Universal Mccann Wave2

May.07

POWER TO THE PEOPLE

What is the demand for consumer generated media and social media platforms? What types of content do users want How can advertisers get involved Impact of Web 2.0 brands How do these emerging channels rank versus traditional media on value and trust Recall and perception of advertising initiaTRACKING THE IMPACT tives

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OF SOCIAL MEDIA

.2

POWER TO THE PEOPLE

TRACKING THE IMPACT OF SOCIAL MEDIA MAY 2007:

• USERS NOW LEAD CONTENT CREATION

– Blogging grows to 170m creators worldwide thanks to rapidly expanding Internet universes in the emerging Internet markets



– 21% have uploaded a video clip online



– 46% of all blog readers have started their own blog



– 41% upload and shared photos online

• SOCIAL MEDIA DRIVING ENGAGEMENT

– Watching video clips online has doubled in 9 months; 31% to 62% penetration. Estimated global universe of 330m



– Estimated 340m blog readers worldwide. The largest audience in the world is the USA where 64m read blogs



– Social Networking is used by an estimated 194m 16–54’s worldwide

• F  UTURE INTERNET USE DRIVEN BY ASIA AND THE EMERGING MARKETS

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– China is the world’s leading market for the adoption of social media thanks to a personal drive for self expression and consumer generated media



– Asian Internet markets are the most active in content creation

n o i t c u d o r t in

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

SOCIAL INFLUENCE

IPTV Welcome to the second wave of our ongoing report of “Power to the People”, surveying almost 9500 regular Internet users in 21 markets worldwide. The study measures consumer usage, attitudes and interest in adopting the possibilities of the changing and socially orientated Internet. Thanks to the proliferation of broadband and new web technology, the Internet has transformed to one that is orientated around creating and sharing your own content, developing social groups online and consuming multi-media content from anywhere in the world. This shift to a social Internet driven by the consumer promises to fundamentally change the media, advertising and marketing environment. The tracker follows an initial in-depth study; Web 2.0 the Global Impact, which explored this much hyped evolution. The results were astounding.

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Consumers the world over were creating and sharing content, connecting online and consuming web based multimedia in unprecedented numbers. Blogs, social networks, video sharing sites, photo sharing and the many other applications and services associated with the changing Internet were being adopted the world over regardless of any local economic and cultural factors. The other striking fact was the extent to which Asia was driving adoption, with China and South Korea leading the way in terms of actively creating content and socialising online. It was clear that the changes had big consequences. Consumers were creating more content than established media organisations, consumption had become more global and the relationship to brands, advertising and marketing had shifted. The global tracker aims to assess this ongoing, providing a perspective on the ever changing digital landscape. Three core themes make up this research programme:

g n i t a e 1. cr sharing and ntent co 2 . Con social suming media

The social media platforms, applications and media the research tracks: VIDEOCASTS PHOTO SHARING PODCASTS

RSS

WIKIS

USER GENERATED CONTENT

3. social interaction

BLOGGING

COLLABORATION

VOIP

VIDEO SHARING PERSONALISED HOMEPAGES

SOCIAL NETWORKING AGGREGATORS

INSTANT MESSENGER

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

Internet use is becoming more frequent, making up the majority of the universe.

Russia

France, Germany, Greece, Italy, Spain, UK,

USA

South Korea Japan

China

Pakistan

Mexico

Taiwan

India

Philippines

Thailand Malaysia

Brazil

Singapore

.

06

200 150

21 MARKET UNIVERSE

400m

GLOBAL ESTIMATE

532m

100

USA

CHINA

JAPAN

GERMANY

UK

INDIA

BRAZIL

Source: Internet World Stats, TGI Europa, simmons & Local market surveys

SOUTH KOREA

ITALY

FRANCE

RUSSIA

MEXICO

SPAIN

AUSTRALIA

TAIWAN

MALAYSIA

PAKISTAN

0

GREECE

50

THAILAND

The universe sizes are important. Some markets which lead adoption are relatively small.

250

PHILLIPINES

This selection of countries provided a universe of 400m frequent users, 75% of the global frequent Internet population. The mix of mature and emerging markets from 4 continents allowed for in-depth and robust assessment of the current and future global position.

Universe Size 16-54 Frequent Internet Users

SINGAPORE

500 were sampled in each of the following markets: France, Germany, Italy, Spain, UK, Greece, Russia, USA, Mexico, Brazil, India, Pakistan, China, South Korea, Taiwan, Japan, Singapore, Malaysia, Philippines, Thailand and Australia. The total sample was 9460. The fieldwork took place in January and February 2007. Wave 1 took place April to June 2006.

