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What to expect
from this presentation
Five eye-catching insights on the status of social media based
on a large consumer survey.

>2,000 facts and figures about social media in 19 countries.

The topics cover main adoption and usage, interactions of
consumers with brands, impact of branded conversations,
evolution of mobile and the opportunities for structural
collaboration between consumers and brands.
Studied countries




                                   Data collected by online research panel
                                   provider SSI, field work in Q2 2012, analyses
                                   conducted by research company InSites
7,827 consumers (age 15+)          Consulting and translations performed by
across 19 countries,               translation agency No Problem.
representative for the online
population within country on
gender, age and e-commerce.
Eye-catching
conclusions
1   The social media
    landscape is rather
    stable
Awareness of social network
sites is very high. Facebook is
close to 100%, Twitter reaches
80% awareness and Google+ is
known by 70%.

More than 7 out of 10 internet
users are member of at least 1
social network. This implies that
more than 1.5 billion people use
social network sites.
The world is not waiting for the
next social network. In fact,
most people want to keep their
digital life as it is.
No need for something new and
no intention to quit.

On average, people only join 1 or 2
social networks.

The Twitter & Google+
paradoxes are living evidence for
this conclusion: both sites are very
well known, but their adoption is
still rather low.
Consumers are willing to join ‘unique’ new social networks




Awareness of new social networks like Instagram and Pinterest is picking up.
25% know Instagram, 24% are aware of Pinterest.

Further, users show a very high intention to use both sites more in the future.
2   Mobile is the perfect
    accelerator for social
    media usage
Boost in adoption
of smart phones:
51% of internet users
have a smartphone,
most have a data
subscription on it.
On average, people install
22 apps on their
smartphone, 9 of which are
used at least weekly.
Social network apps are the
most popular ones.
53% of smartphone
users compare prices
during shopping via
their smartphone.
3   Consumers connect
    and interact with a
    limited set of brands
Consumers are
more positive than
you might think.
More than half of their
comments about
brands are positive.
Fewer than 10% are
negative.
50% post information about products, brands
and/or companies on social networks.



             Conversation Starters   Product experience

                                        Promotions

                                         Contests

                                           News


                                        Advertising
55% of social network users
are connected to brands.



 10.6               7.0              5.0
 is the average     is the average   is the average
 number of brands   number of        number of
 followed           brands           brands
                    followed         followers
                    actively         interact with
Clear expectations from
consumers vis-à-vis brands:
1.   Share product info
2.   Do promotions
3.   Give away free stuff
4.   Bring news
5.   Use us in co-creation projects
4   Consumers reach
    out to brands:
    we want to help you!
8/10 consumers want
to help in co-creation
projects of companies
they like.
The only thing they ask
in return: give us
feedback on what you do
with our input.
Market research communities
are highly appreciated by
consumers.
36% prefer to participate in a
branded research community.
These communities come second
after a Facebook community.
Consumers believe that their
feedback will have a high impact
in a research community. The
latter is their key motivation to
help brands.
The customer is open to co-creation, but
many companies are not. The challenge is to
integrate the vision of the customer in every
organization, all the way to the boardroom.
Consumers
are probably the
most effective
consultants your
company can hire.
5   Opportunity for brands
    to optimize conversation
    potential of consumers
Until now, we
only used the
first dimension
of social media
First
dimension:
build reach
Second
dimension:
collaboration
High
By combining these




                          Structural collaboration
two dimensions,
brands can
optimize
the conversation                                     Low           High
potential
of their
consumers.
Each of these quadrants
has value in a
conversation strategy.



                                                           Low
                                                           Reach
High
                           Consumer            Broad, open

Structural collaboration
                           consulting          collaboration
                           board

                           Low                            High
                                 Conversations

                           Customer             Content
                           experience
                                        Low




                                        Reach
Do you want
to learn more?
Well, just keep on reading. The rest of the report is filled with
more than 2,000 facts & figures about social networks.

We hope it can help you in your business cases, it inspires you,
and you will share our work with your friends.

If you have any questions, please let us know:
    Marketing@insites-consulting.com
    @InSites
1.




Social media behavior
1.


The facts about social media
around the world
Almost 100% of people are aware of Facebook. About 80% have heard of
Twitter and 7 out of 10 people are aware of Google+. Facebook still owns
the social media landscape as more than 60% of the internet population
uses Facebook. Twitter and Google+ have a population of about the same
size (about 20% penetration). However, Twitter usage frequency is a lot
higher than Google+’s.

Around the world we see the same trend: social networks are part of the
daily lives of consumers. 6 out of 10 people go at least once a day to a
social network site.

The awareness of the new photo-sharing platforms Instagram and Pinterest
is still rather limited: 25% are aware of Instagram & 24% of Pinterest. The
results show that both sites have a very strong growth potential.
1.




The facts about social media
around the world
On average, people join 1-3 social networks. The majority have
an account at two sites. Fewer than 10% of people join 5 or
more social network sites.

LinkedIn has an awareness of about 40%. It remains a niche
B2B site with a very clear profile vis-à-vis the market and its
users.

The motivations to use social networks are communication with
friends & family, killing time, sharing photos and sharing
interesting information.
34




> 7 out of 10 internet
users are members of at
least 1 social network.

> 1.5 billion people are
using social networks.
Emerging markets such as
Argentina, Brazil & India have
the highest penetration of
social network usage. Further,
they have the highest usage
frequency and intensity as well.
On average, people join 2.1 social networks.
Most often this is Facebook in combination with
Twitter or LinkedIn. It will become difficult for
new platforms to find their place unless they offer
a complete new value. Instagram & Pinterest have
the highest possibility of finding their place.
LinkedIn continues to have relatively low
awareness. About 4 out of 10 internet
users are familiar with this social network.

LinkedIn keeps it strong niche position
with respect to the B2B market.
2 very strong local players




Vkontakte is big
in Russia:
52% awareness,
35% penetration.
                               Qzone is big
                               in China:
                               63% awareness,
                               35% penetration.
Top networks


Twitter and Google+ both
have a large number of
people who know them,
but are not members.




      Aware and current member
      Aware and once a member
      Aware, but not a member
      Not aware



                                  Facebook       Twitter                 Google+    LinkedIn


Awareness                           89%              78%                      73%     46%

Membership                          58%              23%                      25%     16%
                                                    Base: Social networkers



Increase in usage (top 2%, 1-5)     42%              42%                      52%     40%

Daily log-on                        67%              51%                      49%     31%

                                                    Base: Members of this network
Member profile
All social networks are dominated by men. LinkedIn and Twitter members are most likely to be employed
and have a smartphone.

                                     Facebook        Twitter                Google+                    LinkedIn

               Gender
                 Male                  52%              55%                     54%                        57%
                 Female                48%              45%                     46%                        43%
               Age
                Age

                 15-24                 21%              22%                     22%                        13%
                 25-34                 28%              32%                     31%                        31%
                 35-54                 36%              36%                     36%                        42%
                 55-99                 16%              10%                     12%                        14%
                Smartphone
               Smartphone

                 Smartphone user       53%              67%                     63%                        68%
               Working situation
                Working situation

                 Employed              57%              67%                     56%                        64%
                 Student               12%              11%                     11%                        12%
                 Not working           31%              22%                     33%                        24%
                                                               N = Min 878 / F = If member of social network(s)
Awareness, penetration & average number of network membership



                           Aware of at least one network          97%
                   95%     Member of at least one network         75%
                           Average number of networks one
                   73%     is member of                            1.8
                   1.8



                                                                                                                      90%
                                                                                                 82%                  45%
             97%
                                                                                                 52%*                 1.0
             79%
                                                                                                  2.6
             2.0
Emerging                                                                         97%
markets Brazil,                                                                  82%
Argentina and                                                                     2.5
India show the           98%
highest rates            85%
for awareness,     98%   3.0                                                                                    97%
penetration and    91%                                                                                          72%
average # of       2.5                                                                                          1.6
                                       * The 52% and 45% share of social networkers in China and Japan
memberships.                           is low compared to other countries. This might be due to the fact that
                                       some large Chinese and Japanese networks (e.g. RenRen) were not
                                       included in this survey.
Awareness, penetration, average number of networks




Aware of at least one network    97%
Member of at least one network   75%
Average number of networks one
                                 1.8
is member of




                                       East

             West                         97%
                  97%                     78%
                  74%                         1.9
                    1.7
# of networks one is a member of


                                                              Japan and Australia have the highest number of
                                                              people who are members of only 1 network.
average




          1.8                 2.0                 1.8        1.6       2.5     3.0      2.6       2.5          1.0




      N Europe = 3604 / F = If member of social network(s)
Daily log-on to social media



      67%
                                 63%




                                                                       55%
68%                                                        66%




                                                78%




                      76%
                            Daily log-on is highest in
            82%             Argentina, Brazil and India.         70%
Daily log on
Q : You are a member of the following social network sites. How often do you log on to these sites? (at least daily)




                                                                                                                       Qzone, Facebook and Vkontakte have the
                                                                                                                       highest penetration of daily usage.
                                                                                                                       69% of the Qzone users log on at least
                                                                                                                       once a day.




