A demographic study within the Nordics of people’s mobile phone habits, and social media network habits...men and women, boys and girls, from 15 –55, from all over the Nordic regions, and from all walks of life....
1. A demographical study of use of
social networks and mobile
phones as media
By Vizeum
+45 77 66 33 00
www.vizeum.dk
@VizeumCph
www.facebook.com/vizeumdanmark
2. So what have we got?
A demographic study within the Nordics of people mobile phone habits, and social
’s
media network habits...men and women, boys and girls, from 15 – 55, from all over
the Nordic regions, and from all walks of life....
We examine;
•Who access social media sites?
• Who does what on which social media site?
• Which social media sites are most popular?
• Do men and women use social media in different ways?
• Do people hide behind social media sites?
• Are smartphones (e.g. iPhones) changing behaviour?
• What phone is most popular for what activity?
• Who owns what mobile?
• Who is most active on their mobile?
A demographical study of use of social networks & mobile media
3. First, lets
focus on the
mobilisation of
media
.....and there
after the
socialisation.
A demographical study of use of social networks & mobile media
4. Mobile phones.
There no way around it; mobile
’s
phones have become an integral
part of our lives. We use them to
talk, to capture, to film, to check
in, to record, to purchase, to
board, to find our way, to message,
to enter and to connect, and they
are always with us. In short, they
have become a fundamental part of
our lives. A part that just can go
’t
on being seen as a seperate
entity; we need to look at the
demographic data surrounding use,
and find out exactly who it is
doing what, and with what phone.
We been surprised by the
’ve
findings, and we think you will be
too.
A demographical study of useuse social networks via & mobile media
A demographical study of of of social networks mobile phones
5. What sort of mobile do people own?
100%
90%
80%
70% Fact: Smartphones are not mainstream
(Yet!)
60%
50% It’s men who are leading the sales in Total
smartphones, HTCs and iPhones; perhaps Male
40%
unsurprisingly! Female
30%
20%
10%
0%
Standard iPhone Blackberry HTC Nokia Other
mobile Smartphone
A demographical study of use of social networks & mobile media
6. What sort of mobile do people own?
100%
Sweden is the leading iPhone nation in
90%
Scandinavia
80%
Nokia leads - not surpringsingly - in Finland.
70%
60%
Total
50% DK
NO
40% FI
SE
30%
20%
10%
0%
Standard iPhone Blackberry HTC Nokia (E71, Other
Mobile 90) Smartphone
A demographical study of use of social networks & mobile media
7. Can people access the net via their mobiles?
80%
70%
More than 2/3 of the Nordic population
can access the net from their phones
60%
50%
Total
40%
Male
30% Female
20%
10%
0%
Yes (wap or www) No Don't know
A demographical study of use of social networks & mobile media
8. Can people access the net via their mobiles?
70%
60%
Norway and Sweden are leading within
WAP, Finland in access via normal browser
.
50%
40% Total
DK
NO
30%
FI
SE
20%
10%
0%
Yes (WAP) Yes (normal browser) No Don't know
A demographical study of use of social networks & mobile media
9. How often are social
network
sites checked from
mobile phones?
Daily or several times
daily
Weekly or several times
weekly
Monthly or several times
One out of four is accessing SN
monthly
site from their mobile More seldom
A demographical study of use of social networks & mobile media
10. How often are social network
sites checked from mobile phones?
Sweden Denmark
Daily or several Daily or several
times daily times daily
Weekly or several Weekly or several
times weekly times weekly
Monthly or several Monthly or several
times monthly times monthly
More seldom More seldom
Finland Norway
Daily or several
Daily or several times daily
times daily Weekly or several
Weekly or several times weekly
times weekly Monthly or several
Monthly or several times monthly
times monthly More seldom
More seldom
Don't know
A demographical study of use of social networks & mobile media
11. Who’s doing the checking?
20%
18%
16% Male
14% Female
12%
10%
8%
6%
4%
2%
0%
15-25 yrs 26-35 yrs 36-45 yrs 46-55 yrs
60%
Minimum Weekly 50%
40%
30%
20%
Smartphones are still a significant 10%
investment 0%
High SMS activity does not nessecarily
equal high mobile internet (cost issue)
Phone type
A demographical study of use of social networks & mobile media
12. Who’s doing the checking?
Minimum Weekly Female
30% SE
FI
25%
NO
20%
DK
15% Male Nordic
10%
5%
0% 5% 10% 15% 20%
0%
15-25 yrs 26-35 yrs 36-45 yrs 46-55 yrs 90%
Nordic DK NO FI SE 80%
70%
60%
50%
Smartphones are still a significant 40% Nordic
DK
investment
30%
20% NO
10% FI
High SMS activity does not nessecarily 0% SE
equal high mobile internet (cost issue)
A demographical study of use of social networks & mobile media
13. Our typical mobile social media checker is male, around 30,
and of course uses an iPhone......
