The Wave 5 research from GlobalWebIndex reveals significant structural trends in internet usage, highlighting a shift towards mobile devices and a decline in Facebook engagement. It identifies a divergence of the internet into localized networks influenced by social media and entertainment, with varying consumer behaviors across different global markets. Additionally, younger users are increasingly willing to pay for professional content, indicating evolving consumption patterns and opportunities for brands to adapt their strategies.

1. W A V E 5 T R E N D S

2. Welcome to Wave 5
Five waves of the GlobalWebIndex research project has revealed for the first time the true picture of internet evolution
globally. Two structural trends are influencing consumers worldwide and are the key drivers behind behavioural trends that
are not only occurring globally but diverge from one another at the local level.
The following, is a summary deck designed for external publication, for the full deck and to understand the data and tool
behind the GlobalWebIndex, please visit globalwebindex.net or email globalwebindex@trendstream.net
• LEAN-BACK: THE RISE OF VIDEO
ENTERTAINMENT ONLINE
• REAL-TIME SOCIAL MEDIA:
TRANSFORMING INTERACTION
ONE WORLD: MANY INTERNETS
• FACEBOOK FATIGUE:
THE POST PC ERA: BREAKING THE GROWING PAINS OF A GLOBAL
THE MOUSE BARRIER PLATFORM
• THE SOCIAL BRAND
• A RENAISSANCE FOR
PROFESSIONAL MEDIA

3. “The most detailed research
study ever instigated into
the consumer adoption of
the internet”
Jump to
Detail

4. Delivered in all key internet markets
Waves 1 - 4
Wave 5
Wave 6
Wave 7
Wave 8
Future Waves

5. Filling a critical knowledge gap
1000+ 160
100K+ 3 Waves of
27 markets variables questions
surveys a + Research + in Wave 5 + to build an + on internet
year a Year
audience and social
Insight Strategy Planning Creativity ROI

6. We Make Data Accessible
Online Custom
Tool Insight
Desktop Agenda
Crosstab Insight

7. S U M M A R Y O F W A V E 5 T R E N D S A N D
K E Y P O I N T S

8. Summary: The internet is diverging
Mass market adoption of social media Shift in the way that consumers use Facebook is no longer the one stop
is driving growing differences between not just the internet but the computer shop for total internet experience
markets, creating retail / commerce itself
focused markets and socially focused Despite massive global user growth,
ones In the coming months, internet users active participation on Facebook is falling
across the world believe that the way they and we are increasingly seeing a slow
Despite being a global platform, that access the internet in Wave 5, is likely to down in existing Facebook users. This is
opens up global content and services to change from being the PC/laptop to being particularly true in the US and other
consumers anywhere in the world, the a mobile device, either mobile phones or English speaking countries where
internet is actually creating growing tablets. Facebook as been prevalent for longer
divergence as opposed to and has shifted growth to emerging
homogenisation. By putting a computer inside the mobile markets.
phone, mobile device manufacturers
The internet and in-particular social media started a process that has seen mobile Nevertheless, the potential advertising
are a reflection of a country and its phones and tablet devices evolve to a revenue is lower in these high-growth
peoples. These platforms have in short point where people no longer go to the markets because of their relatively
created greater localisation and its being internet as a separate part of their underdeveloped advertising markets.
lead by fast growing emerging internet everyday lives, but rather, the internet is This, combined with falling engagement in
markets. evolving to become an integral part of saturated markets, brings into question
peoples’ everyday lives. The fact that the effectiveness of Facebook as a
This means its increasingly important for mobile devices accompany them at all branding and advertising channel and
brands to tailor and adjust their strategy to times have made this change possible. therefore, the exorbitant value investors
local markets. have placed on it.

