You are on page 1of 15

May.

07

POWER TO
What is the demand for consumer gener-

THE PEOPLE
ated 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 initia-
TRACKING THE IMPACT

v
tives
OF SOCIAL MEDIA

.2
POWER TO THE PEOPLE
TRACKING THE IMPACT • USERS NOW LEAD CONTENT CREATION
– Blogging grows to 170m creators worldwide thanks to rapidly

OF SOCIAL MEDIA
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

MAY 2007: • 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
– 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

02
ction
WHAT IS SOCIAL MEDIA?

introdu Online applications,


platforms and media that
allow users to interact,
connect and contribute to.
Social media enables a
SOCIAL INFLUENCE two-way dialogue and
orientates the Internet
around users.

IPTV

n g The social media platforms, applications


Welcome to the second wave of
a t i
Consumers the world over were creating
our ongoing report of “Power to the
People”, surveying almost 9500
and sharing content, connecting online
and consuming web based multimedia in e
1. cr sharing and media the research tracks:
and ntent
unprecedented numbers. Blogs, social networks,
regular Internet users in 21 markets
video sharing sites, photo sharing and the many

co
worldwide. The study measures other applications and services associated with
COLLABORATION
consumer usage, attitudes and
interest in adopting the possibilities of
the changing Internet were being adopted the
world over regardless of any local economic and VIDEOCASTS
the changing and socially orientated cultural factors.
Internet. The other striking fact was the extent to which
2 . Con PHOTO SHARING PODCASTS VOIP
social suming
Thanks to the proliferation of broadband Asia was driving adoption, with China and
and new web technology, the Internet has South Korea leading the way in terms of actively

media RSS VIDEO SHARING


transformed to one that is orientated around creating content and socialising online. It was
creating and sharing your own content,
developing social groups online and consuming
clear that the changes had big consequences.
Consumers were creating more content than
WIKIS
multi-media content from anywhere in the established media organisations, consumption
had become more global and the relationship to
world. This shift to a social Internet driven
by the consumer promises to fundamentally brands, advertising and marketing had shifted. USER GENERATED CONTENT PERSONALISED HOMEPAGES
change the media, advertising and The global tracker aims to assess this ongoing,

BLOGGING SOCIAL NETWORKING


3. social
marketing environment. providing a perspective on the ever changing
digital landscape.

interaction AGGREGATORS
The tracker follows an initial in-depth study; Web
2.0 the Global Impact, which explored this much Three core themes make up this
hyped evolution. The results were astounding. research programme:

INSTANT MESSENGER
04
Research
The research was conducted via self completion online surveys among a
representative sample of 16–54 regular (use everyday/ every other day) Internet Internet use is becoming more frequent,
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 making up the majority of the universe.
Internet use is becoming more frequent, making up the majority of the universe.

France, Russia South Korea


Germany,
USA Greece, Italy, Japan
Spain, UK, Pakistan China

Mexico Taiwan
India
Thailand Philippines

Malaysia
Brazil
Singapore
. Australia

500 were sampled in each of the following


Universe Size 16-54 Frequent Internet Users
markets: France, Germany, Italy, Spain, UK,
Greece, Russia, USA, Mexico, Brazil, India, 250
Pakistan, China, South Korea, Taiwan, Japan,
Singapore, Malaysia, Philippines, Thailand 200
and Australia. The total sample was 9460. The
21 MARKET UNIVERSE 400m
fieldwork took place in January and February 150
GLOBAL ESTIMATE 532m
2007. Wave 1 took place April to June 2006.
100
This selection of countries provided a universe
of 400m frequent users, 75% of the global
50
frequent Internet population. The mix of mature
and emerging markets from 4 continents allowed
0
for in-depth and robust assessment of the
TAIWAN
PAKISTAN

SPAIN

JAPAN

CHINA
PHILLIPINES
SINGAPORE

GREECE

FRANCE

BRAZIL
MEXICO

RUSSIA

INDIA
THAILAND

USA
SOUTH KOREA

UK
MALAYSIA

ITALY

GERMANY
AUSTRALIA

current and future global position.


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

06 Source: Internet World Stats, TGI Europa, simmons & Local market surveys
Creating and sharing content
BLOGS AS MEDIA PLATFORM
Blogs are now a mainstream media
(figure 1) with all but 2 markets WRITING BLOGS
demonstrating 50%+ penetration.
There has been significant growth in writing blogs with the global
The only 2 markets thatFig lack
1 any
Read blogs / weblogs
average rising from 18% to 31% (figure 3), introducing millions of

6 months)
100

significant adoption areFigGermany,


Read
Readpersonal blogs / Weblogs
blogs / weblogs Write my own blog/ weblog [Have Done]
1 new media sources to the web. Asia clearly drives usage; the top 7

6 months)
100
90
Read personal blogs / Weblogs

continual blog laggards and Pakistan, markets are all Asian, with China topping a massive 60% and fig 3South 100

% Have done (last 6 months)


90
80 Write my own blog/ weblog [Have Done]

the most emerging market on the Korea close behind on 55%. The fastest growing countries (figurefig 3 4)
90
100

% Have done (last 6 months)


80
70
80
survey. Growth has not however been are Thailand, Malaysia and the Philippines, indicating the catching 90
(last
70
60
70
up of Southern Asia with its Northern counterparts. These are then 80
(last

uniform (figure 2). Europe and the US 60


50
60
70
done

followed by Latin America, Europe and the US who in both waves


are showing signs of saturation and 50
40 50 60
done

have consistently lagged Asia. Only a few Asian markets demonstrate


in some places falling, while take up
40
30 40 50
% Have

30 relatively low levels of take up and they are less developed; Pakistan, 30 40
in Asia, particularly in the South East
20
% Have

20
10 Thailand and India – although they still have levels of adoption 20 30
has been dramatic. 100 comparable with the developed world. Europe is led by the southern 10 20

markets of Spain, Italy and France, while Germany stubbornly 0 10

ce

a
a

a
a

a
e

e
s
lia

ce

an

n
an

US

ly
y

The resulting pattern is mixed with no clear


nd

il
UK

re
di

in
i

ne

si
ag

ic

pa
an

ai
ss

po

az

an
Ita
ee
ra

iw
st

ay
In

Ch
0

Ko
ex
la

pi

er

Sp
Ru

Ja
rm

ga

Br
ki

st

Fr
Gr
ai

Ta

al
M
lip

Av

th
Au
Pa
Ge

in
Th

na na
e

M oreal re

ili anipp n

es K s

ea C a
an M ce
tr a ia

ba Sp l A ain

Si iwaing an
a
n

ia

a
ra F ge
ly
m G ny

S
i

d
refuses to adopt.

