Social media around the world 2011

Business

steven-van-belleghem
PowerPoint Presentation ‹#› What to expect from this presentation? 20 eye-catching facts about social media around the world. >1.000 facts & figures about social media in more than 30 countries. Topics cover main adoption & usage, brand interactions, role of employees in using social media and much more. ‹#› For questions, feedback and remarks, please contact: Prof. Steven Van Belleghem Managing partner InSites Consulting Steven@InSites.eu Twitter: @steven_insites ‹#› Studied countries 9027 consumers (age 15+) across 35 countries, representative for the online population within country on gender, age and e-commerce. Data collected on online research panels, field in Q2 2011. Feedback: @Steven_insites ‹#› 4 Awareness of Facebook is close to 100% More than 1 billion people (>70% of internet population) use social networks. ‹#› People use more than Facebook. In Europe, people join on average 1,9 social networks. In USA it’s 2,1; Brazil 3,1 and India 3,9. ‹#› Average Facebook session lasts 37 minutes, Twitter 23 minutes. More than 400 million people use Facebook daily. ‹#› There is a big Twitter paradox: 80% is aware of Twitter, only 16% is using it. ‹#› Vkontakte is big in Eastern Europe: 55% awareness, 39% penetration. ‹#› Difficult for new social networks to succeed. 60% does not want any new social networks. 93% is happy with what they have and won’t in- or decrease. ‹#› MySpace Facebook LinkedIn Hyves Hi5 Orkut Ning Xing Netlog Twitter QZone Bebo Vkontakte Tagged Friendster Badoo 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50% 60% EUROPE Low High Low High Intention to Increase Current network penetration N Europe = Min 43 – Max 4968 / F = If member of social network Big social networks will get bigger and small ones will get smaller. ‹#› People connect online with their offline friends. People love to connect to people. ‹#› >50% of social network users are connected to brands. ‹#› Offline brand experiences are the main online conversation starters. ‹#› People become a fan on Facebook because they like the product, not because of advertising. ‹#› 36% posted content about a brand on social networks. ‹#› Consumers want to be in the boardroom. 44% is asking to take part in co-creation of products & advertising. ‹#› Positive experiences are bigger conversation starters than negative experiences. People like positive stuff. ‹#› Consumers prefer e-mail over social networks to ask questions to brands. ‹#› 2 out of 3 employees is proud about their employer, but only 19% shares stories on social media: unused conversation potential. ‹#› 38% of internet users has a smart phone. They are more intensive users of social networks than people without a smartphone. ‹#› On average, people install 25 apps on their smartphone, but only use 12. Most used apps are social network apps. ‹#› 12% of smartphone owners is using location based services. ‹#› 4% of smartphone users are familiar with augmented reality. ‹#› 12% use LBS ‹#› 20% of location-based users checks in daily ‹#› Next part of the presentation is a document full with stats about social media. Feel free to use them and share them. We hope they help you to better understand the major changes the world is going through. Questions, feedback or suggestions: Steven@InSites.eu Or on Twitter: @Steven_InSites ‹#› Social Network adoption, usage and other key facts. Connections on social networks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality. ‹#› ‹#› 98% of Europeans are aware of Social Media. 73% of Europeans are member of at least 1 social netwerk. Awareness and usage of social networks is high; In Europe, 98% know at least one social network and 73% are member of at least one network. Social networkers are member of 1.9 networks on average. Emerging markets like China, India and Brazil have a higher social network penetration than (Western) Europe. Membership penetration, average number of networks and daily usage are higher in these countries. In Brazil, 86% are member of at least one network. Brazilian social networkers are member of 3.1 networks on average and 66% log in on a daily basis. Figures for India are comparable or even higher. ‹#› 7 billion People in the world Based on the data from participating countries, we make the following assumption. >1 billion Social network users 2 billion internet users in the world ‹#› North Aware of at least one network 98% Member of at least one network 73% Average number of networks one is member of 1,9 98% 75% 1,5 99% 79% 1,9 97% 66% 1,8 99% 77% 2,2 South West East Western Europe lags behind in social network penetration. Awareness, penetration, average number of networks ‹#› 32 75% 44%* 3,4 86% 34% 1,8 98% 88% 3,9 96% 67% 1,5 97% 86% 3,1 95% 76% 2,1 Aware of at least one network 98% Member of at least one network 73% Average number of networks one is member of 1,9 Awareness, penetration, average number of networks Emerging markets Brazil and India show the highest awareness and penetration of social networks. * The 44% share of social networkers in China is low compared to other countries. This might be due to the fact that some large Chinese networks (eg RenRen) were not included in this survey. ‹#› 33 In Europe, 50% is member of only 1 social network, mostly Facebook. ‹#› ■ 5 or more ■ 4 ■ 3 ■ 2 ■ 1 network 1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8 average N Europe = 5613 / F = If member of social network(s) # of networks one is a member of ‹#› 35 ■ 50+ ■ 11-50 ■ 1 - 10 average 133 95 84 78 62 62 62 59 57 52 51 31 27 18 11 7 Counts below 30 N Europe = Min 43 – Max 4968 / F = If member of social network Q : How many contacts do you have on each of the following social network sites? Network size 133 Facebook friends versus 59 Twitter followers. ‹#› 36 >600 million people use social networks at least daily ‹#› 58% of Facebook users log-in at least Daily (>400M) ‹#› 63% 76% 60% 67% 82% 61% 58% N Europe = 5613 / F = If member of social network(s) Daily log on to social media ‹#› 39 Q : You are a member of the following social network sites. How often do you log into these sites? (at least daily) N Europe = Min 43 – Max 4968 / F = If member of social network Network log on frequency Vkontakte and Facebook have the highest penetration of daily usage. 63% of the Vkontakte users log in at least once a day. ‹#› 37 minutes is the average time members spend each time they log in to Facebook ‹#› ■ >60 ■ 31 - 60 ■ 11 - 31 ■ 6 - 10 ■ 1- 5 minutes average Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit) On average, Facebook members stay connected for more than half an hour 49 37 21 16 16 16 16 15 12 11 11 11 10 9 98 5 Counts below 30 N Europe = Min 43 – Max 4968 / F = If member of social network Connection time ‹#› 42 Facebook rules the social media space, but is having a hard time in China & Japan. Facebook rules, at least in Europe, US and Australia. No other network reaches the 96% awareness and 62% usage level of Facebook. If we take a look at both awareness and membership, Twitter and MySpace are number two and three social media in Europe. Given the fact that LinkedIn is a professional network, it is worth pointing out that this network ranks fourth, both in terms of awareness and membership. On European level, Vkontakte (a Facebook look-alike) is a strong network in Russia and Ukraine. In a broader perspective, Qzone (China) and Orkut (Brazil, India) are network sites to take into account. Facebook has lower penetration rates in China and Japan. ‹#› Awareness Facebook 96% Twitter 80% MySpace 70% Top 3 networks In Europe Membership Facebook 62% Twitter 16% MySpace 12% ‹#› Facebook, Twitter and Linkedin are reaching the mass market. Smaller/ newer social networks are facing a challenge… ‹#› West North East South 58% 14% 12% 95% 82% 36% 69% 18% 10% 97% 38% 80% 57% 39% 12% 94% 55% 72% 72% 24% 15% 98% 85% 41% N Europe = 7446 / F = None ■ Membership ■ Awareness Top 3 networks by membership ‹#› 46 70% 22% 20% 93% 57% 77% 67% 59% 34% 93% 87% 76% 63% 12% 10% 94% 85% 79% 31% 17% 14% 59% 59% 54% 77% 65% 41% 93% 96% 90% 29% 13% 5% 76% 74% 32% ■ Membership ■ Awareness Top 3 networks by membership ‹#› 47 Q : To what extent do you know the following social network sites? N Europe = 7446 / F = None Facebook Twitter MySpace LinkedIn Badoo Netlog Hi5 Xing Vkontakte Bebo Tagged Habbo Friendster QZone Orkut Hyves Ning In Europe, Facebook, Twitter and MySpace are the best known social network sites. Europe West North East South Europe Europe regions Exceeding countries Network awareness | Europe ‹#› 48 Q : To what extent do you know the following social network sites? N Europe = 7446 / F = None Facebook Twitter MySpace LinkedIn Badoo Netlog Hi5 Xing Vkontakte Bebo Tagged Habbo Friendster QZone Orkut Hyves Ning In China, awareness of Qzone is equal to awareness of Facebook Europe Europe versus reference countries Europe USA Brazil Australia China India Japan Network awareness | Europe in perspective ‹#› 49 Facebook Twitter Vkontakte LinkedIn MySpace Netlog Badoo Hi5 Xing Hyves Orkut Ning Tagged QZone Bebo Friendster Habbo Q : To what extent do you use the following social network sites? N Europe = 7446 / F = None Facebook has the highest usage throughout Europe. Europe Europe regions Europe West North East South Exceeding countries Network membership | Europe ‹#› 50 Q : To what extent do you use the following social network sites? N Europe = 7446 / F = None Facebook Twitter Vkontakte LinkedIn MySpace Netlog Badoo Hi5 Xing Hyves Orkut Ning Tagged QZone Bebo Friendster Habbo Europe USA Brazil Australia China India Japan Europe Europe versus reference countries Network membership | Europe in perspective ‹#› 51 No Stopping! 93% Intention Current social networkers have no intention to stop their membership nor do they feel the need to further expand their membership on social network sites 60% No Expanding! ‹#› Q : Which of the following social networks, of which you are a member, will you stop using? N Europe = Min 43 – Max 4968 / F = If member of social network Friendster Tagged Hi5 Ning Bebo Netlog Badoo Orkut QZone Xing MySpace Hyves Twitter LinkedIn Vkontakte Facebook Habbo Base below N=30 Europe Europe West North East South Europe regions Members of Friendster are most likely to stop Overall, 7% of the social networkers have the intention to quit at least one of the networks they are a member of. Intention to stop ‹#› 53 MySpace Facebook LinkedIn Hyves Hi5 Orkut Ning Xing Netlog Twitter QZone Bebo Vkontakte Tagged Friendster Badoo 0% 5% 10% 15% 20% 25% 10% 20% 30% 40% 50% 60% EUROPE Low High Low High Stop Penetration Intention to stop versus penetration N Europe = Min 43 – Max 4968 / F = If member of social network Big networks will get bigger and small networks will get smaller. ‹#› Q : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social network sites evolve in the coming year? (I’ll use it (a lot) more) N Europe = Min 43 – Max 4968 / F = If member of social network LinkedIn Twitter Facebook Vkontakte Orkut Tagged Xing Ning Badoo Netlog Hyves QZone Hi5 MySpace Bebo Friendster Habbo Base below N=30 Europe Europe regions Europe West North East South Members of LinkedIn, Twitter and Facebook are most likely to increase their usage Future usage ‹#› 55 MySpace Facebook LinkedIn Hyves Hi5 Orkut Ning Xing Netlog Twitter QZone Bebo Vkontakte Tagged Friendster Badoo 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50% 60% EUROPE Low High Low High Increase Penetration Future usage versus network penetration N Europe = Min 43 – Max 4968 / F = If