Tagged - mapping up romanian segments of social networks users

Tagged!Mapping up Romanian segments of social networks usersDate: October, 2010

2Methodology Research method Quantitative survey Target population Men and women, aged 15-55, from urban cities larger than 50,000 inhabitants, users of online social networks Data collection technique Computer assisted web interviews, using a semi-structured interview Invitations were sent randomly to Daedalus New Media Research panel Sample size 528 interviews Fieldwork Data collection was performed between 13 and 26 August

BRANDS & ADS IN THE SOCIAL NETWORKSENVIRONMENT

Key points (I)• On average, social network users connect with 2 different pages (other than their friends, relatives, etc.), users of Twitter being most dynamic in this sense, having 3 connections;• A third of the social networks users in Romania are having a brand or a company in their list of contacts;• Brands outrank singers/bands, cities/countries or movies as pages users prefer to connect with;• Those using Facebook,Twitter or LinkedIn get connected to brands or companies significantly more than the average does;• The users of Twitter are connected to politicians or famous bloggers significantly more than the average is;

Key points (II)• The regular social network user follows 2 brands on average, the users of Twitter, LinkedIn and Facebook having significantly more brands they go after;• 6 out of 10 brands the users follow, are in the his/her list as “friend” or “followee”, while the rest are looked after on pages the brands have on social networks;• The social network space is already a “hot-spot” for the presence of the brands, a fact confirmed by users: half of them saying they have been approached by brands in the virtual space;• Users of Facebook and those of LinkedIn that received invitations from brands are significantly more than the average;

Types of Pages Users are Connected with on Social Networks » Total N=528 % Brand or company 32.6 Singer/ band 30.5 Cities/ countries 26.5 Movie 23.7 Actor/ actress 21.2 Electronic game 16.3 Politician 12.5 Famous bloggers 10.4Sports team (football, basket, handball etc.) 9.8 Sportsman/ sportswoman 7.6 Others 5.9 None of these 36.2* Respondents who currently use a certain social networkQ18. Select from the list bellow the type of web pages you are linked (you are a „fan”, „friend”, „follower”, you have at „like”) on …[INSERT THE NETWORK FROM Q6]?

Types of Pages Users are Connected with on Social Networks » Total N=528 N*=414 N*=293 N*=113 % % % % Brand or company 32.6 36.2  32.4 30.1 Singer/ band 30.5 34.5  28.3 20.4  Cities/ countries 26.5 30.7  24.2 22.1 Movie 23.7 26.8  22.9 18.6 Actor/ actress 21.2 25.4  19.5 16.8 Electronic game 16.3 17.9 16.4 16.8 Politician 12.5 13.8 9.9 12.4 Famous bloggers 10.4 11.6 8.2 8.0Sports team (football, basket, handball etc.) 9.8 9.2 11.3 12.4 Sportsman/ sportswoman 7.6 8.2 7.8 6.2 Others 5.9 6.8 6.1 5.3 None of these 36.2 41.6 30.7 41.0 * Respondents who currently use a certain social networkQ18. Select from the list bellow the type of web pages you are linked (you are a „fan”, „friend”, „follower”, you have at „like”) on …[INSERT THE NETWORK FROM Q6]? Significantly higher/lower towards Total (level of confidence 95%)

» Types of Pages Users are Connected with on Social Networks Total N=528 N*=60 N*=143 N*=100 % % % % Brand or company 32.6 46.7  37.8 42.0  Singer/ band 30.5 50.0  24.5 31.0 Cities/ countries 26.5 33.3 28.7 34.0 Movie 23.7 28.3 21.7 23.0 Actor/ actress 21.2 33.3  17.5 19.0 Electronic game 16.3 21.7 21.0 10.0 Politician 12.5 23.3  15.4 15.0 Famous bloggers 10.4 25.0  9.8 21.0  Sports team (football, basket, handball etc.) 9.8 20.0  11.9 9.0 Sportsman/ sportswoman 7.6 13.3 9.8 11.0 Others 5.9 16.7  2.1  10.0 None of these 36.2 18.3  42.0 39.0* Respondents who currently use a certain social networkQ18. Select from the list bellow the type of web pages you are linked (you are a „fan”, „friend”, „follower”, you have at „like”) on …[INSERT THE NETWORK FROM Q6]? Significantly higher/lower towards Total (level of confidence 95%)

