Wave is one of the world's largest and longest-running examinations of the impact of social media on today's global marketplace. The UM study explores changes in communication technology and ways in which social media affect consumer habits. The data gathered is an information goldmine for brands attempting to foster connections with their targets and it gives UM a strategic media planning advantage with the ability to accurately forecast consumer behaviour.

Conducted in July 2010, this fifth instalment of Wave covered 85% of the worldwide internet population - studying behaviour across 53 different countries, and with 36,800 social networkers taking part around the world.

To launch Wave 5 in the UK, UM London embarked on a PR campaign like no other before it, encompassing: Print ads in the Telegraph, an exclusive press event launch at London Business School, Q&A session with a panel of experts from Facebook, Northern Rock, LBS, Microsoft & UM, live online video stream of the whole event, live Q&A via Twitter. It proved a massively successful global & local launch with thousands of downloads of the research and hundreds of news articles reporting key findings from Wave 5.

The key findings of the study include the following: Social media is an incredibly dynamic environment, a deeper understanding of consumer needs and motivations is key to unlocking a real understanding of social media and its users and, almost half of the Active Internet Universe has already joined a brand community.

Social Media is an incredibly dynamic environment. Terms like "friend" and "influencer" are no longer adequate to describe the array of social activity and interaction that is occurring amongst the vast communities now being built online. A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users. This report barely scratches the surface of the rich insight and detail available; containing information for 20 categories in more than 54 countries. For further information please contact us.