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

Power to the people - Social Media Tracker Wave 3

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

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
users in 29 countries and was completed in March 2008. • The role for advertisers and brands has never had so much
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
more bloggers than the US, emerging markets leading take up and • Emerging internet markets are leading the way in usage,
Japan shunning photo sharing. closing the gap with developed countries.
Tom Smith
Tom.smith@universalmccann.com
Wave 3
Wave 1 29 Countries
15 Countries 17,000 Internet
Wave 2 Users
7500 Internet 21 Countries
Users March
10,000 Internet 2008
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
• Over time, all users increase the regularity of usage. penetration terms.
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%
K 6 6
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.
n 8
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 6 12
2
13 14
7 8 15
1 USA 17 16
100m 9 10
18
19
3
3
North America Europe Asia & Oceania
1 USA 100m 5 UK 17.8m 21 Pakistan 0.26m
2 Canada 7.8m 6 Netherlands 6.1m 22 India 17.8m
Central &
7 France 12.8m 23 China 61.0m 4
8 Switzerland 1.3m 24 Hong Kong 1.8m
South America 9 Spain 10.9m 25 Taiwan 5.4m
3 Mexico 6.7m 10 Italy 10.2m 26 South Korea 13.7m
4 Brazil 13.8m 11 Denmark 1.3m 27 Japan 29.8m
12 Poland 3.6m 28 Philippines 3.7m
13 Germany 18.8m 29 Australia 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
21 the above universe sizes. When estimating
24 global usage figures of different social media
25
technologies we make the fair assumption
that the vast majority of users will be active
22
28 users and between the ages of 16-54.
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.fic r.com/phot
Social media is an important
k
Social media represents shift, as it summarises the
a big improvement over os/
importance of interaction, the consumer
pi cc
Web 2.0 as a term to
lly
wi
ls o
adi and the community. The term emphasises
n/6
876
describe the changes that have
6 1 3 2/ the idea that as a collective it can have as much
impacted the internet. The idea impact as any traditional media platform.
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
ckr.
co m/ emphasis from professional content producers to the consumer.
www.fi
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
Podcasts Social RSS
Platforms
Message Widgets
Boards
Chat Social
Rooms Networking

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
80% Start my own blog/weblog
Leave a comment on a news site
70%
Watch video clips online
60% Download a podcast (pre-recorded radio/
% Ever done
50% audio show)
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
Watch video clips online 22% 37% 16%
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%
Manage profile on existing social network 17% 18% 11%
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 Visit a friends social Man
Watch video clips online Read blogs/weblogs Share a video clip
blogs/weblogs network page on a s
394m 346m 303m
321m 307m
Power to the people - Social Media Tracker Wave 3 www.fickr.com/photos/mshandro/34964515/

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

Power to the people - Social Media Tracker Wave 3

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.
• Growth continues at a global level • Very high frequency medium
– 77% Read blogs – up 11% on Wave 2 – 50% daily reach in Brazil and Japan
• Saturation in growth in some markets • Blogs are primarily a community media
– South Korea, China, Italy and Russia all reached their – Personal blogs and friend and family blogs are number
limits of growth one destination for reading
• logging as a collective rivals traditional media
B • They’re not for geeks
– 70% weekly reach – Music, TV, film and News are the next highest destinations
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
a c
ai 78
n 59
e 86
ob 70
.
ki 7.
iw 7.
ili or
ec 0
K an
an .9
rm 5
ly 4
m e
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
Global 54% 66% 77% Philippines 33% 64% 90%
Australia 21% 55% 62% Russia 73% 72% 71%
China 58% 85% 88% South Korea 72% 91% 92%
France 75% 77% 78% Spain 70% 72% 78%
Germany 20% 15% 55% UK 38% 54% 66%
Italy 79% 76% 79% USA 62% 61% 60%
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
h
ut
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
Fa og
m s
ily (d
ia
29.1%
of ry
N fri
ew e nd
sit
e s)
s/ bl
cu og
rre s
What kind of blogs do you read?
26.6%
Op nt
in af
fa
io i
ns rs
on
M pr
us od
ic uc
ts
Te an
c hn d
ol br
og an
y ds
Co
m
pu
te
r s
Bu
sin
es
s
(g
Bu en
sin er
“When you read blogs, which of the following topics would you read most often?” Active Internet Universe
es al
s ne
Sc ne ws
ie ws an
nc – d
e re
le
op
in
33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7%
va io
Sp
or n tt n)
t o
m
y
cu
Fi rre
lm nt
/T jo
V b
Ga
m
in
g
26.4% 18.2% 22.5%
Tr
a ve
l (h
ol
9.8%
Ce id
ay
l eb de
rit st
ie in
s
6.7%
at
io
21
Ot
he ns
r )

