13. Waveלפני כבר התחיל7שנים
pre-2003
2007 2008 2009 2010 2011 2012 2013
2003
2004
2005
2006
9 January 2007
Apple launch the
first iPhone
March 2007
Tumblr launches
April 2008
Facebook overtakes
MySpace in popularity
August 2008
Facebook has over
100M users
20 September 2008
The launch of the first
Android phone
7 October 2008
Spotify launches
11 March 2009
Foursquare launches
19 June 2009
Farmville launches
July 2009
There are now more
than 3.6bn images
on Flickr
August 2009
Xiaonei becomes
RenRen
February 2011
Linkedinreaches
100M members
4 April 2011
Valued at over £3Bn
28 June 2011
GooglePlus launches
30 June 2011
Twitter: 200M+ tweets
per day
September 2011
QQIM has 700M+
active users
September 2011
Snapchat launches
December 2011
Facebook has over
845M active users
February 2010
Facebook Mobile has
100M+ users
3 April 2010
The first iPad
released
30 July 2010
100M check-ins
August 2010
Groupon: ‘fastest
growing company of
all time’
15 October 2010
‘The Social Network’
film released
21 December 2010
2.5 months after
launch, Instagram has
100M users
April 2012
Facebook buys
Instagram
May 2012
Facebook floats on
NASDAQ
June 2012
500M+ users on Twitter
June 2012
NSA scandal
August 2012
Vine has over 40M users
October 2012
Facebook has over
1Bn users
15 countries
7,500 respondents
21 countries
10,000 respondents
29 countries
17,000 respondents
38 countries
23,200 respondents
54 countries
37,600 respondents
62 countries
42,000 respondents
72 countries
49,600 respondents
14. ב רץ-65מדינות
Wave 1
Australia
China
France
Germany
Italy
India
Japan
Mexico
Philippines
Russia
South Korea
Spain
United Kingdom
United States
Wave 2
Australia
Brazil
China
France
Germany
Greece
India
Italy
Japan
Malaysia
Mexico
Pakistan
Philippines
Russia
Singapore
South Korea
Spain
Taiwan
Thailand
United Kingdom
United States
Wave 3
Australia
Austria
Brazil
Canada
China
Czech Republic
Denmark
France
Germany
Greece
Hong Kong
Hungary
India
Italy
Japan
Mexico
Netherlands
Pakistan
Philippines
Poland
Romania
Russia
South Korea
Spain
Switzerland
Taiwan
Turkey
United Kingdom
United States
Wave 4
Austria
Belgium
Brazil
Canada
China
Colombia
Czech Republic
Denmark
Ecuador
Finland
France
Germany
Hong Kong
Hungary
India
Italy
Japan
Latvia
Lithuania
Malaysia
Mexico
Netherlands
Norway
Peru
Philippines
Poland
Portugal
Romania
Russia
Singapore
South Africa
South Korea
Spain
Sweden
Turkey
United Kingdom
United States
Wave 5
Algeria
Argentina
Australia
Austria
Bahrain
Belgium
Brazil
Canada
Chile
China
Colombia
Czech Republic
Denmark
Ecuador
Egypt
Estonia
France
Germany
Hong Kong
Hungary
India
Ireland (ROI)
Italy
Japan
Kuwait
Latvia
Lebanon
Lithuania
Malaysia
Mexico
Netherlands
Norway
Oman
Philippines
Poland
Portugal
Qatar
Romania
Russia
Saudi Arabia
Serbia
Singapore
Slovakia
South Africa
South Korea
Spain
Sweden
Taiwan
Thailand
Tunisia
Turkey
United Arab
Emirates
Ukraine
United Kingdom
Wave 6
Algeria
Argentina
Australia
Austria
Bahrain
Belgium
Brazil
Canada
Chile
China
Colombia
Croatia
Czech Republic
Denmark
Ecuador
Egypt
Estonia
Finland
France
Germany
Greece
Hong Kong
Hungary
India
Ireland (ROI)
Italy
Japan
Kuwait
Latvia
Lebanon
Lithuania
Malaysia
Mexico
Netherlands
Norway
Oman
Philippines
Poland
Portugal
Puerto Rico
Qatar
Romania
Russia
Saudi Arabia
Serbia
Singapore
Slovakia
South Africa
South Korea
Spain
Sweden
Switzerland
Taiwan
Thailand
Tunisia
Turkey
United Arab
Emirates
Ukraine
United Kingdom
United States
Vietnam
17. בעולם ראשונים!(באינטרנט שימוש זמן)
בשבוע באינטרנט בממוצע שהייה שעות מספר
Q:”Approximately how much time did you spend doing the following activities in
the last 7 days”? [Browsing the internet]
16.1
15.3
14.0
13.4 13.3
12.4 12.1 11.6 11.3 11.2 11.1 10.6
Global Average 13.4
18. 1#במובייל בשימוש
15.0
11.3 10.9
10.1 9.7
9.1 8.9
8.4 8.3 8.2
6.9
בשבוע במובייל בממוצע שהייה שעות מספר
Q:”Approximately how much time did you spend doing the following activities in
the last 7 days”? [Smartphones]
19. ב גם חזקים-PC
Q:”Approximately how much time did you spend doing the following activities in
the last 7 days”? [Desktop]
15.8
14.9
13.3 13.1 13.1 13.0 12.9 12.9 12.4 12.2 11.9
בשבוע במחשב בממוצע שהייה שעות מספר
20. העולם אלופיבפייסבוק
ביום פעם לפחות משתמשים
Q:”Thinking about your usage of specific websites and applications, which of the
following best describes how often you have used them?”
