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A demographical study of use of
                           social networks and mobile
                                     phones as media

By Vizeum
+45 77 66 33 00
www.vizeum.dk
@VizeumCph
www.facebook.com/vizeumdanmark
So what have we got?
 A demographic study within the Nordics of people mobile phone habits, and social
                                                ’s
 media network habits...men and women, boys and girls, from 15 – 55, from all over
                 the Nordic regions, and from all walks of life....

We examine;
•Who access social media sites?
• Who does what on which social media site?
• Which social media sites are most popular?
• Do men and women use social media in different ways?
• Do people hide behind social media sites?
• Are smartphones (e.g. iPhones) changing behaviour?
• What phone is most popular for what activity?
• Who owns what mobile?
• Who is most active on their mobile?



          A demographical study of use of social networks & mobile media
First, lets
focus on the
mobilisation of
media

                                                         .....and there
                                                              after the
                                                         socialisation.
   A demographical study of use of social networks & mobile media
Mobile phones.
                                                        There no way around it; mobile
                                                             ’s
                                                        phones have become an integral
                                                        part of our lives. We use them to
                                                        talk, to capture, to film, to check
                                                        in, to record, to purchase, to
                                                        board, to find our way, to message,
                                                        to enter and to connect, and they
                                                        are always with us. In short, they
                                                        have become a fundamental part of
                                                        our lives. A part that just can go
                                                                                       ’t
                                                        on being seen as a seperate
                                                        entity; we need to look at the
                                                        demographic data surrounding use,
                                                        and find out exactly who it is
                                                        doing what, and with what phone.

                                                        We been surprised by the
                                                           ’ve
                                                        findings, and we think you will be
                                                        too.


A demographical study of useuse social networks via & mobile media
   A demographical study of of of social networks mobile phones
What sort of mobile do people own?
100%

90%

80%

70%                          Fact: Smartphones are not mainstream
                             (Yet!)
60%

50%                          It’s men who are leading the sales in                       Total
                             smartphones, HTCs and iPhones; perhaps                      Male
40%
                             unsurprisingly!                                             Female

30%

20%

10%

 0%
       Standard       iPhone       Blackberry        HTC            Nokia     Other
        mobile                                                              Smartphone

        A demographical study of use of social networks & mobile media
What sort of mobile do people own?
100%
                             Sweden is the leading iPhone nation in
90%
                             Scandinavia
80%
                             Nokia leads - not surpringsingly - in Finland.
70%

60%
                                                                                             Total
50%                                                                                          DK
                                                                                             NO
40%                                                                                          FI
                                                                                             SE
30%

20%

10%

 0%
       Standard        iPhone       Blackberry         HTC        Nokia (E71,     Other
        Mobile                                                        90)       Smartphone

        A demographical study of use of social networks & mobile media
Can people access the net via their mobiles?

80%

70%
                              More than 2/3 of the Nordic population
                              can access the net from their phones
60%

50%

                                                                                    Total
40%
                                                                                    Male
30%                                                                                 Female


20%

10%

 0%
      Yes (wap or www)                     No                          Don't know




      A demographical study of use of social networks & mobile media
Can people access the net via their mobiles?

70%


60%
                              Norway and Sweden are leading within
                              WAP, Finland in access via normal browser
                                                                      .
50%


40%                                                                                 Total
                                                                                    DK
                                                                                    NO
30%
                                                                                    FI
                                                                                    SE
20%


10%


 0%
      Yes (WAP)         Yes (normal browser)            No             Don't know




      A demographical study of use of social networks & mobile media
How often are social
network
sites checked from
mobile phones?




                                               Daily or several times
                                               daily

                                               Weekly or several times
                                               weekly

                                               Monthly or several times

One out of four is accessing SN
                                               monthly

site from their mobile                         More seldom


       A demographical study of use of social networks & mobile media
How often are social network
sites checked from mobile phones?
           Sweden                                               Denmark

                         Daily or several                                 Daily or several
                         times daily                                      times daily
                         Weekly or several                                Weekly or several
                         times weekly                                     times weekly
                         Monthly or several                               Monthly or several
                         times monthly                                    times monthly
                         More seldom                                      More seldom




           Finland                                               Norway
                                                                          Daily or several
                         Daily or several                                 times daily
                         times daily                                      Weekly or several
                         Weekly or several                                times weekly
                         times weekly                                     Monthly or several
                         Monthly or several                               times monthly
                         times monthly                                    More seldom
                         More seldom
                                                                          Don't know




     A demographical study of use of social networks & mobile media
Who’s doing the checking?
20%
18%
16%                                                                                      Male
14%                                                                                      Female
12%
10%
 8%
 6%
 4%
 2%
 0%
      15-25 yrs 26-35 yrs 36-45 yrs 46-55 yrs
                                                       60%
               Minimum Weekly                          50%
                                                       40%
                                                       30%
                                                       20%
Smartphones are still a significant                    10%
investment                                              0%


