Social Media around the World 2011

Social Media around the World 2011
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What to expect from this presentation? 20 eye-catching facts about social media around the world. >1.000 facts & figures about social media in more than 30 countries. 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 Belleghem Managing partner InSites Consulting Steven@InSites.eu Twitter: @steven_insites
Studied countries 9027 consumers (age 15+) across 35 countries, representative for the online population within country on gender, age and e-commerce. Data collected on online research panels, field in Q2 2011. Feedback: @Steven_insites 4
Awareness of Facebook is close to 100% More than 1 billion people (>70% of internet population) use social networks. 5
People use more than Facebook. In Europe, people join on average 1,9 social networks. In USA it’s 2,1; Brazil 3,1 and India 3,9.
Average Facebook session lasts 37 minutes, Twitter 23 minutes. More than 400 million people use Facebook daily. 7
There is a big Twitter paradox: 80% is aware of Twitter, only 16% is using it. 8
Vkontakte is big in Eastern Europe: 55% awareness, 39% penetration. 9
Difficult for new social networks to succeed. 60% does not want any new social networks. 93% is happy with what they have and won’t in- or decrease. 10
40% EUROPE LinkedIn High 35% Twitter 30% Facebook 25% Vkontakte Intention to Big social networks Increase Netlog 20% Tagged Orkut Xing Ning Hyves Badoo will get bigger and small 15% Hi5 QZone ones will get smaller. Bebo MySpace 10% Friendster 5% Low 0% 0% 10% 20% 30% 40% 50% 60% Low Current network penetration High N Europe = Min 43 – Max 4968 / F = If member of social network 11
People connect online with their offline friends. People love to connect to people. 12
>50% of social network users are connected to brands. 13
Offline brand experiences are the main online conversation starters. 14
People become a fan on Facebook because they like the product, not because of advertising. 15
36% posted content about a brand on social networks. 16
Consumers want to be in the boardroom. 44% is asking to take part in co-creation of products & advertising. 17
Positive experiences are bigger conversation starters than negative experiences. People like positive stuff. 18
Consumers prefer e-mail over social networks to ask questions to brands. 19
2 out of 3 employees is proud about their employer, but only 19% shares stories on social media: unused conversation potential. 20
38% of internet users has a smart phone. They are more intensive users of social networks than people without a smartphone. 21
On average, people install 25 apps on their smartphone, but only use 12. Most used apps are social network apps. 22
12% of smartphone owners is using location based services. 23
4% of smartphone users are familiar with augmented reality. 24
12% use LBS 25
20% of location-based users checks in daily
Next part of the presentation is a document full with stats about social media. Feel free to use them and share them. We hope they help you to better understand the major changes the world is going through. Questions, feedback or suggestions: Steven@InSites.eu Or on Twitter: @Steven_InSites
Social Network adoption, usage and other key facts. Connections on social networks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality.
98% of Europeans are aware of Social Media. 73% of Europeans are member of at least 1 social netwerk. 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. Social networkers are member of 1.9 networks on average. Emerging markets like China, India and Brazil have a higher social 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.
Awareness, penetration, average number of networks Aware of at least one network 98% Member of at least one network 73% Average number of networks one 1,9 is member of North Western Europe lags behind in social network 98% 75% penetration. 1,5 West East 97% 99% 66% 79% 1,8 1,9 South 99% 77% 2,2
Awareness, penetration, average number 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 1,5 and India show the highest awareness and penetration 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.
