Social Media Tracker Report - by UniversalMcCann

Mar.08

Power to the people SOCIAL MEDIA TRACKER

v

.3

Power to the people - Social Media Tracker Wave 3

3

Welcome to Wave 3 04 06 10 12 18 34 48 56 76

Introduction Methodology What is Social Media?

Global Snapshot Blogging Social Networking Sharing Content Consuming Content Final Word

Introduction Welcome to Universal McCanns global research into the impact of social media. This project is an ongoing commitment

by Universal McCann to measure consumer usage, attitudes and interests in adopting social media platforms and is the largest exploration of its kind. It aims to provide the facts behind the hype.

The first study was published in September 2006 (Wave 1) and the second study in June 2007 (Wave 2). This report (Wave 3) brings together the latest results from Wave 3 as well as tracking the evolving trends since Wave 1. Wave 3 surveyed 17,000 internet users in 29 countries and was completed in March 2008.

Since Wave 1 in September 2006 the research has created genuine insights on the patterns of usage, such as China having more bloggers than the US, emerging markets leading take up and Japan shunning photo sharing.

This latest report demonstrates the continued growth of social media, the impacts of this are huge.

• The vast majority of users are producing content and there is an ongoing shift towards participation.

• Media consumption is internationalising along language lines thanks to global social platforms.

• Consumers are moving to on-demand media such as video clips and podcasts.

• The role for advertisers and brands has never had so much potential – branded applications, content and services all offer huge potential in social media.

• Emerging internet markets are leading the way in usage, closing the gap with developed countries.

Tom Smith Tom.smith@universalmccann.com

Wave 3 Wave 1 15 Countries 7500 Internet Users September 2006

Power to the people - Social Media Tracker Wave 3

Wave 2 21 Countries 10,000 Internet Users June 2007

29 Countries 17,000 Internet Users March 2008

Wave 3 Highlights • S ocial media is a global phenomenon happening in all markets regardless of wider economic, social and cultural development. If you are online you are using social media • A sian markets are leading in terms of participation, creating more content than any other region • All social media platforms have grown significantly over the three Waves – Video Clips are the quickest growing platform, up from 31% penetration in Wave 1 to 83% in Wave 3 • 5 7% have joined a Social Network, making it the number one platform for creating and sharing content – 55% of users have uploaded photos – 22% of users have uploaded videos • The widget economy is real – 23% of social network users have installed an application – 18% of bloggers have installed applications in their blog templates • Blogs are a mainstream media world-wide and as a collective rival any traditional media – 73% have read a blog • The blogsphere is becoming increasingly participatory, now 184m bloggers world-wide – The number one thing to blog about is personal life and family • C hina has the largest blogging community in the world with 42m bloggers, more than the US and Western Europe combined • Social media impacts your brands reputation – 34% post opinions about products and brands on their blog – 36% think more positively about companies that have blogs

5

Methodology: How we did it

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The research has retained a consistent methodology throughout Wave 1, 2 and 3. All surveys have been scripted and hosted on Universal McCann’s in-house online research system, Intuition. All surveys are self completion and the data collected is entirely quantitative. Every market is representative of the 16-54 Active Internet Universe. In this Wave 17,000 internet users in 29 countries were interviewed. To be included you need to be using the internet everyday or every other day.

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THE ACTIVE INTERNET UNIVERSE = Power to the people - Social Media Tracker Wave 3

I use the internet everyday / every other day

7 Why the Active Internet Universe?

• As they are the key leaders of social media and drivers of

adoption, they are the most important consumer to understand.

In the past Waves there has been occasional mis-understanding about what the results represent, due to the fact that smaller less economically developed countries lead the way.

• They are the most important consumer to understand the adoption of social media who are key to growing the internet.

The reason lies in the focus of the study, which is to understand usage of social media among internet users. Emerging Internet markets tend to have a demographical profile that fits the early adopter as opposed to the mature internet markets such as Japan and the US. This can be a factor in lower levels of adoption in penetration terms.

• They make up the vast majority of social media adopters.

If you’re not using the internet regularly, you’re not blogging.

• Over time, all users increase the regularity of usage.

Eventually everybody will be an active user, as they have been with television.

It must also be considered that emerging markets have lower levels of internet penetration, so the impact of social media among the country as a whole will be more measured.

Internet Penetration by market

% Online (All adults) 0

In

100

di a Pa 5. ki 3% Ch sta in n 7 Ph a 1 .3 ili 2. % Ru ppi 3% s ne M sia s 1 ex 1 5 9 .

Br ico .8 4% az 21 % Tu il 2 .3% rk 2.

Po ey 2 4% la 2 Ro nd .5% m 29 H ani .6% un a Gr gar 31. ee y 3 4% Cz ce 5. e 3 2% Fr ch 5.5 an Re % Sp ce pub ai 54 lic Au n 5 .7% 49 st 6. .9 % Ita ria 5% 5 ly 6 5 .

Ge 7 7% rm .0 Ca an % na y U da 64.

K 6 6 Ta 66. 5.9 % iw 4% % Ja an p 67 De an 6 .4% n 8 Sw ma .7% it rk H zerl 68 on an .8 So g K d 6 % ut on 9.

U h K g 6 2% SA or 9. e Au 71 a 7 9% st .4 0.

N rali % 2% et a he 7 rla 2.9 nd % s 87 .8 %

Internet Penetration, all adults. Figures sourced from Internetworldstats.com

Methodology: Universe sizes – putting it into context Estimated worldwide 16 - 54 active internet universe = 475m users

11 5

2

7 8

1 USA

100m

9

12

6 13 17

14 15 16

10 19

3

3

North America 1 USA 2 Canada

100m 7.8m

Central & South America 3 Mexico 4 Brazil

6.7m 13.8m

Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia

Power to the people - Social Media Tracker Wave 3

17.8m 6.1m 12.8m 1.3m 10.9m 10.2m 1.3m 3.6m 18.8m 1.9m 1.2m 2.2m 1.2m 5.0m 1.2m 8.6m

Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia

0.26m 17.8m 61.0m 1.8m 5.4m 13.7m 29.8m 3.7m 5.1m

4

18

9

20

Putting the results into context To help provide a more complete picture, the analysis in this report puts the results into context in two ways;

23 China

61m

21

24 22

26

27

1. Market by market universe estimates 2. Penetration of usage among all 16-54s.

Both these figures are estimates based on the above universe sizes. When estimating global usage figures of different social media technologies we make the fair assumption that the vast majority of users will be active users and between the ages of 16-54.

25 28

How did we get to these universe figures?

Local market data from TGI, Simmons or equivalent provided penetration figures for 16-54s by market and levels of active usage.

These were correlated with Internet World Stats, CIA World Factbook and Comscore.

29

The general rule is the more developed a market is, the higher in home and at work internet connections are, which leads to higher levels of active usage.

What is social media?

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Social media is an important shift, as it summarises the importance of interaction, the consumer and the community. The term emphasises the idea that as a collective it can have as much impact as any traditional media platform.

pi os/

Social media represents a big improvement over lly wi ls o Web 2.0 as a term to n/6 876 6 1 3 2/ describe the changes that have impacted the internet. The idea that we switched from Web 1.0 to In truth, to claim social media as “new” is slightly misleading. From the 2.0 beginning, the internet was founded on message boards, chat rooms and was always a touch crude. peer to peer communication. What has changed is the mass involvement a cc

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that modern social platforms inspire.

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Contributing to the internet has never been as accessible and less technical.

Innovations in web development, computing technology and the proliferation of broadband have come together in drive monumental consumer take up.

This is why the phenomenon of social media is important now – it has the potential to impact on all our media consumption therefore shifting the emphasis from professional content producers to the consumer.

