Global Social Media Content Sharing

Global Social Media Content Sharing16-country survey results exploring the drivers of content engagement

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Why is your Facebook feed covered with Buzzfeed posts?

Because funny and informational content is king. It’s no surprise that people like to share content on social media channels. After all, it’s how the networks

operate. But what are people sharing the most? What’s ignored? Social@Ogilvy and SurveyMonkey conducted

a 16-country survey of respondents with social media profiles, with just under half saying they are active sharers

of content. Results favor content that is humorous and informational. And why are people sharing this kind of

content? Two reasons: to support a cause, and to stay in touch with their fans and followers.

When it comes to branded content or ads, nearly all social media users read or watch branded content, but only

a quarter do so on a regular basis. Seventy-five percent rate the quality as low or average.

The content source isn’t particularly important, except in China, Korea, and Turkey where content produced

by established media outlets takes precedence. Further, traditional content outlets like media organizations

and big brands are falling out of favor. Instead, respondents identify technology companies and social media

networks themselves as creators of interesting content.

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Intro: Why is your Facebook feed covered with Buzzfeed posts?

THE PROFILE OF A GLOBAL SHARER

1) What kind of content do they share? Humorous and informational

2) Why are they sharing? To promote a cause and stay in touch with their fans and followers

3) What garners the most reaction from their fans? Humorous content

4) How to they feel about branded content? More likely to view it but rate quality as low or average

WHAT DOES THIS MEAN?

1) Companies and content producers have an opportunity to get their message across to even more people.

2) Focus on producing HIGH QUALITY content that helps address an issue or cause the public is passionate

about that is both informational and humorous—“edutainment” is the sweet spot.

3) When thinking about the audience, focus less on attracting media attention and more on the everyday

person. The content source, individual company, or brand isn’t as important, but where they can find

content is.

4) One size does not fit all: Strategies for targeting emerging markets should differ from mature markets.

Content for emerging markets should focus on entertainment or humor, while content in mature markets

should focus on helpful information. Social media users in emerging markets report that they are

overwhelmed with ads. To get noticed, these markets need to produce high quality content.

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Section 1: How Often Do You Share Content on Social Media?OVERVIEW: Social media is a part of everyday life. About half of the respondents with social media profiles

report being active sharers of content on social media. Those in China, Hong Kong, Turkey, Brazil, and Mexico

say they share the most.

KEY TAKEAWAYS: Companies and content producers have an opportunity to get their message across

to even more people.

46%Actively share content on their profiles

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LEAST ACTIVE “SHARERS” The following countries never share content or only do it once in a while.

Japan 90%

USA 67%

Germany 64%

Korea 57%

When you find an interesting piece of content online, how often do you share it on social media?

ALL Japan Singapore KoreaHong Kong

China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa

Always 17% 2% 19% 10% 41% 27% 24% 10% 9% 7% 12% 6% 27% 34% 25% 2% 17%

Usually 29% 5% 31% 15% 32% 53% 27% 27% 28% 29% 22% 16% 41% 37% 46% 13% 32%

About half the time

13% 4% 14% 18% 12% 9% 8% 18% 12% 12% 15% 14% 25% 5% 11% 17% 18%

Once in a while

33% 41% 33% 51% 14% 11% 40% 40% 45% 40% 42% 53% 6% 22% 16% 55% 27%

Never 9% 49% 3% 6% 1% % 2% 4% 6% 12% 9% 11% 1% 1% 2% 12% 5%

Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401

Section 1: How often do you share content on social media?

TOP FIVE ACTIVE “SHARERS” The following countries usually or always share interesting content online.

China 80%

Hong Kong 73%

Brazil 71%

Mexico 71%

Turkey 68%

Both the most active and least active users are in Asia: four in ten (41 percent) in Hong Kong say they ALWAYS share interesting content online, while half in Japan say they NEVER share content.

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Section 2: Why Do You Share Content and What Type of Content Do You Share?OVERVIEW: Social media users share so they can stay in touch and bring attention to issues they care about.

