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 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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  • 1. 2011 Country report Netherlands
  • 2. 2011 Country report Netherlands In cooperation with IAB Europe and IAB Netherlands
  • 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. 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. 2011
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 2011
  • 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. 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. 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. 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. 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. 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. 2011
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  • 45. Impact on buying intentionQ : When you consult information about products, brands and/or companies, does this information have an impact on yourintention to buy the product / brand / something of the company? Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Positive experiences others 36% 33% 31% 35% 38% 34% had The launch of a new product, brand, or company 16% 13% 18% 21% 11% 15% Feedback about products/services others 16% 19% 13% 15% 15% 18% received from a company Negative experiences others 10% had 12% 8% 12% 8% 8% Promotions others saw 9% 8% 10% 14% 4% 8% Advertising via traditional media (e.g. tv, radio, 8% magazine, etc.) others saw or 6% 10% 10% 8% 4% heard about Games and contests related to 7% the products, brands or Netherlands 5% 9% 8% 7% 5% companies Europe 10%> EU West Online advertising others saw 6% North 10%< EU 4% 8% 7% 6% 4% or heard about East SouthN Netherlands = 305 / F = If consulting in general N Europe = 2876 138 167 115 127 63
  • 46. Image of online informationQ :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, no idea) ...THE THINGS I SEE/READ ON THE ...THE THINGS I SEE/READ ON SOCIAL ...THE THINGS I SEE/READ ON OTHER CORPORATE WEBSITE... NETWORK PAGES... WEBSITES/BLOGS/FORA... Netherlands 8%19% Netherlands 8% 17% Netherlands 11% 15% Europe 13% 31% Europe 12% 28% Europe 12% 30% Western Europe 13% 22% Western Europe 10% 18% Western Europe 11% 18% Northern Europe 6% 26% Northern Europe 9% 21% Northern Europe 10%20% Eastern Europe 13% 39% Eastern Europe 13% 39% Eastern Europe 13% 42% Southern Europe 16% 33% Southern Europe 15% 31% Southern Europe 14% 34% ■ 1,2… is (completely) different / ■ 4,5… is (completely) the same 10%> EU 10%< EUN Netherlands = 837 / F = If member of social network(s) N Europe = 5613
  • 47. Trust in online informationQ : How trustworthy do you find the information that is posted on social networks by each of the following sources? Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 A person from your contact list 59% 62% 56% 60% 60% 56% A person that belongs to the network of your 37% 40% 35% 33% 41% 38% contact person Brand users 18% 21% 16% 23% 17% 13% An employee of a 15% 18% 13% 21% 12% 10% company A company 14% 16% 12% 20% 10% 10% Netherlands Europe 10%> EU West Brand fans 8% North 6% 9% 11% 7% 3% 10%< EU East SouthN Netherlands = 837 / F = If member of social network(s) N Europe = 5613 382 455 295 357 185
  • 48. Create opportunities for product feedbackMore than half of the European respondents in this survey are willingto provide feedback while using a brand/product! In the Netherlands,people are less willing to provide feedback, but still counting for 33%.No matter what topic, the preferred channel to give feedback is e-mail,or the company website.
