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What to expect from thispresentation?20 eye-catching facts about socialmedia around the world.>1.000 facts & figures about...
For questions, feedback and remarks,please contact:Prof. Steven Van BelleghemManaging partner InSites ConsultingSteven@InS...
Studied countries9027 consumers (age 15+) across 35 countries, representative for the online populationwithin country on g...
Awareness of Facebookis close to 100%More than 1 billion people(>70% of internet population)use social networks.          ...
People use more than Facebook.In Europe, people join on average1,9 social networks. In USA it’s 2,1;Brazil 3,1 and India 3...
Average Facebook session lasts37 minutes, Twitter 23 minutes.More than 400 million people useFacebook daily.              ...
There is a bigTwitter paradox:80% is awareof Twitter, only 16%is using it.                       8
Vkontakte is bigin Eastern Europe:55% awareness,39% penetration.                     9
Difficult for new social networks to succeed.60% does not want any new social networks.93% is happy with what they have an...
40%                                                     EUROPE                                                         Lin...
People connectonline with theiroffline friends.People love toconnect to people.                     12
>50% of socialnetwork usersare connectedto brands.                 13
Offline brandexperiences arethe main onlineconversationstarters.                  14
People become a fan onFacebook because theylike the product, notbecause of advertising.                          15
36% posted contentabout a brand onsocial networks.                     16
Consumers want to bein the boardroom. 44%is asking to take part inco-creation of products& advertising.                   ...
Positive experiencesare bigger conversationstarters than negativeexperiences. People likepositive stuff.                  ...
Consumers prefer e-mailover social networks toask questions to brands.                           19
2 out of 3 employeesis proud about theiremployer, but only 19%shares stories onsocial media: unusedconversation potential....
38% of internet usershas a smart phone.They are more intensiveusers of social networksthan people without asmartphone.    ...
On average, peopleinstall 25 apps on theirsmartphone, but onlyuse 12. Most used appsare social network apps.              ...
12% of smartphoneowners is using locationbased services.                           23
4% of smartphoneusers are familiar withaugmented reality.                          24
12% use LBS              25
20% of location-basedusers checks in daily
Next part of the presentation is a documentfull with stats about social media.Feel free to use them and share them.We hope...
Social Network adoption, usage      and other key facts.Connections on social networks:      People & brands.The role of e...
98% of Europeans are aware of Social Media.73% of Europeans are member of at least 1social netwerk.Awareness and usage of ...
Based on the data from participating countries,we make the following assumption.
Awareness, penetration, averagenumber of networks  Aware of at least one network         98%  Member of at least one netwo...
Awareness, penetration, averagenumber of networks                             Aware of at least one network    98%        ...
In Europe, 50%is member ofonly 1 socialnetwork, mostlyFacebook.
# of networks one is a member of       average                  1,8        1,5           1,9           2,2       1,9      ...
Network size                                                                                                   133 Faceboo...
>600 millionpeople usesocial networksat least daily
58% ofFacebookuserslog-in at leastDaily (>400M)
Daily log on to social media                                                       60%            63%                     ...
Network log on frequency Q : You are a member of the following social network sites. How often do you log into these sites...
37 minutes isthe average timemembers spendeach time they login to Facebook
Connection time                                                                                                           ...
Facebook rules the social media space, but ishaving a hard time in China & Japan.Facebook rules, at least in Europe, US an...
AwarenessTop 3 networks                 Facebook            96%                 Twitter             80%In Europe        My...
Facebook, Twitter and Linkedin are reaching themass market. Smaller/ newer social networks arefacing a challenge…
Top 3 networks by membership                         62%                           96%                 16%                ...
Top 3 networks by membership                                                     62%                                      ...
Network awareness | Europe                                                        In Europe, Facebook, Twitter and        ...
In China, awarenessNetwork awareness | Europe in perspective                                                              ...
Network membership | Europe                                                          Facebook has the highest usage       ...
Network membership | Europe in perspectiveQ : To what extent do you use the following social network sites?               ...
Current social networkers            have no intention to stop            their membership nor do            they feel the...
Intention to stopQ : Which of the following social networks, of which you are a member, will you stop using?              ...
Intention to stop versus penetration         25%                                                                     EUROP...
Future usageQ : Below you can see all the social network sites that you are currently a member of. How will your usage of ...
Future usage versus network penetration              40%                                                                  ...
Future membershipQ : Below you see all the social network sites that you know but that you are not a member of. Please ind...
We gave you a lot of facts,to capture the key points,we summarized the key datain a few overview slides.
Top networks in Europe                                                                                             9%     ...
Member profile                 Women typically outnumber men on social networks — women make                              ...
