Social networks around the world 2010

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  • (Sorry, Only brazilian readers)
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  • Enjoyed the presentation, really well created! TimSinbad
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Social networks around the world 2010

  1. Social Media around the world<br />Steven Van Belleghem<br />Steven@insites.eu<br />www.insites.eu<br />www.theconversationmanager.com<br />
  2. SOCIAL MEDIA <br />STUDY in 14 COUNTRIES WORLDWIDE<br />Summary: <br />2.884 consumers(18+),representative total country population.<br />Data collected on proprietary research panels from InSites Consulting, field in December 2009-Januari 2010.<br />.<br />2010<br />Data overview per country | region<br />7 regions worldwide <br />
  3. Throughout the report, results are reported on a total base and per region<br />2010<br />7 regions worldwide <br />Australia<br />Eastern Europe<br />Southern Europe<br />Southern America<br />Asia<br />Western Europe<br />Northern America<br />
  4. 2010 EditionContent of this report<br />2010<br />90% of the 2.884 participants report to know at least 1 social network website. On average, users know 4 social network websites while non-users know…<br />On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional…<br />Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...<br />72% of all participants are member of at least 1 social networkwebsite.This involves that more than 1 out of four still have no membership...<br />On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …<br />On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…<br />Users of social network websites seems to be saturated. They have no intention to stop any of their memberships and they have no further intention to expand…<br />Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... <br />
  5. 2010 EditionContent of this report<br />2010<br />People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... <br />20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…<br />13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...<br />The END<br />Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...<br />More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...<br />
  6. Social Media Study 2010 More on methodology<br />2010<br />Survey<br />Respondents were invited via e-mail to participate in an online survey<br />Sample<br />14 countries were included in the sample: Belgium, The Netherlands, United Kingdom, Spain, Italy, Portugal, France, Germany, Romania, USA, Brazil, Australia, Russia, China<br />Average sample size for countries = 200<br />Total sample size = 2884<br />Quantitative research<br />Online research on InSites panel (>2,5 mln members)<br />Representative for internet populations on gender & age<br />December 2009 – January 2010<br />Additional weighting was performed based upon country populations, in order to obtain a representative sample<br />
  7. 2010 EditionContent of this report<br />2010<br />90% of the 2.884 participants report to know at least 1 social network website. On average, users know 4 social network websites while non-users know…<br />On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…<br />Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...<br />72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...<br />On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …<br />On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…<br />Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…<br />Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... <br />
  8. 2010<br />More than 90%know<br /> at least 1 social network<br />N Global = 2884 / Filter = None<br />
  9. On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook<br />2010<br />Q : Which of these social network sites do you know, even if only by name?<br />On average, users know <br />4 sites…<br />Non-users know 2…<br />Ranking based upon Total<br />N Total = 2884 / F = None<br />
  10. Best known social network in each country...<br />2010<br />Facebook 68%<br />Hyves 96%<br />Facebook 98%<br />Facebook 90%<br />Facebook 83%<br />Users<br />72%<br />Facebook 95%<br />Facebook 94%<br />73%<br />Facebook 95%<br />Facebook 98%<br />Hi5 97%<br />Facebook<br />N per country = About 200<br />
  11. Best known social network in each country...<br />2010<br />Facebook 93%<br />MySpace 47%<br />73%<br />Facebook<br />Orkut 98%<br />Facebook 96%<br />N per country = About 200<br />
  12. Across countries, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third<br />2010<br />Q : Which of these social network sites do you know, even if only by name?<br />Awareness<br />Exceeding countries<br />10%> Total<br />10%< Total<br />Facebook<br />MySpace<br />Twitter<br />Hi5<br />Netlog<br />LinkedIn<br />Orkut<br />Xing<br />Ning<br />Hyves<br />N Total = 2884 / F = None<br />
  13. 28% <br />of the internet population <br />are notactive <br />on a social network …<br />because they don’t want others to see their personal information<br />2010<br />N Europe = 2841 / Filter = None<br />N Global = 2884 / Filter = None<br />
