Spanning the UK and five other countries, the report Social Consumers in Europe overlays media consumption patterns, and attitudes to online brand interaction, with underlying human behaviours. The result is a set of typologies that will help companies target consumers more effectively through digital and traditional PR. Conducted among more than 10,000 people, the report provides rare international comparisons into how consumers are influencing the purchasing decisions of their family and friends, and whether they are brand loyal online, or digitally promiscuous.

1. SOCIAL CONSUMERS
IN EUROPE
16TH NOVEMBER 2011
NAME OF PRESENTATION, MONTH DAY, YEAR

2. WHAT WE‟LL COVER
• The who and what of European social consumers
– Markets, channels, frequency, attitudes to brands
• The why: Delving deeper into behaviour
– New social segmentation and opportunities for brands

3. WHERE OUR DATA COMES FROM
• Annual study of more than 10,000
European consumers
• Conducted across the
UK, France, Germany, Spain, Belgiu
m and the Netherlands in July
• Reflects our agency‟s belief that
research uncovers the consumer
insights we need in order to trigger
behavioural change

4. THE WHO AND WHAT OF SOCIAL
CONSUMERS

5. SOCIAL MEDIA IS MAINSTREAM
ACROSS EUROPE
Netherlands
56%
UK
59%
Germany
52%
Belgium
65%
France
51%
Spain
74%
5
Response: I access social media at least once a week

6. A SHIFT TOWARDS “ALWAYS-ON”
• On average 4 in 10
Europeans access
social channels once
or more daily
• Spaniards and
Belgians are the most
connected
• Germans access
social media least
often
Response: I access social media once or more daily

7. SOCIAL MULTI-TASKING ON 2 OR 3 SCREENS IS
COMMONPLACE
CHANNEL TOTAL BE FR DE NL ES UK
Avg # min Avg # min Avg # min Avg # min Avg # min Avg # min Avg # min
Reading print
44 41 36 46 48 42 44
Watching videos
online
18 15 17 13 11 30 18
Watching TV
156 146 180 161 161 114 152
Internet
(personal)
165 138 173 158 139 177 186
Mobile internet
24 18 19 11 20 35 34
Social networks
39 42 30 32 27 49 41
Multiple
activities 91 82 83 89 68 85 112
Question: How many minutes a day do you spend doing the following?

8. SMARTPHONES MAKE US MORE DIGITALLY
ACTIVE
OWN SMARTPHONE
CHANNEL Yes No
Avg # min/day Avg # min/day
Watching videos online
26 15
Internet (personal)
177 158
Mobile internet
52 10
Social networks
54 32
Multiple activities
116 78
Question: How many minutes a day do you spend doing the following?

9. REVIEWS ARE ROUTINELY WRITTEN AND READ
Questions: Do you post positive or negative reviews?
Do you read reviews before buying something costing more than £50/€50?

10. ATTITUDES TO BRANDS

11. EUROPEANS ARE ENGAGING WITH
BRANDS, ESPECIALLY SOCIABLE SPANIARDS
Question: Do you become friends with or like brands or products in social media?

12. MOTIVES FOR ENGAGING WITH BRANDS INCLUDE
SELF-INTEREST AND ENDORSEMENT
Question: Why do you follow brands in social media?

13. WE ARE INCREASINGLY OPEN TO SOCIAL
COMMERCE
52%
39%
37%
28%
28%
26%
0% 10% 20% 30% 40% 50% 60%
Spain Germany France United Kingdom Belgium Netherlands
Question: Do you purchase products from a company’s social media site?

14. COMMENTS AND CONTENT ARE SHARED ON
BRAND-OWNED SOCIAL SITES
55%
51%
51%
43%
36%
23%
0% 10% 20% 30% 40% 50% 60%
Spain Germany France United Kingdom Belgium Netherlands
Question: Do you share content on a brand or product’s official page?

15. FRIENDS‟ RECOMMENDATIONS DRIVE PURCHASE
MORE THAN “MY BRAND FRIENDS”
United Kingdom 11%
15%
Spain 19%
19%
Netherlands 8%
14%
Germany 9%
10%
France 14%
17%
Belgium 8%
12%
Total 12%
15%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
I am more inclined to buy products or services from companies who I am 'friends' with
I am more inclined to buy products or services that my friends 'like'
Question: Are you more inclined to buy from companies you are friends with?
Are you more inclined to buy products or services that your friends like?

16. NEW SOCIAL SEGMENTATION

17. GETTING CLOSER TO THE CONSUMER
• To develop deeper insights that can help brands get closer to their audience, we developed
a new consumer segmentation based on a spectrum of social media behaviour and brand
interaction
Brand Engagement Social Media Use
Engaged = always, usually or sometimes do at Active = do at least one of the following
least one of the following
- Post comments/pics on own page
- Become „friends‟ or „like‟ brands or
- Post comments to friends‟ pages
products
- Post comments on blog
- Read blogs or tweets sent out by
brands or products - Write blog
- Share content on official page of - Share content on official page of
brand or product brand or product
- Purchase a product from a - „Check-in‟ to a location
company‟s social media site - Tweet
- Follow brands - Upload photos or videos

18. SOCIAL SEGMENTATION
Active
Loyalists Cheerleaders
engaged
Men: 16% Women: 20% 20-45 yrs old
Engaged
Men: 23% Women: 25% 20-40 yrs old
Non-
Outsiders Opportunists
Men: 22% Women: 17% 60+ yrs old Men: 39% Women: 38% 45-60 yrs old
Passive

19. SOCIAL SEGMENTATION BY COUNTRY

20. CHEERLEADERS AND LOYALISTS ARE SOCIAL
MEDIA SUPERUSERS
Question: How many minutes a day do you spend doing the following?

