social media around belgium (presentation iab breakfast)
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Belgium
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Hi, I’m Elias.
I work at InSites Consulting.
I live in and love Gent, and am addicted to my
smartphone.
Find me on twitter via @eliasveris
Studied countries
9027 consumers (age 15+) across 35 countries, representative for the online population within country on gender, age and e-commerce.Data collected on online research panels, field in March – April 2011.
Belgium N=1280
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How many social networks matter in
Belgium?Evolution: Up or
down?
Netlog
MySpace
Badoo
Hyves
Hi5
Tagged
Friendster
Habbo
Orkut
Bebo
QZone
Ning
Vkontakte
Q : To what extent do you know / use the following social network sites?
N Belgium = 1280 / F = None
Belgium Belgium vs Europe
BelgiumEuropeWestNorthEastSouth
N Europe = 7446
m f <35 35-55 >55
96% 97% 97% 98% 94%
78% 82% 83% 82% 74%
65% 81% 86% 75% 57%
55% 70% 80% 63% 43%
36% 40% 42% 42% 29%
21% 35% 44% 23% 17%
15% 24% 32% 16% 10%
13% 22% 30% 14% 9%
7% 10% 14% 5% 6%
7% 11% 16% 7% 4%
5% 9% 14% 3% 3%
6% 5% 7% 5% 6%
5% 5% 7% 4% 4%
3% 6% 8% 3% 2%
5% 4% 5% 2% 5%
4% 3% 5% 2% 3%
3% 3% 5% 1% 2%
Gender & age
■ Sign diff (95%)
636 644 412 475 393
Social network awareness
97%
80%
73%
63%
38%
28%
19%
18%
9%
9%
7%
6%
5%
5%
4%
3%
3%
0% 25% 50% 75% 100%
10%> EU
10%< EU
Overall network awareness: 98%Awareness:
Everybody knows Facebook.
80% know twitter.
There is a long tail.
Netlog
MySpace
Badoo
Hyves
Hi5
Tagged
Friendster
Habbo
Orkut
Bebo
QZone
Ning
Vkontakte
Q : To what extent do you know / use the following social network sites?
N Belgium = 1280 / F = None
Belgium Belgium vs Europe
BelgiumEuropeWestNorthEastSouth
N Europe = 7446
m f <35 35-55 >55
96% 97% 97% 98% 94%
78% 82% 83% 82% 74%
65% 81% 86% 75% 57%
55% 70% 80% 63% 43%
36% 40% 42% 42% 29%
21% 35% 44% 23% 17%
15% 24% 32% 16% 10%
13% 22% 30% 14% 9%
7% 10% 14% 5% 6%
7% 11% 16% 7% 4%
5% 9% 14% 3% 3%
6% 5% 7% 5% 6%
5% 5% 7% 4% 4%
3% 6% 8% 3% 2%
5% 4% 5% 2% 5%
4% 3% 5% 2% 3%
3% 3% 5% 1% 2%
Gender & age
■ Sign diff (95%)
636 644 412 475 393
Social network awareness
97%
80%
73%
63%
38%
28%
19%
18%
9%
9%
7%
6%
5%
5%
4%
3%
3%
0% 25% 50% 75% 100%
10%> EU
10%< EU
Overall network awareness: 98%
Membership:
59% uses Facebook
Linkedin, Netlog and Twitter are substantial.59%
12% 12%7% 5%
Mobile IDaily internet access via smartphone
51%
55%
64%
65%
39%
Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)
N Europe = 2972 / F = If smartphone (with or without internet subscription)
60% uses Facebook daily25% Twitter
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And tomorrow?
Netlog
MySpace
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0% 10% 20% 30% 40% 50% 60%
Belgium
Low High
Lo
wH
igh
Incr
ease
Penetration
Usage increase versus network penetration
N Belgium = min 64 – max 751 / F = If member of this social network
Intensified use
Walking dead
King of the world
0% 25% 50% 75% 100%
Q : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the network sites below you would consider becoming a member of.
Belgium Belgium vs Europe Gender & age
■ Sign diff (95%)
m f <35 35-55 >55
19% 24% 36% 17% 17%
17% 21% 24% 15% 19%
11% 14% 16% 12% 9%
5% 9% 9% 7% 5%
8% 5% 5% 7% 10%
6% 4% 5% 4% 5%
6% 2% 3% 1% 13%
5% 2% 2% 2% 7%
2% 3% 3% 3% 0%
BelgiumEuropeWestNorthEastSouth
Overall, 71% have no intention to expand their membershipEU: 60%
Future membership
N Europe = Min 418 - Max 3962 / F = Non users
MySpace
Netlog
Badoo
Hyves
Hi5
Tagged
Friendster
Ning
Habbo
Orkut
QZone
Bebo
Vkontakte
N Belgium = min 33 – max 933 / F = non users
21%
19%
13%
7%
7%
5%
4%
3%
3%
3%
3%
2%
1%
0%
0%
0%
0%Facebook (21%), Twitter (19%) & Linkedin (13%) gain users
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7% quitters
0% 25% 50% 75% 100%
Belgium Belgium vs Europe
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 stop using it
Netlog
MySpace
BelgiumEuropeWestNorthEastSouth
Intention to stop
N Belgium = min 64 – max 751 / F = If member of this social network
19%
9%
4%
1%
1% 10%> EU
10%< EU
In Belgium, 7% of the social networkers have the intention to quit at least one of the networks they are member of.EU: 7%
Netlog & Myspace lose users.
