Social Media around the World

Social Media around the world Steven Van Belleghem Steven@insites.eu www.insites.eu www.theconversationmanager.com

2010 SOCIAL MEDIA STUDY in 14 COUNTRIES WORLDWIDE Summary: 2.884 consumers (18+), representative total country population. Data collected on proprietary research panels from InSites Consulting, field in December 2009-Januari 2010. 7 regions worldwide . © InSites Consulting Social Media Study 2

2010 Throughout the report, results are reported on a total base and per region 7 regions worldwide © InSites Consulting Southern Europe Australia Eastern Europe Southern America Asia Western Europe Northern America Social Media Study 3

2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average, users This log-in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users more than 1 out of four still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. They sometimes. This de-friend tendency have no intention to stop any of their is less common on professional memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 4

2010 2010 Edition Content of this report People lack trust in their social 20% of the online population are network websites, especially in already user of a social network personal websites. When a brand website and will even expand posts something about itself almost their memberships. 1 out of 4 half of the people think... are users and will… 13% of all users claim to have a far-from-real image on at least 1 social network website. The END Users are more eager to post something happy... Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer... © InSites Consulting Social Media Study 5

2010 Social Media Study 2010 More on methodology Survey Respondents were invited via e-mail to participate in an online survey Sample 14 countries were included in the sample: Belgium, The Netherlands, United Kingdom, Spain, Italy, Portugal, France, Germany, Romania, USA, Brazil, Australia, Russia, China Average sample size for countries = 200 Total sample size = 2884 Quantitative research Online research on InSites panel (>2,5 mln members) Representative for internet populations on gender & age December 2009 – January 2010 Additional weighting was performed based upon country populations, in order to obtain a representative sample © InSites Consulting Social Media Study 6

2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average, users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 7

2010 More than 90% know at least 1 social network © InSites Consulting N Social = 2884 / Filter = None Global Media Study 8

2010 On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook Q : Which of these social network sites do you know, even if only by name? On average, users Ranking based upon Total Facebook 100% know 4 sites… None 90% MySpace 80% 70% 60% Non-users know 2… Other 50% Twitter 40% 30% 20% 10% Hyves 0% Hi5 Ning Netlog Total Western Europe Eastern Europe Southern Europe Xing LinkedIn Northern America Southern America Orkut Australia © InSites Consulting Asia N Total = 2884 / F = None Social Media Study 9

2010 Best known social network in each country... Facebook 68% Hyves 96% Facebook 98% Facebook 90% Users Facebook 83% 72% Facebook 95% Facebook 94% Facebook 98% Facebook 95% 73% © InSites Consulting Hi5 97% Facebook N per country = About 200 Social Media Study 10

2010 Best known social network in each country... Facebook 93% MySpace 47% 73% © InSites Consulting Orkut 98% Facebook 96% Facebook N per country = About 200 Social Media Study 11

2010 Across countries, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third Q : Which of these social network sites do you know, even if only by name? AWARENESS Exceeding countries 0% 25% 50% 75% 100% 10%> Total 10%< Total Facebook Facebook 83% MySpace MySpace 73% Twitter Twitter 64% Hi5 Hi5 28% Netlog Netlog 23% LinkedIn LinkedIn 22% Orkut Orkut 21% Xing Xing 10% Total Western Europe Ning Ning 5% Eastern Europe Southern Europe Hyves Hyves 2% Northern America Southern America Australia © InSites Consulting Asia N Total = 2884 / F = None Social Media Study 12

2010 28% of the internet population are not active on a social network … because they don’t want others to see their personal information © InSites Consulting N Europe = 2841 / Filter = None N Social = 2884 / Filter = None Global Media Study 13

2010 Usage │Knowledge Future Intention Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly? 28% 31% will FUTURE INTENTION become INTENTION 31% 31% USER DON’T KNOW NO INTENTION 69% 69% © InSites Consulting N Total = 819 / F = If non user Social Media Study 14

2010 Usage │Knowledge Future Intention Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly? …Biggest growth potential in 10%> Total 10%< Total ASIA… FUTURE INTENTION 100% 75% INTENTION 31% 31% NON-USERS THAT WILL BECOME A MEMBER ANYWAY 50% DON’T KNOW NO INTENTION 69% 25% 69% 0% Southern Europe Western Europe Southern America Northern America Australia Eastern Europe Asia W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting N Total = 819 / F = If non user Social Media Study 15

2010 The biggest threshold for non-users seems to be their personal information. Almost 3 out of 4 non-users agree on not wanting to share their personal information Q : As non-user of a social network website, to what extent do you agree with the following statements on social network sites? TOP2% AGREEMENT 0% 25% 50% 75% 100% 10%> Total 10%< Total Don’t want others to 1 71% see my personal info Any message can start leading a life online 2 70% I do not see an advantage in having it 3 34% Total Western Europe Eastern Europe Southern Europe Don’t want to free any 4 32% Northern America time for it. Southern America Australia © InSites Consulting Asia N Total = 819 / F = If non user Social Media Study 16

