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Social Media around the world Steven Van Belleghem Steven@insites.eu www.insites.eu www.theconversationmanager.com
SOCIAL MEDIA  STUDY in 14 COUNTRIES WORLDWIDE Summary:  2.884 consumers(18+),representative total country population. Data collected on proprietary research panels from InSites Consulting, field in December 2009-Januari 2010. . 2010 7 regions worldwide
Throughout the report, results are reported on a total base and per region 2010 7 regions worldwide  Australia Eastern Europe Southern Europe Southern America Asia Western Europe Northern America
2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average, users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that more than 1 out of four still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. They have no intention to stop any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
2010 EditionContent of this report 2010 People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...  20% of the online population are already user of a social network website and will even expand their  memberships. 1 out of 4 are users and will… 13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy... The END Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
Social Media Study 2010 More on methodology 2010 Survey Respondents were invited via e-mail to participate in an online survey Sample 14 countries were included in the sample: Belgium, The Netherlands, United Kingdom, Spain, Italy, Portugal, France, Germany, Romania, USA, Brazil, Australia, Russia, China Average sample size for countries = 200 Total sample size = 2884 Quantitative research Online research on InSites panel (>2,5 mln members) Representative for internet populations on gender & age December 2009 – January 2010 Additional weighting was performed based upon country populations, in order to obtain a representative sample
2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average, users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
2010 More than 90%know 		at least 1 social network N Global = 2884 / Filter = None
On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook 2010 Q : Which of these social network sites do you know, even if only by name? On average, users know  4 sites… Non-users know 2… Ranking based upon Total N Total = 2884 / F = None
Best known social network in each country... 2010 Facebook 68% Hyves 96% Facebook 98% Facebook 90% Facebook 83% Users 72% Facebook 95% Facebook 94% 73% Facebook 95% Facebook 98% Hi5 97% Facebook N per country = About 200
Best known social network in each country... 2010 Facebook 93% MySpace 47% 73% Facebook Orkut 98% Facebook 96% N per country = About 200
Across countries, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third 2010 Q : Which of these social network sites do you know, even if only by name? Awareness Exceeding countries 10%> Total 10%< Total Facebook MySpace Twitter Hi5 Netlog LinkedIn Orkut Xing Ning Hyves N Total = 2884 / F = None
28%  of the internet population  are notactive  on a social network … because they don’t want others to see their personal information 2010 N Europe = 2841 / Filter = None N Global = 2884 / Filter = None
Usage │Knowledge Future Intention 2010 Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly? 28% 31% will become USER Future intention Intention 31% 31% Don’t know No intention 69% N Total = 819 / F = If non user
Usage │Knowledge Future Intention 2010 Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly? …Biggest growth potential in ASIA… 10%> Total 10%< Total Future intention Intention 31% Non-users that will become a member anyway Don’t know No intention 69% W. Europe E. Europe S. Europe N. America Australia Asia S. America N Total = 819 / F = If non user
The biggest threshold for non-users seems  to be their personal information. Almost 3 out of 4 non-users agree on not wanting to share their personal information 2010 Q : As non-user of a social network website, to what extent do you agree with the following statements on social network sites? Top2% agreement 10%> Total 10%< Total Don’t want others to  see my personal info Any message can start leading a life online I do not see an advantage in having it Don’t want to free any time for it. N Total = 819 / F = If non user
2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that more than 1 out of four still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
72%  of the internet population  are active  on at least 1 social network … 2010 TOP3 COUNTRIES Brazil 95% USA 84% Portugal 82% N Europe = 2841 / Filter = None N Global = 2884 / Filter = None
Within the online population, 72% are connected to at least 1 social network website 2010 Q: Which of the network sites are you currently a member of? Users vs. Non Users 10%> Total 10%< Total Across countries users are connected to 1 social network on average, with the exception of Brazil         and Portugal         where they have 2 social networks on average.                                       Users Users 72% Non-users 28% W. Europe E. Europe S. Europe N. America Australia Asia S. America N Total = 2884 / F = None
Number of users in each country... 2010 Users 38% Users 79% Users 77% Users 73% Users 56% Users 72% Users 69% Users 73% 72% Users 76% Users 80% Users 82% Users About  N per country = About 200
Number of users in each country... 2010 Users 84% Users 43% 72% Users Users 95% Users 79% N per country = About 200
2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
72% users with on average 2 memberships 2010 Top3 penetration 1 Facebook 51% 2 MySpace 20% 3 Twitter 17% N Global = 2884 / Filter = None
On a global level, 58% of the online population indicate that they ever were member of Facebook 2010 Q : Which of the network sites were you ever a member of? Ranking based upon Total N Total = 2884 / F = None
Usage │Knowledge ExMembership 2010 Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members) Ex members Ranking based upon Total MySpace Hi5 12%of the online internet population are ex members  of MySpace Facebook Netlog Twitter LinkedIn Orkut Xing Ning Hyves N Total = 2884 / F = None
Usage │Knowledge CurrentMembership 2010 Q : Which of the network sites are you currently a member of? Ranking based upon Total Orkut is very popular in Southern America. N Total = 2884 / F = None
More than half of the internet population is currently a member of Facebook 2010 Q : Which of the network sites are you currently a member of? Penetration Exceeding countries 10%> Total 10%< Total Facebook MySpace Twitter Orkut Hi5 LinkedIn Netlog Xing Ning Hyves N Total = 2884 / F = None
Social network site with highest penetration in each country... 2010 Facebook 22% Hyves 63% Facebook 72% Hi5 60% Facebook 29% Users 72% Facebook 57% Facebook 67% 51% Facebook 71% Facebook 73% Hi5 61% Facebook N per country = About 200
