Wave 7: The Story of Why - Social media landscape in Singapore and SEA

CRACKING THESOCIAL CODEThe Story of Why

Even the most superficial social interaction online is driven by a consumer need. Wave’s seven years of analysing social behaviour online has revealed the 5 key needs underpinning them all: Relationship, Diversion, Progression, Recognition and Learning.Wave has also shown us that meeting these needs can play a key part in building brands and driving sales. For example is the need state that drives for brands. 40% of people who want entertaining experiences from brands say that these experiences make the brand more desirable. Whereas to drive sales a combination of Recognition and Learning is powerful. Educating people about your product whilst at the same time listening to their needs makes consumers far more likely to buy.

Consumers are entering into a ‘value exchange’ with brands that meet these needs and they are happy to disclose personal data if it means they receive a better online experience.Whilst these 5 basic needs don’t change, the ability of technology to meet them is in constant flux – and brands need to understand exactly what consumers want from different devices. The growth of the smartphone in particular is transforming both the device and social platform landscape.So it’s no longer enough to simply track the latest trends because much of what we see is background noise or worse, a complete distraction. What we really need to do is understand the motivations behind these trends and only then look at when and how consumers are doing them.

ExecutiveSummary

• At UM we have a philosophy which we call Curiosity Works. This philosophy drives us to continually seek new insights that we can use to unlock the competitive advantage of media and fuel brand growth.

• The Wave project is where Curiosity Works come to life. Each Wave study is run in collaboration with over 65 UM offices around the world with each volunteering to take part each year. This collaboration is driven solely by UM’s culture of collective Curiosity.

What isWaveWave is an annual social media study conducted by UM. It is the longest-running and most ambitious of its kind. Launched in 2006, Wave measures the scale and impact of social media across the globe, exploring the changes occurring in communication technologies. Wave 7 includes data on active internet users from 65 countries, representing more than 1 billion active internet users. Wave has become an invaluable tool for brand marketers eager to stay informed about social media trends and consumer insights. Wave Methodology• Wave retains the same methodology from Wave 1 to Wave 7, enabling comparison

across Waves• The project is lead by the UM G14/EMEA Research team• We have surveyed 48,945, 16-54 year-old Active Internet Users in 65 countries• Representing the views of over a billion people• All surveys are self-completed and the data collected is purely quantitative.Why the Active Internet User?

• Active Internet Users are those that use the internet every day or every other day• Social media is driven by Active Internet Users• They drive adoption of platforms and tools and they will determine which tools and

platforms become dominant.

pre-2003

2007 2008 2009 2010 2011 2012 2013

2003

2004

2005

2006 9 January 2007Apple launch the first iPhone

March 2007Tumblr launches

April 2008Facebook overtakes MySpace in popularity

August 2008Facebook has over 100M users

20 September 2008The launch of the first Android phone

7 October 2008Spotify launches

11 March 2009Foursquare launches

19 June 2009Farmville launches

July 2009There are now more than 3.6bn images on Flickr

August 2009Xiaonei becomes RenRen

February 2011Linkedinreaches 100M members

4 April 2011Valued at over £3Bn

28 June 2011GooglePlus launches

30 June 2011Twitter: 200M+ tweets per day

September 2011QQIM has 700M+ active users

September 2011Snapchat launches

December 2011Facebook has over 845M active users

February 2010Facebook Mobile has 100M+ users

3 April 2010The first iPad released

30 July 2010100M check-ins

August 2010Groupon: ‘fastest growing company of all time’

15 October 2010‘The Social Network’ film released

21 December 20102.5 months after launch, Instagram has 100M users

April 2012Facebook buys Instagram

May 2012Facebook floats on NASDAQ

June 2012500M+ users on Twitter

June 2012NSA scandal

August 2012Vine has over 40M users

October 2012Facebook has over 1Bn users

15 countries7,500 respondents







The WaveStory

65countries

48,945

respondents

Wave 1AustraliaChinaFranceGermanyItalyIndiaJapanMexicoPhilippinesRussiaSouth KoreaSpainUnited KingdomUnited States

