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eCircle Cross Country Comparison   The European Social Media And Email Monitor
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eCircle Cross Country Comparison The European Social Media And Email Monitor

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  • 1. The European Social Media and E-Mail Monitor6 Countries Study on digital dialogue with Facebook, Twitter, e-mail & Co. (European comparison of consumer survey) Munich, December 2010 | Authors: Volker Wiewer and Rolf Anweiler
  • 2. Executive Summary: 5 facts about the digital dialogue with Facebook,Twitter, E-Mail & Co. in Europe 1 Stronger together: The combination of social media and e-mail works in all markets considered In all countries at least 50% of respondents use both social networks and newsletters. The intersection between e-mail marketing and social media is thus already significant. The combination of the two channels covers virtually the entire Internet user base. 2 Europe is a "two-class society" The six largest European online markets are divided into two groups: Germany, France and the Netherlands are "e-mail states“, in which over a third of the users are accessible only by e-mail or newsletter. Great Britain, Italy and Spain are "multi- channel" countries dominated by the common use of both channels. 3 Facebook is the top dog among the social networks – with one exception Facebook is the leading network in almost every country, with one exception: in the Netherlands is the local network Hyves Number 1. The German social media landscape seems more fragmented than in other countries, with FT Group and who- knows-who as the local networks with second and third places respectively in number of users. 4 "Fan Pages" reach of companies achieved in just three markets, with a significant user base Only in Great Britain, Italy and Spain more than a quarter of social media users are fans or followers of a corporate profile. The reach of corporate presence in social networks is still limited, but offers strong potential. 5 "Mobile email" is for consumers In Great Britain, Italy and Spain already about a quarter of the users send e-mails several times a day using their mobile devices. eCircle 2
  • 3. Method Audience: Adults 14-69 years old (represent Internet users) Method: Online survey panel Concept/Analysis: Investigation: D UK I F E NL Sample size: N = 1,105 N = 1,045 N = 1,010 N = 1,225 N = 540 N = 501 Survey Period: 17.Aug.-01.Sep. 01.Sep.-14.Sep. 30.Aug.-03.Sep. 02.Sep.-16.Sep. 30.Aug.-14.Sep. 02.Sep.-06.Sep. eCircle 3
  • 4. The European "digital communication cosmos dialogue"- how thecustomers use Facebook, Twitter and e-mail? Users of various communication channels (in percent) D UK I F E NL % In all countries, more than half of the respondents are real multi-channel users. This can be achieved for online marketing purposes by e-mail as well as through social networks. The 6 largest European online advertising markets can be divided into two groups: Germany, France and The Netherlands are "e-mail states" since 1/3 or more of the users are only reachable through the e-mail channel. UK, Italy and Spain are “Multi-Channel“ countries where the use of social networks is generally higher. Base: Total - Germany N=1,105; Spain N=540; France N=1,225; Italy N=1,010; Netherlands N=501;UK N=1,045 eCircle 4
  • 5. The top 3 social networks in Europe - Facebook is the market leader in5 of 6 markets D UK I 60% 94% 96% 50% 28% 21% 36% 25% 17% av. 2.2 memberships av. 2.0 memberships av. 1.8 memberships F E NL 95% 95% 80% 38% 63% 11 % 37% 19 % 24% av. 1.9 memberships av. 2.2 memberships av. 2.3 memberships Facebook is the leading network in almost every country. Exception: In the Netherlands, Hyves Number 1 The German social network landscape is more fragmented than in other European countries. Question: Which social networks do you use / have an account with? eCircle 5 Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=762; Spain N=428; The Netherlands N=278
  • 6. The average number of friends - Italians in social networks have mostfriends, the French the least D UK I F E NL Italian networks have the most friends in the European comparison. German and French social media users are in a European comparison the ones with the lowest number of friends and contacts. Question: How many friends do you have on your social networks? eCircle 6 Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=762; Spain N=428; The Netherlands N=278
