Social Platforms - The Global Report September 2012 - In focus: Italy
 

Social Platforms - The Global Report September 2012 - In focus: Italy

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The following report is an extract from a series of reports available for GWI clients to download and non GWI clients to purchase via www.globalwebindex.net/reports ...

The following report is an extract from a series of reports available for GWI clients to download and non GWI clients to purchase via www.globalwebindex.net/reports

The data in this report is sourced from GWI.7 – the GlobalWebIndex 7th Wave of research and past waves, providing a unique understanding about social platforms and how to develop the local Italian strategy.

1. Adoption Trends: Italian Trends in Social Platform Adoption
Develop, regional and local social priorities
Drive insights into engagement and adoption
2. Demographic Divide: Detailed Demographics on Users
Learn how to tailor your strategy
Explore mainstreaming of social platforms
3. Multi-device Behaviour : Consumer Behaviour and Actions by
PC, Mobile, and Tablet by platform
Design platform specific strategy
Quantify key platform behaviours
4. Brand Opportunity: Brand Engagement by Platform

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Social Platforms - The Global Report September 2012 - In focus: Italy Social Platforms - The Global Report September 2012 - In focus: Italy Presentation Transcript

  • ITALIAN VERSIONS O C I A L P L A T F O R M S : T H E G L O B A L R E P O R T S E P T E M B E R 2 0 1 2
  • ABOUT GLOBALWEBINDEX All of the data in this report is sourced from the GlobalWebIndex (GWI) provided exclusively to subscribing clients of the GlobalWebIndex or through direct purchase of this report via globalwebindex.net. This is a localized Italian version of the global report preview available here. A complete Italian version exploring all sections (See slide 3) is available on request – please contact us for further information. GWI have to date delivered 7 waves of research since July 2009 based on over 150K interviews of internet users in 31 markets – covering 87% of the global internet market. The latest set of data was fielded in Q2 2012 and released in August E N A B L I N G C H A N G E 2012, making the data in this report the most up to date global dataset available. Most insights in here are completely unique. They will challenge your perceptions. Referencing: ITALIAN • You can use this data in your day to day work, simply source as the VERSION “GlobalWebIndex: Italian Social Platform Adoption Trends – September 2012” • All data in this report unless otherwise stated, represents the percentage of the internet population aged 16-64.
  • SOCIAL PLATFORMS: ADOPTION TRENDSThe data in this report is sourced from GWI.7 – the GlobalWebIndex 7thWave of research and past waves, providing a unique understanding aboutsocial platforms and how to develop credible global or local strategies.1. Adoption Trends: Global Trends in Social Platform Adoption• Develop global, regional and local social priorities• Drive insights into engagement and adoption2. Demographic Divide: Detailed Demographics on Users• Learn how to tailor your strategy• Explore mainstreaming of social platforms3. Multi-device Behaviour : Consumer Behaviour and Actions byPC, Mobile, and Tablet by platform• Design platform specific strategy• Quantify key platform behaviours4. Brand Opportunity: Brand Engagement by Platform• Identify relevant content by platforms
  • FACEBOOK USED BY OVER 40% OF GLOBAL INTERNET POPULATION 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Facebook Google+ Qzone (China Only) Sina Weibo (China Only) Tencent Weibo (China Only) Twitter RenRen (China Only) Kaixin (China Only) LinkedIn 51.com (China Only) Badoo Other INCREASINGLY COMPETITIVE MARKET Pinterest Tumblr Google+ is growing rapidly in adoption thanks to integration with all Google Viadeo services, while China demonstrates its scale and hyper social consumer vkontakte (Russia Only) Odnoklassniki (Russia Only) base by dominating 6 of the top 10 social platforms Mixi (Japan Only) Me2Day (South Korea Only) Amazingly twitter is only the third largest micro-blogging service in the Tuenti (Spain Only) world lagging behind both Sina Weibo and Tencent Weibo. Koprol (Indonesia Only) Mig33 (Indonesia Only) This demonstrates the growing divide between China and the rest of the Sonico (Mexico Only) world. Plurk (Taiwan Only) Copains dAvant (France Only) Nate Connect (South Korea Only) Hyves (Netherlands Only) MeinVZ (Germany Only) StudiVZ (Germany Only) Mxit (South Korea Only) Enyny (Taiwan Only) BlueWorld (South Korea Only) My Genius (South Africa Only) Social Press (South Korea Only) MoTribe (South Africa Only) Social platform active usage by service. % of all global internet usersSource: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Total
  • GLOBALLY G+ IS THE MOST MOBILE PLATFORM – TWITTER THE LEAST 50% PC 60% PC ONLY ONLY 35% PC + MOBILE 38% PC + OR MOBILE TABLET OR 5% MOBILE OR TABLET ONLY TABLET 20m 12% MOBILE OR TABLET ONLY PC ONLY 392m 136m 167m 52% PC Active contribution by device based on universe MOBILE ONLY 28m 2m 36m ONLY estimates. Cross over and unique numbers TABLET ONLY 3m 2m 2m 46% PC + MOBILE DRIVING SUPPLEMENTARY USAGE MOBILE OR PC + MOBILE 176m 88m 92m TABLET Good news for Facebook. Mobile devices are not PC + TABLET 18m 11m 12m replacing PC (their advertising money spinner), they areMOBILE + TABLET 3m 2m 2m simply adding additional usage occasions with only 5% of active users dropping the PC. This emphasises the need for cross platform view of a user base and need to PC + MOBILE + provide a platform agnostic product. Cut down mobile 2% MOBILE OR products will not match user expectations. TABLET 33m 22m 24m TABLET ONLY TOTAL 653m 262m 336mSource: GlobalWebIndex, GWI.7 Q2 2012. Universe Estimates based on 31 GlobalWebIndex markets and are based on active usage in the past month by device.