Hardly anyone shares content for promotional purposes (both job and self). These users are also most likely to

share when they come across newsworthy content, but less so when they are lonely or busy. Users prefer to share

content that is either funny or informational, and say that funny content garners the most amount of attention from

fans and followers.

KEY TAKEAWAYS: The focus should be on producing HIGH QUALITY content that has the following characteristics:

1) Helps address an issue or cause the public is passionate about.

2) Is both informational and humorous; “edutainment” is the sweet spot here.

Also, one size does not fit all: Strategies for targeting emerging markets should be different from mature markets.

Content for emerging markets should focus on entertainment or humor, while content in mature markets should

focus on helpful information.

38%Share informational content

35%Share entertaining content

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Section 2: Why do users share content and what type of content do users share?

What is the main reason you share content?



It makes me feel cool or hip

8% 5% 6% 4% 16% 19% 10% 4% 4% 10% 6% 4% 5% 18% 4% 2% 3%

It helps to define my personality

13% 15% 9% 7% 24% 22% 6% 12% 20% 8% 10% 10% 18% 12% 5% 11% 13%

It makes me look smart or highly informed

5% 5% 5% 6% 13% 17% 2% 1% 5% 2% 4% 4% 3% 4% 1% 2% 2%

It helps me stay in touch with people

34% 48% 32% 50% 33% 28% 45% 30% 33% 37% 39% 37% 39% 21% 23% 25% 23%

It helps promote a certain cause or issue I feel strongly about

36% 19% 46% 29% 12% 11% 35% 45% 30% 38% 37% 39% 31% 41% 65% 55% 54%

To promote my company

1% 2% % 1% 1% % 1% 2% 2% 2% 1% 1% 1% 1% 1% 2% 1%

To promote myself and/or my work

3% 7% 2% 4% 2% 2% 3% 6% 6% 4% 4% 3% 4% 3% 2% 3% 4%

Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401

WHY: Top reasons for sharing: to promote a cause or issue (36 percent) and to stay in touch with people (34 percent). Promotional reasons fall low on the list. Very few, with notable exceptions in Hong Kong and China, also say that they post content because it makes them look smart. The top two reasons apply to most countries, except for those in Hong Kong and China who also mention that sharing content “helps define their personality” as another top reason.

PROMOTING ISSUES AND CAUSES There are a few countries whose top reason is clearly to promote issues and causes.

Mexico 65%

USA 55%

South Africa 54%

Singapore 46%

Russia 45%

WHAT ABOUT THE ACTIVE SHARERS? Top reasons to share are the same. While few overall say they share because it makes them feel cool, active sharers are twice as likely to cite feeling cool as the main reason for sharing content (11% versus 5% for non-active sharers). They share when content is newsworthy and informative, and prefer that content from organizations they follow on social media is candid.

Newsworthy 64%

Informative 34%

Candid 30%

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WHEN: A majority of respondents (61 percent) say they are most likely to share content when they come across something newsworthy, less so because they are in a good mood (21 percent) or bored (13 percent).


When are you most likely to share content?



When I am bored

13% 43% 10% 21% 17% 8% 7% 6% 12% 16% 15% 10% 11% 5% 4% 10% 6%

When I am busy or multi-tasking

4% % 3% 6% 11% 5% 3% 1% 3% 4% 5% 4% 4% 5% 3% 1% 5%

When I am in a good mood

21% 9% 21% 13% 40% 33% 20% 22% 18% 17% 26% 21% 34% 23% 13% 12% 13%

When I am feeling sad or lonely

2% 0% 3% 4% 4% 2% 1% 2% 2% 2% 2% 2% 3% 1% 0% 1% 1%

When I find something newsworthy

61% 48% 63% 57% 28% 52% 70% 68% 64% 61% 53% 63% 48% 67% 80% 75% 74%

Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401

Hong Kong social media users stand out here: the top reason for sharing content is because they are in a good mood.

Japanese users are the only group with a large portion saying they are most likely to share content when they are bored (43 percent).

Across all countries, very few say that they share content because they feel sad or lonely.

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WHAT: Even though social media users say that funny posts result in the most engagement from their fans and followers, they are equally likely to share informational content even though it doesn’t get as big of a reaction.


