Social Media around the World
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Social Media around the World

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These research details are the result of a market research study organized by InSites Consulting in January ...

These research details are the result of a market research study organized by InSites Consulting in January
2010. This market research mapped the usage of and attitude towards social networks. A total of 2.884
consumers participated in this online survey, spread over 14 countries, i.e. Belgium, the Netherlands, the
United Kingdom, France, Germany, Spain, Italy, Portugal, Brazil, the United States, Australia, Romania,
Russia & China. The results are representative of each country’s Internet population, spread on age (18-55)
and gender.

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Social Media around the World Social Media around the World Presentation Transcript

  • Social Media around the world
    Steven Van Belleghem
    Steven@insites.eu
    www.insites.eu
    www.theconversationmanager.com
  • SOCIAL MEDIA
    STUDY in 14 COUNTRIES WORLDWIDE
    Summary:
    2.884 consumers(18+),representative total country population.
    Data collected on proprietary research panels from InSites Consulting, field in December 2009-Januari 2010.
    .
    2010
    7 regions worldwide
  • Throughout the report, results are reported on a total base and per region
    2010
    7 regions worldwide
    Australia
    Eastern Europe
    Southern Europe
    Southern America
    Asia
    Western Europe
    Northern America
  • 2010 EditionContent of this report
    2010
    90% of the 2.884 participants report to know at least 1 social network website. On average, users know 4 social network websites while non-users know…
    On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional…
    Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...
    72% of all participants are member of at least 1 social networkwebsite.This involves that more than 1 out of four still have no membership...
    On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …
    On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
    Users of social network websites seems to be saturated. They have no intention to stop any of their memberships and they have no further intention to expand…
    Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 2010 EditionContent of this report
    2010
    People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
    20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…
    13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...
    The END
    Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...
    More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • Social Media Study 2010 More on methodology
    2010
    Survey
    Respondents were invited via e-mail to participate in an online survey
    Sample
    14 countries were included in the sample: Belgium, The Netherlands, United Kingdom, Spain, Italy, Portugal, France, Germany, Romania, USA, Brazil, Australia, Russia, China
    Average sample size for countries = 200
    Total sample size = 2884
    Quantitative research
    Online research on InSites panel (>2,5 mln members)
    Representative for internet populations on gender & age
    December 2009 – January 2010
    Additional weighting was performed based upon country populations, in order to obtain a representative sample
  • 2010 EditionContent of this report
    2010
    90% of the 2.884 participants report to know at least 1 social network website. On average, users know 4 social network websites while non-users know…
    On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…
    Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...
    72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...
    On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …
    On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
    Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…
    Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 2010
    More than 90%know
    at least 1 social network
    N Global = 2884 / Filter = None
  • On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook
    2010
    Q : Which of these social network sites do you know, even if only by name?
    On average, users know
    4 sites…
    Non-users know 2…
    Ranking based upon Total
    N Total = 2884 / F = None
  • Best known social network in each country...
    2010
    Facebook 68%
    Hyves 96%
    Facebook 98%
    Facebook 90%
    Facebook 83%
    Users
    72%
    Facebook 95%
    Facebook 94%
    73%
    Facebook 95%
    Facebook 98%
    Hi5 97%
    Facebook
    N per country = About 200
  • Best known social network in each country...
    2010
    Facebook 93%
    MySpace 47%
    73%
    Facebook
    Orkut 98%
    Facebook 96%
    N per country = About 200
  • Across countries, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third
    2010
    Q : Which of these social network sites do you know, even if only by name?
    Awareness
    Exceeding countries
    10%> Total
    10%< Total
    Facebook
    MySpace
    Twitter
    Hi5
    Netlog
    LinkedIn
    Orkut
    Xing
    Ning
    Hyves
    N Total = 2884 / F = None
  • 28%
    of the internet population
    are notactive
    on a social network …
    because they don’t want others to see their personal information
    2010
    N Europe = 2841 / Filter = None
    N Global = 2884 / Filter = None
  • Usage │Knowledge Future Intention
    2010
    Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?
