Wave is a global survey conducted by UM, revealing the social habits of consumers in 65 countries. The study has tracked the dynamic shifts that have taken place within the social media landscape for the last seven years. Wave 7 has identified that consumers will connect with brands that meet five basic needs. By answering these needs, and by combining technology, social platforms and media in a more cohesive way, brands can put themselves in an extremely powerful position.
2. Executive
Summary
Even the most superficial social interaction
online is driven by a consumer need. Wave‟s
seven years of analysing social behaviour online
has revealed the 5 key needs underpinning
them all: Relationship, Diversion, Progression,
Recognition and Learning.
Wave has also shown us that meeting these
needs can play a key part in building brands
and driving sales. For example is the need state
that drives for brands. 40% of people who want
entertaining experiences from brands say that
these experiences make the brand more
desirable. Whereas to drive sales a combination
of Recognition and Learning is powerful.
Educating people about your product whilst at
the same time listening to their needs makes
consumers far more likely to buy.
Consumers are entering into a „value exchange‟
with brands that meet these needs and they are
happy to disclose personal data if it means they
receive a better online experience.
Whilst these 5 basic needs don‟t change, the
ability of technology to meet them is in constant
flux – and brands need to understand exactly
what consumers want from different devices.
The growth of the smartphone in particular is
transforming both the device and social platform
landscape.
So it‟s no longer enough to simply track the
latest trends because much of what we see is
background noise or worse, a complete
distraction. What we really need to do is
understand the motivations behind these trends
and only then look at when and how consumers
are doing them.
3. •
At UM we have a philosophy which we
call Curiosity Works. This philosophy
drives us to continually seek new
insights that we can use to unlock the
competitive advantage of media and
fuel brand growth.
•
The Wave project is where Curiosity
Works come to life. Each Wave study
is run in collaboration with over 65 UM
offices around the world with each
volunteering to take part each year.
This collaboration is driven solely by
UM‟s culture of collective Curiosity.
4. What is
Wave
Wave is an annual social media study conducted by UM. It is the longest-running and most
ambitious of its kind. Launched in 2006, Wave measures the scale and impact of social media
across the globe, exploring the changes occurring in communication technologies.
Wave 7 includes data on active internet users from 65 countries, representing more than 1 billion
active internet users. Wave has become an invaluable tool for brand marketers eager to stay
informed about social media trends and consumer insights.
Wave Methodology
•
•
•
•
•
Wave retains the same methodology from Wave 1 to Wave 7, enabling comparison across
Waves
The project is lead by the UM G14/EMEA Research team
We have surveyed 48,945, 16-54 year-old Active Internet Users in 65 countries
Representing the views of over a billion people
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.
5. The Wave
Story
15 countries
7,500 respondents
2007
29 countries
17,000 respondents
38 countries
23,200 respondents
2008
2009
2010
2004
pre-2003
April 2008
Facebook overtakes
MySpace in popularity
54 countries
37,600 respondents
62 countries
42,000 respondents
2011
11 March 2009
Foursquare launches
February 2010
Facebook Mobile has
100M+ users
February 2011
Linkedinreaches
100M members
August 2008
Facebook has over
100M users
2006
9 January 2007
Apple launch the
first iPhone
21 countries
10,000 respondents
19 June 2009
Farmville launches
3 April 2010
The first iPad
released
4 April 2011
Valued at over £3Bn
20 September 2008
The launch of the first
Android phone
July 2009
There are now more
than 3.6bn images
on Flickr
March 2007
Tumblr launches
2005
2003
7 October 2008
Spotify launches
August 2009
Xiaonei becomes
