W A V E

T R E N D S

Welcome to Wave 5
Five waves of the GlobalWebIndex research project has revealed for the first time the true picture of internet evolution globally. Two structural trends are influencing consumers worldwide and are the key drivers behind behavioural trends that are not only occurring globally but diverge from one another at the local level. The following, is a summary deck designed for external publication, for the full deck and to understand the data and tool behind the GlobalWebIndex, please visit globalwebindex.net or email globalwebindex@trendstream.net

LEAN-BACK: THE RISE OF VIDEO ENTERTAINMENT ONLINE

ONE WORLD: MANY INTERNETS THE POST PC ERA: BREAKING THE MOUSE BARRIER

REAL-TIME SOCIAL MEDIA: TRANSFORMING INTERACTION

FACEBOOK FATIGUE: THE GROWING PAINS OF A GLOBAL PLATFORM THE SOCIAL BRAND A RENAISSANCE FOR PROFESSIONAL MEDIA

The most detailed research study ever instigated into the consumer adoption of the internet

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Delivered in all key internet markets

Waves 1 - 4 Wave 5 Wave 6 Wave 7 Wave 8 Future Waves

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100K+ surveys a year

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27 markets in Wave 5

1000+ variables to build an audience

160 questions on internet and social

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S U M M A R Y

O F W A V E 5 T R E N D S K E Y P O I N T S

A N D

Summary: The internet is diverging

Mass market adoption of social media is driving growing differences between markets, creating retail / commerce focused markets and socially focused ones Despite being a global platform, that opens up global content and services to consumers anywhere in the world, the internet is actually creating growing divergence as opposed to homogenisation. The internet and in-particular social media are a reflection of a country and its peoples. These platforms have in short created greater localisation and its being lead by fast growing emerging internet markets. This means its increasingly important for brands to tailor and adjust their strategy to local markets. Shift in the way that consumers use not just the internet but the computer itself In the coming months, internet users across the world believe that the way they access the internet in Wave 5, is likely to change from being the PC/laptop to being a mobile device, either mobile phones or tablets. Facebook is no longer the one stop shop for total internet experience Despite massive global user growth, active participation on Facebook is falling and we are increasingly seeing a slow down in existing Facebook users. This is particularly true in the US and other English speaking countries where Facebook as been prevalent for longer and has shifted growth to emerging markets. Nevertheless, the potential advertising revenue is lower in these high-growth markets because of their relatively underdeveloped advertising markets. This, combined with falling engagement in saturated markets, brings into question the effectiveness of Facebook as a branding and advertising channel and therefore, the exorbitant value investors have placed on it.

By putting a computer inside the mobile phone, mobile device manufacturers started a process that has seen mobile phones and tablet devices evolve to a point where people no longer go to the internet as a separate part of their everyday lives, but rather, the internet is evolving to become an integral part of peoples everyday lives. The fact that mobile devices accompany them at all times have made this change possible.

Summary: The Internet is Diverging Into a Global Network of Local Networks

Changes in online content consumption The earlier adopters of social media explored new ways of creating and sharing online content, however, the research across the last few waves shows that now most users focus their contributions and activities on consuming and redistributing content. Wave 5 has highlighted an increasing divergence in the consumption of online content across the various markets. Consumers in newly industrialised markets of the BRIC countries consume much more online content than those in the advanced Western economies such as the EU 5 and USA. Consumer engagement with brands Professional content producers will flourish Contrary to expectations at the outset, the rise of social media has led to the evolution of a retransmission culture online whereby the content that people consume is created by professional sources but filtered and curated by social means. Traditional media and news outlets are still the primary source of news for all types of people around the world. Instead of encroaching in the market, social media has been integrated and used by traditional media and news channels to enhance their own content distribution and reporting. Nevertheless, social networks now outrank newspapers as the first source of news for 16 24 year olds globally, but news websites are still far more widely used.

