Social Media Around Belgium (Presentation IAB Breakfast)

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Social Media stats around Belgium, and why Belgium should be ashamed of itself.
A presentation given for the IAB breakfast.
For European/Worldwide results, check the core presentation at http://slidesha.re/p4CUAz .

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  • Hoeveel netwerken doen ertoe in belgië?En gaat socialnetworking trend up of down?
  • 26% belgianswith a smartphone connectto the internet via theirphonedaily. Of course, this is drivenbypeoplewith a connection; those without connectionconnectmuchless.In general, let’s say half of the peopleconnectto the internet via theirphoneeveryday. IN NL: 60% met internet connectie // In BE: 37% met internet connectie vs 20% zonder
  • Facebook – linkedin - twitter
  • Facebook is king – actually QUEEN (more female users)
  • Facebook is king – actually QUEEN (more female users)
  • Facebook is king – actually QUEEN (more female users)
  • Sopeople are browsing the internet everyday… Andwhat is more, Internet access via smartphone drivessocial media use.  Mobile users connect more oftentotheirsocnetthanaverage.Only 56% of connected smartphone users surf the internet daily… But 66% connectstotheirsocialnetworkeveryday. How is thispossible? appsforsocialnetworking of course (they are among the largestcategroeis (60%)
  • In Europe, 38% is using a smartphone, either with or without internet / data subscription.The majority of them have a data subscription.
  • Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)Smartphones have outgrownregular mobile phones in adoption intention – only in Belgium slightly more adoption intent of regular mobile phone… Are we reallybehindthen?Whohere has no smartphoneyet?  Whynot?  next slide
  • Priceswill drop, phoneswill break, the smartphone willprevail.
  • Priceswill drop, phoneswill break, the smartphone willprevail.
  • In Europe, 38% is using a smartphone, either with or without internet / data subscription.The majority of them have a data subscription.  WORST IN CLASS in Europe! // Monopoly position!
  • 26% belgianswith a smartphone connectto the internet via theirphonedaily. Of course, this is drivenbypeoplewith a connection; those without connectionconnectmuchless.In general, let’s say half of the peopleconnectto the internet via theirphoneeveryday. IN NL: 60% met internet connectie // In BE: 37% met internet connectie vs 20% zonder
  • Sopeople are browsing the internet everyday… Andwhat is more, Internet access via smartphone drivessocial media use.  Mobile users connect more oftentotheirsocnetthanaverage.Only 56% of connected smartphone users surf the internet daily… But 66% connectstotheirsocialnetworkeveryday. How is thispossible? appsforsocialnetworking of course (they are among the largestcategroeis (60%)
  • Facebook is king – actually QUEEN (more female users)
  • INTERACTIEF
  • Facebook is king – actually QUEEN (more female users)
  • So mobile users are more oftenconnectedtotheirsocialgraph. In addition, theyare closer connectedto brands too.  In BE: brand following is 39%, in NL 30% // For connected smartphone users, brand following is 48% in BE and 39% for NL. Reasoningthusstays the same!This is logical: why? Because the mainreasonforliking/following a brand (FOR 50%) is using the brand. Another 30% comesafter a recommendationfrom a friend. Both are actions that are notnecessarilycloselyconnectedto computers, but are closelyconnectedto mobile phones. Youuseit, youlike it.
  • NOT ADS!
  • Real why: waarom doen mensen iets, niet hoe ze op die pagina gekomen zijn!According topeople, brands should…
  • Wat zouden merken moeten doen volgens consumenten op social media? Hun voordeel geven: promoties, events, product info.Bottom: feedback & co-creation: waarschijnlijk die-hard brand fans
  • Wat zouden merken moeten doen volgens consumenten op social media? Hun voordeel geven: promoties, events, product info.Bottom: feedback & co-creation: waarschijnlijk die-hard brand fans
  • Facebook is king – actually QUEEN (more female users)
  • The context = location. Location : LocationBasedServices! That’s perfect, we can plug in information and coupons and even product informations in a LBS network!