    28%
    31% will become
    USER
    Future intention
    Intention
    31%
    31%
    Don’t know
    No intention
    69%
    N Total = 819 / F = If non user
  • Usage │Knowledge Future Intention
    2010
    Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?
    …Biggest growth potential in ASIA…
    10%> Total
    10%< Total
    Future intention
    Intention
    31%
    Non-users that will become a member anyway
    Don’t know
    No intention
    69%
    W. Europe
    E. Europe
    S. Europe
    N. America
    Australia
    Asia
    S. America
    N Total = 819 / F = If non user
  • The biggest threshold for non-users seems to be their personal information. Almost 3 out of 4 non-users agree on not wanting to share their personal information
    2010
    Q : As non-user of a social network website, to what extent do you agree with the following statements on social network sites?
    Top2% agreement
    10%> Total
    10%< Total
    Don’t want others to
    see my personal info
    Any message can start
    leading a life online
    I do not see an advantage
    in having it
    Don’t want to free any
    time for it.
    N Total = 819 / F = If non user
  • 2010 EditionContent of this report
    2010
    90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…
    On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…
    Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...
    72% of all participants are member of at least 1 social networkwebsite.This involves that more than 1 out of four still have no membership...
    On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …
    On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
    Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…
    Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 72%
    of the internet population
    are active
    on at least 1 social network …
    2010
    TOP3 COUNTRIES
    Brazil 95%
    USA 84%
    Portugal 82%
    N Europe = 2841 / Filter = None
    N Global = 2884 / Filter = None
  • Within the online population, 72% are connected to at least 1 social network website
    2010
    Q: Which of the network sites are you currently a member of?
    Users vs. Non Users
    10%> Total
    10%< Total
    Across countries users are connected to 1 social network on average, with the exception of Brazil and Portugal where they have 2 social networks on average.
    Users
    Users
    72%
    Non-users
    28%
    W. Europe
    E. Europe
    S. Europe
    N. America
    Australia
    Asia
    S. America
    N Total = 2884 / F = None
  • Number of users in each country...
    2010
    Users 38%
    Users 79%
    Users 77%
    Users 73%
    Users 56%
    Users
    72%
    Users 69%
    Users 73%
    72%
    Users 76%
    Users 80%
    Users 82%
    Users
    About
    N per country = About 200
  • Number of users in each country...
    2010
    Users 84%
    Users 43%
    72%
    Users
    Users 95%
    Users 79%
    N per country = About 200
  • 2010 EditionContent of this report
    2010
    90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…
    On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…
    Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...
    72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...
    On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …
    On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
    Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…
    Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 72% users with on average 2 memberships
    2010
    Top3 penetration
    1
    Facebook 51%
    2
    MySpace 20%
    3
    Twitter 17%
    N Global = 2884 / Filter = None
  • On a global level, 58% of the online population indicate that they ever were member of Facebook
    2010
    Q : Which of the network sites were you ever a member of?
    Ranking based upon Total
    N Total = 2884 / F = None
  • Usage │Knowledge ExMembership
    2010
    Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members)
    Ex members
    Ranking based upon Total
    MySpace
    Hi5
    12%of the online internet population are ex members
    of MySpace
    Facebook
    Netlog
    Twitter
    LinkedIn
    Orkut
    Xing
    Ning
    Hyves
    N Total = 2884 / F = None
  • Usage │Knowledge CurrentMembership
    2010
    Q : Which of the network sites are you currently a member of?
    Ranking based upon Total
    Orkut is very popular in Southern America.
    N Total = 2884 / F = None
  • More than half of the internet population is currently a member of Facebook
    2010
    Q : Which of the network sites are you currently a member of?
    Penetration
    Exceeding countries
    10%> Total
    10%< Total
    Facebook
    MySpace
    Twitter
    Orkut
    Hi5
    LinkedIn
    Netlog
    Xing
    Ning
    Hyves
    N Total = 2884 / F = None
  • Social network site with highest penetration in each country...
