Who's getting social in Romania

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Rezultatele studiului despre utilizatorii celor mai cunoscute retele sociale in Romania, realizat de Daedalus Millward Brown si prezentat la Webstock 2010.

Rezultatele studiului despre utilizatorii celor mai cunoscute retele sociale in Romania, realizat de Daedalus Millward Brown si prezentat la Webstock 2010.

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  • 1. Who’s getting social? A quantitative survey on Romanian users of online social networks Date: September, 2010
  • 2. 2 Methodology 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
  • 3. Online Social Networks - Romanian Landscape
  • 4. Key points 4 • On average, Romanian users of Social Networks have opened accounts on 4 networks, and currently they are using about 3 of them; • In a month, they connect to a Social Network on 13 days, and they spend 1 hour and 19 minutes for a session, on average; • The average number of contacts we can expect in a Romanian user’s list, is 99, significantly more on HI5 and Facebook, and less on the rest; • Less than 2 in 10 users say they have their access to their accounts restricted, at work or at school;
  • 5. 5 Awareness of the online social networks Subgroups with significant differences compared to the whole sample % 97.0 Less aware those over 45 y.o. 94.7 Less aware those over 45 y.o. More aware those aged 25-34 and with high education, less aware 82.0 those with low & medium education 75.0 More aware are the young people (18-24 y.o.) and less aware those aged 35 and above 69.3 59.7 More aware people aged 18-24 y.o. and less those over 45 y.o. 38.3 More aware those aged 25-34 and with high education, less aware those with low & medium education and people over 45 y.o. 6.1 Those with low or medium education are more aware Others 12.7 Base=All sample Q2. Which of the following social networks sites do you know, even if you have never used them ?
  • 6. 6 Usage of the Social Networks >> Currently Used Most Ever Used Used Often % % % 85.2 78.4 66.9 81.4 55.5 16.1 59.5 27.1 5.2 42.8 21.4 3.8 24.8 18.9 3.0 22.2 11.4 1.1 14.8 6.8 0.7 2.5 1.1 0.2 Others 10.4 7.6 3.0 Base=All sample Base=All sample Base=All sample Q3. On which one of the following social network sites have you ever had an account/profile? Please tick all, even if you no longer use that site. / Q4. Which of these sites do you currently use?/ Q6.Which is the social network that you use most often/ you spend the most time?
  • 7. 7 Usage of the Social Networks >> Currently Ever Used Delta* Used % % 85.2 78.4 31.3 Higher than average power in growing user base 81.4 55.5 7.5 59.5 27.1 -15.2 Lower power than average in growing user base 42.8 21.4 -10.7 24.8 Higher than average power 18.9 15.5 in growing user base 22.2 11.4 -9.4 14.8 6.8 -14.8 Lower power than average in growing user base 2.5 1.1 -16.7 Base=All sample Base=All sample Base=All sample Q4. Which of these sites do you currently use? * Difference between network conversion ratio from trial to usage and the market average ratio
  • 8. 8 >> Usage of the Social Networks REPERTOIRE STAR 1 BestJobs Facebook Hi5 Others 0.8 Neogen LinkedIn Netlog 0.6 Trial TPU (Toti Pentru Unu) 0.4 Twitter Myspace 0.2 0 DEVELOPING NICHE 0 0.2 0.4 0.6 0.8 1 Loyalty Q2. Which of the following social networks sites do you know, even if you have never used them ?/ Q3. Which of the following social networks sites do you know, even if you have never used them ?/ Q4. Which of these sites do you currently use?/ Q6. Which is the social network that you use most often/ you spend the most time?
