UM Wave 8 - The Language of Content (english)
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Wave 7 8
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Share of Facebook users aged 16-29 is increasing lightly,
but checking the timeline is not part of their daily routine
16-19 16-19 20-29 20-29 30-39 30-39 40-49 40-49 50-54 50-54
Wave
7 8
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32% 39% 40% 43% 31% 43% 28% 32%
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Mobile device
& services
Luxury goods
Beauty & hair
care
Entertainment Travel
Food
Sport
Finance Cars
Consumer
electronics
Child care
Health &
Wellbeing
Game consoles Alcoholic drinks
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Relationship
Diversion
Learning
Progression
Recognition
Helps you connect with new
people
Provides experiences to share
with friends/ family
Something you can share
Inspires you
Entertaining & fun
About a person you find
interesting
Helps you indulge your passions/
interests
Sets you a challengePromotes a cause that's
important to you
Expresses your point of view
Interesting or controversial & will
spark debate
Teaches you about the brand
Provides useful info / 'how to'
tips
Tells you something new &
unexpected
Useful & something that others
don't know
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Would increase the likelihood to remember the brand
Gives you a deeper understanding of the brand
Makes the brand more desirable
Makes you want to know more about the brand
Makes you want to test the brandLeads you to make a purchase
Makes you feel valued as a customer
Makes you want to spend more time with the brand
Makes you recommend the brand to others
0%
10%
20%
30%
40%
50%
60%
…provides useful info / how-to-tips …teaches you about the brand …useful & something that others don't know
AWARENESS
EDUCATION
DESIRE
SEEK MORE
TRIAL TRANSACTION
COMMITMENT
INVOLVEMENT
RECOMMENDATION
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Helps you connect with new people
Provides experiences to share with friends/ family
Something you can share
Inspires you
Entertaining & fun
About a person you find interesting
Helps you indulge your passions/ interests
Sets you a challenge
Promotes a cause that's important to you
Expresses your point
of view
Interesting or controversial & will spark debate
Teaches you about the brand
Provides useful info / 'how to' tips
Tells you something new & unexpected
Useful & something that others don't know
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