  14. Usage │Knowledge Future Intention<br />2010<br />Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?<br />28%<br />31% will become<br />USER<br />Future intention<br />Intention<br />31%<br />31%<br />Don’t know<br />No intention<br />69%<br />N Total = 819 / F = If non user<br />
  15. Usage │Knowledge Future Intention<br />2010<br />Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?<br />…Biggest growth potential in ASIA…<br />10%> Total<br />10%< Total<br />Future intention<br />Intention<br />31%<br />Non-users that will become a member anyway<br />Don’t know<br />No intention<br />69%<br />W. Europe<br />E. Europe<br />S. Europe<br />N. America<br />Australia<br />Asia<br />S. America<br />N Total = 819 / F = If non user<br />
  16. The biggest threshold for non-users seems to be their personal information. Almost 3 out of 4 non-users agree on not wanting to share their personal information<br />2010<br />Q : As non-user of a social network website, to what extent do you agree with the following statements on social network sites?<br />Top2% agreement<br />10%> Total<br />10%< Total<br />Don’t want others to <br />see my personal info<br />Any message can start<br />leading a life online<br />I do not see an advantage<br />in having it<br />Don’t want to free any<br />time for it.<br />N Total = 819 / F = If non user<br />
  17. 2010 EditionContent of this report<br />2010<br />90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…<br />On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…<br />Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...<br />72% of all participants are member of at least 1 social networkwebsite.This involves that more than 1 out of four still have no membership...<br />On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …<br />On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…<br />Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…<br />Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... <br />
  18. 72% <br />of the internet population <br />are active <br />on at least 1 social network …<br />2010<br />TOP3 COUNTRIES<br />Brazil 95%<br />USA 84%<br />Portugal 82%<br />N Europe = 2841 / Filter = None<br />N Global = 2884 / Filter = None<br />
  19. Within the online population, 72% are connected to at least 1 social network website<br />2010<br />Q: Which of the network sites are you currently a member of?<br />Users vs. Non Users<br />10%> Total<br />10%< Total<br />Across countries users are connected to 1 social network on average, with the exception of Brazil and Portugal where they have 2 social networks on average. <br />Users<br />Users<br />72%<br />Non-users<br />28%<br />W. Europe<br />E. Europe<br />S. Europe<br />N. America<br />Australia<br />Asia<br />S. America<br />N Total = 2884 / F = None<br />
  20. Number of users in each country...<br />2010<br />Users 38%<br />Users 79%<br />Users 77%<br />Users 73%<br />Users 56%<br />Users<br />72%<br />Users 69%<br />Users 73%<br />72%<br />Users 76%<br />Users 80%<br />Users 82%<br />Users<br />About <br />N per country = About 200<br />
  21. Number of users in each country...<br />2010<br />Users 84%<br />Users 43%<br />72%<br />Users<br />Users 95%<br />Users 79%<br />N per country = About 200<br />
  22. 2010 EditionContent of this report<br />2010<br />90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…<br />On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…<br />Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...<br />72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...<br />On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …<br />On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…<br />Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…<br />Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... <br />
  23. 72% users with on average 2 memberships<br />2010<br />Top3 penetration<br />1<br />Facebook 51%<br />2<br />MySpace 20%<br />3<br />Twitter 17%<br />N Global = 2884 / Filter = None<br />
  24. On a global level, 58% of the online population indicate that they ever were member of Facebook<br />2010<br />Q : Which of the network sites were you ever a member of?<br />Ranking based upon Total<br />N Total = 2884 / F = None<br />
  25. Usage │Knowledge ExMembership<br />2010<br />Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members)<br />Ex members<br />Ranking based upon Total<br />MySpace<br />Hi5<br />12%of the online internet population are ex members <br />of Facebook<br />Facebook<br />Netlog<br />Twitter<br />LinkedIn<br />Orkut<br />Xing<br />Ning<br />Hyves<br />N Total = 2884 / F = None<br />
  26. Usage │Knowledge CurrentMembership<br />2010<br />Q : Which of the network sites are you currently a member of?<br />Ranking based upon Total<br />Orkut is very popular in Southern America.<br />N Total = 2884 / F = None<br />
  27. More than half of the internet population is currently a member of Facebook<br />2010<br />Q : Which of the network sites are you currently a member of?<br />Penetration<br />Exceeding countries<br />10%> Total<br />10%< Total<br />Facebook<br />MySpace<br />Twitter<br />Orkut<br />Hi5<br />LinkedIn<br />Netlog<br />Xing<br />Ning<br />Hyves<br />N Total = 2884 / F = None<br />
  28. Social network site with highest penetration in each country...<br />2010<br />Facebook 22%<br />Hyves 63%<br />Facebook 72%<br />Hi5 60%<br />Facebook 29%<br />Users<br />72%<br />Facebook 57%<br />Facebook 67%<br />51%<br />Facebook 71%<br />Facebook 73%<br />Hi5 61%<br />Facebook<br />N per country = About 200<br />
