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Power
July.09




          to the
          people
          Social media tracker
Power to the people - Social Media Tracker Wave 4
3


Welcome to Wave 4

04   Introduction
07   Methodology
14   Key highlights
15   The rise of video
20   Social networks grow even more
24   The rationalisation of social media
28   Country spotlights
Introduction

UM’s latest “Power to the People” survey has revealed
dramatic changes in the way that consumers are
using the internet to create and share their thoughts,
pictures and videos.
Wave 4 of UM’s research into the facts behind the
hype of social media reveals that social networks are
becoming the dominant platform for content creation
and content sharing.

                                                    Jeff, Australia
     Carlos, Brazil




                                                                      Dorota, Poland


                Funda, Turkey

Power to the People - Social Media Tracker Wave 4
5




After four surveys of active internet users—those who            Other key statistics include:
use the internet every day or every other day—showing
                                                                 • The total estimated global active internet audience is
impressive growth for all types of social media, consumers
                                                                   now 625m
are starting to focus their digital life around the likes
of Facebook, MySpace and Orkut.                                  • Mobile internet usage has now reached nearly a fifth of all
                                                                   active internet users. Seventeen percent now access
It’s not that consumers are cutting back on blogging or
                                                                   internet on the move as well as at home, work or college
sharing images it’s just that they are increasingly opting
to do it via their social network page rather than the likes     • Widgets continue to thrive with 34% of social network users
of Flickr and Blogger.                                             installing them for their own use and 24% installing them to
                                                                   impress visitors to their profile page
76% of social network users, for example, upload photo
photos, up from 45% in Wave 3, and 33% upload videos             “ Social media is a very fast-evolving landscape and one that’s
compared to 16.9% last time around.                                taking an increasingly important role in consumers’ digital
                                                                   lives. Brands that want to engage with consumers in these
The heavy and varied usage of social networks has proven
                                                                   spaces need to understand how and where and why they
that these sites are no fad. Not only have 96% of social
                                                                   are using the many different platforms that enable content
networkers visited a friends’ social network page but
                                                                   creation and sharing.”
nearly two-thirds of all active internet users have spent time
managing their own profile.                                      “ Although the explosive growth of social media has attracted
                                                                   a lot of media coverage and hype only ‘Power to the
Another key change to note has been the expansion of
                                                                   People’—which began in 2006 and now has four waves of
video usage, with significant increases both in the number
                                                                   comparable data—has been able to track actual usage and
of social networkers and bloggers uploading video but also
                                                                   consumer uptake,” says Glen Parker, Research Director at
in terms of the number of the active internet users watching
                                                                   UM EMEA.
audio-visual content.

In the Philippines, just over 98% of active internet users       About Wave 4
have watched video and the figure is also more than eight        UM questioned 22,729 active internet users in 38
out of 10 in markets such as Korea, Spain and USA.               countries between November 2008 and March 2009 for
                                                                 Wave 4, making it the largest global analysis of social
                                                                 media usage.
Introduction
Welcome to the fourth installment of UM’s ongoing                Our first study was published in September 2006 and Wave
investigation into the rise and rise of social media.            4 gives a snapshot of the situation now—research took place
                                                                 from November 2008 to March 2009.
After three waves of growth across all social media
platforms, this time the picture is nuanced and much             By comparing these four global examinations of the reality
more interesting.                                                behind the hype of social media, we are able to provide a
                                                                 clear picture of how the landscape has changed and crucially
Consumers continue to flock to digital destinations in           work out how it is evolving in future.
order to create and share content, but they are now
becoming more selective in terms of where they are               This latest report highlights:
doing it.
                                                                 • New platforms for video
In essence, the tools of social media are starting to coalesce
on to a single platform type—the social network. There may       • Why social networks continue to grow
be some way to go before the phrases “social media” and          • How social media platforms are rationalizing.
“social networks” are synonymous, but the consolidation
has started.                                                     • Changes in key markets


Internet penetration by market
Figures sourced from internetworldstats.com




                                                 %
                                                %
                                  i in .3 %




                                                %
                                 ru 2 % %




                                     ay % .9
                                 ai on 3% %




                               N de 80 4%
                              Cz 4 39 .8%




                              Ca 0. .5% .5
                              Ch ipp 12 9.4




                               Fi her 80 %
                              Li ga 2% 8.8
                              Co ey .4%4%




                              Be ma 5.7 %
                              M ia 5 %




                                    w 83 82
                              Pe ico 2.5 1.5




                               N and nd %
                              Po h % %




                              H tria re %
                              M na es %




                              Sp g K 8. .4




                              Ko 74. 3.8 %
                              Au ap 67 %
                                al 5 9%




                                            69




                                 et n .6
                                              8
                                 lg ny %
                                 tv nia .5
                                  s 6. %




                                   e ia .

                                 nl la .7
                                 ec 8.8 .8




                                            %
                                  r 7 %
                                 s o .3




                                  st rk %
                                        6 7
                                un 5 4




                                S 7 .3




                                            0
                                  rk 34 .




                                er 6 .




                                            s
                                ng m 7
                                ex 2 2




                                al a 8
                                 il r a




                              Po om 5%
                              Tu il 33




                              G ce 62
                              Br an %




                              La ua 52




                                          6
                              Ru 2 4.9
                              Ro sia 2%




                               Sw ra 8




                                         86
                              Si iu 6
                              Fr ays 9%




                              U n7 g
                              It ug 3
                              Ph do ric




                              Au ma .1
                              Ec th 1%




                              H nd p.




                              U an 72
                                  n 9%




                               D ea %
                                  m 27




                                 rt bia




                                        6
                                 la Re
                                        3
                                 az ia




                                an ia




                                   7 0
                                th ry
                                 ua Af




                                   y l




                                 en 7
                              Ja ada
                                  u .




                                      l
                              So ia 7




                                on




                                 or
                                 p
                                 d




                                K
                                 l
                              In




   100
      % Online (All adults)




        0


Power to the People - Social Media Tracker Wave 4
7
Methodology
The Social Media Tracker has retained the same        All surveys are self-completed and the data collected
methodology from Wave 1 through Wave 4, enabling      is entirely quantitative. Every market is representative
comparison between data sets. All surveys have been   of the 16-54 Active Internet Universe. For Wave 4,
scripted and hosted on UM’s in-house                  22,729 internet users in 38 countries were interviewed.
online research system, Intuition.                    New markets are Belgium, Colombia, Ecuador, Finland, Latvia,
                                                      Lithuania, Malaysia, Norway, Peru, Portugal, South Africa,
                                                      Singapore and Sweden. To be included, consumers needed
                                                      to use the internet every day or every other day.




                                                                               Marek, Czech Republic
 Henry, Singapore
Methodology:                                        Growing expansion of research universe
Wave 1:                                                               •   Australia
                                                                      •   China
                                                                      •   France
                                                                      •   Germany
                                                                      •   Italy
                                                                      •   Philippines
                                                                      •   Russia
                                                                      •   Korea
                                                                      •   Spain
                                                                      •   UK
                                                                      •   US




Wave 2:                                                               •   Australia     •   Pakistan
                                                                      •   Brazil        •   Philippines
                                                                      •   China         •   Russia
                                                                      •   France        •   Singapore
                                                                      •   Germany       •   Korea
                                                                      •   Greece        •   Spain
                                                                      •   India         •   Taiwan
                                                                      •   Italy         •   Thailand
                                                                      •   Japan         •   UK
                                                                      •   Malaysia      •   US
                                                                      •   Mexico




Power to the People - Social Media Tracker Wave 4
9


Wave 3:   •   Australia   •   Mexico
          •   Austria     •   Netherlands
          •   Brazil      •   Pakistan
          •   Canada      •   Philippines
          •   China       •   Poland
          •   Czech       •   Romania
          •   Denmark     •   Russia
          •   France      •   Korea
          •   Germany     •   Spain
          •   Greece      •   Switzerland
          •   Hong Kong   •   Taiwan
          •   Hungary     •   Turkey
          •   India       •   UK
          •   Italy       •   US
          •   Japan




Wave 4:   •   Australia   •   Lithuania
          •   Austria     •   Malaysia
          •   Belgium     •   Mexico
          •   Brazil      •   Netherlands
          •   Canada      •   Norway
          •   China       •   Peru
          •   Columbia    •   Philippines
          •   Czech       •   Poland
          •   Denmark     •   Portugal
          •   Ecuador     •   Romania
          •   Finland     •   Russia
          •   France      •   Singapore
          •   Germany     •   South Africa
          •   Hong Kong   •   Korea
          •   Hungary     •   Spain
          •   India       •   Sweden
          •   Italy       •   Turkey
          •   Japan       •   UK
          •   Latvia      •   US
Methodology,                                           cont’d.


