2011       Country report       Netherlands
2011       Country report        Netherlands        In cooperation with IAB Europe and IAB Netherlands
For questions, feedback and remarks about theresearch, please contact:Prof. Steven Van BelleghemManaging partner InSites C...
Studied countries  Netherlands N=12009027 consumers (age 15+) across 35 countries, representative for the online populatio...
2011
97% of the Dutch is aware of Social Media.68% of the Dutch is member of at least 1social netwerk.Awareness and usage of so...
Social network awareness                                                                                                  ...
Social network membership                                                                                                 ...
Membership; average number of networks                                                                          Netherland...
Network sizeQ : How many contacts do you have on each of the following social network sites?                              ...
Daily log on to social networksQ : You are a member of the following social network sites. How often do you log into these...
Connection timeQ : On average, how long (in minutes) do you stay connected to each of the following networks when you log ...
Social networkers seem saturatedCurrent social networkers have no intention to stop their membership nordo they feel the n...
Intention to stop                                                                                                         ...
Intention to stop versus network penetration                  25%                                                         ...
Increase current usage                                                                                                    ...
Usage increase versus network penetration                      45%          Netherlands           High                    ...
Ex-membershipQ : To what extent do you know / use the following social network sites? - I was member of this social networ...
Future membership                                                                                                         ...
2011
People love people.  So brands, behave like one.People link online with people they know offline. Social networking is a w...
Drivers for connecting with othersQ : Why does a person belong to your network?                                           ...
Drivers for membership                                                                                                    ...
DefriendingQ : Have you ever deleted a person from your contact list?                                               Nether...
Reasons to defriendQ : Why did you do that? I’ve deleted a person from my contact list because…                           ...
Defriending versus network size              70%                                                        Netherlands       ...
2011
>50% follow brands on social media.Personal brand experience andconversations about brands by peers aredrivers to connect....
Following brands          Netherlands             Brand followers                         30%             Average no. of b...
Following brands - sectorsQ : To which sectors do these brands belong to?                                                N...
Triggers for following a brandQ : How did you became an online follower / fan of a brand?                                 ...
Average consumer follows a brand to get a directpersonal benefit.Social networkers expect some sort of benefit of companie...
Brand actions on social networks                                                                                  Overall,...
Brand expectationsQ : On social network sites, brands should…                                                    Netherlan...
Social media is about communicationbetween people.People use social networks to communicate with each other: Checkingthe s...
Type of actions                                                                                                           ...
Sharing and consulting brand / product informationQ : The last 10 times you logged into your social networks, how often di...
Offline brand experiences are the best onlineconversation starter.If people share information about a brand, company or pr...
Information to share                                                                                                      ...
Networks to share brand / product informationQ : You’ve indicated that you sometimes share information (posting and / or r...
Most trusted source are peers. Theirexperiences are key driver in consumerdecision making.Consumers trust each other most....
What to consult                                                                                                           ...
Networks to consult band / product informationQ : You’ve indicated that you sometimes consult information about products, ...
Impact on brand opinionQ : When you consult information about products, brands and/or companies, does this information hav...
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
Social mediareport netherlands_insites_iab_nl
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Social mediareport netherlands_insites_iab_nl

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The Dutch IAB country specific research report of the global social media study of Insites. Results cover 35 countries. More than 9000 people participated. In this report the country specific data for the Netherlands compared to Europe and other countries.

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Social mediareport netherlands_insites_iab_nl

  1. 1. 2011 Country report Netherlands
  2. 2. 2011 Country report Netherlands In cooperation with IAB Europe and IAB Netherlands
  3. 3. For questions, feedback and remarks about theresearch, please contact:Prof. Steven Van BelleghemManaging partner InSites ConsultingSteven@InSites.euTwitter: @steven_insitesJorrik van Wonderen Emile van den BergIAB Netherlands IAB Netherlandsresearch@iab.nl Emile@iab.nlTwitter: @IABNederland
  4. 4. Studied countries Netherlands N=12009027 consumers (age 15+) across 35 countries, representative for the online populationwithin country on gender, age and e-commerce.Data collected on online research panels, field in March – April 2011.
