Universal McCann recently published a study entitled “Power to the People – Wave 4” that shows the current understanding of the scale of social media across the globe.

The research covers input from 22,729 internet users across 38 countries and was undertaken to understand the rise in consumer generated content and how people are using social media.  The latest report also highlights:

• New platforms for video
• Why social networks continue to grow
• How social media platforms are rationalizing
• Changes in key markets

It is definitely the most extensive global report on the subject of social media usage and adoption that has been undertaken.

Key statistics mentioned in the report:

• Total estimated global active Internet audience sits at 625 million
• Social Networks continue to grow; nearly two-thirds of all active Internet users have now joined a social network site up significantly from last published report.
• Social networks are now a regular part of the online experience with 64.1% of active internet users spending time managing their profile.
• Mobile Internet Usage has reached almost a fifth of all active Internet users.
• The number of bloggers and social network users who have uploaded photos, videos, music and widgets has continued to rise.

What I found most interesting was how people actually use the web across the globe. In the study, active internet users from 38 countries were surveyed and asked the following question:

Thinking about using the internet, have you ever done the following?

• Read blogs
• Start my own blog/weblog
• Leave a comment on a blog site
• Upload my photos to a photo sharing site
• Upload a video clip to a video sharing site
• Watch video clips online
• Listen to live radio/audio online
• Create a profile on a social network
• Manage a profile on a social network
• Visit a friend’s social network page

Collectively, majority of the Internet users watched video clips online, listened to live radio/audio or visited a friend’s social network page.  More surprising, is the responses from Internet users from specific countries.

The statistics are interesting and insightful; you must definitely read the full report. Access Universal McCann Power To The People – Wave4 social media report.

Ankush Agarwal
Senior Search Marketing Analyst
MarketNet, Inc.

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