1.
May.07
POWER TO
What is the demand for consumer gener-
THE PEOPLE
ated media and social media platforms?
What types of content do users want
How can advertisers get involved
Impact of Web 2.0 brands
How do these emerging channels rank
versus traditional media on value and trust
TRACKING THEofIMPACT
Recall and perception advertising initia-
v
tives
OF SOCIAL MEDIA
.2

2.
POWER TO THE PEOPLE
TRACKING THE IMPACT • SERS NOW LEAD CONTENT CREATION
U
– logging grows to 170m creators worldwide thanks to rapidly
B
OF SOCIAL MEDIA
expanding Internet universes in the emerging Internet markets
– 21% have uploaded a video clip online
– 46% of all blog readers have started their own blog
– 41% upload and shared photos online
MAY 2007: • SOCIAL MEDIA DRIVING ENGAGEMENT
– atching video clips online has doubled in 9 months; 31% to 62%
W
penetration. Estimated global universe of 330m
– stimated 340m blog readers worldwide. The largest audience
E
in the world is the USA where 64m read blogs
– ocial Networking is used by an estimated 194m 16–54’s worldwide
S
• UTURE INTERNET USE DRIVEN BY ASIA AND
F
THE EMERGING MARKETS
– hina is the world’s leading market for the adoption of social
C
media thanks to a personal drive for self expression and consumer
generated media
– sian Internet markets are the most active in content creation
A
02

3.
troduction
WHAT IS SOCIAL MEDIA?
in
Online applications,
platforms and media that
allow users to interact,
connect and contribute to.
Social media enables a
SOCIAL INFLUENCE two-way dialogue and
orientates the Internet
around users.
IPTV
g The social media platforms, applications
eatinng
Welcome to the second wave of Consumers the world over were creating
1. cr shari and media the research tracks:
our ongoing report of “Power to the and sharing content, connecting online
and consuming web based multimedia in
People”, surveying almost 9500
and ntent
unprecedented numbers. Blogs, social networks,
regular Internet users in 21 markets
video sharing sites, photo sharing and the many
co
worldwide. The study measures other applications and services associated with
COLLABORATION
consumer usage, attitudes and
interest in adopting the possibilities of
the changing Internet were being adopted the
world over regardless of any local economic and VIDEOCASTS
the changing and socially orientated cultural factors.
Internet. The other striking fact was the extent to which
2 . Con PHOTO SHARING PODCASTS VOIP
social suming
Thanks to the proliferation of broadband Asia was driving adoption, with China and
and new web technology, the Internet has South Korea leading the way in terms of actively
media RSS VIDEO SHARING
transformed to one that is orientated around creating content and socialising online. It was
creating and sharing your own content,
developing social groups online and consuming
clear that the changes had big consequences.
Consumers were creating more content than
WIKIS
multi-media content from anywhere in the established media organisations, consumption
had become more global and the relationship to
world. This shift to a social Internet driven
by the consumer promises to fundamentally brands, advertising and marketing had shifted. USER GENERATED CONTENT PERSONALISED HOMEPAGES
change the media, advertising and The global tracker aims to assess this ongoing,
BLOGGING SOCIAL NETWORKING
3. social
marketing environment. providing a perspective on the ever changing
digital landscape.
interaction AGGREGATORS
The tracker follows an initial in-depth study; Web
2.0 the Global Impact, which explored this much Three core themes make up this
hyped evolution. The results were astounding. research programme:
INSTANT MESSENGER
04

4.
Research
The research was conducted via self completion online surveys among a
representative sample of 16–54 regular (use everyday/ every other day) Internet Internet use is becoming more frequent,
users. This sample was based on the fact that the vast majority of adopters of
these technologies will be frequent users. It is also the case in every market that making up the majority of the universe.
Internet use is becoming more frequent, making up the majority of the universe.
France, Russia South Korea
Germany,
USA Greece, Italy, Japan
Spain, UK, Pakistan China
Mexico Taiwan
India
Thailand Philippines
Malaysia
Brazil
Singapore
. Australia
500 were sampled in each of the following
Universe Size 16-54 Frequent Internet Users
markets: France, Germany, Italy, Spain, UK,
Greece, Russia, USA, Mexico, Brazil, India, 250
Pakistan, China, South Korea, Taiwan, Japan,
Singapore, Malaysia, Philippines, Thailand 200
and Australia. The total sample was 9460. The
21 MARKET UNIVERSE 400m
fieldwork took place in January and February 150
GLOBAL ESTIMATE 532m
2007. Wave 1 took place April to June 2006.
100
This selection of countries provided a universe
of 400m frequent users, 75% of the global
50
frequent Internet population. The mix of mature
and emerging markets from 4 continents allowed
0
for in-depth and robust assessment of the
TAIWAN
PAKISTAN
SPAIN
JAPAN
CHINA
PHILLIPINES
SINGAPORE
GREECE
FRANCE
BRAZIL
MEXICO
RUSSIA
INDIA
THAILAND
USA
SOUTH KOREA
UK
MALAYSIA
ITALY
GERMANY
AUSTRALIA
current and future global position.
The universe sizes are important. Some markets
which lead adoption are relatively small.
06 Source: Internet World Stats, TGI Europa, simmons & Local market surveys