European Social Media – the last 12 months Tom Smith - IAB Social Media Summit September 28th 2010

Attitudes towards brands Today we will explore..... The Last 12 Months Attitudes towards brands The Future

New level of understanding on the changing web “Global research on social media, web behaviour, online marketing communications”

Global perspective: 50K web users. 140K next year Netherlands Sweden Canada UK Russia South Korea Germany China Poland USA France Japan Spain Italy Turkey Mexico India Hong Kong Malaysia Singapore Philippines Brazil Indonesia Australia South Africa Argentina Launch markets Road mapped for Waves 4-5

Tracking the last 12 months July 2009 January 2010 September 2010

The last 12 months

Social Media is maturing Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world Social Behaviour online: Last month involvement. Europe Data Source: Global Web Index, Wave 3, September 2010

Becoming middle aged +2% +5% +6% +8% +5% Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world Social Behaviour online: Last month involvement. Europe Data Source: Global Web Index, Wave 3, September 2010

In all forms of content creation and sharing Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world Social Behaviour online: Last month involvement. Europe Data Source: Global Web Index, Wave 3, September 2010

But far from uniform in Europe Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world Social Behaviour online: Last month involvement Source: Global Web Index, Wave 3, September 2010

But far from uniform in Europe Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world Social Behaviour online: Last month involvement Source: Global Web Index, Wave 3, September 2010

Facebook driving standardisation Emerging markets are far more socially driven. Consistent trend No surprise that Brazil is the most social network driven / active market in the world Source: Global Web Index, Wave 3, September 2010

But a few markets resist....! 96% 89% 81% 82% 78% 69% 60% 50% 48% 37% 37% 30% 26% 18% France Germany Netherlands Poland Russia Spain UK Source: Global Web Index, Wave 3, September 2010

Social in 2010 Social Media is mature and mainstream Massive growth of the past 5 years is slowing as social media is a core part of our activity Micro-blogging will never be mainstream – what happens to the real time web? Becoming more mass Still major local variations in behaviour Aggregating into single platforms across the region

Attitudes Towards Brands

Result is that we trust strangers Sources of trust 4 or 5 on a scale from 1 to 5. Europe only, Wave 3 only. Source: Global Web Index, Wave 3, January 2010

A Social Network Contact Changing our influencers A Social Network Contact Micro blog Contact Blogger Newspaper Television +7% +3% +2% 0% -2% Wave 1-3 change. Europe Data Source: Global Web Index, Wave 3, January 2010

Move away from passive comms: Web users embrace conversation + interaction Which online marketing methods make you think better about the brand: a brand you like Source: Global Web Index, Wave 3, January 2010

But each product is different Which online marketing methods make you think better about the brand: by category Source: Global Web Index, Wave 3, January 2010

Branding in social Increasingly consumers drive purchase Consumers want to go beyond the passive advertising Huge opportunity for brands Threat for advertising?

Where next?

Have we reached the peak? Source: Global Web Index, Wave 3, January 2010

Shift in this direction: Consumer more the distributor Open Web Mobile Apps Gaming E-books TV Browser Based Packaged Web

Inside a Social Network Behaviour moving into platforms Inside a Social Network +14% Dedicated IM -4% UK: Behaviour Last Month Source: Global Web Index, Wave 3, January 2010

UK: Last month Access Points Already major points of access Penetration 37% Mobile Internet 25% Applications 10% Games Consoles 4% Internet TV 2% UK: Last month Access Points E-books Source: Global Web Index, Wave 3, January 2010

Mobile: shows the growth Browsed the internet in the past month from mobile phone Source: Global Web Index, Wave 3, January 2010

Key trends: New opportunity for brands Creator Distributor Consumer Unlimited Inventory Scarcity Advertising Optimisation Brand Context Approach

Future of Advertising Brands moving into packaged web environments Move away from optimisation and click through to selling context and scarcity – back to a traditional media model? Future a mix of advertising, content, applications and social PR Consumer the distributor not the creator

Thank you......! Globalwebindex.net @globalwebindex tom@trendstream.net