Future Web, Global Web Index, 23rd Of September. Global Social Media Trends.

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This is a presentation from myself given at the inaugural Future Web event at the IAB in London, which covered all the key big trends around global social media adoption that came from the first wave of data in the Global Web Index. It specifically looked at which markets lead, the demographics that dominate and the reasons behind why we see these trends. It also explored some of the impacts including changing networks, new concepts of trust and the importance of our consumer network.

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Future Web, Global Web Index, 23rd Of September. Global Social Media Trends.

  1. 1. Global social media trends Tom Smith. Trendstream. Project Leader Tom@trendstream.net
  2. 2. Today: Global social media patterns Why do we see these trends Impacts
  3. 3. 70% of global web population: 780m users Netherlands Canada UK Russia South Korea Germany China USA France Japan Spain Italy Mexico India Brazil Australia
  4. 4. Global trends
  5. 5. Hype goes something like this......
  6. 6. Reality is different Watch a video clip Used internet banking Used Webmail Passive Visit a Forum Used Instant Messenger Upload photos online Manage a social network profile Listen to LIVE radio online Leave a comment on a story on a … Light Online office applications Share a video online Made a phone call online / Used … Edit/managed own website Written your own blog Uploaded a video online Used a personalised music service Listened / watched a podcast Active Written a news story / article Subscribed to an RSS feed Use a micro-blogging service Behaviour – last month Used an aggregator 0% 10% 20% 30% 40% 50% 60% 70% % Have done in the last month Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  7. 7. Contribution is mainstream Visit a forum Upload photos online Manage a social network profile Leave a comment on a story on a website Edit/managed own website Written your own blog Uploaded a video online Written a news story / article Use a micro-blogging service Behaviour – last month 0% 10% 20% 30% 40% 50% 60% % Have done in the last month Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  8. 8. Blog or social network driven China USA UK Russia Brazil Forum Social Network Social Network Forum Social Network Upload photos Upload photos Upload photos Upload photos Upload photos Comments Forum Forum Social Network Comment Blog Comment Comment Uploaded a video online Forum Website Upload videos Uploaded a video online Comment Uploaded a video online Upload video Website Website Website Website Social Network blog Blog Write a news story / article Blog Write a news story / article Write a news story / article Write a news story / article Blog Write a news story / article Micro-blog Micro-blog Micro-blog Micro-blog Micro-blog
  9. 9. But IMPACTS all users • 85% used search last month to look for a specific product • 49.5% for a recommendation • “Sony Ericsson w960i” > 10 out of top 10 results are social • 17% researched mobiles online in the last six months
  10. 10. BRIC leads active involvement 70% Manage a social network profile Written your own blog Blog focused Social Network focused 60% % Have done in the last month 50% 40% 30% 20% 10% 0% Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  11. 11. Consumer driven markets 70% Upload photos online Uploaded a video online 60% % Have done in the last month 50% 40% 30% 20% 10% 0% Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  12. 12. Lead in all age groups 90% Manage Social Network Write a blog 80% 70% % Have done in the last month 60% 50% 40% 30% 20% 10% 0% 16-24 24-34 35-44 45-54 55-64 Male Female 16-24 24-34 35-44 45-54 55-64 Male Female UK Brazil Behaviour online – last month. You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
  13. 13. Key factors Culture Generational Gender
  14. 14. Why?
  15. 15. Response to our motivations Stay up to date on news / events Research / find products to buy Stay in touch with friends Research how to do things Research for work Entertainment Education To get inspired/get ideas Fill up spare time Find music Keep my friends up to date with my life Networking for work Find films / TV shows Share my opinion Organise my life Express myself Play games Share content Promote something Meet new people Take on a different personality 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Global perspective: Motivations for % Very important involvement: Very important Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet .
  16. 16. Response to our motivations Social Networking / Staying in touch with friends Sharing photos Share my opinion / Blogs Share content Promote Micro-blog / something Twitter