  • 49. Preferred feedback channel 33% are interested to provide aQ : Which of the following channels would you like to use to give a company immediate feedback while using a company immediate feedback whilebrand/product? using a product / brand. EU: 57% Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 E-mail 82% 81% 83% 79% 81% 88% Website 67% 69% 65% 72% 66% 59% Online Social Media 22% 20% 25% 35% 18% 8% Mobile phone 21% 22% 20% 24% 17% 23% A face-to-face contact with a representative of the brand / 18% 19% 18% 16% 19% 21% product / company Other Internet source (e.g. 17% blog, forum) 16% 19% 25% 16% 6% Chat 16% 15% 17% 21% 16% 7% SMS 15% 14% 17% 16% 14% 18% 14% Netherlands Landline 14% 13% 6% 16% 23% Europe 10%> EU West 8% North A letter 10%< EU 5% 10% 10% 8% 4% East SouthN Netherlands = 421 / F = interested in giving feedback N Europe = 4248 213 208 154 169 98
  • 50. Preferred contact channelQ : For each of the following topics, could you indicate via which channels you wish to come in contact with a company /brand? Netherlands 250% 8% 200% 33% 25% 18% 150% Other Internet source (e.g. blog, forum...) Other Internet source (e.g. blog, 30% 29% Website Website 9% A face-to-face contact with a representative of 8% 9% A face-to-face contact with a representative of the 11% the brand / product / company 9% brand / product / company 7% 8% 100% 20% 8% A letter A letter 28% 12% 26% 26% 19% Chat Chat 30% 19% 7% 6% 4% 7% 14% Online Social Media Online Social Media 5% 4% 6% 6% 6% 8% 7% 11% 10% 10% 5% Mobile phone Mobile phone 50% 11% 10% 8% 6% 8% 6% 5% 9% 8% 5% Landline Landline 8% 7% 6% 9% 7% 5% 54% SMS SMS 36% 30% 30% 27% 28% E-mail E-mail 0% commenting on filing complaint sharing positive commenting on commenting on commenting on sharing product sharing positive commenting on games/contests commenting on sharing product experience promotions games/contests advertising idea filing complaint experience promotions about about advertising idea company/brand company/brand
  • 51. 2011
  • 52. Employees as brand ambassadorsA majority is proud of the company they work for. There is clearlypotential to get more proud employees talk on social media.On social media, people in Europe do not talk that much about thecompany they work for. Talkability is limited to 19% on a Europeanlevel and 15% for the Netherlands. If they talk about their job, peoplelike to share information about new products or services.
  • 53. Company pride and talkabilityQ : Are you proud of the company you’re working for?Q : To what extent do you talk about your job / employer on social media? Netherlands Company pride (top2%) 65% Talkability (top2%) 15% Company pride (top2%) 61% Talkability (top2%) 19% 70% 17% 59% 16% 59% 21% 64% 21% 10%> EUN Netherlands = 468 / F = If member of social network(s) and active working person 10%< EUN Europe = 2787 / F = If member of social network(s) and active working person
  • 54. Information to share by employeesQ : What kind of information would you like to share about your job / employer on social media? I would like to... Netherlands Netherlands vs Europe 0% 25% 50% 75% 100% ...share information on (new) products / services 54% ...share vacancies for a job 43% ...announce events of my company 42% ...share information on new campaigns about (products / services of) my employer 34% ...tell stories about the company culture 25% ...announce promotions 21% Netherlands Europe ...share news about new hired West 10%> EU employees 15% North 10%< EU East SouthN Netherlands = 468 / F = If member of social network(s) and active working person, talking about heir job / employer on social media
  • 55. Majority employees is not allowed to usesocial media.One third of the European social networkers have no access to socialnetwork sites at work. It’s slightly better in the Netherlands, but still26% of the Dutch employees have no access at all.Current attitude of companies towards social media is quite formal anddoes not feel very emotional. Given the fact that social networking is allabout relationships, it seems wise to have a more human approach onsocial media.Employees can contribute in these. 31% of the Dutch are open toshare information about the company they work for among theircontacts on social networks, if that’s beneficial for the company..