The definition “Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content” Power to the people - Social Media Tracker Wave 3

11

Photo Sharing

Blogging Micro Blogging

Video Sharing

Podcasts

Key Social Platforms

Message Boards

RSS

Widgets Chat Rooms

Social Networking

Global snapshot: Wave 3 bs we sit e

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“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users

ite

et wo rk

Reach

38.7%

38.5%

33.7%

Reach over time “Thinking about using the Internet, which of the following have you ever done?” Active Internet Users

90%

Read blogs/weblogs

80%

Start my own blog/weblog Leave a comment on a news site

% Ever done

70%

Watch video clips online

60%

Download a podcast (pre-recorded radio/

50%

audio show) Create a profile on a social network

40%

Subscribe to an RSS feed

30% 20% 10% 0% Wave 1 Sep 06 Power to the people - Social Media Tracker Wave 3

Wave 2 Jun 07

Wave 3 Mar 08

13

Frequency “Thinking about using the Internet, which of the following have you ever done?” Active internet users

22%

Watch video clips online Read blogs/weblogs

21%

Visit a friend’s social network page

13%

Visit a photo sharing website

13%

24% 21%

17%

18%

8%

15%

13%

Download a podcast

7%

16%

8%

9%

Upload video clip to video sharing website 7%

10%

25%

Upload my photos to a photo sharing website

Post/write stories for my own blog/weblog

11%

25%

19%

Share a video clip with a friend

12% 11%

16%

27%

22%

Read personal blogs/weblogs

Manage profile on existing social network

37%

5% 7%

10% 12% 14% 11%

Daily reach Weekly reach Monthly reach

Global snapshot: Wave 3

Watch video clips online 394m

Read blogs/weblogs 346m

Power to the people - Social Media Tracker Wave 3

Read personal blogs/weblogs 321m

Visit a friends social network page 307m

Share a video clip 303m

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Man on a s

nage a profile social network 272m

15

ta n ms aha s/gr o t o h m/p www.flickr.co

Upload photos 248m

Download a video podcast 216m

Download a podcast 215m

/2 l ey

5 88 62 31

Start my own blog/weblog 184m

2/

Upload a video clip 183m

Subscribe to an RSS feed 160m

16-54 active Internet users global universe estimates

Power to the people - Social Media Tracker Wave 3

Country results in detail

Reading blogs: usage trends Blogging shows no signs of slowing its growing prominence in popular culture and society.

Politicians, celebrities, brands and family members all seem to have one. Traditional media outlets use them to supplement their normal output. At the same time legions of micropublishers have utilised blogs to start mini media empires, from Perez Hilton to Treehugger in every niche imaginable. The result is a massive wealth of new sources of information that we continue to digest.

• Growth continues at a global level

• Very high frequency medium

– 77% Read blogs – up 11% on Wave 2

– 50% daily reach in Brazil and Japan

• Saturation in growth in some markets

• Blogs are primarily a community media

– South Korea, China, Italy and Russia all reached their limits of growth

– Personal blogs and friend and family blogs are number one destination for reading

• Blogging as a collective rivals traditional media

• They’re not for geeks

– 70% weekly reach

– Music, TV, film and News are the next highest destinations

Blog readership Wave 3

% Ever read

100

So ut Ph h K ili or Ch ppi ea 9 in ne 2 M a 8 s 9 .1% ex 8 0. .

Br ico 1% 3% az 87 Ta il 8 .7% iw 7.

Pu an 1% e 86 In rto R .6% di i a c Ja 85 o 8 pa .0 6 Ita n 8 % .4% ly 4 Fr 78 .4% an .9 Sp ce % ai 78 Pa n 7 % ki 7.

Po stan 8% la 7 Gr nd 6.0 ee 72 % Ru ce .3% s 72 Gl sia .2% ob 70 Cz al 7 .8% ec 0 Ro h R .2% m e Tu ani pub rk a 6 lic N ey 6 9. 69 et h 9 7% .8% U erl .6% K an 6 H 5. ds 6 on 8% 7 .7 Sw g K % itz ong Au erl 6 st an 5.

De rali d 6 8% n a 6 3.

U mar 2. 2% SA k 0% Au 60 60. st .3 8% Ca ria % n 59 Ge ada .7% rm 5 H an 6.6 un y % ga 55 ry .4 50 % .5 %

“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users

0 Power to the people - Social Media Tracker Wave 3

19

Blog readership Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Read blogs / weblogs” Active Internet Universe

54%

Global

Australia

China

21% 55%

58%

75%

France

Germany

Italy

66%

20% 15%

79%

Wave 1 Sep 06

77%

Philippines

62%

85%

77%

88%

78%

55%

76%

Russia

73%

South Korea

72%

Spain

70%

UK

79%

Wave 2 Jun 07

33%

USA

Wave 3 Mar 08

38%

62%

64%

90%

72%

71%

91%

92%

72%

54%

61%

78%

66%

60%

Reading blogs: usage trends Frequency of readership – key markets “Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Readers Only

Gl ob

al

31%

40%

16% 32%

7%

9%

Br

az

il

52%

13%

Ch in a

46%

43% 38%

19%

5%

15%

17%

41%

21%

21%

Ge

rm

an

y

Fr

an

ce

28%

6%

42%

10%

9%

37%

Ita

%

ly

Re

ad

In

di

a

39%

ia

Ja pa

n

50%

12% 32%

29%

11% 12%

38%

22%

45%

39%

6% 11%

13%

3%

So ut

h

Ko re a

Ru ss

40%

40%

19%

10%

20%

40%

23%

22% 42%

19%

U

SA

U

K

Sp

ai

n

31%

Daily reach

Power to the people - Social Media Tracker Wave 3

Weekly reach

Monthly reach

Less often

18% 16%

63.5% 38.9% 29.1% 26.6%

sin

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33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7% 26.4% 18.2% 22.5% 9.8%

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What kind of blogs do you read?

6.7%

Reading blogs: putting it in context North America 1 USA 2 Canada

60.3m 4.1m

Central & South America 3 Mexico 4 Brazil

5.9m 13.1m

Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia

17.8m 4.1m 8.1m 1.21m 8.5m 8.1m 0.81m 2.6m 10.5m 1.2m 0.1m 1.5m 0.75m 3.5m 0.86m 6.1m

Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia

1.95m 15.1m 53.8m 1.2m 4.8m 12.5m 25.1m 3.3m 3.2m

2

1 USA

60.3m 3

3

Reading blogs: impact versus total market

% Ever read

45

Pa ki In stan di Ch a 2 2.3 in .3% % Ph a 6 ili .4 Ru ppi % s ne Tu sia s 6 rk 6. .6 M ey 8 7% % ex .

2 H ico % un 9 .

Po gary 7% la 1 Ro nd 0.2 m 10 % Br ani .6% az a 1 Gr il 1 1. ee 1. 1% Au ce 2% s 1 Cz tria 3.3 ec 14 % Ca h R .9 n ep % Ge ada ub rm 2 lic Fr an 0.5 19 an y % .1 % Ita ce 21. ly 21 2% De 23. .7% n 2% Au mar s k H tral 24 on ia .6 2 % Sw g K 5. itz ong 7% U er 2 K la 6 3 n .

Ta 2. d 2 0% iw 1% 6 .2 Ja an % pa 33 U n 3 .0 SA 3 % .

Sp 33 1% ai .2% So n 3 ut 4.

N h K 3% et o he re rla a 3 nd 9 s .6% 40 .6 %

Universe Sizes versus total 16-54 population

0

Power to the people - Social Media Tracker Wave 3

4

23

5

12

6 7 8

9

20

11

13 14 17

15

16

10 19

23 China

53.8m

18

26

27

21 24 22

25 28

29

Writing blogs: usage trends Blogging is becoming increasingly participatory with every Wave. The concept of Citizen Journalists is becoming the reality.

• Continued shifts into participation

• Germany finally found its blogging voice

– 45% have started a blog, up 14%

– 28% have started a blog, up from 8%

– 184m started a blog

• Blogging is a community medium

• Asia leads the way

– 64% write about personal life

– South Korea, Taiwan, China top the league table with 70%+ penetration

• Content is multimedia

• China the biggest blogging market in the world – Estimated 42.5m bloggers

– 61% post photos, 29% post videos, 24% upload music • Blogs impact on brands – 34% write about their opinions on products and brands.