Online consumers want brands to provide services that fit with their lifestyle. Most importantly, they want brands to listen to them and their comments where ever they are posted whether on a social network page, company website or micro-blog. More and more, consumers are expecting brands to improve their knowledge in specific areas and to connect them with other similar-minded brand users. To drive brand perception, it is now crucial that brands provide online services that services the needs of modern consumers when they want to engage a brand. For younger, more socially engaged consumers, this means entertaining them online with content and services in addition to driving increased knowledge around a brand.

S T R U C T U R A L

T R E N D

1 :

ONE WORLD: MANY INTERNETS

The broad global trend is growth of social and entertainment platforms

Percentage Change in Active (Last Month) Online Behaviour: Wave 1 to Wave 5
-10% -8% -6% -4% -2% 0% 2% 4% 6% 8% 10% 12%
Managed social network profile A film site A video sharing site A price comparison site Uploaded a video online Products/services promotional site A retail website Used VOIP/online phone An online encyclopaedia Used a microblogging service A photo sharing website Watched a video clip A map website or service Consumer review site Used Webmail A job/employment site Used online office applications Used an aggregator Subscribed to an RSS feed Commented on a story Edited/managed own website Used internet banking An online dating site Search engine News site Online casino/betting site Written a news story/article My work sector site Uploaded photos online Written your own blog A blog/weblog Chatroom/forum Business news website An online auction site Travel/destinations info A general portal site Used Instant Messenger

Social and entertainment leading the growth of internet activity globally; Broadband intensive activities are also growing strongly, such as video and VOIP; Blogging is in decline as we see a shift from text based forms of social interaction into Real-Time (see later trend) Web 1.0 is declining: Portals, news and information sites and instant messenger are all in decline Search is showing a slight fall at the global level, indicating a rise in social media platforms as consumers entry point onto the web as well as the rise of using social media as an editorial layer. (i.e. filtering content through likes, tweets, recommendations, etc. as oppose to search algorithms)

Internet Activities participated in the last month. Changes in penetration. (% point change of Internet users globally, Wave 1 July 2009 - Wave 5 June 2011)

The gap between market leader and laggard is growing in all markets
80% Wave 1 (Difference Between Leader and Lagard) 70% Wave 5 (Difference Between Leader and Lagard) 60% 50% 40% 30% 20% 10% 0%

Looking at a range of internet activities, we can see the difference between leading and trailing markets in terms of penetration is growing in 11 out of 16 activities; Many of these behaviours are social media, open platforms, that require little infrastructure and no payment; The open, consumer driven nature of social media has enabled enthusiastic markets, who are generally newer to the internet, to adopt and use at a mass scale; The large growth in variance in instant messaging is due to a massive decline in IM usage in many markets; Only webmail and internet banking show significant falls in variance thanks to infrastructure investments in these services as well as their ubiquity across the world; In summary, the internet is not creating a mono-culture of information and behaviour as some predicted at the outset. Instead, the cultural fragmentation that existed offline before the internet now exists online and is visible in the divergence of online attitudes and behaviour across the world.

Which of the following have you done online in the past month?. Gap between the leading market and the last. (% difference in users globally, Wave 1 July 2009 - Wave 5 June 2011)

The Result is the Emergence of Localised Internets with Differing Priorities

To understand global differentiation, we have mapped ecommerce adoption versus an aggregate of social media adoption, incorporating social networking, blogging, microblogging, video uploads and forum participation. This creates 4 segments: Social Commerce Stars: Brazil, China and Turkey are massively socially engaged and large enough to develop the infrastructure and mass demand for online retail. Much of this is direct social commerce platforms e.g Taobao in China or Mercado Libre in Brazil Socially Engaged: Many fast growing emerging internet markets have adopted global social media platforms, which are localised but generally US originated. There hasnt yet been the investment in mass e-commerce infrastructure. This could be down to a lack of real world infrastructure, small economies of scale and cash-driven economies. Laggards: Developed internet markets that lack the critical mass to implement e-commerce, either due to geographic size (Canada / Australia) or small population (Hong Kong) or dominance of traditional retail markets (Spain and Italy). While social media can still be significant in these markets, it tends to be one dimensional, i.e everyone is utilising social networks, but not blogs or uploading video etc. Commerce Engaged: Developed internet markets such as Germany and the UK have the e-commerce investment and market push, plus the legacy consumer behaviour from the Web 1.0 boom. However, social media adoption is more passive and tends to be focused on social networking at a mass level.

