CRACKING THE

SOCIAL Story of Why
CODE
The
Executive

Summary

Even the most superficial social interaction
online is driven by a consumer need. Wave‟s
seven years o...
•

At UM we have a philosophy which we
call Curiosity Works. This philosophy
drives us to continually seek new
insights th...
What is

Wave

Wave is an annual social media study conducted by UM. It is the longest-running and most
ambitious of its k...
The Wave

Story

15 countries
7,500 respondents

2007

29 countries
17,000 respondents

38 countries
23,200 respondents

2...
The Wave universe
now fully represents
the world

Wave 7

Wave 6

Wave 5

Wave 4

Wave 3

Wave 2

48,945 65
respondents

c...
THE SEARCH FOR

MEANING
IS THE SEARCH FOR

WHY
7 years of asking WHY has
shown us that

5
needs
underpin all social
behaviour
Needs

build brands

DIVERSION

RECOGNITION

PROGRESSION

RELATIONSHIP

LEARNING

Desirability

Feel valued

Spend
more ti...
WE HAVE

MANY

TRENDS
Digitization is

taking over share-of-time

6 hours
9 hours

Q: Time spent last week…
Base: Singapore
Internet satisfies the

core human needs
Watch video clips online

84%

Use instant messenging service

79%

Visit a frien...
SOCIALISATION
Socialisation is
a day-to-day imperative
RELATIONSHIP
LEARNING
Seek other people's opinions

Meet new people
Stay in touch...
…across markets in Asia
RELATIONSHIP
LEARNING

Explore the world around
you
Keep up to date

Meet new people
80
Stay in to...
… even surpassing
the global benchmark
LEARNING

Meet new people
Explore the world around
70
Stay in touch with friends
yo...
Power of Facebook shows
no sign of decline in Singapore
Once a day or more

Series4-6 times a week 2

1-3 times a week

10...
Q. Thinking about the things you have shared with others, please select below the means by which you have shared them (Oft...
MOBILITY
The world is going

smart and mobile
Devices Owned
10%

30%

50%

70%

90%

Desktop
Laptop/Netbook
Full-sized Tablet e.g. ...
More devices mean
more access points
and more often
Online Activities Done Via Each Device

77%

78%

76%
58%

52%
43%
20%...
Laptop is still the most versatile device

globally except in Korea where

smartphones are dominant
70.0
60.0
50.0

Tablet...
PRIVACY
Online privacy is a

major concern the world over
64.7%
60.4%
55.4%
65.2%

4.8%
67.4%
50.3%
52.2%
59.1%
65.6%
59.8%
70.1%
...
But we haven’t seen a
seismic shift in
consumer concern
70%

69%

I am concerned about the amount of personal data online
...
In fact there has been an uplift
in joining brand communities
49%
40%

Wave

6

7

Q: “Have you ever joined a brand commun...
But it’s a fragile balance
69%

36%
Somewhat agree
Completely agree

39%

27%
30%
9%
I am concerned about the amount of pe...
UNLOCKING

THE POWER

OF TRENDS
Smartphones help in accessing
information quickly and finding your
way through apps
RELATIONSHIP

Research something
thoro...
Tablets are for

entertainment and relaxation
RELATIONSHIP
Research something
thoroughly

Socialize with others
80%
Be cre...
Laptops are for consuming content
and researching something
thoroughly
RELATIONSHIP
Research something
thoroughly

Sociali...
Users are learning
through brand websites
RELATIONSHIP
Seek other people's opinions

Meet new people
40%

Explore the worl...
To enter a competition

To receive a discount, coupon or product
trial

To contact companies and influence new
product dev...
Microblogs are for

self-expression
RELATIONSHIP

LEARNING

Seek other people's opinions
Explore the world around me
Keep ...
Professional Social Networks are a
place to make contacts and earn
respect
RELATIONSHIP
Seek other people's
opinions
Explo...
Device and platforms are creating a
complex eco-system which are
driving conversations
BUILDING THE

VALUE
EXCHANGE
Value Exchange
Key Takeaways
Social media is the norm and Wave 7 shows no
sign of internet fatigue.
Formats are converging and the world ...
ADDITIONAL
CHARTS
Blogs are important in
APAC, LATAM and Southern
Europe
% who have read blogs in the last 6 months

