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1、Mar 08 POWERTOTHEPEOPLESOCIALMEDIATRACKER v 3 Powertothepeople SocialMediaTrackerWave3 3WelcometoWave3 040610121834485676 IntroductionMethodologyWhatisSocialMedia GlobalSnapshotBloggingSocialNetworkingSharingContentConsumingContentFinalWord hype Introduction WelcometoUniversalMcCannsglobalresearchin
2、totheimpactofsocialmedia ThisprojectisanongoingcommitmentbyUniversalMcCanntomeasureconsumerusage attitudesandinterestsinadoptingsocialmediaplatformsandisthelargestexplorationofitskind ItaimstoprovidethefactsbehindtheThefirststudywaspublishedinSeptember2006 Wave1 andthesecondstudyinJune2007 Wave2 Thi
3、sreport Wave3 bringstogetherthelatestresultsfromWave3aswellastrackingtheevolvingtrendssinceWave1 Wave3surveyed17 000internetusersin29countriesandwascompletedinMarch2008 SinceWave1inSeptember2006theresearchhascreatedgenuineinsightsonthepatternsofusage suchasChinahavingmorebloggersthantheUS emergingma
4、rketsleadingtakeupandJapanshunningphotosharing Thislatestreportdemonstratesthecontinuedgrowthofsocialmedia theimpactsofthisarehuge Thevastmajorityofusersareproducingcontentandthereisanongoingshifttowardsparticipation Mediaconsumptionisinternationalisingalonglanguagelinesthankstoglobalsocialplatforms
5、 Consumersaremovingtoon demandmediasuchasvideoclipsandpodcasts Theroleforadvertisersandbrandshasneverhadsomuchpotential brandedapplications contentandservicesallofferhugepotentialinsocialmedia Emerginginternetmarketsareleadingthewayinusage closingthegapwithdevelopedcountries TomSmithTom smith Wave3
6、Wave115Countries7500InternetUsersSeptember2006Powertothepeople SocialMediaTrackerWave3 Wave221Countries10 000InternetUsersJune2007 29Countries17 000InternetUsersMarch2008 5 Wave3Highlights SOCIALMEDIAISAGLOBALPHENOMENONHAPPENINGINALLMARKETSREGARDLESSOFWIDERECONOMIC socialandculturaldevelopment Ifyou
7、areonlineyouareusingsocialmedia ASIANMARKETSARELEADINGINTERMSOFPARTICIPATION CREATINGMORECONTENTTHANANY otherregion ALLSOCIALMEDIAPLATFORMSHAVEGROWNSIGNIfiCANTLYOVERTHETHREEWAVES VideoClipsarethequickestgrowingplatform upfrom31 penetration inWave1to83 inWave3 57 HAVEJOINEDASOCIALNETWORK MAKINGITTHEN
8、UMBERONEPLATFORMFORCREATING andsharingcontent 55 ofusershaveuploadedphotos 22 ofusershaveuploadedvideos THEWIDGETECONOMYISREAL 23 ofsocialnetworkusershaveinstalledanapplication 18 ofbloggershaveinstalledapplicationsintheirblogtemplates BLOGSAREAMAINSTREAMMEDIAWORLD WIDEANDASACOLLECTIVERIVALANYTRADIT
9、IONALMEDIA 73 havereadablog THEBLOGSPHEREISBECOMINGINCREASINGLYPARTICIPATORY NOW184MBLOGGERSWORLD WIDE Thenumberonethingtoblogaboutispersonallifeandfamily CHINAHASTHELARGESTBLOGGINGCOMMUNITYINTHEWORLDWITH42MBLOGGERS MORETHANTHEUS andWesternEuropecombined SOCIALMEDIAIMPACTSYOURBRANDSREPUTATION 34 pos
10、topinionsaboutproductsandbrandsontheirblog 36 thinkmorepositivelyaboutcompaniesthathaveblogs rk 3 95 93 70 6 oto ph com lte a Methodology HowwediditTheresearchhasretainedaconsistentmethodologyTHROUGHOUTWAVE1 2AND3 ALLSURVEYSHAVEBEENSCRIPTEDandhostedonUniversalMcCann sin houseonlineresearchSYSTEM INT
11、UITION ALLSURVEYSARESELFCOMPLETIONANDTHEDATAcollectedisentirelyquantitative Everymarketisrepresentativeofthe16 54ActiveInternetUniverse InthisWave17 000internetusersin29countrieswereinterviewed Tobeincludedyouneedtobeusingtheinterneteverydayoreveryotherday www fickr s a m THEACTIVEINTERNETUNIVERSE P
12、owertothepeople SocialMediaTrackerWave3 Iusetheinterneteveryday everyotherday ONLINE ALLADULTS di a Pa5 ki3 Chsta inn7 Pha1 3 ili2 Ruppi3 sne Msias1 ex15 9 Brico 84 az21 Tuil2 3 rk2 Poey24 la2 Rond 5 m29 Hani 6 una Grgar31 eey34 Czce5 e32 Frch5 5 anRe Spcepub ai54lic Aun5 7 49 st6 9 Itaria5 56 ly 57
13、 7 Ge rm 0 Caan nay Uda64 K66 Ta66 5 9 iw4 Jaan p67 Dean6 4 n8 Swma 7 itrk Hzerl68 onan 8 SogKd6 uton9 UhKg62 SAor9 e Au71a79 st 40 Nrali 2 eta he7 rla2 9 nd s 87 8 In 7WHYTHEACTIVEINTERNETUNIVERSE ASTHEYARETHEKEYLEADERSOFSOCIALMEDIAANDDRIVERSOFadoption theyarethemostimportantconsumertounderstand Th
14、eyarethemostimportantconsumertounderstandtheadoptionofsocialmediawhoarekeytogrowingtheinternet Theymakeupthevastmajorityofsocialmediaadopters Ifyou renotusingtheinternetregularly you renotblogging Overtime allusersincreasetheregularityofusage Eventuallyeverybodywillbeanactiveuser astheyhavebeenwitht
15、elevision InthepastWavestherehasbeenoccasionalmis understandingaboutwhattheresultsrepresent duetothefactthatsmallerlesseconomicallydevelopedcountriesleadtheway Thereasonliesinthefocusofthestudy whichistounderstandusageofsocialmediaamonginternetusers EmergingInternetmarketstendtohaveademographicalpro
16、filethatfitstheearlyadopterasopposedtothematureinternetmarketssuchasJapanandtheUS Thiscanbeafactorinlowerlevelsofadoptioninpenetrationterms Itmustalsobeconsideredthatemergingmarketshavelowerlevelsofinternetpenetration sotheimpactofsocialmediaamongthe countryasawholewillbemoremeasured InternetPenetrationbymarketInternetPenetration alladults FiguressourcedfromI1000 4 Methodology Universesizes puttingitintocontextESTIMATEDWORLDWIDE16 54ACTIVEINTERNETUNIVERSE 475MUSERS11 1USA100m 2 59 678 131710 121
