Social Media Motivations


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This is the first of a series reports utilizing some snapshot data from the two waves of the Global Web Index, a bespoke research covering 18 markets and 50k+ respondents. The full data is accessible to anyone wanting a deeper dive to the interesting world of social media and technology at a subscription base offer.

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  • “Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet.” Social motivations are in pink The web is still very task driven: staying up to date, researching finding products etc, however “staying in touch with friends” shows how socially driven motivations are now becoming more important.These motivations also reveal how most users are not driven by more involved forms of social involvement such as creating and sharing content, expressing myself etc. This shows that the natural of social involvement will for the majority be fairly passive
  • Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world
  • Social Media Motivations

    1. 1. Consumer Motivations To Get Online<br />
    2. 2. 1. Functional Drivers Still Driving Online Consumption<br />Globally, the Internet is still primarily a task-based tool serving functional needs. People use it to make more informed purchase decisions, find news, find products, entertain and educate themselves<br />Looking specifically into social drivers, the more involved motivations such as creating content or publishing opinions are still niche<br />Motivations to get online<br />How important these reasons are for you when using the Internet?<br />Source: Global Web Index, Wave 2, January 2010<br />
    3. 3. 2. Fast Growing Markets Driving Social Involvement<br />Motivations to get online<br />How important these reasons are for you when using the Internet.<br />Fast growing internet markets are inherently more social and involved, sharing content and opinions across all social platforms such as blogging, micro-blogging and uploading video. This trend is reflected across all age groups<br />Source: Global Web Index, Wave 2, January 2010<br />
    4. 4. 3. Content Is Increasingly Driving Online Usage<br />Content is an increasingly more important motivation for online usage, with ‘Finding Films TV shows’ leading the way with 5% increase between the two waves<br />Motivations to get online. Blue line shows % change between Wave 1 and Wave 2 data<br />How important these reasons are for you when using the Internet?<br />Source: Global Web Index, Wave 1, July 2009, Wave 2, January 2010<br />
    5. 5. The Trends<br />With globalwebindex we can also identify some strong motivation trends such as<br />The shift towards content, entertainment and social connection<br />The importance of social motivations in purchase decisions<br />The gradual move into active involvement in social platforms online. Social networking is the quickest growing platform globally<br />
    6. 6. Not all consumers want to contribute. More involved forms of contribution such as writing a blog, uploading video, or micro-blogging, are limited in their potential to engage with the mass market. Most web users are still relatively passive particularly in established markets<br />The Internet is growing fast as a entertainment vehicle, suggesting huge opportunities for brands who want to sponsor or create access to rich content, such as video <br />What is created by the contributors is driving the decisions of the mass. The passive impact of social media is bigger and hi-lighted by such important motivations such as “Researching / Finding products to buy”<br />Emerging web markets offer more immediate opportunities for social media engagement strategies <br />Some Implications To Communications<br />
    7. 7. What is the globalwebindex?<br />It is a strategic planning tool based on a global research data from 18 markets and 50,000+ surveys providing leading edge data, insights and thinking on web usage, consumer behaviour, and brand communications<br />To find out more or request a bespoke demonstration of the Global Web Index click here <br />To find out more about us and how we can help you with your research and communications click here<br /><br /><br />
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