RenRen
2012
72 countries
49,600 respondents
2013
April 2012
Facebook buys
Instagram
May 2012
Facebook floats on
NASDAQ
28 June 2011
GooglePlus launches
30 July 2010
100M check-ins
June 2012
500M+ users on Twitter
30 June 2011
Twitter: 200M+ tweets
per day
August 2010
Groupon: „fastest
growing company of
all time‟
15 October 2010
„The Social Network‟
film released
21 December 2010
2.5 months after
launch, Instagram has
100M users
September 2011
QQIM has 700M+
active users
June 2012
NSA scandal
August 2012
Vine has over 40M users
September 2011
Snapchat launches
October 2012
Facebook has over
1Bn users
December 2011
Facebook has over
845M active users
6. The Wave universe
now fully represents
the world
Wave 7
Wave 6
Wave 5
Wave 4
Wave 3
Wave 2
48,945 65
respondents
countries
Wave 1
Australia
China
France
Germany
Italy
India
Japan
Mexico
Philippines
Russia
South Korea
Spain
United Kingdom
United States
Australia
Brazil
China
France
Germany
Greece
India
Italy
Japan
Malaysia
Mexico
Pakistan
Philippines
Russia
Singapore
South Korea
Spain
Taiwan
Thailand
United Kingdom
United States
Australia
Austria
Brazil
Canada
China
Czech Republic
Denmark
France
Germany
Greece
Hong Kong
Hungary
India
Italy
Japan
Mexico
Netherlands
Pakistan
Philippines
Poland
Romania
Russia
South Korea
Spain
Switzerland
Taiwan
Turkey
United Kingdom
United States
Austria
Belgium
Brazil
Canada
China
Colombia
Czech Republic
Denmark
Ecuador
Finland
France
Germany
Hong Kong
Hungary
India
Italy
Japan
Latvia
Lithuania
Malaysia
Mexico
Netherlands
Norway
Peru
Philippines
Poland
Portugal
Romania
Russia
Singapore
South Africa
South Korea
Spain
Sweden
Turkey
United Kingdom
United States
Algeria
Argentina
Australia
Austria
Bahrain
Belgium
Brazil
Canada
Chile
China
Colombia
Czech Republic
Denmark
Ecuador
Egypt
Estonia
France
Germany
Hong Kong
Hungary
India
Ireland (ROI)
Italy
Japan
Kuwait
Latvia
Lebanon
Lithuania
Malaysia
Mexico
Netherlands
Norway
Oman
Philippines
Poland
Portugal
Qatar
Romania
Russia
Saudi Arabia
Serbia
Singapore
Slovakia
South Africa
South Korea
Spain
Sweden
Taiwan
Thailand
Tunisia
Turkey
United Arab Emirates
Ukraine
United Kingdom
Algeria
Argentina
Australia
Austria
Bahrain
Belgium
Brazil
Canada
Chile
China
Colombia
Croatia
Czech Republic
Denmark
Ecuador
Egypt
Estonia
Finland
France
Germany
Greece
Hong Kong
Hungary
India
Ireland (ROI)
Italy
Japan
Kuwait
Latvia
Lebanon
Lithuania
Malaysia
Mexico
Netherlands
Norway
Oman
Philippines
Poland
Portugal
Puerto Rico
Qatar
Romania
Russia
Saudi Arabia
Serbia
Singapore
Slovakia
South Africa
South Korea
Spain
Sweden
Switzerland
Taiwan
Thailand
Tunisia
Turkey
United Arab Emirates
Ukraine
United Kingdom
United States
Vietnam
Algeria
Argentina
Australia
Austria
Bahrain
Belgium
Bosnia & Herzegovina
Brazil
Bulgaria
Canada
Chile
China
Colombia
Cote d‟Ivoire
Croatia
Czech Republic
Denmark
Dominican Republic
Ecuador
Egypt
Estonia
Finland
France
Germany
Greece
Hong Kong
Hungary
India
Indonesia
Ireland (ROI)
Israel
Italy
Japan
Kenya
Kuwait
Latvia
Lebanon
Lithuania
Macedonia
Malaysia
Mexico
Netherlands
Nigeria
Norway
Oman
Paraguay
Peru
Philippines
Poland
Portugal
Puerto Rico
Qatar
Romania
Russia
Saudi Arabia
Serbia
Singapore
Slovakia
South Africa
South Korea
Spain
Sweden
Switzerland
Taiwan
Thailand
Tunisia
Turkey
Ukraine
United Arab Emirates
United Kingdom
United States
Vietnam
12. Internet satisfies the
core human needs
Watch video clips online
84%
Use instant messenging service
79%
Visit a friend's social network page
78%
Visit an official company/brand website
75%
Download and used an application
Top activities on
the internet
75%
Manage a profile on a social network
70%
Read blogs / weblogs
Visit a message board/forum
Joined a professional social
networking site
62%
60%
Use a micro blogging
service
51%
35%
40%
33%
Joined a professional social networking … 51%
Upload my photos to a photo sharing site
51%
Activities that showed significant
jump from last year
Share your location via a
location based social
network
Take part in a multi player
game online
Upload my photos to a
photo sharing site
Q: Thinking about using the internet, which of the following activities have you ever done?