Australia

Creating and sharing content BLOGS AS MEDIA PLATFORM

08

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Figure 1: Reading blogs Wave 2. All Blogs V Personal Blogs

Figure 3: Creating Blogs Wave 1

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fig 4 fig 4

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Figure 2: Reading Blogs Wave 1 V Wave 2

Figure 4: Creating Blogs Wave 1 V Wave 2

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Singapore Singapore

South Korea South Korea

China China

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Philipines Philipines

Malaysia Malaysia

Thailand Thailand

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Global 15 Market Average Global 15 Market Average

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Read personal blogs / Weblogs

% Have done (last 6 months) % Have done (last 6 months)

Read blogs / Weblogs Readpersonal blogs / weblogs

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There has been significant growth in writing blogs with the global average rising from 18% to 31% (figure 3), introducing millions of new media sources to the web. Asia clearly drives usage; the top 7 fig 3South markets are all Asian, with China topping a massive 60% and Korea close behind on 55%. The fastest growing countries (figure fig 3 4) are Thailand, Malaysia and the Philippines, indicating the catching up of Southern Asia with its Northern counterparts. These are then followed by Latin America, Europe and the US who in both waves have consistently lagged Asia. Only a few Asian markets demonstrate relatively low levels of take up and they are less developed; Pakistan, Thailand and India – although they still have levels of adoption comparable with the developed world. Europe is led by the southern markets of Spain, Italy and France, while Germany stubbornly refuses to adopt.

G

Read blogs / weblogs 100

Global Global 15 15 Market Average Market Average

What is very clear, is that this drive in readership is thanks to personal blogs (figure 1); only 4 markets Greece, Russia, Japan and Italy have any significant readership that is non personal. This confirms the social networking role that blogs have in most markets – as demonstrated by Cywold, Bokee and Skyblog.

% Have done (last 6 months) % Have done (last 6 months)

The resulting pattern is mixed with no clear regional slant. South Korea, China and Malaysia lead the way, Europe with Spain, Italy, and France, Latin America with Brazil, all have markets that have aFig 70%+ 2 Fig is 2 the penetration. The surprising fact relatively low rankings for the US, UK and Australia, which lag their counterparts.

WRITING BLOGS

Have done (last 6 months) %% Have done (last 6 months)

Blogs are now a mainstream media (figure 1) with all but 2 markets demonstrating 50%+ penetration. The only 2 markets thatFig lack 1 any significant adoption areFig Germany, 1 continual blog laggards and Pakistan, the most emerging market on the survey. Growth has not however been uniform (figure 2). Europe and the US are showing signs of saturation and in some places falling, while take up in Asia, particularly in the South East has been dramatic.

Creating and sharing content

at indexes of the global average (figure 6) it is clear that the active blog creators are much more likely to be younger 16–24’s in younger life stages. But there is no clear male / female skew both for creating and reading.

Read blogs / weblogs[Have Read blogs / weblogs[Have Done] Done]

Write own[Have blog/Done] weblog [Have Done] Write my own blog/my weblog

Unemployed Unemployed Housewife

Housewife

Self employed

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Non office based job

Non office based job

Office based job (senior manag

Office based job (senior Office based job (mid manager)manag Officebased based job Office job(junior (mid role) manager)

Office based jobStudent (junior role) 45 – 54

Asia has a far more active blogosphere thanks to the focus on personal blogging. China lead the way, where a massive 72.3% of blog readers are also writing their own blog… 10

Student

35 – 44

45 – 54

25 – 34

35 – 44 16 – 24 25 – 34 Female Male 16 – 24

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Figure 6: Blog Readership and Blog Creation – Demographics, global average. Indexed against all respondents 40

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Only 4 markets exhibit consistently lower negative opinions of blogs. Surprisingly it’s the UK, USA and Australia. Less surprising is Germany which again is 160characteristically unenthusiastic.

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Figure 7: Attitudes Towards blogging. Wave 2. Any agree

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There are however variations by market, despite a relative consistency in relationship between statements. Generally speaking all countries are most likely to see blogging as a form of self expression, although the Asian, Southern European and Latin American markets lead the way. Particularly impressive is China where almost 90% agree. A stunning fact in a culture of conformity. Viewing blogging as a means to meet friends mirrors expression but at a lower level. The one exception is Japan, where just 30% agree with this, reflecting their lack of willingness to embrace informal social channels.

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Figure 5: Active Bloggers: The percentage of blog readers who also have their own blog

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Blogging is a good way to express yourself Blogging is an important way to socialise with friends I have a favourite blog that I read regularly I trust bloggers opinions on products/ services I think more positively about companies that have a blog / weblog

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% Have done (last % Have done6 months) (last 6 months)

Interestingly some of the smaller blog markets have higher levels of interaction than you may expect. For example, Germany is one of the most active markets suggesting that despite niche appeal there is strong community aspect. figfig6 6 So who is reading and who is actively blogging? Looking

The importance of blogging is underlined by the high levels of agreement with a series of blogging statements (figure 7). Almost 60% agree that blogging is a positive form of expression, 40% that it is an important social tool, while 39% have a favourite blog they read regularly. There is also progress for blogging in the areas it has traditionally struggled: trust and commerciality. Now 34% agree that they can trust bloggers opinions and 33% believe that companies that run blogs impact their perception positively. These are big improvements on the Wave 1 of the research.