member of social network Big networks will get bigger and small networks will get smaller. ‹#› Q : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the network sites below you would consider becoming a member of. N Europe = Min 418 - Max 3962 / F = Non users: Aware, but no member Europe Europe regions Europe West North East South Facebook and Twitter are most likely to gain new members. Overall, 60% have no intention to expand their membership. Facebook Twitter LinkedIn Vkontakte MySpace QZone Friendster Xing Netlog Orkut Badoo Hi5 Ning Bebo Tagged Habbo Hyves Future membership ‹#› 57 We gave you a lot of facts, to capture the key points, we summarized the key data in a few overview slides. ‹#› Facebook Twitter MySpace LinkedIn Aware and current member Aware and once a member Aware, but no member Not aware Awareness 96% 80% 70% 32% Membership 62% 16% 9% 11% Increase usage (top2%, 1-5) 29% 31% 12% 37% Network size (av no. contacts) 133 59 84 57 Log on frequency (at least daily) 58% 37% 11% 12% Log on duration (av minutes) 37 21 15 10 Ever deleted a person from contact list 50% 34% 36% 12% Base: Social networkers Base: Members of this network Top networks in Europe ‹#› 59 Male 47% 55% 51% 56% Female 53% 45% 49% 44% Age 15-24 24% 30% 33% 15% 25-34 25% 25% 26% 24% 35-54 35% 30% 31% 43% 55-99 16% 14% 11% 18% Smartphone Smartphone user 43% 58% 46% 59% Working situation Employed 58% 58% 54% 72% Student 13% 17% 18% 8% Not working 29% 26% 28% 21% Facebook Twitter MySpace LinkedIn Women typically outnumber men on social networks — women make up 53% of Facebook users and 49% of MySpace users. However, a majority of LinkedIn members (56%) and Twitter users (55%) are men. Gender Age Smartphone Working situation N Europe = 5613 / F = If member of social network(s) Member profile ‹#› 60 The Twitter Paradox: high awareness versus low usage. What’s next? Compared to Facebook, Twitter is still a pretty small network of people. Twitter is well known, but has not reached the penetration level of Facebook yet. Future adoption looks good, but there is still a long way to go. Facebook and Twitter are a perfect couple, both sites serve different needs. When people join Twitter, their Facebook usage does not decrease. Twitter users are typically using more social media than non Twitter users. ‹#› N Europe = 5613 / F = If member of social network(s) Facebook and Twitter | membership of one or both ‹#› Members of: Log in to: Western Europe Northern Europe Eastern Europe Southern Europe Europe United States Brazil Australia China India Japan Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67% Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70% Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40% Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57% 74% 37% 54% 35% Q : You are a member of the following social network sites. How often do you log into these sites? (% several times a day) The more networks someone uses, the more time spend per network. Facebook and Twitter | daily log on ‹#› N Europe = 5613 / F = If member of social network(s) Member of Facebook and Twitter Member of Facebook, no Twitter Member of Twitter, no Facebook Other networks than Twitter and Facebook Facebook and Twitter | membership of one or both ‹#› 64 Social Network adoption, usage and other key facts. Connections on social networks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality. ‹#› ‹#› People love people. So brands, behave like one. People link online with people they know offline. Social networking is a way for people to meet up with others on the net. Checking the status of others, chatting & messaging are the main activities on social networks, all two-way communication streams. Not having any contact is the main reason for defriending. People also join social networks to get information about (new) products / brands. However, they do not like traditional marketing messages. People prefer people above brands. This means that companies and brands should approach their use of social media differently. It’s about being human and taking personal identity above an institutional identity. ‹#› People connect with people they know! ‹#› Q : Why does a person belong to your network? ...we have been friends, neighbours, classmates, etc. since our childhood ...we work(ed) together ...we have the same friends offline ...we have the same friends online ...we originate from the same region / location ...(s)he invited me to belong to his/her social network ...we have the same hobbies ...we work in the same sector ...we share the same education ...we share the same kind of humor ...we have the same political ideas, ideologies, etc. ...we are/were both in the same youth movement ...we use the same products / services ...we have the same personal style ...we love the same brands ...(s)he's a celebrity ...(s)he's an opinion leader Europe West North East South Europe regions Europe Connections are driven by close, offline, personal relationships. N Europe = 5613 / F = If member of social network(s) Reasons to connect with other people on social media ‹#› Besides connecting with others, getting information about (new) products and brands is driving membership of social networks ‹#› Q : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play games. Besides the more general reasons, what else has driven you to become a member of the following social networks? N Europe = 5613 / F = If member of social network(s) ...to get to know things about (new) products / brands ...to come in contact with brands / companies ...to stimulate my career ...to find other users of a certain brand / product ...to find promotions of a certain brand / product ...to become a famous person ...to become an opinion leader Europe Besides more general reasons, getting to know things about (new) products and brands is an important driver for membership ● MySpace ● Facebook ● Linkedin ● Twitter People get member of professional network LinkedIn, to stimulate their career. Drivers for network membership ‹#› More than half of the social networkers has ever deleted someone from his/her network. Main reason for defriending is a lack of contact. ‹#› Q : Have you ever deleted a person from your contact list? Europe West North East South Europe regions Europe Hyves Vkontakte Facebook Bebo Tagged Badoo MySpace Netlog Twitter Ning Hi5 Orkut QZone Xing Friendster LinkedIn Habbo Counts below 30 N Europe = 5613 / F = If member of social network(s) In general, 56% has ever deleted a contact person from at least one network Professional network LinkedIn shows a low deconnection rate Defriending ‹#› Q : Why did you do that? I’ve deleted a person from my contact list because… N Europe = 3179 / F = If ever deleted a person from contact list Europe West North East South Europe regions Europe Social networking is two-way communication; A lack of contact is the main reason for defriending. Company, brand or product related reasons do not seem important reasons for defriending. Reasons for defriending ...we hardly had any contact with each other ...I don’t want this person to see my profile /updates anymore ...we were friends in the past, but not anymore ...I came to realize that I don’t know that person ...that person shares too much lousy content on his/her social network ...I received many more updates about his/her life than I care to receive ...that person’s comments were politically incorrect ...that person is using social media too much for advertising about brands / products ...that person is too active on my social network ...that person is using social media too much for promoting the company (s)he’s working ...that person is too passive on my social network ...I don’t want my colleagues to part of my social network anymore ...that person recommends brands / products I don’t like ‹#› 0% 10% 20% 30% 40% 50% 60% 70% 0 20 40 60 80 100 120 140 EUROPE Low High Low High Defriending Network size (contacts) Defriending versus network size ‹#› ‹#› >50% follow brands on social media. Personal brand experience and conversations about brands by peers are drivers to connect. About half of the European social networkers follow a company or brand on social networks. People in the south of Europe are following more brands (17.3 on average) than other regions. People connect with a brand because they have used it and secondly because other people invited or recommended them to do so – they did not connect because companies / brands asked them to! ‹#› North Brand followers 51% Average no. of brands followed 12,2 47% 11,6 54% 9,8 42% 9,4 60% 17,3 South West East About half of the social network users follow a brand. N Europe = 5613 / F = If member of social network(s) Following brands | Europe ‹#› 78 Europe has the lowest share of brand fans, 51%. Compare India: 70% follows a brand. 55% 19,6 57% 20,2 60% 9,3 62% 7,9 55% 8,3 70% 15,6 Brand followers 51% Average no. of brands followed 12,2 N Europe = 5613 / F = If member of social network(s) Following brands | Europe in perspective ‹#› 79 Male 44% 53% Female 56% 47% Age 15-24 31% 18% 25-34 28% 22% 35-54 20% 20% 55-99 13% 18% Smartphone Smartphone user 47% 38% Gender Age Smartphone Brand follower profile On average 2.0 1.7 Facebook 95% 93% Twitter 31% 16% Share 73% 41% Consult 71% 30% Defriending 63% 48% Networks Actions Defriending            N Europe = 5613 / F = members of social networks  Brand followers Non brand followers Brand followers Non brand followers sig. diff (95%) Membership Brand followers are more often females, somewhat younger and they are more active on social networks ‹#› 80 Q : To which sectors do these brands belong to? N Europe = 3064 / F = members of social networks, following at least one brand Media / entertainment Fashion / luxury goods Food and retail Travel Sport Cars Good causes / charity Industry Europe West North East South Europe regions Europe Media and entertainment are the most popular industries for following brands Sectors for brand following ‹#› Average consumer follows a brand to get a direct personal benefit. Social networkers expect some sort of benefit of companies on social networks. People are mainly focused on the direct benefit. Companies should in first instance offer product information, update on promotions and announce events. There is still a huge opportunity for companies to get in touch with their customers. 