1、Mar.08,POWER TO THE PEOPLE SOCIAL MEDIA TRACKER,v,.3,就爱女性网 ,Power to the people - Social Media Tracker Wave 3,3 Welcome to Wave 3,04 06 10 12 18 34 48 56 76,Introduction Methodology What is Social Media? Global Snapshot Blogging Social Networking Sharing Content Consuming Content Final Word,hype.,In
2、troduction,Welcome to Universal McCanns global research into the impact of social media. This project is an ongoing commitment by Universal McCann to measure consumer usage, attitudes and interests in adopting social media platforms and is the largest exploration of its kind. It aims to provide the
3、facts behind theThe first study was published in September 2006 (Wave 1) and the second study in June 2007 (Wave 2). This report (Wave 3) brings together the latest results from Wave 3 as well as tracking the evolving trends since Wave 1. Wave 3 surveyed 17,000 internet users in 29 countries and was
4、 completed in March 2008.Since Wave 1 in September 2006 the research has created genuine insights on the patterns of usage, such as China having more bloggers than the US, emerging markets leading take up and Japan shunning photo sharing.,This latest report demonstrates the continued growth of socia
5、l media, the impacts of this are huge. The vast majority of users are producing content and thereis an ongoing shift towards participation. Media consumption is internationalising along language linesthanks to global social platforms. Consumers are moving to on-demand media such as videoclips and po
6、dcasts. The role for advertisers and brands has never had so muchpotential branded applications, content and services alloffer huge potential in social media. Emerging internet markets are leading the way in usage,closing the gap with developed countries.Tom Smith TWave 3,Wave 115 Countries7500 Inte
7、rnetUsersSeptember2006Power to the people - Social Media Tracker Wave 3,Wave 221 Countries 10,000 InternetUsersJune 2007,29 Countries 17,000 InternetUsersMarch2008,5,Wave 3 Highlights, SOCIAL MEDIA IS A GLOBAL PHENOMENON HAPPENING IN ALL MARKETS REGARDLESS OF WIDER ECONOMIC,social and cultural devel
8、opment. If you are online you are using social media, ASIAN MARKETS ARE LEADING IN TERMS OF PARTICIPATION, CREATING MORE CONTENT THAN ANY,other region, ALL SOCIAL MEDIA PLATFORMS HAVE GROWN SIGNIfiCANTLY OVER THE THREE WAVES Video Clips are the quickest growing platform, up from 31% penetration,in W
9、ave 1 to 83% in Wave 3, 57% HAVE JOINED A SOCIAL NETWORK, MAKING IT THE NUMBER ONE PLATFORM FOR CREATING,and sharing content, 55% of users have uploaded photos 22% of users have uploaded videos, THE WIDGET ECONOMY IS REAL, 23% of social network users have installed an application, 18% of bloggers ha
10、ve installed applications in their blog templates, BLOGS ARE A MAINSTREAM MEDIA WORLD-WIDE AND AS A COLLECTIVE RIVAL ANY TRADITIONAL MEDIA, 73% have read a blog, THE BLOGSPHERE IS BECOMING INCREASINGLY PARTICIPATORY, NOW 184M BLOGGERS WORLD-WIDE, The number one thing to blog about is personal life a
11、nd family, CHINA HAS THE LARGEST BLOGGING COMMUNITY IN THE WORLD WITH 42M BLOGGERS, MORE THAN THE US,and Western Europe combined, SOCIAL MEDIA IMPACTS YOUR BRANDS REPUTATION, 34% post opinions about products and brands on their blog 36% think more positively about companies that have blogs,rk,/3,95,
12、93,70,6/,oto,/ph,com,lte,a,Methodology: How we did itThe research has retained a consistent methodologyTHROUGHOUT WAVE 1, 2 AND 3. ALL SURVEYS HAVE BEEN SCRIPTED and hosted on Universal McCanns in-house online researchSYSTEM, INTUITION. ALL SURVEYS ARE SELF COMPLETION AND THE DATA collected is entir
