Socialmediaaroundtheworld2011
Upcoming SlideShare
Loading in...5
×
 

Socialmediaaroundtheworld2011

on

  • 2,308 views

 

Statistics

Views

Total Views
2,308
Views on SlideShare
2,139
Embed Views
169

Actions

Likes
2
Downloads
44
Comments
3

2 Embeds 169

http://b.weiwuhui.com 168
http://zhuaxia.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

13 of 3 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Socialmediaaroundtheworld2011 Socialmediaaroundtheworld2011 Presentation Transcript

    • 2011全球社会化媒体 中文注释:@魏武挥 1
    • 本研究值得期待的内容有: What to expect from this20个吸引眼球的事实 presentation? 20 eye-catching facts about social覆盖超过30国的关于社交 media around the world.媒体的1000个数据 >1.000 facts & figures about social media in more than 30 countries.话题覆盖用户使用、品牌交互、职场功用及其它 Topics cover main adoption & usage, brand interactions, role of employees in using social media and much more.
    • For questions, feedback and remarks,please contact:Prof. Steven Van BelleghemManaging partner InSites ConsultingSteven@InSites.euTwitter: @steven_insites
    • Studied countries样本:35国的年龄大于15岁的9027名消费者,时间:2011年二季度9027 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) Facebook的认知度接近100%use social networks. 超过10亿人(超过70%的网 络人口)在使用社交网络 5
    • People use more than Facebook. In Europe, people join on average 1,9 social networks. In USA it’s 2,1; Brazil 3,1 and India 3,9.人们不仅在使用Facebook。在欧洲,人们加入1.9个社交网络,美国这个数字是2.1,巴西为3.1,印度则为3.9
    • Average Facebook session lasts 37 minutes, Twitter 23 minutes. More than 400 million people use Facebook daily.平均而言,Facebook的登录时长为37分钟,twitter为23分钟,超过4亿人每天都要使用Facebook 7
    • There is a bigTwitter paradox:80% is awareof Twitter, only 16%is using it. Twitter的杯具:80%的认知度,但只 有16%的人在使用它 8
    • Vkontakte is bigin Eastern Europe:55% awareness,39% penetration. 在东欧, Vkontakte拥有55%的认知 率和39%的使用率 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. 新兴的社交网络成功越来越困难:60%的人不再需要新的社交网络了; 93%的人很享受现在所有,既不想增加也不想减少 ——事实上,需求都 是商家创造出来的 在笔记本时代能问出iPad的需求么—— 注释者注 10
    • 40% EUROPE High LinkedIn 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 社交网络拥有马太效应 11
    • People connectonline with theiroffline friends.People love toconnect to people. 12
    • >50% of social network users are connected to brands.超过50%的社交网络用户和品牌“联结” 13
    • Offline brand experiences are the main online conversation starters.线下的品牌消费体验是线上对话的开启话题 14
    • People become a fan on Facebook because they like the product, not because of advertising.人们在Facebook上成为品牌粉丝是因为他们喜欢这个产品,而不是因为广告 15
    • 36% posted content about a brand on social networks.在社交网络上,36%的内容发布与品牌有关 16
    • Consumers want to bein the boardroom. 44%is asking to take part inco-creation of products& advertising. 消费者正有意进入董事会:44%在试 图参与产品制造和广告创作 17
    • Positive experiencesare bigger conversationstarters than negativeexperiences. People likepositive stuff. 正面体验更容易开启一个大话题。人们喜欢积极向上 的话题材料 —— 中国人似乎不是这样的?注释者注 18
    • Consumers prefer e-mail over social networks to ask questions to brands.在询问品牌问题时,消费者更倾向于电子邮件而非社交网络 19
    • 2 out of 3 employees is proud about their employer, but only 19% shares stories on social media: unused conversation potential.2/3的雇员骄傲于他们的雇主,不过只有19%分享了他们的故事 20
    • 38% of internet users has a smart phone. They are more intensive users of social networks than people without a smartphone.38%网络用户拥有智能手机,他们更容易使用社交网络 21
    • On average, peopleinstall 25 apps on theirsmartphone, but onlyuse 12. Most used appsare social network apps. 平均而言,人们安装了25个应用但只使用12个。最多被使用的是社 交网络应用 22
    • 12% of smartphone owners is using location based services.12%的智能手机用户使用地理位置服务 23
    • 4% of smartphoneusers are familiar withaugmented reality. 4%的智能手机用户熟悉增强现实服务 24
    • 12% use LBS 25
    • 20% of location-basedusers checks in daily 20%的LBS用户每日签到
