Mar.08POWERTOTHEPEOPLESOCIALMEDIATRACKERv.3Powertothepeople-SocialMediaTrackerWave33WelcometoWave3040610121834485676IntroductionMethodologyWhatisSocialMedia?GlobalSnapshotBloggingSocialNetworkingSharingContentConsumingContentFinalWordhype.IntroductionWelcometoUniversalMcCannsglobalresearchintotheimpactofsocialmedia.ThisprojectisanongoingcommitmentbyUniversalMcCanntomeasureconsumerusage,attitudesandinterestsinadoptingsocialmediaplatformsandisthelargestexplorationofitskind.ItaimstoprovidethefactsbehindtheThefirststudywaspublishedinSeptember2006(Wave1)andthesecondstudyinJune2007(Wave2).Thisreport(Wave3)bringstogetherthelatestresultsfromWave3aswellastrackingtheevolvingtrendssinceWave1.Wave3surveyed17,000internetusersin29countriesandwascompletedinMarch2008.SinceWave1inSeptember2006theresearchhascreatedgenuineinsightsonthepatternsofusage,suchasChinahavingmorebloggersthantheUS,emergingmarketsleadingtakeupandJapanshunningphotosharing.Thislatestreportdemonstratesthecontinuedgrowthofsocialmedia,theimpactsofthisarehuge.•Thevastmajorityofusersareproducingcontentandthereisanongoingshifttowardsparticipation.•Mediaconsumptionisinternationalisingalonglanguagelinesthankstoglobalsocialplatforms.•Consumersaremovingtoon-demandmediasuchasvideoclipsandpodcasts.•Theroleforadvertisersandbrandshasneverhadsomuchpotential–brandedapplications,contentandservicesallofferhugepotentialinsocialmedia.•Emerginginternetmarketsareleadingthewayinusage,closingthegapwithdevelopedcountries.TomSmithTom.smith@universalmccann.comWave3Wave115Countries7500InternetUsersSeptember2006Powertothepeople-SocialMediaTrackerWave3Wave221Countries10,000InternetUsersJune200729Countries17,000InternetUsersMarch20085Wave3HighlightsMEDIAISAGLOBALPHENOMENONHAPPENINGINALLMARKETSREGARDLESSOFWIDERECONOsocialandculturaldevelopment.IfyouareonlineyouareusingsocialmediaMARKETSARELEADINGINTERMSOFPARTICIPATION,CREATINGMORECONTENTTHANANYotherregionOCIALMEDIAPLATFORMSHAVEGROWNSIGNIfiCANTLYOVERTHETHREEWAVESoClipsarethequickestgrow...