58% has never experienced any action by a company / brand on social network sites. ‹#› Brand usage 46% Recommendation by friend 29% Invitation by network contact 28% Search engine 27% Advertising on social media 26% Online advertising 22% Buying intention 22% Invited by brand 18% Traditional advertisements 18% Following brands on social media is driven by the actual user experience ‹#› 42% Had a conversation with a brand via social networks ‹#› Q : What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning... ...a positive experience with a product / service I’ve posted or reacted on ...a job vacancy ...a negative experience with a product / service I’ve posted or reacted on ...information I posted about promotions ...information I posted about products and/or services in general ...a fanpage / group I’ve created for a product/brand/company ...information I posted about (advertising) campaigns ...information I posted about the company and/or company culture Europe regions Europe N Europe = 5613 / F = If member of social network(s) Europe West North East South Company actions on social media 42% already had a conversation with a brand through social media. ‹#› 44% Customers want to be involved with companies. Bring them in the boardroom to improve the relationship. CO-CREATION 44% CONVERSATIONS 33% BRAND FAN 43% DIRECT INTERACTION ‹#› ...offer product information ...offer promotions ...announce events ...share ideas and provide updates on future products, services, etc. ...give feedback ...give the ability to order / purchase products / services ...surprise consumers ...offer the ability to take part in game / competitions ...start conversations with consumers ...give exclusive content ...invite consumers to co-create products / services ...give objective background information of the company (facts and figures) ...offer the possibility to directly interact with people behind the brand ...bring entertainment ...launch (advertising) campaigns ...create brand groups of which consumers can become a fan on social network pages ...bring stories about the company culture ...create virtual characters or advertising icons Q : On social network sites, brands should… Europe West North East South Europe regions Europe N Europe = 5613 / F = If member of social network(s) People expect various actions of companies on social networks. Top three consists of offering product information, promotions and announcing events. Brand expectations ‹#› Social media is about communication between people. People use social networks to communicate with each other: Checking the status of others, chatting, sending messages, reacting to comments or actions of others. If we look at actions specifically related to companies, products or brands, it shows that 36% of the social networkers in Europe post information about brands, 53% reacts on comments and 51% consults information. Consumers prefer to react on brand updates rather than start a conversation with a brand themselves. Content planning and regular content updates are a way to increase the engagement with fans. ‹#› Checking the status of others 5.2 Chatting, messages 4.7 Reacting to others 4.3 Updating status 3.4 Games 2.8 Reacting to brands 2.2 Consulting information about brands 1.9 Posting information about brands 1.3 People like to connect: status checks and chats are most frequent activities on social networks ‹#› PERSONAL share share consult Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (average) Checking the status of others and consulting information Chatting / Sending messages Reacting to comments and / or actions of others Updating your status and / or posting information Playing games or other fun activities Reacting to comments and / or actions of others related to products, brands and / or companies Consulting information about products, brands and/or companies Posting information about products, brands and/or companies Europe West North East South Europe Europe regions N Europe = 5613 / F = If member of social network(s) Communication between people is the main purpose of social networks. Actions on social networks ‹#› Embrace consumer power: 36% posts company/ brand related information on social media ‹#› Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (% at least once) “Consulting information about products, brands and/or companies” “Reacting on comments and / or actions of others related to products, brands and / or companies” “Posting information about products, brands and/or companies” West North East South ■ % social networkers ■ social networkers who consult ■ social networkers who react ■ social networkers who post 36% of the social networkers in Europe post information on products, brands, and /or companies N Europe = 5613 / F = If member of social network(s) Sharing and consulting brand / product information ‹#› 92 Sharing (58%) Not sharing (43%) Consulting (51%) Not consulting (50%) Gender Male 47% 50% 45% 52% Female 53% 50% 55% 48% Age 15-24 27% 21% 28% 21% 25-34 26% 24% 27% 23% 35-44 20% 20% 20% 20% 45-54 15% 16% 14% 16% 55-99 13% 20% 11% 21% Employment Employed/working full-time 50% 47% 48% 49% Employed/working part-time 11% 10% 11% 10% Unemployed/job-seeker 7% 8% 8% 7% Retired 7% 11% 7% 12% Househusband/housewife 5% 3% 5% 3% Student 13% 13% 13% 12% Not working 1% 1% 1% 2% Other 6% 7% 6% 6% Smartphone with internet/data 32% 31% 33% 30% Membership Average no. networks 2,1 1,7 2,1 1,7 N Europe = 4863 / F = If sharing information (reacting and/or posting) N Europe = 2876 / F = If consulting information Social networkers who share or consult information about brands, are younger and they are member of more networks. Women consult more often about products and brands than men. sig. diff (95%) Sharing / consulting profile ‹#› Offline brand experiences are the best online conversation starter. If people share information about a brand, company or product, it’s often about the product / brand experience they had. Good news: Positive experiences dominate negative experiences. And; one third of the European social networkers say their sharing behavior increased (a lot) since last year. ‹#› Q : You’ve indicated that you sometimes share information (posting and / or reacting) about products, brands and/or companies. When doing this, which social network sites do you use for sharing that information? Facebook Twitter Vkontakte LinkedIn MySpace Hi5 Netlog Badoo Hyves Xing Ning QZone Bebo Tagged Friendster Orkut Habbo Europe West North East South Europe Europe regions N Europe = 4863 / F = If sharing information Facebook is the place to share information about products and brands Networks to share information ‹#› People prefer to share positive brand experiences on social media ‹#› Q : What exactly do you share then about products, brands and/or companies? Sharing information about... ...positive experiences you had ...negative experiences you had ...promotions you saw ...feedback about products / services you received from a company ...games and contests related to the products, brands or companies ...the launch of a new product, brand, or company ...online advertising you saw or heard about ...advertising via traditional media (e.g. tv, radio, magazine, etc.) you saw or heard about Europe West North East South Europe Europe regions N Europe = 4863 / F = If sharing information Social networkers prefer to share positive experiences. 33% says their sharing behavior increased (a lot) since last year. Information to share ‹#› Most trusted source are peers. Their experiences are key driver in consumer decision making. Consumers trust each other most. When people look for information on products, companies or brands, they tend to look for information that is coming from experiences other persons had. This experience can be both positive (63%) and negative (53%). Positive brand experiences have the highest impact on brand perception and buying intention. ‹#› Q : What exactly do you consult then about products, brands and/or companies? Consulting information about... ...positive experiences others had ...negative experiences others had ...the launch of a new product, brand, or company ...feedback about products/services others received from a company ...promotions others saw ...games and contests related to the products, brands or companies ...online advertising others saw or heard about ...advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about Europe regions Europe What to consult N Europe = 2876 / F = If consulting information 62% look for positive experiences others had with a product, brand or company Europe West North East South ‹#› Q : When you consult information about products, brands and/or companies, does this information have an impact on your opinion about the product / brand / company? (top2%, 1-5) Positive experiences others had Feedback about products/services others received from a company The launch of a new product, brand, or company Promotions others saw Negative experiences others had Games and contests related to the products, brands or companies Online advertising others saw or heard about Advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about Europe regions Europe Impact of consulting on brand perception Positive experiences are reported to have the highest impact on brand opinion Europe West North East South N Europe = 2876 / F = If consulting in general ‹#› Q : When you consult information about products, brands and/or companies, does this information have an impact on your intention to buy the product / brand / something of the company? (top2%, 1-5) Positive experiences others had Feedback about products/services others received from a company The launch of a new product, brand, or company Promotions others saw Negative experiences others had Games and contests related to the products, brands or companies Advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about Online advertising others saw or heard about Europe regions Europe Impact of consulting on buying intention Positive experiences are also reported to have the highest impact on buying intention N Europe = 2876 / F = If consulting in general Europe West North East South ‹#› Q : You’ve indicated that you sometimes consult information about products, brands and/or companies. When doing this, which social network sites do you use for consulting that information? Facebook Twitter Vkontakte LinkedIn MySpace Hi5 Xing Netlog Badoo Hyves Orkut QZone Tagged Ning Habbo Bebo Friendster Europe West North East South Europe regions Europe N Europe = 2876 / F = If consulting information Facebook is the place to consult information about products and brands Networks to consult ‹#› 12% says the image they have formed based on real-life experiences is (completely) different from the image based on social network pages ‹#› Q :Compared to the image I have formed based on real-life experiences, the image I have based on… (1 completely different – 5 completely the same) 13% 6% 13% 16% 13% 7% 23% 11% 5% 20% 5% 22% 26% 39% 33% 31% 24% 42% 25% 55% 51% 32% Western Europe Northern Europe Eastern Europe Southern Europe Europe United States Brazil Australia China India Japan 10% 9% 13% 15% 12% 8% 24% 11% 4% 14% 6% 18% 21% 39% 31% 28% 27% 40% 28% 63% 46% 27% 11% 10% 13% 14% 12% 5% 23% 11% 6% 12% 9% 18% 20% 42% 34% 30% 25% 39% 27% 55% 55% 25% ...the things I see/read on the corporate website... ...the things I see/read on social network pages... ...the things I see/read on other websites/blogs/fora... ■ 1,2… is (completely) different / ■ 4,5… is (completely) the same N Europe = 5613 / F = If member of social network(s) Image of online information ‹#› A person from your contact list A person that belongs to the network of your contact person Brand users A company An employee of a company Brand fans Q : How trustworthy do you find the information that is posted on social networks by each of the following sources? (%top2, 1-5) Europe Europe West North East South Europe regions N Europe = 5613 / F = If member of social network(s) People trust each other most Trust in online information ‹#› Create opportunities for product feedback More than half of the European respondents in this survey are willing to provide feedback while using a brand/product! No matter what topic, the preferred channel to give feedback is e-mail, or the company website. ‹#› People are willing to Provide feedback while using a brand/product! 