Social Media still on rise: Comparative global study
Universal McCann has recently published its comparative study following Social Media trends by three waves: September 2006 (Wave 1), June 2007 (Wave 2) March 2008 (Wave 3).
Research highlights:
1. Social media is a global phenomenon happening in all markets regardless of wider economic, social and cultural development.
2. Asian markets (not including Japan) are leading in terms of participation, creating more content than any other region
3. All social media platforms have grown significantly over the three Waves: Video Clips are the quickest growing platform, up from 31% penetration in Wave 1 to 83% in Wave 3
4. Social Networks: 57% have joined a Social Network, making it the number one platform for creating and sharing content: 55% of users have uploaded photos, 22% of users have uploaded videos
5. The widget economy – 23% of social network users have installed an application – 18% of bloggers have installed applications in their blog templates
6. Blogs are a mainstream media world-wide and a collective rival to traditional media (184m bloggers world-wide, China has the largest blogging community in the world with 42m bloggers) – 73% have read a blog, 45% have started a blog
7. Social media has strong impacts over brand’s reputation – 34% post opinions about products and brands on their blog – 36% think more positively about companies that have blogs
Social media by waves: Universal McCann survey:
My remarks:
- While the trends are known and frequently discussed, the survey presents a clear picture of the successful penetration of social media platforms worldwide, mainly blogs and social networks, including video and music downloads. As those trends are already highly adapted world wide, alternative participatory habits as podcasts and RSS can be predicted (those do show a steady rise, but yet to be adopted by the mainstream users).
- Interestingly, comments on news websites show almost no increase – new techniques to offer real motivation sets are necessary to bring this important participatory behavior to a rise.
- Here comes China – participatory rates are high in all social medias (what’s wrong with Japan??)
More stats from the survey? participatory rates by social media platform, countries, time…
1. Blogs:
A. Perceptions:
- 56% report blogging is a good way to express yourself
- 36% think more positively about companies that have blogs
- 33% have a favorite blog they read regularly
- 32% trust bloggers’ opinions on products and services
- 31% see blogging as an important way to socialize with friends
B. Reading blogs: – 77% Read blogs – up 11% on Wave 2
C. Writing Blogs: – 45% have started a blog, up 14% – 61% post photos, 29% post videos, 24% upload music – 34% write about their opinions on products and brands.
2. Social networks still on rise:
- Global penetration has increased significantly: Wave 3 is up to 58% (an increase of 21%). Estimated 272m users world-wide.
- Emerging markets with high emigration lead the way – Philippines 83%, Hungary 80%, Poland 77%, Mexico 76% • UK hit by the Facebook factor (Usage up 32%)
- US saturated as growth stalls at 41% • Brazil has the most active users (56% manage their profile every day)
- Users are posting variety of content – 55% uploaded photos – 21% installed applications – 23% uploaded video • Social Networks becoming social utilities for managing peer to peer relationships: 74% use them to message friends
3. Photo sharing
- The leading markets are Asian and Latin American, Philippines leads the way with 86%. Japan on the other hand shuns photos (just 21% uploaded).
- Large numbers of consumers contributing on a very frequent basis 16% upload everyday: Brazil and Asia more frequent than the UK or US (34% upload everyday)
4. Video Sharing:
Similar pattern to photo sharing Brazil leads on 68%, Asian countries dominate (not including Japan)
- Significant variation in involvement (Hungary 16% < Brazil 68%).
- High frequency of involvement: 20% are uploading every day
5. Watching video clips:
- Growth is universal across all countries (31% to 82% global reach seen in all markets)
- Lowest difference between markets of any social media platform (Range 63% – 99%) Very high frequency medium: 71% weekly reach
6. Downloading podcasts
- Growth massive between Waves 2 and 3 (from 21% to 49% world-wide).
- China is the world’s biggest podcast market (74% use, with an estimated 45m users) Actively involved medium: 18% listen and download everyday
7. RSS subscriptions
- Huge growth from Wave 2 to Wave 3 (15% to 38% worldwide)
- BRIC markets lead: Russia, Brazil and China lead the way, all 50% plus adoption.
- Huge variations in adoption (Hungary 15% < Russia 57%)
Methodology:
Universal McCann Wave 3 survey was conducted on 17,000 internet users in 29 countries and was completed in March 2008.