The Twitter Paradox: high awareness versuslow usage. What’s next?Compared to Facebook, Twitter is still a pretty small net...
Facebook and Twitter | membership of one or both                                       N Europe = 5613 / F = If member of ...
Facebook and Twitter | daily log onQ : You are a member of the following social network sites. How often do you log into t...
Facebook and Twitter | membership of one or both                                         Other networks than              ...
Social Network adoption, usage      and other key facts.Connections on social networks:      People & brands.The role of e...
People love people.So brands, behave like one.People link online with people they know offline. Social networkingis a way ...
People connectwith people theyknow!
Reasons to connect with other people on social mediaQ : Why does a person belong to your network?                         ...
Besides connecting with others,getting information about (new)products and brands is drivingmembership of social networks
Drivers for network membershipQ : People become a member of social networks because they want to stay in touch with friend...
More than half of thesocial networkers hasever deleted someonefrom his/her network.Main reason fordefriending is a lackof ...
Defriending                                                                 In general, 56% has ever deleted a contactQ : ...
Social networking is two-way communication;Reasons for defriending                                                        ...
Defriending versus network size                                                       EUROPE                70%   High    ...
>50% follow brands on social media.Personal brand experience andconversations about brands by peersare drivers to connect....
Following brands | Europe      Brand followers                          51%      Average no. of brands followed           ...
Following brands | Europe in perspectiveEurope has the lowestshare of brand fans, 51%.Compare India: 70%follows a brand.  ...
Brand followers are more often females, somewhatBrand follower profile                         younger and they are more a...
Sectors for brand followingQ : To which sectors do these brands belong to?                                                ...
Average consumer follows a brand to get a directpersonal benefit.Social networkers expect some sort of benefit of companie...
Brand usage                     46%Following brands on      Recommendation by friend        29%social media is driven   In...
42%Had a conversationwith a brand via socialnetworks
Company actions on social mediaQ : What kind of actions did you already experience? Via social networks, companies have al...
Customers want to be involvedwith companies. Bring them inthe boardroom to improve therelationship.                CONVERS...
People expect various actions of companies on socialBrand expectations                                                    ...
Social media is about communicationbetween people.People use social networks to communicate with each other: Checkingthe s...
People like toconnect: statuschecks and chatsare most frequent   Checking the status of others         5.2activities on   ...
Actions on social networksQ : The last 10 times you logged into your social networks, how often did you undertake each of ...
Embrace consumer power: 36% posts company/brand related information on social media
Sharing and consulting brand / product informationQ : The last 10 times you logged into your social networks, how often di...
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Free research report of a global social media study. Results cover 35 countries. More than 9000 people participated.

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Social media around the world 2011

  1. 1. 1
  2. 2. What to expect from thispresentation?20 eye-catching facts about socialmedia around the world.>1.000 facts & figures about socialmedia in more than 30 countries.Topics cover main adoption & usage,brand interactions, role of employees inusing social media and much more.
  3. 3. For questions, feedback and remarks,please contact:Prof. Steven Van BelleghemManaging partner InSites ConsultingSteven@InSites.euTwitter: @steven_insites
  4. 4. Studied countries9027 consumers (age 15+) across 35 countries, representative for the online populationwithin country on gender, age and e-commerce.Data collected on online research panels, field in Q2 2011. Feedback: @Steven_insites 4
  5. 5. Awareness of Facebookis close to 100%More than 1 billion people(>70% of internet population)use social networks. 5
  6. 6. People use more than Facebook.In Europe, people join on average1,9 social networks. In USA it’s 2,1;Brazil 3,1 and India 3,9.
