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This presentation has been delivered by Tom Smith, GWI founder and CEO, during the Social Business Track plenary at Le Web on Dec.5th 2012 in Paris.
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C O N S U M E R S E N G A G E M E N TO N S O C I A L M E D I A
L E W E B P A R I S 2 0 1 2
TODAY
EXPLORE THE LATEST RESEARCH FROM THE GLOBALWEBINDEX
• Establish current social behaviour online
• Understand the shift to fast growth markets and the global opportunity
• Explore local variation and impacts social comms and business strategy
THE GLOBALWEBINDEX
• The largest multi-market research project in the world
• Most detailed view of how and why people use the internet to date
• Surveying a representative sample of 16-65 internet users
• Founded in 2009, surveying 180K internet users
• Quarterly global research in 2013 - 300K internet users surveyed by Q4
DRIVING GLOBAL INSIGHTS AND STRATEGY
WEB BRANDS• Cross Platform Market Sizing• Audience Insights• Product Strategy
BRANDS
• Audience Insights• Digital Brand Portfolio • Multi-market Social Strategy & Frameworks
GlobalWebIndex Wave 8 Preview. Q4 2012. Global Data
BEHAVIOUR RANKING: 63% ACTIVE ON SOCIAL NETWORKS
Watched a video clip
Used internet banking
Search for product or service to buy
Used a social networking service
Used Webmail
Purchased a product online
Managed your social network profile
Uploaded photos online
Reviewed a product or brand online
Used Instant Messenger
Purchased an online service
Listen to music on a music streaming service
Watch television shows on demand (not live) through an Internet service
Watched a full length film
Searched using a location based service
Used online office applications
0% 10% 20% 30% 40% 50% 60% 70% 80%
% Have Done Last Month
24% UPLOAD VIDEO. NOW THE SAME AS FORUMS / BBS
Commented on a story
Posted a comment on a forum / message board / BBS website
Asked or answered a question on a question and answer services (i.e. Yahoo Answers or Quora)
Uploaded a video online
Made a phone call online / Used VOIP
Listened to LIVE radio online
Used a social bookmark service
Bought a product or service through a group-buying website (i.e. Groupon)
Listened / watched a podcast
Used a micro-blogging service
Sold a product online
Watched a full length sports programme
Streamed a full length TV show LIVE
Edited/managed own website
Written your own blog
Written a news story / article
Subscribed to an RSS feed
Used an aggregator
0% 5% 10% 15% 20% 25% 30% 35%
GlobalWebIndex Wave 8 Preview. Q4 2012. Global Data
% Have Done Last Month
MOBILE LEADS PC FOR SOCIAL NETWORKING
Watched a video clip 75.1% 61.7% 64.2%
Used a social networking service 63.3% 63.4% 52.5%
Managed your social network profile 56.4% 60.1% 52.2%
Uploaded photos online 50.1% 54.1% 40.3%
Reviewed a product or brand online 40.2% 33.2% 31.8%
Commented on a story 29.1% 23.7% 22.8%
Posted a comment on a forum / BBS 24.2% 19.4% 19.8%
Uploaded a video online 23.8% 25.6% 26.4%
Used a micro-blogging service 19.8% 22.8% 22.9%
Written your own blog 14.9% 13.4% 14.4%
% Have Done Last Month
GlobalWebIndex Wave 8 Preview. Q4 2012. Global Data
CUTTING THROUGH COMPLEXITY: AGGREGATE SOCIAL ENGAGEMENT
Use a Social Network
Use a Micro-Blog Posted on a ForumComment on a
StoryPARTICIPATION
Upload a PhotoUpload a Video
OnlineWritten a Blog Written a StoryCREATION
Reviewed a Product or Brand
Re-tweet (share) a Brand on a Micro-
blog
Upload a video / photo to a branded
page
Liked a Product or BrandBRAND
Number of SEB categories engaged in by marketSource: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
VAST MAJORITY OF USERS ON THE PLANET ARE SOCIALLY ACTIVE
Indo
nesia
China
Philipp
ines
Argen
tina
Turke
y
Mala
ysia
Brazil
India
Mex
ico
South
Kor
ea
Russia
Poland
Saudi
Arabia
South
Afri
ca
Nethe
rland
s
Ger
man
y
Singap
ore
Canad
aSpa
in
Austra
liaUK
Hong
Kong
Franc
eIta
lyUSA
Sweden
Japa
n
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
6+ 3 > 5 1 > 2 0
Size of Social Market. 3+ activitiesSource: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
CHINA DOMINATING SOCIAL UNIVERSE. GROWTH MARKETS BIGGER
ChinaUSAIndia
BrazilRussia
IndonesiaTurkey
GermanySouth Korea
VietnamPhilippines
UKJapan
MexicoFrance
ItalyMalaysia
SpainPoland
ArgentinaThailandCanadaTaiwan
AustraliaNetherlands
Saudi ArabiaSouth Africa
SwedenHong Kong
UAESingapore
0 50 100 150 200 250 300 350Millions of Social Engaged Consumers 3+ activities
Aggregate Millions of Social Engaged Consumers. 1 YEAR GROWTH TRENDSource: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
AND ARE EXPLODING IN SIZE
IndiaArgentinaIndonesia
South AfricaMexico
BrazilPhilippines
ChinaRussiaTurkey
AustraliaJapan
CanadaSaudi ArabiaNetherlands
PolandGermany
ItalySpain
UKSouth Korea
SwedenSingapore
FranceMalaysia
USAHong Kong
-40.0% -20.0% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0%
Aggregate Millions of Social Engaged Consumers Across all 12 Behaviours.
Q2 2011 V Q2 2012
Markets mapped by SEB score and % of total population. Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark
GLOBAL OPPORTUNITY RIGHT NOW Bubble size indicates the population of socially engaged (3+ social activities)Increasing reach on social
Increasing engagement on social
High Reach /Low Engagement
Low Reach /Low Engagement
High Reach /High Engagement
Low Reach /High Engagement
LOCAL VARIATION
L E W E B P A R I S 2 0 1 2
Source: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Total
YES FACEBOOK IS UNIVERSAL(ISH)
Indonesia
Philippines
South Africa
UAE
Malaysia
Mexico
Vietnam
Argentina
Taiwan
Turkey
Brazil
Thailand
Poland
Saudi Arabia
Hong Kong
India
Spain
Singapore
Canada
Australia
Sweden
UK
Italy
USA
France
Netherlands
Germany
Russia
South Korea
Japan
China
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
25 out of 31 markets have40% + monthly active usage
LIKING A BRAND: GLOBAL AVERAGE 57%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
OUR KEY LEARNINGS
• Huge global opportunity – no single strategy and no market should be excluded
• Increasingly emerging “fast growth” internet markets will define the landscape
• Elements can be globalised, but local rules
• Now think about target audience…
G e t t h e S o c i a l E n g a g e m e n t B e n c h m a r kglobalwebindex.net/reportpage
F i n d o u t m o r e :Slideshare/globalwebindex
@globalwebindex
L E W E B P A R I S 2 0 1 2