Base: Singapore – Past 6 Months
50%
44%
37%
31%
51%
46%
14. Socialisation is
a day-to-day imperative
RELATIONSHIP
LEARNING
Seek other people's opinions
Meet new people
Stay in touch with friends
70
Explore the world around you
60
Keep up to date
Feel like you belong
50
Share knowledge
40
Learn something new
Share new experiences
30
20
Earn respect
Keep you company
10
-
Promote yourself
Be creative
Change opinions
Hang out or waste time
DIVERSION
Express yourself
Have fun/be entertained
RECOGNITION
Relax/escape
Make money
Express & share emotion
Build your career
Make contacts for work
Microblogs
Photo/Video Sites
Social Networks
Brand Websites
Q: Which of these applications does a good job when you want to…
Base: Singapore - Accessed social networking site in past 6 months
PROGRESSIO
N
15. …across markets in Asia
RELATIONSHIP
LEARNING
Explore the world around
you
Keep up to date
Meet new people
80
Stay in touch with friends
70
Feel like you belong
60
Learn something new
Share knowledge
50
40
Relax/escape
Share new experiences
30
20
10
Hang out or waste time
Keep you company
Be creative
Express & share emotion
Make contacts for work
Have fun/be entertained
Build your career
Express yourself
Make money
Earn respect
RECOGNITION
Singapore
DIVERSION
Thailand
Q: Which of these applications does a good job when you want to…
Base: Individual Markets - Accessed social networking site in past 6 months
Change opinions
Promote yourself
Indonesia
Phillipines
Vietnam
Malaysia
16. … even surpassing
the global benchmark
LEARNING
Meet new people
Explore the world around
70
Stay in touch with friends
you
60
Keep up to date
Feel like you belong
RELATIONSHIP
50
Learn something new
Share knowledge
40
30
Express yourself
Share new experiences
20
10
Earn respect
Keep you company
Promote yourself
Be creative
Change opinions
Hang out or waste time
Express & share emotion
Relax/escape
Make contacts for work
RECOGNITION
Make money
Build your career
Global
Q: Which of these applications does a good job when you want to…
Base: Individual Clusters - Accessed social networking site in past 6 months
SEA
APAC
17. Power of Facebook shows
no sign of decline in Singapore
Once a day or more
Series4-6 times a week 2
1-3 times a week
100
50
0
Q: Which of the social networking sites you accessed and how many times you accessed…
Base: Singapore
Once every 2-4 weeks
Less often
Never
18. Q. Thinking about the things you have shared with others, please select below the means by which you have shared them (Often or sometimes)
Base: Singapore
Via a review website
Via an application/ app on a mobile/ tablet
Via a microblogging service (e.g. Twitter)
Via a messaging service (e.g. Whatsapp)
Via a blog or forum
Via email
Via a social network (e.g. Facebook)
Via a text message
In a conversation over the phone
Face to face
Virtual sharing is
on its way to overtake F2F sharing
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
20. The world is going
smart and mobile
Devices Owned
10%
30%
50%
70%
90%
Desktop
Laptop/Netbook
Full-sized Tablet e.g. iPad, Samsung …
Smartphone
Mobile phone
Games Console e.g. PS3
Portable Games Console e.g. PSP
Portable mp3/video player
Smart TV/internet-connected set-top…
Mini Tablet e.g. Nexus 7, iPad…
Convertible Touchscreen…
Wave
Q: Which of the following devices do you own?
Base: Singapore
6
7
21. More devices mean
more access points
and more often
Online Activities Done Via Each Device
77%
78%
76%
58%
52%
43%
20%
Desktop
Laptop
Smartphone
Tablet
Wave
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: Singapore - all who own each device
18%
6
7
22. Laptop is still the most versatile device
globally except in Korea where
smartphones are dominant
70.0
60.0
50.0
Tablet
40.0
30.0
Smartphone
20.0
Laptop
10.0
0.0
Q: Which of the following (Tablet, Smartphone, Laptop) does a good job when you want to….?
