Social media around the world 2011

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.

For questions, feedback and remarks,please contact:Prof. Steven Van BelleghemManaging partner InSites ConsultingSteven@InSites.euTwitter: @steven_insites

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

Awareness of Facebookis close to 100%More than 1 billion people(>70% of internet population)use social networks. 5

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.

Average Facebook session lasts37 minutes, Twitter 23 minutes.More than 400 million people useFacebook daily. 7

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 and won’tin- or decrease. 10

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

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. 17

Positive experiencesare bigger conversationstarters than negativeexperiences. People likepositive stuff. 18

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. 20

38% of internet usershas a smart phone.They are more intensiveusers of social networksthan people without asmartphone. 21

On average, peopleinstall 25 apps on theirsmartphone, but onlyuse 12. Most used appsare social network apps. 22

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 they help you to betterunderstand the major changes the world isgoing through.Questions, feedback or suggestions:Steven@InSites.euOr on Twitter: @Steven_InSites

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.

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.

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 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

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.

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 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)

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

>600 millionpeople usesocial networksat least daily

58% ofFacebookuserslog-in at leastDaily (>400M)

Daily log on to social media 60% 63% 58% 67% 82% 76% 61%N Europe = 5613 / F = If member of social network(s)

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

37 minutes isthe average timemembers spendeach time they login to Facebook

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

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.

AwarenessTop 3 networks Facebook 96% Twitter 80%In Europe MySpace 70% Membership Facebook 62% Twitter 16% MySpace 12%

Facebook, Twitter and Linkedin are reaching themass market. Smaller/ newer social networks arefacing a challenge…

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

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

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

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

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

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

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

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

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

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

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

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

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% 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

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)

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.

Facebook and Twitter | membership of one or both N Europe = 5613 / F = If member of social network(s)

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%

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)

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.

People connectwith people theyknow!

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)

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 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)

More than half of thesocial networkers hasever deleted someonefrom his/her network.Main reason fordefriending is a lackof contact.

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)

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

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

>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!

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)

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)

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%)

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

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.

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%

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 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)

Customers want to be involvedwith companies. Bring them inthe boardroom to improve therelationship. CONVERSATIONS 44%

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)

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.

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

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)

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 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”

Social networkers who share or consultSharing / consulting profile information about brands, are younger and they are member of more networks. Women consult more often about products and brands than men. Sharing (58%) Not sharing (43%) Consulting (51%) Not consulting (50%)Gender Male 47% 50% 45% 52% Female 53% 50% 55% 48%Age 15-24 27% 21% 28% 21% 25-34 26% 24% 27% 23% 35-44 20% 20% 20% 20% 45-54 15% 16% 14% 16% 55-99 13% 20% 11% 21%Employment Employed/working full-time 50% 47% 48% 49% Employed/working part-time 11% 10% 11% 10% Unemployed/job-seeker 7% 8% 8% 7% Retired 7% 11% 7% 12% Househusband/housewife 5% 3% 5% 3% Student 13% 13% 13% 12% Not working 1% 1% 1% 2% Other 6% 7% 6% 6%Smartphone with internet/data 32% 31% 33% 30%Membership Average no. networks 2,1 1,7 2,1 1,7 sig. diff (95%) N Europe = 4863 / F = If sharing information (reacting and/or posting) N Europe = 2876 / F = If consulting information

Offline brand experiences are the best onlineconversation starter.If people share information about a brand, company or product, it’soften about the product / brand experience they had. Good news:Positive experiences dominate negative experiences. And; one third ofthe European social networkers say their sharing behavior increased(a lot) since last year.

Networks to share information Facebook is the place to share information about products andQ : You’ve indicated that you sometimes share information (posting and / or reacting) about products, brands and/or brandscompanies. When doing this, which social network sites do you use for sharing that information? Europe Europe regions 0% 25% 50% 75% 100% Facebook 77% Twitter 15% Vkontakte 15% LinkedIn 5% MySpace 4% Hi5 3% Netlog 3% Badoo 3% Hyves 2% Xing 2% Ning 1% QZone 1% Bebo 1% Tagged 1% Europe Friendster 1% West North Orkut 0% East South Habbo 0% N Europe = 4863 / F = If sharing information