  5. 5. 2011
  6. 6. 97% of the Dutch is aware of Social Media.68% of the Dutch is member of at least 1social 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 onenetwork. Social networkers are member of 1.9 networks on average.In the Netherlands, 97% know at least one social network and 68%are member of at least one network. Social networkers are member of2.2 networks on average.High awareness and usage of Hyves is a typical for the Netherlands.
  7. 7. Social network awareness Overall networkQ : To what extent do you know / use the following social network sites? awareness: 97% Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Hyves 94% 92% 96% 98% 95% 88% Facebook 93% 93% 93% 95% 96% 88% Twitter 81% 82% 81% 90% 80% 75% LinkedIn 60% 65% 54% 71% 56% 52% MySpace 59% 55% 62% 82% 57% 37% Netlog 29% 27% 31% 39% 28% 19% Habbo 24% 20% 28% 40% 24% 9% Badoo 17% 15% 19% 27% 16% 9% Hi5 16% 16% 17% 25% 13% 11% Tagged 14% 12% 15% 20% 14% 7% Friendster 9% 10% 8% 15% 8% 5% Orkut 7% 9% 5% 12% 5% 6% Ning 7% 8% 6% 10% 5% 6% Xing 7% 9% 5% 9% 7% 5% Netherlands Bebo 7% Europe 7% 7% 12% 5% 4% 10%> EU West QZone 5% North 6% 5% 9% 3% 4% 10%< EU East Vkontakte 5% 6% 4% 7% 4% 4% SouthN Netherlands = 1209 / F = None N Europe = 7446 605 605 371 479 359 Sign diff (95%)
  8. 8. Social network membership 68% are member of atQ : To what extent do you know / use the following social network sites? – I am a current member least one network Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Hyves 50% 37% 62% 68% 49% 30% Facebook 44% 41% 46% 59% 41% 31% LinkedIn 20% 25% 15% 24% 19% 17% Twitter 17% 17% 17% 26% 15% 10% MySpace 6% 5% 7% 10% 5% 2% Netlog 5% 4% 6% 6% 6% 2% Badoo 3% 3% 3% 2% 3% 3% Hi5 2% 2% 3% 3% 2% 1% Tagged 2% 2% 2% 2% 3% 1% Orkut 1% 0% 1% 1% 0% 0% Ning 1% 1% 1% 1% 1% 0% Habbo 1% 1% 1% 2% 0% 0% Xing 0% 1% 0% 0% 1% 1% QZone 0% 0% 0% 0% 0% 0% Netherlands Bebo 0% Europe 0% 0% 0% 0% 0% 10%> EU West Vkontakte 0% North 0% 0% 0% 1% 0% 10%< EU East Friendster 0% 0% 0% 1% 0% 0% SouthN Netherlands = 1209 / F = None N Europe = 7446 605 605 371 479 359
  9. 9. Membership; average number of networks Netherlands average 2,2 2,2 2,2 2,4 2,2 2,0 1,9 6% 5% 4% 4% 8% 10% 12% 7% 9% 9% 13% 14% 16% 13% 16% 17% 16% 19% 26% 28% 33% 32% 32% 32% 33% 46% 50% 36% 37% 38% 34% 28% Netherlands Male Female <35 35-55 >55 Europe 10%> EU ■ 5 or more 10%< EU ■4 ■3 ■2 ■ 1 networkN Netherlands = 837 / F = If member of social network(s)
  10. 10. Network sizeQ : How many contacts do you have on each of the following social network sites? Netherlands average 107 78 88 57 74 84 71 133 49 59 NL EU 16% 21% 30% 44% 50% 27% 29% 41% 33% 34% 57% 49% 30% 24% 16% Hyves LinkedIn MySpace Facebook Twitter ■ 50+ ■ 11-50 ■ 1 - 10
  11. 11. Daily log on to social networksQ : You are a member of the following social network sites. How often do you log into these sites? (% at least daily) Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Facebook 43% 35% 49% 59% 31% 30% Twitter 45% 45% 44% 52% 46% 24% Hyves 35% 23% 42% 41% 33% 25% LinkedIn 15% 19% 8% 12% 15% 21% Netherlands Europe 10%> EU West MySpace 15% North 10%< EU East SouthN Netherlands = min 70 – max 599 / F =If member of social network Sign diff (95%)
  12. 12. Connection timeQ : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit) average 22 37 20 16 19 21 12 15 10 10 NL EU 5% 3% 5% 6% 7% 5% 20% 26% 22% 33% 31% 22% 27% 23% 25% 27% 54% 46% 46% 31% 31% 10 > EU Facebook Hyves Twitter MySpace LinkedIn 10 < EU ■ >60 ■ 31 - 60 ■ 11 - 31 ■ 6 - 10 ■ 1- 5 minutesN Netherlands = Min70 – Max 599 / F = If member of social network Sign diff (95%)
  13. 13. Social networkers seem saturatedCurrent social networkers have no intention to stop their membership nordo they feel the need to further expand their membership on socialnetwork sites.In the Netherlands, Hyves, Facebook, Twitter and LinkedIn are strongnetworks in terms of penetration. MySpace, Netlog and Badoo scorelower for future usage and membership. Hyves reached a 15% ex-membership.