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April 23rd, 2008 at 8:25 pm
Thanks for bringing my attention to this great study (my clients are asking about these kinds of stats.)
Great summary as well. B the way, your initial McCann link is currently broken.
-Leif
http://www.SparkGuy.com
April 24th, 2008 at 6:52 am
Great study, thank you! this will be very useful to me in a meeting next week to help explain the benefits of social media to a large audience of non-technical marketers.
Thanks to Leif also for retweeting this link.
@isle (twitter)
April 25th, 2008 at 2:27 am
Excellent! Thanks so much for sharing this. I know about 1000 peeps who will find this useful (I’ve pointed them all here with a big pointy arrow!).
April 25th, 2008 at 4:27 am
Super stats – thanks for sharing.
Appreciated as it’s always hard to get ‘real’ stats for this sector of online advertising.
April 25th, 2008 at 4:55 am
Wow, very interesting and useful survey !
April 25th, 2008 at 1:47 pm
Leif, Kim, Miko, Caroline and Geoffroi – thanks. what a great compliment!
April 30th, 2008 at 12:30 am
Cant access the report on the UM website…can anyone mail a copy to me on jassim.ali at gmail dot com
April 30th, 2008 at 5:45 am
Thanks for this, the info came at a really good time.
What’s really ironic is that you cant download the report from the site, even though the text plainly says that you can. And to top it the contacts listed on the Director of Marketing’s email address bounces when you try and point it out to him.
They obviously think that their pretty flash site will distract us from the content.
Most Disappointing, if they cant even get the little things right should we trust their figures?
Assuming we could actually download them and check them.
April 30th, 2008 at 2:30 pm
Update: I kept trying with the email and the President of the Asia Pacific division contatcted me and sent along a copy of the report. In under 8 hours
Quite impressive as is the report.
April 30th, 2008 at 10:29 pm
I have added a direct link to the survey. UM seems to have a problem with firefox downloads. Prepostra: I was happy to see that they knew how to handle it! impressive it is.
best to all. Taly
June 2nd, 2008 at 2:17 am
Hi. Nice summary, though i haven’t had the time to look at the entire report. Was India part of the sample and if so, was the scenario markedly different on certain parameters in India?
June 24th, 2008 at 2:26 am
thanks for posting such a great rundown on the research. I think its great to see everyone getting some numbers to prove the assumptions out there.
I think its interesting how markets like china and south america are really taking to the blogging and social media. There is so many social links you could make to that. I have posted about it here as well as some other social media and general stuff. Thanks again
http://thingsdonotchangewechange.blogspot.com/2008/04/great-overview-figures-of-social-media.html
July 28th, 2008 at 4:14 am
Interesting site you have here. And it would be nice to see what you to say about trendsspotting. Most experts on this subject have an annoying have of taking a simple concept and twisting and turning around it until it sounds hellishly complex.
July 28th, 2008 at 2:21 pm
An excellent summary (thanks) of a rather stuffy and uninspiring tome. Faultless methodology and primary resource research it may be, but the report is just another report, no?
July 29th, 2008 at 2:26 am
Thanks for you input.
Here in Europe we seem to be a bit behind the rest of the world. But we are waiting for the big social media wave.
August 2nd, 2008 at 4:59 am
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August 11th, 2008 at 8:29 am
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September 28th, 2008 at 1:04 am
Social Media will definitely be pick of the marketers in the coming years. Any SME would want to have a strong Social Media Camapaign.
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September 4th, 2009 at 8:11 pm
yeah!
Social media has stronger impact over brand’s reputation. Economy down day by day…
September 4th, 2009 at 8:14 pm
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Hi,
I tried to add image but I don’t know how to do this
Can anyone be kind to tell me how?
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January 1st, 2010 at 11:01 am
i love reading about social media and it’s really rise day by day …
April 8th, 2010 at 11:47 am
Twitter Comment
Social Media still on rise: Comparative global study [link to post]
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May 8th, 2010 at 11:27 pm
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December 20th, 2010 at 5:07 am
i haven’t had the time to look at the entire report. Was India part of the sample and if so, was the scenario markedly different on certain parameters in India
December 31st, 2010 at 12:09 am
I think this information is useful for so many people at my office. I will save it for them.
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