People prefer toshare positive brandexperiences on socialmedia

Information to share Social networkers prefer toQ : What exactly do you share then about products, brands and/or companies? Sharing information about... share positive experiences. Europe Europe regions 0% 25% 50% 75% 100% ...positive experiences you had 61% ...negative experiences you had 46% ...promotions you saw 40% ...feedback about products / services you received from a company 35% 33% says their sharing ...games and contests related to the products, behavior increased (a lot) brands or companies 31% since last year. ...the launch of a new product, brand, or company 30% ...online advertising you saw or heard about 26% Europe West North ...advertising via traditional media (e.g. tv, East radio, magazine, etc.) you saw or heard about 21% South N Europe = 4863 / F = If sharing information

Most trusted source are peers. Theirexperiences are key driver in consumerdecision making.Consumers trust each other most. When people look for information onproducts, companies or brands, they tend to look for information that iscoming from experiences other persons had. This experience can beboth positive (63%) and negative (53%).Positive brand experiences have the highest impact on brandperception and buying intention.

62% look for positive experiences othersWhat to consult had with a product, brand or companyQ : What exactly do you consult then about products, brands and/or companies? Consulting information about... Europe Europe regions 0% 25% 50% 75% 100% ...positive experiences others had 62% ...negative experiences others had 53% ...the launch of a new product, brand, or company 45% ...feedback about products/services others received from a company 45% ...promotions others saw 40% ...games and contests related to the products, brands or companies 32% ...online advertising others saw or heard about 28% Europe West North ...advertising via traditional media (e.g. East tv, radio, magazine, etc.) others saw or 25% South heard about N Europe = 2876 / F = If consulting information

Impact of consulting on brand perceptionQ : When you consult information about products, brands and/or companies, does this information have an impact on your opinion about the product / brand / company? (top2%, 1-5) Europe Europe regions 0% 25% 50% 75% 100%Positive experiences others had 54%Feedback about products/services 32%others received from a companyThe launch of a new product, brand, 32%or companyPromotions others saw 28% Positive experiences are reported to have the highest impact onNegative experiences others had 26% brand opinionGames and contests related to theproducts, brands or companies 21%Online advertising others saw orheard about 16% Europe West NorthAdvertising via traditional media (e.g. Easttv, radio, magazine, etc.) others saw 15% Southor heard about N Europe = 2876 / F = If consulting in general

Positive experiences are alsoImpact of consulting on buying intention reported to have the highestQ : When you consult information about products, brands and/or companies, does this information have an impact on buying intentionimpact on your intention to buy the product / brand / something of the company? (top2%, 1-5) Europe Europe regions 0% 25% 50% 75% 100% Positive experiences others had 52% Feedback about products/services others received from a company 32% The launch of a new product, brand, or company 29% Promotions others saw 25% Negative experiences others had 23% Games and contests related to the products, brands or companies 19% Advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw 15% Europe or heard about West North Online advertising others saw or East 14% heard about SouthN Europe = 2876 / F = If consulting in general

Facebook is the place to consultNetworks to consult information about products andQ : You’ve indicated that you sometimes consult information about products, brands and/or companies. When doing this, brandswhich social network sites do you use for consulting that information? Europe Europe regions 0% 25% 50% 75% 100% Facebook 74% Twitter 14% Vkontakte 13% LinkedIn 6% MySpace 5% Hi5 3% Xing 3% Netlog 3% Badoo 2% Hyves 1% Orkut 1% QZone 1% Tagged 1% Ning 0% Habbo 0% Europe West Bebo 0% North East Friendster 0% South N Europe = 2876 / F = If consulting information

12% says the imagethey have formed based onreal-life experiences is(completely) different fromthe image based on socialnetwork pages

