Universal Mc Cann Social Networking

Mar.08 v Power to the PeoPle .3 SoCIAl MeDIA trACKer

Power to the people - Social Media Tracker Wave 3

3 Welcome to Wave 3 Introduction 04 Methodology 06 What is Social Media? 10 Global Snapshot 12 Blogging 18 Social Networking 34 Sharing Content 48 Consuming Content 56 Final Word 76

Introduction Welcome to Universal McCanns global research into the This latest report demonstrates the continued growth of social impact of social media. This project is an ongoing commitment media, the impacts of this are huge. by Universal McCann to measure consumer usage, attitudes and • The vast majority of users are producing content and there interests in adopting social media platforms and is the largest is an ongoing shift towards participation. exploration of its kind. It aims to provide the facts behind the hype. • Media consumption is internationalising along language lines thanks to global social platforms. The first study was published in September 2006 (Wave 1) and the second study in June 2007 (Wave 2). This report (Wave 3) • Consumers are moving to on-demand media such as video brings together the latest results from Wave 3 as well as tracking clips and podcasts. the evolving trends since Wave 1. Wave 3 surveyed 17,000 internet • The role for advertisers and brands has never had so much users in 29 countries and was completed in March 2008. potential – branded applications, content and services all Since Wave 1 in September 2006 the research has created offer huge potential in social media. genuine insights on the patterns of usage, such as China having • Emerging internet markets are leading the way in usage, more bloggers than the US, emerging markets leading take up and closing the gap with developed countries. Japan shunning photo sharing. Tom Smith Tom.smith@universalmccann.com Wave 3 29 Countries Wave 1 17,000 Internet 15 Countries Wave 2 Users 7500 Internet 21 Countries March Users 2008 10,000 Internet September Users 2006 June 2007 Power to the people - Social Media Tracker Wave 3

Wave 3 Highlights 5 • ocial media is a global phenomenon happening in all markets regardless of wider economic, S social and cultural development. If you are online you are using social media • sian markets are leading in terms of participation, creating more content than any A other region • ll social media platforms have grown significantly over the three Waves A – Video Clips are the quickest growing platform, up from 31% penetration in Wave 1 to 83% in Wave 3 • 7% have joined a Social Network, making it the number one platform for creating 5 and sharing content – 55% of users have uploaded photos – 22% of users have uploaded videos • The widget economy is real – 23% of social network users have installed an application – 18% of bloggers have installed applications in their blog templates • Blogs are a mainstream media world-wide and as a collective rival any traditional media – 73% have read a blog • he blogsphere is becoming increasingly participatory, now 184m bloggers world-wide T – The number one thing to blog about is personal life and family • hina has the largest blogging community in the world with 42m bloggers, more than the US C and Western Europe combined • Social media impacts your brands reputation – 34% post opinions about products and brands on their blog – 36% think more positively about companies that have blogs

Methodology: How we did it The research has retained a consistent methodology throughout Wave 1, 2 and 3. All surveys have been scripted and hosted on Universal McCann’s in-house online research system, Intuition. All surveys are self completion and the data collected is entirely quantitative. Every market is representative of the 16-54 Active Internet Universe. In this Wave 17,000 internet users in 29 countries were interviewed. To be included you need to be using the internet everyday or every other day. 6/ 70 93 95 /3 rk a m lt e s/a ot o /ph co m www.fickr. THE ACTIVE INTERNET UNIVERSE = I use the internet everyday / every other day Power to the people - Social Media Tracker Wave 3

7 Why the Active Internet Universe? • As they are the key leaders of social media and drivers of In the past Waves there has been occasional mis-understanding adoption, they are the most important consumer to about what the results represent, due to the fact that smaller less understand. economically developed countries lead the way. • They are the most important consumer to understand the The reason lies in the focus of the study, which is to understand adoption of social media who are key to growing the internet. usage of social media among internet users. Emerging Internet markets tend to have a demographical profile that fits the early • They make up the vast majority of social media adopters. adopter as opposed to the mature internet markets such as Japan If you’re not using the internet regularly, you’re not blogging. and the US. This can be a factor in lower levels of adoption in penetration terms. • Over time, all users increase the regularity of usage. Eventually everybody will be an active user, as they have It must also be considered that emerging markets have lower levels been with television. of internet penetration, so the impact of social media among the country as a whole will be more measured. Internet Penetration by market Internet Penetration, all adults. Figures sourced from Internetworldstats.com % .9 % N rali % 2% Au n 5 .7% 49 Au 71 a 7 9% U h K g 6 2% Br ico .8 4% .8 Ta 66. 5.9 % nd % So g K d 6 % ee y 3 4% e 3 2% st .4 0. 87 ai 54 lic SA or 9. ut on 9. 9. iw 4% % ili 2. % H ani .6% K66 an Re % rla 2.9 on an .8 rm .0 % De an 6 .4% Ro nd .5% az 21 % Tu il 2 .3% ex 1 5 Sw ma .7% Sp ce pub Ru ppi 3% U da 64. Po ey 2 4% Ita ria 5% Gr gar 31. Cz ce 5. M sia s 1 Ph a 1 .3 Fr ch 5.5 s 57 .7 H zerl 68 Ca an % ki 3% he 7 e in n 7 m 29 56 p 67 la 2 s ne rk 2. st 6. n8 na y et a it rk un a Pa 5. Ch sta Ja an a ly di Ge In 100 % Online (All adults) 0

Methodology: Universe sizes – putting it into context Estimated worldwide 16 - 54 active internet universe = 475m users 11 5 12 6 2 14 13 15 78 1 USA 17 16 100m 9 10 18 19 3 3 North America Europe Asia & Oceania 1 USA 5 UK 21 Pakistan 100m 17.8m 0.26m 2 Canada 6 Netherlands 22 India 7.8m 6.1m 17.8m 4 7 France 23 China 12.8m 61.0m Central & 8 Switzerland 24 Hong Kong 1.3m 1.8m South America 9 Spain 25 Taiwan 10.9m 5.4m 3 Mexico 6.7m 10 Italy 26 South Korea 10.2m 13.7m 4 Brazil 13.8m 11 Denmark 27 Japan 1.3m 29.8m 12 Poland 28 Philippines 3.6m 3.7m 13 Germany 29 Australia 18.8m 5.1m 14 Czech 1.9m 15 Hungary 1.2m 16 Romania 2.2m 17 Austria 1.2m 18 Turkey 5.0m 19 Greece 1.2m 20 Russia 8.6m Power to the people - Social Media Tracker Wave 3

9 20 Putting the results into context To help provide a more complete picture, the analysis in this report puts the results into context in two ways; 23 China 1. Market by market universe estimates 61m 26 27 2. Penetration of usage among all 16-54s. Both these figures are estimates based on the above universe sizes. When estimating 21 global usage figures of different social media 24 25 technologies we make the fair assumption that the vast majority of users will be active 22 users and between the ages of 16-54. 28 How did we get to these universe figures? Local market data from TGI, Simmons or equivalent provided penetration figures for 16-54s by market and levels of active usage. These were correlated with Internet World Stats, CIA World Factbook and Comscore. 29 The general rule is the more developed a market is, the higher in home and at work internet connections are, which leads to higher levels of active usage.