  • Whatclearlyemerges: the power of the context; mobile is a contextual device: Location – Money  ConvenienceThis means thatif a brand does somethingforconsumers, keeping in mind the context around Connectivity, Convenience and Entertainment is important.
  • Hmmm… thatdoesn’tseemtowork, does it? Only 12% of peopleuseitsometimes, and the majority has never heard of it. In NL, that’s even worse…Ifpeopleuseit, theyrefertofacebookplaces (DEAD) andFoursquare. Let’s take a step back, and look at whypeopleuse LBS
  • Facebook is king – actually QUEEN (more female users)
  • Facebook is king – actually QUEEN (more female users)
  • Imagineyou’re in store – let’s say a fish store, andyoutell the person thereyouliked the fishyou had yesterday.
  • Real why: waarom doen mensen iets, niet hoe ze op die pagina gekomen zijn!
  • Sharing: bothpositive (56%)andnegative (40%) // Consulting: positiveexperiences (55%) – Promotions (44%) – new products (42%) // impact on decision:
  • Facebook is king – actually QUEEN (more female users)
  • Corresponding question: should we stop worryingaboutgetting more brand fans, because brand fans are not a trusted WOM-sender?
  • Facebook is king – actually QUEEN (more female users)
  • Facebook is king – actually QUEEN (more female users)
  • Services on mobile: allemaal significant minder interesse!
  • Becauseit’s time we start reaching out toconsumers.
  • Becauseit’s time we start reaching out toconsumers.
  • Becauseit’s time we start reaching out toconsumers.
  • Becauseit’s time we start reaching out toconsumers.
  • Becauseit’s time we start reaching out toconsumers.
  • Facebook is king – actually QUEEN (more female users)
  • Facebook is king – actually QUEEN (more female users)
  • Facebook is king – actually QUEEN (more female users)
  • Facebook is king – actually QUEEN (more female users)
  • Facebook is king – actually QUEEN (more female users)
  • Facebook is king – actually QUEEN (more female users)
  • Facebook is king – actually QUEEN (more female users)
  • Facebook is king – actually QUEEN (more female users)
  • Facebook is king – actually QUEEN (more female users)
  • Social Media Around Belgium (Presentation IAB Breakfast)

    1. 1. Belgium<br />
    2. 2. Hi, I’m Elias.<br />I work at InSites Consulting.<br />I live in and love Gent, and am addicted to my smartphone.<br />Find me on twitter via @eliasveris<br />
    3. 3. Studied countries<br />Belgium N=1280<br />9027 consumers(age 15+) across 35 countries,representative for the online population within country on gender, age and e-commerce.<br />Data collected on online research panels, field in March – April 2011. <br />
    4. 4.
    5. 5. How manysocialnetworks matter in Belgium?<br />Evolution: Up or down?<br />
    6. 6. Overall network awareness: 98%<br />Awareness: <br />EverybodyknowsFacebook.<br />80% knowtwitter.<br />There is a long tail.<br />Q : To what extent do you know / use the following social network sites?<br />■Signdiff (95%)<br />Belgium<br />Belgium vs Europe<br />Gender & age<br />10%> EU<br />10%< EU<br />N Belgium = 1280 / F = None<br />N Europe = 7446<br />Socialnetwork awareness<br />
    7. 7. Q : To what extent do you know / use the following social network sites?<br />■Signdiff (95%)<br />Belgium<br />Belgium vs Europe<br />Gender & age<br />N Belgium = 1280 / F = None<br />N Europe = 7446<br />Socialnetwork awareness<br />Overall network awareness: 98%<br />Membership: <br />59% usesFacebook<br />Linkedin, NetlogandTwitter are substantial.<br />59%<br />12%<br />12%<br />7%<br />5%<br />10%> EU<br />10%< EU<br />