Wave 2AustraliaBrazilChinaFranceGermanyGreeceIndiaItalyJapanMalaysiaMexicoPakistanPhilippinesRussiaSingaporeSouth KoreaSpainTaiwanThailandUnited KingdomUnited States

Wave 3AustraliaAustriaBrazilCanadaChinaCzech RepublicDenmarkFranceGermanyGreeceHong KongHungaryIndiaItalyJapanMexicoNetherlandsPakistanPhilippinesPolandRomaniaRussiaSouth KoreaSpainSwitzerlandTaiwanTurkeyUnited KingdomUnited States

Wave 4AustriaBelgiumBrazilCanadaChinaColombiaCzech RepublicDenmarkEcuadorFinlandFranceGermanyHong KongHungaryIndiaItalyJapanLatviaLithuaniaMalaysiaMexicoNetherlandsNorwayPeruPhilippinesPolandPortugalRomaniaRussiaSingaporeSouth AfricaSouth KoreaSpainSwedenTurkeyUnited KingdomUnited States

Wave 5AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBrazilCanadaChileChinaColombiaCzech RepublicDenmarkEcuadorEgyptEstoniaFranceGermanyHong KongHungaryIndiaIreland (ROI)ItalyJapanKuwaitLatviaLebanonLithuaniaMalaysiaMexicoNetherlandsNorwayOmanPhilippinesPolandPortugalQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenTaiwanThailandTunisiaTurkeyUnited Arab EmiratesUkraineUnited Kingdom

Wave 6AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBrazilCanadaChileChinaColombiaCroatiaCzech RepublicDenmarkEcuadorEgyptEstoniaFinlandFranceGermanyGreeceHong KongHungaryIndiaIreland (ROI)ItalyJapanKuwaitLatviaLebanonLithuaniaMalaysiaMexicoNetherlandsNorwayOmanPhilippinesPolandPortugalPuerto RicoQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTunisiaTurkeyUnited Arab EmiratesUkraineUnited KingdomUnited StatesVietnam

Wave 7AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBosnia & HerzegovinaBrazilBulgariaCanadaChileChinaColombiaCote d’IvoireCroatiaCzech RepublicDenmarkDominican RepublicEcuadorEgyptEstoniaFinlandFranceGermanyGreeceHong KongHungaryIndiaIndonesiaIreland (ROI)IsraelItalyJapanKenyaKuwaitLatviaLebanonLithuaniaMacedoniaMalaysiaMexicoNetherlandsNigeriaNorwayOmanParaguayPeruPhilippinesPolandPortugalPuerto RicoQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTunisiaTurkeyUkraineUnited Arab EmiratesUnited KingdomUnited StatesVietnam

The Wave universenow fully representsthe world

THE SEARCH FORMEANINGIS THE SEARCH FORWHY

7 years of asking WHY has shown us that

5 needs

underpin all social behaviour

Desirability Feel valued Spend more time

Word of mouth

Sales

Needs

DIVERSION RECOGNITION PROGRESSION RELATIONSHIP LEARNING

build brands

WE HAVEMANYTRENDS

Q: Time spent last week…Base: Singapore

6 hours

9 hours

Digitization istaking over share-of-time

Top activities on the internet

Watch video clips online

Use instant messenging service

Visit a friend's social network page

Visit an official company/brand website

Download and used an application

Manage a profile on a social network

Read blogs / weblogs

Visit a message board/forum

Joined a professional social networking site

Upload my photos to a photo sharing site

84%

79%

78%

75%

75%

70%

62%

60%

51%

51%

Q: Thinking about using the internet, which of the following activities have you ever done?Base: Singapore – Past 6 Months

Take part in a multi player game online

Share your location via a location based social network

31%37%

44%50%

Joined a professional social networking site 35%

51%

Upload my photos to a photo sharing site 46%

51%

Use a micro blogging service 33%

40%

Activities that showed significant jump from last

year

Internet satisfies thecore human needs

SOCIALISATION

LEARNING

PROGRESSION

RECOGNITION

Meet new people Stay in touch with friendsFeel like you belong

Share knowledge

Share new experiences

Keep you company

Be creative

Hang out or waste time

Relax/escape

Make moneyBuild your careerMake contacts for workExpress & share emotion

Have fun/be entertained

Express yourself

Change opinions

Promote yourself

Earn respect

Learn something new

Keep up to date

Explore the world around youSeek other people's opinions

-

50

100

MicroblogsPhoto/Video SitesSocial NetworksBrand Websites

Socialisation is

Q: Which of these applications does a good job when you want to…Base: Singapore - Accessed social networking site in past 6 months