What is social media? www.fickr.com/phot Social media is an important shift, as it summarises the Social media represents importance of interaction, the consumer os/ a big improvement over pi cc and the community. The term emphasises a lly di wi Web 2.0 as a term to ls o n/6 876 the idea that as a collective it can have as much 6132/ describe the changes that have impact as any traditional media platform. impacted the internet. The idea that we switched from Web 1.0 to In truth, to claim social media as “new” is slightly misleading. From the 2.0 beginning, the internet was founded on message boards, chat rooms and was always a touch crude. peer to peer communication. What has changed is the mass involvement that modern social platforms inspire. Contributing to the internet has never been as accessible and less technical. Innovations in web development, computing technology and the proliferation 4787692/ of broadband have come together in drive monumental consumer take up. This is why the phenomenon of social media is important now – it has the s/45 e cat potential to impact on all our media consumption therefore shifting the /le s o to ph emphasis from professional content producers to the consumer. m/ o kr.c www.fic The definition “Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content” Power to the people - Social Media Tracker Wave 3

11 Photo Blogging Sharing Micro Video Blogging Sharing Key Social RSS Podcasts Platforms Message Widgets Boards Social Chat Networking Rooms

Global snapshot: Wave 3 Reach rk ite wo bs et we “Thinking about using the Internet, which of the ln g ia following have you ever done?” Active Internet Users rin c so a e sh sit g s in og o ws ite ist ot og bl bs ex ph ne g ed bl we lo e we bs o a fe an lin t a a eb a s/ as ite n n to og on s we t S g /w dc on to to og g lip RS rin bl os og s po bl en en in c le a ip ot al an bl we sh ar eo ofi m m cl ph a on n sh vid pr m m s/ to ed o eo ow rs ot y og co co e a m ad vid pe ph eo a ib bl y e a a lo tm vid oad d cr ag ad ch ad a oa e e wn bs av av an Re sit ar at pl pl Re Do Su Le Le St W M Vi U U 82.9% 72.8% 67.5% 63.2% 57.3% 54.8% 52.2% 45.8% 45.1% 38.7% 38.5% 33.7% Reach over time “Thinking about using the Internet, which of the following have you ever done?” Active Internet Users 90% Read blogs/weblogs Start my own blog/weblog 80% Leave a comment on a news site 70% Watch video clips online 60% Download a podcast (pre-recorded radio/ % Ever done audio show) 50% Create a profile on a social network 40% Subscribe to an RSS feed 30% 20% 10% 0% Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 Power to the people - Social Media Tracker Wave 3

13 Frequency “Thinking about using the Internet, which of the following have you ever done?” Active internet users 22% 37% 16% Watch video clips online Read blogs/weblogs 21% 27% 11% Visit a friend’s social network page 22% 25% 10% Read personal blogs/weblogs 19% 25% 10% Share a video clip with a friend 13% 24% 12% Visit a photo sharing website 13% 21% 14% 17% 18% 11% Manage profile on existing social network Upload my photos to a photo sharing website 8% 15% 13% Download a podcast 7% 16% 8% Daily reach Post/write stories for my own blog/weblog 9% 12% 5% Weekly reach Upload video clip to video sharing website 7% 11% 7% Monthly reach

Global snapshot: Wave 3 Read personal Man Visit a friends social Read blogs/weblogs Watch video clips online Share a video clip blogs/weblogs on a s network page 346m 394m 303m 321m 307m Power to the people - Social Media Tracker Wave 3 www.fickr.com/photos/mshandro/34964515/

15 2/ 5 88 62 31 /2 l ey n sta ham /gra hotos m/p www.fickr.co Upload a age a profile Start my own Download a Download a Subscribe to Upload photos video clip ocial network blog/weblog video podcast podcast an RSS feed 248m 183m 272m 184m 216m 215m 160m 16-54 active Internet users global universe estimates

Country results in detail

Reading blogs: usage trends Blogging shows no signs of slowing its growing prominence in popular culture and society. Politicians, celebrities, brands and family members all seem to have one. Traditional media outlets use them to supplement their normal output. At the same time legions of micropublishers have utilised blogs to start mini media empires, from Perez Hilton to Treehugger in every niche imaginable. The result is a massive wealth of new sources of information that we continue to digest. • Very high frequency medium • Growth continues at a global level – 50% daily reach in Brazil and Japan – 77% Read blogs – up 11% on Wave 2 • Blogs are primarily a community media • Saturation in growth in some markets – Personal blogs and friend and family blogs are number – South Korea, China, Italy and Russia all reached their one destination for reading limits of growth • They’re not for geeks • logging as a collective rivals traditional media B – Music, TV, film and News are the next highest destinations – 70% weekly reach Blog readership Wave 3 “Thinking about using the Internet, which of the following have you ever done?” Active Internet Users h 9 7% .8% M a 8 s 9 .1% % Ita n 8 % .4% N ey 6 9. 69 U mar 2. 2% De rali d 6 8% Br ico 1% 3% .7 st .3 8% 50 % SA k 0% ee 72 % % in ne 2 rk a 6 lic on 8% 7 n a 6 3. st an 5. un y % ex 8 0. pa .0 6 Ta il 8 .7% Gl sia .2% Ru ce .3% Ge ada .7% ry .4 In rto R .6% Cz al 7 .8% U erl .6% Ch ppi ea 9 H 5. ds 6 Gr nd 6.0 .5 Ro h R .2% Fr 78 .4% Ja 85 o 8 Tu ani pub Po stan 8% Pu an 1% Au 60 60. H an 6.6 Au erl 6 Pa n 7 % ga 55 Ca ria % Sp ce % itz ong az 87 la 7 s 72 ac ai 78 n 59 e 86 ob 70 . ki 7. iw 7. ili or ec 0 K an an .9 rm 5 ly 4 me di i Ph h K Sw g K 6 ut et 100 So % Ever read 0 Power to the people - Social Media Tracker Wave 3

19 Blog readership Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Read blogs / weblogs” Active Internet Universe 54% 66% 77% 33% 64% 90% Global Philippines 21% 55% 62% 73% 72% 71% Australia Russia China 85% 88% 58% 72% 91% 92% South Korea 75% 77% 78% 70% 72% 78% France Spain 20% 15% 55% 38% 54% 66% Germany UK 79% 76% 79% 62% 61% 60% Italy USA Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08

Reading blogs: usage trends Frequency of readership – key markets “Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Readers Only 31% 40% 16% 13% al ob Gl 52% 32% 7% 9% il az Br 46% 43% 6% 5% a in Ch 28% 38% 19% 15% ce an Fr 17% 41% 21% 21% y an rm Ge 39% 42% 10% 9% a di In d ea 37% 40% 12% 11% R ly % Ita 50% 32% 12% 6% n pa Ja 29% 38% 22% 11% ia ss Ru 45% 39% 13% 3% a re Ko th u So 31% 40% 19% 10% n ai Sp 20% 40% 22% 18% K U 23% 42% 19% 16% SA U Daily reach Weekly reach Monthly reach Less often Power to the people - Social Media Tracker Wave 3

63.5% Pe r so n 38.9% al bl og Fa s m (d ily ia 29.1% of ry fri N e sit e nd ew s) s/ bl cu og s rre What kind of blogs do you read? 26.6% nt Op in af fa io i rs ns on M pr us od ic uc ts Te an c d hn br ol an og y ds Co m pu te r s Bu sin es s (g en Bu er sin “When you read blogs, which of the following topics would you read most often?” Active Internet Universe al es s ne ne ws Sc ws an ie d – nc e re op le in 33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7% va io n Sp n) tt or o t m y cu Fi rre lm nt /T jo b V Ga m in g 26.4% 18.2% 22.5% Tr a ve l (h ol 9.8% id Ce ay l eb de rit st ie in s 6.7% at io 21 Ot ns he ) r

Reading blogs: putting it in context North America Europe Asia & Oceania 1 USA 5 UK 21 Pakistan 60.3m 17.8m 1.95m 2 Canada 6 Netherlands 22 India 4.1m 4.1m 15.1m 7 France 23 China 8.1m 53.8m Central & 8 Switzerland 24 Hong Kong 1.21m 1.2m South America 9 Spain 25 Taiwan 8.5m 4.8m 3 Mexico 5.9m 10 Italy 26 South Korea 8.1m 12.5m 4 Brazil 13.1m 11 Denmark 27 Japan 0.81m 25.1m 12 Poland 28 Philippines 2.6m 3.3m 13 Germany 29 Australia 10.5m 3.2m 2 14 Czech 1.2m 15 Hungary 0.1m 16 Romania 1.5m 1 USA 17 Austria 0.75m 60.3m 18 Turkey 3.5m 19 Greece 0.86m 20 Russia 6.1m 3 3 Reading blogs: impact versus total market Universe Sizes versus total 16-54 population % an y % .1 s .6% % % Fr an 0.5 19 Ta 2. d 2 0% .6 M ey 8 7% % .2 2% ly 21 2% itz ong 7% ee 1. 1% m 10 % nd 9 40 rm 2 lic 3n. rk 6. .6 De 23. .7% iw 1% 6 Br ani .6% in .3% % n ep % ec 14 % rla a 3 on ia .6 K la 6 SA 3 % Ro nd 0.2 Sp 33 1% Au ce 2% N h K 3% Ge ada ub Po gary 7% Ita ce 21. U er 2 Sw g K 5. Gr il 1 1. Tu sia s 6 Ch a 2 2.3 Ca h R .9 Cz tria 3.3 H ico % H tral 24 U n 3 .0 ai .2% Ru ppi % n 2% he re az a 1 la 1 . 2 pa 33 ut 4. s ne ili .4 . et o un 9 ex . s1 sk In stan So n 3 Au mar Ph a 6 Ja an ki di Pa 45 4 % Ever read 0 Power to the people - Social Media Tracker Wave 3

