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Brave New or Good Ol’ Belgium
#1 Social Media#2 Smartphone usage#3 Online Brand Following#4 Online Brand InteractionExpect status updates on…
Social (New) Media Around The World StudyData collected by online research panelprovider SSI, field work in Q2 2012, analy...
#1Social Media
Last manstanding
2,7 %
Facebook Twitter Google+ LinkedInAware and current memberAware and once a memberAware, but not a memberNot awareTop networ...
Saturation?In Belgium, awareness of socialnetwork sites is very high.Facebook is close to 100%,Twitter 76% awareness andGo...
We all know why by now…In Belgium, main drivers to usesocial media are communication(61%), sharing photos (53%) andkilling...
1.0N Belgium = 315 / F = If member of social network(s)Average # of networks one is a member of1.4Only Japan has a lower a...
IntentionApproaching the tipping point?
IntentionWho will be joining what?
Q : Below you can see all the social network sites that you know but are not a member of. Please indicate which of the net...
Male 50% 54% 54% 55%Female 50% 46% 46% 42%Facebook Twitter Google+ LinkedInGenderFuture Usage – Which profiles | BelgiumSt...
Male 50% 54% 54% 55%Female 50% 46% 46% 42%Age15-24 23% 27% 23% 14%25-34 26% 26% 26% 28%35-54 35% 35% 35% 40%55-99 17% 12% ...
Q : Below you can see all the social network sites that you are currently a member of. How will your usage of each of thes...
#2Smartphones inBelgium
Conversation starters. The first day I had my smartphone, I…. I dropped my smartphone and…. If my smartphone was stolen I…...
28% of Belgianinternet usershave a smartphone.1 in 2 of thesesmartphones has adata/internetsubscription.
Belgian internet users install24 apps on their smartphoneon average.Which ones?
Succesfull apps in BE??53% 47% 46%
AppsN Belgium = 85 / F = If apps installed on smartphoneQ : How many apps have you installed onyour smartphone since you s...
Only28% of Belgianinternet usershave a smartphone.Only 1 in 2 of thesesmartphones has adata/internetsubscription1 in 2 of ...
AppsN Belgium = 85 / F = If apps installed on smartphoneQ : How many apps have you installed onyour smartphone since you s...
Daily internet access via smartphone69%57%83%64%59%70%77%83%51%Q : Could you please indicate to what extent you use your s...
Daily log-on to social media68%67%82%76%63%78%66%55%70%Lowest worldwide dailylog-on to social media inBE & JAP60%
Q : How many apps have you installed onyour smartphone since you started using it?No appsinstalled“WEGNOLOGIE”
Q : How many apps have you installed onyour smartphone since you started using it?No appsinstalled“PECHNOLOGIE”
Q : Why don’t you have a smartphone?Reasons not to use a smartphone - BelgiumN Belgium= 319 / F = non-smartphone usersEuro...
N Belgium = 128 / F = Smartphone usersKnow who you’redeveloping for.30% 18%
Successful apps for BE??
“PASSWORDPANIC”In Belgium, 71%, isinterested in apps thatallow you to access privatedata/keep personal notes &passwords
“PAY & GO”In Belgium, 65%, isinterested in apps thatallow you to pay smallbills
“COMPAREOR DIE”In Belgium, 51%, isalready using his/hersmartphone to compareprices and offers.
Who’s the best pupil of the class?
Who’s the best pupil of the class?
#3‘I follow brands’
44% of Belgian social network usersfollow at least 1 brand online.On average, people follow 8-12brands.
People follow brandsbecause they use theproducts (46%),because somebodyrecommended it (26%)and because of
People follow brandsbecause they use theproducts (46%),because somebodyrecommended it (26%)and because oftraditional/offli...
The vast majority ofbranded consumerconversationshappen onFacebook.Fewer than 10% arenegative (Belgium).
The vast majority ofbranded consumerconversationshappen onFacebook.Fewer than 10% arenegative (Belgium).