High SMS activity does not nessecarily
equal high mobile internet (cost issue)

                                                                            Phone type

           A demographical study of use of social networks & mobile media
Who’s doing the checking?
                  Minimum Weekly                                Female

30%                                                                                                  SE
                                                                                                     FI
25%
                                                                                                     NO
20%
                                                                                                     DK
15%                                                               Male                               Nordic

10%

5%
                                                                         0%   5%   10%   15%   20%
0%
      15-25 yrs    26-35 yrs    36-45 yrs     46-55 yrs   90%

            Nordic    DK       NO   FI   SE               80%
                                                          70%
                                                          60%
                                                          50%

Smartphones are still a significant                       40%                                             Nordic
                                                                                                          DK
investment
                                                          30%
                                                          20%                                             NO

                                                          10%                                             FI

High SMS activity does not nessecarily                    0%                                              SE


equal high mobile internet (cost issue)


            A demographical study of use of social networks & mobile media
Our typical mobile social media checker is male, around 30,
and of course uses an iPhone......

                                       So does the average iPhone owner
                                       display dif ferent behaviour when it
                                       comes to using the internet for
                                       various services, or, seeing as most
                                       mobiles provide the same services
                                       and the vast majority of people can
                                       get online with their phones; are all
                                       mobile phones
                                       equal?




       A demographical study of use of social networks & mobile media
I often...                               How do iPhone users differ?
                                                                                   Nordic =
           download small programs to my mobile                                    Current af fairs & Weather 
                                                                                   iPhone equals increased usage of
                 download ringtones to my mobile
                                                                                   mulitple functionalities
                    download games to my mobile



         use mobile to keep updated about sports



use my mobile to keep updated about the weather



     use my mobile to keep updated about gossip



     use my mobile to keep updated about news



  participate in competitions or polls via my mobile
                                                                     ”Basic Functionalities”

          pay for goods or services via my mobile



                                                    0%         20%            40%              60%           80%
                                   Other smartphone      HTC   Blackberry     IPhone      Normal mobile telephone


                A demographical study of use of social networks & mobile media
I often...
                                          How do iPhone users differ?


                visit social networks


                                                            Nordea App live in Norway. Danske
    use my mobile for home banking                          Bank coming up in DK in Q3


use Skype/IP-telephony on my mobile



 download food recipes to my mobile



         use my mobile for shopping


  download/watch movie clips on my
              mobile


       download music to my mobile


                                                                                                Free OVImaps has to catch up
    use my mobile as road-navigator



   download wallpapers to my mobile



                                     0%               10%              20%                 30%              40%                50%   60%
                                   Other smartphone    HTC        Blackberry      IPhone        Normal mobile telephone


                 A demographical study of use of social networks & mobile media
A word on Android



•   Android = Google based mobile operating system.
    Open platform – Unlike Apple

•   Competing with Apple (OS4), Microsoft (Windows
    Mobile), Symbian (Nokia), RIM (Blackberry)




         A demographical study of use of social networks & mobile media
(Smart)iPhones clearly have a
massive ef fect on people use of
                        ’s
the internet.
They are easy to use;
straightforward and simple.

Perhaps most importantly, the
iPhone provides applications for
almost everything; from Twitter to
the weather information is quite
literally at your finger tips.

This is what is in demand; easy,
fast and no-fuss access to up-
to-date infomration. It can no
longer take more than one ’click’
– it must be immediate.



      A demographical study of use of social networks & mobile media
(5.500.000x5%)-old people = 200.000 iPhones                                             If we look at the same data but for all
                                                                                        mobile users who are online, it is clear
                                                                                        that even though the majority have access
                                                                                        to online services, the majority don use
                                                                                                                           ’t
                                                                                        them often.

                                                                                        Yet as we saw (below) the vast majority


                                                                                                                          Normal mobile
                                                                                                                          iPhone
                                                                                                                          Blackberry
                                                                                                                          HTC
                                                                                                                          Nokia
                                                                                                                          Other




                                                                                        are using a ’normal phone, which points to
                                                                                        the simple conclusion that it’s just not
                                                                                        that easy to get online, and use online
                                                                                        services through a normal mobile. Let’s see
                                                                                        the data.