  7. 7. Average Facebook session lasts37 minutes, Twitter 23 minutes.More than 400 million people useFacebook daily. 7
  8. 8. There is a bigTwitter paradox:80% is awareof Twitter, only 16%is using it. 8
  9. 9. Vkontakte is bigin Eastern Europe:55% awareness,39% penetration. 9
  10. 10. Difficult for new social networks to succeed.60% does not want any new social networks.93% is happy with what they have and won’tin- or decrease. 10
  11. 11. 40% EUROPE LinkedIn High 35% Twitter 30% Facebook 25% Vkontakte Intention to Big social networks Increase Netlog 20% Tagged Orkut Xing Ning Hyves Badoo will get bigger and small 15% Hi5 QZone ones will get smaller. Bebo MySpace 10% Friendster 5% Low 0% 0% 10% 20% 30% 40% 50% 60% Low Current network penetration HighN Europe = Min 43 – Max 4968 / F = If member of social network 11
  12. 12. People connectonline with theiroffline friends.People love toconnect to people. 12
  13. 13. >50% of socialnetwork usersare connectedto brands. 13
  14. 14. Offline brandexperiences arethe main onlineconversationstarters. 14
  15. 15. People become a fan onFacebook because theylike the product, notbecause of advertising. 15
  16. 16. 36% posted contentabout a brand onsocial networks. 16
  17. 17. Consumers want to bein the boardroom. 44%is asking to take part inco-creation of products& advertising. 17
  18. 18. Positive experiencesare bigger conversationstarters than negativeexperiences. People likepositive stuff. 18
  19. 19. Consumers prefer e-mailover social networks toask questions to brands. 19
  20. 20. 2 out of 3 employeesis proud about theiremployer, but only 19%shares stories onsocial media: unusedconversation potential. 20
  21. 21. 38% of internet usershas a smart phone.They are more intensiveusers of social networksthan people without asmartphone. 21
  22. 22. On average, peopleinstall 25 apps on theirsmartphone, but onlyuse 12. Most used appsare social network apps. 22
  23. 23. 12% of smartphoneowners is using locationbased services. 23
  24. 24. 4% of smartphoneusers are familiar withaugmented reality. 24
  25. 25. 12% use LBS 25
  26. 26. 20% of location-basedusers checks in daily
  27. 27. Next part of the presentation is a documentfull with stats about social media.Feel free to use them and share them.We hope they help you to betterunderstand the major changes the world isgoing through.Questions, feedback or suggestions:Steven@InSites.euOr on Twitter: @Steven_InSites
  28. 28. Social Network adoption, usage and other key facts.Connections on social networks: People & brands.The role of employees in making companies more human.Mobile internet, location based & augmented reality.
  29. 29. 98% of Europeans are aware of Social Media.73% of Europeans are member of at least 1social netwerk.Awareness and usage of social networks is high; In Europe, 98% knowat least one social network and 73% are member of at least one network.Social networkers are member of 1.9 networks on average.Emerging markets like China, India and Brazil have a higher socialnetwork penetration than (Western) Europe. Membership penetration,average number of networks and daily usage are higher in thesecountries.In Brazil, 86% are member of at least one network. Brazilian socialnetworkers are member of 3.1 networks on average and 66% log in ona daily basis. Figures for India are comparable or even higher.
  30. 30. Based on the data from participating countries,we make the following assumption.
  31. 31. Awareness, penetration, averagenumber of networks Aware of at least one network 98% Member of at least one network 73% Average number of networks one 1,9 is member of North Western Europe lags behind in social network 98% 75% penetration. 1,5 West East 97% 99% 66% 79% 1,8 1,9 South 99% 77% 2,2
  32. 32. Awareness, penetration, averagenumber of networks Aware of at least one network 98% Member of at least one network 73% Average number of networks one 1,9 is member of 86% 75% 34% 95% 44%* 1,8 76% 3,4 2,1 98% 88% 3,9 97% 86% 96% 3,1 67%Emerging markets Brazil 1,5and India show the highestawareness and penetrationof social networks. * The 44% share of social networkers in China is low compared to other countries. This might be due to the fact that some large Chinese networks (eg RenRen) were not included in this survey.
  33. 33. In Europe, 50%is member ofonly 1 socialnetwork, mostlyFacebook.