61% SOCIAL NETWORKERS 52% ALL RESPONDENTS ‹#› Q : Which of the following channels would you like to use to give a company immediate feedback while using a brand/product? N Europe = 4248 / F = (very) interested to give a company immediate feedback Europe regions Europe E-mail Website Mobile phone Online Social Media Other Internet source (e.g. blog, forum) SMS A face-to-face contact with a representative of the brand / product / company Chat Landline A letter A majority prefers e-mail to give a company immediate feedback Europe West North East South Preferred feedback channel ‹#› Social Network adoption, usage and other key facts. Connections on social networks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality. ‹#› ‹#› Employees as brand ambassadors A majority is proud of the company they work for. There is clearly potential to get more proud employees talk on social media. On social media, people in Europe do not talk that much about the company they work for. Talkability is limited to 19%. If they talk about their job, people like to share information about new products or services and announce company events. ‹#› 61% of employed social networkers is proud of the company they work for ‹#› 19% talks about their company on social media. Employees are clearly unused social potential. ‹#› company pride talkability ● People who are pride of the company they are working for and like to talk about their job /employer on social media low high low high There is potential for getting proud employees to talk on social media Potential for brand ambassadors N Europe = 2787 / F = If member of social network(s) and active working person ‹#› 114 63% 16% 67% 40% 62% 48% 75% 61% 40% 18% 62% 20% Company pride (top2%) Talkability (top2%) 61% 19% Company pride and talkability N Europe = 2787 / F = If member of social network(s) and active working person ‹#› 115 Q : What kind of information would you like to share about your job / employer on social media? I would like to... ...share information on (new) products / services ...announce events of my company ...share information on new campaigns about (products / services of) my employer ...share vacancies for a job ...tell stories about the company culture ...announce promotions ...share news about new hired employees I have no idea I do not like to share information about my company Europe West North East South Europe regions Europe N Europe = 2787 / F = If member of social network(s) and active working person, talking about heir job / employer on social media New products / services and events are most popular items to share on social media by employees Information to share by employees ‹#› Majority employees is not allowed to use social media. Two thirds of the European social networkers have (limited) access to social network sites at work. Within Europe, Northern Europe has the highest level of access, Western Europe the lowest. Current attitude of companies towards social media is quite formal and does not feel very emotional. Given the fact that social networking is all about relationships, it seems wise to have a more human approach on social media. Employees can contribute in these. More than a third is open to share information about the company they work for among their contacts on social networks, if that’s beneficial for the company. ‹#› 33% cannot acces Their social network websites at work ‹#› N Europe = 2787 / F = If member of social network(s) and active working person One third of the European social networkers are blocked by their employer to have access to social network sites at work Q : To what extent do you have access to social network sites at your work? ■ complete access ■ limited access ■ no access at all 22% 34% Would like to have access (top2%, 1-5) 15% 48% 42% Access to social media at work | Europe ‹#› 119 ■ complete access ■ limited access ■ no access at all 34% Would like to have access (top2%, 1-5) N=35 N=66 N=56 N=104 N=1590 N=78 N=62 F = If member of social network(s) and active working person Access to social media at work | Europe in perspective ‹#› 120 60% would like to get help from employer to share relevant content. Company policy 25% has a written policy about social media usage. 13% receives social media training. ‹#› 4 out of 10 like their employer’s attitude towards social media… … and more than a third is open to share information about the company they work for. ‹#› Q : To what extent do you agree with each of these statements? (top2%, 1-5) In my social network environment, I like to make a clear distinction between my professional (e.g. colleagues) and my personal life (e.g. family) I’m open to share information about the company I work for among my contacts on social networks, if that’s beneficial for my company I like to share information about my job among my contacts on social networks Europe West North East South Europe regions Europe N Europe = 2787 / F = If member of social network(s) and active working person More than a third is open to share information about the company they work for. Employee attitude ‹#› Social Network adoption, usage and other key facts. Connections on social networks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality. ‹#› ‹#› Always on Consumers are taking up mobile devices, especially in China and India. This implies new ways to reach consumers, through simply more display space, branded applications or even Location-based services. In Europe, 38% is using a smartphone, either with or without internet / data subscription. More than half is using their smartphone on a daily basis for accessing the internet. Nokia and Apple are most widely spread amongst smartphone users. When it comes to mobile services, people expect brands to offer content and convenience. ‹#› Europe: 476 million internet users 350 million on social networks 132 million using a smartphone ‹#› 1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription 6 None of the above 1 2 3 4 5 6 N Europe = 7446 / F = none In Europe, 38% is using a smartphone, either with or without internet / data subscription Mobile devices | Europe ‹#› 128 1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription 6 None of the above 1 2 3 4 5 6 N Europe = 7446 / F = none China and India outnumber Europe and US on smartphone usage Mobile devices | Europe in perspective ‹#› 129 1 A (new) laptop 2 A (new) smartphone or PDA 3 A (new) regular mobile phone 4 A (new) desktop PC 5 A (new) tablet PC 6 A (new) netbook 1 2 3 4 5 6 Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%) N Europe = 7446 / F = none Growth markets for smartphones are China, India and to a lesser extent also Brazil. Future intention ‹#› 130 56% 59% 68% 77% 89% 44% 56% Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily) Daily Internet access via smartphone N Europe = 2178 / F = If smartphone with internet / data subscription ‹#› 131 Nokia Apple Samsung HTC Sony Ericsson BlackBerry LG Motorola Palm Other N Europe = 2178 / F = If smartphone with internet / data subscription Smartphone brands ‹#› 132 Q : Why don’t you have a smartphone? Europe West North East South Europe regions Europe N Europe = 4474 / F = Non smartphone users My current mobile phone is still working fine I don't need a smartphone It's too expensive I don't see the benefit of using a smartphone (yet) I never thought of changing it Because I think it's complicated to use Only a few people in my direct environment have a smartphone For most non smartphone users there is a lack of (perceived) need Smartphone barriers ‹#› Q : To what extent are you interested in the following mobile services (even though these services might not exist or might not be available on your current mobile device or even if you don’t have a mobile phone)? (top2% 1-5) Europe West North East South Europe regions Europe N Europe = 7446 / F = None People expect brands to offer content and convenience. Ability to consult relevant information on your location (nearest restaurant, service station...) via your mobile phone Ability to make small payments e.g. parking meters, vending machines, bus tickets... via SMS message Receive a discount/coupon on your mobile phone when you walk past a certain shop Ability to do your banking via mobile phone a.o. perform balance checks, make payments Ability to use your mobile phone to operate certain devices in your home from a distance (e.g. lighting, heating, video...) Ability to receive more detailed product information on your mobile phone when looking at a product in a shop Receive notifications when friends, family, colleagues are in your neighbourhood Ability to purchase products via your mobile phone e.g. books, CDs, tickets to events... Receive notifications when potential matches are nearby (based on dating site profiles) Seeing personalized advertising, more information or promotions on a billboard when passing by with your mobile phone Western Europe is less interested in mobile banking Discounts on the go are especially popular in East and South Interest in mobile services ‹#› Smartphones owners have a more intensive social media usage. Social media has definitely gone mobile. Social media sites can be easily used through smartphones, which shows for example in a higher daily log on by smartphone users. Consumers have installed 25 apps on average, are using 12 apps and they even have quite some branded apps installed (7 apps on average). They use these apps for various purposes: contact, convenience and entertainment. More than half is using apps for social networking. ‹#› 53% 36% 65% 56% 48% 38% 39% 42% 74% 56% 49% 35% 36% Smartphones facilitate a frequent log on to social media sig. diff (95%)   Smartphone users with or without internet / data subscription Non smartphone users  53% Daily log on to social media through smartphone ‹#› 136 1 Average number of apps installed 2 Average used apps 3 Average paid apps 4 Average brand related apps 1 2 3 4 N Europe = 2178 / F = If smartphone with internet / data subscription N Europe = 1774 / F = If apps installed on smartphone Q : How many apps have you installed on your smartphone since you started using it? Apps installed No apps installed >8/10 have apps installed on their smartphone. On average 25. The average number of apps installed is 25, but only half of them is actually used. Apps ‹#› 137 Q : Do you use ‘apps’ for social networking? (%yes) Q : Below you find a list of other kinds of ‘apps’. Which of the following ‘apps’ do you use? Europe West North East South Exceeding countries Europe regions Europe N Europe = 1774 / F = If apps installed on smartphone Apps for navigation Apps for weather forecasts Apps for fun and games Apps for music and / or videos Apps for information gathering Apps about travelling Apps for managing money Apps with information about places I visit Apps for going out Apps about food and drinks, cooking and recipes Apps for work/school Apps about health Apps for working out Apps for remote control Apps for mums & dads Other apps Type of apps Apps for social networking People use various types of apps – for practical purposes, entertainment as well as for connecting with others 72% is consulting Facebook, 22%Twitter ‹#› Smartphone users expect more conversations & collaboration with brands. Social networkers who have a smartphone, more often follow brands on social media. Marketers can expect more impact reaching social networkers through smartphones, but mobile social networkers expect more from companies and brands. They want to be more involved –almost half is interested to co-create – and they expect companies and brands to start conversations. ‹#› 56% of connected smartphone users follow a brand on social media ‹#› 69% 50% 86% 49% 56% 49% 78% 28% 78% 65% 65% 51% 55% Smartphone users more often follow brands on social media than non users sig. diff (95%)  N Europe = 5613 / F = If member of social network(s) Using a smartphone with internet / data subscription     Smartphone Base
Please download to view
