Universal McCann just released Wave 3 of an ongoing project to study the impact of social media globally.
The full study is available here.
This is a pretty comprehensive study that interviewed 17,000 users in 29 countries, and their conclusions, although not entirely surprising, are still eye-opening. Here's a summary:
- Social Media is global, and has caught fire in Asia; China alone has more bloggers (42M) the US and Western Europe combined
- Video is the fastest growing element of social media. Hardly surprising, given that video is the richest and yet the easiest to create form of content.
- Widgets are becoming very popular (23% of social network users, and 18% of bloggers, have installed an app or a widget)
- Blogs rival traditional media in reach - 73% of Internet users have read a blog
- Corporations have to get serious about the blogosphere. 34% of bloggers post opinions about products on their blog.
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