ra T zil
oau

K
Piah

al

nS

ce

G Ay ec
obia

e
re
di

si
a
e

ic
s

a
lia

ce

ta
0

an

n
n

US

ly
y

nd

il

us P al

R S ss
UK

K U

an
re
iSn
ne

ap M po
si
ag

ic

or

ta
U
pa
an

regional slant. South Korea, China and


ta

in
Fr e ran
GIlnd

ai
ss

hi
Phia Jap
Ta Szil aiw
ve n ra
az

an
Ita

a
ee
ra

ay
M e ex
iw

ba ia Sp
ly In
ay

Ch

o
Pa lia is
Ko
ex
la

ap

an re
pi

A ece str
s

er

Sp
Ru

Ja
rm

nd I
m

o Br
Br

U Ru
ki

st

Fr

ia il
Gr
ai

l A ai e
Ta

ng n a
al
M
lip

Av

ng

k
h
Au
Pa

a
Ge

v
Th

er
ut

re u
i

Si

us Th
Ph

an
al

So

l
G

Ph ap i
g

ic
ob

lo nd
s

s
Ita
Malaysia lead the way, Europe with Spain,

in

or
a

hi
st
Gl

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

la

pp

C
G I
ki

K
B
ai

J
al
er

Th
G
Italy, and France, Latin America with Brazil, Figure 3: Creating Blogs

lo
G
6 months)

100%
all have markets that have aFig 2
70%+ Wave 1
6 months)

100% 70%
Fig is
penetration. The surprising fact 2 the 90% fig 4 WAVE 1

% Have Done Last 6 Months


Wave
Wave 21
90% 70% WAVE 2
relatively low rankings for the US, UK and 80%
Wave 2 fig 4 60% WAVE 1

% Have Done Last 6 Months


80% WAVE 2
70%
Australia, which lag their counterparts. 60%
50%
(last

70%
60%
50%
What is very clear, is that this drive in
(last

60%
50% 40%
readership is thanks to personal blogs (figure
done

50% 40%
40% 30%
1); only 4 markets Greece, Russia, Japan and
done

40%
30% 30%
Italy have any significant readership that is non 20%
Have

30%
20% 20%
personal. This confirms the social networking
Have

20%
10% 10%
role that blogs have in most markets – as 10%
%%

10%
0% 0%
demonstrated by Cywold, Bokee and Skyblog.
Thailand

Philipines
Spain

China

Korea

Singapore

Malaysia
US US

Australia
15 15

France

Italy Italy

Russia
Germany
Average

UK UK

Thailand

Philipines
Spain

China

South Korea

Singapore

Malaysia
US

Australia
Global 15

France

Italy

Russia
Germany
Market Average

UK
0% 0%
Global

Thailand

Philipines
Spain

China

South Korea

Singapore

Malaysia
US

Australia
Global 15

France

Italy

Russia
Germany
Market Average

UK
Thailand

Philipines
Spain

China

Korea

Singapore

Malaysia
Australia
France

Russia
Germany
Average

South
Global
Market

South
Market

08 Figure 2: Reading Blogs Wave 1 V Wave 2 Figure 4: Creating Blogs Wave 1 V Wave 2
Creating and sharing content

RELATIONSHIP TO BLOGGING % of blog readers who have ATTITUDES TO BLOGGING


fig 7 Blogging is a good way to express yourself
started their own blog
Blogging is an important way to socialise with friends
The extent to which Asia dominates blog creation fig 5 80% The importance of blogging is underlined by

(last 6 months)
I have a favourite blog that I read regularly
is underlined by examining the percentage of blog 70% the high levels of agreement with a series I trust bloggers opinions on products/ services
readers who actively blog (figure 5). Asia has a far more
% of blog readers who have
of blogging statements (figure 7). Almost I think more positively about companies that have a blog / weblog
started their own blog
60%
active blogosphere thanks to the focus on personalfig 5 80%
60% agree that blogging is a positive form of 90

done6 months)
50% 80
blogging. China lead the way, where a massive 72.3% 70% expression, 40% that it is an important social
of blog readers are also writing their own blog thanks 40%
60% tool, while 39% have a favourite blog they read 70

% ALL AGREE
to the complete emphasis on personal content and the 50%
30% regularly. There is also progress for blogging 60

done (last
community aspects this inspires. In Europe and the US 40%
20%
in the areas it has traditionally struggled: 50

% Have
where active levels are lower, blogs have been more akin 30% trust and commerciality. Now 34% agree that 40
10%
to traditional media sources – where the few talk to the 20% they can trust bloggers opinions and 33% 30

% Have
many on cultural, lifestyle and political subjects. 0%
10% believe that companies that run blogs impact 20

na
e

re

ili an

es

ea
ng n M ce
ex A ain

an
ia

a
n

ia

J a
F e
ly
y

la R S

Ph Jap Ta il
K
tr A eec

G Fr e ndi

si
ag

ic
K sta
an
their perception positively. These are big

al

ss
U

z
an

K M po
Ita
U

in

or
n

hi
ap
ili San iw
si ra

ay
ex
bace Sp
0%

tr

Ta zil ra
o r
y m

nd u

pp

C
l

g I
i

K
Interestingly some of the smaller blog markets have

ic ve

es a
r
10

ay B
ai
ak
Pa ia s

ea al
A ece G

in g
an r

u
m Ge

lyh

pp in

na
al re
ve n
a
aPn

Th sia

a
improvements on the Wave 1 of the research.

ItaT

di

l A ai

Si iwa

Ph
M l
al

o
U

or
lo an

hi
st

ra

ra
us

ba Sp
In

ap
re
higher levels of interaction than you may expect. For

C
ki
0

B
ai
us

R
G
er

M
G
example, Germany is one of the most active markets There are however variations by market, despite

lo

e
ce

an

a
a
lia

n
na

an
s
e

ly
y

S
il

nd

K
ec

ne

or
si

ic

re
si
G

di

pa

ai
ag

an
az

U
Ita

U
ra

an

st

w
hi

ay

ex

us
In

Sp

la
ap

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

re

pi

Ja
r

m
Br

i
ki
st

C
ve

Ta
Fr

ai
suggesting that despite niche appeal there is strong a relative consistency in relationship between