    2010
    Facebook 22%
    Hyves 63%
    Facebook 72%
    Hi5 60%
    Facebook 29%
    Users
    72%
    Facebook 57%
    Facebook 67%
    51%
    Facebook 71%
    Facebook 73%
    Hi5 61%
    Facebook
    N per country = About 200
  • Social network site with highest penetration in each country...
    2010
    Facebook 72%
    MySpace 18%
    51%
    Facebook
    Orkut 90%
    Facebook 76%
    N per country = About 200
  • Usage │Knowledge Private versus Professional membership
    84% of users are only memberon apersonal website…
    2010
    72%
    is member of at least 1social network
    MySpace
    LinkedIn
    Facebook
    Xing
    Professional as well as a Personal profile
    Only member of a personal site
    Only member
    of a professional site
    Hyves
    Netlog
    Twitter
    84%
    3%
    Hi5
    13%
    Orkut
    Ning
    Other
    More professional-only memberships amongs older people & amongst male…
    ...
    ...
    N Global = 2065 / Filter = If user
  • ActivitiesPersonal versus Professional purpose
    2010
    Q: You are part of the following social network sites. What purposes do you use these sites for?
    Personal versus Professional
    Hyves
    Facebook
    Most respondents
    use social networks for personal reasons
    MySpace
    Hi5
    Twitter
    Netlog
    Orkut
    Ning
    Xing
    Professional websites
    LinkedIn
    N Total = 2065 / F = If user
  • Activities Personal versus Professional purpose
    2010
    * Index = % personal purpose - % professional purpose
    Q : Which of the network sites are you currently a member of?
    Q : What purposes do you use these sites for?
    High
    high
    The most popular social network websites are used for personal purposes…
    Penetration of social network websites
    Low
    low
    High
    Low
    Personal
    Professional
    Purpose index* of social network websites
  • Facebook has the highest penetration of members
    2010
    Basis = Total
    N Total = 2884 / F = None
  • Usage │Knowledge Awareness versus Penetration
    2010
    Q : Which of the network sites are you currently a member of?
    Q : Which of these social network sites do you know, even if only by name?
    High
    high
    High awareness and high penetration !
    Penetration of social network websites
    Low
    low
    High
    Low
    high
    low
    Awareness of social network websites
  • Usage │Knowledge Awareness versus Penetration
    2010
    Q : Which of the network sites are you currently a member of?
    Q : Which of these social network sites do you know, even if only by name?
    W. Europe
    E. Europe
    Penetration of social network websites
    Penetration of social network websites
    Awareness of social network websites
    Awareness of social network websites
    S. Europe
    Penetration of social network websites
    Awareness of social network websites
  • Usage │Knowledge Awareness versus Penetration
    2010
    Q : Which of the network sites are you currently a member of?
    Q : Which of these social network sites do you know, even if only by name?
    S. America
    N. America
    Penetration of social network websites
    Penetration of social network websites
    Awareness of social network websites
    Awareness of social network websites
    Asia
    Australia
    Penetration of social network websites
    Penetration of social network websites
    Awareness of social network websites
    Awareness of social network websites
  • 2010 EditionContent of this report
    2010
    90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…
    On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…
    Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...
    72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...
    On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …
    On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
    Users of social network websites seems to be saturated. They have no intention to stop any of their memberships and they have no further intention to expand…
    Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • Users are saturated?!
    2010
    Connected People
    have no intention to stop their membership nor do they feel the need to further expandtheir membership
    on social network
    sites
  • 2010
    No Stopping!
    75%
    Intention
    No Expanding!
    43%
    N Total = 2065 / F = If user
  • Usage │Knowledge Intention to stop
    2010
    Q : Are there any network sites you intend to stop your membership of in the near future?
    Ranking based upon Total
    …75%have
    no intention
    to stop
    N Total = 2065 / F = If user
  • Usage │Knowledge Future membership
    2010
    Q : Which of the network sites below you would consider becoming a member of?