   Why do active internet users matter?

   Social media is driven by active internet users, if you don’t               They are the best proxy for the future, over time all internet
   use the internet regularly you a re unlikely to sign up for                 users will increase their usage and eventually everyone
   tools such as blogging or set up a social network profile.                  will become an active users, just as consumers made the
                                                                               transition from occasional to regular TV watching in the
   Active internet users drive adoption of platforms and tools;                1950s and 1960s.
   they will determine which tools and platforms become
   dominant in the social media space.


   Reach over time
   Active internet users: “Thinking about using the internet, which of the following have you ever done?”


              90%                                                                         Read blogs
                                                                                          Start my own blog/weblog
              80%
                                                                                          Leave a comment on a blog site
                                                                                          Upload my photos to a photo sharing site
              70%
                                                                                          Upload a video clip to a video sharing site
                                                                                          Watch video clips online
              60%
                                                                                          Listen to live radio/audio online
% Ever done




              50%                                                                         Create a profile on a social network
                                                                                          Manage a profile on a social network
              40%                                                                         Visit a friend’s social network page


              30%


              20%


              10%


              0%
                    Wave 1          Wave 2             Wave 3       Wave 4
                    Sep 06          June 07            March 08     March 09



   Power to the people - Social Media Tracker Wave 4
11
Methodology: Universe size—putting it into context
                                                     calculated using local market population estimates

 Estimated worldwide 16-54
 active internet universe = 625m users
                                                                                           2




                                                                                   1 USA
                                                                              96.3m


                                                                                 6




North America                                               Asia & Oceania             3
1 USA               96.3m     13 France             19.7m   29 Australia     8.6m                      4

2 Canada            14.1m     14 Germany            23m     30 China         159.6m
                                                                                               5
                              15 Hungary            2m      31 Hong Kong     2.9m
Central &
South America                 16 Italy              9.7m    32 India         12.3m

3 Brazil            21.9m     17 Latvia             0.8m    33 Japan         21.8m
                              18 Lithuania          0.9m    34 Malaysia      11.9m
                                                                                                   7       3
4 Colombia          3.8m
5 Ecuador           2.5m      19 Netherlands 4.9m           35 Philippines   4.2m

6 Mexico            4m        20 Norway             1.8m    36 Singapore     2.1m

7 Peru              6.6m      21 Poland             7.9m    37 Korea         19m
                              22 Portugal           2.9m
Europe                                                      Africa
                              23 Romania            4m
8 Austria           1.4m                                    38 South Africa 2m
                              24 Russia             9.8m
9 Belgium           2.8m
                              25 Spain              8.5m
10 Czech Rep.       3.6m
                              26 Sweden             4m
11 Denmark          2.2m
                              27 Turkey             4.8m
12 Finland          1.9m
                              28 UK                 19m



Power to the People - Social Media Tracker Wave 4
13




                20
                                       12
                         26
                               17
                                                  24
                              18
     28             11
               19
                              21
           9        14       10
                         8        15
                                        23
          13
                         16
22                                           27                                             33
     25
                                                            30 China             37
                                                            159.6m

                                                                            31
                                                       32


                                                                                      35



                                                                            34

                                                                       36




                                                                                           29

                                        38
Key highlights—global stats from Wave 4

There are now an estimated                          Social networks continue to grow. Nearly two-thirds of active
                                                    internet users have now joined a social network site, up from

625 million active internet                         57% in Wave 3.


users, one in thirteen of
                                                    • Malaysia leads the way with 47% penetration of
                                                      all 16-54-year-olds.

all humans and one in three                         Social networks are now a regular part of the online
                                                    experience with 64.1% of active internet users spending time
internet users.                                     managing their profile.

                                                    • Danes have the highest penetration among all
                                                      16-54-year-olds, followed by Malaysia, Norway
                                                      and Sweden.

                                                    Blogging has nearly reached saturation in terms of total
                                                    numbers, with 71% reading blogs, a small increase from 70%
                                                    last time out. Active internet users however, do continue to
                                                    put finger to keyboard in greater numbers, globally up from
                                                    34% to 40%.

                                                    Social media platforms are becoming more multi-media.
                                                    The number of bloggers and social network users who have
                                                    uploaded photos, videos, music and widgets has continued
                                                    to rise.

                                                    Social media is going mobile. Seventeen per cent of active
                                                    internet users globally now access the internet on the move
                                                    as well as at home, work or college.




Power to the People - Social Media Tracker Wave 4
15
The proliferation of video
In Wave 1, social media was, broadly speaking, a text-based     Video watching is now at 83% amongst active internet users.
occupation for the majority of active internet users.           This is consistent with Wave 3 but significantly ahead of
Consumers typed or read; uploading pictures or watching         the 32% recorded in Wave 1 and the 63.3% in Wave 2. The
video was a minority occupation.                                reason for this recent levelling off is that, for many markets,
                                                                there is barely any more room for the penetration of watching
Faster broadband, the rise of YouTube and its ilk and the       video amongst active online users to rise.
ability to embed video on everything from blogs to social
network profile pages has made the moving image an              All of the Latin American markets have a penetration of more
essential part of the social media landscape.                   than 90% and in 75% of markets surveyed the penetration
                                                                of video watchers amongst active online users clears 80%.
In Wave 4 we have seen a high penetration of active
online consumers uploading and watching videos on video                     Thirty-three per cent of social networkers
sharing sites such as YouTube. However there has been                             have uploaded video to their profile,
a notable and significant increase in the number                                     up from 16.9% in Wave 3 and 32%
of bloggers and social networkers uploading                                            of bloggers have uploaded video,
audio-visual material to these platforms.                     33% of     social         an increase of 8%.

                                                            networkers have
                                                            uploaded video to
                                                             their profile, up
                         Glen, London                        from 16.9% in                   Matt, USA
                                                                 Wave 3




                                      RTING
                                  IMPO6%
                                       3
Uploading videos—Wave 3 & 4
Thinking about using the internet, have you ever done the following?                          Wave       3       4
Active internet users uploading videos to a video sharing site




All respondents          35.5%            35%       Brazil      68.48%   50.06%   Malaysia               38.26%




Korea                   43.09%          70.98%      Peru                 50.53%   Netherlands   31.16%   35.42%




Philippines           60.13%            67.51%      Colombia             47.54%   Singapore              37.46%




China                 58.89%            57.97%      Hong Kong   53.16%   50.55%   Latvia                 30.3%




India                     51%           57.88%      Turkey       41.2%   45.51%   Portugal               36.32%




Mexico                57.09%            50.68%      Ecuador              35.98%   Norway                 37.8%




Power to the People - Social Media Tracker Wave 4
17



Australia     30.2%   22.56%   Sweden               19.51%   Denmark         26.2%   20.84%




Romania     47.24%    35.01%   Italy       29.71%   30.79%   Germany        33.46%   28.28%




Spain        31.88%   32.01%   Lithuania            29.64%   Czech Rep.       27%    24.03%




Russia       25.98%   32.47%   UK          33.3%    27.37%   France         21.71%   21.45%