  14. 14. Intention to stop In the Netherlands, 8% of the socialQ : 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 inthe coming year? – I’ll stop using it networkers have the intention to quit at least one of the Netherlands Netherlands vs Europe networks they are 0% 25% 50% 75% 100% member of. EU: 7% MySpace 15% Netlog 13% Badoo 12% Hyves 5% Twitter 4% LinkedIn 3% Netherlands Europe 10%> EU West Facebook 2% North 10%< EU East SouthN Netherlands = Min 35 – Max 599 / F = If member of social network
  15. 15. Intention to stop versus network penetration 25% Netherlands High 20% Netlog 15% MySpace Stop Badoo 10% Hyves Twitter 5% LinkedIn Low Facebook 0% 0% 10% 20% 30% 40% 50% 60% Low Penetration HighN Netherlands = min 35 - max 599 / F = If member of this social network
  16. 16. Increase current usage Members of Twitter, LinkedIn and Facebook are mostQ : 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 networksites evolve in the coming year? – I’ll use it (a lot) more likely to increase their usage Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Twitter 42% 47% 37% 49% 37% 33% LinkedIn 41% 41% 42% 45% 41% 36% Facebook 35% 34% 35% 46% 27% 24% Hyves 13% MySpace 8% Badoo 7% Netherlands Europe 10%> EU West North Netlog 6% 10%< EU East SouthN Netherlands = min 35 - max 599 / F = If member of this social network Sign diff (95%)
  17. 17. Usage increase versus network penetration 45% Netherlands High 40% 35% 30% Increase 25% 20% 15% 10% 5% Low 0% 0% 10% 20% 30% 40% 50% 60% Low Penetration HighN Netherlands = min 35 - max 599 / F = If member of this social network
  18. 18. Ex-membershipQ : To what extent do you know / use the following social network sites? - I was member of this social network site, but not anymore Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Hyves 13% 14% 11% 18% 10% 11% MySpace 7% 6% 8% 13% 6% 3% Facebook 6% 6% 6% 6% 7% 5% Netlog 5% 4% 6% 7% 5% 3% Hi5 4% 3% 4% 8% 2% 2% Twitter 4% 4% 4% 7% 3% 2% Habbo 4% 2% 6% 11% 1% 0% LinkedIn 3% 2% 3% 4% 2% 2% Badoo 3% 2% 4% 5% 2% 1% Tagged 2% 1% 2% 3% 1% 1% Orkut 1% 1% 1% 2% 0% 0% Ning 1% 1% 1% 1% 1% 0% Xing 1% 1% 1% 2% 1% 0% QZone 1% 1% 1% 2% 0% 0% Netherlands Bebo 1% Europe 0% 1% 2% 0% 0% 10%> EU West Friendster 1% North 0% 1% 1% 0% 0% 10%< EU East Vkontakte 0% 0% 0% 1% 0% 0% SouthN Netherlands = 1209 / F = None N Europe = 7446 605 605 371 479 359 Sign diff (95%)
  19. 19. Future membership Overall, 73% have no intention toQ : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of thenetwork sites below you would consider becoming a member of. expand their membership EU: 60% Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Facebook 19% 19% 19% 28% 18% 16% Twitter 14% 12% 16% 18% 15% 9% LinkedIn 13% 12% 14% 19% 13% 5% Hyves 11% 10% 12% 11% 8% 14% MySpace 5% 5% 5% 5% 4% 5% Bebo 5% Tagged 4% 4% 3% 7% 0% 4% Hi5 3% 4% 3% 2% 5% 5% Badoo 3% 4% 3% 3% 4% 0% Orkut 2% Netlog 2% 1% 3% 3% 2% 1% QZone 2% Friendster 2% 1% 4% 4% 2% 0% Ning 1% Netherlands Europe Xing 1% 10%> EU West 1% North 1% 2% 1% 2% 0% Habbo 10%< EU East Vkontakte 0% South N Netherlands = min 53 – max 793 / F = non users N Europe = Min 418 - Max 3962 / F = Non users Sign diff (95%)
  20. 20. 2011
  21. 21. People love people. So brands, behave like one.People link online with people they know offline. Social networking is a wayfor people to meet up with others on the net. Checking the status ofothers, chatting & messaging are the main activities on social networks, alltwo-way communication streams. Not having any contact is the mainreason 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 andbrands should approach their use of social media differently. It’s aboutbeing human and taking personal identity above an institutional identity.
