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Executive summary What is Wave? The continuing story of Wave Social movements Will data privacy slow social? The Business Of Social Connecting with social experiences The impact: Summary What does this mean for your business? About this report 5 7 9 15 27 43 55 67 71 72
Executive Summary
The story so far in social networking has been the incredible growth in the numbers of people using them. But Wave 6 shows that in the future the biggest impact will come from the increasing amount of time people are spending on them. Social networks are now legitimate rivals to all forms of media and will continue to have a huge effect on online consumption in particular. Consumers are continuing to move away from increasingly siloed brand websites, viewing it as a one dimensional experience compared to that offered by social media. Brands will need to reach out to consumers in the social spaces if they are to connect online. Attachment to social networks is stronger than ever, with over 40% of people saying they are worried about missing out if they dont visit their social network. As a result users are fully prepared to share their data in return for the benefits they bring. Social experiences deliver very clear value to brands. Understanding the social experiences the consumer wants AND which of these experiences deliver the brands marketing objectives is the key to unlocking this value. This is an important part of making social media a legitimate platform for brand development. Despite the reluctance of many companies to discuss problems, particularly in social media, our research has shown that actually responding to a customers issues is one of the most powerful social experiences a brand can deliver. In the future social CRM should be a fundamental part of any brands communication strategy. The consumer has many devices through which they can interact with a brand digitally but not all of these devices are a suitable environment for every experience. Tablets and smartphones, for example, have very different strengths. Marrying the right experience to the right device is key to creating a compelling social strategy. This report is a brief snapshot of the insight available. You will find contact details if you require further information at the end of this report.
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What is Wave?
Wave is a social media study. Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across Waves. All research is conducted by the EMEA Research team in collaboration with the UM network of agencies. The survey is carried out using UMs in-house research system, Intuition. We have surveyed 41,738 16-54 Active Internet Users in 62 countries. All surveys are self-completed and the data collected is purely quantitative.
BUSINESS
THE BUSINESS OF SOCIAL
Social media tracker 2012
SOCIAL
MOTIVATIONAL
October 2010: The Social Network film released July 2010: 100M check-ins April 2010: iPad released
VISUAL
TEXTUAL
September 2006: Facebook is opened to everyone February 2006: Founded August 2005: Google acquire Android March 2005: Yahoo acquire Flickr December 2004: Launch January 2004: Launch
41,738 62
ResPonDenTs
The business of social | Social media tracker 2012
counTRies
WAVE 5
Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Estonia France Germany Hong Kong Hungary India Italy Ireland (ROI) Japan KSA Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Qatar Romania Russia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Taiwan Thailand Tunisia Turkey UAE UK Ukraine US
WAVE 6
Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Croatia Czech Republic Denmark Ecuador Egypt Estonia France Finland Germany Greece Hong Kong Hungary India Italy Ireland (ROI) Japan KSA Kuwait Latvia Lebanon Lithuania Macedonia Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Puerto Rico Qatar Romania Russia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey UAE UK Ukraine US Vietnam
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13
social MoVeMenTs
GLOBAL
45.1% 51.4% 61.4% 65.2%
Wave 3
Wave 4
Wave 5
Wave 6
68.4%
68.9%
74.5%
74.3%
72.5%
67.1%
53.9%
61.2%
79.8%
77.1%
Wave
3 4 5 6
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FIGURE 2: Thinking about the internet, which of the following have you ever done?
49%
49%
Create a profile
Manage a profile
Wave 2
Wave 3
Wave 4
Wave 5
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But people are spending more time than ever on social networks
FIGURE 3: Approximately how much time did you spend consuming the following media in the last 7 days? Hours per week
Everyone 16 - 24 year olds
Television Radio Magazines Newspapers Internet Email Social networks Microblogging sites Mobile phone Blogs Video sites
5 6 6 7 6 7 7 7 4 5 6 6 6 7
10
13 13
7 8 10
80
Social network
Instant messenger Forum/Message board My personal blog Phone Email Face to face
SMS
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2010 may prove to be the peak for many other social platforms
2010 may have been the high point for many social platforms. Growth in some activities, like blog reading and creation, has stagnated (see Figure 5). In others, like starting a topic on a forum or visiting a photo website, we are seeing a marked decrease.
FIGURE 5: Thinking about the internet, which of the following have you ever done?
