The document presents key statistics about social media usage across 35 countries, revealing high awareness and membership rates, particularly in emerging markets like Brazil and India. It highlights Facebook's dominance in Europe and the US, while also identifying a paradox in Twitter usage and consumer brand interactions on social networks. The report emphasizes the potential of engaging consumers in co-creation and the significant role of mobile internet usage in social networking.

1. 1

2. What to expect from this
presentation?
20 eye-catching facts about social
media around the world.
>1.000 facts & figures about social
media in more than 30 countries.
Topics cover main adoption & usage,
brand interactions, role of employees in
using social media and much more.

3. For questions, feedback and remarks,
please contact:
Prof. Steven Van Belleghem
Managing partner InSites Consulting
Steven@InSites.eu
Twitter: @steven_insites

4. Studied countries
9027 consumers (age 15+) across 35 countries, representative for the online population
within country on gender, age and e-commerce.
Data collected on online research panels, field in Q2 2011.
Feedback: @Steven_insites
4

5. Awareness of Facebook
is close to 100%
More than 1 billion people
(>70% of internet population)
use social networks.
5

6. People use more than Facebook.
In Europe, people join on average
1,9 social networks. In USA it’s 2,1;
Brazil 3,1 and India 3,9.

7. Average Facebook session lasts
37 minutes, Twitter 23 minutes.
More than 400 million people use
Facebook daily.
7

8. There is a big
Twitter paradox:
80% is aware
of Twitter, only 16%
is using it.
8

9. Vkontakte is big
in Eastern Europe:
55% awareness,
39% penetration.
9

10. Difficult for new social networks to succeed.
60% does not want any new social networks.
93% is happy with what they have and won’t
in- or decrease.
10

11. 40% EUROPE
LinkedIn
High
35%
Twitter
30%
Facebook
25% Vkontakte
Intention to
Big social networks
Increase
Netlog
20% Tagged
Orkut
Xing
Ning Hyves
Badoo
will get bigger and small
15%
Hi5
QZone
ones will get smaller.
Bebo
MySpace
10% Friendster
5%
Low
0%
0% 10% 20% 30% 40% 50% 60%
Low Current network penetration High
N Europe = Min 43 – Max 4968 / F = If member of social network
11

12. People connect
online with their
offline friends.
People love to
connect to people.
12

13. >50% of social
network users
are connected
to brands.
13

14. Offline brand
experiences are
the main online
conversation
starters.
14

15. People become a fan on
Facebook because they
like the product, not
because of advertising.
15

16. 36% posted content
about a brand on
social networks.
16

17. Consumers want to be
in the boardroom. 44%
is asking to take part in
co-creation of products
& advertising.
17

18. Positive experiences
are bigger conversation
starters than negative
experiences. People like
positive stuff.
18

19. Consumers prefer e-mail
over social networks to
ask questions to brands.
19

20. 2 out of 3 employees
is proud about their
employer, but only 19%
shares stories on
social media: unused
conversation potential.
20

21. 38% of internet users
has a smart phone.
They are more intensive
users of social networks
than people without a
smartphone.
21

22. On average, people
install 25 apps on their
smartphone, but only
use 12. Most used apps
are social network apps.
22

23. 12% of smartphone
owners is using location
based services.
23

24. 4% of smartphone
users are familiar with
augmented reality.
24

25. 12% use LBS
25

26. 20% of location-based
users checks in daily

27. Next part of the presentation is a document
full with stats about social media.
Feel free to use them and share them.
We hope they help you to better
understand the major changes the world is
going through.
Questions, feedback or suggestions:
Steven@InSites.eu
Or on Twitter: @Steven_InSites

28. Social Network adoption, usage
and other key facts.
Connections on social networks:
People & brands.
The role of employees in making
companies more human.
Mobile internet, location based &
augmented reality.

30. 98% of Europeans are aware of Social Media.
73% of Europeans are member of at least 1
social netwerk.
Awareness and usage of social networks is high; In Europe, 98% know
at least one social network and 73% are member of at least one network.
Social networkers are member of 1.9 networks on average.
Emerging markets like China, India and Brazil have a higher social
network penetration than (Western) Europe. Membership penetration,
average number of networks and daily usage are higher in these
countries.
In Brazil, 86% are member of at least one network. Brazilian social
networkers are member of 3.1 networks on average and 66% log in on
a daily basis. Figures for India are comparable or even higher.

31. Based on the data from participating countries,
we make the following assumption.

32. Awareness, penetration, average
number of networks
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one
1,9
is member of
North
Western Europe lags
behind in social network
98%
75%
penetration.
1,5
West East
97% 99%
66% 79%
1,8 1,9
South
99%
77%
2,2

33. Awareness, penetration, average
number of networks
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one
1,9
is member of
86%
75% 34%
95% 44%* 1,8
76% 3,4
2,1 98%
88%
3,9
97%
86% 96%
3,1 67%
Emerging markets Brazil
1,5
and India show the highest
awareness and penetration
of social networks. * The 44% share of social networkers in China is low compared to
other countries. This might be due to the fact that some large
Chinese networks (eg RenRen) were not included in this survey.

34. In Europe, 50%
is member of
only 1 social
network, mostly
Facebook.

35. # of networks one is a member of
average
1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8
9% 4% 7%
4% 8% 5% 5% 6%
4% 15% 8%
7% 22%
13% 14% 14% 13% 34%
24% 19% 26%
16% 18%
8%
25%
31% 26% 27% 10%
24% 18%
30% 14%
15%
66% 69%
64%
55% 18%
47% 50% 49%
45% 45% 19%
19%
13%
Western Northern Eastern Europe Southern Europe United States Brazil Australia China India Japan
Europe Europe Europe
■ 5 or more
■4
■3
■2
■ 1 network
N Europe = 5613 / F = If member of social network(s)

36. Network size 133 Facebook friends
versus 59 Twitter followers.
Q : How many contacts do you have on each of the following social network sites?
average
133 95 84 78 62 62 62 59 57 52 51 31 27 18 11 7
6% 5% 3%
9%
17% 19% 16% 20%
21% 22% 21% 21% 17%
26% 16%
36%
27% 29%
47%
52% 14%
31% 29%
33% 27% 26%
28% 30%
32%
28%
30% 79% 80%
29% 65% 64% 65%
52% 55% 53% 53%
49% 49% 48%
41%
36%
23%
18% Counts
below 30
Facebook Vkontakte MySpace Hyves Bebo Tagged Hi5 Twitter LinkedIn Ning Xing Orkut Netlog Badoo Friendster QZone Habbo
■ 50+
■ 11-50
■ 1 - 10
N Europe = Min 43 – Max 4968 / F = If member of social network

37. >600 million
people use
social networks
at least daily

38. 58% of
Facebook
users
log-in at least
Daily (>400M)

39. Daily log on to social media
60%
63%
58%
67%
82%
76%
61%
N Europe = 5613 / F = If member of social network(s)

40. Network log on frequency
Q : You are a member of the following social network sites. How often do you log into these sites? (at least daily)
Vkontakte and Facebook have the
highest penetration of daily usage.
63% of the Vkontakte users log in at
least once a day.
63%
58%
37%
29%
23% 21%
16% 14% 12% 12% 12% 11% 11% 11% 11% 8%
Vkontakte Facebook Twitter Hyves Tagged Badoo Orkut Netlog LinkedIn Hi5 Xing MySpace Ning QZone Friendster Bebo Habbo
N Europe = Min 43 – Max 4968 / F = If member of social network

41. 37 minutes is
the average time
members spend
each time they log
in to Facebook