2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users more than 1 out of four still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 17

2010 72% of the internet population are active on at least 1 social network … TOP3 Brazil 95% COUNTRIES USA 84% © InSites Consulting Portugal 82% N Europe = 2841 / Filter = None N Social = 2884 / Filter = None Global Media Study 18

2010 Within the online population, 72% are connected to at least 1 social network website Q: Which of the network sites are you currently a member of? USERS VS. NON USERS 10%> Total 10%< Total ACROSS COUNTRIES USERS ARE CONNECTED TO 1 SOCIAL NETWORK ON AVERAGE, WITH THE EXCEPTION OF BRAZIL AND PORTUGAL WHERE THEY HAVE 2 SOCIAL NETWORKS ON 100% AVERAGE. USERS 75% 72% USERS 50% 72% 25% NON-USERS 28% 28% 0% Southern Europe Western Europe Australia Southern America Northern America Eastern Europe Asia W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting N Total = 2884 / F = None Social Media Study 19

2010 Number of users in each country... Users 38% Users 79% Users 77% Users 73% Users Users 56% 72% Users 69% Users 73% Users 80% Users 76% 72% © InSites Consulting Users 82% Users N perAbout = About 200 country Social Media Study 20

2010 Number of users in each country... Users 84% Users 43% 72% © InSites Consulting Users 95% Users 79% Users N per country = About 200 Social Media Study 21

2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 22

2010 72% users with on average 2 memberships Top3 penetration 1 Facebook 51% 2 MySpace 20% 3 Twitter 17% © InSites Consulting N Social = 2884 / Filter = None Global Media Study 23

2010 Usage │Knowledge Ex Membership Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members) Ranking based upon Total EX MEMBERS MySpace MySpace 12% Hi5 Hi5 7% Facebook Netlog Facebook Netlog 7% 5% 12% of the online internet population are Twitter Twitter 5% ex members LinkedIn LinkedIn 2% of MySpace Orkut Orkut 2% Xing Xing 1% Ning Ning 0% Hyves Hyves 0% © InSites Consulting N Total = 2884 / F = None Social Media Study 25

2010 Usage │Knowledge Current Membership Q : Which of the network sites are you currently a member of? Ranking based upon Total Facebook 100% None 90% MySpace 80% 70% 60% Other 50% Twitter 40% 30% Orkut is very popular in Southern America. 20% 10% Hyves 0% Orkut Ning Hi5 Total Western Europe Eastern Europe Southern Europe Northern America Xing LinkedIn Southern America Australia © InSites Consulting Netlog Asia N Total = 2884 / F = None Social Media Study 26

2010 More than half of the internet population is currently a member of Facebook Q : Which of the network sites are you currently a member of? PENETRATION Exceeding countries 0% 25% 50% 75% 100% 10%> Total 10%< Total Facebook Facebook 51% MySpace MySpace 20% Twitter Twitter 17% Orkut Orkut 15% Hi5 Hi5 11% LinkedIn LinkedIn 9% Netlog Netlog 8% Xing Xing 3% Total Western Europe Ning Ning 2% Eastern Europe Southern Europe Hyves Hyves 1% Northern America Southern America Australia © InSites Consulting Asia N Total = 2884 / F = None Social Media Study 27

2010 Social network site with highest penetration in each country... Facebook 22% Hyves 63% Facebook 72% Hi5 60% Users Facebook 29% 72% Facebook 57% Facebook 67% Facebook 73% Facebook 71% 51% © InSites Consulting Hi5 61% Facebook N per country = About 200 Social Media Study 28

2010 Social network site with highest penetration in each country... Facebook 72% MySpace 18% 51% © InSites Consulting Orkut 90% Facebook 76% Facebook N per country = About 200 Social Media Study 29

2010 Usage │Knowledge Private versus Professional membership 84% of users are only member on a personal 72% is member of at least 1social website… network MySpace LinkedIn Facebook Xing Professional Hyves Only member as well as a Only member of a Personal of a Netlog Twitter personal profile professional site site Hi5 Orkut Ning 84% 13% 3% Other More professional-only memberships amongs older people & amongst male… © InSites Consulting ... ... N Global = 2065 / Filter = If user Social Media Study 30

2010 Activities Personal versus Professional purpose Q: You are part of the following social network sites. What purposes do you use these sites for? Strictly personal purposes Strictly professional purposes PERSONAL VERSUS PROFESSIONAL Both personal and professional purposes Hyves 78% 5% 17% Facebook 75% 2% 24% Most respondents 14% MySpace 72% 5% 24% use social networks Hi5 70% 3% 27% for personal reasons 4% Twitter 62% 9% 30% Netlog 61% 2% 37% Orkut 58% 1% 41% Ning 43% 19% 38% Xing 14% 45% 41% Professional websites LinkedIn 4% 64% 31% © InSites Consulting N Total = 2065 / F = If user Social Media Study 31

