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Universal McCann Wave2

Universal McCann Wave2

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Published by GeekyGrrrl
The second wave of the ongoing report of “Power to the People”, surveys almost 9500 regular Internet users in 21 markets worldwide, and was conducted in May 2007. The study measures consumer usage, attitudes and interest in adopting the possibilities of the changing and socially orientated Internet.
The second wave of the ongoing report of “Power to the People”, surveys almost 9500 regular Internet users in 21 markets worldwide, and was conducted in May 2007. The study measures consumer usage, attitudes and interest in adopting the possibilities of the changing and socially orientated Internet.

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Published by: GeekyGrrrl on Aug 05, 2009
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02/06/2013

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What is the demand for consumer gener-ated media and social media platforms?What types of content do users wantHow can advertisers get involvedImpact of Web 2.0 brandsHow do these emerging channels rankversus traditional media on value and trustRecall and perception of advertising initia-tives
 
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POWER TOTHE PEOPLE
TRACKING
 
THE IMPACTOF SOCIAL MEDIA
May.07
 
•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%o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o330mEstimated340mblogreadersworldwide.ThelargestaudienceintheworldistheUSAwhere64mreadblogsSocialNetworkingisusedbyanestimated194m16–54’sworldwide
•FUTUREINTERNETUSEDRIVENBYASIAANDTHEEMERGINGMARKETS
Chinaistheworld’sleadingmarketortheadoptionosocialmediathankstoapersonaldriveorselexpressionandconsumergeneratedmediaAsianInternetmarketsarethemostactiveincontentcreation
POWER TO THE PEOPLE
TRACKING THE IMPACTOF SOCIAL MEDIA
MAY 2007:
02
 
 i n t rod uc t io n
Welcometothesecondwaveoourongoingreporto“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othechangingandsociallyorientatedInternet.
Thanks to the prolieration o broadbandand new web technology, the Internet hastransormed to one that is orientated aroundcreating and sharing your own content,developing social groups online and consumingmulti-media content rom anywhere in theworld. This shit to a social Internet drivenby the consumer promises to undamentallychange the media, advertising andmarketing environment.The tracker ollows an initial in-depth study; Web2.0 the Global Impact, which explored this muchhyped evolution. The results were astounding.Consumers the world over were creatingand sharing content, connecting onlineand consuming web based multimedia inunprecedented numbers. Blogs, social networks,video sharing sites, photo sharing and the manyother applications and services associated withthe changing Internet were being adopted theworld over regardless o any local economic andcultural actors.The other striking act was the extent to whichAsia was driving adoption, with China andSouth Korea leading the way in terms o activelycreating content and socialising online. It wasclear that the changes had big consequences.Consumers were creating more content thanestablished media organisations, consumptionhad become more global and the relationship tobrands, advertising and marketing had shited.The global tracker aims to assess this ongoing,providing a perspective on the ever changingdigital landscape.Three core themes make up thisresearch programme:
1.  c r e t i  d  s h r i  c o t e t
 
   
3.socia lint ercio
04
WHAT IS SOCIAL MEDIA?
Online applications,platorms and media thatallow users to interact,connect and contribute to.Social media enables atwo-way dialogue andorientates the Internetaround users.
The social media platorms, applicationsand media the research tracks:

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