wave6 - spain - english

The business of social | Social media tracker 2012

What is Wave?

• Wave is a global social media study.

• Is a quantitative survey to active Internet users, conducted with UM’s in-house research

system, Intuition.

Why the Active Internet User?

• Active Internet Users are those that use the internet every day or every other day.

• Social media is driven by Active Internet Users.

• They drive adoption of platforms and tools and they will determine which tools and

platforms become dominant.


What is Wave?

• Wave is a social media study.

• Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across

Waves. Spain was included since the Wave 1.

• All research is conducted by the EMEA Research team in collaboration with the UM network of

agencies.

• The survey is carried out using UM’s in-house research system, Intuition.

• We have surveyed 41,738 16-54 Active Internet Users in 62 countries.

• This year in Spain a total of 1,092 interviews were conducted.

• All surveys are self-completed and the data collected is purely quantitative.

Why the Active Internet User?

• Active Internet Users are those that use the internet every day or every other day.

• Social media is driven by Active Internet Users.

• They drive adoption of platforms and tools and they will determine which tools and platforms

become dominant.


15 countries 7,500 respondents






October 1999: Launch

March 2002: Launch

January 2003: Launch

June 2003: Launch

September 2003: Launch


December 2004: Launch

March 2005: Launch

August 2005: Launch

February 2006: Launch

September 2006: Launch

January 2007: Iphone Launch


May 2003: Launch

August 2003: Launch

February 2004: Launch


April 2005: First video uploaded to YouTube

August 2009: Xiaonei becomes RenRen

July 2008: Launch

October 2006: Launch

March 2007: Launch

April 2008: Facebook overtakes MySpace in popularity

August 2008: Over 100M users

October 2008: Launch September 2008:

First Android phone launch

Now more than 3.6Bn images on Flickr

June 2009: Launch

March 2009: Launch

April 2010: iPad released

July 2010: 100M check-ins

October 2010: “The Social Network” film released

March 2011: 100M members

June 2011: Over 200M tweets a day

December 2011: Over 845M active users

February 2010: Facebook mobile – 100M users

August 2010: Groupon is the fastest growing company of all time

December 2010: 100M users just 2.5 months after launch

April 2011: Valued at >$36Bn

June 2011: Launch

September 2011: QQ IM – over 700M active users

TEXTUAL

MOTIVATIONAL

SOCIAL

BUSINESS

INFLUENTIAL

VISUAL

The Story of Wave

November 2006: Launch

http://es.wikipedia.org/wiki/Archivo:Logo_tuenti_negativo_color.svg


The expanding Wave universe

Wave 1 Australia

China France

Germany Italy

India Japan Korea

Mexico Philippines

Russia Spain

UK US

62 countries

Wave 2 Australia

Brazil China

France Germany

Greece India Italy

Japan Korea

Malaysia Mexico

Pakistan Philippines

Russia Singapore

Spain Taiwan

Thailand UK US

Wave 3 Australia

Austria Brazil

Canada China

Czech Republic Denmark

France Germany

Greece Hong Kong

Hungary India Italy

Japan Korea

Mexico Netherlands

Pakistan Philippines

Poland Romania

Russia Spain

Switzerland Taiwan Turkey

UK US

Wave 4 Australia

Austria Belgium

Brazil Canada

China Colombia

Czech Republic Denmark Ecuador Finland France

Germany Hong Kong

Hungary India Italy

Japan Korea Latvia

Lithuania Malaysia

Mexico Netherlands

Norway Peru

Philippines Poland

Portugal Romania

Russia Singapore

South Africa Spain

Sweden Turkey

UK US

Wave 5 Algeria

Argentina Australia

Austria Bahrain Belgium

Brazil Canada

Chile China

Colombia Czech Republic

Denmark Ecuador

Egypt Estonia France

Germany Hong Kong

Hungary India Italy

Ireland (ROI) Japan Korea

KSA Kuwait Latvia

Lebanon Lithuania Malaysia

Mexico Netherlands

Norway Oman

Philippines Poland

Portugal Qatar

Romania Russia Serbia

Singapore Slovakia

South Africa Spain

Sweden Taiwan

Thailand Tunisia Turkey

UAE UK

Ukraine US

41,738 respondents

Wave 6 Algeria

Argentina Australia

Austria Bahrain Belgium

Brazil Canada

Chile China

Colombia Croatia

Czech Republic Denmark Ecuador

Egypt Estonia France Finland

Germany Greece

Hong Kong Hungary

India Italy

Ireland (ROI) Japan

KSA Kuwait Latvia

Lebanon Lithuania

Macedonia Malaysia

Mexico Netherlands

Norway Oman

Philippines Poland

Portugal Puerto Rico

Qatar Romania

Russia Serbia

Singapore Slovakia

South Africa South Korea

Spain Sweden

Switzerland Taiwan

Thailand Tunisia Turkey

UAE UK

Ukraine US

Vietnam


Blogging: Declining or stabilising in many markets

QUESTION: “Thinking about using the internet, which of the following

have you used in the last 6 months?” - Read blogs / weblogs

Spain

63.6% 55.9% 60.3% 55.8%

3 4 5 6

Wave:

China 74.9% 75.7% 79.6% 81.4%

Russia 59.3% 54.6% 63.4% 52.4%

UK 50.7% 41.3% 40.8% 45.5%

Brazil 74.5% 70.9% 72.4% 67.9%

India 62.2% 63.1% 63.3% 55.6%

Italy 61.9% 51.0% 51.5% 51.7%

Germany 35.2% 36.3% 29.6% 39.3%

France 45.6% 50.2% 46.7% 43.9%

USA 45.6% 50.2% 46.7% 44.9%

Global

55.3% 60.6% 64.5% 63.2%

Wave 6 Wave 5 Wave 4 Wave

3


Microblogging is still rising but is yet to be fully

understood globally

QUESTION: “Thinking about using the internet, which of the following have you

used in the past 6 months? – Used a micro blogging service (e.g. Twitter, Jaiku)”

Global

14.9% 33.2% 42.9%

Wave

4

Wave

5

Wave 6

4 5 6

Wave:

Spain

11.5% 19.1% 24.8%

USA 8.5% 18.8% 22.1%

China 26.3% 53.1% 71.5%

Russia 14.2% 19.9% 25.8%

UK 6.4% 19.3% 62.9%

Brazil 13.4% 43.9% 47.6%

India 24.4% 45.5% 42.9%

Italy 9.4% 11.1% 17.7%

Germany 6.2% 7.7% 15.9%

France 4.1% 8.8% 12.2%


Growth in social networking has slowed

Global

45.1% 51.4% 61.4% 65.2%

Wave

3

Wave

4

Wave 5 Wave 6

Spain

29.9% 46.2% 55.5% 59.6%

USA 33.1% 48.3% 58.1% 64.5%

China 47.4% 51.4% 68.4% 68.9%

Russia 64.8% 66.1% 79.8% 77.1%

UK 53.4% 55.5% 58.6% 62.9%

India 51.4% 62.8% 72.5% 67.1%

Italy 24.0% 34.4% 53.9% 61.2%

Germany 27.2% 36.6% 37.8% 53.1%

Brazil 63.6% 53.9% 74.5% 74.3%

France 26.3% 43.4% 53.2% 53.5%

3 4 5 6

Wave:

QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months?

- Manage a profile on an existing social network (eg: facebook.com)”

CONSUMERS IN SOCIAL MEDIA


Are we abandoning the brand website? -Global-

60%

65%

70%

75%

80%

85%

90%

Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011

QUESTION: “Thinking about using the internet, have you visited

an official company/brand website in the past 6 months?”

13%

decrease

in 4 years

Base Global: 41,738


This is clearer amongst the youngest audiences -Global-

60%

65%

70%

75%

80%

85%

90%


16-24 25-34 35-44 45-54

QUESTION: “Thinking about the internet, have you visited

an official company / brand website in the past 6 months?”

Base Global: 41,738


Hipothesys Brands have a great opportunity if

they understand the nature of the social

media environment where they are

acting, and if they figure out which is

their relevance in these environments.


People are concerned but also too attached -Spain-

+3%

+17%

Social networks are

integral to my social

life

I am concerned

about the amount of

personal data online

65%

45%

Base Spain: 1,092


Spending more time than ever on social networks -Spain-

QUESTION: “Approximately how much time did you spend consuming

the following media in the last 7 days?” - Hours per week

Television

Radio

Magazines

Newspapers

Internet

Email

Social networks

Microblogging sites

Mobile phone

Blogs

Video sites

9

9

5

5

3

4

4 5

13 13

6 6

5

9

4 5

6

8

4 6

Everyone

16-24 year olds

3

5

Base Spain: 1,092

Base Spain 16-24: 230


Sharing with more people than ever before -Global-

0

10

20

30

40

50

60

70

80


Ave

rag

e n

um

be

r o

f p

eo

ple

QUESTION: “Approximately how many people do you stay in contact with

in your personal life through the following means?”