Reading blogs: putting it in context
North America Europe Asia & Oceania
1 USA 60.3m 5 UK 17.8m 21 Pakistan 1.95m
2 Canada 4.1m 6 Netherlands 4.1m 22 India 15.1m
7 France 8.1m 23 China 53.8m
Central & 8 Switzerland 1.21m 24 Hong Kong 1.2m
South America 9 Spain 8.5m 25 Taiwan 4.8m
3 Mexico 5.9m 10 Italy 8.1m 26 South Korea 12.5m
4 Brazil 13.1m 11 Denmark 0.81m 27 Japan 25.1m
12 Poland 2.6m 28 Philippines 3.3m
13 Germany 10.5m 29 Australia 3.2m
14 Czech 1.2m 2
15 Hungary 0.1m
16 Romania 1.5m
17 Austria 0.75m 1 USA
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
3 n .
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 .
s 1
s k
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
7 8 17 15
16
23 China
53.8m
9 10 26 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.
• ontinued shifts into participation
C • Germany finally found its blogging voice
– 45% have started a blog, up 14% – 28% have started a blog, up from 8%
– 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%
h 7 %
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%
s 3 %
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
2 5
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
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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
Global 28.3% 30.6% 44.8% Philippines 14.1% 41.0% 64.9%
Australia 18.3% 17.9% 29.0% Russia 14.8% 21.3% 27.7%
China 58% 61.1% 70.3% South Korea 45.5% 55.2% 70.6%
France 17.6% 31.4% 31.5% Spain 24.8% 29.1% 41.4%
Germany 6.0% 7.5% 27.8% UK 9.8% 18.5% 25.3%
Italy 22.5% 26.5% 33.3% USA 20.2% 21.1% 26.4%
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%
azil
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
%
pan
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
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ry
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–
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ws
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/T
rit
pu
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nc
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r
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ic
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sin
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m
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ew
lm
us
ie
c
r
Sp
Ga
l
Ot
a
Op
Bu
Bu
Te
Ce
Pe
Co
Fa
Sc
M
Tr
Fi
N
63.5% 38.9% 29.1% 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%
Fa bs
vo ite
u rit s
e
/c
ur
re
nt
24.3%
U ly
pl lis
oa te
d n
m ed
us to
ic m
“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
e. e.g gs
g ap
ph p
ot lic
os at
fro ion
m st
34.1%
Op a ha
in ph t d
io ot isp
ns o
on sh lay
ar ot
pr in he
od g
sit r si
6.6%
Ot uc e) te
he ts co
r an
d nt
en
br
an t
ds
29

Writing blogs: putting it into context
North America Europe Asia & Oceania
1 USA 26.4m 5 UK 4.3m 21 Pakistan 0.9m
2 Canada 1.6m 6 Netherlands 1.7m 22 India 8.4m
7 France 3.8m 23 China 42.3m
Central & 8 Switzerland 0.5m 24 Hong Kong 0.9m
South America 9 Spain 4.2m 25 Taiwan 4.4m
3 Mexico 3.7m 10 Italy 3.4m 26 South Korea 9.9m
4 Brazil 7.0m 11 Denmark 0.3m 27 Japan 14.1m
12 Poland 1.1m 28 Philippines 2.3m
13 Germany 5.2m 29 Australia 1.38m
14 Czech Rep. 0.62m 2
15 Hungary 0.06m
16 Romania 0.5m
17 Austria 0.3m
18 Turkey 1.5m 1 USA
19 Greece 0.3m 26.4m
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
a 1
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 6 12
13 14
7
8 17
15 16
9 10 23 China
26
18 42.3m 27
19
21
24 25
22
28
29