MOST LIKELY TO SHARE INFORMATIONAL CONTENT

Indonesia 68%

Mexico 58%

Turkey 46%

Brazil 45%

LEAST LIKELY TO SHARE POLITICAL CONTENT

Hong Kong 2%

Indonesia 2%

China 4%

Singapore 4%

While political content isn’t so popular in most countries, over two in ten (22 percent) in Turkey say that political material garners the biggest reaction.

MOST LIKELY TO SHARE FUNNY CONTENT

Hong Kong 52%

UK 44%

Japan 43%

Poland 43%

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In general, when you share content, what type garners the most reaction from your friends/followers?



Funny or entertaining

44% 49% 46% 33% 57% 35% 39% 37% 47% 49% 52% 54% 26% 45% 40% 52% 48%

Informative or educational

25% 17% 33% 34% 25% 26% 40% 19% 15% 20% 19% 16% 25% 23% 40% 22% 24%

Edgy or controversial

11% 5% 7% 15% 8% 19% 9% 16% 17% 7% 9% 8% 16% 15% 7% 9% 10%

Dramatic or moving

10% 13% 10% 8% 7% 16% 10% 20% 15% 12% 8% 10% 11% 6% 4% 7% 11%

Cause or politically-related

9% 16% 4% 10% 3% 4% 3% 9% 7% 13% 12% 12% 22% 11% 9% 10% 6%

Of the following options, which type of content are you most likely to share?



Funny or entertaining

35% 43% 38% 24% 52% 30% 22% 31% 43% 41% 44% 38% 25% 33% 24% 36% 37%

Informative or educational

38% 23% 45% 44% 31% 33% 68% 29% 24% 28% 29% 31% 46% 45% 58% 40% 37%

Edgy or controversial

9% 3% 8% 14% 10% 17% 2% 13% 13% 9% 9% 8% 8% 6% 4% 6% 7%

Dramatic or moving

8% 9% 5% 7% 5% 16% 6% 20% 10% 8% 7% 4% 6% 3% 4% 4% 10%

Cause or politically-related

10% 22% 4% 11% 2% 4% 2% 6% 9% 13% 13% 18% 15% 13% 10% 14% 8%

Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401

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Of the following options, which type of content are you most likely to share?

Emerging markets Mature markets

Funny or entertaining 40% 31%

Informative or educational 34% 43%

Edgy or controversial 8% 9%

Dramatic or moving 6% 10%

Cause or politically-related 12% 8%

Total 3243 3279

In general, when you share content, what type garners the most reaction from your friends/followers?


Funny or entertaining 49% 40%

Informative or educational 23% 26%

Edgy or controversial 9% 14%

Dramatic or moving 9% 12%

Cause or politically-related 10% 9%

Total 3243 3279

43%Mature markets share informational content

40%Emerging markets share entertaining content

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In general, when you share content how does it make you feel?



Creative 14% 6% 8% 3% 18% 30% 26% 18% 14% 13% 12% 10% 15% 20% 21% 10% 13%

Thoughtful 17% 10% 27% 13% 16% 16% 11% 4% 21% 12% 28% 34% 13% 11% 15% 26% 24%

Resourceful 12% 7% 25% 25% 13% 8% 1% 5% 33% 3% 14% 9% 3% 7% 2% 20% 23%

Useful 32% 43% 21% 29% 26% 15% 45% 53% 9% 45% 27% 28% 44% 40% 41% 25% 21%

Special 5% 2% 6% 1% 14% 7% 4% 5% 3% 8% 5% 3% 8% 4% 4% 4% 4%

Loved 4% 2% 2% 3% 6% 12% 1% 2% 1% 7% 2% 5% 6% 3% 0% 2% 1%

Cutting-edge 3% % 2% 1% 2% 3% 3% 5% 7% 1% 3% 2% 3% 3% 3% 1% 2%

Unique 5% 21% 5% 7% 3% 7% 7% 3% 6% 4% 3% 1% 1% 2% 1% 5% 4%

Smart 4% 5% 3% 11% 3% % 1% 4% 1% 3% 4% 5% 4% 9% 3% 4% 2%

Professional 3% 2% 2% 6% 0% 1% 2% 2% 4% 4% 3% 3% 3% 2% 10% 3% 4%

Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401

FEEL: The most common emotion associated with sharing content?