42. Connection time
On average, Facebook
members stay connected for
Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit)
more than half an hour
average
49 37 21 16 16 16 16 15 12 11 11 11 10 9 98 5
4% 3% 5% 3% 6% 3%
11% 6% 6% 4% 6% 6% 11%
16% 8%
20% 18% 24% 14% 19% 22% 6%
13% 23%
21% 26% 26% 32%
28%
19% 25% 12%
17% 24% 14%
24%
19% 18% 24%
35% 18% 8%
19% 19%
32% 23%
82%
67%
19% 59% 62%
13% 52% 55% 56% 54%
50% 47% 48% 50%
45%
39%
20% 22%
Counts
below 30
Vkontakte Facebook Twitter Netlog Badoo Hyves Tagged MySpace Orkut Hi5 Xing LinkedIn Bebo Ning QZone Friendster Habbo
■ >60
■ 31 - 60
■ 11 - 31
■ 6 - 10
■ 1- 5 minutes
N Europe = Min 43 – Max 4968 / F = If member of social network

43. Facebook rules the social media space, but is
having a hard time in China & Japan.
Facebook rules, at least in Europe, US and Australia. No other network
reaches the 96% awareness and 62% usage level of Facebook. If we
take a look at both awareness and membership, Twitter and MySpace
are number two and three social media in Europe.
Given the fact that LinkedIn is a professional network, it is worth
pointing out that this network ranks fourth, both in terms of awareness
and membership.
On European level, Vkontakte (a Facebook look-alike) is a strong
network in Russia and Ukraine. In a broader perspective, Qzone
(China) and Orkut (Brazil, India) are network sites to take into account.
Facebook has lower penetration rates in China and Japan.

44. Awareness
Top 3 networks
Facebook 96%
Twitter 80%
In Europe MySpace 70%
Membership
Facebook 62%
Twitter 16%
MySpace 12%

45. Facebook, Twitter and Linkedin are reaching the
mass market. Smaller/ newer social networks are
facing a challenge…

46. Top 3 networks by membership
62%
96%
16%
80%
12%
19%
North
69%
97%
18%
38%
10%
80%
West East
58% 57%
95% 94%
14% 39%
82% 55%
12% 12%
36% 72%
South
72%
98%
24%
85%
■ Membership
15%
■ Awareness 41%
N Europe = 7446 / F = None

47. Top 3 networks by membership
62%
96%
31%
16%
59%
80%
17%
12% 29%
59%
19% 76%
14%
13%
70% 54%
74%
93%
5%
22% 32%
57%
20%
77%
77%
93%
65%
96%
41%
67% 90%
93% 63%
59% 94%
87% 12%
34% 85%
76% 10%
79%
■ Membership
■ Awareness

48. Network awareness | Europe In Europe, Facebook, Twitter and
MySpace are the best known social
Q : To what extent do you know the following social network sites? network sites.
Exceeding
Europe Europe regions countries
0% 25% 50% 75% 100%
Facebook 96%
Twitter 80%
MySpace 70%
LinkedIn 32%
Badoo 31%
Netlog 29%
Hi5 26%
Xing 19%
Vkontakte 19%
Bebo 16%
Tagged 14%
Habbo 14%
Friendster 14%
QZone 11%
Europe
Orkut 10% West
North
Hyves 10%
East
South
Ning 7%
N Europe = 7446 / F = None

49. In China, awareness
Network awareness | Europe in perspective of Qzone is equal to
Q : To what extent do you know the following social network sites?
awareness of
Facebook
Europe Europe versus reference countries
0% 25% 50% 75% 100%
Facebook 96%
Twitter 80%
MySpace 70%
LinkedIn 32%
Badoo 31%
Netlog 29%
Hi5 26%
Xing 19%
Vkontakte 19%
Bebo 16%
Tagged 14%
Habbo 14%
Friendster 14%
QZone 11% Europe
USA
Orkut 10% Brazil
Australia
Hyves 10% China
India
Ning 7% Japan
N Europe = 7446 / F = None

50. Network membership | Europe Facebook has the highest usage
throughout Europe.
Q : To what extent do you use the following social network sites?
Exceeding
Europe Europe regions
countries
0% 25% 50% 75% 100%
Facebook 62%
Twitter 16%
Vkontakte 12%
LinkedIn 11%
MySpace 9%
Netlog 6%
Badoo 6%
Hi5 5%
Xing 5%
Hyves 3%
Orkut 1%
Ning 1%
Tagged 1%
QZone 1%
Bebo 1% Europe
West
Friendster 1% North
Habbo East
0%
South
N Europe = 7446 / F = None

51. Network membership | Europe in perspective
Q : To what extent do you use the following social network sites?
Europe Europe versus reference countries
0% 25% 50% 75% 100%
Facebook 62%
Twitter 16%
Vkontakte 12%
LinkedIn 11%
MySpace 9%
Netlog 6%
Badoo 6%
Hi5 5%
Xing 5%
Hyves 3%
Orkut 1%
Ning 1%
Tagged 1%
QZone 1% Europe
USA
Bebo 1% Brazil
Australia
Friendster 1% China
India
Habbo 0% Japan
N Europe = 7446 / F = None

52. Current social networkers
have no intention to stop
their membership nor do
they feel the need to further
expand their membership
Intention on social network sites

53. Intention to stop
Q : Which of the following social networks, of which you are a member, will you stop using?
Europe 0% 25%
Europe regions
50% 75% 100%
Friendster 23%
Tagged 21%
Hi5 20%
Ning 19%
Overall, 7% of the
Bebo 19%
social networkers have
Netlog 16% the intention to quit at
Badoo 14% least one of the networks
Orkut 13% they are a member of.
QZone 13%
Xing 9%
Members of
MySpace 8%
Friendster are most
Hyves 8%
likely to stop
Twitter 5%
LinkedIn 4%
Europe
Vkontakte 2% West
North
Facebook 1% East
South
Habbo Base below N=30
N Europe = Min 43 – Max 4968 / F = If member of social network

54. Intention to stop versus penetration
25% EUROPE
Friendster
High
Tagged
20%Hi5
Bebo
NingNetlog
Big networks will get bigger
and small networks will get
smaller.
15%
Badoo
QZone
Stop
Orkut
10% Hyves
Xing
MySpace
Twitter
5%
LinkedIn
Vkontakte
Low
Facebook
0%
10% 20% 30% 40% 50% 60%
Low Penetration High
N Europe = Min 43 – Max 4968 / F = If member of social network

55. Future usage
Q : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social network
sites evolve in the coming year? (I’ll use it (a lot) more)
Europe Europe regions
0% 25% 50% 75% 100%
LinkedIn 37%
Twitter 31%
Facebook 29%
Vkontakte 25%
Orkut 21%
Tagged
Members of LinkedIn,
20%
Twitter and Facebook
Xing 19%
are most likely to
Ning 18%
increase their usage
Badoo 17%
Netlog 16%
Hyves 14%
QZone 14%
Hi5 13%
MySpace 12%
Europe
Bebo 12% West
North
Friendster 10% East
South
Habbo Base below N=30
N Europe = Min 43 – Max 4968 / F = If member of social network

56. Future usage versus network penetration
40% EUROPE
LinkedIn
High
35%
Twitter
30%
Facebook
25% Vkontakte
Increase
Netlog
20% Tagged
Orkut
Xing
Ning Hyves
Badoo
15%
QZone
Hi5
Bebo
MySpace
10% Friendster Big networks will get bigger
and small networks will get
5% smaller.
Low
0%
0% 10% 20% 30% 40% 50% 60%
Low Penetration High
N Europe = Min 43 – Max 4968 / F = If member of social network

57. Future membership
Q : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the network sites
below you would consider becoming a member of.
Europe Europe regions
0% 25% 50% 75% 100%
Facebook 28%
Twitter 28%
LinkedIn 19%
Vkontakte 16%
Facebook and Twitter
MySpace 16%
are most likely to
QZone 12%
gain new members.
Friendster 9%
Xing 9%
Overall, 60% have no
Netlog 8%
intention to expand
Orkut 8%
their membership.
Badoo 7%
Hi5 7%
Ning 7%
Bebo 7%
Europe
Tagged 7% West
North
Habbo 5% East
South
Hyves 5%
N Europe = Min 418 - Max 3962 / F = Non users: Aware, but no member

