UM Launches Wave X Remix Culture

May 10, 2019 | Share this article

Wave X

UM has launched the tenth installment of the much-celebrated Wave study – this time focusing on Remix Culture. With event launches across EMEA, it is gaining huge amounts of traction in the industry and, once again, showcasing the brilliant data and insight talent and resource we have within the network.

The study offers a unique lens on culture – influenced by growing minority groups, sub-cultures and diverse voices – and is already proving an invaluable source of insight. It is a strategic framework that enables the development of a comprehensive strategy to connect our clients to audiences and guide them through the cultural and societal trends that are most meaningful to harness for brand growth.

Here is a summary of the key findings from Wave:


We don’t trust what we see online, especially influencers, according to UM’s Wave X global research study:


New research has found that the vast majority of internet users lack any confidence in what they see and read online. Only 8% of them globally think that three-quarters or more of the information they get from social media is true – dropping to 4% when it comes to information from supposedly trusted influencers like celebrities and bloggers/vloggers.

By comparison, even governments are seen as more trustworthy than most influencers – 12% think governments are mostly truthful, although falling to 8% and 6% in the UK and US respectively.

Surveying more than 56,000 active internet users across 81 countries, this year’s survey found that in an age of increasing uncertainty many people worldwide simply don’t trust what they see online, particularly on social media:

● More than half of UK internet users (54%) believe most of the news they see online is fake. A similar 46% of all users worldwide agree
● Less than half (44% in the UK, 47% globally) now say they’re influenced by opinions shared online, compared to 46% (globally 54%) in 2017
● Around half (47% both globally and in the UK) say they have less faith in experts and institutions than they used to
● Less than half trust bloggers/vloggers’ opinions on products and services (only 36% in the UK, 42% globally)

Falling out of love with online social spaces:


The study also paints a picture of changing attitudes towards our digital lives, with people starting to feel less tied to social media. The percentage of respondents globally who ‘worry about missing out if they don’t visit their social networks’ dropped by 4% from the Wave 9 study in 2017, from 50% to 46% – and from 41% to 39% in the UK.

And when asked which platforms people worldwide would describe as a ‘great place for someone like me’, the non-interactive sites Netflix and YouTube came first and second (with 28% and 27% agreeing, respectively), with Spotify third on 27%. The ‘traditional’ interactive social platforms like Facebook, Twitter, Instagram and Snapchat all ranked outside the top five.

Where social networks still have a role are as an enabler of communities and in fostering a sense of belonging. More than half of internet users (51% in the UK, 60% globally) consider those networks to be ‘an integral part of their social life’. The number of people who say that online social platforms as a whole help them to feel that they belong is up by 5% globally and by 4% in the UK compared to the Wave 5 survey in 2010.