1
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
Description
Text
PowerPoint Presentation ‹#› What to expect from this presentation? 20 eye-catching facts about social media around the world. >1.000 facts & figures about social media in more than 30 countries. Topics cover main adoption & usage, brand interactions, role of employees in using social media and much more. ‹#› For questions, feedback and remarks, please contact: Prof. Steven Van Belleghem Managing partner InSites Consulting Steven@InSites.eu Twitter: @steven_insites ‹#› Studied countries 9027 consumers (age 15+) across 35 countries, representative for the online population within country on gender, age and e-commerce. Data collected on online research panels, field in Q2 2011. Feedback: @Steven_insites ‹#› 4 Awareness of Facebook is close to 100% More than 1 billion people (>70% of internet population) use social networks. ‹#› People use more than Facebook. In Europe, people join on average 1,9 social networks. In USA it’s 2,1; Brazil 3,1 and India 3,9. ‹#› Average Facebook session lasts 37 minutes, Twitter 23 minutes. More than 400 million people use Facebook daily. ‹#› There is a big Twitter paradox: 80% is aware of Twitter, only 16% is using it. ‹#› Vkontakte is big in Eastern Europe: 55% awareness, 39% penetration. ‹#› Difficult for new social networks to succeed. 60% does not want any new social networks. 93% is happy with what they have and won’t in- or decrease. ‹#› MySpace Facebook LinkedIn Hyves Hi5 Orkut Ning Xing Netlog Twitter QZone Bebo Vkontakte Tagged Friendster Badoo 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50% 60% EUROPE Low High Low High Intention to Increase Current network penetration N Europe = Min 43 – Max 4968 / F = If member of social network Big social networks will get bigger and small ones will get smaller. ‹#› People connect online with their offline friends. People love to connect to people. ‹#› >50% of social network users are connected to brands. ‹#› Offline brand experiences are the main online conversation starters. ‹#› People become a fan on Facebook because they like the product, not because of advertising. ‹#› 36% posted content about a brand on social networks. ‹#› Consumers want to be in the boardroom. 44% is asking to take part in co-creation of products & advertising. ‹#› Positive experiences are bigger conversation starters than negative experiences. People like positive stuff. ‹#› Consumers prefer e-mail over social networks to ask questions to brands. ‹#› 2 out of 3 employees is proud about their employer, but only 19% shares stories on social media: unused conversation potential. ‹#› 38% of internet users has a smart phone. They are more intensive users of social networks than people without a smartphone. ‹#› On average, people install 25 apps on their smartphone, but only use 12. Most used apps are social network apps. ‹#› 12% of smartphone owners is using location based services. ‹#› 4% of smartphone users are familiar with augmented reality. ‹#› 12% use LBS ‹#› 20% of location-based users checks in daily ‹#› Next part of the presentation is a document full with stats about social media. Feel free to use them and share them. We hope they help you to better understand the major changes the world is going through. Questions, feedback or suggestions: Steven@InSites.eu Or on Twitter: @Steven_InSites ‹#› Social Network adoption, usage and other key facts. Connections on social networks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality. ‹#› ‹#› 98% of Europeans are aware of Social Media. 73% of Europeans are member of at least 1 social netwerk. Awareness and usage of social networks is high; In Europe, 98% know at least one social network and 73% are member of at least one network. Social networkers are member of 1.9 networks on average. Emerging markets like China, India and Brazil have a higher social network penetration than (Western) Europe. Membership penetration, average number of networks and daily usage are higher in these countries. In Brazil, 86% are member of at least one network. Brazilian social networkers are member of 3.1 networks on average and 66% log in on a daily basis. Figures for India are comparable or even higher. ‹#› 7 billion People in the world Based on the data from participating countries, we make the following assumption. >1 billion Social network users 2 billion internet users in the world ‹#› North Aware of at least one network 98% Member of at least one network 73% Average number of networks one is member of 1,9 98% 75% 1,5 99% 79% 1,9 97% 66% 1,8 99% 77% 2,2 South West East Western Europe lags behind in social network penetration. Awareness, penetration, average number of networks ‹#› 32 75% 44%* 3,4 86% 34% 1,8 98% 88% 3,9 96% 67% 1,5 97% 86% 3,1 95% 76% 2,1 Aware of at least one network 98% Member of at least one network 73% Average number of networks one is member of 1,9 Awareness, penetration, average number of networks Emerging markets Brazil and India show the highest awareness and penetration of social networks. * The 44% share of social networkers in China is low compared to other countries. This might be due to the fact that some large Chinese networks (eg RenRen) were not included in this survey. ‹#› 33 In Europe, 50% is member of only 1 social network, mostly Facebook. ‹#› ■ 5 or more ■ 4 ■ 3 ■ 2 ■ 1 network 1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8 average N Europe = 5613 / F = If member of social network(s) # of networks one is a member of ‹#› 35 ■ 50+ ■ 11-50 ■ 1 - 10 average 133 95 84 78 62 62 62 59 57 52 51 31 27 18 11 7 Counts below 30 N Europe = Min 43 – Max 4968 / F = If member of social network Q : How many contacts do you have on each of the following social network sites? Network size 133 Facebook friends versus 59 Twitter followers. ‹#› 36 >600 million people use social networks at least daily ‹#› 58% of Facebook users log-in at least Daily (>400M) ‹#› 63% 76% 60% 67% 82% 61% 58% N Europe = 5613 / F = If member of social network(s) Daily log on to social media ‹#› 39 Q : You are a member of the following social network sites. How often do you log into these sites? (at least daily) N Europe = Min 43 – Max 4968 / F = If member of social network Network log on frequency Vkontakte and Facebook have the highest penetration of daily usage. 63% of the Vkontakte users log in at least once a day. ‹#› 37 minutes is the average time members spend each time they log in to Facebook ‹#› ■ >60 ■ 31 - 60 ■ 11 - 31 ■ 6 - 10 ■ 1- 5 minutes average Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit) On average, Facebook members stay connected for more than half an hour 49 37 21 16 16 16 16 15 12 11 11 11 10 9 98 5 Counts below 30 N Europe = Min 43 – Max 4968 / F = If member of social network Connection time ‹#› 42 Facebook rules the social media space, but is having a hard time in China & Japan. Facebook rules, at least in Europe, US and Australia. No other network reaches the 96% awareness and 62% usage level of Facebook. If we take a look at both awareness and membership, Twitter and MySpace are number two and three social media in Europe. Given the fact that LinkedIn is a professional network, it is worth pointing out that this network ranks fourth, both in terms of awareness and membership. On European level, Vkontakte (a Facebook look-alike) is a strong network in Russia and Ukraine. In a broader perspective, Qzone (China) and Orkut (Brazil, India) are network sites to take into account. Facebook has lower penetration rates in China and Japan. ‹#› Awareness Facebook 96% Twitter 80% MySpace 70% Top 3 networks In Europe Membership Facebook 62% Twitter 16% MySpace 12% ‹#› Facebook, Twitter and Linkedin are reaching the mass market. Smaller/ newer social networks are facing a challenge… ‹#› West North East South 58% 14% 12% 95% 82% 36% 69% 18% 10% 97% 38% 80% 57% 39% 12% 94% 55% 72% 72% 24% 15% 98% 85% 41% N Europe = 7446 / F = None ■ Membership ■ Awareness Top 3 networks by membership ‹#› 46 70% 22% 20% 93% 57% 77% 67% 59% 34% 93% 87% 76% 63% 12% 10% 94% 85% 79% 31% 17% 14% 59% 59% 54% 77% 65% 41% 93% 96% 90% 29% 13% 5% 76% 74% 32% ■ Membership ■ Awareness Top 3 networks by membership ‹#› 47 Q : To what extent do you know the following social network sites? N Europe = 7446 / F = None Facebook Twitter MySpace LinkedIn Badoo Netlog Hi5 Xing Vkontakte Bebo Tagged Habbo Friendster QZone Orkut Hyves Ning In Europe, Facebook, Twitter and MySpace are the best known social network sites. Europe West North East South Europe Europe regions Exceeding countries Network awareness | Europe ‹#› 48 Q : To what extent do you know the following social network sites? N Europe = 7446 / F = None Facebook Twitter MySpace LinkedIn Badoo Netlog Hi5 Xing Vkontakte Bebo Tagged Habbo Friendster QZone Orkut Hyves Ning In China, awareness of Qzone is equal to awareness of Facebook Europe Europe versus reference countries Europe USA Brazil Australia China India Japan Network awareness | Europe in perspective ‹#› 49 Facebook Twitter Vkontakte LinkedIn MySpace Netlog Badoo Hi5 Xing Hyves Orkut Ning Tagged QZone Bebo Friendster Habbo Q : To what extent do you use the following social network sites? N Europe = 7446 / F = None Facebook has the highest usage throughout Europe. Europe Europe regions Europe West North East South Exceeding countries Network membership | Europe ‹#› 50 Q : To what extent do you use the following social network sites? N Europe = 7446 / F = None Facebook Twitter Vkontakte LinkedIn MySpace Netlog Badoo Hi5 Xing Hyves Orkut Ning Tagged QZone Bebo Friendster Habbo Europe USA Brazil Australia China India Japan Europe Europe versus reference countries Network membership | Europe in perspective ‹#› 51 No Stopping! 93% Intention Current social networkers have no intention to stop their membership nor do they feel the need to further expand their membership on social network sites 60% No Expanding! ‹#› Q : Which of the following social networks, of which you are a member, will you stop using? N Europe = Min 43 – Max 4968 / F = If member of social network Friendster Tagged Hi5 Ning Bebo Netlog Badoo Orkut QZone Xing MySpace Hyves Twitter LinkedIn Vkontakte Facebook Habbo Base below N=30 Europe Europe West North East South Europe regions Members of Friendster are most likely to stop Overall, 7% of the social networkers have the intention to quit at least one of the networks they are a member of. Intention to stop ‹#› 53 MySpace Facebook LinkedIn Hyves Hi5 Orkut Ning Xing Netlog Twitter QZone Bebo Vkontakte Tagged Friendster Badoo 0% 5% 10% 15% 20% 25% 10% 20% 30% 40% 50% 60% EUROPE Low High Low High Stop Penetration Intention to stop versus penetration N Europe = Min 43 – Max 4968 / F = If member of social network Big networks will get bigger and small networks will get smaller. ‹#› Q : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social network sites evolve in the coming year? (I’ll use it (a lot) more) N Europe = Min 43 – Max 4968 / F = If member of social network LinkedIn Twitter Facebook Vkontakte Orkut Tagged Xing Ning Badoo Netlog Hyves QZone Hi5 MySpace Bebo Friendster Habbo Base below N=30 Europe Europe regions Europe West North East South Members of LinkedIn, Twitter and Facebook are most likely to increase their usage Future usage ‹#› 55 MySpace Facebook LinkedIn Hyves Hi5 Orkut Ning Xing Netlog Twitter QZone Bebo Vkontakte Tagged Friendster Badoo 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50% 60% EUROPE Low High Low High Increase Penetration Future usage versus network penetration N Europe = Min 43 – Max 4968 / F = If member of social network Big networks will get bigger and small networks will get smaller. ‹#› Q : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the network sites below you would consider becoming a member of. N Europe = Min 418 - Max 3962 / F = Non users: Aware, but no member Europe Europe regions Europe West North East South Facebook and Twitter are most likely to gain new members. Overall, 60% have no intention to expand their membership. Facebook Twitter LinkedIn Vkontakte MySpace QZone Friendster Xing Netlog Orkut Badoo Hi5 Ning Bebo Tagged Habbo Hyves Future membership ‹#› 57 We gave you a lot of facts, to capture the key points, we summarized the key data in a few overview slides. ‹#› Facebook Twitter MySpace LinkedIn Aware and current member Aware and once a member Aware, but no member Not aware Awareness 96% 80% 70% 32% Membership 62% 16% 9% 11% Increase usage (top2%, 1-5) 29% 31% 12% 37% Network size (av no. contacts) 133 59 84 57 Log on frequency (at least daily) 58% 37% 11% 12% Log on duration (av minutes) 37 21 15 10 Ever deleted a person from contact list 50% 34% 36% 12% Base: Social networkers Base: Members of this network Top networks in Europe ‹#› 59 Male 47% 55% 51% 56% Female 53% 45% 49% 44% Age 15-24 24% 30% 33% 15% 25-34 25% 25% 26% 24% 35-54 35% 30% 31% 43% 55-99 16% 14% 11% 18% Smartphone Smartphone user 43% 58% 46% 59% Working situation Employed 58% 58% 54% 72% Student 13% 17% 18% 8% Not working 29% 26% 28% 21% Facebook Twitter MySpace LinkedIn Women typically outnumber men on social networks — women make up 53% of Facebook users and 49% of MySpace users. However, a majority of LinkedIn members (56%) and Twitter users (55%) are men. Gender Age Smartphone Working situation N Europe = 5613 / F = If member of social network(s) Member profile ‹#› 60 The Twitter Paradox: high awareness versus low usage. What’s next? Compared to Facebook, Twitter is still a pretty small network of people. Twitter is well known, but has not reached the penetration level of Facebook yet. Future adoption looks good, but there is still a long way to go. Facebook and Twitter are a perfect couple, both sites serve different needs. When people join Twitter, their Facebook usage does not decrease. Twitter users are typically using more social media than non Twitter users. ‹#› N Europe = 5613 / F = If member of social network(s) Facebook and Twitter | membership of one or both ‹#› Members of: Log in to: Western Europe Northern Europe Eastern Europe Southern Europe Europe United States Brazil Australia China India Japan Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67% Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70% Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40% Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57% 74% 37% 54% 35% Q : You are a member of the following social network sites. How often do you log into these sites? (% several times a day) The more networks someone uses, the more time spend per network. Facebook and Twitter | daily log on ‹#› N Europe = 5613 / F = If member of social network(s) Member of Facebook and Twitter Member of Facebook, no Twitter Member of Twitter, no Facebook Other networks than Twitter and Facebook Facebook and Twitter | membership of one or both ‹#› 64 Social Network adoption, usage and other key facts. Connections on social networks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality. ‹#› ‹#› People love people. So brands, behave like one. People link online with people they know offline. Social networking is a way for people to meet up with others on the net. Checking the status of others, chatting & messaging are the main activities on social networks, all two-way communication streams. Not having any contact is the main reason for defriending. People also join social networks to get information about (new) products / brands. However, they do not like traditional marketing messages. People prefer people above brands. This means that companies and brands should approach their use of social media differently. It’s about being human and taking personal identity above an institutional identity. ‹#› People connect with people they know! ‹#› Q : Why does a person belong to your network? ...we have been friends, neighbours, classmates, etc. since our childhood ...we work(ed) together ...we have the same friends offline ...we have the same friends online ...we originate from the same region / location ...(s)he invited me to belong to his/her social network ...we have the same hobbies ...we work in the same sector ...we share the same education ...we share the same kind of humor ...we have the same political ideas, ideologies, etc. ...we are/were both in the same youth movement ...we use the same products / services ...we have the same personal style ...we love the same brands ...(s)he's a celebrity ...(s)he's an opinion leader Europe West North East South Europe regions Europe Connections are driven by close, offline, personal relationships. N Europe = 5613 / F = If member of social network(s) Reasons to connect with other people on social media ‹#› Besides connecting with others, getting information about (new) products and brands is driving membership of social networks ‹#› Q : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play games. Besides the more general reasons, what else has driven you to become a member of the following social networks? N Europe = 5613 / F = If member of social network(s) ...to get to know things about (new) products / brands ...to come in contact with brands / companies ...to stimulate my career ...to find other users of a certain brand / product ...to find promotions of a certain brand / product ...to become a famous person ...to become an opinion leader Europe Besides more general reasons, getting to know things about (new) products and brands is an important driver for membership ● MySpace ● Facebook ● Linkedin ● Twitter People get member of professional network LinkedIn, to stimulate their career. Drivers for network membership ‹#› More than half of the social networkers has ever deleted someone from his/her network. Main reason for defriending is a lack of contact. ‹#› Q : Have you ever deleted a person from your contact list? Europe West North East South Europe regions Europe Hyves Vkontakte Facebook Bebo Tagged Badoo MySpace Netlog Twitter Ning Hi5 Orkut QZone Xing Friendster LinkedIn Habbo Counts below 30 N Europe = 5613 / F = If member of social network(s) In general, 56% has ever deleted a contact person from at least one network Professional network LinkedIn shows a low deconnection rate Defriending ‹#› Q : Why did you do that? I’ve deleted a person from my contact list because… N Europe = 3179 / F = If ever deleted a person from contact list Europe West North East South Europe regions Europe Social networking is two-way communication; A lack of contact is the main reason for defriending. Company, brand or product related reasons do not seem important reasons for defriending. Reasons for defriending ...we hardly had any contact with each other ...I don’t want this person to see my profile /updates anymore ...we were friends in the past, but not anymore ...I came to realize that I don’t know that person ...that person shares too much lousy content on his/her social network ...I received many more updates about his/her life than I care to receive ...that person’s comments were politically incorrect ...that person is using social media too much for advertising about brands / products ...that person is too active on my social network ...that person is using social media too much for promoting the company (s)he’s working ...that person is too passive on my social network ...I don’t want my colleagues to part of my social network anymore ...that person recommends brands / products I don’t like ‹#› 0% 10% 20% 30% 40% 50% 60% 70% 0 20 40 60 80 100 120 140 EUROPE Low High Low High Defriending Network size (contacts) Defriending versus network size ‹#› ‹#› >50% follow brands on social media. Personal brand experience and conversations about brands by peers are drivers to connect. About half of the European social networkers follow a company or brand on social networks. People in the south of Europe are following more brands (17.3 on average) than other regions. People connect with a brand because they have used it and secondly because other people invited or recommended them to do so – they did not connect because companies / brands asked them to! ‹#› North Brand followers 51% Average no. of brands followed 12,2 47% 11,6 54% 9,8 42% 9,4 60% 17,3 South West East About half of the social network users follow a brand. N Europe = 5613 / F = If member of social network(s) Following brands | Europe ‹#› 78 Europe has the lowest share of brand fans, 51%. Compare India: 70% follows a brand. 55% 19,6 57% 20,2 60% 9,3 62% 7,9 55% 8,3 70% 15,6 Brand followers 51% Average no. of brands followed 12,2 N Europe = 5613 / F = If member of social network(s) Following brands | Europe in perspective ‹#› 79 Male 44% 53% Female 56% 47% Age 15-24 31% 18% 25-34 28% 22% 35-54 20% 20% 55-99 13% 18% Smartphone Smartphone user 47% 38% Gender Age Smartphone Brand follower profile On average 2.0 1.7 Facebook 95% 93% Twitter 31% 16% Share 73% 41% Consult 71% 30% Defriending 63% 48% Networks Actions Defriending            N Europe = 5613 / F = members of social networks  Brand followers Non brand followers Brand followers Non brand followers sig. diff (95%) Membership Brand followers are more often females, somewhat younger and they are more active on social networks ‹#› 80 Q : To which sectors do these brands belong to? N Europe = 3064 / F = members of social networks, following at least one brand Media / entertainment Fashion / luxury goods Food and retail Travel Sport Cars Good causes / charity Industry Europe West North East South Europe regions Europe Media and entertainment are the most popular industries for following brands Sectors for brand following ‹#› Average consumer follows a brand to get a direct personal benefit. Social networkers expect some sort of benefit of companies on social networks. People are mainly focused on the direct benefit. Companies should in first instance offer product information, update on promotions and announce events. There is still a huge opportunity for companies to get in touch with their customers. 