gwi global social media trends - asia impact (mar 10)

Global Social Media Trends – Asia Impact

Tom Smith. Managing Director. Trendstream

[email protected]

GWI: New perspective on web + social media

GlobalWeb

behaviour

Quantifying

social

media

Discipline

Neutral

16 markets at launch. Surveying 32,000 web users

USA

Canada

Mexico

Brazil

Spain

UK

Netherlands

Italy

France

Germany

Russia

China

India

Japan

South

Korea

Australia

Malaysia and Indonesia scheduled for Waves 3/4

2000

1500

1500

1500

1500

Most detailed perspective on web compiled to date

SOCIAL

MEDIA

WEB

BEHAVIOURMOTIVATION

DEVICESMARKETING

COMMS

DEMOSDAY IN THE

LIFE

PURCHASE

WEB THE CONSUMER

100M+ DATA POINTS PER YEAR

Reflects fundamental shift

1. Broadband and mobile explosion

2. Global platforms and content

3. Consumer publishing revolution

4. Marketing is blurring

GWI: How you would use it

1. Establish what your target audience do online

2. Prove the impact of the web and social media

3. Build industry leading digital strategy

4. Provide an international perspective

5. Measure the engagement of ALL marketing communications

Avoid the hype. Understand the mass market

HYPE

http://foursquare.com/mobile/

Reality: Functional drivers still get us online

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Take on a different personality

Change other people’s opinions

Meet new people

Express myself

Share content

Play games

Share my opinion

Networking for work

Keep my friends up to date with my life

To get inspired/get ideas

Education

Entertainment

Research for work

Research how to do things

Research / find products to buy

Stay in touch with friends

Stay up to date on news / events

% Very important

Motivations to get online :Global FigureBelow are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet.

Functional drivers

Social drivers

Source: Global Web Index, Wave 2, January 2010

Australia China India Japan South Korea

1 Stay in touch with friends Stay in touch with friends Research for work Research / find products to buy Stay up to date on news / events

2 Research / find products to buy Stay up to date on news / events Education Stay up to date on news / events Research / find products to buy

3 Research how to do things Research for work Stay in touch with friends Research how to do things Research how to do things

4 Stay up to date on news / events Entertainment Stay up to date on news / events Fill up spare time Networking for work

5 Research for work Research / find products to buy Research how to do things Research for work Research for work

6 Education Fill up spare time To get inspired/get ideas Entertainment Education

7 Entertainment Find films / TV shows Research / find products to buy Stay in touch with friends Stay in touch with friends

8 To get inspired/get ideas Find music Networking for work To get inspired/get ideas To get inspired/get ideas

9 Keep my friends up to date with my life Research how to do things Keep my friends up to date with my life Networking for work Find films / TV shows

10 Fill up spare time Education Entertainment Find films / TV shows Share content

But every market is different

But contribution is becoming mainstream

0% 10% 20% 30% 40% 50% 60% 70%

Used an aggregator

Subscribed to an RSS feed

Use a micro-blogging service

Written a news story / article

Listened / watched a podcast

Edit/managed own website

Written your own blog

Used a personalised music service

Review a product or service

Made a phone call online / Used …

Uploaded a video online

Online office applications

Contribute to a Forum

Listen to LIVE radio online

Leave a comment on a story on a …

Upload photos online

Manage a social network profile

Used Instant Messenger

Used Webmail

Watch a video clip

% Have done in the last month

Source: Global Web Index Wave 2

Global Behaviour Online. Pink bars are contribution channelsYou will now see a list of items that represent different activities you can do online. “Have done it in the past month”

External contribution

Moving towards open networks

0% 10% 20% 30% 40% 50% 60% 70%

Use a micro-blogging service

Written a news story / article

Edit/managed own website

Written your own blog

Review a product or service

Uploaded a video online

Contribute to a forum

Leave a comment on a story on a website

Upload photos online

Manage a social network profile

Used Instant Messenger

Used Webmail

% Have done in the last month

Source: Global Web Index Wave 2

Global Behaviour Online: You will now see a list of items that represent different activities you can do online. “Have done it in the past month”

Closed

Networked

Open

Open consumer contribution changes the game

1. Your search presence is consumer

dictated. 85% search for product

opinions online in the last month

2. Data overload – attention deficit

3. Actions are permanent and recorded

forever

4. Ultra transparency

Asia leading the way

0%

10%

20%

30%

40%

50%

60%

70%

% H

ave

do

ne

in t

he

last

mo

nth

Manage your social network profile Used a micro-blogging service Written your own blog


Online behaviour: Last month

Lead contribution in all ages

0%

10%

20%

30%

40%

50%

60%

Brazil China USA Brazil China USA Brazil China USA Brazil China USA Brazil China USA

16-24 25-34 35-44 45-54 55-64

% W

ritt

en a

blo

g la

st m

on

th


Writing a blog: You will now see a list of items that represent different activities you can do online. Please Indicate. “Have done it in the past month”

China dominates the world of blogging

China

88m

Estimated 242m bloggers world-wide

USA

18.6m

India

12.3m

Japan

16.1m

South

Korea

11m UK

4.5m

Traditional communities still lead

Online behaviour: China

Contributed to a

Forum

50%

Social Network

46%

Used Micro-

blog

23%

Write a blog

44%

China

Write a

product

review

28%

Blogs: your brand is part of the conversation

Review(s) of a music track(s)

Slideshow presentation(s)

Link(s) to a recommended website(s)

Video clip(s)

Reviews / opinions of a service e.g. restaurant

List of your favourite books

List of your favourite sites

Opinions of a product(s) or brand(s)

Review(s) of a film(s) / TV show(s)

List of your favourite films

List of your favourite music artists /songs

Photo(s) that you have taken

0% 10% 20% 30% 40% 50% 60% 70% 80%

% Have posted in the last month


Blog contribution – last month. China

Key points

1. Consumers shifting to being open

contributors

2. Asia leading the world

3. They talk about your brands

Impact: Consumers more trusted than professionals

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

A person you speak to in bar/pub/restaurant

A store assistant

A television news reader

A journalist for a national newspaper

The author of a blog you read regularly

CEO of a well known company

Your country’s leader / politicians

A neighbour

A good contact on a social network

A consumer review on a retail website

A family member

A close friend

% 4-5 Trust

USA China

% S

co

re 4

or

5 in

Tru

st

Trust in informationBelow is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which

of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.


Impact: Now we trust strangers

Trust in information. China DataBelow is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which

of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.


Consumer

Review on

Retail Website

45%

Person you

speak to in a

bar pub

restaurant

15%

Quality of

production

7%

Created by a

consumer

14%

Comes from a

site I know

16%

Impact: Consumers drive content distribution


My friend

Recommended

It

27%

Recently

Created

19%

Professional

Produced

17%

Key factors in adopting a news story: South Korea

Will transform every type of content

1. Top rated

2. Top viewed / read

3. My network

4. Mix of professional and

consumer content

Changing mobile. 20% of SN in Japan exclusive mobile

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

PC only

PC and mobile

Mobile only

All users: Social Networking involvement last month


Nothing will ever be the same again

In Asia social

MUST be part of

your digital

communications

Active

search

strategy is

essential

Consumers

will drive the

agenda

Get in touch

• Tom Smith, Managing Director.

Trendstream

• [email protected]

• IM MSN: [email protected]

• +447970727061

• Globalwebindex.net

mailto:[email protected]

gwi global social media trends - asia impact (mar 10)

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