  29. Social network site with highest penetration in each country...<br />2010<br />Facebook 72%<br />MySpace 18%<br />51%<br />Facebook<br />Orkut 90%<br />Facebook 76%<br />N per country = About 200<br />
  30. Usage │Knowledge Private versus Professional membership<br />84% of users are only memberon apersonal website…<br />2010<br />72%<br />is member of at least 1social network<br />MySpace<br />LinkedIn<br />Facebook <br />Xing <br />Professional as well as a Personal profile<br />Only member of a personal site<br />Only member <br />of a professional site<br />Hyves<br />Netlog<br />Twitter<br />84%<br />3%<br />Hi5<br />13%<br />Orkut<br />Ning<br />Other<br />More professional-only memberships amongs older people & amongst male…<br />...<br />...<br />N Global = 2065 / Filter = If user<br />
  31. ActivitiesPersonal versus Professional purpose<br />2010<br />Q: You are part of the following social network sites. What purposes do you use these sites for?<br />Personal versus Professional <br />Hyves<br />Facebook<br />Most respondents <br />use social networks for personal reasons<br />MySpace<br />Hi5<br />Twitter<br />Netlog<br />Orkut<br />Ning<br />Xing<br />Professional websites<br />LinkedIn<br />N Total = 2065 / F = If user<br />
  32. Activities Personal versus Professional purpose<br />2010<br />* Index = % personal purpose - % professional purpose<br />Q : Which of the network sites are you currently a member of?<br />Q : What purposes do you use these sites for?<br />High<br />high<br />The most popular social network websites are used for personal purposes… <br />Penetration of social network websites<br />Low<br />low<br />High<br />Low<br />Personal<br />Professional<br />Purpose index* of social network websites <br />
  33. Facebook has the highest penetration of members <br />2010<br />Basis = Total<br />N Total = 2884 / F = None<br />
  34. Usage │Knowledge Awareness versus Penetration<br />2010<br />Q : Which of the network sites are you currently a member of?<br />Q : Which of these social network sites do you know, even if only by name?<br />High<br />high<br />High awareness and high penetration !<br />Penetration of social network websites<br />Low<br />low<br />High<br />Low<br />high<br />low<br />Awareness of social network websites <br />
  35. Usage │Knowledge Awareness versus Penetration<br />2010<br />Q : Which of the network sites are you currently a member of?<br />Q : Which of these social network sites do you know, even if only by name?<br />W. Europe<br />E. Europe<br />Penetration of social network websites<br />Penetration of social network websites<br />Awareness of social network websites <br />Awareness of social network websites <br />S. Europe<br />Penetration of social network websites<br />Awareness of social network websites <br />
  36. Usage │Knowledge Awareness versus Penetration<br />2010<br />Q : Which of the network sites are you currently a member of?<br />Q : Which of these social network sites do you know, even if only by name?<br />S. America<br />N. America<br />Penetration of social network websites<br />Penetration of social network websites<br />Awareness of social network websites <br />Awareness of social network websites <br />Asia<br />Australia<br />Penetration of social network websites<br />Penetration of social network websites<br />Awareness of social network websites <br />Awareness of social network websites <br />
  37. 2010 EditionContent of this report<br />2010<br />90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…<br />On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…<br />Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...<br />72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...<br />On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …<br />On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…<br />Users of social network websites seems to be saturated. They have no intention to stop any of their memberships and they have no further intention to expand…<br />Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... <br />
  38. Users are saturated?!<br />2010<br />Connected People <br />have no intention to stop their membership nor do they feel the need to further expandtheir membership <br />on social network <br />sites<br />
  39. 2010<br />No Stopping!<br />75%<br />Intention<br />No Expanding!<br />43%<br />N Total = 2065 / F = If user<br />
  40. Usage │Knowledge Intention to stop<br />2010<br />Q : Are there any network sites you intend to stop your membership of in the near future?<br />Ranking based upon Total<br />…75%have <br />no intention <br />to stop <br />N Total = 2065 / F = If user<br />
  41. Usage │Knowledge Future membership<br />2010<br />Q : Which of the network sites below you would consider becoming a member of?<br />Ranking based upon Total<br />…43%have <br />no intention <br />to expand <br />N Total = 2065 / F = If user<br />