  22. 22. Drivers for connecting with othersQ : Why does a person belong to your network? Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 ...we have been 53% 38% 65% 77% 48% 19% friends, neighbours, classmates, etc. since our childhood 50% 42% 57% 70% 46% 22% ...we work(ed) together (job, internship, student job) 47% 54% 41% 36% 51% 60% ...(s)he invited me to belong to his/her social network 30% 40% 58% 27% 14% 36% ...we share the same education 34% 33% 34% 45% 29% 23% ...we have the same friends offline 30% 25% 34% 40% 28% 16% ...we originate from the same region / location 29% 33% 25% 33% 28% 21% ...we have the same hobbies (e.g. music, holidays, sport, etc.) 27% 34% 21% 23% 31% 28% ...we work in the same sector 25% 29% 21% 22% 26% 26% ...we have the same friends online 16% 15% 17% 20% 15% 11% ...we share the same kind of humour 11% 8% 13% 20% 6% 3% ...we are/were both in the same youth movement 8% 12% 5% 7% 9% 8% ...we have the same political ideas, ideologies, etc. 7% 4% 9% 10% 6% 2% ...we have the same personal style (e.g. clothing style, food preferences, etc.) 7% 6% 7% 9% 7% 2% Netherlands ...(s)hes a celebrity Europe 6% 9% 4% 6% 6% 8% 10%> EU West ...we use the same products / services 3% North 10%< EU 4% 3% 5% 3% 1% ...we love the same brands East 3% South 4% 1% 2% 2% 4% ...(s)hes an opinion leaderN Netherlands = 837 / F = If member of social network(s) N Europe = 5613 382 455 295 357 185
  23. 23. Drivers for membership Besides more general reasons, getting to knowQ : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to playgames. Besides the more general reasons, what else has driven you to become a member of the following social networks? things about (new) products and brands is an important driver for Netherlands membership 0% 25% 50% 75% 100% ...to get to know things about (new) products / brands ...to stimulate my career ...to come in contact with brands / companies ...to find promotions of a certain brand / product People get member of professional network LinkedIn, to stimulate their ...to find other users of a certain brand / product career. ...to become a famous person ● MySpace (N=70) ● Facebook (N=528) ● Linkedin (N=240) ...to become an opinion leader ● Twitter (N=206) ● Hyves (N=599)Netherlands / F = If member of social network(s)
  24. 24. DefriendingQ : Have you ever deleted a person from your contact list? Netherlands Netherlands vs Europe 0% 25% 50% 75% 100% Hyves 59% Twitter 47% Netlog 44% Badoo 44% MySpace 40% Facebook 35% Netherlands Europe 10%> EU West LinkedIn 20% North 10%< EU East SouthN Netherlands = min 35 – max 599 / F = If member of social network
  25. 25. Reasons to defriendQ : Why did you do that? I’ve deleted a person from my contact list because… Sign diff (95%) Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 ...we hardly had any contact with each other 53% 52% 54% 59% 49% 45% ...I dont want this person to see my profile 33% 27% 36% 37% 32% 23% /updates anymore ...we were friends in the past, but not 30% 21% 36% 41% 24% 13% anymore ...that person shares too much lousy content 24% 26% 22% 26% 20% 24% on his/her social network ...I came to realize that I dont know that 20% 18% 22% 29% 13% 13% person ...I received many more updates about 17% 13% 19% 22% 15% 5% his/her life than I care to receive ...that person is too active on my social 8% 8% 8% 12% 5% 5% network ...that person is using social media too much for advertising about brands / products 8% 13% 5% 7% 9% 10% ...that persons comments were politically incorrect 7% 9% 6% 8% 6% 4% ...that person is too passive on my social network 6% 4% 7% 6% 7% 2% ...I dont want my colleagues to part of my social network anymore 5% 4% 6% 7% 5% 3% Netherlands ...that person is using social media too much Europe for promoting the company (s)hes working 4% West 10%> EU 5% 3% 3% 4% 2% North ...that person recommends brands / products 10%< EU East I dont like 3% South 5% 1% 1% 3% 6%N Netherlands = 500 / F = ever deleted a contact 201 299 215 209 76