In Europe, 50% is member of only 1 social network, mostly 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 network N Europe = 5613 / F = If member of social network(s)
Network size 133 Facebook friends versus 59 Twitter followers. Q : How many contacts do you have on each of the following social network sites? average 133 95 84 78 62 62 62 59 57 52 51 31 27 18 11 7 6% 5% 3% 9% 17% 19% 16% 20% 21% 22% 21% 21% 17% 26% 16% 36% 27% 29% 47% 52% 14% 31% 29% 33% 27% 26% 28% 30% 32% 28% 30% 79% 80% 29% 65% 64% 65% 52% 55% 53% 53% 49% 49% 48% 41% 36% 23% 18% Counts below 30 Facebook Vkontakte MySpace Hyves Bebo Tagged Hi5 Twitter LinkedIn Ning Xing Orkut Netlog Badoo Friendster QZone Habbo ■ 50+ ■ 11-50 ■ 1 - 10 N Europe = Min 43 – Max 4968 / F = If member of social network
>600 million people use social networks at least daily
58% of Facebook users log-in at least Daily (>400M)
Daily log on to social media 60% 63% 58% 67% 82% 76% 61% N Europe = 5613 / F = If member of social network(s)
Network log on frequency Q : You are a member of the following social network sites. How often do you log into these sites? (at least daily) Vkontakte and Facebook have the highest penetration of daily usage. 63% of the Vkontakte users log in at least once a day. 63% 58% 37% 29% 23% 21% 16% 14% 12% 12% 12% 11% 11% 11% 11% 8% Vkontakte Facebook Twitter Hyves Tagged Badoo Orkut Netlog LinkedIn Hi5 Xing MySpace Ning QZone Friendster Bebo Habbo N Europe = Min 43 – Max 4968 / F = If member of social network
37 minutes is the average time members spend each time they log in to Facebook
Connection time On average, Facebook members stay connected for Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit) more than half an hour average 49 37 21 16 16 16 16 15 12 11 11 11 10 9 98 5 4% 3% 5% 3% 6% 3% 11% 6% 6% 4% 6% 6% 11% 16% 8% 20% 18% 24% 14% 19% 22% 6% 13% 23% 21% 26% 26% 32% 28% 19% 25% 12% 17% 24% 14% 24% 19% 18% 24% 35% 18% 8% 19% 19% 32% 23% 82% 67% 19% 59% 62% 13% 52% 55% 56% 54% 50% 47% 48% 50% 45% 39% 20% 22% Counts below 30 Vkontakte Facebook Twitter Netlog Badoo Hyves Tagged MySpace Orkut Hi5 Xing LinkedIn Bebo Ning QZone Friendster Habbo ■ >60 ■ 31 - 60 ■ 11 - 31 ■ 6 - 10 ■ 1- 5 minutes N Europe = Min 43 – Max 4968 / F = If member of social network
Facebook rules the social media space, but is having a hard time in China & Japan. Facebook rules, at least in Europe, US and Australia. No other network reaches the 96% awareness and 62% usage level of Facebook. If we take a look at both awareness and membership, Twitter and MySpace are number two and three social media in Europe. Given the fact that LinkedIn is a professional network, it is worth pointing out that this network ranks fourth, both in terms of awareness and membership. On European level, Vkontakte (a Facebook look-alike) is a strong 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.
Awareness Top 3 networks Facebook 96% Twitter 80% In Europe MySpace 70% Membership Facebook 62% Twitter 16% MySpace 12%
Facebook, Twitter and Linkedin are reaching the mass market. Smaller/ newer social networks are facing a challenge…
Top 3 networks by membership 62% 96% 16% 80% 12% 19% North 69% 97% 18% 38% 10% 80% West East 58% 57% 95% 94% 14% 39% 82% 55% 12% 12% 36% 72% South 72% 98% 24% 85% ■ Membership 15% ■ Awareness 41% N Europe = 7446 / F = None
Top 3 networks by membership 62% 96% 31% 16% 59% 80% 17% 12% 29% 59% 19% 76% 14% 13% 70% 54% 74% 93% 5% 22% 32% 57% 20% 77% 77% 93% 65% 96% 41% 67% 90% 93% 63% 59% 94% 87% 12% 34% 85% 76% 10% 79% ■ Membership ■ Awareness
Network awareness | Europe In Europe, Facebook, Twitter and MySpace are the best known social Q : To what extent do you know the following social network sites? network sites. Exceeding Europe Europe regions countries 0% 25% 50% 75% 100% Facebook 96% Twitter 80% MySpace 70% LinkedIn 32% Badoo 31% Netlog 29% Hi5 26% Xing 19% Vkontakte 19% Bebo 16% Tagged 14% Habbo 14% Friendster 14% QZone 11% Europe Orkut 10% West North Hyves 10% East South Ning 7% N Europe = 7446 / F = None
