This document summarizes trends in online media consumption and influence. It finds that young people prefer mobile devices and social media over traditional media like newspapers. Content is increasingly consumed on demand and shared through social networks. Video is a popular way to learn online as broadband access has expanded. The peak hours for online activity and video viewing are evenings from 9pm to 1am locally. The top languages and social media platforms reach most of the world's online population. Companies are advised to listen to customers online, make useful insights accessible, and identify influential voices to expand their reach.

1. Trends That Matter, Online Influence and Other Stuff Neville Hobson Head of Social Media Europe WCG London www.wcgworld.com September 21, 2010

2. http://twitter.com/jangles

3. http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html

4. Media Consumption Is Changing Contents are proprietary and confidential.

5. Does This Really Work? Contents are proprietary and confidential.

6. Life of a 15-29 year old Email is for parents SMS is the way to chat Content is on-demand and mobile Don’t read newspapers Mobile phone is the central device The internet is social Trust peers more than experts Contents are proprietary and confidential. In 2009, the University of Manchester instituted an SMS text service that allows students to communicate with each other and with professors

7. SMS: A Simple Technology Changing How We Communicate Industry creates SMS in the 90s Nokia starts SMS for information services and over the air service profiling Nobody Cares Year 2000 – Consumers Take Over Europe leads as ringtones drive interest $1bn market created New user language Year 2006 – Twitter is formed SMS online E-Commerce begins via Twitter Contents are proprietary and confidential.

9. Top 10 Online Influence Areas

10. Why Video is Becoming the Favourite Place to Learn 2005: YouTube created by three former PayPal employees High growth of broadband and fibre-optic access Bigger pipes, easier to view video Why video learning is so important Visual info can improve understanding of spoken words as much as sixfold (Baylor) The brain uses images to clarify ideas; interact with images to create engagement; and augment memory with persistent and evolving views (TED 09) A new prime time now exists: 9pm to 1am (local) Highest rate of video viewing around world Contents are proprietary and confidential.

11. Language: customers speak online in their first language 10 languages reach 95% of the world’s population Location: Facebook, Twitter, forums Time of Day: Low volume during day, high volume in evenings A Tectonic Shift is Occurring Contents are proprietary and confidential. Where and When Conversations Occur The new prime time is 9pm to 1am around the world

12. The Top Countries Online Worldwide

13. Europe Online Contents are proprietary and confidential.

14. We Know the Trends…But How Can We Really Capitalize On Them? Contents are proprietary and confidential.

15. In Summary… Listen – know your customer’s world online with precision Learn – make it easy to have all news at your fingertips Focus on actionable insights – what exactly can inform your strategy Identify who drives share of conversation – know the exact rank order of each influencer online Expand your reach with a clear focus – launch a new way to add value and engage with your customers/ communities

16. Thank You Neville HobsonHead of Social Media, EuropeWCG 25 Southampton Buildings, London WC2A 1AL, UKdirect+44 7824 33 7000 skype nevonskype twitter@janglesemailnhobson@wcgworld.com blog.wcgworld.com