Social networks

Instant messenger

Forum/Message board

My personal blog

Phone

Email

Face to face

Text message (SMS)

Post/Letter

Base Global: 41,738


And people are still sharing personal data -Spain-

QUESTION: “What have you done with your social networking profile?,

amongst those who have used a social network in the past 6 months”

8%

12% 13% 13%

16%

18%

21%

24% 25% 25%

28% 28% 30% 31% 32% 32%

33%

42%

42%

44% 45%

49%

Message

friends

Update

my profile

Upload

photos

Find old

friends

Play

Games Find

new friends

Used

live chat

Used a

“like”

button

Display

my interests

Join

a group Removed

Someone

from my

friend list

Join an

Interest

group or

cause

Upload

videos

Write a

blog

Affiliate

with or

become

fan of a

brand

Shared

Your

location

Make

Contacts

for work/

Professional

reasons

Purchased

something

Organise

events Dating Join a

Celebrity

group

19%

27%

29%

43% 44% 44%

47%

49%

45%

Update

my status

Are too many brands in Social Media: 51%

Base Spain: 1,092


SELF-IMPROVEMENT

Share knowledge

Learn something new

Manage my life better

ENABLEMENT Make contacts for work

Make money

Change opinions

“Hang Out” or waste time

FUN

Express yourself

Stay in touch with friends

CONNECTION

Seek other

people’s opinions

Meet new people

Share new experiences

Keep up to date

QUESTION: “Which of these online applications [Social networks

e.g. facebook.com] does a good job when you want to…?” - By country

Social network’s power differs across the world

Base Global: 41,738


Forums

Change Opinions: 56%

Seek others opinions: 54%

Share Knowledge: 48%

Learn Something New: 44%

Official brand websites

Learn Something New: 30%

Keep up to date: 27%

Make Money: 19%

Make contacts for work: 16%

Blogs

Express Yourself: 63%

Share Knowledge: 59%

Seeks others opinions: 58%

Be creative: 54%

Photo/Video sites

Hang out or waste time: 64%

Have fun: 63%

Be creative: 50%

Share new experiences: 41%

Microblogging

Express yourself: 91%

Stay in touch with friends: 88%

Seek others opinions: 85%

Have fun: 85%

Social networks

Stay in touch with friends: 90%

Meet new people: 80%

Hang out or waste time: 75%

Have fun: 70%

Not all social platforms are born equal -Spain-

Base Spain: 1,092

MICROSOFT’S EXAMPLE


The Cloud


WAVE 5: Microsoft Workshop – Day 1


WAVE 5: Microsoft Workshop – Day 2

BRANDS AND SOCIAL MEDIA


Think about social experiences first

I want no interaction

Access to news about new developments

Discount vouchers

Access to fun and entertaining content

An opportunity to learn something new

A personal response to my issues/complaints

Access to unique sponsored events or competitions

An opportunity to develop my skills

The ability to communicate and share experiences with others

Tools to help me express my creativity and make something worth sharing

To be part of a brand community

The ability to influence product development HIGH INVOLVEMENT

LOW INVOLVEMENT


To meet our objectives -Spain-

QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies

that make computer software, companies that make computer hardware, companies that are involved in the

fashion industry and companies & artists that make & distribute music, which interaction is best…?”

Access to

breaking

news or

product

launches

Ability to

contact

companies

& influence

product

development

Opportunity

to learn

more

Opportunity

to develop

skills

Communicate

& share

experiences

Tools to

express my

creativity

& make

something

worth

sharing

A personal

response to

my issues /

complaints

Access to

fun &

entertaining

content

Access to

unique

events or

competitions

Discount

vouchers

To be part of

a brand

community

Base Spain: 1,092


Stay Ahead: New products: 64%

Learn 58%

Many brands in Social Media: 34%

Influencers: 28%

Creativity: Get free content: 43%

Product Development 22%

Develop my skills: 18%

Friends and Fun: Associate something cool: 26%

Have fun: 42%

Friends recommendation: 27%

Keep in touch: Share with others: 46%

Read a regular blog: 25%

I am influenced by others: 20%

That experiences should meet consumer needs -Spain-

Base Spain: 1,092

CONNECTING WITH SOCIAL

EXPERIENCES


People have many ways to connect with the internet -Spain-

Own Have used to access the internet

8.2

4.5

Laptop /

netbook PC

Smartphone

(eg: iPhone)

Mobile

phone

Internet-

connected

TV

Portable

MP3 / video

player

Desktop

PC

Tablet

device (eg:

iPad)

E-book

reader (eg:

Kindle)

Games

console

Portable

games

console

QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”