  • 56. Acces to social media at workQ : To what extent do you have access to social network sites at your work? Netherlands 26% 54% 22% 20% North Europe 18% ■ complete access ■ limited access 34% ■ no access at all 18% 33% 64% 47% Would like to have 13% access (top2%, 1-5) 20% Wst East 30% 41% 44% 48% 15% 16% South 22% 48% 31% 47% 21% 42% 10%> EU 10%< EUN Netherlands = 468 / F = If member of social network(s) and active working personN Europe = 2787
  • 57. Company policy Netherlands Netherlands vs Europe 0% 25% 50% 75% 100% Like to get help from employer To what extent would you like that your employer helps you in these conversations (e.g. by providing information to share)? 42% (top2%, 1-5) Written social media policy Does your company have a written policy you can consult about social media usage in the working environment? (%yes) 23% Social media training Netherlands Europe Did you receive training about how to use social media in West the working environment? (%yes) 10%> EU North 7% 10%< EU East SouthN Netherlands = 468 / F = If member of social network(s) and active working person N Europe = 2787
  • 58. Company attitudeQ : What do you think of your employer’s attitude concerning the accessibility to social network sites? (top2%, 1-5)Q : Please think about the way your company thinks and acts about social media usage at work. Below you see a couple of choices your company can make in their thinking andacting towards social media usage. Could you please indicate which choice suits best when thinking of your company’s attitude and/or actions towards social media usage at work? Nl: gender NL: age Netherlands Europe male female <35 35-55 >35 Likeability 45% 39% 46% 43% 50% 42% 41% Understanding 46% 44% 46% 46% 48% 47% 37% + ++ +++ 0 + ++ +++ Mild / soft 4%7% 11% 9%3% Severe / hard Vague 4% 4% 4% 15% 14% 4% Clear Punishing 4%6% 8% 5% 3% Rewarding Explain proactively 4%9% 12% 11% 4% 3% Wait for questions Rational 4%9% 14% 7% 3% Emotional Detailed 4%8% 12% 8% 2% General Conservative 4% 7% 6% 14% 8% 5% Progressive Formal 5%6% 11% 12% 10% 2% Informal Guesswork 7% 15% 9% 5% Well thought-out Has little knowledge on how to do this 5%6% 7% 15% 10% 5% Has a lot of knowledge on how to do thisN Netherlands = 468 / F = Social networkers, employed
  • 59. Employee attitudeQ : To what extent do you agree with each of these statements? (top2%, 1-5) Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 In my social network environment, I like to make a clear distinction between my professional (e.g. 54% 62% 46% 48% 53% 66% 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 31% 36% 26% 34% 27% 35% networks, if that’s beneficial for my company I like to share information about my job among my contacts on 13% Netherlands 15% 12% 16% 11% 16% social networks Europe 10%> EU West North 10%< EU East SouthN Netherlands = 468 / F = Social networkers, employed N Europe = 2787 225 243 140 257 71
  • 60. 2011
  • 61. Always onConsumers are taking up mobile devices. This implies new ways toreach consumers, through simply more display space, brandedapplications 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 dailybasis for accessing the internet.In the Netherlands, the number of smartphone user is comparable(32%).When it comes to mobile services, people expect brands to offercontent and convenience.
  • 62. Mobile devicesQ : What kind of mobile device do you use? Netherlands vs Europe NL: Gender & age 75% 65% 67% 64% 63% 59% 57% 32% 28% 25% 22% 23% 19% 10% 11% 11% 10% 11% 11% 11%8% 10% 6% 5% 6% 6% 3% 5% NL Europe Male Female <35 35-55 >55 1 2 3 4 5 6 10%> EU 10%< EU 1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription Smartphone brand 4 A tablet PC, with Internet / data subscription Netherlands EU 5 A tablet PC, without Internet / data subscription Nokia 22% 28% 6 None of the above Apple 19% 22% Samsung 19% 15% HTC 19% 12% BlackBerry 12% 8% N Netherlands = 1209 / F = None N Europe = 7446 / F = None
  • 63. Future intentionQ : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%) Netherlands vs Europe NL: Gender & age 25% 22% 21% 18% 18% 14%14% 15% 14% 12% 14%14% 14%13% 14%14% 9% 8% 8% 8% 9% 9% 10% 10%8% 8% 6% 7% 5% 8% 8% 8% 7% 9% 9% 6% 9% 3% 3% 3% 3% 2% NL Europe Male Female <35 35-55 >55 1 2 3 4 5 6 10%> EU 10%< EU 1 A (new) smartphone or PDA 2 A (new) laptop 3 A (new) regular mobile phone 4 A (new) tablet PC 5 A (new) desktop PC 6 A (new) netbook N Netherlands = 1209 / F = None N Europe = 7446 / F = None
  • 64. Daily Internet access via smartphoneQ : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily) Netherlands: 44% Europe: 47% 55% 65% 84% 64% 51% 39%N Netherlands = 405 / F = If smartphone (with or without internet subscription)N Europe = 2972 / F = If smartphone (with or without internet subscription)