  34. 34. # of networks one is a member of average 1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8 9% 4% 7% 4% 8% 5% 5% 6% 4% 15% 8% 7% 22% 13% 14% 14% 13% 34% 24% 19% 26% 16% 18% 8% 25% 31% 26% 27% 10% 24% 18% 30% 14% 15% 66% 69% 64% 55% 18% 47% 50% 49% 45% 45% 19% 19% 13% Western Northern Eastern Europe Southern Europe United States Brazil Australia China India Japan Europe Europe Europe ■ 5 or more ■4 ■3 ■2 ■ 1 networkN Europe = 5613 / F = If member of social network(s)
  35. 35. Network size 133 Facebook friends versus 59 Twitter followers.Q : How many contacts do you have on each of the following social network sites? average 133 95 84 78 62 62 62 59 57 52 51 31 27 18 11 7 6% 5% 3% 9% 17% 19% 16% 20% 21% 22% 21% 21% 17% 26% 16% 36% 27% 29% 47% 52% 14% 31% 29% 33% 27% 26% 28% 30% 32% 28% 30% 79% 80% 29% 65% 64% 65% 52% 55% 53% 53% 49% 49% 48% 41% 36% 23% 18% Counts below 30 Facebook Vkontakte MySpace Hyves Bebo Tagged Hi5 Twitter LinkedIn Ning Xing Orkut Netlog Badoo Friendster QZone Habbo ■ 50+ ■ 11-50 ■ 1 - 10N Europe = Min 43 – Max 4968 / F = If member of social network
  36. 36. >600 millionpeople usesocial networksat least daily
  37. 37. 58% ofFacebookuserslog-in at leastDaily (>400M)
  38. 38. Daily log on to social media 60% 63% 58% 67% 82% 76% 61%N Europe = 5613 / F = If member of social network(s)
  39. 39. Network log on frequency Q : You are a member of the following social network sites. How often do you log into these sites? (at least daily) Vkontakte and Facebook have the highest penetration of daily usage. 63% of the Vkontakte users log in at least once a day. 63% 58% 37% 29% 23% 21% 16% 14% 12% 12% 12% 11% 11% 11% 11% 8% Vkontakte Facebook Twitter Hyves Tagged Badoo Orkut Netlog LinkedIn Hi5 Xing MySpace Ning QZone Friendster Bebo HabboN Europe = Min 43 – Max 4968 / F = If member of social network
  40. 40. 37 minutes isthe average timemembers spendeach time they login to Facebook
  41. 41. Connection time On average, Facebook members stay connected for Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit) more than half an hour average 49 37 21 16 16 16 16 15 12 11 11 11 10 9 98 5 4% 3% 5% 3% 6% 3% 11% 6% 6% 4% 6% 6% 11% 16% 8% 20% 18% 24% 14% 19% 22% 6% 13% 23% 21% 26% 26% 32% 28% 19% 25% 12% 17% 24% 14% 24% 19% 18% 24% 35% 18% 8% 19% 19% 32% 23% 82% 67% 19% 59% 62% 13% 52% 55% 56% 54% 50% 47% 48% 50% 45% 39% 20% 22% Counts below 30 Vkontakte Facebook Twitter Netlog Badoo Hyves Tagged MySpace Orkut Hi5 Xing LinkedIn Bebo Ning QZone Friendster Habbo ■ >60 ■ 31 - 60 ■ 11 - 31 ■ 6 - 10 ■ 1- 5 minutesN Europe = Min 43 – Max 4968 / F = If member of social network
  42. 42. Facebook rules the social media space, but ishaving a hard time in China & Japan.Facebook rules, at least in Europe, US and Australia. No other networkreaches the 96% awareness and 62% usage level of Facebook. If wetake a look at both awareness and membership, Twitter and MySpaceare number two and three social media in Europe.Given the fact that LinkedIn is a professional network, it is worthpointing out that this network ranks fourth, both in terms of awarenessand membership.On European level, Vkontakte (a Facebook look-alike) is a strongnetwork in Russia and Ukraine. In a broader perspective, Qzone(China) and Orkut (Brazil, India) are network sites to take into account.Facebook has lower penetration rates in China and Japan.
  43. 43. AwarenessTop 3 networks Facebook 96% Twitter 80%In Europe MySpace 70% Membership Facebook 62% Twitter 16% MySpace 12%
  44. 44. Facebook, Twitter and Linkedin are reaching themass market. Smaller/ newer social networks arefacing a challenge…
  45. 45. Top 3 networks by membership 62% 96% 16% 80% 12% 19% North 69% 97% 18% 38% 10% 80% West East 58% 57% 95% 94% 14% 39% 82% 55% 12% 12% 36% 72% South 72% 98% 24% 85%■ Membership 15%■ Awareness 41% N Europe = 7446 / F = None
  46. 46. Top 3 networks by membership 62% 96% 31% 16% 59% 80% 17% 12% 29% 59% 19% 76% 14% 13% 70% 54% 74% 93% 5% 22% 32% 57% 20% 77% 77% 93% 65% 96% 41% 67% 90% 93% 63% 59% 94% 87% 12% 34% 85% 76% 10% 79%■ Membership■ Awareness
  47. 47. Network awareness | Europe In Europe, Facebook, Twitter and MySpace are the best known socialQ : To what extent do you know the following social network sites? network sites. Exceeding Europe Europe regions countries 0% 25% 50% 75% 100% Facebook 96% Twitter 80% MySpace 70% LinkedIn 32% Badoo 31% Netlog 29% Hi5 26% Xing 19% Vkontakte 19% Bebo 16% Tagged 14% Habbo 14% Friendster 14% QZone 11% Europe Orkut 10% West North Hyves 10% East South Ning 7%N Europe = 7446 / F = None