  N = Min 104 / F = If member of social network
Top 3 networks by membership
Top 3 networks by membership




                           After Facebook, Vkontakte is
                           the most popular network in
                           Eastern Europe.

                        East
West
Network awareness
Q : To what extent do you know the following social network sites?


                                       Total                                   Global benchmark
                                                                              Global benchmark




                                                                                      In Europe, Facebook, Twitter
                                                                                      and Google+ are the best-
                                                                                      known social networks.

N = 5517/ F = None
Network membership
Q : To what extent do you use the following social network sites?


                                        Total                                 Global benchmark




                                                                               In terms of membership, Facebook,
                                                                               Google+ and Twitter are most popular in
                                                                               Europe.
                                                                               In China, Qzone is most popular. Orkut
                                                                               is popular in Brazil and India.


N = 5517/ F = None
Pinterest & Instagram



      Aware and current member
      Aware and once a member
      Aware, but not a member
      Not aware




                                       Pinterest                                   Instagram


Awareness                                    24%                                     25%

Membership                                    3%                                      4%
                                                   Base: Social networkers



Increase in usage (top 2%, 1-5)              60%                                     40%

Daily log-on                                 51%                                     31%

                                                   Base: Members of this network
Member profile
Pinterest is dominated by women, while Instagram is more of a male thing. Both networks’ members are
very likely to be employed and use a smartphone

                                                    Pinterest                                   Instagram

               Gender
                Male                                   39%                                         43%
                Female                                 61%                                         57%
               Age
                Age

                15-24                                  16%                                         19%
                25-34                                  46%                                         49%
                35-54                                  29%                                         24%
                55-99                                  9%                                          7%
                Smartphone
               Smartphone

                Smartphone user                        83%                                         91%
               Working situation
                Working situation

                Employed                               82%                                         81%
                Student                                3%                                          8%
                Not working                            15%                                         10%
                                                                N = 229 / 236 / F = If member
Social media users have
            no intention to stop
            their membership.
            However, 60% of them have
            no intention to join
Intention   any new networks.
Intention to stop using
Q : Which of the following networks, of which you are a member, will you stop using?


                                        Total                                          Global benchmark




                                                                                                In Europe, members of
                                                                                                Habbo, Hyves and
                                                                                                Myspace are most likely
                                                                                                to stop using these
                                                                                                networks.
N = min 104 / F = If member of social network
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)
                                          Total                                                                             Global benchmark


                                                                                                                                                                            Pinterest &
                                                                                                                                                                            Instagram
                                                                                                                                                                            are most
                                                                                                                                                                            likely to
                                                                                                                                                                            grow in
                                                                                                                                                                            Europe &
                                                                                                                                                                            the US.




                                                                                                                                                                   In China, Brazil
                                                                                                                                                                   and India,
                                                                                                                                                                   Twitter,
                                                                                                                                                                   Facebook and
                                                                                                                                                                   Google+ are
                                                                                                                                                                   most likely to
                                                                                                                                                                   grow.

N = min 104 / F = If member of social network
Future membership
Q : Below you can see all the social network sites that you know but are not a member of. Please indicate which of the network sites below you consider becoming a member of.


                                         Total                                                                         Global benchmark




                                                                                                                                      Google+, Facebook and
                                                                                                                                      Instagram are most likely to
                                                                                                                                      gain new members.




 N = min 692 / F = Non users: Aware but no member
Drivers to use social media
Q : For which reasons do you use social media?


                                        Total                          Global benchmark




                                                                               In Europe, the most
                                                                               important drivers to use
                                                                               social media are related to
                                                                               communication and
                                                                               entertainment.



N = 4035 / F = If member of social network(s)
Places and occasions to log on to social media
Q : At which places or occasions do you log on to social media?


                                        Total                     Global benchmark




                                                                           In Europe and Argentina, over
                                                                           80% use social media during
                                                                           leisure time. Compared to other
                                                                           regions, logging on in bed, on
                                                                           public transport, or when
                                                                           waiting in line is far more
                                                                           popular in China.

 N = 4035 / F = If member of social network(s)
Devices used to log on to social media
Q : At which places or occasions do you log on to social media?


                                        Total                     Global benchmark




                                                                                     The laptop
                                                                                     and desktop
                                                                                     are the most-
                                                                                     used devices.
                                                                                     In China,
                                                                                     mobile
                                                                                     devices are
                                                                                     used far more
                                                                                     often
                                                                                     compared to
                                                                                     other
                                                                                     countries.


N Europe = 4035 / F = If member of social network(s)
Klout is a niche thing.
2 out of 3 internet users
have never heard of it.
Only 9% of social
network members
actively use a Klout
profile.
Klout
Klout is not very known, and has a relatively low user base. Those who do use Klout, are likely to be
employed, own a smartphone and between 25 and 54 years old

                                                                                                     Klout
                                  Gender
  Member, active use
  Member, but no active use
                                                      Male                                               54%
  Aware, but not a member                             Female                                             46%
  Not aware
                                    Age               Age

                                                      15-24                                              15%
                                                      25-34                                              38%
                                                      35-54                                              40%
                                                      55-99                                              7%
                               Smartphone             Smartphone


                                                      Smartphone user                                    84%
                              Working situation       Working situation

                                                      Employed                                           89%
                                                      Student                                            2%
                                                      Not working                                        9%
                                                                    N = 733 / F = If Klout profile
2.




Actions on social media
2.



Actions on
social media
The key activities on social networks are related to
personal relationships and having fun. People go on
social media to share and read stuff from friends.
Spending time with brands comes last in people’s
priorities. Nevertheless, more than half of the people
do have an online relationship with at least 1 brand.

When people share information about brands,
Facebook and Vkontakte score very high. Further,
46% of the Pinterest users share content about brands
on this new platform. Twitter comes fourth as a place
where consumers share branded content.
2.



Actions on
social media
Conversation starters to talk about brands are in the first
place product experiences, followed by promotions,
service, contests and new products. The impact of
advertising as a conversation starter is decreasing.

The vast majority of the branded content shared by
consumers is positive. Only a small minority of the content
is negative.

Branded conversations by someone that you know has the
highest impact. Conversation from brand fans have less
impact than conversations from ‘normal’ brand users.
Actions on social media
Q The last 10 times you logged on to your social networks, how often did you undertake the following actions?


                                        Total                                                                   Global benchmark




                                                                                                                                   The most popular
                                                                                                                                   actions on social
                                                                                                                                   media are related to
   PERSONAL ACTIONS




                                                                                                                                   interaction between
                                                                                                                                   people.
   SHARE CONSULT
   SHARE




N = 4035 / F = member of social networks
Sharing and consulting brand / product information
Q : The last 10 times you logged on to your social networks, how often did you undertake each of the following actions? (% at least once)



        37% of social networkers in Europe post information on products, brands and /or companies.
        In countries such as China, India, Brazil and Argentina, more than half the social networkers do so.



              % social networkers who consult, react and/or post

              % social networkers who consult

              % social networkers who react

              % social networkers who post

                                                                                                                        West                                      East




                                                                                                                                    N Europe = 3604 / F = If member of social network(s)
                     % social networkers who consult, react and/or post

                     % social networkers who consult                                   “Consulting information about products, brands and/or companies”
                     % social networkers who react                                     “Reacting to 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”
Pinterest is becoming an
interesting place for
brands. 41% of Pinterest
users share branded
content on their page.
The vast majority of
branded consumers
conversations are
positive. Fewer than
10% are negative.
Biggest conversation
starters are product
experience, promotions,
service and contests.
Advertising still plays a
role as conversation
starter.
Networks to share information
Q: When sharing information about products, brands and/or companies, which social network sites do you use for sharing that information?


                                        Total                                                                         Global benchmark




                                                                                                                       In Europe, Facebook and Vkontakte are
                                                                                                                       the most-used networks to share
                                                                                                                       information about products and brands.

N = min 93 / F = sharing information on social networks
Information to share
Q: What exactly do you share then about products, brands and/or companies?


                                       Total                                     Global benchmark




                                                                                                Experiences with brands
                                                                                                are the number 1 brand
                                                                                                and/or company-related
                                                                                                subject to share on social
                                                                                                media.




                                                                                          27% of Europeans say their
                                                                                          sharing behavior increased (a
                                                                                          lot) since last year.



