THE LANGUAGE of CONTENT
Welcome to Wave 8 The Language Of Content
2
Executive Summary
4
What is Wave?
5
The Content Overload
15
The Reputation Economy
21
The Language of Content
35
The Medium Is The Message
43
Smartphone At The Heart
49
Summary
59
Contact details
61
3
Content can mean almost anything. A tweet or War and Peace, a selfie or Old Master. And every website implores you to click on a “weird but amazing tip” and every ad seems to come with an invitation to see more on Facebook. It’s all content and most of it is only a click or two away. We are inundated by it.
Welcome to the Language of Content
So how do you get brand content to stand out and how do you motivate consumers to share it? Well the answer, somewhat surprisingly, comes from understanding the effect this deluge has had. Content has become so plentiful, and the social platforms have made it so easy to share, that it is now a natural part of our everyday language. We use content, be it a YouTube clip or interesting article, as a way to keep in touch, make new friends or impress others. We think it’s this understanding of how consumers use content that is key and it’s why we have titled this Wave 8 - The Language Of Content. We believe understanding this language is key to creating content strategies that are viral at their heart. Glen Parker Head of Mediabrands Marketing Sciences G14
5
What is Wave?
Executive Summary All content ever created is now just a click away and part of our everyday conversation. This Language Of Content has become a fundamental part of our self-expression and has become intrinsically linked with our online reputations.
understanding of this language. Knowing what the consumer wants to say enables brands to move away from simply creating something ‘informative’ or ‘entertaining’ towards building content that becomes a powerful ‘social currency’.
As a result we are actively managing our own content strategies and becoming emotionally connected to brands that help us do this. The way to develop and spread compelling content is through an
The smartphone sits at the centre of The Language Of Content. It’s now our primary device for meeting our needs and all content strategies need to have the smartphone at their heart.
Wave is an online research survey that has run annually since 2006.
We research the Active Internet User: those who use the internet every day or every other day…
All Wave surveys are self-completed and the data collected is purely quantitative.
They drive the adoption of platforms and devices and determine which will become dominant.
There is much more data available in the study that we are not able to make available here. If you need any more information please do not hesitate to contact us. Glen Parker
Liz Haas
Hollie Bishop
Leah Breckman
Head of Mediabrands Marketing Sciences G14
Research Director UM G14
Research Executive UM G14
Research Executive UM G14
7
Wave is powered by Curiosity Works
At UM we have a philosophy that we call Curiosity Works. This philosophy drives us to continually seek new insights that we can use to unlock the competitive advantage of media and fuel brand growth.
The Wave project is Curiosity Works come to life. Each Wave study is run in collaboration with 65 UM offices around the world, with each volunteering to take part each year. This collaboration is driven solely by UM’s culture of collective Curiosity.
9
The Wave 8 universe represents the world Argentina Australia Austria Azerbaijan Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Croatia Czech Republic Denmark Dominican Republic Ecuador
Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Latvia Lithuania Macedonia
Malaysia Mexico Netherlands Norway Pakistan Paraguay Peru Philippines Poland Portugal Puerto Rico Romania Russia Saudi Arabia Serbia Singapore Slovakia
50,021 65
South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Turkey Ukraine United Arab Emirates United Kingdom United States Uruguay Vietnam
respondents representing countries
1.3bn
active internet users worldwide 11
The Story of Wave is the Story of Why In 2006, UM embarked on the Wave project to measure the scale and impact of social media across the globe. Over the course of this project Wave has taught us that this is not just a story of unprecedented growth but also one of social evolution. Therefore, with each Wave we strive to widen and deepen our understanding of social media and bring the insight that will help brands navigate successfully.
Motivation Influence Visual 38 countries 23,200 respondents
Social
29 countries 17,000 respondents 21 countries 10,500 respondents
15 countries 7,500 respondents
2003
2004
2005
Wave 4 Wave 3
Wave 2 Showed how social media moved from a text-based medium of bloggers and comment posters to a fully audio-visual one full of content creators and sharers.
Wave 1 Demonstrated that social media was living up to the hype; there was a large and active community communicating online.
2008
2007
2006
2006
2009
2007
2008
Charted the democratisation of influence, how social media was driving greater means and opportunities for consumers to influence their peers.