Image of online information Q :Compared to the image I have formed based on real-life experiences, the image I have based on… (1 completely different – 5 completely the same) ...THE THINGS I SEE/READ ON THE ...THE THINGS I SEE/READ ON SOCIAL ...THE THINGS I SEE/READ ON OTHER CORPORATE WEBSITE... NETWORK PAGES... WEBSITES/BLOGS/FORA... Western Europe 13% 22% 10% 18% 11% 18% Northern Europe 6% 26% 9% 21% 10% 20% Eastern Europe 13% 39% 13% 39% 13% 42% Southern Europe 16% 33% 15% 31% 14% 34% Europe 13% 31% 12% 28% 12% 30% United States 7% 24% 8% 27% 5% 25% Brazil 23% 42% 24% 40% 23% 39% Australia 11% 25% 11% 28% 11% 27% China 5% 55% 4% 63% 6% 55% India 20% 51% 14% 46% 12% 55% Japan 5% 32% 6% 27% 9% 25%■ 1,2… is (completely) different / ■ 4,5… is (completely) the same N Europe = 5613 / F = If member of social network(s)

Trust in online information People trust eachQ : How trustworthy do you find the information that is posted on social networks by each of the following sources? (%top2, 1-5) other most Europe Europe regions 0% 25% 50% 75% 100% A person from your contact list 60% A person that belongs to the network of 34% your contact person Brand users 27% A company 26% An employee of a company 20% Europe West North Brand fans 16% East South N Europe = 5613 / F = If member of social network(s)

Create opportunities for product feedbackMore than half of the European respondents in this survey are willingto provide feedback while using a brand/product!No matter what topic, the preferred channel to give feedback is e-mail,or the company website.

People are willing to SOCIAL NETWORKERSProvide feedback whileusing a brand/product! 61% ALL RESPONDENTS 52%

A majority prefers e-mail to give aPreferred feedback channel company immediate feedbackQ : Which of the following channels would you like to use to give a company immediate feedback while using a brand/product? Europe Europe regions 0% 25% 50% 75% 100% E-mail 80% Website 62% Mobile phone 28% Online Social Media 24% Other Internet source (e.g. blog, 24% forum) SMS 23% A face-to-face contact with a representative of the brand / 21% product / company Chat 16% Landline 14% Europe West North A letter 10% East South N Europe = 4248 / F = (very) interested to give a company immediate feedback

Employees as brand ambassadorsA majority is proud of the company they work for. There isclearly potential to get more proud employees talk on social media.On social media, people in Europe do not talk that much about thecompany they work for. Talkability is limited to 19%. If they talk abouttheir job, people like to share information about new products orservices and announce company events.

61% of employedsocial networkers isproud of the companythey work for

19% talks abouttheir company on socialmedia. Employees areclearly unused socialpotential.

Potential for brand ambassadors ● People who are pride of the company they are 16% working for and like to 3% high talk about their job /employer on social TALKABILITY media 36% 45% There is potential for low low high getting proud employees COMPANY PRIDE 2% 15% to talk on social media 28% 56% 15% 5% 16% 2% 39% 45% 36% 43% 18% 2% 45% N Europe = 2787 / F = If member of social network(s) 34% and active working person

Company pride and talkability Company pride (top2%) 61% Talkability (top2%) 19% 63% 40% 16% 18% 75% 61% 62% 48% 67% 40% 62% 20% N Europe = 2787 / F = If member of social network(s) and active working person

Information to share by employeesQ : What kind of information would you like to share about your job / employer on social media? I would like to... Europe Europe regions 0% 25% 50% 75% 100% ...share information on (new) products / 50% services ...announce events of my company 50% ...share information on new campaigns about (products / services of) my 37% employer ...share vacancies for a job 37% New products / services and events are most popular ...tell stories about the company culture 37% items to share on social media by employees ...announce promotions 36% ...share news about new hired employees 21% I have no idea 5% Europe West North I do not like to share information about my East company 10% South N Europe = 2787 / F = If member of social network(s) and active working person, talking about heir job / employer on social media

Majority employees is not allowedto use social media.Two thirds of the European social networkers have (limited) access tosocial network sites at work. Within Europe, Northern Europe has thehighest level of access, Western Europe the lowest.Current attitude of companies towards social media is quite formal anddoes not feel very emotional. Given the fact that social networking is allabout relationships, it seems wise to have a more human approach onsocial media.Employees can contribute in these. More than a third is open to shareinformation about the company they work for among their contacts onsocial networks, if that’s beneficial for the company.