• Eastern Europe lowest levels of participation – Hungary, Czech and Romania are bottom 3

Starting a blog: Wave 3

% Ever done

75

So ut h Ta Ko iw re Ch an a 7 in 70 1.

Ph a 7 .9% 7% il 0.

M ippi 3% ex ne H ico s 6 on 6 5 Br g K 0.3 .8% az on % In il 5 g 5 d 0. 4.

Ja ia 4 1% 5% pa 9.

Sp n 4 0% ai 7. n Tu 41 3% rk .4 Pa ey % ki 39 Pu stan .2% e 3 Gl rto 8.0 ob Ri % Ita al 3 co 3 ly 5 6 Fr 33 .2% .3% an .3 Po ce % la 31 Au nd .5 s 3 % Au trali 0.3 st a 2 % Ge ria 9. rm 28 0% Ru an .6% ss y 2 N ia 2 7. et 8 h 7 % Sw erla .7% it n U zer ds SA la 27 Gr 2 nd .1 ee 6.4 26 % U ce 2 % .6% K 2 5 De 5. .4% nm 3% Ca ar na k 2 Ro da 3. m 2 2% Cz an 2.5 ec ia % H h R 21 un e .3 ga pu % ry bl 7. ic 1 8% 8 .2

%

“Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe

0 Power to the people - Social Media Tracker Wave 3

25

“Below are a list of statements – please can you answer reflecting your opinion.”

– Responses “Definitely Agree / Somewhat Agree” Active Internet Universe

56% Blogging is a good way to express yourself

36% I think more positively about companies that have blogs 33% I have a favourite blog that I read regularly 32% I trust bloggers opinions on products and services 31% Blogging is an important way to socialise with friends

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Writing blogs: usage trends Blog writing Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe

Global

28.3%

30.6%

Australia

18.3% 17.9%

58%

China

44.8%

29.0%

61.1%

France

17.6% 31.4%

Germany

6.0% 7.5% 27.8%

Italy

22.5%

Wave 1 Sep 06

26.5%

70.3%

31.5%

33.3%

Wave 2 Jun 07

Power to the people - Social Media Tracker Wave 3

Philippines

14.1%

Russia

14.8% 21.3%

South Korea

Spain

45.5%

41.0%

64.9%

27.7%

55.2%

24.8% 29.1%

41.4%

UK

9.8% 18.5% 25.3%

USA

20.2% 21.1% 26.4%

Wave 3 Mar 08

% start a blog

70.6%

27

Frequency of writing “Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Writers Only

Gl ob

al

30%

30%

Br a

zil

37%

24%

Ch in a

33%

27%

6%

33%

45%

38%

9%

28%

13%

16%

18%

14%

47%

14%

25%

Ge

rm

an

y

Fr

an

ce

13%

39%

12%

26%

20%

14%

9%

57%

24%

25%

22%

29%

Ru

ss ia

Ja p

an

%

W rit

e

In

di

a

23%

30%

16%

9%

So ut

h

Ko re a

45% 25%

17%

28%

15% 20%

24%

11% 25%

50% 15%

40%

U

SA

U

K

Sp

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30%

Daily reach

Weekly reach

Monthly reach

Less often

Writing blogs: usage trends Topics blogged about

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26.6% 33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7% 26.4% 18.2% 22.5%

% Topics written about (blog writers only)

Power to the people - Social Media Tracker Wave 3

r

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“When writing your blog, what topics do you normal write about?” Blog Writers Only

6.7%

60.6% 28.8% 38.9% 34.5% 24.3%

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“When writing your blog, which of the following do you post?� Blog Writers Only

27.5%

% Contest posted (blog writers only)

rb ( lo gs e. e.g g ap ph p ot lic os at fro ion m st Op a ha ph t d in ot isp io ns o sh lay on ar ot pr in he g od sit r si u Ot ct e) te s he co a r nt nd en br t an ds

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29

Content posted

17.6% 34.1% 6.6%

Writing blogs: putting it into context North America 1 USA 2 Canada

26.4m 1.6m

Central & South America 3 Mexico 4 Brazil

3.7m 7.0m

Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech Rep. 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia

4.3m 1.7m 3.8m 0.5m 4.2m 3.4m 0.3m 1.1m 5.2m 0.62m 0.06m 0.5m 0.3m 1.5m 0.3m 2.5m

Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia

0.9m 8.4m 42.3m 0.9m 4.4m 9.9m 14.1m 2.3m 1.38m

2 1 USA

26.4m

3

Writing blogs: impact versus total market

35

Pa ki In stan di a 1 H 1. .2% un 3 % Ru gar ss y 2 Ro ia .0 m 2. % Po ani 6% la a 3 Tu nd .4 rk 4. % 4 Gr ey 4 % ee .6 Ph ce % ili 4.

Ch ppi 7% in ne Br a 5 s 4 az .1 .8 M il 6 % % ex .6 Au ico % st 6.

Ca ria 6% na 7.2 De da % nm 8.

Cz ar 2% ec k Ita h R 9.4 ly ep % Ge 9.8 ub rm % lic 9.

Fr an 5% an y Sw ce 10 . itz 10 7% Au erl .8% st and U ral K ia 11 1 U 2. 12. .0% SA 3% 0 % N 14 et .5 he % Sp rl ai an Ja n 1 ds 1 pa 8. 6 2 H n 1 % .2% on 8 g Ta K .5% iw on So an g 2 ut 28 1. h .7 5% Ko % re a 30 .5 %

Universe Sizes versus total 16-54 population

% Ever written

4

0 Power to the people - Social Media Tracker Wave 3

31

20

11 5

12

6 13 7

9

8 17

10

14 15 16 19

23 China

26

42.3m

18

21

24 22

27

25 28

29

Blogging: the impact As a collective, the blogosphere rivals any mass media in terms of reach, time spent and wider cultural, social and political impact. There are also major shifts into participation, pioneered by the Asian markets and now happening everywhere, even Germany. Blogging today must be embraced whether you are a marketeer, advertising professional or content producer.

/photos/wfryer/50 3600 flickr.com 331 www. /

Power to the people - Social Media Tracker Wave 3

All companies and brands should consider employing them to create open and honest dialogue. Any blog that spins the truth will be found out.

In a world of social media honesty is the only policy.

33

• In the open and transparent age of social media blogs are an essential tool for reputation management and consumers have come to expect them. All companies and brands should consider employing them to create open and honest dialogue. Any blog that is spins the truth will be found out. In a world of social media honesty is the only policy.

The role for advertising is going to be more • The collective might of the blogosphere means that today it is an obvious platform important in the future as for advertising. Only a few blogs have the size to attract advertisers alone so affiliate it becomes essential programs and advertising networks are the way forward to reach a mass audience. to provide free Things to watch access to • Bloggers value advertisements, not only for the money in the world of blogging: they can bring, but the credibility they lend to sites. their site. The role for advertising is going to be more important in the future as it becomes essential to provide free access to sites, web services and content. Everything is becoming ad supported.

• Increasingly blogs are incorporating widgets. Branded widgets are a huge opportunity and will be adopted if they provide a clear benefit for the blogger.

• The blogosphere is now so large it is an accurate barometer of consumer opinion. All brands should be using it as a means to measure consumer opinion, track response to marketing initiatives and as a forum for research.

Micro Blogging: Blogging in 140 characters or less. Sounds inane, but surprisingly addictive.

Check out Twitter.com and Jaiku.com Perfect for the mobile age.

Political Influence: All the candidates in the US presidential race are blogging. Barack Obama is even on Twitter. Political blogs are having more impact, check out the Daily Kos and the Drudge report.