Social network site with highest penetration in each country... 2010 Facebook 72% MySpace 18% 51% Facebook Orkut 90% Facebook 76% N per country = About 200
Usage │Knowledge Private versus Professional membership 84% of users are only memberon apersonal website… 2010 72% is member of at least 1social network MySpace LinkedIn Facebook  Xing  Professional as well as a Personal profile Only member of a personal site Only member  of a professional site Hyves Netlog Twitter 84% 3% Hi5 13% Orkut Ning Other More professional-only memberships amongs older people & amongst male… ... ... N Global = 2065 / Filter = If user
ActivitiesPersonal versus Professional purpose 2010 Q: You are part of the following social network sites. What purposes do you use these sites for? Personal versus Professional  Hyves Facebook Most respondents  use social networks for personal reasons MySpace Hi5 Twitter Netlog Orkut Ning Xing Professional websites LinkedIn N Total = 2065 / F = If user
Activities Personal versus Professional purpose 2010 * Index = % personal purpose - % professional purpose Q : Which of the network sites are you currently a member of? Q : What purposes do you use these sites for? High high The most popular social network websites are used for personal purposes…  Penetration of social network websites Low low High Low Personal Professional Purpose index* of social network websites
Facebook has the highest penetration of members  2010 Basis = Total N Total = 2884 / F = None
Usage │Knowledge Awareness versus Penetration 2010 Q : Which of the network sites are you currently a member of? Q : Which of these social network sites do you know, even if only by name? High high High awareness and high penetration ! Penetration of social network websites Low low High Low high low Awareness of social network websites
Usage │Knowledge Awareness versus Penetration 2010 Q : Which of the network sites are you currently a member of? Q : Which of these social network sites do you know, even if only by name? W. Europe E. Europe Penetration of social network websites Penetration of social network websites Awareness of social network websites  Awareness of social network websites  S. Europe Penetration of social network websites Awareness of social network websites
Usage │Knowledge Awareness versus Penetration 2010 Q : Which of the network sites are you currently a member of? Q : Which of these social network sites do you know, even if only by name? S. America N. America Penetration of social network websites Penetration of social network websites Awareness of social network websites  Awareness of social network websites  Asia Australia Penetration of social network websites Penetration of social network websites Awareness of social network websites  Awareness of social network websites
2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. They have no intention to stop any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
Users are saturated?! 2010 Connected People  have no intention to stop their membership nor do they feel the need to further expandtheir membership  on social network  sites
2010 No Stopping! 75% Intention No Expanding! 43% N Total = 2065 / F = If user
Usage │Knowledge Intention to stop 2010 Q : Are there any network sites you intend to stop your membership of in the near future? Ranking based upon Total …75%have  no intention  to stop  N Total = 2065 / F = If user
Usage │Knowledge Future membership 2010 Q : Which of the network sites below you would consider becoming a member of? Ranking based upon Total …43%have  no intention  to expand  N Total = 2065 / F = If user
2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
Users log in  2timesa day  on average... 2010 ... Log in frequency for members  on professional  websites drops to 9 times a month... N Global = 2884 / Filter = None
Type of users   1%  “dead” users 2010 Considerate users Champions High high 11% 29% Log in frequency 35% 25% Lazy users Random users Low low High Low high low Number of memberships
Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week 2010 Q: You are a member of the following social network sites. How often do you log in on these sites? At least weekly use At least weekly use Only scores of top3 membership per region displayed 78% 57% 78% 85% 88% 83% 44% 36% 49% 39% 53% 64% 34% 54% 31% 55% 25% 57% 68% 43% 67% W. Europe E. Europe S. Europe N. America Australia Asia S. America 10%> Total N Total = 2065 / F = If user 10%< Total
FrequencyFrequency compared with beginning 2010 Q: When comparing your current usage to your usage when you had only just joined them, do you currently log in more or less often than before? At least 1 out of 3 slows down their usage… Less often than before Less often than before Only scores of top3 membership per region displayed 31% 52% 31% 23% 27% 25% 50% 44% 53% 57% 64% 51% 66% 60% 70% 48% 64% 43% 40% 40% 50% W. Europe E. Europe S. Europe N. America Australia Asia S. America 10%> Total N Total = 2065 / F = If user 10%< Total
2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
Twice a day, participants do a certain activity on their social network website.  This is mainly personal and not professional related with exception from professional network websites! 2010 Top 5 activities online 1 Sending personal messages 2 Watching pics, etc. People like to do these activities, but would not be willing to pay for them! 3 Checking status 4 Reacting to others’ status 5 Uploading pics 48
Activities Penetration Online activities 2010  ...94%of connected people sometimes  send a personal message!... Q: How often do you do each of the following on social network sites? At least once 10%> Total 10%< Total Sending personal  messages Watching pics, etc. Checking status Reacting to others’  status Uploading pics Sending public  messages Adapting profile pic Becoming a member of groups Giving my own status Becoming fan of sth. Uploading films Creating groups N Total = 2065 / F = If user
More than 1 out of three users check out their status several times a week or more 2010 Q: How often do you do each of the following on social network sites? # times a week - daily 10%> Total 10%< Total Checking status Sending personal  messages Watching pics, etc. Reacting to others’  status Sending public  messages Giving my own status Becoming a member of groups Uploading pics Becoming fan of sth. Adapting profile pic Uploading films Creating groups N Total = 2065 / F = If user
2010 Addict ! Type of users Passive! Voyeur ! Special occasions ! N Total = 2065 / F = If user
Type of users...   2010 Addicts 26% Voyeurs 14% High Log in frequency 109 * Log in frequency 123 * Activity frequency 19 * Activity frequency 95 * Log in frequency Log in frequency 13 * Log in frequency 23 * Activity frequency 12 * Activity frequency 70 * Special occasions 13% Passive users 47% Low High Low Activity Frequency  * on a montlhy basis
Who are they...   2010 Addicts 26% Voyeurs 14% ,[object Object]
Mainly personal memberships
Current Twitter members
Female
18-44 y.o.