33% cannot accesTheir social networkwebsites at work

Access to social media at work | EuropeQ : To what extent do you have access to social network sites at your work? Europe 33% One third of the European 47% 22% social networkers are North 20% blocked by their employer 18% to have access to social network sites at work 18% ■ complete access 64% ■ limited access ■ no access at all Would like to have34% access (top2%, 1-5) Wst East 30% 41% 44% 48% 16% 22% 15% 48% South 31% 47% 21% N Europe = 2787 / F = If member of social network(s) and 42% active working person

Access to social media at work | Europe in perspective Would like to have 34% access (top2%, 1-5) Europe N=1590 N=62 United States 33% China N=56 47% 4% Japan N=35 35% 20% 50% 41% India N=104 55% 32% 38% 16% 20% Brazil N=78 30% 49% 31% 23% Australia N=66 45% 32% 26% 44% 30%■ complete access■ limited access■ no access at all F = If member of social network(s) and active working person

Company policy60% would like to get help from employer to share relevant content. 25% has a written policy about social media usage. 13% receives social media training.

4 out of 10 like theiremployer’s attitude towardssocial media…… and more than a thirdis open to share informationabout the company theywork for.

Employee attitude More than a third is open to share information aboutQ : To what extent do you agree with each of these statements? (top2%, 1-5) the company they work for. Europe Europe regions 0% 25% 50% 75% 100% In my social network environment, I like to make a clear distinction between my 57% professional (e.g. colleagues) and my personal life (e.g. family) I’m open to share information about the company I work for among my contacts on 36% social networks, if that’s beneficial for my company Europe West I like to share information about my job North among my contacts on social networks 22% East South N Europe = 2787 / F = If member of social network(s) and active working person

Always onConsumers are taking up mobile devices, especially in China andIndia. This implies new ways to reach consumers, through simply moredisplay space, branded applications or even Location-based services.In Europe, 38% is using a smartphone, either with or without internet /data subscription. More than half is using their smartphone on a dailybasis for accessing the internet.Nokia and Apple are most widely spread amongst smartphone users.When it comes to mobile services, people expect brands to offercontent and convenience.

Europe:476 million internet users350 million on social networks132 million using a smartphone

Mobile devices | Europe 59% 28% 61% 62% 11% 59% 56% 55% 38%uth 1 2 Europe 5 3 4 6 29% 28% 26% 26% 1 A regular mobile phone 15% 2 9% A smartphone, with Internet / data subscription 10% 11% 8% 3 A smartphone, without Internet / data subscription In Europe, 38% is using 4 A tablet PC, with Internet / data subscription 5 West A tablet PC, without Internet / data subscription North East South a smartphone, either Europe 6 None of the above 61% 61% 62% 62% with or without internet / 59% 59% 56% 56% 55% 55% data subscription 38% 38% 29% 29% 28% 28% 26% 26% 26% 26% 15% 15% 9% 10% 10% 11% 11% 9% 8% 8% West West North North East East South South Europe Europe 61% 62% 59% 56% 55% 38% 29% 28% 26% 26% 15% 9% 10% 11% 8% West North East South Europe N Europe = 7446 / F = none

Mobile devices | Europe in perspective China and India outnumber Europe and US on smartphone usage 73% 65% 64% 59% 57% 57% 54% 41% 38% 34% 35% 28% 26% 15%15% 16% 14% 11% 11% 13% 8% 10% 6% 5% 7% 7% 5% 3% 6% 2% 4% 2% 4% 2% 2% 0% 2% 2% 3% 1% 1% 0% 1 2 Europe 5 3 4 6 United States Brazil Australia China India Japan 1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription 6 None of the above N Europe = 7446 / F = none

Future intention Growth markets for smartphonesQ : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%) are China, India and to a lesser extent also Brazil. 53% 50% 47% 44% 40% 37% 33%31% 31% 29% 30% 29% 25% 25% 27% 25% 22% 24%24% 23% 22% 18% 20% 19% 19% 20%22%22% 15%14% 16%14% 15%13%14% 14%16% 12% 13% 10% 10% 7% 1 2 Europe 5 3 4 6 United States Brazil Australia China India Japan 1 A (new) laptop 2 A (new) smartphone or PDA 3 A (new) regular mobile phone 4 A (new) desktop PC 5 A (new) tablet PC 6 A (new) netbook N Europe = 7446 / F = none

Daily Internet access via smartphoneQ : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily) 56% 59% 77% 89% 68% 56% 44% N Europe = 2178 / F = If smartphone with internet / data subscription

