TNS_Market_Research_Digital_World_Digital_Life (1)

Scott ernst president tns compete a more digital life

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Unformatted text preview: rea m Fr ark an c Ce hi Sw n ea N de or n w a N et U y he S rl A Au and st s r Fi alia nl an d Ita ly Sp C ain an ad a 0 0% 60% 80% 100% Aware of and view or cont Aware of Aware of but never used A world more connected Involvement in social networking sites (%) 20 20% 40% Not aware of 30 30% N 20% Aware of and view or contribute content 40 39 38 40% Digital World, Digital Life 50 57 58 60 How Digital 2.0 are we? 60% 59 A more digital life How digital 2.0 are we? 20% 40% 60% Aware of and view or contribute content 80% 100% Aware of but never used How is the internet affecting real life decisions? Aware of but never used ofof and view or contribu Not aware Aware Not aware of Is our digital life a social life? In conclusion 80% 100% Among people who say they contribute to blogs or actual contribution is reasonably infrequent. Only 2 in forums, about 3 in 5 do so “several times a month” 5 of those that contribute to these sites do so several or less frequently. For photo and video sharing sites, times a week or more. Parents: more than three quarters are infrequent contributors. Our Face-to-Face E-mail 100% survey has evidence that there is room for The situation is fairly diverse between countries 100% multiple social networks within some individuals’ though, as China and Italy have high numbers of lives. The average number per person overall is frequent contributors to blogs, forums and photo/ 80% about 2, but in some countries, notably Korea and video sharing sites (almost 50% higher than the China, the figures are higher (almost 4, and over 3, 80% average). In Finland, on the other hand, people respectively). In fact, these two countries drive the 73 contribute to all of these activities far less frequently. 60% overall average above the level of 2, so realistically in other countries the average is below 2. 60% Social Networking –60 thing of the moment the 57 60% 40% Focusing on the current vogue of social networking sites, as they embody the notion of Web 2.0 for 20% the majority, we found that they are living up to 40% the hype and publicity, as almost a third of all people in our study claim to contribute to social 0% 26 networking sites, with an extra 23% saying they have 23 viewed or accessed them at some time, but not 20% contributed. These contribution numbers increase to 11 7 approximately half of the online 10 population in Korea and Norway and the level is only slightly lower in 2 1 France. However, while these numbers seem high, if 0% we look in more detail at this behaviour we see that continued… ly Fr an Ita ce d an d page 7 lan Fin Ita ly nl Fi na hi C ad a C an O O ve ra ll C an ad a C hi n an ad F a a inl Ch and in Fr a an ce 0% ersonal blog Not Relevant r the internet Online forum t messaging t messaging ne - landline E-mail one - mobile Face to face 20% ve ra ll 40% 100% 80% 40% 20% 0% Not Relevant ersonal blog r the Internet Online forum t messaging ne - landline t messaging E-mail one - mobile Face to face 40% 0% Online forum r the Internet 3 ersonal blog 17 Not Relevant 20% 60% The 4 most adopted (and some might argue, 62 60% adoptable) communication, social and engagementbased propositions are social networking sites, blogs, sharing photos & video, and forums. 41 These may have their roots in the earliest internet 39 protocols of 40% and 34 FTP newsgroups but with this new collaborative culture and enhanced technical environment they have been given new life. Wholesale adoption and commitmen...
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