Wave 5 Trends - GlobalWebIndex - August 2011
 

Wave 5 Trends - GlobalWebIndex - August 2011

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DUE TO POPULAR DEMAND WE HAVE NOW MADE AN EXTENDED PPT VERSION AVAILABLE FOR NON CLIENTS. IT CONTAINS ALL DATA IN THE CHARTS. TO PURCHASE: http://globalwebindex.net/report-page

Five trends of the GlobalWebIndex have created a unique vision of the global state of the internet. This is a cut down version for external publication, for the full version with data in the charts for your usage please visit: globalwebindex

There are two key structural trends that are creating a more fragmented internet:

ONE WORLD: MANY INTERNETS

THE POST PC ERA: WELCOME TO THE PACKAGED INTERNET

And a number of behavioural trends:

LEAN-BACK: THE RISE OF VIDEO ENTERTAINMENT ONLINE

REAL-TIME SOCIAL MEDIA: TRANSFORMING INTERACTION

FACEBOOK FATIGUE: THE GROWING PAINS OF A GLOBAL PLATFORM

THE SOCIAL BRAND

A RENAISSANCE FOR PROFESSIONAL MEDIA

The hype as always is along way from the reality! Enjoy!

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    Wave 5 Trends - GlobalWebIndex - August 2011 Wave 5 Trends - GlobalWebIndex - August 2011 Presentation Transcript