13、ely quantitative. Every market is representativeof the 16-54 Active Internet Universe. In this Wave 17,000internet users in 29 countries were interviewed. To be includedyou need to be using the internet everyday or every other day.,www.fickr.,s/a,m,THE ACTIVE INTERNET UNIVERSE =Power to the people -
14、 Social Media Tracker Wave 3,I use the internet everyday / every other day,% ONLINE (ALL ADULTS),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,st
15、6.,.9,%,Itaria5%,56,ly,57.7,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,7WHY THE ACTIVE INTERNET UNIVERSE?, AS THEY ARE THE KEY LEADERS OF SOCIAL MEDIA AND DRIVE
16、RS OF adoption, they are the most important consumer to understand. They are the most important consumer to understand theadoption of social media who are key to growing the internet. They make up the vast majority of social media adopters.If youre not using the internet regularly, youre not bloggin
17、g. Over time, all users increase the regularity of usage.Eventually everybody will be an active user, as they havebeen with television.,In the past Waves there has been occasional mis-understanding about what the results represent, due to the fact that smaller less economically developed countries l
18、ead the way.The reason lies in the focus of the study, which is to understand usage of social media among internet users. Emerging Internet markets tend to have a demographical profile that fits the early adopter as opposed to the mature internet markets such as Japan and the US. This can be a facto
19、r in lower levels of adoption in penetration terms.It must also be considered that emerging markets have lower levels of internet penetration, so the impact of social media among the,country as a whole will be more measured.Internet Penetration by market Internet Penetration, all adults. Figures sou
20、rced from I1000,4,Methodology: Universe sizes putting it into contextESTIMATED WORLDWIDE 16 - 54 ACTIVE INTERNET UNIVERSE = 475M USERS11,1 USA 100m,2,59,67 8,13 1710,1214151619,18,3,3,North America 1 USA 2 Canada Central & South America 3 Mexico 4 Brazil,100m 7.8m6.7m 13.8m,Europe 5 UK 6 Netherlands
21、 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia,17.8m 6.1m 12.8m 1.3m 10.9m 10.2m 1.3m 3.6m 18.8m 1.9m 1.2m 2.2m 1.2m 5.0m 1.2m 8.6m,Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26
22、 South Korea 27 Japan 28 Philippines 29 Australia,0.26m 17.8m 61.0m 1.8m 5.4m 13.7m 29.8m 3.7m 5.1m,Power to the people - Social Media Tracker Wave 3,20,29,9Putting the results into context To help provide a more complete picture, the analysis in this report puts the results,23 China61m,26,27,into c
23、ontext in two ways; 1. Market by market universe estimates 2. PENETRATION OF USAGE AMONG ALL 16-54S.,Both these figures are estimates based on,21,22,24,25,28,the above universe sizes. When estimating global usage figures of different social media technologies we make the fair assumption that the vas
24、t majority of users will be active users and between the ages of 16-54.,HOW DID WE GET TO THESE UNIVERSE fiGURES? Local market data from TGI, Simmons or equivalent provided penetration figures for 16-54s by market and levels of active usage. These were correlated with Internet World Stats, CIA World
25、 Factbook and Comscore.The general rule is the more developed a market is, the higher in home and at work internet connections are, which leads to higher levels of active usage.,pi,os/, is social media?Social media is an important,Social media represents a big improvement over Web 2.0 as a term to d
