Академический Документы
Профессиональный Документы
Культура Документы
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
• 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?
IPTV
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
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.
Mexico Taiwan
India
Thailand Philippines
Malaysia
Brazil
Singapore
. Australia
SPAIN
JAPAN
CHINA
PHILLIPINES
SINGAPORE
GREECE
FRANCE
BRAZIL
MEXICO
RUSSIA
INDIA
THAILAND
USA
SOUTH KOREA
UK
MALAYSIA
ITALY
GERMANY
AUSTRALIA
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
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
the most emerging market on the Korea close behind on 55%. The fastest growing countries (figurefig 3 4)
90
100
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
ce
a
a
a
a
a
e
e
s
lia
ce
an
n
an
US
ly
y
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
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
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
(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
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
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
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
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
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
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)
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
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%
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%
(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%
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
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
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
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
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
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
26 27
v
wa e.2