    • W A V E 5 T R E N D S
    • Welcome to Wave 5Five waves of the GlobalWebIndex research project has revealed for the first time the true picture of internet evolutionglobally. Two structural trends are influencing consumers worldwide and are the key drivers behind behavioural trends thatare not only occurring globally but diverge from one another at the local level. • LEAN-BACK: THE RISE OF VIDEO ENTERTAINMENT ONLINE • REAL-TIME SOCIAL MEDIA: TRANSFORMING INTERACTION ONE WORLD: MANY INTERNETS • FACEBOOK FATIGUE: THE POST PC ERA: WELCOME THE GROWING PAINS OF A GLOBAL TO THE PACKAGED INTERNET PLATFORM • THE SOCIAL BRAND • A RENAISSANCE FOR PROFESSIONAL MEDIA
    • Get the full version now:The following, is a summary deck designed for externalpublication, for the complete extended version pleasevisit:http://globalwebindex.net/report-pageThe complete version is available now in PPT for nonsubscribers of the GlobalWebIndex and contains a largeamount of additional data and insight. All of chartscontain editable data sheets, which provide the data foryou to integrate into your work.For any other custom views of this data, please contactthe team on: globalwebindex@trendstream.net or call+44207
    • “The most detailed research study ever instigated into the consumer adoption of the internet”Jump to Detail
    • Delivered in all key internet markets Waves 1 - 4 Wave 5 Wave 6 Wave 7 Wave 8 Future Waves
    • Filling a critical knowledge gap 1000+ 160 100K+ 3 Waves of 27 markets variables questions surveys a + Research + in Wave 5 + to build an + on internet year a Year audience and social Insight Strategy Planning Creativity ROI
    • We make data accessible Online Custom Tool Insight Desktop Agenda Crosstab Insight
    • S U M M A R Y O F W A V E 5 T R E N D S A N D K E Y P O I N T S
    • Summary: The internet is divergingMass market adoption of social media Shift in the way that consumers use Facebook is no longer the one stopis driving growing differences between not just the internet but the computer shop for total internet experiencemarkets, creating retail / commerce itselffocused markets and socially focused Despite massive global user growth,ones In the coming months, internet users active participation on Facebook is falling across the world believe that the way they and we are increasingly seeing a slowDespite being a global platform, that access the internet in Wave 5, is likely to down in existing Facebook users. This isopens up global content and services to change from being the PC/laptop to being particularly true in the US and otherconsumers anywhere in the world, the a mobile device, either mobile phones or English speaking countries whereinternet is actually creating growing tablets. Facebook as been prevalent for longerdivergence as opposed to and has shifted growth to emerginghomogenisation. By putting a computer inside the mobile markets. phone, mobile device manufacturersThe internet and in-particular social media started a process that has seen mobile Nevertheless, the potential advertisingare a reflection of a country and its phones and tablet devices evolve to a revenue is lower in these high-growthpeoples. These platforms have in short point where people no longer go to the markets because of their relativelycreated greater localisation and its being internet as a separate part of their underdeveloped advertising markets.lead by fast growing emerging internet everyday lives, but rather, the internet is This, combined with falling engagement inmarkets. evolving to become an integral part of saturated markets, brings into question peoples’ everyday lives. The fact that the effectiveness of Facebook as aThis means its increasingly important for mobile devices accompany them at all branding and advertising channel andbrands to tailor and adjust their strategy to times have made this change possible. therefore, the exorbitant value investorslocal markets. have placed on it.
    • Summary: Professional content on the riseChanges in online content Consumer engagement with brands Professional content producers willconsumption flourishThe earlier adopters of social media Online consumers want brands to provide Contrary to expectations at the outset, theexplored new ways of creating and services that fit with their lifestyle. Most rise of social media has led to thesharing online content, however, the importantly, they want brands to listen to evolution of a retransmission cultureresearch across the last few waves shows them and their comments where ever they online whereby the content that peoplethat now most users focus their are posted whether on a social network consume is created by professionalcontributions and activities on consuming page, company website or micro-blog. sources but filtered and curated by socialand redistributing content. means. More and more, consumers are expectingWave 5 has highlighted an increasing brands to improve their knowledge in Traditional media and news outlets aredivergence in the consumption of online specific areas and to connect them with still the primary source of news for allcontent across the various markets. other similar-minded brand users. types of people around the world. InsteadConsumers in newly industrialised of encroaching in the market, social mediamarkets of the BRIC countries consume To drive brand perception, it is now crucial has been integrated and used bymuch more online content than those in that brands provide online services that traditional media and news channels tothe advanced Western economies such services the needs of modern consumers enhance their own content distribution andas the EU 5 and USA. when they want to engage a brand. For reporting. younger, more socially engaged consumers, this means entertaining them Nevertheless, social networks now online with content and services in outrank newspapers as the first source of addition to driving increased knowledge news for 16 – 24 year olds globally, but around a brand. news websites are still far more widely used.