58. We gave you a lot of facts,
to capture the key points,
we summarized the key data
in a few overview slides.

59. Top networks in Europe
9% 11%
16%
10% 2%
Aware and current member 5%
19%
Aware and once a member
62%
Aware, but no member
Not aware
52%
59%
7% 68%
27%
30%
20%
4%
Facebook Twitter MySpace LinkedIn
Facebook Twitter MySpace LinkedIn
Awareness 96% 80% 70% 32%
Membership 62% 16% 9% 11%
Base: Social networkers
Increase usage (top2%, 1-5) 29% 31% 12% 37%
Network size (av no. contacts) 133 59 84 57
Log on frequency (at least daily) 58% 37% 11% 12%
Log on duration (av minutes) 37 21 15 10
Ever deleted a person from contact
list
50% 34% 36% 12%
Base: Members of this network

60. Member profile Women typically outnumber men on social networks — women make
up 53% of Facebook users and 49% of MySpace users. However, a
majority of LinkedIn members (56%) and Twitter users (55%) are men.
Facebook Twitter MySpace LinkedIn
Gender
Male 47% 55% 51% 56%
Female 53% 45% 49% 44%
Age
Age
15-24 24% 30% 33% 15%
25-34 25% 25% 26% 24%
35-54 35% 30% 31% 43%
55-99 16% 14% 11% 18%
Smartphone
Smartphone
Smartphone user 43% 58% 46% 59%
Working situation
Working situation
Employed 58% 58% 54% 72%
Student 13% 17% 18% 8%
Not working 29% 26% 28% 21%
N Europe = 5613 / F = If member of social network(s)

61. The Twitter Paradox: high awareness versus
low usage. What’s next?
Compared to Facebook, Twitter is still a pretty small network
of people. Twitter is well known, but has not reached the
penetration level of Facebook yet. Future adoption looks
good, but there is still a long way to go.
Facebook and Twitter are a perfect couple, both sites serve
different needs. When people join Twitter, their Facebook
usage does not decrease. Twitter users are typically using
more social media than non Twitter users.

62. Facebook and Twitter | membership of one or both
N Europe = 5613 / F = If member of social network(s)

63. Facebook and Twitter | daily log on
Q : You are a member of the following social network sites. How often do you log into these sites? (% several times a day)
74%
35% 37%
13% 19%
2%
65% The more networks
someone uses, the more
time spend per network.
54%
Western Northern Eastern Southern United
Members of: Log in to: Europe Europe Europe Europe
Europe
States
Brazil Australia China India Japan
Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67%
Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70%
Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40%
Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57%

64. Facebook and Twitter | membership of one or both
Other networks than
Twitter and Facebook
Member of Facebook
Member of Twitter,
and Twitter
no Facebook
13% 19%
2%
65%
North
Member of
Facebook, no Twitter
6%
1% 12%
80%
West East
10% 18% 13%
2% 25%
3%
69% 59%
South
5%
2%
29%
64%
N Europe = 5613 / F = If member of social network(s)

65. Social Network adoption, usage
and other key facts.
Connections on social networks:
People & brands.
The role of employees in making
companies more human.
Mobile internet, location based &
augmented reality.

67. People love people.
So brands, behave like one.
People link online with people they know offline. Social networking
is a way for people to meet up with others on the net. Checking the
status of others, chatting & messaging are the main activities on
social networks, all two-way communication streams. Not having
any contact is the main reason for defriending.
People also join social networks to get information about (new)
products / brands. However, they do not like traditional marketing
messages.
People prefer people above brands. This means that companies
and brands should approach their use of social media differently.
It’s about being human and taking personal identity above an
institutional identity.

68. People connect
with people they
know!

69. Reasons to connect with other people on social media
Q : Why does a person belong to your network?
Europe Europe regions
...we have been friends, neighbours, 0% 25% 50% 75% 100%
classmates, etc. since our childhood 71%
...we work(ed) together 59%
...we have the same friends offline
46%
...we have the same friends online
43%
...we originate from the same region /
location 37%
...(s)he invited me to belong to his/her
social network 37%
...we have the same hobbies 34%
Connections are
...we work in the same sector 31% driven by close,
...we share the same education 27% offline, personal
...we share the same kind of humor 23% relationships.
...we have the same political ideas,
ideologies, etc. 17%
...we are/were both in the same youth
16%
movement
...we use the same products / services 12%
...we have the same personal style 10%
...we love the same brands 9% Europe
West
...(s)he's a celebrity 8% North
East
...(s)he's an opinion leader 7% South
N Europe = 5613 / F = If member of social network(s)

70. Besides connecting with others,
getting information about (new)
products and brands is driving
membership of social networks

71. Drivers for network membership
Q : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play games. Besides the more general reasons,
what else has driven you to become a member of the following social networks?
Europe
0% 25% 50% 75% 100%
...to get to know things about (new) products / brands
Besides more general
...to come in contact with brands / companies reasons, getting to know
things about (new)
products and brands is
an important driver for
...to stimulate my career
membership
...to find other users of a certain brand / product People get member of
professional network
LinkedIn, to stimulate
...to find promotions of a certain brand / product
their career.
...to become a famous person
● MySpace
● Facebook
● Linkedin
...to become an opinion leader ● Twitter
N Europe = 5613 / F = If member of social network(s)

72. More than half of the
social networkers has
ever deleted someone
from his/her network.
Main reason for
defriending is a lack
of contact.

73. Defriending In general, 56% has ever deleted a contact
Q : Have you ever deleted a person from your contact list?
person from at least one network
Europe Europe regions
0% 25% 50% 75% 100%
Hyves 54%
Vkontakte 53%
Facebook 50%
Bebo 46%
Tagged 45%
Badoo 37%
MySpace 36%
Netlog 34%
Twitter 34%
Ning 33%
Professional network LinkedIn
Hi5 31% shows a low deconnection rate
Orkut 27%
QZone 26%
Xing 25%
Europe
Friendster 14% West
North
LinkedIn 12% East
South
Habbo Counts below 30
N Europe = 5613 / F = If member of social network(s)

74. Social networking is two-way communication;
Reasons for defriending A lack of contact is the main reason for defriending.
Q : Why did you do that? I’ve deleted a person from my contact list because…
Europe 0% 25% 50%
Europe regions 75% 100%
...we hardly had any contact with each other 47%
...I don’t want this person to see my profile
44%
/updates anymore
...we were friends in the past, but not anymore 39%
...I came to realize that I don’t know that person 36%
...that person shares too much lousy content
30%
on his/her social network
...I received many more updates about his/her
21%
life than I care to receive
...that person’s comments were politically
Company, brand
14% or product related
incorrect
...that person is using social media too much reasons do not
12%
for advertising about brands / products seem important
...that person is too active on my social network 10%
reasons for
defriending.
...that person is using social media too much
9%
for promoting the company (s)he’s working
...that person is too passive on my social
8%
network
Europe
...I don’t want my colleagues to part of my West
6%
social network anymore North
East
...that person recommends brands / products I
4% South
don’t like
N Europe = 3179 / F = If ever deleted a person from contact list

75. Defriending versus network size
EUROPE
70%
High
60%
50%
Defriending
40%
30%
20%
10%
Low
0%
0 20 40 60 80 100 120 140
Low Network size (contacts) High

77. >50% follow brands on social media.
Personal brand experience and
conversations about brands by peers
are drivers to connect.
About half of the European social networkers follow a company
or brand on social networks. People in the south of Europe are
following more brands (17.3 on average) than other regions.
People connect with a brand because they have used it and
secondly because other people invited or recommended them
to do so – they did not connect because companies / brands
asked them to!