56.15%
56.9%
58.1%
53.4...
Brand websites reach at least
70% of active internet users in
most markets
% who have visited an official company or brand...
Multiplayer gaming is
popular in China
% who have taken part in a multiplayer online game in the last 6 months

33.29% 31%...
Wave 7: The Story of Why - Social media landscape in Singapore and SEA
Wave 7: The Story of Why - Social media landscape in Singapore and SEA
Wave 7: The Story of Why - Social media landscape in Singapore and SEA
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Wave 7: The Story of Why - Social media landscape in Singapore and SEA

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Wave is a global survey conducted by UM, revealing the social habits of consumers in 65 countries. The study has tracked the dynamic shifts that have taken place within the social media landscape for the last seven years. Wave 7 has identified that consumers will connect with brands that meet five basic needs. By answering these needs, and by combining technology, social platforms and media in a more cohesive way, brands can put themselves in an extremely powerful position.

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  • 2006, UM embarked on a project to measure the scale and impact of social media across the globeand to explore the changes occurring in communication technologies. To date, we have surveyed morethan 186,000 Active Internet Users across 65 countries.Over the course of this project Wave has taught us that growth in social media is unprecedented.However, the real story has not just been one of growth but also of evolution. In a few short years socialmedia has made content creators, sharers and influencers of us all.• Wave 1 (2006) : demonstrated that social media was living up to the hype, there was a large andactive community communicating online.• Wave 2 (2007): showed how social media moved from a text-based medium of bloggers andposters to a fully audio visual one full of content creators and sharers.• Wave 3 (2008): charted the democratisation of influence, how social media was driving greatermeans and opportunity for consumers to influence their peers.• Wave 4 (2009): examined the reasons behind the huge growth in social media by understandingthe motivations to use different social media platforms. Showing that consumers engage with aplatform because it meets specific consumer needs and all platforms meet these needs differently.• Wave 5 (2010): told us that there was huge demand for social interaction with brands. However,the nature and depth of this interaction varied wildly from person to person and category tocategory. But those brands that could create the right experience benefitted enormously, drivingbrand loyalty, endorsement and sales.• Wave 6 (2013): Showed us how to create social communication that was based on meeting a specific objective by understanding not just what the consumer wanted from a brand but also which of these best met the brand objective.
  • Wave now covers 65 countries around the world. So everything you are about to see gives a truly global perspective on the changes currently happening in the social media space.Recent developments in social media: September 2011 – Snapchat launchesApril 2012 – Facebook buys InstagramMay 2012 – Facebook floats on the NASDAQJune 2012 – Twitter has over 500 million usersOctober 2012 – Facebook over 1 billion usersDecember 2012 – Twitter over 200 million usersJune 2013 – NSA scandalAugust 2013 – Vine has 40 million users
  • And after 7 years of research in over 65 countries we have come to realise that real question to ask is not what people do but WHY they do it. And by continually asking this WHY we have come to realise that beneath all the trends lies a single and important truth. That 5 real, human and fundamental NEEDS underpin all social behaviour.Learning, relationships, diversion, progression and recognition.
  • Diversion is the need state that most drives desirability for brands. 40% of people who say they want entertaining experiences from brands say that these experiences make the brand more desirable. Recognition is the key need state for making consumers loyal to brands. 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do.Progression is the key need state for encouraging people to spend more time with a brand. 37% of people who want brands to help them develop their own skills and abilities want to spend more time with the brand as a result.  Relationship is a key need state for driving recommendation. If a brand enables someone to help others they are also more likely to recommend it to others.Whereas to drive sales a combination of Recognition and learning is key. Educating people about your product whilst at the same time listening to their own needs makes consumers far more likely to buy your product. 
  • Brands now need to manage their professional/owned assets to manage social perceptions.
  • Its no surprise that the dominant trend in 2013 is the continued rise of the smartphone. Penetration rose by two thirds to reach over 70% vs Wave 6. The has changed the landscape of device ownership. Mobile phone penetration has dropped to just over 50% and the portable games console, now hugely threatened by smartphone gaming, has stagnated despite the efforts of Sony and Nintendo. It will be interesting to see if the arrival of Android and IOS game controllers, similar to those used in the console gaming category, will have a similar impact on the wider gaming category when they launch. We are also seeing the impact of tablet, mini tablet and other touch screen devices like Microsofts’ surface as they enter the market..
