GlobalWebIndex - Italian Social Media - Slideshare Short


Published on

The GlobalWebIndex, the world’s largest study into consumer adoption of the internet, is proud to release its inaugural report on social media in the Italian market. A main goal of this report is to put Italy in context with the global trends that we have identified from surveying over 100,000 people across 27 countries since July 2009 in five waves of research. Of those global trends, one of the major trends to come out over the past five waves is that the internet is evolving into a network of localised country-level internets, each with their own norms and behaviours. This is why it is important to drill down into each individual local market, and this is what we intend to do with Italy.

Published in: Technology, Business

GlobalWebIndex - Italian Social Media - Slideshare Short

  1. 1. S O C I A L M E D I A A D O P T I O N I N I T A L Y K N O W I N G Y O U R C U S T O M E R g l o b a l w e b i n d e x @ t r e n d s t r e a m . n e t
  2. 2. Full Report Contents Profile: Our Italian Online Sample – Regional Breakdown – Demographic breakdown by age, gender, and income Online Behaviour Overview – Comparing Italian online activities to the EU5 and Global markets Definitions – Country comparison of online activity in the EU5 – How online activity has changed since Wave 1 (July 2009) in Italy • Social Media: an all-encompassing term for online publishing – Motivations to get online at market level and be age and gender platforms that allow users to create, disseminate, comment on, or – Types of social websites visited edit content Social Networking in Italy • Social Network: an online service that allows users to build a – Profile of Italian social networkers by age, gender and income level profile of themselves and connect with others on that network i.e. – How social networking activities have changed since Wave 1 (July 2009) in Italy – Motivations to use social networks Facebook – Social network activities by gender and age – Social network platforms in Italy • Micro-blog: a service that allows members to broadcast short (140 character) messages that are viewable by all other members i.e. Micro-blogging in Italy Twitter – Profile of Italian micro-bloggers – Micro-blogging activities in Italy – Motivations to use micro-blogging services • Blog: online written content that anyone can publish usually expressing opinions and views on specific topics and published on Blogging in Italy a website or blogging platform i.e. – Profile of Italian bloggers – Motivation to blog in Italy • Forum/Chatroom/BBS: a platform where internet users can – Types of content blogged about by gender engage in on-going discussions about particular topics i.e. 4chan – Types of content blogged about by age group (BBS) Video Sharing in Italy – Profile of Italian video uploaders • Video/photo sharing service: a service that allows users to – Types of video content uploaded and watched in Italy upload and share any type of video or photo either with members – Types of content being watched in Italy by age and gender of that platform (i.e. Flickr) or with the public (i.e. YouTube) Forums/Chatrooms in Italy – Profile of Italian forum and chatroom users in Italy – Topics written about on forums and chatrooms by age and gender Engaging Italian Consumers Online – Marketing Communications Tasks by age and gender in Italy – Social Engagement Techniques by age and gender in Italy – Encouraging following of branded groups by age and gender
  3. 3. Introduction: Knowing your customer in Italy This edition of the “knowing your customer” Social media users across all channels are report series sees the GlobalWebIndex shift slightly more likely to be men and are much its focus to Italy. One of the goals of these more likely to be young adults under 35 years reports is to take the global set of trends that old. we have identified in the past five waves of research since July 2009 and show how This plus the wealth of other data contained things are shifting at a local level. One of the within this report is geared towards helping major trends that has come out over the past brands understand their customers online: Brands must treat consumers five waves is that the internet is evolving into where, what, and why Italians of all a network of localised country-level internets, demographic backgrounds are doing what as real people on social media each with their own norms and behaviours. they’re doing online. and understanding who they are and why they might want In addition, we are witnessing a shift in how This information is critical for brands to absorb people are using social media around the and understand in the new post-digital age. to engage a brand is the first world towards real-time social media activities Interacting with customers on social media is and most important step for such as live status updates, check-ins, not about broadcasting a brand message and uploading photos on the move, etc. However, expecting that people will listen and believe social media marketing because all of these trends vary at a local you. Social media brings a human element to level, it is important to understand which customer-brand relations that has never consumers are doing what in social media. before been possible with other forms of marketing. Brands need to treat their Italians are generally much more likely to be customers as they would their friends, active on social media than other consumers learning their attitudes, likes, dislikes, and in the EU5. They lead the other four countries behaviours. In that way, they can truly make in micro-blogging and online video sharing for connections via social channels that now example. pervade modern life.
  4. 4. Summary Table: Identifying effective engagement methods for your customers in Italy How to get Italian to follow Other than going to branded One action a brand can take your branded pages on social Best social engagement websites (by far the most Age Groups that is most likely to improve media besides giving technique popular) how are they opinion and brand sentiment discounts (No. 1 driver for all) engaging brands online? 16 - 24 Create a compelling website Hold competitions on your brand Liking a product or brand on a 25 - 34 page social media service Encourage online recommendations to other friends Listen to their comments – they’re here to talk to friends but 35 - 44 they’ll talk to you when they want 45 - 54 Search results are most Provide customer service There is not really a second important here – ensure you’ve avenues through social brand option to a branded website got your SEO perfected pages 55 - 64
  5. 5. I T A L I A N I N T E R N E T O V E R V I E W