Average number of uses each device is considered useful for
Base: Global
24. Online privacy is a
major concern the world over
64.7%
60.4%
55.4%
65.2%
4.8%
67.4%
50.3%
52.2%
59.1%
65.6%
59.8%
70.1%
54.3%
67.7%
72.1%
74.9%
66.6%
Key
50–59%
40–49%
30-39%
20-29%
69.5%
69.8%
52.7% 67.6%
72.5%
77.4%
60.7%
69.1%
57.3%
70.1%
66.4%
71.9%
79.5%
63.6%
71.7%
10-19%
<10%
67.6%
58.1%
66.0%
63.4%
70%+
60-69%
70.6%
70.6%
Q: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I‟m concerned about the amount of personal
data that goes online”.
BASE: Wave 7 Priority Markets
25. But we haven’t seen a
seismic shift in
consumer concern
70%
69%
I am concerned about the amount of personal data online
Wave
Q: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I‟m concerned about the amount of personal
data that goes online”.
BASE: Singapore
6
7
26. In fact there has been an uplift
in joining brand communities
49%
40%
Wave
6
7
Q: “Have you ever joined a brand community online? By a brand community, we mean a community or group centred around a product or brand, e.g., a fan page
on a social networking site, following a brand on a microblogging service (e.g. Twitter) or signing up to a dedicated website or forum.
BASE: Singapore
27. But it’s a fragile balance
69%
36%
Somewhat agree
Completely agree
39%
27%
30%
9%
I am concerned about the amount of personal data online
I don't mind companies tracking my online behaviour if it improves my experience
Q: Below is a list of statements. Please answer reflecting your opinion.
Base: Singapore
30. Smartphones help in accessing
information quickly and finding your
way through apps
RELATIONSHIP
Research something
thoroughly
Socialize with others
80%
Be creative
70%
LEARNING
Learn something new
60%
Have fun/ be entertained
50%
Explore the world around
you
Hang out or waste time
40%
30%
20%
Organize something
Relax
10%
DIVERSION
0%
Get something done
Read content
Find your way
Watch content
Make a purchase
PROGRESSIO
N
Ward off boredom
Access information
quickly
Play a game
Manage my life
Wave 6
Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to:
BASE: Singapore – Those who own smartphones
Wave 7
31. Tablets are for
entertainment and relaxation
RELATIONSHIP
Research something
thoroughly
Socialize with others
80%
Be creative
70%
Learn something new
LEARNING
Explore the world
around you
60%
Have fun/ be entertained
50%
Hang out or waste time
40%
30%
20%
Organize something
Relax
10%
DIVERSION
0%
Get something done
Read content
Find your way
Watch content
Make a purchase
Ward off boredom
Access information
quickly
PROGRESSIO
N
Play a game
Manage my life
Wave 6
Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to:
BASE: Singapore – Those who own mini tablets
Wave 7
32. Laptops are for consuming content
and researching something
thoroughly
RELATIONSHIP
Research something
thoroughly
Socialize with others
80%
Be creative
70%
Learn something new
LEARNING
60%
Have fun/ be entertained
50%
Explore the world around
you
Hang out or waste time
40%
30%
20%
Organize something
Relax
10%
DIVERSION
0%
Get something done
Read content
Find your way
Watch content
Make a purchase
PROGRESSIO
N
Ward off boredom
Access information
quickly
Play a game
Manage my life
Wave 6
Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to:
BASE: Singapore – Those who own laptops
Wave 7
33.
34. Users are learning
through brand websites
RELATIONSHIP
Seek other people's opinions
Meet new people
40%
Explore the world around you
Stay in touch with friends
Feel like you belong
30%
Keep up to date
Share knowledge
LEARNING
20%
Learn something new
Share new experiences
10%
Earn respect
Keep you company
0%
Promote yourself
Be creative
Change opinions
Hang out or waste time
Express yourself
Have fun/be entertained
Relax/escape
Make money
Express and share emotion
Build your career
Make contacts for work
RECOGNITION
Q: Which of these online applications does a good job when you want to
BASE: Singapore – Accessed brand website in the last 6 months
PROGRESSIO
N
DIVERSION
Wave 6
Wave 7
35. To enter a competition
To receive a discount, coupon or product
trial
To contact companies and influence new
product development
Q: How much do you agree with the following statements about why you joined a brand community?