Purchase a product online in the past month versus an aggregate score of Manage a Social Network, Write a Blog, Comment in a Forum, Upload a Video, Use a Microblog (% penetration by country. Wave 5 June 2011)

No such thing as a global online strategy. Localisation is key online

Social Media presence must be adjusted in each market

Impact
Growing differentiation between markets, creates opportunities for local players

Online influencers will increasingly emerge from outside the English language internet

S T R U C T U R A L

T R E N D

2 :

THE POST PC ERA: WELCOME THE PACKAGED INTERNET

Preferred Devices for Accessing the Internet: Massive demand beyond PC

Internet users can give us a good idea of the future purchases and Internet behaviour by telling us what they think their favourite Internet access device will be in a years time. A year from now, consumers say that mobile devices combine may nearly equal PC/Laptops as peoples preferred Internet access device.

Which of the following is your favourite device to access the Internet? Now / One year from now (% of Internet users globally, Wave 5)

Mobile Internet has Already Exploded Globally and Impacting in Home Usage
70% Asia Pacific Europe 60% Latin America

When Accessing Your Mobile, Which is Your Primary Location?

North America
50% Whilst Travelling or Roaming 23%

At home 33%

40%

30% Public Place 27%

20%

10% At Work 17% 0% Wave1 Wave2 Wave3 Wave4 Wave5 (% of mobile internet users globally, Wave 5) Which of the following have you done on the internet via your mobile phone in the past six months? Browsed the internet (% of internet users globally, Wave 5)

Mobile Ecosystem to Driving Application Usage as the Core Online Platform

45%

Asia Pacific
Europe

40% Latin America 35% North America

Mobile internet usage is growing globally largely thanks to the increasing use of mobile applications or apps that take fulladvantage of enhancements in user interface in recent years. Internet users in the APAC region still lead in terms of the proportion of mobile users that are downloading apps on the mobile phones just as they lead the world in internet usage on mobiles.
Here as in other areas, we are seeing a regional divergence in app downloads with an increasing share of mobile users in APAC downloading apps while the share in LATAM markets is stagnant.

30%

25%

20%

15%

10%

5%

0% Wave1

Wave2

Wave3

Wave4

Wave5

Which of the following actions have you performed on your mobile phone in the past month? - Installed an application (% of internet users globally, Wave 5)

Brands must have a multi-platform strategy: website, mobile site and applications are a must Packaged platforms reintroduce barriers: Mobile and tablets are not open consumer driven platforms. This is an opportunity for brands, who have the connections and budgets to gain access

Impact

Packaged platforms demand that brands think about creating content. This is particularly true as internet connected TVs become the norm

Online influencers will increasingly emerge from outside the English language internet

Structural Change is Driving a Number of Behavioural Impacts

LEAN-BACK: THE RISE OF VIDEO ENTERTAINMENT ONLINE REAL-TIME SOCIAL MEDIA: TRANSFORMING INTERACTION FACEBOOK FATIGUE: THE GROWING PAINS OF A GLOBAL PLATFORM THE SOCIAL BRAND A RENAISSANCE FOR PROFESSIONAL MEDIA

ONE WORLD: MANY INTERNETS THE POST PC ERA: BREAKING THE MOUSE BARRIER

B E H A V I O U R

T R E N D

THE RISE OF THE LEAN BACK WEB

Mass Video consumption is diversifying into multiple internet platforms

16 to 24
Visited a video sharing site Visited a film site 69% 61%

25 to 34
57% 55%

35 to 44
43% 44%

45 to 54
30% 35%

55 to 64
23% 26%

Globally, younger internet users are much more active in consuming content online. However, most of the content that they and older users are enjoying is not user-generated content but is professionally produced content such as full-length movies and TV shows. These same consumers are also willing to pay for this content, but the hurdle has been the slow development of digital content distribution channels and models. This is changing, however, and promises huge rewards for content owners as consumers consume more and more content online.