    • 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%的欧洲人知道社交媒体,73%的欧洲人是至少一个社交网络用 98% of Europeans are aware of Social Media.户。平均一个人加入1.9个社交网 73% of Europeans are member of at least 1络。 social netwerk.新兴市场例如中国、印度、巴西拥有比西欧更高的社交网络使用率。 Awareness and usage of social networks is high; In Europe, 98% know at least one social network and 73% are member of at least one network.在巴西,86%的人至少是一个社交 Social networkers are member of 1.9 networks on average.网络的用户。平均一个人加入至少3.1个社交网络。66%的人每日登 Emerging markets like China, India and Brazil have a higher social录。印度的数字只高不低 network penetration than (Western) Europe. Membership penetration, average number of networks and daily usage are higher in these countries. In Brazil, 86% are member of at least one network. Brazilian social networkers are member of 3.1 networks on average and 66% log in on a daily basis. Figures for India are comparable or even higher.
    • Based on the data from participating countries,we make the following assumption. n 2 billio he world 7 billion t People in the w users in orld internet >1 billion network us er s Social 70亿人口 》 20亿网络人口 》 超过10亿的社交网络人口
    • 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 从上到下的三个数字 North Western Europe lags 认知度:98% behind in social network 98% 至少是一个网络的用 75% penetration. 户:73% 加入的网络数:1.9 1,5 West East 97% 99% 66% 79% 1,8 1,9 South 99% 77% 2,2 西欧拖后腿了
    • 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 highest 中国的较低数字可能是因为一些大的社交awareness and penetration 网络未纳入调研,比如人人网of 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. 新兴市场——巴西、印度显示出极高的认知度、使用率
    • In Europe, 50%is member ofonly 1 socialnetwork, mostlyFacebook. 在欧洲,50%的人只有一个社交网络,大部分就是Facebook
    • # 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) 单人加入的社交网络数及各自比例
    • Network size 133 Facebook friends versus 59 Twitter followers.Q : How many contacts do you have on each of the following social network sites? Facebook的单人拥有节点数为133个, Twitter为59,Qzone?7人,最小 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 - 10 值得注意的Facebook和Qzone的比较N Europe = Min 43 – Max 4968 / F = If member of social network 在各个社交网络上,单人网络大小及比例
    • >600 million people use social networks at least daily超过6亿人每天都使用社交网络
    • 58% ofFacebookuserslog-in at leastDaily (>400M) 58%的Facebook用户每天至少登录一次,超过4亿人
    • Daily log on to social media 60% 63% 58% 67% 82% 76% 61%N Europe = 5613 / F = If member of social network(s) 社会化媒体每日登录的各国比例
    • 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 各社交网络日登录的比例比较
    • 37 minutes isthe average timemembers spendeach time they login to Facebook Facebook上 用户登录后使用时长平均为:37分钟
    • Connection time On average, Facebook Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit) members stay connected for more than half an hour 这个98太奇怪了? 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 各社交网络的使用时长及各区间比例比较
    • 在欧洲、美国、澳大利亚,Facebook是统治者,有96%的认知度和62%的使用率, Facebook rules the social media space, but is没有一个社交网络可以到达这样的规模。 having a hard time in China & Japan.从认知度和用户量出发,Twitter和MySpace在欧洲排名第二和第三。 Facebook rules, at least in Europe, US and Australia. No other network reaches the 96% awareness and 62% usage level of Facebook. If we考虑到Linkedin是专业网络,我们认为它 take a look at both awareness and membership, Twitter and MySpace可以排名第四 are number two and three social media in Europe.就欧洲整体水平而言,Vkontakte是俄罗斯 Given the fact that LinkedIn is a professional network, it is worth和乌克兰的强社交网络。广义角度讲, pointing out that this network ranks fourth, both in terms of awarenessQzone(中国)和Orkut(巴西、印度)是 and membership.值得重视的社交网络 On European level, Vkontakte (a Facebook look-alike) is a strong在中国和日本,Facebook的使用率很低。 network 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.