Singles with no kids
They try to build an image on their profile(s)
They are at ease online
They follow recent internet hypes from close byHigh Log in frequency ,[object Object]
30-55 y.o.
Current Twitter members
Mainly professional memberships
No internet experts
18-30 y.o.
USA & Russia
Mainly personal memberships
Likely to post happy events, holiday pics,...
No internet expertsSpecial occasions 13% Passive users 47% Low High Low Activity Frequency
Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan of something 2010 Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of? What have you become member / fan of 10%> Total 10%< Total A band A famous person Becoming a member of a charity is number 1 in Australia ! A brand A charity A non-famous person Other None of the above N Total = 1723 / F = If sometimes becomes a member / fan.
24% of users send personal messages more often compared with the beginning. This means that the majority of users (76%) decrease this activity 2010 Q: When comparing your current behaviourto your behaviourwhen you had only just become a member, do you do the following more or less often than before? More often than at the start 10%> Total 10%< Total Sending personal  messages Checking status Watching pics, etc. Reacting to others’  status Sending public  messages Uploading pics Adapting my own status Becoming fan of sth. Adapting profile pic Becoming a member of groups Uploading films Creating groups N Total = 2065 / F = If user
Activities Willingness to pay for Online activities   2010 Q: When comparing your current behaviourto your behaviourwhen you had only just become a member, do you do the following more or less often than before? Willingness to pay Sending personal  messages Uploading films Uploading pics Sending public  messages Most respondents are not willing to pay for their online activities. Similar outcome across different countries. Creating groups Watching pics, etc. Adapting profile pic Checking status Becoming a member of groups Becoming fan of sth. Adapting my own status Reacting to others’  status N Total = 2065 / F = If user
2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
Connected people  have about 195friends 2010 TOP3 COUNTRIES Brazil 360 Portugal 236 USA 200 N Europe = 2841 / Filter = None N Global = 2065 / Filter = If user
Number of friends in each country... 2010 N° Friends 89 N° Friends 115 N° Friends 173 N° Friends 171 Friend 113 Users 72% N° Friends 133 N° Friends 95 195 N° Friends 152 N° Friends 100 N° Friends 236 N° Friends N users per country = About 100-150
Number of friends in each country... 2010 N° Friends 200 N° Friends 63 195 N° Friends N° Friends 360 N° Friends 155 N users per country = About 100-150
Friends & De-friendsNumber of friends / followers / contacts 2010 Q:How many friends / contacts / followers do you have in your profile? # contacts 100> Total 100< Total 195 contacts on average Strictly professional membershipshave a smaller number of friends Different contacts W. Europe E. Europe S. Europe N. America Australia Asia S. America N Total = 2065 / F = If user
Friends & De-friends Contact  2010 Q:When considering your contacts on the following social network sites, do you also meet these people in real life, or are they mainly people that you (almost) never meet? Do you meet your contacts? W. Europe E. Europe S. Europe N. America Australia Asia S. America Orkut Facebook Hyves LinkedIn MySpace Twitter Xing Hi5 Ning Netlog Meet in real life... Netlog users hardly ever meet their online friends in real life! For Facebook it is the opposite! N Total = 2065 / F = If user
Friends & De-friends Follow your friends 2010 Q: Imagine a new social network being created, and the majority of your contacts transferring to this new network. How likely are you to remain a member of your current network? Would you switch to another network to follow your contacts? Netlog Hi5 Hyves Most people would not switch to another network. LinkedIn MySpace Twitter Facebook Xing Ning Orkut Netlog users are least loyal to their social network website. Facebook users are loyal! N Total = 2065 / F = If user
Friends & De-friends Communicate a personal message 2010 Q : When you wish to communicate a personal message to your friends or family, which of the channels listed below do you prefer? Communication channels 10%> Total 10%< Total Mobile phone  To communicate personal messages to friends, 	people prefer to call on their mobile phone E-mail SMS Landline Instant messenger 6th place Social networks Chat Other N Total = 2065 / F = If user
Friends & De-friends Use of mobile phone 2010 Q: Do you use social network sites on your mobile phone? Mobile Users vs. Mobile Non-Users 10%> Total 10%< Total  Most people do not use social network website on their mobile phone. This mobile usage is higher amongst male and younger people (18-30) Users Users 26% Non-users 74% W. Europe E. Europe S. Europe N. America Australia Asia S. America N Total = 2065 / F = If user
26% use their social network via their mobile phone. 2010 …These ‘mobile’ users are more active on social networks compared with the non-mobile users! They log in more often! They practice more activities! 44% addicts amongst the mobile users! N Total = 2065 / F = If user
2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
58% of users have already removed contact(s). This is less common on professional websites. Brazilian  	participants have the biggest circle of friends, 	but are most likely to  de-friend them (81%)!   2010 N° Friends 360 N Europe = 2841 / Filter = None N Global = 2065 / Filter = If user
Friends & De-friends ‘Remove Friends’  2010 Q: You are a member of the following social network sites. Have you already removed contacts from these sites ("Remove Friend")? Did you already remove friends? Orkut Hyves LinkedIn especially is a social network site where people do not remove contacts very often. Across the different social network websites, 58% of users have already removed contacts at least once. This number rises up to 81% in Brazil! MySpace Twitter Facebook Hi5 Netlog Ning Professional contacts are less often  de-friended! Xing LinkedIn N Total = 2065 / F = If user
2010 EditionContent of this report 2010 People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...  20% of the online population are already user of a social network website and will even expand their  memberships. 1 out of 4 are users and will… The END 13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy... Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
In 2009 we have measured that... 2010 Although Facebook is the most popular social network website,  1 out of 3 users have little trust in it!  N Global = 2065 / Filter = If user