2010 Activities Personal versus Professional purpose Q : Which of the network sites are you currently a member of? * Index = % personal purpose - % professional purpose Q : What purposes do you use these sites for? The most popular social HIGH network websites are used PENETRATION OF SOCIAL NETWORK WEBSITES for personal purposes… LOW © InSites Consulting LOW HIGH Professional Personal PURPOSE INDEX* OF SOCIAL NETWORK WEBSITES Social Media Study 32

Xing % % 1% 95% % 3% 2% Ning 98% 2010 Hyves Facebook has the highest penetration of members Not aware Aware Aware and once a member Aware and current member Basis = Total 3% 2% 1% 9% 8% 3% 11% 15% 6% 20% 17% 7% 10% 5% 4% 10% 10% 51% 12% 42% 42% 95% 98% 7% 90% 79% 79% 77% 72% 25% 36% 27% 17% Facebook Orkut LinkedIn MySpace Netlog Hyves Twitter Xing Hi5 Ning © InSites Consulting N Total = 2884 / F = None Social Media Study 33

2010 Usage │Knowledge Awareness versus Penetration Q : Which of the network sites are you currently a member of? Q : Which of these social network sites do you know, even if only by name? 50% Facebook HIGH PENETRATION OF SOCIAL NETWORK WEBSITES 40% High awareness and high penetration ! 30% 20% MySpace Orkut Twitter LinkedIn Hi5 10% Ning Other Netlog Xing Hyves LOW 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% © InSites Consulting LOW HIGH low high AWARENESS OF SOCIAL NETWORK WEBSITES Social Media Study 34

2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. They sometimes. This de-friend tendency have no intention to stop any of their is less common on professional memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 37

2010 Users are saturated?! Connected People have no intention to stop their membership nor do they feel the need to further expand their membership on social network sites © InSites Consulting Social Media Study 38

2010 No Expanding! 43% Intention © InSites Consulting N Total = 2065 / F = If user Social Media Study 39

2010 Usage │Knowledge Intention to stop Q : Are there any network sites you intend to stop your membership of in the near future? Ranking based upon Total Facebook 100% None 90% MySpace 80% 70% 60% Other Hi5 50% 40% 30% 20% …75% have 10% no intention Hyves 0% Twitter to stop Total Ning Netlog Western Europe Eastern Europe Southern Europe Northern America Southern America Xing Orkut Australia © InSites Consulting Asia LinkedIn N Total = 2065 / F = If user Social Media Study 40

2010 Usage │Knowledge Future membership Q : Which of the network sites below you would consider becoming a member of? Ranking based upon Total Twitter 100% None 90% Facebook 80% 70% 60% Other 50% MySpace 40% 30% 20% …43% have Hyves 10% 0% LinkedIn no intention to expand Ning Hi5 Total Western Europe Eastern Europe Southern Europe Northern America Orkut Netlog Southern America Australia © InSites Consulting Xing Asia N Total = 2065 / F = If user Social Media Study 41

2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log-in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 42

2010 Users log in on average... 2 times a day ... Log in frequency for members on professional websites drops to 9 times a month... © InSites Consulting N Social = 2884 / Filter = None Global Media Study 43

2010 Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week Q: You are a member of the following social network sites. How often do you log in on these sites? AT LEAST WEEKLY USE AT LEAST WEEKLY USE ONLY SCORES OF TOP3 MEMBERSHIP PER REGION DISPLAYED Orkut 87% Facebook 76% 78% 57% 78% 85% 88% 83% 44% Twitter 62% Hyves 53% Xing 46% 36% 49% 39% 53% 64% 34% 54% Ning 46% MySpace 45% Hi5 40% 31% 55% 25% 57% 68% 43% 67% Netlog 35% LinkedIn 35% W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting 10%> Total N Total = 2065 / F = If user 10%< Total Social Media Study 45

2010 Frequency Frequency compared with beginning Q: When comparing your current usage to your usage when you had only just joined them, do you currently log in more or less often than before? At least 1 out of 3 slows down their usage… LESS OFTEN THAN LESS OFTEN THAN BEFORE ONLY SCORES OF TOP3 MEMBERSHIP PER REGION DISPLAYED BEFORE MySpace 64% Hi5 58% 31% 52% 31% 23% 27% 25% 50% Ning 54% Netlog 54% Hyves 49% 44% 53% 57% 64% 51% 66% 60% Xing 47% Twitter 42% LinkedIn 41% 70% 48% 64% 43% 40% 40% 50% Facebook 34% Orkut 27% W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting 10%> Total N Total = 2065 / F = If user 10%< Total Social Media Study 46

2010 Twice a day, participants do a certain activity on their social network website. This is mainly personal and not professional related ! with exception from professional network websites Top 5 activities online 1 Sending personal messages 2 Watching pics, etc. People like to do these activities, but would not be 3 Checking status willing to pay for them! 4 Reacting to others’ status 5 Uploading pics © InSites Consulting Social Media Study 48