Useful 32%

Thoughtful 17%

Creative 14%

Resourceful 12%

Chinese social media users differ here—their top emotion is creative. Few feel unique when sharing content, except in Japan (21 percent).

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In general, when are you most likely to react positively to an organization’s content?



When the content is candid or truthful

26% 21% 18% 36% 12% 31% 23% 24% 37% 27% 15% 31% 39% 35% 32% 18% 20%

When the content is edgy or controversial

6% 5% 4% 5% 11% 18% 4% 10% 4% 6% 6% 6% 10% 5% 1% 3% 3%

When the content is funny

14% 27% 11% 13% 36% 10% 5% 11% 17% 18% 24% 15% 9% 6% 5% 10% 10%

When the content is entertaining

9% 8% 14% 8% 16% 8% 5% 5% 5% 11% 13% 10% 8% 7% 6% 9% 10%

When the content is informative or useful

39% 33% 46% 33% 21% 16% 62% 45% 31% 34% 37% 33% 34% 44% 53% 53% 46%

When the content is touching or moving

6% 6% 8% 4% 5% 16% 2% 5% 7% 4% 5% 5% 1% 3% 3% 8% 10%

Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401

CONTENT SOCIAL MEDIA USERS ENJOY THE MOST

Informational 39%

Candid 26%

Funny 14%

COUNTRIES THAT ENJOY INFORMATIONAL CONTENT

Indonesia 62%

Mexico 53%

USA 53%

Overall, touchy feely content isn’t as popular, while funny content is most popular in Hong Kong (36 percent).

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Of the following options, which type of content do you find most off putting?



When it is unrelated to other content I am seeing

8% 7% 11% 10% 13% 8% 7% 3% 5% 14% 8% 7% 13% 11% 6% 3% 5%

When it is offensive 53% 49% 52% 41% 37% 59% 51% 67% 64% 39% 51% 54% 52% 63% 72% 44% 59%

When it is an advertisement

18% 13% 13% 27% 28% 17% 9% 18% 20% 23% 20% 18% 21% 10% 8% 27% 10%

When it is unrelated to me and my interests

14% 17% 15% 18% 18% 12% 21% 8% 4% 20% 13% 15% 12% 12% 10% 10% 12%

When there is simply too much volume of content

7% 13% 9% 4% 4% 3% 14% 4% 7% 4% 8% 6% 3% 4% 5% 16% 14%

Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401

About half of social media users (53 percent) find offensive content off-putting, and less than one in five have a negative reaction to ads.

• Hong Kong, USA, and Korea react most negatively to ads, with over a quarter of users in each country saying that ads are the most off-putting type of content they see.

• Offensive content is less off-putting in the Asian countries surveyed, compared to their European counterparts (48 percent versus 55 percent). A similar trend is seen in emerging markets versus mature markets: Six in ten (61 percent) respondents in mature markets say offensive content is the most off-putting, compared to less than half (46 percent) in emerging markets.

Surprisingly, few cite the volume of content as the most off-putting, indicating that the amount of content is not a deal breaker.

Of the following options, which type of content do you find most off putting?

Asia Europe Emerging markets Mature markets

When it is unrelated to other content I am seeing 9% 8% 9% 7%

When it is offensive 48% 55% 46% 61%

When it is an advertisement 18% 20% 21% 14%

When it is unrelated to me and my interests 17% 12% 16% 11%

When there is simply too much volume of content 8% 5% 8% 7%

Total 2508 2448 3243 3279

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Section 3: How Does This Translate to Branded Content?OVERVIEW: Few social media users say they never read or watch branded content or ads, but only a quarter do

so on a regular basis. Across the globe, three quarters of respondents would rate the quality of ads as average

to poor.

KEY TAKEAWAYS: Focus on producing HIGH QUALITY content. To get noticed, it is even more important

to produce high quality content in emerging markets in what is viewed by social media users as a space

overcrowded with ads.

