UM Wave7 - Cracking the Social Code / Germany (English)

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Wave is an annual social media study conducted by UM. It is the longest-running and most ambitious of its kind. Launched in 2006, Wave measures the scale and impact of social media across the globe, exploring the changes occurring in communication technologies. Over the years, Wave has shown the unprecedented growth in social media, with new platforms launched and reaching a critical mass with extraordinary speed across vast territories. Wave 7 includes data on active internet users from 65 countries, representing more than 1 billion active internet users. Wave has become an invaluable tool for brand marketers eager to stay informed about social media trends and consumer insights.

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UM Wave7 - Cracking the Social Code / Germany (English)

  1. 1. The Story of Why #Wave 7
  2. 2. Agenda • Welcome to Wave 7 • Trends: Social Movements – Social is the new normal • Trends: Devices – The Mobile Revolution is there • Cracking The Social Code – The search for the why – Brands – Platforms – Devices • Learnings and outlook
  3. 3. What is Wave? • Biggest and longest ongoing quantitative study on the influence of Social Media on global markets • Wave retains the same methodology from Wave 1 to Wave 7, enabling comparison across Waves Time series analysis: Comparison across waves to show developments Flexibility: Integration of new platforms possible • Worldwide collaboration of all 65 countries involved & coordination by the UM G14/EMEA Research Team Why the Active Internet User? • Active Internet Users are those that use the internet every day or every other day • Social media is driven by Active Internet Users. They drive adoption of platforms and tools and they will determine which tools and platforms become dominant. 4
  4. 4. The ”long” story of Wave 15 countries 7,500 respondents 21 countries 10,000 respondents 2007 29 countries 17,000 respondents 2008 38 countries 23,200 respondents 2009 54 countries 37,600 respondents 2010 62 countries 42,000 respondents 2011 9 January 2007 Apple launch the first iPhone 2004 pre-2003 11 March 2009 Foursquare launches February 2010 Facebook Mobile has 100M+ users February 2011 Linkedinreaches 100M members August 2008 Facebook has over 100M users 2006 19 June 2009 Farmville launches 3 April 2010 The first iPad released 4 April 2011 Valued at over £3Bn 20 September 2008 The launch of the first Android phone July 2009 There are now more than 3.6bn images on Flickr April 2008 Facebook overtakes MySpace in popularity March 2007 Tumblr launches 2005 2003 7 October 2008 Spotify launches August 2009 Xiaonei becomes RenRen 2012 72 countries 49,600 respondents 2013 April 2012 Facebook buys Instagram May 2012 Facebook floats on NASDAQ 28 June 2011 GooglePlus launches 30 July 2010 100M check-ins 30 June 2011 Twitter: 200M+ tweets per day August 2010 Groupon: ‘fastest growing company of all time’ 15 October 2010 ‘The Social Network’ film released 21 December 2010 2.5 months after launch, Instagram has 100M users September 2011 QQIM has 700M+ active users June 2012 500M+ users on Twitter June 2012 NSA scandal August 2012 Vine has over 40M users September 2011 Snapchat launches December 2011 Facebook has over 845M active users October 2012 Facebook has over 1Bn users 5
  5. 5. Wave 7 represents the views of more than 1 billion people all over the world Wave 6 Wave 5 Wave 4 Wave 3 Wave 2 Wave 1 respondents countries Australia China France Germany Italy India Japan Mexico Philippines Russia South Korea Spain United Kingdom United States Australia Brazil China France Germany Greece India Italy Japan Malaysia Mexico Pakistan Philippines Russia Singapore South Korea Spain Taiwan Thailand United Kingdom United States Australia Austria Brazil Canada China Czech Republic Denmark France Germany Greece Hong Kong Hungary India Italy Japan Mexico Netherlands Pakistan Philippines Poland Romania Russia