2010 Activities Penetration Online activities Q: How often do you do each of the following on social network sites? ...94% of connected people sometimes AT LEAST ONCE send a personal message!... 0% 25% 50% 75% 100% 10%> Total 10%< Total Sending personal Sending personal messages to friends / 94% messages contacts / followers Watching my friends / Watching pics, followers' contacts / etc. 91% pictures and videos Checking my friends / contacts / followers' Checking status 89% status Reacting to friends / Reacting to others’ contacts / followers' 85% status status Uploading pics pictures Uploading 83% Sending public Sending public to friends / messages 81% messages contacts / followers Adapting my profile 81% picture Adapting profile pic Becoming a member Becoming a member of 79% of groups groups Giving my ownown status Giving my 78% status Total Becoming a fan of Western Europe 58% something Becoming fan of sth. Eastern Europe Southern Europe Uploading films 40% Uploading films Northern America Southern America Creating groups Creating groups 39% Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 49

2010 More than 1 out of three users check out their status several times a week or more Q: How often do you do each of the following on social network sites? # TIMES A WEEK - DAILY 0% 25% 50% 75% 100% 10%> Total 10%< Total Checking status 1 36% Sending personal 2 32% messages Watching pics, etc. 3 29% Reacting to others’ 4 27% status Sending public 5 23% messages Giving my own 6 22% status Becoming a member of 7 8% groups Uploading pics 8 8% Becoming fan of sth. 9 7% Total Western Europe Adapting profile pic 10 6% Eastern Europe Southern Europe Uploading films 11 4% Northern America Southern America Creating groups 12 3% Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 50

2010 Voyeur ! Type of users © InSites Consulting N Total = 2065 / F = If user Social Media Study 51

2010 Type of users... VOYEURS ADDICTS 14% 26% HIGH LOG IN FREQUENCY 109 * LOG IN FREQUENCY 123 * ACTIVITY FREQUENCY 19 * ACTIVITY FREQUENCY 95 * LOG IN FREQUENCY LOG IN FREQUENCY 13 * LOG IN FREQUENCY 23 * ACTIVITY FREQUENCY 12 * ACTIVITY FREQUENCY 70 * PASSIVE USERS SPECIAL OCCASIONS LOW 47% 13% LOW HIGH ACTIVITY FREQUENCY © InSites Consulting * ON A MONTLHY BASIS Social Media Study 52

2010 Who are they... VOYEURS ADDICTS 14% • BRAZILIAN • FEMALE 26% HIGH • MAINLY PERSONAL MEMBERSHIPS • 18-44 Y.O. • CURRENT TWITTER MEMBERS • SINGLES WITH NO KIDS • THEY TRY TO BUILD AN IMAGE ON THEIR PROFILE(S) • THEY ARE AT EASE ONLINE • THEY FOLLOW RECENT INTERNET HYPES FROM CLOSE BY LOG IN FREQUENCY • MALE • 18-30 Y.O. • 30-55 Y.O. • USA & RUSSIA • CURRENT TWITTER MEMBERS • MAINLY PERSONAL MEMBERSHIPS • MAINLY PROFESSIONAL MEMBERSHIPS • LIKELY TO POST HAPPY EVENTS, HOLIDAY PICS,... • NO INTERNET EXPERTS • NO INTERNET EXPERTS PASSIVE USERS SPECIAL OCCASIONS LOW 47% 13% LOW HIGH ACTIVITY FREQUENCY © InSites Consulting Social Media Study 53

2010 Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan of something Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of? W HAT HAVE YOU BECOME MEMBER / FAN OF 0% 25% 50% 75% 100% 10%> Total 10%< Total A band 1 44% A famous person 2 40% A brand 3 35% Becoming a member of a charity is number 1 in Australia ! A charity 4 33% A non-famous person 5 24% Other 6 17% Total Western Europe Eastern Europe None of the above 7 10% Southern Europe Northern America Southern America Australia © InSites Consulting Asia N Total = 1723 / F = If sometimes becomes a member / fan. Social Media Study 54

2010 24% of users send personal messages more often compared with the beginning. This means that the majority of users (76%) decrease this activity Q: When comparing your current behaviour to your behaviour when you had only just become a member, do you do the following more or less often than before? MORE OFTEN THAN AT THE START 0% 25% 50% 75% 100% 10%> Total 10%< Total Sending personal 1 24% messages Checking status 2 22% Watching pics, etc. 3 21% Reacting to others’ 4 19% status Sending public 5 19% messages Uploading pics 6 16% Adapting my own 7 16% status Becoming fan of sth. 8 13% Adapting profile pic 9 13% Total Western Europe Becoming a member of 10 11% groups Eastern Europe Southern Europe Uploading films 11 8% Northern America Southern America Creating groups 12 7% Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 55

