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May.07




                POWER TO
          What is the demand for consumer gener-


                THE PEOPLE
          ated media and social media platforms?
          What types of content do users want
          How can advertisers get involved
          Impact of Web 2.0 brands
          How do these emerging channels rank
          versus traditional media on value and trust
         TRACKING THEofIMPACT
          Recall and perception advertising initia-




         v
          tives
                              OF SOCIAL MEDIA




                                     .2
POWER TO THE PEOPLE
     TRACKING THE IMPACT   •	 	 SERS	NOW	LEAD	CONTENT	CREATION	
                           	
                              U
                               –			 logging	grows	to	170m	creators	worldwide	thanks	to	rapidly	
                                  B



     OF SOCIAL MEDIA
                                  expanding	Internet	universes	in	the	emerging	Internet	markets
                           	   –		21%	have	uploaded	a	video	clip	online
                           	   –		46%	of	all	blog	readers	have	started	their	own	blog
                           	   –		41%	upload	and	shared	photos	online

     MAY 2007:             •	 SOCIAL	MEDIA	DRIVING	ENGAGEMENT
                           	   –			 atching	video	clips	online	has	doubled	in	9	months;	31%	to	62%	
                                  W
                                  penetration.	Estimated	global	universe	of	330m
                           	   –			 stimated	340m	blog	readers	worldwide.	The	largest	audience		
                                  E
                                  in	the	world	is	the	USA	where	64m	read	blogs
                           	   –			 ocial	Networking	is	used	by	an	estimated	194m	16–54’s	worldwide
                                  S

                           •	 	 UTURE	INTERNET	USE	DRIVEN	BY	ASIA	AND	
                              F
                              THE	EMERGING	MARKETS
                           	   –			 hina	is	the	world’s	leading	market	for	the	adoption	of	social	
                                  C
                                  media	thanks	to	a	personal	drive	for	self	expression	and	consumer	
                                  generated	media		
                           	   –			 sian	Internet	markets	are	the	most	active	in	content	creation
                                  A




02
troduction
                                                                                                                                                                                  WHAT IS SOCIAL MEDIA?



in
                                                                                                                                                                                  Online applications,
                                                                                                                                                                                  platforms and media that
                                                                                                                                                                                  allow users to interact,
                                                                                                                                                                                  connect and contribute to.
                                                                                                                                                                                  Social media enables a
                                                                                                                                                     SOCIAL INFLUENCE             two-way dialogue and
                                                                                                                                                                                  orientates the Internet
                                                                                                                                                                                  around users.


                                                                                                                                                                      IPTV


                                                                                                                     g   The social media platforms, applications
                                                                                                              eatinng
Welcome	to	the	second	wave	of	                       Consumers the world over were creating


                                                                                                         1. cr shari     and media the research tracks:
our	ongoing	report	of	“Power	to	the	                 and sharing content, connecting online
                                                     and consuming web based multimedia in
People”,	surveying	almost	9500	

                                                                                                         and ntent
                                                     unprecedented numbers. Blogs, social networks,
regular	Internet	users	in	21	markets	
                                                     video sharing sites, photo sharing and the many

                                                                                                            co
worldwide.	The	study	measures	                       other applications and services associated with
                                                                                                                                                                           COLLABORATION
consumer	usage,	attitudes	and	
interest	in	adopting	the	possibilities	of	
                                                     the changing Internet were being adopted the
                                                     world over regardless of any local economic and                                 VIDEOCASTS
the	changing	and	socially	orientated	                cultural factors.
Internet.	                                           The other striking fact was the extent to which
                                                                                                        2 . Con           PHOTO SHARING      PODCASTS                           VOIP
                                                                                                        social suming
Thanks to the proliferation of broadband             Asia was driving adoption, with China and
and new web technology, the Internet has             South Korea leading the way in terms of actively


                                                                                                               media            RSS                    VIDEO SHARING
transformed to one that is orientated around         creating content and socialising online. It was
creating and sharing your own content,
developing social groups online and consuming
                                                     clear that the changes had big consequences.
                                                     Consumers were creating more content than
                                                                                                                                           WIKIS
multi-media content from anywhere in the             established media organisations, consumption
                                                     had become more global and the relationship to
world. This shift to a social Internet driven
by the consumer promises to fundamentally            brands, advertising and marketing had shifted.                         USER GENERATED CONTENT     PERSONALISED HOMEPAGES
change the media, advertising and                    The global tracker aims to assess this ongoing,

                                                                                                                           BLOGGING                 SOCIAL NETWORKING
                                                                                                          3. social
marketing environment.                               providing a perspective on the ever changing
                                                     digital landscape.