  48. 48. In China, awarenessNetwork awareness | Europe in perspective of Qzone is equal toQ : To what extent do you know the following social network sites? awareness of Facebook Europe Europe versus reference countries 0% 25% 50% 75% 100% Facebook 96% Twitter 80% MySpace 70% LinkedIn 32% Badoo 31% Netlog 29% Hi5 26% Xing 19% Vkontakte 19% Bebo 16% Tagged 14% Habbo 14% Friendster 14% QZone 11% Europe USA Orkut 10% Brazil Australia Hyves 10% China India Ning 7% JapanN Europe = 7446 / F = None
  49. 49. Network membership | Europe Facebook has the highest usage throughout Europe.Q : To what extent do you use the following social network sites? Exceeding Europe Europe regions countries 0% 25% 50% 75% 100% Facebook 62% Twitter 16% Vkontakte 12% LinkedIn 11% MySpace 9% Netlog 6% Badoo 6% Hi5 5% Xing 5% Hyves 3% Orkut 1% Ning 1% Tagged 1% QZone 1% Bebo 1% Europe West Friendster 1% North Habbo East 0% SouthN Europe = 7446 / F = None
  50. 50. Network membership | Europe in perspectiveQ : To what extent do you use the following social network sites? Europe Europe versus reference countries 0% 25% 50% 75% 100% Facebook 62% Twitter 16% Vkontakte 12% LinkedIn 11% MySpace 9% Netlog 6% Badoo 6% Hi5 5% Xing 5% Hyves 3% Orkut 1% Ning 1% Tagged 1% QZone 1% Europe USA Bebo 1% Brazil Australia Friendster 1% China India Habbo 0% JapanN Europe = 7446 / F = None
  51. 51. Current social networkers have no intention to stop their membership nor do they feel the need to further expand their membershipIntention on social network sites
  52. 52. Intention to stopQ : Which of the following social networks, of which you are a member, will you stop using? Europe 0% 25% Europe regions 50% 75% 100% Friendster 23% Tagged 21% Hi5 20% Ning 19% Overall, 7% of the Bebo 19% social networkers have Netlog 16% the intention to quit at Badoo 14% least one of the networks Orkut 13% they are a member of. QZone 13% Xing 9% Members of MySpace 8% Friendster are most Hyves 8% likely to stop Twitter 5% LinkedIn 4% Europe Vkontakte 2% West North Facebook 1% East South Habbo Base below N=30 N Europe = Min 43 – Max 4968 / F = If member of social network
  53. 53. Intention to stop versus penetration 25% EUROPE Friendster High Tagged 20%Hi5 Bebo NingNetlog Big networks will get bigger and small networks will get smaller. 15% Badoo QZone Stop Orkut 10% Hyves Xing MySpace Twitter 5% LinkedIn Vkontakte Low Facebook 0% 10% 20% 30% 40% 50% 60% Low Penetration High N Europe = Min 43 – Max 4968 / F = If member of social network
  54. 54. Future usageQ : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social networksites evolve in the coming year? (I’ll use it (a lot) more) Europe Europe regions 0% 25% 50% 75% 100% LinkedIn 37% Twitter 31% Facebook 29% Vkontakte 25% Orkut 21% Tagged Members of LinkedIn, 20% Twitter and Facebook Xing 19% are most likely to Ning 18% increase their usage Badoo 17% Netlog 16% Hyves 14% QZone 14% Hi5 13% MySpace 12% Europe Bebo 12% West North Friendster 10% East South Habbo Base below N=30 N Europe = Min 43 – Max 4968 / F = If member of social network
  55. 55. Future usage versus network penetration 40% EUROPE LinkedIn High 35% Twitter 30% Facebook 25% Vkontakte Increase Netlog 20% Tagged Orkut Xing Ning Hyves Badoo 15% QZone Hi5 Bebo MySpace 10% Friendster Big networks will get bigger and small networks will get 5% smaller. Low 0% 0% 10% 20% 30% 40% 50% 60% Low Penetration High N Europe = Min 43 – Max 4968 / F = If member of social network
  56. 56. Future membershipQ : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the network sitesbelow you would consider becoming a member of. Europe Europe regions 0% 25% 50% 75% 100% Facebook 28% Twitter 28% LinkedIn 19% Vkontakte 16% Facebook and Twitter MySpace 16% are most likely to QZone 12% gain new members. Friendster 9% Xing 9% Overall, 60% have no Netlog 8% intention to expand Orkut 8% their membership. Badoo 7% Hi5 7% Ning 7% Bebo 7% Europe Tagged 7% West North Habbo 5% East South Hyves 5% N Europe = Min 418 - Max 3962 / F = Non users: Aware, but no member
  57. 57. We gave you a lot of facts,to capture the key points,we summarized the key datain a few overview slides.