23 20 11 5 12 6 13 14 78 15 17 16 23 China 53.8m 9 26 10 27 18 19 21 24 25 22 28 29

Writing blogs: usage trends Blogging is becoming increasingly participatory with every Wave. The concept of Citizen Journalists is becoming the reality. • Germany finally found its blogging voice • ontinued shifts into participation C – 28% have started a blog, up from 8% – 45% have started a blog, up 14% – 184m started a blog • Blogging is a community medium • sia leads the way A – 64% write about personal life – South Korea, Taiwan, China top the league table with • Content is multimedia 70%+ penetration – 61% post photos, 29% post videos, 24% upload music • China the biggest blogging market in the world • Blogs impact on brands – Estimated 42.5m bloggers – 34% write about their opinions on products and brands. • Eastern Europe lowest levels of participation – Hungary, Czech and Romania are bottom 3 Starting a blog: Wave 3 “Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe % .2 Ph a 7 .9% 7% ee 6.4 26 % Fr 33 .2% .3% 8% 8 U ce 2 % .6% Ja ia 4 1% 5% Br g K 0.3 .8% Gr 2 nd .1 7. ic 1 m 2 2% h7% ga pu % in 70 1. rm 28 0% ob Ri % SA la 27 d 0. 4. ec ia % ly 5 6 az on % De 5. .4% s3% st a 2 % Ru an .6% 8 un e .3 on 6 5 Sw erla .7% Pu stan .2% Ch an a 7 Gl rto 8.0 ry bl Tu 41 3% Ita al 3 co 3 M ippi 3% Pa ey % Ro da 3. N ia 2 7. Cz an 2.5 In il 5 g 5 H ico s 6 Ge ria 9. Sp n 4 0% Au nd .5 Au trali 0.3 H h R 21 U zer ds Po ce % rk .4 na k 2 ss y 2 iw re nm 3% 3 25 la 31 ai 7. ki 39 il 0. ex ne it n an .3 pa 9. Ta Ko Ca ar h n ut e et K So 75 % Ever done 0 Power to the people - Social Media Tracker Wave 3

25 “Below are a list of statements – please can you answer reflecting your opinion.” – Responses “Definitely Agree / Somewhat Agree” Active Internet Universe 56% Blogging is a good way to express yourself 36% I think more positively about companies that have blogs 33% I have a favourite blog that I read regularly 32% I trust bloggers opinions on products and services 31% Blogging is an important way to socialise with friends 4/ 65 ww 8 79 w. 75 fic / ath kr .c fm om /p eo h ot ur os /a t s/fu nt igo www.fickr.com/photo ne /45 70 89 36 4/

Writing blogs: usage trends Blog writing Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe 14.1% 41.0% 64.9% Philippines 28.3% 30.6% 44.8% Global 14.8% 21.3% 27.7% Russia 18.3% 17.9% 29.0% Australia 45.5% 55.2% 70.6% South Korea 58% 61.1% 70.3% China 24.8% 29.1% 41.4% Spain 17.6% 31.4% 31.5% France 9.8% 18.5% 25.3% UK 6.0% 7.5% 27.8% Germany 20.2% 21.1% 26.4% USA 22.5% 26.5% 33.3% Italy Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 % start a blog Power to the people - Social Media Tracker Wave 3

27 Frequency of writing “Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Writers Only 30% 30% 13% 27% al ob Gl 37% 24% 6% 33% zil a Br 33% 45% 9% 13% a in Ch 38% 28% 16% 18% ce an Fr 14% 47% 14% 25% y an rm Ge 23% 39% 12% 26% a di In e rit 20% 14% 9% 57% W % an p Ja 24% 25% 22% 29% ia ss Ru 45% 30% 16% 9% a re Ko h ut 30% 25% 17% 28% So n ai Sp 15% 24% 11% 50% K U 20% 25% 15% 40% SA U Daily reach Weekly reach Monthly reach Less often

Writing blogs: usage trends Topics blogged about “When writing your blog, what topics do you normal write about?” Blog Writers Only b jo nt rre n) io cu ds in y op an m br d ) o ns an s) tt d e io an n sit ws va at ts s in ne le ry og rs uc re st ia i bl al fa de (d od – er af nd ws pr s ay en og nt e ne id on y fri (g rre bl s og s ol r ie of te s s V ns al cu (h ol g es es e /T rit pu in n nc hn ily io r s/ ic t l sin sin eb so he or ve m in m m ew lm us ie c r Sp Ga l Ot a Op Bu Bu Te Ce Pe Co Fa Sc M Tr Fi N 38.9% 29.1% 63.5% 26.6% 33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7% 26.4% 18.2% 22.5% 9.8% 6.7% % Topics written about (blog writers only) Power to the people - Social Media Tracker Wave 3

60.6% Ph o to Content posted s 28.8% Vi de os 38.9% Re co m m en de d we 34.5% bs Fa ite vo s u rit e /c ur re nt 24.3% ly U lis pl te oa n d m ed to us m ic “When writing your blog, which of the following do you post?” Blog Writers Only us ic 27.5% % Contest posted (blog writers only) St or ie s fro m ot he rb 17.6% ( lo gs e. e.g g ap ph p ot lic os at fro ion m st 34.1% a ha Op ph t d in io ot isp o ns sh lay on ar ot pr in he g od sit r si 6.6% uc e) te Ot ts he co r an nt d en t br an ds 29

Writing blogs: putting it into context North America Europe Asia & Oceania 1 USA 5 UK 21 Pakistan 26.4m 4.3m 0.9m 2 Canada 6 Netherlands 22 India 1.6m 1.7m 8.4m 7 France 23 China 3.8m 42.3m Central & 8 Switzerland 24 Hong Kong 0.5m 0.9m South America 9 Spain 25 Taiwan 4.2m 4.4m 3 Mexico 3.7m 10 Italy 26 South Korea 3.4m 9.9m 4 Brazil 7.0m 11 Denmark 27 Japan 0.3m 14.1m 12 Poland 28 Philippines 1.1m 2.3m 13 Germany 29 Australia 5.2m 1.38m 2 14 Czech Rep. 0.62m 15 Hungary 0.06m 16 Romania 0.5m 17 Austria 0.3m 1 USA 18 Turkey 1.5m 26.4m 19 Greece 0.3m 20 Russia 2.5m 3 Writing blogs: impact versus total market Universe Sizes versus total 16-54 population 5% % H n 1 % .2% h .7 5% U 2. 12. .0% 9. .5 M il 6 % % itz 10 % % 30 pa 8. 6 rm % lic ut 28 1. ly ep % az .1 .8 Ko % Au erl .8% rk 4. % K ia 11 m 2. % H 1. .2% Ja n 1 ds 1 .7 SA 3% 0 Ta K % Cz ar 2% Ge 9.8 ub So an g 2 Ch ppi 7% Ca ria 6% Ita h R 9.4 Gr ey 4 % De da % Ph ce % Po ani 6% Br a 5 s 4 Tu nd .4 Ro ia .0 a Sw ce 10 he % g .5 Au ico % re % st and 2 4 na 7.2 ee .6 la a 3 ss y 2 a1 iw on nm 8. ai an ili 4. et .5 st 6. in ne on 8 ex .6 un 3 ec k an y In stan N 14 Fr an Sp rl Ru gar U ral 1 ki di 35 Pa 4 % Ever written 0 Power to the people - Social Media Tracker Wave 3

31 20 11 5 12 6 14 13 7 8 17 15 16 23 China 10 9 26 42.3m 27 18 19 21 24 25 22 28 29

Blogging: the impact All companies and brands should As a collective, the blogosphere rivals any mass media in terms of reach, time spent and wider cultural, social and consider employing them to create political impact. There are also major shifts into participation, pioneered by the Asian markets and now happening everywhere, open and honest dialogue. Any blog even Germany. Blogging today must be embraced whether you are a marketeer, advertising professional or content producer. that spins the truth will be found out. In a world of social media honesty is the only policy. /photos/wfryer/50 ickr.com 3600 www.f 331 / Power to the people - Social Media Tracker Wave 3