                                              A demographical study of use of social networks & mobile media
Lets spend a minute on the last 80%...
                                                             Do you…

                 download ringtones to your mobile



                   download games to your mobile



     use your mobile to keep updated about sports
                                                                                       Lower levels on all
use your mobile to keep updated about the weather
                                                                                       parameters compared to
                                                                                       smartphone users –
        use your mobile to keep updated on gossip                                      however competition
                                                                                       (SMS) is widespread
          pay for goods or services via your mobile



      use your mobile to keep updated about news



 participate in competitions or polls via your mobile



                                                        0%    5%   10% 15% 20% 25% 30% 35% 40% 45%

                 A demographical study of use of social networks & mobile media
Lets spend a minute on the last 80%...
                                                           Do you…

                        visit social networks via mobile


                           use your mobile for banking
                                                                                  Maps, small programs/games
                 download food recipes to your mobile
                                                                                  are most used advanced
                    Skype/IP-telephone on your mobile
                                                                                  functionalities across all
                                                                                  phones
                          use your mobile for shopping


            download/watch movie clips on your mobile


                        download music to your mobile


use your mobile as a road-navigator (e.g. Google maps)


                   download wallpapers to your mobile


           download small programmes to your mobile


                                                           0%   5%   10% 15% 20% 25% 30% 35% 40% 45%

                A demographical study of use of social networks & mobile media
A few facts.....

o 4% surveyed have an iPhone

o Yet iPhone users are by far the most active online via mobile internet access

o iPhone & other smartphone users are more than twice as likely to be male,
  between 26 – 35

o Women are far less likely to have access to the net
                                                    .....even if they
  wanted to (14% didn know if they could or not)
                    ’t

o Women are more likely to participate in competitions
  and polls

o 25 – 36 year olds are more likely to have
  access to the net


     A demographical study of useuse social networks via & mobile media
        A demographical study of of of social networks mobile phones
So what about social network usage?
We don need to discuss the incredible growth of social media – it’s in
      ’t
the news everyday, and that’s not what this is about
                                                   .

What we will look at here, is just who is doing what; do men have a
greater tendency to be a voyeur, or would they rather update their
Facebook status and communicate?

Are women more likely to comment on photos and updates, or perhaps
upload media files?

What network sites are used most in Denmark, and what for?




      A demographical study of use of social networks & mobile media
FB Nordic: 11mill users – 60% daily




     A demographical study of use of social networks & mobile media
I often...

look at pictures or videos on other peoples profiles on
                     social networks                                                            consuming



share pictures and videos with other people on social
                      networks                                             contributing


write comments or postings on other people's profiles
                on social networks
                                                                                                            Female
                                                                                                            Male
            update my own profile on social networks
                                                                                                            Total


read other people's comments and postings on social
                      networks



       read other people's profiles on social networks



                                                          0%   10%   20%   30%     40%    50%    60%


               Women are more active on social platforms

              A demographical study of use of social networks & mobile media
I often...

look at pictures or videos on other peoples profiles
                 on social networks


   share pictures and videos with other people on
                   social networks


     write comments or postings on other people's
              profiles on social networks                                                   46-55 yrs
                                                                                            36-45 yrs
         update my own profile on social networks                                           26-35 yrs
                                                                                            15-25 yrs

   read other people's comments and postings on
                  social networks



    read other people's profiles on social networks



                                                       0% 10% 20% 30% 40% 50% 60% 70% 80%


               Social Network activity decreases with age

              A demographical study of use of social networks & mobile media
I often...

    look at pictures or videos on other peoples
             profiles on social networks


share pictures and videos with other people on
                social networks


 write comments or postings on other people's
                                                                                           Other smartphone
          profiles on social networks
                                                                                           HTC
                                                                                           Blackberry
     update my own profile on social networks                                              IPhone
                                                                                           Normal mobile telephone

  read other people's comments and postings
              on social networks



read other people's profiles on social networks


                                                  0%   10%   20%   30%   40%   50%   60%




              iPhone users are as active as 15-25 is online.

             A demographical study of use of social networks & mobile media
What did that show?
Women and girls are far more active then men and boys on social media sits. They
look at more pictures, share more pictures, comment more, update more – and so
on.


                                                        Probably unsurprisingly, 15-25 year
                                                        olds are by far the most active.
                                                        Being digital natives, this new
                                                        technology is as natural to them as
                                                        radio is to their parents. As the
                                                        age increases, so does the drop in
                                                        activity.



And as we saw previously, the iPhone leads the way for mobile social network
usage. Fast internet access, simple uploads, and instant applications heighten
user experience and encourage usage. Normal phones, HTC and other
smartphones (in that order) come after ...

          A demographical study of use of social networks & mobile media
search for pictures or videos on media
                                                                    sharing sites



What about                                        share pictures and videos on media sharing
                                                                                                                                               46-55 yrs


media sharing?                                                       sites                                                                     36-45 yrs
                                                                                                                                               26-35 yrs
                                                                                                                                               15-25 yrs


                                                                       visit media sharing sites

Is the outcome the same?
                                                                                                   0%   10% 20% 30% 40% 50% 60% 70%




                                                                                search for pictures or
search for pictures or videos
                                                                              videos on media sharing
  on media sharing sites
                                                                                        sites


                                                                                                                                  Other smartphone
                                                                                 share pictures and
share pictures and videos on                                                                                                      HTC
    media sharing sites                                         Female        videos on media sharing
                                                                                        sites                                     Blackberry
                                                                Male
                                                                                                                                  IPhone
                                                                                                                                  Normal mobile telephone


    visit media sharing sites                                                 visit media sharing sites



                                0%   10%   20%   30%   40%                                                0% 10%20%30%40%50%60%


                 A demographical study of use of social networks & mobile media
This time, it’s men who lead the gender battle.....