Blogging: the impact
As a collective, the blogosphere rivals any mass media in
terms of reach, time spent and wider cultural, social and
All companies and brands should
political impact. There are also major shifts into participation, consider employing them to create
pioneered by the Asian markets and now happening everywhere,
even Germany. Blogging today must be embraced whether you open and honest dialogue. Any blog
are a marketeer, advertising professional or content producer.
that spins the truth will be found out.
In a world of social media honesty is
www.
fickr.com
/photos/wfryer/50
3600
331
/
the only policy.
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
management and consumers have come to expect them. All companies and brands should The role
consider employing them to create open and honest dialogue. Any blog that is spins the
truth will be found out. In a world of social media honesty is the only policy.
for advertising
is going to be more
• The collective might of the blogosphere means that today it is an obvious platform
for advertising. Only a few blogs have the size to attract advertisers alone so affiliate
important in the future as
programs and advertising networks are the way forward to reach it becomes essential
a mass audience. to provide free
• Bloggers value advertisements, not only for the money Things to watch access to
they can bring, but the credibility they lend to in the world of blogging: sites.
their site. The role for advertising is going to be
more important in the future as it becomes Micro Blogging: Blogging in 140 characters
essential to provide free access to sites, or less. Sounds inane, but surprisingly addictive.
web services and content. Everything is Check out Twitter.com and Jaiku.com Perfect for the
becoming ad supported. mobile age.
• Increasingly blogs are incorporating Political Influence: All the candidates in the US presidential
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.
• The blogosphere is now so large it is
Fake Blogs: The real pretend thoughts of the rich and
an accurate barometer of consumer famous. Check out Steve Jobs (www.fakesteve.blogspot.com)
opinion. All brands should be using or a whole network from Hillary Clinton to Gordon Ramsay at
it as a means to measure consumer Newsgroper (www.newsgroper.com).
opinion, track response to marketing
initiatives and as a forum for research. Blogging Fame: Bloggers are finding fame and
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:
• Global penetration has increased significantly • S saturated as growth stalls at 41%
U
– 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
• onnecting people globally: emerging markets with high
C variety of content
emigration lead the way – 55% uploaded photos
– Philippines 83%, Hungary 80%, Poland 77%, Mexico 76% – 21% installed applications
– 23% uploaded video
• UK hit by the Facebook factor
– Usage up 32% • ocial Networks becoming social utilities for managing
S
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
Global 27.3% 36.2% 57.5% Russia 23.1% 41.7% 74.2%
France 16.0% 10.3% 33.1% Spain 37.3% 39.5% 44.6%
Germany 22% 19% 40.6% UK 26.9% 27.4% 59.7%
Italy 11.3% 19.1% 40.8% USA 39.2% 40.0% 42.5%
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
era
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 43m 5 UK 10.6m 21 Pakistan 1.84m
2 Canada 4.24m 6 Netherlands 3.7m 22 India 11.8m
7 France 4.24m 23 China 39.0m
Central & 8 Switzerland 0.8m 24 Hong Kong 0.97m
South America 9 Spain 4.7m 25 Taiwan 4.0m
3 Mexico 5.1m 10 Italy 4.0m 26 South Korea 9.4m
4 Brazil 11.4m 11 Denmark 0.6m 27 Japan 12.4m
12 Poland 2.7m 28 Philippines 3.0m
13 Germany 8.2m 29 Australia 2.6m
14 Czech 0.8m 2
15 Hungary 1.0m
16 Romania 1.4m
17 Austria 0.6m 1 USA
18 Turkey 3.3m
19 Greece
20 Russia
0.5m
6.1m 43m
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%
n 2 1
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
2 5
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
13 14
7 8
16
17 15
23 China
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
5 m
nk m
st er
ys ok
i5 3
bo 18
ie 2
og 3
w m
h 9
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% 63% 74%
40%
76%
63%
23%
35%
34% 89%
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 on-
line 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%
m e %
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
4 1
di 69
st 48
.
in ne
ki on
rm 6.
iw 0.
ee an
on .
un k
K 5
n y
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
e ra
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 47.1m 5 UK 8.7m 21 Pakistan 1.6m
2 Canada 3.0m 6 Netherlands 2.8m 22 India 11.6m
7 France 3.9m 23 China 45.0m
Central & 8 Switzerland 0.7m 24 Hong Kong 1.2m
South America 9 Spain 8.5m 25 Taiwan 3.5m
3 Mexico 4.9m 10 Italy 5.0m 26 South Korea 7.3m
4 Brazil 10.1m 11 Denmark 0.4m 27 Japan 6.2m
12 Poland 2.0m 28 Philippines 3.14m
13 Germany 8.1m 29 Australia 2.4m
14 Czech 1.0m 2
15 Hungary 0.4m
16 Romania 1.3m
17 Austria 0.6m 1 USA
18 Turkey 2.5m
19 Greece
20 Russia
0.6m
4.5m 47.1m
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%
U K %
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.
n k
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
7 8
16
17 15
23 China
9
45m
10 26
18 27
19
21
24 25
22
28
22
29