2009
2010
2011
Examined the reasons behind the huge growth in social media by understanding the motivations behind the use of different social media platforms - showing that consumers engage with a platform because it meets specific consumer needs and all platforms meet these needs differently. 2013 2014
13
Wave 8
Needs CRACKING THE SOCIAL CODE The Story of Why B
A
4 J
C
D
3
F
E
2
3
E
4
5
D
C
4
5
6
F
6 B 7
3
2
1
M
1
0
0 9
@
N
O
8
P
8
O P
6
!
6
Q
7
R
7
Z
8
8
9
Y
9
S
1
0
W
X
1
0
U
T
4
3
2
U
V
2
V
5
T
3
W
S
4
! 6
?
5
Z
%
N
R
6
5
4
7
@
Q
7
4
M
3
?
#
3
5
X
Y
Told us there was a huge demand for social interaction with brands. However, the nature and depth of this interaction varied widely from person to person and category to category. Those brands that created the right experience benefitted enormously - generating brand loyalty, endorsement and sales.
L
2
Wave 5
Showed us that meeting different consumer needs delivers different outcomes for brands. For example, some will create loyalty, whilst others will deliver sales. Therefore actually knowing what consumers need and how brand objectives can be met is the key to long-term social success.
2
1
Wave 6
1
2010
2013 2012
2011
K
9
0
%
0
72 countries 49,600 respondents
Social media tracker 2012
62 countries 42,000 respondents 54 countries 37,600 respondents
J
9
#
L
8
9
2
I
THE BUSINESS OF SOCIAL
Brands
G
7
A
K
4
3
1
6
8
Business
G
H 5
H
I
2
1
6
5
Shows us that, in a world of ubiquitous content, consumers use content as part of their everyday language. It is understanding this language that lies at the heart of creating inherently viral content.
2014
Content
Wave 7 Told us that the insights we get from an understanding of social behavior aren’t just relevant in the social space but are, in fact, inherent human truths that underpin consumers’ relationships with products and brands. We therefore need to understand how to leverage these insights using all brand assets, both above the line and in the digital social space, to create a coherent and compelling whole.
THE LANGUAGE of CONTENT
65 countries 50,000 respondents
15
Content Overload
17
Content is everywhere; we aren’t suffering from a shortage. We are bombarded by websites, movies, video games, apps and podcasts. There is no way anyone could possibly consume even the tiniest proportion of it.
So in this world where all the content ever created is just a click away, how can content from brands compete for attention? Well it does and increasingly so. The question is “Why?”.
19
RELATIONSHIP LEARNING Seek opinion Explore
Stay in touch
Keep up to date
Self-promotion Change opinions
So we tried to understand why OUR content had worked and we found a clue on Slideshare. We have received around 696,000 views but it’s not this impressive number that is most interesting.
It’s the fact that when you read the responses you realise that the value of content really lies in what people are doing with it, not just what it says. They are using the data in their own presentations, using it to build their own blog readerships and online reputations. Eight years of Wave research has shown us that there are 5 real, human and fundamental NEEDS that underpin all social behaviour: learning, relationship, diversion, progression and recognition. These needs are as important in the world of content as they are in the social space.
Share knowledge
Learn
696,000 Slideshow Views As we began our study of content we realised that the Wave studies themselves were actually a good place to start. The whole Wave project from day one has been an exercise in content creation. One of our fundamental principles has been to share our insights as widely as possible and as a result Wave has found itself shared all around the world.
Belong
Hang out Have Fun
Express yourself RECOGNITION
Be creative
Earn respect
Escape
DIVERSION
Make money Build a career
PROGRESSION
21
The Reputation Economy
23
We are emotionally invested in...
...the things we share 25
You could be forgiven for thinking that, because every social platform makes sharing as frictionless as possible, it has become a purely functional act. In fact it is anything but. People care deeply about how the things they share are received by others.
When we asked people how happy they felt when someone made a comment about something they shared, it was startling to see how much they craved recognition and a positive response. % who are unhappy when someone responds to their sharing by...
40% % who are happy when someone responds to their sharing by... 62%
57%
56%
28%
55% 41%
Ignores it completely
Makes an comment about it
Shares something inspired by it
Shares it with others you know
Likes it/shows appreciation
Unfollows/blocks you
Shares it with others you don’t know
And when our sharing is ignored or received negatively, it has the reverse effect. In fact it is not uncommon for people to delete posts and tweets that have receive no recognition from peers.