    • S T R U C T U R A L T R E N D 1 : ONE WORLD: MANY INTERNETS
    • The broad global trend is growth of social and entertainment platforms Percentage Change in Active (Last Month) Online Behaviour: Wave 1 to Wave 5 -10% -8% -6% -4% -2% 0% 2% 4% 6% 8% 10% 12% • Social and entertainment leading the growth of internet activity globally; Managed social network profile A film site A video sharing site A price comparison site • Broadband intensive activities are also Uploaded a video online growing strongly, such as video and Products/services promotional site A retail website VOIP; Used VOIP/online phone An online encyclopaedia Used a microblogging service • Blogging is in decline as we see a shift A photo sharing website Watched a video clip from text based forms of social A map website or service interaction into “Real-Time” (see later Consumer review site Used Webmail trend) A job/employment site Used online office applications Used an aggregator • Web 1.0 is declining: Subscribed to an RSS feed Commented on a story • Portals, news and information Edited/managed own website sites and instant messenger are Used internet banking An online dating site all in decline Search engine News site Online casino/betting site • Search is showing a slight fall at the Written a news story/article My work sector site global level, indicating a rise in social Uploaded photos online media platforms as consumers’ entry Written your own blog A blog/weblog point onto the web as well as the rise of Chatroom/forum using social media as an editorial layer. Business news website An online auction site (i.e. filtering content through “likes”, Travel/destinations info A general portal site tweets, recommendations, etc. as Used Instant Messenger oppose to search algorithms) Internet Activities participated in the last month. Changes in penetration. (% point change of Internet users globally, Wave 1 July 2009 - Wave 5 June 2011)
    • The gap between market leader and laggard is growing in all markets 80% • Looking at a range of internet activities, we can see the Wave 1 (Difference Between Leader and Lagard) difference between leading and trailing markets in terms 70% of penetration is growing in 11 out of 16 activities; Wave 5 (Difference Between Leader and Lagard) 60% • Many of these behaviours are social media, open platforms, that require little infrastructure and no 50% payment; 40% • The open, consumer driven nature of social media has enabled enthusiastic markets, who are generally newer 30% to the internet, to adopt and use at a mass scale; 20% • The large growth in variance in instant messaging is due to a massive decline in IM usage in many markets; 10% • Only webmail and internet banking show significant falls 0% in variance thanks to infrastructure investments in these services as well as their ubiquity across the world; • In summary, the internet is not creating a mono-culture of information and behaviour as some predicted at the outset. Instead, the cultural fragmentation that existed offline before the internet now exists online and is visible in the divergence of online attitudes and behaviour across the world. Which of the following have you done online in the past month?. Gap between the leading market and the last. (% difference in users globally, Wave 1 July 2009 - Wave 5 June 2011)
    • The Result is the Emergence of Localised Internets with Differing PrioritiesTo understand global differentiation, we have mapped e-commerce adoption versus an aggregate of social mediaadoption, incorporating social networking, blogging, micro-blogging, video uploads and forum participation. This creates 4segments:Social Commerce Stars: Brazil, China and Turkey aremassively socially engaged and large enough to develop theinfrastructure and mass demand for online retail. Much of this isdirect social commerce platforms e.g Taobao in China orMercado Libre in BrazilSocially Engaged: Many fast growing emerging internetmarkets have adopted global social media platforms, which arelocalised but generally US originated. There hasn’t yet been theinvestment in mass e-commerce infrastructure. This could bedown to a lack of real world infrastructure, small economies ofscale and cash-driven economies.Laggards: Developed internet markets that lack the criticalmass to implement e-commerce, either due to geographic size(Canada / Australia) or small population (Hong Kong) ordominance of traditional retail markets (Spain and Italy). Whilesocial media can still be significant in these markets, it tends tobe one dimensional, i.e everyone is utilising social networks, butnot blogs or uploading video etc.Commerce Engaged: Developed internet markets such asGermany and the UK have the e-commerce investment andmarket push, plus the legacy consumer behaviour from the Web1.0 boom. However, social media adoption is more passive and Purchase a product online in the past month versus an aggregate score of Manage atends to be focused on social networking at a mass level. Social Network, Write a Blog, Comment in a Forum, Upload a Video, Use a Microblog (% penetration by country. Wave 5 June 2011)