Smartphone brandsNokia 28% 2% 14% 29% 58% 54% 0%Apple 22% 25% 15% 34% 18% 8% 47%Samsung 15% 14% 5% 14% 5% 9% 13%HTC 12% 18% 1% 6% 12% 1% 7%Sony Ericsson 8% 0% 2% 4% 2% 15% 10%BlackBerry 8% 20% 13% 6% 2% 4% 0%LG 3% 8% 8% 1% 0% 0% 0%Motorola 1% 5% 4% 0% 3% 0% 0%Palm 0% 7% 10% 0% 0% 0% 0%Other 2% 1% 10% 5% 0% 8% 19% N Europe = 2178 / F = If smartphone with internet / data subscription

Smartphone barriers For most non smartphone users there is a lack of (perceived) needQ : Why don’t you have a smartphone? Europe Europe regions 0% 25% 50% 75% 100% My current mobile phone is still working fine 39% I dont need a smartphone 33% Its too expensive 29% I dont see the benefit of using a smartphone 24% (yet) I never thought of changing it 9% Because I think its complicated to use 4% Europe Only a few people in my direct environment West have a smartphone 3% North East South N Europe = 4474 / F = Non smartphone users

Interest in mobile services People expect brands to offerQ : To what extent are you interested in the following mobile services (even though these services might not exist or content and convenience.might not be available on your current mobile device or even if you don’t have a mobile phone)? (top2% 1-5) Europe Europe regions 0% 25% 50% 75% 100% Ability to consult relevant information on your location 58% (nearest restaurant, service station...) via your mobile phone Ability to make small payments e.g. parking meters, 55% vending machines, bus tickets... via SMS message Receive a discount/coupon on your mobile phone Western Europe when you walk past a certain shop 50% is less interested in mobile Ability to do your banking via mobile phone a.o. perform balance checks, make payments 49% banking Ability to use your mobile phone to operate certain devices in your home from a distance (e.g. lighting, 48% heating, video...) Discounts on Ability to receive more detailed product information on your mobile phone when looking at a product in a shop 44% the go are especially Receive notifications when friends, family, colleagues are in your neighbourhood 40% popular in East and South Ability to purchase products via your mobile phone e.g. books, CDs, tickets to events... 38% Receive notifications when potential matches are Europe nearby (based on dating site profiles) 18% West North Seeing personalized advertising, more information or East promotions on a billboard when passing by with your 18% South mobile phone N Europe = 7446 / F = None

Smartphones owners have a more intensivesocial media usage.Social media has definitely gone mobile. Social media sites can beeasily used through smartphones, which shows for example in a higherdaily log on by smartphone users.Consumers have installed 25 apps on average, are using 12 apps andthey even have quite some branded apps installed (7 apps onaverage). They use these apps for various purposes: contact,convenience and entertainment. More than half is using apps for socialnetworking.

Daily log on to social media through smartphone 48%  38% 53%  53% 36% 36% 39% 74%  42% 56% 65% 56% 49% Smartphones facilitate a frequent log on to social 35% media Smartphone users with or without internet / data subscription sig. diff (95%) Non smartphone users

Apps >8/10 have apps installed on their smartphone. On average 25. Q : How many apps have you installed on your smartphone since you started using it? Europe West North East South No apps installed 19% 22% 22% 14% 18% 81% 78% 78% 86% 82% Apps installed N Europe = 2178 / F = If smartphone with internet / data subscription 26,724,8 24,6 24,2 24,8 24,6 21,5 14,1 13,6 11,8 12,3 11,8 12,3 9,5 9,9 7,4 7,5 8,1 7,5 7,4 7,5 8,1 6,8 7,2 6,8 6,5 6,8 5,3 South 1 2 3 Europe 4 West North East South Europe N Europe = 1774 / F = If apps installed on smartphone The average number of apps 1 Average number of apps installed installed is 25, but only half of them 2 Average used apps 3 Average paid apps is actually used. 4 Average brand related apps