    • Top 3 networksIn Europe 欧洲的三大网络:Facebook、Twitter、MySpace/Vkohtakte
    • Facebook, Twitter and Linkedin are reaching themass market. Smaller/ newer social networks arefacing a challenge… Facebook、Twitter和Linkedin已经进入大众市场,新社交网络和小 型网络将面临挑战 成熟期
    • 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%■ Membership 85% 欧洲各地区三大网络(东欧地 15%■ Awareness 41% 区是Vkohtakte而非Linkedin) 的用户比率和认知度 N Europe = 7446 / F = None
    • Top 3 networks by membership 这个明显是错 的,mixi呢? 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% Facebook 65% 96% Twitter 41% Linkedin 90% 67% Vkohtakte 93% 63% Orkut 59% 94% 87% 12% Qzone 85% 34% MySpace 76% 10% 79%■ Membership■ Awareness 各地区的前三大社交网络的使用率和认知度
    • 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 欧洲各国对各社交网络的认知度
    • 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% Qzone在中国的认知 Hi5 26% 度好比Facebook 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 全球其它地区对各社交网络认知度/与欧洲相比
    • 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 欧洲各国各社交网络的使用率
    • 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 全球其它地区各社交网络使用率/与欧洲相比
    • ! No Exp No S topping anding ! 93 % 60 % 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 对于现在的社交网络用户而言,既不想停止,也不想扩展
    • 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 只有7%的用户想停止他们的一个社交网络,其中, Friendster就是一个餐具
    • Intention to stop versus penetration 25% EUROPE Friendster 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 马太效应。横轴是使用率,纵轴是试图停止的。Facebook拥有最 高的使用率和最低的欲停止率
    • 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 20% Members of LinkedIn, Xing 19% Twitter and Facebook 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 Linkedin、Twitter和Facebook用户未来将更多使用
    • Future usage versus network penetration 40% EUROPE High LinkedIn 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 马太效应:四大使用率领先的网络都有着更多的未来使用率
    • 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% Friendster 9% gain new members. 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 对于尚未成为其成员的人来说,Facebook和Twitter排在最有可能在 未来成为其成员的前二位。不过,60%的人没有扩展其社交网络使 用的打算
    • 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% 认知且为用户 认知且曾为用户 7% 68% 认知但非用户 不认知 27% 30% 20% 比例为欧洲地区 4% Facebook Twitter MySpace LinkedIn Facebook Twitter MySpace LinkedIn Awareness 96% 80% 70% 32% Membership 62% 16% 9% 11% Base: Social networkers增加使用 Increase usage (top2%, 1-5) 29% 31% 12% 37%网络大小 Network size (av no. contacts) 133 59 84 57每日登录率 Log on frequency (at least daily) 58% 37% 11% 12%时长 Log on duration (av minutes) 37 21 15 10曾删除联结 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 性别:女性更多的在F和M majority of LinkedIn members (56%) and Twitter users (55%) are men. 上:53%及49%,男性更多在 L和T上:56%及55% Facebook Twitter MySpace LinkedIn Gender性别 Male 47% 55% 51% 56% Female 53% 45% 49% 44% Age Age 15-24 24% 30% 33% 15% 25-34 25% 25% 26% 24%年龄 35-54 35% 30% 31% 43% 55-99 16% 14% 11% 18% Smartphone Smartphone智能手机 Smartphone user 43% 58% 46% 59%使用率 Working situation Working situation Employed 雇员 58% 58% 54% 72% Student 学生 13% 17% 18% 8% 未工作 Not working 29% 26% 28% 21% N Europe = 5613 / F = If member of social network(s)
    • 相对F而言,T尚是一个小的社交网络。T很知名,但使用率不高。未来 The Twitter Paradox: high awareness versus被网民使用的可能很大,但依然还有 low usage. What’s next?很长的一段路要走。 Compared to Facebook, Twitter is still a pretty small networkF和T提供不同的需求满足。当用户加入T时,他们在F上的使用并未减 of people. Twitter is well known, but has not reached the少。与非T用户比较,T的用户使用 penetration level of Facebook yet. Future adoption looks更多的社交服务。 good, but there is still a long way to go. Facebook and Twitter are a perfect couple, both sites serve different needs. When people join Twitter, their Facebook usage does not decrease. Twitter users are typically using more social media than non Twitter users.