  42. 2010 EditionContent of this report<br />2010<br />90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…<br />On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional…<br />Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...<br />72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...<br />On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …<br />On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…<br />Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…<br />Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... <br />
  43. Users log in 2timesa day <br />on average...<br />2010<br />... Log in frequency for members <br />on professional <br />websites drops to 9 times a month...<br />N Global = 2884 / Filter = None<br />
  44. Type of users <br />1% <br />“dead” users<br />2010<br />Considerate users<br />Champions<br />High<br />high<br />11%<br />29%<br />Log in frequency<br />35%<br />25%<br />Lazy users<br />Random users<br />Low<br />low<br />High<br />Low<br />high<br />low<br />Number of memberships <br />
  45. Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week<br />2010<br />Q: You are a member of the following social network sites. How often do you log in on these sites?<br />At least weekly use<br />At least weekly use<br />Only scores of top3 membership per region displayed<br />78%<br />57%<br />78%<br />85%<br />88%<br />83%<br />44%<br />36%<br />49%<br />39%<br />53%<br />64%<br />34%<br />54%<br />31%<br />55%<br />25%<br />57%<br />68%<br />43%<br />67%<br />W. Europe<br />E. Europe<br />S. Europe<br />N. America<br />Australia<br />Asia<br />S. America<br />10%> Total<br />N Total = 2065 / F = If user<br />10%< Total<br />
  46. FrequencyFrequency compared with beginning<br />2010<br />Q: When comparing your current usage to your usage when you had only just joined them, do you currently log in more or less often than before?<br />At least 1 out of 3 slows down their usage…<br />Less often than before<br />Less often than before<br />Only scores of top3 membership per region displayed<br />31%<br />52%<br />31%<br />23%<br />27%<br />25%<br />50%<br />44%<br />53%<br />57%<br />64%<br />51%<br />66%<br />60%<br />70%<br />48%<br />64%<br />43%<br />40%<br />40%<br />50%<br />W. Europe<br />E. Europe<br />S. Europe<br />N. America<br />Australia<br />Asia<br />S. America<br />10%> Total<br />N Total = 2065 / F = If user<br />10%< Total<br />
  47. 2010 EditionContent of this report<br />2010<br />90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…<br />On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…<br />Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...<br />72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...<br />On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …<br />On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…<br />Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…<br />Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... <br />
  48. Twice a day, participants do a certain activity on their social network website. <br />This is mainly personal and not professional related with exception from professional network websites!<br />2010<br />Top 5 activities online<br />1<br />Sending personal messages<br />2<br />Watching pics, etc.<br />People like to do these activities, but would not be willing to pay for them!<br />3<br />Checking status<br />4<br />Reacting to others’ status<br />5<br />Uploading pics<br />48<br />
  49. Activities Penetration Online activities<br />2010<br /> ...94%of connected people sometimes <br />send a personal message!...<br />Q: How often do you do each of the following on social network sites?<br />At least once<br />10%> Total<br />10%< Total<br />Sending personal <br />messages<br />Watching pics, etc.<br />Checking status<br />Reacting to others’ <br />status<br />Uploading pics<br />Sending public <br />messages<br />Adapting profile pic<br />Becoming a member of<br />groups<br />Giving my own<br />status<br />Becoming fan of sth.<br />Uploading films<br />Creating groups<br />N Total = 2065 / F = If user<br />
  50. More than 1 out of three users check out their status several times a week or more<br />2010<br />Q: How often do you do each of the following on social network sites?<br /># times a week - daily<br />10%> Total<br />10%< Total<br />Checking status<br />Sending personal <br />messages<br />Watching pics, etc.<br />Reacting to others’ <br />status<br />Sending public <br />messages<br />Giving my own<br />status<br />Becoming a member of<br />groups<br />Uploading pics<br />Becoming fan of sth.<br />Adapting profile pic<br />Uploading films<br />Creating groups<br />N Total = 2065 / F = If user<br />
  51. 2010<br />Addict !<br />Type of users<br />Passive!<br />Voyeur !<br />Special occasions !<br />N Total = 2065 / F = If user<br />
  52. Type of users... <br />2010<br />Addicts<br />26%<br />Voyeurs<br />14%<br />High<br />Log in frequency 109 *<br />Log in frequency 123 *<br />Activity frequency 19 *<br />Activity frequency 95 *<br />Log in frequency<br />Log in frequency 13 *<br />Log in frequency 23 *<br />Activity frequency 12 *<br />Activity frequency 70 *<br />Special occasions<br />13%<br />Passive users<br />47%<br />Low<br />High<br />Low<br />Activity Frequency <br />* on a montlhy basis<br />
  53. Who are they... <br />2010<br />Addicts<br />26%<br />Voyeurs<br />14%<br /><ul><li>Brazilian
  54. Mainly personal memberships
  55. Current Twitter members
  56. Female
  57. 18-44 y.o.