TrustTrust in social network websites  2010 Q: To what extent do you trust these sites as for privacy? (In other words: do you trust these sites not to pass on your personal details to others?)  Do youTrust your social network? W. Europe E. Europe S. Europe N. America Australia Asia S. America Netlog Overview of trust in Facebook Hi5 Orkut Twitter Facebook 10%> Total Ning 10%< Total Netlog users don’t meet their online friends in real life and (consequently?!) have little trust in their online environment! Myspace Hyves More trust in professional websites LinkedIn Xing N Total = 2065 / F = If user
TrustCredibility of brand posts 2010 Q:Imagine a brand posting something about itself on a social network, to what extent do you think that is credible? 44%think that a brand posting about itself is credible… Credibility of brand post Top2% credibility 10%> Total Credibility 10%< Total W. Europe E. Europe S. Europe N. America Australia Asia S. America N Total = 2065 / F = If user
TrustCredible sources for brand posts 2010 Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you? Most credible sources …still, word-of-mouth is the most credible source to rely on for brand posts… Asia and Southern America consider the brand itself to be the most credible.   A  consumer The brand itself A  journalist A  marketeer Another brand N Total = 2065 / F = If user
A consumer is the most credible source in order to believe posts about a certain brand 2010 Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you? Most credible sources 10%> Total 10%< Total A  consumer We trust other consumers the most. Especially in Southern and Eastern Europe, there is most trust in word-of-mouth. Asia and Southern America think the brand itself is the most credilble source. The brand itself A  journalist A  marketeer Another brand N Total = 2065 / F = If user
2010 EditionContent of this report 2010 People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...  20% of the online population are already user of a social network website and will even expand their  memberships. 1 out of 4 are users and will… The END 13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy... Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
13%  of all participants claim  to have a far-from-real image on at least 1  social network website 2010 N Europe = 2841 / Filter = None N Global = 2065 / Filter = If user
Online behaviour Online image vs. Real image 2010 Q: To what extent does your image on the following social networks correspond with your image in real life? Does your online image correspond with your real image? Orkut Ning About 10% of those members on Netlog and Hi5 create an online image that does not correspond with their real selves. When looking at younger members (18-30 y.o.) on these sites, 1 out of 5 respondents claims to do so. LinkedIn Hyves Netlog Hi5 Twitter Facebook Xing MySpace S. America 14% N Total = 2065 / F = If user

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Social networks around the world 2010

  • 1. Social Media around the world Steven Van Belleghem Steven@insites.eu www.insites.eu www.theconversationmanager.com
  • 2. SOCIAL MEDIA STUDY in 14 COUNTRIES WORLDWIDE Summary: 2.884 consumers(18+),representative total country population. Data collected on proprietary research panels from InSites Consulting, field in December 2009-Januari 2010. . 2010 7 regions worldwide
  • 3. Throughout the report, results are reported on a total base and per region 2010 7 regions worldwide Australia Eastern Europe Southern Europe Southern America Asia Western Europe Northern America
  • 4. 2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average, users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that more than 1 out of four still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. They have no intention to stop any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 5. 2010 EditionContent of this report 2010 People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... 20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will… 13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy... The END Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • 6. Social Media Study 2010 More on methodology 2010 Survey Respondents were invited via e-mail to participate in an online survey Sample 14 countries were included in the sample: Belgium, The Netherlands, United Kingdom, Spain, Italy, Portugal, France, Germany, Romania, USA, Brazil, Australia, Russia, China Average sample size for countries = 200 Total sample size = 2884 Quantitative research Online research on InSites panel (>2,5 mln members) Representative for internet populations on gender & age December 2009 – January 2010 Additional weighting was performed based upon country populations, in order to obtain a representative sample
  • 7. 2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average, users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 8. 2010 More than 90%know at least 1 social network N Global = 2884 / Filter = None
  • 9. On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook 2010 Q : Which of these social network sites do you know, even if only by name? On average, users know 4 sites… Non-users know 2… Ranking based upon Total N Total = 2884 / F = None
  • 10. Best known social network in each country... 2010 Facebook 68% Hyves 96% Facebook 98% Facebook 90% Facebook 83% Users 72% Facebook 95% Facebook 94% 73% Facebook 95% Facebook 98% Hi5 97% Facebook N per country = About 200
  • 11. Best known social network in each country... 2010 Facebook 93% MySpace 47% 73% Facebook Orkut 98% Facebook 96% N per country = About 200
  • 12. Across countries, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third 2010 Q : Which of these social network sites do you know, even if only by name? Awareness Exceeding countries 10%> Total 10%< Total Facebook MySpace Twitter Hi5 Netlog LinkedIn Orkut Xing Ning Hyves N Total = 2884 / F = None
  • 13. 28% of the internet population are notactive on a social network … because they don’t want others to see their personal information 2010 N Europe = 2841 / Filter = None N Global = 2884 / Filter = None
  • 14. Usage │Knowledge Future Intention 2010 Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly? 28% 31% will become USER Future intention Intention 31% 31% Don’t know No intention 69% N Total = 819 / F = If non user
  • 15. Usage │Knowledge Future Intention 2010 Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly? …Biggest growth potential in ASIA… 10%> Total 10%< Total Future intention Intention 31% Non-users that will become a member anyway Don’t know No intention 69% W. Europe E. Europe S. Europe N. America Australia Asia S. America N Total = 819 / F = If non user
