Social Media around the World 2012 report by InSites Consulting (data collected by SSI and translations by No Problem). The full reports offers 5 eye-catching insights on the status of social media ...
Social Media around the World 2012 report by InSites Consulting (data collected by SSI and translations by No Problem). The full reports offers 5 eye-catching insights on the status of social media and more than 2.000 facts & figures about social media in 19 countries. Topics cover main adoption and usage, interactions of consumers with brands, impact of branded conversations, evolution of mobile and the opportunities for structural collaboration between consumers and brands. For more information contact Marketing@InSites-Consulting.com.
Shevan Salih, Owner/CEO at Real Madrid C.F.Do you also have the social media usage of Belgium divided in the regions. I could really use the data of Flanders for an research from school.1 month ago
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John WayneMy roomate's step-aunt makes $83 every hour on the internet. She has been out of a job for ten months but last month her pay was $13539 just working on the internet for a few hours. Read more here: fab19.com3 months ago
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InSites on Stage at InSites on Stage@Commenter56 Our numbers are representative for the internet population, not the total population. Check slide 120 for more details on the research set-up.4 months ago
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Commenter56Where are you getting these numbers from? 'Almost 100% of people are aware of Facebook' And this is supposed to be around the world? Do you really think the majority of people in 3rd world countries are aware of Facebook?4 months ago
Koel Barua at DuPontthis is an excellent presentation! Would you be so kind to e-mail this presentation to koelbarua2004@gmail.com. regards, Koel4 months ago
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Pedro de CordobaThank you very much, it is quite interesting and very helpfull!5 months ago
Social Media around the World 2012 (by InSites Consulting)Presentation Transcript
1
What to expectfrom this presentationFive eye-catching insights on the status of social media basedon a large consumer survey.>2,000 facts and figures about social media in 19 countries.The topics cover main adoption and usage, interactions ofconsumers with brands, impact of branded conversations,evolution of mobile and the opportunities for structuralcollaboration between consumers and brands.
Studied countries Data collected by online research panel provider SSI, field work in Q2 2012, analyses conducted by research company InSites7,827 consumers (age 15+) Consulting and translations performed byacross 19 countries, translation agency No Problem.representative for the onlinepopulation within country ongender, age and e-commerce.
Eye-catchingconclusions
1 The social media landscape is rather stable
Awareness of social networksites is very high. Facebook isclose to 100%, Twitter reaches80% awareness and Google+ isknown by 70%.More than 7 out of 10 internetusers are member of at least 1social network. This implies thatmore than 1.5 billion people usesocial network sites.
The world is not waiting for thenext social network. In fact,most people want to keep theirdigital life as it is.No need for something new andno intention to quit.On average, people only join 1 or 2social networks.The Twitter & Google+paradoxes are living evidence forthis conclusion: both sites are verywell known, but their adoption isstill rather low.
Consumers are willing to join ‘unique’ new social networksAwareness of new social networks like Instagram and Pinterest is picking up.25% know Instagram, 24% are aware of Pinterest.Further, users show a very high intention to use both sites more in the future.
2 Mobile is the perfect accelerator for social media usage
Boost in adoptionof smart phones:51% of internet usershave a smartphone,most have a datasubscription on it.
On average, people install22 apps on theirsmartphone, 9 of which areused at least weekly.Social network apps are themost popular ones.
53% of smartphoneusers compare pricesduring shopping viatheir smartphone.
3 Consumers connect and interact with a limited set of brands
Consumers aremore positive thanyou might think.More than half of theircomments aboutbrands are positive.Fewer than 10% arenegative.
50% post information about products, brandsand/or companies on social networks. Conversation Starters Product experience Promotions Contests News Advertising
55% of social network usersare connected to brands. 10.6 7.0 5.0 is the average is the average is the average number of brands number of number of followed brands brands followed followers actively interact with
Clear expectations fromconsumers vis-à-vis brands:1. Share product info2. Do promotions3. Give away free stuff4. Bring news5. Use us in co-creation projects
4 Consumers reach out to brands: we want to help you!
8/10 consumers wantto help in co-creationprojects of companiesthey like.The only thing they askin return: give usfeedback on what you dowith our input.