26、escribe the changes that have impacted the internet. The idea,876,6132/,shift, as it summarises theimportance of interaction, the consumerand the community. The term emphasisesthe idea that as a collective it can have as much impact as any traditional media platform.,that we switched from Web 1.0 to
27、 2.0 was always a touch crude.,In truth, to claim social media as “new” is slightly misleading. From thebeginning, the internet was founded on message boards, chat rooms andpeer to peer communication. What has changed is the mass involvementthat modern social platforms inspire.Contributing to the in
28、ternet has never been as accessible and less technical.Innovations in web development, computing technology and the proliferationof broadband have come together in drive monumental consumer take up.This is why the phenomenon of social media is important now it has the,www.fi,ckr.,co,m/,ph,potential
29、to impact on all our media consumption therefore shifting theemphasis from professional content producers to the consumer.,THE DEfiNITION“Online applications,platforms and media whichaim to facilitate interaction,collaboration and thesharing of content”Power to the people - Social Media Tracker Wave
30、 3,11,VIDEO Sharing,Photo Sharing,Blogging,Micro Blogging,Podcasts,KeySocial Platforms,RSS,MessageBoards,Chat Rooms,Social Networking,Widgets,et,wo,rk,so,c,sh,a,ot,o,og,ph,ne,rin,ws,sit,e,ln,s,ex,ist,in,og,bs,ite,bl,g,ia,g,we,bs,ite,% EVER DONE,n,U,bl,pl,og,/w,vidoad,eb,eoa,lo,shvid,g,areo,inc,Su,gl
31、ip,bs,wet,cr,bsoa,ib,ite,e,to,an,RS,S,fe,ed,s/,we,e,we,an,lin,bl,n,on,og,to,s,g,n,on,to,rin,bl,ot,os,s,to,og,en,s/,we,sh,a,ip,al,ofi,m,m,cl,en,rs,on,pr,m,ph,m,ot,o,eo,ed,ad,lo,wn,St,ar,a,tm,y,po,bl,le,dc,og,co,vid,pe,ph,bl,e,a,m,W,at,ch,ad,ad,ag,av,e,oa,a,d,Re,sit,an,Re,pl,av,e,a,co,a,Do,Le,Le,M,Vi,
32、U,ow,y,as,t,a,a,a,Global snapshot: Wave 3Reach “Thinking about using the Internet, which of the following have you ever done?” Active Internet Users,82.9%,72.8%,67.5%,63.2%,57.3%,54.8%,52.2%,45.8%,45.1%,38.7%,38.5%,33.7%,Reach over time “Thinking about using the Internet, which of the following have
33、 you ever done?” Active Internet Users,90% 80% 70% 60% 50% 40% 30% 20% 10%0%,Read blogs/weblogs Start my own blog/weblog Leave a comment on a news site Watch video clips online Download a podcast (pre-recorded radio/ audio show) Create a profile on a social network Subscribe to an RSS feed,Wave 1 Se
34、p 06 Power to the people - Social Media Tracker Wave 3,Wave 2 Jun 07,Wave 3 Mar 08,13Frequency “Thinking about using the Internet, which of the following have you ever done?” Active internet users,Watch video clips onlineRead blogs/weblogsVisit a friends social network pageRead personal blogs/weblog
35、s,22%21%22%19%,27%25%25%,37%,11%10%10%,16%,Share a video clip with a friendVisit a photo sharing websiteManage profile on existing social network,13%13%17%,24%21%18%,12%14%11%,Upload my photos to a photo sharing website,8%,15%,13%,Download a podcastPost/write stories for my own blog/weblog,7%9%,16%1
36、2%,5%,8%,Daily reachWeekly reach,Upload video clip to video sharing website 7%,11%,7%,Monthly reach,Global snapshot: Wave 3,Watch video clips online394M,Read blogs/weblogs346M,Read personal blogs/weblogs321m,VISIT A FRIENDS SOCIAL network page307m,Share a video clip303m,MAN on a s,Power to the peopl
37、e - Social Media Tracker Wave 3, A PROfiLE social network272m,Upload photos248M,Download a video podcast216m,Download apodcast215m,Start my ownblog/weblog184M,Upload a video clip183m,Subscribe to an RSS feed160m,16-54 active Internet usersglobal universe estimates,Power to the people - Social Media