                                                                                                        interaction                          AGGREGATORS
The tracker follows an initial in-depth study; Web
2.0 the Global Impact, which explored this much      Three core themes make up this
hyped evolution. The results were astounding.        research programme:


                                                                                                                            INSTANT MESSENGER
04
Research
The	research	was	conducted	via	self	completion	online	surveys	among	a	
representative	sample	of	16–54	regular	(use	everyday/	every	other	day)	Internet	                                                                                                                                                                                             Internet use is becoming more frequent,
users.	This	sample	was	based	on	the	fact	that	the	vast	majority	of	adopters	of	
these	technologies	will	be	frequent	users.	It	is	also	the	case	in	every	market	that	                                                                                                                                                                                             making up the majority of the universe.
Internet	use	is	becoming	more	frequent,	making	up	the	majority	of	the	universe.




                                                                                                                                    France,                                           Russia                                              South Korea
                                                                                                                                    Germany,
                                                                                              USA                                   Greece, Italy,                                                                                                         Japan
                                                                                                                                    Spain, UK,                                                      Pakistan                     China

                                                                           Mexico                                                                                                                                                                     Taiwan
                                                                                                                                                                                                                      India
                                                                                                                                                                                                                     Thailand                            Philippines

                                                                                                                                                                                                                           Malaysia
                                                                                                                            Brazil
                                                                                                                                                                                                                           Singapore
                                                                                                                                                                                                     .                                         Australia




500 were sampled in each of the following
                                                                   Universe Size 16-54 Frequent Internet Users
markets: France, Germany, Italy, Spain, UK,
Greece, Russia, USA, Mexico, Brazil, India,              250
Pakistan, China, South Korea, Taiwan, Japan,
Singapore, Malaysia, Philippines, Thailand               200
and Australia. The total sample was 9460. The
                                                                                                     21 MARKET UNIVERSE                                                   400m
fieldwork took place in January and February             150
                                                                                                    GLOBAL ESTIMATE                                                       532m
2007. Wave 1 took place April to June 2006.
                                                         100
This selection of countries provided a universe
of 400m frequent users, 75% of the global
                                                          50
frequent Internet population. The mix of mature
and emerging markets from 4 continents allowed
                                                           0
for in-depth and robust assessment of the
                                                                                                                                    TAIWAN
                                                                                                              PAKISTAN




                                                                                                                                                         SPAIN




                                                                                                                                                                                                                                                       JAPAN

                                                                                                                                                                                                                                                               CHINA
                                                                                     PHILLIPINES
                                                               SINGAPORE

                                                                            GREECE




                                                                                                                                                                                   FRANCE



                                                                                                                                                                                                    BRAZIL
                                                                                                                                                                 MEXICO

                                                                                                                                                                          RUSSIA




                                                                                                                                                                                                                                  INDIA
                                                                                                   THAILAND




                                                                                                                                                                                                                                                                       USA
                                                                                                                                                                                                             SOUTH KOREA

                                                                                                                                                                                                                            UK
                                                                                                                         MALAYSIA




                                                                                                                                                                                            ITALY




                                                                                                                                                                                                                                            GERMANY
                                                                                                                                             AUSTRALIA




current and future global position.
The universe sizes are important. Some markets
which lead adoption are relatively small.

06                                                    Source: Internet World Stats, TGI Europa, simmons & Local market surveys
Universal McCann Wave 2
Universal McCann Wave 2
Universal McCann Wave 2
Universal McCann Wave 2
Universal McCann Wave 2
Universal McCann Wave 2
Universal McCann Wave 2
Universal McCann Wave 2
Universal McCann Wave 2
Universal McCann Wave 2
Universal McCann Wave 2