9. Summary: The Internet is Diverging Into a Global Network of Local Networks
Changes in online content Consumer engagement with brands Professional content producers will
consumption flourish
The earlier adopters of social media Online consumers want brands to provide Contrary to expectations at the outset, the
explored new ways of creating and services that fit with their lifestyle. Most rise of social media has led to the
sharing online content, however, the importantly, they want brands to listen to evolution of a retransmission culture
research across the last few waves shows them and their comments where ever they online whereby the content that people
that now most users focus their are posted whether on a social network consume is created by professional
contributions and activities on consuming page, company website or micro-blog. sources but filtered and curated by social
and redistributing content. means.
More and more, consumers are expecting
Wave 5 has highlighted an increasing brands to improve their knowledge in Traditional media and news outlets are
divergence in the consumption of online specific areas and to connect them with still the primary source of news for all
content across the various markets. other similar-minded brand users. types of people around the world. Instead
Consumers in newly industrialised of encroaching in the market, social media
markets of the BRIC countries consume To drive brand perception, it is now crucial has been integrated and used by
much more online content than those in that brands provide online services that traditional media and news channels to
the advanced Western economies such services the needs of modern consumers enhance their own content distribution and
as the EU 5 and USA. when they want to engage a brand. For reporting.
younger, more socially engaged
consumers, this means entertaining them Nevertheless, social networks now
online with content and services in outrank newspapers as the first source of
addition to driving increased knowledge news for 16 – 24 year olds globally, but
around a brand. news websites are still far more widely
used.

10. S T R U C T U R A L T R E N D 1 :
ONE WORLD: MANY INTERNETS

11. The broad global trend is growth of social and entertainment platforms
Percentage Change in Active (Last Month) Online Behaviour: Wave 1 to Wave 5
-10% -8% -6% -4% -2% 0% 2% 4% 6% 8% 10% 12%
• Social and entertainment leading the
growth of internet activity globally;
Managed social network profile
A film site
A video sharing site
A price comparison site
• Broadband intensive activities are also
Uploaded a video online growing strongly, such as video and
Products/services promotional site
A retail website VOIP;
Used VOIP/online phone
An online encyclopaedia
Used a microblogging service • Blogging is in decline as we see a shift
A photo sharing website
Watched a video clip
from text based forms of social
A map website or service interaction into “Real-Time” (see later
Consumer review site
Used Webmail
trend)
A job/employment site
Used online office applications
Used an aggregator • Web 1.0 is declining:
Subscribed to an RSS feed
Commented on a story
• Portals, news and information
Edited/managed own website sites and instant messenger are
Used internet banking
An online dating site
all in decline
Search engine
News site
Online casino/betting site • Search is showing a slight fall at the
Written a news story/article
My work sector site
global level, indicating a rise in social
Uploaded photos online media platforms as consumers’ entry
Written your own blog
A blog/weblog
point onto the web as well as the rise of
Chatroom/forum using social media as an editorial layer.
Business news website
An online auction site (i.e. filtering content through “likes”,
Travel/destinations info
A general portal site
tweets, recommendations, etc. as
Used Instant Messenger oppose to search algorithms)
Internet Activities participated in the last month. Changes in penetration. (% point change of Internet users globally, Wave 1 July 2009 - Wave 5 June 2011)

12. The gap between market leader and laggard is growing in all markets
80% • Looking at a range of internet activities, we can see the
Wave 1 (Difference Between Leader and Lagard) difference between leading and trailing markets in terms
70% of penetration is growing in 11 out of 16 activities;
Wave 5 (Difference Between Leader and Lagard)
60% • Many of these behaviours are social media, open
platforms, that require little infrastructure and no
50% payment;
40% • The open, consumer driven nature of social media has
enabled enthusiastic markets, who are generally newer
30% to the internet, to adopt and use at a mass scale;
20% • The large growth in variance in instant messaging is due
to a massive decline in IM usage in many markets;
10%
• Only webmail and internet banking show significant falls
0% in variance thanks to infrastructure investments in these
services as well as their ubiquity across the world;
• In summary, the internet is not creating a mono-culture
of information and behaviour as some predicted at the
outset. Instead, the cultural fragmentation that existed
offline before the internet now exists online and is visible
in the divergence of online attitudes and behaviour
across the world.
Which of the following have you done online in the past month?. Gap between the leading market and the last. (% difference in users
globally, Wave 1 July 2009 - Wave 5 June 2011)

