CRACKING THESOCIAL CODEThe Story of Why

#Wave7

The Wave story

pre-

2003

2007 2008 2009 2010 2011 2012 2013

200

3

2004

200

5

20069 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

65countries

48,945respondents

The Wave universe now fully represents the world

Wave 1Australia

China

France

Germany

Italy

India

Japan

Mexico

Philippines

Russia

South Korea

Spain

United Kingdom

United States

Wave 2Australia

Brazil

China

France

Germany

Greece

India

Italy

Japan

Malaysia

Mexico

Pakistan

Philippines

Russia

Singapore

South Korea

Spain

Taiwan

Thailand

United Kingdom

United States

Wave 3Australia

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 4Austria

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 5Algeria

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 6Algeria

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

Wave 7Algeria

Argentina

Australia

Austria

Bahrain

Belgium

Bosnia & Herzegovina

Brazil

Bulgaria

Canada

Chile

China

Colombia

Cote d’Ivoire

Croatia

Czech Republic

Denmark

Dominican Republic

Ecuador

Egypt

Estonia

Finland

France

Germany

Greece

Hong Kong

Hungary

India

Indonesia

Ireland (ROI)

Israel

Italy

Japan

Kenya

Kuwait

Latvia

Lebanon

Lithuania

Macedonia

Malaysia

Mexico

Netherlands

Nigeria

Norway

Oman

Paraguay

Peru

Philippines

Poland

Portugal

Puerto Rico

Qatar

Romania

Russia

Saudi Arabia

Serbia

Singapore

Slovakia

South Africa

South Korea

Spain

Sweden

Switzerland

Taiwan

Thailand

Tunisia

Turkey

Ukraine

United Arab Emirates

United Kingdom

United States

Vietnam

63,6% 53,9% 74,5% 74,3% 80,8%

Brazil

45,1% 51,4% 61,4% 65,2% 68,3%

Global

Social networking growth has slowed but still continues

Q: Thinking about using the internet, which of the following activities have you done I

n the past 6 months? Manage a profile on an existing social network (eg. Facebook)

Base: Global

Wave 4 5 6 73

47,4% 51,4% 68,4% 68,9% 71,3%

China

26,3% 43,4% 53,2% 53,5% 57,3%

France

27,2% 36,6% 37,8% 53,1% 57,7%

Germany

51,4% 62,8% 72,5% 67,1% 72,1%

India

24,0% 34,4% 53,9% 61,2% 71,7%

Italy

31,3% 31,7% 26,2% 30,2% 38,3%

Japan

62,9% 66,4% 71,7% 69,3% 70,6%

Mexico

29,9% 46,2% 55,5% 59,6% 72,3%

Spain

64,8% 66,1% 79,8% 77,1% 70,8%

Russia

53,4% 55,5% 58,6% 62,9% 66,6%

United Kingdom

33,1% 48,3% 58,1% 64,5% 66,8%

United States

34,7% 58,4%

Brazil

44,8% 73,4%

Global

Smartphones are transformingthe device landscape

Q: Thinking about using the internet, which of the following activities have you done

n the past 6 months? Manage a profile on an existing social network (eg. Facebook)

Base: Global

Wave 6 7

36,6% 68,4%

India

44,1% 80,6%

Spain

59,5% 90,6%

China

41,3% 72,9%

Italy

28,5% 62,4%

Russia

37,8% 69,5%

France

22,0% 46,1%

Japan

52,5% 77,3%

United Kingdom

39,1% 74,3%

Germany

44,9% 66,3%

Mexico

43,8% 67,5%

United States

12,0% 35,2%

Brazil

19,4% 33,3%

Global

Tablets are also making a big impact

Q: Thinking about using the internet, which of the following activities have you done

n the past 6 months? Manage a profile on an existing social network (eg. Facebook)

Base: Global

Wave 6 7

19,5% 26,2%

India

14,0% 35,5%

Spain

33,0% 46,9%

China

13,7% 31,0%

Italy

9,6% 31,6%

Russia

11,2% 27,5%

France

7,8% 10,6%

Japan

12,1% 28,4%

United Kingdom

13,2% 26,5%

Germany

16,1% 28,4%

Mexico

14,4% 31,6%

United States

Microblogging continues its meteoric rise

Q: Thinking about using the internet, which of the following activities have you done

in the past 6 months? Use a Microblogging service (eg. Twitter)

Base: Global

14,9% 33,2% 42,9% 51,9%

Global

13,4% 43,9% 47,6% 51,9%

Brazil

26,3% 53,1% 71,5% 47,7%

China

4,1% 8,8% 12,2% 47,7%

France

6,2% 7,7% 15,9% 47,7%

Germany

24,4% 45,5% 42,9% 44,6%

India

9,4% 11,1% 17,7% 34,1%

China

14,9% 19,5% 31,8% 22,4%

Japan

15,8% 33,4% 40,1% 46,5%

Mexico

11,5% 19,1% 24,8% 39,9%

Spain

14,2% 19,9% 25,8% 25,1%

Russia

6,4% 19,3% 26,8% 38,3%

United Kingdom

8,5% 18,8% 22,1% 32,9%

United States

Wave 4 5 6 7