Social Media around the World

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
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
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…
72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...
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…

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%

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
Awareness
Exceeding countries
10%> Total
10%< Total
Facebook
MySpace
Twitter
Hi5
Netlog
LinkedIn
Orkut
Xing
Ning
Hyves

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

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

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.

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…
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...

72%
of the internet population
are active
on at least 1 social network …
2010
TOP3 COUNTRIES
Brazil 95%
USA 84%
Portugal 82%

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

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

Number of users in each country...
2010
Users 84%
Users 43%
72%
Users
Users 95%
Users 79%

2010

72% users with on average 2 memberships
2010
Top3 penetration
1
Facebook 51%
2
MySpace 20%
3
Twitter 17%

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?

Usage │Knowledge ExMembership
2010
Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members)
Ex members
MySpace
Hi5
12%of the online internet population are ex members
of MySpace
Facebook
Netlog
Twitter
LinkedIn
Orkut
Xing
Ning
Hyves

Usage │Knowledge CurrentMembership
2010
Q : Which of the network sites are you currently a member of?
Orkut is very popular in Southern America.

More than half of the internet population is currently a member of Facebook
2010
Penetration
Exceeding countries
10%> Total
10%< Total
Facebook
MySpace
Twitter
Orkut
Hi5
LinkedIn
Netlog
Xing
Ning
Hyves

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

Social network site with highest penetration in each country...
2010
Facebook 72%
MySpace 18%
51%
Facebook
Orkut 90%
Facebook 76%

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 : 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

Usage │Knowledge Awareness versus Penetration
2010
High
high
High awareness and high penetration !
Low
low
High
Low
high
low
Awareness of social network websites

2010
W. Europe
E. Europe
S. Europe

2010
S. America
N. America
Asia
Australia

2010
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…

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%

Usage │Knowledge Intention to stop
2010
Q : Are there any network sites you intend to stop your membership of in the near future?
…75%have
no intention
to stop

Usage │Knowledge Future membership
2010
Q : Which of the network sites below you would consider becoming a member of?
…43%have
no intention
to expand

2010
On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional…

Users log in 2timesa day
on average...
2010
... Log in frequency for members
on professional
websites drops to 9 times a month...

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
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
10%< Total

2010

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

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.
status
Sending public
messages
Giving my own
status
groups
Uploading pics
Uploading films
Creating groups

2010
Addict !
Type of users
Passive!
Voyeur !
Special occasions !

Type of users...
2010
Addicts
26%
Voyeurs
14%
High
Log in frequency 109 *
Activity frequency 19 *
Log in frequency
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.
status
Sending public
messages
Uploading pics
Adapting my own
status
groups
Uploading films
Creating groups

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.
Checking status
groups
Adapting my own
status
status

2010

Connected people
have about 195friends
2010
TOP3 COUNTRIES
Brazil 360
Portugal 236
USA 200

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

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!

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!

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

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

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!

2010

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

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

2010
The END

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!

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

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

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

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

2010
The END

13%
of all participants claim
to have a
far-from-real image
on at least 1
social network website
2010

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%

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

2010
The END

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.

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

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
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

45% of users is tired of all the invites for new social network sites
2010
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

2010
The END

55%
cannotaccess
their
social network websites
at work
2010

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

2010
The END

What about thefutureof
social network websites?
2010
Quitting users?
Brand new users?
Expand and quit?
Die-hard non-users?
Saturated users?
Expanding users?

2010
Quitting users?
7%
9%
Brand new users?
11%
Expand and quit?
20%
Die-hard non-users?
24%
Saturated users?
30%
Expanding users?

Online profiles
will increase
with
32%
2010
Zero-sum!
54%
Gain!
39%
Lose!
7%

2010
The END
The END

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
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www.theconversationmanager.com
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Yearly growth +40% last 7 years
Independent
+2.5 mio panel members in +25 countries
Projects in +35 countries
Working for 40% of best global brands (2008)
Offices in Belgium, the Netherlands,
the UK and Switzerland.

http://www.brzoskowski.pl	93
http://vbeta.pl	91
http://sharepoint	77
http://www.slideshare.net	41
http://arc.sanomamedia.be	22
http://www.e-demokracija.si	5
http://sharepoint:82	2
http://newspointview.opoint.com	1
http://problogging.it	1

Social Media around the World

by guestd0b1a on Mar 25, 2010

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Social Media around the World — Presentation Transcript