33 • In the open and transparent age of social media blogs are an essential tool for reputation The role management and consumers have come to expect them. All companies and brands should consider employing them to create open and honest dialogue. Any blog that is spins the for advertising truth will be found out. In a world of social media honesty is the only policy. is going to be more • The collective might of the blogosphere means that today it is an obvious platform important in the future as for advertising. Only a few blogs have the size to attract advertisers alone so affiliate it becomes essential programs and advertising networks are the way forward to reach to provide free a mass audience. Things to watch access to • Bloggers value advertisements, not only for the money in the world of blogging: sites. they can bring, but the credibility they lend to their site. The role for advertising is going to be Micro Blogging: Blogging in 140 characters more important in the future as it becomes or less. Sounds inane, but surprisingly addictive. essential to provide free access to sites, Check out Twitter.com and Jaiku.com Perfect for the web services and content. Everything is mobile age. becoming ad supported. Political Influence: All the candidates in the US presidential • Increasingly blogs are incorporating widgets. Branded widgets are a huge race are blogging. Barack Obama is even on Twitter. Political opportunity and will be adopted if blogs are having more impact, check out the Daily Kos and the they provide a clear benefit for the Drudge report. blogger. Fake Blogs: The real pretend thoughts of the rich and • The blogosphere is now so large it is famous. Check out Steve Jobs (www.fakesteve.blogspot.com) an accurate barometer of consumer or a whole network from Hillary Clinton to Gordon Ramsay at opinion. All brands should be using Newsgroper (www.newsgroper.com). it as a means to measure consumer opinion, track response to marketing Blogging Fame: Bloggers are finding fame and initiatives and as a forum for research. crossing over into professional media. Perez Hilton (celebrity news), Robert Scoble (ex Microsoft blogger) and Michael Harrington of TechCrunch are all examples.

Social networking: usage trends Social Networks have evolved into platforms to organise users internet experience. Users are posting a massive variety of content 6 84/ /8279 av o g g u st / otos / ph om kr.c ic w.f ww Power to the people - Social Media Tracker Wave 3

35 Social networking is evolving fast. Increasingly features such as blogging, photo sharing and video sharing are the norm. They are becoming platforms, opening themselves up to external developers to distribute their programs. They are aiming to be the one stop shop for all your internet needs. Consequently we are spending more time with them and doing more on them. Wave 3 confirms this: • S saturated as growth stalls at 41% U • Global penetration has increased significantly – Growth appeared to be slowing. Not so; Wave 3 is up to 58% • Brazil has the most active users an increase of 21%. – 56% manage their profile every day • Collectively massive platform • ocial Networks have evolved into platforms to organise S – Estimated 272m users world-wide users internet experience. Users are posting a massive variety of content • onnecting people globally: emerging markets with high C emigration lead the way – 55% uploaded photos – 21% installed applications – Philippines 83%, Hungary 80%, Poland 77%, Mexico 76% – 23% uploaded video • UK hit by the Facebook factor • ocial Networks becoming social utilities for managing S – Usage up 32% peer to peer relationships – 74% use them to message friends

0 85 % Ever done Ph ili H ppi un ne Po gar s 8 la y 7 3. M nd 9.9 1% ex 76 % Br ico .8% az 76 Pa il 7 .3% ki 5. Ru stan 7% s 7 Power to the people - Social Media Tracker Wave 3 So sia 2.0 ut 71 % Tu h K .1% rk or Belong to a Social Network Wave3 In ey 6 ea 7 di 6 0 a Ch 66 .0% .3% in .0 Ta a 6 % iw 4. Ro an 0% m 63 N ani .1% et a h U erl 62. K an 5 % 5 Pu 9. ds 6 er 6% 1 .4 % Gl to R ob ic Ca al A o 5 n ve 9 H ada rag .0% on 5 e Au g K 8.5 58. Social networking: usage trends st on % 8% De rali g 5 n a 5 3. Au mar 0. 2% st k 2% Ge ria 47. rm 47 5% Sp an .4% ai y U n 4 43. SA 3 3 .% Ja 43 2% pa .0 Sw n 4 % it 1 Gr zerl .7% ee an Ita ce d 4 ly 41 1. Cz 38 .4% 4% ec .6 Fr h R % “Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe an e ce pu 33 blic .1 3 % 5. 5%

37 Belong to a Social Network Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe 27.3% 36.2% 57.5% 23.1% 41.7% 74.2% Global Russia 16.0% 10.3% 33.1% 37.3% 39.5% 44.6% France Spain 19% 40.6% 26.9% 27.4% 59.7% Germany UK 22% 11.3% 19.1% 40.8% 39.2% 40.0% 42.5% Italy USA Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08

Social networking: usage trends Content posted on social network “What do you do with your social networking profile?” Active Internet Universe m tly ns ic to en s io nd us nd s os at d rr to ba lic e ne cu de og o fri Ph pp a te te/ Vi bl e e la g lis uri d d ot a g sa oa oa r al m tin e he vo es rit st pl pl o Da Fa Ot Pr W In M U U 55.1% 21.9% 23.3% 74.0% 30.8% 18.3% 9.8% 33.6% 3.2% % Added to Social Network Page (Social Network Users) Social Networks have evolved into platforms to organise users internet experience. Users are posting a massive variety of content. Power to the people - Social Media Tracker Wave 3

39 Frequency of updating Social Network page “Thinking about using the Internet, how often do you do any of the following?” – “Manage your social network page” – Social Network users only 31% 33% 19% 17% ge ra e Av al 57% 26% 8% 9% ob il az Gl Br 33% 41% 13% 13% a in Ch 23% 36% 24% 17% ce an Fr 14% 41% 24% 21% y an rm Ge 41% 34% 15% 10% a di In e at pd 25% 41% 21% 13% U ly Ita % 18% 17% 30% 35% n pa Ja 14% 25% 37% 24% ia ss Ru 32% 37% 23% 8% a re Ko h ut 26% 38% 16% 20% So n ai Sp 39% 36% 13% 12% K U 33% 32% 17% 18% SA U Daily reach Weekly reach Monthly reach Less often

Social networking: context North America Europe Asia & Oceania 1 USA 5 UK 21 Pakistan 43m 10.6m 1.84m 2 Canada 6 Netherlands 22 India 4.24m 3.7m 11.8m 7 France 23 China 4.24m 39.0m Central & 8 Switzerland 24 Hong Kong 0.8m 0.97m South America 9 Spain 25 Taiwan 4.7m 4.0m 3 Mexico 5.1m 10 Italy 26 South Korea 4.0m 9.4m 4 Brazil 11.4m 11 Denmark 27 Japan 0.6m 12.4m 12 Poland 28 Philippines 2.7m 3.0m 13 Germany 29 Australia 8.2m 2.6m 2 14 Czech 0.8m 15 Hungary 1.0m 16 Romania 1.4m 1 USA 17 Austria 0.6m 18 Turkey 3.3m 43m 19 Greece 0.5m 20 Russia 6.1m 3 3 Joined Social Network – impact versus total population Universe Sizes versus total 16-54 population % un la 6% .7 % N 9. .8% .7% H er 5. 12 8. .6% U ma 1.7 .4% .4 Gr ey 7 % % ut .4% 9% Au ce 1.2 % s 9 6% n on 1% 36 itz y 1 lic K 2 23 rk .1 .0 SA rk % Ph 4. .2% an 1 0 ly 11 % ai y 1 7 st 11 % Ja 12 .5% n21 Sw an ub Ge h R .2% So 23 21. Br ico 8% Ro il 9 1% Fr nd 10. H tral .7% Sp gar d 1 Tu ia 7 s 6 De ada g 2 M ce % Ca g K 21. Ita ria .4 s U an ea ilip 5% Po an % Cz n 1 % nd et 1% ki 8% rm ep 25 ee .8 in n 2 iw or ex 7. az 8. ss ine n m .6 pa .0 ec 2 la ia rla on ia Ta h K Pa 1. Au 1 Ch sta Ru p 4 he a n a di In 40 % Ever joined 0 Power to the people - Social Media Tracker Wave 3

41 20 11 5 12 6 14 13 78 16 23 China 17 15 9 10 39m 26 27 18 19 21 24 25 22 28 29

Brand penetration: usage trends There is a lot of This research provides clear proof that Myspace is still number one among a broad collection of international networks with a 32% weekly reach. Its position has been maintained by its focus talk about which is on music and commercial content, rather than connecting friends. Facebook is not far behind on 22.5% weekly reach and the the biggest social number one in many markets and surely will grow as it becomes internationalised. network in the world. However the pattern is very mixed globally and its far from a two horse race. In Asia a variety of local sites like QQ, Cyworld and Mixi dominate in their home markets, while Orkut is number one in Brazil. Power to the people - Social Media Tracker Wave 3

43 Weekly usage of key international social networking media sites Universe Sizes versus total 16-54 population Myspace 32.3% Facebook 22.5% Blogger 15.7% Baidu 15.0% QQ 14.6% Flickr 13.8% Sohu 11.5% Orkut 10.9% Hi5 9.7% Skyblog/Skyrock 8.4% LastFM 7.9% Friendster 7.7% Cyworld 7.4% Mixi 6.7% Second Life 6.2% Linkedin 5.7% Bebo 5.6% Bokee 5.1% Piczo 4.2% % Weekly usage Active Internet Universe (weighted reach – based on universe sizes) 0 35 This fragmentation suggests that a truly global platform is impossible.