Market research communitiesare highly appreciated byconsumers.36% prefer to participate in abranded research community.These communities come secondafter a Facebook community.Consumers believe that theirfeedback will have a high impactin a research community. Thelatter is their key motivation tohelp brands.
The customer is open to co-creation, butmany companies are not. The challenge is tointegrate the vision of the customer in everyorganization, all the way to the boardroom.
Consumersare probably themost effectiveconsultants yourcompany can hire.
5 Opportunity for brands to optimize conversation potential of consumers
Until now, weonly used thefirst dimensionof social media
Firstdimension:build reach
Seconddimension:collaboration
HighBy combining these Structural collaborationtwo dimensions,brands canoptimizethe conversation Low Highpotentialof theirconsumers.Each of these quadrantshas value in aconversation strategy. Low Reach
High Consumer Broad, openStructural collaboration consulting collaboration board Low High Conversations Customer Content experience Low Reach
Do you wantto learn more?Well, just keep on reading. The rest of the report is filled withmore than 2,000 facts & figures about social networks.We hope it can help you in your business cases, it inspires you,and you will share our work with your friends.If you have any questions, please let us know: Marketing@insites-consulting.com @InSites
1.Social media behavior
1.The facts about social mediaaround the worldAlmost 100% of people are aware of Facebook. About 80% have heard ofTwitter and 7 out of 10 people are aware of Google+. Facebook still ownsthe social media landscape as more than 60% of the internet populationuses Facebook. Twitter and Google+ have a population of about the samesize (about 20% penetration). However, Twitter usage frequency is a lothigher than Google+’s.Around the world we see the same trend: social networks are part of thedaily lives of consumers. 6 out of 10 people go at least once a day to asocial network site.The awareness of the new photo-sharing platforms Instagram and Pinterestis still rather limited: 25% are aware of Instagram & 24% of Pinterest. Theresults show that both sites have a very strong growth potential.
1.The facts about social mediaaround the worldOn average, people join 1-3 social networks. The majority havean account at two sites. Fewer than 10% of people join 5 ormore social network sites.LinkedIn has an awareness of about 40%. It remains a nicheB2B site with a very clear profile vis-à-vis the market and itsusers.The motivations to use social networks are communication withfriends & family, killing time, sharing photos and sharinginteresting information.
34> 7 out of 10 internetusers are members of atleast 1 social network.> 1.5 billion people areusing social networks.
Emerging markets such asArgentina, Brazil & India havethe highest penetration ofsocial network usage. Further,they have the highest usagefrequency and intensity as well.
On average, people join 2.1 social networks.Most often this is Facebook in combination withTwitter or LinkedIn. It will become difficult fornew platforms to find their place unless they offera complete new value. Instagram & Pinterest havethe highest possibility of finding their place.
LinkedIn continues to have relatively lowawareness. About 4 out of 10 internetusers are familiar with this social network.LinkedIn keeps it strong niche positionwith respect to the B2B market.
2 very strong local playersVkontakte is bigin Russia:52% awareness,35% penetration. Qzone is big in China: 63% awareness, 35% penetration.