Watched a full length film Downloaded free TV shows/film

Visited a Digital content store e.g. iTunes Stream Personal home videos Watch on demand TV shows online Stream Film trailers Stream Music videos Listened/Watched a podcast Streamed a LIVE TV show Watched a sports program Download TV show/film via P2P Watched on demand video clip on a mobile Paid TV show/film download Watched live streamed TV on a mobile

51% 49%
47% 42% 40% 31% 31% 31% 25% 23% 22% 19% 14% 9%

39% 44%
43% 31% 35% 25% 25% 27% 20% 20% 19% 18% 13% 8%

29% 33%
35% 22% 29% 17% 17% 22% 16% 15% 12% 13% 9% 6%

25% 29%
27% 16% 27% 11% 11% 18% 11% 14% 7% 7% 6% 3%

17% 20%
19% 10% 24% 7% 7% 15% 9% 11% 5% 4% 4% 2%

Which of the following have you done online in the past month? (% of Internet users globally by age group, Wave 5)

Now professional content is driving global differentiation

Global 80% 70% 60% USA EU 5 BRIC

50%
40% 30% 20% 10% 0%

The difference between the newly industrialised countries of Brazil, India, China, and Russia and the advance Western economies of the EU 5 and USA in terms of online content consumption perfectly illustrate the divergence that is occurring between all the different internet markets across the world. In general, internet users in emerging markets consume much more content online. There are, of course, multiple factors that contribute to this in each market, but one of the universal factors is the relative underdevelopment of traditional media markets in the emerging countries. As a result, the quality of online content often surpasses that which is available through traditional channels in many markets.

Which of the following have you done on the Internet in the past month? (% of Internet users in each region, Wave 5)

Younger users are the least adverse to paying for content

16 to 24 45 to 54
66% 67% 63% 56% 53% 48% 42%

25 to 34 55 to 64

35 to 44 Market Average

41% 37% 28%

This index chart reveals the proportions of the Internet population in each country that would not consider paying for online content in Wave 5. It also shows how averse to buying online content each age group is compared to the overall Internet population. The key factor we see is that older Internet users are generally much less likely buy content online.

+ 100 -

Spain

France

Germany

Italy

UK

USA

Brazil

India

Russia

China

Which of the following would you consider paying to access online?- None of the above (answer options) (% of Internet users in each market)

Consumption of professional video content online now outstrips consumer created

It is a myth that consumers wont pay for content online

Impact

Disconnect between the developed media and content markets in US, UK and Europe and the consumer demand for content in the emerging markets. Content producers should look at the global opportunity Massive opportunity for brands to build global content strategy

B E H A V I O U R

T R E N D

REAL-TIME SOCIAL MEDIA

Micro-blogging and social networking are growing fastest

80% Wave1 Wave4 70% Wave2 Wave5 Wave3
+3%

60%
+40% +2%

The first generation of the Internet focused on the new ways that everyone could create and publish content. As the Internet has evolved, internet users have moved more to the consumption and retransmission of content rather than producing it themselves. This is evident when we look at the fastest growing internet activities and those with the highest penetration. Consumption of video clips on platforms like YouTube and Dailymotion are among the most popular internet activities. Microblogging and social networking are the first and second fastest social media activities. So much of the activity on these platforms is retransmission of content, retweeting, re-posting of video clips, etc. and so little is the actual creation of content. This presents great opportunities for professional content creators to harness social channels to spread their content.