80%

G

The extent to which Asia dominates blog creation fig 5 is underlined by examining the percentage of blog readers who actively blog (figure 5). Asia has a far more active blogosphere thanks to the focus on personalfig 5 blogging. China lead the way, where a massive 72.3% of blog readers are also writing their own blog thanks to the complete emphasis on personal content and the community aspects this inspires. In Europe and the US where active levels are lower, blogs have been more akin to traditional media sources – where the few talk to the many on cultural, lifestyle and political subjects.

ATTITUDES TO BLOGGING fig 7

% of blog readers who have started their own blog

G

RELATIONSHIP TO BLOGGING

Creating and sharing content 63.9

Read

63.9

53.3

50 60

53.3

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8.8

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1.9

USA USA

1.9 8.8 THAILAND THAILAND

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0.8

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5.4 RUSSIA RUSSIA

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5.4

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MEXICO MEXICO

3.7

PHILLIPINES PHILLIPINES

2.2 9.8 1.9 PAKISTAN PAKISTAN

JAPANJAPAN

3.7

Figure 8: Universe Estimates – Reading Blogs

Write

38.53 26.75 26.75 13.82 5.94

USA USA

UK UK

THAILAND THAILAND

TAIWAN TAIWAN

SPAINSPAIN

SOUTH SOUTH KOREA KOREA

SINGAPORE SINGAPORE

RUSSIA RUSSIA

MEXICO MEXICO

PAKISTAN PAKISTAN

PHILLIPINES PHILLIPINES

Figure 9: Universe Estimates – Writing Blogs

JAPANJAPAN

1.27

MALAYSIA MALAYSIA

0.94

13.82 6.13 5.33 2.33 3.74 3.39 3.02 2.53 2.17 1.96 0.64 0.84 0.24 6.13 0.25 5.14 5.33 4.12 2.33 3.74 3.39 3.02 2.53 2.17 1.27 1.96 0.64 0.84 0.24 0.25 5.14

4.12

0.94 5.94

• In China a generation of only children use blogging as their main form of social contact with peers.

• The large social platforms in Asia, such as Cyworld, Mixi and Bokee are built around the mechanic of blogging.

Write 38.53

ITALY ITALY

45 40 45 35 40 30 35 25 30 20 25 15 20 10 15 5 10 0 5 0

INDIA INDIA

129m 172m

GREECE GREECE

129m 172m

21 MARKET UNIVERSE GLOBAL ESTIMATE

• In China personal blogging is not a choice, it is the only topic that can be addressed without concern. Politics, cultural and social issues are frowned upon. Again this drives community.

• In China blogging is the first form of self expression that has ever existed.

GERMANY GERMANY

21 MARKET UNIVERSE GLOBAL ESTIMATE

One aspect of these results that always catches attention is the dominance of Asia in terms of creating blogs. There are a number of clear reasons for this: • Focus on personal blogging drives community and take up.

15.7 9.8

MALAYSIA MALAYSIA

INDIA INDIA

2.5 0.9

ITALY ITALY

2.9

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10.2

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WHY IS BLOG CREATION SO BIG IN ASIA?

26.7

FRANCE FRANCE

In terms of creating blogs, China is number one, thanks to the extremely high levels of active usage with 31m blog creators, compared to 27m in the US and 14m in Japan. This is a picture that will change as the Internet universes of China, India and Brazil continue their dramatic increase. English may not dominate the blogosphere for much longer.

60 70

Read

CHINACHINA

At a market level the most obvious fact is that despite fig 9 lower than average adoption rates, the US still absolutely dominates in terms of readers, representing fig 9 25% of our universe. However China is close on its heels with 53m readers, despite just 10% Internet penetration. Interestingly for Europe – the big 5 markets (France, Germany, Italy, Spain, UK) represent 47m readers, meaning Europe as a whole is a blogging force.

70

AUSTRALIA AUSTRALIA

The universe estimates put blogging into context – not only demonstrating which markets dominate the Blogosphere but also the huge global scale of the numbers. They have been calculated by taking local survey universe sizes for frequent Internet users 16–54 and applying them to the survey results. They represent large increases on Wave 1 due to a growth in usage and Internet penetration. The 21 market universe allows for an accurate global estimates of 339m readers and 172m blog creators, a big increase on last year. 172m people creating content is a force to be reckoned with, even if 1% has broad appeal.

