1. THE NEXT WEB
2009
HANNEKE VOS
ARJAN VAN GEEL
AMSTERDAM, APRIL 2009

2. 2 BACKGROUND
MAIN QUESTIONS
How do we behave online? (online activities, mobile internet, e-business)?
What issues do we experience online (privacy, spam, usability)?
What are the consequences of the social web for our perceived online identity
(consciousness of online identity, etcetera)?
THEMES IN THIS HIGHLIGHT REPORT
• Usertypes
• Online networking & Online identity
• Mobile internet
• Usability
• E-commerce
METHOD
Online quantitative research, sample from our NetPanel Adviesraad
TARGET
Dutch population, 18 years and older
SAMPLESIZE & REPRESENTATIVITY
n=1.011, results are representative for the Dutch population (age, sex and level of
education)
PERIOD
Data were collected from the 27th of March through the 7th of April 2009.
Ruigrok | NetPanel - April 2009

3. 3
USERTYPES
Ruigrok | NetPanel - April 2009

4. 4 USERTYPES
Pareto’s principle applies to online content
The principle states:
Roughly 80% of the effects come from 20% of the causes
Roughly 80% of the user-generated content comes from 20% of the population
Ruigrok | NetPanel - April 2009

5. 5 USERTYPES
For each of the website / application categories below, please specify whether you
are a passive user, active user or non-user.
Base: All - in percentages (n=1.011)
© 2009 - Ruigrok | NetPanel
27% 51% 22%
Product and service comparison sites
Wikis (Wikipedia) 34% 51% 14%
Private social networks (MySpace, Facebook) 34% 20% 45%
Platforms for sharing videos (YouTube) 39% 45% 14%
Platforms for trading/commerce (eBay) 47% 29% 23%
53% 30% 15%
Blogs, Weblogs (posts and/or reactions)
Platforms for sharing music (LimeWire, Soulseek) 61% 21% 18%
Platforms for sharing photos (Flickr, Picasa) 66% 19% 15%
Forums 66% 23% 10%
Business social networks (LinkedIn, Plaxo, Xing) 78% 10% 9%
78% 12% 7%
Widgets (application software, e.g. for Facebook)
Interactive gaming (World of Warcraft) 87% 6% 6%
Twitter 90% 5%3%
Social bookmarking (Delicious) 92% 4%
Virtual world (Second Life) 93% 4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Non-user Passive user Active user Don't know, no opinion
Ruigrok | NetPanel - April 2009

6. 6
ONLINE NETWORKING & IDENTITY
Ruigrok | NetPanel - April 2009

7. 7 ONLINE NETWORKING & IDENTITY
Participation in online networks increases every year
2007 40% has a profile on one or more online networks
2008 60% has a profile on one or more online networks
2009 70% has a profile on one or more online networks
31% expects the time they spend on online networks to increase in the future
Ruigrok | NetPanel - April 2009

8. 8 ONLINE NETWORKING & IDENTITY
The Dutch stick to their language
On which of the online networks below do you have a personal profile?
Base: All - in percentages (n= 1.011)
© 2009 - Ruigrok | NetPanel
Hyves 56%
Schoolbank 33%
MSN Spaces 18%
LinkedIn 12%
FaceBook 12%
Myspace 7%
Twitter 4%
NetLog 4%
LastFM 3%
Hi5 3%
Plaxo 3%
CU2 2%
Partyflock 2%
Second Life 1%
Xing 1%
Friendster 0%
Bebo 0%
DistrictWorld 0%
ASmallWorld 0%
Other networks, namely.. 5%
I don't have a profile on an online network 28%
0% 10% 20% 30% 40% 50% 60%
Ruigrok | NetPanel - April 2009

9. 9 ONLINE NETWORKING & IDENTITY For each of these networks, please specify whether you
were more active, less active or equally active in the past
half year than before.
=Less active
You win some, you lose some =Equally active
=More active
44% 15%
41%
39% 21%
40%
28%
38% 34%
55% 15%
30%
40% 10%
51%
69% 9%
22%
Ruigrok | NetPanel - April 2009
*Base: Respondents with a profile on one or more online
networks, n=variable per network, 121 - 510

10. 10 ONLINE NETWORKING & IDENTITY
Online identity: We are aware, but passive
84% is selective about the personal information they put online
71% is aware of their online identity, 6% is not
60% thinks that their online identity is in their own hands, 9% thinks it is not
54% sometimes worries about the trail of personal information they leave behind
9% has discovered unwanted private informations about his or herself online.
12% is consciously working to create the appropriate online identity, 53% is not
Ruigrok | NetPanel - April 2009
*Base: All, n=1.011

11. 11 ONLINE NETWORKING & IDENTITY
Online networking can enrich social life
32% experiences that online contacts made online, often become real life friends, 35% does
not experience this.
9% says that they have less time to spend to maintiain real life friendships, due to contacts in the
digital world. 72% disagrees.
Ruigrok | NetPanel - April 2009
*Base: Respondents with a profile on one or
more online networks, n=727