13. The Result is the Emergence of Localised Internets with Differing Priorities
To understand global differentiation, we have mapped e-
commerce adoption versus an aggregate of social media
adoption, incorporating social networking, blogging, micro-
blogging, video uploads and forum participation. This creates 4
segments:
Social Commerce Stars: Brazil, China and Turkey are
massively socially engaged and large enough to develop the
infrastructure and mass demand for online retail. Much of this is
direct social commerce platforms e.g Taobao in China or
Mercado Libre in Brazil
Socially Engaged: Many fast growing emerging internet
markets have adopted global social media platforms, which are
localised but generally US originated. There hasn’t yet been the
investment in mass e-commerce infrastructure. This could be
down to a lack of real world infrastructure, small economies of
scale and cash-driven economies.
Laggards: Developed internet markets that lack the critical
mass to implement e-commerce, either due to geographic size
(Canada / Australia) or small population (Hong Kong) or
dominance of traditional retail markets (Spain and Italy). While
social media can still be significant in these markets, it tends to
be one dimensional, i.e everyone is utilising social networks, but
not blogs or uploading video etc.
Commerce Engaged: Developed internet markets such as
Germany and the UK have the e-commerce investment and
market push, plus the legacy consumer behaviour from the Web
1.0 boom. However, social media adoption is more passive and Purchase a product online in the past month versus an aggregate score of Manage a
tends to be focused on social networking at a mass level. Social Network, Write a Blog, Comment in a Forum, Upload a Video, Use a Microblog
(% penetration by country. Wave 5 June 2011)

14. No such thing as a global online strategy.
Localisation is key online
Social Media presence must be adjusted in each
market
Impact
Growing differentiation between markets, creates
opportunities for local players
Online influencers will increasingly emerge from
outside the English language internet

15. S T R U C T U R A L T R E N D 2 :
THE POST PC ERA:
WELCOME THE PACKAGED INTERNET

16. Preferred Devices for Accessing the Internet: Massive demand beyond PC
• Internet users can give us a
good idea of the future
purchases and Internet
behaviour by telling us what
they think their favourite
Internet access device will be
in a years time.
• A year from now, consumers
say that mobile devices
combine may nearly equal
PC/Laptops as people’s
preferred Internet access
device.
Which of the following is your favourite device to access the Internet? Now / One year from now (% of Internet users globally, Wave 5)

17. Mobile Internet has Already Exploded Globally and Impacting in Home Usage
70% Asia Pacific When Accessing Your Mobile, Which is Your
Primary Location?
Europe
60% Latin America
North America
50% Whilst
Travelling or
Roaming At home
23% 33%
40%
30%
Public Place
20% 27%
10%
At Work
17%
0%
Wave1 Wave2 Wave3 Wave4 Wave5
(% of mobile internet users globally, Wave 5)
Which of the following have you done on the internet via your mobile phone in the past six
months? – Browsed the internet
(% of internet users globally, Wave 5)

18. Mobile Ecosystem to Driving Application Usage as the Core Online Platform
45% Asia Pacific
• Mobile internet usage is growing
Europe globally largely thanks to the
40%
Latin America increasing use of mobile
applications or apps that take full-
35% North America advantage of enhancements in
user interface in recent years.
30%
• Internet users in the APAC region
still lead in terms of the proportion
25% of mobile users that are
downloading apps on the mobile
phones just as they lead the
20%
world in internet usage on
mobiles.
15%
• Here as in other areas, we are
seeing a regional divergence in
10%
app downloads with an increasing
share of mobile users in APAC
5% downloading apps while the
share in LATAM markets is
stagnant.
0%
Wave1 Wave2 Wave3 Wave4 Wave5
Which of the following actions have you performed on your mobile phone in the past month?
- Installed an application
(% of internet users globally, Wave 5)

19. Brands must have a multi-platform strategy:
website, mobile site and applications are a must
Packaged platforms reintroduce barriers: Mobile
and tablets are not open consumer driven
platforms. This is an opportunity for brands, who
have the connections and budgets to gain access
Impact
Packaged platforms demand that brands think
about creating content. This is particularly true as
internet connected TVs become the norm
Online influencers will increasingly emerge from
outside the English language internet

