3. Welcome to Wave 9
3
from the emea research team
• All surveys are self-completed. The
data collected is purely quantitative
• Active Internet Users are those who
use the internet every day
or every other day
• They drive adoption of platforms and
tools and they will determine which
tools and platforms become dominant
glen
parker
Head of Mediabrands
Marketing Sciences
EMEA
liz
haas
Research Director
EMEA
hollie bishop
Research Manager
EMEA
tom stanton
Research Executive
EMEA
4. The Wave 9 universe represents
the world
4
Argentina
Australia
Austria
Azerbaijan
Bahrain
Belgium
Bosnia &
Herzegovina
Brazil
Bulgaria
Canada
Chile
China
Colombia
Costa Rica
Cote d’Ivoire
Croatia
Czech Republic
Denmark
Dominican
Republic
Ecuador
Egypt
El Salvador
Estonia
Finland
France
Germany
Greece
Guatemala
Honduras
Hong Kong
Hungary
India
Indonesia
Ireland (ROI)
Israel
Italy
Japan
Kenya
Kuwait
Latvia
Lebanon
Lithuania
Macedonia
Malaysia
Mexico
Morocco
Netherlands
Nicaragua
Nigeria
Norway
Pakistan
Panama
Paraguay
Peru
Poland
Portugal
Puerto Rico
Qatar
Romania
Russia
Saudi Arabia
Serbia
Singapore
Slovakia
S. Africa
S. Korea
Spain
Sweden
Switzerland
Taiwan
Thailand
Tunisia
Turkey
Ukraine
UAE
UK
USA
Uruguay
52,326
respondents 78countries
1.5BN
Active internet users
worldwide
representing
14. There is no doubt we
live in the smart age
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Desktop
Laptop/Convertible Touchscreen
Full-size Tablet e.g. iPad
Mini Tablet e.g. iPad Mini, Amazon Fire
Smartphone
Mobile phone
Games Console
Portable Games Console e.g. PS Vita
Portable mp3/video player
Smart TV/connected set-top box
Wearable device e.g. iWatch, Fitbit
Wave 6 Wave 7 Wave 8 Wave 9
14
Devices Owned
15. We are doing more with our
smartphones than ever
15
Q: “Please select which devices you have used to do these activities” [Smartphone]
Base: Global – Own a Smartphone
0% 10% 20% 30% 40% 50% 60% 70%
Upload Video
Watch Video
Manage Social Network Profile
Visit Official Company/Brand Site
Visit Message Board/Forum
Play Multiplayer Game
Share Location
Use Instant Messaging
Upload Photo
Share Temporary Photo
Wave 7 Wave 8 Wave 9
16. Q: “Thinking about using the internet, which of the following activities have you ever done?”
Base: Global
We are actively managing
our social networks
more than ever
16
50%
55%
60%
65%
70%
75%
80%
85%
90%
1 2 3 4 5 6 7
%EverDone
Manage a profile on a social network
Wave
3
Wave
4
Wave
5
Wave
6
Wave
7
Wave
8
Wave
9
17. And it s a serious Business
17
Q: “How good are the following social platforms when you want to… [ Social Network e.g. Facebook ] ?
Base: Global
Fun and
Entertainment
promote
yourself
-40% +30%
‘
18. What each social
platform stands for
18
Because they matter
Q: Which of the following statements do you think describe each of the platforms below?
Base: Global– use each platform at least once every 4 weeks
60% 45.5%
Influences
world
opinion
45.5%
Talked
about within
my circle
of friends
60%
19. Fewer people are signing up to new
platforms
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1 2 3 4 5 6 7 8 9
Create a profile on a social network Manage a profile on a social network
Q: “Thinking about using the internet, which of the following activities have you ever done?”
BASE: Global 19
Wave
1
Wave
2
Wave
3
Wave
4
Wave
5
Wave
6
Wave
7
Wave
8
Wave
9
20. We are trying to
manage our connections
20
30
40
50
60
70
80
Wave 4 2009 Wave 5 2010 Wave 6 2011 Wave 7 2013 Wave 8 Wave 9
Q: “How many people are you in contact with (Social media network)?”