Brand penetration: usage trends % = weekly reach to top social network by market 54% 40% Weekly user estimates: sizing the international social networking brands 16-54 active Internet users universe estimates by brand for 31 market universe 64% 4m yr 2 m ce 0m Cy 24 20m Sk FM 28 H ock 8m Or 34m 0m La dst 6m M bo m 11 pa 8 Li 20 m m ce 55 QQ u 4 m k 5m 5m nk m st er ys ok i5 3 bo 18 ie 2 og 3 wm h9 1 ixi in Ba 2m Bl u 5 Fr orld Fa ger So t 3 Bo o 1 M ed Be ee n ku id cz Pi 120 86% millions 0 Power to the people - Social Media Tracker Wave 3

45 21% 53% 31% 10% 11% 15% 17% 23% 56% 21% 26% 19% 31% 37% 34% 74% 63% 40% 76% 63% 23% 35% 89% 34% 36%

Social networking Social networks have evolved significantly in the past year as they move to become open platforms that support all your internet needs. • This has seen growth accelerate in Wave 3 from a period of micro-sites but most of all make it engaging. relative stagnation between Waves 1 and 2. Social networks • Widgets are clearly going to be very important to brands. are today the main platform for sharing content and have They should deliver a true benefit to users, avoid overt branding increasingly become the means to manage social relationships. and be relevant to the user if they are to be successful. Equally Consequently social networks are grabbing ever more of our as important is securing successful distribution by working with internet time and so brands and content producers must be the platforms, using it as a message in advertising and making it active inside them. available on as many social networks as possible. • Large Social Networks have near unlimited inventory. For • Be International; social networks have global presence, advertisers to cut-through they need to be relevant and ideally but are heavily localised in adoption and any content and work inside the network, by bringing users to branded pages, widgets should be tailored to the particular network, refecting applications or connecting them with content. local and cultural differences. • Branded pages in social networks need purpose to create engagement. Just putting a brand on a page serves little purpose. Create content, use it to replace or compliment campaign Power to the people - Social Media Tracker Wave 3

47 Things to watch in the world of social networking: Niche Social Networks: In the face of the all encompassing mega social networks a raft of more niche and sometimes exclusive networks are emerging. Check out dogster. com, for you guessed it, dog owners or dopplr.com for frequent business travellers. DIY Social Networks: White label social network systems that you can customise are driving the emergence of a wealth of ultra niche networks. See ning.com or onesite.com for examples. Reputation Management: Slowly users are realising the implications of having every drunken photo online for the world to see. Personal brand management is going to be a big deal in the next few years. Tools to report and manage your reputation are coming online; Wink.com or peekyou.com for personal search and reputa.com and reputationdefender.com for more sophisticated management systems. Social Network Aggregators: An emerging area in 2008 as the need to pull all your social network profiles into one place becomes a pressing one. Try ex.plode.us and profilefly.com.

Sharing Content – uploading photos: usage trends Photo sharing is the number one way to • The leading markets are Asian and Latin Ameri- can share content thanks to the proliferation Philippines leads the way with 86%. of digital cameras and the continuing ease • Japan shuns photos of sharing that comes with technology Bottom of the table – just 21% uploaded. innovation. The platforms to share have also expanded with photo sharing becoming • Large numbers of consumers contributing on a very frequent basis 16% upload everyday central to social networks. • Brazil and Asia more frequent than the UK or US 34% upload everyday Sharing photos Wave 3 “Thinking about using the Internet, which of the following have you ever done?” – “Upload my photos to a photo sharing website” Active Internet Universe % ut 55 3% .4 U ria .5% .0% Ge n 4 .2% .7% So nd 56. 59 H mar % 6% Ro h R 2.7 1% Br ico 5% 4% an y 3 9% it 4 5% et .1 4% me% pa 35 % la a lic st 52 54 ai 46 46 n .8 8. ec 6 3. ly an % ex 3 6. Ta il 7 .9% Ru h K .0% Tu 8. .0% 21 % H 64 .0% U rali .4% Ja ce 1.8 % Po ani pub De 34 d 3 Ca an 0% In an 5% Fr gar 31. Sw ada 42. Ita zerl 2.2 Cz stan g 6 M a7 s8 N 47 7. Pa g K % n .5 Gr erl % Au ia a Sp ce ds .0 ss ore rk 7% 4 8 az 72 41 di 69 st 48 . in ne ki on rm 6. iw 0. ee an on . un k K5 ny SA a Ch ppi Au ey 100 a h ili Ph % Ever Done 0 Power to the people - Social Media Tracker Wave 3

49 Frequency of Sharing Photos “Thinking about using the Internet, how often do you do any of the following?” – “Upload my photos to a photo sharing website” – Photo sharers only 17% 32% 26% 25% ge ra e Av al 36% 35% 15% 14% ob zil Gl a Br 19% 37% 20% 24% a in Ch 15% 28% 30% 27% ce an Fr 9% 36% 20% 35% y an rm Ge 24% 38% 24% 14% ly Ita ot d ph ploa os 15% 23% 26% 36% U an % p Ja 9% 29% 34% 26% ia ss Ru 22% 32% 28% 18% a re Ko h ut 22% 30% 25% 23% So n ai Sp 7% 28% 38% 27% K U 11% 25% 33% 31% SA U Daily reach Weekly reach Monthly reach Less often

Sharing Content – uploading photos: context North America Europe Asia & Oceania 1 USA 5 UK 21 Pakistan 47.1m 8.7m 1.6m 2 Canada 6 Netherlands 22 India 3.0m 2.8m 11.6m 7 France 23 China 3.9m 45.0m Central & 8 Switzerland 24 Hong Kong 0.7m 1.2m South America 9 Spain 25 Taiwan 8.5m 3.5m 3 Mexico 4.9m 10 Italy 26 South Korea 5.0m 7.3m 4 Brazil 10.1m 11 Denmark 27 Japan 0.4m 6.2m 12 Poland 28 Philippines 2.0m 3.14m 13 Germany 29 Australia 8.1m 2.4m 2 14 Czech 1.0m 15 Hungary 0.4m 16 Romania 1.3m 1 USA 17 Austria 0.6m 18 Turkey 2.5m 47.1m 19 Greece 0.6m 20 Russia 4.5m 3 3 Shared Photos Online – impact versus total population Universe Sizes versus total 16-54 population Sp rali 6. 0% % st y 1 6. .9 % % % Au an d 1 15 .0 .0 Po ico .8 % he % .9 ec 1 9% ai a 1 3% ut 0. 7% 28 iw 8% 23 rm an lic it e % ex y 7 .3 an .2 % et .9 4 la 8. % Ca mar .7% UK% in 5.0 % De ria .5% N 25 g 2 Cz ada 12. Ja nd 0% Ge zerl pub Ro il 8 5% U h K 3% Gr n 8 1% Sw h R 5.3 Tu a 5 % Fr 10 .0 M gar s 6 g 4.4 So n 2 9. Ch sia .9 Br ce % H ppi % s Ta 3. ea Ph ey % Ita ani % Au ce % nd ki 8% ly a 9 n 12 ee .2 1 ili 5.7 st 10 SA on 2 or rk .3 m .7 un ne az 8. pa 8. nk on 2 rla Ru stan Pa 1. H an a s di K In 30 4 % Ever Shared Photos Online 0 Power to the people - Social Media Tracker Wave 3