58% has never experienced any action by a company / brand on social network sites. ‹#› Brand usage 46% Recommendation by friend 29% Invitation by network contact 28% Search engine 27% Advertising on social media 26% Online advertising 22% Buying intention 22% Invited by brand 18% Traditional advertisements 18% Following brands on social media is driven by the actual user experience ‹#› 42% Had a conversation with a brand via social networks ‹#› Q : What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning... ...a positive experience with a product / service I’ve posted or reacted on ...a job vacancy ...a negative experience with a product / service I’ve posted or reacted on ...information I posted about promotions ...information I posted about products and/or services in general ...a fanpage / group I’ve created for a product/brand/company ...information I posted about (advertising) campaigns ...information I posted about the company and/or company culture Europe regions Europe N Europe = 5613 / F = If member of social network(s) Europe West North East South Company actions on social media 42% already had a conversation with a brand through social media. ‹#› 44% Customers want to be involved with companies. Bring them in the boardroom to improve the relationship. CO-CREATION 44% CONVERSATIONS 33% BRAND FAN 43% DIRECT INTERACTION ‹#› ...offer product information ...offer promotions ...announce events ...share ideas and provide updates on future products, services, etc. ...give feedback ...give the ability to order / purchase products / services ...surprise consumers ...offer the ability to take part in game / competitions ...start conversations with consumers ...give exclusive content ...invite consumers to co-create products / services ...give objective background information of the company (facts and figures) ...offer the possibility to directly interact with people behind the brand ...bring entertainment ...launch (advertising) campaigns ...create brand groups of which consumers can become a fan on social network pages ...bring stories about the company culture ...create virtual characters or advertising icons Q : On social network sites, brands should… Europe West North East South Europe regions Europe N Europe = 5613 / F = If member of social network(s) People expect various actions of companies on social networks. Top three consists of offering product information, promotions and announcing events. Brand expectations ‹#› Social media is about communication between people. People use social networks to communicate with each other: Checking the status of others, chatting, sending messages, reacting to comments or actions of others. If we look at actions specifically related to companies, products or brands, it shows that 36% of the social networkers in Europe post information about brands, 53% reacts on comments and 51% consults information. Consumers prefer to react on brand updates rather than start a conversation with a brand themselves. Content planning and regular content updates are a way to increase the engagement with fans. ‹#› Checking the status of others 5.2 Chatting, messages 4.7 Reacting to others 4.3 Updating status 3.4 Games 2.8 Reacting to brands 2.2 Consulting information about brands 1.9 Posting information about brands 1.3 People like to connect: status checks and chats are most frequent activities on social networks ‹#› PERSONAL share share consult Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (average) Checking the status of others and consulting information Chatting / Sending messages Reacting to comments and / or actions of others Updating your status and / or posting information Playing games or other fun activities Reacting to comments and / or actions of others related to products, brands and / or companies Consulting information about products, brands and/or companies Posting information about products, brands and/or companies Europe West North East South Europe Europe regions N Europe = 5613 / F = If member of social network(s) Communication between people is the main purpose of social networks. Actions on social networks ‹#› Embrace consumer power: 36% posts company/ brand related information on social media ‹#› Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (% at least once) “Consulting information about products, brands and/or companies” “Reacting on comments and / or actions of others related to products, brands and / or companies” “Posting information about products, brands and/or companies” West North East South ■ % social networkers ■ social networkers who consult ■ social networkers who react ■ social networkers who post 36% of the social networkers in Europe post information on products, brands, and /or companies N Europe = 5613 / F = If member of social network(s) Sharing and consulting brand / product information ‹#› 92 Sharing (58%) Not sharing (43%) Consulting (51%) Not consulting (50%) Gender Male 47% 50% 45% 52% Female 53% 50% 55% 48% Age 15-24 27% 21% 28% 21% 25-34 26% 24% 27% 23% 35-44 20% 20% 20% 20% 45-54 15% 16% 14% 16% 55-99 13% 20% 11% 21% Employment Employed/working full-time 50% 47% 48% 49% Employed/working part-time 11% 10% 11% 10% Unemployed/job-seeker 7% 8% 8% 7% Retired 7% 11% 7% 12% Househusband/housewife 5% 3% 5% 3% Student 13% 13% 13% 12% Not working 1% 1% 1% 2% Other 6% 7% 6% 6% Smartphone with internet/data 32% 31% 33% 30% Membership Average no. networks 2,1 1,7 2,1 1,7 N Europe = 4863 / F = If sharing information (reacting and/or posting) N Europe = 2876 / F = If consulting information Social networkers who share or consult information about brands, are younger and they are member of more networks. Women consult more often about products and brands than men. sig. diff (95%) Sharing / consulting profile ‹#› Offline brand experiences are the best online conversation starter. If people share information about a brand, company or product, it’s often about the product / brand experience they had. Good news: Positive experiences dominate negative experiences. And; one third of the European social networkers say their sharing behavior increased (a lot) since last year. ‹#› Q : You’ve indicated that you sometimes share information (posting and / or reacting) about products, brands and/or companies. When doing this, which social network sites do you use for sharing that information? Facebook Twitter Vkontakte LinkedIn MySpace Hi5 Netlog Badoo Hyves Xing Ning QZone Bebo Tagged Friendster Orkut Habbo Europe West North East South Europe Europe regions N Europe = 4863 / F = If sharing information Facebook is the place to share information about products and brands Networks to share information ‹#› People prefer to share positive brand experiences on social media ‹#› Q : What exactly do you share then about products, brands and/or companies? Sharing information about... ...positive experiences you had ...negative experiences you had ...promotions you saw ...feedback about products / services you received from a company ...games and contests related to the products, brands or companies ...the launch of a new product, brand, or company ...online advertising you saw or heard about ...advertising via traditional media (e.g. tv, radio, magazine, etc.) you saw or heard about Europe West North East South Europe Europe regions N Europe = 4863 / F = If sharing information Social networkers prefer to share positive experiences. 33% says their sharing behavior increased (a lot) since last year. Information to share ‹#› Most trusted source are peers. Their experiences are key driver in consumer decision making. Consumers trust each other most. When people look for information on products, companies or brands, they tend to look for information that is coming from experiences other persons had. This experience can be both positive (63%) and negative (53%). Positive brand experiences have the highest impact on brand perception and buying intention. ‹#› Q : What exactly do you consult then about products, brands and/or companies? Consulting information about... ...positive experiences others had ...negative experiences others had ...the launch of a new product, brand, or company ...feedback about products/services others received from a company ...promotions others saw ...games and contests related to the products, brands or companies ...online advertising others saw or heard about ...advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about Europe regions Europe What to consult N Europe = 2876 / F = If consulting information 62% look for positive experiences others had with a product, brand or company Europe West North East South ‹#› Q : When you consult information about products, brands and/or companies, does this information have an impact on your opinion about the product / brand / company? (top2%, 1-5) Positive experiences others had Feedback about products/services others received from a company The launch of a new product, brand, or company Promotions others saw Negative experiences others had Games and contests related to the products, brands or companies Online advertising others saw or heard about Advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about Europe regions Europe Impact of consulting on brand perception Positive experiences are reported to have the highest impact on brand opinion Europe West North East South N Europe = 2876 / F = If consulting in general ‹#› Q : When you consult information about products, brands and/or companies, does this information have an impact on your intention to buy the product / brand / something of the company? (top2%, 1-5) Positive experiences others had Feedback about products/services others received from a company The launch of a new product, brand, or company Promotions others saw Negative experiences others had Games and contests related to the products, brands or companies Advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about Online advertising others saw or heard about Europe regions Europe Impact of consulting on buying intention Positive experiences are also reported to have the highest impact on buying intention N Europe = 2876 / F = If consulting in general Europe West North East South ‹#› Q : You’ve indicated that you sometimes consult information about products, brands and/or companies. When doing this, which social network sites do you use for consulting that information? Facebook Twitter Vkontakte LinkedIn MySpace Hi5 Xing Netlog Badoo Hyves Orkut QZone Tagged Ning Habbo Bebo Friendster Europe West North East South Europe regions Europe N Europe = 2876 / F = If consulting information Facebook is the place to consult information about products and brands Networks to consult ‹#› 12% says the image they have formed based on real-life experiences is (completely) different from the image based on social network pages ‹#› Q :Compared to the image I have formed based on real-life experiences, the image I have based on… (1 completely different – 5 completely the same) 13% 6% 13% 16% 13% 7% 23% 11% 5% 20% 5% 22% 26% 39% 33% 31% 24% 42% 25% 55% 51% 32% Western Europe Northern Europe Eastern Europe Southern Europe Europe United States Brazil Australia China India Japan 10% 9% 13% 15% 12% 8% 24% 11% 4% 14% 6% 18% 21% 39% 31% 28% 27% 40% 28% 63% 46% 27% 11% 10% 13% 14% 12% 5% 23% 11% 6% 12% 9% 18% 20% 42% 34% 30% 25% 39% 27% 55% 55% 25% ...the things I see/read on the corporate website... ...the things I see/read on social network pages... ...the things I see/read on other websites/blogs/fora... ■ 1,2… is (completely) different / ■ 4,5… is (completely) the same N Europe = 5613 / F = If member of social network(s) Image of online information ‹#› A person from your contact list A person that belongs to the network of your contact person Brand users A company An employee of a company Brand fans Q : How trustworthy do you find the information that is posted on social networks by each of the following sources? (%top2, 1-5) Europe Europe West North East South Europe regions N Europe = 5613 / F = If member of social network(s) People trust each other most Trust in online information ‹#› Create opportunities for product feedback More than half of the European respondents in this survey are willing to provide feedback while using a brand/product! No matter what topic, the preferred channel to give feedback is e-mail, or the company website. ‹#› People are willing to Provide feedback while using a brand/product! 