Belgium               29.71%   Finland              29.82%   Japan           20.16% 18.66%




Austria      36.85%   32.64%   Canada      27.26%   25.71%   South Africa            25.74%




US           24.93%   29.26%   Poland      38.61%   27.3%    Hungary         16.52% 18.29%
Video watching—Waves 1-4
Thinking about using the internet, have you ever done the following?
Active internet users watching video clips online



 Global                                                           Germany




  32%          63.3%          83.7%                 82.8%         20.1%     44.3%   76.9%    74.1%




 Australia                                                        Italy




   25.2%       57.5%           78.4%                79.1%        34.6%     63.3%    79.2%    75.1%




 China                                                            France




56.2%         78.9%          90.1%                  89.1%         23.4%     53.6%    61.3%   63.2%




Power to the People - Social Media Tracker Wave 4
19




Philippines                       Spain




39.9% 60.7%      98.7%    98.1%   28%     69.4%   87.3%        84.1%




Russia                            UK




21.6%    57.5%    67.9%   79.4%   32.3%   61.2%   85.5%        79%




Korea                             USA




29.7%    73.5%   86.2%    82.8%   31.8%   51.7%    74.3%       82.9%




                                          Wave      1      2   3       4
Social networks grow even more
(and consumers really use them)
It’s very easy to set up a social network profile, but the
key question is whether the excitement starts to pall after     71.1% have visited a friend’s
a few weeks.
                                                                social network page
The answer is very clearly not. Consumers are signing up
for profiles in larger numbers in Wave 4 and spending time
keeping them up to date. Nearly two-thirds have managed
a social network profile.

And they also spend time visiting their friends’ profiles as
well: 71.1% have visited a friends social network page, a
figure that’s increased in every market surveyed with the
exception of Brazil and Mexico.




                                                                       Consumers are
                                                                       signing up for
                                                                      profiles in larger
                                                                     numbers in Wave 4
                                                                     and spending time
Andrea, Germany                                                       keeping them up      Jeff, Australia
                                                                           to date.




                                                    Carlos, Brazil
Power to the People - Social Media Tracker Wave 4
21

Belong to a Social Network, Waves 1-4                                  Wave       1      2   3       4

Thinking about using the internet, have you ever done the following?
Active internet users create a profile on my social network


Global                                                        Russia




27.3% 36.2%        56.6%        62.5%                         23.1%    41.7%    74.02%       85.3%




France                                                        Spain




  16%      10.3%    35.6%       50.1%                         37.3%     39.5%    45.4%       59%




Germany                                                       UK



  22%      19%     40.55%       46.8%                          26.9%   27.4%      60%        64%




Italy                                                         USA



 11.3%    19.1%     40.8%       45.9%                         39.2%      40%     42.5%       59%
Methodology: Universe size—putting it into context
 Estimated worldwide 16-54
 active internet universe = 625m users
                                                                                            2

Thinking about using the internet,
have you ever done the following?
Active internet users managed a social
network profile                                                                     1 USA
                                                                               57.8m



                                                                                6




North America                                               Asia & Oceania
1 USA               57.8m     13 France             10.2m   29 Australia     5.3m                       4
2 Canada            9.4m      14 Germany            11.5m   30 China         111.8m
                                                                                                5
                              15 Hungary            1.7m    31 Hong Kong     1.9m
Central &
South America                 16 Italy              4.2m    32 India         9.6m
3 Brazil            15.6m     17 Latvia             0.5m    33 Japan         10.2m
                              18 Lithuania          0.5m    34 Malaysia      9.4m
                                                                                                    7       3
4 Colombia          3.5m
5 Ecuador           1.9m      19 Netherlands 3.6m           35 Philippines   3.9m
6 Mexico            3.1m      20 Norway             1.5m    36 Singapore     1.6m
7 Peru              5.3m      21 Poland             5.6m    37 Korea         11.9m
                              22 Portugal           2.1m
Europe                                                      Africa
                              23 Romania            2.7m
8 Austria           0.8m                                    38 South Africa 1.4m
                              24 Russia             8.1m
9 Belgium           2m
                              25 Spain              4.9m
10 Czech Rep.       1.5m
                              26 Sweden             2.6m
11 Denmark          1.7m
                              27 Turkey             4.1m
12 Finland          1.2m
                              28 UK                 12.1m



Power to the People - Social Media Tracker Wave 4
23




                20
                                    12
                         26
                               17
                                                    24
                    11        18
28             19
                              21
           9        14   10
                              15
          13                         23
                         8
                         16
22                                             27                                            33
     25
                                                              30 China
                                                                                   37
                                                              111.8m


                                                                              31
                                                         32


                                                                                        35



                                                                              34

                                                                         36




                                                                                             29



                                          38
The rationalisation of social media
Content posted
Blog writers only: ‘‘When writing your blog
what topics do you normally post?’’




                                                                                                            s
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                                                                                                     eb
                                                                                                   w
Wave 3




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                         50.2%      32.0% 28.8% 27.6%          23.8%    20.0%     14.5%




                                             % blog writers




It had to happen. The days of posting written commentary                          The decline or stasis in the use of separate blogging or
on a blog, going to a separate site to upload images or                           photo-sharing sites suggests that social media is being
video and then managing your network of friends via                               rationalised. The addition of new functionality to platforms
a third location were always limited.                                             originally designed to serve each of these areas also
                                                                                  highlights their convergence.
The days when a consumer would either restrict him or herself
to just one of these activities or go to three different sites to                 Bloggers, for example, are no longer restricting themselves
upload content are disappearing.                                                  to text: they are adding images and video as well as music
                                                                                  and widgets to their prose in ever greater numbers.




Power to the People - Social Media Tracker Wave 4
Wave 4




                 70.48%
                                          Ph
                                              ot
                                                 os




                 43.3%
                                          Re
                                             c om
                                                     m
                                          Fa             en
                                              vo            de
                                                                 d
                                                  ur
                                                      ite           w
                                                                      eb




                 34.3% 31.9%
                                          Vi              /c               si
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                                                  os            re               s
                                                                    nt
                                                                       ly




                 31.7%
                                          O                                lis
                                            pi                                 te
                                               ni                                  ne
                                                   on
                                                       s                               d




% blog writers
                 28.8%
                                          St              on                             to
                                              or               pr                            m
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                                                    s             od                               ic
                                                       fr             uc                              w
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                                                    d              he              d                         te
                                                       m               r              br                       s
                 26.3% 18.4%              W               us              bl             an
                                             id               ic             og              ds
                                                ge
                                                    ts                            s
                                          Ap             th
                                                            at
                                              pl                ar
                                                  ic                e
                                                     at
                                          W             io            us
                 17.02% 15.5%




                                                           ns              ef
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                                                                                    rs
                                                                                        to
                                                                                           se
                                                                                              e
                         Dmitri, Russia
                                                                                                                   25
The rationalisation of social media,                                                                                                           cont’d


Content posted on a social network




                                                                                                                                                   e
Social Network Users:




                                                                                                                                                 se
                                                                                                                                                 e
                                                                                                                                              m
‘‘What do you do with your social networking profile?’’




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                                                                                                                                            r

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Wave 3




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                64.8%     60.9%      45.0%          41.6% 25.8% 21.1%    18.5%      18.5%    16.9%    13.5%       7.8%




                                                               % social networkers



The greatest beneficiary of consolidation, however, is the                        Wave 4 shows active Internet Users are using social network
social networks that enable users to do everything they                           profiles as the hub for their social media. There are significant
can on a blogging site and more. These platforms – and                            increases in the number of users messaging friends, finding
there are different dominant players depending on the                             new friends or joining a group.
market – continue to grow even as other elements of
the social media universe stagnate or decline.                                    At the same time, traditional social network activities are
                                                                                  being accompanied by the uploading of videos and photos,
                                                                                  blog postings and even dating. All of these activities are
                                                                                  showing significant rises in Wave 4.