Fake Blogs: The real pretend thoughts of the rich and famous. Check out Steve Jobs (www.fakesteve.blogspot.com) or a whole network from Hillary Clinton to Gordon Ramsay at Newsgroper (www.newsgroper.com).

Blogging Fame: Bloggers are finding fame and crossing over into professional media. Perez Hilton (celebrity news), Robert Scoble (ex Microsoft blogger) and Michael Harrington of TechCrunch are all examples.

Social networking: usage trends

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Social Networks have evolved into platforms to organise users internet experience. Users are posting a massive variety of content

Power to the people - Social Media Tracker Wave 3

35

Social networking is evolving fast. Increasingly features such as blogging, photo sharing and video sharing are the norm. They are becoming platforms, opening themselves up to external developers to distribute their programs. They are aiming to be the one stop shop for all your internet needs. Consequently we are spending more time with them and doing more on them.

Wave 3 confirms this: • Global penetration has increased significantly

• US saturated as growth stalls at 41%

– Growth appeared to be slowing. Not so; Wave 3 is up to 58% an increase of 21%.

• Brazil has the most active users

• Collectively massive platform – Estimated 272m users world-wide • C onnecting people globally: emerging markets with high emigration lead the way – Philippines 83%, Hungary 80%, Poland 77%, Mexico 76% • UK hit by the Facebook factor – Usage up 32%

– 56% manage their profile every day • S ocial Networks have evolved into platforms to organise users internet experience. Users are posting a massive variety of content – 55% uploaded photos – 21% installed applications – 23% uploaded video • S ocial Networks becoming social utilities for managing peer to peer relationships – 74% use them to message friends

% Ever done

85

Ph ili H ppi un ne Po gar s 8 la y 7 3.

M nd 9.9 1% ex 76 % Br ico .8% az 76 Pa il 7 .3% ki 5.

Ru stan 7% s 7 So sia 2.0 ut 71 % Tu h K .1% rk or In ey 6 ea 7 di 6 0 a Ch 66 .0% .3% in .0 Ta a 6 % iw 4.

Ro an 0% m 63 N ani .1% et a h U erl 62.

K an 5 % 5 Pu 9. ds 6 er 6% 1 .4 Gl to R % ob ic Ca al A o 5 n ve 9 H ada rag .0% on 5 e Au g K 8.5 58. st on % 8% De rali g 5 n a 5 3.

Au mar 0. 2% st k 2% Ge ria 47. rm 47 5% Sp an .4% ai y U n 4 43.

SA 3 3 . % Ja 43 2% pa .0 Sw n 4 % it 1 Gr zerl .7% ee an Ita ce d 4 ly 41 1.

Cz 38 .4% 4% ec .6 Fr h R % an e ce pu 33 blic .1 3 % 5.

5%

Social networking: usage trends

Belong to a Social Network Wave3

“Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe

0

Power to the people - Social Media Tracker Wave 3

37

Belong to a Social Network Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe

27.3%

Global

16.0%

France

Germany

Italy

22%

36.2%

10.3%

19%

11.3% 19.1%

Wave 1 Sep 06

57.5%

33.1%

40.6%

40.8%

Wave 2 Jun 07

Russia

Spain

UK

USA

Wave 3 Mar 08

23.1%

37.3%

26.9%

39.2%

41.7%

39.5%

27.4%

40.0%

74.2%

44.6%

59.7%

42.5%

Social networking: usage trends Content posted on social network

ba

18.3%

ot e Pr o

m

g tin Da

30.8%

9.8%

Fa

a

og bl a rit e W

74.0%

nd vo lis uri te te/ ne cu d rr to en m tly us Ot ic he r

s fri e e es sa g

la 23.3%

M

21.9%

In st al

d oa pl U

55.1%

nd

at io pp

de Vi

Ph o d oa U

pl

lic

os

to s

ns

“What do you do with your social networking profile?” Active Internet Universe

33.6%

% Added to Social Network Page (Social Network Users)

Social Networks have evolved into platforms to organise users internet experience. Users are posting a massive variety of content.

Power to the people - Social Media Tracker Wave 3

3.2%

39

Frequency of updating Social Network page “Thinking about using the Internet, how often do you do any of the following?” – “Manage your social network page” – Social Network users only 33%

19%

17%

26%

57%

8%

9%

Br

az

il

Gl ob

al

Av e

ra

ge

31%

41%

Ch in a

33% 36%

23%

24%

13% 17%

41%

14%

24%

21%

Ge

rm

an

y

Fr

an

ce

13%

34%

15%

10%

41%

25%

21%

13%

17%

18%

30%

25%

14%

35% 37%

24%

37%

32%

23%

8%

n

38%

26%

16%

39%

U

K

Sp ai

36%

SA

33%

32%

Daily reach

Weekly reach

Monthly reach

20% 13%

17%

U

So

ut h

Ko

re a

Ru

ss ia

Ja pa n

%

Ita

ly

U

pd

at

e

In

di

a

41%

Less often

12% 18%

Social networking: context North America 1 USA 2 Canada

43m 4.24m

Central & South America 3 Mexico 4 Brazil

5.1m 11.4m

Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia

10.6m 3.7m 4.24m 0.8m 4.7m 4.0m 0.6m 2.7m 8.2m 0.8m 1.0m 1.4m 0.6m 3.3m 0.5m 6.1m

Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia

1.84m 11.8m 39.0m 0.97m 4.0m 9.4m 12.4m 3.0m 2.6m

2

1 USA

43m 3

3

Joined Social Network – impact versus total population

% Ever joined

40

In di a Pa 1. ki 8% Ch sta in n 2 a Ph 4. .2% ilip 5% Ru p ss ine Tu ia 7 s 6 rk .1 .0 Gr ey 7 % % ee .8 M ce % ex 7.

Br ico 8% az 8.

Ro il 9 1% m .6 Po an % la ia Fr nd 10. an 1 0 Au ce 1.2 % st 11 % Ita ria .4 ly 11 % Ja 12 .5% pa .0 Cz n 1 % ec 2 Ge h R .2% rm ep Sw an ub itz y 1 lic H er 5. 12 un la 6% .7 n % Sp gar d 1 ai y 1 7 n .

6 8 Au 1 . % s 9 6% H tral .7% on ia Ca g K 21. n on 1% De ada g 2 n 2 1 U ma 1.7 .4% SA rk % So 23 21. ut .4% 9% Ta h K iw or U an ea K 2 23 2 5 N 9. .8% .7% et 1% he rla nd s 36 .4 %

Universe Sizes versus total 16-54 population

0 Power to the people - Social Media Tracker Wave 3

4

41

5

20

11 12

6 7 8

13

14

17 15

9

16

10 19

23 China

39m

18

21

24 22

26

27

25 28

29

Brand penetration:

usage trends

There is a lot of talk about which is the biggest social network in the world.

Power to the people - Social Media Tracker Wave 3

This research provides clear proof that Myspace is still number one among a broad collection of international networks with a 32% weekly reach. Its position has been maintained by its focus on music and commercial content, rather than connecting friends.

Facebook is not far behind on 22.5% weekly reach and the number one in many markets and surely will grow as it becomes internationalised.

However the pattern is very mixed globally and its far from a two horse race. In Asia a variety of local sites like QQ, Cyworld and Mixi dominate in their home markets, while Orkut is number one in Brazil.

43

Weekly usage of key international social networking media sites Universe Sizes versus total 16-54 population

Myspace Facebook Blogger Baidu QQ

15.0%

14.6%

Sohu

11.5%

Orkut

10.9%

Skyblog/Skyrock

8.4% 7.9%

Friendster

7.7%

Mixi Second Life

7.4% 6.7% 6.2%

Linkedin

5.7%

Bebo

5.6%

Bokee

5.1%

Piczo 0

13.8%

9.7%

LastFM Cyworld

22.5%

15.7%

Flickr

Hi5

32.3%

4.2% % Weekly usage Active Internet Universe (weighted reach – based on universe sizes)

35

This fragmentation suggests that a truly global platform is impossible.