50%
+9%

40%
+24% +4% +62% +6% +10%

30%

20%

10%

0%

Which of the following have you done online in the past month? (% of Internet users globally; Wave 1 (September 2009) to Wave 5 (June 2011)

Micro-blogging growth is being driven by BRIC

Percentage of internet users who have used a micro-blogging service in the past month split by region
GLOBAL 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% BRIC US EU5

While we have seen that penetration growth in social networking is consistent across all Waves and regions, when we look at micro-blogging, we see a much different story. Micro-blogging growth has grown significantly in the BRIC markets while stagnating at less than 10% penetration among internet users in the advanced markets of the EU 5 and USA. This trend further illustrates the divergence in online behaviour between markets and shows how real-time social media is increasing in emerging markets while blogs, as we will see in the next slide, are not growing at all.v

15.0% 10.0% 5.0% 0.0% Wave1 Wave2 Wave3 Wave4 Wave5

What have you done on the internet in the past month? (% of internet users worldwide)

Real-time moves users towards transmission and away from creation

The table to the left shows users micro-blog update frequency versus their monthly activities. We can immediately see that those users who are most active on microblogs, updating more than once a day, are most likely to be sharing links to other micro-blogs, personal photos, and links to videos. Less active micro-bloggers are generally less-likely to perform most micro-blog activities with the exception of posting about events and sharing links to other micro-blogs. The key trend that we can pull out here is that the most active microbloggers are most likely to be retransmitting content created by others or by professional content producers.

Micro-blog activities in the past month

How often do you update your micro-blog status? vs. Which of the following have you done on your micro-blog in the past month? (% of internet users worldwide)

Real-time is moving the emphasis away from creating content to transmitting other peoples content

Shifts the focus from brands to create rather than engage consumers to create

Impact
Transmitter culture makes journalists, media owners, content producers and brands more relevant in the online economy

Mobile devices will turn the internet real-time

B E H A V I O U R

T R E N D

FACEBOOK FATIGUE

Facebook has grown fastest globally since Wave 1

30%

25%

20% % Change Wave 1 to Wave 5 15%

As expected, Facebook is the fastest growing social network across the 16 original GWI markets since Wave 1 in July 2009. The Chinese social networks of RenRen and Qzone are the most striking, however, and illustrate the vast market potential that China offers not just in social networking but across the entire internet. LinkedIn is an interesting social networking that has grown substantially since Wave 1, particularly because it is a social network developed around a specific type of real-life network, the professional network.

10%

5%

0%

-5%

-10%

Which of the following have you done online in the past month? Managed a social network profile (% change in in active social networkers by platform globally Wave 1 to Wave 5)

However: Broader social networking decline is kicking in

16-24 Germany UK Italy Spain Netherlands France China Japan USA South Korea Russia India -1.6% -8.2% 4.9% 48.9% 28.1% 34.6% 78.8% 15.4% 2.8% 156.3% 9.1% -2.8% 25-34 4.7% -4.7% 35.0% 33.3% -10.2% 11.1% 112.0% 4.5% 13.6% 95.0% 24.5% 19.4% 35-44 47.8% 17.1% 65.4% 33.3% 12.8% 85.7% 79.2% 66.7% 33.3% 71.4% 42.9% 17.0% 45-54 7.1% 32.0% 77.3% 70.8% 32.0% 40.0% 218.2% 22.2% 16.1% 58.3% 5.3% 35.9% 55-64 62.5% 27.8% 75.0% 33.3% 114.3% 110.0% -28.6%* -33.3%* 42.1% 375.0% 70.8% 62.1%

One of the biggest surprises that we see across the world is the decline in social network penetration among younger users in certain markets such as Brazil, India, and the UK.
In other markets, however, such as Spain, South Korea, and China, social network penetration has seen strong growth across all age groups. In general, the middle age groups are growing across all countries, and in many countries, they are the fastest growing age segments. Moving forward, it will be interesting to examine whether the decreasing penetration of social networking in younger age segments is an indicator of future trends for other age groups.