    • No such thing as a global online strategy. Localisation is key online Social Media presence must be adjusted in each marketImpact Growing differentiation between markets, creates opportunities for local players Online influencers will increasingly emerge from outside the English language internet
    • S T R U C T U R A L T R E N D 2 : THE POST PC ERA: WELCOME THE PACKAGED INTERNET
    • Preferred Devices for Accessing the Internet: Massive demand beyond PC • Internet users can give us a good idea of the future purchases and Internet behaviour by telling us what they think their favourite Internet access device will be in a years time. • A year from now, consumers say that mobile devices combine may nearly equal PC/Laptops as people’s preferred Internet access device. Which of the following is your favourite device to access the Internet? Now / One year from now (% of Internet users globally, Wave 5)
    • Mobile Internet has Already Exploded Globally and Impacting in Home Usage70% Asia Pacific When Accessing Your Mobile, Which is Your Primary Location? Europe60% Latin America North America50% Whilst Travelling or Roaming At home 23% 33%40%30% Public Place20% 27%10% At Work 17%0% Wave1 Wave2 Wave3 Wave4 Wave5 (% of mobile internet users globally, Wave 5)Which of the following have you done on the internet via your mobile phone in the past sixmonths? – Browsed the internet(% of internet users globally, Wave 5)
    • Mobile Ecosystem to Driving Application Usage as the Core Online Platform 45% Asia Pacific • Mobile internet usage is growing Europe globally largely thanks to the 40% Latin America increasing use of mobile applications or apps that take full- 35% North America advantage of enhancements in user interface in recent years. 30% • Internet users in the APAC region still lead in terms of the proportion 25% of mobile users that are downloading apps on the mobile phones just as they lead the 20% world in internet usage on mobiles. 15% • Here as in other areas, we are seeing a regional divergence in 10% app downloads with an increasing share of mobile users in APAC 5% downloading apps while the share in LATAM markets is stagnant. 0% Wave1 Wave2 Wave3 Wave4 Wave5 Which of the following actions have you performed on your mobile phone in the past month? - Installed an application (% of internet users globally, Wave 5)
    • Brands must have a multi-platform strategy: website, mobile site and applications are a must Packaged platforms reintroduce barriers: Mobile and tablets are not open consumer driven platforms. This is an opportunity for brands, who have the connections and budgets to gain accessImpact Packaged platforms demand that brands think about creating content. This is particularly true as internet connected TVs become the norm Online influencers will increasingly emerge from outside the English language internet
    • Structural Change is Driving a Number of Behavioural Impacts • LEAN-BACK: THE RISE OF VIDEO ENTERTAINMENT ONLINE • REAL-TIME SOCIAL MEDIA: TRANSFORMING INTERACTION ONE WORLD: MANY INTERNETS • FACEBOOK FATIGUE: THE POST PC ERA: BREAKING THE GROWING PAINS OF A GLOBAL THE MOUSE BARRIER PLATFORM • THE SOCIAL BRAND • A RENAISSANCE FOR PROFESSIONAL MEDIA
    • B E H A V I O U R T R E N D THE RISE OF THE “LEAN BACK” WEB
    • Mass Video consumption is diversifying into multiple internet platforms 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 • Globally, younger internet users Visited a video sharing site 69% 57% 43% 30% 23% are much more active in Visited a film site 61% 55% 44% 35% 26% consuming content online. Watched a full length film 51% 39% 29% 25% 17% • However, most of the content that Downloaded free TV shows/film 49% 44% 33% 29% 20% they and older users are enjoying is not user-generated content but Visited a Digital content store e.g. iTunes 47% 43% 35% 27% 19% is professionally produced Stream Personal home videos 42% 31% 22% 16% 10% content such as full-length movies and TV shows. Watch on demand TV shows online 40% 35% 29% 27% 24% Stream Film trailers 31% 25% 17% 11% 7% • These same consumers are also willing to pay for this content, but Stream Music videos 31% 25% 17% 11% 7% the hurdle has been the slow Listened/Watched a podcast 31% 27% 22% 18% 15% development of digital content distribution channels and models. Streamed a LIVE TV show 25% 20% 16% 11% 9% Watched a sports program 23% 20% 15% 14% 11% • This is changing, however, and promises huge rewards for Download TV show/film via P2P 22% 19% 12% 7% 5% content owners as consumers Watched on demand video clip on a mobile 19% 18% 13% 7% 4% consume more and more content Paid TV show/film download 14% 13% 9% 6% 4% online. Watched live streamed TV on a mobile 9% 8% 6% 3% 2% Which of the following have you done online in the past month? (% of Internet users globally by age group, Wave 5)