21 MARKET UNIVERSE 255m GLOBAL ESTIMATE 339m

BRAZIL BRAZIL

fig 8

21 MARKET UNIVERSE 255m GLOBAL ESTIMATE 339m

AUSTRALIA AUSTRALIA

BLOGGING – UNIVERSE SIZES

fig 8

IMPLICATIONS OF THE GROWTH IN BLOGGING Blogging as both a media platform and a tool for creating content is now firmly established in the vast majority of markets and the numbers worldwide 339m readers and 170m creators, are eye wateringly large. Thus the importance of blogging as a platform for advertising, a media channel and for building a relationship between organisations, brands and consumers, cannot be disputed. Blogging is no longer an experimental channel; it is an established channel for communication and should be core for everyone. This means media owners integrating blogs into all their digital content, brand owners creating blogs as an ongoing channel of communication and agencies building up the capabilities to employ them effectively. The other key impact is consumer’s relationship with media content. Blogging is becoming increasingly active and involved; consumers are much more likely to be creating blogs than they were 9 months ago. This is particularly the case in Asia which exhibits stunning levels of interaction. It is this level of involvement that is changing the relationship to a two way one. Passive content and advertising is less relevant in this age. Interactivity is key and expected.

• The Internet is a place to be non conformist and individual, contrary to the very hierarchical and structured culture that exists offline in many Asian markets. • New Internet users are hungrier to get involved. Many of the Asian markets are growing at a very fast rate and users are younger and fresher. This is a pattern that can also be seen in Latin American markets. The more developed Internet markets of the US, Europe and Australia are more entrenched in pre Web 2.0 habits, where passive consumption still rules. • Blogging in Asia and emerging markets does not carry the perception of self promotion that can often taint bloggers in Europe and the US. • In Europe and the US blogs have infiltrated mainstream media and many professional blogs have arisen in Europe and the US concentrating on news, culture, politics and technology emphasising passive consumption over active involvement.

12

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Creating and sharing content

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Figure 11: What kind of content are you interested in creating? Demographics Global Average, Indexed against all respondents. Wave 2

The real impact of the demand in creating content can be seen in the extent to which users have shared photos and videos online. Figure 12 demonstrates the huge popularity in sharing photos, with a global average of 41% uploading photos, double the penetration of uploading videos. However considering the relative complexity of uploading video compared to photos the numbers are impressive, demonstrating the huge impact video has already made over 2006.

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There is a strong regional dimension – the markets driving usage with the exception of South Korea and Spain are emerging Internet markets. 61% of our universe in Malaysia claim to have uploaded photos, over 5 times the number in Japan. These disparities reveal a number of things.

Sharing vids make online with people dont know

Sharing photos with friends & family online

Sharing photos online with people i dont know

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Figure 13: What kind of content are you interested in Sharing? Wave 2

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The interest in other kinds of media is a surprise. There is broad interest in creating music (25%), video (23%) and radio (16%) at the global level, mirrored in all markets without any real regional differences. If a small proportion of this interest is acted on then there will be a vast array of new content online.

Figure 10: What kind of content are you interested in creating? Wave 2

Creating my own radio shows

45 – 54

Unsurprisingly taking photos is of universal interest, with no exceptions and easily the main point of content creation across all digital channels. Its ubiquity is not in doubt – with 64% claiming to be very interested. A demand driven by the never ending popularity of digital cameras and camera phones.

Creating my own videos Creating my own radio show

Creating my own music

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There are also cultural factors at play affecting these results. There are two markets were photo and video sharing have failed to make any impact despite embracing other social media developments in large numbers. In fig 13 Japan and Thailand informal channels of communication or social contact are frowned upon.

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Creating content is of course much broader than just blogging. Thanks to photo sharing, video sharing, Podcast networks and free to access music distribution platforms, creating your own content for distribution has never been easier. In order to test this demand, we looked at levels of interest across four key multimedia types fig 11 of content; videos, radio, music and photos. The most interesting observation is the relatively consistent scores between markets, with no clear regional patterns (with the exception of lower scores in Italy) – just consistent strong demand.

As with blogging, the younger emerging markets demonstrate more enthusiasm for developments that were technically difficult and barely possible a couple of years ago. Sharing photos also has a strong community aspect, something that exists more strongly in these markets.

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As with creating blogs interest in creating multimedia content is driven by younger segments, typically 16–24. However there is a male / female bias. Males are more likely to want to create radio shows, music and videos, while Females are more likely to want take photos. In terms of career, students and the self employed are more likely to want to create – no doubt reflecting their flexible routines and likelihood to be involved in creative endeavours.

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CREATING MULTIMEDIA CONTENT

Figure 12: What content have you shared online? Wave 2

Much is made of social media changing our perceptions on our social groups. The ability to connect us with very broad groups of new people and share our photos and videos with the world holds the promise of massively altering social connections. At present figure 13 demonstrates that interest in content sharing is still focused primarily around friends and family. There are no great regional differences, apart from low interest in Japan and Italy. Broadly speaking users are most likely to want to share photos with friends and family, then videos with friends and family, then videos with the wider world and lastly photos with the wider world. However it would be sensible to assume that these are results that are likely to change over time as photo and video sharing change notions of privacy.

The huge interest in creating and sharing content, backs up the blog findings. There is a general shift to becoming content creators and interest in the sort of rich content that has typically been the preserve of professional media organisations. As technology improves and access is more universal this will grow and more individuals will act on this interest. This interest means the ownership of the distribution platform is key – the Youtube’s, Flickr’s and Groupr’s of this world are well placed to capitalise and it’s these open platforms that new developments should imitate and brands should associate with. It also means that involving consumer created video and audio content into branded activities, media and part of digital communications is not just possible everywhere but should be integrated regardless of market. Consumers will embrace the possibility to create and share.