Mexico
Brazil Canada Australia

23.6%
-10.0% 0.0% 4.8%

69.0%
0.0% -1.6% 3.3%

71.4%
15.1% 6.5% 29.7%

58.3%
28.9% -8.3% 36.7%

121.1%
47.4% 31.8% 38.9%

*change based on very low reach <10%

Which of the following have you done online in the past month? Managed a social network profile (% change in active social networking penetration by market)

Massive decline in contribution on Facebook

Global 10.0% 5.0% 0.0% -5.0% US US College Educated < 30

Between Wave1 (July 2009) and Wave 5 (June 2011), there has been a large level of decline in contribution and active participation into Facebook The hype suggests that with Facebook always growing its user base, it is quickly becoming the global social, communication, content and increasingly purchasing platform. However our research points to a different story. Over time users have began to contribute less and are increasingly passive. This raises questions on the quality of user data that often underpins huge valuation figures. It also raises questions on whether brands should vest everything in Facebook pages. This change suggests they need to diversify This decline is most marked in young college educated Facebook users in the US who were the original adopters of Facebook. This allows to forecast a plateau in usage that will spread into other demographics and markets

-10.0% -15.0% -20.0%

Facebook users: Social Network Behaviour / Actions in the past month (% change in active social networking penetration from Wave 1 (July 2009 to June 2011)

Its not all about Facebook A decline in contribution raises questions over whether brands would be better building a more multi-platform social offering to maximise social engagement, particularly in US and EU5

Impact

Facebooks valuation is largely based on quality of the data and the ability to target consumers based on this data. However active sharing of data is in decline. Most users are increasingly passive. This fact strongly questions $100bn valuation Facebooks growing pains, mirror wider trends in global differentiation. Emerging markets will drive the user growth

B E H A V I O U R

T R E N D

THE SOCIAL BRAND

Young demographics show the impact of the transmitter economy

16 to 24

25 to 34

35 to 44

45 to 54

55 to 64

Entertain you

55%

49%

45%

38%

38%

Improve your knowledge

55%

55%

58%

60%

64%

The things that consumers want from their brands change with age in ways that are more or less intuitive. Older consumers much prefer that brand keep them informed and improve their knowledge, while younger consumers want to be entertained in addition to improve their knowledge and connecting them with people. This generation gap illustrates the differing brand expectations that social engagement create.

Connect you with people

49%

43%

38%

36%

39%

Be part of your daily routine Provide you with interesting real life experiences Keep you informed on the product and the company Help you organise your life

45%

45%

43%

42%

38%

31%

32%

28%

23%

20%

28%

33%

38%

43%

43%

24%

29%

33%

33%

29%

Talk to me like a real person

13%

14%

18%

24%

28%

How would you like a brand to act towards you? (% of global internet users by age)

Social network brand interactions are catching the branded website

Visit branded website Liked a brand/product Visited branded social network group/page Chatted with a customer service agent Read branded blog Visited branded community Followed branded microblog Invited friend to join a branded page/group on social network Uploaded photo/video to a branded social network page/group

Consumers around the world still value branded websites more than any other form of online marketing and branding techniques. Social marketing techniques are gaining traction, however, and liking a brand or product on a social network is popular among consumers in all regions in a relative sense.

Asked question to a brand on microblog

Shared content in a branded community Retweeted a branded microblog post 0% 10% 20% 30% EU 5 40% USA 50% BRIC 60% Global 70%

Thinking about all the ways in which you can interact with a brand or company online, which have you done in the past month? (% of global internet users by age)

Growing demand for one to one relationship and content

Listen to comments on forums/social networks

Create applications/online services

Creating videos online featuring the brand

Contacting me if I mention the brand on a microblog

Creating a brand community where I can meet new people

Consumers are not bothered about engaging with brands in a two-way conversation. What they want is simply to be listened to when they need the brand and for the brand to make their products and services readily available where they are, not where the brand wants them to be. Creating content is also important, especially for younger internet users as we have seen previously. Consumers react well to high quality branded content that is entertaining and engaging.