South Korea Spain Switzerland Taiwan Turkey United Kingdom United States Austria Belgium Brazil Canada China Colombia Czech Republic Denmark Ecuador Finland France Germany Hong Kong Hungary India Italy Japan Latvia Lithuania Malaysia Mexico Netherlands Norway Peru Philippines Poland Portugal Romania Russia Singapore South Africa South Korea Spain Sweden Turkey United Kingdom United States Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Estonia France Germany Hong Kong Hungary India Ireland (ROI) Italy Japan Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Taiwan Thailand Tunisia Turkey United Arab Emirates Ukraine United Kingdom Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Croatia Czech Republic Denmark Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Ireland (ROI) Italy Japan Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Puerto Rico Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey United Arab Emirates Ukraine United Kingdom United States Vietnam 6 Wave 7 Algeria Argentina Australia Austria Bahrain Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Cote d’Ivoire Croatia Czech Republic Denmark Dominican Republic Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Kenya Kuwait Latvia Lebanon Lithuania Macedonia Malaysia Mexico Netherlands Nigeria Norway Oman Paraguay Peru Philippines Poland Portugal Puerto Rico Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey Ukraine United Arab Emirates United Kingdom United States Vietnam
  6. 6. TRENDS: SOCIAL MOVEMENTS SOCIAL IS THE NEW NORMAL
  7. 7. Almost every German uses Social Media 100% 80% 60% % Ever done 40% 20% 0% Wave 1 2006 Wave 2 2007 Wave 3 2008 Use a micro- Visit a forum blogging service Wave 4 2009 Watch video clips online Q: Thinking about using the internet, which of the following activities have you ever done? Base: Germany Wave 5 2010 Create a profile on a social network Wave 6 2011 Manage a profile on a social network Wave 7 2013 Share your location (e.g. Facebook Places, Foursquare) 8
  8. 8. 50 % are concerned about their personal data going online, but share their content via Social Media above average All resondents I am concerned… 50% 21% 12% 15% 14% 123 I am concerned about the amount Post/write stories for of personal data that goes online my own blog/weblog 15% 109 Create a video to upload online Q: Thinking about using the internet, which of the following things have you ever done? Index: All Heavy Internet Users = 100 Base: Germany 24% 113 Upload a video clip to a video sharing website (e.g. youtube.com) 9
  9. 9. Social networking growth has slowed, but still continues Global 45,1% 51,4% 61,4% 65,2% 68,3% Brazil China France Germany 63,6% 53,9% 74,5% 74,3% 80,8% 47,4% 51,4% 68,4% 68,9% 71,3% 26,3% 43,4% 53,2% 53,5% 57,3% 27,2% 36,6% 37,8% 53,1% 57,7% India Italy United States Mexico 51,4% 62,8% 72,5% 67,1% 72,1% 24,0% 34,4% 53,9% 61,2% 71,7% 33,1% 48,3% 58,1% 64,5% 66,8% 62,9% 66,4% 71,7% 69,3% Spain Russia United Kingdom 29,9% 46,2% 55,5% 59,6% 72,3% 64,8% 66,1% 79,8% 77,1% 70,8% 53,4% 55,5% 58,6% 62,9% 66,6% Wave Q: Thinking about using the internet, which of the following activities have you done in the past 6 months? – Manage a profile on an existing social network (e.g. Facebook) Base: Global 3 4 5 70,6% 6 10 7
  10. 10. Microblogging continues its meteoric rise, but there are less tweets in Germany Global 14,9% 33,2% Brazil 13,4% 51,9% China 43,9% 47,6% 47,7% India 24,4% 42,9% 26,3% France 53,1% 71,5% 86,2% 42,9% 44,6% Spain 9,4% 8,8% 12,2% 22,4% United States Italy 45,5% 4,1% Germany 11,1% 17,7% 34,1% Russia 8,5% 18,8% 6,2% 19,1% 24,8% 39,9% 14,2% 15,9% 20,3% 33,4% 40,1% 46,5% Mexico 22,1% 32,9% 26,8% 38,3% 15,8% United Kingdom Wave 11,5% 7,7% 19,9% 25,8% 25,1% 6,4% 19,3% Q: Thinking about using the internet, which of the following activities have you done in the past 6 months? - Use a Microblogging service (e.g. Twitter) Base: Global 4 5 6 7 11