Power to the People - Social Media Tracker Wave 4
81.5%
                                                       M




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             % social networkers
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                                                        Pr                                                      an
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                                                                                                                        ap
                                                                                                                            er
                                                                                                                               )
Country spotlights—USA
When it comes to numbers America is a dominant player       Wave                   1     2     3    4
in the social media space, despite having an internet
penetration at just 70% – well below the Nordics, Korea,
Canada, Australia and Japan.

More than 96m active internet users translates into 63.7m   Blog readers          62%   51%   61%   66%
blog readers, 31.9m bloggers, 57.8m active managers of
social network profiles and 79.9m video watchers.

The most dramatic change for the US in Wave 4 has been
the rise in the number of active internet users who have
managed a social network profile in the last six months,    Blog writers          20% 21.2%   26%   33%
up nearly 50% from 43.2% to 60%.

As in many other markets, social networks also attract
a number of nosey friends who have yet to put their
own profile online.
                                                            Create Social         39%   40%   43%   59%
Video continues to become as mainstream as TV viewing       Network profile
for active internet viewers with 83% now watching
audiovisual content via the web.


                                                            Manage Social
                                                                                              43%   60%
                                                            Network profile




                                                            Visit a friend’s
                                                                                              51%   67%
                                                            social network page




                                                            Video watchers        32%   52%   74%   83%




Power to the People - Social Media Tracker Wave 4
29
Country spotlights—UK
As it frequently does in so many other areas, the UK is          Wave                   1      2    3    4
defying global convention when it comes to watching videos.
Unlike most of the rest of the world, Brits are watching fewer
videos than they did in Wave 3.

The 79.1% figure is over five percentage points down on the      Blog readers          38%   54%   67%   58%
same statistic from Wave 3, but remains significantly ahead
of Wave 2’s 61%.

In other areas, however, the UK has been happy to go
with the rest of the world. Reading blogs is down at
58% whilst writing has remained pretty much consistent           Blog writers          10%   19%   26%   25%
with Wave 3 at 24.8%.

Social network usage remains on the rise with 64.1%
managing a social network profile, up from 60% last time
around and 71.1% visiting their friends’ pages.
                                                                 Create Social         27% 27.4%   60%   64%
                                                                 Network profile
  Graham, London


                                                                 Manage Social
                                                                                                   60%   64%
                                                                 Network profile




                                                                 Visit a friend’s
                                                                                                   68%   71%
                                                                 social network page




                                                                 Video watchers        32%   61%   86%   79%




Power to the People - Social Media Tracker Wave 4
31
Country spotlights—Germany
Germany has been steady in its adoption of social media and         Wave                   1     2     3    4
there are few drastic changes to report. By global standards
Germany has been a cautious adopter of all the major
platforms; an increase of five per cent here, two per cent
there is the norm.
                                                                    Blog readers          20%   15%   55%   57%
One area where it does standout is the dramatic increase in
the number of people visiting friends’ profile pages. Fifty-three
per cent of active internet users popped over digitally,
a rise of nearly 25%.

There has also been a decline in the number of active Internet      Blog writers          6%    8%    28%   28%
Users who are watching videos. This has fallen from 77.1%
to 74.1%, although to put this in context, back in Wave 1 the
figure was just 20.1%.


   Hayley, UK                                                       Create Social         22%   19%   41%   47%
                                                                    Network profile




                                                                    Manage Social
                                                                                                      43%   50%
                                                                    Network profile




                                                                    Visit a friend’s
                                                                                                      45%   53%
                                                                    social network page




                                                                    Video watchers        20%   44%   77%   74%
Country spotlights—Korea
Korea is always cited as one of the most advanced global        Wave                   1     2     3    4
markets for telecommunications and internet; our figures
show that the truth among active internet users aged 16-54
is more prosaic.

For example, when it comes to accessing the internet on the     Blog readers      72%       91%   92%   88%
move, Korea sits at just 6%.

Despite a drop in the percentage of active internet users
creating blogs, Koreans are more likely to put their thoughts
to keypad, image or video than every other nation in the
world, apart from Malaysia. It must also be noted that whilst   Blog writers          46%   55%   72%   61%
there has been a percentage decline, the real numbers of
active internet users creating blogs have increased from
9.8 million in Wave 3 to 11.6 million in Wave 4.

The number of blog readers is also much higher than average
                                                                Create Social               28%   56%   62%
with 88% reading the words of others in Wave 4, a slight drop
                                                                Network profile
from 92% in Wave 3.

The other area of difference is in the number of consumers
uploading video in the last six months. At 34% of the total
16-54-year-old population, a greater percentage of Koreans      Manage Social
are making films available than any other market.                                                 70%   63%
                                                                Network profile




                                                                Visit a friend’s
                                                                                                  77%   76%
                                                                social network page




                                                                Video watchers        30%   74%   86%   83%




Power to the People - Social Media Tracker Wave 4
33
Country spotlights—Brazil
Brazil has yet to reach the stage of rationalisation. Brazilians   Wave                    2    3    4
still appear to be using a variety of platforms in order to
create content.

Social network activity has remained constant especially when
we once again consider the enormous increase in the active         Blog readers          76%   87%   62%
online universe.

The penetration of creating content on blogging sites has
remained consistent at 50%, and whilst the percentage of
those reading blogs has fallen by a seemingly dramatic 28%,
it must be noted that the actual numbers of active online          Blog writers          35%   50%   51%
users reading blogs has risen from 12 to 13.5 million.




                                                                   Create Social         75%   74%   69%
                                                                   Network profile

                                       Carlos, Brazil


                                                                   Manage Social
                                                                                               76%   72%
                                                                   Network profile




                                                                   Visit a friend’s            86%   84%
                                                                   social network page




                                                                   Video watchers        77%   94%   93%




Power to the People - Social Media Tracker Wave 4
35
Country spotlights—India
India records steady progress across the board with rising     Wave                  1    2    3     4
use of all social media platforms. Total penetration remains
low, but among active Internet Users statistics are going in
the right direction.

More Indians are managing social network profiles at 78%,      Blog readers              65%   84%   79%
visiting friends’ social network pages (82%) and uploading
photos – (77%).

There are slight increases in the number watching videos and
reading blogs up from 72.4% to 73.0% and 62.2% to 63.1%
in the last six months, respectively.                          Blog writers              27%   47%   54%



    Theresa, London

                                                               Create Social             43%   66%   78%
                                                               Network profile




                                                               Manage Social
                                                                                               65%   78%
                                                               Network profile




                                                               Visit a friend’s
                                                                                               72%   82%
                                                               social network page




                                                               Video watchers            59%   86%   87%
Country spotlights—China
Wave                         1           2           3       4        The Chinese market is very much an early adopters
                                                                      market. The penetration of social media in the last six
                                                                      months remains well below 10% of all 16-54s for every
                                                                      single platform.

Blog readers             58%          85%            89%      90%     Despite having internet penetration of just over 20%,
                                                                      universe sizes remain solid—although below some of the
                                                                      more exaggerated figures that are often quoted—but are
                                                                      still a fraction of what they will be when a greater proportion
                                                                      of the world’s most populous nation has access to the
                                                                      internet.
Blog writers              58%         62%            71%      81%
                                                                      As in many Asian markets, blogging remains a major social
                                                                      media platform in China. The number of consumers reading
                                                                      blogs has risen to 90% from 89%, while the number writing
                                                                      blogs is now more than 81%.
Create Social                         49%            63%      70%     Social networks are catching up but still have some
Network profile
                                                                      way to go with 72.3% managing their social network
                                                                      profiles. Video is unsurprisingly big-nearly 90% are
                                                                      watching video online.

