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Global State ofSocial Media in          2011 Social Media Week 2011                 Tom Smith       tom@trendstream.net   ...
Today:Macro overview of consumeradoption of social media andchanging impacts
How:Most detailed globalsurvey on consumerinternet behaviour,motivations and attitudesever conducted
71K surveys, 4 Wavesand 23 countries sincelaunching in September2009
110K surveys, 3 Wavesand 32 countries, in thenext 12 months
Social Media has                                               90%reached mass                                            ...
The big trend: Major shiftto real-time               Used micro blogging                                            +35%  ...
Moving from this:
To this:
Multi-platforminvolvement inemerging markets                                                        Manage your social net...
Blogs lead in Asia                                                                        Written your own blog           ...
All about Facebook?
Social Networking: Facebookdominates                                          Facebook is the dominating social           ...
Young people and                 Social Network-Update your status - Dailymarketers! lead real-                           ...
This frequentcontribution is exploding                                                                  More than once a d...
Mobile / Mobile Apps on a parity with desktop                                     PC                 Mobile Apps / Web    ...
Impacts of the newsocial landscape
Social is driving different sources of trust                                                            Sources of Trust  ...
Mobile devices for social? Location specific Personal Linked to payment Apps not browsers Reation not creation
Changing consumer focus fromcreation to sharing / reaction                                                                ...
Top down: Twitter focuses oncelebrity not other consumers                            3%        1%                         ...
Where next?
Have we reached the peak?       Barriers to using a Social Network: Europe               I prefer to keep my privacy      ...
Social moving to all “packaged internet platforms”                        Mobile                      Tablets             ...
For the copy ofthe presentations   please email:globalwebindex@ trendstream.net                    Globalwebindex.net     ...
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Social Media Week Global State of Social Media in 2011

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Macro overview of consumer trends in social media in 2011. Global trends, impacts, the shift to real-time and the rise of celebrity.

For more details and the data behind the charts: globalwebindex@trendstream.net

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Transcript of "Social Media Week Global State of Social Media in 2011"

  1. 1. Global State ofSocial Media in 2011 Social Media Week 2011 Tom Smith tom@trendstream.net globalwebindex.net
  2. 2. Today:Macro overview of consumeradoption of social media andchanging impacts
  3. 3. How:Most detailed globalsurvey on consumerinternet behaviour,motivations and attitudesever conducted
  4. 4. 71K surveys, 4 Wavesand 23 countries sincelaunching in September2009
  5. 5. 110K surveys, 3 Wavesand 32 countries, in thenext 12 months
  6. 6. Social Media has 90%reached mass 80% 70%maturity 60% 50% 40% 30% 20% UK: 70% involved in 10% Social Media 0% Wave 1 (July 2009) Wave 3 (September 2010)Combined monthly involvement in social networking, blogging,micro-blogging, forums, video uploading: Wave 1-3
  7. 7. The big trend: Major shiftto real-time Used micro blogging +35% Managed social network +29% Written a news story +9% Edited own website +4% Written a blog -2% Visited Forum/Chat room -5%Source: Wave 3 Social media actions growth % vs wave 1
  8. 8. Moving from this:
  9. 9. To this:
  10. 10. Multi-platforminvolvement inemerging markets Manage your social network profile Used a microblogging service 80% 70% 60% 50% 40% 30% 20% 10% 0% Active monthly behaviour. Wave 3. Global data. Sample 51K web users Source: Wave 3 September 2010
  11. 11. Blogs lead in Asia Written your own blog Contribute to a Forum 60% 50% 40% 30% 20% 10% 0% Active monthly behaviour. Wave 3. Global data. Sample 51K web users Source: Wave 3 September 2010
  12. 12. All about Facebook?
  13. 13. Social Networking: Facebookdominates Facebook is the dominating social 64% network, except in Russia, Netherlands, Japan and China 53% where local brands dominate Private invitation only 45% 45% 39% 39% 37% 35% 34% 32% 30% 20% 17% 15% 15% 10% 6% 2%Source: Wave 3 Social networks used in the last month
  14. 14. Young people and Social Network-Update your status - Dailymarketers! lead real- 0 5 10 15 20 25 Maletime involvement Female 16-24 25-34 35-44 45-54 55-64 Financial Services Retail Professional Services (Law, Accounting, Architect etc) Healthcare/Medicine Manufacturing, Engineering Construction Education Government (excluding Education & Health) Police oArmed Forces Agriculture oMining IT, Internet, Software, ComputeServices Transport, Logistics, Distribution Travel, Tourism, Leisure Services Advertising marketing omedia
  15. 15. This frequentcontribution is exploding More than once a day +25% Micro- blogging Daily +51% frequency Every other day +27% Every 3-4 days +46% Once a week -5%Source: Base – Ever used a micro-blog service, wave 3 vs wave 2
  16. 16. Mobile / Mobile Apps on a parity with desktop PC Mobile Apps / Web Accessed Social 50% 47% Network Wrote a blog post 10% 10% Update Micro-blog 7% 6% Monthly AccessWave 4 UK only. All Internet Users
  17. 17. Impacts of the newsocial landscape
  18. 18. Social is driving different sources of trust Sources of Trust CLOSE TIES: WEAK TIES: Family & Social Friends contacts -9% +26 %Source: Strongly trusted sources, growth wave 3 vs wave 1
  19. 19. Mobile devices for social? Location specific Personal Linked to payment Apps not browsers Reation not creation
  20. 20. Changing consumer focus fromcreation to sharing / reaction Wave 2 50% 51% Wave 3 44% 39% 34% 33% 34% 31% 29% 27% 26% 21% Personal photos Other images Links to news stories A link to a blog A link to a website An opinion on a product or brandSource: Base – Ever used a micro-blog service, wave 3 vs wave 2. Content shared in past month
  21. 21. Top down: Twitter focuses oncelebrity not other consumers 3% 1% Showbiz / Celebrities / Musicians / 7% Actors / TV stars 7% Political leaders / Institutions Professional News / Gossip 13% Sport Stars Web Companies 3% 66% Other business Home madeTop 100 Twitter Users: Based on Number of Followers
  22. 22. Where next?
  23. 23. Have we reached the peak? Barriers to using a Social Network: Europe I prefer to keep my privacy My friends/family are not 16.9% involved I find it boring 5.1% 42.9% There is nothing to say 7.1% I’m not allowed to use it at work 8.9% I like to be different 12.1% I don’t have time 7.0%Source: Global Web Index, Wave 3, January 2010
  24. 24. Social moving to all “packaged internet platforms” Mobile Tablets Desktop iPad Mac App Store January 2010 October 2010 2011July 2008 October 2008 2009 August 2008 October 2010 TVAPP TIME LINE
  25. 25. For the copy ofthe presentations please email:globalwebindex@ trendstream.net Globalwebindex.net @globalwebindex
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