Creating blogs to talk about the company and product

Creating groups in social networks

Becoming your friend in a social network

Using microblog/social network pages to provide customer support/service

0% 5% 10% 15% 20% 25%

Wave5

Wave4

Wave3

30%

35%

40%

45%

50%

Which of the following marketing activities would improve your opinion of the participating brand? (% of global internet users by age)

Social branded channels are close to matching brand websites in reach Social media provides a new medium for brands to engage consumers, but brands must know the rules of engagement and identify what consumers want from them on these platforms

Impact

Their is increasing demand for branded content. This is a result of the growing demand for a lean back experience and a result of the transmitter culture. Brands need a content strategy. The line between produced content and advertising will disappear online The crucial aspect of social consumer engagement is to ensure that consumers feel that their voice is heard online. This doesnt necessitate constant two-way conversation but requires brands to be attentive when that conversation is wanted

B E H A V I O U R

T R E N D

A RENAISSANCE FOR PROFESSIONAL MEDIA

Professionals have never had it so good:

MANY INTERNETS: GLOBAL DIVERGENCE

Global potential for the distribution of content

THE POST PC ERA

Package platforms create the economics to monetise professional content

LEAN BACK

Growing rich content consumption and willingness to pay

REAL TIME SOCIAL

Focus on sharing pro content. Micro-blogs orientate consumers to professionals

Reality 1: traditional sources still drive mass knowledge

25%

Traditional news sources still dominate news delivery across all age groups at a global level. For young adults, news websites are most likely to be their first source of news about a particular event, but older internet users still rely on TV news. Interestingly, social networks are more likely to be the first source of news for 16 to 24 year olds than are newspapers. A growing trend, accelerated by the use of social channels by traditional news sources, is the trend for users to get their news from a traditional source but then to follow up via social channels in an attempt to get the most up-to-date information possible.

16 to 24 25 to 34
20%

35 to 44 45 to 54 55 to 64

15%

10%

5%

0%

In the last major news event you heard about, what was the first source of information? (% of global internet users)

Reality 1: even active microbloggers turn to traditional news sources

Average TV news channel Light Microbloggers Heavy Microbloggers

Even for highly engaged social media users traditional news sources are still the main channel through which they get breaking news. The importance of news websites provides leverage for the argument that news organisations should focus on digital content distribution and business models as many have done in recent months. Internet users still very much value traditional news sources, especially when they act as not only as a reporter of news but also as a curator of social news content; integrating old media with new media means that traditional news organisations have even greater opportunities than they had previously.

Social Network update

Radio

Newspaper

News website

Microblog update

0%

5%

10%

15%

20%

25%

30%

35%

40%

In the last major news event you heard about, what was the first source of information? (% of global internet users)

Reality 2: traditional TV is not in decline even for heavy social users

Daily micro-bloggers
6% 7% 22% Less than one hour 1 to less than 2 2 to less than 3 3 to 4 4 to 6 more than 6 21% 33% 22% 31% 13% 7%

Daily bloggers
9%

17%

12%

Global Average
7% 9% 19%

15%

26%

24% How much time do you spend watching TV during a typical day? (% of internet users by segment)

Social and online must be integrated with offline strategy The internet will not replace traditional media, traditional media will distribute through internet channels

Impact
The internet is becoming more like traditional media. Packaged platforms, applications etc enable traditional format with traditional advertising models

There is growing demand to build 1 to 1 conversation with brands

E X P L O R E

T H E

D A T A

g l o b a l w e b i n d e x . n e t g l o b a l w e b i n d e x @ t r e n d s t r e a m . n e t