So does the average iPhone owner
display dif ferent behaviour when it
comes to using the internet for
various services, or, seeing as most
mobiles provide the same services
and the vast majority of people can
get online with their phones; are all
mobile phones
equal?
A demographical study of use of social networks & mobile media
14. I often... How do iPhone users differ?
Nordic =
download small programs to my mobile Current af fairs & Weather
iPhone equals increased usage of
download ringtones to my mobile
mulitple functionalities
download games to my mobile
use mobile to keep updated about sports
use my mobile to keep updated about the weather
use my mobile to keep updated about gossip
use my mobile to keep updated about news
participate in competitions or polls via my mobile
”Basic Functionalities”
pay for goods or services via my mobile
0% 20% 40% 60% 80%
Other smartphone HTC Blackberry IPhone Normal mobile telephone
A demographical study of use of social networks & mobile media
15. I often...
How do iPhone users differ?
visit social networks
Nordea App live in Norway. Danske
use my mobile for home banking Bank coming up in DK in Q3
use Skype/IP-telephony on my mobile
download food recipes to my mobile
use my mobile for shopping
download/watch movie clips on my
mobile
download music to my mobile
Free OVImaps has to catch up
use my mobile as road-navigator
download wallpapers to my mobile
0% 10% 20% 30% 40% 50% 60%
Other smartphone HTC Blackberry IPhone Normal mobile telephone
A demographical study of use of social networks & mobile media
16. A word on Android
• Android = Google based mobile operating system.
Open platform – Unlike Apple
• Competing with Apple (OS4), Microsoft (Windows
Mobile), Symbian (Nokia), RIM (Blackberry)
A demographical study of use of social networks & mobile media
17. (Smart)iPhones clearly have a
massive ef fect on people use of
’s
the internet.
They are easy to use;
straightforward and simple.
Perhaps most importantly, the
iPhone provides applications for
almost everything; from Twitter to
the weather information is quite
literally at your finger tips.
This is what is in demand; easy,
fast and no-fuss access to up-
to-date infomration. It can no
longer take more than one ’click’
– it must be immediate.
A demographical study of use of social networks & mobile media
18. (5.500.000x5%)-old people = 200.000 iPhones If we look at the same data but for all
mobile users who are online, it is clear
that even though the majority have access
to online services, the majority don use
’t
them often.
Yet as we saw (below) the vast majority
Normal mobile
iPhone
Blackberry
HTC
Nokia
Other
are using a ’normal phone, which points to
the simple conclusion that it’s just not
that easy to get online, and use online
services through a normal mobile. Let’s see
the data.
A demographical study of use of social networks & mobile media
19. Lets spend a minute on the last 80%...
Do you…
download ringtones to your mobile
download games to your mobile
use your mobile to keep updated about sports
Lower levels on all
use your mobile to keep updated about the weather
parameters compared to
smartphone users –
use your mobile to keep updated on gossip however competition
(SMS) is widespread
pay for goods or services via your mobile
use your mobile to keep updated about news
participate in competitions or polls via your mobile
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
A demographical study of use of social networks & mobile media
20. Lets spend a minute on the last 80%...
Do you…
visit social networks via mobile
use your mobile for banking
Maps, small programs/games
download food recipes to your mobile
are most used advanced
Skype/IP-telephone on your mobile
functionalities across all
phones
use your mobile for shopping
download/watch movie clips on your mobile
download music to your mobile
use your mobile as a road-navigator (e.g. Google maps)
download wallpapers to your mobile
download small programmes to your mobile
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
A demographical study of use of social networks & mobile media
21. A few facts.....
o 4% surveyed have an iPhone
o Yet iPhone users are by far the most active online via mobile internet access
o iPhone & other smartphone users are more than twice as likely to be male,
between 26 – 35
o Women are far less likely to have access to the net
.....even if they
wanted to (14% didn know if they could or not)
’t
o Women are more likely to participate in competitions
and polls
o 25 – 36 year olds are more likely to have
access to the net
A demographical study of useuse social networks via & mobile media
A demographical study of of of social networks mobile phones
22. So what about social network usage?
We don need to discuss the incredible growth of social media – it’s in
’t
the news everyday, and that’s not what this is about
.