Type of apps People use various types of apps – for practical purposes, entertainment as well as forQ : Do you use ‘apps’ for social networking? (%yes) connecting with othersQ : Below you find a list of other kinds of ‘apps’. Which of the following ‘apps’ do you use? 72% is consulting Facebook, 22%Twitter Exceeding Europe Europe regions countries 0% 25% 50% 75% 100% Apps for social networking 59% Apps for navigation 68% Apps for weather forecasts 62% Apps for fun and games 61% Apps for music and / or videos 56% Apps for information gathering 52% Apps about travelling 33% Apps for managing money 33% Apps with information about places I visit 30% Apps for going out 28% Apps about food and drinks, cooking and 21% recipes Apps for work/school 17% Apps about health 17% Apps for working out 13% Apps for remote control 13% Europe West Apps for mums & dads 4% North East Other apps 9% South N Europe = 1774 / F = If apps installed on smartphone

Smartphone users expect moreconversations & collaboration with brands.Social networkers who have a smartphone, more often follow brandson social media. Marketers can expect more impact reaching socialnetworkers through smartphones, but mobile social networkers expectmore from companies and brands. They want to be more involved –almost half is interested to co-create – and they expect companies andbrands to start conversations.

56% of connectedsmartphone users followa brand on social media

Following brands on social media 56%  49% Smartphone 69%  Base <30 50% 55% 78%  78%  28% 65% 86%  49% 65% Smartphone users more often follow brands on social media 51% than non users Using a smartphone with internet / data subscriptionN Europe = 5613 / F = If member of social network(s) sig. diff (95%)

Connected smartphone users Connected smartphone user expect Smartphone usersand brand expectations more from brands on social media; would like companies they want to be involved. to start conversationsQ : On social network sites brands should… % top2box , 1-5 Europe United States Brazil Australia China India Japan Smartphone with internet / data no yes no yes no Yes no yes no Yes no yes no yes N 3805 1808 128 91 170 48 113 54 32 114 100 138 74 28 ...announce events 56% 61% 60% 48% 58% 47% 50% 59% 50% 75% 44% 67% 47% ...offer promotions 57% 61% 57% 55% 69% 81% 53% 63% 70% 82% 54% 60% 28% ...offer product information 57% 60% 51% 50% 62% 72% 51% 49% 72% 84% 47% 61% 48% ...share ideas and provide updates on future 51% 57% 44% 50% 52% 66% 51% 49% 60% 83% 65% 70% 42% products, services, etc. ...give feedback 50% 55% 51% 50% 59% 50% 45% 48% 68% 80% 58% 62% 29% ...give the ability to order / purchase products 48% 51% 40% 43% 53% 68% 42% 46% 61% 74% 49% 59% 27% / services ...surprise consumers 47% 50% 39% 34% 58% 65% 34% 44% 66% 83% 53% 59% 23% ...give exclusive content 42% 48% 36% 44% 50% 73% 41% 48% 54% 72% 47% 59% 39% ...give objective background information of 41% 48% 33% 30% 51% 49% 33% 37% 58% 82% 41% 58% 23% the company (facts and figures) ...offer the ability to take part in game / 47% 47% 32% 39% 55% 72% 50% 46% 60% 75% 48% 52% 31% competitions ...invite consumers to co-create products / 42% 47% 25% 31% 54% 63% 26% 40% 55% 77% 47% 40% 27% services ...offer the possibility to directly interact with 42% 47% 29% 36% 57% 49% 30% 39% 50% 83% 47% 55% 32% people behind the brand ...start conversations with consumers 42% 46% 28% 40% 51% 62% 27% 33% 66% 76% 52% 49% 39% ...bring entertainment 38% 38% 30% 36% 47% 55% 28% 43% 66% 73% 62% 64% 29% ...launch (advertising) campaigns 37% 37% 32% 34% 49% 56% 39% 48% 30% 69% 54% 58% 33% ...create brand groups of which consumers 32% 36% 32% 36% 44% 39% 33% 39% 39% 77% 44% 59% 21% can become a fan on social network pages ...bring stories about the company culture 29% 34% 30% 33% 46% 37% 22% 35% 35% 74% 46% 44% 13% ...create virtual characters or advertising 20% 20% 12% 23% 31% 33% 16% 23% 42% 60% 42% 51% 12% icons N Europe = 5613 / F = If member of social network(s)

Location-based servicesLocation-Based Services refers to a broad range of services that arebased on information about the physical location of a user and/ordevice.Location-based services provide the user with information such as"Where is the nearest ATM?" or they can be push-based and delivercoupons or other marketing information to customers who are in aspecific geographical area.

