Académique Documents
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Quantifying
Discipline Web
Global social
Neutral behaviour
media
16 markets at launch. Surveying 32,000 web users
2000
Netherlands
1500
Canada
UK Russia South
Korea
Germany
China
USA 1500
France
Japan
Spain
Italy
Mexico India
1500
Brazil 1500
Australia
SOCIAL MARKETING
DEVICES PURCHASE
MEDIA COMMS
4. Marketing is blurring
GWI: How you would use it
1. Establish what your target audience do online
HYPE
Reality: Functional drivers still get us online
Stay up to date on news / events
Stay in touch with friends
Research / find products to buy
Research how to do things
Research for work
Entertainment
Education
To get inspired/get ideas
Keep my friends up to date with my life Functional drivers
Networking for work
Share my opinion Social drivers
Play games
Share content
Express myself
Meet new people
Change other people’s opinions
Take on a different personality
Contribute to a forum
4. Ultra transparency
Asia leading the way
70% Manage your social network profile Used a micro-blogging service Written your own blog
60%
% Have done in the last month
50%
40%
30%
20%
10%
0%
50%
% Written a blog last month
40%
30%
20%
10%
0%
Brazil China USA Brazil China USA Brazil China USA Brazil China USA Brazil China USA
16-24 25-34 35-44 45-54 55-64
Writing a blog:
You will now see a list of items that represent different activities you can do online. Please Indicate. “Have done it in the past month”
South
USA Korea
China 18.6m 11m UK
Japan 4.5m
88m India
16.1m
12.3m
China
Social Network Contributed to a
Forum
46%
50%
Video clip(s)
Slideshow presentation(s)
A family member
% Score 4 or 5 in Trust
A neighbour
A store assistant
USA China
A person you speak to in bar/pub/restaurant
Consumer
Person you Review on
speak to in a
bar pub Retail Website
restaurant
15% 45%
My friend
Professional Recently Recommended
Produced Created It
17% 19%
27%
Created by a Quality of
Comes from a consumer
site I know production
14% 7%
16%
3. My network
PC only
PC and mobile
Mobile only
• Globalwebindex.net