European Social Media Trends
Behaviour, impact, evolution.
tom@trendstream.net globalwebindex.net

Today
European results from the Global Web
Index
• Social Media involvement across Europe
• Motivations to use the web
• Impacts
• Evolution

Today: European perspective
Netherlands
Canada
UK Russia South
Korea
Germany
China
USA
France
Japan
Spain
Italy
Mexico India
Brazil
Australia

Detailed web behaviour
WEB MOTIVATION
BEHAVIOUR
WEB
SOCIAL MEDIA CONTENT

Web: Consumer + purchasing + communications
Consumer Purchasing
Dynamics
WEB
Marketing
Technology
Communications

Launching with 32,000 consumer opinions annually
July
December
16-64 active web users (online monthly)
Representative by age, gender, income
volume of usage, region
Self completion online questionnaires
conducted via Lightspeed global panels
Wave 1 Wave 2
30 minute survey
16,000 16,000
respondents respondents
Local language
32,000 annual
survey release

Social Media Involvement

Hype goes something like this......

Reality is: Still task based
Stay up to date on news / events
Research / find products to buy
Stay in touch with friends
Research how to do things
Research for work
Entertainment
Education
To get inspired/get ideas
Fill up spare time
Find music
Keep my friends up to date with my life
Networking for work
Find films / TV shows
Share my opinion
Organise my life
Express myself
Play games
Share content
Promote something
Meet new people
Take on a different personality
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
% Very important
Global perspective: Motivations for
involvement: Very important Below are various reasons why you use the Internet. Please think about how important
these reasons are for you using the Internet .

Russia is the most socially driven
60%
Share content Share my opinion Stay in touch with friends Keep my friends up to date with my life Meet new people
50%
% Have done in the last month
40%
30%
20%
10%
0%
Italy Germany Netherlands UK France Spain Russia
Below are various reasons why you use the Internet. Please think about how important
Motivations for involvement: Very important these reasons are for you using the Internet .

Germany and UK are most purchase orientated
60%
Entertainment Research / find products to buy Stay up to date on news / events Fill up spare time
50%
% Have done in the last month
40%
30%
20%
10%
0%
Netherlands France Italy Spain UK Russia Germany
Below are various reasons why you use the Internet. Please think about how important
Motivations for involvement: Very important these reasons are for you using the Internet .

Motivations are fundamentally different by market
Netherlands France Italy Spain UK Russia Germany
Stay up to date on news / events Stay in touch with friends Stay up to date on news / events Stay up to date on news / events Research / find products to buy Stay up to date on news / events Research / find products to buy
Stay in touch with friends Research how to do things Education Stay in touch with friends Stay in touch with friends Stay in touch with friends Stay up to date on news / events
Research / find products to buy Stay up to date on news / events Research / find products to buy Research how to do things Research how to do things Research for work Research for work
Fill up spare time Research / find products to buy Stay in touch with friends Entertainment Stay up to date on news / events Research / find products to buy Stay in touch with friends
Research how to do things Entertainment To get inspired/get ideas Research for work Entertainment Research how to do things Research how to do things
Entertainment Research for work Research for work Education Research for work Networking for work Entertainment
To get inspired/get ideas To get inspired/get ideas Fill up spare time Research / find products to buy Education To get inspired/get ideas Education
Research for work Fill up spare time Research how to do things Fill up spare time To get inspired/get ideas Education Fill up spare time
Keep my friends up to date with
Share my opinion Entertainment Find music Fill up spare time Find music To get inspired/get ideas
my life
Play games Play games Find music To get inspired/get ideas Find music Find films / TV shows Find music
Keep my friends up to date with
Find music Find music Find films / TV shows Find films / TV shows Entertainment Play games
my life
Keep my friends up to date with Keep my friends up to date with Keep my friends up to date with Keep my friends up to date with my
Find films / TV shows Networking for work Find films / TV shows
my life my life my life life

Search motivations show purchase skew
45%
Research / find products to buy
40%
Top motivation to use
Stay up to date on news / events
35% Research how to do things
30%
25%
20%
15%
10%
5%
0%
You will now see a number of online activities that you currently take in. For each one, please can you
Motivations to use a search engine select the main reasons you partake in that activity online?

Remember the hype?.....