Top networksTwitter and Google+ bothhave a large number ofpeople who know them,but are not members. Aware and current member Aware and once a member Aware, but not a member Not aware Facebook Twitter Google+ LinkedInAwareness 89% 78% 73% 46%Membership 58% 23% 25% 16% Base: Social networkersIncrease in usage (top 2%, 1-5) 42% 42% 52% 40%Daily log-on 67% 51% 49% 31% Base: Members of this network
Member profileAll social networks are dominated by men. LinkedIn and Twitter members are most likely to be employedand have a smartphone. Facebook Twitter Google+ LinkedIn Gender Male 52% 55% 54% 57% Female 48% 45% 46% 43% Age Age 15-24 21% 22% 22% 13% 25-34 28% 32% 31% 31% 35-54 36% 36% 36% 42% 55-99 16% 10% 12% 14% Smartphone Smartphone Smartphone user 53% 67% 63% 68% Working situation Working situation Employed 57% 67% 56% 64% Student 12% 11% 11% 12% Not working 31% 22% 33% 24% N = Min 878 / F = If member of social network(s)
Awareness, penetration & average number of network membership Aware of at least one network 97% 95% Member of at least one network 75% Average number of networks one 73% is member of 1.8 1.8 90% 82% 45% 97% 52%* 1.0 79% 2.6 2.0Emerging 97%markets Brazil, 82%Argentina and 2.5India show the 98%highest rates 85%for awareness, 98% 3.0 97%penetration and 91% 72%average # of 2.5 1.6 * The 52% and 45% share of social networkers in China and Japanmemberships. is low compared to other countries. This might be due to the fact that some large Chinese and Japanese networks (e.g. RenRen) were not included in this survey.
Awareness, penetration, average number of networksAware of at least one network 97%Member of at least one network 75%Average number of networks one 1.8is member of East West 97% 97% 78% 74% 1.9 1.7
# of networks one is a member of Japan and Australia have the highest number of people who are members of only 1 network.average 1.8 2.0 1.8 1.6 2.5 3.0 2.6 2.5 1.0 N Europe = 3604 / F = If member of social network(s)
Daily log-on to social media 67% 63% 55%68% 66% 78% 76% Daily log-on is highest in 82% Argentina, Brazil and India. 70%
Daily log onQ : You are a member of the following social network sites. How often do you log on to these sites? (at least daily) Qzone, Facebook and Vkontakte have the highest penetration of daily usage. 69% of the Qzone users log on at least once a day. N = Min 104 / F = If member of social network
Top 3 networks by membership
Top 3 networks by membership After Facebook, Vkontakte is the most popular network in Eastern Europe. EastWest
Network awarenessQ : To what extent do you know the following social network sites? Total Global benchmark Global benchmark In Europe, Facebook, Twitter and Google+ are the best- known social networks.N = 5517/ F = None
Network membershipQ : To what extent do you use the following social network sites? Total Global benchmark In terms of membership, Facebook, Google+ and Twitter are most popular in Europe. In China, Qzone is most popular. Orkut is popular in Brazil and India.N = 5517/ F = None
Pinterest & Instagram Aware and current member Aware and once a member Aware, but not a member Not aware Pinterest InstagramAwareness 24% 25%Membership 3% 4% Base: Social networkersIncrease in usage (top 2%, 1-5) 60% 40%Daily log-on 51% 31% Base: Members of this network
Member profilePinterest is dominated by women, while Instagram is more of a male thing. Both networks’ members arevery likely to be employed and use a smartphone Pinterest Instagram Gender Male 39% 43% Female 61% 57% Age Age 15-24 16% 19% 25-34 46% 49% 35-54 29% 24% 55-99 9% 7% Smartphone Smartphone Smartphone user 83% 91% Working situation Working situation Employed 82% 81% Student 3% 8% Not working 15% 10% N = 229 / 236 / F = If member
Social media users have no intention to stop their membership. However, 60% of them have no intention to joinIntention any new networks.