  58. Singles with no kids
  59. They try to build an image on their profile(s)
  60. They are at ease online
  61. They follow recent internet hypes from close by</li></ul>High<br />Log in frequency<br /><ul><li>Male
  62. 30-55 y.o.
  63. Current Twitter members
  64. Mainly professional memberships
  65. No internet experts
  66. 18-30 y.o.
  67. USA & Russia
  68. Mainly personal memberships
  69. Likely to post happy events, holiday pics,...
  70. No internet experts</li></ul>Special occasions<br />13%<br />Passive users<br />47%<br />Low<br />High<br />Low<br />Activity Frequency <br />
  71. Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan of something<br />2010<br />Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of?<br />What have you become member / fan of<br />10%> Total<br />10%< Total<br />A band<br />A famous person<br />Becoming a member of a charity is number 1 in Australia !<br />A brand<br />A charity<br />A non-famous person<br />Other<br />None of the above<br />N Total = 1723 / F = If sometimes becomes a member / fan.<br />
  72. 24% of users send personal messages more often compared with the beginning. This means that the majority of users (76%) decrease this activity<br />2010<br />Q: When comparing your current behaviourto your behaviourwhen you had only just become a member, do you do the following more or less often than before?<br />More often than at the start<br />10%> Total<br />10%< Total<br />Sending personal <br />messages<br />Checking status<br />Watching pics, etc.<br />Reacting to others’ <br />status<br />Sending public <br />messages<br />Uploading pics<br />Adapting my own<br />status<br />Becoming fan of sth.<br />Adapting profile pic<br />Becoming a member of<br />groups<br />Uploading films<br />Creating groups<br />N Total = 2065 / F = If user<br />
  73. Activities Willingness to pay for Online activities <br />2010<br />Q: When comparing your current behaviourto your behaviourwhen you had only just become a member, do you do the following more or less often than before?<br />Willingness to pay<br />Sending personal <br />messages<br />Uploading films<br />Uploading pics<br />Sending public <br />messages<br />Most respondents are not willing to pay for their online activities.<br />Similar outcome across different countries.<br />Creating groups<br />Watching pics, etc.<br />Adapting profile pic<br />Checking status<br />Becoming a member of<br />groups<br />Becoming fan of sth.<br />Adapting my own<br />status<br />Reacting to others’ <br />status<br />N Total = 2065 / F = If user<br />
  74. 2010 EditionContent of this report<br />2010<br />90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…<br />On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…<br />Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...<br />72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...<br />On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …<br />On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…<br />Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…<br />Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... <br />
  75. Connected people <br />have about 195friends<br />2010<br />TOP3 COUNTRIES<br />Brazil 360<br />Portugal 236<br />USA 200<br />N Europe = 2841 / Filter = None<br />N Global = 2065 / Filter = If user<br />
  76. Number of friends in each country...<br />2010<br />N° Friends 89<br />N° Friends 115<br />N° Friends 173<br />N° Friends 171<br />Friend 113<br />Users<br />72%<br />N° Friends 133<br />N° Friends 95<br />195<br />N° Friends 152<br />N° Friends 100<br />N° Friends 236<br />N° Friends<br />N users per country = About 100-150<br />
  77. Number of friends in each country...<br />2010<br />N° Friends 200<br />N° Friends 63<br />195<br />N° Friends<br />N° Friends 360<br />N° Friends 155<br />N users per country = About 100-150<br />
  78. Friends & De-friendsNumber of friends / followers / contacts<br />2010<br />Q:How many friends / contacts / followers do you have in your profile?<br /># contacts<br />100> Total<br />100< Total<br />195 contacts on average<br />Strictly professional membershipshave a smaller number of friends<br />Different contacts<br />W. Europe<br />E. Europe<br />S. Europe<br />N. America<br />Australia<br />Asia<br />S. America<br />N Total = 2065 / F = If user<br />
  79. Friends & De-friends Contact <br />2010<br />Q:When considering your contacts on the following social network sites, do you also meet these people in real life, or are they mainly people that you (almost) never meet?<br />Do you meet your contacts?<br />W. Europe<br />E. Europe<br />S. Europe<br />N. America<br />Australia<br />Asia<br />S. America<br />Orkut<br />Facebook<br />Hyves<br />LinkedIn<br />MySpace<br />Twitter<br />Xing<br />Hi5<br />Ning<br />Netlog<br />Meet in real life...<br />Netlog users hardly ever meet their online friends in real life! For Facebook it is the opposite!<br />N Total = 2065 / F = If user<br />