Reality is different
Watch video clip
Visit a forum
Upload photos online
Manage a social network profile
Leave a comment on a story on a website
Edit/managed own website
Written your own blog
Uploaded a video online
Written a news story / article
Use a micro-blogging service
Behaviour – last month
0% 10% 20% 30% 40% 50% 60% 70%
% Have done in the last month
Behaviour online – last month. Global You will now see a list of items that represent different activities you can do online. Please read each one carefully
and then indicate whether you have done that in the past month, or whether you have done it longer ago.

Russia and UK lead in social networking
70%
Manage a social network profile Written your own blog
60%
% Have done in the last month
50%
40%
30%
20%
10%
0%
Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully
and then indicate whether you have done that in the past month, or whether you have done it longer ago.

Spain, Italy and Russia are mixed access
60%
Manage a social network profile Written your own blog Use a micro-blogging service Edit/managed own website
50%
% Have done in the last month
40%
30%
20%
10%
0%
France Germany Spain Italy Netherlands UK Russia
Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully
and then indicate whether you have done that in the past month, or whether you have done it longer ago.

Consistent pattern in all ages
90%
Manage a Social Network Profile Write a blog
80%
70%
60%
% Last month
50%
40%
30%
20%
10%
0%
France
France
France
France
France
Spain
Spain
Spain
Spain
Spain
UK
UK
UK
UK
UK
Germany
Germany
Germany
Germany
Germany
Italy
Italy
Italy
Italy
Italy
Russia
Russia
Russia
Russia
Russia
Netherlands
Netherlands
Netherlands
Netherlands
Netherlands
16-24 25-34 35-44 45-54 55-64
Behaviour online – last month. You will now see a list of items that represent different activities you can do online. Please read each one carefully
and then indicate whether you have done that in the past month, or whether you have done it longer ago.

Russia sharing huge volumes of content
70%
Upload photos online Uploaded a video online
60%
50%
% Have done in the last month
40%
30%
20%
10%
0%
France Germany Spain Italy Netherlands UK Russia
Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully
and then indicate whether you have done that in the past month, or whether you have done it longer ago.

Response to our motivations
Social Networking /
Staying in touch with friends
Sharing photos
Share my opinion /
Blogs
Share content
Promote Micro-blog /
something Twitter

Not all about Facebook
90%
France Germany Italy Netherlands Russia Spain UK
80%
% Where have active profile
70%
60%
50%
40%
30%
20%
10%
0%
Social networks – active profile

This is where they’re going.....(in Russia)

Impact

IMPACTS all users + purchasing
85% used
search last
month to look
for a specific
product
49% used
search to
look for a
specific
recommend
ation

AND We research everything online
% of buyers who researched prior to purchase (offline and online)
70%
% of buyers who purchased online
60%
50%
40%
30%
20%
10%
0%
Source: Global Web Index

Social makes search even more important
• Funnelling demand
• Managing reputation
• Overlaying of the social graph
• Going mobile

More powerful than professional sources
A family member
A close friend
A good contact on a social network
A neighbour
A store assistant
The author of a blog you read regularly
A journalist for a national newspaper
A television news reader
The main contacts on your microblog e.g Twitter
A well known celebrity
Average
Your country’s leader / politicians
1.50 2.00 2.50 3.00 3.50 4.00 4.50
Average Trust – 5 equals very strong trust
Below is a list of people whose opinions you come into contact with on a regular basis. Now think about when you
Trust in communications seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you
the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.

For all age groups
A close friend
A family member
A good contact on a social network
A neighbour
The author of a blog you read regularly
A store assistant
A journalist for a national newspaper
A television news reader
The main contacts on your microblog e.g Twitter
A well known celebrity
55-64 16-24
Your country’s leader / politicians
1.50 2.00 2.50 3.00 3.50 4.00 4.50
Average Trust – 5 equals very strong trust
Below is a list of people whose opinions you come into contact with on a regular basis. Now think about when you
Trust in communications: UK seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you
the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.