  • 16. The biggest threshold for non-users seems to be their personal information. Almost 3 out of 4 non-users agree on not wanting to share their personal information 2010 Q : As non-user of a social network website, to what extent do you agree with the following statements on social network sites? Top2% agreement 10%> Total 10%< Total Don’t want others to see my personal info Any message can start leading a life online I do not see an advantage in having it Don’t want to free any time for it. N Total = 819 / F = If non user
  • 17. 2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that more than 1 out of four still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 18. 72% of the internet population are active on at least 1 social network … 2010 TOP3 COUNTRIES Brazil 95% USA 84% Portugal 82% N Europe = 2841 / Filter = None N Global = 2884 / Filter = None
  • 19. Within the online population, 72% are connected to at least 1 social network website 2010 Q: Which of the network sites are you currently a member of? Users vs. Non Users 10%> Total 10%< Total Across countries users are connected to 1 social network on average, with the exception of Brazil and Portugal where they have 2 social networks on average. Users Users 72% Non-users 28% W. Europe E. Europe S. Europe N. America Australia Asia S. America N Total = 2884 / F = None
  • 20. Number of users in each country... 2010 Users 38% Users 79% Users 77% Users 73% Users 56% Users 72% Users 69% Users 73% 72% Users 76% Users 80% Users 82% Users About N per country = About 200
  • 21. Number of users in each country... 2010 Users 84% Users 43% 72% Users Users 95% Users 79% N per country = About 200
  • 22. 2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 23. 72% users with on average 2 memberships 2010 Top3 penetration 1 Facebook 51% 2 MySpace 20% 3 Twitter 17% N Global = 2884 / Filter = None
  • 24. On a global level, 58% of the online population indicate that they ever were member of Facebook 2010 Q : Which of the network sites were you ever a member of? Ranking based upon Total N Total = 2884 / F = None
  • 25. Usage │Knowledge ExMembership 2010 Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members) Ex members Ranking based upon Total MySpace Hi5 12%of the online internet population are ex members of MySpace Facebook Netlog Twitter LinkedIn Orkut Xing Ning Hyves N Total = 2884 / F = None
  • 26. Usage │Knowledge CurrentMembership 2010 Q : Which of the network sites are you currently a member of? Ranking based upon Total Orkut is very popular in Southern America. N Total = 2884 / F = None
  • 27. More than half of the internet population is currently a member of Facebook 2010 Q : Which of the network sites are you currently a member of? Penetration Exceeding countries 10%> Total 10%< Total Facebook MySpace Twitter Orkut Hi5 LinkedIn Netlog Xing Ning Hyves N Total = 2884 / F = None
  • 28. Social network site with highest penetration in each country... 2010 Facebook 22% Hyves 63% Facebook 72% Hi5 60% Facebook 29% Users 72% Facebook 57% Facebook 67% 51% Facebook 71% Facebook 73% Hi5 61% Facebook N per country = About 200
  • 29. Social network site with highest penetration in each country... 2010 Facebook 72% MySpace 18% 51% Facebook Orkut 90% Facebook 76% N per country = About 200
  • 30. Usage │Knowledge Private versus Professional membership 84% of users are only memberon apersonal website… 2010 72% is member of at least 1social network MySpace LinkedIn Facebook Xing Professional as well as a Personal profile Only member of a personal site Only member of a professional site Hyves Netlog Twitter 84% 3% Hi5 13% Orkut Ning Other More professional-only memberships amongs older people & amongst male… ... ... N Global = 2065 / Filter = If user
  • 31. ActivitiesPersonal versus Professional purpose 2010 Q: You are part of the following social network sites. What purposes do you use these sites for? Personal versus Professional Hyves Facebook Most respondents use social networks for personal reasons MySpace Hi5 Twitter Netlog Orkut Ning Xing Professional websites LinkedIn N Total = 2065 / F = If user
  • 32. Activities Personal versus Professional purpose 2010 * Index = % personal purpose - % professional purpose Q : Which of the network sites are you currently a member of? Q : What purposes do you use these sites for? High high The most popular social network websites are used for personal purposes… Penetration of social network websites Low low High Low Personal Professional Purpose index* of social network websites
  • 33. Facebook has the highest penetration of members 2010 Basis = Total N Total = 2884 / F = None
  • 34. Usage │Knowledge Awareness versus Penetration 2010 Q : Which of the network sites are you currently a member of? Q : Which of these social network sites do you know, even if only by name? High high High awareness and high penetration ! Penetration of social network websites Low low High Low high low Awareness of social network websites
  • 35. Usage │Knowledge Awareness versus Penetration 2010 Q : Which of the network sites are you currently a member of? Q : Which of these social network sites do you know, even if only by name? W. Europe E. Europe Penetration of social network websites Penetration of social network websites Awareness of social network websites Awareness of social network websites S. Europe Penetration of social network websites Awareness of social network websites
  • 36. Usage │Knowledge Awareness versus Penetration 2010 Q : Which of the network sites are you currently a member of? Q : Which of these social network sites do you know, even if only by name? S. America N. America Penetration of social network websites Penetration of social network websites Awareness of social network websites Awareness of social network websites Asia Australia Penetration of social network websites Penetration of social network websites Awareness of social network websites Awareness of social network websites
  • 37. 2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. They have no intention to stop any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 38. Users are saturated?! 2010 Connected People have no intention to stop their membership nor do they feel the need to further expandtheir membership on social network sites
  • 39. 2010 No Stopping! 75% Intention No Expanding! 43% N Total = 2065 / F = If user
  • 40. Usage │Knowledge Intention to stop 2010 Q : Are there any network sites you intend to stop your membership of in the near future? Ranking based upon Total …75%have no intention to stop N Total = 2065 / F = If user
  • 41. Usage │Knowledge Future membership 2010 Q : Which of the network sites below you would consider becoming a member of? Ranking based upon Total …43%have no intention to expand N Total = 2065 / F = If user