                                                    It’s men who search most for
                                                    pictures and videos on media
                                                    sharing sites, and men who
                                                    visit these sites more in
                                                    general.
                                                    Yet the genders are equal
                                                    when it comes to sharing
                                                    pictures and videos on these
                                                    sites.
                                                    As before, the age group
                                                    dominating this category is
                                                    the 15-25 year olds. Again,
                                                    as the ages drop, so do the
                                                    figures.
                                                    And once again, the iPhone
                                                    leads.
A demographical study of use of social networks & mobile media
Which social network & media sharing sites have you visited in the last month?
                 Which Social network and Media Sharing homepages have you visited within the
                                                 last month?
80%

70%

60%
                                                                                                         Facebook is still the king of social networks.
                                                                                                         YouTube is close behind, and although Twitter is
50%                                                                                                      only 7%, this is a significant niche group.
40%

30%

20%

10%

0%
                                                                                                          Nettby




                                                                                                                                                                Vuodatus



                                                                                                                                                                                       finest.se




                                                                                                                                                                                                                               Hamsterpaj.net
      Facebook




                                                Twitter




                                                                                                                                                                           Kotikokki




                                                                                                                                                                                                                        City
                                                                                                                                                                                                               Dating
                            Suomi24
                  Youtube




                                                                                                                                                                                                   Jesper.nu
                                                                                                                   Bilddagboken.se

                                                                                                                                     Afterdawn




                                                                                                                                                                                                                                                                       Devote.se
                                                                                              Blogg.se




                                                                                                                                                                                                                                                Deiligst

                                                                                                                                                                                                                                                           Bloglovin
                                                                           Irc-galleria.net
                                      Myspace



                                                          StayFriends.se




                                                                                                                                                 WL Messenger




                 A demographical study of use of social networks & mobile media
Which social network & media sharing sites have you visited in the last month?
80%



70%



60%



50%


                                                                                    Nordic
40%
                                                                                    DK
30%                                                                                 NO
                                                                                    FI
20%                                                                                 SE

10%



0%
            Facebook




                                   Youtube




                                                                          Twitter
                                                         Myspace




         A demographical study of use of social networks & mobile media
Which of these sites do you visit if you want to.... (DK only)

                            relax and unwind



                      have fun/entertainment



   search for information about other people

                                                                                           Scor
                                                                                           Gosupermodel
search for information about the latest trends
                                                                                           MySpace
                                                                                           Dating
search for information about products/brands                                               Arto
                                                                                           Facebook
                                                                                           Twitter
                 arrange social get-togethers                                              YouTube



               search for and listen to music



                  contact family and friends?


                                                 0%   10%   20%   30%   40%    50%   60%

              A demographical study of use of social networks & mobile media
Once more, we see Facebook as the leader, with YouTube the
                                        only real challenger
Facebook is clearly the primary method
used for contacting friends and family,
arranging get-togethers, seeking
information about other people, and also
just for plain old fun. But what is
interesting is the it’s also where people go
to relax and unwind. This mix of extreme
information searching and relaxation is
quite a contrast, yet understandable when
looking at the previous results of looking
at pictures and videos; it’s uncomplicated,
carefree voyeurism.
The other area of interest is the low
result for Facebook when it comes to
searching for information about trends,
products & brands. Despite all the groups
and fan pages for brands and products,
people don look for information about what
          ’t
is new.
          A demographical study of use of social networks & mobile media
Is it even common to                                As can be seen in the pie to the
                                                    left, most people tend not to ’like’
add a                                               brands or products, why this is, is not
                                                    clear, but what is clear is why they
brand/product?                                      do;
                                                    - ’They have had a good experience
                                                                                     ’;
                                                    they genuinely like the brand.

      Have you ever added one or more
                                                    - ’They make products of high quality;
                                                                                        ’
companies/brands/products as a friend (fan)         people genuinely like the products
  to your preferred social networking site?
                                                    - ’I want to be updated on upcoming
                                                    sales & new products the possibility of
                                                                          ’;
                                                    saving, or finding out about new
                                       Yes          products are perhaps too dif ferent.
                                       No           They represent two dif ferent groups;
                                       Don't know
                                                    trend-setters, and discount-shoppers.
                                                    Perhaps brands need to recognise this
                                                    and create pages for both groups.


        A demographical study of use of social networks & mobile media
Is it even common to add a brand/product?

           Sweden                                               Denmark




                               Yes                                        Yes
                               No                                         No
                               Don't know                                 Don't know




           Finland                                               Norway




                               Yes                                        Yes
                               No                                         No
                               Don't know                                 Don't know




     A demographical study of use of social networks & mobile media
Brands & products
          What can motivate you to add a companys brand/product as a friend to your preferred social
                                             networking site?