Brand penetration:

usage trends

% = weekly reach to top social network by market

54%

40%

Weekly user estimates: sizing the international social networking brands

Pi

120

64%

cz Bo o 1 k 5m Be ee bo 18 Li 20 m nk m M ed ixi in Cy 24 20m w m Fr orld ie 2 n La dst 6m st er Sk FM 28 yr 2 m H ock 8m i5 3 Or 34m 0m ku So t 3 h 9 QQ u 4 m 1 5 m Ba 2m id Bl u 5 og 3 m Fa ger ce 55 M bo m ys ok pa 8 ce 0m 11 4m

16-54 active Internet users universe estimates by brand for 31 market universe

millions

86%

0

Power to the people - Social Media Tracker Wave 3

45

21% 53%

31%

23% 26%

10%

11% 15%

17% 56%

21% 19%

31%

37% 34%

40%

74%

63% 76% 63%

23% 35% 34%

89%

36%

Social networking Social networks have evolved significantly in the past year as they move to become open platforms that support all your internet needs.

• This has seen growth accelerate in Wave 3 from a period of relative stagnation between Waves 1 and 2. Social networks are today the main platform for sharing content and have increasingly become the means to manage social relationships.

Consequently social networks are grabbing ever more of our internet time and so brands and content producers must be active inside them.

micro-sites but most of all make it engaging.

• Widgets are clearly going to be very important to brands.

They should deliver a true benefit to users, avoid overt branding and be relevant to the user if they are to be successful. Equally as important is securing successful distribution by working with the platforms, using it as a message in advertising and making it available on as many social networks as possible.

• Large Social Networks have near unlimited inventory. For advertisers to cut-through they need to be relevant and ideally work inside the network, by bringing users to branded pages, applications or connecting them with content.

• Be International; social networks have global presence, but are heavily localised in adoption and any content and widgets should be tailored to the particular network, reflecting local and cultural differences.

• Branded pages in social networks need purpose to create engagement. Just putting a brand on a page serves little purpose.

Create content, use it to replace or compliment campaign

Power to the people - Social Media Tracker Wave 3

47

Things to watch in the world of social networking: Niche Social Networks: In the face of the all encompassing mega social networks a raft of more niche and sometimes exclusive networks are emerging. Check out dogster. com, for you guessed it, dog owners or dopplr.com for frequent business travellers.

DIY Social Networks: White label social network systems that you can customise are driving the emergence of a wealth of ultra niche networks. See ning.com or onesite.com for examples.

Reputation Management: Slowly users are realising the implications of having every drunken photo online for the world to see. Personal brand management is going to be a big deal in the next few years. Tools to report and manage your reputation are coming online; Wink.com or peekyou.com for personal search and reputa.com and reputationdefender.com for more sophisticated management systems.

Social Network Aggregators: An emerging area in 2008 as the need to pull all your social network profiles into one place becomes a pressing one. Try ex.plode.us and profilefly.com.

Sharing Content – uploading photos: Photo sharing is the number one way to share content thanks to the proliferation of digital cameras and the continuing ease of sharing that comes with technology innovation. The platforms to share have also expanded with photo sharing becoming central to social networks.

usage trends

• The leading markets are Asian and Latin American Philippines leads the way with 86%.

• Japan shuns photos Bottom of the table – just 21% uploaded.

• Large numbers of consumers contributing on a very frequent basis 16% upload everyday • Brazil and Asia more frequent than the UK or US 34% upload everyday

Sharing photos Wave 3

Ph

% Ever Done

100

ili Ch ppi in ne M a7 s8 ex 3 6. .

Br ico 5% 4% az 72 Ta il 7 .9% iw 0.

In an 5% di 69 a H 64 .0% on .

8 Pa g K % ki on Cz stan g 6 ec 6 3.

Ro h R 2.7 1% m e % Po ani pub la a lic So nd 56. 59 ut 55 3% .4 % Ru h K .0% ss ore Au ia a st 52 54 U ria .5% .0% K 5 4 1 Tu 8. .0% rk 7% Au ey st 48 U rali .4% SA a 4 N 47 7. et .1 4% h Gr erl % ee an Sp ce ds ai 46 46 Ge n 4 .2% .7% rm 6.

Ca an 0% n y Sw ada 42. it 4 5% Ita zerl 2.2 ly an % De 34 d 3 n .8 8.

H mar % 6% un k Fr gar 31. an y 3 9% Ja ce 1.8 pa 35 % n .5 21 % .0 %

“Thinking about using the Internet, which of the following have you ever done?” – “Upload my photos to a photo sharing website” Active Internet Universe

0 Power to the people - Social Media Tracker Wave 3

49

Frequency of Sharing Photos “Thinking about using the Internet, how often do you do any of the following?” – “Upload my photos to a photo sharing website” – Photo sharers only

32%

26%

25%

36%

Br a

zil

Gl ob

al

Av e

ra

ge

17%

35%

Ch in a

19%

37%

15%

14%

20%

28%

24%

30%

27%

9%

36%

20%

35%

Ge

rm

an

y

Fr

an

ce

15%

38% 23%

26%

14% 36%

9%

29%

34%

26%

Ko re a

Ru

ss ia

Ja p

an

15%

24%

22%

32%

22%

30%

28%

18%

25%

23%

U

SA

U

K

Sp

ai

n

h So ut

%

U ph ploa ot d os

Ita

ly

24%

7% 11%

Daily reach

28% 25%

Weekly reach

38%

27%

33%

31%

Monthly reach

Less often

Sharing Content – uploading photos: North America 1 USA 2 Canada

47.1m 3.0m

Central & South America 3 Mexico 4 Brazil

4.9m 10.1m

Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia

8.7m 2.8m 3.9m 0.7m 8.5m 5.0m 0.4m 2.0m 8.1m 1.0m 0.4m 1.3m 0.6m 2.5m 0.6m 4.5m

Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia

1.6m 11.6m 45.0m 1.2m 3.5m 7.3m 6.2m 3.14m 2.4m

Shared Photos Online – impact versus total population

context

2

1 USA

47.1m 3

3

In

di a Pa 1. ki 8% Ru stan s 1 Ch sia .9 in 5.0 % Tu a 5 % rk .3 Ph ey % ili 5.7 H ppi % un ne M gar s 6 ex y 7 .3 Po ico .8 % la 8. % Ja nd 0% pa 8.

Gr n 8 1% ee .2 Br ce % az 8.

Ro il 8 5% m .7 Ita ani % ly a 9 Fr 10 .0 an .2 % Au ce % st 10 De ria .5% n 12 Ca mar .7% n k Cz ada 12. ec 1 9% Sw h R 5.3 it e % Ge zerl pub rm an lic Au an d 1 15 st y 1 6. .9 Sp rali 6. 0% % ai a 1 3% So n 2 9. ut 0. 7% U h K 3% K 2 or Ta 3. ea iw 8% 23 .0 H an % on 2 4. g U K 4% SA on N 25 g 2 et .9 4 he % .9 % rla nd s 28 .0 %

Universe Sizes versus total 16-54 population

% Ever Shared Photos Online

30

0 Power to the people - Social Media Tracker Wave 3

4

51

5

12

6 7 8

9

20

11

13 14 17 15

16

10 19

23 China

45m

18

26

27

21 24 22

25 28

22

29

Sharing Content – uploading videos: Considering the complexities of sourcing and uploading video the numbers of people doing it is staggering. In many markets the number of people uploading is not far from the numbers sharing photos. Even more impressive is how often they do it.

usage trends

• Similar pattern to photosharing Brazil lead the way on 68% Asia lead; all Asian markets bar Japan in the top half • Huge variation in involvement Hungary 16% > Brazil 68% • High frequency of involvement 20% uploading every day

Uploading Videos Wave 3

Br

a Ph zil 6 ili 8.

Ch ppin 3% in es M a 5 60 ex 8. .5 Ta ico 1% % iw 57 In an 5 .1% di a 3 H 52 .7% on .