  58. 58. Top networks in Europe 9% 11% 16% 10% 2% Aware and current member 5% 19% Aware and once a member 62% Aware, but no member Not aware 52% 59% 7% 68% 27% 30% 20% 4% Facebook Twitter MySpace LinkedIn Facebook Twitter MySpace LinkedIn Awareness 96% 80% 70% 32% Membership 62% 16% 9% 11% Base: Social networkers Increase usage (top2%, 1-5) 29% 31% 12% 37% Network size (av no. contacts) 133 59 84 57 Log on frequency (at least daily) 58% 37% 11% 12% Log on duration (av minutes) 37 21 15 10 Ever deleted a person from contact list 50% 34% 36% 12% Base: Members of this network
  59. 59. Member profile Women typically outnumber men on social networks — women make up 53% of Facebook users and 49% of MySpace users. However, a majority of LinkedIn members (56%) and Twitter users (55%) are men. Facebook Twitter MySpace LinkedIn Gender Male 47% 55% 51% 56% Female 53% 45% 49% 44% Age Age 15-24 24% 30% 33% 15% 25-34 25% 25% 26% 24% 35-54 35% 30% 31% 43% 55-99 16% 14% 11% 18% Smartphone Smartphone Smartphone user 43% 58% 46% 59% Working situation Working situation Employed 58% 58% 54% 72% Student 13% 17% 18% 8% Not working 29% 26% 28% 21% N Europe = 5613 / F = If member of social network(s)
  60. 60. The Twitter Paradox: high awareness versuslow usage. What’s next?Compared to Facebook, Twitter is still a pretty small networkof people. Twitter is well known, but has not reached thepenetration level of Facebook yet. Future adoption looksgood, but there is still a long way to go.Facebook and Twitter are a perfect couple, both sites servedifferent needs. When people join Twitter, their Facebookusage does not decrease. Twitter users are typically usingmore social media than non Twitter users.
  61. 61. Facebook and Twitter | membership of one or both N Europe = 5613 / F = If member of social network(s)
  62. 62. Facebook and Twitter | daily log onQ : You are a member of the following social network sites. How often do you log into these sites? (% several times a day) 74% 35% 37% 13% 19% 2% 65% The more networks someone uses, the more time spend per network. 54% Western Northern Eastern Southern UnitedMembers of: Log in to: Europe Europe Europe Europe Europe States Brazil Australia China India Japan Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67% Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70% Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40% Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57%
  63. 63. Facebook and Twitter | membership of one or both Other networks than Twitter and Facebook Member of Facebook Member of Twitter, and Twitter no Facebook 13% 19% 2% 65% North Member of Facebook, no Twitter 6% 1% 12% 80% West East 10% 18% 13% 2% 25% 3% 69% 59% South 5% 2% 29% 64%N Europe = 5613 / F = If member of social network(s)
  64. 64. Social Network adoption, usage and other key facts.Connections on social networks: People & brands.The role of employees in making companies more human.Mobile internet, location based & augmented reality.
  65. 65. People love people.So brands, behave like one.People link online with people they know offline. Social networkingis a way for people to meet up with others on the net. Checking thestatus of others, chatting & messaging are the main activities onsocial networks, all two-way communication streams. Not havingany contact is the main reason for defriending.People also join social networks to get information about (new)products / brands. However, they do not like traditional marketingmessages.People prefer people above brands. This means that companiesand brands should approach their use of social media differently.It’s about being human and taking personal identity above aninstitutional identity.
  66. 66. People connectwith people theyknow!
  67. 67. Reasons to connect with other people on social mediaQ : Why does a person belong to your network? Europe Europe regions ...we have been friends, neighbours, 0% 25% 50% 75% 100% classmates, etc. since our childhood 71% ...we work(ed) together 59% ...we have the same friends offline 46% ...we have the same friends online 43% ...we originate from the same region / location 37% ...(s)he invited me to belong to his/her social network 37% ...we have the same hobbies 34% Connections are ...we work in the same sector 31% driven by close, ...we share the same education 27% offline, personal ...we share the same kind of humor 23% relationships. ...we have the same political ideas, ideologies, etc. 17% ...we are/were both in the same youth 16% movement ...we use the same products / services 12% ...we have the same personal style 10% ...we love the same brands 9% Europe West ...(s)hes a celebrity 8% North East ...(s)hes an opinion leader 7% South N Europe = 5613 / F = If member of social network(s)
  68. 68. Besides connecting with others,getting information about (new)products and brands is drivingmembership of social networks
  69. 69. Drivers for network membershipQ : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play games. Besides the more general reasons,what else has driven you to become a member of the following social networks? Europe 0% 25% 50% 75% 100% ...to get to know things about (new) products / brands Besides more general ...to come in contact with brands / companies reasons, getting to know things about (new) products and brands is an important driver for ...to stimulate my career membership ...to find other users of a certain brand / product People get member of professional network LinkedIn, to stimulate ...to find promotions of a certain brand / product their career. ...to become a famous person ● MySpace ● Facebook ● Linkedin ...to become an opinion leader ● Twitter N Europe = 5613 / F = If member of social network(s)
  70. 70. More than half of thesocial networkers hasever deleted someonefrom his/her network.Main reason fordefriending is a lackof contact.