Relationship with Brands on Social Networks » Total N=528 N*=414 N*=293 N*=113 N*=60 N*=143 N*=100 % % % % % % % Average** 2.17 2.56  1.99 1.47 4.60  2.17 3.10 Type of Relationship Share % o f m e ntio ns Br a nd s tha t I 36.7 35.5 39.5 31.9 37.1 31.9 a cce ss the ir we b 40.6 pa ge s Br a nd with which I a m : „fr ie nd ”, 63.3 64.5 68.1 62.9 68.1 60.5 59.4 „fo llo we r ”, „fa n” o r I ha v e a s „lik e ”*Respondents who currently use a certain social network**Average = number of brands followed up on social networksQ19. What brand or companies do you follow up on online social networks? Think of all companies or brands you are „fan”, „friend”,„follower”, do you have as „like”, but also those you access their web pages from social network only from time to time./ Q20. N o t e h o wmany of these are in each of the 2 categories Significantly higher/lower towards Total (level of confidence 95%)

» Relationship with Brands on Social Networks Friend request Total from a brand or N=528 N*=414 N*=293 N*=113 N*=60 N*=143 N*=100 company % % % % % % % Yes 50.2 55.1 50.9 52.2 55.0 53.1 62.0 No 49.8 44.9 49.1 47.8 45.0 46.9 38.0*Respondents who currently use a certain social networkQ21. Did a company or brand send you a friend request on a social network? Significantly higher/lower towards Total (level of confidence 95%)

The categories users are connectedwith on Social Networks – Top 10» Total N*=168 N*=33 N*=146 N*=93 % % % % Newspapers/ Magazines/ TV Channels 50.6 50.0 48.4 42.4 Cosmetics products/ Personal care 40.5 38.4 41.9 45.5 IT 40.5 41.8 48.4  48.5 Telecom 39.3 41.1 45.2 48.5 Tourism agencies, airline companies 35.7 37.7 32.3 33.3 Electronics / Appliances 30.4 28.8 39.8  39.4 Restaurants/ Bars/ Clubs 30.4 32.9 30.1 27.3 Auto 27.4 26.0 30.1 36.4 Event organizers sites 26.2 28.8 25.8 27.3 Supermarkets/ Hypermarkets 23.8 22.6 19.4 30.3*Respondents who currently use a certain social network and follow up at least one brand or company on online social networksQ22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visitbelongs to, no matter if you have them in your contacts list, or as „like” or you simply visit the page? Significantly higher/lower towards Total (level of confidence 95%)

» The categories users are connectedwith on Social Networks – Top 10 Total N*=168 N*=28 N*=54 N*=41 % % % %Newspapers/ Magazines/ TV Channels 50.6 67.9 55.6 51.2 Cosmetics products/ Personal care 40.5 32.1 44.4 29.3 IT 40.5 71.4 46.3 46.3 Telecom 39.3 64.3 51.9  56.1  Tourism agencies, airline companies 35.7 42.9 40.7 39.0 Electronics / Appliances 30.4 46.4 42.6  34.1 Restaurants/ Bars/ Clubs 30.4 32.1 27.8 36.6 Auto 27.4 25.0 35.2 19.5 Event organizers sites 26.2 46.4 33.3 29.3 Supermarkets/ Hypermarkets 23.8 28.6 31.5 17.1*Respondents who currently use a certain social network and follow up at least one brand or company on online social networks Q22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visit belongs to, no matter if you have them in your contacts list, or as „like” or you simply visit the page? Significantly higher/lower towards Total (level of confidence 95%)

