In 2006, UM embarked on a project to measure the scale and impact of social media across the globe and to explore the changes occurring in communication technologies. To date, we have surveyed more than 136,000 Active Internet Users across 64 countries.
Over the course of this project Wave has taught us that growth in social media is unprecedented. However, the real story has not just been one of growth but also of evolution. In a few short years social media has made content creators , sharers and influencers of us all.
Our ambition with Wave is to provide real actionable insight that will allow clients to navigate the world of social media.
The consumer now has so many ways in which to interact with brands in the social space, be this a smartphone, a tablet or a P.C. and each of these have vastly different strengths. Wave 6 allows us to not only identify the right social experience to create but also the best environment in which to create it.
6. Contents
• What is Wave?
• Social movements
• Th B i
The Business Of Soci l
S ial
• Connecting with socia experiences
al
• The impact: Summary
p y
The business of social | Social media tracker 2012
7. Real Actionable Insight
A SOCIAL MO
OVEMENT
THE POWER OF SOCIAL
R
CONNECTIN WITH SOCIAL EXPERIENCES
NG
The business of social | Social media tracker 2012
8. BUSINESS
B
SOCIAL 62 countries
42,000 respondents
September 2011:
December 2011: QQ IM – over
Over 845M active users 700M active users
June 2011: June 2011: Launch
54 countries Over 200M tweets a day
April 2011:
MOTIVATIONAL 37,600 respondents March 2011: 100M members Valued at >$36Bn
December 2010: 100M users
just 2 5 months after launch
2.5
October 2010: “The Social Network” film released
August 2010: Groupon is the
July 2010: 100M check-ins
38 countries fastest growing company of all time
23,200 respondents April 2010: iPad released February 2010:
Facebook mobile – 100M users
INFLUENTIAL August 2009: Xiaonei bec
comes RenRen
Now more than 3.6Bn images on Flickr
29 countries June 2009: Launch
17,000 respondents March 2009: Launch VISUAL
October 2008: Launch September 2008:
First Android phone launch
TEXTUAL August 2008:
Over 100M users
April 2008: Facebook overtakes
21 countries
MySpace in popularity 10,000 respondents
15 countries March 2007: Launch
7,500 respondents January 2007: Launch
October 2006: Launch
September 2006: Launch
July 2008: Launch
Febru
uary 2006: Launch
August 2005: La
aunch
April 2005: First video uploaded to YouTube
March 2005: La
aunch
January 2005: Launch
December 2004 L
D b 2004: Launch
h
February 2004: Launch
January 2004: Launch
August 2003: Launch September 2003: Launch
May 2003: Launch
June 2003: Launch
January 2003: Launch
The Story of Wave
y
March 2002: Launch
January 2001: Launch
October 1999: Launch
The business of social | Social media tracker 2012
9. Wave 6
Algeria
The expanding Wave universe
Argentina
Wave 5 Australia
Austria
Algeria
Bahrain
Argentina
Belgium
Australia
Brazil
Austria
Canada
Bahrain
Chile
Belgium
China
Brazil
Colombia
Wave 4 Canada
Croatia
Chile
Chil
Australia Czech Republic
China
Austria Denmark
Colombia
Belgium Ecuador
Czech Republic
Wave 3 Brazil Egypt
Denmark
Canada Estonia
Australia Ecuador
China France
Austria Egypt
Colombia Finland
Brazil Estonia
Wave 2 Czech Republic Germany
Canada France
Denmark Greece
Australia China Germany
Ecuador Hong Kong
Brazil Czech Republic Hong Kong
Finland Hungary
Wave 1 China Denmark Hungary
France India
France France India
Australia Germany Italy
Germany Germany Italy
China Hong Kong Ireland (ROI)
Greece Greece Ireland (ROI)
France Hungary Japan
India Hong Kong Japan
Germany India KSA
Italy Hungary Korea
Italy Italy Kuwait
Japan India KSA
India
I di Japan
J Latvia
L t i
Korea Italy Kuwait
Japan Korea Lebanon
Malaysia Japan Latvia