51 20 11 5 12 6 13 14 78 16 23 China 17 15 9 45m 10 26 27 18 19 21 24 25 22 28 22 29

Sharing Content – uploading videos: usage trends • Similar pattern to photosharing Considering the complexities of sourcing and uploading video the numbers of people doing it is staggering. In many Brazil lead the way on 68% markets the number of people uploading is not far from Asia lead; all Asian markets bar Japan in the top half the numbers sharing photos. Even more impressive is how • Huge variation in involvement often they do it. Hungary 16% > Brazil 68% • High frequency of involvement 20% uploading every day Uploading Videos Wave 3 “Thinking about using the Internet, which of the following have you ever done?” – “Upload my videos to a video sharing website” Active Internet Usage % SA 5 % 6 Au ce .2% .6% Ca ralia % .5% U ia 2 5.7 26. Ru ar ub % So ani 7. .2% Ta ico 1% % nm ep 7.0 ai % 1% ex 8. .5 rk or 3% itz 27 % ut a 7% % ee 41 43 st .9 30 ss k 2 lic ec an % In an 5 .1% Po ria .2% Ge nd .9% U an .0% ry % m n4 2 H 52 .7% M a 5 60 Ja 2 .6% Sw ada 8.2 .3 H ce .4% De h R d 2 Ita erl .8% Ch ppin 3% Sp 1.9 33. Cz erl .2 Ro ista g 5 Tu h K 47. Pa g K 6% ga 9.5 Fr n 2 % Gr ey ea Au 29 ds 16 in es 2 iw 57 st 37 la 36 rm 36 a3 3 k on ili 8. ly an an 0 on . et 0 Ky un 1 pa 5. N n3 Ph zil 6 3 h n di a Br 70 % Ever Done 0 Power to the people - Social Media Tracker Wave 3

53 Frequency of uploading videos “Thinking about using the Internet, how often do you do any of the following?” – “Upload my videos to a video sharing website” – Video sharers only 21% 33% 21% 25% al ob Gl 36% 31% 14% 19% il az Br 26% 41% 13% 20% a in Ch 17% 34% 21% 28% ce an Fr 10% 40% 17% 33% y an rm Ge 27% 42% 16% 15% a di In os de d vi loa 31% 32% 22% 15% p U ly Ita % 25% 22% 28% 25% an p Ja 19% 34% 24% 23% ia ss Ru 22% 33% 23% 22% a re Ko h ut So 26% 37% 18% 19% n ai Sp 8% 29% 29% 34% K U 18% 33% 21% 28% SA U Daily reach Weekly reach Monthly reach Less often

Sharing Content – uploading videos: context North America Europe Asia & Oceania 1 USA 5 UK 21 Pakistan 25.3m 5.7m 1.2m 2 Canada 6 Netherlands 22 India 2.0m 1.9m 9.4m 7 France 23 China 2.5m 35.5m Central & 8 Switzerland 24 Hong Kong 0.5m 1.0m South America 9 Spain 25 Taiwan 3.4m 3.1m 3 Mexico 3.9m 10 Italy 26 South Korea 3.1m 5.9m 4 Brazil 10.2m 11 Denmark 27 Japan 0.3m 6.1m 12 Poland 28 Philippines 1.3m 2.2m 13 Germany 29 Australia 6.3m 1.5m 2 14 Czech Rep. 0.4m 15 Hungary 0.2m 16 Romania 1.0m 17 Austria 0.5m 1 USA 18 Turkey 2.1m 25.3m 19 Greece 0.4m 20 Russia 2.2m 3 3 Shared Videos Online – impact versus total population Universe Sizes versus total 16-54 population 4% Ta g K ea .3% 21 20. % Sp an 1. 2% .5 6% Ro ce 7% 6. an g .6 M nd 8% % st an 4% .% ai y 7% ee 6. lic on o 18 iw on 18 rm a 1 1. la 4. .5 az .0 % un 2. % ili .2 % SA 3 7 % Sw ma .8% Gr ce pub Ge rali d 1 Fr h R 3% Ja an 9% Au zerl 10. U 13 6% Cz ico 3% De da % U n 1 12. Br n 8 7.6 Po ey s 4 Ch gar 4% H sia .5 Ph a 4 .0 Ita il 8 % 15 % H h K ds Tu ppi % Au 8.8 % ki 4% na 9.2 et 6% 1 in y 4 st % K .9 rk ne ec 6. m 6. ly .8 ut an r ex 5. n9 an e it rk pa ia Ru stan Pa 1. N. So erl Ca ria a h s di In 25 4 % Ever Shared Photos Online 0 Power to the people - Social Media Tracker Wave 3

55 20 11 5 12 6 14 13 7 8 17 16 15 23 China 10 9 26 35.5m 27 18 19 21 24 25 22 28 29

Consuming Content – video clips: usage trends Video clips continue to grow massively and penetration is huge in all markets. Power to the people - Social Media Tracker Wave 3

57 Video clips continue to grow Growth is universal across all countries 31% to 82% global reach seen in all markets massively and penetration is huge in all markets. This is thanks to the Lowest difference between markets of any social media platform Range 63% – 99% continual rise of video sharing sites and users embedding video clips on Very high frequency medium 71% weekly reach social networks, blogs and web pages. Reach among total population comparable with broadcast media In Netherlands almost 50% of all 16-54s are watching video Volume of users worldwide is vast Estimated 394m users Watching Video Clips Wave 3 “Thinking about using the Internet, which of the following have you ever done?” – “Watching Video Clips” Active Internet Universe % .0 Gr g K 6.5 .5% % Ita erl .2% 84 U rali 77. 8% Pa 85 .0% 1% Tu il 9 .6% 6% .2 st e 3% 7% iw 90 5% pa .2 0% ee on % nm 6% % on y 86 et 8 lic na .3% 9 st y 7. di 86 6. rm an % az 94 8. Ch an .5% SA a 1 % Sp a 8 .2% 63 % Po ani .4% Ca 78 ds 7 De 4. 5.0 Fr sia .1% So n 8 0% N ria pub Au an d 7 H h K 6% Ro ey 9 2% Au h R 84. Ge zerl 8.3 In ce g 8 Ta nd 92. Br ico s 9 Ja 74 7. U stan % .4 ce .9 Ru n 6 % H gar ea ki .6 8 88 h0 in 89 an 67 m3 ai 9. ex ne ut 6. rk 4. r ly an it 7 s8 ec k un o la a Cz ar Sw da M ppi a ili K Ph 100 % Ever Done 0

Watching video clips Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Watching Video Clips” Active Internet Universe Global Philippines 32.0% 63.3% 82.8% 39.9% 60.7% 98.7% 25.2% 57.5% 77.0% Australia Russia 21.6% 57.5% 67.9% China South Korea 56.2% 78.9% 89.0% 29.7% 73.5% 85.8% France Spain 23.4% 53.6% 63.4% 28.0% 69.4% 86.8% Germany UK 20.1% 44.3% 77.1% 32.3% 61.2% 84.6% USA 31.8% 51.7% 74.2% 34.6% 63.3% 78.3% Italy Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 Power to the people - Social Media Tracker Wave 3

Consuming Content – video clips: usage trends 59 Frequency of watching video clips “Thinking about using the Internet, how often do you do any of the following?” – “Watch video clips” – Video clip viewers only 27% 44% 19% 10% al ob Gl 49% 37% 7% 7% il az Br 35% 49% 10% 6% a in Ch 21% 48% 21% 10% ce an Fr 12% 47% 25% 16% y an rm Ge 41% 39% 13% 7% ia nd sI ip cl h o atc 29% 44% 18% 9% de W ly vi % Ita 24% 37% 31% 8% an p Ja 16% 44% 25% 15% ia ss Ru 29% 41% 24% 6% a re Ko h ut So 26% 50% 17% 7% n ai Sp 18% 45% 27% 10% K U 16% 46% 23% 15% SA U Daily reach Weekly reach Monthly reach Less often

