Perhaps the most significant trend is that a mighty 4 in 5 internet users aged 16-64 say they have interacted with a brand in at least one of the 20 different ways we monitor in the GWI survey. And this rises still higher among certain groups – hitting 85% for 16-24s and peaking at an impressive 95% in fast-growth markets such as Indonesia and Vietnam.
Brand websites remain crucial within this process; almost half of internet users say they have visited one in the last month. Somewhat fewer have “liked” a brand (28%) or visited a brand’s social network group/page (22%), but there’s a notable over-index for these behaviors among 25-34s – a group which remains particularly wedded to social media.
Branded videos are a major touchpoint too: 1 in 5 have watched one within the last month and – globally – more people are now visiting YouTube than Facebook each month.