                                                       Don't know

     If I have a good personal experience with the brand/product

                  If I like that they make products of high quality

         If I get can discounts, coupons, free samples and so on

      If I like the brand/product and want to be associated with it

If I want to be updated on upcoming sales or other arrangements

        If I like the way they make their advertising (good/funny)

     If I they have been recommended by a friend/acquaintance

  If I have had a bad personal experience with the brand/product

                                   If the brand/product is popular

                              If my friends like the brand/product

                    If none of my friends know the product/brand

                                                             Other

                                       No online community profil


                                                                      0%   5%   10%   15%   20%   25%   30%   35%   40%

                A demographical study of use of social networks & mobile media
Brands & products
                                                       Don't know


                    If none of my friends know the product/brand


                              If my friends like the brand/product


                                   If the brand/product is popular


  If I have had a bad personal experience with the brand/product


     If I have a good personal experience with the brand/product                                               SE
                                                                                                               FI
If I want to be updated on upcoming sales or other arrangements
                                                                                                               NO
                                                                                                               DK
         If I get can discounts, coupons, free samples and so on


        If I like the way they make their advertising (good/funny)


     If I they have been recommended by a friend/acquaintance


                  If I like that they make products of high quality


      If I like the brand/product and want to be associated with it


                                                                      0%   10%   20%   30%   40%   50%   60%

                A demographical study of use of social networks & mobile media
Any trends?
                                                    - Brands and products need to focus
                                                    on their target groups; one page is
                                                    perhaps not for everyone. Jimmy Choo,
                                                    for example, has a ’regular’ fan page
                                                    (1969,618 fans), and ’Jimmy Choo
                                                    Trainer Hunt’ (833 fans), which caters
                                                    to those trend-setters, who simply
                                                    must have those shoes.
                                                    - Men use social media sites to seek
                                                    information, whereas women use them
                                                    to communicate.
                                                    - As can be expected, the younger
                                                    groups are the most prevalent on social
                                                    media; they have grown up with the
                                                    new technology, and see it as natural
                                                    - Facebook and iPhones are the kings
                                                    when it comes to social media. Both
                                                    easy to use, they provide quick and
                                                    easy access to information.



A demographical study of use of social networks & mobile media
Why is facebook important?
- Because friends matter 




             A demographical study of use of social networks & mobile media
THANK YOU

WE HOPE YOU HAVE ENJOYED THE INFORMATION PRESENTED –
DETAILS ARE AVAILABLE OF COURSE, SHOULD YOU WANT THEM.




   A demographical study of useuse social networks via & mobile media
      A demographical study of of of social networks mobile phones
A demographical study of use of social networks & mobile media

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Mobile & social media in Scandinavia