Intention to stop usingQ : Which of the following networks, of which you are a member, will you stop using? Total Global benchmark In Europe, members of Habbo, Hyves and Myspace are most likely to stop using these networks.N = min 104 / F = If member of social network
Future usageQ : 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) Total Global benchmark Pinterest & Instagram are most likely to grow in Europe & the US. In China, Brazil and India, Twitter, Facebook and Google+ are most likely to grow.N = min 104 / F = If member of social network
Future membershipQ : Below you can see all the social network sites that you know but are not a member of. Please indicate which of the network sites below you consider becoming a member of. Total Global benchmark Google+, Facebook and Instagram are most likely to gain new members. N = min 692 / F = Non users: Aware but no member
Drivers to use social mediaQ : For which reasons do you use social media? Total Global benchmark In Europe, the most important drivers to use social media are related to communication and entertainment.N = 4035 / F = If member of social network(s)
Places and occasions to log on to social mediaQ : At which places or occasions do you log on to social media? Total Global benchmark In Europe and Argentina, over 80% use social media during leisure time. Compared to other regions, logging on in bed, on public transport, or when waiting in line is far more popular in China. N = 4035 / F = If member of social network(s)
Devices used to log on to social mediaQ : At which places or occasions do you log on to social media? Total Global benchmark The laptop and desktop are the most- used devices. In China, mobile devices are used far more often compared to other countries.N Europe = 4035 / F = If member of social network(s)
Klout is a niche thing.2 out of 3 internet usershave never heard of it.Only 9% of socialnetwork membersactively use a Kloutprofile.
KloutKlout is not very known, and has a relatively low user base. Those who do use Klout, are likely to beemployed, own a smartphone and between 25 and 54 years old Klout Gender Member, active use Member, but no active use Male 54% Aware, but not a member Female 46% Not aware Age Age 15-24 15% 25-34 38% 35-54 40% 55-99 7% Smartphone Smartphone Smartphone user 84% Working situation Working situation Employed 89% Student 2% Not working 9% N = 733 / F = If Klout profile
2.Actions on social media
2.Actions onsocial mediaThe key activities on social networks are related topersonal relationships and having fun. People go onsocial media to share and read stuff from friends.Spending time with brands comes last in people’spriorities. Nevertheless, more than half of the peopledo have an online relationship with at least 1 brand.When people share information about brands,Facebook and Vkontakte score very high. Further,46% of the Pinterest users share content about brandson this new platform. Twitter comes fourth as a placewhere consumers share branded content.
2.Actions onsocial mediaConversation starters to talk about brands are in the firstplace product experiences, followed by promotions,service, contests and new products. The impact ofadvertising as a conversation starter is decreasing.The vast majority of the branded content shared byconsumers is positive. Only a small minority of the contentis negative.Branded conversations by someone that you know has thehighest impact. Conversation from brand fans have lessimpact than conversations from ‘normal’ brand users.
Actions on social mediaQ The last 10 times you logged on to your social networks, how often did you undertake the following actions? Total Global benchmark The most popular actions on social media are related to PERSONAL ACTIONS interaction between people. SHARE CONSULT SHAREN = 4035 / F = member of social networks
Sharing and consulting brand / product informationQ : The last 10 times you logged on to your social networks, how often did you undertake each of the following actions? (% at least once) 37% of social networkers in Europe post information on products, brands and /or companies. In countries such as China, India, Brazil and Argentina, more than half the social networkers do so. % social networkers who consult, react and/or post % social networkers who consult % social networkers who react % social networkers who post West East N Europe = 3604 / F = If member of social network(s) % social networkers who consult, react and/or post % social networkers who consult “Consulting information about products, brands and/or companies” % social networkers who react “Reacting to comments and / or actions of others related to products, brands and / or companies” % social networkers who post “Posting information about products, brands and/or companies”
Pinterest is becoming aninteresting place forbrands. 41% of Pinterestusers share brandedcontent on their page.
The vast majority ofbranded consumersconversations arepositive. Fewer than10% are negative.
Biggest conversationstarters are productexperience, promotions,service and contests.Advertising still plays arole as conversationstarter.
