Quickly going through the Interact 2008 blog in expectation of the European IAB Congress which will takes place in Berlin, June 2nd & 3rd – are you attending this year?- and came upon the 3rd Wave comparative worldwide study done by Universal McCann to understand how the active internet population is using social media . The research emphazises a couple of my recent posts:
- Ongoing shift in participation: the vast majority of users are producing content (forget about the 1/9/90 rules). Thats true at least for the Active Internet Universe (that is people the internet at least every other day. In this regards Netherlands is leading the way with 87.8% of its adult population being part of the AIU -before Australia, USA, South Korea and Hong Kong).
- On demand audio and video media is a growing phenomenon
- Times of innovation are being offered to advertisers like no times before- and glory for those who dare
The global surveyed internet population has been estimated to 475 million users. Here’s the snapshot of their Social Media related activities:
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- Global Universe estimates of Social Media uses
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- Global universe estimates- part 2
The study only takes into account the 16-54 users though. My bet is Wave 4 twill broaden this range. Full report for detailed analysis here.
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