90% Read blog/weblogs 80% Start my own blog/weblogs Visit a photo sharing website Use instant messenger Visit a message board/forum Started a topic on a message board/forum
70%
% Ever done
60%
50%
40%
30%
20% Wave 1 2006 Wave 2 2007 Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
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GLOBAL
14.9% 33.2% 42.9%
Wave 5
Wave 4
Wave 6
71.5%
U.K. 6.4%
19.3%
62.9%
47.6%
42.9%
17.7%
12.2%
15.9%
25.8%
Wave
4 5 6
25
FIGURE 7: Please indicate how much you agree (definitely or tend to) with the statement [I am concerned about the amount of personal data that goes online]
FIGURE 8: Please indicate how much you agree (definitely or tend to) with the statements [I worry about missing out on something if I dont visit my social network] & [Social networking sites are an integral part of my social life]
Social networking sites (eg: facebook.com) are an integral part of social life
70%
55%
50% 65%
% Agree
60%
% Agree
45%
40%
55% 35%
29
38%
Dating
Organise events
Purchased something
Write a blog
Upload videos
64%
43%
44%
44%
47%
47%
Join a group
Display my interests
Play games
Update my status
Upload photos
Update my profile
Message friends
31
75%
70%
65%
60%
55%
Russia
50%
Germany
45%
France
Italy
Turkey
40%
35% 50%
55%
60%
S Korea Mexico
Spain
65%
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FACEBOOK
tOp 10 US SEaRCH tERmS janUaRy 2012
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Facebook YouTube Facebook Login Craigslist Facebook.com Yahoo eBay www.facebook.com Mapquest Yahoo.com
The rise of social networking is not a self contained phenomenon. It is having a profound effect on the internet as a whole, way beyond the confines of social media. In 2011, Facebook and YouTube competed with the search engines and have proven themselves legitimate rivals by becoming the most searched and visited destinations on the web.
and
10.29%
aCCOUntEd fOR
SOURCE: alExa.COm 35
FIGURE 11: Thinking about the internet, have you visited an official company / brand website in the past 6 months?
90% 85% 80% 75% 70% 65% 60% Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
FIGURE 12: Thinking about the internet, have you visited an official company / brand website in the past 6 months?
90% 85% 80% 75% 70% 65% 60% Wave 3 2008 Wave 4 2009
16-24
25-34
35-44
45-54
Wave 5 2010
Wave 6 2011
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FIGURE 13: Which of these online applications does a good job when you want to...
9% 27% 37% 24% 28% 13% 12%
Meet new people Seek other peoples opinions Manage my life better Explore the world around me Keep up to date Hang out or waste time Learn something new Stay in touch with friends Make contacts for work Promote myself
11%
9%
26%
24% 51%
9%
27%
30%
23%
36%
23% 22%
18% 15%
13% 15% 16% 20% 24% 25% 23% 23% 27% 24% 23% 29%
34%
43%
19%
13%
17% 19%
13%
26%
Share knowledge Earn respect Change opinions Share new experiences Be creative Feel like I belong
9%
14%
34%
12% 11%
12% 14%
36%
16%
28% 41%
Forums
Photo/Video sites
Microblogs
Blogs
Social networks
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FIGURE 14: Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to? By country
FUN
Hang Out or waste time Denmark Japan Norway Australia Romania Slovakia Argentina
SELF-IMPROVEMENT
Sweden UK Finland Express yourself Ireland Greece Stay in touch with friends Have fun/be entertained Ukraine Netherlands Spain Italy Latvia USA South Africa Estonia Canada Portugal Poland France Serbia
Learn something new Hong Kong China Share knowledge Taiwan Vietnam Manage my life better
Belgium
Meet new people Make contacts for work Turkey Singapore Keep up to date Earn respect Share new experiences Change opinions Switzerland Macedonia Chile Feel like you belong Explore the world around me Thailand South Korea UAE Lithuania Croatia Germany Philippines Malaysia Mexico Czech Republic Seek other peoples opinions India Austria Lebanon Colombia Tunisia Kuwait Ecuador Make money Puerto Rico Egypt Russia Be creative Qatar Bahrain KSA Hungary Algeria Brazil Oman Promote yourself
CONNECTION
The business of social | Social media tracker 2012
ENABLEMENT
41
45
The ability to contact computer software companies and influence product development
10
20
30
40
50
Tools and help to express my creativity and make something worth sharing
FIGURE 16: Thinking about the interactions that you have indicated you would like to have with companies that make computer software, which interaction is best?
20%
Access to news about new developments & software upgrades
30%
40%
50%
60%
70%
Awareness Education
Letting you know about the company Giving a detailed understanding of the company and its products
The ability to contact computer software companies and influence product development
Making you feel closer to the company Encouraging you to at least try out the company or its products for yourself Encouraging you to buy a product from the company
Making you feel valued as a customer Makes you want to spend more time with the company or brand Encouraging you to recommend the brand to others
47
Awareness Education Desire Seek More Trial Transaction Commitment Involvement Recommendation
The ability to contact computer software companies and influence product development The ability to contact film makers / movie studios and influence movie development
This allows us to be far more focussed on delivering social experiences that meet our objectives
FIGURE 18: Thinking about the interactions that you have indicated you would like to have with companies that make computer software, companies that make computer hardware, companies that are involved in the fashion industry and companies & artists that make & distribute music, which interaction is best?