What we will look at here, is just who is doing what; do men have a
greater tendency to be a voyeur, or would they rather update their
Facebook status and communicate?
Are women more likely to comment on photos and updates, or perhaps
upload media files?
What network sites are used most in Denmark, and what for?
A demographical study of use of social networks & mobile media
23. FB Nordic: 11mill users – 60% daily
A demographical study of use of social networks & mobile media
24. I often...
look at pictures or videos on other peoples profiles on
social networks consuming
share pictures and videos with other people on social
networks contributing
write comments or postings on other people's profiles
on social networks
Female
Male
update my own profile on social networks
Total
read other people's comments and postings on social
networks
read other people's profiles on social networks
0% 10% 20% 30% 40% 50% 60%
Women are more active on social platforms
A demographical study of use of social networks & mobile media
25. I often...
look at pictures or videos on other peoples profiles
on social networks
share pictures and videos with other people on
social networks
write comments or postings on other people's
profiles on social networks 46-55 yrs
36-45 yrs
update my own profile on social networks 26-35 yrs
15-25 yrs
read other people's comments and postings on
social networks
read other people's profiles on social networks
0% 10% 20% 30% 40% 50% 60% 70% 80%
Social Network activity decreases with age
A demographical study of use of social networks & mobile media
26. I often...
look at pictures or videos on other peoples
profiles on social networks
share pictures and videos with other people on
social networks
write comments or postings on other people's
Other smartphone
profiles on social networks
HTC
Blackberry
update my own profile on social networks IPhone
Normal mobile telephone
read other people's comments and postings
on social networks
read other people's profiles on social networks
0% 10% 20% 30% 40% 50% 60%
iPhone users are as active as 15-25 is online.
A demographical study of use of social networks & mobile media
27. What did that show?
Women and girls are far more active then men and boys on social media sits. They
look at more pictures, share more pictures, comment more, update more – and so
on.
Probably unsurprisingly, 15-25 year
olds are by far the most active.
Being digital natives, this new
technology is as natural to them as
radio is to their parents. As the
age increases, so does the drop in
activity.
And as we saw previously, the iPhone leads the way for mobile social network
usage. Fast internet access, simple uploads, and instant applications heighten
user experience and encourage usage. Normal phones, HTC and other
smartphones (in that order) come after ...
A demographical study of use of social networks & mobile media
28. search for pictures or videos on media
sharing sites
What about share pictures and videos on media sharing
46-55 yrs
media sharing? sites 36-45 yrs
26-35 yrs
15-25 yrs
visit media sharing sites
Is the outcome the same?
0% 10% 20% 30% 40% 50% 60% 70%
search for pictures or
search for pictures or videos
videos on media sharing
on media sharing sites
sites
Other smartphone
share pictures and
share pictures and videos on HTC
media sharing sites Female videos on media sharing
sites Blackberry
Male
IPhone
Normal mobile telephone
visit media sharing sites visit media sharing sites
0% 10% 20% 30% 40% 0% 10%20%30%40%50%60%
A demographical study of use of social networks & mobile media
29. This time, it’s men who lead the gender battle.....
It’s men who search most for
pictures and videos on media
sharing sites, and men who
visit these sites more in
general.
Yet the genders are equal
when it comes to sharing
pictures and videos on these
sites.
As before, the age group
dominating this category is
the 15-25 year olds. Again,
as the ages drop, so do the
figures.
And once again, the iPhone
leads.
A demographical study of use of social networks & mobile media
30. Which social network & media sharing sites have you visited in the last month?
Which Social network and Media Sharing homepages have you visited within the
last month?
80%
70%
60%
Facebook is still the king of social networks.
YouTube is close behind, and although Twitter is
50% only 7%, this is a significant niche group.
40%
30%
20%
10%
0%
Nettby
Vuodatus
finest.se
Hamsterpaj.net
Facebook
Twitter
Kotikokki
City
Dating
Suomi24
Youtube
Jesper.nu
Bilddagboken.se
Afterdawn
Devote.se
Blogg.se
Deiligst
Bloglovin
Irc-galleria.net
Myspace
StayFriends.se
WL Messenger
A demographical study of use of social networks & mobile media
31. Which social network & media sharing sites have you visited in the last month?
80%
70%
60%
50%
Nordic
40%
DK
30% NO
FI
20% SE
10%
0%
Facebook
Youtube
Twitter
Myspace
A demographical study of use of social networks & mobile media
32. Which of these sites do you visit if you want to.... (DK only)
relax and unwind
have fun/entertainment
search for information about other people
Scor
Gosupermodel
search for information about the latest trends
MySpace
Dating
search for information about products/brands Arto
Facebook
Twitter
arrange social get-togethers YouTube
search for and listen to music
contact family and friends?
