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W A V E 5 T R E N D S
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Welcome to Wave 5
Five waves of the GlobalWebIndex research project has revealed for the first time the true picture of integlobally. Two structural trends are influencing consumers worldwide and are the key drivers behind behaare 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 t
behind the GlobalWebIndex, please visit globalwebindex.net or email [email protected]
ONE WORLD: MANY INTERNETS
THE POST PC ERA: BREAKINGTHE MOUSE BARRIER
• LEAN-BACK: THE RIENTERTAINMENT O
• REAL-TIME SOCIAL TRANSFORMING INT
• FACEBOOK FATIGUTHE GROWING PAINPLATFORM
• THE SOCIAL BRAND
• A RENAISSANCE FOPROFESSIONAL ME
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“The most detailedstudy ever instigathe consumer adothe internet”
Jump toDetail
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Delivered in all key internet markets
Waves 1 - 4
Wave 5
Wave 6
Wave 7
Wave 8
Future Waves
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Filling a critical knowledge gap
100K+
surveys ayear
3 Waves of
Researcha Year
27 marketsin Wave 5
1000+
variablesto build anaudience
+ + +
Insight CreativityStrategy Planning R O I
+
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We Make Data Accessible
OnlineTool
DesktopCrosstab
CustomInsight
AgendaInsight
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S U M M A R Y O F W A V E 5 T R E N D S K E Y P O I N T S
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Summary: The internet is diverging
Shift in the way that consumers usenot just the internet but the computeritself
In the coming months, internet usersacross the world believe that the way theyaccess the internet in Wave 5, is likely tochange from being the PC/laptop to beinga mobile device, either mobile phones ortablets.
By putting a computer inside the mobilephone, mobile device manufacturersstarted a process that has seen mobilephones and tablet devices evolve to a
point where people no longer go to theinternet as a separate part of theireveryday lives, but rather, the internet isevolving to become an integral part ofpeoples’ everyday lives. The fact that
mobile devices accompany them at alltimes have made this change possible.
Mass market adoption of social mediais driving growing differences betweenmarkets, creating retail / commercefocused markets and socially focusedones
Despite being a global platform, thatopens up global content and services toconsumers anywhere in the world, theinternet is actually creating growingdivergence as opposed tohomogenisation.
The internet and in-particular social mediaare a reflection of a country and its
peoples. These platforms have in shortcreated greater localisation and its beinglead by fast growing emerging internetmarkets.
This means its increasingly important forbrands to tailor and adjust their strategy tolocal markets.
Facebook is no longer the shop for total internet expe
Despite massive global user active participation on Faceband we are increasingly seeidown in existing Facebook uparticularly true in the US anEnglish speaking countries wFacebook as been prevalentand has shifted growth to emmarkets.
Nevertheless, the potential arevenue is lower in these hig
markets because of their relaunderdeveloped advertising This, combined with falling ensaturated markets, brings intthe effectiveness of Faceboobranding and advertising chatherefore, the exorbitant valuhave placed on it.
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Summary: The Internet is Diverging Into a Global Network of Local Ne
Changes in online contentconsumption
The earlier adopters of social mediaexplored new ways of creating andsharing online content, however, theresearch across the last few waves showsthat now most users focus theircontributions and activities on consumingand redistributing content.
Wave 5 has highlighted an increasingdivergence in the consumption of onlinecontent across the various markets.Consumers in newly industrialised
markets of the BRIC countries consumemuch more online content than those inthe advanced Western economies suchas the EU 5 and USA.
Consumer engagement with brands
Online consumers want brands to provideservices that fit with their lifestyle. Mostimportantly, they want brands to listen tothem and their comments where ever theyare posted whether on a social networkpage, company website or micro-blog.
More and more, consumers are expectingbrands to improve their knowledge inspecific areas and to connect them withother similar-minded brand users.
To drive brand perception, it is now crucialthat brands provide online services thatservices the needs of modern consumerswhen they want to engage a brand. Foryounger, more socially engagedconsumers, this means entertaining themonline with content and services inaddition to driving increased knowledgearound a brand.
Professional flourish
Contrary to exrise of social mevolution of a online wherebconsume is crsources but filmeans.
Traditional mestill the primartypes of peoplof encroaching
has been integtraditional medenhance their reporting.
Nevertheless,outrank newspnews for 16 –
news websitesused.
