Welcome to Wave 5

VIManagement

Sep 27, 2011 (5 years and 9 months ago)

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Five waves of the GlobalWebIndexresearch project has revealed for the first time the true picture of internet evolution globally. Two structural trends are influencing consumers worldwide and are the key drivers behind behavioural trends that are not only occurring globally but diverge from one another at the local level.

W A V E 5 T R E N D S
Welcome to Wave 5
Five waves of the
GlobalWebIndex
research project has
revealed for the first time the true picture of internet evolution
globally. Two structural trends are influencing consumers worldwide and are the key drivers behind behavioural trends that
are not only occurring globally but diverge from one another at the local level
.
The following, is a summary deck designed for external publication, for the full deck and to understand the data and tool
behind the
GlobalWebIndex
, please visit
globalwebindex.net
or email
globalwebindex@trendstream.net
ONE WORLD:
MANY INTERNETS
THE POST PC ERA: BREAKING
THE MOUSE BARRIER

LEAN
-
BACK
: THE RISE OF VIDEO
ENTERTAINMENT ONLINE

REAL
-
TIME SOCIAL MEDIA
:
TRANSFORMING INTERACTION

FACEBOOK FATIGUE
:
THE GROWING PAINS OF A GLOBAL
PLATFORM

THE SOCIAL BRAND

A RENAISSANCE FOR
PROFESSIONAL MEDIA

The most detailed research
study ever instigated into
the consumer adoption of
the internet

Jump to
Detail
Delivered in all key internet markets
Waves 1
-
4
Wave 5
Wave 6
Wave 7
Wave 8
Future Waves
Filling a critical knowledge gap
100K+
surveys a
year
3 Waves of
Research
a Year
27 markets
in Wave 5
1000+
variables
to build an
audience
160
questions
on internet
and social
+
+
+
Insight
Creativity
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Planning
R OI
+
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Online
Tool
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Crosstab
Custom
Insight
Agenda
Insight
S U M M A R Y O F W A V E 5 T R E N D S
A N D
K E Y P O I N T S
Summary:
T
he internet is diverging
Shift in the way that consumers use
not just the internet but the computer
itself
In the coming months, internet users
across the world believe that the way they
access the internet in Wave 5, is likely to
change from being the PC/laptop to being
a mobile device, either mobile phones or
tablets
.
By
putting a computer inside the mobile
phone, mobile device manufacturers
started a process that has seen mobile
phones and tablet devices evolve to a
point where people no longer go to the
internet as a separate part of their
everyday lives, but rather, the internet is
evolving to become an integral part of
peoples’ everyday lives. The fact that
mobile devices accompany them at all
times have made this change possible.
Mass market adoption of social media
is driving growing differences between
markets, creating retail / commerce
focused markets and socially focused
ones
Despite being a global platform, that
opens up global content and services to
consumers anywhere in the world, the
internet is actually creating growing
divergence as opposed to
homogenisation.
The internet and in
-
particular social media
are a reflection of a country and its
peoples. These platforms have in short
created greater localisation and its being
lead by fast growing emerging internet
markets.
This means its increasingly important for
brands to tailor and adjust their strategy to
local markets.
Facebook is no longer the one stop
shop for total internet
experience
Despite massive global user growth,
active participation on Facebook is falling
and we are increasingly seeing a slow
down in existing Facebook users. This is
particularly true in the US and other
English speaking countries where
Facebook as been prevalent for longer
and has shifted growth to emerging
markets
.
Nevertheless, the potential advertising
revenue is lower in these high
-
growth
markets because of their relatively
underdeveloped advertising markets.
This
,
combined
with falling engagement in
saturated markets, brings into question
the
effectiveness
of Facebook as
a
branding and advertising channel
and
therefore, the exorbitant value investors
have placed on it.
Summary:
T
he Internet is Diverging Into a Global Network of Local Networks
Changes in online content
consumption
The earlier adopters of social media
explored new ways of creating and
sharing online content, however, the
research across the last few waves shows
that now most users focus their
contributions and activities on consuming
and redistributing content.
Wave
5 has highlighted an increasing
divergence in the consumption of online
content across the various markets.
Consumers in newly industrialised
markets of the BRIC countries consume
much more online content than those in
the advanced Western economies such
as the EU 5 and USA.
Consumer engagement with brands
Online consumers want brands to provide
services that fit with their lifestyle.
Most
importantly, they
want brands to listen to
them and their comments
where ever
they
are posted whether on a social network
page, company website or micro
-
blog.
More and more, consumers are expecting
brands to improve their knowledge in
specific areas and to connect them with
other similar
-
minded brand users.
To drive brand perception, it is now crucial
that brands provide online services that
services the needs of modern consumers
when they want to engage a brand. For
younger, more socially engaged
consumers, this means entertaining them
online with content and services in
addition to driving increased knowledge
around a brand.
Professional content producers will
flourish
Contrary to expectations at the outset, the
rise of social media has led to the
evolution of a retransmission culture
online whereby the content that people
consume is created by professional
sources but filtered and curated by social
means.
Traditional media and news outlets are
still the primary source of news for all
types of people around the world. Instead
of encroaching in the market, social media
has been integrated and used by
traditional media and news channels to
enhance their own content distribution and
reporting.
Nevertheless, social networks now
outrank newspapers as the first source of
news for 16