  • 9. Reasons for not using Social 9 Networks anymore» Reasons for not using anymore social networks N*=36 The lack of time 33.3 I lost my interest/ I don't like anymore/ I got bored 13.9 The personal data security/spamming 11.1 It's useless/waste of time 5.6 I have a profile, but never used it 5.6 Most of my friends are/switched to another social network 2.8 I forgot about it/lost the password 2.8 Reasons for not using anymore social networks N*=113 I get too many requests from unknown people 2.8 I lost my interest/ I don't like anymore/ I got bored 29.2 Complicated to use 2.8 Most of my friends are/switched to another social network 17.7 The lack of time 15.9 Another social networking is better 9.7 Reasons for not using anymore social networks N*=137 I don't need it anymore 6.2 I lost my interest/ I don't like anymore/ I got bored 23.4 I don't like the members of this social network 3.5 It's for teenagers 12.4 The interface 2.7 Another social networking is better 10.9 The lack of time 9.5 I have a profile, but never used it 2.7 The personal data security/spamming 8.8 Limited services/ options 2.7 Most of my friends are/switched to another social network 8.0 I don't like the members of this social network 5.8 No particular reason 4.4 I don't need it anymore 3.6 It's useless/waste of time 2.9 *Respondents who don’t use anymore a certain social network Q5. What are the reasons for which you don’t use it anymore... ?
  • 10. » Reasons for not using Social 10 Networks anymore Reasons for not using anymore social networks N*=57 I lost my interest/ I don't like anymore/ I got bored 19.3 The lack of time 19.3 Most of my friends are/switched to another social network 12.3 Another social networking is better 8.8 Complicated to use 7.0 I have too many accounts 7.0 I don't need it anymore 5.3 Reasons for not using anymore social networks N*=171 The interface 3.5 I have a profile, but never used it 3.5 I lost my interest/ I don't like anymore/ I got bored 26.3 No particular reason 3.5 The lack of time 16.4 Most of my friends are/switched to another social network 8.2 I don't need it anymore 6.4 Reasons for not using anymore social networks N*=31 Another social networking is better 5.3 No particular reason 4.1 I don't need it anymore 12.9 I am not looking for a job 3.5 I lost my interest/ I don't like anymore/ I got bored 9.7 I forgot about it/lost the password 2.9 The lack of time 9.7 No particular reason 9.7 I don't like the members of this social network 2.9 Most of my friends are/switched to another social network 6.5 Limited services/ options 2.9 Complicated to use 6.5 I have a profile, but never used it 6.5 Another social networking is better 3.2 I am not looking for a job 3.2 I forgot about it/lost the password 3.2 The interface 3.2 I have too many accounts 3.2 *Respondents who don’t use anymore a certain social network Q5. What are the reasons for which you don’t use it anymore... ?
  • 11. 11 Facebook’s Usage Interactions Facebook and HI5 Facebook and LinkedIn Percentage of current Facebook users that are using 22% LinkedIn as well 55% 78% 56% 78% 19% Percentage currently Percentage currently using Facebook using LinkedIn Facebook and Neogen Facebook and Netlog Facebook and Twitter 26% 21% 14% 78% 11% 78% 27% 78% 21% Base=All using currently the network
  • 12. 12 HI5’s Usage Interactions HI5 and Facebook HI5 and LinkedIn Percentage of current HI5 users that are using LinkedIn as well 78% 16% 55% 78% 55% 19% Percentage currently Percentage currently using LinkedIn using HI5 HI5 and Neogen HI5 and Netlog HI5 and Twitter 33% 31% 11% 27% 55% 21% 55% 11% 55% Base=All using currently the network
  • 13. Usage Interactions on the Social 13 Networks TPU (Toti Facebook Hi5 LinkedIn Myspace Neogen Netlog Pentru Twitter Unu) Facebook 78 90 89 75 75 83 95 Hi5 55 46 67 68 75 67 55 LinkedIn 22 16 31 22 14 33 40 Myspace 8 8 11 9 13 17 22 It reads: 55% of current Neogen 26 33 32 Facebook users 36 52 50 30 are using HI5 too; Netlog 21 29 16 42 41 50 25 TPU (Toti Pentru 1 1 2 3 2 3 3 Unu) Twitter 14 11 24 36 13 13 33 Base=All sample
  • 14. 14 Time spent on the social networks Number Average of days in a month N=528 N*=414 N*= 293 N*= 113 N*= 60 N*= 143 N*=100 Mean** 13 20 10 8 12 9 7 Number Average of hours at a N=528 N*=414 N*= 293 N*= 113 N*= 60 N*= 143 N*=100 session Mean** 1h19min 1h 54min 1h 3min 1h 3min 1h 4min 1h 21min 31min *Respondents who currently use a certain social network ** Number of days connected in a month/hour connected for a session Q7. On how many days, out of the last 30 days, you have logged in on ...