61% SOCIAL NETWORKERS 52% ALL RESPONDENTS ‹#› Q : Which of the following channels would you like to use to give a company immediate feedback while using a brand/product? N Europe = 4248 / F = (very) interested to give a company immediate feedback Europe regions Europe E-mail Website Mobile phone Online Social Media Other Internet source (e.g. blog, forum) SMS A face-to-face contact with a representative of the brand / product / company Chat Landline A letter A majority prefers e-mail to give a company immediate feedback Europe West North East South Preferred feedback channel ‹#› Social Network adoption, usage and other key facts. Connections on social networks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality. ‹#› ‹#› Employees as brand ambassadors A majority is proud of the company they work for. There is clearly potential to get more proud employees talk on social media. On social media, people in Europe do not talk that much about the company they work for. Talkability is limited to 19%. If they talk about their job, people like to share information about new products or services and announce company events. ‹#› 61% of employed social networkers is proud of the company they work for ‹#› 19% talks about their company on social media. Employees are clearly unused social potential. ‹#› company pride talkability ● People who are pride of the company they are working for and like to talk about their job /employer on social media low high low high There is potential for getting proud employees to talk on social media Potential for brand ambassadors N Europe = 2787 / F = If member of social network(s) and active working person ‹#› 114 63% 16% 67% 40% 62% 48% 75% 61% 40% 18% 62% 20% Company pride (top2%) Talkability (top2%) 61% 19% Company pride and talkability N Europe = 2787 / F = If member of social network(s) and active working person ‹#› 115 Q : What kind of information would you like to share about your job / employer on social media? I would like to... ...share information on (new) products / services ...announce events of my company ...share information on new campaigns about (products / services of) my employer ...share vacancies for a job ...tell stories about the company culture ...announce promotions ...share news about new hired employees I have no idea I do not like to share information about my company Europe West North East South Europe regions Europe N Europe = 2787 / F = If member of social network(s) and active working person, talking about heir job / employer on social media New products / services and events are most popular items to share on social media by employees Information to share by employees ‹#› Majority employees is not allowed to use social media. Two thirds of the European social networkers have (limited) access to social network sites at work. Within Europe, Northern Europe has the highest level of access, Western Europe the lowest. Current attitude of companies towards social media is quite formal and does not feel very emotional. Given the fact that social networking is all about relationships, it seems wise to have a more human approach on social media. Employees can contribute in these. More than a third is open to share information about the company they work for among their contacts on social networks, if that’s beneficial for the company. ‹#› 33% cannot acces Their social network websites at work ‹#› N Europe = 2787 / F = If member of social network(s) and active working person One third of the European social networkers are blocked by their employer to have access to social network sites at work Q : To what extent do you have access to social network sites at your work? ■ complete access ■ limited access ■ no access at all 22% 34% Would like to have access (top2%, 1-5) 15% 48% 42% Access to social media at work | Europe ‹#› 119 ■ complete access ■ limited access ■ no access at all 34% Would like to have access (top2%, 1-5) N=35 N=66 N=56 N=104 N=1590 N=78 N=62 F = If member of social network(s) and active working person Access to social media at work | Europe in perspective ‹#› 120 60% would like to get help from employer to share relevant content. Company policy 25% has a written policy about social media usage. 13% receives social media training. ‹#› 4 out of 10 like their employer’s attitude towards social media… … and more than a third is open to share information about the company they work for. ‹#› Q : To what extent do you agree with each of these statements? (top2%, 1-5) In my social network environment, I like to make a clear distinction between my professional (e.g. colleagues) and my personal life (e.g. family) I’m open to share information about the company I work for among my contacts on social networks, if that’s beneficial for my company I like to share information about my job among my contacts on social networks Europe West North East South Europe regions Europe N Europe = 2787 / F = If member of social network(s) and active working person More than a third is open to share information about the company they work for. Employee attitude ‹#› Social Network adoption, usage and other key facts. Connections on social networks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality. ‹#› ‹#› Always on Consumers are taking up mobile devices, especially in China and India. This implies new ways to reach consumers, through simply more display space, branded applications or even Location-based services. In Europe, 38% is using a smartphone, either with or without internet / data subscription. More than half is using their smartphone on a daily basis for accessing the internet. Nokia and Apple are most widely spread amongst smartphone users. When it comes to mobile services, people expect brands to offer content and convenience. ‹#› Europe: 476 million internet users 350 million on social networks 132 million using a smartphone ‹#› 1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription 6 None of the above 1 2 3 4 5 6 N Europe = 7446 / F = none In Europe, 38% is using a smartphone, either with or without internet / data subscription Mobile devices | Europe ‹#› 128 1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription 6 None of the above 1 2 3 4 5 6 N Europe = 7446 / F = none China and India outnumber Europe and US on smartphone usage Mobile devices | Europe in perspective ‹#› 129 1 A (new) laptop 2 A (new) smartphone or PDA 3 A (new) regular mobile phone 4 A (new) desktop PC 5 A (new) tablet PC 6 A (new) netbook 1 2 3 4 5 6 Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%) N Europe = 7446 / F = none Growth markets for smartphones are China, India and to a lesser extent also Brazil. Future intention ‹#› 130 56% 59% 68% 77% 89% 44% 56% Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily) Daily Internet access via smartphone N Europe = 2178 / F = If smartphone with internet / data subscription ‹#› 131 Nokia Apple Samsung HTC Sony Ericsson BlackBerry LG Motorola Palm Other N Europe = 2178 / F = If smartphone with internet / data subscription Smartphone brands ‹#› 132 Q : Why don’t you have a smartphone? Europe West North East South Europe regions Europe N Europe = 4474 / F = Non smartphone users My current mobile phone is still working fine I don't need a smartphone It's too expensive I don't see the benefit of using a smartphone (yet) I never thought of changing it Because I think it's complicated to use Only a few people in my direct environment have a smartphone For most non smartphone users there is a lack of (perceived) need Smartphone barriers ‹#› Q : To what extent are you interested in the following mobile services (even though these services might not exist or might not be available on your current mobile device or even if you don’t have a mobile phone)? (top2% 1-5) Europe West North East South Europe regions Europe N Europe = 7446 / F = None People expect brands to offer content and convenience. Ability to consult relevant information on your location (nearest restaurant, service station...) via your mobile phone Ability to make small payments e.g. parking meters, vending machines, bus tickets... via SMS message Receive a discount/coupon on your mobile phone when you walk past a certain shop Ability to do your banking via mobile phone a.o. perform balance checks, make payments Ability to use your mobile phone to operate certain devices in your home from a distance (e.g. lighting, heating, video...) Ability to receive more detailed product information on your mobile phone when looking at a product in a shop Receive notifications when friends, family, colleagues are in your neighbourhood Ability to purchase products via your mobile phone e.g. books, CDs, tickets to events... Receive notifications when potential matches are nearby (based on dating site profiles) Seeing personalized advertising, more information or promotions on a billboard when passing by with your mobile phone Western Europe is less interested in mobile banking Discounts on the go are especially popular in East and South Interest in mobile services ‹#› Smartphones owners have a more intensive social media usage. Social media has definitely gone mobile. Social media sites can be easily used through smartphones, which shows for example in a higher daily log on by smartphone users. Consumers have installed 25 apps on average, are using 12 apps and they even have quite some branded apps installed (7 apps on average). They use these apps for various purposes: contact, convenience and entertainment. More than half is using apps for social networking. ‹#› 53% 36% 65% 56% 48% 38% 39% 42% 74% 56% 49% 35% 36% Smartphones facilitate a frequent log on to social media sig. diff (95%)   Smartphone users with or without internet / data subscription Non smartphone users  53% Daily log on to social media through smartphone ‹#› 136 1 Average number of apps installed 2 Average used apps 3 Average paid apps 4 Average brand related apps 1 2 3 4 N Europe = 2178 / F = If smartphone with internet / data subscription N Europe = 1774 / F = If apps installed on smartphone Q : How many apps have you installed on your smartphone since you started using it? Apps installed No apps installed >8/10 have apps installed on their smartphone. On average 25. The average number of apps installed is 25, but only half of them is actually used. Apps ‹#› 137 Q : Do you use ‘apps’ for social networking? (%yes) Q : Below you find a list of other kinds of ‘apps’. Which of the following ‘apps’ do you use? Europe West North East South Exceeding countries Europe regions Europe N Europe = 1774 / F = If apps installed on smartphone Apps for navigation Apps for weather forecasts Apps for fun and games Apps for music and / or videos Apps for information gathering Apps about travelling Apps for managing money Apps with information about places I visit Apps for going out Apps about food and drinks, cooking and recipes Apps for work/school Apps about health Apps for working out Apps for remote control Apps for mums & dads Other apps Type of apps Apps for social networking People use various types of apps – for practical purposes, entertainment as well as for connecting with others 72% is consulting Facebook, 22%Twitter ‹#› Smartphone users expect more conversations & collaboration with brands. Social networkers who have a smartphone, more often follow brands on social media. Marketers can expect more impact reaching social networkers through smartphones, but mobile social networkers expect more from companies and brands. They want to be more involved –almost half is interested to co-create – and they expect companies and brands to start conversations. ‹#› 56% of connected smartphone users follow a brand on social media ‹#› 69% 50% 86% 49% 56% 49% 78% 28% 78% 65% 65% 51% 55% Smartphone users more often follow brands on social media than non users sig. diff (95%)  N Europe = 5613 / F = If member of social network(s) Using a smartphone with internet / data subscription     Smartphone Base
Comments
Top