    • Facebook and Twitter | membership of one or both 是T非F 重叠者 是F非T 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% 当一个用户同时是F和T的用户 时,TA的日登录率是最高的。 如果只是F用户,该比率从74下 65% The more networks 降到54,如果只是T用户,该比 someone uses, the more 率从37下降到35——下降不大 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% 欧洲各地区的情况 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)
    • 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.
    • 人们喜欢和线下的朋友在线上联结。在社交网络上跟踪朋友的状态,聊天或发 People love people.送信息是人们的主要行为:都是双向传 So brands, behave like one.播行为。如果没有任何线上联络,主要原因就是他们压根不是朋友。 People link online with people they know offline. Social networking is a way for people to meet up with others on the net. Checking the人们也愿意在社交网络上获取新的产品/品牌信息。但他们不喜欢传统的营销 status of others, chatting & messaging are the main activities on social networks, all two-way communication streams. Not having方式。 any contact is the main reason for defriending.人们更愿意和人交谈而不是品牌。这句 People also join social networks to get information about (new)话的意思就是品牌应该有不同的社会化 products / brands. However, they do not like traditional marketing媒体运营策略:表现得象个人而不是一 messages.个机构吧 People prefer people above brands. This means that companies and brands should approach their use of social media differently. It’s about being human and taking personal identity above an institutional identity.
    • 人们和认识的人联结 People connect with people they know!
    • Reasons to connect with other people on social media Q : Why does a person belong to your network? Europe Europe regions朋友、同 ...we have been friends, neighbours, 0% 25% 50% 75% 100%学、邻居 classmates, etc. since our childhood 71% ...we work(ed) together 59%同事 ...we have the same friends offline 46%有共同线 ...we have the same friends online 43%下好友 ...we originate from the same region / location 37% ...(s)he invited me to belong to his/her有共同线 social network 37%上好友 ...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名人、意 East见领袖排 ...(s)hes an opinion leader 7% South在最后 N Europe = 5613 / F = If member of social network(s) 各种联结的理由(欧洲地区)
    • 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) 欲获知品牌产品信息是加入品牌社交网络的主要驱动力, linkedin有个例外:想促进自己的职业生涯
    • 超过一半的人删除过自己网络中的节点 (他人),主要原因是:缺少联络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) 各社交网络去除好友的比率(欧洲地区),总比率在56%, linkedin很低——职场上多条朋友多条路嘛
    • 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%我们几乎没 ...we hardly had any contact with each other 47%有联络我不想让这 ...I don’t want this person to see my profile 44%个人知道我 /updates anymore的状态 ...we were friends in the past, but not anymore 39%我们过去是朋友现在不 ...I came to realize that I don’t know that person 36%是了我认识到我 ...that person shares too much lousy content不认识这个 on his/her social network 30%人 ...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我不希望 8% network Europe同事加入 ...I don’t want my colleagues to part of my West我的网络 social network anymore 6% North此人推荐 East ...that person recommends brands / products I的产品品 4% South don’t like牌我不喜欢 N Europe = 3179 / F = If ever deleted a person from contact list 去除的原因排序
    • 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 社交网络大小 vs 去除好友率 —— 注释者:似无关联