    8. 8. Mobile IDaily internet access via smartphone<br />Q :Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)<br />60% usesFacebookdaily<br />25% Twitter<br />55%<br />65%<br />64%<br />51%<br />39%<br />N Europe = 2972 / F = If smartphone (with or without internet subscription)<br />
    9. 9. Andtomorrow?<br />
    10. 10. 45%<br />40%<br />35%<br />Twitter<br />30%<br />LinkedIn <br />25%<br />20%<br />Facebook <br />15%<br />MySpace <br />10%<br />Netlog <br />5%<br />0%<br />0%<br />10%<br />20%<br />30%<br />40%<br />50%<br />60%<br />Belgium<br />High<br />Intensifieduse<br />King of the world<br />Increase<br />Walking dead<br />Low<br />Penetration<br />Low<br />High<br />Usageincrease versus networkpenetration<br />N Belgium = min 64 – max 751 / F = If member of thissocialnetwork<br />
    11. 11. Futuremembership<br />21%<br />19%<br />13%<br />7%<br />7%<br />5%<br />4%<br />3%<br />3%<br />3%<br />3%<br />2%<br />1%<br />0%<br />0%<br />0%<br />0%<br />Overall, 71% have no intention to expand their membership<br />EU: 60%<br />Q : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the network sites below you would consider becoming a member of.<br />Belgium<br />Belgium vs Europe<br />Gender & age<br />Facebook (21%), Twitter (19%) & Linkedin (13%) gain users<br />N Europe = Min 418 - Max 3962 / F = Non users<br />N Belgium = min 33 – max 933 / F = non users<br />■Signdiff (95%)<br />
    12. 12. 7% quitters<br />
    13. 13. In Belgium, 7% of the social networkers have the intention to quit at least one of the networks they are member of.<br />EU: 7%<br />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 stop using it<br />Belgium<br />Belgium vs Europe<br />Netlog & Myspacelose users.<br />10%> EU<br />10%< EU<br />N Belgium = min 64 – max 751 / F = If member of thissocialnetwork<br />Intentionto stop<br />
    14. 14. #1: Facebook is HUGE, andstillgrowing<br />
    15. 15. This is Belgium<br />
    16. 16. This is Facebook<br />
    17. 17. “People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users”<br />
    18. 18.
    19. 19. Mobile I Europe Mobile devices<br />21% Smartphone adoption in BE<br />N Europe = 7446 / F = none<br />
    20. 20. Mobile I Europe Future intention – Next 6 months <br />Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)<br />10% purchaseintention next 6 months in Belgium<br />N Europe = 7446 / F = none<br />
    21. 21. Too expensive<br />Current phone still works fine<br />
    22. 22. Todays barriers are tomorrows drivers.<br />
    23. 23. Mobile I Europe Mobile devices<br />28% Smartphones with internet connection<br />9% Smartphones with internet connection in BE<br />9% in BE  lessthan half<br />N Europe = 7446 / F = none<br />
    24. 24. Mobile IDaily internet access via smartphone<br />Q :Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)<br />36% of themsurfs the internet everyday<br />55%<br />65%<br />64%<br />51%<br />39%<br />N Europe = 2972 / F = If smartphone (with or without internet subscription)<br />
    25. 25. And we knowwherethey go…<br />
    26. 26. #2: Mobile is EXPLODING, and drives socialnetworking<br />
    27. 27. Staying in touch is the core driver of socialnetworking.<br />Anythingelse?<br />(Andto a lesserextent, gaming)<br />
    28. 28. 70% tostimulatecareers<br />
    29. 29. Twitter, Facebook<br />70%-80%: <br />to get to know things about (new) products / brands<br />
    30. 30. #3: People really are interested in brands on social media<br />
    31. 31.