2010 Activities 5% 10% Willingness to pay for Online activities 4% 10% Q: When comparing your current behaviour to your behaviour when you had only just become a member, do you do the following more or less often than before? 4% 10% 4% 10% W ILLINGNESS TO PAY Willing to pay 4% 11% Neutral Sending personal messages 5% 10% 85% Not willing to pay 4% 10% Uploading films 5% 10% 85% 3% 10% Uploading pics 4% 10% 86% 3% 9% Sending public 4% 10% 86% 3% 9% messages Creating groups 4% 10% 86% Most respondents are not willing to pay for their online 3% 10% activities. Watching pics, etc. 4% 11% 86% 2% 10% Similar outcome across different countries. Adapting profile pic 4% 10% 86% Checking status 3% 10% 87% Becoming a member of 3% 9% 88% groups Becoming fan of sth. 3% 9% 88% Adapting my own status 3% 10% 87% Reacting to others’ status 2% 10% 88% © InSites Consulting N Total = 2065 / F = If user Social Media Study 56

Connected people 2010 have about 195 friends TOP3 Brazil 360 COUNTRIES Portugal 236 © InSites Consulting USA 200 N Europe = 2841 / Filter = None N Global =Media/ Study If 58 Social 2065 Filter = user

2010 Number of friends in each country... N° Friends 89 N° Friends 115 N° Friends 173 N° Friends 171 Users Friend 113 72% N° Friends 133 N° Friends 95 N° Friends 100 N° Friends 152 195 © InSites Consulting N° Friends 236 N° Friends N users Social Media About 100-150 per country = Study 59

2010 Number of friends in each country... N° Friends 200 N° Friends 63 195 © InSites Consulting N° Friends 360 N° Friends 155 N° Friends N users Social Media About 100-150 per country = Study 60

2010 Friends & De-friends Number of friends / followers / contacts Q:How many friends / contacts / followers do you have in your profile? 100> Total # CONTACTS 100< Total 195 contacts on Strictly professional memberships have a smaller average number of friends DIFFERENT CONTACTS 360 195 200 140 155 125 108 63 Southern Europe TOTAL Australia Western Europe Southern America Northern America Eastern Europe Asia W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting N Total = 2065 / F = If user Social Media Study 61

2010 Friends & De-friends Contact Q:When considering your contacts on the following social network sites, do you also meet these people in real life, or are they mainly people that you (almost) never meet? DO YOU MEET YOUR CONTACTS? W. Europe E. Europe S. Europe N. America S. America Australia Asia Orkut Orkut 75% 25% 20% 0% 54% 100% 75% 67% 67% Facebook Facebook 68% 32% 72% 50% 67% 83% 37% 78% 51% Hyves Hyves 68% 33% 79% 0% 100% 0% 0% 50% 67% LinkedIn LinkedIn 59% 42% 63% 73% 44% 66% 41% 50% 50% MySpace MySpace 51% 49% 39% 38% 36% 65% 39% 66% 39% Twitter Twitter 43% 57% 42% 59% 33% 37% 50% 26% 42% Xing Xing 43% 58% 55% 0% 22% 100% 0% 0% 30% Hi5 Hi5 41% 59% 45% 67% 53% 47% 25% 30% 40% Ning Ning 40% 60% 7% 0% 39% 67% 18% 0% 67% Netlog Netlog 33% 67% 44% 48% 45% 43% 22% 25% 37% Meet in real life Never meet in real life © InSites Consulting MEET IN REAL LIFE... N Total = 2065 / F = If user Netlog users hardly ever meet their online friends in real life! For Facebook it is the opposite! Social Media Study 62

22% 2010 Friends & De-friends 22% 20% Follow your friends 19% Q: Imagine a new social network being created, and the majority of your contacts transferring to this new network. How likely are you to remain a member of your current network? 18% 16% 2 12% 19% W OULD YOU SWITCH TO ANOTHER NETWORK TO FOLLOW YOUR CONTACTS? I would switch Neutral I would not switch Netlog 29% 29% 42% Hi5 25% 33% 42% Hyves 23% 27% 51% LinkedIn 22% 27% 51% MySpace 22% 35% 44% Most people would not switch to another network. Twitter 20% 28% 52% Facebook 19% 30% 51% Xing 18% 32% 50% Ning 16% 21% 63% Orkut 12% 19% 68% © InSites Consulting N Total = 2065 / F = If user Netlog users are least loyal to their social network website. Facebook users are loyal! Social Media Study 63

2010 Friends & De-friends Communicate a personal message Q : When you wish to communicate a personal message to your friends or family, which of the channels listed below do you prefer? COMMUNICATION CHANNELS 0% 25% 50% 75% 100% 10%> Total 10%< Total Mobile phone 1 35% E-mail 2 27% To communicate SMS 3 13% personal messages to friends, people prefer to call Landline 4 11% on their mobile phone Instant messenger 5 7% Social networks 6 4% 6th place Total Western Europe Chat Eastern Europe 7 2% Southern Europe Northern America Other Southern America 8 2% Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 64

2010 Friends & De-friends Use of mobile phone Q: Do you use social network sites on your mobile phone? MOBILE USERS VS. MOBILE NON-USERS 10%> Total 10%< Total Most people do not use social network website on 100% their mobile phone. This USERS mobile usage is higher amongst male and younger USERS 75% 26% people (18-30) 26% 50% NON-USERS 74% 74% 25% 0% Southern Europe Western Europe Southern America Northern America Australia Eastern Europe Asia W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting N Total = 2065 / F = If user Social Media Study 65