Manage Social                                       64.43%    72%                             Tala, UAE
Network profile




Visit a friend’s
                                                     75%     82.25%
social network page




Video watchers           56%          79%           90%       89%




Power to the People - Social Media Tracker Wave 4
37
The key to success in social media
Every element of digital media is becoming socialised,            Our 10-step programme for successful social media is:
providing marketers with new ways to engage a target
audience like never before.                                       1   Listen to/observe what the target audience is
                                                                      doing in social media
Wave 4 shows that social consumption of digital content is
either already highly penetrated among active internet users      2   Create a “social object” that is relevant to the
or still growing rapidly. It also sheds new light on consumer         brand and of genuine interest
motivations for social media behaviour. We now know that the      3   Segment the target into tribes. Give them
desire to belong to something is as motivating as the desire to       something they can join.
communicate and express one’s self.
                                                                  4   Allow them to engage via their preferred
UM believes that the engagement opportunities of social               platform of choice—create multiple interfaces
media are deeper than those of traditional mass media and             to your community
that the power of social amplification is also much stronger.
                                                                  5   Make the experience better when shared
At the heart of our thinking is the concept of “Gravitational
Mass Media” where audience engagement provides a dense            6   Optimise your content for sharing—particularly
core that then attracts other consumers.                              via newsfeeds and Twitter

                                                                  7   Use paid-for media to get the ball rolling

                                                                  8   Take advantage of extreme targeting offered
                                                                      by social networks

                                                                  9   Make sure you have the resources to manage your
                                                                      community management and refresh the content.

                                                                  10 Track the results and optimise where necessary

                                                                  The data in Wave 4 juxtaposed with the relatively low ad
                                                                  spend in social media shows that consumers are out in front
                                                                  of marketers. The opportunity for success in the relatively
                                                                  uncluttered landscape will never be higher.




                                                         Michael, Germany
Power to the People - Social Media Tracker Wave 4
39
What UM can do for you?

The figures and analysis in this report are just a small
fraction of the insight available from the “Power to the
People” Social Media Tracker.

Wave 4 and the three preceding tranches of data
contain a much wider range of information: detailed
facts, figures and insight that are crucial to
understanding how consumers are behaving.

If you want to know how your consumers are using social
media, if you want to know how social media influences       Glen Parker Research Director, EMEA
your consumers’ purchase decisions or if you want to know
how effectively your communication is cutting through in
the social media landscape, then we can help.

We can tell you how the social media revolution is already
hitting your business and how you could make the most of
this communication opportunity.


If you’d like to know more
please contact
Glen.Parker@umww.com
Power to the People - Social Media Tracker Wave 4
                                                    Universal McCann © 2009