BASE: Global 20
Wave
4
Wave
5
Wave
6
Wave
7
Wave
8
Wave
9
21. And the stress we feel is
only going to get worse
53%
54%
55%
56%
57%
58%
59%
60%
Think I'll Spend More Time Online Via Mobile Than
PC In Future
I Feel Stressed When I Don't Have Access To The
Internet
Wave 8 Wave 9
21
Q: “Below are a list of statements, please answer reflecting your opinion”
BASE: Global
23. We live in the moment more
than ever
23
Use instant messenging service
Wave 8 Wave 9
Q: Which of the following have you ever done?
Base: Global
85.3%
69.4%
+22.9%
24. We constantly need
To be "in the know"
24
Its important to seem
active on social
media
51%
I worry about missing out
about something on my
social network
49%
25. In a moment means
this moment right now
25
Source: Wave 9. Q: Use an online service that uses voice commands – Have ever done
26. Living in the moment
is powering brands
Q: “Which of the following activities are you likely to do in the next 6 months?”
Base: Global 26
13.2%
Book accommodation
via Airbnb
29.6%
Book a taxi via an app
37.7%
Upload and store my content
for instant access
24.7%
Pay to subscribe to TV/Movie
Streaming
27. It has raised
our expectations
27
0% 5% 10% 15% 20% 25% 30% 35%
Latest news about products
Help
Escape
Something worth sharing
Wave 8 Wave 9
What are the top three interactions you want from brands?
Base: Global
29. 29
“I feel overwhelmed by
the volume of things
available to me online”
47.5%
Q: “Below are a list of statements, please answer reflecting your opinion”
BASE: Global
31. Some moments can be incredibly
powerful
31Source: Google – ‘Top global searches, 2016’
1. Powerball
2. Prince
3. Hurricane Matthew
4. Pokémon Go
5. Slither.io
6. Olympics
7. David Bowie
8. Trump
9. Election
10. Hillary Clinton
2016
32. 0%
10%
20%
30%
40%
50%
60%
70%
80%
1 2 3 4 5 6 7 8 9
%EverDone
Upload my photos to a photo sharing site Create a video to upload online Upload a video clip to a video sharing site
In fact, it’s increasingly important
to be able to share those
moments
32
Q: “Thinking about using the internet, which of the following activities have you ever done?”
Base: Global
Wave
1
Wave
2
Wave
3
Wave
4
Wave
5
Wave
6
Wave
7
Wave
8
Wave
9
33. how fleeting these moments can be
42%
44%
46%
48%
50%
52%
54%
Shared photos via app that deletes once seen
Wave 8 Wave 9
Q: Which of the following have you ever done?
Base: Global 33
+14.7%
52.3%
45.6%
37. wave: 120 key moments
37
FAMILY
e.g. a family wedding
FINANCE
e.g. managing
your bank
account
HOBBIES
e.g. playing
a console
game
TRAVEL e.g.
planning a
holiday LOOKING AFTER
YOURSELF
e.g. taking part in sports
SOCIALISING
e.g. attending
a festival
WORK
e.g. attending a work-
related event TECHNOLOGY
e.g. wanting the latest
device
SHOPPING
e.g. discovering a
new product at the
store
38. Wave makes moments
more actionable
38
Which needs
are they seeking to fulfil?
Which feelings
do they experience?
Which social platforms,
connected devices and
content types best fulfil
those needs?
In the key moments
in consumers’ lives…
v
40. All shopping
is not the same
0% 5% 10% 15% 20% 25% 30% 35% 40%
Intrigue
Inspiration
Optimism
Anticipation
Surprise
Confusion
Sadness
Anxiety
Joy
Relaxed
Boredom
Sneaky Online Shopping at Work Researching Online for a New Product
40
Q: Which of the following moments have you experienced in the last 6 months? Which of the following best describes your feelings during this moment?