N Europe = 2668 / F = sharing information on social networks
Information to share
Q: What exactly do you share then about products, brands and/or companies?
                                                                             When sharing information about products and brands online, the
                                                                             vast majority of content is shared in a positive way.

                                       Total                                                        Tone of voice
                                                                                                                                 Net emotion
                                                                                         Negative     Neutral         Positive      score


                                                                                                                                 46


                                                                                                                                 54


                                                                                                                                 40


                                                                                                                                 57


                                                                                                                                 54


                                                                                                                                 48


                                                                                                                                 48

N Europe = 2668 / F = sharing information on social networks
Networks to consult information
Q: When consulting information about products, brands and/or companies, which social network sites do you use for sharing that information?


                                        Total                                                                         Global benchmark




                                                                                                                                         Facebook is number
                                                                                                                                         one when it comes to
                                                                                                                                         consulting information
                                                                                                                                         about products and
                                                                                                                                         brands in Europe.


N = 2528 / F = consulting information on social networks
Information to consult
Q: What exactly do you share then about products, brands and/or companies?


                                        Total                                 Global benchmark



                                                                                                 When people consult
                                                                                                 information about
                                                                                                 products, brands and
                                                                                                 companies, they are
                                                                                                 especially looking for
                                                                                                 (mainly positive)
                                                                                                 experiences others had.




                                                                                           32% of Europeans say
                                                                                           their consulting behavior
                                                                                           increased (a lot) since last
                                                                                           year.


N = 2528 / F = consulting information on social networks
Impact of consulting on buying intention
Q: When you consult information about products, brands and/or companies, does this information have an impact on your intention to buy the product / brand / something of the company?

                                        Total                                                                         Global benchmark




                                                                                                                                                    In Europe, the negative
                                                                                                                                                    experiences others had
                                                                                                                                                    have the greatest impact
                                                                                                                                                    on buying intention.
                                                                                                                                                    Positive experiences are a
                                                                                                                                                    very close second.



   N = 2528 / F = consulting information on social networks
Trust in online information
Q: How trustworthy do you find the information that is posted on social networks by each of the following sources?


                                         Total                                                                       Global benchmark




N Europe = 4035 / F = If member of social network(s)
3.




Brands & Companies on social media
3.



Consumers know what
they want from brands
55% of the social network users are following at least
1 brand. On average, people follow between 8-12
brands in a passive way and 3-6 brands in an active
way. Most people start following a brand after they
have used their products and were happy with the
result.

Consumers have clear expectations vis-à-vis brands.
People want to receive product information,
promotions and they want to be invited to help the
brand improve the existing products and services.
3.


Consumers want
to help brands
About 8 out of 10 consumers want to help brands. People are
willing to send mails with feedback, use forms on the website or
join social media to collaborate with a brand.

In the first place, people want to help with the improvement of
existing products. A smaller group is interested in brainstorming
about new products and the smallest group wants to help with the
creation of advertising.

A remarkable conclusion, consumers prefer a market research
community to collaborate with a brand. When consumers help a
brand, they want to have impact on that brand. They feel that the
impact will be higher through a research community.
> 50% of social network users
follow at least 1 brand online.
On average, people follow 8-12
brands in a passive way and
about 3-6 in an active way.
>
Pinterest is more relevant for brands than Instagram.
41% of Pinterest users post branded content on the site,
versus 35% of Instagram users.
Following brands


       52%
                                   47%
       12.8
                                   10.6




                                                                          56%
53%                                                           66%         9.8
15.1                                                          6.7


                                                     50%

                                                     13.0


                     61%

                     7.8
              56%          China has the largest share of           48%
                           brand followers, whereas in the
              14.5         US, the highest number of brands         9.5
                           are followed on average.
Following, actively following & interacting with brands (Brand followers only)



             12.8
                                             10.6
             9.0
                                             7.4
             6.8
                                             5.5




                                                                                                               9.8
      15.1                                                                               6.7                  4.6
      9.4                                                                               4.7                   3.7
     5.7                                                                                4.0
                                                                          13.0

                                                                         10.8

                                                                         5.5
                             7.8

                            4.3
                     14.5                                                                               8.5
                            3.4
                    13.2           # brands following                                                  4.2
                                   # brands actively following (reading/sharing majority of content)
                    10.9                                                                               3.2
                                   # brands interacting with (entering into dialogue)
Following, actively following & interacting with brands (total sample)



          6.7
                                          5.0
         4.0
                                         2.8
         2.6
                                         1.9




                                                                                                           5.5
   8.0                                                                               4.4                  2.2
   4.2                                                                              3.0                   1.6
  2.4                                                                               2.5
                                                                       6.6

                                                                      4.7

                                                                     2.2
                        4.8

                       2.4
                 8.1                                                                                4.5
                       1.8
                6.7            # brands following                                                  1.7
                               # brands actively following (reading/sharing majority of content)
                5.5                                                                                1.1
                               # brands interacting with (entering into dialogue)
Top 10 most-liked social media approaches
Q: From those brands that you follow, which one’s social media approach do you like the most?
Q: What do you like about this brand’s social media approach? (General, in order of importance)




                                                                                                  Why do people like them?


 1.                                      6.

 2.                                      7.

 3.                                      8.

 4.                                      9.

 5.                                      10.
Sectors for brand following
Q To which sectors do these brands belong?


                                        Total                                 Global benchmark
                                      Total




                                                                                          Food/retail, fashion/luxury
                                                                                          and media/entertainment
                                                                                          are the most-followed
                                                                                          sectors in Europe.
                                                                                          In China, fashion/luxury
                                                                                          and cars are most popular.


N = 2213 / F = If following brands on social networks
Drivers to become a brand follower
Q How did you become an online follower / fan of a brand?


                                         Total                      Global benchmark




                                                                                  Number 1 driver for
                                                                                  following a brand
                                                                                  online is actual
                                                                                  usage of the brand.




N = 2213 / F = If following brands on social networks
Along with receiving information,
promotions and giveaways,
consumers want to help brands
to improve the existing
products and services.
On average, 8 out of 10
consumers
want to help brands
to improve their offering.

Consumers are very open to
co-creation and
structural collaboration
with brands they like.

The preferred place to
collaborate is through a
market research
community.
Brand expectations (1/2)
 Q: On social network sites, brands should…


                                        Total                            Global benchmark

Social
networkers
expect brands
to offer product
information and
                                                             1 in 2 social
promotions.
                                                             networkers think
                                                             brands should
                                                             invite them to
                                                             help improve
                                                             products and
                                                             services.




 N = 4035 / F = member of social networks
Brand expectations (2/2)
Q: On social network sites, brands should…


                                       Total                                Global benchmark




                                                         1 in 2 social
                                                         networkers think
                                                         brands should
                                                         invite them to
                                                         help improve
                                                         products and
                                                         services.




N = 4035 / F = member of social networks
Willingness to help brands
Q: Imagine a brand or company in a sector that you really like. To what extent would you be willing to help them in improving their overall offering to the market ?
(% I would like to help occasionally – I would like to help as much as I can)




                                                                                          When people like a brand or company, they
                                                                                          are willing to help it. In China, willingness is
                                                                                          close to 100%. In Australia, willingness is
                                                                                          lower, but 2 out of 3 are still willing to help.




                                                                                         A brand that you really like
                                                                                         A company that offers products of services in a sector or topic that you really like


                                                                           N = 4035 / F = member of social networks
Preferred channels to help brands
Q: Which of the following channels would you like to use to help companies improve their overall strategy/offering to the market?


                                         Total                                                                           Global benchmark




                                                                                                                                    The top 4 preferred channels
                                                                                                                                    through which to help
                                                                                                                                    companies are all online,
                                                                                                                                    followed by face-to-face contact.



N = 3596 / F = If willing to help company or brand
Topics willing to help companies with
Q About which of the following topics would you be interested in helping companies?


                                         Total                                                            Global benchmark




                                                                                      When it comes to
                                                                                      collaboration,
                                                                                      people are most
                                                                                      interested in the
                                                                                      improvement of
                                                                                      products and
                                                                                      (customer)
                                                                                      services.
                                                                                      Advertising
                                                                                      (development &
                                                                                      improvement) is
                                                                                      least popular.




N = 3596 / F = If willing to help company or brand
Efforts willing to make
Q: To what extent would you be willing to join a community in order to help a company in improving their overall strategy / offering to the market?


                                         Total                                                                            Global benchmark




                                                                             65% are
                                                                             willing
                                                                             to join a                                                                Among Europeans
                                                                             brand-                                                                   willing to help
                                                                             related                                                                  brands, 57% are
                                                                             commu-                                                                   willing to join a
                                                                             nity.                                                                    brand-related
                                                                                                                                                      community.