Pa g K 6% k on Ro ista g 5 m n4 2 So ani 7. .2% ut a 7% Tu h K 47. rk or 3% Gr ey ea ee 41 43 Au ce .2% .6% st 37 Po ria .2% la 36 Ge nd .9% rm 36 U an .0% K y 3 Sp 1.9 33. ai % 1% N n3 et 0 h Ita erl .8% ly an Au 29 ds st .9 30 Ca ralia % .5% n 2 Sw ada 8.2 itz 27 % Cz erl .2 ec an % De h R d 2 nm ep 7.0 Ru ar ub % ss k 2 lic U ia 2 5.7 26.

SA 5 % 6 % Ja 2 .6% pa 5.

3 Fr n 2 % an 0 H ce .4% un 1 ga 9.5 ry % 16 .3 %

“Thinking about using the Internet, which of the following have you ever done?” – “Upload my videos to a video sharing website” Active Internet Usage

% Ever Done

70

0

Power to the people - Social Media Tracker Wave 3

53

Frequency of uploading videos “Thinking about using the Internet, how often do you do any of the following?” – “Upload my videos to a video sharing website” – Video sharers only

33%

Gl ob

al

21%

21% 31%

il

36%

14%

19%

Br

az

25%

41%

Ch in a

26% 34%

21%

20% 28%

40%

10%

17%

33%

Ge

rm

an

y

Fr

an

ce

17%

13%

42%

16%

15%

32%

25% 19%

22%

22% 28%

15% 25%

Ja p

an

Ita

ly

31%

ss ia

%

U p vi loa de d os

In

di

a

27%

24%

23%

22%

n

26%

33%

23%

22%

U

SA

U

K

Sp ai

So

ut h

Ko

re a

Ru

34%

8%

37% 29%

18%

Daily reach

18% 29%

33%

Weekly reach

19% 34%

21%

Monthly reach

28%

Less often

Sharing Content – uploading videos: North America 1 USA 2 Canada

25.3m 2.0m

Central & South America 3 Mexico 4 Brazil

3.9m 10.2m

Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech Rep. 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia

5.7m 1.9m 2.5m 0.5m 3.4m 3.1m 0.3m 1.3m 6.3m 0.4m 0.2m 1.0m 0.5m 2.1m 0.4m 2.2m

Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia

1.2m 9.4m 35.5m 1.0m 3.1m 5.9m 6.1m 2.2m 1.5m

Shared Videos Online – impact versus total population

context

2 1 USA

25.3m

3

3

In

% Ever Shared Photos Online

25

di a Pa 1. ki 4% Ru stan s 1 H sia .5 un 2. % Ch gar 4% in y 4 Ph a 4 .0 ili .2 % Tu ppi % rk ne Po ey s 4 la 4. .5 M nd 8% % ex 5.

Cz ico 3% ec 6.

Fr h R 3% an e Gr ce pub ee 6. lic Ro ce 7% 6.

4% m 6.

Ja an 9% pa ia Br n 8 7.6 az .0 % Ita il 8 % ly .8 Au 8.8 % st % Ca ria na 9.2 De da % n 9 Sw ma .8% it rk Au zerl 10. st an 4% Ge rali d 1 rm a 1 1.

Sp an 1. 2% ai y 7% U n 1 12.

SA 3 7 . % U 13 6% K .9 15 % N . et 6% h So erl ut an H h K ds on o 18 r Ta g K ea .3% iw on 18 an g .6 21 20. % .5 6% %

Universe Sizes versus total 16-54 population

0 Power to the people - Social Media Tracker Wave 3

4

55

20

11 5

12

6 13 7

9

8 17

10

14 15

16

19

23 China

26

35.5m

18

21

24 22

27

25 28

29

Consuming Content – video clips: usage trends

Video clips continue to grow massively and penetration is huge in all markets.

Power to the people - Social Media Tracker Wave 3

57

Video clips continue to grow massively and penetration is huge in all markets. This is thanks to the continual rise of video sharing sites and users embedding video clips on social networks, blogs and web pages.

Growth is universal across all countries 31% to 82% global reach seen in all markets Lowest difference between markets of any social media platform Range 63% – 99% Very high frequency medium 71% weekly reach Reach among total population comparable with broadcast media In Netherlands almost 50% of all 16-54s are watching video Volume of users worldwide is vast Estimated 394m users

Watching Video Clips Wave 3

Ph

ili M ppi ex ne Br ico s 9 az 94 8.

Tu il 9 .6% 6% rk 4.

Ro ey 9 2% m 3 Po ani .4% la a Ta nd 92. iw 90 5% Ch an .5% in 89 Sp a 8 .2% ai 9.

So n 8 0% ut 6.

H h K 6% un o r H gar ea on y 86 8 Gr g K 6.5 .5% ee on % In ce g 8 di 86 6. a Pa 85 .0% 1% ki .6 U stan % K 8 8 De 4. 5.0 nm 6% % Cz ar ec k Au h R 84. st e 3% N ria pub et 8 lic h 0 Ita erl .2% 84 ly an .0 % Ca 78 ds 7 na .3% 9 .

2% Sw da itz 78 Ge erl .3 rm an % Au an d 7 st y 7.

U rali 77. 8% SA a 1 7 % Ja 74 7. pa .2 0% Ru n 6 % s 8 Fr sia .1% an 67 ce .9 63 % .4 %

“Thinking about using the Internet, which of the following have you ever done?” – “Watching Video Clips” Active Internet Universe

% Ever Done

100

0

Watching video clips Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Watching Video Clips” Active Internet Universe

Global

Australia

China

32.0%

25.2%

56.2%

63.3%

82.8%

57.5%

77.0%

Russia

89.0%

78.9%

Philippines

France

South Korea

39.9%

21.6%

29.7%

60.7%

57.5%

73.5%

98.7%

67.9%

85.8%

Spain 53.6%

63.4%

Germany

20.1% 44.3%

77.1%

Italy

34.6%

23.4%

78.3%

63.3%

Wave 1 Sep 06 Power to the people - Social Media Tracker Wave 3

28.0%

UK

USA

Wave 2 Jun 07

69.4%

32.3%

61.2%

31.8%

51.7%

Wave 3 Mar 08

86.8%

84.6%

74.2%

Consuming Content – video clips: usage trends Frequency of watching video clips “Thinking about using the Internet, how often do you do any of the following?” – “Watch video clips” – Video clip viewers only

44%

Gl ob

al

27%

19% 37%

il

49%

7%

7%

Br

az

10%

49%

Ch in a

35% 48%

21%

21%

6% 10%

47%

12%

25%

16%

39%

41% 29%

13%

44%

18%

37%

24%

31%

7% 9% 8%

44%

16%

25%

15%

Ru

ss ia

Ja p

an

vi % de W o atc cl h Ge ip s I rm nd Ita an ia ly y

Fr

an

ce

10%

41%

24%

6%

ai n

50%

26%

17%

7%

SA

U

K

Sp U

So

ut h

Ko

re a

29%

18% 16%

Daily reach

45%

27%

46%

Weekly reach

23%

Monthly reach

Less often

10% 15%

59

Consuming Content – video clips: North America 1 USA 2 Canada

74.2m 5.7m

Central & South America 3 Mexico 4 Brazil

6.4m 14.5m

Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia

15.0m 4.8m 8.1m 1.5m 9.5m 8.0m 1.3m 3.2m 14.6m 1.5m 1.1m 1.5m 1.0m 4.7m 1.0m 5.9m

Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia

context

2.2m 15.3m 54.4m 1.6m 4.4m 11.8m 20.3m 3.6m 4.0m

Watched Videos Online – impact versus total population

2

1 USA

74.2m 3

3

In

% Ever Shared Photos Online

50

di a Pa 2. ki 4% Ch sta in n 2 Ru a 6 .6 s .4 % Ph sia % ili 6.