  17. 17. Motivations are fundamentally different by market Brazil China Russia UK USA Stay up to date on news / Research / find products to Research / find products to Research how to do things Stay in touch with friends events buy buy Stay up to date on news / Stay up to date on news / Stay up to date on news / Stay in touch with friends Stay in touch with friends events events events Research for work Research for work Research for work Research how to do things Stay in touch with friends Research / find products to Stay up to date on news / Education Entertainment Research how to do things buy events Research / find products to Stay in touch with friends Research how to do things Entertainment Entertainment buy Research / find products to Fill up spare time Networking for work Research for work Research for work buy
  18. 18. Search motivations show purchase skew 45% Research / find products to buy 40% Top motivation to use Stay up to date on news / events 35% Research how to do things 30% 25% 20% 15% 10% 5% 0% You will now see a number of online activities that you currently take in. For each one, please can you Motivations to use a search engine select the main reasons you partake in that activity online?
  19. 19. UK users are more focused on retail Brazil UK Behaviour – last month 100% 90% % Have visited in the last month 80% 70% 60% 50% 40% 30% 20% 10% 0% Behaviour online – last month
  20. 20. UK users spend more time on mobile web UK Brazil Sent an SMS Taken a photo Record a video Played games Sent an MMS Sent an email Install applications on your mobile Browse the internet Use office software e.g word… Behaviour – last month Paid for an item in a shop directly… 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % Have done in the last month Behaviour on mobile – last month
  21. 21. More competition from in-home tech Brazil China Russia UK 100% 90% 80% 70% % Have in household 60% 50% 40% 30% 20% 10% 0% Portable media player e.g iPod Games console DVD player Technology have in home
  22. 22. UK – less time online China: UK Brazil: Russia: 146 119 175 TV 223 minutes minutes a minutes a minutes a a day day day day China: UK Brazil: Russia: 232 minutes a 178 Web 219 minutes 217 minutes day a day minutes a a day day TV consumption – last month
  23. 23. Impacts
  24. 24. Changes our influences: trust transformed A family member A close friend A good contact on a social network A neighbour A store assistant The author of a blog you read regularly A journalist for a national newspaper A television news reader The main contacts on your microblog e.g Twitter A well known celebrity Average Your country’s leader / politicians 1.50 2.00 2.50 3.00 3.50 4.00 4.50 Average Trust – 5 equals very strong trust Below is a list of people whose opinions you come into contact with on a regular basis. Now think Trust in communications about when you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.
  25. 25. Face to face more trusted in UK versus China A family member A close friend A good contact on a social network A neighbour The author of a blog you read regularly A store assistant A journalist for a national newspaper A television news reader The main contacts on your microblog e.g Twitter UK China Your country’s leader / politicians 1.50 2.00 2.50 3.00 3.50 4.00 4.50 Average Trust – 5 equals very strong trust Below is a list of people whose opinions you come into contact with on a regular basis. Now think Trust in communications about when you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.
  26. 26. Digital networks are bigger than face to face Face to Brazil China USA UK Russia face friends 17.1 24.4 24.1 22.8 21.4 Social Brazil China USA UK Russia Network Friends 31.2 51.5 42.8 49.3 38 NETWORK SIZE: How many people stay in touch with
  27. 27. Networks of strangers 9% 3% 0.3% Facebook LinkedIn Twitter Percentage of people I would phone up for a beer
  28. 28. The consumer network is more important UK USA Created by a consumer Created by a professional Answers my search query It comes from a site I am familiar with Recently produced / written Quality of the production / design My friend recommended it 0% 5% 10% 15% 20% 25% 30% 35% % important factor Factors important when looking for content: News story
  29. 29. Social Media involvement incredibly personal 45% 40% Use a micro-blog Upload a video 35% % of total web audience 30% 25% 20% 15% 10% 5% 0% Chrysler GM BMW Ford Mini Owners, web activity last month Source: Global Web Index Wave 1
  30. 30. In summary Global social media is global but strategy must be different by market Purchase skew in established markets Transforming our communications landscape

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