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Social Media

Key trends, impacts and role for brands

IAB Europe Interact June 12th 2009 globalwebindex.net

Tom Smith
Trendstream

Director
tom@trendstream.net
Today

Preliminary results from the Global Web Index UK and US data

Motivations for using the web


Social media usage trends
How social media is driving change – video example
The impact of social media
Role for brands and challenge for advertising
Trendstream – global technology focus

Dedicated to understanding the global impact of communications


technology

Communications Technology 
Global Web Index
focused research 

Trend‐watching Education / training
About me: 4 years of social media research
Previously, Head of Consumer
Futures at global media agency
Universal McCann

Created ‘Wave’, global tracking


research into social media usage,
measuring adoption and usage in
over 30 countries

globalwebindex.net
The Global Web Index

What: Research service that measures the web world-wide,


focusing on behaviour, motivations and impact

How: Based on 32,000 consumers surveys a year in 16 markets

Output: Access data through an online tool, trend overviews,


analysis and bespoke reports

globalwebindex.net
New focus

Consumer Purchasing

Web + Social
Media

Marketing / Brands
Comms
32,000 consumer opinions annually

June 2009

December 2009
16-64 active web users (online monthly)

Representative by age, gender, income


volume of usage, region

Self completion online questionnaires


conducted via Lightspeed global panels
Wave 1 Wave 2
30 minute survey
16,000 16,000
respondents respondents
Local language
32,000 annual
survey release

globalwebindex.net
16 markets at launch

Netherlands

Canada
UK Russia South
Korea
Germany
China
USA
France
Japan
Spain
Italy

Mexico India

Brazil

Australia

globalwebindex.net
Delivering with Lightspeed

Survey design. Analysis. Insight. Trends.


Presentations. Workshops.

Scripting. Panel management. Data


Collection. Data processing.

globalwebindex.net
Social media: hundreds of access points
Blogs

Micro- Forums
blogs

Podcasts
Social Wikis
Media

Photo
Video Sharing

Video
Sharing
Social Media: changing the whole web

• A movement
• Consumer driven
– Network
– Content
– Knowledge
• Everything socialised
Social fulfils our motivations
UK: Purchase driven

Think about how important these reasons are 
for you using the Internet.

globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
Top drivers: Knowledge. Connection. Entertainment

Knowledge

Connection

Entertainme
nt

globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
Age: motivations are consistent

18-34 35-54 55-64

Research / find products to buy Research / find products to buy Research / find products to buy

Stay up to date on news / events Research how to do things Research how to do things

Stay in touch with friends Stay up to date on news / events Stay in touch with friends

Research how to do things Stay in touch with friends Stay up to date on news / events

Entertainment Research for work Education

Source: Global Web Index, Pilot survey. UK data. June 2009


Women: more motivated to stay in touch

Source: Global Web Index, Pilot survey. UK data. June 2009


55+: Opinions not content

Source: Global Web Index, Pilot survey. UK data. June 2009


Knowledge: driven by social media

• 83% use search to research


purchases
• Search increasingly
dominated by consumer
driven media
• “Samsung Netbook” > 8 out
of top 10 results are social
Knowledge: broken by social media

• Hudson river crash


• Turkish airlines crash at
Schipol airport
• Mumbai terrorist attacks
Entertainment is social

• YouTube
– 1.2bn streams a day
– Last year more bandwidth
than the whole internet in 2000
– Second largest search engine
in the world
– Just 3% can be
commercialised
Social media is mass market
Video leads passive. Photos number 1 sharing channel

globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
Men lead content creation

globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
Clear age bias in content creation

globalwebindex.net Source: Global Web Index, Pilot survey. UK data. June 2009
Clear Hierarchy

Video

Forums

Photos

Social Networking

Blogging

Micro-Blogging
Video – driven by social media
US Video – incredibly active sharing environment

62% watch a week


30% share
20% upload

Global Web Index USA pilot survey January 2009


In scale – already the size of network TV
Weekly universe estimates

Based on Comscore universe estimates of 167m users. TV universe figures sourced from WARC