al

R
ilip
G

ng
er

Pa
Au

Th
lA

M
G

Ph

Si
ba
community aspect. statements. Generally speaking all countries

lo
G
figfig6 6 Read blogs / weblogs[Have
Done] Done] Write
blog/my own[Have
blog/Done]
weblog [Have Done] are most likely to see blogging as a form of
So who is reading and who is actively blogging? Looking Read blogs / weblogs[Have Write my own weblog Figure 7: Attitudes Towards blogging. Wave 2. Any agree
self expression, although the Asian, Southern
at indexes of the global average (figure 6) it is clear
Unemployed
Unemployed European and Latin American markets lead
that the active blog creators are much more likely to be Housewife
Housewife the way. Particularly impressive is China where
younger 16–24’s in younger life stages. But there is no Self employed
Self employed almost 90% agree. A stunning fact in a culture
clear male / female skew both for creating and reading. Non office based job
Non office based job
Office based job (senior manag
of conformity. Viewing blogging as a means to
Office
Office based
based job (senior
job (mid manager)manag meet friends mirrors expression but at a lower
Office
Officebased job(junior
based job (mid role)
manager) level. The one exception is Japan, where just
Office based jobStudent
(junior role) 30% agree with this, reflecting their lack
45 – 54
Student of willingness to embrace informal
Asia has a far more active
35 – 44
45 – 54
25 – 34 social channels.
35 – 44
blogosphere thanks to the 16 – 24
25 – 34
Female Only 4 markets exhibit consistently lower
focus on personal blogging. Male
16 – 24 negative opinions of blogs. Surprisingly
it’s the UK, USA and Australia. Less
China lead the way, where
40
Female 60 80 100 120 140 160

Male surprising is Germany which again is


Figure 6: Blog Readership and Blog Creation – Demographics, global average. Indexed against all respondents
a massive 72.3% of blog readers 40 60 80 100 120 140 160characteristically unenthusiastic.

are also writing their own blog…

10
Creating and sharing content IMPLICATIONS OF THE GROWTH
IN BLOGGING
Blogging as both a media platform and a tool for creating content
fig 8 21 MARKET UNIVERSE 255m is now firmly established in the vast majority of markets and the
BLOGGING – UNIVERSE SIZES
GLOBAL ESTIMATE 339m
Read
fig 8 21 MARKET UNIVERSE 255m
GLOBAL ESTIMATE 339m
70
Read 63.9 WHY IS BLOG CREATION SO BIG IN ASIA? numbers worldwide 339m readers and 170m creators, are eye
wateringly large. Thus the importance of blogging as a platform for
The universe estimates put blogging into context 60
70
53.3 63.9 One aspect of these results that always catches attention is the advertising, a media channel and for building a relationship between
– not only demonstrating which markets dominate 50
60
53.3 dominance of Asia in terms of creating blogs. There are a number of organisations, brands and consumers, cannot be disputed. Blogging
the Blogosphere but also the huge global scale of the 40
50
clear reasons for this: is no longer an experimental channel; it is an established channel for
numbers. They have been calculated by taking local 30
40 26.7
• Focus on personal blogging drives community and take up. communication and should be core for everyone. This means media
survey universe sizes for frequent Internet users 16–54 20
30 26.7
12.9 12.4 15.7
owners integrating blogs into all their digital content, brand owners
and applying them to the survey results. They represent 10
10.2 9.7 9.8 8.8
20
2.5 0.9 12.4 3.7 5.4 15.7 5.7 4.3 • In China personal blogging is not a choice, it is the only topic that creating blogs as an ongoing channel of communication and agencies
large increases on Wave 1 due to a growth in usage and 2.9 12.9
10.2 9.7 9.8 1.9
2.2 0.8 1.9 8.8
0
10 5.4 5.7 4.3 can be addressed without concern. Politics, cultural and social building up the capabilities to employ them effectively.
Internet penetration. The 21 market universe allows

JAPANJAPAN

TAIWAN
SPAINSPAIN
PAKISTAN
MEXICO
FRANCE

GREECE

RUSSIA
PHILLIPINES

SINGAPORE

THAILAND
MALAYSIA
CHINACHINA

KOREA

USA USA
AUSTRALIA

BRAZIL

INDIA INDIA

ITALY ITALY

UK
GERMANY
2.9 2.5 0.9 3.7 1.9 2.2 1.9
0.8
0 issues are frowned upon. Again this drives community.
for an accurate global estimates of 339m readers and The other key impact is consumer’s relationship with media content.

TAIWAN
PAKISTAN
MEXICO
FRANCE

GREECE

RUSSIA
PHILLIPINES

SINGAPORE

THAILAND
MALAYSIA

KOREA
AUSTRALIA

BRAZIL

UK
GERMANY

SOUTH
172m blog creators, a big increase on last year. 172m • In China a generation of only children use blogging as their main Blogging is becoming increasingly active and involved; consumers are

SOUTH
people creating content is a force to be reckoned with, form of social contact with peers. much more likely to be creating blogs than they were 9 months ago.
even if 1% has broad appeal. Figure 8: Universe Estimates – Reading Blogs
• In China blogging is the first form of self expression that has This is particularly the case in Asia which exhibits stunning levels
ever existed. of interaction. It is this level of involvement that is changing the
At a market level the most obvious fact is that despite
fig 9 relationship to a two way one. Passive content and advertising is less
lower than average adoption rates, the US still 21 MARKET UNIVERSE 129m Write
• The large social platforms in Asia, such as Cyworld, Mixi and
GLOBAL ESTIMATE 172m 45 relevant in this age. Interactivity is key and expected.
absolutely dominates in terms of readers, representing fig 9 21 MARKET UNIVERSE 129m
40 Write
38.53 Bokee are built around the mechanic of blogging.
GLOBAL ESTIMATE 172m 45
25% of our universe. However China is close on its 35
40 38.53
heels with 53m readers, despite just 10% Internet 30
35 26.75
• The Internet is a place to be non conformist and individual,
penetration. Interestingly for Europe – the big 5 markets 25
30 contrary to the very hierarchical and structured culture that exists
26.75
20 offline in many Asian markets.
(France, Germany, Italy, Spain, UK) represent 47m 25
13.82
15
20
readers, meaning Europe as a whole is a blogging force. 10 13.82 • New Internet users are hungrier to get involved. Many of the Asian
15 5.94 4.12 5.33 5.14 6.13
3.74 2.33
5 3.39 3.02 markets are growing at a very fast rate and users are younger and
In terms of creating blogs, China is number one, thanks 10 0.94
5.94
1.27
0.25 5.14
2.53
5.33
1.96 0.64 0.24 6.13
2.17
0.84
0 4.12 3.74 2.33
to the extremely high levels of active usage with 31m 5 3.39 3.02 fresher. This is a pattern that can also be seen in Latin American

