Mar 08 POWERTOTHEPEOPLESOCIALMEDIATRACKER v 3 Powertothepeople SocialMediaTrackerWave3 3WelcometoWave3 040610121834485676 IntroductionMethodologyWhatisSocialMedia GlobalSnapshotBloggingSocialNetworkingSharingContentConsumingContentFinalWord hype Introduction WelcometoUniversalMcCannsglobalresearchintotheimpactofsocialmedia ThisprojectisanongoingcommitmentbyUniversalMcCanntomeasureconsumerusage attitudesandinterestsinadoptingsocialmediaplatformsandisthelargestexplorationofitskind ItaimstoprovidethefactsbehindtheThefirststudywaspublishedinSeptember2006 Wave1 andthesecondstudyinJune2007 Wave2 Thisreport Wave3 bringstogetherthelatestresultsfromWave3aswellastrackingtheevolvingtrendssinceWave1 Wave3surveyed17 000internetusersin29countriesandwascompletedinMarch2008 SinceWave1inSeptember2006theresearchhascreatedgenuineinsightsonthepatternsofusage suchasChinahavingmorebloggersthantheUS emergingmarketsleadingtakeupandJapanshunningphotosharing Thislatestreportdemonstratesthecontinuedgrowthofsocialmedia theimpactsofthisarehuge Thevastmajorityofusersareproducingcontentandthereisanongoingshifttowardsparticipation Mediaconsumptionisinternationalisingalonglanguagelinesthankstoglobalsocialplatforms Consumersaremovingtoon demandmediasuchasvideoclipsandpodcasts Theroleforadvertisersandbrandshasneverhadsomuchpotential brandedapplications contentandservicesallofferhugepotentialinsocialmedia Emerginginternetmarketsareleadingthewayinusage closingthegapwithdevelopedcountries TomSmithTom smith Wave3 Wave115Countries7500InternetUsersSeptember2006Powertothepeople SocialMediaTrackerWave3 Wave221Countries10 000InternetUsersJune2007 29Countries17 000InternetUsersMarch2008 5 Wave3Highlights SOCIALMEDIAISAGLOBALPHENOMENONHAPPENINGINALLMARKETSREGARDLESSOFWIDERECONOMIC socialandculturaldevelopment Ifyouareonlineyouareusingsocialmedia ASIANMARKETSARELEADINGINTERMSOFPARTICIPATION CREATINGMORECONTENTTHANANY otherregion ALLSOCIALMEDIAPLATFORMSHAVEGROWNSIGNIfiCANTLYOVERTHETHREEWAVES VideoClipsarethequickestgrowingplatform upfrom31 penetration inWave1to83 inWave3 57 HAVEJOINEDASOCIALNETWORK MAKINGITTHENUMBERONEPLATFORMFORCREATING andsharingcontent 55 ofusershaveuploadedphotos 22 ofusershaveuploadedvideos THEWIDGETECONOMYISREAL 23 ofsocialnetworkusershaveinstalledanapplication 18 ofbloggershaveinstalledapplicationsintheirblogtemplates BLOGSAREAMAINSTREAMMEDIAWORLD WIDEANDASACOLLECTIVERIVALANYTRADITIONALMEDIA 73 havereadablog THEBLOGSPHEREISBECOMINGINCREASINGLYPARTICIPATORY NOW184MBLOGGERSWORLD WIDE Thenumberonethingtoblogaboutispersonallifeandfamily CHINAHASTHELARGESTBLOGGINGCOMMUNITYINTHEWORLDWITH42MBLOGGERS MORETHANTHEUS andWesternEuropecombined SOCIALMEDIAIMPACTSYOURBRANDSREPUTATION 34 postopinionsaboutproductsandbrandsontheirblog 36 thinkmorepositivelyaboutcompaniesthathaveblogs rk 3 95 93 70 6 oto ph com lte a Methodology HowwediditTheresearchhasretainedaconsistentmethodologyTHROUGHOUTWAVE1 2AND3 ALLSURVEYSHAVEBEENSCRIPTEDandhostedonUniversalMcCann sin houseonlineresearchSYSTEM INTUITION ALLSURVEYSARESELFCOMPLETIONANDTHEDATAcollectedisentirelyquantitative Everymarketisrepresentativeofthe16 54ActiveInternetUniverse InthisWave17 000internetusersin29countrieswereinterviewed Tobeincludedyouneedtobeusingtheinterneteverydayoreveryotherday www fickr s a m THEACTIVEINTERNETUNIVERSE Powertothepeople SocialMediaTrackerWave3 Iusetheinterneteveryday everyotherday ONLINE ALLADULTS di a Pa5 ki3 Chsta inn7 Pha1 3 ili2 Ruppi3 sne Msias1 ex15 9 Brico 84 az21 Tuil2 3 rk2 Poey24 la2 Rond 5 m29 Hani 6 una Grgar31 eey34 Czce5 e32 Frch5 5 anRe Spcepub ai54lic Aun5 7 49 st6 9 Itaria5 56 ly 57 7 Ge rm 0 Caan nay Uda64 K66 Ta66 5 9 iw4 Jaan p67 Dean6 4 n8 Swma 7 itrk Hzerl68 onan 8 SogKd6 uton9 UhKg62 SAor9 e Au71a79 st 40 Nrali 2 eta he7 rla2 9 nd s 87 8 In 7WHYTHEACTIVEINTERNETUNIVERSE ASTHEYARETHEKEYLEADERSOFSOCIALMEDIAANDDRIVERSOFadoption theyarethemostimportantconsumertounderstand Theyarethemostimportantconsumertounderstandtheadoptionofsocialmediawhoarekeytogrowingtheinternet Theymakeupthevastmajorityofsocialmediaadopters Ifyou renotusingtheinternetregularly you renotblogging Overtime allusersincreasetheregularityofusage Eventuallyeverybodywillbeanactiveuser astheyhavebeenwithtelevision InthepastWavestherehasbeenoccasionalmis understandingaboutwhattheresultsrepresent duetothefactthatsmallerlesseconomicallydevelopedcountriesleadtheway Thereasonliesinthefocusofthestudy whichistounderstandusageofsocialmediaamonginternetusers EmergingInternetmarketstendtohaveademographicalprofilethatfitstheearlyadopterasopposedtothematureinternetmarketssuchasJapanandtheUS Thiscanbeafactorinlowerlevelsofadoptioninpenetrationterms Itmustalsobeconsideredthatemergingmarketshavelowerlevelsofinternetpenetration sotheimpactofsocialmediaamongthe countryasawholewillbemoremeasured InternetPenetrationbymarketInternetPenetration alladults FiguressourcedfromI1000 4 Methodology Universesizes puttingitintocontextESTIMATEDWORLDWIDE16 54ACTIVEINTERNETUNIVERSE 475MUSERS11 1USA100m 2 59 678 131710 121