Q: You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone...? % who are happy (ticked 8, 9 or 10) Base: Global
Q: You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone...? % who are unhappy (ticked 1, 2 or 3) Base: Global 27
% in each market who are happy when someone responds to their sharing by... 68% 63% 58%
71%
68% 64%
Makes an interesting comment about it Shares something inspired by it Likes it/ shows appreciation
This desire for recognition is a global truth
62%
57%
55%
Brazil
China
44% 35% 39%
48% 37% 44%
60% 58% 54%
France
Germany
India
55% 45% 50%
72% 70% 59%
Italy
Mexico
Spain
43% 36% 39%
54% 50% 49%
United Kingdom
United States
70% 67%
Global
Russia
61%
51% 46% 44%
Q: You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone then...? % who are happy (ticked 8, 9 or 10) Base: Global 29
“I would love to become famous online”
In fact, reputation and reward go hand in hand We instinctively know that having a good reputation makes us feel good. But the link between reputation and reward is more direct and powerful than you might think. In 2008 the National Institute for Physiological Sciences in Aichi, Japan, mapped neural responses in the brain to different rewards. One reward was financial; subjects played a card game and were rewarded with money for winning. The second was reputational; subjects were shown a picture of their face with a positive or negative description underneath, supposedly written by their peers.
We care about our online reputation
When the subject’s brain was monitored it showed that the brain responded in exactly the same way to the financial reward as it did to positive reputation.
What drives these emotions? Why do people care so much? It’s because we are seeing a generational shift in attitude towards the perceived value and importance of online reputation.
43%
15%
16 years old
54 years old
In other words, our brains consider personal reputation to be as valuable to us as money.
Q: Below is a list of statements. Please answer reflecting your opinion. [Completely or somewhat agree] Base: Global 31
Which is why Bloggers are role models Swedish video game commentator PewDiePie has 34 million YouTube subscribers
But you don’t have to look very far to see even clearer evidence that managing your online persona leads to reward. Once upon a time, blogging was an activity people did to indulge their own passions. Now bloggers are superstars and there’s a huge amount of money to be made in the blogosphere. As a result people see the value in curating a positive online persona. They may not want to be bloggers themselves but the link between having a strong online reputation and success has been made very clear.
UK fashion and beauty blogger Zoella has 7 million YouTube subscribers
Q: Do you trust bloggers/vloggers opinions on products/services? [Completely or somewhat agree] Base: Global 33
The content we value for our own consumption is not always the content we share...
Useful & something that others don’t know
LEARNING
15% 26%
Helps you connect with new people
40%
value it
Provides experiences to share with friends/family
30%
Something you RELATIONSHIP can share
Tells you something new & unexpected
20% Provides useful info/’how to’ tips
share it
Inspires you
10%
0 Teaches you about the brand
Entertains you
DIVERSION Interesting or controversial & will spark a debate
About a person you find interesting
Expresses your point of view
RECOGNITION
Promotes a cause that’s important to you
Content I SHARE
Helps you indulge your passions/interests Sets you a challenge
PROGRESSION
... because in the reputation economy, everyone manages their own content sharing strategy This desire to develop an online reputation has a fundamental effect on the world of content and explains the difference between what is valued and what is shared.
People are much more likely to share content that expresses their point of view. In other words, they share content that allows them to communicate something to others.
Content I VALUE
Q: When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others? Base: Global
Q: When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others? Base: Global 35
The Language of Content
37
Different types of content meet different objectives
40%
39%
index 114
index 117
Brands create content because they want to meet a specific communication goal. With Wave 8 we didn’t just ask what kind of content people like but also how they felt about the companies that shared it with them. The data shows clear differences in the ability of content to meet brand objectives.
Entertaining content delivers desire for the brand
Providing content to share with friends or family helps consumers feel loyal to the brand
40%
30%
Controversial content is better at driving brand awareness
Content that teaches you about the brand is best for prompting trial
index 116
index 112
Q: Which 3 statements best describes how this would make you feel about the company/its products/services? Base: Global 39
When we map this understanding of brand objective alongside the content the consumer values, we can start to identify areas for content development.