21. CHEERLEADERS ARE AT THE CUTTING EDGE OF
SOCIAL BEHAVIOUR
Always on:
– use social media at least daily (84%)
– use mobile apps at least daily (35%)
– check reviews or prices while shopping using their
mobile phone (53%)
– 3 x more likely to make purchases using their mobile
phone (25%)
Follow brands in social media to:
– get the latest product news (59%)
– receive discounts and vouchers (53%)
– enter competitions (46%)
Expect brands to be socially active:
– 3x more likely to trust information on a brand website
or YouTube channel
– 2x more likely to see companies sharing info via
social media as more trustworthy (26%)

22. CHEERLEADERS ARE NETWORKED AND
INFLUENTIAL
Influencers:
– three quarters tell at least three friends about
products they like (76%)
– three out of 10 Cheerleaders are asked for
advice about products/services daily
– as likely to write positive product reviews
(83%) as negative ones (82%) on retail sites or
social networks
Want to be first:
– it‟s important they‟re up-to-date with latest
trends (60%) and current affairs (80%)
– early adopters who are 2x as likely to be
first of their friends to buy new gadgets
(43%)
– receptive to what‟s new: 3x more likely to
buy from a company sponsoring the 2012
Olympics

23. LOYALISTS ARE MOST LIKELY TO BE LONG-TERM
BRAND ADVOCATES
True brand fans: Socially savvy:
– The most likely to stay – Loyalists are nearly as
committed to a brand socially active as
they like once they have Cheerleaders: 82%
found it (78%) access social media at
– 46% will pay more for least once a day
products from brands – Loyalists only slightly lag
they trust Cheerleaders in following
– Half of Loyalists will brands via social media
follow brands in social to get the latest product
media simply because news (57% v 59%)
they like them (49%)

24. LOYALISTS SHARE OPINIONS AND CARE ABOUT
BRAND VALUES
Reviews, recommendations: Value ethical business:
– 71% of Loyalists write positive – most likely to want to see
online reviews for products they companies treating their
like employees well (82%)
– Loyalists are twice as likely to
write reviews on retail or review
– have the highest expectations
sites (48%) as on a social
that the brands they support will
network (23%)
avoid animal testing (68%), take
– 95% of Loyalists recommend steps to reduce packaging
brands or services to other (71%), and pay a fair share of tax
people – on a par with (71%)
Cheerleaders (96%)

25. OPPORTUNISTS WANT BRANDS TO TELL THEM
“WHAT‟S IN IT FOR ME”?
Active in social media:
– two thirds access social networks at least daily
(63%)
Follow brands for self-interest:
– main reasons are for vouchers and discounts
(53%), and to enter competitions (41%)
– least likely to follow a brand because they like it
(39%)
Interested in value not values:
– only 20% of Opportunists would pay 20% more for
environmentally-friendly products
– Price sensitive: 62% compare costs from at least
two sources before a major purchase

26. WHAT THIS MEANS FOR PR PLANNING
• An integrated approach to communications is essential: Cheerleaders are most
socially active AND the biggest print media consumers
• Corporate/CSR news are both opportunities for brands on the social web
• The continued growth of the mobile web creates new ways to communicate with
audiences
• Powerful reviews and opinions have never been more important, and warrant a
minimum“read and respond” strategy
• Promotions boost “likes” and “follows”; fully-rounded communication drives
engagement and advocacy

27. ENGAGEMENT OPPORTUNITIES FOR BRANDS
Cheerleaders: Loyalists: Opportunists:
• Reflect their always-on • Reward their loyalty with • Think tactically about how to
behaviour with responsive additional privileges so they provide them with promotions
interactions on social networks become more active such as vouchers or discounts
advocates but without alienating the rest of
• Find ways to surprise them that your audience
they will share with their friends • Recognise and thank them for
their input such as a positive • Weigh up the return on
• Help them boost their status investment of gaining their
product review
and be first with “cool stuff” or attention briefly versus building
insights • Showcase examples of ethical deeper relationships with your
behaviour that will reinforce
• Build on their appetite for more loyal customers
their support
corporate insights delivered in
social channels • Involve them: Ask what they
think and show their opinion
matters

28. TO FIND OUT MORE, PLEASE GET IN TOUCH
Helen Nowicka
UK head of digital, EMEA social media strategist
helen.nowicka@porternovelli.co.uk
@Helennow
Melissa Taylor
Director of planning, EMEA
@Groovymomma
melissa.taylor@porternovelli.com

29. SOCIAL CONSUMERS
IN EUROPE
16TH NOVEMBER 2011
NAME OF PRESENTATION, MONTH DAY, YEAR