Sharing Content – uploading videos: usage trends
Considering the complexities of sourcing and uploading • Similar pattern to photosharing
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
often they do it. • Huge variation in involvement
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
a 3
3
k on
ili 8.
ly an
an 0
on .
et 0
K y
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%
p an
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 25.3m 5 UK 5.7m 21 Pakistan 1.2m
2 Canada 2.0m 6 Netherlands 1.9m 22 India 9.4m
7 France 2.5m 23 China 35.5m
Central & 8 Switzerland 0.5m 24 Hong Kong 1.0m
South America 9 Spain 3.4m 25 Taiwan 3.1m
3 Mexico 3.9m 10 Italy 3.1m 26 South Korea 5.9m
4 Brazil 10.2m 11 Denmark 0.3m 27 Japan 6.1m
12 Poland 1.3m 28 Philippines 2.2m
13 Germany 6.3m 29 Australia 1.5m
14 Czech Rep. 0.4m 2
15 Hungary 0.2m
16 Romania 1.0m
17 Austria 0.5m
18 Turkey 2.1m 1 USA
19 Greece 0.4m 25.3m
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.
n 9
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 6 12
13 14
7
8 17 16
15
9 10 23 China
26
18 35.5m 27
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
8 8
h 0
in 89
an 67
m 3
ai 9.
ex ne
ut 6.
rk 4.
r
ly an
it 7
s 8
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%
Australia 25.2% 57.5% 77.0% 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 20.1% 44.3% 77.1% UK
32.3% 61.2% 84.6%
34.6% 63.3% 78.3% USA 31.8% 51.7% 74.2%
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
s I
ip
cl h
o atc
29% 44% 18% 9%
de W
ly
vi %
Ita
24% 37% 31% 8%
p an
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 74.2m 5 UK 15.0m 21 Pakistan 2.2m
2 Canada 5.7m 6 Netherlands 4.8m 22 India 15.3m
7 France 8.1m 23 China 54.4m
Central & 8 Switzerland 1.5m 24 Hong Kong 1.6m
South America 9 Spain 9.5m 25 Taiwan 4.4m
3 Mexico 6.4m 10 Italy 8.0m 26 South Korea 11.8m
4 Brazil 14.5m 11 Denmark 1.3m 27 Japan 20.3m
12 Poland 3.2m 28 Philippines 3.6m
13 Germany 14.6m 29 Australia 4.0m
14 Czech 1.5m 2
15 Hungary 1.1m
16 Romania 1.5m
17 Austria 1.0m 1 USA
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
n 6
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
7 8 17
15 16
23 China
54.4m
9 10 26 27
19 18
21
24 25
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
4 e %
Sw 2. pub
it 2% lic
H zerl 43
on an .2
g d %
“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 %
h 2
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%
Australia 14.4% 21.7% 40.2% 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 12.5% 8.9% 34.8% UK
14.3% 22.2% 42.2%
Italy 16.2% 14.7% 25.1% 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: usage trends 65
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%
p an
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 29.5m 5 UK 7.5m 21 Pakistan 1.2m
2 Canada 2.1m 6 Netherlands 1.6m 22 India 10.3m
7 France 4.4m 23 China 45.4m
Central & 8 Switzerland 0.8m 24 Hong Kong 0.8m
South America 9 Spain 5.6m 25 Taiwan 3.5m
3 Mexico 4.8m 10 Italy 2.6m 26 South Korea 13.7m
4 Brazil 9.5m 11 Denmark 0.5m 27 Japan 9.0m
12 Poland 1.7m 28 Philippines 2.3m
13 Germany 6.6m 29 Australia 2.1m
14 Czech Rep. 0.4m 2
15 Hungary 0.3m
16 Romania 1.4m
17 Austria 0.5m
18 Turkey 2.6m 1 USA
19 Greece 0.4m 29.5m
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 ma 13.
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 %
1
la y 6
rk 5.5
24
a 1
ex %
ai or
in ne
st .2
az 7.
ee e
m 9.
rm 1
ec 6.
n ia
n y
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 6 12
13 14
7 8
17 16
15
10 23 China
9 26
18 45.4m 27
19
21
24 25
22
28
29

