Life Tablet deviceORGANISATION ACTION The business of social | Social media tracker 2012 QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to…”
  26. 26. THE IMPACT
  27. 27. Many de ces a y devices Different experiences Different strengths g Rig Ri ht experience with th i ith the right deviceThe business of social | Social media tracker 2012
  28. 28. The Social Challenges for Business The business of social | Social media tracker 2012
  29. 29. “Is Social Media wo orking for you? Or are you working for Social Media?” r Media?The business of social | Social media tracker 2012
  30. 30. THANK YOUbre endan.dunne@umww.com

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