    32. 32. 39% of Belgians follow brands on social media<br />48% amongconnected smartphone users<br />
    33. 33. Why?<br />
    34. 34. Q : How did you became an online follower / fan of a brand?<br />Triggers for following a brand<br />Belgium<br />Belgium vs Europe<br />Gender & age<br />Offline experience<br />Recommendation<br />Search<br />10%> EU<br />10%< EU<br />N Europe = 3064<br />N Belgium = 317 / F = socialnetworkers, followingat leastonebrand<br />
    35. 35. Andnow the real Why.<br />
    36. 36. Q :On social network sites, brands should…<br />Brand expectations<br />What should my brand share?<br />Belgium<br />Belgium vs Europe<br />Gender & age<br />10%> EU<br />10%< EU<br />N Belgium = 816 / F = If member of socialnetwork(s)<br />N Europe = 5613<br />
    37. 37. Q :On social network sites, brands should…<br />Brand expectations<br />Direct benefit.<br />Promotions (46%)<br />Events (43% )<br />Information (35% )<br />But also:<br />Feedback & ideasharing<br />Invitationsto co-create<br />Purchase products<br />Belgium<br />Belgium vs Europe<br />Gender & age<br />10%> EU<br />10%< EU<br />N Belgium = 816 / F = If member of socialnetwork(s)<br />N Europe = 5613<br />
    38. 38. #4: People look for information about brands on social media<br />
    39. 39. Pre<br />Consulting positive (56%) andnegative (37%) experiences<br />During<br />Consulting promotions (44%)<br />Post<br />Sharingpositive (56%) andnegative (39%) experiences<br />
    40. 40. Information shouldbeeverywhere!<br />
    41. 41. Getting relevant information on yourlocation (47%)<br />Getting a discount/coupon whenyou walk past a shop (33%)<br />Gettingdetailed product information in a shop (25%)<br />
    42. 42. Euh….<br />Location-based servicesI Europe in perspectiveAwareness & usage<br />Almost half of europeans has never heard about location-based services.<br />12% is using location-based services.<br />N=2972<br />N=111<br />Offer advice on things to do on that location<br />(43%)<br />N=92<br />■ I’m a current user of LBS<br />■ I’ve been using LBS, but not anymore<br />■ I know what LBS is, but I’ve never used it<br />■ I have never heard about LBS<br />N Europe = 2178 / F = Ifsmartphonewith internet / data subscription<br />
    43. 43. #5: People love location-based information <br />
    44. 44. #6: Location-basedsocialnetworks are not happening.<br />
    45. 45.
    46. 46. Overall, 75% never experienced any action<br />EU: 58%<br />Q :What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning...<br />Belgium<br />Belgium vs Europe<br />Gender & age<br />75% of socialnetwork members neverexperienced a reaching hand from brands.<br />10%> EU<br />10%< EU<br />N Belgium = 816 / F = If member of socialnetwork(s)<br />N Europe = 5613<br />Brand actions on socialnetworks<br />
    47. 47. Overall, 75% never experienced any action<br />EU: 58%<br />Q :What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning...<br />Belgium<br />Belgium vs Europe<br />Gender & age<br />Althoughit’snotthat hard…<br />10%> EU<br />10%< EU<br />N Belgium = 816 / F = If member of socialnetwork(s)<br />N Europe = 5613<br />Brand actions on socialnetworks<br />
    48. 48. If brands rarely talk, where do people get their information?<br />
    49. 49. Information is user-generated<br />1/4th of Belgiansocialnetworkers post information about brands, products or companies.<br />36%<br />36%<br />25%<br />Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (% at least once)<br />25% of the social networkers in Belgium post information on products, brands, and /or companies<br />Belgium<br />■social networkers who consult<br />■ social networkers who react<br />■ social networkers who post<br />West<br />North<br />East<br />South<br />Sharingand consulting brand / product information<br />N Belgium = 816 / F = If member of socialnetwork(s)<br />N Europe = 5613 / F = If member of socialnetwork(s)<br />