2010 26% use their social network via their mobile phone. …These ‘mobile’ users are more active on social networks compared with the non-mobile users! They log in more often! They practice more activities! 44% addicts amongst the mobile users! © InSites Consulting N Total = 2065 / F = If user Social Media Study 66

2010 58% of users have already removed contact(s). This is less common on professional websites. Brazilian N° Friends 360 participants have the biggest circle of friends, but are most likely to de-friend them (81%)! © InSites Consulting N Europe = 2841 / Filter = None N Global =Media/ Study If 68 Social 2065 Filter = user

2010 Friends & De-friends ‘Remove Friends’ Q: You are a member of the following social network sites. Have you already removed contacts from these sites ("Remove Friend")? DID YOU ALREADY REMOVE FRIENDS? Yes I already removed friends Orkut No I did not remove friends yet 77% 23% Hyves 51% 49% LinkedIn especially is a social network site where people MySpace 49% 51% do not remove contacts very often. Across the different social network websites, 58% of Twitter 46% 55% users have already removed contacts at least once. This number rises up to 81% in Brazil! Facebook 44% 56% Hi5 42% 58% Netlog 42% 58% Ning 20% 80% Xing 19% 81% Professional contacts LinkedIn are less often 16% 84% de-friended! © InSites Consulting N Total = 2065 / F = If user Social Media Study 69

2010 2010 Edition Content of this report People lack trust in their social 20% of the online population are network websites, especially in already user of a social network personal websites. When a brand website and will even expand posts something about itself almost their memberships. 1 out of 4 half of the people think... The END are users and will… 13% of all users claim to have a far-from-real image on at least 1 social network website. Users are more eager to post something happy... Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer... © InSites Consulting Social Media Study 70

2010 Trust Trust in social network websites Q: To what extent do you trust these sites as for privacy? (In other words: do you trust these sites not to pass on your personal details to others?) DO YOUTRUST YOUR SOCIAL NETWORK? W. Europe E. Europe S. Europe N. America S. America Australia Asia Netlog 21% 35% 44% Hi5 23% 37% 40% Netlog 41% Netlog 21% 39% Orkut 21% 35% 44% Twitter 29% 37% 34% OVERVIEW OF TRUST IN FACEBOOK Facebook 28% 38% 34% Ning 44% 24% 33% MySpace 25% 45% 30% Hyves Hi5 41% Hi5 36% 23% 37%24% 40% LinkedIn 42% 35% 23% Xing 45% 38% 18% 23% 26% 27% 11% 44% 47% 37% Orkut Orkut 41% 21% 39% 48% 43% 63% 27% 48% 33% 33% Twitter 29% 37% 34% 24% 30% 31% 36% 26% 26% Twitter 20% Northern America Eastern Europe Southern Europe Western Europe Southern America Australia Asia Facebook Facebook 28% 38% 34% 10%> Total Ning Ning 44% 24% 33% 10%< Total Myspace MySpace 25% 45% 30% Netlog users don’t meet their online friends in real life and (consequently?!) have little trust in their online Hyves Hyves 41% 36% 24% environment! LinkedIn LinkedIn 42% 35% 23% More trust in Xing Xing 45% 38% 18% professional websites © InSites Consulting A lot of trust Neutral Little trust N Total = 2065 / F = If user Social Media Study 72

2010 Trust Credibility of brand posts Q:Imagine a brand posting something about itself on a social network, to what extent do you think that is credible? CREDIBILITY OF BRAND POST 44% think that a brand Top2% credibility posting about itself is credible… 10%> Total CREDIBILITY 10%< Total 59% 52% 53% 44% 45% 37% 37% 37% W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting N Total = 2065 / F = If user Social Media Study 73

2010 Trust Credible sources for brand posts Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you? MOST CREDIBLE SOURCES …still, word-of-mouth is A consumer consumer A the most credible source 38% The brand itself The brand itself 32% to rely on for brand posts… A journalist A journalist 7% Asia and Southern America consider the brand itself to be the most credible. A marketeer marketeer A 3% Total Western Europe Eastern Europe Southern Europe Northern America Another brand Another brand 1% Southern America Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 74

2010 A consumer is the most credible source in order to believe posts about a certain brand Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you? MOST CREDIBLE SOURCES 0% 25% 50% 75% 100% 10%> Total 10%< Total A consumer consumer A 38% We trust other consumers the most. Especially in Southern and Eastern Europe, there is most trust in word-of-mouth. The brand itself The brand itself 32% Asia and Southern America think the brand itself is the most credilble source. A journalist A journalist 7% A marketeer marketeer A 3% Total Western Europe Eastern Europe Southern Europe Northern America Another brand Another brand 1% Southern America Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 75