71%
36%
12%
45%
30%
9%
Facebook YouTube Instagram
Israel
21. ברשת תוכן לצרוך אוהבים מאוד
83%
79% 78%
71%
90%
84% 81%
74%
באינטרנט בוידאו צופה של הבית באתר מבקר
חברות
של בפייסבוק צופה
שלי חברים
ומשתמש מוריד
באפליקציות
Global
Israel
Q:”Thinking about using the Internet, which of the following activities have you done
in the last six month?”
האחרונה שנה בחצי ברשת שבוצעו פעולות
22. תוכן ביצירת חלשים אבל
52%
39%
34%
13%
16%
21%
מיקרובלוג מנהל(טוויטר) בלוג כותב שיתוף לאתרי סרטים מעלה
Global Israel
Q:”Thinking about using the Internet, which of the following activities have you done
in the last six month?”
האחרונה שנה בחצי ברשת שבוצעו פעולות
רונן, 44, מנכ"ל WONDERFUL רשת אופנה עם 30 סניפים לקהל צעיר 18-34
מבין שכדי לתת פייט לרשתות הגדולות חייב לפתח ערוץ דיגיטלי מהותי
בשנה האחרונה בשנה אתר שמתממשק ל CRM שלו
היעד שלו תוך שנתיים 35% מהעסק דיגיטלי
רונן, 44, מנכ"ל WONDERFUL רשת אופנה עם 30 סניפים לקהל צעיר 18-34
מבין שכדי לתת פייט לרשתות הגדולות חייב לפתח ערוץ דיגיטלי מהותי
בשנה האחרונה בשנה אתר שמתממשק ל CRM שלו
היעד שלו תוך שנתיים 35% מהעסק דיגיטלי
יואב, 29, יזם ומנכל chainainisrael.co.il
קצין בשייטת, סיים בהצטיינות תואר ראשון בכלכלה ומשפטים באונ' תל אביב.
טיל שנתיים במזרח ובסיומם בילה 3 חודשים ב G
סגר הסכם עם ספק חומרי בניין במחירים חצי מהארץ
יואב, 29, יזם ומנכל chainainisrael.co.il
קצין בשייטת, סיים בהצטיינות תואר ראשון בכלכלה ומשפטים באונ' תל אביב.
טיל שנתיים במזרח ובסיומם בילה 3 חודשים ב G
סגר הסכם עם ספק חומרי בניין במחירים חצי מהארץ
2006, UM embarked on a project to measure the scale and impact of social media across the globe
and to explore the changes occurring in communication technologies. To date, we have surveyed more
than 186,000 Active Internet Users across 65 countries.
Over the course of this project Wave has taught us that growth in social media is unprecedented.
However, the real story has not just been one of growth but also of evolution. In a few short years social
media has made content creators, sharers and influencers of us all.
• Wave 1 (2006) : demonstrated that social media was living up to the hype, there was a large and
active community communicating online.
• Wave 2 (2007): showed how social media moved from a text-based medium of bloggers and
posters to a fully audio visual one full of content creators and sharers.
• Wave 3 (2008): charted the democratisation of influence, how social media was driving greater
means and opportunity for consumers to influence their peers.
• Wave 4 (2009): examined the reasons behind the huge growth in social media by understanding
the motivations to use different social media platforms. Showing that consumers engage with a
platform because it meets specific consumer needs and all platforms meet these needs differently.
• Wave 5 (2010): told us that there was huge demand for social interaction with brands. However,
the nature and depth of this interaction varied wildly from person to person and category to
category. But those brands that could create the right experience benefitted enormously, driving
brand loyalty, endorsement and sales.
• Wave 6 (2013): Showed us how to create social communication that was based on meeting a specific objective by understanding not just what the consumer wanted from a brand but also which of these best met the brand objective.
And after 7 years of research in over 65 countries we have come to realise that real question to ask is not what people do but WHY they do it. And by continually asking this WHY we have come to realise that beneath all the trends lies a single and important truth. That 5 real, human and fundamental NEEDS underpin all social behaviour.
Learning, relationships, diversion, progression and recognition.
Diversion is the need state that most drives desirability for brands. 40% of people who say they want entertaining experiences from brands say that these experiences make the brand more desirable.
Recognition is the key need state for making consumers loyal to brands. 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do.
Progression is the key need state for encouraging people to spend more time with a brand. 37% of people who want brands to help them develop their own skills and abilities want to spend more time with the brand as a result.
Relationship is a key need state for driving recommendation. If a brand enables someone to help others they are also more likely to recommend it to others.
Whereas to drive sales a combination of Recognition and learning is key. Educating people about your product whilst at the same time listening to their own needs makes consumers far more likely to buy your product.