20. Structural Change is Driving a Number of Behavioural Impacts
• LEAN-BACK: THE RISE OF VIDEO
ENTERTAINMENT ONLINE
• REAL-TIME SOCIAL MEDIA:
TRANSFORMING INTERACTION
ONE WORLD: MANY INTERNETS
• FACEBOOK FATIGUE:
THE POST PC ERA: BREAKING THE GROWING PAINS OF A GLOBAL
THE MOUSE BARRIER PLATFORM
• THE SOCIAL BRAND
• A RENAISSANCE FOR
PROFESSIONAL MEDIA

21. B E H A V I O U R T R E N D
THE RISE OF THE “LEAN BACK” WEB

22. Mass Video consumption is diversifying into multiple internet platforms
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64
• Globally, younger internet users
Visited a video sharing site 69% 57% 43% 30% 23%
are much more active in
Visited a film site 61% 55% 44% 35% 26% consuming content online.
Watched a full length film 51% 39% 29% 25% 17%
• However, most of the content that
Downloaded free TV shows/film 49% 44% 33% 29% 20% they and older users are enjoying
is not user-generated content but
Visited a Digital content store e.g. iTunes 47% 43% 35% 27% 19%
is professionally produced
Stream Personal home videos 42% 31% 22% 16% 10% content such as full-length
movies and TV shows.
Watch on demand TV shows online 40% 35% 29% 27% 24%
Stream Film trailers 31% 25% 17% 11% 7% • These same consumers are also
willing to pay for this content, but
Stream Music videos 31% 25% 17% 11% 7%
the hurdle has been the slow
Listened/Watched a podcast 31% 27% 22% 18% 15% development of digital content
distribution channels and models.
Streamed a LIVE TV show 25% 20% 16% 11% 9%
Watched a sports program 23% 20% 15% 14% 11% • This is changing, however, and
promises huge rewards for
Download TV show/film via P2P 22% 19% 12% 7% 5%
content owners as consumers
Watched on demand video clip on a mobile 19% 18% 13% 7% 4% consume more and more content
Paid TV show/film download 14% 13% 9% 6% 4% online.
Watched live streamed TV on a mobile 9% 8% 6% 3% 2%
Which of the following have you done online in the past month? (% of Internet users globally by age group, Wave 5)

23. Now professional content is driving global differentiation
Global USA EU 5 BRIC
80% The difference between the newly
industrialised countries of Brazil, India,
70% China, and Russia and the advance
Western economies of the EU 5 and
60% USA in terms of online content
consumption perfectly illustrate the
divergence that is occurring between
50%
all the different internet markets across
the world.
40%
In general, internet users in emerging
30% markets consume much more content
online. There are, of course, multiple
20% factors that contribute to this in each
market, but one of the universal factors
is the relative underdevelopment of
10%
traditional media markets in the
emerging countries. As a result, the
0% quality of online content often
surpasses that which is available
through traditional channels in many
markets.
Which of the following have you done on the Internet in the past month? (% of Internet users in each region, Wave 5)

24. Younger users are the least adverse to paying for content
16 to 24 25 to 34 35 to 44
45 to 54 55 to 64 Market Average
66% 67%
63%
56%
53% • This index chart reveals the proportions
48% of the Internet population in each country
42% 41% that would not consider paying for online
37%
content in Wave 5.
28%
• It also shows how averse to buying
online content each age group is
compared to the overall Internet
+
population.
100
- • The key factor we see is that older
Internet users are generally much less
likely buy content online.
Spain France Germany Italy UK USA Brazil India Russia China
Which of the following would you consider paying to access online?- None of the above (answer options) (% of Internet users in each market)

25. Consumption of professional video content online
now outstrips consumer created
It is a myth that consumers won’t pay for content
online
Impact
Disconnect between the developed media and
content markets in US, UK and Europe and the
consumer demand for content in the emerging
markets. Content producers should look at the
global opportunity
Massive opportunity for brands to build global
content strategy