Networks to share informationQ: When sharing information about products, brands and/or companies, which social network sites do you use for sharing that information? Total Global benchmark In Europe, Facebook and Vkontakte are the most-used networks to share information about products and brands.N = min 93 / F = sharing information on social networks
Information to shareQ: What exactly do you share then about products, brands and/or companies? Total Global benchmark Experiences with brands are the number 1 brand and/or company-related subject to share on social media. 27% of Europeans say their sharing behavior increased (a lot) since last year.N Europe = 2668 / F = sharing information on social networks
Information to shareQ: What exactly do you share then about products, brands and/or companies? When sharing information about products and brands online, the vast majority of content is shared in a positive way. Total Tone of voice Net emotion Negative Neutral Positive score 46 54 40 57 54 48 48N Europe = 2668 / F = sharing information on social networks
Networks to consult informationQ: When consulting information about products, brands and/or companies, which social network sites do you use for sharing that information? Total Global benchmark Facebook is number one when it comes to consulting information about products and brands in Europe.N = 2528 / F = consulting information on social networks
Information to consultQ: What exactly do you share then about products, brands and/or companies? Total Global benchmark When people consult information about products, brands and companies, they are especially looking for (mainly positive) experiences others had. 32% of Europeans say their consulting behavior increased (a lot) since last year.N = 2528 / F = consulting information on social networks
Impact of consulting on buying intentionQ: 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? Total Global benchmark In Europe, the negative experiences others had have the greatest impact on buying intention. Positive experiences are a very close second. N = 2528 / F = consulting information on social networks
Trust in online informationQ: How trustworthy do you find the information that is posted on social networks by each of the following sources? Total Global benchmarkN Europe = 4035 / F = If member of social network(s)
3.Brands & Companies on social media
3.Consumers know whatthey want from brands55% of the social network users are following at least1 brand. On average, people follow between 8-12brands in a passive way and 3-6 brands in an activeway. Most people start following a brand after theyhave used their products and were happy with theresult.Consumers have clear expectations vis-à-vis brands.People want to receive product information,promotions and they want to be invited to help thebrand improve the existing products and services.
3.Consumers wantto help brandsAbout 8 out of 10 consumers want to help brands. People arewilling to send mails with feedback, use forms on the website orjoin social media to collaborate with a brand.In the first place, people want to help with the improvement ofexisting products. A smaller group is interested in brainstormingabout new products and the smallest group wants to help with thecreation of advertising.A remarkable conclusion, consumers prefer a market researchcommunity to collaborate with a brand. When consumers help abrand, they want to have impact on that brand. They feel that theimpact will be higher through a research community.
> 50% of social network usersfollow at least 1 brand online.On average, people follow 8-12brands in a passive way andabout 3-6 in an active way.
>Pinterest is more relevant for brands than Instagram.41% of Pinterest users post branded content on the site,versus 35% of Instagram users.
Following brands 52% 47% 12.8 10.6 56%53% 66% 9.815.1 6.7 50% 13.0 61% 7.8 56% China has the largest share of 48% brand followers, whereas in the 14.5 US, the highest number of brands 9.5 are followed on average.
Following, actively following & interacting with brands (Brand followers only) 12.8 10.6 9.0 7.4 6.8 5.5 9.8 15.1 6.7 4.6 9.4 4.7 3.7 5.7 4.0 13.0 10.8 5.5 7.8 4.3 14.5 8.5 3.4 13.2 # brands following 4.2 # brands actively following (reading/sharing majority of content) 10.9 3.2 # brands interacting with (entering into dialogue)
Following, actively following & interacting with brands (total sample) 6.7 5.0 4.0 2.8 2.6 1.9 5.5 8.0 4.4 2.2 4.2 3.0 1.6 2.4 2.5 6.6 4.7 2.2 4.8 2.4 8.1 4.5 1.8 6.7 # brands following 1.7 # brands actively following (reading/sharing majority of content) 5.5 1.1 # brands interacting with (entering into dialogue)
Top 10 most-liked social media approachesQ: From those brands that you follow, which one’s social media approach do you like the most?Q: What do you like about this brand’s social media approach? (General, in order of importance) Why do people like them? 1. 6. 2. 7. 3. 8. 4. 9. 5. 10.
