Future Web, Global Web Index 23rd September 2009. Who are the Active Participants?

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Julian Smith, Group Director, Analytics & Insight, from Mediaedge:CIA, explored the Active Participants, who are either, running a blog, uploading video, micro-blogging or have their own website. This audience were then profiled to provide a perspective on who leads the way in creating and sharing content.

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Future Web, Global Web Index 23rd September 2009. Who are the Active Participants?

  1. 1. Who are the Active online participants? A preliminary analysis of the GWI data Julian Smith, Group Director, Analysis & Insight MEC Global Solutions & EMEA
  2. 2. MEC Global Solutions – international Comms planning, implementation & coordination
  3. 3. Global Web Index - fills a gap in existing international digital research & insight Audience insight Global Web Index Web audience Market Measurement insight
  4. 4. Need to understand the new breed of active online media participants around the world • Active online media participants are: • creating new forms of ‘social’ media in large quantities (creating more than professional media producers) • sharing their thoughts & opinions on brands • influencing their fellow online consumers • Brands need to understand: • who, and how many, are they • what they do, think, feel Active participants are • how to reach, engage & influence increasingly important them in building brands
  5. 5. Segmented active participants by their online contribution behaviour Web behaviour question: Please indicate whether you have done certain online activity in the last month, longer, never… Uploaded a video online Written own blog Used a micro-blogging service Edited / managed own website
  6. 6. Interested in committed contributors more than casual community contributors Watch a video clip 65.2 % Used internet banking 62.4 % Used Webmail 60.0 % Used Instant Messenger 49.1 % Upload photos online 43.0 % Manage a social network profile 38.6 % Casual community Leave a comment on a story on a … 30.6 % contributors Watch live TV/video online 30.4 % Listen to LIVE radio online 29.6 % Online office applications 26.4 % Share a video online 20.6 % Made a phone call online / Used VOIP 18.6 % % Done in Written your own blog 18.4 % last month Uploaded a video online 17.8 % Edit/managed own website 17.8 % Used a personalised music service 17.4 % Committed Listened / watched a podcast 16.8 % contributors Written a news story / article 13.4 % Subscribed to an RSS feed 10.0 % Use a micro-blogging service 9.4 % Used an aggregator 7.3 % 0% 20 % 40 % 60 % 80 % Source: Global Web Index Wave1 August 2009 (Active participants n = 5790)
  7. 7. Over a third of global online consumers are now actively contributing to the web Global Active participants (who have uploaded video or blogged or micro-blogged or maintained a website within last month) 80% 70% 60% 50.2 % 50% Europe 42.8 % North Am 40% 35.3 % 30.7 % Lat Am 30% 24.6 % APAC 20.3 % 20% Global 10% 0% 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 Total Source: Global Web Index Wave1 August 2009 (Active participants n = 5790)
  8. 8. Active participants more educated than the average online consumer 11.5% Post graduate 9.3% 58% achieved higher education 46.4% University 38.6% 24.7% Trade / technical college Active participants 29.7% Global total 12.1% Schooling until age 18 14.4% 5.4% Schooling until age 16 8.0% 0% 20% 40% 60% Question: ‘What best describes your final level of education?’ Source: Global Web Index Wave1 August 2009 (Active participants n = 5790)
  9. 9. Active participants more employed than the average online consumer 47.8% Full time worker 46.9% 9.0% Part time worker 10.5% 4.8% Freelancer 3.3% 9.2% Self-employed 7.5% Active participants 3.2% Full time parent 4.1% Global total 13.8% In education 10.1% 7.1% Unemployed 9.5% 5.0% Other 8.0% 0% 20% 40% 60% Question: ‘Which of the following categorisations best describes your current work status?’ Source: Global Web Index Wave1 August 2009 (Active participants n = 5790)
  10. 10. Few Active participants work in the advertising / media industry!! IT, Internet, Computer services 15.8% Manufacturing, engineering, construction 11.7% Education 8.3% Retail 8.2% Percentage Professional services 7.3% Government / public sector 5.7% Healthcare / medicine 5.6% Advertising marketing , media 2.5% 0% 5% 10% 15% 20% Question: ‘Which of the following best describes your current sector of work?’ Source: Global Web Index Wave1 August 2009 (Active participants n = 5790)
