Global State of

Social Media in
2011
Social Media Week 2011
Tom Smith
tom@trendstream.net
globalwebindex.net
Today:
Macro overview of consumer
adoption of social media and
changing impacts
How:
Most detailed global
survey on consumer
internet behaviour,
motivations and attitudes
ever conducted
71K surveys, 4 Waves
and 23 countries since
launching in September
2009
110K surveys, 3 Waves
and 32 countries, in the
next 12 months
Social Media has 90%

reached mass 80%

70%

maturity 60%
50%
40%
30%
20%
UK: 70% involved in 10%

Social Media 0%

Wave 1 (July
2009)

Wave 3
(September
2010)

Combined monthly involvement in social networking, blogging,

micro-blogging, forums, video uploading: Wave 1-3
The big trend: Major shift
to real-time

Used micro blogging +35%

Managed social network +29%
Written a news story +9%
Edited own website +4%
Written a blog -2%
Visited Forum/Chat room -5%

Source: Wave 3 Social media actions growth % vs wave 1

Moving from this:
To this:
Multi-platform
involvement in
emerging markets Manage your social network profile

Used a microblogging service

80%

70%

60%

50%

40%

30%

20%

10%

0%

Active monthly behaviour. Wave 3. Global data. Sample 51K web users
Source: Wave 3 September 2010
Blogs lead in Asia

Written your own blog

Contribute to a Forum

60%

50%

40%

30%

20%

10%

0%

Active monthly behaviour. Wave 3. Global data. Sample 51K web users
Source: Wave 3 September 2010
All about Facebook?
Social Networking: Facebook
dominates
Facebook is the dominating social
64%
network, except in Russia,
Netherlands, Japan and China
53% where local brands dominate Private invitation only

45% 45%
39% 39%
37% 35%
34% 32%
30%

20%
17% 15%
15%
10%
6%
2%

Source: Wave 3 Social networks used in the last month

Young people and Social Network-Update your status - Daily

marketers! lead real- 0 5 10 15 20 25

Male
time involvement Female

16-24
25-34
35-44
45-54
55-64

Financial Services
Retail
Professional Services (Law, Accounting, Architect etc)
Healthcare/Medicine
Manufacturing, Engineering Construction
Education
Government (excluding Education & Health)
Police oArmed Forces
Agriculture oMining
IT, Internet, Software, ComputeServices
Transport, Logistics, Distribution
Travel, Tourism, Leisure Services
Advertising marketing omedia
This frequent
contribution is exploding

More than once a day +25%

Micro-
blogging Daily +51%
frequency
Every other day +27%

Every 3-4 days +46%

Once a week -5%

Source: Base – Ever used a micro-blog service, wave 3 vs wave 2

Mobile / Mobile Apps on a parity with desktop

PC Mobile Apps / Web

Accessed Social 50% 47%

Network

Wrote a blog post 10% 10%

Update Micro-blog 7% 6%

Monthly Access
Wave 4 UK only. All Internet Users
Impacts of the new
social landscape
Social is driving different sources of trust

Sources of Trust

CLOSE
TIES: WEAK TIES:
Family & Social
Friends contacts

-9% +26
%
Source: Strongly trusted sources, growth wave 3 vs wave 1
Mobile devices for social?

Location specific

Personal

Linked to payment

Apps not browsers

Reation not creation

Changing consumer focus from
creation to sharing / reaction

Wave 2
50% 51%
Wave 3
44%
39%
34% 33% 34%
31%
29%
27% 26%
21%

Personal photos Other images Links to news stories A link to a blog A link to a website An opinion on a
product or brand

Source: Base – Ever used a micro-blog service, wave 3 vs wave 2. Content shared in past month
Top down: Twitter focuses on
celebrity not other consumers
3% 1%
Showbiz / Celebrities / Musicians /
7%
Actors / TV stars

7% Political leaders / Institutions

Professional News / Gossip

13%

Sport Stars

Web Companies

3% 66% Other business

Home made

Top 100 Twitter Users: Based on Number of Followers

Where next?
Have we reached the peak?

Barriers to using a Social Network: Europe I prefer to keep my privacy

My friends/family are not

16.9% involved
I find it boring

5.1%
42.9% There is nothing to say
7.1%
I’m not allowed to use it at
work
8.9% I like to be different

12.1% I don’t have time

7.0%

Source: Global Web Index, Wave 3, January 2010

Social moving to all “packaged internet platforms”

Mobile Tablets Desktop

iPad Mac App Store

January 2010 October 2010 2011

July 2008 October 2008 2009

August 2008 October 2010

TV
APP TIME LINE
 For the copy of
the presentations
please email:
globalwebindex@
trendstream.net

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