Drives Awareness
So we identify the content that’s valued and meets our objective
Interesting or controversial and will spark debate Entertaining & fun
Teaches you about the brand
Promotes cause
Inspires you
Express yourself Sets you a challenge
Is useful and something others don’t know Connect with new people
Person you are interested in
Something you can share with others
Experiences to share with friends & family
Helps you indulge your passions and interests
Content I Value
Tells you something new and unexpected Provides useful info/ how to tips
Q: When you see any of this content shared with you by brands directly (or shared by other people), do you value this content most when it…? / Which 3 statements from the list below best describes how this would make you feel about the company and its products or services? [Remember it] Base: Global
41
To meet new people
LEARNING To seek others opinions To explore the world around them
35%
RELATIONSHIP Stay in touch with friends
30%
Feel a sense of belonging
25%
To keep up-to-date
And then understand the motivation that would make consumers share
Feel companionship
20% To learn something new
15%
To “hang out”/ waste time
10% To share knowledge
5%
To have fun/ be entertained
0 To earn the respect of others
So once you realise that content is being shared for social reasons, it becomes important to know what those reasons are. When we look through the lens of the five Wave need states we can see that:
To escape from everyday life
To express themselves
To be creative
DIVERSION
To promote themselves
To make money
To change people’s opinion
To build their career
To share new experiences
Express their emotions
To make contacts for work
RECOGNITION
Inspiring content
When people share inspiring content they do so to express their creativity and learn
When people share controversial content, they are trying to seek opinion
PROGRESSION Content that promotes a cause
Controversial content
When they promote a cause, they want to belong, change opinions and earn respect.
Q: Now we would like you to think about why other people share the kinds of content you said you like. Why do you think someone would share content that… Base: Global - Value that type of content 43
The Medium is The Message
45
In the reputation economy, our use of social platforms is becoming more deliberate
Seek others people’s opinions
LEARNING
Stay in touch with friends
50%
Explore the world around them
The influence of social platforms is growing but our use of social media is also becoming more sophisticated and deliberate.
Meet new people
60%
RELATIONSHIP
Feel like you belong
40% Keep up-to-date
Share knowledge
30% 20%
Learn something new
Share new experiences
10%
People are realising their potential for advancement
As we manage our reputations we are becoming aware of social networks as places that can benefit us financially too. We see that in social networks such as Facebook, and in microblogs such as Twitter, where the largest rise in the last year has been in the number of people saying that these are good places to ‘make money’.
0
Hang out or waste time
Earn respect
DIVERSION Be creative
Promote yourself
RECOGNITION
Change opinions
Make contacts for work
Make money
24%
25%
Have fun/ be entertained
Express yourself
Social networks
30%
20%
15%
18%
16%
19%
22%
16%
Microblogs
PROGRESSION
10%
Wave6
Wave7
Wave8
Q: “Please select which of them you think does a good job when you want to…” [Social Network e.g. Facebook, Google+] Base: Global – Visited a Social Networking site in the last 6 months
Wave 6
Wave 7
Wave 8
Q: “Please select which of them you think does a good job when you want to... make money.” [Social Network e.g. Facebook, Google+] [Microblog e.g. Twitter, Weibo] Base: Global – Visited a Social Networking site in the last 6 months, Used a Microblogging service 47
Methods used to share this content
Wave 8 demonstrates that we need to place content in the right context
17% Phone
25% Where we place content also has an impact on how the message is received. Content shared with friends and family is much more compelling in a closed app or message service, whereas the forum or social network is seen as a more appropriate place to express your point of view.
24%
Forum
15%
19%
App
25%
29%
Messaging Service
36%
49%
Social Network
45%
0%
10%
20%
Expresses your point of view
30%
40%
50%
Share with friends or family
Q: When you share this content with others, which methods do you use to share it? Base: Global – All Who Share Each Type of Content 49
Smartphone at the heart
51
As we showed in Wave 7, our fundamental human needs are now dependent on our ability to get online. As the smartphone becomes the most dominant internetconnected device, we become more reliant on it than ever.
The smartphone has greater reach than the PC This year we saw the smartphone reach a significant milestone in our study. For the first time, the smartphone has become the device with the highest penetration; not just
outstripping the desktop and laptop PC, but actually driving a decline in overall PC penetration.