In China, awareness Network awareness | Europe in perspective of Qzone is equal to Q : To what extent do you know the following social network sites? awareness of Facebook Europe Europe versus reference countries 0% 25% 50% 75% 100% Facebook 96% Twitter 80% MySpace 70% LinkedIn 32% Badoo 31% Netlog 29% Hi5 26% Xing 19% Vkontakte 19% Bebo 16% Tagged 14% Habbo 14% Friendster 14% QZone 11% Europe USA Orkut 10% Brazil Australia Hyves 10% China India Ning 7% Japan N Europe = 7446 / F = None
Network membership | Europe Facebook has the highest usage throughout Europe. Q : To what extent do you use the following social network sites? Exceeding Europe Europe regions countries 0% 25% 50% 75% 100% Facebook 62% Twitter 16% Vkontakte 12% LinkedIn 11% MySpace 9% Netlog 6% Badoo 6% Hi5 5% Xing 5% Hyves 3% Orkut 1% Ning 1% Tagged 1% QZone 1% Bebo 1% Europe West Friendster 1% North Habbo East 0% South N Europe = 7446 / F = None
Network membership | Europe in perspective Q : 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% Japan N Europe = 7446 / F = None
Current social networkers have no intention to stop their membership nor do they feel the need to further expand their membership Intention on social network sites
Intention to stop Q : Which of the following social networks, of which you are a member, will you stop using? Europe 0% 25% Europe regions 50% 75% 100% Friendster 23% Tagged 21% Hi5 20% Ning 19% Overall, 7% of the Bebo 19% social networkers have Netlog 16% the intention to quit at Badoo 14% least one of the networks Orkut 13% they are a member of. QZone 13% Xing 9% Members of MySpace 8% Friendster are most Hyves 8% likely to stop Twitter 5% LinkedIn 4% Europe Vkontakte 2% West North Facebook 1% East South Habbo Base below N=30 N Europe = Min 43 – Max 4968 / F = If member of social network
Intention to stop versus penetration 25% EUROPE Friendster High Tagged 20%Hi5 Bebo NingNetlog Big networks will get bigger and small networks will get smaller. 15% Badoo QZone Stop Orkut 10% Hyves Xing MySpace Twitter 5% LinkedIn Vkontakte Low Facebook 0% 10% 20% 30% 40% 50% 60% Low Penetration High N Europe = Min 43 – Max 4968 / F = If member of social network
Future usage Q : 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 network sites evolve in the coming year? (I’ll use it (a lot) more) Europe Europe regions 0% 25% 50% 75% 100% LinkedIn 37% Twitter 31% Facebook 29% Vkontakte 25% Orkut 21% Tagged Members of LinkedIn, 20% Twitter and Facebook Xing 19% are most likely to Ning 18% increase their usage Badoo 17% Netlog 16% Hyves 14% QZone 14% Hi5 13% MySpace 12% Europe Bebo 12% West North Friendster 10% East South Habbo Base below N=30 N Europe = Min 43 – Max 4968 / F = If member of social network
Future usage versus network penetration 40% EUROPE LinkedIn High 35% Twitter 30% Facebook 25% Vkontakte Increase Netlog 20% Tagged Orkut Xing Ning Hyves Badoo 15% QZone Hi5 Bebo MySpace 10% Friendster Big networks will get bigger and small networks will get 5% smaller. Low 0% 0% 10% 20% 30% 40% 50% 60% Low Penetration High N Europe = Min 43 – Max 4968 / F = If member of social network
Future membership Q : 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 sites below you would consider becoming a member of. Europe Europe regions 0% 25% 50% 75% 100% Facebook 28% Twitter 28% LinkedIn 19% Vkontakte 16% Facebook and Twitter MySpace 16% are most likely to QZone 12% gain new members. Friendster 9% Xing 9% Overall, 60% have no Netlog 8% intention to expand Orkut 8% their membership. Badoo 7% Hi5 7% Ning 7% Bebo 7% Europe Tagged 7% West North Habbo 5% East South Hyves 5% N Europe = Min 418 - Max 3962 / F = Non users: Aware, but no member
We gave you a lot of facts, to capture the key points, we summarized the key data in a few overview slides.