    Ranking based upon Total
    …43%have
    no intention
    to expand
    N Total = 2065 / F = If user
  • 2010 EditionContent of this report
    2010
    90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…
    On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional…
    Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...
    72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...
    On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …
    On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
    Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…
    Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • Users log in 2timesa day
    on average...
    2010
    ... Log in frequency for members
    on professional
    websites drops to 9 times a month...
    N Global = 2884 / Filter = None
  • Type of users
    1%
    “dead” users
    2010
    Considerate users
    Champions
    High
    high
    11%
    29%
    Log in frequency
    35%
    25%
    Lazy users
    Random users
    Low
    low
    High
    Low
    high
    low
    Number of memberships
  • Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week
    2010
    Q: You are a member of the following social network sites. How often do you log in on these sites?
    At least weekly use
    At least weekly use
    Only scores of top3 membership per region displayed
    78%
    57%
    78%
    85%
    88%
    83%
    44%
    36%
    49%
    39%
    53%
    64%
    34%
    54%
    31%
    55%
    25%
    57%
    68%
    43%
    67%
    W. Europe
    E. Europe
    S. Europe
    N. America
    Australia
    Asia
    S. America
    10%> Total
    N Total = 2065 / F = If user
    10%< Total
  • FrequencyFrequency compared with beginning
    2010
    Q: When comparing your current usage to your usage when you had only just joined them, do you currently log in more or less often than before?
    At least 1 out of 3 slows down their usage…
    Less often than before
    Less often than before
    Only scores of top3 membership per region displayed
    31%
    52%
    31%
    23%
    27%
    25%
    50%
    44%
    53%
    57%
    64%
    51%
    66%
    60%
    70%
    48%
    64%
    43%
    40%
    40%
    50%
    W. Europe
    E. Europe
    S. Europe
    N. America
    Australia
    Asia
    S. America
    10%> Total
    N Total = 2065 / F = If user
    10%< Total
  • 2010 EditionContent of this report
    2010
    90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…
    On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…
    Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...
    72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...
    On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …
    On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
    Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…
    Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • Twice a day, participants do a certain activity on their social network website.
    This is mainly personal and not professional related with exception from professional network websites!
    2010
    Top 5 activities online
    1
    Sending personal messages
    2
    Watching pics, etc.
    People like to do these activities, but would not be willing to pay for them!
    3
    Checking status
    4
    Reacting to others’ status
    5
    Uploading pics
    48
  • Activities Penetration Online activities
    2010
    ...94%of connected people sometimes
    send a personal message!...
    Q: How often do you do each of the following on social network sites?
    At least once
    10%> Total
    10%< Total
    Sending personal
    messages
    Watching pics, etc.
    Checking status
    Reacting to others’
    status
    Uploading pics
    Sending public
    messages
    Adapting profile pic
    Becoming a member of
    groups
    Giving my own
    status
    Becoming fan of sth.
    Uploading films
    Creating groups
    N Total = 2065 / F = If user
  • More than 1 out of three users check out their status several times a week or more
    2010
    Q: How often do you do each of the following on social network sites?
    # times a week - daily
    10%> Total
    10%< Total
    Checking status
    Sending personal
    messages
    Watching pics, etc.
    Reacting to others’
    status
    Sending public
    messages
    Giving my own
    status
    Becoming a member of
    groups
    Uploading pics
    Becoming fan of sth.
    Adapting profile pic
    Uploading films
    Creating groups
    N Total = 2065 / F = If user
  • 2010
    Addict !
    Type of users
    Passive!
    Voyeur !
    Special occasions !
    N Total = 2065 / F = If user
  • Type of users...
    2010
    Addicts
    26%
    Voyeurs
    14%
    High
    Log in frequency 109 *
    Log in frequency 123 *
    Activity frequency 19 *
    Activity frequency 95 *
    Log in frequency
    Log in frequency 13 *
    Log in frequency 23 *
    Activity frequency 12 *
    Activity frequency 70 *
    Special occasions
    13%
    Passive users
    47%
    Low
    High
    Low
    Activity Frequency
    * on a montlhy basis
  • Who are they...