2010 13% of all participants claim to have a far-from-real image on at least 1 social network website © InSites Consulting N Europe = 2841 / Filter = None N Global =Media/ Study If 77 Social 2065 Filter = user

32% 2010 Online behaviour 30% 28% Online image vs. Real image 27% 24% Q: To what extent does your image on the following social networks correspond with your image in real life? DOES YOUR ONLINE IMAGE CORRESPOND WITH YOUR REAL IMAGE? Total overlap Large overlap Orkut 44% 36% 12% 8% Small overlap Far apart Ning 40% 38% 15% 6% LinkedIn 35% 46% 15% 5% Hyves 34% 43% 17% 7% Netlog 32% 36% 21% 11% Hi5 32% 35% 21% 12% Twitter 30% 38% 20% 12% Facebook 28% 49% 16% 7% About 10% of those members on Netlog and Hi5 create an online image that does not correspond with their real selves. Xing 27% 41% 24% 8% When looking at younger members (18-30 y.o.) on these sites, 1 out of 5 respondents claims to do so. MySpace 24% 49% 18% 10% © InSites Consulting N Total = 2065 / F = If user S. America 14% Social Media Study 78

2010 Online behaviour Revealing info Q : How likely are you to reveal the following types of information on a social network? W HAT WOULD YOU REVEAL? 0% 25% 50% 75% 100% 10%> Total 10%< Total Happy events 1 49% Info on my hobbies 2 48% As long as it doesn’t get too personal (eg. Things I’m proud of 3 47% kids, job...) people are more eager to post happy things or things they are proud of instead of sad events. Holiday pics 4 45% Across the different information types, Western and Southern Europe are less eager to post these types of information. Pics of myself 5 44% Personal msgs 6 28% Pics of my kids 7 27% Total Western Europe Eastern Europe Info on my job 8 24% Southern Europe Northern America Sad events Southern America 9 20% Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 79

2010 Asian and West European users are each others’ total opposites when looking at their online behaviour! 79% of West European people are more open in person vs. online, which is only the case amongst 45% of Asian people. 27% of Asian users claim that they always tell the truth. This rises to 57% for West Europeans. © InSites Consulting N Global =Media/ Study If 81 Social 2065 Filter = user

2010 Online behaviour Statements Q : To what extent do you agree with the following statements on social network sites? TOP2% AGREEMENT 0% 25% 50% 75% 100% 10%> Total 10%< Total Consciously publish 1 75% Consciously choose pics 2 74% Certain things I reveal 3 63% more easily in real life Western Europeans are more open about certain things in real life than through their Image social network is same as in real life 4 59% social networks. This in contrary to Chinese people who are Online pics more often more open online compared with real life. considered than album 5 54% They also post or publish things without considering it thoroughly and above all they do not always tell the truth. Always tell truth on my social network 6 52% I link myself to brands 7 27% Total Western Europe I use my social network Eastern Europe to build my image 8 26% Southern Europe Northern America Certain things I reveal Southern America more easily online 9 23% Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 82

2010 Online behaviour What would you reveal more easily online? People who indicate that they reveal certain things more easily online especially aim at: © InSites Consulting N Total = 469 / F = If agreement on ‘Certain things I reveal more easily online’ Social Media Study 83

2010 Online behaviour What would you reveal more easily in person? People who indicate that they reveal certain things more easily in person especially aim at: © InSites Consulting N Total = 1301 / F = If agreement on ‘Certain things I reveal more easily in person’ Social Media Study 84

2010 One out of three social network users do not fear the consequences of what they post Q : To what extent do you agree with the following statements on social network sites? TOP2% AGREEMENT 0% 25% 50% 75% 100% 10%> Total 10%< Total Careful with what I 1 81% post I decide myself who 2 78% becomes a friend I know that any publish 3 70% can lead a life of its own No one has to know me online 4 52% I can totally be myself Total online 5 47% Western Europe Eastern Europe Southern Europe I do not fear the conse- Northern America quences of what I post 6 33% Southern America Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 85

2010 45% of users is tired of all the invites for new social network sites Q : To what extent do you agree with the following statements on social network sites? 100% IT WOULD BE HANDY IF I COULD COPY % AGREEMENT 10%> Total MY PERSONAL INFO FROM A SOCIAL 10%< Total NETWORK TO NEW SITE 75% % AGREEMENT 50% 46% 46% 25% 0% Southern Europe Western Europe Northern America Southern America Australia Eastern Europe Asia 100% I AM TIRED OF ALL THE INVITES FOR NEW SOCIAL NETWORK SITES 75% % AGREEMENT 50% 45% 45% 25% 0% Southern Europe Western Europe Northern America Southern America Australia Eastern Europe Asia I DO NOT WANT TO CHANGE TO NEW 100% SOCIAL NETWORK BECAUSE THEN I WOULD HAVE TO ENTER MY PERSONAL 75% DATA AGAIN % AGREEMENT 50% 45% 45% 25% 0% Southern Europe Western Europe Northern America Southern America Australia Eastern Europe Asia W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting N Total = 2065 / F = If user Social Media Study 86