  11. 11. In Germany, not only the diffusion of Microblogging is lower, but also the intensity of use. Marketing and IT professionals are the exception. Intensity of Twitter use Daily or more often 1-3 times a week More rarely …in branches 4-6 times a week Every 2-4 weeks 36% 34% Global Germany 13% 26% 28% 33% 20% 15% 16% 13% 15% 23% 17% Germany overall Q: Thinking about using the internet, which of the following activities have you done in the past 6 months? - Use a Microblogging service (e.g. Twitter) Base: Germany / Global Marketing /Media IT 12
  12. 12. Forums are a typically German phenomenon Visit a forum 62% 55% 48% Germany UK 46% US Netherlands Q: Thinking about using the internet, which of the following activities have you done in the past 6 months? - Visit a forum Base: Germany - UK - US - Netherlands 13
  13. 13. TRENDS: DEVICES THE MUCH-ANTICIPATED MOBILE REVOLUTION IS THERE
  14. 14. The average number of used devices grows globally Germany Wave 6 Laptop/ Netbook Wave 7 Desktop PC Smartphone Global Tablet 4,9 Convertible Touchscreen Mini Tablet Internetconnected TV 4,8 Wave 7 UK USA Games console MP3 player 4,9 Portable games console Mobile phone Q: Which of the following devices do you own? Base: Germany – UK – US 4,1 Wave 6 15
  15. 15. Mobile Boom: Smartphones diffuse rapidly Global 44,8% 73,4% Brazil China 34,7% 58,4% India 59,5% France 90,6% 68,4% Spain 69,5% United States Italy 36,6% 37,8% Germany 41,3% 72,9% Russia 43,8% Mexico 67,5% 44,9% 80,6% 28,5% Q: Which of the following devices do you own? - Smartphone Base: Global 66,3% United Kingdom Wave 44,1% 74,3% 39,1% 62,4% 52,5% 6 7 77,3% 16
  16. 16. After a rapid growth, the smartphone diffusion exceeds the desktop diffusion Wave5 Wave6 Wave7 81% 79% 69% 74% 71% 68% 60% 39% 20% Desktop PC Change Wave 6 / Wave 7 Laptop / Notebook Smartphone + 2% + 18% + 90% Q: Which of the following devices do you own? Base: Germany 17
  17. 17. Tablets also record a massive increase Global 19,4% 33,3% Brazil China 12,0% 35,2% India 33,0% France 46,9% 26,2% Spain 13,7% 31,0% Russia 14,0% 35,5% 27,5% United States Italy 19,5% 11,2% Germany 9,6% Q: Which of the following devices do you own? - Tablet PC Base: Global 14,4% 13,2% 26,5% Mexico 31,6% 16,1% 28,4% United Kingdom 31,6% 12,1% 28,4% Wave 6 7 18
  18. 18. Multi Screen: The fact that tablets are often used parallel to TV can be used for advertising… 59% use 1.5 other devices (on average) while watching TV 41% 32% 31% 23% Laptop Q: Thinking about the devices you've said you own, do you ever use them whilst..…? - Watching TV Base: Germany Tablet Desktop Smartphone 19
  19. 19. … e.g. tablets are strongly used for shopping! An extension of the TV campaign makes sense! Wave 6 Wave 7 80% 75% 75% 75% 42% 28% 28% 23% Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to… - Make a purchase Base: Germany 20
  20. 20. The overall media consumption is becoming more complex with the growing number of devices Used devices Smartphone/Mobile phone 100% Laptop 80% Desktop 60% Tablet 40% Hybrid PC 20% 0% TV OOH Radio Magazines Newspapers Cinema Whilst using… Q: Thinking about the devices you've said you own, do you ever use them whilst…? - Watching TV; Listening to the radio; Reading a newspaper; Reading a magazine; Travelling out and about; Going to the cinema Base: Germany 21
  21. 21. All of these developments can be summarized by one single word: “MORE” But how can a brand successfully navigate through this complex world? 22
  22. 22. CRACKING THE SOCIAL CODE THE SEARCH FOR THE “WHY”
  23. 23. Wave cracks the code consisting of motivations & needs 24
  24. 24. Why do people use (Social) Media? Which motivations are concealed behind it? What do they expect from brands? 25
  25. 25. Online behavior is driven by human needs as well 26
  26. 26. Wave does not ask “What?”, but “Why?” 7 years of asking WHY has shown us that underpin all social behavior 27
  27. 27. A brand will only reach its objectives if it reacts to the needs of its consumers Relationship Diversion Progression Recognition Learning Desire Commitment Trial Makes the company/product seem more desirable Makes you feel valued as a customer Encourages you to try the company/product Brand objective Recommendation Involvement Encourages you to Makes you want to recommend the company find out more about /product to others the company/product 28