49
25%
30%
35%
40%
45%
50%
55%
Travel
Movies
Fashion
Luxury
20%
30%
30%
40%
50%
60%
70%
FIGURE 20: Thinking about the interactions that you have indicated you would like to have with companies in the computer software category, [A personal response to issues and complaints] is best at? By which statement best describes your relationship with the computer software category
Awareness Education Desire Seek More Trial Transaction Commitment Involvement Recommendation
Consider myself a fan of a brand in this category Need lots of information before buying I often talk about this category
51
53
Devices
Creating a compelling social experience is one part of the challenge. The second is understanding the means with which consumers want to connect with brands. There are now so many ways that a consumer can interact in the social space and many devices through which they can do it. So the question is which is the most appropriate? An app, a website, a widget? Or do they want to access these via a mobile phone, a desktop computer, a laptop computer, a tablet device or an internet connected TV? Each of these devices is used very differently and has different strengths and weaknesses. Wave 6 The Business Of Social tracks the usage and power of these technologies and helps us to identify the key way to deliver social experiences to consumers.
FIGURE 21: Which devices do you own and which have you used to access the internet in the past 6 months?
4.1 2.9
Laptop / netbook PC
Desktop PC
Mobile phone
1
Internetconnected TV Games console
Own
57
PC, laptop and mobile devices are still the main ways to connect
Despite the rise of the smartphone for many the laptop and desktop remain the primary means of connection.
FIGURE 22: Which devices do you own and which have you used to access the internet in the past 6 months? Size of the bubble represents % who own device. Desktop PC
70%
Mobile phone Portable MP3 / video player Laptop / Netbook
60%
50%
% Own Device
40%
Portable games console
Games console
Smartphone
30%
Internet-connected TV Tablet
20%
10%
e-book Reader
FIGURE 23: Which activities have you carried out using each device in the past 6 months?
Joined a group buying community Browsed the internet Shared your location via location-based social network Read a book Read a digital newspaper / magazine
Read blogs
Upload photos to a photo sharing site Watch video clips online Shared a video with a friend Download a podcast Download a video podcast Managed a social network profile
Laptop / netbook PC
Desktop PC
100
Made a purchase
Visited a friends social network page Used instant messenger Visited a company / brand website Used a search engine Wrote / sent a message on a microblog Sent a text message Visited a forum Read a message on a microblog
Mobile phone
Internetconnected TV
Games console
Take part in multi-player game online Used a cloud-based music recommendation service
59
28%
28%
61% 44% 31% 43% 18% 38% 33% 59% 37% 43% 67% 35% 43% 34% 37%
22%
38%
28% 40%
34% 24% 16% 36% 53% 37% 36% 42% 26% 39% 22% 20%25% 23% 38% 45%45%29% 28%11% 24% 41% 34% 27% 44% 42% 40% 9% 8%
12%
10%
16% 20% 14% 20% 8% 18% 21% 33% 19% 19% 28% 12% 12% 22% 17%
8%
19%
34% 12%
11%
12%
11% 6% 5% 23% 11% 18% 10% 5% 6% 2% 6% 14% 8% 14% 11% 11% 13% 4% 5%
61
12%
50%
% Smartphone owners
Manage my life
45%
Organise something
Relax
40%
Get something done
35%
30%
Make a purchase
25%
Research something thoroughly
20% 20%
25%
30%
35%
40%
% Tablet owners
The business of social | Social media tracker 2012
14
12
10
TV
Social networks
Magazines
Newspapers
63
FUNPlay a Game
Portable Games Console Games Console Have Fun/ Be Entertained Portable Ward Off Boredom MP3 / video player Relax Hang Out or Waste Time Socialise With Others Mobile Phone Organise Something Internet connected Find My Way TV Manage My Life Be Creative
INFORMATION
Learn Something New Desktop P.C. Research Something Access Information Thoroughly Quickly Watch Content Laptop/Netbook P.C. Read Content Make a Purchase
e-book Reader
Tablet device
ORGANISATION
The business of social | Social media tracker 2012
ACTION
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Wave 6 The Business Of Social is an in-depth study and there are many other aspects that we are unable to cover in this report. If you want to know how to operate in the new social media landscape and what this means for your business please contact:
eMea
Glen Parker Research Director - EMEA Glen.Parker@umww.com
aPac
Natalie Pidgeon Director IQ and Insights - APAC Natalie.Pidgeon@umww.com
noRTh aMeRica
Huw Griffiths EVP Global Director of Research Huw.Griffiths@umww.com
laTin aMeRica
Mario Mejia Strategic Director - Colombia / LatAm Mario.Mejia@umww.com
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If you have any questions about the research or future Wave projects please contact the authors of this report: Glen Parker Research Director EMEA glen.parker@umww.com Lindsey Thomas Senior Research Executive EMEA lindsey.thomas@umww.com
This report is printed on Cocoon Silk 100: a paper produced using eco-sensitive technology from 100% recycled & de-inked waste paper (FSC certified) Designed & illustrated with love by
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