  71. 71. Defriending In general, 56% has ever deleted a contactQ : Have you ever deleted a person from your contact list? person from at least one network Europe Europe regions 0% 25% 50% 75% 100% Hyves 54% Vkontakte 53% Facebook 50% Bebo 46% Tagged 45% Badoo 37% MySpace 36% Netlog 34% Twitter 34% Ning 33% Professional network LinkedIn Hi5 31% shows a low deconnection rate Orkut 27% QZone 26% Xing 25% Europe Friendster 14% West North LinkedIn 12% East South Habbo Counts below 30 N Europe = 5613 / F = If member of social network(s)
  72. 72. Social networking is two-way communication;Reasons for defriending A lack of contact is the main reason for defriending.Q : Why did you do that? I’ve deleted a person from my contact list because… Europe 0% 25% 50% Europe regions 75% 100% ...we hardly had any contact with each other 47% ...I don’t want this person to see my profile 44% /updates anymore ...we were friends in the past, but not anymore 39% ...I came to realize that I don’t know that person 36% ...that person shares too much lousy content 30% on his/her social network ...I received many more updates about his/her 21% life than I care to receive ...that person’s comments were politically Company, brand 14% or product related incorrect ...that person is using social media too much reasons do not 12% for advertising about brands / products seem important ...that person is too active on my social network 10% reasons for defriending. ...that person is using social media too much 9% for promoting the company (s)he’s working ...that person is too passive on my social 8% network Europe ...I don’t want my colleagues to part of my West 6% social network anymore North East ...that person recommends brands / products I 4% South don’t like N Europe = 3179 / F = If ever deleted a person from contact list
  73. 73. Defriending versus network size EUROPE 70% High 60% 50% Defriending 40% 30% 20% 10% Low 0% 0 20 40 60 80 100 120 140 Low Network size (contacts) High
  74. 74. >50% follow brands on social media.Personal brand experience andconversations about brands by peersare drivers to connect.About half of the European social networkers follow a companyor brand on social networks. People in the south of Europe arefollowing more brands (17.3 on average) than other regions.People connect with a brand because they have used it andsecondly because other people invited or recommended themto do so – they did not connect because companies / brandsasked them to!
  75. 75. Following brands | Europe Brand followers 51% Average no. of brands followed 12,2 North 47% About half of the social 11,6 network users follow a brand. West East 42% 54% 9,4 9,8 South 60% 17,3N Europe = 5613 / F = If member of social network(s)
  76. 76. Following brands | Europe in perspectiveEurope has the lowestshare of brand fans, 51%.Compare India: 70%follows a brand. Brand followers 51% 60% Average no. of brands followed 12,2 9,3 57% 62% 20,2 7,9 70% 15,6 55% 19,6 55% 8,3 N Europe = 5613 / F = If member of social network(s)
  77. 77. Brand followers are more often females, somewhatBrand follower profile younger and they are more active on social networks Brand Non brand Brand Non brand followers followers followers followers Gender Membership Male 44% 53% On average Female  56% 47%  2.0 1.7 Age Age Networks 15-24  31% 18% Facebook 95% 93% 25-34  28% 22% Twitter  31% 16% 35-54 20%  20% Actions 55-99 13%  18% Share  73% 41% Smartphone Smartphone Consult  71% 30% Smartphone Defriending user  47%  38% Defriending  63% 48% N Europe = 5613 / F = members of social networks sig. diff (95%)
  78. 78. Sectors for brand followingQ : To which sectors do these brands belong to? Europe Europe regions 0% 25% 50% 75% 100% Media / entertainment 50% Fashion / luxury goods 45% Food and retail 43% Media and Travel 35% entertainment are the most popular 28% industries for Sport following brands Cars 28% Good causes / charity 26% Europe West North Industry 13% East South N Europe = 3064 / F = members of social networks, following at least one brand
  79. 79. Average consumer follows a brand to get a directpersonal benefit.Social networkers expect some sort of benefit of companies on socialnetworks. People are mainly focused on the direct benefit. Companiesshould in first instance offer product information, update on promotionsand announce events.There is still a huge opportunity for companies to get in touch with theircustomers. 58% has never experienced any action by a company /brand on social network sites.