  • 15. 15 Average Number of Contacts Number Average of contacts N=528 N*=414 N*= 293 N*= 113 N*= 60 N*= 143 N*=100 Mean** 99 117 242 44 64 34 42 *Respondents who currently use a certain social network ** Number of contacts Q9. What is, approximately, the number of friends or contacts that you have in your...
  • 16. 16 Banned Access to Social Networks % 12.1 8.9 4.4 4.0 1.5 1.5 0.9 0.2 Others 0.8 None 83.9 Base=All sample Q10. Some companies, schools, high school, universities or libraries do not allow the access to these networks, so that the employees, pupils, students or readers cannot use them during the working hours. Which of the networks you use is banned to your job, school or library.
  • 17. Usage Insights
  • 18. Key Points 18 • 23% of connections users make on Social Networks are from a mobile phone, while the rest are made from a desktop or laptop; • There are twice as many respondents who watch frequently other people’s photos, than those who frequently upload their own pictures on the Social Networks; • Only 2 in 10 Romanian Social Network users frequently support a social cause, while 3 in 10 have never supported one; • A third of the Social Network users in Romania are frequently looking for jobs on the Social Network websites;
  • 19. Key Points (contd.) 19 • The vast majority of the Social Networks users are accepting invitations only from people they know, and only 11% of them welcome anybody that is asking for their friendship; • Only 14% of the Social Network users are active users, having most of their contact list built up by sending invitations; • There are significantly more users connected with celebrities or public figures on Facebook and Twitter; • Facebook and Hi5 seem to share the same strategic territory in terms of activities done on Social Networks, explaining as well the high overlap between them.
  • 20. How do Romanians connect on 20 their Social Networks Connection Type …while the rest… % Connection Place % From home 97.7 On the road 19.7 From work 48.5 From home 13.8 From hotspots Wi-Fi 14.2 From hotspots Wi-Fi 11.2 From School/university 9.3 From work 8.7 From an Internet cafe 4.5 From library 2.7 From School/university 4.7 Q11. Which one of the following statements best describes the way you usually log in, to the social networks you use?
  • 21. 21 Are the Social Networks Connected? Total N=439 % N*=369 N*=276 N*=111 N*=60 N*=141 N*=98 % % % % % % I don't have them linked 64.0 61.7 72.7 72.4 70.7 71.6 72.4 I have them linked 11.7 11.2 12.2 10.5 28.3  11.3 16.3 Don't know 24.3 16.2 15.4 18.8 17.0 10.0 11.2 *Respondents who currently use a certain social network Q12. Do you have linked your social networks accounts? Meaning that you can post information/ write on one site (ex. Facebook) but the information will appear on many pages (ex. Twitter, and MySpace in the same time). Significantly higher/lower towards Total (level of confidence 95%)
  • 22. Most Frequent Activities on 22 Social Networks » Total N=528 N*=113 N*=414 N*=293 T2B** T2B** T2B** T2B** % % % % Search for new things, to be informed 45.6 46.4 45.7 45.1 I watch other people's photos/ videos 41.3 44.4  46.4  36.3 Search for old friends, friends I lost connection with 39.8 42.3  42.7 40.7 I read what other people write 37.7 39.6 34.5 31.9 I check certain person profile (what they do, their level of education, etc.) 35.2 37.2 33.4 38.9 I watch if there any job offers 32.8 29.2  34.1 38.1 I update my profile/status 25.8 24.9 25.9 24.8 I play a network game online 24.4 25.8 28.7  26.5 I upload photos/ videos 21.6 24.2  23.9 23.0 Support a particular cause (social, environmental relate, etc.) 19.1 20.8 19.1 22.1 I write comments on others page/wall, person from my list 18.8 19.6 19.8 22.1 