JAPANJAPAN

TAIWAN
SPAINSPAIN
PAKISTAN
MEXICO
FRANCE

GREECE

RUSSIA
2.53

PHILLIPINES

SINGAPORE

THAILAND
MALAYSIA
CHINACHINA

KOREA

USA USA
AUSTRALIA

BRAZIL

INDIA INDIA

ITALY ITALY

UK
GERMANY
0.94 1.27 1.96 0.64 2.17
0.25 0.24 0.84
0
blog creators, compared to 27m in the US and 14m markets. The more developed Internet markets of the US, Europe

TAIWAN
PAKISTAN
MEXICO
FRANCE

GREECE

RUSSIA
PHILLIPINES

SINGAPORE

THAILAND
MALAYSIA

KOREA
AUSTRALIA

BRAZIL

UK
GERMANY

SOUTH
in Japan. This is a picture that will change as the and Australia are more entrenched in pre Web 2.0 habits, where

SOUTH
Internet universes of China, India and Brazil continue passive consumption still rules.
Figure 9: Universe Estimates – Writing Blogs
their dramatic increase. English may not dominate the • Blogging in Asia and emerging markets does not carry the
blogosphere for much longer. 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 13
Creating and sharing content

CREATING MULTIMEDIA CONTENT As with creating blogs interest in creating multimedia content is driven As with blogging, the younger emerging markets demonstrate more
by younger segments, typically 16–24. However there is a male / female enthusiasm for developments that were technically difficult and
Creating content is of course much broader than just blogging. bias. Males are more likely to want to create radio shows, music and barely possible a couple of years ago. Sharing photos also has a
Thanks to photo sharing, video sharing, Podcast networks and free videos, while Females are more likely to want take photos. In terms of strong community aspect, something that exists more strongly in
to access music distribution platforms, creating your own content career, students and the self employed are more likely to want to create these markets.
for distribution has never been easier. In order to test this demand, – no doubt reflecting their flexible routines and likelihood to be involved
we looked at levels of interest across four key multimedia types fig 11 There are also cultural factors at play affecting these results. There are
in creative endeavours.
of content; videos, radio, music and photos. The most interesting two markets were photo and video sharing have failed to make any impact
observation is the relatively consistent scores between markets, with despite embracing other social media developments in large numbers. In
Creating my own videos Creating my own music Creating my own radio shows Taking photos fig 13
no clear regional patterns (with the exception of lower scores in Japan and Thailand informal channels of communication or social contact Sharing videos make with friends/family online Sharing vids make online with people dont know

Italy) – just consistent strong demand. are frowned upon. Sharing photos with friends & family online Sharing photos online with people i dont know
45 – 54 80
70
Unsurprisingly taking photos is of universal interest, with no

% Very Interested
35 – 44 fig 12 Upload a video clip to a video 60
exceptions and easily the main point of content creation across sharing site
50
Upload my photos to a photo
all digital channels. Its ubiquity is not in doubt – with 64% 25 – 34 sharing site 40
claiming to be very interested. A demand driven by the never 100 30

% Have done (last 6 months)


16 – 24 20
ending popularity of digital cameras and camera phones. 90
80 10
The interest in other kinds of media is a surprise. There is broad Female
70 0

e
ce

an

a
lia

a
a

n
na

an
s
e

ly
y

S
il

nd

K
ec

ne

or
si

ic

re
si
di

pa

ai
ag

an
az
interest in creating music (25%), video (23%) and radio (16%) at

U
Ita

U
ra

an

st
hi

w
60

ay

ex

us
In

Sp

la
ap

ko
re

pi

Ja
r

m
Br

i
ki
st

C
ve

Ta
Fr

ai
al

R
ilip
G

ng
er

Pa
Au

Th
lA

M
Male

Ph

Si
ba
50
the global level, mirrored in all markets without any real regional

lo
G
40
differences. If a small proportion of this interest is acted on then 60 70 80 90 100 110 120 130
Figure 13: What kind of content are you interested in Sharing? Wave 2
30
there will be a vast array of new content online. Figure 11: What kind of content are you interested in creating? Demographics Global Average,
20
Indexed against all respondents. Wave 2
IMPLICATIONS
10
0
The real impact of the demand in creating content can be

M e
o
us e

R n

es

K n

a
an

n
Fr ia

ili sia

al a
Ta ia

na
Av aly
y

S
G and

ki l
G K

c
A ec

or

si
Pa azi
Si rag

e
ic

a
ai
an

U
al

d
U
The huge interest in creating and sharing content, backs up the

an

in

or
iw

st
p

hi

ay
Ph us
ex

Sp
In
It

ap
re

tr
Ja

r
pp
l

C
e
Creating my own videos Creating my own music on computer

B
ai
seen in the extent to which users have shared photos and

ng
er
Th

M
Creating my own radio show Taking photos

al
blog findings. There is a general shift to becoming content creators

b
90

lo
videos online. Figure 12 demonstrates the huge popularity

G
80 Figure 12: What content have you shared online? Wave 2 and interest in the sort of rich content that has typically been the
in sharing photos, with a global average of 41% uploading
% Very Interested

70 preserve of professional media organisations. As technology improves


photos, double the penetration of uploading videos.
60 and access is more universal this will grow and more individuals will
However considering the relative complexity of uploading Much is made of social media changing our perceptions on our social
50 act on this interest.
40 video compared to photos the numbers are impressive, groups. The ability to connect us with very broad groups of new people
30 demonstrating the huge impact video has already made and share our photos and videos with the world holds the promise of This interest means the ownership of the distribution platform is key
20 over 2006. massively altering social connections. At present figure 13 demonstrates – the Youtube’s, Flickr’s and Groupr’s of this world are well placed
10 that interest in content sharing is still focused primarily around friends to capitalise and it’s these open platforms that new developments
There is a strong regional dimension – the markets
0 and family. There are no great regional differences, apart from low interest should imitate and brands should associate with.
driving usage with the exception of South Korea and
ilip e

e
ce

an

a
Si ssia
lia

n
na

an
s
e

ly
G y

S
il

nd

K
ec

ne

or
si

ic

re
di

pa

ai
ag

an

in Japan and Italy. Broadly speaking users are most likely to want to
az

U
Ita

U
ra

an

st

iw
hi

ay

ex
In

Sp

la
ap

ko
re

pi

Ja
r

m
Br

u
ki
st

C
ve

Spain are emerging Internet markets. 61% of our universe


Ta

It also means that involving consumer created video and audio


Fr

ai
al

R
ng
er

Pa
Au

Th
lA

M
G

Ph

share photos with friends and family, then videos with friends and family,
ba
lo

in Malaysia claim to have uploaded photos, over 5 times content into branded activities, media and part of digital
G