Korea Latvia Lithuania
Mexico Korea Lebanon
Mexico Lithuania Macedonia
Pakistan Mexico Lithuania
Philippines Malaysia Malaysia
Philippines Netherlands Malaysia
Russia Mexico Mexico
Russia Pakistan Mexico
Spain Netherlands Netherlands
Singapore Philippines Netherlands
UK Norway Norway
Spain Poland Norway
US Peru Oman
Taiwan Romania Oman
Philippines Philippines
Thailand Russia Philippines
Poland Poland
UK Spain Poland
Portugal Portugal
US Switzerland Portugal
Romania Puerto Rico
Taiwan Qatar
Russia Qatar
Turkey Romania
Singapore Romania
UK Russia
South Africa Russia
US Serbia
Spain Serbia
Singapore
Sweden Singapore
Slovakia
Sl ki
Turkey Slovakia
South Africa
UK South Africa
Spain
US South Korea
Sweden
Spain
Taiwan
Sweden
Thailand
Switzerland
41,738
41 738 62
Tunisia
Taiwan
Turkey
Thailand
UAE
Tunisia
UK
Turkey
Ukraine
UAE
US
respondents countries Ukraine
UK
US
Vietnam
The business of social | Social media tracker 2012
10. Growth in social networkin has slowed
ng
Brazil China France
63.6% 53.9% 74.5% 74.3% 47.4% 51.4% 68.4% 68.9% 26.3% 43.4% 53.2% 53.5%
Global
45.1% 51.4% 61.4% 65.2%
Germany India Italy
Wave 6 27.2% 36.6% 37.8% 53.1% 51.4% 62.8% 72.5% 67.1% 24.0% 34.4% 53.9% 61.2%
Wave Wave Wave 5
3 4
Hungary
Spain Russia UK
29.9% 46.2% 55.5% 59.6% 64.8% 66.1% 79.8% 77.1% 53.4% 55.5% 58.6% 62.9%
71.8% 76.6% 71.3%
Wave 4 Wave 5 Wave 6
USA
33.1% 48.3% 58.1% 64.5%
Wave:
3 4 5 6
The business of social | Social media tracker 2012 QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months?
g
- Manage a profile on an existing social network (eg: facebook.com)”
15. People now have many wa to connect with the
ays
internet
Average number of devices owned
and used to access the internet
5
4.1
41 Laptop /
netbook PC
Desktop
PC
4
3
2.9
29 Smartphone
(eg: iPhone)
Tablet
device (eg:
iPad)
Mobile E-book
phone
h reader (
d (eg:
2 Kindle)
Internet- Games
connected console
1 TV
Portable Portable
MP3 / video games
0 player console
Own Have used to access t
the
internet
The business of social | Social media tracker 2012 QUESTION: “Which devices do y own and which have you used to access the internet in the last 6 months?”
you
16. Hungarians connecting wit the internet
th
Average number of devices owned
and used to access the internet
5
3,2
32 Mobile
phone
Games
console
4
Internet-
3
2,0
20 Desktop
PC
connected
TV
t d
Portable
Laptop /
games
netbook PC
tb k
2 console
Portable
MP3 / video Tablet
1 player device (eg:
( g
iPad)
Smartphone E-book
0 (eg: iPhone) reader (eg:
Own Have used to access the
s Kindle)
internet
The business of social | Social media tracker 2012 QUESTION: “Which devices do y own and which have you used to access the internet in the last 6 months?”
you
17. PC,
PC laptop and mobile dev
vices still the main way to
connect
Desktop
PC
70%
Laptop/
L t /
Notebook
60% Mobile phone
Portable
Mp3 / video player
% Ow Device
50%
40% Games
Smartphone
wn
Console
Portable
30% Internet-
Games
Console Connected TV
20%
e-book Tablet
Reader
10%
0%
0% 10% 20% 30% 40% 50% 60%
% Use Device to Go Online
o
The business of social | Social media tracker 2012 QUUESTION: “Which devices do you own and which have you used to access the
inte
ernet in the past 6 months?” - Size of the bubble represents % who own device.
18. Device Ownership and On
nline Access Profile
90%
80%
Desktop
70% Mobile phone PC
% Ow Device
60% Laptop/
Portable
Notebook
Mp3 / video player
50%
wn
40%
30%
20%
Games
Portable Console Smartphone
Games Internet-
10%Console Connected TV
e-book
Tablet
T bl t
0% Reader
0% 10% 20% 30% 40% 50% 60% 70%
% Use Device to Go Online
o
The business of social | Social media tracker 2012 QUUESTION: “Which devices do you own and which have you used to access the
inte
ernet in the past 6 months?” - Size of the bubble represents % who own device.