Sectors for brand followingQ To which sectors do these brands belong? Total Global benchmark Total Food/retail, fashion/luxury and media/entertainment are the most-followed sectors in Europe. In China, fashion/luxury and cars are most popular.N = 2213 / F = If following brands on social networks
Drivers to become a brand followerQ How did you become an online follower / fan of a brand? Total Global benchmark Number 1 driver for following a brand online is actual usage of the brand.N = 2213 / F = If following brands on social networks
Along with receiving information,promotions and giveaways,consumers want to help brandsto improve the existingproducts and services.
On average, 8 out of 10consumerswant to help brandsto improve their offering.Consumers are very open toco-creation andstructural collaborationwith brands they like.The preferred place tocollaborate is through amarket researchcommunity.
Brand expectations (1/2) Q: On social network sites, brands should… Total Global benchmarkSocialnetworkersexpect brandsto offer productinformation and 1 in 2 socialpromotions. networkers think brands should invite them to help improve products and services. N = 4035 / F = member of social networks
Brand expectations (2/2)Q: On social network sites, brands should… Total Global benchmark 1 in 2 social networkers think brands should invite them to help improve products and services.N = 4035 / F = member of social networks
Willingness to help brandsQ: Imagine a brand or company in a sector that you really like. To what extent would you be willing to help them in improving their overall offering to the market ?(% I would like to help occasionally – I would like to help as much as I can) When people like a brand or company, they are willing to help it. In China, willingness is close to 100%. In Australia, willingness is lower, but 2 out of 3 are still willing to help. A brand that you really like A company that offers products of services in a sector or topic that you really like N = 4035 / F = member of social networks
Preferred channels to help brandsQ: Which of the following channels would you like to use to help companies improve their overall strategy/offering to the market? Total Global benchmark The top 4 preferred channels through which to help companies are all online, followed by face-to-face contact.N = 3596 / F = If willing to help company or brand
Topics willing to help companies withQ About which of the following topics would you be interested in helping companies? Total Global benchmark When it comes to collaboration, people are most interested in the improvement of products and (customer) services. Advertising (development & improvement) is least popular.N = 3596 / F = If willing to help company or brand
Efforts willing to makeQ: To what extent would you be willing to join a community in order to help a company in improving their overall strategy / offering to the market? Total Global benchmark 65% are willing to join a Among Europeans brand- willing to help related brands, 57% are commu- willing to join a nity. brand-related community.N = 3596 / F = If willing to help company or brand
Willingness to join community 52% 57% 55%70% 82% 59% 61% 63% 63% Willingness to join a brand-related community is highest in China.
Expected rewardsQ: Would you expect something in return for your help? Total Global benchmark In return for their collaboration, most people expect some recognition or feedback from the company. About 1 in 3 Europeans expect a special offer or payment.N = 3596 / F = If willing to help company or brand
Willingness to help vs. experience in helping brands Willing to help a brand or company in sector that they like Ever helped a company or brand beforeIn all regions, the number of people having experience in helping brands N = 4035 / F = member of social networksis less than half the number of people willing to provide help.
4.Mobile phone usage
4.Boom insmart phoneusage51% of the internet population is using smartphones, a majority ofthem have a data subscription as well. Android is market leader in thismarket, followed by Apple.Consumers use their smartphone mainly for convenience reasonsand secondly for communication and entertainment reasons.People with a smartphone are also more intensive social mediausers.On average, people have about 20-25 apps on their phone, but onlyuse half of them with any frequency. Social network apps are mostoften used.