78. Following brands | Europe
Brand followers 51%
Average no. of brands followed 12,2
North
47% About half of the social
11,6 network users follow a
brand.
West East
42% 54%
9,4 9,8
South
60%
17,3
N Europe = 5613 / F = If member of social network(s)

79. Following brands | Europe in perspective
Europe has the lowest
share of brand fans, 51%.
Compare India: 70%
follows a brand.
Brand followers 51% 60%
Average no. of brands followed 12,2 9,3
57% 62%
20,2 7,9
70%
15,6
55%
19,6 55%
8,3
N Europe = 5613 / F = If member of social network(s)

80. Brand followers are more often females, somewhat
Brand follower profile younger and they are more active on social networks
Brand Non brand Brand Non brand
followers followers followers followers
Gender Membership
Male 44% 53% On average
Female  56% 47%  2.0 1.7
Age
Age Networks
15-24  31% 18% Facebook 95% 93%
25-34  28% 22% Twitter  31% 16%
35-54 20%  20% Actions
55-99 13%  18% Share  73% 41%
Smartphone
Smartphone Consult  71% 30%
Smartphone Defriending
user  47%  38%
Defriending  63% 48%
N Europe = 5613 / F = members of social networks
sig. diff (95%)

81. Sectors for brand following
Q : To which sectors do these brands belong to?
Europe Europe regions
0% 25% 50% 75% 100%
Media / entertainment 50%
Fashion / luxury goods 45%
Food and retail 43%
Media and
Travel 35%
entertainment are
the most popular
28%
industries for
Sport
following brands
Cars 28%
Good causes / charity 26%
Europe
West
North
Industry 13%
East
South
N Europe = 3064 / F = members of social networks, following at least one brand

82. Average consumer follows a brand to get a direct
personal benefit.
Social networkers expect some sort of benefit of companies on social
networks. People are mainly focused on the direct benefit. Companies
should in first instance offer product information, update on promotions
and announce events.
There is still a huge opportunity for companies to get in touch with their
customers. 58% has never experienced any action by a company /
brand on social network sites.

83. Brand usage 46%
Following brands on Recommendation by friend 29%
social media is driven Invitation by network contact 28%
by the actual user Search engine 27%
experience Advertising on social media 26%
Online advertising 22%
Buying intention 22%
Invited by brand 18%
Traditional advertisements 18%

84. 42%
Had a conversation
with a brand via social
networks

85. Company actions on social media
Q : What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning...
Europe Europe regions
0% 25% 50% 75% 100%
...a positive experience with a product /
service I’ve posted or reacted on 17%
...a job vacancy
15%
...a negative experience with a product /
service I’ve posted or reacted on
15%
...information I posted about promotions
13%
42% already had
a conversation with
...information I posted about products
and/or services in general a brand through
13%
social media.
...a fanpage / group I’ve created for a
product/brand/company 10%
...information I posted about (advertising)
campaigns 9%
Europe
West
...information I posted about the company 8% North
and/or company culture East
South
N Europe = 5613 / F = If member of social network(s)

86. Customers want to be involved
with companies. Bring them in
the boardroom to improve the
relationship.
CONVERSATIONS
44%

87. People expect various actions of companies on social
Brand expectations networks. Top three consists of offering product information,
Q : On social network sites, brands should… promotions and announcing events.
Europe Europe regions
0% 25% 50% 75% 100%
...offer product information 58%
...offer promotions 58%
...announce events 57%
...share ideas and provide updates on future products, services, etc. 53%
...give feedback 52%
...give the ability to order / purchase products / services 49%
...surprise consumers 48%
...offer the ability to take part in game / competitions 47%
...start conversations with consumers 44%
...give exclusive content 44%
...invite consumers to co-create products / services 44%
...give objective background information of the company (facts and
43%
figures)
...offer the possibility to directly interact with people behind the brand 43%
...bring entertainment 38%
...launch (advertising) campaigns 37%
Europe
...create brand groups of which consumers can become a fan on 33% West
social network pages
North
...bring stories about the company culture 31% East
South
...create virtual characters or advertising icons 20%
N Europe = 5613 / F = If member of social network(s)

88. Social media is about communication
between people.
People use social networks to communicate with each other: Checking
the status of others, chatting, sending messages, reacting to
comments or actions of others.
If we look at actions specifically related to companies, products or
brands, it shows that 36% of the social networkers in Europe post
information about brands, 53% reacts on comments and 51% consults
information.
Consumers prefer to react on brand updates rather than start a
conversation with a brand themselves. Content planning and regular
content updates are a way to increase the engagement with fans.

89. People like to
connect: status
checks and chats
are most frequent Checking the status of others 5.2
activities on Chatting, messages 4.7
social networks Reacting to others 4.3
Updating status 3.4
Games 2.8
Reacting to brands 2.2
Consulting information about brands 1.9
Posting information about brands 1.3

90. Actions on social networks
Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (average)
Europe Europe regions
0 1 2 3 4 5 6 7 8 9 10
Checking the status of others and 5,2
consulting information
Chatting / Sending messages 4,7
PERSONAL
Reacting to comments and / or actions of
4,3
others
Updating your status and / or posting Communication
information 3,4
between people is
the main purpose of
Playing games or other fun activities
2,8 social networks.
Reacting to comments and / or actions of
SHARE
others related to products, brands and / or
2,2
companies
CONSULT
Consulting information about products,
brands and/or companies 1,9
Europe
West
North
SHARE
Posting information about products, brands East
1,3
and/or companies South
N Europe = 5613 / F = If member of social network(s)

91. Embrace consumer power: 36% posts company/
brand related information on social media

92. Sharing and consulting brand / product information
Q : The last 10 times you logged into your social networks, how often did you undertake each of the following
actions? (% at least once) 36% of the social networkers in
Europe post information on
products, brands, and /or companies
Europe West North East South
73% 66% 75% 79% 77%
51% 40% 29% 56% 63%
53% 41% 44% 64% 59%
36% 28% 20% 39% 48%
West North East South
United States Brazil Australia China India Japan
76% 86% 67% 44% 88% 34%
50% 68% 43% 83% 75% 42%
49% 76% 47% 83% 84% 29%
43% 60% 43% 64% 66% 30%
N Europe = 5613 / F = If member of social network(s)
■ % social networkers
■ social networkers who consult “Consulting information about products, brands and/or companies”
■ social networkers who react “Reacting on comments and / or actions of others related to products, brands and / or companies”
■ social networkers who post “Posting information about products, brands and/or companies”

93. Social networkers who share or consult
Sharing / consulting profile information about brands, are younger and
they are member of more networks.
Women consult more often about products
and brands than men.
Sharing (58%) Not sharing (43%) Consulting (51%) Not consulting (50%)
Gender Male 47% 50% 45% 52%
Female 53% 50% 55% 48%
Age 15-24 27% 21% 28% 21%
25-34 26% 24% 27% 23%
35-44 20% 20% 20% 20%
45-54 15% 16% 14% 16%
55-99 13% 20% 11% 21%
Employment Employed/working full-time 50% 47% 48% 49%
Employed/working part-time 11% 10% 11% 10%
Unemployed/job-seeker 7% 8% 8% 7%
Retired 7% 11% 7% 12%
Househusband/housewife 5% 3% 5% 3%
Student 13% 13% 13% 12%
Not working 1% 1% 1% 2%
Other 6% 7% 6% 6%
Smartphone with internet/data 32% 31% 33% 30%
Membership Average no. networks 2,1 1,7 2,1 1,7
sig. diff (95%)
N Europe = 4863 / F = If sharing information (reacting and/or posting)
N Europe = 2876 / F = If consulting information

94. Offline brand experiences are the best online
conversation starter.
If people share information about a brand, company or product, it’s
often about the product / brand experience they had. Good news:
Positive experiences dominate negative experiences. And; one third of
the European social networkers say their sharing behavior increased
(a lot) since last year.

