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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. …

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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  • In slide 6, the statement 70% of UK involved in Social Media, is it 70% of the population, internet users, consumers or people surveyed?
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  • From 2009 and yes in excel / CSV. Look out for out data packs that will go on the site today or mail: globalwebindex@trendstream.net
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  • Looks very useful, is it possible to get longitudinal data, for instance from 2006 onwards and above data in the csv format or so, etc. What about micro level, any stats?
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  • Nice work. Here in Spain FB dominates social networks, but Tuenti is the teenagers site. Tuenti is a spanish FB. I would like to write something about your presentation in my blog. I hope you don't mind if I copy the embed code.
    Thanks!
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  • Nice stats
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  • 1. Global State ofSocial Media in 2011 Social Media Week 2011 Tom Smith tom@trendstream.net globalwebindex.net
  • 2. Today:Macro overview of consumeradoption of social media andchanging impacts
  • 3. How:Most detailed globalsurvey on consumerinternet behaviour,motivations and attitudesever conducted
  • 4. 71K surveys, 4 Wavesand 23 countries sincelaunching in September2009
  • 5. 110K surveys, 3 Wavesand 32 countries, in thenext 12 months
  • 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. 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. Moving from this:
  • 9. To this:
  • 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. 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. All about Facebook?
  • 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. 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. 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. 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. Impacts of the newsocial landscape
  • 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. Mobile devices for social? Location specific Personal Linked to payment Apps not browsers Reation not creation
  • 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. 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. Where next?
  • 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. 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. For the copy ofthe presentations please email:globalwebindex@ trendstream.net Globalwebindex.net @globalwebindex