Welcometosocialentertainment annualreport2011-110112041518-phpapp02


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Welcometosocialentertainment annualreport2011-110112041518-phpapp02

  1. 1. Annual Report 2011:Welcome to Social Entertainment The most detailed set of data on your online audience ever compiledglobalwebindex.net@globalwebindex 2011: 90K web users | 26 markets | 3 Waves of Data
  2. 2. globalwebindex - Annual Report 20112010: Welcome to the Social Entertainment Age The first year of the GlobalWebIndex has revealed three clear trends in the consumer adoption of the internet. In combination they are driving a new age of social entertainment through internet platforms. In this report, we analyse the current global situation and the opportunities for the future for professional media, content producers and brands: Social media has reached mass maturity. Today it’s no longer about massive growth but a shift of already active social consumers to ‘real-time’ technologies, such as status updates or tweets. The old view of text-based social media, defined by blogs and forums, is being surpassed, moving the impact of social media, from creating content and publishing to sharing other people’s content and ‘live’ opinions about real-world events. In short ‘real-time’ is re-orientating consumer from creator to distributor and moving the focus to traditional media and professional content. The open browser-based web is losing out to packaged internet platforms such as mobile apps, internet connected TVs, tablets, e-readers, pc apps, gaming and video platforms. These packaged platforms are re-engineering the internet and destroying the notion of the internet being a singular entity. Crucially for the entertainment revolution, they provide professional media with the means to create sustainable internet business models, something the economics of the browser-based web totally failed to enable. Professional “traditional style” content is now a core part of the consumer online experience. Internet platforms, for hundreds of millions of consumers, are increasingly the entertainment platform of choice. This is due to continual growth of professional content in video sites (legal and illegal), the rise of ‘real-time’, and the growth of packaged platforms. Tom Smith Founder of the GlobalWebindex @globalwebindex | tom@trendstream.net
  3. 3. globalwebindex - Annual Report 2011 2010: Welcome to the Social Entertainment AgeThese trends will revolutionise our view of the internet. In particular, the packagedinternet will transform the way we get online, the content we consume, and the ways Rise of thewe can create, share and communicate. Going forward five years it is clear that manypeople’s internet experience will not be through a browser, but through some form of packagedpackaged platform. While many ‘internet purists’ will bemoan their lack of openness,the creation of barriers to entry, and shift in control to small numbers of gatekeepers, internetpackaged platforms crucially enable professional media to create sustainablebusinesses online without having to change the way that the open web works.This is as important, if not more important, for a healthy society as enablingconsumers to publish and share their opinions or content. The open browser basedinternet has failed to create the economics to deliver professional media businessonline, as advertising could not demand the premiums needed and consumers areunwilling to pay for content delivered through a browser. These changing commercialopportunities will capitalise on the consumer demand for social entertainment online.They will however have to change the way that they create and deliver content andmake sure they integrate social technologies into their product. Professional Social Content EntertainmentIncreasingly ‘real-time’ social will be integrated with the traditional content experience.Imagine live Twitter style messaging around major TV events or programming Explosionrecommended by your social network. This will extend the impact of social mediaoutside of the browser as well as surpassing the old models of delivering media, suchas cable TV, satellite, radio or newspaper2011 and beyond is a promising to be an extremely interesting period of innovation.Next year the GlobalWebIndex will track these shifts through 26 countries, 3 waves ofresearch and 90,000 surveys. Real-time Social
  4. 4. globalwebindex - Annual Report 2011 The Data Source: GlobalWebindex• The GlobalWebIndex tool is powered by the most detailed set of data ever compiled on global internet behaviour, social technologies, digital content and the role for brands online. All of our trends are sourced from this data set.• Such a regular and detailed view of changing internet trends has never been compiled before at a global level.• The release of the third set of data covering 51,000 consumers globally over the last 12 months paints a unique picture of changing internet behaviour and, more importantly, what it means for your audience, category and brand.• There is a minimum sample of 2,250 per market over 12 months, to enable deep analysis, and over 500 variables to define audiences specific to your business.• All of this analysis is primary research data. The data set is based on a representative sample of web users’ primary research data collected via online surveys from Lightspeed Research global online panels.• The GlobalWebIndex tool was created by Trendstream, a company who create data-driven applications to aid decision making. All insight and analysis in this document is provided by, Trendstream Consulting, a dedicated team of experts on the global adoption of internet, social technology, marketing communications and paid content, who help their clients to understand the opportunities of the changing internet ecosystem. Wave 2 Wave 3 Wave 1 Jan 2010 Sept 2010 July 2009 Year 1
