Issuu on Google+

Global State of Social Media in 2011 Social Media Week 2011 Tom Smith tom@trendstream.net globalwebindex.net


Today: Macro overview of consumer adoption of social media and changing impacts


How: Most detailed global survey on consumer internet behaviour, motivations and attitudes ever conducted


71K surveys, 4 Waves and 23 countries since launching in September 2009


110K surveys, 3 Waves and 32 countries, in the next 12 months


Social Media has reached mass maturity

90% 80% 70% 60% 50% 40% 30% 20%

UK: 70% involved in Social Media

10% 0%

Wave 1 (July 2009) Wave 3 (September 2010)

Combined monthly involvement in social networking, blogging, micro-blogging, forums, video uploading: Wave 1-3


The big trend: Major shift to real-time +35%

Used micro blogging

+29%

Managed social network

+9%

Written a news story Edited own website

+4%

Written a blog

-2%

Visited Forum/Chat room

-5%

Source: Wave 3 Social media actions growth % vs wave 1


Moving from this:


To this:


Multi-platform involvement in emerging markets

Manage your social network profile Used a microblogging service

80% 70% 60% 50%

40% 30% 20% 10% 0%

Active monthly behaviour. Wave 3. Global data. Sample 51K web users

Source: Wave 3 September 2010


Blogs lead in Asia Written your own blog Contribute to a Forum 60% 50% 40%

30% 20% 10% 0%

Active monthly behaviour. Wave 3. Global data. Sample 51K web users

Source: Wave 3 September 2010


All about Facebook?


Social Networking: Facebook dominates Facebook is the dominating social network, except in Russia, Netherlands, Japan and China where local brands dominate

64% 53%

Private invitation only

45% 45% 39% 39%

37% 35% 34% 32% 30%

20%

17% 15% 15% 10%

6% 2%

Source: Wave 3 Social networks used in the last month


Young people and marketers! lead realtime involvement

Social Network-Update your status - Daily 0 Male Female 16-24 25-34 35-44 45-54 55-64 Financial Services Retail

Professional Services (Law, Accounting, Architect etc) Healthcare/Medicine Manufacturing, Engineering Construction Education Government (excluding Education & Health) Police oArmed Forces Agriculture oMining

IT, Internet, Software, ComputeServices Transport, Logistics, Distribution Travel, Tourism, Leisure Services

Advertising marketing omedia

5

10

15

20

25


This frequent contribution is exploding

More than once a day +25% Microblogging frequency

Source: Base – Ever used a micro-blog service, wave 3 vs wave 2

Daily

+51%

Every other day

+27%

Every 3-4 days

+46%

Once a week

-5%


Mobile / Mobile Apps on a parity with desktop PC

Mobile Apps / Web

Accessed Social Network

50%

47%

Wrote a blog post

10%

10%

Update Micro-blog

7%

6% Monthly Access

Wave 4 UK only. All Internet Users


Impacts of the new social landscape


Social is driving different sources of trust Sources of Trust

CLOSE TIES: Family & Friends

-9% Source: Strongly trusted sources, growth wave 3 vs wave 1

WEAK TIES: Social contacts

+26 %


Mobile devices for social? Location specific Personal

Linked to payment Apps not browsers Reation not creation


Changing consumer focus from creation to sharing / reaction Wave 2

50% 51%

Wave 3

44% 39% 34% 29%

31%

34%

33% 27%

26%

21%

Personal photos

Other images

Links to news stories

A link to a blog

Source: Base – Ever used a micro-blog service, wave 3 vs wave 2. Content shared in past month

A link to a website

An opinion on a product or brand


Top down: Twitter focuses on celebrity not other consumers 3%

1%

Showbiz / Celebrities / Musicians / Actors / TV stars

7%

Political leaders / Institutions

7%

Professional News / Gossip

13%

Sport Stars Web Companies 3%

66%

Other business Home made

Top 100 Twitter Users: Based on Number of Followers


Where next?


Have we reached the peak? Barriers to using a Social Network: Europe

I prefer to keep my privacy

My friends/family are not involved

16.9%

I find it boring 5.1%

42.9%

7.1%

There is nothing to say I’m not allowed to use it at work

8.9%

I like to be different 12.1%

Source: Global Web Index, Wave 3, January 2010

7.0%

I don’t have time


Social moving to all “packaged internet platforms”

Mobile

July 2008

October 2008

Desktop

iPad

Mac App Store

January 2010

2009

October 2010 October 2010

August 2008

TV APP TIME LINE

Tablets

2011


For the copy of the presentations please email: globalwebindex@ trendstream.net

Globalwebindex.net @globalwebindex


socialmediaweek