M ppi 5% ex ne Tu ico s 7 rk 10 .3 Br ey .4 % az 11 % Po il 1 .0% la 2.

Ro nd 5% m 13 Gr an .3% ee ia Au ce 14. st 15 8% H ria .9 un 2 % 0 Fr gar .1% an y 2 Cz ce 1. ec 21 2% Ita h R .7% ly e Ja 23 pub pa .0 lic Ca n 2 % 22 n 6 .3 % Ge ada .7% rm 28 Ta an .4 iw y % Au an 29. st 30 6% Sw rali .1% it a 3 H zerl 1. on an 9% De g K d 3 n on 2 So ma g 3 .3% ut rk 4.

Sp h K 34 0% ai or .1% U n 3 ea SA 8 37 .

U 40 3% .1% K .9 4 N 1. % et 3% he rla nd s 47 .5 %

Universe Sizes versus total 16-54 population

0

Power to the people - Social Media Tracker Wave 3

4

61

5

12

6 7 8

9

20

11

13 14 17

10

15 16 19

23 China

54.4m

18

26

27

21 24 22

25 28

29

Consuming Content – podcasts: Podcasting was initially slow to take off, but recently has shown real and significant growth. This is thanks to the increase in portable video players and the ease of access that services like iTunes have pioneered.

Power to the people - Social Media Tracker Wave 3

usage trends

Growth massive between Waves 2 and 3 From 21% to 49% world-wide.

China is the worlds biggest podcast market 74% use, with an estimated 45m users Actively involved – regular downloads 18% listen and download everyday

% Ever Done

80

0

Ch in M a7 ex 4 .

Ro ico 3% 7 m 1 Br ani .5% az a 6 Ph il 6 4. ili 3. 4% Ru ppi 1% ss ne In ia s 6 di 57 1. a Sp 57 .9% 8% ai .8 Tu n 5 % rk 1.

So ey 5 0% ut 0 Po h K .8% la or Pa nd ea 4 ki 47 9 Cz stan .3% .2% ec 4 U h R 7.0 K 4 e % Sw 2. pub it 2% lic 43 H zerl on an .2 g d % Au K 4 st ong 2.

De rali 4 2% n a 4 2.

Au mar 0. 2% st k 2% Gr ria 38. ee 37 3% Ge ce .6% rm 34 Fr an .8% an y Ta ce 34. iw 34 8% Ja an .2% pa 33 U n 3 .0% SA 0 Ca 29 .2% na .5 H da % un 2 N gar 8.8 et y % h 2 Ita erl 6.6 ly an % 25 ds .1 26 % .3 %

63

Downloaded a podcast

“Thinking about using the Internet, which of the following have you ever done?” – “Downloaded a Podcast” Active Internet Users

Downloading Podcasts Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Downloaded a Podcast” Active Internet Users

Global

Australia

China

France

18.4%

14.4%

21.8%

21.7%

24.3%

25.2%

Philippines

48.8%

40.2%

51.8%

20.9%

Germany

12.5% 8.9%

Italy

16.2% 14.7%

Russia

74.3%

34.2%

34.8%

25.1%

Wave 1 Sep 06 Power to the people - Social Media Tracker Wave 3

South Korea

Spain

UK

USA

Wave 2 Jun 07

8.3%

26.4%

13.8% 12.6%

17.9%

23.8%

20.8% 16.6%

14.3%

61.3%

57.9%

49.2%

51.0%

22.2%

42.2%

12.7% 14.3%

29.5%

Wave 3 Mar 08

% ever done

Consuming Content – podcasts:

usage trends

Frequency of Downloading a Podcast “Thinking about using the Internet, how often do you do any of the following?” – “Download a Podcast” – Podcast users only

40%

Gl ob

al

20%

19% 39%

il

36%

11%

14%

Br

az

21%

Ch in a

15%

12%

37%

21%

15% 27%

40%

9%

19%

32%

46%

26%

12%

45%

27%

16%

14%

14%

%

D a own Po lo dc ad as Ge t rm In Ita an di ly a y

Fr

an

ce

45%

27%

24%

27%

30%

19%

34%

28%

19%

Ru

ss ia

Ja p

an

19%

41%

22%

14%

21%

14%

n K U SA U

48%

17%

Sp ai

So

ut h

Ko

re a

23%

8%

40% 16%

Daily reach

22% 37%

Weekly reach

30% 20%

Monthly reach

27%

Less often

65

Consuming Content – podcasts: North America 1 USA 2 Canada

29.5m 2.1m

Central & South America 3 Mexico 4 Brazil

4.8m 9.5m

Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech Rep. 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia

7.5m 1.6m 4.4m 0.8m 5.6m 2.6m 0.5m 1.7m 6.6m 0.4m 0.3m 1.4m 0.5m 2.6m 0.4m 5.0m

Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia

1.2m 10.3m 45.4m 0.8m 3.5m 13.7m 9.0m 2.3m 2.1m

Downloading Podcasts – impact versus total population

2 1 USA

29.5m

3

Pa

ki In sta di n a 1 Ph 1. .4 ilip 6% % Ch pi in ne Ru a 5 s 4 s .4 .5 Tu sia % % rk 5.5 Cz ey % ec 6.

Gr h R 0% ee e H ce pub un 6 li . c Po gar 4% 6.

4% la y 6 Ita nd .5 ly 6. % M 7.4 9% ex % Br ico az 7.

Au il 8 9% st .2 Ro ria % m 9.

Ca an 4% n ia Fr ada 10. an 1 3% Ja ce 0.4 pa 11 % Ge n 1 .7% rm 1 De an .8% n y N ma 13. et rk 3 h % U erl 15.

SA an 5 % Au 16 ds st .2 15 r H ali % .8% on a 1 Sw g K 6. itz ong 7% U erl 1 K an 6 .

2 So 0. d 1 7% ut 6% 7.

5% Sp h K ai or e n Ta 2 a iw 2. 21 an 5% .3 % 24 .4 %

Universe Sizes versus total 16-54 population

context

% Ever downloaded podcasts

30

0 Power to the people - Social Media Tracker Wave 3

4

67

20

11 5

12

6 13 7

9

8

17 10

14 15

16

19

23 China

26

45.4m

18

21

24 22

27

25 28

29

Power to the people - Social Media Tracker Wave 3

Consuming content: RSS RSS (Really Simple Syndication) is a key technology in social media. It connects users to content and moves content into a variety of platforms. However in Waves 1 and 2 it had stubbornly refused to gain popularity despite its crucial role in changing the way we access information and use social media platforms, The issues were lack of consumer awareness and low knowledge about what it does. Wave 3 seems to have heralded a tipping point in adoption.

69

Huge growth from Wave 2 to Wave 3 15% to 38% worldwide BRIC markets lead Russia, Brazil and China lead the way, all 50% plus adoption Huge variations in adoption Hungary 15% > Russia 57% Still lags relative to other social computing technologies

Subscribed to an RSS feed

Ru

ss Br ia az 56 Ch il 5 .6% in 5.

Ta a 5 3% iw 3.

Po an 9% la 48 Ph nd .4% ili 47 M ppi .7% ex ne So ico s 4 ut 45 5.

In h K .1%2% di or a H 44 ea 4 on . 4 0 Pa g K % .4% ki on Sp stan g 3 ai 3 6.

Tu n 3 5.0 5% rk 3. % Ja ey 3 6% pa 2 Sw n 3 .0% it 1.

Gr zerl 4% ee an Au ce d 2 st 28 9.

Ro ria .8% 4% m 28 Ge ani .8% rm a 2 Fr an 7. an y 3% U ce 27.

