The presentation at the Research Showcase on Social Media-- Preliminary results from the Global Web Index UK and US data, presented by Trendstream.* Motivations for using the web* Social media usage trends* How social media is driving change – video example* The impact of social media* Role for brands and challenge for advertising
Social MediaKey trends, impacts and role for brands IAB Europe
Interact June 12th 2009globalwebindex.net
Tom Smith Trendstream Director [email protected]
TodayPreliminary results from the Global Web Index UK and US
data Motivations for using the web Social media usage trends How
social media is driving change video example The impact of social
media Role for brands and challenge for advertising
Trendstream global technology focusDedicated to understanding
the global impact of communications technology
GlobalWebIndex
CommunicationsTechnology focusedresearch
Trendwatching
Education/training
About me: 4 years of social media researchPreviously, Head of
Consumer Futures at global media agency Universal McCann Created
Wave, global tracking research into social media usage, measuring
adoption and usage in over 30 countries
globalwebindex.net
The Global Web IndexWhat: Research service that measures the web
world-wide, focusing on behaviour, motivations and impact How:
Based on 32,000 consumers surveys a year in 16 markets Output:
Access data through an online tool, trend overviews, analysis and
bespoke reports
globalwebindex.net
New focus
Consumer
Purchasing
Web + Social Media
Marketing / Comms
Brands
32,000 consumer opinions annuallyJune 2009 December 2009
16-64 active web users (online monthly) Representative by age,
gender, income volume of usage, region Self completion online
questionnaires conducted via Lightspeed global panels 30 minute
survey Local language
Wave 1
Wave 2
16,000 respondents
16,000 respondents 32,000 annual survey release
globalwebindex.net
16 markets at launchNetherlands Canada
UK Germany
Russia China
South Korea
USA Spain Mexico
France Italy India
Japan
Brazil Australia
globalwebindex.net
Delivering with LightspeedSurvey design. Analysis. Insight.
Trends. Presentations. Workshops.
Scripting. Panel management. Data Collection. Data
processing.
globalwebindex.net
Social media: hundreds of access pointsBlogs Microblogs
Forums
Podcasts
Social Media
Wikis
Video Video Sharing
Photo Sharing
Social Media: changing the whole web A movement Consumer driven
Network Content Knowledge Everything socialised
Social fulfils our motivations
UK: Purchase driven
Thinkabouthowimportantthesereasonsare
foryouusingtheInternet.
globalwebindex.net
Source: Global Web Index, Pilot survey. UK data. June 2009
Top drivers: Knowledge. Connection. EntertainmentKnowledge
Connection
Entertainme nt
globalwebindex.net
Source: Global Web Index, Pilot survey. UK data. June 2009
Age: motivations are consistent18-34Research / find products to
buy Stay up to date on news / events Stay in touch with friends
35-54Research / find products to buy Research how to do things
Stay up to date on news / events
55-64Research / find products to buy Research how to do things
Stay in touch with friends
Research how to do things
Stay in touch with friends
Stay up to date on news / events
Entertainment
Research for work
Education
Source: Global Web Index, Pilot survey. UK data. June 2009
Women: more motivated to stay in touch
Source: Global Web Index, Pilot survey. UK data. June 2009
55+: Opinions not content
Source: Global Web Index, Pilot survey. UK data. June 2009
Knowledge: driven by social media 83% use search to research
purchases Search increasingly dominated by consumer driven media
Samsung Netbook > 8 out of top 10 results are social
Knowledge: broken by social media
Hudson river crash Turkish airlines crash at Schipol airport
Mumbai terrorist attacks
Entertainment is social
YouTube 1.2bn streams a day Last year more bandwidth than the
whole internet in 2000 Second largest search engine in the world
Just 3% can be commercialised
Social media is mass market
Video leads passive. Photos number 1 sharing channel
globalwebindex.net
Source: Global Web Index, Pilot survey. UK data. June 2009
Men lead content creation
globalwebindex.net
Source: Global Web Index, Pilot survey. UK data. June 2009
Clear age bias in content creation
globalwebindex.net
Source: Global Web Index, Pilot survey. UK data. June 2009
Clear HierarchyVideo Forums Photos Social Networking Blogging
Micro-Blogging
Video driven by social media
US Video incredibly active sharing environment62% watch a week
30% share 20% upload
Global Web Index USA pilot survey January 2009
In scale already the size of network TVWeekly universe
estimates
Based on Comscore universe estimates of 167m users. TV universe
figures sourced from WARC Global Web Index USA pilot survey January
2009
Music and UGC lead consumption
globalwebindex.net
Global Web Index USA pilot survey January 2009
Social media driving the viewing landscape
Global Web Index USA pilot survey January 2009
Social video: engages a premium audienceViewed video on a blog
in last 7 days
globalwebindex.net
Global Web Index USA pilot survey January 2009
Sharing: Small minority drive the mass of sharing
Global Web Index USA pilot survey January 2009
Sharing is external and informal
Global Web Index USA pilot survey January 2009
Transforming the moving picture Mass market video platforms just
over 3 years old In ten years: Global TV platform? Will be open and
consumer driven Challenge for advertising
Social Media The impact
Typically friendship groups shrink with age18-24 45-54
Friends Face to Face:
32
Work colleagues: Face to Face
28
Friends Face to Face:
17
Work colleagues: Face to Face
28
Below is a list of different ways that you can maintain contacts
with people. Please can you indicate how many people do you stay in
touch with via the following means?