Q: What exactly do you share then about products, brands and/or companies?45%28%21%37%28%36%17%41%37%28%28%25%25%18%0% 20%...
#4Forget co-creationit’s ‘ConsumerConsulting’ today
On average, almost 8 outof 10 Belgian consumerswant to help brandsto improve their offering.Consumers are very open toco-c...
How to help?Belgians want to help brandsto improve (58%) anddevelop (49%)products and services.
70%52%63%61%57%59%82%55%63%Willingness to join closed communitiesForget facebookpages, the preferredplace to collaborate i...
3 month community150 consumersIntensive immersion in SaraLee’s coffee brands and theworld of coffee• Coffee tastings• Supe...
3 week community100 club owners/trainers/ref’sReshaping competition foryoung players (6 to 16 year olds)“CONSUMERCONSULTING”
 3 week online (closed)community 100 participants Intensive immersion in theworld of sponsoring• Favouritecommercials/s...
 3 week online (closed)community 100 participants Intensive immersion in theworld of sbs6 programs:• Running shows• New...
In return, people wantfeedback (41%) orspecial offers/reductions (39%),not necessarily money.
Average #of networksone is amember of
Key takeaways
Big social networks likely tostagnate or slow down in Belgiumin the coming months.Pinterest & Instagram on the rise.Women ...
Belgium’s dumbphone and laggingonline status should be counteredsoon, and price is not the only issue.
Clear expectations fromconsumers vis-à-vis brands:1. Keep it exclusive2. Share product info & feedback3. Do promotions4. B...
Please don’t hesitate toshare this slidedeckwith your network.Questions or feedback onthe results? Let me know at@hakimzem...
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Brave new or good old Belgium?

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Brave new or good old Belgium? presented by Hakim Zemni at the Sanoma Media Parade on Thursday May 30 in Diegem (BE).

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Transcript of "Brave new or good old Belgium?"

  1. 1. Brave New or Good Ol’ Belgium
  2. 2. #1 Social Media#2 Smartphone usage#3 Online Brand Following#4 Online Brand InteractionExpect status updates on…
  3. 3. Social (New) Media Around The World StudyData collected by online research panelprovider SSI, field work in Q2 2012, analysesconducted by research company InSitesConsulting and translations performed bytranslation agency No Problem.7.827 consumers in 19countries.447 consumers in Belgium.All aged 15+, representative forthe online population withincountry on gender, age and e-commerce.
  4. 4. #1Social Media
  5. 5. Last manstanding
  6. 6. 2,7 %
  7. 7. Facebook Twitter Google+ LinkedInAware and current memberAware and once a memberAware, but not a memberNot awareTop networks | BelgiumTwitter and Google+ bothhave a large number ofpeople who know them,but are not members.7%24%38%49%26%62%42%29%5%2%2%3%62%12%18% 19%
  8. 8. Saturation?In Belgium, awareness of socialnetwork sites is very high.Facebook is close to 100%,Twitter 76% awareness andGoogle+ known by 60%.Almost 7 out of 10 Belgianinternet users are member of atleast 1 social network.
  9. 9. We all know why by now…In Belgium, main drivers to usesocial media are communication(61%), sharing photos (53%) andkilling time (50%)..
  10. 10. 1.0N Belgium = 315 / F = If member of social network(s)Average # of networks one is a member of1.4Only Japan has a lower average number of socialnetwork membership than Belgium1.82.01.81.62.53.02.62.5
  11. 11. IntentionApproaching the tipping point?
  12. 12. IntentionWho will be joining what?