  • To drive convenience and being smart and efficient.
  • We can see that the laptop remains the most versatile device but its interesting to see that in Korea, where mobile broadband infrastructure has been well established, the smartphone has become the dominant device. It will interesting to see if there is a similar trend in other countries when superfast 4g mobile broadband becomes easily accessible and wearable technology takes off.
  • Even though consumer needs don’t change, technologies ability to meet them is constantly in flux.So we need to constantly keep track and identify those platforms best able to deliver the value exchange
  • Online privacy is a concern for many.
  • Brands need to come up with a strong value proposition as compensation to invasion of privacy.
  • As people use more social platforms via more devices, more often it has inevitably become central to their lives. As a result they are happy to share data with companies that make their online experiences better. However, our Wave research shows us that this is a delicate balance. Not only are more people concerned than accepting, when we look at those people with a strong conviction (i.e. definitely agree) the strength of those beliefs are strongly biased towards concern.This means we need to understand what value means to people if we are to find the right balance.
  • Even though consumer needs don’t change, technologies ability to meet them is constantly in flux.So we need to constantly keep track and identify those platforms best able to deliver the value exchange
  • Nothing is moving faster than devices.
  • Singaporeans are top in terms of app download in APAC. LBS, shopping & communication beyond voice.
  • Tablets are increasingly used for static entertainment to kill boredom.On utility parameters are going down and entertain parameter are going up
  • The P.C., laptop and desktop, are still the most versatile internet enabled technologies in the marketplace today. They meet more consumer needs than any other devices. But as the tablet becomes a stronger entertainment device the traditional P.C. is becoming focussed around its core strengths such as researching something thoroughly or just getting something done. But it’s worth noting that it is still seen as the best device for watching content, beating the tablet by a significant margin. It will be interesting to see how Microsoft’s P.C./tablet windows 8 platform capitalises on the strengths of both the P.C and tablet environment.
  • So now we can look at how the power of social platforms, devices and their ability to drive conversation is evolving. We start with the social platforms.
  • Brands have the opportunity of using websites not just as advertising portals but also as as content developers/creators that offers new experience for users to learn, interact & share.
  • Microblogs have become more about meeting people, being entertained and staying in touch. Moving into Facebook territory
  • More professional social network users see it’s a place to make contacts and earn respect
  • But these technologies don’t sit in isolation. They are part of a complex eco-system which interact and drive conversation.
  • So if we want consumers to connect with our brands we need to consider these consumer needs and what they deliver. However, the challenge is actually to find the place where consumer need and brand objective meet. In other words find the consumer need which, when fulfilled by the brand, will also meet the brand objective. This place between objective and need we call the Value Exchange and it’s the value exchange that we need to put at the heart of our communication. Because only when communication is successful with both the brand and the consumer will we go beyond campaign based activity and build a lasting relationship.
  • The insight we gather from Wave drives a very different philosophy. By asking Why first we can build strategies that foster a MUTUALLY beneficial value exchange between brands and consumers. The mutual word is important because, if the communication doesn’t benefit both, it just cannot succeed long term. With Wave we start with a very fundamental question, what does the consumer want from our brand and how will they feel towards us if we deliver it. This means we can boil down our thinking, concentrating only on the value exchange, where brand objective and consumer need intersect. For example, how can Microsoft in China help IT people develop the skills to become a hero within their organisation through the adoption of Microsoft Cloud technology? This approach puts the consumer needs and ambitions at the forefront and allows us to then use social technology in a creative and meaningful way to meet brand goals. It also demystifies social media, allowing all parties to rally around a single thought. Also making it much easier to understand what we are trying to achieve and how best to measure success.
  • Reading blogs is high among Singaporeans (78.17%) and comparable with regional (86.85%) and global statistics (80.4%). Contrarily, when it comes to posting/writing stories for their own blog/weblog, only 49.3% Singaporeans were active compared with 64.27% internet users in the region and 56.66% globally. This once again goes to prove that there is tremendous opportunity for content creators and storytellers to leverage the opportunity.
  • Wave 7: The Story of Why - Social media landscape in Singapore and SEA

