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Global research project reveals major changes in online behaviour

The largest ever global research project into people’s online activities and behaviour – Digital Life – is launched by TNS, the world’s biggest custom research company. Covering nearly 90 per cent of the world’s online population through 50,000 interviews with consumers in 46 countries, the study reveals major changes in the world’s online behaviour. Core data from the study is being made publicly available via an interactive website – www.discoverdigitallife.com

Among the key findings of the study:

  • Globally, people who have on-line access have digital sources as their number one media channel. 61% of online users use the internet daily against 54% for TV, 36% for Radio and 32% for Newspapers.
  • Online consumers in rapid growth markets have overtaken mature markets in terms of engaging with digital activities. When looking at behaviour online, rapid growth markets such as Egypt (56%) and China (54%) have much higher levels of digital engagement than mature markets such as Japan (20%), Denmark (25%) or Finland (26%). This is despite mature markets usually having a more advanced internet infrastructure.
  • Activities such as blogging and social networking are gaining momentum at huge speed in rapid growth markets. The research shows four out of five online users in China (88%) and over half of those in Brazil (51%) have written their own blog or forum entry, compared to only 32% in the US. The Internet has also become the default option for photo sharing among online users in rapid growth markets, particularly in Asia. The number of online consumers who have ever uploaded photos to social networks or photo sharing sites is 92% in Thailand, 88% in Malaysia and 87% in Vietnam, whilst developed markets are more conservative. Less than a third of online consumers in Japan (28%) and under half of those in Germany (48%) have uploaded photos to such sites.
  • Growth in social networking has been fuelled by the transition from PC to mobile. Mobile users spend on average 3.1 hours per week on social networking sites compared to just 2.2 hours on email. The drive to mobile is driven by the increased need for instant gratification and the ability of social networks to offer multiple messaging formats, including the instant message or update function. When looking at how the digital landscape will change in the future, research shows that consumers expect their use of social networking on mobiles to increase more than use through PC. In the US, for example, a quarter (26%) of online consumers expect their use of social networking on a PC to increase in the next 12 months compared to over a third (36%) who will be looking to their mobile to increase usage. In Australia the figures are 26% and 44% respectively, and in Sweden they are 28% and 53%.

Global research project reveals major changes in online behaviour

Video: What is LinkedIn?

LinkedIn has its own video where in plain English the concept behing online professional networking, and LinkedIn in particular, is explained. In 2 minutes you’ll get a good overview:

This ‘What is LinkedIn?‘ video is also available in other languages: Video: What is LinkedIn?