Base: Singapore – Those who joined brand communities
To develop my skills
To get a personal response to an
issue/complaint
To get advance news about products
Because it was recommended to me
To fill time/have fun
To get free content
To feel part of a like-minded community
To learn more about it
To associate with something I think is
cool
To share my appreciation with others
To support a cause I like
… and joining brand communities to get
advance notice on products and avail
discounts and coupons
100
50
-
36. Microblogs are for
self-expression
RELATIONSHIP
LEARNING
Seek other people's opinions
Explore the world around me
Keep up to date
Meet new people
Stay in touch with friends
80%
Feel like you belong
70%
60%
Share knowledge
50%
40%
Learn something new
Share new experiences
30%
20%
Earn respect
Keep you company
10%
0%
Promote yourself
Be creative
Change opinions
Hang out or waste time
Express yourself
Make money
Relax/escape
RECOGNITION
Build your career
Have fun/be entertained
Make contacts for work
Express and share emotion
PROGRESSIO
N
Q: Which of these online applications does a good job when you want to
BASE: Singapore – Accessed Microblog website in the last 6 months
DIVERSION
Wave 6
Wave 7
37. Professional Social Networks are a
place to make contacts and earn
respect
RELATIONSHIP
Seek other people's
opinions
Explore the world
around me
LEARNING
Meet new people
Stay in touch with
80%
friends
Feel like you belong
70%
60%
Keep up to date
Share knowledge
50%
40%
Learn something new
Share new experiences
30%
20%
Earn respect
Keep you company
10%
0%
Promote yourself
Be creative
Change opinions
Hang out or waste time
Express yourself
Make money
Relax Escape
Build your career
Have fun/be entertained
RECOGNITION
Make contacts for work
Express and share
emotion
PROGRESSIO
N
Q: “Please select which of them you think does a good job when you want to…
BASE: Singapore – Accessed professional networking sites in P6M
DIVERSION
Wave 6
Wave 7
38. Device and platforms are creating a
complex eco-system which are
driving conversations
41. Key Takeaways
Social media is the norm and Wave 7 shows no
sign of internet fatigue.
Formats are converging and the world is going
smart and mobile. Not just more smartphones
but more uses too.
Online privacy is a concern the world over but
there hasn‟t been a seismic shift in consumer
trust
The five needs that underpin all social
behaviours:
learning, relationships, diversion, progression
and recognition.
Communication consumption is now a complex
eco-system of devices, technology and platform
which continue to evolve to meet the desire for
simple, contextual and niche experiences
43. Blogs are important in
APAC, LATAM and Southern
Europe
% who have read blogs in the last 6 months
56.15%
56.9%
58.1%
53.4%
61.4%
50.7%
49%
70.8%
48.4%
81%
70.7%
67%
61.3%
53.1%
54.6%
74.8%
84.5%
Key
70%+
54%
59.5%
61.2%
56.1%
45.5%
56.44%
69.9%
72.1%
42.2%
50–59%
30-39%
20-29%
10-19%
73.5%
58.4%
58.4%
60-69%
40–49%
80.4%
38.6%
66.9%
69.5%
56.5%
55.2%
83.5%
60%
69%
56.5%
49.5%
61.3%
<10%
57.5%
67.22%
Q: Thinking about using the internet, which of the following activities have you done in the past six months?
Read Blogs/weblogs
BASE: Wave 7 All Markets
44. Brand websites reach at least
70% of active internet users in
most markets
% who have visited an official company or brand site website in the last 6 months
84.1% 83.7%
84.6%
83.3%
76%
76%
68.9%
76.1%
79.8%
69.7%
89.9%
66.8%
80.3%
88.5%79%
73.3%
Key
74.4%
80.1%
70%+
74.7%
85.5%
59.7%
70.3%
78.4%
86.6%
71.5%
60-69%
50–59%
40–49%
70%
66.7% 52.5%
79.22%
66.5%
72.7%
70.9%
77.6%
30-39%
20-29%
10-19%
84.8%
77%
74.6%
80.7%
<10%
80.8%
Q: Thinking about using the internet, which of the following activities have you done in the past six months?