26. B E H A V I O U R T R E N D
REAL-TIME SOCIAL MEDIA

27. Micro-blogging and social networking are growing fastest
The first generation of the Internet
80% focused on the new ways that
Wave1 Wave2 Wave3 +3% everyone could create and publish
Wave4 Wave5
70% content. As the Internet has
evolved, internet users have moved
more to the consumption and
60%
retransmission of content rather than
+40% +2%
producing it themselves.
50%
+9% This is evident when we look at the
40% fastest growing internet activities
and those with the highest
+24% +4% penetration. Consumption of video
30% +10%
+62% clips on platforms like YouTube and
+6% Dailymotion are among the most
20% popular internet activities. Micro-
blogging and social networking are
10% the first and second fastest social
media activities. So much of the
activity on these platforms is
0%
retransmission of content,
retweeting, re-posting of video clips,
etc. and so little is the actual
creation of content. This presents
great opportunities for professional
content creators to harness social
channels to spread their content.
Which of the following have you done online in the past month? (% of Internet users globally; Wave 1 (September 2009) to Wave 5 (June 2011)

28. Micro-blogging growth is being driven by BRIC
Percentage of internet users who have used a micro-blogging service in the past
month – split by region
• While we have seen that penetration
GLOBAL BRIC US EU5 growth in social networking is consistent
across all Waves and regions, when we
45.0%
look at micro-blogging, we see a much
40.0% different story.
35.0% • Micro-blogging growth has grown
significantly in the BRIC markets while
30.0%
stagnating at less than 10% penetration
25.0%
among internet users in the advanced
markets of the EU 5 and USA.
20.0%
• This trend further illustrates the divergence
15.0% in online behaviour between markets and
shows how real-time social media is
10.0%
increasing in emerging markets while
5.0%
blogs, as we will see in the next slide, are
not growing at all.v
0.0%
Wave1 Wave2 Wave3 Wave4 Wave5
What have you done on the internet in the past month? (% of internet users worldwide)

29. Real-time moves users towards transmission and away from creation
• The table to the left shows users
micro-blog update frequency versus
their monthly activities.
• We can immediately see that those
Micro-blog activities in the past month
users who are most active on micro-
blogs, updating more than once a day,
are most likely to be sharing links to
other micro-blogs, personal photos,
and links to videos.
• Less active micro-bloggers are
generally less-likely to perform most
micro-blog activities with the exception
of posting about events and sharing
links to other micro-blogs.
• The key trend that we can pull out
here is that the most active micro-
bloggers are most likely to be
retransmitting content created by
others or by professional content
producers.
How often do you update your micro-blog status? vs. Which of the following have you done on your micro-blog in the past month?
(% of internet users worldwide)

30. Real-time is moving the emphasis away from
creating content to transmitting other peoples
content
Shifts the focus from brands to create rather than
engage consumers to create
Impact
Transmitter culture makes journalists, media
owners, content producers and brands more
relevant in the online economy
Mobile devices will turn the internet real-time

31. B E H A V I O U R T R E N D
FACEBOOK FATIGUE

32. Facebook has grown fastest globally since Wave 1
30%
• As expected, Facebook is the fastest
25% growing social network across the 16
original GWI markets since Wave 1 in
20% July 2009.
% Change Wave 1 to Wave 5
15%
• The Chinese social networks of
10%
RenRen and Qzone are the most
striking, however, and illustrate the
5% vast market potential that China offers
not just in social networking but
0% across the entire internet.
-5%
• LinkedIn is an interesting social
-10%
networking that has grown
substantially since Wave 1,
particularly because it is a social
network developed around a specific
type of real-life network, the
professional network.
Which of the following have you done online in the past month? – Managed a social network profile
(% change in in active social networkers by platform globally Wave 1 to Wave 5)