  • 1. A demographical study of use of social networks and mobile phones as media By Vizeum +45 77 66 33 00 www.vizeum.dk @VizeumCph www.facebook.com/vizeumdanmark
  • 2. So what have we got? A demographic study within the Nordics of people mobile phone habits, and social ’s media network habits...men and women, boys and girls, from 15 – 55, from all over the Nordic regions, and from all walks of life.... We examine; •Who access social media sites? • Who does what on which social media site? • Which social media sites are most popular? • Do men and women use social media in different ways? • Do people hide behind social media sites? • Are smartphones (e.g. iPhones) changing behaviour? • What phone is most popular for what activity? • Who owns what mobile? • Who is most active on their mobile? A demographical study of use of social networks & mobile media
  • 3. First, lets focus on the mobilisation of media .....and there after the socialisation. A demographical study of use of social networks & mobile media
  • 4. Mobile phones. There no way around it; mobile ’s phones have become an integral part of our lives. We use them to talk, to capture, to film, to check in, to record, to purchase, to board, to find our way, to message, to enter and to connect, and they are always with us. In short, they have become a fundamental part of our lives. A part that just can go ’t on being seen as a seperate entity; we need to look at the demographic data surrounding use, and find out exactly who it is doing what, and with what phone. We been surprised by the ’ve findings, and we think you will be too. A demographical study of useuse social networks via & mobile media A demographical study of of of social networks mobile phones
  • 5. What sort of mobile do people own? 100% 90% 80% 70% Fact: Smartphones are not mainstream (Yet!) 60% 50% It’s men who are leading the sales in Total smartphones, HTCs and iPhones; perhaps Male 40% unsurprisingly! Female 30% 20% 10% 0% Standard iPhone Blackberry HTC Nokia Other mobile Smartphone A demographical study of use of social networks & mobile media
  • 6. What sort of mobile do people own? 100% Sweden is the leading iPhone nation in 90% Scandinavia 80% Nokia leads - not surpringsingly - in Finland. 70% 60% Total 50% DK NO 40% FI SE 30% 20% 10% 0% Standard iPhone Blackberry HTC Nokia (E71, Other Mobile 90) Smartphone A demographical study of use of social networks & mobile media
  • 7. Can people access the net via their mobiles? 80% 70% More than 2/3 of the Nordic population can access the net from their phones 60% 50% Total 40% Male 30% Female 20% 10% 0% Yes (wap or www) No Don't know A demographical study of use of social networks & mobile media
  • 8. Can people access the net via their mobiles? 70% 60% Norway and Sweden are leading within WAP, Finland in access via normal browser . 50% 40% Total DK NO 30% FI SE 20% 10% 0% Yes (WAP) Yes (normal browser) No Don't know A demographical study of use of social networks & mobile media
  • 9. How often are social network sites checked from mobile phones? Daily or several times daily Weekly or several times weekly Monthly or several times One out of four is accessing SN monthly site from their mobile More seldom A demographical study of use of social networks & mobile media
  • 10. How often are social network sites checked from mobile phones? Sweden Denmark Daily or several Daily or several times daily times daily Weekly or several Weekly or several times weekly times weekly Monthly or several Monthly or several times monthly times monthly More seldom More seldom Finland Norway Daily or several Daily or several times daily times daily Weekly or several Weekly or several times weekly times weekly Monthly or several Monthly or several times monthly times monthly More seldom More seldom Don't know A demographical study of use of social networks & mobile media
  • 11. Who’s doing the checking? 20% 18% 16% Male 14% Female 12% 10% 8% 6% 4% 2% 0% 15-25 yrs 26-35 yrs 36-45 yrs 46-55 yrs 60% Minimum Weekly 50% 40% 30% 20% Smartphones are still a significant 10% investment 0% High SMS activity does not nessecarily equal high mobile internet (cost issue) Phone type A demographical study of use of social networks & mobile media
  • 12. Who’s doing the checking? Minimum Weekly Female 30% SE FI 25% NO 20% DK 15% Male Nordic 10% 5% 0% 5% 10% 15% 20% 0% 15-25 yrs 26-35 yrs 36-45 yrs 46-55 yrs 90% Nordic DK NO FI SE 80% 70% 60% 50% Smartphones are still a significant 40% Nordic DK investment 30% 20% NO 10% FI High SMS activity does not nessecarily 0% SE equal high mobile internet (cost issue) A demographical study of use of social networks & mobile media
  • 13. Our typical mobile social media checker is male, around 30, and of course uses an iPhone...... So does the average iPhone owner display dif ferent behaviour when it comes to using the internet for various services, or, seeing as most mobiles provide the same services and the vast majority of people can get online with their phones; are all mobile phones equal? A demographical study of use of social networks & mobile media
  • 14. I often... How do iPhone users differ? Nordic = download small programs to my mobile Current af fairs & Weather  iPhone equals increased usage of download ringtones to my mobile mulitple functionalities download games to my mobile use mobile to keep updated about sports use my mobile to keep updated about the weather use my mobile to keep updated about gossip use my mobile to keep updated about news participate in competitions or polls via my mobile ”Basic Functionalities” pay for goods or services via my mobile 0% 20% 40% 60% 80% Other smartphone HTC Blackberry IPhone Normal mobile telephone A demographical study of use of social networks & mobile media
  • 15. I often... How do iPhone users differ? visit social networks Nordea App live in Norway. Danske use my mobile for home banking Bank coming up in DK in Q3 use Skype/IP-telephony on my mobile download food recipes to my mobile use my mobile for shopping download/watch movie clips on my mobile download music to my mobile Free OVImaps has to catch up use my mobile as road-navigator download wallpapers to my mobile 0% 10% 20% 30% 40% 50% 60% Other smartphone HTC Blackberry IPhone Normal mobile telephone A demographical study of use of social networks & mobile media
  • 16. A word on Android • Android = Google based mobile operating system. Open platform – Unlike Apple • Competing with Apple (OS4), Microsoft (Windows Mobile), Symbian (Nokia), RIM (Blackberry) A demographical study of use of social networks & mobile media
