This analysis of key changes in behaviour is based on interviews with nearly 100 000 individuals in 27 key internet markets over five separate waves of research.
The way that we use the web is increasingly varied. The global internet has become a mix of local internets, each with radically different adoption levels and behaviour profiles. The gap between the fastest and the slowest-growing markets for platforms such as Instant Messenger and Social Networking can be as much as 73%, for example.
The broad picture is of developed internet markets such as the UK and South Korea with more emphasis on purchasing and e-commerce, while emerging countries such as Indonesia and the Philippines increasingly dominate social channels.
The way we access the internet is changing. PCs and laptops are being replaced by mobile and other devices such as tablets and TV. Although 79% now cite their personal PC/ laptop as their favourite internet device, in 12 months only 42% expect to say the same as consumers plan to switch to mobile (18%), Tablet devices (19%) and TV (7%) among others.
Microblogging and social networking are the fastest growing social media activities, up 62% and 40% from Wave 1 (July 2009) to Wave 5 (June 2011) respectively The shift is being driven by increased use of mobile and, alongside the rise in app usage, creates huge opportunities for traditional content creators as consumers turn to sharing and recommending content instead of creating.
Time has wearied users of Facebook and while total usage is growing thanks to emerging countries, established markets such as the US, UK and Canada have seen large declines in terms of active participation such as status updates, sharing content, messaging and installing applications. Active behaviour in the US such as message friends and joined a group in the last month, for example are down 15% points and 10% respectively since the start of the research project This trend is even-more pronounced among US college educated, 20-somethings, the original users of the platform.
The rise of the real-time web is highlighting the value of traditional content and creating an ecosystem where media owners can profit from online. Consumers have switched from being content creators to transmitters and distributors of other people's information.
Consumption of professional video content, films, TV and sports is exploding and consumers are increasingly willing to pay for access. 29% of online users globally would pay to download a TV show or Film, the same percentage as would pay to download a music track.
"The constant evolution in the way that consumers are accessing and using internet platforms present real challenges for marketers. It is clear from this research that there is no such thing as a singular global brand strategy online, each market and consumer segment behaves differently. The consumer-driven nature of social media has expanded these differences more quickly than ever before. In addition the massive consumer interest across the world in supplanting the PC with mobiles and tablets as their primary access device, increases the need for very smart multi-platform and multi-market internet strategies," said Tom Smith, managing director of TrendStream, the company that produces GlobalWebIndex.
The GlobalWebIndex is the most detailed on-going global study into the internet consumer's attitudes, motivation and multi-platform internet behaviour, enabling clients to understand the impact of internet-enabled platforms on their target audience, business category and market impact.
The study was initiated in July 2009 and has since delivered five waves of research, covering nearly 100 000 internet users in 27 countries. In 2011 there will be three waves of research, expanding to four waves in 2012 and more than 120 000 consumers in 36 markets.
The GlobalWebIndex is used by some of the world's biggest media, PR, digital and creative agencies including Starcom MediaVest, Ogilvy and Razorfish. Other clients include Nokia, Orangina Schweppes and BBC Worldwide.