  5. 5. globalwebindex - Annual Report 2011Social Media: The Move to “Real-Time” Creator Network
  6. 6. globalwebindex - Annual Report 2011 Social Media has reached Mass MaturityOverall social engagement across social networking, micro-blogging, videouploading, news writing or blog production has reached massive levels in all markets. Figure 1: Combined monthly involvement of social network users, micro-blog users,Even in the least engaged markets, nearly 50% of consumers participated in some video uploaders, news writers and blog writers. PC internet. Wave 1 to 3.form of social contribution in the last month. This is a significant indication of the totalimpact of social media. It has, in the last 5 years, redefined all internet markets. Japan 90% SpainWhen we look at the combined reach in markets such as Brazil and India, this almost Brazil 80%reaches 90%, showing mass saturation. This a clear indication that the massiveperiods of growth are over. 70% Netherlands India 60%This view of total social engagement reveals a smaller gap between fast growing 50%emerging markets and older developed web markets than is often reported. Forexample, the US and China have the same level of social engagement, although if you Russia 40% Francelook at individual platforms (see Figure 3) China will lead the US in everything. This 30%shows us that social users in China tend to do more across more platforms, while 20%users in the US are more fragmented. 10% China 0% Germany USA South Korea Canada Australia UK Italy Mexico Wave 1 (July 2009) Wave 3 (Sept 2010)
  7. 7. globalwebindex - Annual Report 2011 From “Static Social” to “Real-Time” SocialDespite the overall saturation, there has been major shifts in the last 12 months among This shift into micro-blogs and social networks means that the majority of consumerexisting social consumers from creation platforms to networked ones and social involvement in social media is related to providing real-time opinions, links or sharednetworks and micro-blogs which have both grown a huge 20% year on year. content through status updates. This radically changes the impact of social media, by primarily creating an ongoing shared agenda and conversation, that steers consumerSocial media used to be defined by long form primarily text-based content, whether involvement towards reacting or interacting with live events and discourse, rather thanthat be forums, websites or blogs. But not anymore; blog writing has declined by 4% creating their own agenda or content.and forum contribution has shown an 11% decline. There is also a clear embracement of the entertainment agenda and there is a significant 16% increase in uploading video online, again a clear shift away from the old model of text and commentary. Figure 2: Online behaviour % of monthly access/usage – Global Data. Waves 1 – 3. Professional / Rich content Live “Real-Time” Social Creation Social 70% Online services / productivity 60% Change (last 12 months) 50% 40% 30% 20% 10% 0% -10% og e l ip e ed d e g ns t te e ic te s te e IP e le te er r ai as to lm re lin in lin cl lin in oa us ofi cl si si si si ng O m io fe bl a rti l nk dc rf on on on on /fi eb eb /V nl eg lm eb o at g pr ng sa /a n S fo de ba in w po ic w w ow RS gr W os o o o s gi es k e ga ar do e pl w di e de vi or y lin n or ag og et a ar ot id tm sh or d o le ow ap ra ur an w a vi e on rn se ed sh ftw /v ph y bl st an ar et yo d ed eo or VE an te a e U ro to ch ed oa TV tw ll ln s TV so fic d st in d ch d id ca st n w ic LI de at ed ag nl de se of ia te of tv ne VE a m in d d e at to /w w e oc rs rit oa ib se fre an U de oa on W on e si d a do LI n W cr d lin rs se fo U pl Vi /m oa te pl d ed e d ph t d bs se en U to on en U U de rit u id e nl en yo ch Su d e U W m Pa id st ow oa d ad ite st m at Pa Li se ed nl Li D Ed M co W U ow ag a an /d ft M Le am re St
  8. 8. globalwebindex - Annual Report 2011 The “Real-Time” Shift is GlobalLooking at the global distribution of “real-time” versus traditional social platforms, we Interestingly, developed web markets such as the UK, the US or Canada, while notsee an interesting distribution in monthly consumer involvement. The Asian markets leading the way, are far more skewed towards real-time platforms, due to lowerare still very focused on personal publishing, with China, Japan and South Korea consumer engagement in blogs and forums and the mass adoption of socialhaving a strong focus on social blogging platforms. networks.The fast growing web markets of Brazil, India, Malaysia, Poland and Russia lead theway in social networking and micro-blogging involvement. However, they also havevery high levels of involvement in blogging and forums, showing that there is a two-tierinvolvement between real-time and old time social platforms. Figure 3: Active monthly behaviour. Wave 3. 80% Manage your own social network profile Used a microblogging service 70% Written your own blog Contribute to a forum 60% 50% 40% 30% 20% 10% 0% K lia na o SA nd s e l a a ia in an y a ly i a ic nd az U c ad si an re di ss ra a hi Ita an la U p ex ay Sp Br Ko rla In an m st C Ja Po Ru Fr M al Au er he C th M G et u So N Source: Wave 3, September 2010