The Categories Users Want to beConnected with on Social Networks –Top 10 » Total N*=528 N*=113 N*=414 N*=293 % % % % Newspapers/ Magazines/ TV Channels 44.7 44.0 43.3 49.6 Telecom 40.7 39.6 43.0 46.0 IT 40.5 40.3 42.7 50.4  Tourism agencies, airline companies 40.0 41.1 39.9 50.4  Electronics / Appliances 38.6 38.2 41.3 50.4  Cosmetics products/ Personal care 33.5 34.8 36.9 37.2 Event organizers sites 32.8 34.1 32.1 33.6 Supermarkets/ Hypermarkets 31.6 33.1 31.4 40.7  Restaurants/ Bars/ Clubs 31.3 33.8 30.7 34.5 Auto 29.9 28.7 31.4 40.7 Q23. Which of the following category of products and services, available on the Romanian market, you would like to find on the socialnetwork pages that you usually visit? Significantly higher/lower towards Total (level of confidence 95%)

» The Categories Users Want to beConnected with on Social Networks – Top 10 Total N*=528 N*=60 N*=143 N*=100 % % % %Newspapers/ Magazines/ TV Channels 44.7 45.0 44.8 44.0 Telecom 40.7 41.7 47.6 40.0 IT 40.5 58.3 49.0  48.0 Tourism agencies, airline companies 40.0 51.7 46.9 41.0 Electronics / Appliances 38.6 40.0 48.3  37.0 Cosmetics products/ Personal care 33.5 33.3 35.7 29.0 Event organizers sites 32.8 46.7 33.6 33.0 Supermarkets/ Hypermarkets 31.6 36.7 35.0 29.0 Restaurants/ Bars/ Clubs 31.3 36.7 41.3  39.0 Auto 29.9 28.3 35.7 25.0Q23. Which of the following category of products and services, available on the Romanian market, you would like to find on the socialnetwork pages that you usually visit? Significantly higher/lower towards Total (level of confidence 95%)

Key points (III)• The most active users with respect to brands, have in their list brands from 5 different consumer categories, most appealing being: Media, Cosmetics or Personal Care, IT or Telecom;• Users of HI5 are connected to brands from IT or Electronics/Appliances significantly more than the average,while those of Neogen are connected more to Telecoms and Electronics/Appliances;• Categories that are having the greatest potential in sourcing consumers from the social networks are: Electronics/Appliances, Hypermarkets/Supermarkets and Event Organizers;

Key points (IV)• Users are following the brands to look for promotions, search info about existing or new products with no less than 6 out of 10 users saying this;• Only 20% of the users are following the brands online to make comments about the products and only 10% to comment on its commercials;• Users of professional sites like LinkedIn are more likely to make comments about products or commercials but also to make recommendations of products or services;• More than half of comments the users of social networks are making on brand’s pages are positive and only 2 in 10 comments made are negative;• 50% of the users that have visited a brand’s page on social networks are satisfied with the content they find on the pages and 62% of them find the content believable;

Consumer Goods or Services with Potential on Social Networks Categories Now Categories Would Like Followed Up to Follow up ∆** N*=168 N=528 % % Newspapers/ Magazines/ TV Channels 50.6 44.7 -5.9 IT 40.5 40.5 0.0 Cosmetics products/ Personal care 40.5 33.5 -7.0 Telecom 39.3 40.7 1.4 Tourism agencies, airline companies 35.7 40.0 4.3 Restaurants/ Bars/ Clubs 30.4 31.3 0.9 Electronics / Appliances 30.4 38.6 8.2 Auto 27.4 29.9 2.5 Event organizers sites 26.2 32.8 6.6 Supermarkets/ Hypermarkets 23.8 31.6 7.8*Respondents who currently use a certain social network and follow up at least one brand or company on online social networks∆**=Already - WouldQ22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visitbelongs to, no matter if you have them in your contacts list, or as „like” or you simply visit the page?/ Q23. Which of the followingcategory of products and services, available on the Romanian market, you would like to find on the social network pages that you usuallyvisit?