RELATIONSHIP

DIVERSION

a day-to-day imperative

…across markets in Asia

Q: Which of these applications does a good job when you want to…Base: Individual Markets - Accessed social networking site in past 6 months

LEARNING

RECOGNITION

RELATIONSHIP

DIVERSION

Meet new peopleStay in touch with friendsFeel like you belong

Share knowledge


Keep you company

Express & share emotion


Express yourselfChange opinions

Promote yourselfEarn respectMake money

Build your career

Make contacts for work

Be creative


Relax/escape

Learn something new

Keep up to dateExplore the world around you

50

100

Singapore Thailand Indonesia Phillipines VietnamMalaysia

… even surpassing

Q: Which of these applications does a good job when you want to…Base: Individual Clusters - Accessed social networking site in past 6 months

LEARNING

RECOGNITION

RELATIONSHIPMeet new people Stay in touch with friends

Feel like you belong

Share knowledge


Keep you company

Be creative


Relax/escape

Make moneyBuild your careerMake contacts for work

Express & share emotion

Change opinions

Promote yourself

Earn respect

Express yourself

Learn something new

Keep up to date

Explore the world around you

50

100

Global SEA APAC

the global benchmark

Power of Facebook shows

Facebook YouTube Google+ Twitter Instagram LinkedIn Tumblr Pinterest Foursquare0

50

100

Once a day or more Series4-6 times a week 2 1-3 times a week Once every 2-4 weeks Less often

Q: Which of the social networking sites you accessed and how many times you accessed…Base: Singapore

no sign of decline in Singapore

Virtual sharing is

Q. Thinking about the things you have shared with others, please select below the means by which you have shared them (Often or sometimes)Base: Singapore

Face

to

face

In a

con

vers

atio

n ov

er t

he p

hone

Via

a te

xt m

essa

ge

Via

a so

cial

net

wor

k (e

.g. F

aceb

ook)

Via

emai

l

Via

a bl

og o

r fo

rum

Via

a m

essa

ging

ser

vice

(e.g

. Wha

tsap

p)

Via

a m

icro

blog

ging

ser

vice

(e.g

. Tw

itte

r)

Via

an a

pplic

atio

n/ a

pp o

n a

mob

ile/ t

able

t

Via

a re

view

web

site

0%

20%

40%

60%

80%

100%

on its way to overtake F2F sharing

MOBILITY

Desktop

Full-sized Tablet e.g. iPad, Samsung Galaxy

Mobile phone

Portable Games Console e.g. PSP

Smart TV/internet-connected set-top box

Convertible Touchscreen Laptop/Tablet Device

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Devices Owned

Q: Which of the following devices do you own?Base: Singapore

Wave 6 7

The world is goingsmart and mobile

Desktop Laptop Smartphone Tablet

52%

77%

58%

20%

43%

76% 78%

18%

Online Activities Done Via Each Device

More devices mean

Q: You have carried out the following activities in the last 6 months; please select which devices you have used to do these activities? BASE: Singapore - all who own each device

Wave 6 7

more access pointsand more often

Global

Austr

alia

Brazil

China

France

German

yInd

iaIta

lyJap

anMex

icoRu

ssia

South

Korea

Spain UK US

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

Laptop is still the most versatile device globally except in Korea where smartphones are dominant

Q: Which of the following (Tablet, Smartphone, Laptop) does a good job when you want to….? Average number of uses each device is considered useful forBase: Global

Tablet

Smartphone

Laptop

PRIVACY

Online privacy is a

Q: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I’m concerned about the amount of personal data that goes online”.BASE: Wave 7 Priority Markets