Average number of devices owned

and used to access the internet

Base Spain: 1,092


Smartphone penetration is growing rapidly

% own a smartphone

>60%

50-60%

40-50%

30-40%

<30%

38%

37%

43%

59%

28%

8%

62

%

40%

2

0

%

37%

2

9

%

23%

28

%

45%

35%

27

%

37%

44%

53%

42% 39% 22%

27%

9%

33% 47%

40%

25

%

18% 43%

44%

67%

43%

43%

34%

38%

37% 59%

61% 22%

44%

38%

41%

42%

24%

34% 11% 28%

45% 45%

26% 37%

36%

20% 25%

29%

36%

16%

24%

34% 45%

31%

11%

QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)

Base Global: 41,738


With tablet penetration slowly catching up

18%

19%

14%

33%

10%

5%

11%

11%

2

0

%

15%

2

9

%

5%

34

%

16%

12%

12

%

12%

14%

12%

11% 13% 11%

4%

21%

17%

12%

10%

8% 20%

20%

28%

19%

12%

22% 19%

17% 32%

16% 8%

14%

11%

14%

11%

6%

8% 2%

6%

10% 18%

12% 37%

9%

6%

5%

5%

5% 6% 6%

6% 11%

12%

14%

11%

% own a tablet device

>20%

15-20%

10-15%

5-10%

<5%

QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)

14%

Base Global: 41,738


PC, the most versatile to access the internet -Spain-

Read blogs Post/write on a blog

Upload photos to photo sharing site

Watch video clips online

Shared a video with a friend

Download a podcast

Download video podcast

Managed a social network profile

Visited a friend's social network page

Used instant messenger

Visited a company/brand website

Used search engine

Wrote/sent a message on microblog

Read a message on microblog Visited a forum Sent a text message

Downloaded & used an app

Used a cloud-based music reccommendation service

Take part in multi-player game online

Visited a professional social network

Joined an online community

Made a purchase

Watched live TV

Searched for a location

Read a digital newspaper/magazine

Read a book

Shared your location via location-based social network

Browsed the internet

Joined a group buying community

QUESTION: “Which activities have you carried out using each device in the past 6 months?”

Laptop /

notebook PC

Desktop

PC

Smartphone

(eg: iPhone)

Tablet

(eg: iPad)

Mobile

phone

E-book reader

(eg: Amazon kindle)

Internet-

enabled TV

Games

console

Portable MP3

/ video player

Portable

games

console

Everyone

Base Spain: 1,092


Among the youngest mobility is a growing trend -Spain-

Read blogs Post/write on a blog

Upload photos to photo sharing site

Watch video clips online

Shared a video with a friend

Download a podcast

Download video podcast

Managed a social network profile

Visited a friend's social network page

Used instant messenger

Visited a company/brand website

Used search engine

Wrote/sent a message on microblog

Read a message on microblog Visited a forum Sent a text message

Downloaded & used an app

Used a cloud-based music reccommendation service

Take part in multi-player game online

Visited a professional social network

Joined an online community

Made a purchase

Watched live TV

Searched for a location

Read a digital newspaper/magazine

Read a book

Shared your location via location-based social network

Browsed the internet

Joined a group buying community

QUESTION: “Which activities have you carried out using each device in the past 6 months?”

Laptop /

notebook PC

Desktop

PC

Smartphone

(eg: iPhone)

Tablet

(eg: iPad)

Mobile

phone

E-book reader

(eg: Amazon kindle)

Internet-

enabled TV

Games

console

Portable MP3

/ video player

Portable

games

console

16-24 yo

Base Spain 16-24: 230


Different devices for different things

-Spain-

QUESTION: “You have indicated you own these devices, which of these devices do you

think does a good job when you to… Smartphone Owners vs. Tablet Owners.

Socialize with others

Be creative

Have fun/ Be entertained

Access Information

quickly

Read content

Manage my life

Relax

Hang out or waste time

Play a game Watch content

Make a purchase

Research something thoroughly

Ward Off Boredom Find your way

Get something done

Organize something

Explore the world

10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

17% 22% 27% 32% 37%

% S

mart

ph

on

e O

wn

ers

% Tablet Owners

Learn Something

new

Base Spain: 1,092


Impact of devices on media consumption -Spain-

1

2

3

4

5

6

7

8

9

10

11

12

13

14

1 2 3

Ave

rag

e h

ou

rs s

pe

nt

co

nsu

min

g m

ed

ia in

la

st

7 d

ays

Number of devices used to access the internet

QUESTION: “Approximately how much time have you spent consuming the

following media in the last 7 days by the number of devices used to access the internet”

