社会化媒体的研究

Mar.08POWER

TO

THE

PEOPLESOCIAL

MEDIA

TRACKERv.3Power

to

the

people

-

SocialMedia

Tracker

Wave

33Welcome

to

Wave

304

Introduction06

Methodology10

What

is

Social

Media?12

Global

Snapshot18

Blogging34

Social

Networking48

Sharing

Content56

ConsumingContent76

Final

WordIntroductionWelcome

to

Universal

Mc

Canns

global

research

into

thei

m

pa

c

t

o

f

s

o

c

i

al

m

e

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ia.

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h

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o

i

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c

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m

m

i

t

m

e

n

tby

Universal

Mc

Cann

to

measure

consumer

usage,

attitudes

andinterests

in

adopting

social

media

platforms

and

is

the

largesthype.The

first

study

was

published

in

September

2019

(Wave

1)

andthe

second

study

in

June

2019

(Wave

2).

This

report

(Wave

3)brings

together

the

latest

results

from

Wave

3

as

well

as

trackingthe

evolving

trends

since

Wave

1.

Wave

3

surveyed

17,000

internetusers

in

29

countries

and

was

completed

in

March2019.Since

Wave

1

in

September

2019

theresearchhascreatedgenuine

insights

on

the

patterns

of

usage,suchasChina

having

more

gers

than

the

US,

emerging

markets

leading

take

up

and

Japan

shunning

photo

sharing.Thislatestreportdemonstratesthecontinuedgrowthofsocialmedia,

the

impacts

of

this

are

huge.T

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HighlightsSOCIAL

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IS

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GLOBAL

PHENOMENON

HAPPENING

IN

ALL

MARKETS

REGARDLESS

OF

WIDER

ECONOMIC,social

and

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development.

If

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are

online

you

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using

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mediaASIAN

MARKETS

ARE

LEADING

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TERMS

OF

PARTICIPATION,

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THAN

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Clips

are

the

quickest

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platform,

up

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31%

penetrationin

Wave

1

to

83%

in

Wave

357%

HAVE

JOINED

A

SOCIAL

NETWORK,

MAKING

IT

THE

NUMBER

ONE

PLATFORM

FOR

CREATINGand

sharing

content55%

of

users

have

uploaded

photos22%

of

users

have

uploaded

videosTHE

WIDGET

ECONOMYISREAL23%

of

social

network

users

have

installed

an

application18%

of

gers

have

installed

applications

in

their

templatesBLOGS

ARE

A

MAINSTREAM

MEDIA

WORLD-

WIDE

AND

AS

A

COLLECTIVE

RIVAL

ANY

TRADITIONAL

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have

read

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Sand

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MEDIA

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BRANDS

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post

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.fickr.6

/70939

5/

3rka

ltmes/aotoTHE

ACTIVEINTERNETUNIVERSE

=Powerto

thepeople-

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3I

use

the

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every

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887In7WHY

THE

ACTIVE

INTERNET

UNIVERSE?AS

THEY

ARE

THE

KEY

LEADERS

OF

SOCIAL

MEDIA

AND

DRIVERS

OFa

d

o

p

t

i

o

n

,

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u

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rsta

n

d

th

eadoption

of

social

media

who

are

key

to

growing

the

internet.T

h

e

y

m

a

k

e

u

p

t

h

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v

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d

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p

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e

r

s

.If

you’re

not

using

the

internet

regularly,

you’re

not

ging.Over

time,

allusers

increase

the

regularity

of

usage.Eventually

everybody

will

be

an

active

user,

as

they

havebeen

with

television.In

the

past

Waves

there

has

been

occasional

mis-understanding

about

what

the

results

represent,

due

to

the

fact

that

smaller

lesseconomically

developed

countries

lead

the

way.The

reason

lies

in

the

focus

of

the

study,

which

is

to

understandusage

of

social

media

among

internet

users.

Emerging

Internetmarkets

tend

to

have

a

demographical

profile

that

fits

the

earlyadopterasopposedtothematureinternetmarketssuchas

Japanand

the

US.

This

can

be

a

factor

in

lower

levels

of

adoption

inpenetration

terms.It

must

also

be

considered

that

emerging

markets

have

lower

levelsof

internet

penetration,so

the

impact

of

social

media

among

thecountry

as

a

whole

will

be

more

measured.Internet

Penetration

by

marketInternet

Penetration,

all

adults.

Figures

sourced

from

Internetworldstats1

0

0%

ONLINE

(ALL

ADULTS)04Methodology:

Universe

sizes

–

putting

it

into

contextESTIMATED

WORLDWIDE

16

-

54

ACTIVEINTERNET

UNIVERSE

=

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USERS1

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Pakistan0

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m6

Netherlands6.1m2

2

India17.8m7

France12.8m23

China61

.

0

m8

Switzerland1.3m24

Hong

Kong1

.

8

m9

Spain10.9m2

5

Taiwan5.4m1

0

Italy10

.

2

m2

6

South

Korea13.7m1

1

Denmark1.3m2

7

Japan29.8m12

Poland3.6m2

8

Philippines3

.

7

m13

Germany18.8m2

9

Australia5.1m14

Czech1.9m1

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Romania2.2m1

7

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.

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m1

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Turkey5

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the

results

intocontext23

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o

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re

,the

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the

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in

two

ways;1

.

Market

by

market

universe

estimates2

.

PENETRATION

OF

USAGE

AMONG

ALL

16

-54

S.Boththesefiguresareestimatesbasedon2

12

22

4252

8theaboveuniversesizes.

Whenestimatingglobal

usage

figures

of

different

social

mediatechnologies

we

make

the

fair

assumptionthat

the

vast

majority

of

users

will

be

activeusersandbetweentheagesof

16-54.H

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?Local

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data

from

TGI,

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orequivalent

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figures

for16-54sbymarketand

levels

of

active

usage.These

were

correlated

with

Internet

WorldStats,

CIA

World

Factbook

and

Comscore.The

general

rule

is

the

more

developed

amarketis,

thehigherinhomeandatworkinternet

connections

are,

which

leadstohigherlevelsofactiveusage.ficr/photkt

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iccadi

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is

social

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importantSocial

mediarepresentsa

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improvement

overWeb

2.0

as

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term

todescribe

the

changes

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haveimpacted

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internet.

The

idea8766132/shift,

as

it

summarises

theimportance

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interaction,

the

consumerand

the

community.

The

term

emphasisesthe

idea

that

as

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collective

it

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as

muchimpact

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anytraditional

media

platform.that

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switched

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Web

1.0

to2.0was

always

a

touch

crude.In

truth,

to

claim

social

media

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“new”

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misleading.

From

thebeginning,

the

internet

was

founded

on

message

boards,

chat

rooms

andpeer

to

peer

communication.

What

has

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is

the

mass

involvementthat

modern

social

platforms

inspire.Contributing

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the

internet

has

never

been

as

accessible

and

less

technical.Innovations

in

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computing

technology

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proliferationof

broadband

have

come

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in

drive

monumental

consumer

take

up.This

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phenomenon

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socialmedia

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hastheckr.fiphco

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shifting

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facilitate

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