  26. 26. Defriending versus network size 70% Netherlands Hyves High 60% Netlog Twitter 50% BadooDefriending 40% MySpace Facebook 30% LinkedIn 20% 10% Low 0% 0 20 40 60 80 100 120 Low Network size (contacts) High
  27. 27. 2011
  28. 28. >50% follow brands on social media.Personal brand experience andconversations about brands by peers aredrivers to connect.About half of the European social networkers follow a company orbrand on social networks. In the Netherlands it’s lower (30%) and theDutch are following a lower number of brands (5 on average).People connect with a brand because they have used it and secondlybecause other people invited or recommended them to do so – theydid not connect because companies / brands asked them to!
  29. 29. Following brands Netherlands Brand followers 30% Average no. of brands followed 5,1 Brand followers 51% Average no. of brands followed 12,2 North 47% 11,6 West East 42% 54% 9,4 9,8 South 60% 17,3 10%> EUN Netherlands = 837 / F = If member of social network(s) 10%< EUN Europe = 5613 / F = If member of social network(s)
  30. 30. Following brands - sectorsQ : To which sectors do these brands belong to? Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Media / entertainment 50% 57% 45% 58% 45% 34% Fashion / luxury goods 45% 32% 54% 53% 42% 21% Food and retail 26% 25% 28% 24% 33% 16% Travel 24% 23% 24% 23% 21% 33% Sport 22% 36% 13% 27% 20% 10% Good causes / charity 16% 11% 19% 14% 19% 10% Cars 15% 27% 6% 16% 12% 19% Netherlands Europe 10%> EU West Industry 6% North 10%< EU 12% 2% 5% 4% 13% East SouthN Netherlands = 255 / F = social networkers, following at least one brand N Europe = 3064 106 149 118 105 32
  31. 31. Triggers for following a brandQ : How did you became an online follower / fan of a brand? Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 I became a fan after using the 29% 27% 30% 33% 23% 31% brand I received an invitation from a 20% 16% 23% 18% 25% 18% person of my contact list Via online advertising on a social 18% 18% 18% 20% 17% 13% network site I looked for a brand in the search engine of the social 18% 23% 15% 20% 18% 10% network site I received an invitation from the 17% 18% 17% 17% 15% 23% brand /company itself A friend of mine recommended it 17% 15% 18% 19% 16% 11% Via advertising in traditional media like television, radio, 10% 11% 9% 10% 9% 13% magazines, etc. Via online advertising on another 10% Netherlands site 10% 10% 8% 11% 15% Europe 10%> EU West I want to buy the brand in the North 8% 10%< EU future East 17% 1% 8% 7% 8% SouthN Netherlands = 255 / F = social networkers, following at least one brand N Europe = 3064 106 149 118 105 32
  32. 32. Average consumer follows a brand to get a directpersonal benefit.Social networkers expect some sort of benefit of companies on socialnetworks. People are mainly focused on the direct benefit. Companiesshould in first instance offer product information, update on promotionsand announce events.There is still a huge opportunity for companies to get in touch with theircustomers. 58% (Europe) has never experienced any action by acompany / brand on social network sites.In the Netherlands, 75% never experienced any action. The overallbrand expectation level is lower than Europe.