24 year olds globally, but
news websites are still far more widely
used.
S T R U C T U R A L T R E N D 1:
O N E W O R L D: M A N Y I N T E R N E T S
The broad global trend is growth of social and entertainment platforms
Managed social network profile
A film site
A video sharing site
A price comparison site
Uploaded a video online
Products/services promotional site
A retail website
Used VOIP/online phone
An online encyclopaedia
Used a microblogging service
A photo sharing website
Watched a video clip
A map website or service
Consumer review site
Used Webmail
A job/employment site
Used online office applications
Used an aggregator
Subscribed to an RSS feed
Commented on a story
Edited/managed own website
Used internet banking
An online dating site
Search engine
News site
Online casino/betting site
Written a news story/article
My work sector site
Uploaded photos online
Written your own blog
A blog/weblog
Chatroom/forum
Business news website
An online auction site
Travel/destinations info
A general portal site
Used Instant Messenger
-
10%
-
8%
-
6%
-
4%
-
2%
0%
2%
4%
6%
8%
10%
12%
Internet Activities participated in the last month. Changes in penetration.
(% point change of Internet users globally, Wave 1 July 2009
-
Wave 5 June 2011)

Social and entertainment leading the
growth of internet activity globally;

Broadband intensive activities are also
growing strongly, such as video and
VOIP;

Blogging is in decline as we see a shift
from text based forms of social
interaction into “Real
-
Time” (see later
trend)

Web 1.0 is declining:

Portals, news and information
sites and instant messenger are
all in decline

Search is showing a slight fall at the
global level, indicating a rise in social
media platforms as consumers’ entry
point onto the web
as well as the rise of
using social media as an editorial layer.
(i.e. filtering content through “likes”,
tweets, recommendations, etc. as
oppose to search algorithms)
Percentage Change in Active (Last Month) Online Behaviour: Wave 1 to Wave 5
The gap between market leader and laggard is growing in all markets
0%
10%
20%
30%
40%
50%
60%
70%
80%
Wave 1 (Difference Between Leader and Lagard)
Wave 5 (Difference Between Leader and Lagard)

Looking at a range of internet activities, we can see the
difference between leading
and trailing markets in terms
of penetration
is growing in 11 out of 16 activities;

Many of these behaviours are social media, open
platforms, that require little infrastructure and no
payment;

The open, consumer driven nature of social media has
enabled enthusiastic markets, who are generally newer
to the internet, to adopt and use at a mass scale;

The large growth in variance in instant
m
essaging is due
to a massive decline in IM usage in many markets;

Only webmail and internet banking show significant falls
in variance thanks to infrastructure investments in these
services as well as their ubiquity across the world;