  • PASSIVE BRAND BEHAVIOURS LEAD GLOBALLY "like" an brand page / product etc Followed a branded page “+1" an article page product etc. Shared photos from a brand Shared photos from a brand Shared photos from a brand Shared videos created by a brand “Tweet” an article, brand, product etc. Used an app created by a brand Used an app created by a brand Posted a positive comment Followed a branded page Posted a positive comment Shared videos created by a brand Bought a product or serviceSource: GlobalWebIndex, GWI.7 Q2 2012. Question: Thinking about the social media services that you actively use, could you please tell us ifyou have done any of the last month? Ranked by penetration. Base = Active Facebook, Twitter, G+ Users on PC, Mobile and Tablet
  • PASSIVE USERS ARE THOSE WHO INFLATES THE NUMBERS HAVE AN ACCOUNT ACTIVE USERS Facebook 78% Facebook 47% Google+ 36% None of the Above 45% Twitter 27% Google+ 14% LinkedIn 22% Twitter 12% None of the Above 15% LinkedIn 9% Badoo 13% Badoo 4% Pinterest 5% Pinterest 2% Viadeo 5% Other 2% Other 4% Viadeo 1% Tumblr 4% Tumblr 1% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80%Source: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services do you have an account?/ On which of thefollowing services have you contributed last month? Base = Italy
  • ENGAGEMENT SPLIT: 8m FACEBOOK USERS DO NOT CONTRIBUTE ACCOUNT OWNERSHIP VISIT LAST MONTH ACTIVE LAST MONTH POST (TEXT) UPDATE 20.6m 17.86m 12.5m 8m 0.59m 9m* 23.36m** 3.71m*** 1.4m 6.91m 3.8m 3.12m *Google Accounts / Google+ Accounts **Google visitation. Plus.google.com is too integrated to segment as a URL *** Activity could be conducted on a variety of Google services connected through the G+ layerSource: GlobalWebIndex, GWI.7 Q2 2012. Universe Estimates based on Internet penetration per country: Italy
  • PINTEREST USERS ARE MAINLY PASSIVE ACCOUNT OWNERSHIP VISIT LAST MONTH ACTIVE LAST MONTH POST (TEXT) UPDATE 0.26m 5.65m 4.09m 2.28m Not available 0.61m 0.08m 1.36m until GWI.8Source: GlobalWebIndex, GWI.7 Q2 2012. Universe Estimates based on Internet penetration per country: Italy
  • PINTEREST HAS A SIGNIFICANT FEMALE SLANT AND DOMINATED BY 25-34 33% Male 56% 41% 44% 56% 55% 44% 59% 45% Female 67% Age: 16 to 24 9% 8% 16% 15% 8% 17% 25% 8% 26% 21% 26% 5% Age: 25 to 34 13% 13% Age: 35 to 44 14% 21% 9% 39% Age: 45 to 54 20% 27% 23% Age: 55 to 64 21% 21% 37% 58% Demographic profile of active account usersSource: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Italy
  • GET THE TREND REPORT FOR MORE INSIGHT: 12 PAGES OF WRITTEN INSIGHT Exploring key macro and structural trends on a global level: • Standard Social • Growing Globalisation • Facebook Still Rising • Google+: Mass by Stealth • Twitter: Towards Top Down Social • Passive: Broadcast Social • Competition Driving Supplementary Usage • Mobile Driving Extra Engagement: PC still safe • All About Photos • Positive Branding DOWNLOAD TODAY
  • GET THE DATA PACKS TO EXPLORE THE DETAIL Deepdive into countries and demographics for all social platforms • Question: On which of the following services have you contributed last month? • Question: On which of the following services have you created an account? • Question: Thinking about the social media services that you actively use, could you please tell us if you have done any of the last month? PC • Question: Thinking about the social media services that you actively use, could you please tell us if you have done any of the last month? Mobile • Question: Thinking about the social media services that you actively use, could you please tell us if you have done any of the last month? Tablet DOWNLOAD TODAYSource: GlobalWebIndex, GWI.7 Q2 2012.? Base = Total
  • GET THE ANALYSIS PLATFORM + CUSTOMISE TO YOUR TARGET AUDIENCE Uploaded and share photos Commented on a friend post Commented on a friend photo or video Messaged with friends on a one on one… Posted comment about my daily activities Clicked a button linked to the service that… Followed a group or like a page created… Brand Shared a link to an article Conscious Shared videos created by other internet… Stand Out Watched video clips created by other… From The Crowd Checked in at a location Look After Uploaded and share your own videos Appearance Image Posted a postive comment about a… Used an app created by a brand company Organised an event 18-34 MALE Audience 1 Posted a complaint about a company or… Asked a question to the public about a… How I spend Shared photos from a company or brand my time is Asked a friend about a product you were… more important than Bought a product or service the money I make Shared videos created by a brand or… Strive to Shared links to blogs Audience 2 achieve more Watched full Audience 1 None of the Above ACCESS TODAY 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Audience 2 % of Facebook active PC contributors who have done the following actionsSource: GlobalWebIndex, GWI.7 Q2 2012. Question: Thinking about the social media services that you actively use, could you please tell us ifyou have done any of the last month? Base = Active Facebook. Users on PC.
  • T H I S D AT A I S A G L O B A L F I R S Tand provides subscribers with a unique vision on the impact and opportunities of social