Social Media around the World 2010

1. Social Media around the world Steven Van Belleghem Steven@insites.eu www.insites.eu www.theconversationmanager.com

2. 2010 SOCIAL MEDIA STUDY in 14 COUNTRIES WORLDWIDE Summary: 2.884 consumers (18+), representative total country population. Data collected on proprietary research panels from InSites Consulting, field in December 2009-Januari 2010. 7 regions worldwide . © InSites Consulting Social Media Study 2

3. 2010 Throughout the report, results are reported on a total base and per region 7 regions worldwide © InSites Consulting Southern Europe Australia Eastern Europe Southern America Asia Western Europe Northern America Social Media Study 3

4. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average, users This log-in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users more than 1 out of four still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. They sometimes. This de-friend tendency have no intention to stop any of their is less common on professional memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 4

5. 2010 2010 Edition Content of this report People lack trust in their social 20% of the online population are network websites, especially in already user of a social network personal websites. When a brand website and will even expand posts something about itself almost their memberships. 1 out of 4 half of the people think... are users and will… 13% of all users claim to have a far-from-real image on at least 1 social network website. The END Users are more eager to post something happy... Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer... © InSites Consulting Social Media Study 5

6. 2010 Social Media Study 2010 More on methodology Survey Respondents were invited via e-mail to participate in an online survey Sample 14 countries were included in the sample: Belgium, The Netherlands, United Kingdom, Spain, Italy, Portugal, France, Germany, Romania, USA, Brazil, Australia, Russia, China Average sample size for countries = 200 Total sample size = 2884 Quantitative research Online research on InSites panel (>2,5 mln members) Representative for internet populations on gender & age December 2009 – January 2010 Additional weighting was performed based upon country populations, in order to obtain a representative sample © InSites Consulting Social Media Study 6

7. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average, users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 7

8. 2010 More than 90% know at least 1 social network © InSites Consulting N Social = 2884 / Filter = None Global Media Study 8

9. 2010 On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook Q : Which of these social network sites do you know, even if only by name? On average, users Ranking based upon Total Facebook 100% know 4 sites… None 90% MySpace 80% 70% 60% Non-users know 2… Other 50% Twitter 40% 30% 20% 10% Hyves 0% Hi5 Ning Netlog Total Western Europe Eastern Europe Southern Europe Xing LinkedIn Northern America Southern America Orkut Australia © InSites Consulting Asia N Total = 2884 / F = None Social Media Study 9

10. 2010 Best known social network in each country... Facebook 68% Hyves 96% Facebook 98% Facebook 90% Users Facebook 83% 72% Facebook 95% Facebook 94% Facebook 98% Facebook 95% 73% © InSites Consulting Hi5 97% Facebook N per country = About 200 Social Media Study 10

11. 2010 Best known social network in each country... Facebook 93% MySpace 47% 73% © InSites Consulting Orkut 98% Facebook 96% Facebook N per country = About 200 Social Media Study 11

12. 2010 Across countries, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third Q : Which of these social network sites do you know, even if only by name? AWARENESS Exceeding countries 0% 25% 50% 75% 100% 10%> Total 10%< Total Facebook Facebook 83% MySpace MySpace 73% Twitter Twitter 64% Hi5 Hi5 28% Netlog Netlog 23% LinkedIn LinkedIn 22% Orkut Orkut 21% Xing Xing 10% Total Western Europe Ning Ning 5% Eastern Europe Southern Europe Hyves Hyves 2% Northern America Southern America Australia © InSites Consulting Asia N Total = 2884 / F = None Social Media Study 12

13. 2010 28% of the internet population are not active on a social network … because they don’t want others to see their personal information © InSites Consulting N Europe = 2841 / Filter = None N Social = 2884 / Filter = None Global Media Study 13

14. 2010 Usage │Knowledge Future Intention Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly? 28% 31% will FUTURE INTENTION become INTENTION 31% 31% USER DON’T KNOW NO INTENTION 69% 69% © InSites Consulting N Total = 819 / F = If non user Social Media Study 14

15. 2010 Usage │Knowledge Future Intention Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly? …Biggest growth potential in 10%> Total 10%< Total ASIA… FUTURE INTENTION 100% 75% INTENTION 31% 31% NON-USERS THAT WILL BECOME A MEMBER ANYWAY 50% DON’T KNOW NO INTENTION 69% 25% 69% 0% Southern Europe Western Europe Southern America Northern America Australia Eastern Europe Asia W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting N Total = 819 / F = If non user Social Media Study 15