Base: Global – all who experienced each moment
41. 9 Waves have taught
us that consumer needs drive
consumer behaviour
41
relationship
diversion
learning
progression
recognition
Belong
Share
knowledge
Stay in touch
Escape
Be creative
Have fun
Make money
Build a career
promote yourself
Change opinions
Express
yourself
Earn respect
Seek
opinion
Explore
Keep up-to-date
Learn
42. Consumers are more receptive in some
shopping moments
42
Q: Which of the following moments have you experienced in the last 6 months? : Which needs do you think are satisfied in these moments?
Base: Global | Bubble size = % of people who experienced each moment in the last 6 months
Needs satisfied when I experience [ name of moment ] are…
0%
5%
10%
15%
20%
25%
13% 15% 17% 19% 21% 23% 25%
Sneaky online
Shopping at work
Researching a
product online
RELAX
OR ESCAPE
FUN OR
ENTERTAINMENT
Discovering a new
product in-store Organizing a
shopping list
Weekly
shopping
Impulse
Shopping
Excitement over a new
product you just got
Christmas
shopping
43. photo & video sites, twitter & social
networks also fulfil
the need for escapism
Q: Which of these media channels is good when you want to…?
Base: Global – all who use each platform
0%
10%
20%
30%
40%
Blogs
Microblogs e.g. Twitter
Photo Sites
Video Sites
Social Networks
Professional Networks
Message Board/Forums
Official Brand Sites
Have fun or Be Entertained Relax & Escape
43
Social platforms which are good when I want to….
44. people want to share their emotions in
moments both big and small
Q: Which of the following moments have you experienced in the last 6 months? Q: Which needs do you think are satisfied in these moments?
Base: Global – all who experienced each moment
0%
10%
20%
30%
40%
Moments when I want to Express & Share Emotion
44
47. For more information, please
contact the wave team
47
glen parker
Head of Mediabrands Marketing
Sciences EMEA
Glen.Parker@umww.com
liz Haas
Research Director
EMEA
Liz.Haas@umww.com
hollie bishop
Research Manager
EMEA
Hollie.Bishop@umww.com
tom stanton
Research Executive
EMEA
Thomas.Stanton@umww.com
Editor's Notes
UM believes that better science and better art deliver better outcomes to our clients in the media moments that matter most. We are a creative media agency, committed to blurring the lines between media and creativity, between data and content, between science and art.
The Wave project is better science and better art come to life. Each Wave study is run in collaboration with over 70 UM offices around the world with each volunteering to take part each year. This collaboration is driven solely by UM’s collective culture of commitment to better outcomes.
Why the Active Internet User?
Active Internet Users are those who use the internet every day or every other day – and social media is driven by them. They drive adoption of platforms and tools and they will determine which tools and platforms become dominant – over time this has changed, so many now fall into the ‘Active Internet User’, enabling us to understand the instigators and the masses of influence on social media.
Wave 9 covers 78 countries around the world, from Argentina to Uruguay. So everything you are about to see gives a truly global perspective on the changes currently happening in the social media space.
We interviewed 52,326 active internet users for Wave 9. They represent a universe of 1.5 billion active internet users worldwide.
In 2006, UM embarked on the Wave project to measure the scale and impact of social media across the globe. Over the course of this project Wave has taught us that this is not just a story of unprecedented growth but also one of social evolution. Therefore, with each Wave we strive to widen and deepen our understanding of social media and bring the insight that will help brands navigate successfully. This is the Wave Story:
Wave 1 (2006) demonstrated that social media was living up to the hype; there was a large and active community communicating online.
Wave 2 (2007) showed how social media moved from a text-based medium of bloggers and comment posters to a fully audio-visual one full of content creators and sharers.
Wave 3 (2008) charted the democratization of influence, how social media was driving greater means and opportunities for consumers to influence their peers.
Wave 4 (2009) examined the reasons behind the huge growth in social media by understanding the motivations behind the use of different social media platforms - showing that consumers engage with a platform because it meets specific consumer needs and all platforms meet these needs differently.