Mobile devices In Europe, about 1 in 2 internet users have a smartphone. In China, this is 2 out of 3.1 2 3 4 5 6 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 N Europe = 3604/ F = none 5 A tablet PC, without Internet / data subscription 6 None of the above
Mobile devices | Europe In Europe, 48% are using a smartphone. Most of them have an internet/data subscription.1 2 3 4 5 6 EastWest 1 2 3 4 5 6 1 2 3 4 5 6 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
Mobile operating systems Android is the most popular operating system. iOS comes second in Europe and most countries. Symbian is popular in India, BlackBerry is popular in Canada and Argentina. Windows 7 has a similar (but rather low) share across regions.N = 2705 / F = Smartphone users
Mobile operating systems Android is the most-used mobile operating system in Europe. In Western Europe, Apple’s iOS is number 2. In Eastern Europe, Nokia’s Symbian is more popular. EastWest N Europe = 2229 / F = Smartphone users
Daily internet access via smartphoneQ : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily) 57% 59% 69% 83% 77% 70% Daily internet access trough smartphone is highest in Japan, 64% Argentina and China. 83% 51% N = 2705 / F = Smartphone users
Daily Internet access via smartphone | EuropeQ : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily) Over half of European smartphone users have daily access to the Internet through their smartphone. In Western Europe, this number is 59% higher than in Eastern Europe. East 50% West 63% N = 2705 / F = Smartphone users
Reasons not to use a smartphoneQ : Why don’t you have a smartphone? Total Global benchmark Most non-smartphone users say they don’t need one. N = 2811 / F = non-smartphone users
53% would like to make small mobile payments with their smartphone.N = 2705 / F = Smartphone users
Interest in mobile services (1|2)Q To what extent are you interested in the following mobile services? Total Global benchmark Most mobile services are related to convenience, contact and entertainment. N = 2705 / F = Smartphone users
Interest in mobile services (2|2)Q To what extent are you interested in the following mobile services? Total Global benchmark Most mobile services are related to convenience, contact and entertainment. N = 2705 / F = Smartphone users
Daily log-on to social media through smartphone 70% 68% 64% 58% 72% 73% 68% 44% 63% 41% 92% 73% 80% 74% 83% Smartphone users are 74% more likely to log on 81% 67% daily to social media.Smartphone users with or without Internet / data subscription sig. diff (95%)Non-smartphone users
Following brands on social media 55% 52% 49% 42% 60% 55% 66% 54% 50% 60% 60% 44%Smartphoneusers are 70%more likely tofollow brands 57%on social 68% 55%media. 49% 39% Smartphone users with or without internet / data subscription Non-smartphone users sig. diff (95%)
Usage of apps for social networking 77% 64% 67% 70% 60% 89%Penetration ofapps for socialnetworking ishighest in India, 79%Argentina andBrazil. 87% 74% sig. diff (95%)
Apps Q : How many apps have you installed on your smartphone since you started using it? The Australians and the Japanese have the most apps installed. Canadians have the most brand-related apps installed.No appsinstalled Apps installed N = 2705 / F = Smartphone users 28.0 28.5 24.5 24,1 21.9 20.4 19.4 16.6 11.0 13.6 10.3 10.4 10.3 9.6 8.9 8.8 8.4 8.2 9.1 9.3 7.9 6.8 7.8 6.7 7.4 7.9 7.9 5.6 5.6 6.4 6.3 6.3 5.5 6.8 4.6 5.9 6.1 4.9 4.8 5.1 1 2 3 4 5 1 Average number of apps installed N Europe = 1722 / F = If apps installed on smartphone 2 Average number of apps used at least once a week 3 Average number of paid apps 4 Average number of brand-related apps 5 Average number of apps that are no longer used
Apps | EuropeQ : How many apps have you installed on your smartphone since you started using it? West East No apps installed 79% of Europeans have apps installed on Apps installed their smartphone. N = 2705 / F = Smartphone users 24,1 25.6 20.1 The average number of apps 9.6 10.2 7.9 6.8 8.9 8.5 7.7 9.2 6.4 7.5 8.3 installed is 24, 4.5 but only 8 of them are used at 1 2 3 4 5 1 2 3 4 5 least weekly. 1 2 3 4 5 N Europe = 1722 / F = If apps installed on smartphone 1 Average number of apps installed 2 Average number of apps used at least once a week 3 Average number of paid apps 4 Average number of brand-related apps 5 Average number of apps that are no longer used
Apps per operating system | Europe Q : How many apps have you installed on your smartphone since you started using it?No appsinstalled Apps installed N = 2705 / F = Smartphone users 48.5 iPhone users install the most apps. They also have the highest number of paid and brand-related apps. 19.7 15.0 15.4 12 12.8 13 11.1 10.3 7.4 7.6 5.6 4.5 8.7 4.9 5.7 3.6 4.3 3.5 4.7 5.1 5.6 6.6 5 5.2 4.9 5.1 5.0 3.0 3.1 1 2 3 4 5 1 Average number of apps installed 2 Average number of apps used at least once a week 3 Average number of paid apps N Europe = 1722 / F = If apps installed on smartphone 4 Average number of brand-related apps 5 Average number of apps that are no longer used
Fun & games apps are most popular,followed by weather forecast apps, apps toenjoy music & videos, followed bynavigation apps.