  9. 9. globalwebindex - Annual Report 2011 “Real-Time” – Mass InvolvementSocial Networks have been transformed by real-time involvement. Once upon atime (when MySpace was big) they were static places focused on consumer Figure 4: Frequency of updating social network – status updates. Global Dataprofiles. Now thanks to inspiration from Twitter, they are real-time as pioneered byFacebook news stream and being replicated across the world, in-particularservices like RenRen in China. The impact is clear, already 10% of all web users areupdating their social network profile on a daily basis and 24% on a weekly basis.Micro-blogs, remain smaller, are still updated daily by 5% of all web users. Twittersgreatest impact is by creating the concept of real time contribution, not necessarilydirect usage of the service. +10% - DailyThis is a massive volume of interaction, conversation, opinion and content sharing +24% - Weeklythat is reshaping the way the web works: +32% - Monthly• These platforms depend on shared focal points and events. These are frequently live real life ones or mass media. +55% - Ever Done• The light nature of interaction focuses users on sharing content over creating. This means that consumers can no longer shape the agenda through long form content and expressed ideas and opinions. Links, great content and light commentary on external events are what define consumer involvement.• The bottom up dynamic, that defined early social platforms is being eroded. This is particularly stark with micro-blogs, as we all seek to connect and follow with people in the public eye. Its no surprise that celebrities, politicians, sports people, journalists and musicians dominate the rankings on Twitter Figure 5: Frequency of updating micro-blog – status updates. Global DataThis is a major change. For years the web has been seen as a threat to the old orderof media giants, big brands and the political elite. Now, as clearly shown in this +5% - Dailyresearch, changing trends in social participation are reinforcing and promoting the oldhierarchical model. A major shift in the perception of social media. +9% - Weekly +12% - Monthly +29% - Ever Done
  10. 10. globalwebindex - Annual Report 2011 Who is Driving “Real-Time”?The “real-time” revolution is being driven by younger demographics. Almost 17% of16-24s are updating their social network on a daily basis. Figure 6: Percentage of web users who update their social network on a daily basis Wave 3 September 2010. Global DataWhen we delve into the demographics we can see distinct differences in the type of 0% 5% 10% 15% 20%web user who is embracing real time.Taking “Category of Work” as an example, we can see that people who work in Male Demographicsadvertising and marketing are the most likely to be contributing to the real-time Femalerevolution. This is followed by people in IT, then retail and healthcare. This showsthat the industry is leading the curve in adoption. 16-24 25-34 35-44 45-54 55-64 Financial Services Category of Work Retail Professional Services (Law, Accounting, Architect etc) Healthcare/Medicine Manufacturing, Engineering Construction Education Government (excluding Education & Health) Police oArmed Forces Agriculture oMining IT, Internet, Software, ComputeServices Transport, Logistics, Distribution Travel, Tourism, Leisure Services Advertising marketing omedia
  11. 11. globalwebindex - Annual Report 2011 The Synergy between “Real-Time” and Professional ContentWe can clearly see how micro-bloggers are driving this new era of entertainment. Figure 7: Micro-blog frequency versus consumption of TV content online.If we take the example of consumption of TV content via internet platforms, frequent Wave 3 September 2010. Global Datamicro-bloggers are far more likely to consume professional content. 0% 10% 20% 30% 40% 50% 60% 70% 80%Over 70% of users that post more than once a day have streamed a TV show ondemand or live in the last month. Then, as frequency diminishes, consumption of TVcontent falls. Every other dayTraditionally we think of “hard core” social media users as turning their back ontraditional media or professional content. This is not true and, as we can see, people Every 3-4 dayswho have never used a micro-blog are very light consumers of TV content online, withonly 25% streaming TV or watching live TV online in the last month.It’s this relationship between traditional content and real-time social that demonstrates Once a weekhow the two are interlinked and are driving a new social ecosystem. Twice this month One time only this past month Havent Used in the Last Month Never Used Watch TV shows on demand via online service Watched Live TV / Video online
  12. 12. globalwebindex - Annual Report 2011 We are the Network – not the CreatorThe changing social ecosystem can be seen through the way that users are adopting This is contrary to the impact of when social media emerged. For example, when blogsmicro-blogs. Figure 8 shows current behaviour on a micro-blog and also growth rates arrived they were seen as a publishing revolution and one that opened up the mediabetween January and September, clearly indicating a shifting dynamic from personal world to consumers. Today, these creation platforms are in decline and thecontent to professional content. Personal pictures, while still the number one action on professionals are back in the driving seat when it comes to content. This makes thea micro-blog, fell by 5% in the period, while links to external news stories increased opportunity for brands and media companies even more compelling.by 17%. This is a pattern that is repeated on social networks and video sharingplatforms, which are orientating away from being places to share personal content. “‘real time’ technologies such as Twitter are increasingly orientating us towards the professional, rather than driving a bottom up dynamic” Figure 8: Activities on a micro-blog. Monthly percentage by active micro- blog users and Wave 2 v Wave 3 percentage change Links to news stories An opinion on a product / brand A link to your blog Personal photos 0% 10% 20% 30% 40% 50%