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Wave 4

  • 1. Power July.09 to the people Social media tracker
  • 2. Power to the people - Social Media Tracker Wave 4
  • 3. 3 Welcome to Wave 4 04 Introduction 07 Methodology 14 Key highlights 15 The rise of video 20 Social networks grow even more 24 The rationalisation of social media 28 Country spotlights
  • 4. Introduction UM’s latest “Power to the People” survey has revealed dramatic changes in the way that consumers are using the internet to create and share their thoughts, pictures and videos. Wave 4 of UM’s research into the facts behind the hype of social media reveals that social networks are becoming the dominant platform for content creation and content sharing. Jeff, Australia Carlos, Brazil Dorota, Poland Funda, Turkey Power to the People - Social Media Tracker Wave 4
  • 5. 5 After four surveys of active internet users—those who Other key statistics include: use the internet every day or every other day—showing • The total estimated global active internet audience is impressive growth for all types of social media, consumers now 625m are starting to focus their digital life around the likes of Facebook, MySpace and Orkut. • Mobile internet usage has now reached nearly a fifth of all active internet users. Seventeen percent now access It’s not that consumers are cutting back on blogging or internet on the move as well as at home, work or college sharing images it’s just that they are increasingly opting to do it via their social network page rather than the likes • Widgets continue to thrive with 34% of social network users of Flickr and Blogger. installing them for their own use and 24% installing them to impress visitors to their profile page 76% of social network users, for example, upload photo photos, up from 45% in Wave 3, and 33% upload videos “ Social media is a very fast-evolving landscape and one that’s compared to 16.9% last time around. taking an increasingly important role in consumers’ digital lives. Brands that want to engage with consumers in these The heavy and varied usage of social networks has proven spaces need to understand how and where and why they that these sites are no fad. Not only have 96% of social are using the many different platforms that enable content networkers visited a friends’ social network page but creation and sharing.” nearly two-thirds of all active internet users have spent time managing their own profile. “ Although the explosive growth of social media has attracted a lot of media coverage and hype only ‘Power to the Another key change to note has been the expansion of People’—which began in 2006 and now has four waves of video usage, with significant increases both in the number comparable data—has been able to track actual usage and of social networkers and bloggers uploading video but also consumer uptake,” says Glen Parker, Research Director at in terms of the number of the active internet users watching UM EMEA. audio-visual content. In the Philippines, just over 98% of active internet users About Wave 4 have watched video and the figure is also more than eight UM questioned 22,729 active internet users in 38 out of 10 in markets such as Korea, Spain and USA. countries between November 2008 and March 2009 for Wave 4, making it the largest global analysis of social media usage.
  • 6. Introduction Welcome to the fourth installment of UM’s ongoing Our first study was published in September 2006 and Wave investigation into the rise and rise of social media. 4 gives a snapshot of the situation now—research took place from November 2008 to March 2009. After three waves of growth across all social media platforms, this time the picture is nuanced and much By comparing these four global examinations of the reality more interesting. behind the hype of social media, we are able to provide a clear picture of how the landscape has changed and crucially Consumers continue to flock to digital destinations in work out how it is evolving in future. order to create and share content, but they are now becoming more selective in terms of where they are This latest report highlights: doing it. • New platforms for video In essence, the tools of social media are starting to coalesce on to a single platform type—the social network. There may • Why social networks continue to grow be some way to go before the phrases “social media” and • How social media platforms are rationalizing. “social networks” are synonymous, but the consolidation has started. • Changes in key markets Internet penetration by market Figures sourced from internetworldstats.com % % i in .3 % % ru 2 % % ay % .9 ai on 3% % N de 80 4% Cz 4 39 .8% Ca 0. .5% .5 Ch ipp 12 9.4 Fi her 80 % Li ga 2% 8.8 Co ey .4%4% Be ma 5.7 % M ia 5 % w 83 82 Pe ico 2.5 1.5 N and nd % Po h % % H tria re % M na es % Sp g K 8. .4 Ko 74. 3.8 % Au ap 67 % al 5 9% 69 et n .6 8 lg ny % tv nia .5 s 6. % e ia . nl la .7 ec 8.8 .8 % r 7 % s o .3 st rk % 6 7 un 5 4 S 7 .3 0 rk 34 . er 6 . s ng m 7 ex 2 2 al a 8 il r a Po om 5% Tu il 33 G ce 62 Br an % La ua 52 6 Ru 2 4.9 Ro sia 2% Sw ra 8 86 Si iu 6 Fr ays 9% U n7 g It ug 3 Ph do ric Au ma .1 Ec th 1% H nd p. U an 72 n 9% D ea % m 27 rt bia 6 la Re 3 az ia an ia 7 0 th ry ua Af y l en 7 Ja ada u . l So ia 7 on or p d K l In 100 % Online (All adults) 0 Power to the People - Social Media Tracker Wave 4
  • 7. 7 Methodology The Social Media Tracker has retained the same All surveys are self-completed and the data collected methodology from Wave 1 through Wave 4, enabling is entirely quantitative. Every market is representative comparison between data sets. All surveys have been of the 16-54 Active Internet Universe. For Wave 4, scripted and hosted on UM’s in-house 22,729 internet users in 38 countries were interviewed. online research system, Intuition. New markets are Belgium, Colombia, Ecuador, Finland, Latvia, Lithuania, Malaysia, Norway, Peru, Portugal, South Africa, Singapore and Sweden. To be included, consumers needed to use the internet every day or every other day. Marek, Czech Republic Henry, Singapore
  • 8. Methodology: Growing expansion of research universe Wave 1: • Australia • China • France • Germany • Italy • Philippines • Russia • Korea • Spain • UK • US Wave 2: • Australia • Pakistan • Brazil • Philippines • China • Russia • France • Singapore • Germany • Korea • Greece • Spain • India • Taiwan • Italy • Thailand • Japan • UK • Malaysia • US • Mexico Power to the People - Social Media Tracker Wave 4
  • 9. 9 Wave 3: • Australia • Mexico • Austria • Netherlands • Brazil • Pakistan • Canada • Philippines • China • Poland • Czech • Romania • Denmark • Russia • France • Korea • Germany • Spain • Greece • Switzerland • Hong Kong • Taiwan • Hungary • Turkey • India • UK • Italy • US • Japan Wave 4: • Australia • Lithuania • Austria • Malaysia • Belgium • Mexico • Brazil • Netherlands • Canada • Norway • China • Peru • Columbia • Philippines • Czech • Poland • Denmark • Portugal • Ecuador • Romania • Finland • Russia • France • Singapore • Germany • South Africa • Hong Kong • Korea • Hungary • Spain • India • Sweden • Italy • Turkey • Japan • UK • Latvia • US
  • 10. Methodology, cont’d. Why do active internet users matter? Social media is driven by active internet users, if you don’t They are the best proxy for the future, over time all internet use the internet regularly you a re unlikely to sign up for users will increase their usage and eventually everyone tools such as blogging or set up a social network profile. will become an active users, just as consumers made the transition from occasional to regular TV watching in the Active internet users drive adoption of platforms and tools; 1950s and 1960s. they will determine which tools and platforms become dominant in the social media space. Reach over time Active internet users: “Thinking about using the internet, which of the following have you ever done?” 90% Read blogs Start my own blog/weblog 80% Leave a comment on a blog site Upload my photos to a photo sharing site 70% Upload a video clip to a video sharing site Watch video clips online 60% Listen to live radio/audio online % Ever done 50% Create a profile on a social network Manage a profile on a social network 40% Visit a friend’s social network page 30% 20% 10% 0% Wave 1 Wave 2 Wave 3 Wave 4 Sep 06 June 07 March 08 March 09 Power to the people - Social Media Tracker Wave 4
  • 11. 11
  • 12. Methodology: Universe size—putting it into context calculated using local market population estimates Estimated worldwide 16-54 active internet universe = 625m users 2 1 USA 96.3m 6 North America Asia & Oceania 3 1 USA 96.3m 13 France 19.7m 29 Australia 8.6m 4 2 Canada 14.1m 14 Germany 23m 30 China 159.6m 5 15 Hungary 2m 31 Hong Kong 2.9m Central & South America 16 Italy 9.7m 32 India 12.3m 3 Brazil 21.9m 17 Latvia 0.8m 33 Japan 21.8m 18 Lithuania 0.9m 34 Malaysia 11.9m 7 3 4 Colombia 3.8m 5 Ecuador 2.5m 19 Netherlands 4.9m 35 Philippines 4.2m 6 Mexico 4m 20 Norway 1.8m 36 Singapore 2.1m 7 Peru 6.6m 21 Poland 7.9m 37 Korea 19m 22 Portugal 2.9m Europe Africa 23 Romania 4m 8 Austria 1.4m 38 South Africa 2m 24 Russia 9.8m 9 Belgium 2.8m 25 Spain 8.5m 10 Czech Rep. 3.6m 26 Sweden 4m 11 Denmark 2.2m 27 Turkey 4.8m 12 Finland 1.9m 28 UK 19m Power to the People - Social Media Tracker Wave 4
  • 13. 13 20 12 26 17 24 18 28 11 19 21 9 14 10 8 15 23 13 16 22 27 33 25 30 China 37 159.6m 31 32 35 34 36 29 38