  • 42. 2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 43. Users log in 2timesa day on average... 2010 ... Log in frequency for members on professional websites drops to 9 times a month... N Global = 2884 / Filter = None
  • 44. Type of users 1% “dead” users 2010 Considerate users Champions High high 11% 29% Log in frequency 35% 25% Lazy users Random users Low low High Low high low Number of memberships
  • 45. Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week 2010 Q: You are a member of the following social network sites. How often do you log in on these sites? At least weekly use At least weekly use Only scores of top3 membership per region displayed 78% 57% 78% 85% 88% 83% 44% 36% 49% 39% 53% 64% 34% 54% 31% 55% 25% 57% 68% 43% 67% W. Europe E. Europe S. Europe N. America Australia Asia S. America 10%> Total N Total = 2065 / F = If user 10%< Total
  • 46. FrequencyFrequency compared with beginning 2010 Q: When comparing your current usage to your usage when you had only just joined them, do you currently log in more or less often than before? At least 1 out of 3 slows down their usage… Less often than before Less often than before Only scores of top3 membership per region displayed 31% 52% 31% 23% 27% 25% 50% 44% 53% 57% 64% 51% 66% 60% 70% 48% 64% 43% 40% 40% 50% W. Europe E. Europe S. Europe N. America Australia Asia S. America 10%> Total N Total = 2065 / F = If user 10%< Total
  • 47. 2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 48. Twice a day, participants do a certain activity on their social network website. This is mainly personal and not professional related with exception from professional network websites! 2010 Top 5 activities online 1 Sending personal messages 2 Watching pics, etc. People like to do these activities, but would not be willing to pay for them! 3 Checking status 4 Reacting to others’ status 5 Uploading pics 48
  • 49. Activities Penetration Online activities 2010 ...94%of connected people sometimes send a personal message!... Q: How often do you do each of the following on social network sites? At least once 10%> Total 10%< Total Sending personal messages Watching pics, etc. Checking status Reacting to others’ status Uploading pics Sending public messages Adapting profile pic Becoming a member of groups Giving my own status Becoming fan of sth. Uploading films Creating groups N Total = 2065 / F = If user
  • 50. More than 1 out of three users check out their status several times a week or more 2010 Q: How often do you do each of the following on social network sites? # times a week - daily 10%> Total 10%< Total Checking status Sending personal messages Watching pics, etc. Reacting to others’ status Sending public messages Giving my own status Becoming a member of groups Uploading pics Becoming fan of sth. Adapting profile pic Uploading films Creating groups N Total = 2065 / F = If user
  • 51. 2010 Addict ! Type of users Passive! Voyeur ! Special occasions ! N Total = 2065 / F = If user
  • 52. Type of users... 2010 Addicts 26% Voyeurs 14% High Log in frequency 109 * Log in frequency 123 * Activity frequency 19 * Activity frequency 95 * Log in frequency Log in frequency 13 * Log in frequency 23 * Activity frequency 12 * Activity frequency 70 * Special occasions 13% Passive users 47% Low High Low Activity Frequency * on a montlhy basis
  • 53.
  • 59. They try to build an image on their profile(s)
  • 60. They are at ease online
  • 61.
  • 69. Likely to post happy events, holiday pics,...
  • 70. No internet expertsSpecial occasions 13% Passive users 47% Low High Low Activity Frequency
  • 71. Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan of something 2010 Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of? What have you become member / fan of 10%> Total 10%< Total A band A famous person Becoming a member of a charity is number 1 in Australia ! A brand A charity A non-famous person Other None of the above N Total = 1723 / F = If sometimes becomes a member / fan.
  • 72. 24% of users send personal messages more often compared with the beginning. This means that the majority of users (76%) decrease this activity 2010 Q: When comparing your current behaviourto your behaviourwhen you had only just become a member, do you do the following more or less often than before? More often than at the start 10%> Total 10%< Total Sending personal messages Checking status Watching pics, etc. Reacting to others’ status Sending public messages Uploading pics Adapting my own status Becoming fan of sth. Adapting profile pic Becoming a member of groups Uploading films Creating groups N Total = 2065 / F = If user
  • 73. Activities Willingness to pay for Online activities 2010 Q: When comparing your current behaviourto your behaviourwhen you had only just become a member, do you do the following more or less often than before? Willingness to pay Sending personal messages Uploading films Uploading pics Sending public messages Most respondents are not willing to pay for their online activities. Similar outcome across different countries. Creating groups Watching pics, etc. Adapting profile pic Checking status Becoming a member of groups Becoming fan of sth. Adapting my own status Reacting to others’ status N Total = 2065 / F = If user
  • 74. 2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 75. Connected people have about 195friends 2010 TOP3 COUNTRIES Brazil 360 Portugal 236 USA 200 N Europe = 2841 / Filter = None N Global = 2065 / Filter = If user
  • 76. Number of friends in each country... 2010 N° Friends 89 N° Friends 115 N° Friends 173 N° Friends 171 Friend 113 Users 72% N° Friends 133 N° Friends 95 195 N° Friends 152 N° Friends 100 N° Friends 236 N° Friends N users per country = About 100-150
  • 77. Number of friends in each country... 2010 N° Friends 200 N° Friends 63 195 N° Friends N° Friends 360 N° Friends 155 N users per country = About 100-150
  • 78. Friends & De-friendsNumber of friends / followers / contacts 2010 Q:How many friends / contacts / followers do you have in your profile? # contacts 100> Total 100< Total 195 contacts on average Strictly professional membershipshave a smaller number of friends Different contacts W. Europe E. Europe S. Europe N. America Australia Asia S. America N Total = 2065 / F = If user
  • 79. Friends & De-friends Contact 2010 Q:When considering your contacts on the following social network sites, do you also meet these people in real life, or are they mainly people that you (almost) never meet? Do you meet your contacts? W. Europe E. Europe S. Europe N. America Australia Asia S. America Orkut Facebook Hyves LinkedIn MySpace Twitter Xing Hi5 Ning Netlog Meet in real life... Netlog users hardly ever meet their online friends in real life! For Facebook it is the opposite! N Total = 2065 / F = If user