77%Say ad quality is average to poor

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In general, do you think you see too much, too little, or about the right amount of branded or advertising content?



Much too much

22% 34% 11% 23% 15% 11% 20% 18% 24% 28% 23% 19% 20% 26% 17% 43% 17%

Somewhat too much

38% 40% 41% 50% 43% 38% 35% 41% 25% 40% 38% 36% 41% 29% 28% 40% 38%

About the right amount

36% 24% 44% 22% 37% 48% 41% 38% 47% 27% 35% 43% 33% 37% 45% 15% 39%

Somewhat too little

4% 1% 3% 4% 3% 3% 3% 3% 3% 3% 2% 1% 5% 7% 9% 2% 6%

Much too little

1% 1% 1% 1% 2% 1% 1% 1% 1% 1% 1% 0% 1% 2% 1% 1% 0%

Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401

WHO IS SICK OF SEEING ADS?

Americans 83%

Japanese 74%

Korean 73%

Six in ten say they see too many ads, while a little over a third (36 percent) say that the amount of branded or ad content is about right.

Section 3: How does this translate to branded content?

In general, do you think you see too much, too little, or about the right amount of branded or advertising content?


Much too much 24% 19%

Somewhat too much 41% 34%

About the right amount 31% 41%

Somewhat too little 2% 5%

Much too little 1% 1%

Total 3243 3279

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In general, what is the quality of branded or advertising content?



Excellent 4% 0% 3% 1% 6% 9% 4% 4% 3% 2% 5% 3% 6% 7% 6% 2% 6%

Very good 19% 2% 21% 18% 38% 35% 14% 9% 13% 10% 21% 7% 21% 30% 32% 8% 26%

Good 44% 22% 51% 56% 32% 35% 55% 68% 37% 47% 36% 46% 50% 38% 45% 38% 43%

Fair 27% 65% 22% 21% 21% 20% 25% 16% 28% 30% 29% 37% 19% 21% 15% 39% 22%

Poor 6% 11% 3% 3% 2% 2% 2% 2% 18% 12% 9% 8% 4% 4% 2% 14% 3%

When you encounter branded or advertising content, how often do you read/watch it?



Always 6% 0% 5% 3% 14% 12% 10% 3% 3% 3% 5% 2% 8% 12% 10% 1% 10%

Usually 22% 2% 26% 12% 33% 39% 26% 16% 20% 14% 19% 12% 25% 33% 37% 4% 24%

About half the time 23% 13% 27% 32% 24% 22% 17% 34% 27% 25% 22% 17% 42% 15% 21% 13% 23%

Occasionally 39% 49% 36% 46% 26% 24% 45% 42% 42% 39% 41% 54% 21% 37% 31% 53% 38%

Never 10% 36% 5% 7% 3% 3% 2% 5% 8% 18% 13% 15% 4% 3% 2% 29% 5%

Total 3522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401

QUALITY OF ADSIn general, ad quality is rated as at least good by a majority of users, and a little over half say they read or watch these ads at least half the time. American and Japanese users are most likely to give a lower rating on the quality of branded content and also least likely to watch such content.


MOST LIKELY TO READ OR WATCH BRANDED CONTENT More than seven in ten social media users in these countries say they do so at least half of the time.

Turkey 75%

China 73%

Hong Kong 71%

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In general, what is the quality of branded or advertising content?


Excellent 3% 6%

Very good 16% 23%

Good 41% 46%

Fair 33% 21%

Poor 7% 5%

Total 3243 3279

When you encounter branded or advertising content, how often do you read/watch it?


Always 4% 9%

Usually 16% 28%

About half the time 22% 25%

Occasionally 43% 35%

Never 16% 4%

Total 3243 3279


EMERGING MARKETS NEED HIGH QUALITY ADSSocial media users in emerging markets report that they are overwhelmed with ads. Emerging markets need to produce high quality content in order to get noticed.

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When you encounter branded or advertising content, how often do you share it?