38、Tracker Wave 3,Country results in detail,% EVER READ,So,ut,PhhK,ilior,Chppiea9,inne2,Ma8s9.1%,ex80.,.,Brico1%3%,az87,Tail8.7%,iw7.,Puan1%,e86,InrtoR.6%,dii,ac,Ja85o8,pa.06,Itan8%.4%,ly4,Fr78.4%,an.9,Spce%,ai78,Pan7%,ki7.,Postan8%,la7,Grnd6.0,ee72%,Ruce.3%,s72,Glsia.2%,ob70,Czal7.8%,ec0,RohR.2%,me,Tu
39、anipub,rka6lic,Ney69.69,et,h97%.8%,Uerl.6%,Kan,6,H5.ds6,on8%7,.7,SwgK,%,itzong,Auerl6,stan5.,Deralid68%,na63.,Umar2.2%,SAk0%,Au6060.,st.38%,Caria%,n59,Geada.7%,rm5,Han6.6,uny%,ga55,ry.4,50%,.5,%,Reading blogs: usage trendsBlogging shows no signs of slowing its growing prominence in popular culture a
40、nd society.Politicians, celebrities, brands and family members all seem to have one. Traditional media outlets use them to supplement their normal output. At the same time legions of micropublishers have utilised blogs to start mini media empires, from Perez Hilton to Treehugger in every niche imagi
41、nable. The result is a massive wealth of new sources of information that we continue to digest., GROWTH CONTINUES AT A GLOBAL LEVEL 77% Read blogs up 11% on Wave 2 SATURATION IN GROWTH IN SOME MARKETS South Korea, China, Italy and Russia all reached theirlimits of growth BLOGGING AS A COLLECTIVE RIV
42、ALS TRADITIONAL MEDIA 70% weekly reach, VERY HIGH FREQUENCY MEDIUM 50% daily reach in Brazil and Japan BLOGS ARE PRIMARILY A COMMUNITY MEDIA Personal blogs and friend and family blogs are numberone destination for reading THEYRE NOT FOR GEEKS Music, TV, film and News are the next highest destination
43、s,Blog readership Wave 3 “Thinking about using the Internet, which of the following have you ever done?” Active Internet Users1000Power to the people - Social Media Tracker Wave 3,19Blog readership Waves 1-3 “Thinking about using the Internet, which of the following have you ever done?” “Read blogs
44、/ weblogs” Active Internet Universe,Global,54%,66%,77%,Philippines,33%,64%,90%,Australia,21% 55%,62%,Russia,73%,72%,71%,ChinaFranceGermany,58%75%20% 15%,85%77%55%,88%78%,South KoreaSpainUK,72%70%38%,54%,91%72%66%,78%,92%,Italy,79%,76%,79%,USA,62%,61%,60%,Wave 1 Sep 06,Wave 2 Jun 07,Wave 3 Mar 08,Gl,
45、ob,Ch,in,a,Br,az,il,al,Fr,an,ce,Ge,R,EA,D,%,So,ut,h,Ko,re,a,Ru,ss,ia,Ja,pa,n,Ita,ly,In,di,a,rm,an,y,Sp,ai,U,SA,U,K,n,Reading blogs: usage trendsFrequency of readership key markets “Thinking about using the Internet, how often do you do any of the following?” “Read blogs / weblogs” Blog Readers Only,
46、31%,52%,40%,32%,16%,7%,13%9%,46%,43%,6%,5%,17%,28%39%37%,41%,38%,42%40%,21%,19%,10%12%,15%21%9%11%,29%,50%,38%,32%,22%,12%,6%11%,45%,39%,13%,3%,31%20%23%,40%,42%,40%,22%19%,19%,10%18%16%,Daily reach,Weekly reach,Monthly reach,Less often,Power to the people - Social Media Tracker Wave 3,Pe,r,so,n,al,
47、bl,og,s,(d,ia,ry,sit,e,s,nt,on,M,us,ic,Te,c,hn,Co,m,Bu,Bu,Sc,ol,pu,sin,sin,ie,Sp,Fi,af,fa,i,in,io,ns,pr,od,rs,uc,og,te,r,es,s,es,s,nc,or,lm,Ga,Tr,a,t,/T,m,in,ve,l,e,ts,y,s,(g,s),og,bl,nd,fri,e,of,rre,ily,s/,cu,Fa,m,N,ew,Op,an,d,br,an,ds,en,ne,er,ws,al,ne,re,le,ws,an,va,n,d,tt,o,op,m,in,y,V,g,(h,Ce,l
48、,eb,Ot,he,r,io,cu,n),rre,nt,jo,b,ol,rit,ie,id,s,ay,de,st,in,at,io,ns,),21What kind of blogs do you read? “When you read blogs, which of the following topics would you read most often?” Active Internet Universe,63.5%,38.9%,29.1%,26.6%,33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7%,26.4% 18.2% 22.5%,9.8%,6.7%,Pa,ki,Instan,di,Cha22.3,in.3%,Pha6,ili.4,Ruppi%,sne,Tusias6,rk66,Mey87%,ex.,2,Hico%,un9,.,Pogary7%,la1,Rond0.2,m10%,Brani.6%,aza1,Gril11.,ee1.1%,Auce2%,s1,Cztria3.3,ec14%,CahR.9,nep%,Geadaub,rm2lic,Fran0.519,any%.1,%,Itace21.,ly212%,De237%,n2%,Aumar,sk,Htral24,onia.6,
