Wave . 4 Survey

Introduction

• UM’s latest “Power to the People” survey has revealed dramatic changes in how consumers using the social media

• Wave 4 of UM’s research reveals that social networks (facebook & myspace) are

becoming the dominant platform for content creation and sharing.

• Survey took place from November 2008 to March 2009.

This latest report highlights:

• New platforms for video

• Why social networks continue to grow

• How social media platforms are rationalizing.

• Changes in key markets

Methology

• The Social Media Tracker has retained the same methodology from Wave 1 through Wave 4, enabling comparison between data sets.

• For Wave.4 22,729 internet users in 38 countries were interviewed.

• The survey took place in13 new markets than Wave.3 research.

Growing expansion of research universe

Wave 1 : analysis of social media usage in 11 countries.

Wave 2 : analysis of social media usage in 21 countries (including Greece)

Growing expansion of research universe

Wave 3 : analysis of social media usage in 29 countries (including Greece).

Wave 4 : analysis of social media usage in 40 countries (no Greece)

Why do active internet users matter ?

• Social media is driven by active internet users :without a regular use of internetunlikely to sign up for blogging or set up a social network profile

• In future : all internet users will increase their usage and will become active users

Universe size(into context) -calculated using local market

population estimates

• China :China 159.6m users & USA :96.3m• Social networks continue to grow 625 million

active internet users – 2/3 of active internet users

have joined a social network site (Danes= highest penetration- following: Malaysia, Norway, Sweden)

• Social media platforms are becoming more multi-media (upload of photos, videos, music and widgets)

• 70 % active internet users globally internet access & social media through their MOBILE

The proliferation of video

• the rise of YouTube• The ability to embed video on blogs & social

network profile pagesmoving image= essential part of the social media

• According to Wave 4: 33% of social networkers have uploaded video to their profile (only 16.9% in Wave 3)

• Active internet users uploading videos to a video sharing site increase from Wave 3 to Wave 4

UPLOADING VIDEOS•Korea 70,98%•Philippines 60,13%•China 57,97%•India 57,88%•Νorway 37,8%•Latvia 30,3%•Germany 28,28%•France 21,45%

•Ασιατικές χώρες έχουν υψηλά ποσοστά,ενώ χώρες της Ευρώπης 37% και κάτω.

Watching video clips online

•Global-> Wave3 :83,7% Wave4: 82,8%•China->Wave 3 :90,1% Wave4: 89,1%•UK->Wave3: 85,5% Wave4: 79%•Korea->Wave3: 86,2% Wave4: 82,8%•Spain->Wave3: 87,3% Wave4:84,1%

Μείωση στα videos που βλέπουν οι χρήστες οταν είναι online,σε σχέση με το Wave 3.

Social networks grow even more

•Consumers are signing up for profiles in larger numbers in Wave 4 and spending time keeping them up to date.

•The key question is whether the excitement starts to pall after a few weeks.

•And they also spend time visiting their friends’ profiles as well:71.1% have visited a friends social network page.

Belong to a social network

•Global->Wave3: 56,6% Wave4: 62,5%•France->Wave3: 35,6% Wave4: 50,1%•Russia->Wave3: 74,02% Wave4: 85,3%•USA->Wave3: 42,5% Wave4: 59%

Όλο και πιο πολλοί δημιουργούν ‘προφίλ’ στα κοινωνικά μέσα δικτύωσης.

Active internet users managed a social network profil

active internet universe = 625m users

•China 111,8 m

•USA 57,8 m

•Brazil 15,6 m

•UK 12,1 m

•Korea 11,9 m

Content of posts of blog writers•The days when a consumer would either restrict him or herself to just one of these activities or go to three different sites toupload content are disappearing.•The decline or stasis in the use of separate blogging or photo-sharing sites suggests that social media is being rationalised.•Bloggers, for example, are no longer restricting themselves to text: they are adding images and video as well as music and widgets to their prose in ever greater numbers.•Photos:50,2% ,recom.websites:32,0%,music websites:28,8% etc.

About Wave 4

•Photos: 70,48%•Recommented Websites: 43,3%•Favourite/currently listened to music websites: 34,3%

•More actions while on Internet & higher blog writer’s percentage

•The social networks enable users to do everything they can on a blogging site and more

•Active Internet Users are using social network profiles as the hub for their social media

•Traditional social network activities are being accompanied by the uploading of videos (2133%) and photos (4576%), blog postings (1729%) and even dating (13,517%)•Wave 3: Find old friends: 64.8%, Message friends: 60,9%•Wave 4: Message friends: 81,5%, Find old & new friends: 74,3% & 56,4%

U.S.A. is a dominant player in the social media space having an internet penetration at just 70%

Video continues to become as mainstream as TV viewing for active internet viewers with 83% now watching audiovisual content via the webVideo watchers: 3283%, Create Social Network profile: 3959%

U.K. is defying global convention when it comes to watching videos. Brits are watching fewer videos than they did in Wave 3, in contrary to the rest of the world (8679%)Visit a friend’s page (71%), Manage Social Network profile (64%)

Germany has been steady in its adoption of social media and there are few drastic changes(an increase of five per cent here, two per cent is the norm)

There has also been a decline in the number of active Internet Users who are watching videos (7774%)Create Social Network profile (47%), Blog readers (57%)

Korea one of the most advanced global markets for telecommunications and internet, but the truth among active internet users aged 16-54 is more prosaic (internet on the move just 6%)

Despite a drop in the percentage of active internet users creating blogs, they are more likely to put their thoughts to keypad, image or video than every other nation in the worldCreate Social Network profile: 62%, Blog readers & writers: 88% & 61%

Country spotlights

• Brazil has yet to form a standard attitude towards social media,though the percentage of actual online users has risen from 12 to 13.5 million.

• India records steady progress across the board with rising use of all social media platforms.

• In China, while the penetration of social media remains well below10% for every single platform, the number of consumers blogging has risen to 90% while another 90% of them are watching videos online.

10-step programme for successful social media:

1) Listen to/observe what the target audience is doing in social media2) Create a “social object” that is relevant to the brand and of genuine interest3) Segment the target into tribes. Give them something they can join.4) Allow them to engage via their preferred platform of choice—createmultiple interfaces to your community5) Make the experience better when shared

10-step programme for successful social media:

6) Optimise your content for sharing—particularly via newsfeeds andTwitter7) Use paid-for media to get the ball rolling8) Take advantage of extreme targeting offered by social networks9) Make sure you have the resources to manage your communitymanagement and refresh the content.10) Track the results and optimise where necessary

•Dimitrakopoulou Efi•Kompa Emmanouela

•Kourousia Maria•Konstantatou Eleni•Michaki Christianna

5 – tech team