globalwebindex.net
Global Web Index UK pilot survey March 2009
Massive digital connections maintain contacts18-24 45-54
Friends Face to Face:
32
Work colleagues: Face to Face
28Microblog
Friends Face to Face:
17Social Network:
Work colleagues: Face to Face
28Social Network:
88
43
31
Microblog
45
Below is a list of different ways that you can maintain contacts
with people. Please can you indicate how many people do you stay in
touch with via the following means?
globalwebindex.net
Global Web Index UK pilot survey March 2009
Networks of strangers
9%
4%
0.3%
Facebook
LinkedIn
Twitter
Percentage of people I would phone up for a beer
We trust strangers more than professionalsHow much do you trust
1- 5A family member A close friend A work colleague A neighbour A
good contact on a social network A consumer who reviews on a retail
website Store worker A television news reader The author of a blog
you read regularly A radio presenter The main contacts on your
microblog e.g Twitter A presenter on a popular television show A
journalist for a national newspaper A well known celebrity CEO of a
well known company Your countrys leader / politicians
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
When you seek an opinion on a brand you are considering buying.
Which of the following people do you trust to provide you the most
accurate opinion? (5 trust strongly 0 = no trust)
globalwebindex.net
Source: Global Web Index, Pilot survey. UK data. March 2009
Trust of strangers higher in younger groups 18-241 2 3 4 5 6 7 8
9 10 A family member A close friend A work colleague A consumer who
reviews on a retail website A good contact on a social network A
neighbour The author of a blog you read regularly Store worker A
television news reader A radio presenter
55+A family member A close friend A work colleague A neighbour A
good contact on a social network A consumer who reviews on a retail
website Store worker A television news reader A radio presenter The
author of a blog you read regularly
Source: Global Web Index, Pilot survey. UK data. January
2009
New perspective on the world Trust total and complete strangers
Globally connected Strangers drive our knowledge, ideas and
decisions
Social Media Role for brands
Demand for 2 way involvement
Improves my opinion of the brand
Looking at the following ways that a brand can interact with
you. What is your opinion ? Source: Global Web Index, Pilot survey.
UK data. June 2009
Demand for 2 way involvement
Page in a social network to provide feedback
Listening to comments in a social network / forum
Be my friend
24%
22%
6%
New role in Social Media Listening One to one conversation
Driving advocacy Challenge for advertising No media spend becomes
as effective as media spend
PR + Research + Customer Service
Drives business
New role for advertising in Social Media Communicating groups,
forums etc Sponsorship Supporting content / platforms Providing
more relevancy
Summary Social media is transforming the web Consumers driving
content consumption New role for brands Challenge to advertising
growthNetherlands Canada UK Russia Germany USA France Spain Mexico
Italy India
South Korea
China Japan
Brazil Australia
globalwebindex.net
More informationglobalwebindex.net Global data in July Report to
download now: Online Video: 2009 is Primetime
Slideshare.net/tomtrendstream Trendstream.net
[email protected]
globalwebindex.net