N = 3596 / F = If willing to help company or brand
Willingness to join community



      52%
                            57%




                                                                      55%
70%                                                       82%




                                                    59%




                  61%


            63%                                                 63%
                          Willingness to join a
                          brand-related community
                          is highest in China.
Expected rewards
Q: Would you expect something in return for your help?


                                         Total                              Global benchmark




                                                                                In return for their
                                                                                collaboration, most people
                                                                                expect some recognition or
                                                                                feedback from the company.
                                                                                About 1 in 3 Europeans
                                                                                expect a special offer or
                                                                                payment.

N = 3596 / F = If willing to help company or brand
Willingness to help vs. experience in helping brands




      Willing to help a brand or company in sector that they like
      Ever helped a company or brand before


In all regions, the number of people having experience in helping brands   N = 4035 / F = member of social networks
is less than half the number of people willing to provide help.
4.




Mobile phone usage
4.

Boom in
smart phone
usage
51% of the internet population is using smartphones, a majority of
them have a data subscription as well. Android is market leader in this
market, followed by Apple.

Consumers use their smartphone mainly for convenience reasons
and secondly for communication and entertainment reasons.

People with a smartphone are also more intensive social media
users.

On average, people have about 20-25 apps on their phone, but only
use half of them with any frequency. Social network apps are most
often used.
Mobile devices


                                          In Europe, about 1 in 2 internet users have
                                          a smartphone. In China, this is 2 out of 3.




1    2   3   4   5   6




                                          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
    N Europe = 3604/ F = none             5   A tablet PC, without Internet / data subscription
                                          6   None of the above
Mobile devices | Europe



                                                                                          In Europe, 48% are using a
                                                                                          smartphone. Most of them
                                                                                          have an internet/data
                                                                                          subscription.

1       2       3       4       5       6

                                                               East
West




                                                                 1    2   3   4   5   6

    1       2       3       4       5       6
                                                                                           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
Mobile operating systems

                                  Android is the most popular operating system. iOS comes second in Europe and most
                                  countries. Symbian is popular in India, BlackBerry is popular in Canada and Argentina.
                                  Windows 7 has a similar (but rather low) share across regions.




N = 2705 / F = Smartphone users
Mobile operating systems

                      Android is the most-used
                      mobile operating system in
                      Europe.
                      In Western Europe, Apple’s
                      iOS is number 2. In Eastern
                      Europe, Nokia’s Symbian is
                      more popular.



                      East
West




                                        N Europe = 2229 / F = Smartphone users
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)




                         57%
                                                                                              59%




               69%                                                                                                                                         83%
                                                                                                                                77%




                                                                                                                   70%

    Daily internet
    access trough
    smartphone is
    highest in Japan,                                            64%
    Argentina and
    China.                                   83%                                                                                                  51%




                                                                                                                         N = 2705 / F = Smartphone users
Daily Internet access via smartphone | Europe
Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)




                                                                                                     Over half of European smartphone users have
                                                                                                     daily access to the Internet through their
                                                                                                     smartphone. In Western Europe, this number is
                      59%
                                                                                                     higher than in Eastern Europe.


                                                                                                            East


                                                                                                           50%

                                                 West


                                                 63%




                                                                                                                            N = 2705 / F = Smartphone users
Reasons not to use a smartphone
Q : Why don’t you have a smartphone?


                                        Total                    Global benchmark




                                                                  Most non-smartphone users say
                                                                  they don’t need one.




  N = 2811 / F = non-smartphone users
53% would like to make
                                  small mobile payments
                                  with their smartphone.




N = 2705 / F = Smartphone users
Interest in mobile services (1|2)
Q To what extent are you interested in the following mobile services?



                                            Total                          Global benchmark




                                                                                              Most mobile services
                                                                                              are related to
                                                                                              convenience,
                                                                                              contact and
                                                                                              entertainment.


 N = 2705 / F = Smartphone users
Interest in mobile services (2|2)
Q To what extent are you interested in the following mobile services?



                                            Total                          Global benchmark




                                                                                              Most mobile services
                                                                                              are related to
                                                                                              convenience,
                                                                                              contact and
                                                                                              entertainment.




 N = 2705 / F = Smartphone users
Daily log-on to social media through smartphone


                    70%
                                                                        68%
                    64%
                                                                         58%




                                                                                                                           72%
          73%                                                                                  68%                          44%
          63%                                                                                  41%


                                                                                        92%

                                                                                         73%


                                                            80%

                                                            74%
                                        83%                           Smartphone users are                       74%
                                                                      more likely to log on
                                        81%                                                                      67%
                                                                      daily to social media.
Smartphone users with or without Internet / data subscription
                                                                                                     sig. diff (95%)
Non-smartphone users
Following brands on social media



             55%
                                                          52%
             49%
                                                           42%




                                                                                                                                60%
       55%                                                                                             66%                      54%
       50%                                                                                             60%


                                                                                          60%

                                                                                          44%
Smartphone
users are
                                70%
more likely to
follow brands                    57%
on social             68%                                                                                              55%
media.                 49%                                                                                               39%

                                       Smartphone users with or without internet / data subscription
                                       Non-smartphone users                                                  sig. diff (95%)
Usage of apps for social networking



             77%
                                     64%




       67%                                           70%                      60%




                                               89%
Penetration of
apps for social
networking is
highest in India,          79%
Argentina and
Brazil.              87%                                               74%



                                                           sig. diff (95%)
Apps
   Q : How many apps have you installed on
   your smartphone since you started using it?                        The Australians and the Japanese have the most apps installed.
                                                                      Canadians have the most brand-related apps installed.
No apps
installed




                    Apps
                    installed                                                                                                                                                             N = 2705 / F = Smartphone users




                                                                          28.0                                                                                                                                                         28.5
                                             24.5
 24,1
                                                                                                                                             21.9
                                                                                                                                                                            20.4                        19.4
                                                                                                          16.6

                                                            11.0                                   13.6
                                                          10.3     10.4                                                                                                            10.3
              9.6         8.9                       8.8                          8.4                                   8.2                          9.1               9.3                                      7.9
                    6.8                                                                7.8                       6.7                                                                                                                          7.4               7.9
        7.9                                                                                  5.6                             5.6                          6.4                                     6.3
                                                                                                                                   6.3                                                5.5   6.8                      4.6         5.9                6.1
                                                                                                                                                                4.9                                                        4.8                            5.1




   1     2     3    4     5




                                                                                                                                         1   Average      number of apps installed
 N Europe = 1722 / F = If apps installed on smartphone                                                                                   2   Average      number of apps used at least once a week
                                                                                                                                         3   Average      number of paid apps
                                                                                                                                         4   Average      number of brand-related apps
                                                                                                                                         5   Average      number of apps that are no longer used
Apps | Europe
Q : How many apps have you installed on your smartphone since you started using it?




                                                                   West                         East
        No apps
        installed
                                                                                                                                     79% of
                                                                                                                                     Europeans have
                                                                                                                                     apps installed on
                                           Apps
                                           installed                                                                                 their smartphone.

 N = 2705 / F = Smartphone users


                24,1                                       25.6

                                                                                         20.1
                                                                                                                                     The average
                                                                                                                                     number of apps
                              9.6                                       10.2
                        7.9         6.8
                                          8.9                     8.5
                                                                             7.7
                                                                                   9.2
                                                                                                6.4
                                                                                                      7.5
                                                                                                                  8.3
                                                                                                                                     installed is 24,
                                                                                                            4.5
                                                                                                                                     but only 8 of
                                                                                                                                     them are used at
                    1    2      3    4      5                                            1      2      3    4     5
                                                                                                                                     least weekly.
                                                              1   2      3     4    5



   N Europe = 1722 / F = If apps installed on smartphone                                  1     Average     number of apps installed
                                                                                          2     Average     number of apps used at least once a week
                                                                                          3     Average     number of paid apps
                                                                                          4     Average     number of brand-related apps
                                                                                          5     Average     number of apps that are no longer used
Apps per operating system | Europe
 Q : How many apps have you installed on your smartphone since you started using it?



No apps
installed




                              Apps
                              installed
                                                                                                                                                            N = 2705 / F = Smartphone users



       48.5                                                            iPhone users install the most apps. They also have the highest
                                                                       number of paid and brand-related apps.

