Global State of Social Media in 2011 Social Media Week 2011 Tom Smith tom@trendstream.net globalwebindex.net
Today: Macro overview of consumer adoption of social media and changing impacts
How: Most detailed global survey on consumer internet behaviour, motivations and attitudes ever conducted
71K surveys, 4 Waves and 23 countries since launching in September 2009
110K surveys, 3 Waves and 32 countries, in the next 12 months
Social Media has reached mass maturity
90% 80% 70% 60% 50% 40% 30% 20%
UK: 70% involved in Social Media
10% 0%
Wave 1 (July 2009) Wave 3 (September 2010)
Combined monthly involvement in social networking, blogging, micro-blogging, forums, video uploading: Wave 1-3
The big trend: Major shift to real-time +35%
Used micro blogging
+29%
Managed social network
+9%
Written a news story Edited own website
+4%
Written a blog
-2%
Visited Forum/Chat room
-5%
Source: Wave 3 Social media actions growth % vs wave 1
Moving from this:
To this:
Multi-platform involvement in emerging markets
Manage your social network profile Used a microblogging service
80% 70% 60% 50%
40% 30% 20% 10% 0%
Active monthly behaviour. Wave 3. Global data. Sample 51K web users
Source: Wave 3 September 2010
Blogs lead in Asia Written your own blog Contribute to a Forum 60% 50% 40%
30% 20% 10% 0%
Active monthly behaviour. Wave 3. Global data. Sample 51K web users
Source: Wave 3 September 2010
All about Facebook?
Social Networking: Facebook dominates Facebook is the dominating social network, except in Russia, Netherlands, Japan and China where local brands dominate
64% 53%
Private invitation only
45% 45% 39% 39%
37% 35% 34% 32% 30%
20%
17% 15% 15% 10%
6% 2%
Source: Wave 3 Social networks used in the last month
Young people and marketers! lead realtime involvement
Social Network-Update your status - Daily 0 Male Female 16-24 25-34 35-44 45-54 55-64 Financial Services 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
5
10
15
20
25
This frequent contribution is exploding
More than once a day +25% Microblogging frequency
Source: Base – Ever used a micro-blog service, wave 3 vs wave 2
Daily
+51%
Every other day
+27%
Every 3-4 days
+46%
Once a week
-5%
Mobile / Mobile Apps on a parity with desktop PC
Mobile Apps / Web
Accessed Social Network
50%
47%
Wrote a blog post
10%
10%
Update Micro-blog
7%
6% Monthly Access
Wave 4 UK only. All Internet Users
Impacts of the new social landscape
Social is driving different sources of trust Sources of Trust
CLOSE TIES: Family & Friends
-9% Source: Strongly trusted sources, growth wave 3 vs wave 1
WEAK TIES: Social contacts
+26 %
Mobile devices for social? Location specific Personal
Linked to payment Apps not browsers Reation not creation
Changing consumer focus from creation to sharing / reaction Wave 2
50% 51%
Wave 3
44% 39% 34% 29%
31%
34%
33% 27%
26%
21%
Personal photos
Other images
Links to news stories
A link to a blog
Source: Base – Ever used a micro-blog service, wave 3 vs wave 2. Content shared in past month
A link to a website
An opinion on a product or brand
Top down: Twitter focuses on celebrity not other consumers 3%
1%
Showbiz / Celebrities / Musicians / Actors / TV stars
7%
Political leaders / Institutions
7%
Professional News / Gossip
13%
Sport Stars Web Companies 3%
66%
Other business Home made
Top 100 Twitter Users: Based on Number of Followers
Where next?
Have we reached the peak? Barriers to using a Social Network: Europe
I prefer to keep my privacy
My friends/family are not involved
16.9%
I find it boring 5.1%
42.9%
7.1%
There is nothing to say I’m not allowed to use it at work
8.9%
I like to be different 12.1%
Source: Global Web Index, Wave 3, January 2010
7.0%
I don’t have time
Social moving to all “packaged internet platforms”
Mobile
July 2008
October 2008
Desktop
iPad
Mac App Store
January 2010
2009
October 2010 October 2010
August 2008
TV APP TIME LINE
Tablets
2011
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