Top networks in Europe 9% 11% 16% 10% 2% Aware and current member 5% 19% Aware and once a member 62% Aware, but no member Not aware 52% 59% 7% 68% 27% 30% 20% 4% Facebook Twitter MySpace LinkedIn Facebook Twitter MySpace LinkedIn Awareness 96% 80% 70% 32% Membership 62% 16% 9% 11% Base: Social networkers Increase usage (top2%, 1-5) 29% 31% 12% 37% Network size (av no. contacts) 133 59 84 57 Log on frequency (at least daily) 58% 37% 11% 12% Log on duration (av minutes) 37 21 15 10 Ever deleted a person from contact list 50% 34% 36% 12% Base: Members of this network
Member profile Women typically outnumber men on social networks — women make up 53% of Facebook users and 49% of MySpace users. However, a majority of LinkedIn members (56%) and Twitter users (55%) are men. Facebook Twitter MySpace LinkedIn Gender Male 47% 55% 51% 56% Female 53% 45% 49% 44% Age Age 15-24 24% 30% 33% 15% 25-34 25% 25% 26% 24% 35-54 35% 30% 31% 43% 55-99 16% 14% 11% 18% Smartphone Smartphone Smartphone user 43% 58% 46% 59% Working situation Working situation Employed 58% 58% 54% 72% Student 13% 17% 18% 8% Not working 29% 26% 28% 21% N Europe = 5613 / F = If member of social network(s)
The Twitter Paradox: high awareness versus low usage. What’s next? Compared to Facebook, Twitter is still a pretty small network of people. Twitter is well known, but has not reached the penetration level of Facebook yet. Future adoption looks 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 N Europe = 5613 / F = If member of social network(s)
Facebook and Twitter | daily log on Q : You are a member of the following social network sites. How often do you log into these sites? (% several times a day) 74% 35% 37% 13% 19% 2% 65% The more networks someone uses, the more time spend per network. 54% Western Northern Eastern Southern United Members of: Log in to: Europe Europe Europe Europe Europe States Brazil Australia China India Japan Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67% Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70% Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40% Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57%
Facebook and Twitter | membership of one or both Other networks than Twitter and Facebook Member of Facebook Member of Twitter, and Twitter no Facebook 13% 19% 2% 65% North Member of Facebook, no Twitter 6% 1% 12% 80% West East 10% 18% 13% 2% 25% 3% 69% 59% South 5% 2% 29% 64% N Europe = 5613 / F = If member of social network(s)
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.
People love people. So brands, behave like one. 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 status of others, chatting & messaging are the main activities on social networks, all two-way communication streams. Not having any contact is the main reason for defriending. People also join social networks to get information about (new) products / brands. However, they do not like traditional marketing messages. 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.
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 ...we have been friends, neighbours, 0% 25% 50% 75% 100% classmates, etc. since our childhood 71% ...we work(ed) together 59% ...we have the same friends offline 46% ...we have the same friends online 43% ...we originate from the same region / location 37% ...(s)he invited me to belong to his/her social network 37% ...we have the same hobbies 34% Connections are ...we work in the same sector 31% driven by close, ...we share the same education 27% offline, personal ...we share the same kind of humor 23% relationships. ...we have the same political ideas, ideologies, etc. 17% ...we are/were both in the same youth 16% movement ...we use the same products / services 12% ...we have the same personal style 10% ...we love the same brands 9% Europe West ...(s)he's a celebrity 8% North East ...(s)he's an opinion leader 7% South N Europe = 5613 / F = If member of social network(s)
Besides connecting with others, getting information about (new) products and brands is driving membership of social networks
Drivers for network membership Q : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play games. Besides the more general reasons, what else has driven you to become a member of the following social networks? Europe 0% 25% 50% 75% 100% ...to get to know things about (new) products / brands Besides more general ...to come in contact with brands / companies reasons, getting to know things about (new) products and brands is an important driver for ...to stimulate my career membership ...to find other users of a certain brand / product People get member of professional network LinkedIn, to stimulate ...to find promotions of a certain brand / product their career. ...to become a famous person ● MySpace ● Facebook ● Linkedin ...to become an opinion leader ● Twitter N Europe = 5613 / F = If member of social network(s)
More than half of the social networkers has ever deleted someone from his/her network. Main reason for defriending is a lack of contact.