Always 5% 0% 3% 2% 15% 9% 9% 1% 3% 1% 5% 2% 8% 10% 6% 1% 7%

Usually 16% 3% 19% 6% 32% 37% 19% 11% 12% 10% 12% 8% 19% 23% 24% 2% 12%

About half the time 15% 9% 18% 19% 16% 16% 12% 20% 15% 14% 15% 14% 31% 10% 14% 3% 16%

Occasionally 37% 31% 40% 44% 25% 30% 49% 42% 41% 32% 33% 37% 25% 41% 43% 29% 43%

Never 27% 57% 19% 29% 12% 8% 11% 26% 29% 42% 36% 39% 18% 16% 13% 64% 22%

Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401

SHARING BRANDED OR ADVERTISING CONTENT Fewer users say they share ads: only about a third (36 percent) share branded content at least half of the time.


When you encounter branded or advertising content, how often do you share it?


Always 4% 7%

Usually 12% 20%

About half the time 14% 17%

Occasionally 34% 39%

Never 37% 18%

Total 3243 3279

MOST LIKELY TO SHARE CONTENTSocial media users in the following countries stand out as the most likely to share content, with a majority in each group sharing ads they see at least half the time.

Hong Kong 63%

China 62%

Turkey 58%

On the flip side, users in the USA and Japan are least likely to share content.

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OVERVIEW: The content source isn’t particularly important, except in China, Korea, and Turkey where content

produced by established media outlets takes precedence. Further, the top-of-mind companies and organizations

that produce the most interesting content are not the traditional content producers. Ads from food, beverage, and

clothing along with established media organizations are mentioned less frequently than “clearinghouses for content”

like Google and Facebook.

KEY TAKEAWAYS: When thinking about the audience, focus less on media attention and more on the everyday person.

The content source, individual companies, and brands aren’t as important, but where people can find content is.

40%Say source doesn’t matter, as long as it’s interesting

Section 4: What About the Content Source?

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Section 4: What about the source of the content?

In general, what types of content are you most likely to share?



Content from a well-established, respected media outlet

24% 13% 28% 39% 27% 38% 16% 12% 7% 24% 19% 16% 38% 30% 27% 31% 26%

Content from a company, business, organization or brand

13% 8% 16% 8% 24% 13% 27% 7% 12% 12% 13% 14% 13% 12% 10% 7% 10%

Content from a friend or someone I trust

23% 33% 16% 26% 32% 23% 13% 22% 22% 26% 29% 35% 23% 17% 13% 20% 17%

The source doesn’t really matter as long as it's interesting

40% 46% 40% 27% 17% 26% 44% 59% 59% 38% 39% 35% 27% 40% 50% 43% 47%

Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401

WHILE CONTENT SOURCE IS NOT IMPORTANT IN MOST COUNTRIES, THERE ARE A FEW EXCEPTIONS

Emerging markets are more likely to share content from a friend than mature markets (27 percent versus 19 percent).

Social media users in the Asian countries surveyed are more likely to share content from established media than the European markets surveyed (27 percent versus 19 percent).

CONTENT SHARING FROM MEDIA OUTLETS

Korea 39%

China 38%

Turkey 38%

Japanese, Polish, and German social media users are more likely to share content from a friend than an established media outlet.

CONTENT SHARING FROM A COMPANY/BRAND

Indonesia 27%

Hong Kong 24%

In addition to content from media outlets, the most common type of content shared among Hong Kong users is content from a friend (32 percent).

22

Emerging markets Mature markets Asia Europe

Content from a well-established, respected media outlet 25% 24% 27% 19%

Content from a company, business, organization or brand 13% 13% 16% 12%

Content from a friend or someone I trust 27% 19% 24% 26%

The source doesn’t really matter as long as it's interesting 36% 44% 33% 43%

Total 3243 3279 2508 2448

COMPANIES AND ORGANIZATIONS AS CONTENT SOURCES

When asked to identify companies or organizations that regularly produce interesting content, most respondents listed technology companies, many of which do not produce content themselves (or aren’t known as content producers) but instead are “clearinghouses” for content (ex. YouTube). This indicates that top-of-mind content sources aren’t geared toward specific companies, but instead are places where they can find the content.