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Figure 15: Watching Video Clips Online. Wave 1 versus Wave 2

Thailand Thailand

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GlobalGlobal Average Average

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Figure 17: Listening to live audio / radio. Wave 2

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channels rank versus

When we compare these figures to downloadable content (figure 18), traditional Podcasts and Videomedia Podcastson that value the difference is clear; streaming stilland beatstrust subscribed media. The average figures are 22% for audio and 20% for video. The markets in the top half are all Asian, with the exception of Brazil, Mexico and interestingly the UK, where the BBC has driven usage.and The developed internet markets of Europe, US and Asia –  Recall perception Pacific lag, probably due to the richness of live content available. The ofreach advertising initiatives huge in China, shows the demand for fresh un-sanitisedfigmedia. 18

100 90 100 80 90 70 80 60 70 50 60 40 50 30 40 20 30 10 20 0 10 0

Germany Germany

WAVE 1

80%

radio long been established online. What social media developments have done is make these kinds of services interesting by offering personalisation, as found on Fine Tune, Pandora and Yahoo Launchcast. –  How can advertisers Figure 17 shows us that streaming is very well established as a source of content. The global average is 51% and there is no Asian skew as get involved with many other technologies. Only two markets have low levels of penetration, surprisingly this is the case in Japan – less surprising it fig 17 is also the case in Pakistan where broadband can be patchy. The other – Impact of Web 2.0 brands fig 17 interesting point is that markets which have relatively low levels of reach for video clips including Thailand and Greece, top the charts for streaming. We also see the media rich markets of the UK and France –  Howwell dothanks these perform to a emerging culture of offline broadcasters such as the BCC, Channel 4 and CANAL streaming online

fig 18 Video Podcasts have the same reach as audio. This reflects the emergence of video as a form of content online, the rise of the portable video player and the continual rights issue that dogs the distribution of music. Podcasts in the main remain spoken voice, limiting their demand.

90%

Global 15 arket Average

% Watched Video Clips (last 6 months)

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Mexico

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Global Average

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Greece

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Figure 14: Watching Video Clips Online. Wave 2

16

fig 15

Watch video clips online [Have Done]

Pakistan

100 90 80 70 60 50 40 30 20 10 0

Germany

% Have Done (last 6 months)

Looking at wave on wave growth (figure 15) brings home the impact that video has had. Every market has seen substantial growth with South Korea leading the way with a massive 46% increase. This growth is unheard of for any technology platform.

Malaysia

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100 90 80 This impact is absolutely clear from figure 14. The 70 60 global average for watching video clips is 63%, doubling 50 in the space of 9 months (figure 15). Once again the 40 markets driving usage are either Asian or emerging. 30 Malaysia leads the way with 80% reach, followed by China, 20 Brazil and South Korea. The only exception to this rule in 10 0 the top half is Spain with 69% reach.

– What types of contentON do DEMAND STREAMING VERSUS Live streaming of radio and audio online has thanks to Internet users want

% Have % Have DoneDone (last(last 6 months) 6 months)

Since the first wave, watching video online has become a true mass phenomenon. Hundreds of video sites have emerged and video content integrated into sites, blogs and personal profiles is standard. Hundreds of millions Watch video clips online [Have Done] of videos are now streamed every day.

% Have Done (last 6 months)

fig 14

VIDEO CLIPS

% Have % Have DoneDone (last(last 6 months) 6 months)

consuming Social MEDIA

Figure 18: Downloading Podcasts and Videocasts Wave 2

17 90%

Consuming Social Media % Have Done (last 6 months)

fig 17

Thailand

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The astonishing growth of multimedia content online has fundamentally shifted the Internet in the small space of 9 months. Think how ubiquitous the video clip now is; on video sharing sites, by viral or embedded into other web content. The video clip is everywhere. Video should now be core in all online communications. Whether that be creating and sharing advertiser funded, branded or media sponsored content or running video ads. This growth has been achieved thanks to open platforms. This is a lesson; open works and drives demand. Open also means volumes of content that attracts consumers. Closed single content owner platforms will not succeed against this. The Viacom move to take their content from Youtube is a worrying precedent and one that does not have the consumer in mind. Advertisers and brands should be working within these platforms, not fighting it. Interruptive advertising will not succeed in these environments, but branded and sponsored content will. Producing content to be freely distributed should be essential practice. If consumers are doing it there is no excuse for well resourced brands not to. Consumers should also be encouraged to create content involving brands which they can distribute as they wish. To achieve this, control must be transferred to the consumer, a difficult but inevitable process. Agencies must also develop the skills to organically promote content online. There are also two resulting changes in media consumption behaviour that should be acted on. Firstly short is good – its all about grazing bite sized media. Secondly media consumption is moving global – production should be international in mind, content rights should be global and brands with international ambitions must have a consistent global image.