  6. 6. Understanding Our Italian Research UniverseRegional Breakdown > Wave 5 (June 2011) Age and Gender Breakdown > Wave 5 (June 2011) Northeast 18% 35 to 44 25 to 34 21% 25% 44% 45 to 54 Northwest 26% 56% 14% 16 to 24 23% 55 to 64 16% Income Distribution > Wave 5 (June 2011) South 25% 36% 20% Center 19% 15% 10% 5% 0% Sample Size per Wave: 1,000
  7. 7. Italy is a leader among the EU5 countries in social media Online Activity Past Month > Wave 5 (June 2011) Italy EU5 Watched a video clip • Italian behaviour online is roughly in line Used an aggregator 70% Used Webmail Global with the EU5 average but there are some Managed social network significant difference in certain activities; Subscribed to an RSS feed 60% profile 50% Used a microblogging service Used internet banking • Italians are far less likely to buy products 40% online than their other European peers; Used a social bookmark 30% Used Instant Messenger service • As a result, they are also much less 20% likely to have reviewed a brand or Written a news story/article 10% Purchased a product online product online; 0% Written your own blog Uploaded photos online • Nevertheless, 34% of Italians have visited consumer review sites in the past month, creating a situation where a vocal Asked or answered a question on a Q/A service Posted on a forum/BBS 10% of consumers are influencing over a third of Italian internet users; Edited/managed own website Used VOIP/online phone • Italians are, however, particularly more Reviewed a product or brand online Used online office applications likely to produce video and audio content Bought an offer on a group Uploaded a video online online than their other European peers. Commented on a story How important are each of the following reasons for you to use the internet? (% of each segment stating that activity as very important for them when getting online; Wave 5 June 2011)
  8. 8. However, the social aspect of the Web is not a key motivation to get online Very important motivations to get online by gender and age groups in Italy > Wave 5 (June 2011) Market penetration: Education is a Male 16 to 24 Male 25 to 34 Male 35 to 44 Male 45 to 54 Male 55 to 64 Female 16 to 24How to read this chart very important reason to get online Female 25 to 34 Female 35 to 44 Female 45 to 54 Female 55 to 64 Italian Average for 36% of Italians 100% Age and Gender Index: Furthermore, older women are nearly 30% more likely to site education as a very important 80% motivation for them to get online. 60% 49% 36% 35% 34% 40% 30% 29% 29% 26% 26% 24% 23% 22% 22% 21% 20% 20% 18% 14% 14% 13% 13% 20% 8% 0% -20% -40% -60% -80% -100% How important are each of the following reasons for you to use the Internet? – Very Important (% of Italian internet users and an index showing the degree of difference between each segment and the market average; Wave 5 June 2011)
  9. 9. S O C I A L N E T W O R K I N G I N I T A L Y
  10. 10. In Focus: Social Network Penetration in the EU5 Section Summary Social networking in Italy is by far however, with 62% of Italian social the most popular social media networkers having uploaded activity in the country. In terms of photos onto their profile in 2011. UK the penetration of social networking among internet users, The driving force behind Italian 48% Italy equals the UK and slightly social network usage is their desire trails Spain within the five major to stay in touch with their friends. EU countries. Their activities reflect this, and 36% indeed, 40% of Italian social If we look at the profile of Italian networkers cite this as their main social networkers, we can see that reason to use social networking Germany they come from a diverse range of services. France demographic backgrounds but are 40% slightly more likely to be younger In terms of platforms, Facebook is and male. They are also likely to by far the most popular after come from a middle income having grown significantly in Italy background. over the since July 2009. In fact, Italy 93% of Italian social networkers Spain Italians are using their social have a profile on Facebook. networks more and more to instant 48% message their friends with this Contrary to popular belief, Italian activity have grown nearly 8 social networks in Italy represent a 51% percentage points in penetrations major opportunity for brands to from July 2009 to June 2011. The engage their consumers. Social most popular activity on social networking is only the first of the networks is uploading photos, five social pillars, however.
  11. 11. As in most other markets, Facebook is the dominant social network in Italy Percentage Point change in active users > Top Social Networks in Italy by Wave 1 (July 2009) to Wave 5 (June 2011) Penetration among Social Networkers Facebook 93% Facebook MySpace 15% LinkedIn LinkedIn 13% Orkut Netlog 8% Viadeo Other social network 6% Friendster Music focused social network Hi 5 4% Travel focused social network Music focused social A private invitation only social network 4% networkSocial network created by a company/brand Other social network A private invitation 4% Hi 5 only social network Social network created by friend Netlog Travel focused social 3% Sports focused social network network MySpace Orkut 3% -5.0 0.0 5.0 10.0 15.0 20.0 On which of the following social networks do you currently have an active profile? (p.p. change in active users; Wave 1 (July 2009) to Wave 5 (June 2011) and % penetration of Italian social networkers; Wave 5)
  12. 12. Social network behaviour varies significantly by gender and age in Italy Social network activities by gender and age > Waves 4 (Feb2011) and 5 (June 2011) combined Male 16 to 24 Male 25 to 34 Male 35 to 44 Male 45 to 54 Male 55 to 64 Female 16 to 24 Female 25 to 34 Female 35 to 44 Female 45 to 54 Female 55 to 64 Italian Average 150% 100% 62% 53% 47% 44% 50% 40% 38% 36% 31% 28% 19% 18% 15% 15% 13% 13% 12% 11% 11% 10% 0% -50% -100% Which of the following activities have you done on your social networking platform in the past month? (% of Italian social network users and an index showing the degree of difference between each segment and the market average; Waves 4 and 5 combined Feb -June 2011)
  13. 13. Online recommendation are the second highest rated influencer for brand opinion in Italy. It is particularly powerful for Italian women. Among the top five ways to improve brand opinion, four are online.Opportunities Social media can be a powerful tool for brands engaging with Italian consumers. Don’t assume you know what they want though; in reality, they just want to be listened to. Be careful of your social media investments also; thinking of investing in online creative video? Young men are likely to be the only ones watching in Italy.