  28. 28. Analyzing the needs delivers insights for building & maintaining brand relationships over and above Social Media 29
  29. 29. What do consumers expect from brands? Brand Platform Device 30
  30. 30. First of all, consumers expect from brands knowledge for progression and individual communication Help to connect with other people just like me LEARNING Access to the latest news about products & developments 40% RELATIONSHIP An opportunity to help others 30% Help to relax and escape from everyday life An opportunity to learn something new 20% 10% Access to entertaining content and experiences An opportunity to display my interest or support 0% DIVERSION An opportunity to express my own opinions and experiences RECOGNITION A personal response to my issues and complaints An opportunity to influence the way products and services are made and provided Help to create something worth sharing Help to develop my skills and abilities Help and advice PROGRESSION Q: Thinking about the kind of interactions you would like to have with brands & companies that make [Category], please tell us which 3 of the following interactions you would most like to have with these companies? Base: Germany 31
  31. 31. Wave goes one step further and differentiates consumers’ needs regarding 16 categories Consumer Technology Computer Software Personal Care Movie Luxury Personal Finance Food / Drinks Sports Mobile / Telecommunication Music Cars Childcare Games / Consoles Travel Charity Health & Wellbeing 32
  32. 32. While consumers expect entertainment from consumer tech brands, an expert’s advice is most wanted for financial services Help to connect with other people just like me LEARNING Access to the latest news about products & developments 35% 30% RELATIONSHIP An opportunity to help others 25% An opportunity to learn something new Help to relax and escape from everyday life 20% 15% 10% An opportunity to display my interest or support Access to entertaining content and experiences 5% 0% DIVERSION An opportunity to express my own opinions and experiences A personal response to my issues and complaints An opportunity to influence the way products and services are made and provided RECOGNITION Help to create something worth sharing Help to develop my skills and abilities Food / Drinks Consumer Technology Help and advice Personal Finance PROGRESSION Q: Thinking about the kind of interactions you would like to have with brands & companies that make [Category], please tell us which 3 of 33 the following interactions you would most like to have with these companies? Base: Germany
  33. 33. Why and what for do consumers use Social Media? Platform Brand Device 34
  34. 34. Social Networks Motivations are explained by cultural differences: In Germany the focus is on maintaining relationships Share knowledge Keep up to date DIVERSION Lean something new Relax/escape LEARNING Have fun/be entertained Build your career Hang out/waste time UK Express yourself Share new experiences Belgium Seek other‘s opinions Express & share emotions Stay in touch with friends RELATIONSHIP Canada US Ireland Australia Norway France Bulgaria Taiwan Saudi Arabia Turkey China Cote d'Ivoire Egypt Portugal Israel Poland Singapore Greece Hong Kong Finland Sweden Denmark UAE India Netherlands Thailand Switzerland Romania Czech Republic South AfricaKenya Phillipines Slovakia Austria Japan Brazil Vietnam Macedonia Germany Malaysia Lithuania Bosnia Italy Latvia Puerto Rico Serbia Indonesia Croatia Estonia Paraguay Spain Ecuador Peru Dominican Chile Hungary Republic Colombia Argentina Mexico Explore the world around me Nigeria Earn respect Be creative Make money PROGRESSION South Korea Feel like I belong Russia Ukraine Keep you company Q: Which of these online applications does a good job when you want to? – Social Networks Base: global Make contacts for work Meet new people Change opinions Promote yourself RECOGNITION 35