    1. 1. CRACKING THE SOCIAL Story of Why CODE The
    2. 2. Executive Summary Even the most superficial social interaction online is driven by a consumer need. Wave‟s seven years of analysing social behaviour online has revealed the 5 key needs underpinning them all: Relationship, Diversion, Progression, Recognition and Learning. Wave has also shown us that meeting these needs can play a key part in building brands and driving sales. For example is the need state that drives for brands. 40% of people who want entertaining experiences from brands say that these experiences make the brand more desirable. Whereas to drive sales a combination of Recognition and Learning is powerful. Educating people about your product whilst at the same time listening to their needs makes consumers far more likely to buy. Consumers are entering into a „value exchange‟ with brands that meet these needs and they are happy to disclose personal data if it means they receive a better online experience. Whilst these 5 basic needs don‟t change, the ability of technology to meet them is in constant flux – and brands need to understand exactly what consumers want from different devices. The growth of the smartphone in particular is transforming both the device and social platform landscape. So it‟s no longer enough to simply track the latest trends because much of what we see is background noise or worse, a complete distraction. What we really need to do is understand the motivations behind these trends and only then look at when and how consumers are doing them.
    3. 3. • At UM we have a philosophy which we call Curiosity Works. This philosophy drives us to continually seek new insights that we can use to unlock the competitive advantage of media and fuel brand growth. • The Wave project is where Curiosity Works come to life. Each Wave study is run in collaboration with over 65 UM offices around the world with each volunteering to take part each year. This collaboration is driven solely by UM‟s culture of collective Curiosity.
    4. 4. What is Wave 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. 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. Wave Methodology • • • • • Wave retains the same methodology from Wave 1 to Wave 7, enabling comparison across Waves The project is lead by the UM G14/EMEA Research team We have surveyed 48,945, 16-54 year-old Active Internet Users in 65 countries Representing the views of over a billion people All surveys are self-completed and the data collected is purely quantitative. 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.
    5. 5. The Wave Story 15 countries 7,500 respondents 2007 29 countries 17,000 respondents 38 countries 23,200 respondents 2008 2009 2010 2004 pre-2003 April 2008 Facebook overtakes MySpace in popularity 54 countries 37,600 respondents 62 countries 42,000 respondents 2011 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 9 January 2007 Apple launch the first iPhone 21 countries 10,000 respondents 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 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 June 2012 500M+ users on Twitter 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 NSA scandal August 2012 Vine has over 40M users September 2011 Snapchat launches October 2012 Facebook has over 1Bn users December 2011 Facebook has over 845M active users
    6. 6. The Wave universe now fully represents the world Wave 7 Wave 6 Wave 5 Wave 4 Wave 3 Wave 2 48,945 65 respondents countries Wave 1 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 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
    7. 7. THE SEARCH FOR MEANING IS THE SEARCH FOR WHY
    8. 8. 7 years of asking WHY has shown us that 5 needs underpin all social behaviour
    9. 9. Needs build brands DIVERSION RECOGNITION PROGRESSION RELATIONSHIP LEARNING Desirability Feel valued Spend more time Word of mouth Sales
    10. 10. WE HAVE MANY TRENDS
    11. 11. Digitization is taking over share-of-time 6 hours 9 hours Q: Time spent last week… Base: Singapore