    50. 50. Information to share<br />Offline experiencesdrive sharing<br />… notads.<br />In Belgium, 20% say their sharing behaviour increased (a lot) since last year. EU: 33% <br />Q :What exactly do you share then about products, brands and/or companies? Sharing information about...<br />Belgium<br />Belgium vs Europe<br />Gender & age<br />10%> EU<br />10%< EU<br />N Belgium = 342 / F = sharing information<br />N Europe = 4863<br />
    51. 51. It’s a positiveworld!<br />
    52. 52. #7: Offline experiences drive positive word of mouth<br />
    53. 53. 57% <br />A person from your contact list<br />14% <br />A company<br />
    54. 54. #8: There is a disconnectbetween companies andpeople.<br />
    55. 55. Q :Are you proud of the company you’re working for?<br />Q : To what extent do you talk about your job / employer on social media?<br />Belgium<br />Company pride (top2%)<br />65%<br />Talkability (top2%)<br />13%<br />Company pride (top2%)<br />61%<br />Talkability (top2%)<br />19%<br />70%<br />17%<br />59%<br />16%<br />59%<br />21%<br />64% <br />21%<br />Company prideandtalkability<br />65% of employees in Belgium is proudtoworkfortheir company.<br />10%> EU<br />10%< EU<br />N Belgium = 485 / F = If member of socialnetwork(s) andactiveworking person<br />N Europe = 2787 / F = If member of socialnetwork(s) andactiveworking person<br />
    56. 56. Q :Are you proud of the company you’re working for?<br />Q : To what extent do you talk about your job / employer on social media?<br />Belgium<br />Company pride (top2%)<br />65%<br />Talkability (top2%)<br />13%<br />Company pride (top2%)<br />61%<br />Talkability (top2%)<br />19%<br />70%<br />17%<br />59%<br />16%<br />59%<br />21%<br />64% <br />21%<br />Company prideandtalkability<br />Only 13% talks aboutit on social media.<br />10%> EU<br />10%< EU<br />N Belgium = 485 / F = If member of socialnetwork(s) andactiveworking person<br />N Europe = 2787 / F = If member of socialnetwork(s) andactiveworking person<br />
    57. 57. Hello opportunity!<br />
    58. 58. Let’sgivethem access,<br />Andseewhathappens.<br />Q :To what extent do you have access to social network sites at your work? <br />Belgium<br />22%<br />■ complete access<br />■limited access<br />■no access at all<br />34%<br />Wouldliketo have access (top2%, 1-5)<br />21%<br />48%<br />15%<br />42%<br />Acces tosocial media at work<br />N Belgium = 485 / F = If member of socialnetwork(s) andactiveworking person<br />N Europe = 2787<br />
    59. 59. #9: Social media works between people. Let your people do the talking.<br />
    60. 60. I couldwrap up here.<br />
    61. 61. But I have one more thingto say.<br />
    62. 62. Shameon Belgium<br />
    63. 63. Brand following on social media: 39% vs 51%<br />
    64. 64. Expectationstowards brands are lower.<br />Offer product information: 35% vs 58%<br />Share ideason innovations: 30% vs 53%<br />Offer promotions:46% vs 58%<br />
    65. 65. Are we detachedpeople,<br />or did we justlowerourexpectations?<br />
    66. 66. 75% of Belgians never experienceda direct connectionwith a brand.<br />In Europe, this is 58%.<br />
    67. 67. In Europe, 26% finds information from companies trustworthy.<br />In Belgium, this is 14%<br />
    68. 68. Are we cynicalpeople,<br />or did we justlowerourexpectations?<br />
    69. 69. 21% smartphone adoption vs 39%<br />9% data connectionvs 28%<br />10% purchaseintentionvs 22%<br />
    70. 70. Shameon all of us.<br />
    71. 71.
    72. 72. Shameon all of us<br />
    73. 73. Let’s work our way<br />into pride.<br />
    74. 74.
    75. 75. Nowlet me wrap up.<br />
    76. 76. #1: Facebook is HUGE, andstillgrowing<br />
    77. 77. #2: Mobile is EXPLODING, and drives socialnetworking<br />
    78. 78. #3: People really are interested in brands on social media<br />
    79. 79. #4: People look for information about brands on social media<br />
    80. 80. #5: People love location-based information <br />
    81. 81. #6: Location-basedsocialnetworks are not happening.<br />
    82. 82. #7: Offline experiences drive positive word of mouth<br />
    83. 83. #8: There is a disconnectbetween companies andpeople.<br />
    84. 84. #9: Social media works between people. Let your people do the talking.<br />

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