  • 14. Key highlights—global stats from Wave 4 There are now an estimated Social networks continue to grow. Nearly two-thirds of active internet users have now joined a social network site, up from 625 million active internet 57% in Wave 3. users, one in thirteen of • Malaysia leads the way with 47% penetration of all 16-54-year-olds. all humans and one in three Social networks are now a regular part of the online experience with 64.1% of active internet users spending time internet users. managing their profile. • Danes have the highest penetration among all 16-54-year-olds, followed by Malaysia, Norway and Sweden. Blogging has nearly reached saturation in terms of total numbers, with 71% reading blogs, a small increase from 70% last time out. Active internet users however, do continue to put finger to keyboard in greater numbers, globally up from 34% to 40%. Social media platforms are becoming more multi-media. The number of bloggers and social network users who have uploaded photos, videos, music and widgets has continued to rise. Social media is going mobile. Seventeen per cent of active internet users globally now access the internet on the move as well as at home, work or college. Power to the People - Social Media Tracker Wave 4
  • 15. 15 The proliferation of video In Wave 1, social media was, broadly speaking, a text-based Video watching is now at 83% amongst active internet users. occupation for the majority of active internet users. This is consistent with Wave 3 but significantly ahead of Consumers typed or read; uploading pictures or watching the 32% recorded in Wave 1 and the 63.3% in Wave 2. The video was a minority occupation. reason for this recent levelling off is that, for many markets, there is barely any more room for the penetration of watching Faster broadband, the rise of YouTube and its ilk and the video amongst active online users to rise. ability to embed video on everything from blogs to social network profile pages has made the moving image an All of the Latin American markets have a penetration of more essential part of the social media landscape. than 90% and in 75% of markets surveyed the penetration of video watchers amongst active online users clears 80%. In Wave 4 we have seen a high penetration of active online consumers uploading and watching videos on video Thirty-three per cent of social networkers sharing sites such as YouTube. However there has been have uploaded video to their profile, a notable and significant increase in the number up from 16.9% in Wave 3 and 32% of bloggers and social networkers uploading of bloggers have uploaded video, audio-visual material to these platforms. 33% of social an increase of 8%. networkers have uploaded video to their profile, up Glen, London from 16.9% in Matt, USA Wave 3 RTING IMPO6% 3
  • 16. Uploading videos—Wave 3 & 4 Thinking about using the internet, have you ever done the following? Wave 3 4 Active internet users uploading videos to a video sharing site All respondents 35.5% 35% Brazil 68.48% 50.06% Malaysia 38.26% Korea 43.09% 70.98% Peru 50.53% Netherlands 31.16% 35.42% Philippines 60.13% 67.51% Colombia 47.54% Singapore 37.46% China 58.89% 57.97% Hong Kong 53.16% 50.55% Latvia 30.3% India 51% 57.88% Turkey 41.2% 45.51% Portugal 36.32% Mexico 57.09% 50.68% Ecuador 35.98% Norway 37.8% Power to the People - Social Media Tracker Wave 4
  • 17. 17 Australia 30.2% 22.56% Sweden 19.51% Denmark 26.2% 20.84% Romania 47.24% 35.01% Italy 29.71% 30.79% Germany 33.46% 28.28% Spain 31.88% 32.01% Lithuania 29.64% Czech Rep. 27% 24.03% Russia 25.98% 32.47% UK 33.3% 27.37% France 21.71% 21.45% Belgium 29.71% Finland 29.82% Japan 20.16% 18.66% Austria 36.85% 32.64% Canada 27.26% 25.71% South Africa 25.74% US 24.93% 29.26% Poland 38.61% 27.3% Hungary 16.52% 18.29%
  • 18. Video watching—Waves 1-4 Thinking about using the internet, have you ever done the following? Active internet users watching video clips online Global Germany 32% 63.3% 83.7% 82.8% 20.1% 44.3% 76.9% 74.1% Australia Italy 25.2% 57.5% 78.4% 79.1% 34.6% 63.3% 79.2% 75.1% China France 56.2% 78.9% 90.1% 89.1% 23.4% 53.6% 61.3% 63.2% Power to the People - Social Media Tracker Wave 4
  • 19. 19 Philippines Spain 39.9% 60.7% 98.7% 98.1% 28% 69.4% 87.3% 84.1% Russia UK 21.6% 57.5% 67.9% 79.4% 32.3% 61.2% 85.5% 79% Korea USA 29.7% 73.5% 86.2% 82.8% 31.8% 51.7% 74.3% 82.9% Wave 1 2 3 4
  • 20. Social networks grow even more (and consumers really use them) It’s very easy to set up a social network profile, but the key question is whether the excitement starts to pall after 71.1% have visited a friend’s a few weeks. social network page The answer is very clearly not. Consumers are signing up for profiles in larger numbers in Wave 4 and spending time keeping them up to date. Nearly two-thirds have managed a social network profile. And they also spend time visiting their friends’ profiles as well: 71.1% have visited a friends social network page, a figure that’s increased in every market surveyed with the exception of Brazil and Mexico. Consumers are signing up for profiles in larger numbers in Wave 4 and spending time Andrea, Germany keeping them up Jeff, Australia to date. Carlos, Brazil Power to the People - Social Media Tracker Wave 4
  • 21. 21 Belong to a Social Network, Waves 1-4 Wave 1 2 3 4 Thinking about using the internet, have you ever done the following? Active internet users create a profile on my social network Global Russia 27.3% 36.2% 56.6% 62.5% 23.1% 41.7% 74.02% 85.3% France Spain 16% 10.3% 35.6% 50.1% 37.3% 39.5% 45.4% 59% Germany UK 22% 19% 40.55% 46.8% 26.9% 27.4% 60% 64% Italy USA 11.3% 19.1% 40.8% 45.9% 39.2% 40% 42.5% 59%
  • 22. Methodology: Universe size—putting it into context Estimated worldwide 16-54 active internet universe = 625m users 2 Thinking about using the internet, have you ever done the following? Active internet users managed a social network profile 1 USA 57.8m 6 North America Asia & Oceania 1 USA 57.8m 13 France 10.2m 29 Australia 5.3m 4 2 Canada 9.4m 14 Germany 11.5m 30 China 111.8m 5 15 Hungary 1.7m 31 Hong Kong 1.9m Central & South America 16 Italy 4.2m 32 India 9.6m 3 Brazil 15.6m 17 Latvia 0.5m 33 Japan 10.2m 18 Lithuania 0.5m 34 Malaysia 9.4m 7 3 4 Colombia 3.5m 5 Ecuador 1.9m 19 Netherlands 3.6m 35 Philippines 3.9m 6 Mexico 3.1m 20 Norway 1.5m 36 Singapore 1.6m 7 Peru 5.3m 21 Poland 5.6m 37 Korea 11.9m 22 Portugal 2.1m Europe Africa 23 Romania 2.7m 8 Austria 0.8m 38 South Africa 1.4m 24 Russia 8.1m 9 Belgium 2m 25 Spain 4.9m 10 Czech Rep. 1.5m 26 Sweden 2.6m 11 Denmark 1.7m 27 Turkey 4.1m 12 Finland 1.2m 28 UK 12.1m Power to the People - Social Media Tracker Wave 4
  • 23. 23 20 12 26 17 24 11 18 28 19 21 9 14 10 15 13 23 8 16 22 27 33 25 30 China 37 111.8m 31 32 35 34 36 29 38
  • 24. The rationalisation of social media Content posted Blog writers only: ‘‘When writing your blog what topics do you normally post?’’ s te si eb w Wave 3 ic us m ds an to br d ne d an s te te lis ts si ts eb uc ge ly nt w od id re /W d pr ic de ur ns us on /c en io m ite m s at on d os ur os om ic oa ni vo de pl ot c pl pi Ap Ph Re Fa Vi U O 50.2% 32.0% 28.8% 27.6% 23.8% 20.0% 14.5% % blog writers It had to happen. The days of posting written commentary The decline or stasis in the use of separate blogging or on a blog, going to a separate site to upload images or photo-sharing sites suggests that social media is being video and then managing your network of friends via rationalised. The addition of new functionality to platforms a third location were always limited. originally designed to serve each of these areas also highlights their convergence. The days when a consumer would either restrict him or herself to just one of these activities or go to three different sites to Bloggers, for example, are no longer restricting themselves upload content are disappearing. to text: they are adding images and video as well as music and widgets to their prose in ever greater numbers. Power to the People - Social Media Tracker Wave 4
  • 25. Wave 4 70.48% Ph ot os 43.3% Re c om m Fa en vo de d ur ite w eb 34.3% 31.9% Vi /c si de ur te os re s nt ly 31.7% O lis pi te ni ne on s d % blog writers 28.8% St on to or pr m ie us s od ic fr uc w U om ts eb pl oa ot an si d he d te m r br s 26.3% 18.4% W us bl an id ic og ds ge ts s Ap th at pl ar ic e at W io us 17.02% 15.5% ns ef id /W ul ge fo ts id r th ge m at ts e I w an t ot he rs to se e Dmitri, Russia 25
  • 26. The rationalisation of social media, cont’d Content posted on a social network e Social Network Users: se e m ‘‘What do you do with your social networking profile?’’ to r rs fo he ul ic ot ef us us Wave 3 t m an e to w ar I d at at te th th lis ts ts ly ge t ge en id id rr w /w cu / ns ns e/ s io io s d nd rit s nd at n at nd s os ba u to ie lic lic ie vo g ie de fr o o fr pp pp a fr ph fa bl vi w ge e la d la ne ot ay a d g d ol sa al oa in oa al om e pl nd nd st rit es at st pl pl is In Pr In W Fi D Fi M U D U 64.8% 60.9% 45.0% 41.6% 25.8% 21.1% 18.5% 18.5% 16.9% 13.5% 7.8% % social networkers The greatest beneficiary of consolidation, however, is the Wave 4 shows active Internet Users are using social network social networks that enable users to do everything they profiles as the hub for their social media. There are significant can on a blogging site and more. These platforms – and increases in the number of users messaging friends, finding there are different dominant players depending on the new friends or joining a group. market – continue to grow even as other elements of the social media universe stagnate or decline. At the same time, traditional social network activities are being accompanied by the uploading of videos and photos, blog postings and even dating. All of these activities are showing significant rises in Wave 4. Power to the People - Social Media Tracker Wave 4
  • 27. 81.5% M Wave 4 es sa ge U fr 76.3% pl ie oa nd d s ph Fi nd o to ol s d fr Fi nd ie nd s % social networkers ne w 74.3% 56.4% 47.9% Jo fr in ie a nd s gr D o 35.3% is up pl ay In fa vo st al u rit la e/ 33.5% 33.1% U pp cu pl lic rr oa at en d io t vi ns ly M 29.9% de /lis ak os wte e id ge d co to ts m W nt ac th rit us e ts at ic a fo ar bl r e In og w us Scott, USA st al or k ef la pr ul fo 29.1% 24.4% 23.7% O pp of r rg lic es m an at si on e is io D e ns al 23.5% is ev /w re pl en id as ay ts ge on a s 17% D ts at di th in gi at g ta I lb ad w 14.5% Pr an om ge t (e ot ot he e .g rs a . ba av to nd at se ar , e w al lp 27 ap er )