                                          19.7
                     15.0
                                  15.4                                                                   12
                12.8                                                                                                                          13
                           11.1                                           10.3
                                                 7.4             7.6                   5.6                    4.5                                                             8.7
                                                                                 4.9         5.7   3.6              4.3 3.5    4.7                       5.1 5.6                                      6.6
                                                       5   5.2                                                                                     4.9             5.1                    5.0
                                                                                                                                                                                    3.0         3.1



            1    2     3     4     5




                                                                                                              1   Average     number of apps installed
                                                                                                              2   Average     number of apps used at least once a week
                                                                                                              3   Average     number of paid apps
            N Europe = 1722 / F = If apps installed on smartphone                                             4   Average     number of brand-related apps
                                                                                                              5   Average     number of apps that are no longer used
Fun & games apps are most popular,
followed by weather forecast apps, apps to
enjoy music & videos, followed by
navigation apps.
Type of apps used (1|2)
Q Below you will find a list of apps. Which of the following apps do you use?


                                         Total                                   Global benchmark




                                                                                            The most popular apps are
                                                                                            mainly related to
                                                                                            convenience, entertainment
                                                                                            and contact.




N Europe = 1722 / F = If apps installed on smartphone
Type of apps installed (2|2)
Q Below you will find a list of apps. Which of the following apps do you use?


                                         Total                                  Global benchmark




                                                                                           The most popular apps are
                                                                                           mainly related to
                                                                                           practicalities, communication
                                                                                           and entertainment.




N Europe = 1722 / F = If apps installed on smartphone
Appendix: Methodology
Survey
• Respondents were invited via e-mail to participate in an online survey. The survey
  was created by InSites Consulting, the sampling was done by SSI.
• All data was collected at the same time with the exact same questionnaire.

Sample
• 19 countries were included in the sample: Belgium, the Czech Republic, France,
  Germany, Italy, The Netherlands, Poland, Romania, Russia, Spain, the United
  Kingdom, USA, Japan, India, China, Australia, Brazil, Argentina, Canada
• Average sample size per country = 400
• Total sample size = 7,827

Quantitative research
• Online research on online panels
• Representative for country internet populations on gender, age and e-commerce
• Field work conducted during Q2 2012
• Additional weighting was applied based upon online country populations, in order to
  obtain a representative sample
• Bases mentioned in the report are unweighted counts
If you liked the data,
                      do us a favor and please
                      share this slideshow
                      with your network.




Questions or feedback on
the results? Let us know at
Marketing@insites-consulting.com
Appendix: The research partners
InSites Consulting



 InSites Consulting was established in 1997 and, although a marketing
 research company, the founders never really wanted to be market
 researchers. InSites Consulting is in fact a fantastic mix of academic
 visionaries, passionate marketers and research innovators who are
 determined to challenge the status quo of marketing research. Over the
 last 10 years the company has grown at an amazing 35% a year. Today,
 there are more than 130 employees working in five offices (US, RO, UK,
 NL, BE) getting their energy from helping world-leading brands to improve
 their marketing efforts and to develop deeper connections with
 consumers on a global scale via Research Communities. InSites
 Consulting has been rewarded with no fewer than 15 international
 awards. The recipe for success: a never-flagging enthusiasm, a lot of
 hard work, a culture of sharing, and continuous innovation in research
 methods and marketing thought leadership. And last but not least:
 positively surprising clients every day.

 Marketing@insites-consulting.com
 www.insites-consulting.com
Field work


The field work for this study was
conducted by SSI:

• SSI helps companies make decisions
• By offering access to consumers and
  business professionals
• In 72 countries
• Through online and telephone
  methodologies
• For over 3,000 clients across the globe

For more information on how SSI can support the
success of your next project, contact us at
info.eu@surveysampling.com or +31 10 850 5300.

www.surveysampling.com
Our translation agency partner




    Your foreign-language communication partner

    •   Translations
    •   Copywriting
    •   User-generated content summaries
    •   Coding of open-ended questions
    •   Language consultancy

    www.no-problem.be
Appendix: The research team
@TomDeRuyck


                                                           http://be.linkedin.com/in/tomderuyck
@StevenVBe

                                                           +32 497 885 882
http://be.linkedin.com/in/stevenvanbelleghem

                                                           Tom.Deruyck@insites-consulting.com
+32 497 473 444


steven@vanbelleghem.biz

                                       @Dieter_Thijs


                                       http://be.linkedin.com/pub/dieter-thijs/32/766/160


                                        +32 496 43 12 23


                                        Dieter.Thijs@insites-consulting.com
If you want to read more about the InSites Consulting vision on the future of
marketing, take a look at these bestselling marketing books.




                                                  Find out what drives the new consumer and
                                                  how to increase identification with your brands.
 Everything you need to know to survive the age   Our CRUSH model unveils the road to
 of conversations.                                successful branding.
 www.conversationmanagement.biz                   www.howcoolbrandsstayhot.com
129

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Social Media around the World 2012 (by InSites Consulting)