    2010
    Addicts
    26%
    Voyeurs
    14%
    • Brazilian
    • Mainly personal memberships
    • Current Twitter members
    • Female
    • 18-44 y.o.
    • Singles with no kids
    • They try to build an image on their profile(s)
    • They are at ease online
    • They follow recent internet hypes from close by
    High
    Log in frequency
    • Male
    • 30-55 y.o.
    • Current Twitter members
    • Mainly professional memberships
    • No internet experts
    • 18-30 y.o.
    • USA & Russia
    • Mainly personal memberships
    • Likely to post happy events, holiday pics,...
    • No internet experts
    Special occasions
    13%
    Passive users
    47%
    Low
    High
    Low
    Activity Frequency
  • Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan of something
    2010
    Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of?
    What have you become member / fan of
    10%> Total
    10%< Total
    A band
    A famous person
    Becoming a member of a charity is number 1 in Australia !
    A brand
    A charity
    A non-famous person
    Other
    None of the above
    N Total = 1723 / F = If sometimes becomes a member / fan.
  • 24% of users send personal messages more often compared with the beginning. This means that the majority of users (76%) decrease this activity
    2010
    Q: When comparing your current behaviourto your behaviourwhen you had only just become a member, do you do the following more or less often than before?
    More often than at the start
    10%> Total
    10%< Total
    Sending personal
    messages
    Checking status
    Watching pics, etc.
    Reacting to others’
    status
    Sending public
    messages
    Uploading pics
    Adapting my own
    status
    Becoming fan of sth.
    Adapting profile pic
    Becoming a member of
    groups
    Uploading films
    Creating groups
    N Total = 2065 / F = If user
  • Activities Willingness to pay for Online activities
    2010
    Q: When comparing your current behaviourto your behaviourwhen you had only just become a member, do you do the following more or less often than before?
    Willingness to pay
    Sending personal
    messages
    Uploading films
    Uploading pics
    Sending public
    messages
    Most respondents are not willing to pay for their online activities.
    Similar outcome across different countries.
    Creating groups
    Watching pics, etc.
    Adapting profile pic
    Checking status
    Becoming a member of
    groups
    Becoming fan of sth.
    Adapting my own
    status
    Reacting to others’
    status
    N Total = 2065 / F = If user
  • 2010 EditionContent of this report
    2010
    90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…
    On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…
    Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...
    72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...
    On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …
    On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
    Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…
    Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • Connected people
    have about 195friends
    2010
    TOP3 COUNTRIES
    Brazil 360
    Portugal 236
    USA 200
    N Europe = 2841 / Filter = None
    N Global = 2065 / Filter = If user
  • Number of friends in each country...
    2010
    N° Friends 89
    N° Friends 115
    N° Friends 173
    N° Friends 171
    Friend 113
    Users
    72%
    N° Friends 133
    N° Friends 95
    195
    N° Friends 152
    N° Friends 100
    N° Friends 236
    N° Friends
    N users per country = About 100-150
  • Number of friends in each country...
    2010
    N° Friends 200
    N° Friends 63
    195
    N° Friends
    N° Friends 360
    N° Friends 155
    N users per country = About 100-150
  • Friends & De-friendsNumber of friends / followers / contacts
    2010
    Q:How many friends / contacts / followers do you have in your profile?
    # contacts
    100> Total
    100< Total
    195 contacts on average
    Strictly professional membershipshave a smaller number of friends
    Different contacts
    W. Europe
    E. Europe
    S. Europe
    N. America
    Australia
    Asia
    S. America
    N Total = 2065 / F = If user
  • Friends & De-friends Contact
    2010
    Q:When considering your contacts on the following social network sites, do you also meet these people in real life, or are they mainly people that you (almost) never meet?
    Do you meet your contacts?