Type of apps used (1|2)Q Below you will find a list of apps. Which of the following apps do you use? Total Global benchmark The most popular apps are mainly related to convenience, entertainment and contact.N Europe = 1722 / F = If apps installed on smartphone
Type of apps installed (2|2)Q Below you will find a list of apps. Which of the following apps do you use? Total Global benchmark The most popular apps are mainly related to practicalities, communication and entertainment.N Europe = 1722 / F = If apps installed on smartphone
Appendix: Methodology
Survey• Respondents were invited via e-mail to participate in an online survey. The survey was created by InSites Consulting, the sampling was done by SSI.• All data was collected at the same time with the exact same questionnaire.Sample• 19 countries were included in the sample: Belgium, the Czech Republic, France, Germany, Italy, The Netherlands, Poland, Romania, Russia, Spain, the United Kingdom, USA, Japan, India, China, Australia, Brazil, Argentina, Canada• Average sample size per country = 400• Total sample size = 7,827Quantitative research• Online research on online panels• Representative for country internet populations on gender, age and e-commerce• Field work conducted during Q2 2012• Additional weighting was applied based upon online country populations, in order to obtain a representative sample• Bases mentioned in the report are unweighted counts
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Appendix: The research partners
InSites Consulting InSites Consulting was established in 1997 and, although a marketing research company, the founders never really wanted to be market researchers. InSites Consulting is in fact a fantastic mix of academic visionaries, passionate marketers and research innovators who are determined to challenge the status quo of marketing research. Over the last 10 years the company has grown at an amazing 35% a year. Today, there are more than 130 employees working in five offices (US, RO, UK, NL, BE) getting their energy from helping world-leading brands to improve their marketing efforts and to develop deeper connections with consumers on a global scale via Research Communities. InSites Consulting has been rewarded with no fewer than 15 international awards. The recipe for success: a never-flagging enthusiasm, a lot of hard work, a culture of sharing, and continuous innovation in research methods and marketing thought leadership. And last but not least: positively surprising clients every day. Marketing@insites-consulting.com www.insites-consulting.com
Field workThe field work for this study wasconducted by SSI:• SSI helps companies make decisions• By offering access to consumers and business professionals• In 72 countries• Through online and telephone methodologies• For over 3,000 clients across the globeFor more information on how SSI can support thesuccess of your next project, contact us atinfo.eu@surveysampling.com or +31 10 850 5300.www.surveysampling.com
Our translation agency partner Your foreign-language communication partner • Translations • Copywriting • User-generated content summaries • Coding of open-ended questions • Language consultancy www.no-problem.be
If you want to read more about the InSites Consulting vision on the future ofmarketing, take a look at these bestselling marketing books. Find out what drives the new consumer and how to increase identification with your brands. Everything you need to know to survive the age Our CRUSH model unveils the road to of conversations. successful branding. www.conversationmanagement.biz www.howcoolbrandsstayhot.com
Vladyslav Siedoi
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