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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
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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 websiteUsed 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 engineNews 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 i nfo
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 201
• Social and engrowth of inte
• Broadband ingrowing stron
VOIP;
• Blogging is infrom text basinteraction in
trend)
• Web 1.0 is de• Porta
sitesall in
• Search is shoglobal level, media platfor
point onto theusing social m(i.e. filtering c
tweets, recomoppose to se
Percentage Change in Active (Last Month) Online Behaviour: Wave 1 to Wave 5
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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 internedifference between leading of penetration is growing in
• Many of these behaviours aplatforms, that require little i
payment;
• The open, consumer driven enabled enthusiastic marketto the internet, to adopt and
• The large growth in varianceto a massive decline in IM u
• Only webmail and internet bin variance thanks to infrastrservices as well as their ubiq
• In summary, the internet is nof information and behaviououtset. Instead, the cultural foffline before the internet noin the divergence of online aacross 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)
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The Result is the Emergence of Localised Internets with Differing PriorTo understand global differentiation, we have mapped e-commerce adoption versus an aggregate of social mediaadoption, incorporating social networking, blogging, micro-blogging, video uploads and forum participation. This creates 4segments:
Social Commerce Stars: Brazil, China and Turkey aremassively socially engaged and large enough to develop the
infrastructure and mass demand for online retail. Much of this isdirect social commerce platforms e.g Taobao in China orMercado Libre in Brazil
Socially Engaged: Many fast growing emerging internetmarkets have adopted global social media platforms, which arelocalised but generally US originated. There hasn’t yet been the
investment in mass e-commerce infrastructure. This could bedown to a lack of real world infrastructure, small economies ofscale and cash-driven economies.
Laggards: Developed internet markets that lack the criticalmass to implement e-commerce, either due to geographic size(Canada / Australia) or small population (Hong Kong) ordominance of traditional retail markets (Spain and Italy). Whilesocial media can still be significant in these markets, it tends tobe one dimensional, i.e everyone is utilising social networks, butnot blogs or uploading video etc.
Commerce Engaged: Developed internet markets such asGermany and the UK have the e-commerce investment andmarket push, plus the legacy consumer behaviour from the Web1.0 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 ManSocial Network, Write a Blog, Comment in a Forum, Upload a Video, Use a Mic(% penetration by country. Wave 5 June 2011)
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No such thing as a global Localisation is key
Social Media presence must market
Growing differentiation betweeopportunities for loc
Online influencers will increasoutside the English lang
Impact
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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
P f d D i f A i h I M i d d b d
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Preferred Devices for Accessing the Internet: Massive demand beyond
Which of the following is your favourite device to access the Internet? Now / One year from now (% of Internet users globally, Wave 5)
• Ingp
bthInin
• AscP
pd
M bil I h Al d E l d d Gl b ll d I i i H
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Mobile Internet has Already Exploded Globally and Impacting in Home
0%
10%
20%
30%
40%
50%
60%
70%
Wave1 Wave2 Wave3 Wave4 Wave5
Asia Pacific
Europe
Latin America
North America
Public Place27%
WhilstTravelling or
Roaming23%
When Accessing Your MobPrimary Locat
Which of the following have you done on the internet via your mobile phone in the past sixmonths? – Browsed the internet(% of internet users globally, Wave 5)
(% of mobile internet users g
M bil E t t D i i A li ti U th C O li Pl
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Mobile Ecosystem to Driving Application Usage as the Core Online Pla
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 igloballyincreasiapplicatadvanta
user inte
• Internetstill leadof mobildownloaphones world inmobiles
• Here as
seeing aapp dowshare ofdownloashare instagnan
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Brands must have a multi-pwebsite, mobile site and appl
Packaged platforms reintroduand tablets are not open c
platforms. This is an opportunhave the connections and bud
Packaged platforms demandabout creating content. This is
internet connected TVs be
Online influencers will increasoutside the English lang
Impact
St t l Ch i D i i N b f B h i l I t
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Structural Change is Driving a Number of Behavioural Impacts
ONE WORLD: MANY INTERNETS
THE POST PC ERA: BREAKINGTHE MOUSE BARRIER
• LEAN-BACK: THE RIENTERTAINMENT O
• REAL-TIME SOCIAL TRANSFORMING INT
• FACEBOOK FATIGUTHE GROWING PAINPLATFORM
• THE SOCIAL BRAND
• A RENAISSANCE FOPROFESSIONAL ME
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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
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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)
• Globallyare mucconsum
• Howeve
they andis not usis profescontent movies
• These swilling tothe hurddevelop
distribut
• This is cpromisecontent consumonline.
Now professional content is driving global differentiation
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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 differenindustrialiseChina, and Western ecUSA in termconsumptiodivergence all the differthe world.