69% 70% 69%
Desktop
64%
Laptop/Netbook/ Convertible Touchscreen
82% 78% 19%
Full sized tablet
33% 39%
e.g. iPad, Samsung Galaxy
Mini Tablet
20% 25%
e.g. iPad Mini, Kindle Fire
45% 73%
Smartphone
84% 70% 53%
Mobile Phone
40%
0%
20%
40%
60%
100%
80% Wave 6
7
8
Q: Which of the following devices do you own? Base: Global 53
Smartphone penetration
The smartphone is a human need everywhere
95.4%
77.5% 58.4%
59.5%
34.7%
Brazil
84.2%
China
39.1%
73.4%
82.8%
44.8%
37.8%
France
81.8% 68.4%
74.3%
Global
76.5% 69.5%
90.6%
85.4% 72.9%
36.6%
Germany
41.3%
India
Italy
89.9%
83.1%
57.9%
80.6%
66.3% 46.1%
22%
44.9%
Japan
Wave
6
7
Mexico
44.1%
Spain
8 81.7%
76.7%
72.7% 77.3%
62.4% 28.5%
Russia
52.5%
United Kingdom
67.5%
43.8%
United States
Q: Which of the following devices do you own? Smartphone (e.g. iPhone, Android mobile, Windows Phone, Blackberry) Base: Global 55
In some markets, more time will be spent with smartphone than PC very soon
Socialise with others Research something throughly Share something 80%
LEARNING
Learn something new
% who agree with “I think I’ll spend more time online via mobile than PC in future.”
Be creative
60%
Explore the world around you
Have fun/be entertained
40%
Make contacts for work
Hang out or waste time
20%
Earn respect
RELATIONSHIP
Relax DIVERSION
RECOGNITION
0
Change opinions
Read content
Organise something
Watch content
Build your career
Ward off boredom
Organise something
Play a game Manage my life
Get something done PROGRESSION
Find your way
Laptop
Make a purchase
Tablet
You would only have to have gone back one year to Wave 7 to see that the laptop was the dominant device in meeting almost all of the consumer needs. In the last year the smartphone has become the most powerful in meeting more than half of them.
Q: “I think I’ll spend more time online via mobile than PC in Future” [Completely or somewhat agree] Base: Global
Access information quickly
Smartphone
The most significant change in the past year is that in 2013 when interviewed for Wave 7, 30.9% of smartphone owners agreed that their device was good for making a purchase. In 2014, Wave 8 shows an increase to 42.7%.
Q: “Please select which of them you think does a good job when you want to…” Base: Global – Own Each Device 57
60%
And content consumption is moving in one direction only
50%
The laptop still remains the main device for consuming online videos, however consumption is migrating very quickly towards smartphone and tablet.
40%
38%
31%
30% 24%
60% 50% 40%
56%
20%
48% 41%
19%
39%
30%
10%
20%
Wave
10%
7
8 0%
0%
Desktop
Laptop
Tablet
Smartphone
Q: “Please select which devices you have used to do these activities” [Watch video clips online] Base: Global 59
Summary
61
About this report
In Summary Wave 8 has shown how content has become part of our everyday conversation, which brings both challenges and opportunities. People love content, including from brands, but how can you make an impact when you are a snowflake in a blizzard?
Wave 8: The Language Of Content is part of UM’s ongoing research programme aimed at exploring the huge changes taking place in communication technologies. The studies have been running annually since 2006. If you have any questions about this report please contact:
G14/EMEA Glen Parker Head of Mediabrands Marketing Sciences G14/EMEA
[email protected] We think content is at its most powerful when it doesn’t just inform or entertain, but when it acknowledges the potential of the new reputation economy. A generation has grown up curating online personas with skill and sophistication, to the point where personal success and reputation have become indelibly linked. Therefore we believe the opportunity is to create content that consumers value and that meets the brand objective, but crucially has a social motivation to share at its heart. Do this and you turn a content strategy into a social currency that has real value to consumers and to the brands that create them.