  80. Friends & De-friends Follow your friends<br />2010<br />Q: Imagine a new social network being created, and the majority of your contacts transferring to this new network. How likely are you to remain a member of your current network?<br />Would you switch to another network to follow your contacts?<br />Netlog<br />Hi5<br />Hyves<br />Most people would not switch to another network.<br />LinkedIn<br />MySpace<br />Twitter<br />Facebook<br />Xing<br />Ning<br />Orkut<br />Netlog users are least loyal to their social network website. Facebook users are loyal!<br />N Total = 2065 / F = If user<br />
  81. Friends & De-friends Communicate a personal message<br />2010<br />Q : When you wish to communicate a personal message to your friends or family, which of the channels listed below do you prefer?<br />Communication channels<br />10%> Total<br />10%< Total<br />Mobile phone<br /> To communicate personal messages to friends, people prefer to call on their mobile phone<br />E-mail<br />SMS<br />Landline<br />Instant messenger<br />6th place<br />Social networks<br />Chat<br />Other<br />N Total = 2065 / F = If user<br />
  82. Friends & De-friends Use of mobile phone<br />2010<br />Q: Do you use social network sites on your mobile phone?<br />Mobile Users vs. Mobile Non-Users<br />10%> Total<br />10%< Total<br /> Most people do not use social network website on their mobile phone. This mobile usage is higher amongst male and younger people (18-30)<br />Users<br />Users<br />26%<br />Non-users<br />74%<br />W. Europe<br />E. Europe<br />S. Europe<br />N. America<br />Australia<br />Asia<br />S. America<br />N Total = 2065 / F = If user<br />
  83. 2010 EditionContent of this report<br />2010<br />90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…<br />On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…<br />Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...<br />72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...<br />On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …<br />On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…<br />Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…<br />Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... <br />
  84. 58% of users have already removed contact(s). This is less common on professional websites.<br />Brazilian <br /> participants have the biggest circle of friends, but are most likely to <br />de-friend them (81%)! <br />2010<br />N° Friends 360<br />N Europe = 2841 / Filter = None<br />N Global = 2065 / Filter = If user<br />
  85. Friends & De-friends ‘Remove Friends’ <br />2010<br />Q: You are a member of the following social network sites. Have you already removed contacts from these sites ("Remove Friend")?<br />Did you already remove friends?<br />Orkut<br />Hyves<br />LinkedIn especially is a social network site where people do not remove contacts very often.<br />Across the different social network websites, 58% of users have already removed contacts at least once. This number rises up to 81% in Brazil!<br />MySpace<br />Twitter<br />Facebook<br />Hi5<br />Netlog<br />Ning<br />Professional contacts are less often <br />de-friended!<br />Xing<br />LinkedIn<br />N Total = 2065 / F = If user<br />
  86. 2010 EditionContent of this report<br />2010<br />People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... <br />20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…<br />The END<br />13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...<br />Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...<br />More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...<br />
  87. In 2009 we have measured that...<br />2010<br />Although Facebook is the most popular social network website, <br />1 out of 3 users have little trust in it! <br />N Global = 2065 / Filter = If user<br />
  88. TrustTrust in social network websites <br />2010<br />Q: To what extent do you trust these sites as for privacy? (In other words: do you trust these sites not to pass on your personal details to others?) <br />Do youTrust your social network?<br />W. Europe<br />E. Europe<br />S. Europe<br />N. America<br />Australia<br />Asia<br />S. America<br />Netlog<br />Overview of trust in Facebook<br />Hi5<br />Orkut<br />Twitter<br />Facebook<br />10%> Total<br />Ning<br />10%< Total<br />Netlog users don’t meet their online friends in real life and (consequently?!) have little trust in their online environment!<br />Myspace<br />Hyves<br />More trust in professional websites<br />LinkedIn<br />Xing<br />N Total = 2065 / F = If user<br />
  89. TrustCredibility of brand posts<br />2010<br />Q:Imagine a brand posting something about itself on a social network, to what extent do you think that is credible?<br />44%think that a brand posting about itself is credible…<br />Credibility of brand post<br />Top2% credibility<br />10%> Total<br />Credibility<br />10%< Total<br />W. Europe<br />E. Europe<br />S. Europe<br />N. America<br />Australia<br />Asia<br />S. America<br />N Total = 2065 / F = If user<br />
  90. TrustCredible sources for brand posts<br />2010<br />Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?<br />Most credible sources<br />…still, word-of-mouth is the most credible source to rely on for brand posts…<br />Asia and Southern America consider the brand itself to be the most credible. <br />A consumer<br />The brand itself<br />A journalist<br />A marketeer<br />Another brand<br />N Total = 2065 / F = If user<br />