  • 80. Friends & De-friends Follow your friends 2010 Q: Imagine a new social network being created, and the majority of your contacts transferring to this new network. How likely are you to remain a member of your current network? Would you switch to another network to follow your contacts? Netlog Hi5 Hyves Most people would not switch to another network. LinkedIn MySpace Twitter Facebook Xing Ning Orkut Netlog users are least loyal to their social network website. Facebook users are loyal! N Total = 2065 / F = If user
  • 81. Friends & De-friends Communicate a personal message 2010 Q : When you wish to communicate a personal message to your friends or family, which of the channels listed below do you prefer? Communication channels 10%> Total 10%< Total Mobile phone To communicate personal messages to friends, people prefer to call on their mobile phone E-mail SMS Landline Instant messenger 6th place Social networks Chat Other N Total = 2065 / F = If user
  • 82. Friends & De-friends Use of mobile phone 2010 Q: Do you use social network sites on your mobile phone? Mobile Users vs. Mobile Non-Users 10%> Total 10%< Total Most people do not use social network website on their mobile phone. This mobile usage is higher amongst male and younger people (18-30) Users Users 26% Non-users 74% W. Europe E. Europe S. Europe N. America Australia Asia S. America N Total = 2065 / F = If user
  • 83. 26% use their social network via their mobile phone. 2010 …These ‘mobile’ users are more active on social networks compared with the non-mobile users! They log in more often! They practice more activities! 44% addicts amongst the mobile users! N Total = 2065 / F = If user
  • 84. 2010 EditionContent of this report 2010 90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
  • 85. 58% of users have already removed contact(s). This is less common on professional websites. Brazilian participants have the biggest circle of friends, but are most likely to de-friend them (81%)! 2010 N° Friends 360 N Europe = 2841 / Filter = None N Global = 2065 / Filter = If user
  • 86. Friends & De-friends ‘Remove Friends’ 2010 Q: You are a member of the following social network sites. Have you already removed contacts from these sites ("Remove Friend")? Did you already remove friends? Orkut Hyves LinkedIn especially is a social network site where people do not remove contacts very often. Across the different social network websites, 58% of users have already removed contacts at least once. This number rises up to 81% in Brazil! MySpace Twitter Facebook Hi5 Netlog Ning Professional contacts are less often de-friended! Xing LinkedIn N Total = 2065 / F = If user
  • 87. 2010 EditionContent of this report 2010 People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... 20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will… The END 13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy... Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • 88. In 2009 we have measured that... 2010 Although Facebook is the most popular social network website, 1 out of 3 users have little trust in it! N Global = 2065 / Filter = If user
  • 89. TrustTrust in social network websites 2010 Q: To what extent do you trust these sites as for privacy? (In other words: do you trust these sites not to pass on your personal details to others?) Do youTrust your social network? W. Europe E. Europe S. Europe N. America Australia Asia S. America Netlog Overview of trust in Facebook Hi5 Orkut Twitter Facebook 10%> Total Ning 10%< Total Netlog users don’t meet their online friends in real life and (consequently?!) have little trust in their online environment! Myspace Hyves More trust in professional websites LinkedIn Xing N Total = 2065 / F = If user
  • 90. TrustCredibility of brand posts 2010 Q:Imagine a brand posting something about itself on a social network, to what extent do you think that is credible? 44%think that a brand posting about itself is credible… Credibility of brand post Top2% credibility 10%> Total Credibility 10%< Total W. Europe E. Europe S. Europe N. America Australia Asia S. America N Total = 2065 / F = If user
  • 91. TrustCredible sources for brand posts 2010 Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you? Most credible sources …still, word-of-mouth is the most credible source to rely on for brand posts… Asia and Southern America consider the brand itself to be the most credible. A consumer The brand itself A journalist A marketeer Another brand N Total = 2065 / F = If user
  • 92. A consumer is the most credible source in order to believe posts about a certain brand 2010 Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you? Most credible sources 10%> Total 10%< Total A consumer We trust other consumers the most. Especially in Southern and Eastern Europe, there is most trust in word-of-mouth. Asia and Southern America think the brand itself is the most credilble source. The brand itself A journalist A marketeer Another brand N Total = 2065 / F = If user
  • 93. 2010 EditionContent of this report 2010 People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... 20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will… The END 13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy... Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • 94. 13% of all participants claim to have a far-from-real image on at least 1 social network website 2010 N Europe = 2841 / Filter = None N Global = 2065 / Filter = If user
  • 95. Online behaviour Online image vs. Real image 2010 Q: To what extent does your image on the following social networks correspond with your image in real life? Does your online image correspond with your real image? Orkut Ning About 10% of those members on Netlog and Hi5 create an online image that does not correspond with their real selves. When looking at younger members (18-30 y.o.) on these sites, 1 out of 5 respondents claims to do so. LinkedIn Hyves Netlog Hi5 Twitter Facebook Xing MySpace S. America 14% N Total = 2065 / F = If user
  • 96. Online behaviourRevealing info 2010 Q : How likely are you to reveal the following types of information on a social network? What would you reveal? 10%> Total 10%< Total Happy events Info on my hobbies As long as it doesn’t get too personal (eg. kids, job...) people are more eager to post happy things or things they are proud of instead of sad events. Across the different information types, Western and Southern Europe are less eager to post these types of information. Things I’m proud of Holiday pics Pics of myself Personal msgs Pics of my kids Info on my job Sad events N Total = 2065 / F = If user
