wave_3_20080403093750

wave_3_20080403093750 - POWER TO THE PEOPLE SOCIAL MEDIA...

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Unformatted text preview: POWER TO THE PEOPLE SOCIAL MEDIA TRACKER wa v e . 3 Mar.08 Power to the people - Social Media Tracker Wave 3 3 Welcome to Wave 3 04 Introduction 06 Methodology 10 What is Social Media? 12 Global Snapshot 18 Blogging 34 Social Networking 48 Sharing Content 56 Consuming Content 76 Final Word Welcome to Universal McCanns global research into the impact of social media. This project is an ongoing commitment by Universal McCann to measure consumer usage, attitudes and interests in adopting social media platforms and is the largest exploration of its kind. It aims to provide the facts behind the hype. The first study was published in September 2006 (Wave 1) and the second study in June 2007 (Wave 2). This report (Wave 3) brings together the latest results from Wave 3 as well as tracking the evolving trends since Wave 1. Wave 3 surveyed 17,000 internet users in 29 countries and was completed in March 2008. Since Wave 1 in September 2006 the research has created genuine insights on the patterns of usage, such as China having more bloggers than the US, emerging markets leading take up and Japan shunning photo sharing. This latest report demonstrates the continued growth of social media, the impacts of this are huge. The vast majority of users are producing content and there is an ongoing shift towards participation. Media consumption is internationalising along language lines thanks to global social platforms. Consumers are moving to on-demand media such as video clips and podcasts. The role for advertisers and brands has never had so much potential branded applications, content and services all offer huge potential in social media. Emerging internet markets are leading the way in usage, closing the gap with developed countries. Tom Smith Tom.smith@universalmccann.com Wave 3 29 Countries 17,000 Internet Users March 2008 Wave 2 21 Countries 10,000 Internet Users June 2007 Wave 1 15 Countries 7500 Internet Users September 2006 Introduction Power to the people - Social Media Tracker Wave 3 5 Socialmediaisaglobalphenomenonhappeninginallmarketsregardlessofwidereconomic, social and cultural development. If you are online you are using social media Asianmarketsareleadingintermsofparticipation,creatingmorecontentthanany other region AllsocialmediaplatformshavegrownsigniFcantlyoverthethreeWaves Video Clips are the quickest growing platform, up from 31% penetration in Wave 1 to 83% in Wave 3 57%havejoinedaSocialNetwork,makingitthenumberoneplatformforcreating and sharing content 55% of users have uploaded photos 22% of users have uploaded videos Thewidgeteconomyisreal 23% of social network users have installed an application 18% of bloggers have installed applications in their blog templates Blogsareamainstreammediaworld-wideandasacollectiverivalanytraditionalmedia...
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wave_3_20080403093750 - POWER TO THE PEOPLE SOCIAL MEDIA...

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