  • 7. Intensity of use of social networks - how often do European usersactually use the networks? (in percent) D UK I F E NL % In all countries about 90% of social network users access their profile at least once a week. Italy is also leader in the use, having the most intensive ("at least once a week”) and heavy users (“at least once a day "). Question: How often do you generally use social networks? (7-stage scale, Top 4) eCircle 7 Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=761; Spain N=428; The Netherlands N=278
  • 8. Do “fan sites” of companies and products really work? - In the UnitedKingdom and Italy it’s likely Share of Fans & Followers with a company account (in percent) D UK I F E NL % 1/3 of British social media users are already fans / followers of a brand. Germany is the country with the smallest share of fans / followers. In four markets (Italy, Netherlands, France and Germany) less than a quarter of social networkers can be reached on business fan sites and Twitter accounts. Question: Are you a fan/ friend of a company/ brand profile on a social network or a follower of a company/ brand on twitter? eCircle 8 Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=761; Spain N=428; The Netherlands N=278
  • 9. E-mail and social media are closely linked - Notifications of socialnetworks use the e-mail Question: How often do you use your e-mail account(s) to receive notifications from social networks? (in percent) D UK I F E NL % Most social media users in all countries use their e-mail accounts to receive notifications from their social network. Question: How often do you use your email account(s) to receive notifications from social networks? (4-stage scale) eCircle 9 Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=761; Spain N=428; The Netherlands N=278
  • 10. Frequency of E-mail & mobile use - in the UK, Italy and Spain a mobilecompatible version of e-mail is a"must have" E-mail views general E-mail retrieval from a mobile device 26 D 40 UK 40 I 29 F 38 E 26 NL % % Retrieving e-mails in each of the countries analyzed is a daily ritual. On mobile devices, consumers accessed their e-mail at least once a day most often in the UK, Italy and Spain (nearly 1/4 of the users). Question: And how often do you check your emails using a mobile device (e.g. iPhone, Black Berry etc.)? (8-stage scale) eCircle 10 Base: Recipients of emails: Germany N=1,098; United Kingdom N=1,041; Italy N=1,008; France N=1,223 ;Spain N=539; Netherlands N=497
  • 11. Newsletters are still a universal online marketing tool in Europe Share of the newsletter (in percent) D UK I F E NL % In Germany, Italy, France and the Netherlands about 90% of respondents receive one or more newsletters. In the UK and Spain the proportion of subscribers to newsletters is slightly lower (70%). Question: How many newsletters do you subscribe to whether privately or job-related? eCircle 11 Base: Recipients of emails: Germany N=1,098; United Kingdom N=1,041; Italy N=1,008; France N=1,223 ;Spain N=539; Netherlands N=497
  • 12. SWYN use – E-mail to share content in Europe is still not widespread Facebook User, Twitter Users, Newsletter Recipient the newsletter the newsletter D UK I F E NL % % % The use of "share-with-your-network" function in all countries is still low. The Twitter user generally have a greater affinity to share content with their network and use the function much more often than Facebook or other social media users. Question: Do you know the ‘share with your network’ feature and have you use it before? Base: Recipients of newsletters: Germany N=985; United Kingdom N=767; Italy N=880; France N=1,106; ;Spain N=378; The Netherlands N=453 Facebook users that receive newsletters: Germany N= 325; United Kingdom N=546; Italy N=670: France N=649; Spain N= 306; The Netherlands N=158 eCircle 12 Twitter users that receive newsletters : Germany N=81; United Kingdom N=172; Italy N=129; France N=62; Spain N= 63; The Netherlands N=62
  • 13.  ^ D >K dt/ddZ & KK<  h< ^  h< nleCircleZen BuildingNewtonlaan 115 de / at / ch uk fr it es Nymphenburger Str. 86 14 St. John‘s Square 2, Cité Paradis Via San Gregorio, 40 Paseo de la Habana 93584 BH Utrecht 80636 München London EC1M 4NL 75010 Paris 20124 Milano 28036 MadridT: 030 – 210 64 19 T: +49 (0)89 / 120 09-600 T: +44 (0)20 7618 4200 T: +33 (0)1 53 80 48 00 T: +39 (0)2 30 87 620 T: +34 (0)91 298 61 70 eCircle 13