In summary, the internet is not creating a mono
-
culture
of information and behaviour as some predicted at the
outset. Instead, the cultural fragmentation that existed
offline before the internet now exists online and is visible
in the divergence of online attitudes and behaviour
across the world.
Which of the following have you done online in the past month?. Gap between the leading market and the last.
(% difference in users
globally, Wave 1 July 2009
-
Wave 5 June 2011)
The Result is the Emergence of Localised Internets with Differing Priorities
To understand global differentiation, we have mapped e
-
commerce adoption versus an aggregate of social media
adoption, incorporating social networking, blogging, micro
-
blogging, video uploads and forum participation. This creates 4
segments:
Social Commerce Stars:
Brazil, China and Turkey are
massively socially engaged and large enough to develop the
infrastructure and mass demand for online retail. Much of this is
direct social commerce platforms
e.g
Taobao
in China or
Mercado
Libre
in Brazil
Socially Engaged:
Many fast growing emerging internet
markets have adopted global social media platforms, which are
localised but generally US originated. There hasn’t yet been the
investment in mass e
-
commerce infrastructure. This could be
down to a lack of real world infrastructure, small economies of
scale and cash
-
driven economies.
Laggards:
Developed internet markets that lack the critical
mass to implement e
-
commerce, either due to geographic size
(Canada / Australia) or small population (Hong Kong) or
dominance of traditional retail markets (Spain and Italy). While
social media can still be significant in these markets, it tends to
be one dimensional,
i.e
everyone is utilising social networks, but
not blogs or uploading video etc.
Commerce Engaged:
Developed internet markets such as
Germany and the UK have the e
-
commerce investment and
market push, plus the legacy consumer behaviour from the Web
1.0 boom. However, social media adoption is more passive and
tends to be focused on social networking at a mass level.
Purchase a product online in the past month versus an aggregate score of Manage a
Social Network, Write a Blog, Comment in a Forum, Upload a Video, Use a
Microblog
(% penetration by country. Wave 5 June 2011)
No such thing as a global online strategy.
Localisation is key online
Social Media presence must be adjusted in each
market
Growing differentiation between markets, creates
opportunities for local players
Online influencers will increasingly emerge from
outside the English language internet
Impact
S T R U C T U R A L T R E N D 2:
T H E P O S T P C E R A:
W E L C O M E T H E P A C K A G E D I N T E R N E T
Preferred Devices for Accessing the Internet: Massive demand beyond PC
Which of the following is your favourite device to access the Internet? Now / One year from now
(% of Internet users globally, Wave 5)

Internet users can give us a
good idea of the future
purchases and Internet
behaviour by telling us what
they think their favourite
Internet access device will be
in a years time.

A year from now, consumers
say that mobile devices
combine may nearly equal
PC/Laptops as people’s
preferred Internet access
device.
Mobile
I
nternet has Already Exploded Globally and Impacting in Home Usage
0%
10%
20%
30%
40%
50%
60%
70%
Wave1
Wave2
Wave3
Wave4
Wave5
Asia Pacific
Europe
Latin America
North America
At
home
33%
At
Work
17%
Public Place
27%
Whilst
Travelling or
Roaming
23%
When Accessing Your Mobile, Which is Your
Primary Location?
Which of the following have you done on the internet via your mobile phone in the past six
months?

Browsed the internet
(% of internet users globally, Wave 5)
(% of mobile internet users globally, Wave 5)
Mobile Ecosystem to Driving Application Usage as the Core Online Platform
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Wave1
Wave2
Wave3
Wave4
Wave5
Asia Pacific
Europe
Latin America
North America
Which of the following actions have you performed on your mobile phone in the past month?
-
Installed an application
(% of internet users globally, Wave 5)

Mobile internet usage is growing
globally largely thanks to the
increasing use of mobile
applications or apps that take full
-
advantage of enhancements in
user interface in recent years.

Internet users in the APAC region
still lead in terms of the proportion
of mobile users that are
downloading apps on the mobile
phones just as they lead the
world in internet usage on
mobiles.

Here as in other areas, we are
seeing a regional divergence in
app downloads with an increasing
share of mobile users in APAC
downloading apps while the
share in LATAM markets is
stagnant.
Brands must have a multi
-
platform strategy:
website, mobile site and applications are a must
Packaged platforms reintroduce barriers: Mobile
and tablets are not open consumer driven
platforms. This is an opportunity for brands, who
have the connections and budgets to gain access
Packaged platforms demand that brands think
about creating content. This is particularly true as
internet connected TVs become the norm
Online influencers will increasingly emerge from
outside the English language internet
Impact
Structural Change is Driving a Number of Behavioural Impacts
ONE WORLD:
MANY INTERNETS
THE POST PC ERA: BREAKING
THE MOUSE BARRIER