Producing content to be freely distributed should be essential practice.

China

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Global Average

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IMPLICATIONS

Download a Podcast (pre-recorded radio/audio show) Downloaded a Video Podcast (pre-recorded TV/ Video Show)

Japan

% Have Done (last 6 months) Thailand

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100 90 80 70 60 50 40 30 20 10 0

Figure 20: Download a Podcast. Wave 2

Download a Podcast (pre-recorded radio/audio show) Downloaded a Video Podcast (pre-recorded TV/ Video Show)

Germany

% Have Done (last 6 months)

Figure 19: Watching Video Clips – Universe Estimates. Wave 2

100 90 80 70 60 50 40 30 20 10 0

Listen to live radio/audio online [Have Done]

Think how ubiquitous the video clip now is; on video sharing sites, by viral or embedded into other web content, the video clip is everywhere.

fig 18

Listen to live radio/audio online [Have Done]

Japan

100 90 80 70 60 50 40 30 20 10 0

Pakistan

% Have Done (last 6 months)

The success of video clips can be seen in the volume of the market. This research estimates a global universe size of 330m. The USA leads the way with an audience of 65m, with China on 49.7m – by far the two biggest volume markets. Japan and Korea represent 38m combined, while the big 5 in Europe also represent 38m. These numbers far outpace podcasts, which have failed to make the same impact, but still have a sizable audience. There is a global universe of 124m, much of which is made up by demand in China, where 33m have downloaded, but significant volume can also be found in the US, South Korea, India and Brazil.

100 90 80 70 60 50 40 30 20 10 0

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UNIVERSE SIZES

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Figure 22: Managing a Social Network. Wave 1 versus Wave 2

Figure 21: Manage a Profile on Social Network. Wave 2

fig 23

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40 35

3.81

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0 Managing a Social Network. Universe Estimates. Wave 2 Figure 23:

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9.94 146m 9.02 8.12 21 MARKET UNIVERSE GLOBAL ESTIMATE 194m 4.76 4.48 3.81 3.24 3.16 2.18 2.44 2.08 1.5 1.97 1.35 0.46 0.75 0.4

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Social Networking

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21 MARKET UNIVERSE GLOBAL ESTIMATE

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CHINA

The universe estimates (figure 23) make for impressive reading – a potential global audience of 194m is large and it exceeds blogging by 20m. The US is the world’s largest social networking market. Although 41m is way below the number of sign ups claimed by MySpace alone, it is an indication that real numbers are much lower than the hyped numbers. A huge number of quoted sign ups are likely to be duplications, lapsed accounts and commercial accounts (bands and business’s promoting their wares). It is also worth bearing in mind that this research is 16+. Many social network users are younger than this, which will likely boost growth over the coming years. The other big story is the size of Brazilian and Mexican markets – all big 5 European countries combined only make up 14.5m not much bigger than Brazil, and surely to be succeeded as Brazils internet population rapidly expands.

Social Networking 45

BRAZIL

The wave on wave figures show why social networking is not miles ahead of blogging (figure 22). A situation of stagnation in all but a handful of markets and the global average has moved 7 percentage points, compared to 13 points for blogging. This suggests much of the fig 23 growth in subscriptions hyped by the various social networks is both duplication and organic, thanks to the Internet universe expanding in emerging markets.

SOUTH KOREA

HI 5

The trend in the other markets is less clear cut. The Asia slant is not as pronounced as it is with other technologies and some of the reach figures are surprisingly low. For instance the US score of 33% seems contrary to the MySpace and Facebook hype and the European markets lag. UK, Germany, Italy and France are all in the bottom 5. France can be explained. The main social platform is Skyblog, which revolves around personal blogging. But the lack of impact in the other three markets is surprising.

WAVE 2

BRAZIL

LINKED IN

Interestingly the new markets in Wave 2 lead the way. Brazil has a huge reach of 75%, thanks to a national obsession with Google owned social network Orkut. They are followed closely by Mexico, showing a Latin American trend for social networks and then China, who again exhibit a never ending demand for all developments.

WAVE 1

50%

AUSTRALIA

FACEBOOK

In some respects the hype is justified (figure 21). Usage is substantial, but overall it only marginally leads blogging (36% versus 31%). Considering the ease of use this is a surprise. But in the main it can be explained by the massive popularity of blogging over social networking in Asia.