  • 28. Country spotlights—USA When it comes to numbers America is a dominant player Wave 1 2 3 4 in the social media space, despite having an internet penetration at just 70% – well below the Nordics, Korea, Canada, Australia and Japan. More than 96m active internet users translates into 63.7m Blog readers 62% 51% 61% 66% blog readers, 31.9m bloggers, 57.8m active managers of social network profiles and 79.9m video watchers. The most dramatic change for the US in Wave 4 has been the rise in the number of active internet users who have managed a social network profile in the last six months, Blog writers 20% 21.2% 26% 33% up nearly 50% from 43.2% to 60%. As in many other markets, social networks also attract a number of nosey friends who have yet to put their own profile online. Create Social 39% 40% 43% 59% Video continues to become as mainstream as TV viewing Network profile for active internet viewers with 83% now watching audiovisual content via the web. Manage Social 43% 60% Network profile Visit a friend’s 51% 67% social network page Video watchers 32% 52% 74% 83% Power to the People - Social Media Tracker Wave 4
  • 29. 29
  • 30. Country spotlights—UK As it frequently does in so many other areas, the UK is Wave 1 2 3 4 defying global convention when it comes to watching videos. Unlike most of the rest of the world, Brits are watching fewer videos than they did in Wave 3. The 79.1% figure is over five percentage points down on the Blog readers 38% 54% 67% 58% same statistic from Wave 3, but remains significantly ahead of Wave 2’s 61%. In other areas, however, the UK has been happy to go with the rest of the world. Reading blogs is down at 58% whilst writing has remained pretty much consistent Blog writers 10% 19% 26% 25% with Wave 3 at 24.8%. Social network usage remains on the rise with 64.1% managing a social network profile, up from 60% last time around and 71.1% visiting their friends’ pages. Create Social 27% 27.4% 60% 64% Network profile Graham, London Manage Social 60% 64% Network profile Visit a friend’s 68% 71% social network page Video watchers 32% 61% 86% 79% Power to the People - Social Media Tracker Wave 4
  • 31. 31 Country spotlights—Germany Germany has been steady in its adoption of social media and Wave 1 2 3 4 there are few drastic changes to report. By global standards Germany has been a cautious adopter of all the major platforms; an increase of five per cent here, two per cent there is the norm. Blog readers 20% 15% 55% 57% One area where it does standout is the dramatic increase in the number of people visiting friends’ profile pages. Fifty-three per cent of active internet users popped over digitally, a rise of nearly 25%. There has also been a decline in the number of active Internet Blog writers 6% 8% 28% 28% Users who are watching videos. This has fallen from 77.1% to 74.1%, although to put this in context, back in Wave 1 the figure was just 20.1%. Hayley, UK Create Social 22% 19% 41% 47% Network profile Manage Social 43% 50% Network profile Visit a friend’s 45% 53% social network page Video watchers 20% 44% 77% 74%
  • 32. Country spotlights—Korea Korea is always cited as one of the most advanced global Wave 1 2 3 4 markets for telecommunications and internet; our figures show that the truth among active internet users aged 16-54 is more prosaic. For example, when it comes to accessing the internet on the Blog readers 72% 91% 92% 88% move, Korea sits at just 6%. Despite a drop in the percentage of active internet users creating blogs, Koreans are more likely to put their thoughts to keypad, image or video than every other nation in the world, apart from Malaysia. It must also be noted that whilst Blog writers 46% 55% 72% 61% there has been a percentage decline, the real numbers of active internet users creating blogs have increased from 9.8 million in Wave 3 to 11.6 million in Wave 4. The number of blog readers is also much higher than average Create Social 28% 56% 62% with 88% reading the words of others in Wave 4, a slight drop Network profile from 92% in Wave 3. The other area of difference is in the number of consumers uploading video in the last six months. At 34% of the total 16-54-year-old population, a greater percentage of Koreans Manage Social are making films available than any other market. 70% 63% Network profile Visit a friend’s 77% 76% social network page Video watchers 30% 74% 86% 83% Power to the People - Social Media Tracker Wave 4
  • 33. 33
  • 34. Country spotlights—Brazil Brazil has yet to reach the stage of rationalisation. Brazilians Wave 2 3 4 still appear to be using a variety of platforms in order to create content. Social network activity has remained constant especially when we once again consider the enormous increase in the active Blog readers 76% 87% 62% online universe. The penetration of creating content on blogging sites has remained consistent at 50%, and whilst the percentage of those reading blogs has fallen by a seemingly dramatic 28%, it must be noted that the actual numbers of active online Blog writers 35% 50% 51% users reading blogs has risen from 12 to 13.5 million. Create Social 75% 74% 69% Network profile Carlos, Brazil Manage Social 76% 72% Network profile Visit a friend’s 86% 84% social network page Video watchers 77% 94% 93% Power to the People - Social Media Tracker Wave 4
  • 35. 35 Country spotlights—India India records steady progress across the board with rising Wave 1 2 3 4 use of all social media platforms. Total penetration remains low, but among active Internet Users statistics are going in the right direction. More Indians are managing social network profiles at 78%, Blog readers 65% 84% 79% visiting friends’ social network pages (82%) and uploading photos – (77%). There are slight increases in the number watching videos and reading blogs up from 72.4% to 73.0% and 62.2% to 63.1% in the last six months, respectively. Blog writers 27% 47% 54% Theresa, London Create Social 43% 66% 78% Network profile Manage Social 65% 78% Network profile Visit a friend’s 72% 82% social network page Video watchers 59% 86% 87%
  • 36. Country spotlights—China Wave 1 2 3 4 The Chinese market is very much an early adopters market. The penetration of social media in the last six months remains well below 10% of all 16-54s for every single platform. Blog readers 58% 85% 89% 90% Despite having internet penetration of just over 20%, universe sizes remain solid—although below some of the more exaggerated figures that are often quoted—but are still a fraction of what they will be when a greater proportion of the world’s most populous nation has access to the internet. Blog writers 58% 62% 71% 81% As in many Asian markets, blogging remains a major social media platform in China. The number of consumers reading blogs has risen to 90% from 89%, while the number writing blogs is now more than 81%. Create Social 49% 63% 70% Social networks are catching up but still have some Network profile way to go with 72.3% managing their social network profiles. Video is unsurprisingly big-nearly 90% are watching video online. Manage Social 64.43% 72% Tala, UAE Network profile Visit a friend’s 75% 82.25% social network page Video watchers 56% 79% 90% 89% Power to the People - Social Media Tracker Wave 4
  • 37. 37 The key to success in social media Every element of digital media is becoming socialised, Our 10-step programme for successful social media is: providing marketers with new ways to engage a target audience like never before. 1 Listen to/observe what the target audience is doing in social media Wave 4 shows that social consumption of digital content is either already highly penetrated among active internet users 2 Create a “social object” that is relevant to the or still growing rapidly. It also sheds new light on consumer brand and of genuine interest motivations for social media behaviour. We now know that the 3 Segment the target into tribes. Give them desire to belong to something is as motivating as the desire to something they can join. communicate and express one’s self. 4 Allow them to engage via their preferred UM believes that the engagement opportunities of social platform of choice—create multiple interfaces media are deeper than those of traditional mass media and to your community that the power of social amplification is also much stronger. 5 Make the experience better when shared At the heart of our thinking is the concept of “Gravitational Mass Media” where audience engagement provides a dense 6 Optimise your content for sharing—particularly core that then attracts other consumers. via newsfeeds and Twitter 7 Use paid-for media to get the ball rolling 8 Take advantage of extreme targeting offered by social networks 9 Make sure you have the resources to manage your community management and refresh the content. 10 Track the results and optimise where necessary The data in Wave 4 juxtaposed with the relatively low ad spend in social media shows that consumers are out in front of marketers. The opportunity for success in the relatively uncluttered landscape will never be higher. Michael, Germany
  • 38. Power to the People - Social Media Tracker Wave 4
  • 39. 39 What UM can do for you? The figures and analysis in this report are just a small fraction of the insight available from the “Power to the People” Social Media Tracker. Wave 4 and the three preceding tranches of data contain a much wider range of information: detailed facts, figures and insight that are crucial to understanding how consumers are behaving. If you want to know how your consumers are using social media, if you want to know how social media influences Glen Parker Research Director, EMEA your consumers’ purchase decisions or if you want to know how effectively your communication is cutting through in the social media landscape, then we can help. We can tell you how the social media revolution is already hitting your business and how you could make the most of this communication opportunity. If you’d like to know more please contact Glen.Parker@umww.com
  • 40. Power to the People - Social Media Tracker Wave 4 Universal McCann © 2009