95. Networks to share information Facebook is the place to share
information about products and
Q : You’ve indicated that you sometimes share information (posting and / or reacting) about products, brands and/or brands
companies. When doing this, which social network sites do you use for sharing that information?
Europe Europe regions
0% 25% 50% 75% 100%
Facebook 77%
Twitter 15%
Vkontakte 15%
LinkedIn 5%
MySpace 4%
Hi5 3%
Netlog 3%
Badoo 3%
Hyves 2%
Xing 2%
Ning 1%
QZone 1%
Bebo 1%
Tagged 1%
Europe
Friendster 1% West
North
Orkut 0% East
South
Habbo 0%
N Europe = 4863 / F = If sharing information

96. People prefer to
share positive brand
experiences on social
media

97. Information to share Social networkers prefer to
Q : What exactly do you share then about products, brands and/or companies? Sharing information about... share positive experiences.
Europe Europe regions
0% 25% 50% 75% 100%
...positive experiences you had 61%
...negative experiences you had 46%
...promotions you saw 40%
...feedback about products / services you
received from a company 35%
33% says their sharing
...games and contests related to the products, behavior increased (a lot)
brands or companies 31%
since last year.
...the launch of a new product, brand, or
company 30%
...online advertising you saw or heard about
26% Europe
West
North
...advertising via traditional media (e.g. tv,
East
radio, magazine, etc.) you saw or heard about
21% South
N Europe = 4863 / F = If sharing information

98. Most trusted source are peers. Their
experiences are key driver in consumer
decision making.
Consumers trust each other most. When people look for information on
products, companies or brands, they tend to look for information that is
coming from experiences other persons had. This experience can be
both positive (63%) and negative (53%).
Positive brand experiences have the highest impact on brand
perception and buying intention.

99. 62% look for positive experiences others
What to consult had with a product, brand or company
Q : What exactly do you consult then about products, brands and/or companies? Consulting information about...
Europe Europe regions
0% 25% 50% 75% 100%
...positive experiences others had 62%
...negative experiences others had 53%
...the launch of a new product, brand,
or company 45%
...feedback about products/services
others received from a company 45%
...promotions others saw
40%
...games and contests related to the
products, brands or companies 32%
...online advertising others saw or
heard about 28% Europe
West
North
...advertising via traditional media (e.g. East
tv, radio, magazine, etc.) others saw or
25% South
heard about
N Europe = 2876 / F = If consulting information

100. Impact of consulting on brand perception
Q : When you consult information about products, brands and/or companies, does this information have an impact on your opinion about the product / brand / company? (top2%, 1-5)
Europe Europe regions
0% 25% 50% 75% 100%
Positive experiences others had 54%
Feedback about products/services 32%
others received from a company
The launch of a new product, brand, 32%
or company
Promotions others saw 28% Positive experiences
are reported to have the
highest impact on
Negative experiences others had 26% brand opinion
Games and contests related to the
products, brands or companies 21%
Online advertising others saw or
heard about 16% Europe
West
North
Advertising via traditional media (e.g. East
tv, radio, magazine, etc.) others saw 15% South
or heard about
N Europe = 2876 / F = If consulting in general

101. Positive experiences are also
Impact of consulting on buying intention reported to have the highest
Q : When you consult information about products, brands and/or companies, does this information have an
impact on buying intention
impact on your intention to buy the product / brand / something of the company? (top2%, 1-5)
Europe Europe regions
0% 25% 50% 75% 100%
Positive experiences others had
52%
Feedback about products/services
others received from a company 32%
The launch of a new product, brand,
or company 29%
Promotions others saw 25%
Negative experiences others had 23%
Games and contests related to the
products, brands or companies 19%
Advertising via traditional media (e.g.
tv, radio, magazine, etc.) others saw 15% Europe
or heard about
West
North
Online advertising others saw or East
14%
heard about South
N Europe = 2876 / F = If consulting in general

102. Facebook is the place to consult
Networks to consult information about products and
Q : You’ve indicated that you sometimes consult information about products, brands and/or companies. When doing this, brands
which social network sites do you use for consulting that information?
Europe Europe regions
0% 25% 50% 75% 100%
Facebook 74%
Twitter 14%
Vkontakte 13%
LinkedIn 6%
MySpace 5%
Hi5 3%
Xing 3%
Netlog 3%
Badoo 2%
Hyves 1%
Orkut 1%
QZone 1%
Tagged 1%
Ning 0%
Habbo 0% Europe
West
Bebo 0% North
East
Friendster 0% South
N Europe = 2876 / F = If consulting information

103. 12% says the image
they have formed based on
real-life experiences is
(completely) different from
the image based on social
network pages

104. Image of online information
Q :Compared to the image I have formed based on real-life experiences, the image I have based on… (1 completely different – 5 completely the same)
...THE THINGS I SEE/READ ON THE ...THE THINGS I SEE/READ ON SOCIAL ...THE THINGS I SEE/READ ON OTHER
CORPORATE WEBSITE... NETWORK PAGES... WEBSITES/BLOGS/FORA...
Western Europe 13% 22% 10% 18% 11% 18%
Northern Europe 6% 26% 9% 21% 10% 20%
Eastern Europe 13% 39% 13% 39% 13% 42%
Southern Europe 16% 33% 15% 31% 14% 34%
Europe 13% 31% 12% 28% 12% 30%
United States 7% 24% 8% 27% 5% 25%
Brazil 23% 42% 24% 40% 23% 39%
Australia 11% 25% 11% 28% 11% 27%
China 5% 55% 4% 63% 6% 55%
India 20% 51% 14% 46% 12% 55%
Japan 5% 32% 6% 27% 9% 25%
■ 1,2… is (completely) different / ■ 4,5… is (completely) the same
N Europe = 5613 / F = If member of social network(s)

105. Trust in online information People trust each
Q : How trustworthy do you find the information that is posted on social networks by each of the following sources? (%top2, 1-5) other most
Europe Europe regions
0% 25% 50% 75% 100%
A person from your contact list 60%
A person that belongs to the network of 34%
your contact person
Brand users 27%
A company 26%
An employee of a company 20%
Europe
West
North
Brand fans 16% East
South
N Europe = 5613 / F = If member of social network(s)

106. Create opportunities for product feedback
More than half of the European respondents in this survey are willing
to provide feedback while using a brand/product!
No matter what topic, the preferred channel to give feedback is e-mail,
or the company website.

107. People are willing to SOCIAL
NETWORKERS
Provide feedback while
using a brand/product! 61%
ALL
RESPONDENTS
52%

108. A majority prefers e-mail to give a
Preferred feedback channel company immediate feedback
Q : Which of the following channels would you like to use to give a company immediate feedback while using a brand/product?
Europe Europe regions
0% 25% 50% 75% 100%
E-mail 80%
Website 62%
Mobile phone 28%
Online Social Media 24%
Other Internet source (e.g. blog,
24%
forum)
SMS 23%
A face-to-face contact with a
representative of the brand / 21%
product / company
Chat 16%
Landline 14% Europe
West
North
A letter 10% East
South
N Europe = 4248 / F = (very) interested to give a company immediate feedback

109. Social Network adoption, usage
and other key facts.
Connections on social networks:
People & brands.
The role of employees in making
companies more human.
Mobile internet, location based &
augmented reality.

111. Employees as brand ambassadors
A majority is proud of the company they work for. There is
clearly potential to get more proud employees talk on social media.
On social media, people in Europe do not talk that much about the
company they work for. Talkability is limited to 19%. If they talk about
their job, people like to share information about new products or
services and announce company events.

112. 61% of employed
social networkers is
proud of the company
they work for

113. 19% talks about
their company on social
media. Employees are
clearly unused social
potential.