  11. 11. Active participants have a more outward facing outlook on life Fame (v. private) 46 Virtual life (v. reality) 27 My image (v. inner health) 19 Buy new (v. fix) 15 Index Action (v. peace) 13 Earn more money (v. enjoy more free time) 12 Experiment with new products (v use trusted products) 11 Global issues 10 0 20 40 60 Question: ‘For each pair please pick the one that most represents your outlook on life?’ Source: Global Web Index Wave1 August 2009 (Active participants n = 5790)
  12. 12. Active participants more influential particularly in technology & pop culture Internet 43.0% 31.4% Computers 36.4% 26.6% Films 31.9% 23.3% Music 31.7% 22.1% Mobile phones 31.6% 21.5% Active participants Technology 31.4% 22.4% Global total Grocery products 30.6% 24.4% Books 29.4% 22.4% Fashion / clothing 26.0% 17.8% Food / restaurants 25.3% 19.6% 0% 20% 40% 60% Question: ‘Which of the following do people you know ask for your opinion on?’ Source: Global Web Index Wave1 August 2009 (Active participants n = 5790)
  13. 13. Active participants sharing their thoughts / opinions on topics online Computers 23.3% 13.7% Mobile phones 22.5% 14.2% Films 22.1% 13.4% Internet 21.7% 12.9% Travel / holidays 20.4% 13.6% Active participants Music 20.4% 12.0% Global total Alcohol drinks 19.4% 12.9% Fashion / clothing 18.7% 11.4% Books 18.7% 10.9% Technology 16.5% 10.1% 0% 10% 20% 30% Question: ‘Which of the following products, services or topics have you posted your opinion about online in past month? Source: Global Web Index Wave1 August 2009 (Active participants n = 5790)
  14. 14. Active participants posting online in public forums To contact on email 57.0% 41.3% To contact on IM 54.8% 37.8% On a forum or message board 52.6% 34.6% In comments of a blog 52.6% 30.8% To contact on social network 49.7% 31.3% Active participants In reviews on retailer site 49.3% 36.2% Global total On my blog 49.3% 23.2% In a group on social network 46.9% 28.1% On a review / recommend site 44.2% 30.1% On price comparison site 42.0% 27.9% 0% 20% 40% 60% Question: Please think about all the places you have posted opinions about products & services online? Ever posted. Source: Global Web Index Wave1 August 2009 (Active participants n = 5790)
  15. 15. Active participants much more likely to visit brand related websites Product / service info site 49 Music retail site 42 Consumer review site 40 Business news site 39 Index Brand retail site 34 Brand site 31 Single product retail site 24 Travel site 21.5 0 20 40 60 Question: ‘Which of the following sites have you visited online in the last month?’ Source: Global Web Index Wave1 August 2009 (Active participants n = 5790)
  16. 16. Active participants more likely to be positively influenced by online, digital advertising Ad on major website 28.4% 23.0% Ad on social network 20.1% 13.3% Ad on instant messenger 13.9% 9.1% Ad on a mobile phone 14.0% 9.4% 14.1% Ad in computer / console game 8.9% Active participants Global total Online video featuring brand 21.5% 15.8% TV ad 42.9% 42.7% Radio ad 21.5% 20.6% Newspaper ad 29.7% 29.0% 0% 20% 40% 60% Question: Please select all the methods that brands can use to communicate with you that you feel will improve your opinion of the brand Source: Global Web Index Wave1 August 2009 (Active participants n = 5790)
  17. 17. Active participants more inclined to think better of brands who engage them via social media Providing corporate / product page in 38.7% SNs 33.7% Listening in to online conversations 35.4% 30.8% Contacting me after Twitter post 28.7% 25.1% Creating corporate / product blogs 28.2% 21.9% 25.3% Talking directly to bloggers 19.7% Active participants Global total Using targeted advertising 23.4% 17.2% Becoming your friend in SNs 20.2% 13.4% Creating groups in SNs 19.8% 13.5% Sponsoring blogs 18.9% 12.6% 0% 20% 40% 60% Question: Please state your opinion of brands engaging in these online activities. Improves my opinion of brand Source: Global Web Index Wave1 August 2009 (Active participants n = 5790)
  18. 18. Implications of preliminary analysis • In global online campaigns consider social media strategies in emerging markets (APAC / LATAM) as much as, if not more so, than US / Europe – don’t rely on standard banner campaigns • Appeal to their desire for fame & willingness to connect with brands online – encourage them to participate & collaborate • Particularly important to target active participants in technology (ie Sony Ericsson), entertainment (ie Paramount), fashion & beauty (ie Chanel), travel (ie Singapore Airlines) categories • Across the globe clearly a growing opportunity for marketers to develop strategies (and find resource) for ongoing, collaborative dialogues with active participants
  19. 19. Thank you! julian.smith@mecglobal.com

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