  33. 33. Brand actions on social networks Overall, 75% never experienced any actionQ : What kind of actions did you already experience? Via social networks, companies have already EU: 58%contacted me directly concerning... Netherlands Netherlands vs Europe Gender & age m f <35 35-55 >55 0% 25% 50% 75% 100% ...a job vacancy 14% 7% 11% 10% 11% 11% ...a positive experience with a product / service Ive posted or 9% 4% 5% 6% 9% reacted on 7% ...a negative experience with a product / service Ive posted or 10% 5% 4% 8% 11% 7% reacted on ...information I posted about products and/or services in 5% 7% 2% 3% 5% 7% general ...information I posted about 4% 6% 3% 5% 3% 5% promotions ...information I posted about 3% 5% 2% 4% 2% 4% (advertising) campaigns ...information I posted about the 3% Netherlands 4% 2% 2% 4% 2% company and/or company culture Europe 10%> EU West North ...a fanpage / group Ive created 3% 10%< EU East 4% 2% 5% 2% 1% for a product/brand/company SouthN Netherlands = 837 / F = If member of social network(s) N Europe = 5613 382 455 295 357 185
  34. 34. Brand expectationsQ : On social network sites, brands should… Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 ...announce events 38% 35% 40% 46% 37% 26% ...offer promotions 33% 31% 33% 40% 32% 20% ...surprise consumers 31% 29% 33% 39% 32% 18% ...offer product information 31% 32% 30% 35% 31% 25% ...give feedback 30% 35% 26% 32% 31% 26% ...share ideas and provide updates on future products, services, etc. 28% 30% 26% 36% 26% 16% ...give the ability to order / purchase products / services 27% 30% 25% 27% 27% 26% ...offer the ability to take part in game / competitions 25% 18% 31% 34% 23% 12% ...offer the possibility to directly interact with 23% 25% 22% 30% 22% 15% people behind the brand ...give exclusive content 22% 24% 19% 28% 18% 16% ...invite consumers to co-create products / 20% 23% 30% 21% 9% 22% services ...bring entertainment 20% 19% 22% 30% 17% 9% ...launch (advertising) campaigns 19% 17% 20% 26% 19% 7% ...give objective background information of 23% 14% 18% 19% 17% 18% the company (facts and figures) ...create brand groups of which consumers Netherlands 18% 19% 23% 18% 12% 18% can become a fan on social network pages Europe 17% West 18% 17% 20% 17% 12% ...start conversations with consumers 10%> EU North 11% 10%< EU East 13% 10% 15% 10% 7% ...bring stories about the company culture South ...create virtual characters or advertising 11% 9% 15% 8% 5% 10% iconsN Netherlands = 837 / F = If member of social network(s) N Europe = 5613 382 455 295 357 185
  35. 35. Social media is about communicationbetween people.People use social networks to communicate with each other: Checkingthe status of others, chatting, sending messages, reacting tocomments or actions of others.If we look at actions specifically related to companies, products orbrands, it shows that 36% of the social networkers in Europe postinformation about brands, 53% reacts on comments and 51% consultsinformation.In the Netherlands, 23% of the social networkers in Europe postinformation about brands, 38% react on comments and 36% consultinformation.Consumers prefer to react on brand updates rather than start aconversation with a brand themselves. Content planning and regularcontent updates are a way to increase the engagement with fans.
