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14/08/2009 by

Universal McCann Launches Wave 4 Report

Universal McCann yearly launches its report on (social) media usage worldwide. This annual report has become quiet popular among agencies in the media industrie. Recently Universal McCann launched its fourth rapport, Wave 4. The report is filled with global statistics with a focus on the USA, UK, Germany, Korea, Brazil, India and China.


In this report Universal reveals some great insights in the differences between several countries and the overall growth of social media usage.

For this research Universal questioned 22,729 active internet users in 38 countries between November 2008 and March 2009 for Wave 4, making it the largest global analysis of social media usage. The overall growth is significant, showing in the image below.


Active internet users create a profile on my social network

A great insight from the report is that consumers aren’t really cutting back on blogging or sharing images, it’s just that they are increasingly opting to do ittheir social network page via rather than the likes of Flickr and Blogger.


Growth over years, click to enlarge

Other key statistics from the report are:

  • The total estimated global active internet audience is now 625 million.
  • Mobile internet usage has now reached nearly a fifth of all active internet users. Seventeen percent now access internet on the move as well as at home, work or college.
  • Widgets continue to thrive with 34% of social network users installing them for their own use and 24% installing them to impress visitors to their profile page


Internet usage per country, click to enlarge

Universal McCann has included its own 10-step program for successful social media:

  1. Listen to/observe what the target audience is doing in social media
  2. Create a “social object that is relevant to the brand and of genuine interest
  3. Segment the target into tribes. Give them something they can join.
  4. Allow them to engage via their preferred platform of choice—create multiple interfaces to your community
  5. Make the experience better when shared
  6. Optimize your content for sharing—particularly via newsfeeds and Twitter
  7. Use paid-for media to get the ball rolling
  8. Take advantage of extreme targeting offered by social networks
  9. Make sure you have the resources to manage your community management and refresh the content.
  10. Track the results and optimize where necessary

View the report on the slideshare presentation above or download the document on the Universal McCann Wave 4 page.


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Matthijs Roumen
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