UM’s WAVE research into the phenomenal growth of social media is the most robust data set in the world. Affectionately called "Power to the People," this annual social media tracker has mapped key changes in consumer uptake and usage of social media platforms for the past four years.

The latest iteration—WAVE 4—tracked  23,200 active Internet users in 38 countries during Spring 2009, providing an exhaustive study and a wide range of insight. Power to the People provides in-depth understanding into the dramatic changes driven by the uptake of social media, including: How consumers use social media and what motivates them to use it How social media influences consumers’ purchase decisions How social media allows consumers to influence the purchase decisions of people they don't know Which brands are using social media most effectively What should be done to maximise the effectiveness of brand communication in these spaces   If you want to know more about WAVE 4 and how smart use of social media could help your brand contact: waveAPAC@umww.com for Asia-Pacific requests waveEMEA@umww.com for Europe Middle East and Africa waveLATAM@umww.com for Latin & South America waveNA@umww.com for North America