  36. 36. Type of actions Actions on social networks areQ : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (average) mainly personal Netherlands Netherlands vs Europe Gender & age 0 1 2 3 4 5 6 m f <35 35-55 >55 Checking the status of others and 4,3 4,7 5,4 4,3 3,2 consulting information 4,5 Reacting to comments and / or actions 3,0 3,6 3,3 3,7 2,7 3,4 of others PERSONAL Chatting / Sending messages 3,3 3,2 3,7 3,7 3,5 2,9 Updating your status and / or posting 2,6 2,5 2,7 2,9 2,6 2,0 information Playing games or other fun activities 1,2 2,5 2,0 2,2 1,2 1,9 Reacting to comments and / or actions SHARE of others related to products, brands and 1,2 1,3 1,3 1,3 1,2 1,3 / or companies CONSULT Consulting information about products, Netherlands 1,2 1,1 1,2 1,1 1,2 brands and/or companies 1,1 Europe 1.0> EU West North SHARE Posting information about products, 1.0 < EU East 0,6 0,8 0,8 0,7 0,6 0,7 brands and/or companies SouthN Netherlands = 837 / F = If member of social network(s) N Europe = 5613 382 455 295 357 185
  37. 37. Sharing and consulting brand / product informationQ : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (% at least once) 23% of the social networkers in the Netherlands post information on products, brands, and /or companies Netherlands 36% ■ social networkers who consult ■ social networkers who react ■ social networkers who post 38% 10%> EU 10%< EU 23% Europe West North East South 73% 66% 75% 79% 77% 51% 40% 29% 56% 63% 53% 41% 44% 64% 59% 36% 28% 20% 39% 48% West North East South “Consulting information about products, brands and/or companies”N Netherlands = 837 / F = If member of social network(s) “Reacting on comments and / or actions of others related to products, brands and / or companies”N Europe = 5613 / F = If member of social network(s) “Posting information about products, brands and/or companies”
  38. 38. Offline brand experiences are the best onlineconversation starter.If people share information about a brand, company or product, it’soften about the product / brand experience they had. Good news:Positive experiences dominate negative experiences. And; one third ofthe European social networkers say their sharing behavior increased(a lot) since last year.The same goes for the Netherlands: people like to share their product/ brand experience. However, the Netherlands shows a lowerincrease in sharing than Europe.
  39. 39. Information to share In the Netherlands, 20% say their sharingQ : What exactly do you share then about products, brands and/or companies? Sharing information about... behaviour increased (a lot) since last year. EU: 33% Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 ...positive experiences you had 57% 61% 53% 55% 54% 63% ...negative experiences you had 37% 43% 32% 39% 31% 46% ...games and contests related to the products, brands or companies 21% 15% 25% 20% 24% 15% ...feedback about products / services you received from a company 20% 24% 17% 22% 19% 19% ...promotions you saw 19% 18% 20% 24% 19% 9% ...the launch of a new product, brand, or company 16% 15% 16% 19% 14% 12% ...online advertising you saw or heard about 11% Netherlands 8% 14% 18% 7% 7% Europe ...advertising via traditional media (e.g. 10%> EU West tv, radio, magazine, etc.) you saw or 9% North heard about 10%< EU 7% 11% 11% 8% 7% East SouthN Netherlands = 355 / F = sharing information N Europe = 4863 166 189 131 149 75
  40. 40. Networks to share brand / product informationQ : You’ve indicated that you sometimes share information (posting and / or reacting) about products, brands and/orcompanies. When doing this, which social network sites do you use for sharing that information? Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Hyves 51% 37% 63% 57% 51% 41% Facebook 44% 43% 44% 53% 35% 41% Twitter 19% 24% 14% 23% 16% 15% LinkedIn 15% 28% 4% 5% 15% 34% MySpace 3% 2% 3% 3% 3% 1% Netlog 3% 3% 3% 1% 6% 3% Hi5 1% 2% 1% 1% 1% 3% Habbo 1% 1% 0% 2% 0% 0% Tagged 1% 2% 1% 1% 1% 3% Badoo 1% 2% 1% 1% 0% 4% Orkut 0% 0% 1% 1% 0% 0% Ning 0% 1% 0% 0% 1% 0% Xing 0% 1% 0% 0% 0% 1% QZone 0% 0% 0% 0% 0% 0% Bebo Netherlands 0% Europe 0% 0% 0% 0% 0% Vkontakte 0% 10%> EU West North 0% 0% 0% 0% 0% Friendster 0% 10%< EU East South 0% 0% 0% 0% 0%N Netherlands = 355 / F = sharing information N Europe = 4863 166 189 131 149 75
  41. 41. Most trusted source are peers. Theirexperiences are key driver in consumerdecision making.Consumers trust each other most. When people look for information onproducts, companies or brands, they tend to look for information that iscoming from experiences other persons had. This experience can beboth positive (NL: 52%) and negative (NL: 33%).Overall, the Dutch are consulting to a lesser extent than Europe.Positive brand experiences have the highest impact on brandperception and buying intention.