Browsing the

internet

TV

Social networks

Magazines

Newspapers

Base Spain: 1,092

The business of social | Social media tracker 2012 QUESTION: “You have indicated you own these devices,

which of these devices do you think does a good job when you to…”

INFORMATION

ACTION

FUN

ORGANISATION

Learn Something New

Access Information Quickly

Research Something Thoroughly

Get Something Done

Make a Purchase

Watch Content

Explore the World

Around Me

Read Content

Find My Way

Be Creative

Organise

Something

Manage My

Life

Play a Game

Have Fun/ Be Entertained

Ward Off Boredom

Hang Out or Waste Time

Socialise With Others

Relax

Connecting devices to experiences

Base Spain: 1,092

BUSINESS OF SOCIAL: ROI


The importance of metrics


Interaction Time

+1


Baseline

Reach

Impact

on brand image

GRPS

Sales Impact

Halo effect Ad stock

Copy Uplift

Half Life

OTS

Synergy


Offline: 20% Online 50-70% decay

Source: FMCG brand

How Buzz behaves

Source: Radian 6 & UM Metrics


Beverages Fashion Financial Services

Automotive Tech Retail Travel

19%

29%

20% 22%

17%

24%

% of online buzz directly attributable to media investment

The magic number



44% 12%

19%

11%

19% 4%

37%

12%

How the Earned – Paid – Owned are related

€

www €

www




But what makes our campaign shine is the online strategy

0,61 0,67

0,11

1,5

TV is a reliable way to generate online buzz….


0,0

5,0

10,0

15,0

20,0

25,0

30,0

19/0

5/08

-25

/05/

08

23/0

6/08

-29

/06/

08

28/0

7/08

-03

/08/

08

01/0

9/08

-07

/09/

08

06/1

0/08

-12

/10/

08

10/1

1/08

-16

/11/

08

15/1

2/08

-21

/12/

08

19/0

1/09

-25

/01/

09

23/0

2/09

-01

/03/

09

30/0

3/09

-05

/04/

09

04/0

5/09

-10

/05/

09

08/0

6/09

-14

/06/

09

13/0

7/09

-19

/07/

09

17/0

8/09

-23

/08/

09

21/0

9/09

-27

/09/

09

26/1

0/09

-01

/11/

09

30/1

1/09

-06

/12/

09

04/0

1/10

-10

/01/

10

08/0

2/10

-14

/02/

10

15/0

3/10

-21

/03/

10

19/0

4/10

-25

/04/

10

24/0

5/10

-30

/05/

10

28/0

6/10

-04

/07/

10

02/0

8/10

-08

/08/

10

06/0

9/10

-12

/09/

10

11/1

0/10

-17

/10/

10

15/1

1/10

-21

/11/

10

20/1

2/10

-26

/12/

10

24/0

1/11

-30

/01/

11

28/0

2/11

-06

/03/

11

04/0

4/11

-10

/04/

11

09/0

5/11

-15

/05/

11

Negative Ingredient (Posts) Brand Preference (%)

Conversations have an impact on brand health.



Buzz is additional time

with users

2011YTD Blogs, Forums, News

and Twitter generated 3,122

hours of conversation with

consumers

Buzz is earned media

This represented a total

of 165,452€ Earned

Media

Buzz is Reach

3713 GRPs invested by a

retail company in 2011

generated 207 Buzz

GRPs

Transforming Buzz to Media Metrics.



R2 = 84%

Including Buzz on the planning and modeling tools

Media 1 investment

Media 2 investment

Modeled Sales

Actual Sales

Quantifying to improve



0

20

40

60

80

100

120

140

PO

ST

S

Sales Modeling

Base Unexplained Events Video Youtube Uploaded

Video Youtube 2 uplodaded TV GRPs Radio GRPs

Online GRPs

How the media mix impact on sales



Business of Social

44% 12%

19%

11%

€

www

13%



We are different!


It’s the dialog that brands and consumers establish.

It’s learning to communicate with them and providing value.

Not loosing the chance to connect.

The importance about Social Media isn’t

the Media.


Hypertargeting


The Future

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WRAP UP


“Is Social Media working for you?

Or

are you working for Social Media?”


To know more:

[email protected]

Twitter:

https://twitter.com/#!/UMSpain

Facebook:

http://www.facebook.com/#!/pages/UM-Spain/328887127152662

YouTube:

http://www.youtube.com/user/UMWWSpain

mailto:[email protected]

https://twitter.com/

https://www.facebook.com/profile.php?id=100001858326792




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wave6 - spain - english

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