  • 1. 1
  • 2. What to expect from this presentation Five eye-catching insights on the status of social media based on a large consumer survey. >2,000 facts and figures about social media in 19 countries. The topics cover main adoption and usage, interactions of consumers with brands, impact of branded conversations, evolution of mobile and the opportunities for structural collaboration between consumers and brands.
  • 3. Studied countries Data collected by online research panel provider SSI, field work in Q2 2012, analyses conducted by research company InSites 7,827 consumers (age 15+) Consulting and translations performed by across 19 countries, translation agency No Problem. representative for the online population within country on gender, age and e-commerce.
  • 5. 1 The social media landscape is rather stable
  • 6.
  • 7. Awareness of social network sites is very high. Facebook is close to 100%, Twitter reaches 80% awareness and Google+ is known by 70%. More than 7 out of 10 internet users are member of at least 1 social network. This implies that more than 1.5 billion people use social network sites.
  • 8. The world is not waiting for the next social network. In fact, most people want to keep their digital life as it is. No need for something new and no intention to quit. On average, people only join 1 or 2 social networks. The Twitter & Google+ paradoxes are living evidence for this conclusion: both sites are very well known, but their adoption is still rather low.
  • 9. Consumers are willing to join ‘unique’ new social networks Awareness of new social networks like Instagram and Pinterest is picking up. 25% know Instagram, 24% are aware of Pinterest. Further, users show a very high intention to use both sites more in the future.
  • 10. 2 Mobile is the perfect accelerator for social media usage
  • 11. Boost in adoption of smart phones: 51% of internet users have a smartphone, most have a data subscription on it.
  • 12. On average, people install 22 apps on their smartphone, 9 of which are used at least weekly. Social network apps are the most popular ones.
  • 13. 53% of smartphone users compare prices during shopping via their smartphone.
  • 14. 3 Consumers connect and interact with a limited set of brands
  • 15. Consumers are more positive than you might think. More than half of their comments about brands are positive. Fewer than 10% are negative.
  • 16. 50% post information about products, brands and/or companies on social networks. Conversation Starters Product experience Promotions Contests News Advertising
  • 17. 55% of social network users are connected to brands. 10.6 7.0 5.0 is the average is the average is the average number of brands number of number of followed brands brands followed followers actively interact with
  • 18. Clear expectations from consumers vis-à-vis brands: 1. Share product info 2. Do promotions 3. Give away free stuff 4. Bring news 5. Use us in co-creation projects
  • 19. 4 Consumers reach out to brands: we want to help you!
  • 20. 8/10 consumers want to help in co-creation projects of companies they like. The only thing they ask in return: give us feedback on what you do with our input.
  • 21. Market research communities are highly appreciated by consumers. 36% prefer to participate in a branded research community. These communities come second after a Facebook community. Consumers believe that their feedback will have a high impact in a research community. The latter is their key motivation to help brands.
  • 22. The customer is open to co-creation, but many companies are not. The challenge is to integrate the vision of the customer in every organization, all the way to the boardroom.
  • 23. Consumers are probably the most effective consultants your company can hire.
  • 24. 5 Opportunity for brands to optimize conversation potential of consumers
  • 25. Until now, we only used the first dimension of social media
  • 28. High By combining these Structural collaboration two dimensions, brands can optimize the conversation Low High potential of their consumers. Each of these quadrants has value in a conversation strategy. Low Reach
  • 29. High Consumer Broad, open Structural collaboration consulting collaboration board Low High Conversations Customer Content experience Low Reach
  • 30. Do you want to learn more? Well, just keep on reading. The rest of the report is filled with more than 2,000 facts & figures about social networks. We hope it can help you in your business cases, it inspires you, and you will share our work with your friends. If you have any questions, please let us know: Marketing@insites-consulting.com @InSites
  • 32. 1. The facts about social media around the world Almost 100% of people are aware of Facebook. About 80% have heard of Twitter and 7 out of 10 people are aware of Google+. Facebook still owns the social media landscape as more than 60% of the internet population uses Facebook. Twitter and Google+ have a population of about the same size (about 20% penetration). However, Twitter usage frequency is a lot higher than Google+’s. Around the world we see the same trend: social networks are part of the daily lives of consumers. 6 out of 10 people go at least once a day to a social network site. The awareness of the new photo-sharing platforms Instagram and Pinterest is still rather limited: 25% are aware of Instagram & 24% of Pinterest. The results show that both sites have a very strong growth potential.
  • 33. 1. The facts about social media around the world On average, people join 1-3 social networks. The majority have an account at two sites. Fewer than 10% of people join 5 or more social network sites. LinkedIn has an awareness of about 40%. It remains a niche B2B site with a very clear profile vis-à-vis the market and its users. The motivations to use social networks are communication with friends & family, killing time, sharing photos and sharing interesting information.
  • 34. 34 > 7 out of 10 internet users are members of at least 1 social network. > 1.5 billion people are using social networks.
  • 35. Emerging markets such as Argentina, Brazil & India have the highest penetration of social network usage. Further, they have the highest usage frequency and intensity as well.
  • 36. On average, people join 2.1 social networks. Most often this is Facebook in combination with Twitter or LinkedIn. It will become difficult for new platforms to find their place unless they offer a complete new value. Instagram & Pinterest have the highest possibility of finding their place.
  • 37. LinkedIn continues to have relatively low awareness. About 4 out of 10 internet users are familiar with this social network. LinkedIn keeps it strong niche position with respect to the B2B market.
  • 38. 2 very strong local players Vkontakte is big in Russia: 52% awareness, 35% penetration. Qzone is big in China: 63% awareness, 35% penetration.
  • 39. Top networks Twitter and Google+ both have a large number of people who know them, but are not members. Aware and current member Aware and once a member Aware, but not a member Not aware Facebook Twitter Google+ LinkedIn Awareness 89% 78% 73% 46% Membership 58% 23% 25% 16% Base: Social networkers Increase in usage (top 2%, 1-5) 42% 42% 52% 40% Daily log-on 67% 51% 49% 31% Base: Members of this network
  • 40. Member profile All social networks are dominated by men. LinkedIn and Twitter members are most likely to be employed and have a smartphone. Facebook Twitter Google+ LinkedIn Gender Male 52% 55% 54% 57% Female 48% 45% 46% 43% Age Age 15-24 21% 22% 22% 13% 25-34 28% 32% 31% 31% 35-54 36% 36% 36% 42% 55-99 16% 10% 12% 14% Smartphone Smartphone Smartphone user 53% 67% 63% 68% Working situation Working situation Employed 57% 67% 56% 64% Student 12% 11% 11% 12% Not working 31% 22% 33% 24% N = Min 878 / F = If member of social network(s)
  • 41. Awareness, penetration & average number of network membership Aware of at least one network 97% 95% Member of at least one network 75% Average number of networks one 73% is member of 1.8 1.8 90% 82% 45% 97% 52%* 1.0 79% 2.6 2.0 Emerging 97% markets Brazil, 82% Argentina and 2.5 India show the 98% highest rates 85% for awareness, 98% 3.0 97% penetration and 91% 72% average # of 2.5 1.6 * The 52% and 45% share of social networkers in China and Japan memberships. is low compared to other countries. This might be due to the fact that some large Chinese and Japanese networks (e.g. RenRen) were not included in this survey.
  • 42. Awareness, penetration, average number of networks Aware of at least one network 97% Member of at least one network 75% Average number of networks one 1.8 is member of East West 97% 97% 78% 74% 1.9 1.7
  • 43. # of networks one is a member of Japan and Australia have the highest number of people who are members of only 1 network. average 1.8 2.0 1.8 1.6 2.5 3.0 2.6 2.5 1.0 N Europe = 3604 / F = If member of social network(s)
  • 44. Daily log-on to social media 67% 63% 55% 68% 66% 78% 76% Daily log-on is highest in 82% Argentina, Brazil and India. 70%
  • 45. Daily log on Q : You are a member of the following social network sites. How often do you log on to these sites? (at least daily) Qzone, Facebook and Vkontakte have the highest penetration of daily usage. 69% of the Qzone users log on at least once a day. N = Min 104 / F = If member of social network
  • 46. Top 3 networks by membership
  • 47. Top 3 networks by membership After Facebook, Vkontakte is the most popular network in Eastern Europe. East West
  • 48. Network awareness Q : To what extent do you know the following social network sites? Total Global benchmark Global benchmark In Europe, Facebook, Twitter and Google+ are the best- known social networks. N = 5517/ F = None
  • 49. Network membership Q : To what extent do you use the following social network sites? Total Global benchmark In terms of membership, Facebook, Google+ and Twitter are most popular in Europe. In China, Qzone is most popular. Orkut is popular in Brazil and India. N = 5517/ F = None
  • 50. Pinterest & Instagram Aware and current member Aware and once a member Aware, but not a member Not aware Pinterest Instagram Awareness 24% 25% Membership 3% 4% Base: Social networkers Increase in usage (top 2%, 1-5) 60% 40% Daily log-on 51% 31% Base: Members of this network
  • 51. Member profile Pinterest is dominated by women, while Instagram is more of a male thing. Both networks’ members are very likely to be employed and use a smartphone Pinterest Instagram Gender Male 39% 43% Female 61% 57% Age Age 15-24 16% 19% 25-34 46% 49% 35-54 29% 24% 55-99 9% 7% Smartphone Smartphone Smartphone user 83% 91% Working situation Working situation Employed 82% 81% Student 3% 8% Not working 15% 10% N = 229 / 236 / F = If member
  • 52. Social media users have no intention to stop their membership. However, 60% of them have no intention to join Intention any new networks.
  • 53. Intention to stop using Q : Which of the following networks, of which you are a member, will you stop using? Total Global benchmark In Europe, members of Habbo, Hyves and Myspace are most likely to stop using these networks. N = min 104 / F = If member of social network
  • 54. 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) Total Global benchmark Pinterest & Instagram are most likely to grow in Europe & the US. In China, Brazil and India, Twitter, Facebook and Google+ are most likely to grow. N = min 104 / F = If member of social network
  • 55. Future membership Q : Below you can see all the social network sites that you know but are not a member of. Please indicate which of the network sites below you consider becoming a member of. Total Global benchmark Google+, Facebook and Instagram are most likely to gain new members. N = min 692 / F = Non users: Aware but no member