Wave 5 (2010) told us there was a huge demand for social interaction with brands. However, the nature and depth of this interaction varied widely from person to person and category to category. Those brands that created the right experience benefitted enormously - generating brand loyalty, endorsement and sales.
Wave 6 (2011) showed us that meeting different consumer needs delivers different outcomes for brands. For example, some will create loyalty, whilst others will deliver sales. Therefore, actually knowing what consumers need and how brand objectives can be met is the key to long-term social success.
Wave 7 (2013) told us that the insights we get from an understanding of social behavior aren’t just relevant in the social space but are, in fact, inherent human truths that underpin consumers’ relationships with products and brands. We therefore need to understand how to leverage these insights using all brand assets, both above the line and in the digital social space, to create a coherent and compelling whole.
Wave 8 (2014) demonstrated that understanding the power of content as a ‘social commodity’ that people want to share is key to creating more powerful social strategies. It provided clear navigation for brands, based on three core insights: The way to ‘crack’ content is to customise it for your audience. There is a significant difference between the content consumers value, the kind of content that gets lots of views on YouTube and the kind of content they will share. Only 11% consider “something that expresses their point of view” as valuable content but twice as many say they would share that same content with others. Consumers are emotionally invested in content. When we share something we are saying something about ourselves so the content becomes linked with our online reputation. This strong emotional connection has a knock-on effect for brands.
The one thing we learnt from Wave 8 is that the best content ever created is now more than one click away. How do you cut-through when your brand has to compete with the likes of Disney? That’s what lead us to Wave 9 The Meaning Of Moments. We know we had to find those times when consumers are most receptive and understand how to build relevant consumer experiences in those moments.
Base: Global – All Active internet Users.
Its no surprise to anyone here that we see the continued rise of smart, connected devices. Smartphones, Smart TVs and wearable technology are the fastest rising devices
But it is the change in consumer behaviour it is driving that is most important. We see those people with smartphones doing more things than ever.
In particular we are ACTIVELY managing our social networks more than ever
Because we take it seriously. Social media isn’t fun anymore. Since we started tracking the question what people think social networks are good for in 2004 we have seen a massive decrease in those saying it is fun (-40%) and a huge increase in the number of people saying its good for promoting yourself (+30%). We care.
And we think they matter.
Doing more and caring more has led to a fundamental shift in behaviour. We are trying to manage how many sources of content we sign up to
Those sources include people too. Once we signed up more and more contacts on social media like it was a popularity contest. Now we are editing them, I’m sure we all recognise this activity in ourselves or others.
This challenge is only going to get worse. We are going to spend more time on our phones (as we saw this leads to even more online activity) and we are going to feel the need for constant connection more than ever
So we are using our smartphones more than ever. We need constant connection. We find ourselves living from moment to moment
This is evident in the fastest growing platform in our survey. Instant Messenger. 85% of us use an instant messaging service everyday up 23%. This was a platform that felt like it would die away, killed off by other richer forms of social media, but its making a comeback. This is driven by its integration into the largest social platforms and by our growing need for instant feedback. This lack of “patience” is a model that is driving services like Amazon Prime, we just don’t want to wait anymore.
We need to be in the know
Instant means not even having to pick up a device.
The brands which are most commonly mentioned as the biggest successes of 2016 all have one thing in common; they all help consumers to live in the moment. Whether that’s UBER and LYFT providing connecting passengers instantly to nearby drivers, Netflix, hulu, Amazon and Spotify delivering streamed content instantly, Airbnb connecting people seeking a room and those offering one, Snapchat enabling photo sharing in the moment or Dropbox and other cloud services providers providing instant document sharing, all of these companies provide services for instant access.
In fact one startling fact in our survey is that 50% think they will buy a smartphone thios year, only 19% will buy life insurance
This is raising the consumers expectations of brands also. When we ask the question “what do you want from brands” we see a decrease in the number of people who just want to hear the leatest product news and an increase in the number who want something deeper. Help, escape and relaxation or something worth sharing with others,.
