James Warren
Chief Digital Strategist
Weber Shandwick Worldwide

3 out of 4
of the top media
vehicles for
increased brand fame
are online
Coca-Cola, March 2009

4,692
(Western) European consumers

Online advocacy
most
is now the
influential
source of
information for
European consumers

40%
of European consumers
often don’t believe
what they read online
until they’ve
checked the facts
in the traditional
mainstream media

European consumers under the age of 35 are
more likely to find newspapers and magazines
influential than their older counterparts

• 35% of all European consumers expressed
interest in direct social network interaction
with brands

• 34% didn’t

COMMUNICATIONS

OFFLINE ONLINE

Source: Weber Shandwick Inline Communications Survey, 4,692 adults, July 2009

Customer service
Virtual Discussion forums
worlds
Social networks
Niche
networks
Groups
Wikis Video
Search Widgets
Tagging Audio
Lifestreams Music
Livecasting
Social bookmarks
Location
Documents
Comment and reputation Events
Pictures Mobile
Slideshows
Crowd-sourced

• 32 million unique users
• Compared to 23m for Digg and 16m for LinkedIn
(Comscore, May 09)
• 57/43 percent male/female ratio
• 49 percent of users in the 35+ age group

• Austria 220k • Norway 270k
• Belgium 240k • Poland 160k
• Bulgaria 64k • Portugal 320k
• Croatia 43k • Romania 270k
• Czech Republic 140k • Russia 630k
• Denmark 200k • Serbia 64k
• Finland 110k • Slovakia 43k
• France 630k (81% male 75% 25-44) • Spain 630k (76% male 82% 25-44)
• Germany 2m (68% male 79% 25-54) • Sweden 430k
• Greece 140k • Switzerland 220k (78% male 63% 25-
• Hungary 110k 54)
• Ireland 290k • Turkey 220k
• Italy 520k (68% male 76% 25-44) • Ukraine 270k
• Netherlands 1.2m • UK 4.6m (52% male 69% 25-54)
Source: Google AdPlanner, June 09

20 hours of video is uploaded to YouTube
every minute
YouTube, May 2009