  13. 13. Q : 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.F = Non users: Aware but no memberFuture membership: unique niches22% 30%20%21%
  14. 14. Male 50% 54% 54% 55%Female 50% 46% 46% 42%Facebook Twitter Google+ LinkedInGenderFuture Usage – Which profiles | BelgiumStill room for growth for women: except forFacebook, all social networks are significantlydominated by men.N (Belgium) = Min 59 / F = If member of social network(s)
  15. 15. Male 50% 54% 54% 55%Female 50% 46% 46% 42%Age15-24 23% 27% 23% 14%25-34 26% 26% 26% 28%35-54 35% 35% 35% 40%55-99 17% 12% 16% 18%Facebook Twitter Google+ LinkedInGenderAgeN (Belgium) = Min 59 / F = If member of social network(s)The largest group are 35-54 year olds!Twitter & Facebook could still expect 55+ profiles to join in the (near)future.Future Usage – Which profiles | Belgium
  16. 16. Q : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social network sites evolve in the coming year? (I’ll use it (a lot)more)Future usage/ worldwideN Belgium = Min 36 (only networks with membership above 30 counts are reported) / F = If member of social network
  17. 17. #2Smartphones inBelgium
  18. 18. Conversation starters. The first day I had my smartphone, I…. I dropped my smartphone and…. If my smartphone was stolen I…. My kid(s) say smartphones are…. I hate smartphones because…. My partner uses a smartphone like…
  19. 19. 28% of Belgianinternet usershave a smartphone.1 in 2 of thesesmartphones has adata/internetsubscription.
  20. 20. Belgian internet users install24 apps on their smartphoneon average.Which ones?
  21. 21. Succesfull apps in BE??53% 47% 46%
  22. 22. AppsN Belgium = 85 / F = If apps installed on smartphoneQ : How many apps have you installed onyour smartphone since you started using it?AppsinstalledNo appsinstalledN Belgium = 128 / F = Smartphone users66%34%Lowest smartphone app-uptake ofthe world in Belgium“DUMBPHONING”
  23. 23. Only28% of Belgianinternet usershave a smartphone.Only 1 in 2 of thesesmartphones has adata/internetsubscription1 in 2 of Europeaninternet usershave a smartphone. 4out 5 of thesesmartphones has adata/internetsubscription
  24. 24. AppsN Belgium = 85 / F = If apps installed on smartphoneQ : How many apps have you installed onyour smartphone since you started using it?Apps installedNo apps installedN Belgium = 128 / F = Smartphone users66%34%Lowest smartphone app-uptake ofthe world in Belgium
  25. 25. Daily internet access via smartphone69%57%83%64%59%70%77%83%51%Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)Belgium lowest scoreworldwide in daily internetaccess via smartphoneN Belgium = 128 / F = Smartphone users45%
  26. 26. Daily log-on to social media68%67%82%76%63%78%66%55%70%Lowest worldwide dailylog-on to social media inBE & JAP60%
  27. 27. Q : How many apps have you installed onyour smartphone since you started using it?No appsinstalled“WEGNOLOGIE”
  28. 28. Q : How many apps have you installed onyour smartphone since you started using it?No appsinstalled“PECHNOLOGIE”
  29. 29. Q : Why don’t you have a smartphone?Reasons not to use a smartphone - BelgiumN Belgium= 319 / F = non-smartphone usersEurope / Belgium40%42%29%29%13%11%5%3%4%55%55%35%31%20%8%7%7%4%0% 20% 40% 60% 80% 100%I don’t need a smartphoneMy current mobile phone is still working fineI don’t see the benefit of using one/yetIt’s too expensive to buyThe data subscriptions are too expensiveI never thought of changing to oneI think it’s complicated to useOnly a few people in my direct environment haveoneOther reason93%76%62%62%95%81%72%64%75%100%BelgiumEuropePrice is not the(first) issue..
  30. 30. N Belgium = 128 / F = Smartphone usersKnow who you’redeveloping for.30% 18%
  31. 31. Successful apps for BE??
  32. 32. “PASSWORDPANIC”In Belgium, 71%, isinterested in apps thatallow you to access privatedata/keep personal notes &passwords
  33. 33. “PAY & GO”In Belgium, 65%, isinterested in apps thatallow you to pay smallbills
  34. 34. “COMPAREOR DIE”In Belgium, 51%, isalready using his/hersmartphone to compareprices and offers.