114. Potential for brand ambassadors
● People who are pride
of the company they are
16% working for and like to
3%
high
talk about their job
/employer on social
TALKABILITY
media
36% 45% There is potential for
low
low high
getting proud employees
COMPANY PRIDE 2%
15% to talk on social media
28% 56%
15% 5% 16%
2%
39% 45% 36% 43%
18%
2%
45% N Europe = 2787 / F = If member of social network(s)
34%
and active working person

115. Company pride and talkability
Company pride (top2%) 61%
Talkability (top2%) 19%
63%
40%
16%
18%
75%
61%
62%
48%
67%
40%
62%
20%
N Europe = 2787 / F = If member of social network(s) and active working person

116. Information to share by employees
Q : What kind of information would you like to share about your job / employer on social media? I would like to...
Europe Europe regions
0% 25% 50% 75% 100%
...share information on (new) products / 50%
services
...announce events of my company 50%
...share information on new campaigns
about (products / services of) my 37%
employer
...share vacancies for a job 37%
New products / services
and events are most popular
...tell stories about the company culture 37%
items to share on social
media by employees
...announce promotions 36%
...share news about new hired employees 21%
I have no idea 5% Europe
West
North
I do not like to share information about my East
company 10% South
N Europe = 2787 / F = If member of social network(s) and active working person, talking about heir job / employer on social media

117. Majority employees is not allowed
to use social media.
Two thirds of the European social networkers have (limited) access to
social network sites at work. Within Europe, Northern Europe has the
highest level of access, Western Europe the lowest.
Current attitude of companies towards social media is quite formal and
does not feel very emotional. Given the fact that social networking is all
about relationships, it seems wise to have a more human approach on
social media.
Employees can contribute in these. More than a third is open to share
information about the company they work for among their contacts on
social networks, if that’s beneficial for the company.

118. 33% cannot acces
Their social network
websites at work

119. Access to social media at work | Europe
Q : To what extent do you have access to social network sites at your work?
Europe
33%
One third of the European
47% 22% social networkers are
North
20%
blocked by their employer
18%
to have access to social
network sites at work
18%
■ complete access 64%
■ limited access
■ no access at all
Would like to have
34%
access (top2%, 1-5) Wst East
30%
41% 44%
48%
16% 22%
15% 48%
South
31%
47%
21% N Europe = 2787 / F = If member of social network(s) and
42% active working person

120. Access to social media at work | Europe in perspective
Would like to have
34% access (top2%, 1-5)
Europe N=1590
N=62
United States
33% China N=56
47%
4% Japan N=35
35% 20%
50%
41%
India N=104 55%
32% 38%
16%
20%
Brazil N=78 30%
49%
31%
23%
Australia N=66
45%
32% 26%
44%
30%
■ complete access
■ limited access
■ no access at all
F = If member of social network(s) and active working person

121. Company policy
60% would like to get help from employer
to share relevant content.
25% has a written policy about social
media usage.
13% receives social media training.

122. 4 out of 10 like their
employer’s attitude towards
social media…
… and more than a third
is open to share information
about the company they
work for.

123. Employee attitude More than a third is open
to share information about
Q : To what extent do you agree with each of these statements? (top2%, 1-5)
the company they work for.
Europe Europe regions
0% 25% 50% 75% 100%
In my social network environment, I like to
make a clear distinction between my 57%
professional (e.g. colleagues) and my
personal life (e.g. family)
I’m open to share information about the
company I work for among my contacts on 36%
social networks, if that’s beneficial for my
company
Europe
West
I like to share information about my job North
among my contacts on social networks 22% East
South
N Europe = 2787 / F = If member of social network(s) and active working person

124. Social Network adoption, usage
and other key facts.
Connections on social networks:
People & brands.
The role of employees in making
companies more human.
Mobile internet, location based
& augmented reality.

126. Always on
Consumers are taking up mobile devices, especially in China and
India. This implies new ways to reach consumers, through simply more
display space, branded applications or even Location-based services.
In Europe, 38% is using a smartphone, either with or without internet /
data subscription. More than half is using their smartphone on a daily
basis for accessing the internet.
Nokia and Apple are most widely spread amongst smartphone users.
When it comes to mobile services, people expect brands to offer
content and convenience.

127. Europe:
476 million internet users
350 million on social networks
132 million using a smartphone

128. Mobile devices | Europe
59%
28%
61% 62%
11% 59%
56% 55%
38%
uth 1 2 Europe 5
3 4 6
29% 28%
26% 26%
1 A regular mobile phone 15%
2 9%
A smartphone, with Internet / data subscription 10% 11%
8%
3 A smartphone, without Internet / data subscription In Europe, 38% is using
4 A tablet PC, with Internet / data subscription
5 West
A tablet PC, without Internet / data subscription North East South a smartphone, either
Europe
6 None of the above
61% 61% 62% 62% with or without internet /
59% 59%
56% 56% 55% 55%
data subscription
38% 38%
29% 29% 28% 28%
26% 26% 26% 26%
15% 15%
9% 10% 10% 11% 11%
9% 8% 8%
West West North North East East South South Europe Europe
61% 62%
59%
56% 55%
38%
29% 28%
26% 26%
15%
9% 10% 11%
8%
West North East South Europe
N Europe = 7446 / F = none

129. Mobile devices | Europe in perspective
China and India outnumber
Europe and US on
smartphone usage
73%
65% 64%
59% 57% 57%
54%
41%
38%
34% 35%
28% 26%
15%15% 16% 14%
11% 11% 13%
8% 10%
6% 5% 7% 7% 5% 3% 6%
2% 4% 2% 4% 2% 2% 0% 2% 2% 3%
1% 1% 0%
1 2 Europe 5
3 4 6 United States Brazil Australia China India Japan
1 A regular mobile phone
2 A smartphone, with Internet / data subscription
3 A smartphone, without Internet / data subscription
4 A tablet PC, with Internet / data subscription
5 A tablet PC, without Internet / data subscription
6 None of the above
N Europe = 7446 / F = none

130. Future intention Growth markets for smartphones
Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%) are China, India and to a lesser
extent also Brazil.
53%
50%
47%
44%
40%
37%
33%31% 31% 29% 30% 29%
25% 25% 27% 25%
22% 24%24% 23% 22%
18% 20% 19% 19% 20%22%22%
15%14% 16%14% 15%13%14% 14%16%
12% 13%
10% 10%
7%
1 2 Europe 5
3 4 6 United States Brazil Australia China India Japan
1 A (new) laptop
2 A (new) smartphone or PDA
3 A (new) regular mobile phone
4 A (new) desktop PC
5 A (new) tablet PC
6 A (new) netbook
N Europe = 7446 / F = none

131. Daily Internet access via smartphone
Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)
56%
59%
77% 89%
68%
56%
44%
N Europe = 2178 / F = If smartphone with internet / data subscription

132. Smartphone brands
Nokia 28% 2% 14% 29% 58% 54% 0%
Apple 22% 25% 15% 34% 18% 8% 47%
Samsung 15% 14% 5% 14% 5% 9% 13%
HTC 12% 18% 1% 6% 12% 1% 7%
Sony Ericsson 8% 0% 2% 4% 2% 15% 10%
BlackBerry 8% 20% 13% 6% 2% 4% 0%
LG 3% 8% 8% 1% 0% 0% 0%
Motorola 1% 5% 4% 0% 3% 0% 0%
Palm 0% 7% 10% 0% 0% 0% 0%
Other 2% 1% 10% 5% 0% 8% 19%
N Europe = 2178 / F = If smartphone with internet / data subscription

133. Smartphone barriers For most non smartphone users
there is a lack of (perceived) need
Q : Why don’t you have a smartphone?
Europe Europe regions
0% 25% 50% 75% 100%
My current mobile phone is still working fine 39%
I don't need a smartphone 33%
It's too expensive 29%
I don't see the benefit of using a smartphone
24%
(yet)
I never thought of changing it 9%
Because I think it's complicated to use 4%
Europe
Only a few people in my direct environment West
have a smartphone 3% North
East
South
N Europe = 4474 / F = Non smartphone users