Location-based services are a nicheapplication at this point.Location-based services sound great: Companies can connect toconsumers who are checking into places with their mobile phones andshow their intention to buy, attend, travel, party, etcetera. This is realrelevant reach. However, the reach of location-based services (lbs) islimited. Only 12% is currently using lbs, mainly Facebook Places,Foursquare and Gowalla.People are encouraged by social media to share information, but theyseem somewhat less enthusiastic to share their location. The issue ismainly due to privacy and a lack of awareness.Both users and non users expect brands and companies to offer localdiscounts wherever they go, or advise on things to do /informationregarding the place they are.

12% of smartphoneusers makes use oflocation-based services

Awareness and usage of LBS | Europe Europe 12% 4% 46% North 38% 12% 4% 41% ■ I’m a current user of LBS ■ I’ve been using LBS, but not anymore 43% ■ I know what LBS is, but I’ve never used it Almost half has never ■ I have never heard about LBS heard about location-based services. West East 12% is using location-based 14% 8% 4% 5% services. 42% 49% 38% 39% South 11% 3% 50% 36% N Europe = 2178 / F = If smartphone with internet / data subscription

Awareness and usage of LBS | Europe in perspective (Aware of LBS, but currently not using): 23% Intention to use (top2%, 1-5) N=2972 Europe N=111 12% United States 4% N=163 China 46% 16% 38% 27% 21% N=45 36% 3% Japan 9% N=164 23% 45% India 43% 48% 3% 6% 1% N=92 26% Brazil 31% 8% 62% 6% N=77 Australia 55% 31% 11% 4% 59% 26% ■ I’m a current user of LBS ■ I’ve been using LBS, but not anymore ■ I know what LBS is, but I’ve never used it ■ I have never heard about LBS N Europe = 2178 / F = If smartphone with internet / data subscription

LBS networksQ : Below you see a list of location based networks. Which of these location based networks do you know, even if only by name?Q : And which of these location based networks do you currently use? Europe 44% 48% 8% 82% 14% 4% 92% 7% Facebook Places is the 93% 6% best known location based network and is 94% 6% used by 8% 98% 98% 98% ■ unaware of LBS network ■ aware, but not using 98% ■ using 100% N Europe = 1232 / F = smartphone with internet / data subscription, aware of LBS in general

LBS Drivers There is no clear driver of lbs. people use it justQ : Why do you use LBS? because their phone has the ability. Europe Europe regions 0% 25% 50% 75% 100% 53% My phone has the ability Im an innovative person that tries 42% everything thats new 37% Its fun I want to track where Ive been 28% I want to track my most favorite places 28% My friends use it 23% I want to meet new people 18% Europe West I get promotions and other rewards of North brands/companies 12% East South N Europe = 232 / F = smartphone with internet .., current users of LBS N West: 92 / North: 52 / East: 41 / South: 47

People expect…from location-basedservices

LBS users and brand expectationsQ : Brands and companies are using LBS to connect with people like you and me. What are your expectations towards those brands and companies about their actions via LBS?When a user of LBS ‘checks in’ to a certain location, brands and companies should… Europe ...offer the user local promotions 63% 49% ...advise the user on things to do at that location 63% 48% ...provide the user with background information of that location 60% 50% ...provide the user with Internet addresses to find out more about that location 53% When checking in to a 43% certain location, people ...provide the user with addresses of similar 43% would like to receive local locations 34% promotions or information ...surprise the user on that location in real life 40% 30% ...communicate how the user can earn points for a location-based game 35% 26% ...start an online conversation with the user 23% 16% ■ LBS users N=232 ...send the user advertisements ■ Non LBS users N=1000 19% 15% Europe / F = If smartphone with internet / data subscription