    • 超过一半的欧洲人联结品牌。个人消费体验、关于品牌的平 >50% follow brands on social media.等对话是联结的驱动力 Personal brand experience and南欧的人联结最多(平均17.3 conversations about brands by peers个品牌) are drivers to connect.人们联结品牌是因为他们使用 About half of the European social networkers follow a company它。其次的原因是其他人推荐 or brand on social networks. People in the south of Europe are他们这么做。他们不会因为品牌或公司邀请ta去联结而联结 following more brands (17.3 on average) than other regions. People connect with a brand because they have used it and secondly because other people invited or recommended them to do so – they did not connect because companies / brands asked 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) 欧洲地区与品牌联结率、单人联结的品牌均数
    • 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) 全球的品牌联结率(印度、中国最高)和 单人品牌联结数(北美南美最多)
    • Brand followers are more often females, somewhat Brand 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% 联结数 On average性别 2.0 1.7 Female 56% 47% Age Age Networks 15-24 31% 18% 网络, Facebook 95% 93% T真是年龄 25-34 28% 22% 个杯具 Twitter 31% 16% 35-54 20% 20% Actions 55-99 13% 18% 行为: Share 73% 41% 分享还 Smartphone Smartphone 是咨 Consult 71% 30% Smartphone 询? Defriending智能手 47% 38% user机用户 去除联 结率 Defriending 63% 48% N Europe = 5613 / F = members of social networks
    • Sectors for brand following Q : To which sectors do these brands belong to? Europe Europe regions 0% 25% 50% 75% 100%媒体/ Media / entertainment 50%娱乐时尚/奢侈品 Fashion / luxury goods 45% Food and retail 43% Media and Travel 35% entertainment are the most popular Sport 28% industries for following brands Cars 28% Good causes / charity 26%慈善/公 Europe益 West工业 Industry 13% North East South N Europe = 3064 / F = members of social networks, following at least one brand 被联结的品牌种类
    • 人们联结品牌具有直接目的。商业组织应该:第一时间发布 Average consumer follows a brand to get a direct产品信息、促销信息、事件通告 personal benefit.这里的机会还很大,毕竟有 Social networkers expect some sort of benefit of companies on social58%的人从未和公司/品牌在社 networks. People are mainly focused on the direct benefit. Companies交网络上交流过 should in first instance offer product information, update on promotions and announce events. There is still a huge opportunity for companies to get in touch with their customers. 58% has never experienced any action by a company / brand on social network sites.
    • Following brands onsocial media is drivenby the actual userexperience
    • 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) 商业组织在社会化媒体上的行为排序
    • Customers want to be involved with companies. Bring them in the boardroom to improve the relationship. BR A ND 33 % FAN 消费者试图卷入公司事务,那就把他们 带入董事会增进关系吧! NCO-CREATIO DIRE44 % CONVERSATIONS INTER A CT 43 % C TION 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% 头三个其实都是广...offer promotions 58% 播派,第四个是消...announce events 57% 费者对组织的单向...share ideas and provide updates on future products, services, etc. 53% 传播。互动?互动...give feedback 52% 排在第五,不过比 率也挺高的...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) 人们对品牌的期望
    • 人们利用社交网络来进行“沟通”。 Social media is about communication如果我们视线投向公司、产品和 between people.品牌。我们发现36%的欧洲人发布了关于品牌的信息,53%在评 People use social networks to communicate with each other: Checking论上做出反应,51%咨询相关信 the status of others, chatting, sending messages, reacting to息。 comments or actions of others.消费者喜欢在品牌的发布内容上 If we look at actions specifically related to companies, products or做出反馈更胜于和品牌展开一个 brands, it shows that 36% of the social networkers in Europe post对话。好的内容策划和常规更新 information about brands, 53% reacts on comments and 51% consults更有利于让粉丝卷入进来 information. Consumers prefer to react on brand updates rather than start a conversation with a brand themselves. Content planning and regular content updates are a way to increase the engagement with fans.