134. Interest in mobile services People expect brands to offer
Q : To what extent are you interested in the following mobile services (even though these services might not exist or
content and convenience.
might not be available on your current mobile device or even if you don’t have a mobile phone)? (top2% 1-5)
Europe Europe regions
0% 25% 50% 75% 100%
Ability to consult relevant information on your location
58%
(nearest restaurant, service station...) via your mobile
phone
Ability to make small payments e.g. parking meters,
55%
vending machines, bus tickets... via SMS message
Receive a discount/coupon on your mobile phone
Western Europe
when you walk past a certain shop 50% is less interested
in mobile
Ability to do your banking via mobile phone a.o.
perform balance checks, make payments 49% banking
Ability to use your mobile phone to operate certain
devices in your home from a distance (e.g. lighting, 48%
heating, video...)
Discounts on
Ability to receive more detailed product information on
your mobile phone when looking at a product in a shop 44% the go are
especially
Receive notifications when friends, family, colleagues
are in your neighbourhood 40% popular in East
and South
Ability to purchase products via your mobile phone
e.g. books, CDs, tickets to events... 38%
Receive notifications when potential matches are
Europe
nearby (based on dating site profiles) 18%
West
North
Seeing personalized advertising, more information or East
promotions on a billboard when passing by with your 18%
South
mobile phone
N Europe = 7446 / F = None

135. Smartphones owners have a more intensive
social media usage.
Social media has definitely gone mobile. Social media sites can be
easily used through smartphones, which shows for example in a higher
daily log on by smartphone users.
Consumers have installed 25 apps on average, are using 12 apps and
they even have quite some branded apps installed (7 apps on
average). They use these apps for various purposes: contact,
convenience and entertainment. More than half is using apps for social
networking.

136. Daily log on to social media through smartphone
48% 
38%
53%  53%
36% 36%
39%
74%  42%
56%
65%
56%
49%
Smartphones facilitate a
frequent log on to social 35%
media
Smartphone users with or without internet / data subscription
sig. diff (95%)
Non smartphone users

137. Apps >8/10 have apps installed on their
smartphone. On average 25.
Q : How many apps have you installed on your smartphone since you started using it?
Europe West North East South
No apps
installed
19% 22% 22% 14% 18%
81% 78% 78% 86% 82%
Apps
installed
N Europe = 2178 / F = If smartphone with internet / data subscription
26,7
24,8 24,6 24,2 24,8 24,6
21,5
14,1 13,6
11,8 12,3 11,8 12,3
9,5 9,9
7,4 7,5 8,1 7,5 7,4 7,5 8,1
6,8 7,2 6,8 6,5 6,8
5,3
South 1 2 3
Europe 4 West North East South Europe
N Europe = 1774 / F = If apps installed on smartphone The average number of apps
1 Average number of apps installed installed is 25, but only half of them
2 Average used apps
3 Average paid apps
is actually used.
4 Average brand related apps

138. Type of apps People use various types of apps – for practical
purposes, entertainment as well as for
Q : Do you use ‘apps’ for social networking? (%yes) connecting with others
Q : Below you find a list of other kinds of ‘apps’. Which of the following ‘apps’ do you use?
72% is consulting
Facebook, 22%Twitter Exceeding
Europe Europe regions
countries
0% 25% 50% 75% 100%
Apps for social networking 59%
Apps for navigation 68%
Apps for weather forecasts 62%
Apps for fun and games 61%
Apps for music and / or videos 56%
Apps for information gathering 52%
Apps about travelling 33%
Apps for managing money 33%
Apps with information about places I visit 30%
Apps for going out 28%
Apps about food and drinks, cooking and
21%
recipes
Apps for work/school 17%
Apps about health 17%
Apps for working out 13%
Apps for remote control 13% Europe
West
Apps for mums & dads 4% North
East
Other apps 9%
South
N Europe = 1774 / F = If apps installed on smartphone

139. Smartphone users expect more
conversations & collaboration with brands.
Social networkers who have a smartphone, more often follow brands
on social media. Marketers can expect more impact reaching social
networkers through smartphones, but mobile social networkers expect
more from companies and brands. They want to be more involved –
almost half is interested to co-create – and they expect companies and
brands to start conversations.

140. 56% of connected
smartphone users follow
a brand on social media

141. Following brands on social media
56% 
49%
Smartphone
69%  Base <30
50% 55%
78% 
78%  28%
65%
86% 
49%
65%
Smartphone users more often
follow brands on social media 51%
than non users
Using a smartphone with internet / data subscription
N Europe = 5613 / F = If member of social network(s) sig. diff (95%)

142. Connected smartphone users Connected smartphone user expect Smartphone users
and brand expectations more from brands on social media; would like companies
they want to be involved. to start conversations
Q : On social network sites brands should…
% top2box , 1-5 Europe United States Brazil Australia China India Japan
Smartphone with internet / data
no yes no yes no Yes no yes no Yes no yes no yes
N 3805 1808 128 91 170 48 113 54 32 114 100 138 74 28
...announce events 56% 61% 60% 48% 58% 47% 50% 59% 50% 75% 44% 67% 47%
...offer promotions 57% 61% 57% 55% 69% 81% 53% 63% 70% 82% 54% 60% 28%
...offer product information 57% 60% 51% 50% 62% 72% 51% 49% 72% 84% 47% 61% 48%
...share ideas and provide updates on future
51% 57% 44% 50% 52% 66% 51% 49% 60% 83% 65% 70% 42%
products, services, etc.
...give feedback 50% 55% 51% 50% 59% 50% 45% 48% 68% 80% 58% 62% 29%
...give the ability to order / purchase products
48% 51% 40% 43% 53% 68% 42% 46% 61% 74% 49% 59% 27%
/ services
...surprise consumers 47% 50% 39% 34% 58% 65% 34% 44% 66% 83% 53% 59% 23%
...give exclusive content 42% 48% 36% 44% 50% 73% 41% 48% 54% 72% 47% 59% 39%
...give objective background information of
41% 48% 33% 30% 51% 49% 33% 37% 58% 82% 41% 58% 23%
the company (facts and figures)
...offer the ability to take part in game /
47% 47% 32% 39% 55% 72% 50% 46% 60% 75% 48% 52% 31%
competitions
...invite consumers to co-create products /
42% 47% 25% 31% 54% 63% 26% 40% 55% 77% 47% 40% 27%
services
...offer the possibility to directly interact with
42% 47% 29% 36% 57% 49% 30% 39% 50% 83% 47% 55% 32%
people behind the brand
...start conversations with consumers 42% 46% 28% 40% 51% 62% 27% 33% 66% 76% 52% 49% 39%
...bring entertainment 38% 38% 30% 36% 47% 55% 28% 43% 66% 73% 62% 64% 29%
...launch (advertising) campaigns 37% 37% 32% 34% 49% 56% 39% 48% 30% 69% 54% 58% 33%
...create brand groups of which consumers
32% 36% 32% 36% 44% 39% 33% 39% 39% 77% 44% 59% 21%
can become a fan on social network pages
...bring stories about the company culture 29% 34% 30% 33% 46% 37% 22% 35% 35% 74% 46% 44% 13%
...create virtual characters or advertising
20% 20% 12% 23% 31% 33% 16% 23% 42% 60% 42% 51% 12%
icons
N Europe = 5613 / F = If member of social network(s)

143. Location-based services
Location-Based Services refers to a broad range of services that are
based on information about the physical location of a user and/or
device.
Location-based services provide the user with information such as
"Where is the nearest ATM?" or they can be push-based and deliver
coupons or other marketing information to customers who are in a
specific geographical area.

144. Location-based services are a niche
application at this point.
Location-based services sound great: Companies can connect to
consumers who are checking into places with their mobile phones and
show their intention to buy, attend, travel, party, etcetera. This is real
relevant reach. However, the reach of location-based services (lbs) is
limited. Only 12% is currently using lbs, mainly Facebook Places,
Foursquare and Gowalla.
People are encouraged by social media to share information, but they
seem somewhat less enthusiastic to share their location. The issue is
mainly due to privacy and a lack of awareness.
Both users and non users expect brands and companies to offer local
discounts wherever they go, or advise on things to do /information
regarding the place they are.