LEAN
-
BACK
: THE RISE OF VIDEO
ENTERTAINMENT ONLINE

REAL
-
TIME SOCIAL MEDIA
:
TRANSFORMING INTERACTION

FACEBOOK FATIGUE
:
THE GROWING PAINS OF A GLOBAL
PLATFORM

THE SOCIAL BRAND

A RENAISSANCE FOR
PROFESSIONAL MEDIA
B E H A V I O U R T R E N D
T H E R I S E O F T H E “ L E A N B A C K ” W E B
Mass Video consumption is
diversifying into multiple internet platforms
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Visited a video sharing site
69%
57%
43%
30%
23%
Visited a film site
61%
55%
44%
35%
26%
Watched a full length film
51%
39%
29%
25%
17%
Downloaded free TV shows/film
49%
44%
33%
29%
20%
Visited a Digital content store e.g. iTunes
47%
43%
35%
27%
19%
Stream Personal
home videos
42%
31%
22%
16%
10%
Watch on demand TV shows online
40%
35%
29%
27%
24%
Stream Film
trailers
31%
25%
17%
11%
7%
Stream
Music
videos
31%
25%
17%
11%
7%
Listened/Watched a podcast
31%
27%
22%
18%
15%
Streamed a LIVE TV show
25%
20%
16%
11%
9%
Watched a sports program
23%
20%
15%
14%
11%
Download TV show/film via P2P
22%
19%
12%
7%
5%
Watched on demand video clip on a mobile
19%
18%
13%
7%
4%
Paid TV show/film download
14%
13%
9%
6%
4%
Watched live streamed TV on a mobile
9%
8%
6%
3%
2%
Which of the following have you done online in the past month?
(% of Internet users globally by age group, Wave 5)

Globally, younger internet users
are much more active in
consuming content online.

However, most of the content that
they and older users are enjoying
is not user
-
generated content but
is professionally produced
content such as full
-
length
movies and TV shows.

These same consumers are also
willing to pay for this content, but
the hurdle has been the slow
development of digital content
distribution channels and models.

This is changing, however, and
promises huge rewards for
content owners as consumers
consume more and more content
online.
Now professional content is driving global differentiation
Which of the following have you done on the Internet in the past month?
(% of Internet users in each region, Wave 5)
The difference between the newly
industrialised countries of Brazil, India,
China, and Russia and the advance
Western economies of the EU 5 and
USA in terms of online content
consumption perfectly illustrate the
divergence that is occurring between
all the different internet markets across
the world.
In general, internet users in emerging
markets consume much more content
online. There are, of course, multiple
factors that contribute to this in each
market, but one of the universal factors
is the relative underdevelopment of
traditional media markets in the
emerging countries. As a result, the
quality of online content often
surpasses that which is available
through traditional channels in many
markets.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Global
USA
EU 5
BRIC
Younger users are the least adverse to paying for content
Which of the following would you consider paying to access online?
-
None of the above (answer options)
(% of Internet users in each market)

This index chart reveals the proportions
of the Internet population in each country
that would
not
consider paying for online
content in Wave 5.

It also shows how averse to buying
online content each age group is
compared to the overall Internet
population.

The key factor we see is that older
Internet users are generally much less
likely buy content online.
66%
67%
56%
63%
53%
42%
48%
37%
41%
28%
Spain
France
Germany
Italy
UK
USA
Brazil
India
Russia
China
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Market Average
100
-
+
Consumption of professional video content online
now outstrips consumer created
It is a myth that consumers won’t pay for content
online
Disconnect between the developed media and
content markets in US, UK and Europe and the
consumer demand for content in the emerging
markets. Content producers should look at the
global opportunity
Massive opportunity for brands to build global
content strategy
Impact
B E H A V I O U R T R E N D
R E A L
-
T I M E S O C I A L M E D I A
The first generation of the Internet
focused on the new ways that
everyone could create and publish
content. As the Internet has
evolved, internet users have moved
more to the consumption and
retransmission of content rather than
producing it themselves.
This is evident when we look at the
fastest growing internet activities
and those with the highest
penetration. Consumption of video
clips on platforms like YouTube and
Dailymotion
are among the most
popular internet activities. Micro
-
blogging and social networking are
the first and second fastest social
media activities. So much of the
activity on these platforms is
retransmission of content,
retweeting
, re
-
posting of video clips,
etc. and so little is the actual
creation of content. This presents
great opportunities for professional
content creators to harness social
channels to spread their content.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Wave1
Wave2
Wave3
Wave4
Wave5
Micro
-
blogging and social networking are growing fastest
Which of the following have you done online in the past month?
(% of Internet users globally; Wave 1 (September 2009) to Wave 5 (June 2011)
+9%
+10%
+40%
+24%
+2%
+62%
+3%
+6%
+4%
Micro
-
blogging growth is being driven by BRIC
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Wave1
Wave2
Wave3
Wave4
Wave5
Percentage of internet users who have used a micro
-
blogging service in the past
month