    • People like to connect: status checks and chats are most frequent activities on social networks人们互相联结用于:查看状态、聊天、发短讯息
    • 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 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 SHAR others related to products, brands and / or E 2,2 companies CONSU Consulting information about products, LT brands and/or companies 1,9 Europe West North SHAR Posting information about products, brands East E 1,3 and/or companies South N Europe = 5613 / F = If member of social network(s) 社交网络上的行为排序(欧洲地区)
    • Embrace consumer power: 36% posts company/brand related information on social media 36%的人会发布与公司/品牌有关的信息
    • Sharing and consulting brand / product informationQ : The last 10 times you logged into your social networks, how often did you undertake each of the following actions?(% at least once) 36% 36% of the social networkers in 社交网络用户的比例 Europe post information on products, brands, and /or companies 咨询者比例 反馈者比例 发布者比例 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 Brazil Australia China 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. N Europe = 4863 / F = If sharing information (reacting and/or posting) N Europe = 2876 / F = If consulting information
    • 线下体验是线上对话的开启1/3的欧洲用户声称他们分享 Offline brand experiences are the best online体验的行为在过去一年中有增 conversation starter.加 If people share information about a brand, company or product, it’s often about the product / brand experience they had. Good news: Positive experiences dominate negative experiences. And; one third of the 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 分享产品品牌体验的社交网络排行,F遥遥领先
    • 人们倾向于分享正面信息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% 促销排第三 ...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, radio, East magazine, etc.) you saw or heard about 21% South N Europe = 4863 / F = If sharing information
    • 更多的可靠信源来自于同伎群体,人们总是倾向于相信“他人”的体 Most trusted source are peers. Their验。正面信息对于购买和注意具有 experiences are key driver in consumer高度影响力 decision making. Consumers trust each other most. When people look for information on products, companies or brands, they tend to look for information that is coming from experiences other persons had. This experience can be both positive (63%) and negative (53%). Positive brand experiences have the highest impact on brand perception and buying intention.
    • What to consult 62% look for positive experiences others had with a product, brand orQ : What exactly do you consult then about products, brands and/or companies? Consulting information about... company 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 company 品牌认知上:负面信 息的作用没有正面的Promotions others saw 28% 来得强 Positive experiences are reported to have the highest impact onNegative experiences others had 26% brand opinionGames and contests related to the 21%products, brands or companiesOnline 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% 购买意向上:负面 Promotions others saw 信息的作用没有正 25% 面的来得强 Negative experiences others had 23% Games and contests related to the 19% products, brands or companies 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 F成为重要的咨询地
    • 12% says the image they have formed based on real-life experiences is (completely) different from the image based on social network pages12%的人声称,真实生活体验中所形成的形象和基于社交网络所形成的,是不同的
    • 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 ...THE THINGS I SEE/READ ON CORPORATE WEBSITE... SOCIAL NETWORK PAGES... OTHER 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% 中国人对社交网 Brazil 23% 42% 络似乎信赖度极 24% 40% 23% 39% Australia 11% 25% 高 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) 在线信息信源的可信度排序
    • 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.本调研中,超过一半的欧洲人表示他们很乐意提供产品品牌使用后的反馈
    • People are willing to SOCIAL NETWORKERSProvide feedback whileusing a brand/product! 社交网络使用者的 比率比所有被调研 61% 者的比率高9个点 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 反馈渠道选择排序:电子邮件遥遥领先,社会化媒体排在第四
    • 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.
    • 雇员就是形象大使 大部分很骄傲于他们的工作,让更多有荣誉感的雇员在社会化媒 体上发声是有潜力可挖的。 在社会化媒体上,欧洲人不太谈及他们的工作,比率只有19%。 如果他们谈及,他们更愿意谈论新产品、服务,或者告知一些公 司的公众事务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 employed social networkers is proud of the company they work for61%的社交网络用户为自己的工作感到骄傲
    • 19% talks about their company on social media. Employees are clearly unused social potential.19%的人谈及他们的工作
    • Potential for brand ambassadors ● People who are pride of the company they are 16% working for and like to 3% TY high talk about their job TALKABILI /employer on social 谈 media 及 率 36% 45% There is potential for low getting proud employees low COMPANYhigh to talk on social media 15% 2% PRIDE 公司骄傲度 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% 中国人 62% 但凡觉 48% 得爽就 要说 67% 吗? 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 公司雇员分享信息种类的排行
    • 大多数雇员并不被允许使用社会化媒体 Majority employees is not allowed2/3的欧洲用户在工作场合联入社 to use social media.交网络是受限的。北欧地区限制最多,西欧最少 Two thirds of the European social networkers have (limited) access to social network sites at work. Within Europe, Northern Europe has the目前公司对社会化媒体的态度总 highest level of access, Western Europe the lowest.体是拘谨的。考虑到社交网络聚合了大量的人际关系,在对待社 Current attitude of companies towards social media is quite formal and会化媒体的态度更人性化一些是 does not feel very emotional. Given the fact that social networking is all明智的选择。 about relationships, it seems wise to have a more human approach on social media.雇员由此也可为公司做出贡献。如果这事对公司有利,超过1/3的 Employees can contribute in these. More than a third is open to share人乐于分享这些信息给自己的联 information about the company they work for among their contacts on结人。 social networks, if that’s beneficial for the company.
