2. GLOBALWEBINDEX is the most detailed
global research study into online
consumers attitudes, motivations and
behavior across all Internet platforms.
31 Countries | 150,000 Respondents | 7 Waves | 150 Questions
3.
4. TODAY:
GLOBAL UNDERSTAND
PASSIVE V
ADOPTION YOUR
ACTIVE
TRENDS AUDIENCE
7. UK LEADS FACEBOOK
100% United Kingdom United States of America
France Germany
90%
Russia
80%
70%
60%
50%
40%
30%
20%
10%
0%
Source: GlobalWebIndex. Wave 7 Q2 2012
8. FACEBOOK USERS ARE BY FAR THE MOST ACTIVE
70% CONTRIBUTED IN
THE PAST
60% MONTH
50%
40%
30%
20%
10%
0%
Source: GlobalWebIndex. Wave 7 Q2 2012
9. GROWTH IS FLATTENING THE WORLD
60.0%
% Growth in 2011
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
-10.0%
Source: GlobalWebIndex. Percentage of users with active Facebook accounts. Wave 4 to Wave 6 2011
10. MOBILE SHIFT
On average how often do you visit the following websites / services in the past month?
(% of internet users via PC, Mobile, Tablet device GWI.6)
11. BEHAVIOUR PROFILES
100%
PC
90%
Mobile
80%
70%
60%
50%
40%
30%
20%
10%
0%
Checked in Uploaded Organised an Shared links Shared Followed a Shared a link Watched Clicked a Posted Commented Messaged Uploaded Commented
at a location and share event to blogs videos group or like to an article video clips button linked comment on a friend with friends and share on a friend
your own created by a page created by to the service about my photo or on a one on photos post
videos other internet created by a other internet that likes an daily activities video one basis
users brand users article page
product etc.
(e.g.
Facebook
Like button,
Google + but
Source: GlobalWebIndex. Wave 7 Q2 2012
12. KEY CONSUMER SEGMENTS: PASSIVE V ACTIVE
HEAVY
CONTRIBUTORS PASSIVE USERS
(1+ TIMES A DAY)
4.6m 3.6m
13. AGE IS STILL A DRIVER
50%
45%
40%
35% Heavy facebook
30% Passive Facebook
25%
20%
15%
10%
5%
0%
Source: GlobalWebIndex. Wave 7 Q2 2012
14. ENTERTAINMENT AND CONNECTION ARE KEY DRIVERS
Heavy facebook Passive Facebook
80%
70%
WHATMOTIVATES 60%
ME TO GO 50%
ONLINE? 40%
30%
20%
10%
0%
Source: GlobalWebIndex. Wave 7 Q2 2012
15. ONLINE BEHAVIOUR: HEAVY CONTRIBUTORS DOMINATE THE WEB
Managed social network profile
Heavy Contributors
Used an aggregator 100% Watched a video clip
Written a news story/article 90% Uploaded photos online
Passive Users
80%
Used a microblogging service 70% Purchased a product online
60%
50%
Subscribed to an RSS feed Used internet banking
40%
30%
20%
Written your own blog Used Webmail
10%
0%
Bought an offer on a group-buying
Commented on a story
site e.g. Groupon
Edited/managed own website Reviewed a product or brand online
Used a social bookmark service Used Instant Messenger
Asked or answered a question on a
Posted on a forum/BBS
Q/A service
Used VOIP/online phone Uploaded a video online
Used online office applications
Source: GlobalWebIndex. Wave 6 Q2 2012
16. CASE STUDY: GLOBAL FMCG CLIENT
Brand
Conscious
Stand Out From
The Crowd
Look After
Appearance
Image
18-34 MALE
How I spend my
time is more
important than
the money I
make
Strive to
achieve more
17. SEBASTIAN
RIKARD
Fashion /
Self Worth /
Image /
Improvement
Personal Rep
18. Sebastian spreads his behaviour across networks
100%
90% Sebastian Rikard
80%
70%
60%
Whatsocial network 50%
do I use? 40%
30%
20%
10%
0%
Source: GlobalWebIndex. Wave 4-6 2011
19. Rikard is more about “messaging” and light activities
70%
Sebastian Rikard
60%
50%
WhatdidI doon 40%
Facebookin thelast 30%
month?
20%
10%
0%
Source: GlobalWebIndex. Wave 4-7 2011 + 2012
20. Sebastian more outward. Rikard is reactive and passive
Stay in
touch with Stay in touch
friends with friends
50% Update my 63%
T 3motivations to
op friends on
use asocial network my life
Entertainment 17%
7% Update Entertainment
my friends
on my life
7%
7%
Source: GlobalWebIndex. Wave 4-6 2011
21. Give Sebastian access and insider knowledge
Discounts for future purchases
Customer service
Competitions
Access to new products prior to…
Whatmotivates me to
followa brand? A feature that enables me to track my…
The ability to interact and talk to…
Personalised purchase…
Be asked to come up with ideas for…
The ability to purchase products…
Exclusive insight or information about…
No interest in any of the above
Being able to connect with other fans…
Rikard
Details of what my friends have bought
Sebastian
Details of what my friends would like…
0% 20% 40% 60% 80%
Source: GlobalWebIndex. Wave 4-7 2011 + 2012
22. TODAY:
INCREASING
DON’T FORGOTTHE ALWAYS
LOCALISATION >
PASSIVE >THINK UNDERSTANDYOUR
MORE LOCAL
CONTENT AUDIENCE
CULTURE