Consuming Content – video clips: context North America Europe Asia & Oceania 1 USA 5 UK 21 Pakistan 74.2m 15.0m 2.2m 2 Canada 6 Netherlands 22 India 5.7m 4.8m 15.3m 7 France 23 China 8.1m 54.4m Central & 8 Switzerland 24 Hong Kong 1.5m 1.6m South America 9 Spain 25 Taiwan 9.5m 4.4m 3 Mexico 6.4m 10 Italy 26 South Korea 8.0m 11.8m 4 Brazil 14.5m 11 Denmark 27 Japan 1.3m 20.3m 12 Poland 28 Philippines 3.2m 3.6m 13 Germany 29 Australia 14.6m 4.0m 2 14 Czech 1.5m 15 Hungary 1.1m 16 Romania 1.5m 1 USA 17 Austria 1.0m 74.2m 18 Turkey 4.7m 19 Greece 1.0m 20 Russia 5.9m 3 3 Watched Videos Online – impact versus total population Universe Sizes versus total 16-54 population % .3 U 40 3% .1% % Ca n 2 % 22 So ma g 3 .3% Sp h K 34 0% .5 Br ey .4 % ai or .1% st 30 6% st 15 8% on an 9% ec 21 2% pa .0 lic SA 8 37 47 iw y % ut rk 4. rk 10 .3 n on 2 s .4 % az 11 % un 2 % Gr an .3% Fr gar .1% Ita h R .7% Sw rali .1% Po il 1 .0% Ge ada .7% Ja 23 pub De g K d 3 Ro nd 5% Ta an .4 Au an 29. Au ce 14. Tu ico s 7 M ppi 5% H zerl 1. Ru a 6 .6 H ria .9 Cz ce 1. N 1. % U n 3 ea s Ph sia % ki 4% rm 28 nd et 3% it a 3 in n 2 an y 2 m 13 0 K .9 ex ne . la 2. ly e n6 ili 6. ee ia rla Pa 2. Ch sta he 4 a di 50 In 4 % Ever Shared Photos Online 0 Power to the people - Social Media Tracker Wave 3

61 20 11 5 12 6 13 14 78 17 15 16 23 China 54.4m 9 26 10 27 19 18 21 25 24 22 28 29

Consuming Content – podcasts: usage trends Podcasting was initially slow to take off, but recently has shown real and Growth massive between Waves 2 and 3 significant growth. This is thanks From 21% to 49% world-wide. to the increase in portable video China is the worlds biggest podcast market 74% use, with an estimated 45m users players and the ease of access that Actively involved – regular downloads services like iTunes have pioneered. 18% listen and download everyday Power to the people - Social Media Tracker Wave 3

0 80 % Ever Done Ch in M a7 ex 4 . Ro ico 3% m 71 Downloaded a podcast Br ani .5% az a 6 Ph il 6 4. ili 3. 4% Ru ppi 1% ss ne In ia s 6 di 57 1. a “Downloaded a Podcast” Active Internet Users Sp 57 .9% 8% ai .8 Tu n 5 % rk 1. So ey 5 0% ut 0 Po h K .8% la or Pa nd ea 4 ki 47 9 Cz stan .3% .2% ec 4 U h R 7.0 K 4e % Sw 2. pub it 2% lic 43 H zerl on an .2 gd % “Thinking about using the Internet, which of the following have you ever done?” – Au K 4 st ong 2. De rali 4 2% n a 4 2. Au mar 0. 2% st k 2% Gr ria 38. ee 37 3% Ge ce .6% rm 34 Fr an .8% an y Ta ce 34. iw 34 8% Ja an .2% pa 33 U n 3 .0% SA 0 Ca 29 .2% na .5 H da % un 2 N gar 8.8 et y % h2 Ita erl 6.6 ly an % 25 ds .1 26 % .3 % 63

Downloading Podcasts Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Downloaded a Podcast” Active Internet Users Global Philippines 18.4% 21.8% 48.8% 8.3% 26.4% 61.3% 14.4% 21.7% 40.2% Australia Russia 13.8% 12.6% 57.9% China South Korea 24.3% 51.8% 74.3% 17.9% 23.8% 49.2% France Spain 25.2% 20.9% 34.2% 20.8% 16.6% 51.0% Germany UK 12.5% 8.9% 34.8% 14.3% 22.2% 42.2% 16.2% 14.7% 25.1% Italy USA 12.7% 14.3% 29.5% Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 % ever done Power to the people - Social Media Tracker Wave 3

Consuming Content – podcasts: 65 usage trends Frequency of Downloading a Podcast “Thinking about using the Internet, how often do you do any of the following?” – “Download a Podcast” – Podcast users only 20% 40% 19% 21% al ob Gl 36% 39% 11% 14% il az Br 27% 45% 12% 15% a in Ch 15% 37% 21% 27% ce an Fr 9% 40% 19% 32% y an rm Ge 26% 46% 12% 16% a di In as dc ad Po lo t 27% 45% 14% 14% a own ly Ita D % 19% 24% 27% 30% an p Ja 19% 34% 28% 19% ia ss Ru 23% 41% 22% 14% a re Ko h ut So 17% 48% 21% 14% n ai Sp 8% 40% 22% 30% K U 16% 37% 20% 27% SA U Daily reach Weekly reach Monthly reach Less often

Consuming Content – podcasts: context North America Europe Asia & Oceania 1 USA 5 UK 21 Pakistan 29.5m 7.5m 1.2m 2 Canada 6 Netherlands 22 India 2.1m 1.6m 10.3m 7 France 23 China 4.4m 45.4m Central & 8 Switzerland 24 Hong Kong 0.8m 0.8m South America 9 Spain 25 Taiwan 5.6m 3.5m 3 Mexico 4.8m 10 Italy 26 South Korea 2.6m 13.7m 4 Brazil 9.5m 11 Denmark 27 Japan 0.5m 9.0m 12 Poland 28 Philippines 1.7m 2.3m 13 Germany 29 Australia 6.6m 2.1m 2 14 Czech Rep. 0.4m 15 Hungary 0.3m 16 Romania 1.4m 17 Austria 0.5m 1 USA 18 Turkey 2.6m 29.5m 19 Greece 0.4m 20 Russia 5.0m Downloading Podcasts – impact versus total population 3 Universe Sizes versus total 16-54 population 4% % % 5% So 0. d 1 7% Po gar 4% 6. an 5% .3 ra % .8 Tu sia % % an 1 3% % % it on 7% iw 2. 21 ut 6% 7. .c st .2 15 pa 11 % s .4 .5 . ly 6. % % SA an 5 ilip 6% % et rk 3 un 6 li K an 6 Ge n 1 .7% De an .8% H ce pub Ja ce 0.4 Fr ada 10. U erl 15. Au il 8 9% N a 3. Ca an 4% Sw g K 6. M 7.4 9% Ru a 5 s 4 U zerl g 1 Gr h R 0% Ita nd .5 .4 Cz ey % Ph 1. .4 n ea Au 16 ds Ro ria % nm y 1 1 la y 6 rk 5.5 24 a1 ex % ai or in ne st .2 az 7. ee e m 9. rm 1 ec 6. n ia on lia di n Sp h K Ta 2 Ch pi In sta Br ico 2 h ki Pa H 30 4 % Ever downloaded podcasts 0 Power to the people - Social Media Tracker Wave 3

67 20 11 5 12 6 14 13 7 8 17 16 15 23 China 10 9 26 45.4m 27 18 19 21 24 25 22 28 29

Consuming content: RSS 69 RSS (Really Simple Syndication) is a key technology in social Huge growth from Wave 2 to Wave 3 media. It connects users to content and moves content into 15% to 38% worldwide a variety of platforms. However in Waves 1 and 2 it had stubbornly refused to gain popularity despite its crucial role BRIC markets lead in changing the way we access information and use social Russia, Brazil and China lead the way, all 50% plus adoption media platforms, The issues were lack of consumer awareness and low knowledge about what it does. Wave 3 seems to have Huge variations in adoption heralded a tipping point in adoption. Hungary 15% > Russia 57% Still lags relative to other social computing technologies Subscribed to an RSS feed “Thinking about using the Internet, which of the following have you ever done?” – “Subscribe to an RSS feed” Active Internet Users % 0% ry bl % .7 5. Pa g K % .4% Ro ria .8% 4% Tu n 3 5.0 5% ga pu .2 In h K .1%2% 14 ic 1 na .6 4% 25% n .5 % an y 3% rk 3. % un e 7 on . 4 st 28 9. ai 3 6. ec an % K20 Au 4. .7% Ge ani .8% Sw n 3 .0% De 24 4.6 ut 45 5. H h R ds 1 Ph nd .4% M ppi .7% Gr zerl 4% Ch il 5 .6% H 44 ea 4 Po an 9% Ca 18 20. U ce 27. Ta a 5 3% Au ce d 2 Ja ey 3 6% Sp stan g 3 Fr an 7. Cz erl 8.0 N da % So ico s 4 U mar % st 9% ly a 2 rm a 2 it 1. 0 m 28 pa 2 la 48 iw 3. ili 47 az 56 in 5. ki on ee an di or et 1 ex ne SA k Ita rali Br ia h a ss Ru 60 % Ever read 0