Here is an example of an award winning case study that shows how powerful communication can be when it is topical. The Economist’s award-winning campaign used programmatic digital content which reflected the news stories of the moment. For more detail see below
https://www.youtube.com/watch?v=UrBY2KxKj0M
But the result of this is that consumers feel overwhelmed. These are sophisticated online individuals we research but nearly half feel overwhelmed by the amount of contact available online. This is even higher for younger age groups. So how do brands cut-through?
This brings us to moments
Its clear that despite this deluge of content some moments capture the attention of everyone. Here is the top ten global searches for Google in 2016. Whether it’s the chance to get super rich on a US lottery or the sad and touching moment of a revered musician passing its clear that some moments cut-through
Powerball is a search for the USA lottery – there was a huge rollover jackpot available to win in the lottery’s Powerball game in 2016
But moments aren’t just important to the wider culture, they are becoming incredibly important to consumers too. In fact when you look at all the platforms that have grown the fastest you can see that it is those that allow you to create and share moments that rise the fastest. Whether that’s creating a video and then uploading or photo. In fact creating selfies has moved to such extremes that more than 60 people died last year alone from accidents that occurred whilst taking extreme selfies. http://www.bbc.co.uk/newsbeat/article/38012990/the-rise-in-selfie-deaths-and-how-to-stop-them. In fact in some places in India selfies are banned because they have become too dangerous. http://www.bbc.co.uk/newsbeat/article/35658538/selfie-hazards-around-the-world-as-mumbai-brings-in-ban-in-16-areas
One fast rising platform, one that allows you to share a photo and then delete once seen - ie,Snapchat, also shows you how fleeting those moments can be.
In fact the prize for “the most millennial present of the year” must go to Snapchat filters. Where you can gift a filter so that someone can capture and share a special moment (for example in the picture, a Snapchat filter was gifted to a friend who was getting married. The content in the filter celebrates the bride’s hen party / bachelorette party) in a unique way.
So our challenge then is to find those moments of receptivity, where we can find opportunities to target our audiences with messages that are relevant and meaningful to them and which they will be receptive to.
That’s really what Wave 9 – The Meaning Of Moments is about.
We have highlighted just how increasingly significant moments are.
Because moments are so important, we dedicated Wave 9 to uncovering the true meaning of moments for consumers.
This means understanding which moments different audiences experience - and what each moment means to them.
Doing so provides data which can help brands to provide more relevant and meaningful messages within each moment.
We started by identifying moments which appear as spikes in digital behavior, not just in social conversation, but in a much broader set of digital metrics.
We worked with Amobee, our digital behavioural partner.
Amobee captures 60bn online interactions each day, including search, purchasing, conversations, content consumption, location and email content.
Working with Amobee, we have identified around 3,000 moments within this broad behavioral data, including moments as specific as “searching for home security equipment”.
Amobee, our behavioral data partner, owned by SingTel, a major Asian telecoms company
Amobee captures 60bn online interactions every day, via:
Custom panel of 50m unique users globally
Direct publisher integration with 17,000+ websites
APIs with major social platforms e.g. Twitter, Facebook, Instagram
Covers all digital channels and devices
Includes:
What people search for
What content people consume and share online
Social activity and posting
The Amobee data is incredibly strong broad behavioural data, but because it’s behavioural, we wanted to find out more about consumers’ motivations within each moment.
So we used Wave to investigate 120 key moments, providing deep dive survey data for these moments.
The Wave moments range from technology moments such as wanting the latest device, to finance moments like managing your bank account and moments that are important across many categories, such as a wedding or a new baby. The range of moments here touches pretty much every product category.
This Wave data provides us with a framework for understanding moments and making them more actionable.
We first understand which moments are happening in your target audiences lives.
Then we find out how they feel in those moments – are they optimistic, anxious, bored, happy?
