久久爱我爱你 (6)

Mar.08POWERTOTHEPEOPLESOCIALMEDIATRACKER.3就爱女性网(Wave1)andthesecondstudyinJune2007(Wave2).Thisreport(Wave3)bringstogetherthelatestresultsfromWave3aswellastrackingtheevolvingtrendssinceWave1.Wave3surveyed17,000internetusersin29countriesandwascompletedinMarch2008.SinceWave1inSeptember2006theresearchhascreatedgenuineinsightsonthepatternsofusage,suchasChinahavingmorebloggersthantheUS,emergingmarketsleadingtakeupandJapanshunningphotosharing.Thislatestreportdemonstratesthecontinuedgrowthofsocialmedia,theimpactsofthisarehuge.•Thevastmajorityofusersareproducingcontentandthereisanongoingshifttowardsparticipation.•Mediaconsumptionisinternationalisingalonglanguagelinesthankstoglobalsocialplatforms.•Consumersaremovingtoon-demandmediasuchasvideoclipsandpodcasts.•Theroleforadvertisersandbrandshasneverhadsomuchpotential–brandedapplications,contentandservicesallofferhugepotentialinsocialmedia.•Emerginginternetmarketsareleadingthewayinusage,[e-mail]3Wave115Countries7500InternetUsersSeptember2006Powertothepeople-SocialMediaTrackerWave3Wave221Countries10,000InternetUsersJune200729Countries17,000InternetUsersMarch20085Wave3Highlights•SOCIALMEDIAISAGLOBALPHENOMENONHAPPENINGINALLMARKETSREGARDLESSOFWIDERECONOMIC,socialandculturaldevelopment.Ifyouareonlineyouareusingsocialmedia•ASIANMARKETSARELEADINGINTERMSOFPARTICIPATION,CREATINGMORECONTENTTHANANYotherregion•ALLSOCIALMEDIAPLATFORMSHAVEGROWNSIGNIfiCANTLYOVERTHETHREEWAVES–VideoClipsarethequickestgrowingplatform,upfrom31%penetrationinWave1to83%inWave3•57%HAVEJOINEDASOCIALNETWORK,MAKINGITTHENUMBERONEPLATFORMFORCREATINGandsharingcontent–55%ofusershaveuploadedphotos–22%ofusershaveuploadedvideos•THEWIDGETECONOMYISREAL–23%ofsocialnetworkusershaveinstalledanapplication–18%ofbloggershaveinstalledapplicationsintheirblogtemplates•BLOGSAREAMAINSTREAMMEDIAWORLD-WIDEANDASACOLLECTIVERIVALANYTRADITIONALMEDIA–73%havereadablog•THEBLOGSPHEREISBECOMINGINCREASINGLYPARTICIPATORY,NOW184MBLOGGERSWORLD-WIDE–Thenumberonethingtoblogaboutispersonallifeandfamily•CHINAHASTHELARGESTBLOGGINGCOMMUNITYINTHEWORLDWITH42MBLOGGERS,MORETHANTHEUSandWesternEuropecombined•SOCIALMEDIAIMPACTSYOURBRANDSREPUTATION–34%postopinionsaboutproductsandbrandsontheirblog–36%thinkmorepositivelyaboutcompaniesthathaveblogsrk/39593706/oto/phcomlteaMethodology:HowwediditTheresearchhasretainedaconsistentmethodologyTHROUGHOUTWAVE1,2AND3.ALLSURVEYSHAVEBEENSCRIPTEDandhostedonUniversalMcCann’sin-houseonlineresearchSYSTEM,INTUITION.ALLSURVEYSARESELFCOMPLETIONANDTHEDATAcollectedisentirelyquantitative.Everymarketisrepresentativeofthe16-54ActiveInternetUniverse.InthisWave17,000internetusersin29countrieswereinterviewed.Tobeincludedyouneedtobeusingtheinterneteverydayoreveryotherday.=Powertothepeople-SocialMediaTrackerWave3Iusetheinterneteveryday/everyotherday%ONLINE(ALLADULTS)diaPa5.ki3%Chstainn7Pha1.3ili2.%Ruppi3%sneMsias1ex159.Brico.84%az21%Tuil2.3%rk2.Poey24%la2Rond.5%m29Hani.6%unaGrgar31.eey34%Czce5.e32%Frch5.5anRe%Spcepubai54licAun5.7%49st6..9%Itaria5%56ly57.7Germ.0%Caan%nayUda64.K66Ta66.5.9%iw4%%Jaanp67Dean6.4%n8Swma.7%itrkHzerl68onan.8SogKd6%uton9.UhKg62%SAor9.eAu71a79%st.40.Nrali%2%etahe7rla2.9nd%s87.8%In7WHYTHEACTIVEINTERNETUNIVERSE?•ASTHEYARETHEKEYLEADERSOFSOCIALMEDIAANDDRIVERSOFadoption,theyarethemostimportantconsumertounderstand.•Theyarethemostimportantconsumertounderstandtheadoptionofsocialmediawhoarekeytogrowingtheinternet.•Theymakeupthevastmajorityofsocialmediaadopters.Ifyou’renotusingtheinternetregularly,you’renotblogging.•Overtime,allusersincreasetheregularityofusage.Eventuallyeverybodywillbeanactiveuser,astheyhavebeenwithtelevision.InthepastWavestherehasbeenoccasionalmis-understandingaboutwhattheresultsrepresent,duetothefactthatsmallerlesseconomicallydevelopedcountriesleadtheway.Thereasonliesinthefocusofthestudy,whichistounderstandusageofsocialmediaamonginternetusers.EmergingInternetmarketstendtohaveademographicalprofilethatfitstheearlyadopterasopposedtothematureinternetmarketssuchasJapanandtheUS.Thiscanbeafactorinlowerlevelsofadoptioninpenetrationterms.Itmustalsobeconsideredthatemergingmarketshavelowerlevelsofinternetpenetration,sotheimpactofsocialmediaamongthecountryasawholewillbemoremeasured.InternetPenetrationbymarketInternetPenetration,alladults.FiguressourcedfromInternetworldstats.com10004Methodology:Universesizes–puttingitintocontextESTIMATEDWORLDWIDE16-54ACTIVEINTERNETUNIVERSE=475MUSERS111USA100m25967813171012141