split by region
GLOBAL
BRIC
US
EU5
What have you done on the internet in the past month?
(% of internet users worldwide)

While we have seen that penetration
growth in social networking is consistent
across all Waves and regions, when we
look at micro
-
blogging, we see a much
different story.

Micro
-
blogging growth has grown
significantly in the BRIC markets while
stagnating at less than 10% penetration
among internet users in the advanced
markets of the EU 5 and USA.

This trend further illustrates the divergence
in online behaviour between markets and
shows how real
-
time social media is
increasing in emerging markets while
blogs, as we will see in the next slide, are
not growing at
all.v
Real
-
time moves users towards transmission and away from creation
How often do you update your micro
-
blog status? vs. Which of the following have you done on your micro
-
blog in the past month?
(%
of internet users worldwide)

The table to the left shows users
micro
-
blog update frequency versus
their monthly activities.

We can immediately see that those
users who are most active on micro
-
blogs, updating more than once a day,
are most likely to be sharing links to
other micro
-
blogs, personal photos,
and links to videos.

Less active micro
-
bloggers are
generally less
-
likely to perform most
micro
-
blog activities with the exception
of posting about events and sharing
links to other micro
-
blogs.

The key trend that we can pull out
here is that the most active micro
-
bloggers are most likely to be
retransmitting content created by
others or by professional content
producers.
Micro
-
blog activities in the past month
Real
-
time
is moving the emphasis away from
creating content to transmitting other peoples
content
Shifts the focus from brands to create rather than
engage consumers to create
Transmitter
culture
makes journalists, media
owners, content producers and brands more
relevant in the online economy
Mobile devices will turn the internet
real
-
time
Impact
B E H A V I O U R T R E N D
F A C E B O O K F A T I G U E
Facebook has grown fastest globally since Wave 1
-
10%
-
5%
0%
5%
10%
15%
20%
25%
30%
% Change Wave 1 to Wave 5
Which of the following have you done online in the past month
?

Managed a social network profile
(% change in in active social networkers by platform globally Wave 1 to Wave 5)

As expected, Facebook is the fastest
growing social network across the 16
original GWI markets since Wave 1 in
July 2009.

The Chinese social networks of
RenRen
and
Qzone
are the most
striking, however, and illustrate the
vast market potential that China offers
not just in social networking but
across the entire internet.

LinkedIn is an interesting social
networking that has grown
substantially since Wave 1,
particularly because it is a social
network developed around a specific
type of real
-
life network, the
professional network.
However: Broader social networking decline is kicking in
*change based on very low reach <10%
16
-
24
25
-
34
35
-
44
45
-
54
55
-
64
Germany
-
1.6%
4.7%
47.8%
7.1%
62.5%
UK
-
8.2%
-
4.7%
17.1%
32.0%
27.8%
Italy
4.9%
35.0%
65.4%
77.3%
75.0%
Spain
48.9%
33.3%
33.3%
70.8%
33.3%
Netherlands
28.1%
-
10.2%
12.8%
32.0%
114.3%
France
34.6%
11.1%
85.7%
40.0%
110.0%
China
78.8%
112.0%
79.2%
218.2%
-
28.6
%*
Japan
15.4%
4.5%
66.7%
22.2%
-
33.3
%*
USA
2.8%
13.6%
33.3%
16.1%
42.1%
South Korea
156.3%
95.0%
71.4%
58.3%
375.0
%
Russia
9.1%
24.5%
42.9%
5.3%
70.8%
India
-
2.8%
19.4%
17.0%
35.9%
62.1%
Mexico
23.6%
69.0%
71.4%
58.3%
121.1%
Brazil
-
10.0%
0.0%
15.1%
28.9%
47.4%
Canada
0.0%
-
1.6%
6.5%
-
8.3%
31.8%
Australia
4.8%
3.3%
29.7%
36.7%
38.9%
Which of the following have you done online in the past month
?