    • 33%的人不允许在工作场合接入社交网络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在33%完全被禁止之 30%中,有34%的人表示 41% 44% 48%希望能接入 16% 22% 15% 48% South 31% 47% 21% N Europe = 2787 / F = If member of social network(s) and 42% active working person 欧洲各地区工作场合对社交网络:完全开放、 有限开放、完全禁止
    • Access to social media at work | Europe in perspective Would like to have 34% access (top2%, 1-5) 在工作场合中禁止接入社交网络 这一措施中,中国人是最open Europe N=1590 的。只有4%的组织这么干 N=62 33% N=56 47% 4% Japan N=35 35% 20% 50% 41% N=104 55% 32% 16% 38% 20% Brazil N=78 30% 49% 31% 23% 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.60%的组织,希望通过雇主来发布相关内容25%的组织,在社会化媒体使用上,有书面的规则13%的组织,受过社会化媒体培训
    • 4/10的人喜欢他们的雇主对社会化媒体的态度 超过1/3的人在分享公司信息上持开放态度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 about Q : To what extent do you agree with each of these statements? (top2%, 1-5) the company they work for.很多 Europe Europe regions人职 0% 25% 50% 75% 100%场生活和 In my social network environment, I like to 57%私人 make a clear distinction between my professional (e.g. colleagues) and my生活 personal life (e.g. family)中有清晰 I’m open to share information about the company I work for among my contacts on界限 social networks, if that’s beneficial for my 36% 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 雇员态度
    • 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.
    • Always onConsumers are taking up mobile devices, especially in China and India.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: 在欧洲:476 million internet users 4.76亿互联网用户350 million on social networks 3.5亿社会网络用户 1.32亿智能手机用户132 million using a smartphone
    • Mobile devices | Europe 59% 28% 11% 56% 38% 1 2 3 4 5 6 1 A regular mobile phone 2 A smartphone, with Internet / data subscription 8% 3 A smartphone, without Internet / data subscription In Europe, 38% is using 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription North a smartphone, either 6 None of the above 61% 62% with or without internet /1 普通电话 data subscription2 联入互联网的智能 29%手机 26%3 未联入互联网的智 10% 9%能手机4 联入互联网的平板 East5 未联入互联网的平 West板 55%6 上述均无 26% 15% South 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 3 4 5 6 1 A regular mobile phone 2 A smartphone, with Internet / data subscription 中国人的发达程度有 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 点匪夷所思 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% 15% 14% 16% 12% 13% 14% 13% 14% 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 购买欲望
    • 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% 用智能手机联入互联网:日本 第一,中国第二 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 品牌占有率
    • 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 未使用智能手机的因素排行
    • Interest in mobile services People expect brands to offer Q : 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%LBS Ability to consult relevant information on your location 58%排名 (nearest restaurant, service station...) via your mobile phone第一 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 50% when you walk past a certain shop 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...) Ability to receive more detailed product information on Discounts 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 感兴趣的手机服务排行
    • 智能手机用户更喜欢使用社会化媒体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% 注意几个地区:智能手 机用户每日接入社会化 56% 媒体的频率超过了非智 能手机用户 49% Smartphones facilitate a frequent log on to social 35% media Smartphone users with or without internet / data subscription 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? No apps West North East South installed 19% 22% 22% 14% 18% 81% 78% 78% 86% 82% Apps installedN Europe = 2178 / F = If smartphone with internet / data subscription 26,7 24,6 24,2 24,8 21,5 14,1 13,6 12,3 11,8 9,5 9,9 8,1 7,5 7,4 7,5 6,8 7,2 6,8 6,5 5,3 1 2 3 4N Europe = 1774 / F = If apps installed on smartphone The average number of apps1 Average number of apps installed installed is 25, but only half of them2 Average used apps3 Average paid apps is actually used.4 Average brand related apps 与品牌有关的应用也有一定的安装数 超过8成的人安装应用,平均应用数为25,不过只有一半被使用