  91. A consumer is the most credible source in order to believe posts about a certain brand<br />2010<br />Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?<br />Most credible sources<br />10%> Total<br />10%< Total<br />A consumer<br />We trust other consumers the most. Especially in Southern and Eastern Europe, there is most trust in word-of-mouth.<br />Asia and Southern America think the brand itself is the most credilble source.<br />The brand itself<br />A journalist<br />A marketeer<br />Another brand<br />N Total = 2065 / F = If user<br />
  92. 2010 EditionContent of this report<br />2010<br />People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... <br />20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…<br />The END<br />13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...<br />Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...<br />More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...<br />
  93. 13% <br />of all participants claim <br />to have a<br />far-from-real image<br />on at least 1 <br />social network website<br />2010<br />N Europe = 2841 / Filter = None<br />N Global = 2065 / Filter = If user<br />
  94. Online behaviour Online image vs. Real image<br />2010<br />Q: To what extent does your image on the following social networks correspond with your image in real life?<br />Does your online image correspond with your real image?<br />Orkut<br />Ning<br />About 10% of those members on Netlog and Hi5 create an online image that does not correspond with their real selves.<br />When looking at younger members (18-30 y.o.) on these sites, 1 out of 5 respondents claims to do so.<br />LinkedIn<br />Hyves<br />Netlog<br />Hi5<br />Twitter<br />Facebook<br />Xing<br />MySpace<br />S. America 14%<br />N Total = 2065 / F = If user<br />
  95. Online behaviourRevealing info<br />2010<br />Q : How likely are you to reveal the following types of information on a social network?<br />What would you reveal?<br />10%> Total<br />10%< Total<br />Happy events<br />Info on my hobbies<br />As long as it doesn’t get too personal (eg. kids, job...) people are more eager to post happy things or things they are proud of instead of sad events.<br />Across the different information types, Western and Southern Europe are less eager to post these types of information.<br />Things I’m proud of<br />Holiday pics<br />Pics of myself<br />Personal msgs<br />Pics of my kids<br />Info on my job<br />Sad events<br />N Total = 2065 / F = If user<br />
  96. 2010 EditionContent of this report<br />2010<br />People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... <br />20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…<br />The END<br />13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...<br />Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...<br />More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...<br />
  97. 2010<br />Asianand West European users are each others’ total opposites when looking at their online behaviour!<br />79% of West European people are more open in person vs. online, which is only the case amongst 45% of Asian people. <br />27% of Asian users claim that they always tell the truth. This rises to 57% for West Europeans.<br />N Global = 2065 / Filter = If user<br />
  98. Online behaviour Statements<br />2010<br />Q : To what extent do you agree with the following statements on social network sites?<br />Top2% Agreement<br />10%> Total<br />10%< Total<br />Consciously publish<br />Consciously choose <br />pics<br />Certain things I reveal<br />more easily in real life<br />Western Europeans are more open about certain things in real life than through their social networks.<br />This in contrary to Chinese people who are more open online compared with real life.<br />They also post or publish things without considering it thoroughly and above all they do not always tell the truth.<br />Image social network <br />is same as in real life<br />Online pics more often<br />considered than album<br />Always tell truth on my<br />social network<br />I link myself to brands<br />I use my social network<br />to build my image<br />Certain things I reveal<br />more easily online<br />N Total = 2065 / F = If user<br />
  99. Online behaviour What would you reveal more easily online?<br />2010<br />People who indicate that they reveal certain things more easily onlineespecially aim at:<br />N Total = 469 / F = If agreement on ‘Certain things I reveal more easily online’<br />
  100. Online behaviour What would you reveal more easily in person?<br />2010<br />People who indicate that they reveal certain things more easily in personespecially aim at:<br />N Total = 1301 / F = If agreement on ‘Certain things I reveal more easily in person’<br />