Global Web Index USA pilot survey January 2009


Music and UGC lead consumption

globalwebindex.net Global Web Index USA pilot survey January 2009


Social media driving the viewing landscape

Global Web Index USA pilot survey January 2009


Social video: engages a premium audience
Viewed video on a blog in last 7 days

globalwebindex.net Global Web Index USA pilot survey January 2009


Sharing: Small minority drive the mass of sharing

Global Web Index USA pilot survey January 2009


Sharing is external and informal

Global Web Index USA pilot survey January 2009


Transforming the moving picture

• Mass market video platforms


just over 3 years old
• In ten years: Global TV
platform?
• Will be open and consumer
driven
• Challenge for advertising
Social Media – The impact
Typically friendship groups shrink with age

18-24 45-54

Friends Work
Face to colleagues:
Face: Face to Work
Friends
Face
32 Face to colleagues:
Face to
28 Face:
Face
17 28

Below is a list of different ways that you can maintain contacts with
people. Please can you indicate how many people do you stay in touch
with via the following means?

globalwebindex.net Global Web Index UK pilot survey March 2009


Massive digital connections maintain contacts

18-24 45-54

Friends Work
Face to colleagues:
Face: Face to Work
Friends
Face
32 Face to colleagues:
Face to
28 Face:
Face
17 28
Microblog Social
Network:
Social Network:
43 Microblog
88 31
45

Below is a list of different ways that you can maintain contacts with
people. Please can you indicate how many people do you stay in touch
with via the following means?

globalwebindex.net Global Web Index UK pilot survey March 2009


Networks of strangers

9% 4% 0.3%

Facebook LinkedIn Twitter


Percentage of people I would phone up for a beer
We trust strangers more than professionals
How much do you trust 1- 5
A family member
A close friend
A work colleague
A neighbour
A good contact on a social network
A consumer who reviews on a retail website
Store worker
A television news reader
The author of a blog you read regularly
A radio presenter
The main contacts on your microblog e.g Twitter
A presenter on a popular television show
A journalist for a national newspaper
A well known celebrity
CEO of a well known company
Your country’s leader / politicians

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00

When you seek an opinion on a brand you are considering buying. Which of the following
people do you trust to provide you the most accurate opinion? (5 trust strongly 0 = no trust)

globalwebindex.net Source: Global Web Index, Pilot survey. UK data. March 2009
Trust of strangers higher in younger groups

18-24 55+
1 A family member A family member
2 A close friend A close friend
3 A work colleague A work colleague
4 A consumer who reviews on a retail website A neighbour
5 A good contact on a social network A good contact on a social network
6 A neighbour A consumer who reviews on a retail website
7 The author of a blog you read regularly Store worker
8 Store worker A television news reader
9 A television news reader A radio presenter
10 A radio presenter The author of a blog you read regularly

Source: Global Web Index, Pilot survey. UK data. January 2009


New perspective on the world

• Trust total and complete


strangers
• Globally connected
• Strangers drive our
knowledge, ideas and
decisions
Social Media – Role for brands
Demand for 2 way involvement

Improves my
opinion of the
brand

Looking at the following ways that a brand can interact with you. What is your opinion ?
Source: Global Web Index, Pilot survey. UK data. June 2009
Demand for 2 way involvement

Page in a Listening to
social comments in
network to a social Be my
provide network / friend
feedback forum

24% 22% 6%
New role in Social Media

• Listening
• One to one conversation
• Driving advocacy
• Challenge for advertising
– No media spend becomes as
effective as media spend
• PR + Research + Customer
Service
Drives business
New role for advertising in Social Media

• Communicating groups,
forums etc
• Sponsorship
• Supporting content / platforms
• Providing more relevancy
Summary

• Social media is transforming the web


• Consumers driving content consumption Netherlands

• New role for brands


Canada
UK Russia South
Korea
Germany
• Challenge to advertising growth
USA
France
China

Japan
Spain
Italy

Mexico India

Brazil

Australia

globalwebindex.net
More information
globalwebindex.net

Global data in July

Report to download now:


Online Video: 2009 is Primetime
Slideshare.net/tomtrendstream
Trendstream.net

tom@trendstream.net

globalwebindex.net