I recommend things those from the list 15.9 17.1 14.7 14.2 I send visual messages (emoticons, pokes, winks, etc.) 14.4 13.8 15.4  23.9  Communicate with new people, people I don't know 11.7 10.9 15.4 19.5  I send group messages 11.7 13.3 12.3 17.7 I schedule meetings (going out, at the cinema, at concerts etc.) 7.0 6.5 8.9 9.7 *Respondents who currently use a certain social network **T2B = Frequent + Very Frequent Q13. Please, select, which of the following activities you do on… [NETWORK FROM Q6] and how often do you do this. Use a scale from 1 to 6, where 1 means „Never” and 6 means „Very frequent”. Significantly higher/lower towards Total (level of confidence 95%)
  • 23. » Most Frequent Activities on 23 Social Networks Total N=528 N*=60 N*=143 T2B** N*=100 T2B** T2B** T2B** % % % % Search for new things, to be informed 45.6 60.0  52.4 43.0 I watch other people's photos/ videos 41.3 41.7 37.1 40.0 Search for old friends, friends I lost connection with 39.8 38.3 43.4 42.0 I read what other people write 37.7 48.3 35.7 42.0 I check certain person profile (what they do, their level of education, etc.) 35.2 43.3 41.3 53.0  I watch it there any job offers 32.8 28.3 51.7  31.0 I update my profile/status 25.8 30.0 28.7 24.0 I play a network game online 24.4 20.0 25.9 13.0  I upload photos/ videos 21.6 21.7 21.0 19.0 Support a particular cause (social, environmental relate, etc.) 19.1 30.0  16.8 20.0 I write comments on others page/wall, person from my list 18.8 21.7 17.5 19.0 I recommend things those from the list 15.9 31.7 14.0 21.0 I send visual messages (emoticons, pokes, winks, etc.) 14.4 20.0 16.1 11.0 Communicate with new people, people I don't know 11.7 21.7  16.8 10.0 I send group messages 11.7 30.0  13.3 17.0 I schedule meetings (going out, at the cinema, at concerts etc.) 7.0 11.7 7.7 7.0 *Respondents who currently use a certain social network **T2B = Frequent + Very Frequent Q13. Please, select, which of the following activities you do on… [NETWORK FROM Q6] and how often do you do this. Use a scale from 1 to 6, where 1 means „Never” and 6 means „Very frequent”. Significantly higher/lower towards Total (level of confidence 95%)
  • 24. Strategic Positioning Map 24 by current used social networks Contacting/Direct Communicate with new people, people I don't know I send visual messages (emoticons, pokes, winks, etc.) I schedule meetings I send group messages Netlog Twitter I play a network game online I write comments on others Support a particular cause (social, environmental relate, etc.) page/wall, person from my list Group Search for new things, to be informed I upload Individual Hi5 photos/ videos I recommend things to those from the list Neogen I update my profile/status I watch if there are any job offers Facebook I read what other people write I watch other people's photos/ videos Search for old friends, friends I lost connection with I check certain person profile Linkedin Searching/Indirect
  • 25. 25 User type by the way connections were made Active = more than 7 out of 10 contacts/friends acquired trough sent invitations; Balanced = between 4 and 6 contacts/friends acquired trough sent invitations; Passive = between 0 and 3 contacts/friends acquired trough sent invitations; Total N=528 N*=414 N*=293 N*=113 N*=60 N*=143 N*=100 % % % % % % % Active 14.0 15.2 12.3 15.0 16.7 13.3 18.0 47.0 46.4 48.1 47.8 55.2 50.0 49.0 Balanced  39.0 36.7 41.3 37.2 Passive 33.3 31.5 33.0  *Respondents who currently use a certain social network Q14. Please think at the last 10 people you connected with on [INSERT NETWORK USED]. How many connections have resulted from invitations you have sent to the others, and how many have resulted from invitations you have received from other people? Significantly higher/lower towards Total (level of confidence 95%)