12. 12
MOBILE INTERNET
Ruigrok | NetPanel - April 2009

13. 13 MOBILE
Half of the Dutch have acces to mobile internet, usage is low
49% has access to internet on the mobile phone*.
40% of the ones with access uses the internet on their mobile phone.
60% of the ones with access do never go online on their mobile phone.
Ruigrok | NetPanel - April 2009
*Base: All, n= 1.011

14. 14 MOBILE
Why don't you use the Internet on your mobile telephone / use the Internet on your
mobile telephone more often?
Base: Respondents with acces to mobile internet, uses never to weekly - in percentages
(n= 389)
© 2009 - Ruigrok | NetPanel
It costs too much 54%
50%
I have no need for it
The screen is too small 25%
Using the Internet on my mobile
20%
telephone is too difficult
The speed is too low 19%
7%
I don't have the time for it
The image quality is inadequate 6%
Other, namely… 5%
0% 10% 20% 30% 40% 50% 60%
Ruigrok | NetPanel - April 2009

15. 15 MOBIEL INTERNET
Which of the following Internet applications do you use on your mobile telephone?
More answers possible.
Base: Users of mobile internet - in percentages (n= 198)
© 2009 - Ruigrok | NetPanel
Private e-mail 53%
News 49%
Search (Google) 48%
Weather 44%
Travel information 29%
Navigation 26%
Finding locations (GoogleMaps) 25%
Business e-mail 24%
Traffic jams 21%
Online networks 20%
Mobile banking 11%
Chatting 10%
Ringtone downloads 9%
Mobile payments 6%
Twitter 6%
Screensaver / wallpaper downloads 4%
Dating 1%
Other, namely… 5%
None of the above 1%
0% 10% 20% 30% 40% 50% 60%
Ruigrok | NetPanel - April 2009

16. 16
USABILITY
Ruigrok | NetPanel - April 2009

17. 17 USABILITY
We expect a lot, we get irritated a lot
75% thinks you can expect much in terms of user-friendliness from a website, even if it’s a free website or
online application. Only 9% disagrees.
78% 60%
64% 53%
61% 43%
= percentage of users of online networks that score their network (very) userfriendly*
Ruigrok | NetPanel - April 2009
*Base: Respondents with a profile on one or more online
networks, n=variable per network, 121 - 510

18. 18 USABILITY
Which of the following website / application usability issues do you sometimes find
irritating? More answers possible.
Base: All - in percentages (n= 1.011)
© 2009 - Ruigrok | NetPanel
Pop-ups 60%
Advertising 55%
Outdated content 42%
Poorly functioning search functionality 41%
Poorly functioning navigation menu 37%
Technical problems 36%
Complicated structure 32%
Excessive use of Flash / Shockwave 26%
Long texts 20%
Inability to view material on a mobile telephone 9%
Other, namely… 4%
Don't know / no opinion 7%
I'm never irritated by website / application usability issues 5%
0% 10% 20% 30% 40% 50% 60% 70%
Ruigrok | NetPanel - April 2009

19. 19
E-COMMERCE
Ruigrok | NetPanel - April 2009

20. 20 E-COMMERCE
Spending and earning money online
79% thinks online payments always have to require a secure payment method, like iDeal or PayPal.
16% finds it easier to spend money online than in physical shops.
Have you ever paid to use any of the Have you ever earned money online with any of
following online products / services? the following online products / services?
Yes Yes
Music 17% EBay, Marktplaats 43%
Premium access 10% Online shop 5%
Online storage 4% Advertisements 2%
Video 4% EBay access 2%
Advertising-free access 3% Writing / publishing content 2%
News 2% Music 1%
Premium access 1%
Video 0%
Ruigrok | NetPanel - April 2009
*Base: All, n= 1.011

21. 21
ADDITIONS
Ruigrok | NetPanel - April 2009

22. 22 GEBRUIK
Contact
The complete report of The Next Web 2009 will be available online (in
Dutch) by the end of April. This report will contain more graphics,
tables, openends and extra analyses on different target groups
(women versus men, young versus old etcetera).
For more information and questions, please contact us:
Hanneke Vos
hanneke@ruigroknetpanel.nl
+31-6-20-6238512
www.ruigroknetpanel.nl
Ruigrok | NetPanel - April 2009

23. 23 ADDITIONS
RESPONSE ANALYSIS
Type Amount (n)
Total samplesize 4.000
Completes 1.011
Incompletes 218
Bouncers (mail not delivered) 210
Responspercentage 1.011 / (4.000 – 210 ) = 27%
Non-response (4.000- 210 – 1.011) / (4.000 – 210) = 73%
Ruigrok | NetPanel - April 2009