19. As the PC remains the mo versatile internet
ost
enabled device
Read blogs
R d bl
Joined a group buying commmunity 90% Post/write on a blog
Browsed the internet Upload photos to photo sharing site
Shared your location via location-based 80%
Watch video clips online
social network 70%
Laptop / Desktop
notebook PC PC Read a book 60% Shared a video with a friend
50%
Read a digital newspaper/magazine Download a podcast
40%
Smartphone Tablet 30%
(eg: iPhone) (eg: iPad) Searched for a location Download video podcast
20%
10%
Watched live TV Managed a social network profile
0%
Mobile E-book reader
phone (eg: Amazon kindle) Made a purchase Visited a friend's social network page
Joined an online community Used instant messenger
Internet-
I t t Games
G
enabled TV console
Visited a professional social network Visited a company/brand website
Take part in multi-player game online Used search engine
Used a clo d based m sic
cloud-based music
Portable MP3 Portable Wrote/sent a message on microblog
reccommendation service
/ video player games
Downloaded & used an a
app Read a message on microblog
console Sent a te message
ext Visited a forum
The business of social | Social media tracker 2012 QUESTION: “
“Which activities have you carried out using each device in the past 6 months?”
20. Although we can see that smartphone penetration is
growing rapidly
37%
3
34%
45%
24%
28%
37% 53% 36% 16%
36%
37%
26% 339% 22%
42% 20% 2
23%
25%0
38% 45 45%
%
5% 29% 24% 2
9
%
28%
44% 41% 11%
4 34%
44%
27% 42% 40% 61%
22%
9% 11%
44%
59%
8% 31%
18% 43%
45% 38% 37% 37%
59%
47% 33%
43%
38%
43%
28 34%
% 67%
40%
35%
% own a smartphone
>60%
43%
50-60%
62
27 %
40 50%
40-50% 25
%
%
30-40%
<30%
The business of social | Social media tracker 2012 QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
f
21. Hungary almost into Tier 4 smartphone penetration
29%
37%
3
34%
45%
24%
28%
37% 53% 36% 16%
36%
37%
26% 339% 22%
42% 20% 2
23%
25%0
38% 45 45%
%
5% 29% 24% 2
9
%
28%
44% 41% 11%
4 34%
44%
27% 42% 40% 61%
22%
9% 11%
44%
59%
8% 31%
18% 43%
45% 38% 37% 37%
59%
47% 33%
43%
38%
43%
28 34%
% 67%
40%
35%
% own a smartphone
>60%
43%
50-60%
62
27 %
40 50%
40-50% 25
%
%
30-40%
<30%
The business of social | Social media tracker 2012 QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
f
23. What stands out?
?
The business of social | Social media tracker 2012
24. Different devices are seen as better at doing
different things
Smartphones are Access
Socialize with Information
better when you want
others quickly Ward Off Boredom
55% to….
Have fun/
Find your way Hang out or
Be entertained
50% waste tim
me
% Smartpho Owners
Manage my life
g y Relax
45% Explore
the world Read content
Organize something
one
40%
Play a game
Get something done Learn something new
35%
Watch content
Be creat
tive
30%
Make a purchase Tablets are better
25% Research somethhing when you want
thoroughly to….
20%
20% 25% 30% 35% 40% 45% 50% 55%
% Tablet O
Owners
The business of social | Social media tracker 2012 QUESTIO “You have indicated you own these devices, which of these devices do you
ON:
think does a good job when you to… Smartphone Owners vs. Tablet Owners.
25. What impact does multiple devices have on media
e
consumption?
16
onsuming media in last 7 days
14 Browsing the
d
internet
12
TV
10
Social networks
8
ours spent co
6 Magazines
4
Average ho
Newspapers
2
0
1 2 3
Number of devices used to acce the internet
ess
The business of social | Social media tracker 2012 QUESTION: “Approximately how much time have you spent consuming the
following media in the last 7 days by the number of devices used to access the internet”
26. Connecting devices to exp
periences
FUN Play a Game
INFORMATION
Portable Games Console
Games Console Have Fun/ Be
Entertained
E t t i d
Portable
Ward Off Boredom Learn Something
mp3/video
player New
Relax Desktop
“Hang Out” or P.C.
Research Access
Waste Time Something Information
Socialise With Others Thoroughly Quickly
Watch
Mobile Phone Content
Laptop/Netbook P.C.
Organise
Something Read Content
Be Creative Internet Make a Purchase
Smartphone
Connected
Find My Way Explore the World
E l th W ld
TV
Around Me
e-book Reader
Manage My Get Something Done
Life Tablet device
ORGANISATION ACTION
The business of social | Social media tracker 2012 QUESTION: “You have indicated you own these devices,
which of these devices do you think does a good job when you to…”
28. Many de ces
a y devices
Different experiences
Different strengths
g
Rig
Ri ht experience with th
i ith the
right device
The business of social | Social media tracker 2012
29. The Social Challenges for Business
The business of social | Social media tracker 2012
30. “Is Social Media wo
orking for you? Or
are you working for Social Media?”
r Media?
The business of social | Social media tracker 2012