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Simon Beardow - Deputy Director, British Council, Vietnam

Saturday, 9 April 2011

Women Do More of Both

According to a recent Neilsen report, women text and talk more than men.


Consumers over 55 are less inclined to text than others but all consumers under this age use their devices for texting messages, far more than they do for phone calls.

Woman text 30 percent more overall than men. The male of the species however indulges in more data rich activities such as surfing the Internet (31% for men vs. 29% for women), reading and sending e-mail (33% vs. 30%) and downloading apps (24% vs. 21%).

The same study also found that men are doing more shopping (as there are more of them laid off from regular employment) and women are watching more TV.

Women remain the biggest spenders per trip by about $10 per trip and this finding is probably that  they spend more on their planned weekly shopping for, and with, the family.

It would however be a step to far to say that men are what might politely be termed 'unstructured shoppers'.

Online shopping is a favourite of both sexes with women having the edge.  Men are more involved in online auctions.

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Wednesday, 6 April 2011

On The Ball - How Social Media Is Building The Rugby World Cup Buzz


It hasn't been the easiest of tasks promoting a world class event such as the 2011 Rugby World Cup.  Shortly after New Zealand won the rights to stage it the world plunged into a deep financial recession which must have put a dent on ticket sale projections.

Then followed two significant earthquakes that affected Christchurch, one of the main venues for the Cup. The second one on February 22nd caused massive damage and loss of life.

Key Phrases over 6 months - Note February 22nd impact
Click on the chart to view larger version
Undaunted by this malevolent force of nature, the RWC organisers have soldiered on rearranging schedules and shifting venues to other cities.

Hand in hand with the extraordinary circumstances of this global sporting event has been the use of digital media and in particular social media, to build positive buzz about the tournament and entertainments.

As the research in the above presentation reveals online sentiment has largely remained unerringly positive over the past month.


Growth on social media networks is now starting to gain momentum with :
  • 3,000 new twitter followers in the past four weeks
  • 65,000 more Likes on Facebook over the same period
Network associated online with Rugby World Cup -  Note 'Bob Parker' is the Mayor of Christchurch.
Click on chart for the larger version
The main web site receives 159,443 unique users per month and 14, 625 page views per day.  As might be expected most interest in the website comes from rugby playing nations:

New Zealand 31.0%
South Africa 9.9%
United Kingdom 8.4%
Australia 6.6%

A key reason for the success of the event's digital strategy is the integration of various channels; for example the social media icons are clearly visible in the top third of the web page.
Web landing page
With the Rugby World Cup kicking off this September it will also be interesting to see how users of twitter and Facebook record their experience.

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Tuesday, 5 April 2011

What A Difference A Year Makes

Click on the chart to see the larger version

A year on year analysis of social media from January 2010 clearly demonstrates the rapid growth of the major networks.

While Wikipedia is chugging along with 5,000 new contributors Facebook continues to blitz the opposition, signing up 290 million new accounts over the same period.

Note also that users accessing Facebook on their mobile device has grown by over 200 percent to 200 million.  This growth trend will continue

Another significant mover has been the professional network, LinkedIn with a 100% growth and Flickr has now features 5 billion images, which represents a 25% increase in their activity.
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