    12. 12. Internet satisfies the core human needs Watch video clips online 84% Use instant messenging service 79% Visit a friend's social network page 78% Visit an official company/brand website 75% Download and used an application Top activities on the internet 75% Manage a profile on a social network 70% Read blogs / weblogs Visit a message board/forum Joined a professional social networking site 62% 60% Use a micro blogging service 51% 35% 40% 33% Joined a professional social networking … 51% Upload my photos to a photo sharing site 51% Activities that showed significant jump from last year Share your location via a location based social network Take part in a multi player game online Upload my photos to a photo sharing site Q: Thinking about using the internet, which of the following activities have you ever done? Base: Singapore – Past 6 Months 50% 44% 37% 31% 51% 46%
    13. 13. SOCIALISATION
    14. 14. Socialisation is a day-to-day imperative RELATIONSHIP LEARNING Seek other people's opinions Meet new people Stay in touch with friends 70 Explore the world around you 60 Keep up to date Feel like you belong 50 Share knowledge 40 Learn something new Share new experiences 30 20 Earn respect Keep you company 10 - Promote yourself Be creative Change opinions Hang out or waste time DIVERSION Express yourself Have fun/be entertained RECOGNITION Relax/escape Make money Express & share emotion Build your career Make contacts for work Microblogs Photo/Video Sites Social Networks Brand Websites Q: Which of these applications does a good job when you want to… Base: Singapore - Accessed social networking site in past 6 months PROGRESSIO N
    15. 15. …across markets in Asia RELATIONSHIP LEARNING Explore the world around you Keep up to date Meet new people 80 Stay in touch with friends 70 Feel like you belong 60 Learn something new Share knowledge 50 40 Relax/escape Share new experiences 30 20 10 Hang out or waste time Keep you company Be creative Express & share emotion Make contacts for work Have fun/be entertained Build your career Express yourself Make money Earn respect RECOGNITION Singapore DIVERSION Thailand Q: Which of these applications does a good job when you want to… Base: Individual Markets - Accessed social networking site in past 6 months Change opinions Promote yourself Indonesia Phillipines Vietnam Malaysia
    16. 16. … even surpassing the global benchmark LEARNING Meet new people Explore the world around 70 Stay in touch with friends you 60 Keep up to date Feel like you belong RELATIONSHIP 50 Learn something new Share knowledge 40 30 Express yourself Share new experiences 20 10 Earn respect Keep you company Promote yourself Be creative Change opinions Hang out or waste time Express & share emotion Relax/escape Make contacts for work RECOGNITION Make money Build your career Global Q: Which of these applications does a good job when you want to… Base: Individual Clusters - Accessed social networking site in past 6 months SEA APAC
    17. 17. Power of Facebook shows no sign of decline in Singapore Once a day or more Series4-6 times a week 2 1-3 times a week 100 50 0 Q: Which of the social networking sites you accessed and how many times you accessed… Base: Singapore Once every 2-4 weeks Less often Never
    18. 18. Q. Thinking about the things you have shared with others, please select below the means by which you have shared them (Often or sometimes) Base: Singapore Via a review website Via an application/ app on a mobile/ tablet Via a microblogging service (e.g. Twitter) Via a messaging service (e.g. Whatsapp) Via a blog or forum Via email Via a social network (e.g. Facebook) Via a text message In a conversation over the phone Face to face Virtual sharing is on its way to overtake F2F sharing 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
    19. 19. MOBILITY
    20. 20. The world is going smart and mobile Devices Owned 10% 30% 50% 70% 90% Desktop Laptop/Netbook Full-sized Tablet e.g. iPad, Samsung … Smartphone Mobile phone Games Console e.g. PS3 Portable Games Console e.g. PSP Portable mp3/video player Smart TV/internet-connected set-top… Mini Tablet e.g. Nexus 7, iPad… Convertible Touchscreen… Wave Q: Which of the following devices do you own? Base: Singapore 6 7
    21. 21. More devices mean more access points and more often Online Activities Done Via Each Device 77% 78% 76% 58% 52% 43% 20% Desktop Laptop Smartphone Tablet Wave Q: You have carried out the following activities in the last 6 months; please select which devices you have used to do these activities? BASE: Singapore - all who own each device 18% 6 7