then videos with the wider world and lastly photos with the wider world.
Figure 10: What kind of content are you interested in creating? Wave 2 the number in Japan. These disparities reveal a number communications is not just possible everywhere but should be
However it would be sensible to assume that these are results that are
of things. integrated regardless of market. Consumers will embrace the
likely to change over time as photo and video sharing change notions
possibility to create and share.
14 of privacy.
consuming
Social MEDIA
VIDEO CLIPS STREAMING
– What types of VERSUS
contentON do DEMAND
Since the first wave, watching video users
Live want
streaming of radio and audio online has thanks to Internet
online has become a true mass radio long been established online. What social media developments
phenomenon. Hundreds of video have done is make these kinds of services interesting by offering
personalisation, as found on Fine Tune, Pandora and Yahoo Launchcast.
sites have emerged and video content – How can advertisers
Figure 17 shows us that streaming is very well established as a source
integrated into sites, blogs and personal
profiles is standard. Hundreds of millions
get involved
of content. The global average is 51% and there is no Asian skew as
fig 14 100 with many other technologies. Only two markets have low levels of

% Have Done (last 6 months)


Watch video clips online [Have Done]
90 of videos are now streamed every day. penetration, surprisingly this is the case in Japan – less surprising it
80 fig 17 100

6 months)
is also the case in Pakistan where broadband can be patchy. The other
70 This impact is absolutely clear from figure 14. The – Impact of Web 2.0 brands fig 17
interesting point is that markets which have relatively low levels of
90
100
Listen to live radio/audio online [Have Done]

6 months)
60 global average for watching video clips is 63%, doubling 80 Listen to live radio/audio online [Have Done]
reach for video clips including Thailand and Greece, top the charts for 90
50 in the space of 9 months (figure 15). Once again the 70
80
40 streaming. We also see the media rich markets of the UK and France 60

(last(last
markets driving usage are either Asian or emerging.
30
Malaysia leads the way with 80% reach, followed by China,
– Howwell
perform dothanks
these to a emerging
culture of offline broadcasters such as the
70
50
60

DoneDone
20 BCC, Channel 4 and CANAL streaming online 40
10 Brazil and South Korea. The only exception to this rule in channels rank versus 50
30
40
0 the top half is Spain with 69% reach.

% Have
When we compare these figures to downloadable content (figure 18), 20
traditional
and Videomedia
Podcastsonthat value
30

South Korea
Pakistan

Taiwan

Philippines

Spain

Japan
Thailand

Brazil
US

India

Italy

Singapore
Germany

UK

Mexico
Australia

China
Greece
France

Russia

Malaysia
Global Average
Podcasts the difference is clear; streaming 10

% Have
Looking at wave on wave growth (figure 15) brings home the 20
0
stilland
beatstrust
subscribed media. The average figures are 22% for audio 10

Australia

Korea Korea
Japan Japan

Pakistan

TaiwanTaiwan

Spain Spain

Philippines
Brazil Brazil

Thailand
India India
Italy

Singapore
Germany

MexicoMexico

UK

China China

GreeceGreece
RussiaRussia

FranceFrance

Malaysia
impact that video has had. Every market has seen substantial

Average
US
growth with South Korea leading the way with a massive 46% and 20% for video. The markets in the top half are all Asian, with the 0

Australia
Pakistan

South South

Philippines

Thailand
Italy

Singapore
Germany

UK

Malaysia
Average
US
exception of Brazil, Mexico and interestingly the UK, where the BBC has

GlobalGlobal
increase. This growth is unheard of for any technology platform.
–  Recall
driven usage.and perception
The developed internet markets of Europe, US and Asia
Figure 17: Listening to live audio / radio. Wave 2
Pacific lag, probably due to the richness of live content available. The
hugeofreach
advertising initiatives
in China, shows the demand for fresh un-sanitisedfigmedia.
18 100 Download a Podcast (pre-recorded radio/audio show)

6 months)
Downloaded a Video Podcast (pre-recorded TV/ Video Show)
90
100 fig 15 90% Video Podcasts have the same reach as audio. This reflects the fig 18 Download a Podcast (pre-recorded radio/audio show)
% Have Done (last 6 months)

100
% Watched Video Clips (last 6

6 months)
Watch video clips online [Have Done] WAVE 1 80 Downloaded a Video Podcast (pre-recorded TV/ Video Show)
90 80%
emergence of video as a form of content online, the rise of the portable 90
WAVE 2 70
80 80
70%
video player and the continual rights issue that dogs the distribution 60

(last(last
70 60% 70
of music. Podcasts in the main remain spoken voice, limiting 50
months)

60 60

DoneDone
50%
their demand. 40
50 50
40% 30
40 40

% Have
30% 20
30 30
20% 10
20

% Have
20
10%
0
10

Spain Spain
10

UK
Australia
Japan Japan

TaiwanTaiwan

Pakistan

Philippines
Thailand

Brazil Brazil
Italy

Korea Korea

India India

Singapore
Germany

MexicoMexico

China China
GreeceGreece
RussiaRussia

FranceFrance

Malaysia
Average
US
0 0% 0

Thailand

Philipines
Spain

China

South Korea

Singapore

Malaysia
US

Australia
Global 15

France

Italy

Russia
Germany
arket Average

UK

UK
Australia
South Korea

Pakistan

Philippines
Thailand
Pakistan

Taiwan

Philippines

Spain

Japan
Thailand

Brazil

Italy

Singapore
US

Germany

Malaysia
India

Italy

Singapore
Germany

UK

Mexico
Australia

China
Greece
France

Russia

Malaysia

Average
Global Average

US

GlobalGlobal
Figure 14: Watching Video Clips Online. Wave 2 Figure 15: Watching Video Clips Online. Wave 1 versus Wave 2 Figure 18: Downloading Podcasts and Videocasts Wave 2

16 17

90%
6
Consuming Social Media
fig 17 100

% Have Done (last 6 months)


UNIVERSE SIZES 90
Listen to live radio/audio online [Have Done]

IMPLICATIONS
80
The success of video clips can be seen in the volume of the market. 70 The astonishing growth of multimedia content online has fundamentally
This research estimates a global universe size of 330m. The USA 60 shifted the Internet in the small space of 9 months. Think how
leads the way with an audience of 65m, with China on 49.7m – by Think how ubiquitous the video clip
50
ubiquitous the video clip now is; on video sharing sites, by viral or
far the two biggest volume markets. Japan and Korea represent 38m 40
combined, while the big 5 in Europe also represent 38m. These now is; on video sharing sites,
30 embedded into other web content. The video clip is everywhere.

numbers far outpace podcasts, which have failed to make the same by viral or embedded into other web
20
10
Video should now be core in all online communications. Whether that
impact, but still have a sizable audience. There is a global universe be creating and sharing advertiser funded, branded or media sponsored
content, the video clip is everywhere.
0
content or running video ads.