    • 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)Q : Below you find a list of other kinds of ‘apps’. Which of the following ‘apps’ do you use? connecting with others 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% 社交应用排 Apps for weather forecasts 62% 名第一,其 中F为72%, Apps for fun and games 61% T为22% 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 各种应用类别排行
    • 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. 智能手机用户更倾向于与品牌对话
    • 56%的智能手机用户与品牌联结56% of connectedsmartphone users followa brand on social media
    • Following brands on social media 56% 49% 69% 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) 智能手机用户与品牌联结的比率高于非智能手机用户
    • Connected smartphone users Connected smartphone user expect Smartphone usersand brand expectations more from brands on social media; would like companiesQ : On social network sites brands should… they want to be involved. to start conversations % 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 nicheLBS类应用还是比较小众,12% application at this point.的人在使用,大多数是FacebookPlace、Foursquare和Gowalla Location-based services sound great: Companies can connect to consumers who are checking into places with their mobile phones and人们愿意分享信息,但似乎不太 show their intention to buy, attend, travel, party, etcetera. This is real愿意分享他们的方位。更多出于 relevant reach. However, the reach of location-based services (lbs) is隐私考虑。 limited. Only 12% is currently using lbs, mainly Facebook Places, Foursquare and Gowalla.无论使用者还是未使用者,都希望商业组织提供本地化折扣服务 People are encouraged by social media to share information, but they(如果他们前往的话),或者提 seem somewhat less enthusiastic to share their location. The issue is供与地理位置有关的商业服务信 mainly due to privacy and a lack of awareness.息 Both users and non users expect brands and companies to offer local discounts wherever they go, or advise on things to do /information regarding 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-basedLBS用户 14% 8% 5% services.曾经是LBS用户 42% 4% 49%我知道LBS,但不使用 38%LBS是神马玩意儿(46% 39%的人要问这个问题) 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 中国人再一次体现出先进 性:不知道LBS的人最少 N=111 12% 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在全球
    • 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 各种LBS排行:没听说过、有认知但不用、使用(欧洲地 区)
    • 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 LBS使用的驱动力:似乎大量的使用者仅仅是因 为手机有这项功能而已
    • People expect…from location-basedservices pro local mo t io ns l o c a o un d l r n l o ca l c k g a ti o gs b a o rm th i n in f o to d 人们对LBS的期待:本地化折扣、商业信息
    • 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% LBS业务就是 ...advise the user on things to do at that location 63% 一项与直接利 48% 益有关的业 务,功利性极 ...provide the user with background information of 60% that location 强 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% theatre...) The majority of places Post a comment concerning that where people check in 31% location are branded places: restaurants & bars, Shops (e.g. food store, multimedia 37% store, etc.) Give a rating of that location on events, entertainment 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%对LBS的态度:未使 31% ...makes me feel like being watched by Big Brother用者最高比率地认 constantly为:被老大哥监控了 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 不使用LBS的原因:隐私排行第一
    • 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 曾使用现下停止的原因:隐私依然排行第一
    • 增强现实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 smartphone users makes use of augmented reality智能手机使用者使用AR比率:4%
    • Augmented reality | Europe 1 1 2 2 4%3% 34% Unaided awareness 27% 27% 3 3 72% Aided awareness 64% 66% 4 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 EastAR使用者AR的曾经使用者 4%3% 3%4%知道AR但不使用的 27% 26%从没听说过(66%) 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 1 1 2 2 4%3% 6%3% 7% 7% 2% 1%6% 13% 12% 20% 6% 8% 19% 27% 3 3 27% 45% 42% 57% 29% 66% 63% 4 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, 中国人不知道AR but am not using it 的人只有45%, 3 I know what augmented reality is, but I’ve never used it 排名倒数第二。 4 I have never heard of augmented reality 娘的,噶先进 啊?N 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
    • If you liked the data,do us a favor and please,share this slideshowwith your network.