145. 12% of smartphone
users makes use of
location-based services

146. Awareness and usage of LBS | Europe
Europe
12%
4%
46%
North
38%
12%
4%
41%
■ I’m a current user of LBS
■ I’ve been using LBS, but not anymore 43%
■ I know what LBS is, but I’ve never used it Almost half has never
■ I have never heard about LBS
heard about location-based
services.
West East
12% is using location-based
14% 8%
4%
5% services.
42%
49%
38%
39%
South
11%
3%
50%
36%
N Europe = 2178 / F = If smartphone with internet / data subscription

147. Awareness and usage of LBS | Europe in perspective
(Aware of LBS, but currently not using):
23% Intention to use (top2%, 1-5)
N=2972
Europe
N=111 12%
United States 4% N=163
China
46%
16%
38% 27% 21% N=45
36% 3% Japan
9%
N=164
23%
45% India
43% 48% 3%
6%
1%
N=92 26%
Brazil 31%
8% 62%
6%
N=77
Australia
55% 31%
11%
4%
59% 26%
■ I’m a current user of LBS
■ I’ve been using LBS, but not anymore
■ I know what LBS is, but I’ve never used it
■ I have never heard about LBS
N Europe = 2178 / F = If smartphone with internet / data subscription

148. LBS networks
Q : Below you see a list of location based networks. Which of these location based networks do you know, even if only by name?
Q : And which of these location based networks do you currently use?
Europe
44% 48% 8%
82% 14% 4%
92% 7%
Facebook Places is the
93% 6%
best known location
based network and is
94% 6%
used by 8%
98%
98%
98%
■ unaware of LBS network
■ aware, but not using
98%
■ using
100%
N Europe = 1232 / F = smartphone with internet / data subscription, aware of LBS in general

149. LBS Drivers There is no clear driver of lbs. people use it just
Q : Why do you use LBS?
because their phone has the ability.
Europe Europe regions
0% 25% 50% 75% 100%
53%
My phone has the ability
I'm an innovative person that tries 42%
everything that's new
37%
It's fun
I want to track where I've been 28%
I want to track my most favorite places 28%
My friends use it 23%
I want to meet new people 18%
Europe
West
I get promotions and other rewards of North
brands/companies 12% East
South
N Europe = 232 / F = smartphone with internet .., current users of LBS N West: 92 / North: 52 / East: 41 / South: 47

150. People expect…
from location-based
services

151. LBS users and brand expectations
Q : Brands and companies are using LBS to connect with people like you and me. What are your expectations towards those brands and companies about their actions via LBS?
When a user of LBS ‘checks in’ to a certain location, brands and companies should…
Europe
...offer the user local promotions 63%
49%
...advise the user on things to do at that location 63%
48%
...provide the user with background information of
that location 60%
50%
...provide the user with Internet addresses to find
out more about that location 53% When checking in to a
43% certain location, people
...provide the user with addresses of similar
43%
would like to receive local
locations
34% promotions or information
...surprise the user on that location in real life 40%
30%
...communicate how the user can earn points for a
location-based game 35%
26%
...start an online conversation with the user 23%
16%
■ LBS users N=232
...send the user advertisements ■ Non LBS users N=1000
19%
15%
Europe / F = If smartphone with internet / data subscription

152. LBS Check-in 20% of LBS users check in daily
Q : When using LBS, what do you do exactly?
Q : Where do you ‘check in’ via these LBS?
ACTIONS Europe CHECK-IN LOCATIONS Europe
54% 58%
Look up information on that location Restaurants & bars
The majority of people
43% using Location-based
Check in' to that location
Events (e.g. festival, concert, etc.) 50%
services are looking
for information about
Upload pictures taken on that 33% that location
location
Entertainment places (e.g. movie
46%
The majority of places theatre...)
Post a comment concerning that where people check in
31%
location are branded places:
restaurants & bars, Shops (e.g. food store, multimedia
37%
events, entertainment store, etc.)
Give a rating of that location on
review sites 20% places or shops
Home 29%
Ask a question to my network about
that location 12%
Upload movies made on that
location Work / School 24%
11%
N Europe = 232 / F = smartphone with internet / data subscription, current users of LBS

153. Attitude towards LBS
Q : Brands and companies are using LBS to connect with people like you and me. What are your expectations towards those brands and companies about their actions via LBS?
When a user of LBS ‘checks in’ to a certain location, brands and companies should…
Europe
60%
...triggers users to look for more information on a
certain location
38%
31%
...makes me feel like being watched by Big Brother
constantly
58%
...triggers users to share their thoughts of the 42%
moment immediately
36%
36%
...triggers people to buy certain products or services
39%
...is just a hype 21%
■ LBS users
33% N=232
■ Non LBS users
N=1000
Europe / F = If smartphone with internet / data subscription

154. 37% is not using
location-based services
because of privacy
concerns

155. LBS barriers Privacy concerns are a key factor for
not using LBS
Q : Why don’t you use LBS?
Europe Europe regions
0% 25% 50% 75% 100%
For privacy concerns 37%
I'm not interested because I don't care 32%
I'm not interested as I don't know how I can 23%
benefit from using LBS
Using LBS is not beneficial yet 17%
Using LBS is for a niche audience 6%
Europe
West
My phone is not able to run the LBS 6% North
East
South
N Europe = 680 / F = smartphone with internet / data subscription, aware but non users of LBS

156. Reasons to stop using LBS Privacy concerns are an important
Q : Why don’t you use LBS anymore?
reason for stop using LBS.
Europe
37%
For privacy concerns
32%
It's nothing for me
29%
Using LBS is not beneficial yet
21%
None of my social network contacts is using it
16%
Using LBS is for a niche audience
I have a new phone that is not able to run the 6%
LBS
N Europe = 88 / F = smartphone with internet / data subscription, used LBS in the past but not anymore

157. Augmented reality
Augmented reality refers to a three-dimensional online world. It
provides the user with a live view of the real-life environment,
mixed with virtual computer-generated content.
Using your mobile phone, you can ‘scan’ the real living
environment, looking for information (text, pictures, videos, etc.)
on every person/object you ‘scan’.

158. 4% of smartphone
users makes use of
augmented reality

159. Augmented reality | Europe
Europe
1 2
4%3% 34% Unaided awareness
27%
27% 3 72% Aided awareness
64%
66%
4
1 I’m a current user of augmented reality
North
2 I’ve used augmented reality in the past,
but am not using it
3 I know what augmented reality is, but I’ve 3% 4%
never used it 20%
4 I have never heard of augmented reality
33%
74% 72%
West East
4% 3% 3%4%
27% 26%
66% 67%
South
4% 3%
34% 36%
70% 29%
79%
63%
N Europe = 2178 / F = If smartphone with internet / data subscription

160. Augmented reality | Europe in perspective
Europe
1 United States Brazil Australia China India Japan
2
4%3% 6% 3% 7% 7% 2% 13% 1%6% 12%
20% 6% 8%
19%
27% 3 27% 45% 42%
57% 29%
66% 63%
4 78% 36% 74% 38%
Awareness:
Unaided 34% 36% 43% 22% 55% 26% 58%
Aided 72% 62% 99% 59% 74% 72% 77%
1 I’m a current user of augmented reality
2 I’ve used augmented reality in the past,
but am not using it
3 I know what augmented reality is, but I’ve
never used it
4 I have never heard of augmented reality
N Europe = 2178 / F = If smartphone with internet / data subscription

161. Appendix:
methodology

162. Methodology
Survey
Respondents were invited via e-mail to participate in an online survey
Sample
35 countries were included in the sample: Austria, Belgium, Bulgaria, Croatia, Czech Republic,
Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Luxembourg, The
Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain,
Sweden, Switzerland, Turkey, Ukraine, United Kingdom, USA, Japan, India, China, Australia,
Brazil
Average sample size for countries = 258
Total sample size = 9027
Quantitative research
Online research on online panels
Representative for internet populations on gender, age and e-commerce
Q2 2011
Additional weighting had been applied based upon online country populations, in order to obtain a
representative sample
Bases mentioned in the report are unweighted counts

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