    22. 22. Laptop is still the most versatile device globally except in Korea where smartphones are dominant 70.0 60.0 50.0 Tablet 40.0 30.0 Smartphone 20.0 Laptop 10.0 0.0 Q: Which of the following (Tablet, Smartphone, Laptop) does a good job when you want to….? Average number of uses each device is considered useful for Base: Global
    23. 23. PRIVACY
    24. 24. Online privacy is a major concern the world over 64.7% 60.4% 55.4% 65.2% 4.8% 67.4% 50.3% 52.2% 59.1% 65.6% 59.8% 70.1% 54.3% 67.7% 72.1% 74.9% 66.6% Key 50–59% 40–49% 30-39% 20-29% 69.5% 69.8% 52.7% 67.6% 72.5% 77.4% 60.7% 69.1% 57.3% 70.1% 66.4% 71.9% 79.5% 63.6% 71.7% 10-19% <10% 67.6% 58.1% 66.0% 63.4% 70%+ 60-69% 70.6% 70.6% Q: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I‟m concerned about the amount of personal data that goes online”. BASE: Wave 7 Priority Markets
    25. 25. But we haven’t seen a seismic shift in consumer concern 70% 69% I am concerned about the amount of personal data online Wave Q: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I‟m concerned about the amount of personal data that goes online”. BASE: Singapore 6 7
    26. 26. In fact there has been an uplift in joining brand communities 49% 40% Wave 6 7 Q: “Have you ever joined a brand community online? By a brand community, we mean a community or group centred around a product or brand, e.g., a fan page on a social networking site, following a brand on a microblogging service (e.g. Twitter) or signing up to a dedicated website or forum. BASE: Singapore
    27. 27. But it’s a fragile balance 69% 36% Somewhat agree Completely agree 39% 27% 30% 9% I am concerned about the amount of personal data online I don't mind companies tracking my online behaviour if it improves my experience Q: Below is a list of statements. Please answer reflecting your opinion. Base: Singapore
    28. 28. UNLOCKING THE POWER OF TRENDS
    29. 29. Smartphones help in accessing information quickly and finding your way through apps RELATIONSHIP Research something thoroughly Socialize with others 80% Be creative 70% LEARNING 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 PROGRESSIO N Ward off boredom Access information quickly Play a game Manage my life Wave 6 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: BASE: Singapore – Those who own smartphones Wave 7
    30. 30. Tablets are for entertainment and relaxation RELATIONSHIP Research something thoroughly Socialize with others 80% Be creative 70% Learn something new LEARNING Explore the world around you 60% Have fun/ be entertained 50% 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 Ward off boredom Access information quickly PROGRESSIO N Play a game Manage my life Wave 6 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: BASE: Singapore – Those who own mini tablets Wave 7
    31. 31. Laptops are for consuming content and researching something thoroughly RELATIONSHIP Research something thoroughly Socialize with others 80% Be creative 70% Learn something new LEARNING 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 PROGRESSIO N Ward off boredom Access information quickly Play a game Manage my life Wave 6 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: BASE: Singapore – Those who own laptops Wave 7
    32. 32. Users are learning through brand websites RELATIONSHIP Seek other people's opinions Meet new people 40% Explore the world around you Stay in touch with friends Feel like you belong 30% Keep up to date Share knowledge LEARNING 20% Learn something new Share new experiences 10% Earn respect Keep you company 0% Promote yourself Be creative Change opinions Hang out or waste time Express yourself Have fun/be entertained Relax/escape Make money Express and share emotion Build your career Make contacts for work RECOGNITION Q: Which of these online applications does a good job when you want to BASE: Singapore – Accessed brand website in the last 6 months PROGRESSIO N DIVERSION Wave 6 Wave 7
    33. 33. To enter a competition To receive a discount, coupon or product trial To contact companies and influence new product development Q: How much do you agree with the following statements about why you joined a brand community? Base: Singapore – Those who joined brand communities To develop my skills To get a personal response to an issue/complaint To get advance news about products Because it was recommended to me To fill time/have fun To get free content To feel part of a like-minded community To learn more about it To associate with something I think is cool To share my appreciation with others To support a cause I like … and joining brand communities to get advance notice on products and avail discounts and coupons 100 50 -