In general, imarkets cononline. Thefactors that market, but
is the relativtraditional memerging coquality of onsurpasses tthrough tradmarkets.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Global USA EU 5 BRIC
Younger users are the least adverse to paying for content
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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 reof the Internet popthat would not cocontent in Wave 5
• It also shows howonline content eaccompared to the opopulation.
• The key factor we
Internet users arelikely buy content
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 4445 to 54 55 to 64 Market Average
100
-
+
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Consumption of professional vnow outstrips consum
It is a myth that consumers w
online
Disconnect between the devcontent markets in US, UK aconsumer demand for contemarkets. Content producers
global opportu
Massive opportunity for brancontent strate
Impact
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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
Micro-blogging and social networking are growing fastest
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The firsfocusedeveryoncontentevolvedmore toretransproduc
This is fastest and thopenetraclips onDailymopopularblogginthe firstmedia aactivity retransretweetetc. andcreationgreat ocontentchanne
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
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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 pastmonth – split by region
GLOBAL BRIC US EU5
What have you done on the internet in the past month? (% of internet users worldwide)
• While we havgrowth in socacross all Wa
look at micro-different story
• Micro-blogginsignificantly instagnating at among internmarkets of th
• This trend fur
in online behashows how reincreasing in blogs, as we not growing a
Real-time moves users towards transmission and away from creation
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ea t e o es use s to a ds t a s ss o a d a ay o c eat o
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 tablemicro-blotheir mon
• We can iusers whblogs, upare mostother micand links
• Less actgenerallymicro-bloof postinlinks to o
• The key here is thbloggersretransmothers orproducer
M i c r o - b l o
g a c t i v i t i e s i n t h e p a s t m o n t h
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Real-time is moving the emcreating content to transmitt
content
Shifts the focus from brands toengage consumers
Transmitter culture makes jowners, content producers
relevant in the online
Mobile devices will turn the
Impact
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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
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g g y
-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 expectedgrowing socioriginal GWI
July 2009.
• The ChineseRenRen andstriking, howvast market not just in soacross the e
• LinkedIn is anetworking t
substantiallyparticularly bnetwork devetype of real-lprofessional
However: Broader social networking decline is kicking in
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*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 ma
• One of the bigsee across thsocial networyounger useras Brazil, Indi
• In other markSpain, South network penegrowth across
• In general, thgrowing acrosmany countriegrowing age s
• Moving forwaexamine whepenetration oyounger age sof future trend
Massive decline in contribution on Facebook
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-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
Global US US College Educated < 30
• Between Wave1 (J(June 2011), theredecline in contribuinto Facebook
• The hype suggestgrowing its user ba
the global social, cincreasingly purchresearch points to
• Over time users hand are increasingquestions on the qunderpins huge vaquestions on wheteverything in Facesuggests they nee
• This decline is moeducated Faceboothe original adopteto forecast a plateinto other demogra
Facebook users: Social Network Behaviour / Actions in the past month (% change in active social networking penetration from Wave 1 (July 2009 to June 2
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Its not all about Fa
A decline in contribution raiswhether brands would be betmulti-platform social offering
engagement, particularly
Facebook’s valuation is large
of the data and the ability tobased on this data. Howevedata is in decline. Most userpassive. This fact strongly q
valuation
Impact
Facebook’s growing pains, m
global differentiation. Emerginthe user grow
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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
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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 lifeexperiences
31% 32% 28% 23% 20%
Keep you informed on the product and thecompany
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%
• Thefrom
ageless
• Oldthatandwhito bimpcon
• Thisthe that
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
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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)
• Constill
moronlitech
• Socgainlikinsocconrela
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Social branded channels arebrand websites in
Social media provides a new to engage consumers, but bra
“rules of engagement” an
consumers want from them o
Their is increasing demand foThis is a result of the growingback experience and a resul
culture. Brands need a contenbetween produced content a
disappear on
Impact
The crucial aspect of soengagement is to ensure thathat their voice is heard onl
necessitate constant two-warequires brands to be atte
conversation is w
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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
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Reality 1: even active microbloggers turn to traditional news sources
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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)
• Evemedsouchabrea
• Thewebthe orgadigibusdon
• Intevaluesp
onlyalsoconwithtradhavthan
Reality 2: traditional TV is not in decline even for heavy social users
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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%
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)
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Social and online must be intstrategy
The internet will not replacetraditional media will distribu
channels
The internet is becoming momedia. Packaged platforms
enable traditional format advertising mo
Impact
There is growing demandconversation with
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