Reasons for Following Brands » Total N=528 N*=414 N*=293 N*=113 % % % % To search information about promotions 68.6 68.8 71.0 73.5To search information about new products 67.6 67.9 67.6 74.3 To search information about the existing products 65.5 66.2 67.2 71.7To know more about how they are made/ what the brands products contain 42.4 42.8 42.3 46.9 To search information on job vacancies 38.8 36.5 37.5 50.4  To recommend a product or service 21.4 22.2 21.2 24.8 To make comments on products 15.5 16.9 14.7 15.0 To make comments on price changes of the products 11.0 12.1 11.3 14.2 To make comments on commercials 10.0 11.1 9.2 10.6 Something else 1.7 1.9 2.0 1.8 I have never visited the web page of a brand from a social network 12.7 12.6 10.9 8.0*Respondents who currently use a certain social networkQ24. Select, please, which are the reasons that make you follow up a brand or a company on its social networks pages? Choose thereasons, no matter if you have them in your contacts list, or as „like” or you simply visit the page. Significantly higher/lower towards Total (level of confidence 95%)

» Reasons for Following Brands Total N=528 N*=100 N*=60 N*=143 % % % % To search information about promotions 68.6 68.3 79.0  68.0 To search information about new products 67.6 71.7 74.8  67.0 To search information about the existing products 65.5 73.3 69.9 65.0 To know more about how they aremade/ what the brands products contain 42.4 50.0 49.0 46.0 To search information on job vacancies 38.8 53.3  56.6  42.0 To recommend a product or service 21.4 30.0 31.5  33.0  To make comments on products 15.5 23.3 19.6 23.0  To make comments on price changes of 11.0 16.7 18.2  16.0 the products To make comments on commercials 10.0 18.3 11.9 17.0  Something else 1.7 3.3 3.5 1.0 I have never visited the web page of a brand from a social network 12.7 6.7 7.0  11.0*Respondents who currently use a certain social networkQ24. Select, please, which are the reasons that make you follow up a brand or a company on its social networks pages? Choose thereasons, no matter if you have them in your contacts list, or as „like” or you simply visit the page. Significantly higher/lower towards Total (level of confidence 95%)

Share of Comments Type Neutral 25% 25% Pie 1, 55% 55% 20% Negative 20% N*=42 Negative Neutral Positive*Respondents who currently use a certain social network and make comments on the brand’s page on social networksQ25. If you think of the last 10 comments that you have made on the brand’s web page from social networks, how many of these werepositive, negative and how many were neutral?

Satisfaction with Page Content % T2B** Mean*** Total N*=439 4.6 47.7 42.4 45.8 4.3 3.42 3.0 N*=55 3.6 38.2 49.1 7.3 56.4 3.55 1.8 2.9 3.53 N*=103 43.7 47.6 5.8 53.4 0.0 N*=130 5.4 36.9 54.6  3.1 57.7 3.50 N*=253 4.7 39.5 48.2 5.5 53.7 3.48 2.0 N*=344 5.2 40.7 46.2 4.7 50.9 3.42 4.7 3.5 3.38 N*=86 44.2 44.2 47.7 3.5 Very Unsatisfied Unsatisfied Neither Satisfied, Satisfied Very Satisfied nor Unsatisfied*Respondents who currently use a certain social network and visit the brand’s page on social networks**T2B= Satisfied + Very Satisfied***Mean = 1. Very Unsatisfied….5. Very SatisfiedQ26. Considering the content of brand’s web pages, information and all sorts of things that you can find there, how satisfied are you withthese pages? Significantly higher/lower towards Total (level of confidence 95%)

The extent to which the page content is believable % T2B** Mean*** Total N*=439 1.4 61.9 6.2 30.5 54.4 7.5 3.61 N*=125 1.6 74.4 19.2  66.4  8.0 3.74 4.8 1.0 N*=99 26.3 61.6 7.1 68.7 3.70 4.0 1.2 N*=250 26.4  56.0 10.0 66.0 3.67 6.4 1.4 N*=345 4.6 32.2 53.9 7.8 61.7 3.62 3.8 N*=53 28.3 54.7 7.5 62.2 3.57 5.7 2.4 N*=84 7.1 28.6 56.0 6.0 62.0 3.56 Totally Disagree Disagree Neither Agree, nor Agree Totally Agree Disagree*Respondents who currently use a certain social network and visit the brand’s page on social networks**T2B= Agree + Totally Agree***Mean = 1. Totally Disagree….5. Totally AgreeQ27. Please tell me to what extent do you agree or disagree with the fact that information from the brand’s web pages on the socialnetworks is credible? Significantly higher/lower towards Total (level of confidence 95%)