At least one USA technology company (Google, Facebook, Yahoo, Apple) makes the list in all countries. Notably missing from the USA list is Facebook. In the USA, online news organizations win over traditional news. Users mention just a few companies in the food and beverage industries, one being Coca-Cola (which wins the war over Pepsi). Korean and Turkish users mention several government organizations, and the Polish are the only users who mention a specific political party. Other fun facts: The Turkish love appliances, Nike wins over Adidas, and Samsung beats out Sony.


23

France Poland

UK Germany

What companies or organizations regularly produce interesting content?

BBC

Sky

Coca-Cola

Facebook

Huffington Post

Google

Nike

comparethemarket.com

3

Apple

YouTube

The Guardian

Virgin

Marks & Spencer

John Lewis

Tesco Guinness Yahoo

BT

Vine

Twitter

BuzzFeed

Cadbury

The Sun

Boots

Change.org

Evian

Paddy Power

Sainsbury's

L'Oreal

WWF

Coca-Cola

Apple

Red Bull

Google

Danone

Oasis

Facebook

Amazon

L'Oreal

Nike

Nestlé LU

Orange YouTube

Sony

La Redoute

Le Monde Facebook

Nike

Orange

Biedronka Coca-Cola

Plus

Play

TVN

�ubr

Google

Onet

Nokia

IKEA

Mercedes-Benz

House

Heyah

Adidas

VIVA

Danone

Allegro

Panasonic

Pepsi

C&A

KNP

Sony

Wirtualna Polska

ING Bank

LOT

Facebook

Google

Media Markt

Coca-Cola Amazon

Sony

Edeka

YouTube

Apple

BMW

NIVEA

Vodafone

Knorr McDonald's

Samsung

Hornbach

eBay

Bild

Spiegel

Greenpeace

24

USA Mexico

Brazil South Africa


Coca-Cola

Google

Facebook

Samsung

Catraca Livre

Heineken

Nike

Bom Negócio

Vivo

Apple

Itaú

YouTube

Skol

Submarino

Nestlé

Pontofrio

Magazine Luiza

Unilever Microsoft

Globo Netflix

Stardoll

Folha

Superinteressante

Sony

Fiat

Havaianas

UOL

Dove

Banco de Brasil

Renner Zaffari

Ambev

Natura

Netshoes

Oi

Passarela L'Oreal

Veja

LG

Greenpeace

Dell

Dafiti

Porta dos Fundos

O Boticário

Hypeness

Johnson&Johnson

Nando's

Coca-Cola

Facebook

News24 Samsung

Red Bull

Google

FNB

Vodacom

Apple

9gag

Nike

YouTube

OUTsurance

Groupon

Volkswagen

Twitter

DStv

Ford

Toyota

TED Zando Virgin

Citroen Levi's

The WHOot

Maroela Media MTN

Primedia

Allan Gray

Discover

Eyewitness News

Upworthy

Huffington Post

Geico

Budweiser

I Fucking Love Science

Google

NPR

Apple

BBC New York Times

Coca-Cola

BuzzFeed

PBS Amazon

ESPN

PETA

Kraft

Drudge Report

Humane Society Mother Jones

Heineken Coca-Cola

Facebook

Google

P&G

Muy Interesante

National Geographic

Nike

YouTube

Twitter

Walmart

Adidas

Ford

Microsoft

Samsung

Sony

La Bioguía

Upsocl

Linio

Greenpeace

Apple Corona

Yahoo

Aristegui Noticias

LG

Privalia

Telcel

Televisa

Old Spice

Discovery

Huggies

Quo

CEMEX

25


Japan Korea

Hong Kong China

Samsung

Government

SK Newstapa

Facebook

Naver

CJ

Twitter

Lotte

Daum

Hyundai

LG

Google

Apple Bloter

EBS

Innis

Blizzard

Unitas BRAND

YTN

YouTube

Microsoft

Olleh

Ohmynews

Hankyoreh

Adidas

Sina

QQ

Samsung

MI NetEase

Wu

Tudou

Weixin

Youku

McDonald's Pepsi

Nike

Sohu

Olay

L'Oreal

Taobao

P&G

Midea

Tmall

Intel Durex

Qilu

MiZone Renren

Zhihu

HP

Mengiu

Suntory

Softbank