Defriending In general, 56% has ever deleted a contact Q : Have you ever deleted a person from your contact list? person from at least one network Europe Europe regions 0% 25% 50% 75% 100% Hyves 54% Vkontakte 53% Facebook 50% Bebo 46% Tagged 45% Badoo 37% MySpace 36% Netlog 34% Twitter 34% Ning 33% Professional network LinkedIn Hi5 31% shows a low deconnection rate Orkut 27% QZone 26% Xing 25% Europe Friendster 14% West North LinkedIn 12% East South Habbo Counts below 30 N Europe = 5613 / F = If member of social network(s)
Social networking is two-way communication; Reasons for defriending A lack of contact is the main reason for defriending. Q : Why did you do that? I’ve deleted a person from my contact list because… Europe 0% 25% 50% Europe regions 75% 100% ...we hardly had any contact with each other 47% ...I don’t want this person to see my profile 44% /updates anymore ...we were friends in the past, but not anymore 39% ...I came to realize that I don’t know that person 36% ...that person shares too much lousy content 30% on his/her social network ...I received many more updates about his/her 21% life than I care to receive ...that person’s comments were politically Company, brand 14% or product related incorrect ...that person is using social media too much reasons do not 12% for advertising about brands / products seem important ...that person is too active on my social network 10% reasons for defriending. ...that person is using social media too much 9% for promoting the company (s)he’s working ...that person is too passive on my social 8% network Europe ...I don’t want my colleagues to part of my West 6% social network anymore North East ...that person recommends brands / products I 4% South don’t like N Europe = 3179 / F = If ever deleted a person from contact list
Defriending versus network size EUROPE 70% High 60% 50% Defriending 40% 30% 20% 10% Low 0% 0 20 40 60 80 100 120 140 Low Network size (contacts) High
>50% follow brands on social media. Personal brand experience and conversations about brands by peers are drivers to connect. About half of the European social networkers follow a company or brand on social networks. People in the south of Europe are 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% 17,3 N Europe = 5613 / F = If member of social network(s)
Following brands | Europe in perspective Europe has the lowest share of brand fans, 51%. Compare India: 70% follows a brand. Brand followers 51% 60% Average no. of brands followed 12,2 9,3 57% 62% 20,2 7,9 70% 15,6 55% 19,6 55% 8,3 N Europe = 5613 / F = If member of social network(s)
Brand followers are more often females, 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% On average Female  56% 47%  2.0 1.7 Age Age Networks 15-24  31% 18% Facebook 95% 93% 25-34  28% 22% Twitter  31% 16% 35-54 20%  20% Actions 55-99 13%  18% Share  73% 41% Smartphone Smartphone Consult  71% 30% Smartphone Defriending user  47%  38% Defriending  63% 48% N Europe = 5613 / F = members of social networks sig. diff (95%)
Sectors for brand following Q : To which sectors do these brands belong to? Europe Europe regions 0% 25% 50% 75% 100% Media / entertainment 50% Fashion / luxury goods 45% Food and retail 43% Media and Travel 35% entertainment are the most popular 28% industries for Sport following brands Cars 28% Good causes / charity 26% Europe West North Industry 13% East South N Europe = 3064 / F = members of social networks, following at least one brand
Average consumer follows a brand to get a direct personal benefit. Social networkers expect some sort of benefit of companies on social networks. People are mainly focused on the direct benefit. Companies 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.