  80. 80. Brand usage 46%Following brands on Recommendation by friend 29%social media is driven Invitation by network contact 28%by the actual user Search engine 27%experience Advertising on social media 26% Online advertising 22% Buying intention 22% Invited by brand 18% Traditional advertisements 18%
  81. 81. 42%Had a conversationwith a brand via socialnetworks
  82. 82. Company actions on social mediaQ : What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning... Europe Europe regions 0% 25% 50% 75% 100% ...a positive experience with a product / service I’ve posted or reacted on 17% ...a job vacancy 15% ...a negative experience with a product / service I’ve posted or reacted on 15% ...information I posted about promotions 13% 42% already had a conversation with ...information I posted about products and/or services in general a brand through 13% social media. ...a fanpage / group I’ve created for a product/brand/company 10% ...information I posted about (advertising) campaigns 9% Europe West ...information I posted about the company 8% North and/or company culture East South N Europe = 5613 / F = If member of social network(s)
  83. 83. Customers want to be involvedwith companies. Bring them inthe boardroom to improve therelationship. CONVERSATIONS 44%
  84. 84. People expect various actions of companies on socialBrand expectations networks. Top three consists of offering product information,Q : On social network sites, brands should… promotions and announcing events. Europe Europe regions 0% 25% 50% 75% 100%...offer product information 58%...offer promotions 58%...announce events 57%...share ideas and provide updates on future products, services, etc. 53%...give feedback 52%...give the ability to order / purchase products / services 49%...surprise consumers 48%...offer the ability to take part in game / competitions 47%...start conversations with consumers 44%...give exclusive content 44%...invite consumers to co-create products / services 44%...give objective background information of the company (facts and 43%figures)...offer the possibility to directly interact with people behind the brand 43%...bring entertainment 38%...launch (advertising) campaigns 37% Europe...create brand groups of which consumers can become a fan on 33% Westsocial network pages North...bring stories about the company culture 31% East South...create virtual characters or advertising icons 20% N Europe = 5613 / F = If member of social network(s)
  85. 85. Social media is about communicationbetween people.People use social networks to communicate with each other: Checkingthe status of others, chatting, sending messages, reacting tocomments or actions of others.If we look at actions specifically related to companies, products orbrands, it shows that 36% of the social networkers in Europe postinformation about brands, 53% reacts on comments and 51% consultsinformation.Consumers prefer to react on brand updates rather than start aconversation with a brand themselves. Content planning and regularcontent updates are a way to increase the engagement with fans.
  86. 86. People like toconnect: statuschecks and chatsare most frequent Checking the status of others 5.2activities on Chatting, messages 4.7social networks Reacting to others 4.3 Updating status 3.4 Games 2.8 Reacting to brands 2.2 Consulting information about brands 1.9 Posting information about brands 1.3
  87. 87. Actions on social networksQ : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (average) Europe Europe regions 0 1 2 3 4 5 6 7 8 9 10 Checking the status of others and 5,2 consulting information Chatting / Sending messages 4,7 PERSONAL Reacting to comments and / or actions of 4,3 others Updating your status and / or posting Communication information 3,4 between people is the main purpose of Playing games or other fun activities 2,8 social networks. Reacting to comments and / or actions of SHARE others related to products, brands and / or 2,2 companies CONSULT Consulting information about products, brands and/or companies 1,9 Europe West North SHARE Posting information about products, brands East 1,3 and/or companies South N Europe = 5613 / F = If member of social network(s)
  88. 88. Embrace consumer power: 36% posts company/brand related information on social media
  89. 89. Sharing and consulting brand / product informationQ : The last 10 times you logged into your social networks, how often did you undertake each of the followingactions? (% at least once) 36% of the social networkers in Europe post information on products, brands, and /or companies Europe West North East South 73% 66% 75% 79% 77% 51% 40% 29% 56% 63% 53% 41% 44% 64% 59% 36% 28% 20% 39% 48% West North East South United States Brazil Australia China India Japan 76% 86% 67% 44% 88% 34% 50% 68% 43% 83% 75% 42% 49% 76% 47% 83% 84% 29% 43% 60% 43% 64% 66% 30% N Europe = 5613 / F = If member of social network(s) ■ % social networkers ■ social networkers who consult “Consulting information about products, brands and/or companies” ■ social networkers who react “Reacting on comments and / or actions of others related to products, brands and / or companies” ■ social networkers who post “Posting information about products, brands and/or companies”
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