Coca-Cola

Sony

Rakuten

Panasonic

YouTube

Line

Google

Sharp

Yahoo

NHK

Facebook

HSBC

YouTube

Google Samsung

Apple

Yahoo

Apple Daily

McDonald's

9gag

Cathay Pacific

Coca-Cola

SK-II

H&M Nike

TVB

Lenovo

New Balance

DBS Bank ESPN Sina

Singtel

P&G Opinionbus

26

Turkey Russia

MTS

Beeline

Yandex

Google

YouTube

Coca-Cola

Sony

VK

Avon

Apple

Tele2

Nike

Samsung Microsoft

Pepsi

Sherbank Rossii

TNT

Wikipedia

Toyota

eBay

Adidas

KupiVIP

Coca-Cola

Facebook

Ülker

Nike

Samsung

Turkcell

Apple

Turkish Airlines

YouTube

I� Bankası

Hepsiburada

Google

ETi Koç

Government

Red Bull

Bosch

Vestel

Akbank

DeFacto

Mercedes-Benz

Sony

Hürriyet

Arçelik Markafoni

Onedio

Philips

Trendyol

Adidas

Milliyet


Singapore Indonesia

Google

Apple

Samsung

McDonald's

Facebook

Coca-Cola

Stomp Singtel

Yahoo

9gag

Zalora

YouTube

Starhub

Visa Sony

Qoo10

Heineken

Nike

Pepsi

Dove

Hardwarezone

Xiaomi

Durex

Singapore Airlines

Accenture DBS

Evian

Groupon

Straits Times

Changi Airport

Mediacorp

Nestle

BBC

Cadbury

Scoot

P&G

Tiger

Samsung

Facebook

Unilever

Lazada

Detik

Yahoo

Google

Berniaga

Toko Bagus

Coca-Cola

Kompas

Sony

Amazon

Bisnis

Telkomsel

Indosat

Zalora

WWF

YouTube

Apple

Kaskus

HP

Djarum76

Rakuten XL

Globallshare

Garuda

Air Asia

Viva

Okezone

Honda

Blackberry

Line

27

In general, what is your main reason for following/liking organizations on social media?



To be entertained 19% 19% 15% 18% 26% 21% 8% 22% 20% 27% 21% 24% 23% 15% 12% 17% 12%

To interact directly with the organization

12% 4% 8% 14% 14% 16% 17% 11% 8% 6% 11% 8% 9% 15% 23% 17% 17%

To give direct feedback

16% 29% 11% 16% 23% 19% 13% 5% 32% 19% 15% 18% 10% 15% 13% 8% 8%

To hear about products, offers, or news

34% 17% 46% 22% 26% 22% 53% 51% 25% 37% 33% 30% 40% 43% 24% 31% 39%

To be associated with the organization’s brand and values

4% 4% 7% 4% 4% 7% 1% % 3% 4% 6% 3% 5% 3% 2% 10% 9%

To show my friends what I care about or want to be associated with

15% 27% 12% 25% 6% 14% 9% 11% 12% 8% 14% 16% 14% 8% 27% 17% 16%

Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401


TOP REASONS TO FOLLOW ORGANIZATIONS

Products, Offers, or News 34%

Entertainment 19%

To Give Direct Feedback 16%

Japanese, Mexican, and Korean social media users tend to care the most about brand association, with about a quarter citing this as the primary reason for liking or following organizations. About three in ten Japanese and Polish users say their main reason is to give feedback.

SURVEY METHODOLOGY

Results were gathered online from 6,522 self-reported social media users aged 18+ in 16 countries using SurveyMonkey Audience. Surveys conducted in Brazil, France, Germany, Mexico, Poland, Russia, South Africa, Turkey, UK, and USA were completed in June 2014, and surveys conducted in China, Hong Kong, Indonesia, Japan, Korea, and Singapore were completed in April 2014. For open-ended responses, only phrases with two or more mentions are shown in the word clouds.

Countries defined as emerging markets: Brazil, Mexico, Poland, Russia, South Africa, Turkey, China, Indonesia

Data & Analytics

Global Social Media Content Sharing