  35. 35. Who’s the best pupil of the class?
  36. 36. Who’s the best pupil of the class?
  37. 37. #3‘I follow brands’
  38. 38. 44% of Belgian social network usersfollow at least 1 brand online.On average, people follow 8-12brands.
  39. 39. People follow brandsbecause they use theproducts (46%),because somebodyrecommended it (26%)and because of
  40. 40. People follow brandsbecause they use theproducts (46%),because somebodyrecommended it (26%)and because oftraditional/offlineadvertising (18%)!
  41. 41. The vast majority ofbranded consumerconversationshappen onFacebook.Fewer than 10% arenegative (Belgium).
  42. 42. The vast majority ofbranded consumerconversationshappen onFacebook.Fewer than 10% arenegative (Belgium).
  43. 43. Q: What exactly do you share then about products, brands and/or companies?45%28%21%37%28%36%17%41%37%28%28%25%25%18%0% 20% 40% 60% 80% 100%...experiences you had with a brand...games and contests related to the products,brands or companies...online advertising you saw or heard about...promotions you saw...the launch of a new product, brand, or company...feedback about products / services you receivedfrom a company...advertising via traditional media (e.g. TV, radio,magazine, etc.) you saw or heard about93%76%62%62%55%51%95%81%72%64%50%75%100%BelgiumEuropeN Belgium = 78 / F = sharing information on social networksEurope / BelgiumWhy do people talkabout brands online?Conversationstarters?are negative(Belgium).
  44. 44. #4Forget co-creationit’s ‘ConsumerConsulting’ today
  45. 45. On average, almost 8 outof 10 Belgian consumerswant to help brandsto improve their offering.Consumers are very open toco-creation andstructural collaborationwith brands they like.
  46. 46. How to help?Belgians want to help brandsto improve (58%) anddevelop (49%)products and services.
  47. 47. 70%52%63%61%57%59%82%55%63%Willingness to join closed communitiesForget facebookpages, the preferredplace to collaborate is through aclosed and branded or topicspecific online community.53%
  48. 48. 3 month community150 consumersIntensive immersion in SaraLee’s coffee brands and theworld of coffee• Coffee tastings• Supermarket safari• Mood board exercises• Grouping exercises• Communication Co-creation• …“CONSUMERCONSULTING”
  49. 49. 3 week community100 club owners/trainers/ref’sReshaping competition foryoung players (6 to 16 year olds)“CONSUMERCONSULTING”
  50. 50.  3 week online (closed)community 100 participants Intensive immersion in theworld of sponsoring• Favouritecommercials/sponsoring actions• Diary exercises – Keeping trackof all the brands in the media• Rating of & commenting onstimulus material• Brainstorms… What should theperfect sponsoring look like?“CONSUMERCONSULTING”
  51. 51.  3 week online (closed)community 100 participants Intensive immersion in theworld of sbs6 programs:• Running shows• New shows• Open discussions• Strategy & branding discussions“CONSUMERCONSULTING”
  52. 52. In return, people wantfeedback (41%) orspecial offers/reductions (39%),not necessarily money.
  53. 53. Average #of networksone is amember of
  54. 54. Key takeaways
  55. 55. Big social networks likely tostagnate or slow down in Belgiumin the coming months.Pinterest & Instagram on the rise.Women and older people stillsome catching up to do.
  56. 56. Belgium’s dumbphone and laggingonline status should be counteredsoon, and price is not the only issue.
  57. 57. Clear expectations fromconsumers vis-à-vis brands:1. Keep it exclusive2. Share product info & feedback3. Do promotions4. Bring news, ask questions5. Consult to improve&develop
  58. 58. Please don’t hesitate toshare this slidedeckwith your network.Questions or feedback onthe results? Let me know at@hakimzemni onTwitter.

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