    34. 34. Microblogs are for self-expression RELATIONSHIP LEARNING Seek other people's opinions Explore the world around me Keep up to date Meet new people Stay in touch with friends 80% Feel like you belong 70% 60% Share knowledge 50% 40% Learn something new Share new experiences 30% 20% Earn respect Keep you company 10% 0% Promote yourself Be creative Change opinions Hang out or waste time Express yourself Make money Relax/escape RECOGNITION Build your career Have fun/be entertained Make contacts for work Express and share emotion PROGRESSIO N Q: Which of these online applications does a good job when you want to BASE: Singapore – Accessed Microblog website in the last 6 months DIVERSION Wave 6 Wave 7
    35. 35. Professional Social Networks are a place to make contacts and earn respect RELATIONSHIP Seek other people's opinions Explore the world around me LEARNING Meet new people Stay in touch with 80% friends Feel like you belong 70% 60% Keep up to date Share knowledge 50% 40% Learn something new Share new experiences 30% 20% Earn respect Keep you company 10% 0% Promote yourself Be creative Change opinions Hang out or waste time Express yourself Make money Relax Escape Build your career Have fun/be entertained RECOGNITION Make contacts for work Express and share emotion PROGRESSIO N Q: “Please select which of them you think does a good job when you want to… BASE: Singapore – Accessed professional networking sites in P6M DIVERSION Wave 6 Wave 7
    36. 36. Device and platforms are creating a complex eco-system which are driving conversations
    37. 37. BUILDING THE VALUE EXCHANGE
    38. 38. Value Exchange
    39. 39. Key Takeaways Social media is the norm and Wave 7 shows no sign of internet fatigue. Formats are converging and the world is going smart and mobile. Not just more smartphones but more uses too. Online privacy is a concern the world over but there hasn‟t been a seismic shift in consumer trust The five needs that underpin all social behaviours: learning, relationships, diversion, progression and recognition. Communication consumption is now a complex eco-system of devices, technology and platform which continue to evolve to meet the desire for simple, contextual and niche experiences
    40. 40. ADDITIONAL CHARTS
    41. 41. Blogs are important in APAC, LATAM and Southern Europe % who have read blogs in the last 6 months 56.15% 56.9% 58.1% 53.4% 61.4% 50.7% 49% 70.8% 48.4% 81% 70.7% 67% 61.3% 53.1% 54.6% 74.8% 84.5% Key 70%+ 54% 59.5% 61.2% 56.1% 45.5% 56.44% 69.9% 72.1% 42.2% 50–59% 30-39% 20-29% 10-19% 73.5% 58.4% 58.4% 60-69% 40–49% 80.4% 38.6% 66.9% 69.5% 56.5% 55.2% 83.5% 60% 69% 56.5% 49.5% 61.3% <10% 57.5% 67.22% Q: Thinking about using the internet, which of the following activities have you done in the past six months? Read Blogs/weblogs BASE: Wave 7 All Markets
    42. 42. Brand websites reach at least 70% of active internet users in most markets % who have visited an official company or brand site website in the last 6 months 84.1% 83.7% 84.6% 83.3% 76% 76% 68.9% 76.1% 79.8% 69.7% 89.9% 66.8% 80.3% 88.5%79% 73.3% Key 74.4% 80.1% 70%+ 74.7% 85.5% 59.7% 70.3% 78.4% 86.6% 71.5% 60-69% 50–59% 40–49% 70% 66.7% 52.5% 79.22% 66.5% 72.7% 70.9% 77.6% 30-39% 20-29% 10-19% 84.8% 77% 74.6% 80.7% <10% 80.8% Q: Thinking about using the internet, which of the following activities have you done in the past six months? Visit an official company/brand website BASE: Wave 7 Priority Markets
    43. 43. Multiplayer gaming is popular in China % who have taken part in a multiplayer online game in the last 6 months 33.29% 31% 29.6% 31% 35.3% 48.3% 22.9% 48.2% 31.6% 56.2% 37.9% 44.4% 40.5% 43.3% 39.4% 31.7% 33.8% 41.3% 18.8% 45.3% 64.8% Key 41.8% 70%+ 46.1% 34.1% 47.3% 68% 57.5% 60-69% 50–59% 40–49% 30-39% 20-29% 10-19% 41.7% 39.7% 39.7% 19.4% 43.7% 28.1% 44.5% 32.6% 33.5% 50.48% 44% 48.2% 34.5% <10% 25.3% 31.7% 49.4% Q: Thinking about using the internet, which of the following activities have you done in the past six months? Taken part in a multi-player online game. BASE: Wave 7 All Markets

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