Visit an official company/brand website
BASE: Wave 7 Priority Markets
45. Multiplayer gaming is
popular in China
% who have taken part in a multiplayer online game in the last 6 months
33.29% 31%
29.6%
31% 35.3%
48.3%
22.9%
48.2%
31.6%
56.2%
37.9%
44.4%
40.5%
43.3%
39.4%
31.7%
33.8%
41.3%
18.8%
45.3%
64.8%
Key
41.8%
70%+
46.1%
34.1%
47.3%
68%
57.5%
60-69%
50–59%
40–49%
30-39%
20-29%
10-19%
41.7%
39.7%
39.7%
19.4%
43.7%
28.1%
44.5%
32.6%
33.5%
50.48%
44%
48.2%
34.5%
<10%
25.3%
31.7%
49.4%
Q: Thinking about using the internet, which of the following activities have you done in the past six months? Taken part in a multi-player online
game.
BASE: Wave 7 All Markets
Notes de l'éditeur
2006, UM embarked on a project to measure the scale and impact of social media across the globeand to explore the changes occurring in communication technologies. To date, we have surveyed morethan 186,000 Active Internet Users across 65 countries.Over the course of this project Wave has taught us that growth in social media is unprecedented.However, the real story has not just been one of growth but also of evolution. In a few short years socialmedia has made content creators, sharers and influencers of us all.• Wave 1 (2006) : demonstrated that social media was living up to the hype, there was a large andactive community communicating online.• Wave 2 (2007): showed how social media moved from a text-based medium of bloggers andposters to a fully audio visual one full of content creators and sharers.• Wave 3 (2008): charted the democratisation of influence, how social media was driving greatermeans and opportunity for consumers to influence their peers.• Wave 4 (2009): examined the reasons behind the huge growth in social media by understandingthe motivations to use different social media platforms. Showing that consumers engage with aplatform because it meets specific consumer needs and all platforms meet these needs differently.• Wave 5 (2010): told us that there was huge demand for social interaction with brands. However,the nature and depth of this interaction varied wildly from person to person and category tocategory. But those brands that could create the right experience benefitted enormously, drivingbrand loyalty, endorsement and sales.• Wave 6 (2013): Showed us how to create social communication that was based on meeting a specific objective by understanding not just what the consumer wanted from a brand but also which of these best met the brand objective.
Wave now covers 65 countries around the world. So everything you are about to see gives a truly global perspective on the changes currently happening in the social media space.Recent developments in social media: September 2011 – Snapchat launchesApril 2012 – Facebook buys InstagramMay 2012 – Facebook floats on the NASDAQJune 2012 – Twitter has over 500 million usersOctober 2012 – Facebook over 1 billion usersDecember 2012 – Twitter over 200 million usersJune 2013 – NSA scandalAugust 2013 – Vine has 40 million users
And after 7 years of research in over 65 countries we have come to realise that real question to ask is not what people do but WHY they do it. And by continually asking this WHY we have come to realise that beneath all the trends lies a single and important truth. That 5 real, human and fundamental NEEDS underpin all social behaviour.Learning, relationships, diversion, progression and recognition.
Diversion is the need state that most drives desirability for brands. 40% of people who say they want entertaining experiences from brands say that these experiences make the brand more desirable. Recognition is the key need state for making consumers loyal to brands. 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do.Progression is the key need state for encouraging people to spend more time with a brand. 37% of people who want brands to help them develop their own skills and abilities want to spend more time with the brand as a result. Relationship is a key need state for driving recommendation. If a brand enables someone to help others they are also more likely to recommend it to others.Whereas to drive sales a combination of Recognition and learning is key. Educating people about your product whilst at the same time listening to their own needs makes consumers far more likely to buy your product.
Brands now need to manage their professional/owned assets to manage social perceptions.
