This worldwide statistics on social media from Universal McCann gives a global insight into the popularity of blogging in different countries.

It shows a great willingness for web users to participate online in line with Web 2.0 thinking. These figures can help justify business case investment in Web 2.0 approaches although businesses successes from Facebook applications seem limited.

Key findings from Wave 3 of the social media research include:

• 83% watch video clips, up from 62% in the last study in June 2007
• 78% read blogs, up from 66%
• 57% of internet users are now members of a social network
• RSS consumption is growing rapidly up from 15% to 39%
• Podcasts are now mainstream digital content, listened to by 48%

Participation is particularly strong amongst social networkers who appear more Web 2.0 savvy:

• 22% have installed a widget or applications [although relatively few install marketing apps]
• 55% have shared photos
• 22% have shared their videos
• 31% have started a blog

The world’s biggest social network is MySpace with 32% weekly reach followed by Facebook on 23%

Numbers and growth in users of social network media

For me, the impact of social networks on media consumption has been the most dramatic trend since the growth of the web itself.

The Universal McCann report also highlights the global popularity of social media:

• Top markets for blogging – China 70% of internet users write a blog, Philippines 66% and Mexico 60%
• Top markets for social networking – Philippines 83%, Hungary 76% and Poland 76%
• China is the worlds largest blogging market with 42m bloggers versus 26m in the US

At the time of writing, growth rates are phenomenal and there is no sign of this growth abating. Look at this snapshot of the worldwide usage and growth of social network sites in 2007 by audience panel Comscore, which shows the staggering growth rates of the top networks:

• MySpace, 114 million, 72%
• Facebook, 52 million, 270%
• Hi5, 28 million, 56%
• Friendster, 24 million, 65%
• Orkut, 24 million, 78%
• Bebo, 18 million, 172%
• Tagged, 13 million, 774%

This change in media consumption has major implications for how advertisers reach and target these consumers who are now spending less time within mainstream media sites or channels. Brands also need to think about how social networkers discuss their brands and think about how to influence them.

Motivations for using social network media

This research on motivation for using social networks was based on interviews and surveys with social networkers. The research found these motivations for using social networks:

· 59% To keep in touch with friends and family

· 57% I like looking at other people’s spaces

· 47% I want to meet people with similar interests

· 46% To express my opinions and views on topics

· 20% It is a good way to date

· 17% Using it for a specific reason, e.g. Wedding, Job Networking

Methodology
Stage 1. qualitative research with 200 regular social networkers, aged 18+ in the UK,
France, US, Canada, Brazil, China.

Stage 2. MetrixLabs 2007: Quantitative research with 200 social
networkers aged 18-24 years; 25-34 years; 35-45 years;
50:50 male-female ratio in the UK, France, Germany,
Spain, Italy, Denmark, Belgium and Netherlands.