  42. 42. What to consult 25% say their consulting behaviourQ : What exactly do you consult then about products, brands and/or companies? Consulting information about... increased (a lot) since last year. EU:43% Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 ...positive experiences others had 52% 52% 52% 52% 52% 51% ...feedback about products/services others received from a company 34% 39% 30% 35% 32% 34% ...negative experiences others had 33% 33% 33% 28% 36% 36% ...the launch of a new product, brand, or company 32% 29% 33% 38% 27% 29% ...games and contests related to the products, brands or companies 24% 13% 33% 29% 24% 17% ...promotions others saw 23% 26% 21% 30% 16% 22% ...online advertising others saw or heard about 20% Netherlands 18% 22% 25% 16% 18% Europe ...advertising via traditional media (e.g. 10%> EU West tv, radio, magazine, etc.) others saw or 15% North heard about 10%< EU East 15% 16% 20% 15% 8% SouthN Netherlands = 305 / F = consulting information N Europe = 2876 138 167 115 127 63
  43. 43. Networks to consult band / product informationQ : 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? Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Facebook 45% 48% 43% 56% 34% 46% Hyves 44% 36% 51% 49% 46% 32% LinkedIn 18% 30% 9% 15% 15% 33% Twitter 15% 19% 12% 19% 13% 10% MySpace 4% 3% 4% 5% 4% 1% Netlog 3% 3% 2% 0% 5% 3% Hi5 2% 2% 1% 2% 1% 3% Badoo 1% 3% 0% 0% 1% 5% Tagged 1% 1% 1% 1% 1% 1% Ning 1% 1% 0% 1% 1% 0% Habbo 1% 1% 0% 2% 0% 0% Orkut 0% 0% 1% 1% 0% 0% Xing 0% 1% 0% 0% 0% 1% Vkontakte 0% 0% 0% 0% 0% 0% Netherlands Friendster 0% Europe 0% 0% 0% 0% 0% 10%> EU West Bebo 0% North 0% 0% 0% 0% 0% 10%< EU East QZone 0% 0% 0% 0% 0% 0% SouthN Netherlands = 305 / F = consulting information N Europe = 2876 138 167 115 127 63
  44. 44. Impact on brand opinionQ : When you consult information about products, brands and/or companies, does this information have an impact on youropinion about the product / brand / company? (Top2%, 1-5) Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Positive experiences others 41% 38% 38% 41% 38% had 39% Feedback about products/services others 21% 22% 20% 18% 24% 19% received from a company The launch of a new product, brand, or company 19% 16% 22% 26% 14% 16% Negative experiences others 14% 17% 11% 15% 12% 15% had Promotions others saw 13% 11% 14% 21% 6% 8% Games and contests related to the products, brands or 12% 8% 15% 14% 12% 8% companies Online advertising others saw 10% or heard about Netherlands 9% 11% 12% 8% 10% Europe 10%> EU West Advertising via traditional media (e.g. tv, radio, 9% North 10%< EU East 7% 10% 11% 9% 3% magazine, etc.) others saw or heard about SouthN Netherlands = 305 / F = If consulting in general N Europe = 2876 138 167 115 127 63

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