Consuming content: RSS Subscribing to an RSS feed – Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Subscribe to an RSS feed” Active Internet Users 27.5% 18.3% 56.6% Russia Global 15.8% 15.3% 38.2% France Spain 27.6% 11.4% 25.7% 18.6% 13.2% 33.6% Germany UK 10.3% 8.7% 24.9% 5.4% 7.9% 27.0% USA Italy 13.8% 9.1% 18.6% 7.2% 16.4% 24.5% Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 Power to the people - Social Media Tracker Wave 3

71 Frequency of accessing RSS Feed “Thinking about using the Internet, how often do you do any of the following?” – “Subscribing to an RSS Feed” – RSS users only 27% 32% 17% 24% al ob Gl 31% 37% 13% 19% zil a Br 28% 42% 12% 18% a in Ch 26% 34% 18% 22% ce an Fr 24% 35% 13% 28% y an rm Ge 25% 42% 15% 18% a di In fe to S e ed 36% 33% 20% 11% RS crib ly Ita an ubs S % 45% 19% 11% 25% n pa Ja 25% 26% 28% 21% ia ss Ru 29% 39% 18% 14% a re Ko th u So 23% 37% 23% 17% n ai Sp 13% 31% 23% 33% K U 25% 35% 16% 24% SA U Daily reach Weekly reach Monthly reach Less often

Consuming content: RSS North America Europe Asia & Oceania 1 USA 5 UK 21 Pakistan 18.6m 4.4m 0.9m 2 Canada 6 Netherlands 22 India 1.3m 1m 7.8m 7 France 23 China 3.3m 33m Central & 8 Switzerland 24 Hong Kong 0.6m 0.7m South America 9 Spain 25 Taiwan 3.7m 3.1m 3 Mexico 3m 10 Italy 26 South Korea 2.5m 6m 4 Brazil 8.7m 11 Denmark 27 Japan 0.3m 9.3m 12 Poland 28 Philippines 1.7m 1.6m 13 Germany 29 Australia 5.1m 1.3m 2 14 Czech Rep. 0.4m 15 Hungary 0.2m 16 Romania 0.6m 17 Austria 0.4m 1 USA 18 Turkey 1.6m 18.6m 19 Greece 0.3m 20 Russia 4.9m 3 3 Subscribing RSS – impact versus total population Universe Sizes versus total 16-54 population % %% Ita nd 5% 6.4 Sw 2.2 0. .3% Sp g K .3% .2% Ta th K 8% 4% .5 .9 it % 4% rk y 3 .3% % 21 18 u 4. 4. la 6. lic 1 y1 0 s8% ee 5. % on 2 2 ili .2 % Ch ey 3 .6% et .2 2 1 H n1 d1 Ru ce 0% So n 1 g 1 De il 7 2% Au ce 8.2 Po da ub Cz sia .3% U tral .8% Au 7. 0% Gr ico 4.4 Ro a 3 % Ca h R 4% N 10 10. Tu gar s 3 Ph a 1 1.1 an ea M ani % Ge erla % U an s Fr ma % H ppi % in .8 rm nd na ep st 2% pa lan ai on iw or m .9 az 7. n .5 ly 7. un ne ec 5. an rk s5 ex a SA ia di n Ja zer In ista Br ria 25 h k K Pa 4 % Ever subscribe to RSS 0 Power to the people - Social Media Tracker Wave 3

73 20 11 5 12 6 13 14 15 16 7 8 17 23 China 10 9 26 33m 27 18 19 21 24 25 22 28 22 29

The trend in Wave 3 is the continued shift to uploading and sharing rich multi-media content and as with blogging, there is a big movement towards participation. We can also see real changes in how people consumer content; they are now watching on demand in greater numbers than ever. This represents a real shift in media consumption from passive to personal control. As the internet becomes more central to living room media consumption, it will impact the way we consume television. In the short term it is commanding more of our time, fuelling duel media consumption in home (laptop with the TV on) and changing our relationship with media to one of being in control. Power to the people - Social Media Tracker Wave 3

Consuming content: the impact 75 • The environment is now perfect for creating and distributing branded content. Consumers expect to see and are happy to share it if the content is good. Brands are part of the modern fabric of society and have as much legitimacy as consumers to create and share content. • In the future web distributed content could potentially become another revenue stream for existing content producers and brands as video sites begin to cut the advertising revenue with uploaders. • Consumers are creating content in unprecedented numbers, brands who have far more resource should be to. • User generated content is now firmly part of the media spectrum. This is an opportunity for media companies to supplement their professional content with user content. It is also an opportunity for advertising It’s not all about You Tube: to inspire consumers to create with branded elements. Dailymotion: A European youtube rival (dailymotion.com) • The role for advertising will move away MSN Video: Microsoft rival. (video.msn.com) from the interruptive model towards Metacafe: Pay the contributor based on pageviews (metacafe.com) less interruptive formats such as pre rolls, sponsorship and branded Metatube: Searches every video site in one hit (metavideo.com) content which help consumers Myspace TV: Social Network giant diversifies (vids.myspace.com) access new content. Chinese versions: Tudou.com, 56.com, pomoho.com Japanese versions: Watchme.tv, peevee.tv, cliplife.jp South Koreans number 1: Pandora.tv

Final word Create • The future of marketing is about acting how you want to be The key technologies that underpin the perceived rather than talking about it. Social media gives you this social media revolution continue their assent. possibility by creating experience. Social media is established everywhere there • Create branded content to be distributed across the global social is an internet connection and it has to be media platforms. Consumers are doing it; well resourced brands considered for all advertisers, marketers and have no excuse. content producers as a core part of their • Develop widgets, applications, services and platforms that create a genuine consumer benefit and drives engagement. Provide communications. Social media has impacted consumers with tools to manage their personal every aspect of the internet and transformed brands online. the role it plays in our lives. • Be inventive in connecting with consumers. Integrate it with offine communications and use social media as link or as a The social orientated internet is a massive story to communicate. opportunity for brands, advertisers and marketers if embraced properly. It enables a much more positive relationship with consumers where true benefits are created. The social orientated internet is a massive opportunity for brands, advertisers and marketers if embraced properly. Power to the people - Social Media Tracker Wave 3

77 Participate Connect • Move away from siloed brand sites: In a world of interlinked • Use social media to create a dialogue with consumers. platforms and content, the stand alone brand site is not • Track opinions in the blogosphere. as engaging. • Exist inside Social Networks: Create profiles, develop networks • Think global; consumers are. Media consumption and social to distribute content and employ advertising and sponsorship to interaction are moving international, constrained by language not drive engagement with consumers. borders. Global brand identities, multi market campaigns and international structures are all essential. • Allow consumers to interact with your brand: User generated advertising, branded blogs and ongoing feedback are expected. • Embrace social platforms as part of your communications mix; blogging platforms, social networks, video and photo sharing sites are where consumers spend most time and where the greatest opportunities for engagement exist. Think global; Use social consumers are. media to create a dialogue with consumers.

Moving Forward The next major in-depth due to be released in mid 2008 will investigate word of mouth in the online age. It will focus on Wave 3 of this social media tracker how the wealth of consumer and peer to peer opinion we are is part of an ongoing global research now exposed to impacts on how we form opinions on brands, programme that focuses on the impacts products and services. of digital media and technology. Wave 4 of the social media tracker is scheduled for late 2008 and should include a number of new social media innovations and a In parallel to the tracker in-depth studies larger geographical coverage. are carried out to look at particular digital media topics. The last in-depth study “Anytime, Anyplace” looked at mobile phones and portable technology, in particular demands for content services and the role of advertising. Any questions or comments please contact tom.smith@universalmccann.com ...an ongoing global research programme that focuses on the impacts of digital media and technology. Power to the people - Social Media Tracker Wave 3

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Universal Mc Cann Social Networking

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Universal Mc Cann Social Networking — Presentation Transcript