  101. One out of three social network users do not fear the consequences of what they post<br />2010<br />Q : To what extent do you agree with the following statements on social network sites?<br />Top2% Agreement<br />10%> Total<br />10%< Total<br />Careful with what I <br />post<br />I decide myself who <br />becomes a friend<br />I know that any publish<br />can lead a life of its own<br />No one has to <br />know me online<br />I can totally be myself<br />online<br />I do not fear the conse-<br />quences of what I post<br />N Total = 2065 / F = If user<br />
  102. 45% of users is tired of all the invites for new social network sites<br />2010<br />Q : To what extent do you agree with the following statements on social network sites?<br />It would be handy if I could copy my personal info from a social network to new site<br />% agreement<br />10%> Total<br />10%< Total<br />% agreement<br />46%<br />I am tired of all the invites for new social network sites<br />% agreement<br />45%<br />I do not want to change to new social network because then I would have to enter my personal data again<br />% agreement<br />45%<br />W. Europe<br />E. Europe<br />S. Europe<br />N. America<br />Australia<br />Asia<br />S. America<br />N Total = 2065 / F = If user<br />
  103. 2010 EditionContent of this report<br />2010<br />People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... <br />20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…<br />The END<br />13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...<br />Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...<br />More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...<br />
  104. 55% <br />cannotaccess <br />their <br />social network websites <br />at work<br />2010<br />N Global = 2065 / Filter = If user<br />
  105. Access @ work Blocking social network websites<br />2010<br />Q: Certain companies block social network sites, so that their employees cannot access them at work. Does your work block access to certain social network sites? If yes, to which ones?<br />Does your company block social network websites?<br />10%> Total<br />10%< Total<br />Facebook is most common social network to get blocked. 1 out of 3 indicates that Facebook is blocked at their work.<br />Blocking<br />Blocking<br />55%<br />No-blocking<br />45%<br />W. Europe<br />E. Europe<br />S. Europe<br />N. America<br />Australia<br />Asia<br />S. America<br />N Total = 2065 / F = If user<br />
  106. 2010 EditionContent of this report<br />2010<br />People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... <br />20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…<br />The END<br />13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...<br />Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...<br />More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...<br />
  107. What about thefutureof <br />social network websites?<br />2010<br />Quitting users?<br />Brand new users?<br />Expand and quit?<br />Die-hard non-users?<br />Saturated users?<br />Expanding users?<br />N Total = 2884 / F = None<br />
  108. 2010<br />Quitting users?<br />7%<br />9%<br />Brand new users?<br />11%<br />Expand and quit?<br />20%<br />Die-hard non-users?<br />24%<br />Saturated users?<br />30%<br />Expanding users?<br />N Europe = 2841 / Filter = None<br />
  109. Online profiles<br />will increase <br />with <br />32%<br />2010<br />Zero-sum!<br />54%<br />Gain!<br />39%<br />Lose!<br />7%<br />N Europe = 2841 / Filter = None<br />N Total = 2884 / F = None<br />
  110. 2010 EditionContent of this report<br />2010<br />People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... <br />20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…<br />The END<br />13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...<br />The END<br />Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...<br />More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...<br />
  111. 2010<br />The END<br />
  112. Contact details<br />2010<br />Steven Van Belleghem<br />Managing Partner<br />Steven.vanbelleghem@insites.eu <br />Tel. +32 9 269.16.07<br />Mobile +32 497 47.34.44<br />Saartje Van den Branden<br />Senior Research Consultant<br />Saartje.VandenBranden@insites.eu <br />Tel. +32 9 269.15.11<br />Mobile +32 479 61.18.78<br />Head office<br />Evergemsesteenweg 195<br />B-9032 Gent<br />Belgium<br />Tel. +32 9 269 15 00 <br />Fax. +32 9 269 16 00<br />Other offices<br />Rotterdam | London | Geneva<br />info@insites.eu<br />www.insites.eu<br />Tracey Jones<br />Research Consultant<br />Tracey.jones@insites.eu <br />Tel. +32 9 269.14.32<br />Mobile +32 493 24.18.51<br />
  113. Lear more and readThe Conversation Manager<br />Questions, feedback, remarks:<br />Steven@InSites.eu<br />Follow me: @Steven_InSites<br />Join me on LinkedIn<br />www.theconversationmanager.com<br />#DCM<br />
  114. In a nutshell<br />80 employees<br />Since 1997<br />11 mio euro turnover<br />Full-service<br />Yearly growth +40% last 7 years<br />Independent<br />+2.5 mio panel members in +25 countries<br />Projects in +35 countries<br />Working for 40% of best global brands (2008)<br />Offices in Belgium, the Netherlands, <br />the UK and Switzerland.<br />
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