33. However: Broader social networking decline is kicking in
16-24 25-34 35-44 45-54 55-64 • One of the biggest surprises that we
see across the world is the decline in
Germany -1.6% 4.7% 47.8% 7.1% 62.5%
social network penetration among
UK -8.2% -4.7% 17.1% 32.0% 27.8% younger users in certain markets such
Italy 4.9% 35.0% 65.4% 77.3% 75.0% as Brazil, India, and the UK.
Spain 48.9% 33.3% 33.3% 70.8% 33.3%
• In other markets, however, such as
Netherlands 28.1% -10.2% 12.8% 32.0% 114.3%
Spain, South Korea, and China, social
France 34.6% 11.1% 85.7% 40.0% 110.0% network penetration has seen strong
China 78.8% 112.0% 79.2% 218.2% -28.6%* growth across all age groups.
Japan 15.4% 4.5% 66.7% 22.2% -33.3%*
• In general, the middle age groups are
USA 2.8% 13.6% 33.3% 16.1% 42.1% growing across all countries, and in
South Korea 156.3% 95.0% 71.4% 58.3% 375.0% many countries, they are the fastest
Russia 9.1% 24.5% 42.9% 5.3% 70.8% growing age segments.
India -2.8% 19.4% 17.0% 35.9% 62.1%
• Moving forward, it will be interesting to
Mexico 23.6% 69.0% 71.4% 58.3% 121.1% examine whether the decreasing
Brazil -10.0% 0.0% 15.1% 28.9% 47.4% penetration of social networking in
Canada 0.0% -1.6% 6.5% -8.3% 31.8% younger age segments is an indicator
of future trends for other age groups.
Australia 4.8% 3.3% 29.7% 36.7% 38.9%
*change based on very low reach <10%
Which of the following have you done online in the past month? – Managed a social network profile (% change in active social networking penetration by market)

34. Massive decline in contribution on Facebook
• Between Wave1 (July 2009) and Wave 5
(June 2011), there has been a large level of
Global US US College Educated < 30
decline in contribution and active participation
10.0% into Facebook
• The hype suggests that with Facebook always
5.0%
growing its user base, it is quickly becoming
the global social, communication, content and
0.0%
increasingly purchasing platform. However our
research points to a different story.
-5.0%
• Over time users have began to contribute less
-10.0% and are increasingly passive. This raises
questions on the quality of user data that often
-15.0% underpins huge valuation figures. It also raises
questions on whether brands should vest
-20.0% everything in Facebook pages. This change
suggests they need to diversify
• This decline is most marked in young college
educated Facebook users in the US who were
the original adopters of Facebook. This allows
to forecast a plateau in usage that will spread
into other demographics and markets
Facebook users: Social Network Behaviour / Actions in the past month (% change in active social networking penetration from Wave 1 (July 2009 to June 2011)

35. Its not all about Facebook
A decline in contribution raises questions over
whether brands would be better building a more
multi-platform social offering to maximise social
engagement, particularly in US and EU5
Impact Facebook’s valuation is largely based on quality
of the data and the ability to target consumers
based on this data. However active sharing of
data is in decline. Most users are increasingly
passive. This fact strongly questions $100bn
valuation
Facebook’s growing pains, mirror wider trends in
global differentiation. Emerging markets will drive
the user growth

36. B E H A V I O U R T R E N D
THE SOCIAL BRAND

37. Young demographics show the impact of the transmitter economy
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64
Entertain you 55% 49% 45% 38% 38% • The things that consumers want
from their brands change with
age in ways that are more or
Improve your knowledge 55% 55% 58% 60% 64%
less intuitive.
Connect you with people 49% 43% 38% 36% 39% • Older consumers much prefer
that brand keep them informed
and improve their knowledge,
Be part of your daily routine 45% 45% 43% 42% 38% while younger consumers want
to be entertained in addition to
Provide you with interesting real life improve their knowledge and
31% 32% 28% 23% 20%
experiences connecting them with people.
Keep you informed on the product and the
company
28% 33% 38% 43% 43% • This generation gap illustrates
the differing brand expectations
that social engagement create.
Help you organise your life 24% 29% 33% 33% 29%
Talk to me like a real person 13% 14% 18% 24% 28%
How would you like a brand to act towards you? (% of global internet users by age)

38. Social network brand interactions are catching the branded website
Visit branded website
Liked a brand/product
• Consumers around the world
Visited branded social network group/page
still value branded websites
Chatted with a customer service agent
more than any other form of
online marketing and branding
Read branded blog techniques.
Visited branded community • Social marketing techniques are
gaining traction, however, and
Followed branded microblog liking a brand or product on a
social network is popular among
Invited friend to join a branded page/group on social network consumers in all regions in a
relative sense.
Uploaded photo/video to a branded social network page/group
Asked question to a brand on microblog
Shared content in a branded community
Retweeted a branded microblog post EU 5 USA BRIC Global
0% 10% 20% 30% 40% 50% 60% 70%
Thinking about all the ways in which you can interact with a brand or company online, which have you done in the past month?
(% of global internet users by age)