    W. Europe
    E. Europe
    S. Europe
    N. America
    Australia
    Asia
    S. America
    Orkut
    Facebook
    Hyves
    LinkedIn
    MySpace
    Twitter
    Xing
    Hi5
    Ning
    Netlog
    Meet in real life...
    Netlog users hardly ever meet their online friends in real life! For Facebook it is the opposite!
    N Total = 2065 / F = If user
  • Friends & De-friends Follow your friends
    2010
    Q: Imagine a new social network being created, and the majority of your contacts transferring to this new network. How likely are you to remain a member of your current network?
    Would you switch to another network to follow your contacts?
    Netlog
    Hi5
    Hyves
    Most people would not switch to another network.
    LinkedIn
    MySpace
    Twitter
    Facebook
    Xing
    Ning
    Orkut
    Netlog users are least loyal to their social network website. Facebook users are loyal!
    N Total = 2065 / F = If user
  • Friends & De-friends Communicate a personal message
    2010
    Q : When you wish to communicate a personal message to your friends or family, which of the channels listed below do you prefer?
    Communication channels
    10%> Total
    10%< Total
    Mobile phone
    To communicate personal messages to friends, people prefer to call on their mobile phone
    E-mail
    SMS
    Landline
    Instant messenger
    6th place
    Social networks
    Chat
    Other
    N Total = 2065 / F = If user
  • Friends & De-friends Use of mobile phone
    2010
    Q: Do you use social network sites on your mobile phone?
    Mobile Users vs. Mobile Non-Users
    10%> Total
    10%< Total
    Most people do not use social network website on their mobile phone. This mobile usage is higher amongst male and younger people (18-30)
    Users
    Users
    26%
    Non-users
    74%
    W. Europe
    E. Europe
    S. Europe
    N. America
    Australia
    Asia
    S. America
    N Total = 2065 / F = If user
  • 26% use their social network via their mobile phone.
    2010
    …These ‘mobile’ users are more active on social networks compared with the non-mobile users!
    They log in more often!
    They practice more activities!
    44% addicts amongst the mobile users!
    N Total = 2065 / F = If user
  • 2010 EditionContent of this report
    2010
    90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…
    On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…
    Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...
    72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...
    On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …
    On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
    Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…
    Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 58% of users have already removed contact(s). This is less common on professional websites.
    Brazilian
    participants have the biggest circle of friends, but are most likely to
    de-friend them (81%)!
    2010
    N° Friends 360
    N Europe = 2841 / Filter = None
    N Global = 2065 / Filter = If user
  • Friends & De-friends ‘Remove Friends’
    2010
    Q: You are a member of the following social network sites. Have you already removed contacts from these sites ("Remove Friend")?
    Did you already remove friends?
    Orkut
    Hyves
    LinkedIn especially is a social network site where people do not remove contacts very often.
    Across the different social network websites, 58% of users have already removed contacts at least once. This number rises up to 81% in Brazil!
    MySpace
    Twitter
    Facebook
    Hi5
    Netlog
    Ning
    Professional contacts are less often
    de-friended!
    Xing
    LinkedIn
    N Total = 2065 / F = If user
  • 2010 EditionContent of this report
    2010
    People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
    20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…
    The END
    13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...
    Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...
    More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • In 2009 we have measured that...
    2010
    Although Facebook is the most popular social network website,
    1 out of 3 users have little trust in it!
    N Global = 2065 / Filter = If user
  • TrustTrust in social network websites
    2010
    Q: To what extent do you trust these sites as for privacy? (In other words: do you trust these sites not to pass on your personal details to others?)
    Do youTrust your social network?
    W. Europe
    E. Europe
    S. Europe
    N. America
    Australia
    Asia
    S. America
    Netlog
    Overview of trust in Facebook
    Hi5
    Orkut
    Twitter
    Facebook
    10%> Total
    Ning
    10%< Total
    Netlog users don’t meet their online friends in real life and (consequently?!) have little trust in their online environment!
    Myspace
    Hyves
    More trust in professional websites
    LinkedIn
    Xing
    N Total = 2065 / F = If user
  • TrustCredibility of brand posts
    2010
    Q:Imagine a brand posting something about itself on a social network, to what extent do you think that is credible?
