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Global Social Media Trends – Asia Impact

Tom Smith. Managing Director. Trendstream


tom@trendstream.net
GWI: New perspective on web + social media

Quantifying
Discipline Web
Global social
Neutral behaviour
media
16 markets at launch. Surveying 32,000 web users

2000
Netherlands
1500
Canada
UK Russia South
Korea
Germany
China
USA 1500
France
Japan
Spain
Italy

Mexico India

1500
Brazil 1500

Australia

Malaysia and Indonesia scheduled for Waves 3/4


Most detailed perspective on web compiled to date

WEB DAY IN THE


MOTIVATION DEMOS
BEHAVIOUR LIFE

WEB THE CONSUMER

SOCIAL MARKETING
DEVICES PURCHASE
MEDIA COMMS

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
Reality: Functional drivers still get us online
Stay up to date on news / events
Stay in touch with friends
Research / find products to buy
Research how to do things
Research for work
Entertainment
Education
To get inspired/get ideas
Keep my friends up to date with my life Functional drivers
Networking for work
Share my opinion Social drivers
Play games
Share content
Express myself
Meet new people
Change other people’s opinions
Take on a different personality

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


% Very important

Motivations to get online :Global Figure


Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet.

Source: Global Web Index, Wave 2, January 2010


But every market is different
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 contribution is becoming mainstream
Watch a video clip
Used Webmail
Used Instant Messenger
Manage a social network profile
Upload photos online
Leave a comment on a story on a …
Listen to LIVE radio online
Contribute to a Forum
External contribution
Online office applications
Uploaded a video online
Made a phone call online / Used…
Review a product or service
Used a personalised music service
Written your own blog
Edit/managed own website
Listened / watched a podcast
Written a news story / article
Use a micro-blogging service
Subscribed to an RSS feed
Used an aggregator

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


% Have done in the last month

Global Behaviour Online. Pink bars are contribution channels


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

Source: Global Web Index Wave 2


Moving towards open networks
Used Webmail
Closed
Used Instant Messenger

Manage a social network profile

Upload photos online


Networked
Leave a comment on a story on a website

Contribute to a forum

Uploaded a video online

Review a product or service


Open
Written your own blog

Edit/managed own website

Written a news story / article

Use a micro-blogging service

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


% Have done in the last month

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”

Source: Global Web Index Wave 2


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
70% Manage your social network profile Used a micro-blogging service Written your own blog

60%
% Have done in the last month

50%

40%

30%

20%

10%

0%

Online behaviour: Last month


Source: Global Web Index, Wave 2, January 2010
Lead contribution in all ages
60%

50%
% Written a blog last month

40%

30%

20%

10%

0%
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

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”

Source: Global Web Index, Wave 2, January 2010


China dominates the world of blogging

South
USA Korea
China 18.6m 11m UK

Japan 4.5m
88m India
16.1m
12.3m

Estimated 242m bloggers world-wide


Traditional communities still lead

China
Social Network Contributed to a
Forum
46%
50%

Write a Used Micro-


Write a blog product blog
review
44% 23%
28%

Online behaviour: China


Blogs: your brand is part of the conversation
Photo(s) that you have taken

List of your favourite music artists /songs

List of your favourite films

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

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

List of your favourite sites

List of your favourite books

Reviews / opinions of a service e.g. restaurant

Video clip(s)

Link(s) to a recommended website(s)

Slideshow presentation(s)

Review(s) of a music track(s)

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


% Have posted in the last month

Blog contribution – last month. China


Source: Global Web Index, Wave 2, January 2010
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
A close friend

A family member
% Score 4 or 5 in Trust

A consumer review on a retail website

A good contact on a social network

A neighbour

Your country’s leader / politicians

CEO of a well known company

The author of a blog you read regularly

A journalist for a national newspaper

A television news reader

A store assistant
USA China
A person you speak to in bar/pub/restaurant

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


% 4-5 Trust
Trust in information
Below 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.

Source: Global Web Index, Wave 2, January 2010


Impact: Now we trust strangers

Consumer
Person you Review on
speak to in a
bar pub Retail Website
restaurant

15% 45%

Trust in information. China Data


Below 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.

Source: Global Web Index, Wave 2, January 2010


Impact: Consumers drive content distribution

My friend
Professional Recently Recommended
Produced Created It
17% 19%
27%

Created by a Quality of
Comes from a consumer
site I know production
14% 7%
16%

Key factors in adopting a news story: South Korea

Source: Global Web Index, Wave 2, January 2010


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
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

PC only
PC and mobile
Mobile only

All users: Social Networking involvement last month

Source: Global Web Index, Wave 2, January 2010


Nothing will ever be the same again

In Asia social Active


Consumers
MUST be part of search
your digital will drive the
strategy is
communications agenda
essential
Get in touch
• Tom Smith, Managing Director.
Trendstream
• tom@trendstream.net
• IM MSN: tcsmith1@hotmail.com
• +447970727061

• Globalwebindex.net

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