Key points (V)• Online advertising is widely acknowledged, 7 out of 10 users of online social networks have seen commercials on at least one social networks they have visited;• The advertising brands have on the social networks is perceived as being informative, depicting them as modern, and triggering consumers’ curiosity towards the products;

Advertising Awareness on Social Network Pages Total N=528 N*=414 N*=293 N*=113 N*=60 N*=143 N*=100 % % % % % % % 20.0 26.3 25.6 27.3 28.3 27.3 26.0 No 80.0 73.7 74.4 72.7 71.7 72.7 74.0 Yes*Respondents who currently use a certain social networkQ28. Have you seen any advert (pop-up, banners, wallpaper, etc.) on one of the social networks web pages that you visited last month? Significantly higher/lower towards Total (level of confidence 95%)

Advertising Channels Perception N=528 Newspapers/ Social Networks TV Internet Magazines Web Pages % % % % they draw my attention 58.5 21.6 50.8 29.4 they make me curious to know more about products 43.2 23.7 47.3 27.8 they make me buy the product 31.1 12.9 27.3 11.7 they assure me that is a good brand 25.9 15.5 27.3 15.7 they are funny 64.2 18.2 42.8 22.7 they are exciting 50.2 10.4 32.4 15.9 they offer me enough information about the product 22.0 18.2 49.2 20.3 they are credible 29.5 16.7 30.5 15.9 they are inspired, generally speaking 56.3 21.6 40.3 20.5 they say about the brand that is modern, and in line with the new technological trends 45.5 21.6 52.3 30.3Q 29. Bellow, there is a list of statements about adverts. Select, for each statement, which are the communication channels that fit best?A statement can fit with one channel, more or none.

Deviation from expected scores N=528 Newspapers/ Social Networks TV Internet Magazines Web Pages ... they draw my attention 5.0 -4.0 0.0 0.0 ....they make me curious to know more about products -6.0 2.0 1.0 2.0 ... they make me buy the product 1.0 2.0 -1.0 -2.0 ... they assure me that is a good brand -6.0 3.0 -2.0 2.0 ... they are funny 15.0 -4.0 -4.0 -3.0 .... they are exciting 14.0 -4.0 -2.0 -1.0 .... they offer me enough information about - 2.0 13.0 2.0 the product 17.0 -5.0 3.0 -2.0 0.0 ... they are credible 9.0 1.0 -5.0 -4.0 ....they are inspired, generally speaking ....they say about the brand that is modern, -5.0 -2.0 4.0 3.0 and in line with the new technological trendsQ 29. Bellow, there is a list of statements about adverts. Select, for each statement, which are the communication channels that fit best?A statement can fit with one channel, more or none.

Advertising channels mapping Online, brands must .... they are exciting be always updated: .... they offer me enough information about the product information and product wise; different pages from the Internet 0.2 ....they say about the brand that is modern, ... they draw my attention and in line with the new technological trends ... they are funny TV is still the main channel of 0 TV Pages from online social networks Social Networks communication, especially on the activation phase of ... they make me buy the product campaigns; ....they make me curious to know more about products -0.2 ....they are inspired, generally speaking ... they are credible ... they assure me that is a good brand -0.4 newspapers/printed magazines Printed media is more suitable for -0.5 0 established brands 0.5 or for validation;Q 29. Bellow, there is a list of statements about adverts. Select, for each statement, which are the communication channels that fit best?A statement can fit with one channel, more or none.

Thank you!• This study was conducted by Daedalus Consulting and Daedalus New Media Research and with the help of Cristian Manafu;• For further information on the insights contained within this report and the research that it is based on, you may contact: Mădălin Vladu Tel.:+40213179731 Senior Client Service Fax:+40213180040 Email:madalin.vladu@daedalusmb.ro www.daedalusmb.ro

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