    • Now professional content is driving global differentiation Global USA EU 5 BRIC 80% The difference between the newly industrialised countries of Brazil, India, 70% China, and Russia and the advance Western economies of the EU 5 and 60% USA in terms of online content consumption perfectly illustrate the divergence that is occurring between 50% all the different internet markets across the world. 40% In general, internet users in emerging 30% markets consume much more content online. There are, of course, multiple 20% factors that contribute to this in each market, but one of the universal factors is the relative underdevelopment of 10% traditional media markets in the emerging countries. As a result, the 0% quality of online content often surpasses that which is available through traditional channels in many markets.Which of the following have you done on the Internet in the past month? (% of Internet users in each region, Wave 5)
    • Younger users are the least adverse to paying for content 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 Market Average 66% 67% 63% 56% 53% • This index chart reveals the proportions 48% of the Internet population in each country 42% 41% that would not consider paying for online 37% content in Wave 5. 28% • It also shows how averse to buying online content each age group is compared to the overall Internet + population. 100 - • The key factor we see is that older Internet users are generally much less likely buy content online. Spain France Germany Italy UK USA Brazil India Russia ChinaWhich of the following would you consider paying to access online?- None of the above (answer options) (% of Internet users in each market)
    • Consumption of professional video content online now outstrips consumer created It is a myth that consumers won’t pay for content onlineImpact Disconnect between the developed media and content markets in US, UK and Europe and the consumer demand for content in the emerging markets. Content producers should look at the global opportunity Massive opportunity for brands to build global content strategy
    • B E H A V I O U R T R E N D REAL-TIME SOCIAL MEDIA
    • Micro-blogging and social networking are growing fastest The first generation of the Internet80% focused on the new ways that Wave1 Wave2 Wave3 +3% everyone could create and publish Wave4 Wave570% content. As the Internet has evolved, internet users have moved more to the consumption and60% retransmission of content rather than +40% +2% producing it themselves.50% +9% This is evident when we look at the40% fastest growing internet activities and those with the highest +24% +4% penetration. Consumption of video30% +10% +62% clips on platforms like YouTube and +6% Dailymotion are among the most20% popular internet activities. Micro- blogging and social networking are10% the first and second fastest social media activities. So much of the activity on these platforms is 0% retransmission of content, retweeting, re-posting of video clips, etc. and so little is the actual creation of content. This presents great opportunities for professional content creators to harness social channels to spread their content.Which of the following have you done online in the past month? (% of Internet users globally; Wave 1 (September 2009) to Wave 5 (June 2011)
    • Micro-blogging growth is being driven by BRIC Percentage of internet users who have used a micro-blogging service in the past month – split by region • While we have seen that penetration GLOBAL BRIC US EU5 growth in social networking is consistent across all Waves and regions, when we45.0% look at micro-blogging, we see a much40.0% different story.35.0% • Micro-blogging growth has grown significantly in the BRIC markets while30.0% stagnating at less than 10% penetration25.0% among internet users in the advanced markets of the EU 5 and USA.20.0% • This trend further illustrates the divergence15.0% in online behaviour between markets and shows how real-time social media is10.0% increasing in emerging markets while5.0% blogs, as we will see in the next slide, are not growing at all.v0.0% Wave1 Wave2 Wave3 Wave4 Wave5 What have you done on the internet in the past month? (% of internet users worldwide)
    • Real-time moves users towards transmission and away from creation • The table to the left shows users micro-blog update frequency versus their monthly activities. • We can immediately see that those Micro-blog activities in the past month users who are most active on micro- blogs, updating more than once a day, are most likely to be sharing links to other micro-blogs, personal photos, and links to videos. • Less active micro-bloggers are generally less-likely to perform most micro-blog activities with the exception of posting about events and sharing links to other micro-blogs. • The key trend that we can pull out here is that the most active micro- bloggers are most likely to be retransmitting content created by others or by professional content producers.How often do you update your micro-blog status? vs. Which of the following have you done on your micro-blog in the past month?(% of internet users worldwide)
    • Real-time is moving the emphasis away from creating content to transmitting other peoples content Shifts the focus from brands to create rather than engage consumers to createImpact Transmitter culture makes journalists, media owners, content producers and brands more relevant in the online economy Mobile devices will turn the internet real-time
    • B E H A V I O U R T R E N D FACEBOOK FATIGUE
