by Stephanie Weg
As part of a project, I recently worked with a study by TNS examining the global use of the Internet and Social Media. The “Digital Life” study is based on statistical and survey data which was collected in 2010. What fascinates me about it is the fact that it evaluates developed countries as well as BRIC and N-11 markets. Hands down: When most of us speak about Social Media, we imply that these trends mainly happen and affect developed countries, with the U.S. leading the way. TNS went to the effort of looking beyond the “usual suspects” and managed to cover 88% of the global digital population.
While the global average is 61%, more than half the users in the Middle East&North Africa (62%), China (56%)and Latin America(53%) still access the Internet daily. Considering the infrastructure, type of jobs and wealth level, this is surprising and more than I would have thought.
Even more significant is the fact that in rapid growth markets, a higher percentage of users have tried Social Media (China: 97%, Latin America: 92%, Emerging Africa: 90%) than in North America (83%) or North&West Europe (80%). I feel that this shows the difference in two things: One, the demographic distribution in age – those countries that have a lot of young people are quicker to try new technologies. Second, the general attitude of people in the “old world” seems to be more reluctant/passive (am I sensing some complacency/resistance to change there?) while the general mood in the “new world” seems open minded, ready to explore and willing to try new things. Companies (and users) in Europe, America, watch out and make sure you don’t get left behind!
My conclusion here: Companies and employers, watch out! While the Internet is a great resource for information, online shopping and news, people want to socialise. Restricting this will be less and less possible in the future, so think about using these trends for you rather than fighting them.
As part of a project, I recently worked with a study by TNS examining the global use of the Internet and Social Media. The “Digital Life” study is based on statistical and survey data which was collected in 2010. What fascinates me about it is the fact that it evaluates developed countries as well as BRIC and N-11 markets. Hands down: When most of us speak about Social Media, we imply that these trends mainly happen and affect developed countries, with the U.S. leading the way. TNS went to the effort of looking beyond the “usual suspects” and managed to cover 88% of the global digital population.
What do we learn from the study? Here are my top three take aways for companies which think about whether and how they could to use Social Media for their business.
1. Users in rapid growth markets are using Internet and Social Media more than you might think
Even more significant is the fact that in rapid growth markets, a higher percentage of users have tried Social Media (China: 97%, Latin America: 92%, Emerging Africa: 90%) than in North America (83%) or North&West Europe (80%). I feel that this shows the difference in two things: One, the demographic distribution in age – those countries that have a lot of young people are quicker to try new technologies. Second, the general attitude of people in the “old world” seems to be more reluctant/passive (am I sensing some complacency/resistance to change there?) while the general mood in the “new world” seems open minded, ready to explore and willing to try new things. Companies (and users) in Europe, America, watch out and make sure you don’t get left behind!
2. Developed countries approach the Internet and Social Media as a tool, developing countries see it as a new mindset.
The general attitude I see in lots of our clients is that Social Media is a challenge, a topic one has to deal with and something that has potential to harm people’s privacy, businesses reputation and is a time killer.
The global average of users who said that they found they could better express their feelings in an online world was only 39%. Surprisingly, Sub Saharan Africa, China and India with 81%, 66% and 64% respectively were a lot more excited about Social Media as a channel to express their feelings than the less excited users in North & West Europe with 20% and North America with 32%.
The global average of users who said that they found they could better express their feelings in an online world was only 39%. Surprisingly, Sub Saharan Africa, China and India with 81%, 66% and 64% respectively were a lot more excited about Social Media as a channel to express their feelings than the less excited users in North & West Europe with 20% and North America with 32%. It will be interesting to see where these trends go – my bet is on the fans growing more critical as they start using Social Media more, and that the critics of today will see the topic a bit more positive – similar to what happened when the Internet started up. A critical view is healthy, but I would recommend for everyone to try and see both sides of the story.
3. Digital is winning over other media, socialising over other online activities – world wide
True, interactive, real-time online socialising has only taken off in the last years. Does this mean that users in regions which were not “online” in the last 15 years will start with eMails, move to online information gathering and only then start socialising? No.
Humans are social, and if the tools are there, people will use them. The study shows that digital media was the most popular media in 2010. World Wide. 61% of users used the internet daily compared to only 54% watching TV, 36% listening to the radio and 32% reading newspapers.
Drilling down within the online media area, we see in the above chart (by TNS) that the most time weekly is spent socialising (4.6 hours), exchanging eMails (4.4 hours) (and we are only talking leisure time here!) and on communication around special interests (3.9 hours), i.e. Fan sites, forums and blogs around a specific topic.
My conclusion here: Companies and employers, watch out! While the Internet is a great resource for information, online shopping and news, people want to socialise. Restricting this will be less and less possible in the future, so think about using these trends for you rather than fighting them.
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