16. 2010 The biggest threshold for non-users seems to be their personal information. Almost 3 out of 4 non-users agree on not wanting to share their personal information Q : As non-user of a social network website, to what extent do you agree with the following statements on social network sites? TOP2% AGREEMENT 0% 25% 50% 75% 100% 10%> Total 10%< Total Don’t want others to 1 71% see my personal info Any message can start leading a life online 2 70% I do not see an advantage in having it 3 34% Total Western Europe Eastern Europe Southern Europe Don’t want to free any 4 32% Northern America time for it. Southern America Australia © InSites Consulting Asia N Total = 819 / F = If non user Social Media Study 16

17. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users more than 1 out of four still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 17

18. 2010 72% of the internet population are active on at least 1 social network … TOP3 Brazil 95% COUNTRIES USA 84% © InSites Consulting Portugal 82% N Europe = 2841 / Filter = None N Social = 2884 / Filter = None Global Media Study 18

19. 2010 Within the online population, 72% are connected to at least 1 social network website Q: Which of the network sites are you currently a member of? USERS VS. NON USERS 10%> Total 10%< Total ACROSS COUNTRIES USERS ARE CONNECTED TO 1 SOCIAL NETWORK ON AVERAGE, WITH THE EXCEPTION OF BRAZIL AND PORTUGAL WHERE THEY HAVE 2 SOCIAL NETWORKS ON 100% AVERAGE. USERS 75% 72% USERS 50% 72% 25% NON-USERS 28% 28% 0% Southern Europe Western Europe Australia Southern America Northern America Eastern Europe Asia W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting N Total = 2884 / F = None Social Media Study 19

20. 2010 Number of users in each country... Users 38% Users 79% Users 77% Users 73% Users Users 56% 72% Users 69% Users 73% Users 80% Users 76% 72% © InSites Consulting Users 82% Users N perAbout = About 200 country Social Media Study 20

21. 2010 Number of users in each country... Users 84% Users 43% 72% © InSites Consulting Users 95% Users 79% Users N per country = About 200 Social Media Study 21

22. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 22

23. 2010 72% users with on average 2 memberships Top3 penetration 1 Facebook 51% 2 MySpace 20% 3 Twitter 17% © InSites Consulting N Social = 2884 / Filter = None Global Media Study 23

24. 2010 Usage │Knowledge Ex Membership Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members) Ranking based upon Total EX MEMBERS MySpace MySpace 12% Hi5 Hi5 7% Facebook Netlog Facebook Netlog 7% 5% 12% of the online internet population are Twitter Twitter 5% ex members LinkedIn LinkedIn 2% of MySpace Orkut Orkut 2% Xing Xing 1% Ning Ning 0% Hyves Hyves 0% © InSites Consulting N Total = 2884 / F = None Social Media Study 25

25. 2010 Usage │Knowledge Current Membership Q : Which of the network sites are you currently a member of? Ranking based upon Total Facebook 100% None 90% MySpace 80% 70% 60% Other 50% Twitter 40% 30% Orkut is very popular in Southern America. 20% 10% Hyves 0% Orkut Ning Hi5 Total Western Europe Eastern Europe Southern Europe Northern America Xing LinkedIn Southern America Australia © InSites Consulting Netlog Asia N Total = 2884 / F = None Social Media Study 26

26. 2010 More than half of the internet population is currently a member of Facebook Q : Which of the network sites are you currently a member of? PENETRATION Exceeding countries 0% 25% 50% 75% 100% 10%> Total 10%< Total Facebook Facebook 51% MySpace MySpace 20% Twitter Twitter 17% Orkut Orkut 15% Hi5 Hi5 11% LinkedIn LinkedIn 9% Netlog Netlog 8% Xing Xing 3% Total Western Europe Ning Ning 2% Eastern Europe Southern Europe Hyves Hyves 1% Northern America Southern America Australia © InSites Consulting Asia N Total = 2884 / F = None Social Media Study 27

27. 2010 Social network site with highest penetration in each country... Facebook 22% Hyves 63% Facebook 72% Hi5 60% Users Facebook 29% 72% Facebook 57% Facebook 67% Facebook 73% Facebook 71% 51% © InSites Consulting Hi5 61% Facebook N per country = About 200 Social Media Study 28

28. 2010 Social network site with highest penetration in each country... Facebook 72% MySpace 18% 51% © InSites Consulting Orkut 90% Facebook 76% Facebook N per country = About 200 Social Media Study 29

29. 2010 Usage │Knowledge Private versus Professional membership 84% of users are only member on a personal 72% is member of at least 1social website… network MySpace LinkedIn Facebook Xing Professional Hyves Only member as well as a Only member of a Personal of a Netlog Twitter personal profile professional site site Hi5 Orkut Ning 84% 13% 3% Other More professional-only memberships amongs older people & amongst male… © InSites Consulting ... ... N Global = 2065 / Filter = If user Social Media Study 30