Managed a social network profile
(%
change in active social networking penetration by market)

One of the biggest surprises that we
see across the world is the decline in
social network penetration among
younger users in certain markets such
as Brazil, India, and the UK.

In other markets, however, such as
Spain, South Korea, and China, social
network penetration has seen strong
growth across all age groups.

In general, the middle
age groups are
growing across all countries, and in
many countries, they are the fastest
growing age segments.

Moving forward, it will be interesting to
examine whether the decreasing
penetration of social networking in
younger age segments is an indicator
of future trends for other age groups.
Massive decline in contribution on Facebook
-
20.0%
-
15.0%
-
10.0%
-
5.0%
0.0%
5.0%
10.0%
Global
US
US College Educated < 30

Between Wave1 (July 2009) and Wave 5
(June 2011), there has been a large level of
decline in contribution and active participation
into Facebook

The hype suggests that with Facebook always
growing its user base, it is quickly becoming
the global social, communication, content and
increasingly purchasing platform. However our
research points to a different story.

Over time users have began to contribute less
and are increasingly passive. This raises
questions on the quality of user data that often
underpins huge valuation figures. It also raises
questions on whether brands should vest
everything in Facebook pages. This change
suggests they need to diversify

This decline is most marked in young college
educated Facebook users in the US who were
the original adopters of Facebook. This allows
to forecast a plateau in usage that will spread
into other demographics and markets
Facebook users: Social Network Behaviour / Actions in the past month
(% change in active social networking penetration from Wave 1 (July 2009 to June 2011)
Its not all about Facebook
A decline in contribution raises questions over
whether brands would be better building a more
multi
-
platform social offering to maximise social
engagement, particularly in US and EU5
Facebook’s valuation is largely based on quality
of the data and the ability to target consumers
based on this data. However active sharing of
data is in decline. Most users are increasingly
passive. This fact strongly questions $100bn
valuation
Impact
Facebook’s growing pains, mirror wider trends in
global differentiation. Emerging markets will drive
the user growth
B E H A V I O U R T R E N D
T H E S O C I A L B R A N D
Young demographics show the impact of the transmitter economy
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Entertain you
55%
49%
45%
38%
38%
Improve your knowledge
55%
55%
58%
60%
64%
Connect you with people
49%
43%
38%
36%
39%
Be part of your daily routine
45%
45%
43%
42%
38%
Provide you with interesting real life
experiences
31%
32%
28%
23%
20%
Keep you informed on the product and the
company
28%
33%
38%
43%
43%
Help you organise your life
24%
29%
33%
33%
29%
Talk to me like a real person
13%
14%
18%
24%
28%

The things that consumers want
from their brands change with
age in ways that are more or
less intuitive.

Older consumers much prefer
that brand keep them informed
and improve their knowledge,
while younger consumers want
to be entertained in addition to
improve their knowledge and
connecting them with people.

This generation gap illustrates
the differing brand expectations
that social engagement create.
How would you like a brand to act towards you?
(% of global internet users by age)
Social network brand interactions are catching the branded website
0%
10%
20%
30%
40%
50%
60%
70%
Retweeted a branded microblog post
Shared content in a branded community
Asked question to a brand on microblog
Uploaded photo/video to a branded social network page/group
Invited friend to join a branded page/group on social network
Followed branded microblog
Visited branded community
Read branded blog
Chatted with a customer service agent
Visited branded social network group/page
Liked a brand/product
Visit branded website
EU 5
USA
BRIC
Global
Thinking about all the ways in which you can interact with a brand or company online, which have you done in the past month?
(% of global internet users by age)

Consumers around the world
still value branded websites
more than any other form of
online marketing and branding
techniques.