Australia

South Korea
of 124m, much of which is made up by demand in China, where

Japan

Pakistan

Taiwan

Spain

Philippines
Brazil

Thailand
India
Italy

Singapore
Germany

Mexico

UK

China

Greece
Russia

France

Malaysia
Global Average
US
33m have downloaded, but significant volume can also be found
This growth has been achieved thanks to open platforms. This is a
in the US, South Korea, India and Brazil.
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
100 fig 18 100 Download a Podcast (pre-recorded radio/audio show)
% Have Done (last 6 months)

% Have Done (last 6 months)


90
Listen to live radio/audio online [Have Done]
90
Downloaded a Video Podcast (pre-recorded TV/ Video Show) their content from Youtube is a worrying precedent and one that
80 80 does not have the consumer in mind.
70 70
Advertisers and brands should be working within these platforms,
60 60
50 50 not fighting it. Interruptive advertising will not succeed in these
40 40 environments, but branded and sponsored content will. Producing
30 30 content to be freely distributed should be essential practice. If
20 20 consumers are doing it there is no excuse for well resourced brands
10 10
not to. Consumers should also be encouraged to create content
0 0
involving brands which they can distribute as they wish. To achieve

Spain

UK
Australia
Japan

Taiwan

Pakistan

Philippines
Thailand

Brazil
Italy

Korea

India

Singapore
Germany

Mexico

China
Greece
Russia

France

Malaysia
Global Average
Australia

South Korea
Japan

Pakistan

Taiwan

Spain

Philippines
Brazil

Thailand

US
India
Italy

Singapore
Germany

Mexico

UK

China

Greece
Russia

France

Malaysia
Global Average
US

this, control must be transferred to the consumer, a difficult


but inevitable process. Agencies must also develop the skills to
organically promote content online.
Figure 19: Watching Video Clips – Universe Estimates. Wave 2 Figure 20: Download a Podcast. Wave 2
There are also two resulting changes in media consumption
Download a Podcast (pre-recorded radio/audio show)
100
% Have Done (last 6 months)

Downloaded a Video Podcast (pre-recorded TV/ Video Show) behaviour that should be acted on. Firstly short is good – its
90
80
all about grazing bite sized media. Secondly media
70 consumption is moving global – production should
60 be international in mind, content rights should Producing content to
50 be global and brands with international
40 ambitions must have a consistent
be freely distributed should
30
20
global image. be essential practice.
10
0
Spain

UK
Australia
Japan

Taiwan

Pakistan

Philippines
Thailand

Brazil
Italy

Korea

India

Singapore
Germany

Mexico

China
Greece
Russia

France

Malaysia
Global Average
US

19
SOCIAL INTERACTION ONLINE fig 22 60%

% Managing a Social Network Profile


WAVE 1
WAVE 2
50%

40%

6 months)
SOCIAL NETWORKING fig 21 Manage a profile on a social network
fig 22 30%60%

Profile
WAVE 1
WAVE 2
One of social media’s main consumer 100

(last
20%50%

% Have Done (last 6 months)

% Managing a Social Network


90
benefits has been the easing of social 10%40%

(last 6 months)
80
interaction, thanks to social networking

MYSPACE
70 0%30%
sites such as MySpace, Bebo, Friendster and 60

Ch i n a

So u t h K o r e a

Si n g ap o r e

Mal ay s i a
US

A u s t r al i a
Gl o b al 15

Fr an c e

Ru s s i a
Mar k et Av er ag e

Th ai l an d

Ph i l i p i n e s
Sp ai n
It al y
Ger m an y

UK
50
Facebook and the continual inclusion of social 20%

40
features such as social recommendation in 30
10%

shopping sites and the ongoing development of 20 0%

peer to peer communications services such as

Ch i n a

So u t h K o r e a

Si n g ap o r e

Mal ay s i a
US

A u s t r al i a
Gl o b al 15

Fr an c e

Ru s s i a
Mar k et Av er ag e

Th ai l an d

Ph i l i p i n e s
Sp ai n
It al y
Ger m an y
10

UK
0
instant messenger and VOIP.

Japan

Spain
Taiwan
Thailand

Pakistan

Brazil
Philippines
Italy

Global Average
US
Australia

Russia

China
France

Germany

India

Malaysia
Greece

Singapore

Mexico
UK

South
Along with blogging, social networking has been the poster
Figure 22: Managing a Social Network. Wave 1 versus Wave 2
child of social media. Hugely hyped, MySpace, Friendster
and Bebo to name but a few have driven the role of social

ORKUT
Figure 21: Manage a Profile on Social Network. Wave 2
networks into the mainstream. Hundreds of millions of sign fig 23 Social Networking
ups, MySpace stalkers and $1bn take over bids have all The wave on wave figures show why social networking is not miles 45
41.27
captured the popular imagination. ahead of blogging (figure 22). A situation of stagnation in all but a 40
35
In some respects the hype is justified (figure 21). Usage is handful of markets and the global average has moved 7 percentage 30.97 21 MARKET UNIVERSE 146m
30 GLOBAL ESTIMATE 194m
substantial, but overall it only marginally leads blogging (36% points, compared to 13 points for blogging. This suggests much of the
fig 23 Social Networking
25
versus 31%). Considering the ease of use this is a surprise. But growth in subscriptions hyped by the various social networks is both 45
20 41.27
in the main it can be explained by the massive popularity of duplication and organic, thanks to the Internet universe expanding 40
15 12.61
blogging over social networking in Asia. in emerging markets. 35 9.94
8.12 21 MARKET UNIVERSE 146m

FACEBOOK
10 30.97 9.02
30 GLOBAL ESTIMATE 194m
4.76 4.48
The universe estimates (figure 23) make for impressive reading – a 5 3.24 2.44 1.97 2.08 1.5
3.81 3.16 2.18
Interestingly the new markets in Wave 2 lead the way. Brazil has 1.45
25 1.35 0.46 0.4 0.75
potential global audience of 194m is large and it exceeds blogging by 0
a huge reach of 75%, thanks to a national obsession with Google 20