Now the consumer network is important
Created by a consumer Created by a professional It comes from a site I am familiar with
Recently produced / written Quality of the production / design My friend recommended it
Online Videos
News Story
Music
0% 5% 10% 15% 20% 25% 30% 35%
% important factor
Factors important when looking for content:

All content will be dictated by the social ecosystem

We will have one digital identity

Now: Digital networks are bigger than face to face
Face to
Brazil China USA UK Russia
face
friends 17.1
24.4 24.1 22.8 21.4
Brazil USA UK Russia
Social China
Network
Friends 31.2 42.8 49.3 38
51.5
NETWORK SIZE: How many people you stay in touch with

Networks of strangers: comfortable with the unknown
9%* 3%* 0.3%*
Facebook LinkedIn Twitter
*Percentage of people I would phone up for a beer

That network will become Augmented Reality
• Social graph online
• Augmented reality

Social will inform everything and everywhere
• Immediate social group
• Connected group
• People like me
• Actions, behaviour and reviews will be
overlaid on our real life experience

Evolution

Make social central to all communications
Path to purchase
Improve my opinion of the brand Keep me informed of the brand Get me to buy the brand
A face to face recommendation Television advert A face to face recommendation
Television advert An email sent to you Television advert
A website created by the brand A face to face recommendation A recommendation online from a contact / friend
An email sent to you A website created by the brand An email sent to you
Magazine advert A direct mail sent to your house A website created by the brand
A recommendation online from a contact / friend A recommendation online from a contact / friend A direct mail sent to your house
Newspaper advert Newspaper advert Newspaper advert
Newspaper or magazine featuring the brand Newspaper or magazine featuring the brand Magazine advert
Poster on a high street Magazine advert Newspaper or magazine featuring the brand
Advert in a store / shop front Radio advert Radio advert
Film or television programme featuring the brand Poster on a high street Advert in a store / shop front
Sponsorship of a major event e.g. sports or music concert Film or television programme featuring the brand Poster on a high street
A direct mail sent to your house Advert on a major website Film or television programme featuring the brand
Radio advert Advert in a store / shop front Advert on a major website
Advert on a major website Sponsorship of a major event e.g. sports or music concert Cinema advert
Cinema advert Sponsored link on a search engine Sponsorship of a major event e.g. sports or music concert
Sponsored link on a search engine Cinema advert Online video featuring the brand
Online video featuring the brand Online video featuring the brand Sponsored link on a search engine

Think beyond: Content, apps and ideas
Offer discounts
Create useful online applications that provide a benefit
Provide free downloads to content that I like e.g music / film
Provide relevant news and analysis
Provide me with new ideas and thinking
Create a platform for you to interact with the company or staff directly e.g blog / microblog
Advertise in places that are relevant to you
Create competitions
Create live events e.g music concerts
Create live events where I can use the product
Create a real life community where I can meet similar people
Create videos / TV shows
Create an online community
Sponsor my favourite sports team
Sponsor my favourite website
Associate with celebrities that I like
0% 20% 40% 60% 80%
Europe % Score 4/5
Europe: Role for brands Please think again about the same brand. Below are list of activities that the brand can implement. Which of the following
actions are most relevant to you as a person? Where 1 = not at all relevant and 5 = very relevant

Don’t be afraid to talk
Providing a page in a social network where you can ask questions directly to the company
Listening to the comments that people say on forums, or social networks
Contacting me with helpful information if I mention the brand on a microblog e.g Twitter
Creating blogs to talk about the company and product
Talking to bloggers directly about relevant products and services
Creating videos online featuring the brand
Using targeted advertising (advertising that analyses your web behaviour and provides
relevant advertising)
Sponsoring music downloads
Creating groups in social networks
Becoming your friend in a social network
UK Italy
Sponsoring blogs
0% 10% 20% 30% 40%
% Improves my opinion
UK V Italy DATA: Perception of brands in
Below is a list of activities that brands can engage in online. Some of these are very new and
social media / new channels some will be more familiar to you. Please can you state your opinion on brands engaging in
these activities?

Be there with purpose
31.4%
12.2% Providing a
10.8% Starting a
Being a group in a page where you
Friend social network can provide
feedback
directly
Europe DATA: Perception of brands in social media /
new channels. Improve my opinion of the brand

Impacts the whole business
External
Comms
Customer
service
Recruitment
Brand X
Market
Product Research
development

Wrap up
ing

Wrap up
Active social media involvement is big
Passive impact is bigger
Social is powerful and impacts purchase
decisions
Embrace conversation and relationship