    44%think that a brand posting about itself is credible…
    Credibility of brand post
    Top2% credibility
    10%> Total
    Credibility
    10%< Total
    W. Europe
    E. Europe
    S. Europe
    N. America
    Australia
    Asia
    S. America
    N Total = 2065 / F = If user
  • TrustCredible sources for brand posts
    2010
    Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?
    Most credible sources
    …still, word-of-mouth is the most credible source to rely on for brand posts…
    Asia and Southern America consider the brand itself to be the most credible.
    A consumer
    The brand itself
    A journalist
    A marketeer
    Another brand
    N Total = 2065 / F = If user
  • A consumer is the most credible source in order to believe posts about a certain brand
    2010
    Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?
    Most credible sources
    10%> Total
    10%< Total
    A consumer
    We trust other consumers the most. Especially in Southern and Eastern Europe, there is most trust in word-of-mouth.
    Asia and Southern America think the brand itself is the most credilble source.
    The brand itself
    A journalist
    A marketeer
    Another brand
    N Total = 2065 / F = If user
  • 2010 EditionContent of this report
    2010
    People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
    20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…
    The END
    13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...
    Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...
    More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • 13%
    of all participants claim
    to have a
    far-from-real image
    on at least 1
    social network website
    2010
    N Europe = 2841 / Filter = None
    N Global = 2065 / Filter = If user
  • Online behaviour Online image vs. Real image
    2010
    Q: To what extent does your image on the following social networks correspond with your image in real life?
    Does your online image correspond with your real image?
    Orkut
    Ning
    About 10% of those members on Netlog and Hi5 create an online image that does not correspond with their real selves.
    When looking at younger members (18-30 y.o.) on these sites, 1 out of 5 respondents claims to do so.
    LinkedIn
    Hyves
    Netlog
    Hi5
    Twitter
    Facebook
    Xing
    MySpace
    S. America 14%
    N Total = 2065 / F = If user
  • Online behaviourRevealing info
    2010
    Q : How likely are you to reveal the following types of information on a social network?
    What would you reveal?
    10%> Total
    10%< Total
    Happy events
    Info on my hobbies
    As long as it doesn’t get too personal (eg. kids, job...) people are more eager to post happy things or things they are proud of instead of sad events.
    Across the different information types, Western and Southern Europe are less eager to post these types of information.
    Things I’m proud of
    Holiday pics
    Pics of myself
    Personal msgs
    Pics of my kids
    Info on my job
    Sad events
    N Total = 2065 / F = If user
  • 2010 EditionContent of this report
    2010
    People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
    20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…
    The END
    13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...
    Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...
    More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • 2010
    Asianand West European users are each others’ total opposites when looking at their online behaviour!
    79% of West European people are more open in person vs. online, which is only the case amongst 45% of Asian people.
    27% of Asian users claim that they always tell the truth. This rises to 57% for West Europeans.
    N Global = 2065 / Filter = If user
  • Online behaviour Statements
    2010
    Q : To what extent do you agree with the following statements on social network sites?
    Top2% Agreement
    10%> Total
    10%< Total
    Consciously publish
    Consciously choose
    pics
    Certain things I reveal
    more easily in real life
    Western Europeans are more open about certain things in real life than through their social networks.
    This in contrary to Chinese people who are more open online compared with real life.
    They also post or publish things without considering it thoroughly and above all they do not always tell the truth.
    Image social network
    is same as in real life
    Online pics more often
    considered than album
    Always tell truth on my
    social network
    I link myself to brands
    I use my social network
    to build my image
    Certain things I reveal
    more easily online
    N Total = 2065 / F = If user
  • Online behaviour What would you reveal more easily online?
    2010
    People who indicate that they reveal certain things more easily onlineespecially aim at:
    N Total = 469 / F = If agreement on ‘Certain things I reveal more easily online’
  • Online behaviour What would you reveal more easily in person?