Brand usage 46% Following brands on Recommendation by friend 29% social media is driven Invitation by network contact 28% by the actual user Search engine 27% experience Advertising on social media 26% Online advertising 22% Buying intention 22% Invited by brand 18% Traditional advertisements 18%
42% Had a conversation with a brand via social networks
Company actions on social media Q : What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning... Europe Europe regions 0% 25% 50% 75% 100% ...a positive experience with a product / service I’ve posted or reacted on 17% ...a job vacancy 15% ...a negative experience with a product / service I’ve posted or reacted on 15% ...information I posted about promotions 13% 42% already had a conversation with ...information I posted about products and/or services in general a brand through 13% social media. ...a fanpage / group I’ve created for a product/brand/company 10% ...information I posted about (advertising) campaigns 9% Europe West ...information I posted about the company 8% North and/or company culture East South N Europe = 5613 / F = If member of social network(s)
Customers want to be involved with companies. Bring them in the boardroom to improve the relationship. CONVERSATIONS 44%
People expect various actions of companies on social Brand expectations networks. Top three consists of offering product information, Q : On social network sites, brands should… promotions and announcing events. Europe Europe regions 0% 25% 50% 75% 100% ...offer product information 58% ...offer promotions 58% ...announce events 57% ...share ideas and provide updates on future products, services, etc. 53% ...give feedback 52% ...give the ability to order / purchase products / services 49% ...surprise consumers 48% ...offer the ability to take part in game / competitions 47% ...start conversations with consumers 44% ...give exclusive content 44% ...invite consumers to co-create products / services 44% ...give objective background information of the company (facts and 43% figures) ...offer the possibility to directly interact with people behind the brand 43% ...bring entertainment 38% ...launch (advertising) campaigns 37% Europe ...create brand groups of which consumers can become a fan on 33% West social network pages North ...bring stories about the company culture 31% East South ...create virtual characters or advertising icons 20% N Europe = 5613 / F = If member of social network(s)
Social media is about communication between people. People use social networks to communicate with each other: Checking the status of others, chatting, sending messages, reacting to comments or actions of others. If we look at actions specifically related to companies, products or brands, it shows that 36% of the social networkers in Europe post information about brands, 53% reacts on comments and 51% consults 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 Checking the status of others 5.2 activities on Chatting, messages 4.7 social networks Reacting to others 4.3 Updating status 3.4 Games 2.8 Reacting to brands 2.2 Consulting information about brands 1.9 Posting information about brands 1.3
Actions on social networks Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (average) Europe Europe regions 0 1 2 3 4 5 6 7 8 9 10 Checking the status of others and 5,2 consulting information Chatting / Sending messages 4,7 PERSONAL Reacting to comments and / or actions of 4,3 others Updating your status and / or posting Communication information 3,4 between people is the main purpose of Playing games or other fun activities 2,8 social networks. Reacting to comments and / or actions of SHARE others related to products, brands and / or 2,2 companies CONSULT Consulting information about products, brands and/or companies 1,9 Europe West North SHARE Posting information about products, brands East 1,3 and/or companies South N Europe = 5613 / F = If member of social network(s)
Embrace consumer power: 36% posts company/ brand related information on social media
Sharing and consulting brand / product information Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (% at least once) 36% of the social networkers in Europe post information on products, brands, and /or companies Europe West North East South 73% 66% 75% 79% 77% 51% 40% 29% 56% 63% 53% 41% 44% 64% 59% 36% 28% 20% 39% 48% West North East South United States Brazil Australia China India Japan 76% 86% 67% 44% 88% 34% 50% 68% 43% 83% 75% 42% 49% 76% 47% 83% 84% 29% 43% 60% 43% 64% 66% 30% N Europe = 5613 / F = If member of social network(s) ■ % social networkers ■ social networkers who consult “Consulting information about products, brands and/or companies” ■ social networkers who react “Reacting on comments and / or actions of others related to products, brands and / or companies” ■ social networkers who post “Posting information about products, brands and/or companies”

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