2010 55% cannot access their social network websites at work © InSites Consulting N Global =Media/ Study If 88 Social 2065 Filter = user

2010 Access @ work Blocking social network websites Q: Certain companies block social network sites, so that their employees cannot access them at work. Does your work block access to certain social network sites? If yes, to which ones? DOES YOUR COMPANY BLOCK SOCIAL NETWORK WEBSITES? 10%> Total 10%< Total FACEBOOK IS MOST COMMON SOCIAL NETWORK TO GET BLOCKED. 1 OUT OF 3 INDICATES THAT FACEBOOK IS BLOCKED AT THEIR 100% WORK. If blocking @ work BLOCKING BLOCKING 75% 55% 55% 50% NO-BLOCKING 45% 25% 45% 0% Southern Europe Western Europe Southern America Northern America Australia Eastern Europe Asia W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting N Total = 2065 / F = If user Social Media Study 89

2010 What about the future of Quitting users? Brand new users? social network websites? Expand and quit? Die-hard non-users? Saturated users? Expanding users? © InSites Consulting N Total = 2884 / F = None Social Media Study 91

2010 Quitting users? 7% Brand new users? 9% Expand and quit? 11% Die-hard non-users? 20% Saturated users? 24% Expanding users? 30% © InSites Consulting N Europe = 2841 / Filter = None Social Media Study 92

2010 Online profiles will increase with Gain! 39% 32% © InSites Consulting N Europe = 2841 / Filter = None N Total = 2884 / F = None Social Media Study 93

2010 2010 Edition Content of this report People lack trust in their social 20% of the online population are network websites, especially in already user of a social network personal websites. When a brand website and will even expand posts something about itself almost their memberships. 1 out of 4 half of the people think... The END are users and will… 13% of all users claim to have a far-from-real image on at least 1 social network website. The END Users are more eager to post something happy... Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer... © InSites Consulting Social Media Study 94

2010 Contact details Steven Van Belleghem Managing Partner Steven.vanbelleghem@insites.eu Tel. +32 9 269.16.07 Mobile +32 497 47.34.44 Saartje Van den Branden Senior Research Consultant Saartje.VandenBranden@insites.eu Tel. +32 9 269.15.11 Mobile +32 479 61.18.78 Head office Evergemsesteenweg 195 B-9032 Gent Belgium Tracey Jones Tel. +32 9 269 15 00 Research Consultant Fax. +32 9 269 16 00 Tracey.jones@insites.eu Other offices Tel. +32 9 269.14.32 Rotterdam | London | Geneva Mobile +32 493 24.18.51 info@insites.eu © InSites Consulting www.insites.eu Social Media Study 96

Learn more and read The Conversation Manager Questions, feedback, remarks: Steven@InSites.eu Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com #DCM

[client Key figures logo] Since 1997 Business school spin-off Online focus & full-service Independent 85 passionate people Target turnover for 2010 of 15 mio euro Servicing 35% of best global brands Yearly growth of +35% last 7 years Acting global, thinking local Projects in +40 countries +2.5 mio community members in +30 countries Offices in Ghent, Rotterdam, London, Geneva, Paris © InSites Consulting InSites Consulting beliefs - © 2010 98

[client Strong industry recognition logo] AWARDS WON  MOA Agency Researcher of the Year 2009 (Christophe Vergult)  MOA SPSS Feedback Innovation Award 2009  ESOMAR Award for Best Paper Overall 2009 (The Fernanda Monti Award)  ESOMAR International Young Researcher of the Year Award 2009 (Annelies Verhaeghe)  MRS Best Conference Presentation 2009 (Niels Schillewaert)  Econsultancy Innovation Awards 2009 AWARD NOMINATIONS  ESOMAR Best Case History 2007  ESOMAR Award for Best Paper Overall 2007  IJMR Collaborative Research Award 2009  ESOMAR Excellence Award 2010 (2x)  ARF Great Mind Awards 2010 PUBLICATIONS  14 ESOMAR publications  9 publications in scientific journals (Journal of Marketing, Information & Management, Survey Research Methods, Journal of the Academy of Marketing Science, Journal of Market Research, Journal of Services Marketing, International Journal of Market Research, International Journal of Research in Marketing, Applied Psychological Measurement) Actively collaborating with key industry stakeholders  Research organisations: ESOMAR - MRS - BAQMaR - Febelmar - MOA - BHBIA - EphMRA  Audits & certifications: Qfor - ISO certification in process  Marketing organisations: IAB Europe - Belgian Marketing Foundation - NIMA - SWOCC - Vlerick Brand Community  Charity: UNICEF - Make-a-Wish - Child Focus  © InSites Consulting Academic partners: Vlerick Leuven Gent Management School - ESSEC - Bauer College of Business (University of Houston) - Maastricht University - PennState SMEAL College of Business InSites Consulting beliefs - © 2010 99

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Social Media around the World

by InSites Consulting on Mar 25, 2010

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Social Media around the World — Presentation Transcript