Transcript of "GlobalWebIndex @ Le Web in Paris - Exploring Consumer Social Engagement"
CONSUMERS ENGAGEMENT ON SOCIAL MEDIA LEWEB PARIS 2012
TODAY EXPLORE THE LATEST RESEARCH FROM THE GLOBALWEBINDEX • Establish current social behaviour online • Understand the shift to fast growth markets and the global opportunity • Explore local variation and impacts social comms and business strategy
THE GLOBALWEBINDEX • The largest multi-market research project in the world • Most detailed view of how and why people use the internet to date • Surveying a representative sample of 16-65 internet users • Founded in 2009, surveying 180K internet users • Quarterly global research in 2013 - 300K internet users surveyed by Q4
DRIVING GLOBAL INSIGHTS AND STRATEGY • Cross Platform Market Sizing WEB BRANDS • Audience Insights • Product Strategy • Audience Insights BRANDS • Digital Brand Portfolio • Multi-market Social Strategy & Frameworks
BEHAVIOUR RANKING: 63% ACTIVE ON SOCIAL NETWORKS % Have Done Last Month 0% 10% 20% 30% 40% 50% 60% 70% 80% Watched a video clip Used internet banking Search for product or service to buy Used a social networking service Used Webmail Purchased a product online Managed your social network profile Uploaded photos online Reviewed a product or brand online Used Instant Messenger Purchased an online service Listen to music on a music streaming service Watch television shows on demand (not live) through an Internet service Watched a full length film Searched using a location based service Used online office applicationsGlobalWebIndex Wave 8 Preview. Q4 2012. Global Data
24% UPLOAD VIDEO. NOW THE SAME AS FORUMS / BBS % Have Done Last Month 0% 5% 10% 15% 20% 25% 30% 35% Commented on a story Posted a comment on a forum / message board / BBS website Asked or answered a question on a question and answer services (i.e. … Uploaded a video online Made a phone call online / Used VOIP Listened to LIVE radio online Used a social bookmark service Bought a product or service through a group-buying website (i.e.… Listened / watched a podcast Used a micro-blogging service Sold a product online Watched a full length sports programme Streamed a full length TV show LIVE Edited/managed own website Written your own blog Written a news story / article Subscribed to an RSS feed Used an aggregatorGlobalWebIndex Wave 8 Preview. Q4 2012. Global Data
MOBILE LEADS PC FOR SOCIAL NETWORKING Watched a video clip 75.1% 61.7% 64.2% Used a social networking service 63.3% 63.4% 52.5% Managed your social network profile 56.4% 60.1% 52.2% Uploaded photos online 50.1% 54.1% 40.3% Reviewed a product or brand online 40.2% 33.2% 31.8% Commented on a story 29.1% 23.7% 22.8% Posted a comment on a forum / BBS 24.2% 19.4% 19.8% Uploaded a video online 23.8% 25.6% 26.4% Used a micro-blogging service 19.8% 22.8% 22.9% Written your own blog 14.9% 13.4% 14.4% % Have Done Last MonthGlobalWebIndex Wave 8 Preview. Q4 2012. Global Data
CUTTING THROUGH COMPLEXITY: AGGREGATE SOCIAL ENGAGEMENT Use a Social Comment on aPARTICIPATION Network Use a Micro-Blog Posted on a Forum Story Upload a Video CREATION Upload a Photo Online Written a Blog Written a Story Re-tweet (share) a Upload a video / Liked a Product or Reviewed a BRAND Brand Product or Brand Brand on a Micro- photo to a branded blog page
VAST MAJORITY OF USERS ON THE PLANET ARE SOCIALLY ACTIVE 6+ 3>5 1>2 0 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%Number of SEB categories engaged in by marketSource: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
CHINA DOMINATING SOCIAL UNIVERSE. GROWTH MARKETS BIGGER Millions of Social Engaged Consumers 3+ activities 0 50 100 150 200 250 300 350 China USA India Brazil Russia Indonesia Turkey Germany South Korea Vietnam Philippines UK Japan Mexico France Italy Malaysia Spain Poland Argentina Thailand Canada Taiwan Australia Netherlands Saudi Arabia South Africa Sweden Hong Kong UAE SingaporeSize of Social Market. 3+ activitiesSource: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
AND ARE EXPLODING IN SIZE Aggregate Millions of Social Engaged Consumers Across all 12 Behaviours. -40.0% -20.0% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% India Argentina Indonesia South Africa Mexico Brazil Philippines China Russia Turkey Australia Japan Canada Saudi Arabia Netherlands Poland Germany Italy Spain UK South Korea Sweden Singapore France Malaysia USA Hong Kong Q2 2011 V Q2 2012Aggregate Millions of Social Engaged Consumers. 1 YEAR GROWTH TRENDSource: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
GLOBAL OPPORTUNITY RIGHT NOW Bubble size indicates the population of Increasing reach on social socially engaged (3+ social activities) 60% High Reach / High Reach / Low Engagement Netherlands High Engagement 50% Malaysia Socially engaged as a % of total population UAE Sweden South Korea Singapore 40% Taiwan UK Germany Hong Kong Canada Poland Spain China USA Increasing 30% engagement France Turkey Italy Argentina on social Saudi Arabia Vietnam Australia Brazil 20% Russia Philippines Thailand Mexico Japan 10% Indonesia Low Reach / Low Reach / Low Engagement South Africa High Engagement India 0% 20 30 40 50 60 70 80 90 100 SEBMarkets mapped by SEB score and % of total population.Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
YES FACEBOOK IS UNIVERSAL(ISH) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Indonesia Philippines South Africa UAE Malaysia Mexico Vietnam Argentina Taiwan Turkey Brazil Thailand Poland Saudi Arabia Hong Kong 25 out of 31 markets have India 40% + monthly active usage Spain Singapore Canada Australia Sweden UK Italy USA France Netherlands Germany Russia South Korea Japan ChinaSource: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Total
LIKING A BRAND: GLOBAL AVERAGE 57% 30% 20% 10% 0% -10% -20% -30% -40% -50%
OUR KEY LEARNINGS • Huge global opportunity – no single strategy and no market should be excluded • Increasingly emerging “fast growth” internet markets will define the landscape • Elements can be globalised, but local rules • Now think about target audience…
Get the Social Engagement Benchmark globalwebindex.net/reportpage Find out more: Slideshare/globalwebindex @globalwebindex L E W E B PA R I S 2 0 1 2
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