    2010
    People who indicate that they reveal certain things more easily in personespecially aim at:
    N Total = 1301 / F = If agreement on ‘Certain things I reveal more easily in person’
  • One out of three social network users do not fear the consequences of what they post
    2010
    Q : To what extent do you agree with the following statements on social network sites?
    Top2% Agreement
    10%> Total
    10%< Total
    Careful with what I
    post
    I decide myself who
    becomes a friend
    I know that any publish
    can lead a life of its own
    No one has to
    know me online
    I can totally be myself
    online
    I do not fear the conse-
    quences of what I post
    N Total = 2065 / F = If user
  • 45% of users is tired of all the invites for new social network sites
    2010
    Q : To what extent do you agree with the following statements on social network sites?
    It would be handy if I could copy my personal info from a social network to new site
    % agreement
    10%> Total
    10%< Total
    % agreement
    46%
    I am tired of all the invites for new social network sites
    % agreement
    45%
    I do not want to change to new social network because then I would have to enter my personal data again
    % agreement
    45%
    W. Europe
    E. Europe
    S. Europe
    N. America
    Australia
    Asia
    S. America
    N Total = 2065 / F = If user
  • 2010 EditionContent of this report
    2010
    People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
    20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…
    The END
    13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...
    Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...
    More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • 55%
    cannotaccess
    their
    social network websites
    at work
    2010
    N Global = 2065 / Filter = If user
  • Access @ work Blocking social network websites
    2010
    Q: Certain companies block social network sites, so that their employees cannot access them at work. Does your work block access to certain social network sites? If yes, to which ones?
    Does your company block social network websites?
    10%> Total
    10%< Total
    Facebook is most common social network to get blocked. 1 out of 3 indicates that Facebook is blocked at their work.
    Blocking
    If blocking @ work
    Blocking
    55%
    No-blocking
    45%
    W. Europe
    E. Europe
    S. Europe
    N. America
    Australia
    Asia
    S. America
    N Total = 2065 / F = If user
  • 2010 EditionContent of this report
    2010
    People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
    20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…
    The END
    13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...
    Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...
    More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • What about thefutureof
    social network websites?
    2010
    Quitting users?
    Brand new users?
    Expand and quit?
    Die-hard non-users?
    Saturated users?
    Expanding users?
    N Total = 2884 / F = None
  • 2010
    Quitting users?
    7%
    9%
    Brand new users?
    11%
    Expand and quit?
    20%
    Die-hard non-users?
    24%
    Saturated users?
    30%
    Expanding users?
    N Europe = 2841 / Filter = None
  • Online profiles
    will increase
    with
    32%
    2010
    Zero-sum!
    54%
    Gain!
    39%
    Lose!
    7%
    N Europe = 2841 / Filter = None
    N Total = 2884 / F = None
  • 2010 EditionContent of this report
    2010
    People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
    20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…
    The END
    13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...
    The END
    Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...
    More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • 2010
    The END
  • Contact details
    2010
    Steven Van Belleghem
    Managing Partner
    Steven.vanbelleghem@insites.eu
    Tel. +32 9 269.16.07
    Mobile +32 497 47.34.44
    Saartje Van den Branden
    Senior Research Consultant
    Saartje.VandenBranden@insites.eu
    Tel. +32 9 269.15.11
    Mobile +32 479 61.18.78
    Head office
    Evergemsesteenweg 195
    B-9032 Gent
    Belgium
    Tel. +32 9 269 15 00
    Fax. +32 9 269 16 00
    Other offices
    Rotterdam | London | Geneva
    info@insites.eu
    www.insites.eu
    Tracey Jones
    Research Consultant
    Tracey.jones@insites.eu
    Tel. +32 9 269.14.32
    Mobile +32 493 24.18.51
  • Learn more and readThe Conversation Manager
    Questions, feedback, remarks:
    Steven@InSites.eu
    Follow me: @Steven_InSites
    Join me on LinkedIn
    www.theconversationmanager.com
    #DCM
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