0% 10% 20% 30% 40% 50% 60%
A demographical study of use of social networks & mobile media
33. Once more, we see Facebook as the leader, with YouTube the
only real challenger
Facebook is clearly the primary method
used for contacting friends and family,
arranging get-togethers, seeking
information about other people, and also
just for plain old fun. But what is
interesting is the it’s also where people go
to relax and unwind. This mix of extreme
information searching and relaxation is
quite a contrast, yet understandable when
looking at the previous results of looking
at pictures and videos; it’s uncomplicated,
carefree voyeurism.
The other area of interest is the low
result for Facebook when it comes to
searching for information about trends,
products & brands. Despite all the groups
and fan pages for brands and products,
people don look for information about what
’t
is new.
A demographical study of use of social networks & mobile media
34. Is it even common to As can be seen in the pie to the
left, most people tend not to ’like’
add a brands or products, why this is, is not
clear, but what is clear is why they
brand/product? do;
- ’They have had a good experience
’;
they genuinely like the brand.
Have you ever added one or more
- ’They make products of high quality;
’
companies/brands/products as a friend (fan) people genuinely like the products
to your preferred social networking site?
- ’I want to be updated on upcoming
sales & new products the possibility of
’;
saving, or finding out about new
Yes products are perhaps too dif ferent.
No They represent two dif ferent groups;
Don't know
trend-setters, and discount-shoppers.
Perhaps brands need to recognise this
and create pages for both groups.
A demographical study of use of social networks & mobile media
35. Is it even common to add a brand/product?
Sweden Denmark
Yes Yes
No No
Don't know Don't know
Finland Norway
Yes Yes
No No
Don't know Don't know
A demographical study of use of social networks & mobile media
36. Brands & products
What can motivate you to add a companys brand/product as a friend to your preferred social
networking site?
Don't know
If I have a good personal experience with the brand/product
If I like that they make products of high quality
If I get can discounts, coupons, free samples and so on
If I like the brand/product and want to be associated with it
If I want to be updated on upcoming sales or other arrangements
If I like the way they make their advertising (good/funny)
If I they have been recommended by a friend/acquaintance
If I have had a bad personal experience with the brand/product
If the brand/product is popular
If my friends like the brand/product
If none of my friends know the product/brand
Other
No online community profil
0% 5% 10% 15% 20% 25% 30% 35% 40%
A demographical study of use of social networks & mobile media
37. Brands & products
Don't know
If none of my friends know the product/brand
If my friends like the brand/product
If the brand/product is popular
If I have had a bad personal experience with the brand/product
If I have a good personal experience with the brand/product SE
FI
If I want to be updated on upcoming sales or other arrangements
NO
DK
If I get can discounts, coupons, free samples and so on
If I like the way they make their advertising (good/funny)
If I they have been recommended by a friend/acquaintance
If I like that they make products of high quality
If I like the brand/product and want to be associated with it
0% 10% 20% 30% 40% 50% 60%
A demographical study of use of social networks & mobile media
38. Any trends?
- Brands and products need to focus
on their target groups; one page is
perhaps not for everyone. Jimmy Choo,
for example, has a ’regular’ fan page
(1969,618 fans), and ’Jimmy Choo
Trainer Hunt’ (833 fans), which caters
to those trend-setters, who simply
must have those shoes.
- Men use social media sites to seek
information, whereas women use them
to communicate.
- As can be expected, the younger
groups are the most prevalent on social
media; they have grown up with the
new technology, and see it as natural
- Facebook and iPhones are the kings
when it comes to social media. Both
easy to use, they provide quick and
easy access to information.
A demographical study of use of social networks & mobile media
39. Why is facebook important?
- Because friends matter
A demographical study of use of social networks & mobile media
40. THANK YOU
WE HOPE YOU HAVE ENJOYED THE INFORMATION PRESENTED –
DETAILS ARE AVAILABLE OF COURSE, SHOULD YOU WANT THEM.
A demographical study of useuse social networks via & mobile media
A demographical study of of of social networks mobile phones