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Universal McCann Wave 2

  • 1. May.07 POWER TO What is the demand for consumer gener- THE PEOPLE ated media and social media platforms? What types of content do users want How can advertisers get involved Impact of Web 2.0 brands How do these emerging channels rank versus traditional media on value and trust TRACKING THEofIMPACT Recall and perception advertising initia- v tives OF SOCIAL MEDIA .2
  • 2. POWER TO THE PEOPLE TRACKING THE IMPACT • SERS NOW LEAD CONTENT CREATION U – logging grows to 170m creators worldwide thanks to rapidly B OF SOCIAL MEDIA expanding Internet universes in the emerging Internet markets – 21% have uploaded a video clip online – 46% of all blog readers have started their own blog – 41% upload and shared photos online MAY 2007: • SOCIAL MEDIA DRIVING ENGAGEMENT – atching video clips online has doubled in 9 months; 31% to 62% W penetration. Estimated global universe of 330m – stimated 340m blog readers worldwide. The largest audience E in the world is the USA where 64m read blogs – ocial Networking is used by an estimated 194m 16–54’s worldwide S • UTURE INTERNET USE DRIVEN BY ASIA AND F THE EMERGING MARKETS – hina is the world’s leading market for the adoption of social C media thanks to a personal drive for self expression and consumer generated media – sian Internet markets are the most active in content creation A 02
  • 3. troduction WHAT IS SOCIAL MEDIA? in Online applications, platforms and media that allow users to interact, connect and contribute to. Social media enables a SOCIAL INFLUENCE two-way dialogue and orientates the Internet around users. IPTV g The social media platforms, applications eatinng Welcome to the second wave of Consumers the world over were creating 1. cr shari and media the research tracks: our ongoing report of “Power to the and sharing content, connecting online and consuming web based multimedia in People”, surveying almost 9500 and ntent unprecedented numbers. Blogs, social networks, regular Internet users in 21 markets video sharing sites, photo sharing and the many co worldwide. The study measures other applications and services associated with COLLABORATION consumer usage, attitudes and interest in adopting the possibilities of the changing Internet were being adopted the world over regardless of any local economic and VIDEOCASTS the changing and socially orientated cultural factors. Internet. The other striking fact was the extent to which 2 . Con PHOTO SHARING PODCASTS VOIP social suming Thanks to the proliferation of broadband Asia was driving adoption, with China and and new web technology, the Internet has South Korea leading the way in terms of actively media RSS VIDEO SHARING transformed to one that is orientated around creating content and socialising online. It was creating and sharing your own content, developing social groups online and consuming clear that the changes had big consequences. Consumers were creating more content than WIKIS multi-media content from anywhere in the established media organisations, consumption had become more global and the relationship to world. This shift to a social Internet driven by the consumer promises to fundamentally brands, advertising and marketing had shifted. USER GENERATED CONTENT PERSONALISED HOMEPAGES change the media, advertising and The global tracker aims to assess this ongoing, BLOGGING SOCIAL NETWORKING 3. social marketing environment. providing a perspective on the ever changing digital landscape. interaction AGGREGATORS The tracker follows an initial in-depth study; Web 2.0 the Global Impact, which explored this much Three core themes make up this hyped evolution. The results were astounding. research programme: INSTANT MESSENGER 04
  • 4. Research The research was conducted via self completion online surveys among a representative sample of 16–54 regular (use everyday/ every other day) Internet Internet use is becoming more frequent, users. This sample was based on the fact that the vast majority of adopters of these technologies will be frequent users. It is also the case in every market that making up the majority of the universe. Internet use is becoming more frequent, making up the majority of the universe. France, Russia South Korea Germany, USA Greece, Italy, Japan Spain, UK, Pakistan China Mexico Taiwan India Thailand Philippines Malaysia Brazil Singapore . Australia 500 were sampled in each of the following Universe Size 16-54 Frequent Internet Users markets: France, Germany, Italy, Spain, UK, Greece, Russia, USA, Mexico, Brazil, India, 250 Pakistan, China, South Korea, Taiwan, Japan, Singapore, Malaysia, Philippines, Thailand 200 and Australia. The total sample was 9460. The 21 MARKET UNIVERSE 400m fieldwork took place in January and February 150 GLOBAL ESTIMATE 532m 2007. Wave 1 took place April to June 2006. 100 This selection of countries provided a universe of 400m frequent users, 75% of the global 50 frequent Internet population. The mix of mature and emerging markets from 4 continents allowed 0 for in-depth and robust assessment of the TAIWAN PAKISTAN SPAIN JAPAN CHINA PHILLIPINES SINGAPORE GREECE FRANCE BRAZIL MEXICO RUSSIA INDIA THAILAND USA SOUTH KOREA UK MALAYSIA ITALY GERMANY AUSTRALIA current and future global position. The universe sizes are important. Some markets which lead adoption are relatively small. 06 Source: Internet World Stats, TGI Europa, simmons & Local market surveys