  • 97. 2010 EditionContent of this report 2010 People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... 20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will… The END 13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy... Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • 98. 2010 Asianand West European users are each others’ total opposites when looking at their online behaviour! 79% of West European people are more open in person vs. online, which is only the case amongst 45% of Asian people. 27% of Asian users claim that they always tell the truth. This rises to 57% for West Europeans. N Global = 2065 / Filter = If user
  • 99. Online behaviour Statements 2010 Q : To what extent do you agree with the following statements on social network sites? Top2% Agreement 10%> Total 10%< Total Consciously publish Consciously choose pics Certain things I reveal more easily in real life Western Europeans are more open about certain things in real life than through their social networks. This in contrary to Chinese people who are more open online compared with real life. They also post or publish things without considering it thoroughly and above all they do not always tell the truth. Image social network is same as in real life Online pics more often considered than album Always tell truth on my social network I link myself to brands I use my social network to build my image Certain things I reveal more easily online N Total = 2065 / F = If user
  • 100. Online behaviour What would you reveal more easily online? 2010 People who indicate that they reveal certain things more easily onlineespecially aim at: N Total = 469 / F = If agreement on ‘Certain things I reveal more easily online’
  • 101. Online behaviour What would you reveal more easily in person? 2010 People who indicate that they reveal certain things more easily in personespecially aim at: N Total = 1301 / F = If agreement on ‘Certain things I reveal more easily in person’
  • 102. One out of three social network users do not fear the consequences of what they post 2010 Q : To what extent do you agree with the following statements on social network sites? Top2% Agreement 10%> Total 10%< Total Careful with what I post I decide myself who becomes a friend I know that any publish can lead a life of its own No one has to know me online I can totally be myself online I do not fear the conse- quences of what I post N Total = 2065 / F = If user
  • 103. 45% of users is tired of all the invites for new social network sites 2010 Q : To what extent do you agree with the following statements on social network sites? It would be handy if I could copy my personal info from a social network to new site % agreement 10%> Total 10%< Total % agreement 46% I am tired of all the invites for new social network sites % agreement 45% I do not want to change to new social network because then I would have to enter my personal data again % agreement 45% W. Europe E. Europe S. Europe N. America Australia Asia S. America N Total = 2065 / F = If user
  • 104. 2010 EditionContent of this report 2010 People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... 20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will… The END 13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy... Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • 105. 55% cannotaccess their social network websites at work 2010 N Global = 2065 / Filter = If user
  • 106. Access @ work Blocking social network websites 2010 Q: Certain companies block social network sites, so that their employees cannot access them at work. Does your work block access to certain social network sites? If yes, to which ones? Does your company block social network websites? 10%> Total 10%< Total Facebook is most common social network to get blocked. 1 out of 3 indicates that Facebook is blocked at their work. Blocking If blocking @ work Blocking 55% No-blocking 45% W. Europe E. Europe S. Europe N. America Australia Asia S. America N Total = 2065 / F = If user
  • 107. 2010 EditionContent of this report 2010 People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... 20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will… The END 13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy... Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • 108. What about thefutureof social network websites? 2010 Quitting users? Brand new users? Expand and quit? Die-hard non-users? Saturated users? Expanding users? N Total = 2884 / F = None
  • 109. 2010 Quitting users? 7% 9% Brand new users? 11% Expand and quit? 20% Die-hard non-users? 24% Saturated users? 30% Expanding users? N Europe = 2841 / Filter = None
  • 110. Online profiles will increase with 32% 2010 Zero-sum! 54% Gain! 39% Lose! 7% N Europe = 2841 / Filter = None N Total = 2884 / F = None
  • 111. 2010 EditionContent of this report 2010 People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... 20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will… The END 13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy... The END Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...
  • 113. Contact details 2010 Steven Van Belleghem Managing Partner Steven.vanbelleghem@insites.eu Tel. +32 9 269.16.07 Mobile +32 497 47.34.44 Saartje Van den Branden Senior Research Consultant Saartje.VandenBranden@insites.eu Tel. +32 9 269.15.11 Mobile +32 479 61.18.78 Head office Evergemsesteenweg 195 B-9032 Gent Belgium Tel. +32 9 269 15 00 Fax. +32 9 269 16 00 Other offices Rotterdam | London | Geneva info@insites.eu www.insites.eu Tracey Jones Research Consultant Tracey.jones@insites.eu Tel. +32 9 269.14.32 Mobile +32 493 24.18.51
  • 114. Learn more and readThe Conversation Manager Questions, feedback, remarks: Steven@InSites.eu Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com #DCM
  • 115. Key figures Since 1997 Business school spin-off Online focus & full-service Independent 85 passionate people Target turnover for 2010 of 15 mio euro Servicing 35% of best global brands Yearly growth of +35% last 7 years Acting global, thinking local Projects in +40 countries +2.5 mio community members in +30 countries Offices in Ghent, Rotterdam, London, Geneva, Paris
  • 116.
  • 117. MOA SPSS Feedback Innovation Award 2009
  • 118. ESOMAR Award for Best Paper Overall 2009 (The Fernanda Monti Award)
  • 119. ESOMAR International Young Researcher of the Year Award 2009 (Annelies Verhaeghe)
  • 120. MRS Best Conference Presentation 2009 (Niels Schillewaert)
  • 121.
  • 122. ESOMAR Award for Best Paper Overall 2007
  • 125.
  • 126.
  • 127. Audits & certifications: Qfor - ISO certification in process
  • 128. Marketing organisations: IAB Europe - Belgian Marketing Foundation - NIMA - SWOCC - Vlerick Brand Community
  • 129. Charity: UNICEF - Make-a-Wish - Child Focus
  • 130. Academic partners: Vlerick Leuven Gent Management School - ESSEC - Bauer College of Business (University of Houston) - Maastricht University - PennState SMEAL College of Business