39. Growing demand for one to one relationship and content
Listen to comments on forums/social networks
• Consumers are not bothered
Create applications/online services about engaging with brands in a
two-way conversation. What
they want is simply to be
Creating videos online featuring the brand listened to when they need the
brand and for the brand to make
Contacting me if I mention the brand on a microblog their products and services
readily available where they
are, not where the brand wants
Creating a brand community where I can meet new people
them to be.
Creating blogs to talk about the company and product • Creating content is also
important, especially for
younger internet users as we
Creating groups in social networks
have seen previously.
Consumers react well to high
Becoming your friend in a social network quality branded content that is
entertaining and engaging.
Using microblog/social network pages to provide customer Wave5 Wave4 Wave3
support/service
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Which of the following marketing activities would improve your opinion of the participating brand?
(% of global internet users by age)

40. Social branded channels are close to matching
brand websites in reach
Social media provides a new medium for brands
to engage consumers, but brands must know the
“rules of engagement” and identify what
consumers want from them on these platforms
Impact Their is increasing demand for branded content.
This is a result of the growing demand for a lean
back experience and a result of the transmitter
culture. Brands need a content strategy. The line
between produced content and advertising will
disappear online
The crucial aspect of social consumer
engagement is to ensure that consumers feel
that their voice is heard online. This doesn’t
necessitate constant two-way conversation but
requires brands to be attentive when that
conversation is wanted

41. B E H A V I O U R T R E N D
A RENAISSANCE FOR PROFESSIONAL MEDIA

42. Professionals have never had it so good:
MANY
INTERNETS: Package platforms create
Global potential for the THE POST PC
the economics to monetise
distribution of content ERA
GLOBAL professional content
DIVERGENCE
Growing rich content Focus on sharing pro content.
REAL TIME
LEAN BACK consumption and Micro-blogs orientate
SOCIAL
willingness to pay consumers to professionals

43. Reality 1: traditional sources still drive mass knowledge
• Traditional news sources still
dominate news delivery across
25% all age groups at a global level.
16 to 24
• For young adults, news
25 to 34
20%
websites are most likely to be
35 to 44 their first source of news about
45 to 54 a particular event, but older
55 to 64 internet users still rely on TV
15% news.
• Interestingly, social networks
10%
are more likely to be the first
source of news for 16 to 24 year
olds than are newspapers.
5% • A growing trend, accelerated by
the use of social channels by
traditional news sources, is the
0%
trend for users to get their news
from a traditional source but
then to follow up via social
channels in an attempt to get
the most up-to-date information
possible.
In the last major news event you heard about, what was the first source of information?
(% of global internet users)

44. Reality 1: even active microbloggers turn to traditional news sources
• Even for highly engaged social
media users traditional news
Average sources are still the main
TV news channel channel through which they get
Light Microbloggers breaking news.
Social Network update
Heavy Microbloggers • The importance of news
websites provides leverage for
the argument that news
organisations should focus on
Radio digital content distribution and
business models as many have
done in recent months.
Newspaper • Internet users still very much
value traditional news sources,
especially when they act as not
News website
only as a reporter of news but
also as a curator of social news
content; integrating old media
with new media means that
Microblog update traditional news organisations
have even greater opportunities
than they had previously.
0% 5% 10% 15% 20% 25% 30% 35% 40%
In the last major news event you heard about, what was the first source of information?
(% of global internet users)

45. Reality 2: traditional TV is not in decline even for heavy social users
Daily micro-bloggers Daily bloggers
6% 9%
Less than one hour 17%
7%
22% 7%
1 to less than 2
2 to less than 3
12%
3 to 4 13%
4 to 6
more than 6
31%
21%
33%
22%
Global Average
7%
9% 19%
15%
26%
24%
How much time do you spend watching TV during a typical day?
(% of internet users by segment)

46. Social and online must be integrated with offline
strategy
The internet will not replace traditional media,
traditional media will distribute through internet
channels
Impact
The internet is becoming more like traditional
media. Packaged platforms, applications etc
enable traditional format with traditional
advertising models
There is growing demand to build 1 to 1
conversation with brands

47. E X P L O R E T H E D A T A
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