    • Facebook has grown fastest globally since Wave 130% • As expected, Facebook is the fastest25% growing social network across the 16 original GWI markets since Wave 1 in20% July 2009. % Change Wave 1 to Wave 515% • The Chinese social networks of10% RenRen and Qzone are the most striking, however, and illustrate the 5% vast market potential that China offers not just in social networking but 0% across the entire internet.-5% • LinkedIn is an interesting social-10% networking that has grown substantially since Wave 1, particularly because it is a social network developed around a specific type of real-life network, the professional network. Which of the following have you done online in the past month? – Managed a social network profile (% change in in active social networkers by platform globally Wave 1 to Wave 5)
    • However: Broader social networking decline is kicking in 16-24 25-34 35-44 45-54 55-64 • One of the biggest surprises that we see across the world is the decline in Germany -1.6% 4.7% 47.8% 7.1% 62.5% social network penetration among UK -8.2% -4.7% 17.1% 32.0% 27.8% younger users in certain markets such Italy 4.9% 35.0% 65.4% 77.3% 75.0% as Brazil, India, and the UK. Spain 48.9% 33.3% 33.3% 70.8% 33.3% • In other markets, however, such as Netherlands 28.1% -10.2% 12.8% 32.0% 114.3% Spain, South Korea, and China, social France 34.6% 11.1% 85.7% 40.0% 110.0% network penetration has seen strong China 78.8% 112.0% 79.2% 218.2% -28.6%* growth across all age groups. Japan 15.4% 4.5% 66.7% 22.2% -33.3%* • In general, the middle age groups are USA 2.8% 13.6% 33.3% 16.1% 42.1% growing across all countries, and in South Korea 156.3% 95.0% 71.4% 58.3% 375.0% many countries, they are the fastest Russia 9.1% 24.5% 42.9% 5.3% 70.8% growing age segments. India -2.8% 19.4% 17.0% 35.9% 62.1% • Moving forward, it will be interesting to Mexico 23.6% 69.0% 71.4% 58.3% 121.1% examine whether the decreasing Brazil -10.0% 0.0% 15.1% 28.9% 47.4% penetration of social networking in Canada 0.0% -1.6% 6.5% -8.3% 31.8% younger age segments is an indicator of future trends for other age groups. Australia 4.8% 3.3% 29.7% 36.7% 38.9% *change based on very low reach <10%Which of the following have you done online in the past month? – Managed a social network profile (% change in active social networking penetration by market)
    • Massive decline in contribution on Facebook • Between Wave1 (July 2009) and Wave 5 (June 2011), there has been a large level of Global US US College Educated < 30 decline in contribution and active participation 10.0% into Facebook • The hype suggests that with Facebook always 5.0% growing its user base, it is quickly becoming the global social, communication, content and 0.0% increasingly purchasing platform. However our research points to a different story. -5.0% • Over time users have began to contribute less -10.0% and are increasingly passive. This raises questions on the quality of user data that often -15.0% underpins huge valuation figures. It also raises questions on whether brands should vest -20.0% everything in Facebook pages. This change suggests they need to diversify • This decline is most marked in young college educated Facebook users in the US who were the original adopters of Facebook. This allows to forecast a plateau in usage that will spread into other demographics and marketsFacebook users: Social Network Behaviour / Actions in the past month (% change in active social networking penetration from Wave 1 (July 2009 to June 2011)
    • Its not all about Facebook A decline in contribution raises questions over whether brands would be better building a more multi-platform social offering to maximise social engagement, particularly in US and EU5Impact Facebook’s valuation is largely based on quality of the data and the ability to target consumers based on this data. However active sharing of data is in decline. Most users are increasingly passive. This fact strongly questions $100bn valuation Facebook’s growing pains, mirror wider trends in global differentiation. Emerging markets will drive the user growth
    • B E H A V I O U R T R E N D THE SOCIAL BRAND
    • Young demographics show the impact of transmitter culture 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 Entertain you 55% 49% 45% 38% 38% • The things that consumers want from their brands change with age in ways that are more or Improve your knowledge 55% 55% 58% 60% 64% less intuitive. Connect you with people 49% 43% 38% 36% 39% • Older consumers much prefer that brand keep them informed and improve their knowledge, Be part of your daily routine 45% 45% 43% 42% 38% while younger consumers want to be entertained in addition to Provide you with interesting real life improve their knowledge and 31% 32% 28% 23% 20% experiences connecting them with people. Keep you informed on the product and the company 28% 33% 38% 43% 43% • This generation gap illustrates the differing brand expectations that social engagement create. Help you organise your life 24% 29% 33% 33% 29% Talk to me like a real person 13% 14% 18% 24% 28% How would you like a brand to act towards you? (% of global internet users by age)
    • Social network brand interactions are catching the branded website Visit branded website Liked a brand/product • Consumers around the world Visited branded social network group/page still value branded websites Chatted with a customer service agent more than any other form of online marketing and branding Read branded blog techniques. Visited branded community • Social marketing techniques are gaining traction, however, and Followed branded microblog liking a brand or product on a social network is popular among Invited friend to join a branded page/group on social network consumers in all regions in a relative sense.Uploaded photo/video to a branded social network page/group Asked question to a brand on microblog Shared content in a branded community Retweeted a branded microblog post EU 5 USA BRIC Global 0% 10% 20% 30% 40% 50% 60% 70% Thinking about all the ways in which you can interact with a brand or company online, which have you done in the past month? (% of global internet users by age)
