Next Web2009 Highlights

THE NEXT WEB
2009

HANNEKE VOS
ARJAN VAN GEEL
AMSTERDAM, APRIL 2009

2 BACKGROUND

MAIN QUESTIONS
How do we behave online? (online activities, mobile internet, e-business)?
What issues do we experience online (privacy, spam, usability)?
What are the consequences of the social web for our perceived online
identity (consciousness of online identity, etcetera)?

THEMES IN THIS HIGHLIGHT REPORT
• Usertypes
• Online networking & Online identity
• Mobile internet
• Usability
• E-commerce

METHOD
Online quantitative research, sample from our NetPanel Adviesraad
TARGET
Dutch population, 18 years and older
SAMPLESIZE & REPRESENTATIVITY
n=1.011, results are representative for the Dutch population (age, sex and
level of education)
PERIOD
Data were collected from the 27th of March through the 7th of April 2009.
Ruigrok | NetPanel - April 2009

3

USERTYPES


4 USERTYPES

Pareto’s principle applies to online content
The principle states:
Roughly 80% of the eects come from 20% of the causes

content comes
The biggest share of the user-generated

from a small share of the population


5 USERTYPES


6

ONLINE NETWORKING IDENTITY


7 ONLINE NETWORKING IDENTITY

Participation in online networks increases every year

2007

40% has a proﬁle on one or more online networks

2008


2009


31% expects the time they spend on online networks to increase in the future



The Dutch stick to their language


9 ONLINE NETWORKING IDENTITY For each of these networks, please specify whether
you were more active, less active or equally active
in the past half year than before.
=Less active
You win some, you lose some =Equally active
=More active

15%
44%
41%

21%
39% 40%

28%
38% 34%

55% 15%
30%

40%
51% 10%

69% 22% 9%

*Base: Respondents with a proﬁle on one or more
online networks, n=variable per network, 121 - 510


Online identity: We are aware, but passive

84% is selective about the personal information they put online

71% is aware of their online identity, 6% is not

60% thinks that their online identity is in their own hands, 9% thinks it is not

54% sometimes worries about the trail of personal information they leave
behind

9% has discovered unwanted private informations about his or herself
online.

12% is consciously working to create the appropriate online identity, 53% is not

*Base: All, n=1.011


Online networking can enrich social life

32% experiences that online contacts made online, often become real life friends,
35% does not experience this.

9% says that they have less time to spend to maintiain real life friendships, due to contacts
in the digital world. 72% disagrees.

*Base: Respondents with a proﬁle on one
or more online networks, n=727

12

MOBILE INTERNET


13 MOBILE

Half of the Dutch have acces to mobile internet, usage is low

49% has access to internet on the mobile phone*.

40% of the ones with access uses the internet on their mobile phone.

60% of the ones with access do never go online on their mobile
phone.

*Base: All, n= 1.011

14 MOBILE


15 MOBIEL INTERNET


16

USABILITY


USABILITY

We expect a lot, we get irritated a lot

75% thinks you can expect much in terms of user-friendliness from a website, even if it’s a free
website or online application. Only 9% disagrees.

78% 60%

64% 53%

61% 43%

= percentage of users of online networks that score their network (very)

Ruigrok | NetPanel - April 2009 userfriendly*
*Base: Respondents with a proﬁle on one or more
online networks, n=variable per network, 121 - 510

18 USABILITY


19

E-COMMERCE


20 E-COMMERCE

Spending and earning money online

79% thinks online payments always have to require a secure payment method, like iDeal or
PayPal.

16% ﬁnds it easier to spend money online than in physical shops.

Have you ever paid to use any of the Have you ever earned money online with
following online products / services? any of the following online products /

Yes services?
Yes
Music

17%
Premium access
10% EBay, Marktplaats
43%
Online storage Online shop

4%

5%
Video

4% Advertisements
2%
Advertising-free access
3% EBay access

2%
News
Writing / publishing content 2%

2%
Music

1%
Premium access
1%
Video

0%

*Base: All, n= 1.011

21

ADDITIONS


22 GEBRUIK

Contact

The complete report of The Next Web 2009 will be available
online (in Dutch) by the end of April. This report will contain more
graphics, tables, openends and extra analyses on dierent target
groups (women versus men, young versus old etcetera).

For more information and questions, please contact us:
Hanneke Vos
hanneke@ruigroknetpanel.nl
+31-6-20-6238512
www.ruigroknetpanel.nl


23 ADDITIONS

RESPONSE ANALYSIS

Type Amount (n)

Total samplesize 4.000

Completes 1.011

Incompletes 218

Bouncers (mail not delivered) 210

Responspercentage 1.011 / (4.000 – 210 ) = 27%

Non-response (4.000- 210 – 1.011) / (4.000 – 210)
= 73%


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