Its no surprise that the dominant trend in 2013 is the continued rise of the smartphone. Penetration rose by two thirds to reach over 70% vs Wave 6. The has changed the landscape of device ownership. Mobile phone penetration has dropped to just over 50% and the portable games console, now hugely threatened by smartphone gaming, has stagnated despite the efforts of Sony and Nintendo. It will be interesting to see if the arrival of Android and IOS game controllers, similar to those used in the console gaming category, will have a similar impact on the wider gaming category when they launch. We are also seeing the impact of tablet, mini tablet and other touch screen devices like Microsofts’ surface as they enter the market..
To drive convenience and being smart and efficient.
We can see that the laptop remains the most versatile device but its interesting to see that in Korea, where mobile broadband infrastructure has been well established, the smartphone has become the dominant device. It will interesting to see if there is a similar trend in other countries when superfast 4g mobile broadband becomes easily accessible and wearable technology takes off.
Even though consumer needs don’t change, technologies ability to meet them is constantly in flux.So we need to constantly keep track and identify those platforms best able to deliver the value exchange
Online privacy is a concern for many.
Brands need to come up with a strong value proposition as compensation to invasion of privacy.
As people use more social platforms via more devices, more often it has inevitably become central to their lives. As a result they are happy to share data with companies that make their online experiences better. However, our Wave research shows us that this is a delicate balance. Not only are more people concerned than accepting, when we look at those people with a strong conviction (i.e. definitely agree) the strength of those beliefs are strongly biased towards concern.This means we need to understand what value means to people if we are to find the right balance.
Even though consumer needs don’t change, technologies ability to meet them is constantly in flux.So we need to constantly keep track and identify those platforms best able to deliver the value exchange
Nothing is moving faster than devices.
Singaporeans are top in terms of app download in APAC. LBS, shopping & communication beyond voice.
Tablets are increasingly used for static entertainment to kill boredom.On utility parameters are going down and entertain parameter are going up
The P.C., laptop and desktop, are still the most versatile internet enabled technologies in the marketplace today. They meet more consumer needs than any other devices. But as the tablet becomes a stronger entertainment device the traditional P.C. is becoming focussed around its core strengths such as researching something thoroughly or just getting something done. But it’s worth noting that it is still seen as the best device for watching content, beating the tablet by a significant margin. It will be interesting to see how Microsoft’s P.C./tablet windows 8 platform capitalises on the strengths of both the P.C and tablet environment.
So now we can look at how the power of social platforms, devices and their ability to drive conversation is evolving. We start with the social platforms.
Brands have the opportunity of using websites not just as advertising portals but also as as content developers/creators that offers new experience for users to learn, interact & share.
Microblogs have become more about meeting people, being entertained and staying in touch. Moving into Facebook territory
More professional social network users see it’s a place to make contacts and earn respect
But these technologies don’t sit in isolation. They are part of a complex eco-system which interact and drive conversation.
So if we want consumers to connect with our brands we need to consider these consumer needs and what they deliver. However, the challenge is actually to find the place where consumer need and brand objective meet. In other words find the consumer need which, when fulfilled by the brand, will also meet the brand objective. This place between objective and need we call the Value Exchange and it’s the value exchange that we need to put at the heart of our communication. Because only when communication is successful with both the brand and the consumer will we go beyond campaign based activity and build a lasting relationship.
The insight we gather from Wave drives a very different philosophy. By asking Why first we can build strategies that foster a MUTUALLY beneficial value exchange between brands and consumers. The mutual word is important because, if the communication doesn’t benefit both, it just cannot succeed long term. With Wave we start with a very fundamental question, what does the consumer want from our brand and how will they feel towards us if we deliver it. This means we can boil down our thinking, concentrating only on the value exchange, where brand objective and consumer need intersect. For example, how can Microsoft in China help IT people develop the skills to become a hero within their organisation through the adoption of Microsoft Cloud technology? This approach puts the consumer needs and ambitions at the forefront and allows us to then use social technology in a creative and meaningful way to meet brand goals. It also demystifies social media, allowing all parties to rally around a single thought. Also making it much easier to understand what we are trying to achieve and how best to measure success.
Reading blogs is high among Singaporeans (78.17%) and comparable with regional (86.85%) and global statistics (80.4%). Contrarily, when it comes to posting/writing stories for their own blog/weblog, only 49.3% Singaporeans were active compared with 64.27% internet users in the region and 56.66% globally. This once again goes to prove that there is tremendous opportunity for content creators and storytellers to leverage the opportunity.