70.6%

70.1%

67.6%66.6%

57.3%69.1%

63.4%69.8%

63.6%

70.6% 66.0%

69.5%

58.1%

72.1%

71.7%

54.3%

50.3%59.1% 52.2%

70.1%

72.5%

74.9%

66.4%

71.9%79.5%

60.7%

65.2%

67.7%

64.7%

4.8%55.4% 60.4%

67.4%

59.8%65.6%

52.7%67.6%

77.4%

Key70%+

60-69%

50–59%

40–49%

30-39%

20-29%

10-19%

<10%

major concern the world over

But we haven’t seen a

Q: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I’m concerned about the amount of personal data that goes online”.BASE: Singapore

I am concerned about the amount of personal data online

70% 69%

Wave 6 7

seismic shift inconsumer concern

In fact there has been an uplift in joining brand communities

Q: “Have you ever joined a brand community online? By a brand community, we mean a community or group centred around a product or brand, e.g., a fan page on a social networking site, following a brand on a microblogging service (e.g. Twitter) or signing up to a dedicated website or forum.BASE: Singapore

40%49%

Wave 6 7

But it’s a fragile balance

Q: Below is a list of statements. Please answer reflecting your opinion.Base: Singapore

30%9%

39%

27%

Somewhat agreeCompletely agree

69% 36%

UNLOCKINGTHE POWEROF TRENDS

Socialize with othersBe creative

Have fun/ be entertained


Relax

Read content

Watch content

Ward off boredom

Play a gameManage my life

Access information quickly

Make a purchase

Find your way

Get something done

Organize something


Learn something new

Research something thoroughly

0%

50%

Wave 6 Wave 7

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

Smartphones help in accessing information quickly and finding your way through apps

Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to: BASE: Singapore – Those who own smartphones




Relax

Read content

Watch content

Ward off boredom



Make a purchase

Find your way

Get something done

Organize something


Learn something new


0%

50%

Wave 6 Wave 7

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

Tablets are for

Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to: BASE: Singapore – Those who own mini tablets

entertainment and relaxation




Relax

Read content

Watch content

Ward off boredom



Make a purchase

Find your way

Get something done

Organize something


Learn something new


0%

50%

Wave 6 Wave 7

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

Laptops are for consuming content and researching something thoroughly

Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to: BASE: Singapore – Those who own laptops

Meet new peopleStay in touch with friends


Share knowledge


Keep you company

Be creative


Relax/escape

Make money

Build your careerMake contacts for work

Express and share emotion


Express yourself

Change opinions

Promote yourself

Earn respect

Learn something new

Keep up to date


Seek other people's opinions

0%

10%

20%

30%

40%

RELATIONSHIP

DIVERSION

LEARNING

Users are learning

Q: Which of these online applications does a good job when you want toBASE: Singapore – Accessed brand website in the last 6 months

PROGRESSION

Wave 7Wave 6

RECOGNITION

through brand websites

… and joining brand communities to get advance notice on products and avail discounts and coupons

To s

uppo

rt a

cau

se I

like

To s

hare

my

appr

ecia

tion

wit

h ot

hers

To a

ssoc

iate

wit

h so

met

hing

I th

ink

is c

ool

To le

arn

mor

e ab

out

it

To fe

el p

art

of a

like

-min

ded

com

mun

ity

To g

et fr

ee c

onte

nt

To fi

ll ti

me/

have

fun

Beca

use

it w

as r

ecom

men

ded

to m

e

To g

et a

dvan

ce n

ews

abou

t pr

oduc

ts

To g

et a

per

sona

l res

pons

e to

an

issu

e/co

mpl

aint

To d

evel

op m

y sk

ills

To c

onta

ct c

ompa

nies

and

influ

ence

new

pro

duct

de

-ve

lopm

ent

To r

ecei

ve a

dis

coun

t, c

oupo

n or

pro

duct

tri

al

To e

nter

a c

ompe

titi

on

-

50

100

Q: How much do you agree with the following statements about why you joined a brand community?Base: Singapore – Those who joined brand communities