    • Growing demand for one to one relationship and content Listen to comments on forums/social networks • Consumers are not bothered Create applications/online services about engaging with brands in a two-way conversation. What they want is simply to be Creating videos online featuring the brand listened to when they need the brand and for the brand to make Contacting me if I mention the brand on a microblog their products and services readily available where they are, not where the brand wantsCreating a brand community where I can meet new people them to be. Creating blogs to talk about the company and product • Creating content is also important, especially for younger internet users as we Creating groups in social networks have seen previously. Consumers react well to high Becoming your friend in a social network quality branded content that is entertaining and engaging.Using microblog/social network pages to provide customer Wave5 Wave4 Wave3 support/service 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%Which of the following marketing activities would improve your opinion of the participating brand?(% of global internet users by age)
    • Social branded channels are close to matching brand websites in reach Social media provides a new medium for brands to engage consumers, but brands must know the “rules of engagement” and identify what consumers want from them on these platformsImpact Their is increasing demand for branded content. This is a result of the growing demand for a lean back experience and a result of the transmitter culture. Brands need a content strategy. The line between produced content and advertising will disappear online The crucial aspect of social consumer engagement is to ensure that consumers feel that their voice is heard online. This doesn’t necessitate constant two-way conversation but requires brands to be attentive when that conversation is wanted
    • B E H A V I O U R T R E N DA RENAISSANCE FOR PROFESSIONAL MEDIA
    • Professionals have never had it so good: MANY INTERNETS: Package platforms create Global potential for the THE POST PC the economics to monetise distribution of content ERA GLOBAL professional content DIVERGENCE Growing rich content Focus on sharing pro content. REAL TIME LEAN BACK consumption and Micro-blogs orientate SOCIAL willingness to pay consumers to professionals
    • Reality 1: traditional sources still drive mass knowledge • Traditional news sources still dominate news delivery across 25% all age groups at a global level. 16 to 24 • For young adults, news 25 to 34 20% websites are most likely to be 35 to 44 their first source of news about 45 to 54 a particular event, but older 55 to 64 internet users still rely on TV 15% news. • Interestingly, social networks 10% are more likely to be the first source of news for 16 to 24 year olds than are newspapers. 5% • A growing trend, accelerated by the use of social channels by traditional news sources, is the 0% trend for users to get their news from a traditional source but then to follow up via social channels in an attempt to get the most up-to-date information possible.In the last major news event you heard about, what was the first source of information?(% of global internet users)
    • Reality 1: even active microbloggers turn to traditional news sources • Even for highly engaged social media users traditional news Average sources are still the main TV news channel channel through which they get Light Microbloggers breaking news. Social Network update Heavy Microbloggers • The importance of news websites provides leverage for the argument that news organisations should focus on Radio digital content distribution and business models as many have done in recent months. Newspaper • Internet users still very much value traditional news sources, especially when they act as not News website only as a reporter of news but also as a curator of social news content; integrating old media with new media means that Microblog update traditional news organisations have even greater opportunities than they had previously. 0% 5% 10% 15% 20% 25% 30% 35% 40%In the last major news event you heard about, what was the first source of information?(% of global internet users)
    • Reality 2: traditional TV is not in decline even for heavy social users Daily micro-bloggers Daily bloggers 6% 9% Less than one hour 17% 7% 22% 7% 1 to less than 2 2 to less than 3 12% 3 to 4 13% 4 to 6 more than 6 31% 21% 33% 22% Global Average 7% 9% 19% 15% 26% 24%How much time do you spend watching TV during a typical day?(% of internet users by segment)
    • Social and online must be integrated with offline strategy The internet will not replace traditional media, traditional media will distribute through internet channelsImpact The internet is becoming more like traditional media. Packaged platforms, applications etc enable traditional format with traditional advertising models There is growing demand to build 1 to 1 conversation with brands
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