LBS Check-in 20% of LBS users check in dailyQ : When using LBS, what do you do exactly?Q : Where do you ‘check in’ via these LBS? ACTIONS Europe CHECK-IN LOCATIONS Europe 54% 58% Look up information on that location Restaurants & bars The majority of people 43% using Location-based Check in to that location Events (e.g. festival, concert, etc.) 50% services are looking for information about Upload pictures taken on that 33% that location location Entertainment places (e.g. movie 46% The majority of places theatre...) Post a comment concerning that where people check in 31% location are branded places: restaurants & bars, Shops (e.g. food store, multimedia 37% events, entertainment store, etc.) Give a rating of that location on review sites 20% places or shops Home 29% Ask a question to my network about that location 12% Upload movies made on that location Work / School 24% 11%N Europe = 232 / F = smartphone with internet / data subscription, current users of LBS

Attitude towards LBSQ : Brands and companies are using LBS to connect with people like you and me. What are your expectations towards those brands and companies about their actions via LBS?When a user of LBS ‘checks in’ to a certain location, brands and companies should… Europe 60% ...triggers users to look for more information on a certain location 38% 31% ...makes me feel like being watched by Big Brother constantly 58% ...triggers users to share their thoughts of the 42% moment immediately 36% 36% ...triggers people to buy certain products or services 39% ...is just a hype 21% ■ LBS users 33% N=232 ■ Non LBS users N=1000 Europe / F = If smartphone with internet / data subscription

37% is not usinglocation-based servicesbecause of privacyconcerns

LBS barriers Privacy concerns are a key factor for not using LBSQ : Why don’t you use LBS? Europe Europe regions 0% 25% 50% 75% 100% For privacy concerns 37% Im not interested because I dont care 32% Im not interested as I dont know how I can 23% benefit from using LBS Using LBS is not beneficial yet 17% Using LBS is for a niche audience 6% Europe West My phone is not able to run the LBS 6% North East South N Europe = 680 / F = smartphone with internet / data subscription, aware but non users of LBS

Reasons to stop using LBS Privacy concerns are an importantQ : Why don’t you use LBS anymore? reason for stop using LBS. Europe 37% For privacy concerns 32% Its nothing for me 29% Using LBS is not beneficial yet 21% None of my social network contacts is using it 16% Using LBS is for a niche audience I have a new phone that is not able to run the 6% LBS N Europe = 88 / F = smartphone with internet / data subscription, used LBS in the past but not anymore

Augmented realityAugmented reality refers to a three-dimensional online world. Itprovides the user with a live view of the real-life environment,mixed with virtual computer-generated content.Using your mobile phone, you can ‘scan’ the real livingenvironment, looking for information (text, pictures, videos, etc.)on every person/object you ‘scan’.

4% of smartphoneusers makes use ofaugmented reality

Augmented reality | Europe Europe 1 2 4%3% 34% Unaided awareness 27% 27% 3 72% Aided awareness 64% 66% 4 1 I’m a current user of augmented reality North 2 I’ve used augmented reality in the past, but am not using it 3 I know what augmented reality is, but I’ve 3% 4% never used it 20% 4 I have never heard of augmented reality 33% 74% 72% West East 4% 3% 3%4% 27% 26% 66% 67% South 4% 3% 34% 36% 70% 29% 79% 63% N Europe = 2178 / F = If smartphone with internet / data subscription

Augmented reality | Europe in perspective Europe 1 United States Brazil Australia China India Japan 2 4%3% 6% 3% 7% 7% 2% 13% 1%6% 12% 20% 6% 8% 19% 27% 3 27% 45% 42% 57% 29% 66% 63% 4 78% 36% 74% 38% Awareness: Unaided 34% 36% 43% 22% 55% 26% 58% Aided 72% 62% 99% 59% 74% 72% 77% 1 I’m a current user of augmented reality 2 I’ve used augmented reality in the past, but am not using it 3 I know what augmented reality is, but I’ve never used it 4 I have never heard of augmented realityN Europe = 2178 / F = If smartphone with internet / data subscription

Appendix:methodology

Methodology Survey Respondents were invited via e-mail to participate in an online survey Sample 35 countries were included in the sample: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Luxembourg, The Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, United Kingdom, USA, Japan, India, China, Australia, Brazil Average sample size for countries = 258 Total sample size = 9027 Quantitative research Online research on online panels Representative for internet populations on gender, age and e-commerce Q2 2011 Additional weighting had been applied based upon online country populations, in order to obtain a representative sample Bases mentioned in the report are unweighted counts

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Social media around the world 2011

by steven van belleghem

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