  13. 13. globalwebindex - Annual Report 2011 The Impact of the Consumer-Driven NetworkWhile professional content grows massively, the consumer rises in influence. Figure 9 This shows how important the synergy between professional content and thelooks at the change in perception of “trusted product recommendations”, with a huge consumer distributor will be into the future. Increasingly, we turn to the consumergrowth in trust for social network or micro-blog contacts. network to drive our consumption trends. Figure 9: % change from Wave 1 to Wave 3 data. Scored 4/5 from a 5 point scale, where 5 = strongly trust. 5 from 21 sources of recommendation shown Newspaper Blogger A Social Network Contact Television Radio Microblog Contact +47.5% +16% +21% +3% +8% +2.5%
  14. 14. globalwebindex - Annual Report 2011 Entertainment is Driven by the Consumer NetworkIt is clear how this consumer network is impacting content distribution, when we It’s this increase for entertainment-driven content that demonstrates how importantexplore the importance of “friend recommendation” in sourcing content online. When the consumer network will be in guiding our content consumption and choices as welooking at news, only 17% of respondents choose this as the key motivation. move into the future.However, when we look at video, this rises to 28%. Figure 10: Key factor in sourcing a news story online. Wave 3. Global Data Figure 11: Key factor in sourcing an online video. Wave 3. Global Data News Video 16.5% 32.9% 36.8% - Familiar Site 39.2% - Familiar Site 18.0% 36.8% 18% - Answers a search query 16.5% - Answers a search query 28.2% 17.0% 17% - Friend Recommendation 10.6% 28.2% - Friend Recommendation 11.8% 11.2% 11.2% - Quality of Design 11.8% - Quality of Design 18.0% 18% - Recently Produced 10.6% - Recently Produced
  15. 15. globalwebindex - Annual Report 2011The Rise of the Packaged Internet Games Consoles TV E-Readers/Tablets Mobile Devices Apps
  16. 16. globalwebindex - Annual Report 2011 The Death of the Internet – Hail the internetIn 2010, we have seen a massive growth in “packaged internet” platforms, such as This growing trend thoroughly undermines the concept of “the internet” as a media orapplications, games consoles, mobile (technically allows open web usage but typically singular entity. More crucially, they are bringing back “traditional media” economics,focused on repackaged sites and apps), and now television sets and e-readers into included barriers to entry for consumers’ content and a more limited and dictatedthe mainstream. They are moving interaction away from the open browser-based choice for consumers. In the future, connecting to the internet may look more likedelivery of content that people think of the internet. We can already see that 4% of switching on your TV..global web users have accessed the web through their TV, 10% through a gamesconsole and 2% through an e-reader. As our research shows, these “packaged platforms” will grow massively. While they’re not open, or consumer driven, they work. You only have to look at the success of the iPhone and app platforms. If it works, we embrace. Disconnected, open browser-based platforms tend not to work as well as packaged ones for delivery of a seamless entertainment experience. Figure 12: Monthly access to the packaged internet. Global Data TV 4% Mobile Apps 25% Mobile TV Streaming 35% On-Demand 27% E-Readers Gaming 2% 10% Browser-based Web Packaged Internet
  17. 17. globalwebindex - Annual Report 2011 The Impact of Mobile: Entertainment EverywhereInternet access via mobiles has exploded (Figure 13) in the last 12 months, rising from Today (Figure 14), mobile devices are being primarily utilised for services. However,25% of web users to 33%. While you can use your mobile device to access the open updates to a social network service now stand at 38% of web users, while an updateweb, the large areas of growth are due to applications or mobile formatted sites, which to a micro-blog service stands at 14%. This will grow massively. This light sociallimit user experience or provide a smaller section of content. The mobile drives the involvement will define the future of consumer contribution as more and more of webshift into the packaged internet. access is via mobile and portable devices. Mobile is also bringing in an age of entertainment, despite small screens. Just over 17% have watched live streamed TV in the last month, while 26% have watch an on-demand video. Figure 13: Percentage of PC internet users who access via mobile in the last month. Figure 14: Mobile internet actions/behaviour last month. Percentage of mobile Global data internet users. Global data Read news Used mapping service / search for directions Searched for local services / places to go 33% Searched for a product / service to buy Updated your social network profile 25% 27% Wave 3 Checked sports scores Used an online banking service Wave 1 Wave 2 Uploaded a photo to a website Watched an on-demand video Wrote and uploaded a blog post Bought a product on a retail site Watched live streamed TV Update your microblog status Access live travel information Check stocks and financial information 0% 10% 20% 30% 40% 50% 60%