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New Global Research Demonstrates How Shifts in the Consumer Adoption of Social Media is Enabling Professional Media to Profit Online

LONDON January 17, 2011

The first report explores how shifts in consumer adoption in social media to "real-time" technologies combined with the rise of packaged Internet platforms, such as apps, mobile platforms, consoles, tablets and television services are fuelling the consumption of traditional rich content and media online.

This massive shift is redefining the impact of social media from publishing to sharing and driving new opportunities for professional media and content producers to build sustainable business online.

The GlobalWebIndex has interviewed more than 51,000 internet users in 18 countries across 3 waves of data in its first year, and will move to 90,000 interviews in 26 countries in 2011.

"Real-time" social media exploding on a global basis

July 2009 September 2010

This means that ongoing real-time contribution through status updates, tweets or link sharing is increasingly defining most people’s social contribution. Already over 10% of global Internet users post a status update on a social network more than once a day, while 5% contribute a micro-blog update at least daily.

This is in stark contrast to the long form: text-based forms of social contribution that defined early social media adoption. The percentage of Internet users writing a blog on a monthly basis fell by 4%, to 25% of web users, while contribution to forums or message boards fell by 11%, to 24% of web users.

Tom Smith

Rise of "packaged Internet" eclipsing the browser

September 2010

Smith continues, "Packaged platforms are re-engineering the Internet from a browser based experience. Crucially, it provides professional media and content producers with the means to build sustainable businesses online, something the open web has failed to enable. This is as important, if not more important, for a functioning society, as enabling consumers to publish and share their opinions. This commercial push will advance the delivery of the social entertainment experience."

The explosion of traditional content through Internet platforms

July 2009 September 2010

September 2010

Smith concludes, "The Internet through its various forms is for many the lead entertainment platform of choice. The integration of social technologies and professional content will be the most exciting dynamic of the internet over the next five years. Your social network or the wider consumer network will be increasingly important in defining all content and media that you consume. While consumers may not define the agenda with their content, they will increasingly dictate the patterns of consumption."

About the GlobalWebIndex

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SOURCE GlobalWebIndex

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