JAPAN

TAIWAN
SPAIN
PAKISTAN
MEXICO
FRANCE

GREECE

RUSSIA
PHILLIPINES

SINGAPORE

THAILAND
MALAYSIA
CHINA

SOUTH KOREA

USA
AUSTRALIA

BRAZIL

INDIA

ITALY

UK
GERMANY
owned social network Orkut. They are followed closely by Mexico, 20m. The US is the world’s largest social networking market. Although 15 12.61

showing a Latin American trend for social networks and then 41m is way below the number of sign ups claimed by MySpace alone, it is 10 8.12
9.94 9.02
4.76
China, who again exhibit a never ending demand for an indication that real numbers are much lower than the hyped numbers. 5 3.24 2.44 1.97 2.08 1.5
3.81 3.16 2.18
4.48
1.45 1.35 0.46 0.4 0.75
all developments. A huge number of quoted sign ups are likely to be duplications, lapsed Figure 23:
0 Managing a Social Network. Universe Estimates. Wave 2

JAPAN

TAIWAN
SPAIN
PAKISTAN
MEXICO
FRANCE

GREECE

RUSSIA
PHILLIPINES

SINGAPORE

THAILAND
MALAYSIA
CHINA

SOUTH KOREA

USA
AUSTRALIA

BRAZIL

INDIA

ITALY

UK
GERMANY
accounts and commercial accounts (bands and business’s promoting their
LINKED IN 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
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
the reach figures are surprisingly low. For instance the US score

HI 5
over the coming years. The other big story is the size of Brazilian and
of 33% seems contrary to the MySpace and Facebook hype and Mexican markets – all big 5 European countries combined only make up
the European markets lag. UK, Germany, Italy and France are all in 14.5m not much bigger than Brazil, and surely to be succeeded
the bottom 5. France can be explained. The main social platform is as Brazils internet population rapidly expands.

BEBO
Skyblog, which revolves around personal blogging. But the lack of
impact in the other three markets is surprising.

20
Fr

Pak

Tha
J

Aus

Mal
M
R

Philip
Ger

Global Av
T

Sing
Social Interaction Online fig 26 100

Done (last 6 months)


Use Instant Messenger [Have Done]
90
80
70
60
ATTITUDES TO SOCIAL INTERACTION fig 26
50
100
Implications

6 months)
fig 25 Create a profile on a social network 40 Use Instant Messenger [Have Done]
90
Attitudes to social networks a means to expand your social group and 30
80
Unemployed Social interaction is not just increasingly a fundamental aspect

% Have
meet new people are mixed, ranging between 20% in Japan and 80% 20
Housewife 70
10 of the web, it is ingrained. Social networks, instant messenger
in the Philippines. Every single developed market bar South Korea Self employed
60

% Have Done (last


Non office based job 0
50 and the growing creep of social features into all web applications
falls beneath the global average. The markets driving the use of social

Japan

Pakistan

Spain
Thailand

Taiwan

Brazil
Philippines

Russia

Malaysia
Australia

China
South Korea
US

India
Italy
Greece

Singapore
Global Average

Mexico
France
Germany

UK
Office based job (senior manag
Office based job (mid manager) 40 are all indicators of this. The research shows that its popularity is
networks as a tool to expand social groups come from the emerging Office based job (junior role)
30 widespread in the vast majority of markets and users are increasingly
Internet world. This is an interesting phenomenon based in culture more Student
55+ 20 comfortable social interacting online.
than anything else. There is simply more enthusiasm in younger Internet 45 – 54 10
markets unfetted by the growing cynicism and mistrust that surrounds 35 – 44
25 – 34
0 This creep of interaction is influencing some big social and cultural

Japan

Pakistan

Spain
Thailand

Taiwan

Brazil
Philippines

Russia

Malaysia
Australia

China
South Korea
US

India
Italy
Greece

Singapore
Global Average

Mexico
France
Germany

UK
social networks in places such as the US and the UK. Japans low figure 16 – 24 trends. Concepts of privacy and acceptable interaction are changing
Under 16
is directly cultural – the informality of social networks does not fit. Female
and users are now more comfortable interacting with people they
Male
don’t know; levels that would have been deemed unthinkable a
Who is social networking? Well it’s no surprise that its dominated by 50 60 70 80 90 100 110 120 130 140
few years ago. Also the constant level of exposure that now exists
16–24’s and students (figure 25). This fits all preconceptions. There Figure 26: Use Instant Messenger. Wave 2
Figure 25: Managed a profile on Social Network demographics, Global average. for users active in this space means that they all have to exercise
is however no male / female bias of any note. The younger skew is not Indexed against all respondents. Wave 2 personal brand management. This means managing their personal
quite as pronounced as it is for blogging, but it is similar. There is
100 space, profile information and content to create positive images
clearly going to be much cross over between those that blog and those fig 27

Done (last 6 months)


social network, particularly as many social network platforms have MESSENGER AND VOIP 90 Make a phone call using your computer [Have Done] of their self. The third key trend is the increasingly global nature
80 of people’s interactions. Friends on a social network and instant
integrated blogging features. Whether these two platforms mature Although messenger pre-dates the rise of social media, it has evolved 70
messenger are likely to be from across the world.
as users get older, will remain to be seen. as a peer to peer communications platform and its importance has 60
increased. It has been integrated into social networks, evolved to 50
100 These trends mean the integration of social features or a social
fig 27

6 months)
40 mechanic is increasingly fundamental. Applications, devices and
incorporate video and voice and become more interoperable between 90 Make a phone call using your computer [Have Done]
4 30
I use social networks to meet new people providers. This growing importance can be seen in figure 26. 66% of 80 communications that connect people and leverage the concept of
20

% Have
90 70 the social network will be very popular, particularly with younger
% Completely Agree / Somewhat Agree

our sample use instant messenger and this rises to over 90% in Mexico. 10
80 60

% Have Done (last


Instant messenger is clearly a very important communications platform, 0 segments and in emerging markets. There is an opportunity for
70 50

Thailand

Russia

China
Pakistan

Taiwan

Spain

India
Japan

Malaysia
Germany

South Korea

Philippines

Brazil
US

Singapore

Italy

Mexico
Australia

Global Average

France

Greece
UK
only surpassed by email. Yet some markets stubbornly refuse to embrace 40
brands and existing media organisations to get involved in this
60
it. In Japan instant messenger is viewed as too interpretive while 30 via niche social networks, by providing the tools for personal
50
40 Germany as also seen in Wave 1 it is generally seen as too informal. 20 brand management, features that link users and their content or
30
10
Figure 27: Made a phone call using PC. Wave 2 by providing plug ins and applications that can be used in users
Figure 27 should make very worrying reading for telecoms companies 0 personal profiles.
20