  • 56. Drivers to use social media Q : For which reasons do you use social media? Total Global benchmark In Europe, the most important drivers to use social media are related to communication and entertainment. N = 4035 / F = If member of social network(s)
  • 57. Places and occasions to log on to social media Q : At which places or occasions do you log on to social media? Total Global benchmark In Europe and Argentina, over 80% use social media during leisure time. Compared to other regions, logging on in bed, on public transport, or when waiting in line is far more popular in China. N = 4035 / F = If member of social network(s)
  • 58. Devices used to log on to social media Q : At which places or occasions do you log on to social media? Total Global benchmark The laptop and desktop are the most- used devices. In China, mobile devices are used far more often compared to other countries. N Europe = 4035 / F = If member of social network(s)
  • 59. Klout is a niche thing. 2 out of 3 internet users have never heard of it. Only 9% of social network members actively use a Klout profile.
  • 60. Klout Klout is not very known, and has a relatively low user base. Those who do use Klout, are likely to be employed, own a smartphone and between 25 and 54 years old Klout Gender Member, active use Member, but no active use Male 54% Aware, but not a member Female 46% Not aware Age Age 15-24 15% 25-34 38% 35-54 40% 55-99 7% Smartphone Smartphone Smartphone user 84% Working situation Working situation Employed 89% Student 2% Not working 9% N = 733 / F = If Klout profile
  • 62. 2. Actions on social media The key activities on social networks are related to personal relationships and having fun. People go on social media to share and read stuff from friends. Spending time with brands comes last in people’s priorities. Nevertheless, more than half of the people do have an online relationship with at least 1 brand. When people share information about brands, Facebook and Vkontakte score very high. Further, 46% of the Pinterest users share content about brands on this new platform. Twitter comes fourth as a place where consumers share branded content.
  • 63. 2. Actions on social media Conversation starters to talk about brands are in the first place product experiences, followed by promotions, service, contests and new products. The impact of advertising as a conversation starter is decreasing. The vast majority of the branded content shared by consumers is positive. Only a small minority of the content is negative. Branded conversations by someone that you know has the highest impact. Conversation from brand fans have less impact than conversations from ‘normal’ brand users.
  • 64. Actions on social media Q The last 10 times you logged on to your social networks, how often did you undertake the following actions? Total Global benchmark The most popular actions on social media are related to PERSONAL ACTIONS interaction between people. SHARE CONSULT SHARE N = 4035 / F = member of social networks
  • 65. Sharing and consulting brand / product information Q : The last 10 times you logged on to your social networks, how often did you undertake each of the following actions? (% at least once) 37% of social networkers in Europe post information on products, brands and /or companies. In countries such as China, India, Brazil and Argentina, more than half the social networkers do so. % social networkers who consult, react and/or post % social networkers who consult % social networkers who react % social networkers who post West East N Europe = 3604 / F = If member of social network(s) % social networkers who consult, react and/or post % social networkers who consult “Consulting information about products, brands and/or companies” % social networkers who react “Reacting to 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”
  • 66. Pinterest is becoming an interesting place for brands. 41% of Pinterest users share branded content on their page.
  • 67. The vast majority of branded consumers conversations are positive. Fewer than 10% are negative.
  • 68. Biggest conversation starters are product experience, promotions, service and contests. Advertising still plays a role as conversation starter.
  • 69. Networks to share information Q: When sharing information about products, brands and/or companies, which social network sites do you use for sharing that information? Total Global benchmark In Europe, Facebook and Vkontakte are the most-used networks to share information about products and brands. N = min 93 / F = sharing information on social networks
  • 70. Information to share Q: What exactly do you share then about products, brands and/or companies? Total Global benchmark Experiences with brands are the number 1 brand and/or company-related subject to share on social media. 27% of Europeans say their sharing behavior increased (a lot) since last year. N Europe = 2668 / F = sharing information on social networks
  • 71. Information to share Q: What exactly do you share then about products, brands and/or companies? When sharing information about products and brands online, the vast majority of content is shared in a positive way. Total Tone of voice Net emotion Negative Neutral Positive score 46 54 40 57 54 48 48 N Europe = 2668 / F = sharing information on social networks
  • 72. Networks to consult information Q: When consulting information about products, brands and/or companies, which social network sites do you use for sharing that information? Total Global benchmark Facebook is number one when it comes to consulting information about products and brands in Europe. N = 2528 / F = consulting information on social networks
  • 73. Information to consult Q: What exactly do you share then about products, brands and/or companies? Total Global benchmark When people consult information about products, brands and companies, they are especially looking for (mainly positive) experiences others had. 32% of Europeans say their consulting behavior increased (a lot) since last year. N = 2528 / F = consulting information on social networks
  • 74. Impact of consulting on buying intention Q: When you consult information about products, brands and/or companies, does this information have an impact on your intention to buy the product / brand / something of the company? Total Global benchmark In Europe, the negative experiences others had have the greatest impact on buying intention. Positive experiences are a very close second. N = 2528 / F = consulting information on social networks
  • 75. Trust in online information Q: How trustworthy do you find the information that is posted on social networks by each of the following sources? Total Global benchmark N Europe = 4035 / F = If member of social network(s)
  • 76. 3. Brands & Companies on social media
  • 77. 3. Consumers know what they want from brands 55% of the social network users are following at least 1 brand. On average, people follow between 8-12 brands in a passive way and 3-6 brands in an active way. Most people start following a brand after they have used their products and were happy with the result. Consumers have clear expectations vis-à-vis brands. People want to receive product information, promotions and they want to be invited to help the brand improve the existing products and services.
  • 78. 3. Consumers want to help brands About 8 out of 10 consumers want to help brands. People are willing to send mails with feedback, use forms on the website or join social media to collaborate with a brand. In the first place, people want to help with the improvement of existing products. A smaller group is interested in brainstorming about new products and the smallest group wants to help with the creation of advertising. A remarkable conclusion, consumers prefer a market research community to collaborate with a brand. When consumers help a brand, they want to have impact on that brand. They feel that the impact will be higher through a research community.
  • 79. > 50% of social network users follow at least 1 brand online. On average, people follow 8-12 brands in a passive way and about 3-6 in an active way.
  • 80. > Pinterest is more relevant for brands than Instagram. 41% of Pinterest users post branded content on the site, versus 35% of Instagram users.
  • 81. Following brands 52% 47% 12.8 10.6 56% 53% 66% 9.8 15.1 6.7 50% 13.0 61% 7.8 56% China has the largest share of 48% brand followers, whereas in the 14.5 US, the highest number of brands 9.5 are followed on average.
  • 82. Following, actively following & interacting with brands (Brand followers only) 12.8 10.6 9.0 7.4 6.8 5.5 9.8 15.1 6.7 4.6 9.4 4.7 3.7 5.7 4.0 13.0 10.8 5.5 7.8 4.3 14.5 8.5 3.4 13.2 # brands following 4.2 # brands actively following (reading/sharing majority of content) 10.9 3.2 # brands interacting with (entering into dialogue)
  • 83. Following, actively following & interacting with brands (total sample) 6.7 5.0 4.0 2.8 2.6 1.9 5.5 8.0 4.4 2.2 4.2 3.0 1.6 2.4 2.5 6.6 4.7 2.2 4.8 2.4 8.1 4.5 1.8 6.7 # brands following 1.7 # brands actively following (reading/sharing majority of content) 5.5 1.1 # brands interacting with (entering into dialogue)
  • 84. Top 10 most-liked social media approaches Q: From those brands that you follow, which one’s social media approach do you like the most? Q: What do you like about this brand’s social media approach? (General, in order of importance) Why do people like them? 1. 6. 2. 7. 3. 8. 4. 9. 5. 10.
  • 85. Sectors for brand following Q To which sectors do these brands belong? Total Global benchmark Total Food/retail, fashion/luxury and media/entertainment are the most-followed sectors in Europe. In China, fashion/luxury and cars are most popular. N = 2213 / F = If following brands on social networks
  • 86. Drivers to become a brand follower Q How did you become an online follower / fan of a brand? Total Global benchmark Number 1 driver for following a brand online is actual usage of the brand. N = 2213 / F = If following brands on social networks
  • 87. Along with receiving information, promotions and giveaways, consumers want to help brands to improve the existing products and services.
  • 88. On average, 8 out of 10 consumers want to help brands to improve their offering. Consumers are very open to co-creation and structural collaboration with brands they like. The preferred place to collaborate is through a market research community.
  • 89. Brand expectations (1/2) Q: On social network sites, brands should… Total Global benchmark Social networkers expect brands to offer product information and 1 in 2 social promotions. networkers think brands should invite them to help improve products and services. N = 4035 / F = member of social networks
  • 90. Brand expectations (2/2) Q: On social network sites, brands should… Total Global benchmark 1 in 2 social networkers think brands should invite them to help improve products and services. N = 4035 / F = member of social networks
  • 91. Willingness to help brands Q: Imagine a brand or company in a sector that you really like. To what extent would you be willing to help them in improving their overall offering to the market ? (% I would like to help occasionally – I would like to help as much as I can) When people like a brand or company, they are willing to help it. In China, willingness is close to 100%. In Australia, willingness is lower, but 2 out of 3 are still willing to help. A brand that you really like A company that offers products of services in a sector or topic that you really like N = 4035 / F = member of social networks