  • 26. 26 Invitations Acceptance Total N=528 N*=414 N*=293 N*=113 N*=60 N*=143 N*=100 % % % % % % % I accept only certain invitations, from 61.6 63.0 59.0  51.3 58.3 55.9 68.0 person I know I accept certain invitations, from 41.5 39.6 44.0 48.7 48.3 47.6 45.0 person I don't know, but I check them I accept all invitations, from anyone 11.0 12.1 11.9 15.9 13.3 12.6 6.0 *Respondents who currently use a certain social network Q15. Please tell me which of the following is valid in your case, related to the invitations you usually receive on … Significantly higher/lower towards Total (level of confidence 95%)
  • 27. 27 Profile of the Contacts by Type » Total N=528 N*=113 N*=414 N*=293 % % % % Very close friends 86.9 88.2 90.8  85.0 Friends 84.3 86.2  89.1  88.5 School or work colleagues 83.7 84.5 84.6 80.5 Relatives 66.1 68.6  71.7 64.6 People that I met online, but I have never met face-to-face 50.2 49.8 53.6 58.4 People I've never met before joining this site 38.6 40.1 44.0  51.3  Business partners 22.9 23.2 22.9 27.4 Stars/Celebrities/Public person 19.7 22.2  18.8 18.6 * Respondents who currently use a certain social network Q16. Which of the following categories of people exists in your group of contacts you have on … [INSERT EACH NETWORK USED]? Significantly higher/lower towards Total (level of confidence 95%)
  • 28. 28 » Profile of the Contacts by Type Total N=528 N*=60 N*=143 N*=100 % % % % Very close friends 86.9 85.0 81.1 81.0 Friends 84.3 83.3 76.9 73.0 School or work colleagues 83.7 75.0 81.1 89.0 Relatives 66.1 55.0 55.2 51.0 People that I met online, but I have never met face-to-face 50.2 58.3 55.2 44.0 People I've never met before joining this site 38.6 45.0 46.9 33.0 Business partners 22.9 26.7 29.4 47.0 Stars/Celebrities/Public person 19.7 33.3 16.1 19.0 * Respondents who currently use a certain social network Q16. Which of the following categories of people exists in your group of contacts you have on … [INSERT NETWORK USED]? Significantly higher/lower towards Total (level of confidence 95%)
  • 29. Demographic profiles
  • 30. Social Network User Map (I) 30 by demographics, psychographics and Internet usage 1 use the Internet to read care significantly less for the way they look; High newspapers/magazines, Level it’s less important to be around the family, 0.98 to buy products or services, or to keep tidy around them, or to read/write on blogs or to do things around the house, 0.96 or to go to the church 0.94 use the Internet to read newspapers/magazines or to read/write on forums significantly more than the average 0.92 Education Level read newspapers/magazines 0.9 or to read/write blogs significantly more than like to have quality things, the average 0.88 and to go to church to a significantly higher extent than the average are reading or writing on blogs are 0.86 significantly more than the average social network users 0.84 using significantly more the Internet for playing, like to have quality things, for downloading music or movies, and to go to church to a significantly 0.82 higher extent than the average and less for making purchases Low & Middle 0.8 are enjoying doing things around the Level house significantly more than the average social network users 0.78 28.0 29.0 30.0 31.0 32.0 33.0 34.0 35.0 36.0 37.0 Younger Age (average years) Older Bubble size represents the current users share
  • 31. Social Network User Map (II) 31 by demographics, psychographics and Internet usage 2.15 Higher 2.1 2.05 2 Occupation Type 1.95 1.9 1.85 1.8 Lower 1.75 2.4 2.6 2.8 3.0 3.2 3.4 3.6 Lower Income Level Higher Bubble size represents the current users share
  • 32. 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