  • 65. Smartphone barriersQ : Why don’t you have a smartphone? Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 My current mobile phone is still 45% 44% 46% 45% 49% 41% working fine 37% 32% 31% 35% 36% I dont need a smartphone 35% 22% 29% 38% 26% 16% Its too expensive 26% I dont see the benefit of using a 21% 21% 21% 17% 24% 20% smartphone (yet) I never thought of changing it 7% 8% 7% 5% 7% 10% Because I think its complicated to use 3% 4% 3% 3% 3% 4% Netherlands Europe Only a few people in my direct West 10%> EU environment have a smartphone 1% North 10%< EU 1% 2% 1% 2% 1% East SouthN Netherlands = 804 / F = Non smartphone users N Europe = 4474 384 420 188 330 286
  • 66. Interest in mobile servicesQ : To what extent are you interested in the following mobile services (even though these services might not exist ormight not be available on your current mobile device or even if you don’t have a mobile phone)? (top2% 1-5) Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Ability to consult relevant information on your 38% 39% 50% 38% 27% 38% location (nearest restaurant, service station...) via your mobile phone Ability to make small payments e.g. parking 36% 37% 41% 38% 30% 37% meters, vending machines, bus tickets... via SMS message 31% 29% 38% 31% 21% Ability to do your banking via mobile phone 30% a.o. perform balance checks, make payments Ability to use your mobile phone to operate 30% 23% 32% 27% 20% certain devices in your home from a distance 26% (e.g. lighting, heating, video...) Ability to receive more detailed product 26% 23% 34% 22% 18% information on your mobile phone when 25% looking at a product in a shop Receive a discount/coupon on your mobile 20% 31% 38% 24% 15% 25% phone when you walk past a certain shop Q12 Ability to purchase products via your mobile phone e.g. books, CDs, tickets to 18% 17% 18% 24% 17% 12% events... Receive notifications when friends, family, 17% 17% 21% 14% 18% 17% colleagues are in your neighbourhood Receive notifications when potential matches Netherlands 7% Europe 8% 5% 9% 5% 7% are nearby (based on dating site profiles) 10%> EU West Seeing personalized advertising, more North information or promotions on a billboard when 10%< EU 6% East 7% 6% 9% 4% 6% passing by with your mobile phone South N Netherlands = 1209 / F = None N Europe = 7446 / F = None
  • 67. AppsEuropeans have installed 25 apps on average, are using 12 apps andthey even have quite some branded apps installed (7 apps onaverage). They use these apps for various purposes: contact,convenience and entertainment. More than half is using apps for socialnetworking.Comparable figures for the Netherlands; people have installed 20 appson average, are using 12 apps and they have 7 branded appsinstalled.More than half is using apps for social networking.
  • 68. Apps Q : How many apps have you installed on your smartphone since you started using it? Netherlands vs Europe NL: Gender & age NL Europe Male Female <35 35-55 >55No appsinstalled 24% 19% 23% 23% 25% 24% 30% 76% 81% 77% 75% 77% 76% 70% Apps installedF = If smartphone with internet / data subscription 24,6 20,4 76% apps installed 11,8 12,3 7,6 8,1 6,7 6,8 98% 52% 34% Apps in use At least one brand / Netherlands Europe 1 2 3 4 product related app At least one paid app1 Average number of apps installed2 Average used apps3 Average paid apps4 Average brand related apps
  • 69. AppsQ : Do you use ‘apps’ for social networking? (%yes)Q : Below you find a list of other kind of ‘apps’. Which of the following ‘apps’ do you use? Netherlands Netherlands vs Europe Gender & age 0% 25% 50% 75% 100% m f <35 35-55 >55 Apps for social networks 58% 49% 70% 71% 54% 25% Apps for navigation (e.g. route planner, navigation software, etc.) 70% 73% 66% 69% 71% 69% Apps for weather forecasts 69% 70% 68% 63% 73% 78% Apps for fun and games 60% 55% 67% 71% 58% 28% Apps for music and / or videos 49% 52% 44% 52% 52% 25% Apps for information gathering (e.g. general news, local news, sports) 49% 47% 51% 46% 55% 38% Apps about travelling (e.g. travel information, tourist information, etc.) 36% 35% 37% 37% 33% 38% Apps with information about places I visit 25% 28% 21% 19% 28% 35% Apps about food and drinks, cooking and recipes 21% 12% 34% 24% 22% 6% Apps for going out (e.g. bars, 19% 17% 23% 15% 24% 19% restaurants, movie theatres, etc.) Apps for managing money (e.g. 17% 18% 15% 19% 14% 16% stock information, converters, etc.) Apps for work/school 13% 14% 12% 16% 10% 9% Apps about health 13% Netherlands 8% 20% 12% 18% 3% Europe Apps for working out 12% West 10% 15% 18% 9% 3% 10%> EU North Apps for remote control 9% 10%< EU East 11% 6% 13% 6% 3% South Apps for mums & dads 1% 2% 0% 1% 2% 0%N Netherlands = 218 / F = If apps installed on smartphone N Europe = 1774 122 96 96 53 69
  • 70. Location-based servicesLocation-Based Services refers to a broad range of services that arebased on information about the physical location of a user and/ordevice.Location-based services provide the user with information such as"Where is the nearest ATM?" or they can be push-based and delivercoupons or other marketing information to customers who are in aspecific geographical area.