APAC Natalie Pidgeon Chief Strategic Officer Asia Pacific, IPG Mediabrands
[email protected] NORTH AMERICA Huw Griffiths Global Chief Product Officer
[email protected] LATIN AMERICA Mario Mejia Product Catalyst, LATAM
[email protected]
http://wave.umww.com
63
Thank you to the global Wave team Argentina Ornella Carricarte Veronica vega Cigoj
APAC Natalie Pidgeon Pablo Gomez David Clugston Madhavi Tumkur Janice Tan
Marko Bojic Vera Radanovic
Dominican Republic & Puerto Rico
Canada
Ruben Rodriguez Lourdes Escasena
Chris Herlihey Demetri Giannatselis Leith Higdon Loraine Cordery Katie Prentice
G14
Japan
Paraguay
Jim Hytner Jody Louie Genevieve Loriant Alice Archer Vicki Bean Scott Holmes Eric Weaver Sarah Scrutton Magdalena Werner Howard Nead
Hiroko Yamamoto Muneaki Sawame Shinobu Sekiguchi
Claudia Chamorro
Giedre Plepyte
Poland
Kristina Randver
Hong Kong
Macedonia
Finland
Craig Harvey Chris Kwok
Maja Stojanoska Biljana Pesevska Roza Petrovska
Anna Niemczyk Rafal Janek Dorota Reykowska
Ecuador Martin Jaramilo Darwin Torres Carlos Virues Juan Manuel Garcia
Chile Australia Jane Watson
Austria Valerie Weichhart Tina Hofbauer Wolfgang Jumgmayr
Astrid Kuzmanich Alejandro Ayala Martin Osorio Estrella Mermet
China
Azerbaijan
Renee Chan Emma Teng Cindy Dai
Nigar Shukurova Adela Sadiqzade
Colombia
Brazil
Ana Fonseca Olga Gaitan
Carolina Buzetto JulianaMarques Nasciemento Andre Hosoume
Belgium Tamara Vanspauwen David Lecouvet Jonathan Janssen Sandra Jansen Pierre Pissoort
Bosnia, Bulgaria & Serbia Biljana Kolakovic Katarina Kostic Bojan Rendulic Nermina Mašala Aleksandar Kotev Marija Joksimovic
Croatia Liljana Ivoševic Goran Brkic Mario Lovric Tomislav Loncaric
France Francois Polini Vivien Sy Guillaume Theaudiere
Germany Jessica Seis Anna Zmuda Philipp Buhse Michael Hofsaess
Global
Pavel Koren Gabriela Platilova Martin Jasovsky Jiri Miksik Martin Cerha
Daryl Lee David Tucker Huw Griffiths Hamish Kinniburgh Fiona McRobert Laura Zampa Liz Medina
Denmark
Greece
Niels Forsberg Hanne Skjot-Jensen Julie Jürgensen
Dominique Mikaits Marie Maramenidou Stavros Stavropoulos
Czech Republic
Marisa Cavero
Latvia Aivars Avotins Marija Abola
Hungary Edina Szabo Biro Gabor Eros Attila Viktoria Strumperger
Malaysia Ratnakar Mani Priyanka Bora
MENA India Satish Pai Aditi Mishra Nandini Dias
George Papandreopoulos Julie Caironi Bernard Moussa
Chito Jusi Saj Ocampo
Ireland Mark O’Flaherty Laura Rickard
Sonia Atilano
Netherlands Thirza Commandeur Menno van der Steen Rik Ruts
Spain
Ukraine
Ana Garcia Blanco Laura Alvarez Susana Peregrina Cristina Moyano Ana Gonzalez
Iryna Yuferova Olga Lavrova
Yvonne O’Brien Michael Brown Claire Spencer Geoff Copps Erika Layden
Uruguay Natalia Neves Nicolas Ramonde
Sweden Portugal Rita Maria Martins Pedro Batista Franciso Teixeira Telma Peres Pedro Sousa Catrina Lorena
Maria Carlsson Bodil Grapendal Urban Hilding Marika Kjellman Christian Viklund Gunilla Eklof
Switzerland Romania Anca Bacaianu Larisa Mereuta
Mexico Indonesia Rina Anharini Jessica Arawinda
UK
Philippines
Lithuania
Estonia
Minna Rasanen Kata Gregory
Peru
South Korea Hyunsuk Lee MJ Kim Nicky Kim Minyung Shin Hyelim Eun
Russia Daniil Borodin Baldin Evgeny Galina Anikina Singapore Sandeep Singh
Norway Israel Eyal Kaplan Lior Shvo
Elise Sandbu Thomas Svensen Tor-Aksel Ødegård
Slovakia Marek Jakubovie Richard Szabo
Italy Elisabetta Clementi Diana Parrini Lisa Malago
Pakistan
South Africa
Haroon Masood Naqvi Nadya Masood Hashmi
Cobie Van Jaarsveld Bruce Williamson Brad Smale
Xavier Reynaud Jürgen Storp Maria Friedel Monika Nemedi
USA Kevin Moeller Graeme Hutton Denh Dip
Vietnam KC Nguyen Duy Vo
World Markets Amy Watt Mario Mejia
Taiwan Chris Chiou Julia Lee
Thailand Khanokkhan Prajongsangsri Surasri Pramuke Nattapon Lertsrimongkol
Turkey Basak Tasdemir Erman Caglar Can Ozcan
65