Thailand

Russia

China
Pakistan

Taiwan

Spain

India
Japan

Malaysia
Germany

South Korea

Philippines

Brazil
US

Singapore

Italy

Mexico
Australia

Global Average

France

Greece
UK
– 38% of our sample has claimed to use VOIP. On the back of instant
10
messenger, VOIP has started to make a major impact. Interestingly It is also increasingly important for brands to be active in the social
0
the markets embracing it are the ones with the most underdeveloped spaces that users congregate in. Having branded spaces on social
US

Spain
Taiwan

Pakistan

Thailand

Brazil
Japan

China

Philippines
Germany

India
Mexico
UK

Australia

Greece

Italy

Singapore

Global Average

Russia

korea
France

Malaysia

landline telecoms. It’s a classic case of users jumping a generation networks, building campaigns across them and distributing content
of technology. Why pay for a landline when you can go straight to that users can pass on via their networks should be an increasing
VOIP? The markets where landline providers are most established and important channel of communication. But when using these channels
Figure 24: “I use social networks to meet new people” All agree. Wave 2 it is fundamental that brands and media organisations think global.
sophisticated the usage of VOIP is limited.
Multiple local and conflicting brand identities and communications
will not work.

22
5 Create a profile on a social network
OVERALL
GLOBAL fig 30 China
Brazil

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

COMPARISON fig 28 Use Instant Messenger MARKETS COMPARED Germany

fig 28 Read
Use Instant blogs / weblogs
Messenger 0 10 20 30 40 50 60 70
Having data from 21 countries has provided a robust base
Watch
Read blogsvideo clips online
/ weblogs You may have gathered now, where the growth
Listen
Watch to live clips
video radio/audio
online online
Figure 30: Web 2.0 Index. Average penetration of technology by market. Wave 2
is coming from. Asia and emerging markets
for accessing the overall impact of all social media. Figure Looked
Read personal
at peoples
Read
Listen(e.g
personalphotos
friend/family)
to live radio/audio
online of people
(e.g friend/family)
blogs/weblogs
online
personally know
blogs/weblogs
are driving adoption of the changing Internet,
28 shows the average levels of usage for each technology Looked
Looked at peoples at peoples
photos onlinephotos online
of people
Leave
Looked at peoples photos online
of people
personally
of apeople
comment
don't know
know
don'tonknow
a blog site
demonstrating huge appetite for new media
across all markets. It is quite clear what has made an Upload
Leavemy
Make
Upload my
photos toon
a comment
a phone
photos to acall
a photo
a blog sharing
using
photo
site
your site
sharing
site
computer sources, social connections and means to create
impact and what has yet to. Instant messenger, blogging, Make a phoneLeave
Create
Leave
a comment
call using
a profile
a comment onon
on a news site
your computer
a social
a news sitenetwork and express yourself. Figure 30 shows the
video clips have all crossed 60% penetration, but RSS Submit
Start
Create a profile on my own
a social
Start mya own
newsblog/
blog/ weblog
network
storyweblog
to a website
average adoption level of all the technologies
feeds and podcasts continue to lag. Download
Upload a video
Submit
Uploada aPodcast (pre
video clip
clip
a news to a to
story
torecorded
video sharing site
a website
radio/audio
a video sharing site show)
and platforms. China, Brazil and Mexico top the
Downloaded
Download a Video(pre
a Podcast Podcast (prerecorded
recorded TV/show)
radio/audio Video Show) index. South Korea is the leading established
There is also an interesting observation about passive sources versus Subscribe
Downloaded a Video Podcast (prerecorded TV/ VideotoShow)
an RSS feed
Subscribe to an RSS feed market. Spain and Russia are the top European
active. The most passive; Reading blogs, watching video clips, listening 0 10 20 30 40 50 60 70
0 10 20 30 40 50 60 70 markets, while the developed markets of UK,
to live audio are all around the 60% mark, while leaving comments Figure 28: Penetration of technology, global average. Wave 2 US and Germany lag. But there are exceptions
on blogs, news sites are around the 40% mark, while active creation;
to the emerging markets and Asia rule; Thailand
starting a blog, creating a social network profile and uploading video
fig 29 Have NOT done but plan to in to in future
fig 29 Have NOT done but plan to in to in future and Pakistan are behind, while Japan long seen
clips range from 20% – 30%. Make a phone call using your computer as technical innovators are not leading the
Make a phone call Downloaded
using your computer
a Video Podcast
We also asked respondents to assess their likely future usage. The Downloaded a Video Podcast
Download a Podcast world in web usage. There are cultural factors
clear areas of growth are VOIP, Podcasts and active content creation. Download
Upload a video clip a Podcast
to a video sharing site
in play that can still override the progress
Upload a video clip to a Start
videomy
sharing site weblog
own blog/
But saturation is starting to kick in; namely blogging, photo sharing Start my Subscribe
own blog/ to
weblog
an RSS feed of technical innovation.
and watching video clips. Of course this is not to say that these Leave
Subscribe
a comment
Create
to an RSS
Leave a comment

a profileon
onfeed

onaablog
a blog site
site
social network
technologies and platforms will stop growing in real terms – internet Create a profile
Listenontoalive
social network online
radio/audio

penetrations are rapidly expanding in emerging markets and usage is


Listen
Upload mytophotos
live radio/audio
to a photoonline
sharing site
Upload my photos
Read personal (e.gtofriend/family)
a photo sharing site
blogs/weblogs

becoming higher frequency. Read personal (e.g friend/family)Watch


blogs/weblogs
video clips online
Watch video
Useclips online
Instant Messenger

Looked at peoples photos online Use Instant


of people Messenger
personally know
Looked at peoples
Lookedphotos onlinephotos
at peoples of people personally
online know
of people don't know
Looked at peoples photos online of peopleRead
don'tblogs
know/ weblogs

Read blogs / weblogs


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

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


25
IMPLICATIONS: FUTURE INITIATIVES
THE RULES OF THE SOCIAL INTERNET 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 NEXT WAVE
created. Three key themes must be embraced to succeed online: The next wave of research will cover the following additional areas:
• CREATIVITY Frequency of Usage (social applications and services)
– Create branded content to be distributed across the global Frequency of Usage (social web global brands)
social media platforms. Consumers are doing it; well resourced
brands have no excuse.
–T
 hink beyond static one way creative and create dialogue CONTACT
with consumers.
For further information and any questions please contact:
–D
 eveloping applications, services and platforms that create a
Tom.Smith@universalmccann.com
genuine consumer benefit and drives engagement.
• 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 27
v
wa e.2