  • 17. (Smart)iPhones clearly have a massive ef fect on people use of ’s the internet. They are easy to use; straightforward and simple. Perhaps most importantly, the iPhone provides applications for almost everything; from Twitter to the weather information is quite literally at your finger tips. This is what is in demand; easy, fast and no-fuss access to up- to-date infomration. It can no longer take more than one ’click’ – it must be immediate. A demographical study of use of social networks & mobile media
  • 18. (5.500.000x5%)-old people = 200.000 iPhones If we look at the same data but for all mobile users who are online, it is clear that even though the majority have access to online services, the majority don use ’t them often. Yet as we saw (below) the vast majority Normal mobile iPhone Blackberry HTC Nokia Other are using a ’normal phone, which points to the simple conclusion that it’s just not that easy to get online, and use online services through a normal mobile. Let’s see the data. A demographical study of use of social networks & mobile media
  • 19. Lets spend a minute on the last 80%... Do you… download ringtones to your mobile download games to your mobile use your mobile to keep updated about sports Lower levels on all use your mobile to keep updated about the weather parameters compared to smartphone users – use your mobile to keep updated on gossip however competition (SMS) is widespread pay for goods or services via your mobile use your mobile to keep updated about news participate in competitions or polls via your mobile 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% A demographical study of use of social networks & mobile media
  • 20. Lets spend a minute on the last 80%... Do you… visit social networks via mobile use your mobile for banking Maps, small programs/games download food recipes to your mobile are most used advanced Skype/IP-telephone on your mobile functionalities across all phones use your mobile for shopping download/watch movie clips on your mobile download music to your mobile use your mobile as a road-navigator (e.g. Google maps) download wallpapers to your mobile download small programmes to your mobile 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% A demographical study of use of social networks & mobile media
  • 21. A few facts..... o 4% surveyed have an iPhone o Yet iPhone users are by far the most active online via mobile internet access o iPhone & other smartphone users are more than twice as likely to be male, between 26 – 35 o Women are far less likely to have access to the net .....even if they wanted to (14% didn know if they could or not) ’t o Women are more likely to participate in competitions and polls o 25 – 36 year olds are more likely to have access to the net A demographical study of useuse social networks via & mobile media A demographical study of of of social networks mobile phones
  • 22. So what about social network usage? We don need to discuss the incredible growth of social media – it’s in ’t the news everyday, and that’s not what this is about . What we will look at here, is just who is doing what; do men have a greater tendency to be a voyeur, or would they rather update their Facebook status and communicate? Are women more likely to comment on photos and updates, or perhaps upload media files? What network sites are used most in Denmark, and what for? A demographical study of use of social networks & mobile media
  • 23. FB Nordic: 11mill users – 60% daily A demographical study of use of social networks & mobile media
  • 24. I often... look at pictures or videos on other peoples profiles on social networks consuming share pictures and videos with other people on social networks contributing write comments or postings on other people's profiles on social networks Female Male update my own profile on social networks Total read other people's comments and postings on social networks read other people's profiles on social networks 0% 10% 20% 30% 40% 50% 60% Women are more active on social platforms A demographical study of use of social networks & mobile media
  • 25. I often... look at pictures or videos on other peoples profiles on social networks share pictures and videos with other people on social networks write comments or postings on other people's profiles on social networks 46-55 yrs 36-45 yrs update my own profile on social networks 26-35 yrs 15-25 yrs read other people's comments and postings on social networks read other people's profiles on social networks 0% 10% 20% 30% 40% 50% 60% 70% 80% Social Network activity decreases with age A demographical study of use of social networks & mobile media
  • 26. I often... look at pictures or videos on other peoples profiles on social networks share pictures and videos with other people on social networks write comments or postings on other people's Other smartphone profiles on social networks HTC Blackberry update my own profile on social networks IPhone Normal mobile telephone read other people's comments and postings on social networks read other people's profiles on social networks 0% 10% 20% 30% 40% 50% 60% iPhone users are as active as 15-25 is online. A demographical study of use of social networks & mobile media
  • 27. What did that show? Women and girls are far more active then men and boys on social media sits. They look at more pictures, share more pictures, comment more, update more – and so on. Probably unsurprisingly, 15-25 year olds are by far the most active. Being digital natives, this new technology is as natural to them as radio is to their parents. As the age increases, so does the drop in activity. And as we saw previously, the iPhone leads the way for mobile social network usage. Fast internet access, simple uploads, and instant applications heighten user experience and encourage usage. Normal phones, HTC and other smartphones (in that order) come after ... A demographical study of use of social networks & mobile media
  • 28. search for pictures or videos on media sharing sites What about share pictures and videos on media sharing 46-55 yrs media sharing? sites 36-45 yrs 26-35 yrs 15-25 yrs visit media sharing sites Is the outcome the same? 0% 10% 20% 30% 40% 50% 60% 70% search for pictures or search for pictures or videos videos on media sharing on media sharing sites sites Other smartphone share pictures and share pictures and videos on HTC media sharing sites Female videos on media sharing sites Blackberry Male IPhone Normal mobile telephone visit media sharing sites visit media sharing sites 0% 10% 20% 30% 40% 0% 10%20%30%40%50%60% A demographical study of use of social networks & mobile media