Social marketing techniques are
gaining traction, however, and
liking a brand or product on a
social network is popular among
consumers in all regions in a
relative sense.
Growing demand for one to one relationship and content
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Using microblog/social network pages to provide customer
support/service
Becoming your friend in a social network
Creating groups in social networks
Creating blogs to talk about the company and product
Creating a brand community where I can meet new people
Contacting me if I mention the brand on a microblog
Creating videos online featuring the brand
Create applications/online services
Listen to comments on forums/social networks
Wave5
Wave4
Wave3
Which of the following marketing activities would improve your opinion of the participating brand?
(% of global internet users by age)

Consumers are not bothered
about engaging with brands in a
two
-
way conversation. What
they want is simply to be
listened to when they need the
brand and for the brand to make
their products and services
readily available where they
are, not where the brand wants
them to be.

Creating content is also
important, especially for
younger internet users as we
have seen previously.
Consumers react well to high
quality branded content that is
entertaining and engaging.
Social branded channels are close to matching
brand websites in reach
Social media provides a new medium for brands
to engage consumers, but brands must know the
“rules of engagement” and identify what
consumers want from them on these platforms
Their is increasing demand for branded content.
This is a result of the growing demand for a lean
back experience and a result of the transmitter
culture.
Brands need a content strategy. The line
between produced content and advertising will
disappear online
Impact
The crucial aspect of
social consumer
engagement is to ensure that consumers feel
that their voice is heard online. This doesn’t
necessitate constant two
-
way conversation but
requires brands to be attentive when that
conversation is
wanted
B E H A V I O U R T R E N D
A R E N A I S S A N C E F O R P R O F E S S I O N A L M E D I A
Professionals have never had it so good:
MANY
INTERNETS:
GLOBAL
DIVERGENCE
LEAN BACK
THE POST PC
ERA
REAL TIME
SOCIAL
Global potential for the
distribution of content
Growing rich content
consumption and
willingness to pay
Focus on sharing pro content.
Micro
-
blogs orientate
consumers to professionals
Package platforms create
the economics to monetise
professional content
Reality 1: traditional sources still drive mass knowledge
0%
5%
10%
15%
20%
25%
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
In the last major news event you heard about, what was the first source of information
?
(% of global internet users)

Traditional news sources still
dominate news delivery across
all age groups at a global level.

For young adults, news
websites are most likely to be
their first source of news about
a particular event, but older
internet users still rely on TV
news.

Interestingly, social networks
are more likely to be the first
source of news for 16 to 24 year
olds than are newspapers.

A growing trend, accelerated by
the use of social channels by
traditional news sources, is the
trend for users to get their news
from a traditional source but
then to follow up via social
channels in an attempt to get
the most up
-
to
-
date information
possible.
Reality 1:
even active
microbloggers
turn to traditional news sources
0%
5%
10%
15%
20%
25%
30%
35%
40%
Microblog update
News website
Newspaper
Radio
Social Network update
TV news channel
Average
Light Microbloggers
Heavy Microbloggers
In the last major news event you heard about, what was the first source of information
?
(% of global internet users)

Even for highly engaged social
media users traditional news
sources are still the main
channel through which they get
breaking news.

The importance of news
websites provides leverage for
the argument that news
organisations should focus on
digital content distribution and
business models as many have
done in recent months.

Internet users still very much
value traditional news sources,
especially when they act as not
only as a reporter of news but
also as a curator of social news
content; integrating old media
with new media means that
traditional news organisations
have even greater opportunities
than they had previously.
Reality 2: traditional TV is not in decline even for heavy social users
22%
33%
21%
12%
7%
6%
Less than one hour
1 to less than 2
2 to less than 3
3 to 4
4 to 6
more than 6
Daily micro
-
bloggers
17%
31%
22%
13%
7%
9%
Daily bloggers
19%
26%
24%
15%
9%
7%
Global Average
How much time do you spend watching TV during a typical day?
(% of internet users by segment)
Social and online must be integrated with offline
strategy
The internet will not replace traditional media,
traditional media will distribute through internet
channels
The internet is becoming more like traditional
media. Packaged platforms, applications etc
enable traditional format with traditional
advertising models
Impact
There is growing demand to build 1 to 1
conversation with brands
E X P L O R E T H E D A T A
g l o b a l w e b i n d e x.n e t
g l o b a l w e b i n d e x @ t r e n d s t r e a m.n e t