  35. 35. Social Networks Against all odds no further expansion of the functions of Social Networks are apparent RELATIONSHIP LEARNING Seek other people's opinions Explore the world around you Meet new people Stay in touch with 80% friends 70% Feel like you belong 60% 50% Keep up to date Share knowledge 40% 30% 20% Learn something new Share new experiences 10% 0% Hang out or waste time Earn respect DIVERSION Have fun/ be entertained Express yourself Be creative Promote yourself Make money Change opinions RECOGNITION Q: Which of these online applications does a good job when you want to… - Social Networks Base: Germany Make contacts for work PROGRESSION Wave 5 6 36 7
  36. 36. Social Networks Instead of the expected expansion, millennials search & replace the knowledge & experience on other platforms RELATIONSHIP LEARNING Seek other people's opinions Explore the world around you Keep up to date Meet new people Stay in touch with 70% friends 60% Feel like you belong 50% 40% Share knowledge 30% 20% Learn something new Share new experiences 10% 0% Hang out or waste time Earn respect DIVERSION Have fun/ be entertained Express yourself Be creative Promote yourself Make money Change opinions RECOGNITION Q: Which of these online applications does a good job when you want to… - Social Networks Base: Germany Make contacts for work PROGRESSION 16 – 19 years Total 37
  37. 37. Photo/ video sites The entertainment factor of photo & video sites is valued especially by millennials RELATIONSHIP LEARNING Seek other people's opinions Explore the world around you Meet new people Stay in touch with 50% friends 40% Feel like you belong 30% Share knowledge Keep up to date 20% 10% Learn something new Share new experiences 0% Hang out or waste time Earn respect DIVERSION Have fun/ be entertained Express yourself Be creative Promote yourself Make money Change opinions RECOGNITION Q: Which of these online applications does a good job when you want to… - Photo/ video sites Base: Germany Make contacts for work PROGRESSION 6 Wave 6 7 Wave 7 Wave 7 16 - 19 38
  38. 38. Micro-blogging services Microblogging services support recognition by exchanging opinions and entertainment RELATIONSHIP LEARNING Seek other people's opinions Explore the world around you Keep up to date Meet new people Stay in touch with 40% friends Feel like you belong 30% Share knowledge 20% 10% Share new experiences Learn something new 0% Hang out or waste time Earn respect DIVERSION Have fun/ be entertained Express yourself Be creative Promote yourself Make money Change opinions RECOGNITION Q: Which of these online applications does a good job when you want to… - Micro-blogging services Base: Germany Make contacts for work PROGRESSION 39
  39. 39. Message boards/ forums There is an increasing relevance of forums regarding purchase decisions in Germany RELATIONSHIP LEARNING Seek other people's opinions Explore the world around you Meet new people Stay in touch with 60% friends 50% Feel like you belong 40% Keep up to date Share knowledge 30% 20% Learn something new Share new experiences 10% 0% Hang out or waste time Earn respect DIVERSION Have fun/ be entertained Express yourself Be creative Promote yourself Make money Change opinions RECOGNITION Q: Which of these online applications does a good job when you want to… - Message boards/ forums Base: Germany Make contacts for work PROGRESSION Wave 6 40 7
  40. 40. Official brand websites Regardless of increasing social media use, relevance of brand websites is still high Germany 100% Global 90% 80% 70% 60% Use 50% 40% 30% 20% 10% 0% Wave 5 2010 Wave 6 2011 Q: Thinking about using the Internet, which of the following activities have you ever done? - Visit an official company / brand website Base: Germany Wave 7 2013 41