  • 71. Location-based services are a nicheapplication at this point.Location-based services sound great: Companies can connect toconsumers who are checking into places with their mobile phones andshow their intention to buy, attend, travel, party, etcetera. This is realrelevant reach. However, the reach of location-based services (lbs) islimited. Only 12% is currently using lbs, in the Netherlands 10%.
  • 72. Location-based services Netherlands Europe 10% 1% 12% 4% 28% 46% 60% 38% N Europe = 2178 ■ I’m a current user of LBS ■ I’ve been using LBS, but not anymore North ■ I know what LBS is, but I’ve never used it ■ I have never heard about LBS 12% 4% 41% 43% West East 14% 8% 5% 4% 42% 49% 38% 39% South 11% 3% 50% 36% 10%> EU 10%< EUN Netherlands = 269/ F = If smartphone with internet / data subscription
  • 73. Augmented realityAugmented reality refers to a three-dimensional online world. Itprovides the user with a live view of the real-life environment, mixedwith virtual computer-generated content.Using your mobile phone, you can ‘scan’ the real living environment,looking for information (text, pictures, videos, etc.) on everyperson/object you ‘scan’.
  • 74. Augmented reality ■ I’m a current user of augmented reality Netherlands Europe ■ I’ve used augmented reality in the past, but am not using it ■ I know what augmented reality is, but I’ve never used it 5% 4%3% ■ I have never heard of augmented reality 24% 27% 68% 66% N Europe = 217832% Unaided awareness 34% North63% Aided awareness 72% 3% 4% 20% 74% 27% West East 64% 4% 3% 3%4% 27% 26% 66% 67% South 4% 3% 34% 33% 70% 29% 72% 63% 36% 10%> EU 79% 10%< EU N Netherlands = 269/ F = If smartphone with internet / data subscription
  • 75. Appendix: methodology
  • 76. Methodology Survey Respondents were invited via e-mail to participate in an online survey Sample 35 countries were included in the sample: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Luxembourg, The Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, United Kingdom, USA, Japan, India, China, Australia, Brazil Netherlands, sample size = 1200 Total sample size = 9027. Average sample size for countries = 258. Quantitative research Online research on online panels Representative for internet populations on gender, age and e-commerce Q2 2011 Additional weighting had been applied based upon online country populations, in order to obtain a representative sample Bases mentioned in the report are unweighted counts
  • 77. Over IAB Nederland Het Interactive Advertising Bureau Nederland (IAB) is de brancheorganisatie voor de online advertising en interactieve marketing industrie. IAB houdt zich primair bezig met de professionalisering en stimulering van deze sector. Secundair treedt IAB op als onafhankelijk kennisplatform en vraagbaak voor marketingprofessionals en vakpers. IAB Nederland heeft 175 leden en vertegenwoordigt exploitanten, reclamebureaus, adverteerders, mediabureaus, tv- en mediabedrijven en mobiele telefonieaanbieders. IAB Nederland werkt nauw samen met IAB Europa en IAB USA. Meer informatie over IAB Nederland, tel. 085 - 401 08 02 Word lid van IAB Nederland en sluit je aan bij een van onze Taskforces !