30. 2010 Activities Personal versus Professional purpose Q: You are part of the following social network sites. What purposes do you use these sites for? Strictly personal purposes Strictly professional purposes PERSONAL VERSUS PROFESSIONAL Both personal and professional purposes Hyves 78% 5% 17% Facebook 75% 2% 24% Most respondents 14% MySpace 72% 5% 24% use social networks Hi5 70% 3% 27% for personal reasons 4% Twitter 62% 9% 30% Netlog 61% 2% 37% Orkut 58% 1% 41% Ning 43% 19% 38% Xing 14% 45% 41% Professional websites LinkedIn 4% 64% 31% © InSites Consulting N Total = 2065 / F = If user Social Media Study 31

31. 2010 Activities Personal versus Professional purpose Q : Which of the network sites are you currently a member of? * Index = % personal purpose - % professional purpose Q : What purposes do you use these sites for? The most popular social HIGH network websites are used PENETRATION OF SOCIAL NETWORK WEBSITES for personal purposes… LOW © InSites Consulting LOW HIGH Professional Personal PURPOSE INDEX* OF SOCIAL NETWORK WEBSITES Social Media Study 32

32. Xing % % 1% 95% % 3% 2% Ning 98% 2010 Hyves Facebook has the highest penetration of members Not aware Aware Aware and once a member Aware and current member Basis = Total 3% 2% 1% 9% 8% 3% 11% 15% 6% 20% 17% 7% 10% 5% 4% 10% 10% 51% 12% 42% 42% 95% 98% 7% 90% 79% 79% 77% 72% 25% 36% 27% 17% Facebook Orkut LinkedIn MySpace Netlog Hyves Twitter Xing Hi5 Ning © InSites Consulting N Total = 2884 / F = None Social Media Study 33

33. 2010 Usage │Knowledge Awareness versus Penetration Q : Which of the network sites are you currently a member of? Q : Which of these social network sites do you know, even if only by name? 50% Facebook HIGH PENETRATION OF SOCIAL NETWORK WEBSITES 40% High awareness and high penetration ! 30% 20% MySpace Orkut Twitter LinkedIn Hi5 10% Ning Other Netlog Xing Hyves LOW 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% © InSites Consulting LOW HIGH low high AWARENESS OF SOCIAL NETWORK WEBSITES Social Media Study 34

34. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. They sometimes. This de-friend tendency have no intention to stop any of their is less common on professional memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 37

35. 2010 Users are saturated?! Connected People have no intention to stop their membership nor do they feel the need to further expand their membership on social network sites © InSites Consulting Social Media Study 38

37. 2010 Usage │Knowledge Intention to stop Q : Are there any network sites you intend to stop your membership of in the near future? Ranking based upon Total Facebook 100% None 90% MySpace 80% 70% 60% Other Hi5 50% 40% 30% 20% …75% have 10% no intention Hyves 0% Twitter to stop Total Ning Netlog Western Europe Eastern Europe Southern Europe Northern America Southern America Xing Orkut Australia © InSites Consulting Asia LinkedIn N Total = 2065 / F = If user Social Media Study 40

38. 2010 Usage │Knowledge Future membership Q : Which of the network sites below you would consider becoming a member of? Ranking based upon Total Twitter 100% None 90% Facebook 80% 70% 60% Other 50% MySpace 40% 30% 20% …43% have Hyves 10% 0% LinkedIn no intention to expand Ning Hi5 Total Western Europe Eastern Europe Southern Europe Northern America Orkut Netlog Southern America Australia © InSites Consulting Xing Asia N Total = 2065 / F = If user Social Media Study 41

39. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log-in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 42

40. 2010 Users log in on average... 2 times a day ... Log in frequency for members on professional websites drops to 9 times a month... © InSites Consulting N Social = 2884 / Filter = None Global Media Study 43

41. 2010 Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week Q: You are a member of the following social network sites. How often do you log in on these sites? AT LEAST WEEKLY USE AT LEAST WEEKLY USE ONLY SCORES OF TOP3 MEMBERSHIP PER REGION DISPLAYED Orkut 87% Facebook 76% 78% 57% 78% 85% 88% 83% 44% Twitter 62% Hyves 53% Xing 46% 36% 49% 39% 53% 64% 34% 54% Ning 46% MySpace 45% Hi5 40% 31% 55% 25% 57% 68% 43% 67% Netlog 35% LinkedIn 35% W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting 10%> Total N Total = 2065 / F = If user 10%< Total Social Media Study 45