100 90 80 70 60 50 40 30 20 10 0

60%

AUSTRALIA

ORKUT

Along with blogging, social networking has been the poster child of social media. Hugely hyped, MySpace, Friendster and Bebo to name but a few have driven the role of social networks into the mainstream. Hundreds of millions of sign ups, MySpace stalkers and $1bn take over bids have all captured the popular imagination.

fig 22

Manage a profile on a social network

France

MYSPACE

One of social media’s main consumer benefits has been the easing of social interaction, thanks to social networking sites such as MySpace, Bebo, Friendster and Facebook and the continual inclusion of social features such as social recommendation in shopping sites and the ongoing development of peer to peer communications services such as instant messenger and VOIP.

fig 21 % Have Done (last 6 months)

SOCIAL NETWORKING

fig 22

Gl o b al 15 Mar k et Av er ag e

SOCIAL INTERACTION ONLINE

Create a profile on a social network

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100 Make a phone call using your computer [Have Done] 90 80 70 60 50 100 40 Make a phone call using your computer [Have Done] 90 30 80 20 70 10 60 0 50 40 30 20 10 Figure 27: Made a phone call using PC. Wave 2 0 Australia

fig 27

Although messenger pre-dates the rise of social media, it has evolved as a peer to peer communications platform and its importance has increased. It has been integrated into social networks, evolved to fig 27 incorporate video and voice and become more interoperable between providers. This growing importance can be seen in figure 26. 66% of our sample use instant messenger and this rises to over 90% in Mexico. Instant messenger is clearly a very important communications platform, only surpassed by email. Yet some markets stubbornly refuse to embrace it. In Japan instant messenger is viewed as too interpretive while Germany as also seen in Wave 1 it is generally seen as too informal. Figure 27 should make very worrying reading for telecoms companies – 38% of our sample has claimed to use VOIP. On the back of instant messenger, VOIP has started to make a major impact. Interestingly the markets embracing it are the ones with the most underdeveloped landline telecoms. It’s a classic case of users jumping a generation of technology. Why pay for a landline when you can go straight to VOIP? The markets where landline providers are most established and sophisticated the usage of VOIP is limited.

UK

Figure 26: Use Instant Messenger. Wave 2

Figure 25: Managed a profile on Social Network demographics, Global average. Indexed against all respondents. Wave 2

MESSENGER AND VOIP

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% Completely Agree / Somewhat Agree

I use social networks to meet new people

fig 26

Create a profile on a social network

% Have Done (last % Have 6 months) Done (last 6 months)

fig 25

Who is social networking? Well it’s no surprise that its dominated by 16–24’s and students (figure 25). This fits all preconceptions. There is however no male / female bias of any note. The younger skew is not quite as pronounced as it is for blogging, but it is similar. There is clearly going to be much cross over between those that blog and those social network, particularly as many social network platforms have integrated blogging features. Whether these two platforms mature as users get older, will remain to be seen.

Figure 24: “I use social networks to meet new people” All agree. Wave 2

Pak

Sing

fig 26

Attitudes to social networks a means to expand your social group and meet new people are mixed, ranging between 20% in Japan and 80% in the Philippines. Every single developed market bar South Korea falls beneath the global average. The markets driving the use of social networks as a tool to expand social groups come from the emerging Internet world. This is an interesting phenomenon based in culture more than anything else. There is simply more enthusiasm in younger Internet markets unfetted by the growing cynicism and mistrust that surrounds social networks in places such as the US and the UK. Japans low figure is directly cultural – the informality of social networks does not fit.

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ATTITUDES TO SOCIAL INTERACTION

4

5

Fr

Social Interaction Online

Social interaction is not just increasingly a fundamental aspect of the web, it is ingrained. Social networks, instant messenger and the growing creep of social features into all web applications are all indicators of this. The research shows that its popularity is widespread in the vast majority of markets and users are increasingly comfortable social interacting online. This creep of interaction is influencing some big social and cultural trends. Concepts of privacy and acceptable interaction are changing and users are now more comfortable interacting with people they don’t know; levels that would have been deemed unthinkable a few years ago. Also the constant level of exposure that now exists for users active in this space means that they all have to exercise personal brand management. This means managing their personal space, profile information and content to create positive images of their self. The third key trend is the increasingly global nature of people’s interactions. Friends on a social network and instant messenger are likely to be from across the world. These trends mean the integration of social features or a social mechanic is increasingly fundamental. Applications, devices and communications that connect people and leverage the concept of the social network will be very popular, particularly with younger segments and in emerging markets. There is an opportunity for brands and existing media organisations to get involved in this via niche social networks, by providing the tools for personal brand management, features that link users and their content or by providing plug ins and applications that can be used in users personal profiles. It is also increasingly important for brands to be active in the social spaces that users congregate in. Having branded spaces on social networks, building campaigns across them and distributing content that users can pass on via their networks should be an increasing important channel of communication. But when using these channels it is fundamental that brands and media organisations think global. Multiple local and conflicting brand identities and communications will not work.