K 2 0 2 5 % Au 4. .7% st 9% Ita rali ly a 2 De 24 4.6 n .5 % U mar % SA k Ca 18 20. na .6 4% N da % et 1 h Cz erl 8.0 ec an % H h R ds 1 un e 7 ga pu .2 ry bl % 14 ic 1 .7 5. % 0%

“Thinking about using the Internet, which of the following have you ever done?” – “Subscribe to an RSS feed” Active Internet Users

% Ever read

60

0

Consuming content: RSS Subscribing to an RSS feed – Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” – “Subscribe to an RSS feed” Active Internet Users

Global

15.8%

15.3%

France

27.6%

11.4%

Germany

5.4%

7.9%

Italy

7.2%

16.4%

Wave 1 Sep 06

38.2%

25.7%

27.0%

24.5%

Wave 2 Jun 07

Power to the people - Social Media Tracker Wave 3

Russia

Spain

UK

USA

Wave 3 Mar 08

27.5%

18.6%

10.3%

13.8%

18.3%

13.2%

8.7%

9.1%

56.6%

33.6%

24.9%

18.6%

71

Frequency of accessing RSS Feed “Thinking about using the Internet, how often do you do any of the following?” – “Subscribing to an RSS Feed” – RSS users only

32%

Gl ob

al

27%

37%

Br a

zil

31%

Ch in a

24% 13%

42%

28% 26%

34%

24%

35%

19%

12%

18%

18%

22%

13%

28%

Ge

rm

an

y

Fr

an

ce

17%

42%

15%

18%

33%

Ita

ly

36%

%

S an ubs RS crib S e fe to ed

In

di

a

25%

Ja pa

n

45%

Ru ss

ia

25%

19% 26%

11%

11% 25%

28%

21%

39%

29%

18%

14%

37%

ai n

23%

23%

17%

U

SA

U

K

Sp

So ut

h

Ko re a

20%

13%

31% 25%

Daily reach

23% 35%

Weekly reach

33% 16%

Monthly reach

Less often

24%

Consuming content: RSS North America 1 USA 2 Canada

18.6m 1.3m

Central & South America 3 Mexico 4 Brazil

3m 8.7m

Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech Rep. 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia

4.4m 1m 3.3m 0.6m 3.7m 2.5m 0.3m 1.7m 5.1m 0.4m 0.2m 0.6m 0.4m 1.6m 0.3m 4.9m

Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia

0.9m 7.8m 33m 0.7m 3.1m 6m 9.3m 1.6m 1.3m

Subscribing RSS – impact versus total population

2 1 USA

18.6m

3

3

% Ever subscribe to RSS

25

Pa k In ista di n Ph a 1 1.1 ili .2 % H ppi % un ne Tu gar s 3 rk y 3 .3% Ch ey 3 .6% in .8 Ro a 3 % m .9 M ani % ex a Gr ico 4.4 ee 5. % Ru ce 0% s 5 Cz sia .3% ec 5.

Ca h R 4% na ep Po da ub la 6. lic Ita nd 5% 6.4 ly 7. % Au 7. 0% st 2% Br ria az 7.

De il 7 2% n .5 Fr ma % an rk Au ce 8.2 s 8 % U tral .8% SA ia N 10 10. et .2 2 h % Ge erla % rm nd U an s K 1 1 y1 0 Sw 2.2 0. .3% it % 4% Ja zer pa lan H n1 d1 on 2 2 Sp g K .3% .2% ai on So n 1 g 1 u 4. 4.

Ta th K 8% 4% iw or an ea 21 18 .5 .9 % %

Universe Sizes versus total 16-54 population

0

Power to the people - Social Media Tracker Wave 3

4

73

20

11 5

12

6 13 7

9

8

17

14 15

16 23 China

10 19

26

33m

18

27

21 24 22

25 28

22

29

The trend in Wave 3 is the continued shift to uploading and sharing rich multi-media content and as with blogging, there is a big movement towards participation. We can also see real changes in how people consumer content; they are now watching on demand in greater numbers than ever. This represents a real shift in media consumption from passive to personal control.

As the internet becomes more central to living room media consumption, it will impact the way we consume television. In the short term it is commanding more of our time, fuelling duel media consumption in home (laptop with the TV on) and changing our relationship with media to one of being in control.

Power to the people - Social Media Tracker Wave 3

Consuming content: the impact

75

• The environment is now perfect for creating and distributing branded content. Consumers expect to see and are happy to share it if the content is good. Brands are part of the modern fabric of society and have as much legitimacy as consumers to create and share content.

• In the future web distributed content could potentially become another revenue stream for existing content producers and brands as video sites begin to cut the advertising revenue with uploaders.

• Consumers are creating content in unprecedented numbers, brands who have far more resource should be to.

• User generated content is now firmly part of the media spectrum. This is an opportunity for media companies to supplement their professional content with user content.

It is also an opportunity for advertising to inspire consumers to create with branded elements.

• The role for advertising will move away from the interruptive model towards less interruptive formats such as pre rolls, sponsorship and branded content which help consumers access new content.

It’s not all about You Tube: Dailymotion: A European youtube rival (dailymotion.com) MSN Video: Microsoft rival. (video.msn.com) Metacafe: Pay the contributor based on pageviews (metacafe.com) Metatube: Searches every video site in one hit (metavideo.com) Myspace TV: Social Network giant diversifies (vids.myspace.com) Chinese versions: Tudou.com, 56.com, pomoho.com Japanese versions: Watchme.tv, peevee.tv, cliplife.jp South Koreans number 1: Pandora.tv

Final word Create The key technologies that underpin the social media revolution continue their assent.

Social media is established everywhere there is an internet connection and it has to be considered for all advertisers, marketers and content producers as a core part of their communications. Social media has impacted every aspect of the internet and transformed the role it plays in our lives.

The social orientated internet is a massive opportunity for brands, advertisers and marketers if embraced properly. It enables a much more positive relationship with consumers where true benefits are created.

• The future of marketing is about acting how you want to be perceived rather than talking about it. Social media gives you this possibility by creating experience.

• Create branded content to be distributed across the global social media platforms. Consumers are doing it; well resourced brands have no excuse.

• Develop widgets, applications, services and platforms that create a genuine consumer benefit and drives engagement. Provide consumers with tools to manage their personal brands online.

• Be inventive in connecting with consumers. Integrate it with offline communications and use social media as link or as a story to communicate.

The social orientated internet is a massive opportunity for brands, advertisers and marketers if embraced properly.

Power to the people - Social Media Tracker Wave 3

77

Participate

Connect

• Move away from siloed brand sites: In a world of interlinked platforms and content, the stand alone brand site is not as engaging.

• Use social media to create a dialogue with consumers.

• Think global; consumers are. Media consumption and social interaction are moving international, constrained by language not borders. Global brand identities, multi market campaigns and international structures are all essential.

• Exist inside Social Networks: Create profiles, develop networks to distribute content and employ advertising and sponsorship to drive engagement with consumers.

• Embrace social platforms as part of your communications mix; blogging platforms, social networks, video and photo sharing sites are where consumers spend most time and where the greatest opportunities for engagement exist.

Use social media to create a dialogue with consumers.

• Track opinions in the blogosphere.

• Allow consumers to interact with your brand: User generated advertising, branded blogs and ongoing feedback are expected.

Think global; consumers are.

Moving Forward Wave 3 of this social media tracker is part of an ongoing global research programme that focuses on the impacts of digital media and technology.

In parallel to the tracker in-depth studies are carried out to look at particular digital media topics.

The last in-depth study “Anytime, Anyplace� looked at mobile phones and portable technology, in particular demands for content services and the role of advertising.

The next major in-depth due to be released in mid 2008 will investigate word of mouth in the online age. It will focus on how the wealth of consumer and peer to peer opinion we are now exposed to impacts on how we form opinions on brands, products and services.

Wave 4 of the social media tracker is scheduled for late 2008 and should include a number of new social media innovations and a larger geographical coverage.

Any questions or comments please contact tom.smith@universalmccann.com

...an ongoing global research programme that focuses on the impacts of digital media and technology.

Power to the people - Social Media Tracker Wave 3

79

wave.3

Power to the people - Social Media Tracker Wave 3

Universal McCann Š 2008