Power to the people - Social Media Tracker Wave 3

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%
2 5 %
n .5 %
an y 3%
rk 3. %
un e 7
on . 4
st 28 9.
ai 3 6.
ec an %
K 2 0
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
Global 15.8% 15.3% 38.2% Russia 27.5% 18.3% 56.6%
France 27.6% 11.4% 25.7% Spain 18.6% 13.2% 33.6%
Germany 5.4% 7.9% 27.0% UK 10.3% 8.7% 24.9%
Italy 7.2% 16.4% 24.5% USA 13.8% 9.1% 18.6%
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%
a zil
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
h
ut
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 18.6m 5 UK 4.4m 21 Pakistan 0.9m
2 Canada 1.3m 6 Netherlands 1m 22 India 7.8m
7 France 3.3m 23 China 33m
Central & 8 Switzerland 0.6m 24 Hong Kong 0.7m
South America 9 Spain 3.7m 25 Taiwan 3.1m
3 Mexico 3m 10 Italy 2.5m 26 South Korea 6m
4 Brazil 8.7m 11 Denmark 0.3m 27 Japan 9.3m
12 Poland 1.7m 28 Philippines 1.6m
13 Germany 5.1m 29 Australia 1.3m
14 Czech Rep. 0.4m 2
15 Hungary 0.2m
16 Romania 0.6m
17 Austria 0.4m
18 Turkey 1.6m 1 USA
19 Greece 0.3m 18.6m
20 Russia 4.9m
3
Subscribing RSS – impact versus total population 3
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
s 8 %
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
s 5
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 6 12
13 14
7 8 15 16
17
9 10 23 China
26
18 33m 27
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
to inspire consumers to create with It’s not all about You Tube:
branded elements.
Dailymotion: A European youtube rival (dailymotion.com)
• The role for advertising will move away
from the interruptive model towards MSN Video: Microsoft rival. (video.msn.com)
less interruptive formats such as Metacafe: Pay the contributor based on pageviews (metacafe.com)
pre rolls, sponsorship and branded Metatube: Searches every video site in one hit (metavideo.com)
content which help consumers
access new content.
Myspace TV: Social Network giant diversifies (vids.myspace.com)
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
communications. Social media has impacted a genuine consumer benefit and drives engagement. Provide
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
The social orientated internet is a massive offine communications and use social media as link or as a
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

79

wave.3
Power to the people - Social Media Tracker Wave 3
Universal McCann © 2008