42. 2010 Frequency Frequency compared with beginning Q: When comparing your current usage to your usage when you had only just joined them, do you currently log in more or less often than before? At least 1 out of 3 slows down their usage… LESS OFTEN THAN LESS OFTEN THAN BEFORE ONLY SCORES OF TOP3 MEMBERSHIP PER REGION DISPLAYED BEFORE MySpace 64% Hi5 58% 31% 52% 31% 23% 27% 25% 50% Ning 54% Netlog 54% Hyves 49% 44% 53% 57% 64% 51% 66% 60% Xing 47% Twitter 42% LinkedIn 41% 70% 48% 64% 43% 40% 40% 50% Facebook 34% Orkut 27% W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting 10%> Total N Total = 2065 / F = If user 10%< Total Social Media Study 46

43. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 47

44. 2010 Twice a day, participants do a certain activity on their social network website. This is mainly personal and not professional related ! with exception from professional network websites Top 5 activities online 1 Sending personal messages 2 Watching pics, etc. People like to do these activities, but would not be 3 Checking status willing to pay for them! 4 Reacting to others’ status 5 Uploading pics © InSites Consulting Social Media Study 48

45. 2010 Activities Penetration Online activities Q: How often do you do each of the following on social network sites? ...94% of connected people sometimes AT LEAST ONCE send a personal message!... 0% 25% 50% 75% 100% 10%> Total 10%< Total Sending personal Sending personal messages to friends / 94% messages contacts / followers Watching my friends / Watching pics, followers' contacts / etc. 91% pictures and videos Checking my friends / contacts / followers' Checking status 89% status Reacting to friends / Reacting to others’ contacts / followers' 85% status status Uploading pics pictures Uploading 83% Sending public Sending public to friends / messages 81% messages contacts / followers Adapting my profile 81% picture Adapting profile pic Becoming a member Becoming a member of 79% of groups groups Giving my ownown status Giving my 78% status Total Becoming a fan of Western Europe 58% something Becoming fan of sth. Eastern Europe Southern Europe Uploading films 40% Uploading films Northern America Southern America Creating groups Creating groups 39% Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 49

46. 2010 More than 1 out of three users check out their status several times a week or more Q: How often do you do each of the following on social network sites? # TIMES A WEEK - DAILY 0% 25% 50% 75% 100% 10%> Total 10%< Total Checking status 1 36% Sending personal 2 32% messages Watching pics, etc. 3 29% Reacting to others’ 4 27% status Sending public 5 23% messages Giving my own 6 22% status Becoming a member of 7 8% groups Uploading pics 8 8% Becoming fan of sth. 9 7% Total Western Europe Adapting profile pic 10 6% Eastern Europe Southern Europe Uploading films 11 4% Northern America Southern America Creating groups 12 3% Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 50

48. 2010 Type of users... VOYEURS ADDICTS 14% 26% HIGH LOG IN FREQUENCY 109 * LOG IN FREQUENCY 123 * ACTIVITY FREQUENCY 19 * ACTIVITY FREQUENCY 95 * LOG IN FREQUENCY LOG IN FREQUENCY 13 * LOG IN FREQUENCY 23 * ACTIVITY FREQUENCY 12 * ACTIVITY FREQUENCY 70 * PASSIVE USERS SPECIAL OCCASIONS LOW 47% 13% LOW HIGH ACTIVITY FREQUENCY © InSites Consulting * ON A MONTLHY BASIS Social Media Study 52

49. 2010 Who are they... VOYEURS ADDICTS 14% • BRAZILIAN • FEMALE 26% HIGH • MAINLY PERSONAL MEMBERSHIPS • 18-44 Y.O. • CURRENT TWITTER MEMBERS • SINGLES WITH NO KIDS • THEY TRY TO BUILD AN IMAGE ON THEIR PROFILE(S) • THEY ARE AT EASE ONLINE • THEY FOLLOW RECENT INTERNET HYPES FROM CLOSE BY LOG IN FREQUENCY • MALE • 18-30 Y.O. • 30-55 Y.O. • USA & RUSSIA • CURRENT TWITTER MEMBERS • MAINLY PERSONAL MEMBERSHIPS • MAINLY PROFESSIONAL MEMBERSHIPS • LIKELY TO POST HAPPY EVENTS, HOLIDAY PICS,... • NO INTERNET EXPERTS • NO INTERNET EXPERTS PASSIVE USERS SPECIAL OCCASIONS LOW 47% 13% LOW HIGH ACTIVITY FREQUENCY © InSites Consulting Social Media Study 53

50. 2010 Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan of something Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of? W HAT HAVE YOU BECOME MEMBER / FAN OF 0% 25% 50% 75% 100% 10%> Total 10%< Total A band 1 44% A famous person 2 40% A brand 3 35% Becoming a member of a charity is number 1 in Australia ! A charity 4 33% A non-famous person 5 24% Other 6 17% Total Western Europe Eastern Europe None of the above 7 10% Southern Europe Northern America Southern America Australia © InSites Consulting Asia N Total = 1723 / F = If sometimes becomes a member / fan. Social Media Study 54