  41. 41. Official brand websites Still high relevance when it comes to researching products and information RELATIONSHIP LEARNING Seek other people's opinions Explore the world around you Keep up to date Meet new people 40% Stay in touch with friends 30% Feel like you belong Share knowledge 20% 10% Learn something new Share new experiences 0% Earn respect Hang out or waste time DIVERSION Express yourself Promote yourself Have fun/ be entertained Be creative Change opinions Make money Make contacts for work Wave 6 7 RECOGNITION Q: Which of these online applications does a good job when you want to… - Official brand websites Base: Germany PROGRESSION 42
  42. 42. Why do consumers use certain devices? Brand Platform Device 43
  43. 43. Smartphone In Germany smartphones are rather perceived as an organizational than an entertaining device RELATIONSHIP LEARNING Research something thoroughly Learn something new Socialize with others 90% Be creative 80% 70% Have fun/ be entertained 60% Explore the world around you Hang out or waste time 50% 40% 30% 20% Organize something Relax 10% DIVERSION 0% Get something done Read content Find your way Watch content Make a purchase Access information quickly PROGRESSION Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to… - Smartphone Base: Germany - Global Ward off boredom Play a game Manage my life Germany Global 44
  44. 44. Tablet computer Entertainment & Use of classic media content dominates the use of tablet computers RELATIONSHIP LEARNING Research something thoroughly Socialize with others 80% Be creative 70% Learn something new 60% Have fun/ be entertained 50% Explore the world around you "Hang out" or waste time 40% 30% 20% Organize something Relax 10% DIVERSION 0% Get something done Read content Find your way Watch content Make a purchase Access information quickly PROGRESSION Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to... - Tablet computer Base: Germany - Global Ward off boredom Play a game Manage my life Germany Global 45
  45. 45. Learnings • Social media is globally and nationally established. The use of mobile devices and related services increase rapidly. • To reach the consumer, brands need to consider even more devices and platforms. • Screen follows function – The content provided by brands needs to be adjusted to the devices‘ different situations of use. • A brand‘s omnipresence in the media doesn‘t suffice. The question is not reduced to „where“ the consumer is to be reached. • The needs and reasons regarding social media vary depending on the context of the brand, industry and media. • If brands understand „why“ consumers use social media they can reach their target group media- and content-wise with a motivation-oriented brand strategy. 47
  46. 46. Outlook: The future of media (use) is digital since the internet satisfies most of the needs RELATIONSHIP Meet new people Seek other people's Stay in touch with 60% opinions friends Explore the world Feel like you belong around you 50% LEARNING Keep up to date TV Share knowledge 40% 30% Express and share emotion Learn something new Radio 20% 10% Earn respect Keep you company Newspaper 0% Share new experiences Express yourself Promote yourself RECOGNITION Magazine "Hang out" or waste time Cinema Have fun/ be entertained Change opinions Build your career Make contacts for work Be creative Internet Relax/ escape Make money DIVERSION PROGRESSION 48
  47. 47. Outlook: From second screen to multi-screen • The future of video content is not "second screen" but "multi-screen". For consumers, the simultaneous use of multiple devices for independent activities is the new normal. • The role of TV as „first screen“ is not stable. The first screen is always the screen that gets most of the user‘s attention! • The consumers‘ needs and motivations define the „multi-screen“ mix of the future. 49
  48. 48. UM Wave Atlas Unique, free platform with information for 65 countries concerning: • • • Diffusion of social media platforms Diffusion of devices Motivations to use social media platforms & devices http://wave.umww.com 51
  49. 49. The Story of Why #Wave 7

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