Abstract:

This presentation reviews results from the Global Web Index, a 16-market syndicated study exploring web behaviour and social media usage. The study focuses on the impact of increased involvement in social media on consumer behaviour, attitudes, purchasing and marketing communications. The impact of social media is examined to understand adoption trends and impact, including the motivation to use the web, global trends in social media engagement, usage behaviour inside social networks, blogs, and consumer perception of brands in social media. The results assess the true impact of social media and the increasingly consumer driven web.