Meet new peopleStay in touch with friends


Share knowledge


Keep you company

Be creative


Make money

Build your career

Make contacts for workExpress and share emotion


Relax/escape

Express yourself

Change opinions

Promote yourself

Earn respect

Learn something new

Keep up to date

Explore the world around me

Seek other people's opinions

0%

50%

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

Microblogs are for

Q: Which of these online applications does a good job when you want toBASE: Singapore – Accessed Microblog website in the last 6 months

Wave 7Wave 6

RECOGNITION

self-expression

Meet new people Stay in touch with friendsFeel like you belong

Share knowledge


Keep you company

Be creative


Make money

Build your careerMake contacts for workExpress and share emotionHave fun/be entertained

Relax Escape

Express yourself

Change opinions

Promote yourself

Earn respect

Learn something new

Keep up to date

Explore the world around meSeek other people's opinions

0%

50%

RELATIONSHIP

DIVERSION

LEARNING

Professional Social Networks are a place to make contacts and earn respect

Q: “Please select which of them you think does a good job when you want to…BASE: Singapore – Accessed professional networking sites in P6M

PROGRESSION

Wave 7Wave 6

RECOGNITION

Device and platforms are creating a complex eco-system which are driving conversations

BUILDING THEVALUEEXCHANGE

Value Exchange

Key TakeawaysSocial media is the norm and Wave 7 shows no sign of internet fatigue. Formats are converging and the world is going smart and mobile. Not just more smartphones but more uses too. Online privacy is a concern the world over but there hasn’t been a seismic shift in consumer trustThe five needs that underpin all social behaviours: learning, relationships, diversion, progression and recognition.Communication consumption is now a complex eco-system of devices, technology and platform which continue to evolve to meet the desire for simple, contextual and niche experiences

ADDITIONAL CHARTS

Blogs are important in APAC, LATAM and Southern Europe

Q: Thinking about using the internet, which of the following activities have you done in the past six months? Read Blogs/weblogs BASE: Wave 7 All Markets

61.4%

45.5%

83.5%

66.9%

72.1%69.9%

58.4%

49.5%

84.5%74.8%

80.4%

73.5%

54%

59.5% 56.1%

55.2%

38.6%42.2%

61.3%

61.3%

81%49%58.1%

70.8%53.4%

67%

56.44%61.2%

69%

57.5%

67.22%

60%

53.1%

54.6%70.7%

50.7%

56.15% 56.9%

48.4%

% who have read blogs in the last 6 months

58.4%

Key70%+

60-69%

50–59%

40–49%

30-39%

20-29%

10-19%

<10%56.5%

69.5%56.5%

59.7%

77.6%70.9%

71.5%86.6%

74.6%

85.5%74.7%

70%

84.6%

74.4%

66.5%

52.5%66.7%

80.7%

88.5%79%89.9%

76.1%

84.1% 83.7%

69.7%

83.3%

79.8%76%

80.3%

79.22%

78.4%80.1%

84.8%

80.8%

76%

73.3%66.8%

% who have visited an official company or brand site website in the last 6 months

Brand websites reach at least 70% of active internet users in most markets

Q: Thinking about using the internet, which of the following activities have you done in the past six months? Visit an official company/brand websiteBASE: Wave 7 Priority Markets

70.3%

Key70%+

60-69%

50–59%

40–49%

30-39%

20-29%

10-19%

<10%

68.9%

77%

72.7%

Multiplayer gaming is popular in China

Q: Thinking about using the internet, which of the following activities have you done in the past six months? Taken part in a multi-player online game.BASE: Wave 7 All Markets

34.1%

50.48%

43.7%57.5%68%

39.7%

25.3%

64.8%18.8%

45.3%

41.7%

41.3%

41.8%

33.5%

28.1%19.4%

31.7%

43.3%39.4%

35.3%48.3%22.9%

33.29% 31%

31.6%

29.6%

48.2%31%

40.5%44.4%

44.5%

47.3%46.1%

48.2%

49.4%

32.6%

44%

31.7%

33.8%37.9%

% who have taken part in a multiplayer online game in the last 6 months

39.7%

Key70%+

60-69%

50–59%

40–49%

30-39%

20-29%

10-19%

<10%34.5%

56.2%

Social Media

Wave 7: The Story of Why - Social media landscape in Singapore and SEA