  • 92. Preferred channels to help brands Q: Which of the following channels would you like to use to help companies improve their overall strategy/offering to the market? Total Global benchmark The top 4 preferred channels through which to help companies are all online, followed by face-to-face contact. N = 3596 / F = If willing to help company or brand
  • 93. Topics willing to help companies with Q About which of the following topics would you be interested in helping companies? Total Global benchmark When it comes to collaboration, people are most interested in the improvement of products and (customer) services. Advertising (development & improvement) is least popular. N = 3596 / F = If willing to help company or brand
  • 94. Efforts willing to make Q: To what extent would you be willing to join a community in order to help a company in improving their overall strategy / offering to the market? Total Global benchmark 65% are willing to join a Among Europeans brand- willing to help related brands, 57% are commu- willing to join a nity. brand-related community. N = 3596 / F = If willing to help company or brand
  • 95. Willingness to join community 52% 57% 55% 70% 82% 59% 61% 63% 63% Willingness to join a brand-related community is highest in China.
  • 96. Expected rewards Q: Would you expect something in return for your help? Total Global benchmark In return for their collaboration, most people expect some recognition or feedback from the company. About 1 in 3 Europeans expect a special offer or payment. N = 3596 / F = If willing to help company or brand
  • 97. Willingness to help vs. experience in helping brands Willing to help a brand or company in sector that they like Ever helped a company or brand before In all regions, the number of people having experience in helping brands N = 4035 / F = member of social networks is less than half the number of people willing to provide help.
  • 99. 4. Boom in smart phone usage 51% of the internet population is using smartphones, a majority of them have a data subscription as well. Android is market leader in this market, followed by Apple. Consumers use their smartphone mainly for convenience reasons and secondly for communication and entertainment reasons. People with a smartphone are also more intensive social media users. On average, people have about 20-25 apps on their phone, but only use half of them with any frequency. Social network apps are most often used.
  • 100. Mobile devices In Europe, about 1 in 2 internet users have a smartphone. In China, this is 2 out of 3. 1 2 3 4 5 6 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 N Europe = 3604/ F = none 5 A tablet PC, without Internet / data subscription 6 None of the above
  • 101. Mobile devices | Europe In Europe, 48% are using a smartphone. Most of them have an internet/data subscription. 1 2 3 4 5 6 East West 1 2 3 4 5 6 1 2 3 4 5 6 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
  • 102. Mobile operating systems Android is the most popular operating system. iOS comes second in Europe and most countries. Symbian is popular in India, BlackBerry is popular in Canada and Argentina. Windows 7 has a similar (but rather low) share across regions. N = 2705 / F = Smartphone users
  • 103. Mobile operating systems Android is the most-used mobile operating system in Europe. In Western Europe, Apple’s iOS is number 2. In Eastern Europe, Nokia’s Symbian is more popular. East West N Europe = 2229 / F = Smartphone users
  • 104. 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) 57% 59% 69% 83% 77% 70% Daily internet access trough smartphone is highest in Japan, 64% Argentina and China. 83% 51% N = 2705 / F = Smartphone users
  • 105. Daily Internet access via smartphone | Europe Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily) Over half of European smartphone users have daily access to the Internet through their smartphone. In Western Europe, this number is 59% higher than in Eastern Europe. East 50% West 63% N = 2705 / F = Smartphone users
  • 106. Reasons not to use a smartphone Q : Why don’t you have a smartphone? Total Global benchmark Most non-smartphone users say they don’t need one. N = 2811 / F = non-smartphone users
  • 107. 53% would like to make small mobile payments with their smartphone. N = 2705 / F = Smartphone users
  • 108. Interest in mobile services (1|2) Q To what extent are you interested in the following mobile services? Total Global benchmark Most mobile services are related to convenience, contact and entertainment. N = 2705 / F = Smartphone users
  • 109. Interest in mobile services (2|2) Q To what extent are you interested in the following mobile services? Total Global benchmark Most mobile services are related to convenience, contact and entertainment. N = 2705 / F = Smartphone users
  • 110. Daily log-on to social media through smartphone 70%  68% 64% 58%  72% 73% 68% 44% 63% 41%  92% 73% 80% 74% 83% Smartphone users are 74% more likely to log on 81% 67% daily to social media. Smartphone users with or without Internet / data subscription sig. diff (95%) Non-smartphone users
  • 111. Following brands on social media 55%  52% 49% 42% 60% 55% 66% 54% 50% 60% 60% 44% Smartphone users are  70% more likely to follow brands 57% on social  68%  55% media. 49% 39% Smartphone users with or without internet / data subscription Non-smartphone users sig. diff (95%)
  • 112. Usage of apps for social networking 77% 64% 67% 70% 60% 89% Penetration of apps for social networking is highest in India, 79% Argentina and Brazil. 87% 74% sig. diff (95%)
  • 113. Apps Q : How many apps have you installed on your smartphone since you started using it? The Australians and the Japanese have the most apps installed. Canadians have the most brand-related apps installed. No apps installed Apps installed N = 2705 / F = Smartphone users 28.0 28.5 24.5 24,1 21.9 20.4 19.4 16.6 11.0 13.6 10.3 10.4 10.3 9.6 8.9 8.8 8.4 8.2 9.1 9.3 7.9 6.8 7.8 6.7 7.4 7.9 7.9 5.6 5.6 6.4 6.3 6.3 5.5 6.8 4.6 5.9 6.1 4.9 4.8 5.1 1 2 3 4 5 1 Average number of apps installed N Europe = 1722 / F = If apps installed on smartphone 2 Average number of apps used at least once a week 3 Average number of paid apps 4 Average number of brand-related apps 5 Average number of apps that are no longer used
  • 114. Apps | Europe Q : How many apps have you installed on your smartphone since you started using it? West East No apps installed 79% of Europeans have apps installed on Apps installed their smartphone. N = 2705 / F = Smartphone users 24,1 25.6 20.1 The average number of apps 9.6 10.2 7.9 6.8 8.9 8.5 7.7 9.2 6.4 7.5 8.3 installed is 24, 4.5 but only 8 of them are used at 1 2 3 4 5 1 2 3 4 5 least weekly. 1 2 3 4 5 N Europe = 1722 / F = If apps installed on smartphone 1 Average number of apps installed 2 Average number of apps used at least once a week 3 Average number of paid apps 4 Average number of brand-related apps 5 Average number of apps that are no longer used
  • 115. Apps per operating system | Europe Q : How many apps have you installed on your smartphone since you started using it? No apps installed Apps installed N = 2705 / F = Smartphone users 48.5 iPhone users install the most apps. They also have the highest number of paid and brand-related apps. 19.7 15.0 15.4 12 12.8 13 11.1 10.3 7.4 7.6 5.6 4.5 8.7 4.9 5.7 3.6 4.3 3.5 4.7 5.1 5.6 6.6 5 5.2 4.9 5.1 5.0 3.0 3.1 1 2 3 4 5 1 Average number of apps installed 2 Average number of apps used at least once a week 3 Average number of paid apps N Europe = 1722 / F = If apps installed on smartphone 4 Average number of brand-related apps 5 Average number of apps that are no longer used
  • 116. Fun & games apps are most popular, followed by weather forecast apps, apps to enjoy music & videos, followed by navigation apps.
  • 117. Type of apps used (1|2) Q Below you will find a list of apps. Which of the following apps do you use? Total Global benchmark The most popular apps are mainly related to convenience, entertainment and contact. N Europe = 1722 / F = If apps installed on smartphone
  • 118. Type of apps installed (2|2) Q Below you will find a list of apps. Which of the following apps do you use? Total Global benchmark The most popular apps are mainly related to practicalities, communication and entertainment. N Europe = 1722 / F = If apps installed on smartphone
  • 120. Survey • Respondents were invited via e-mail to participate in an online survey. The survey was created by InSites Consulting, the sampling was done by SSI. • All data was collected at the same time with the exact same questionnaire. Sample • 19 countries were included in the sample: Belgium, the Czech Republic, France, Germany, Italy, The Netherlands, Poland, Romania, Russia, Spain, the United Kingdom, USA, Japan, India, China, Australia, Brazil, Argentina, Canada • Average sample size per country = 400 • Total sample size = 7,827 Quantitative research • Online research on online panels • Representative for country internet populations on gender, age and e-commerce • Field work conducted during Q2 2012 • Additional weighting was applied based upon online country populations, in order to obtain a representative sample • Bases mentioned in the report are unweighted counts
  • 121. If you liked the data, do us a favor and please share this slideshow with your network. Questions or feedback on the results? Let us know at Marketing@insites-consulting.com
  • 123. InSites Consulting InSites Consulting was established in 1997 and, although a marketing research company, the founders never really wanted to be market researchers. InSites Consulting is in fact a fantastic mix of academic visionaries, passionate marketers and research innovators who are determined to challenge the status quo of marketing research. Over the last 10 years the company has grown at an amazing 35% a year. Today, there are more than 130 employees working in five offices (US, RO, UK, NL, BE) getting their energy from helping world-leading brands to improve their marketing efforts and to develop deeper connections with consumers on a global scale via Research Communities. InSites Consulting has been rewarded with no fewer than 15 international awards. The recipe for success: a never-flagging enthusiasm, a lot of hard work, a culture of sharing, and continuous innovation in research methods and marketing thought leadership. And last but not least: positively surprising clients every day. Marketing@insites-consulting.com www.insites-consulting.com
  • 124. Field work The field work for this study was conducted by SSI: • SSI helps companies make decisions • By offering access to consumers and business professionals • In 72 countries • Through online and telephone methodologies • For over 3,000 clients across the globe For more information on how SSI can support the success of your next project, contact us at info.eu@surveysampling.com or +31 10 850 5300. www.surveysampling.com
  • 125. Our translation agency partner Your foreign-language communication partner • Translations • Copywriting • User-generated content summaries • Coding of open-ended questions • Language consultancy www.no-problem.be
  • 127. @TomDeRuyck http://be.linkedin.com/in/tomderuyck @StevenVBe +32 497 885 882 http://be.linkedin.com/in/stevenvanbelleghem Tom.Deruyck@insites-consulting.com +32 497 473 444 steven@vanbelleghem.biz @Dieter_Thijs http://be.linkedin.com/pub/dieter-thijs/32/766/160 +32 496 43 12 23 Dieter.Thijs@insites-consulting.com
  • 128. If you want to read more about the InSites Consulting vision on the future of marketing, take a look at these bestselling marketing books. Find out what drives the new consumer and how to increase identification with your brands. Everything you need to know to survive the age Our CRUSH model unveils the road to of conversations. successful branding. www.conversationmanagement.biz www.howcoolbrandsstayhot.com
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