  • 29. This time, it’s men who lead the gender battle..... It’s men who search most for pictures and videos on media sharing sites, and men who visit these sites more in general. Yet the genders are equal when it comes to sharing pictures and videos on these sites. As before, the age group dominating this category is the 15-25 year olds. Again, as the ages drop, so do the figures. And once again, the iPhone leads. A demographical study of use of social networks & mobile media
  • 30. Which social network & media sharing sites have you visited in the last month? Which Social network and Media Sharing homepages have you visited within the last month? 80% 70% 60% Facebook is still the king of social networks. YouTube is close behind, and although Twitter is 50% only 7%, this is a significant niche group. 40% 30% 20% 10% 0% Nettby Vuodatus finest.se Hamsterpaj.net Facebook Twitter Kotikokki City Dating Suomi24 Youtube Jesper.nu Bilddagboken.se Afterdawn Devote.se Blogg.se Deiligst Bloglovin Irc-galleria.net Myspace StayFriends.se WL Messenger A demographical study of use of social networks & mobile media
  • 31. Which social network & media sharing sites have you visited in the last month? 80% 70% 60% 50% Nordic 40% DK 30% NO FI 20% SE 10% 0% Facebook Youtube Twitter Myspace A demographical study of use of social networks & mobile media
  • 32. Which of these sites do you visit if you want to.... (DK only) relax and unwind have fun/entertainment search for information about other people Scor Gosupermodel search for information about the latest trends MySpace Dating search for information about products/brands Arto Facebook Twitter arrange social get-togethers YouTube search for and listen to music contact family and friends? 0% 10% 20% 30% 40% 50% 60% A demographical study of use of social networks & mobile media
  • 33. Once more, we see Facebook as the leader, with YouTube the only real challenger Facebook is clearly the primary method used for contacting friends and family, arranging get-togethers, seeking information about other people, and also just for plain old fun. But what is interesting is the it’s also where people go to relax and unwind. This mix of extreme information searching and relaxation is quite a contrast, yet understandable when looking at the previous results of looking at pictures and videos; it’s uncomplicated, carefree voyeurism. The other area of interest is the low result for Facebook when it comes to searching for information about trends, products & brands. Despite all the groups and fan pages for brands and products, people don look for information about what ’t is new. A demographical study of use of social networks & mobile media
  • 34. Is it even common to As can be seen in the pie to the left, most people tend not to ’like’ add a brands or products, why this is, is not clear, but what is clear is why they brand/product? do; - ’They have had a good experience ’; they genuinely like the brand. Have you ever added one or more - ’They make products of high quality; ’ companies/brands/products as a friend (fan) people genuinely like the products to your preferred social networking site? - ’I want to be updated on upcoming sales & new products the possibility of ’; saving, or finding out about new Yes products are perhaps too dif ferent. No They represent two dif ferent groups; Don't know trend-setters, and discount-shoppers. Perhaps brands need to recognise this and create pages for both groups. A demographical study of use of social networks & mobile media
  • 35. Is it even common to add a brand/product? Sweden Denmark Yes Yes No No Don't know Don't know Finland Norway Yes Yes No No Don't know Don't know A demographical study of use of social networks & mobile media
  • 36. Brands & products What can motivate you to add a companys brand/product as a friend to your preferred social networking site? Don't know If I have a good personal experience with the brand/product If I like that they make products of high quality If I get can discounts, coupons, free samples and so on If I like the brand/product and want to be associated with it If I want to be updated on upcoming sales or other arrangements If I like the way they make their advertising (good/funny) If I they have been recommended by a friend/acquaintance If I have had a bad personal experience with the brand/product If the brand/product is popular If my friends like the brand/product If none of my friends know the product/brand Other No online community profil 0% 5% 10% 15% 20% 25% 30% 35% 40% A demographical study of use of social networks & mobile media
  • 37. Brands & products Don't know If none of my friends know the product/brand If my friends like the brand/product If the brand/product is popular If I have had a bad personal experience with the brand/product If I have a good personal experience with the brand/product SE FI If I want to be updated on upcoming sales or other arrangements NO DK If I get can discounts, coupons, free samples and so on If I like the way they make their advertising (good/funny) If I they have been recommended by a friend/acquaintance If I like that they make products of high quality If I like the brand/product and want to be associated with it 0% 10% 20% 30% 40% 50% 60% A demographical study of use of social networks & mobile media
  • 38. Any trends? - Brands and products need to focus on their target groups; one page is perhaps not for everyone. Jimmy Choo, for example, has a ’regular’ fan page (1969,618 fans), and ’Jimmy Choo Trainer Hunt’ (833 fans), which caters to those trend-setters, who simply must have those shoes. - Men use social media sites to seek information, whereas women use them to communicate. - As can be expected, the younger groups are the most prevalent on social media; they have grown up with the new technology, and see it as natural - Facebook and iPhones are the kings when it comes to social media. Both easy to use, they provide quick and easy access to information. A demographical study of use of social networks & mobile media
  • 39. Why is facebook important? - Because friends matter  A demographical study of use of social networks & mobile media
  • 40. THANK YOU WE HOPE YOU HAVE ENJOYED THE INFORMATION PRESENTED – DETAILS ARE AVAILABLE OF COURSE, SHOULD YOU WANT THEM. A demographical study of useuse social networks via & mobile media A demographical study of of of social networks mobile phones
  • 41. A demographical study of use of social networks & mobile media