Then we look at the needs that they are seeking to fulfil in those moments – when they are managing their bank account, do they want to learn something ne so that they can do that task better? Are they looking to share the knowledge that they already have? What is it that they want to do?
Then once we understand these needs which consumers are looking to fulfil, which platforms, connected devices and content types best fulfil those needs for consumers?
This framework for understanding what consumers want within a moment and how best to provide it is what we call “The anatomy of a moment”.
We can use this approach to investigate different types of shopping moment.
We’ve covered various shopping moments in the survey – shopping in-store, online, returning a product…
Here, I’d like to focus on two: researching online for a new product vs. sneaky online shopping at work.
What we see when we ask consumers how the feel in these two moments is that these are two very different experiences for consumers.
In moments of sneaky online shopping at work, people feel joy, they feel relaxed as they take a moment away from the working day, they feel boredom which they’re attempting to relieve, and a few feel anxiety – they might get caught! Whereas researching a new product online is a very positive experience. Consumers feel intrigue, inspiration, optimism and anticipation as they find out more about the item they are going to buy.
Beyond feelings, we also asked consumers about the needs they want to fulfil in a moment.
What we’ve found from 9 Waves of research is that there are five needs which explain our behaviour within digital and social media, why we use the social platforms that we visit, what we do with our connected devices and why we share the content that we do.
These five needs can also explain our behaviour within a moment.
The needs are
The need for connection – to stay in touch with friends or family, to feel a sense of belonging
The need for diversion - to have fun, relax or escape from everyday life
The need for progression - to build a career
The need for recognition – to change opinions, earn respect
The need for learning – to learn something new, explore the world around you
It’s the fact that when you dig into the anatomy of a moment, you find out that the real meaning of a moment lies in how people feel when the experience it, and what they want to achieve – which needs are they seeking to fulfil in that moment,
In fact, those same 5 real, human and fundamental NEEDS that underpin moments also underpin all social behaviour: learning, relationship, diversion, progression and recognition.
These needs are as true within a moment as they are in the social space.
When we dig into which of these five needs consumers are seeking to fulfil in each of the shopping moments, we can see that in some moments like Christmas shopping or sneaky shopping online at work over on the right of the graph, consumers are looking to have fun and escape
And in some moments like sneaky online shopping at work or even when doing the weekly shop towards the top of the graph, consumers are seeking to relax or escape from their everyday lives.
Whereas, as we saw in the previous chart, researching online for a product at another time is about inspiration.
This gives us enormous insight into how to optimise the experiences at each moment and clearly demonstrates how different those experience need to be. Entertainment during the working day, inspiration at other times.
So I’d like to show you how one retailer, our client Mediamarkt in Germany, partnered with some bunnies to make shopping fun. https://www.youtube.com/watch?v=TnyZbs4fRJ4
Wave also tells us which platforms best communicate that experience
Having a greater understanding of what consumers are looking to achieve within a moment enables us to identify new opportunity moments for brands.
Because so many brands want consumers to share their content, we decided to dig into our Wave data to find the moments in which consumers themselves want to share and to express their emotions.
And we found something interesting.
Within the list of the moments in which consumers most want to share their emotions, there are big moments – weddings, the birth of a new baby – moments when lots of brands already target consumers – but also there are small moments, little moments like talking online with family or friends, eating together – and it’s in these little moments that we see real opportunities for brands to encourage their audiences to share.
Moments don’t have to be big to be important – the biggest opportunities lie in small, frequent moments.
Looking at how brands can encourage their audiences to share their content,
It’s clear that brands can succeed by giving people tools to help them share these little moments – this is key to the success of brands like Snapchat and Instagram.
It also works for FMCG. Coke have a very strong record in encouraging their consumers to share. In their latest work, they have provided consumers with the tools to share this moment of sharing a Coke together.
The Wave data sits at the heart of what we do and by putting our understanding of social at the heart of our Moments Planning presents a paradigm shift in how we plan media
Ultimately our mission is to use this data to create Moments That Matter To Drive Momentum