OVERALL GLOBAL VIEWPOINT COMPARISON

fig 28 fig 28

Having data from 21 countries has provided a robust base for accessing the overall impact of all social media. Figure 28 shows the average levels of usage for each technology across all markets. It is quite clear what has made an impact and what has yet to. Instant messenger, blogging, video clips have all crossed 60% penetration, but RSS feeds and podcasts continue to lag. There is also an interesting observation about passive sources versus active. The most passive; Reading blogs, watching video clips, listening to live audio are all around the 60% mark, while leaving comments on blogs, news sites are around the 40% mark, while active creation; fig 29 starting a blog, creating a social network profile and uploading video fig 29 clips range from 20% – 30%. We also asked respondents to assess their likely future usage. The clear areas of growth are VOIP, Podcasts and active content creation. But saturation is starting to kick in; namely blogging, photo sharing and watching video clips. Of course this is not to say that these technologies and platforms will stop growing in real terms – internet penetrations are rapidly expanding in emerging markets and usage is becoming higher frequency.

fig 30

MARKETS COMPARED

Use Instant Messenger Read blogs / weblogs Use Instant Messenger

You may have gathered now, where the growth is coming from. Asia and emerging markets are driving adoption of the changing Internet, demonstrating huge appetite for new media sources, social connections and means to create and express yourself. Figure 30 shows the average adoption level of all the technologies and platforms. China, Brazil and Mexico top the index. South Korea is the leading established market. Spain and Russia are the top European markets, while the developed markets of UK, US and Germany lag. But there are exceptions to the emerging markets and Asia rule; Thailand and Pakistan are behind, while Japan long seen as technical innovators are not leading the world in web usage. There are cultural factors in play that can still override the progress of technical innovation.

Watch clips online Read blogsvideo / weblogs Listen live clips radio/audio Watch to video online online Read personal friend/family) blogs/weblogs Listen(e.g to live radio/audio online Looked at peoples online of people personally know Read personalphotos (e.g friend/family) blogs/weblogs Looked at peoples online of people don't know Looked at peoples photos onlinephotos of people personally know Leave comment a blog site Looked at peoples photos online of apeople don'tonknow Upload photos toon a photo site Leavemy a comment a blog sharing site Make a phone using your site computer Upload my photos to acall photo sharing a comment on a news site Make a phoneLeave call using your computer Create a profile a social Leave a comment onon a news sitenetwork Start my own blog/ weblog Create a profile on a social network Submit newsblog/ storyweblog to a website Start mya own Upload a video clip to a to video sharing site Submit a news story a website Download (pre radio/audio Uploada aPodcast video clip torecorded a video sharing site show) Downloaded a Video(pre Podcast (prerecorded TV/show) Video Show) Download a Podcast recorded radio/audio Subscribe an RSS feed Downloaded a Video Podcast (prerecorded TV/ VideotoShow) Subscribe to an RSS feed

0

0 10 20 30 40 50 60 70 10 20 30 40 50 60 70

Figure 28: Penetration of technology, global average. Wave 2

Have NOT done but plan to in to in future Have NOT done but plan to in to in future Make a phone call using your computer Make a phone call Downloaded using your computer a Video Podcast Downloaded a Video Podcast Download a Podcast Download a Podcast Upload a video clip to a video sharing site Upload a video clip to a Start videomy sharing site weblog own blog/ Start my Subscribe own blog/ to weblog an RSS feed

China Brazil Mexico South Malaysia Spain Russia Philippines Singapore India Global Average France Italy Taiwan Greece Australia UK Thailand US Pakistan Japan Germany

0

10

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40

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Figure 30: Web 2.0 Index. Average penetration of technology by market. Wave 2

Subscribe to an RSS Leave a comment onfeed a blog site Leave a comment site Create a profileon onaablog social network Create a profile social network online Listenontoalive radio/audio Listen live radio/audio Upload mytophotos to a photoonline sharing site Upload my photos a photo sharing site Read personal (e.gtofriend/family) blogs/weblogs Read personal (e.g friend/family)Watch blogs/weblogs video clips online Watch video online Useclips Instant Messenger Instant Messenger Looked at peoples photos online Use of people personally know Looked at peoples photos onlinephotos of people personally know Looked at peoples online of people don't know Looked at peoples photos online of peopleRead don'tblogs know/ weblogs Read blogs / weblogs

0 0

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5 5

10 10

Figure 29: future usage interest, Global average. Wave 2

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25

IMPLICATIONS:

THE RULES OF THE SOCIAL INTERNET

FUTURE INITIATIVES AND CONTACTS

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. Three key themes must be embraced to succeed online:

NEXT WAVE

• CREATIVITY

Frequency of Usage (social applications and services)

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

Frequency of Usage (social web global brands)

–T  hink beyond static one way creative and create dialogue with consumers.

CONTACT

–D  eveloping applications, services and platforms that create a genuine consumer benefit and drives engagement.

The next wave of research will cover the following additional areas:

For further information and any questions please contact: [email protected]

• PARTICIPATION –F  orget siloed brand sites: In a world of interlinked platforms and content, the stand alone brand site is not engaging. –T  hink 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. –E  mbrace 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. • INTERACTION –A  llow consumers to interact with your brand: User generated advertising, branded blogs and ongoing feedback are expected. –P  rovide consumers with tools to manage their personal brands online. –E  xist inside Social Networks: Create profiles, develop networks, distribute content and employ advertising and sponsorship.

26

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. 2 v wa e