cracking the social code - world media group · wave 1 2006 wave 2 2007 wave 3 2008 wave 4 2009...
TRANSCRIPT
CRACKING THE SOCIAL CODE The Story of Why
65 countries
48,945 respondents
We have many trends
Social is the new normal
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wave 12006
Wave 22007
Wave 32008
Wave 42009
Wave 52010
Wave 62011
Wave 72013
% E
ve
r D
on
e
Create a video to upload
online
Upload a video clip to a video
sharing website
Watch video clips online
Create a profile on a social
network
Manage a profile on a
social network
Visit a friend’s social network
page
Q: Thinking about using the internet, which of the following activities have you ever done?
Base: Global
The world is going smart and mobile
0% 20% 40% 60% 80% 100%
Desktop
Laptop/Netbook
Convertible Touchscreen…
Full-sized Tablet e.g. iPad, Samsung…
Mini Tablet e.g. Nexus 7, iPad Mini,…
Smartphone
Mobile phone
Games Console e.g. PS3
Portable Games Console e.g. PSP
Portable mp3/video player
Smart TV/internet-connected set-top box
Devices Owned
Wave 6
Wave 7
Q: Which of the following devices do you own?
Base: Global
Its not just more smartphones its more often
5.2
5.6
3.7 3.5
5.3
6.1
5.2
4.3
0
1
2
3
4
5
6
7
Desktop Laptop Smartphone Tablet
Average Number of Online Activities Done Via Each Device
Wave 6 Wave 7
Q: You have carried out the following activities in the last 6 months; please select which devices you have used to do these activities?
BASE: Global - all who own each device
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wave 12006
Wave 22007
Wave 32008
Wave 42009
Wave 52010
Wave 62011
Wave 72013
% E
ve
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on
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As a result simple social and contextual
experiences are growth industries
Q: “Thinking about using the internet, which of the following activities have you ever done?”
BASE: Global
Upload my photos to a photo sharing site
Use a microblogging service
Shared my location via a location based social
network
“There is no bigger sucker than a gullible marketeer Adman who thinks they are missing out on a trend.” Bob Hoffman AdContrarian.blogspot.com
INSTEAD START WITH THE VALUE EXCHANGE
But it’s a fragile balance
Q: Below is a list of statements. Please answer reflecting your opinion.
Base: Global
29.3%
14.9%
37.3%
28.7%
I am concerned about the amount ofpersonal data online
I don't mind companies tracking my onlinebehaviour if it improves my experience
Somewhat agree
Completely agree
67%
44%
ASKING WHY IS THE KEY TO
CRACKING THE CODE
7 years of asking WHY has
shown us that
5
needs
underpin all social
behaviour
RELATIONSHIP
RECOGNITION
DIVERSION
LEARNING
PROGRESSION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Feel part of a like-minded community
Share myappreciation with
others
It wasrecommended to
me
Support a cause Ilike
Get free content
Fill time/have fun
Develop my skills
Associate withsomething I think
is cool
Get a personalresponse to anissue/complaint
Contactcompanies &
influencedevelopment
Get advance newsabout products
Learn more aboutit
Wave 6
Wave 7
Q: Please tell us why you joined a brand community
Base: Global who have joined a brand community in the ;last 6 months
Desirability Feel
valued
Spend
more time
Word of
mouth
Sales
Needs build brands
DIVERSION RECOGNITION PROGRESSION RELATIONSHIP LEARNING
THE VALUE EXCHANGE IS
DEFINED BY THESE NEEDS
Value Exchange
UNLOCKING THE TRUE
POWER OF TRENDS
0%
10%
20%
30%
40%
50%
60%
70%
80%
Socialize with others
Be creative
Have fun/ be entertained
Hang out or waste time
Relax
Read content
Watch content
Ward off boredom
Play a game
Manage my life
Access information quickly
Make a purchase
Find your way
Get something done
Organize something
Explore the world aroundyou
Learn something new
Research somethingthoroughly
Wave 6 Wave 7
Q: “Please select which of them you think does a good job when you want to…” [Smartphone]
BASE: Global – Own a Smartphone
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
0%
10%
20%
30%
40%
50%
60%
70%
80%
Socialize with others
Be creative
Have fun/ be entertained
Hang out or waste time
Relax
Read content
Watch content
Ward off boredom
Play a game
Manage my life
Access information quickly
Make a purchase
Find your way
Get something done
Organize something
Explore the world aroundyou
Learn something new
Research somethingthoroughly
Wave 6 Wave 7
Q: “Please select which of them you think does a good job when you want to…” [Tablet]
BASE: Global – Own a Tablet
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
0%
10%
20%
30%
40%
50%
60%
70%
Meet newpeople
Stay in touchwith friends
Feel like youbelong
Shareknowledge
Share newexperiences
Hang out orwaste time
Have fun/beentertained
Be creative
Make money
Makecontacts for
work
Changeopinions
Promoteyourself
Expressyourself
Earn respect
Learnsomething
new
Keep up todate
Explore theworld around
me
Seek otherpeople'sopinions
Wave 6 Wave 7
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
Q: “Please select which of them you think does a good job when you want to…” [Microblog]
BASE: Global – Used a Microblog in the last 6 months
RECOGNITION
Q: “Please tell us why you have shared something you have seen or heard
BASE: Global – Have shared something seen on TV/Something read in the newspaper
0%
10%
20%
30%
40%
Entertain others
Hear other people's opinions
Share my appreciation with others
Help express youremotions/feelings
Help others
Feel better connected to othersInfluence the opinions of others
Make an experience better
Be first to share something new
Connect with someone new
Earn respect
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
RECOGNITION
TV Print
Summary
• 7 years of trends have told us their real value
• Instead focus on needs
• Build a MUTUALLY beneficial value exchange
• Use social technology in a meaningful way