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#1: Facebook is HUGE, and
still growing
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This is Belgium
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This is Facebook
“People that use Facebook on their mobile devices are twice as active on
Facebook than non-mobile users”
Mobile I Europe Mobile devices
61%56%
62%55%
59%
29%
38%
26% 26% 28%
9% 8% 10%15%
11%
West North East South Europe1 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
1 2 3 4 5 6
N Europe = 7446 / F = none
21% Smartphone adoption in BE
25% 24%
33%
20%
47% 50%
29%22% 24%
31%
15%
53%
44%
20%18%13%
23%
13%19%
37%
22%15% 16%
31%
14%
29%
19% 22%14% 14%
22%
10%
40%
30%
14%12% 10%
25%
7%
27% 25%
16%
Europe United States Brazil Australia China India Japan
Mobile I Europe Future intention – Next 6 months
1 A (new) laptop
2 A (new) smartphone or PDA
3 A (new) regular mobile phone
4 A (new) desktop PC
5 A (new) tablet PC
6 A (new) netbook
1 2 3 4 5 6
Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)
N Europe = 7446 / F = none
10% purchase intention next 6 months in
Belgium
Too expensive
Current phone still works fine
Todays barriers are tomorrows drivers.
Mobile I Europe Mobile devices
61%56%
62%55%
59%
29%
38%
26% 26% 28%
9% 8% 10%15%
11%
West North East South Europe1 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
1 2 3 4 5 6
N Europe = 7446 / F = none
28% Smartphones with internet connection
9% in BE less than half
9% Smartphones with internet connection in
BE
Mobile IDaily internet access via smartphone
51%
55%
64%
65%
39%
Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)
N Europe = 2972 / F = If smartphone (with or without internet subscription)
36% of them surfs the internet every day
And we know where they go…
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#2: Mobile is
EXPLODING, and drives
social networking
20
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core driver of social
networking.
Anything else?
(And to a lesser extent, gaming)
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70% to stimulate careers
Twitter, Facebook70%-80%:
to get to know things about (new) products /
brands
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#3: People really are interested
in brands on social media
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39% of Belgians follow brands on social media
48% among connected smartphone users
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Why?
0% 25% 50% 75% 100%
Q : How did you became an online follower / fan of a brand?
Triggers for following a brand
Belgium Belgium vs Europe
I became a fan after using the brand
I received an invitation from a person of my contact list
A friend of mine recommended it
I looked for a brand in the search engine of the social network site
Via online advertising on a social network site
I received an invitation from the brand /company itself
Via online advertising on another site
Via advertising in traditional media like television, radio, magazines, etc.
I want to buy the brand in the future
m f <35 35-55 >55
38% 41% 42% 38% 38%
13% 35% 33% 26% 19%
21% 30% 30% 26% 16%
11% 23% 21% 20% 12%
11% 17% 14% 22% 6%
18% 14% 14% 15% 23%
19% 13% 14% 15% 13%
13% 13% 15% 11% 9%
18% 11% 12% 14% 16%
Gender & age
BelgiumEuropeWestNorthEastSouth
N Europe = 3064N Belgium = 317 / F = social networkers, following at least one brand 84 233 189 97 31
40%
29%
28%
20%
16%
15%
14%
13%
13%
10%> EU
10%< EU
1.Offline experience
2.Recommendation
3.Search
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And now the real
Why.
0% 25% 50% 75% 100%
46%
43%
35%
34%
33%
30%
28%
27%
23%
22%
22%
21%
21%
19%
17%
17%
11%
7%
Q : On social network sites, brands should…
Brand expectations
Belgium Belgium vs Europe
...offer promotions
...announce events
...offer product information
...offer the ability to take part in game / competitions
...surprise consumers
...share ideas and provide updates on future products, services, etc.
...give feedback
...give the ability to order / purchase products / services ...invite consumers to co-create products / services
...give exclusive content
...offer the possibility to directly interact with people behind the brand
...start conversations with consumers
...bring entertainment
...give objective background information of the company (facts and figures)
...launch (advertising) campaigns
...create brand groups of which consumers can become a fan on social network pages
...bring stories about the company culture
...create virtual characters or advertising icons
m f <35 35-55 >55
33% 54% 57% 41% 30%
32% 51% 52% 42% 28%
30% 39% 42% 29% 33%
19% 45% 48% 30% 14%
26% 38% 40% 31% 20%
24% 34% 36% 28% 21%
25% 30% 30% 27% 25%
22% 31% 31% 24% 24%
18% 26% 29% 20% 14%
19% 25% 29% 18% 16%
19% 24% 26% 21% 15%
17% 23% 23% 21% 17%
10% 28% 30% 16% 8%
22% 17% 20% 16% 23%
10% 22% 24% 14% 7%
10% 21% 25% 13% 4%
9% 12% 13% 11% 8%
5% 8% 10% 4% 3%
Gender & age
BelgiumEuropeWestNorthEastSouth
N Belgium = 816 / F = If member of social network(s) 342 474 343 295 178N Europe = 5613
10%> EU
10%< EU
What should
my brand share?
0% 25% 50% 75% 100%
46%
43%
35%
34%
33%
30%
28%
27%
23%
22%
22%
21%
21%
19%
17%
17%
11%
7%
Q : On social network sites, brands should…
Brand expectations
Belgium Belgium vs Europe
...offer promotions
...announce events
...offer product information
...offer the ability to take part in game / competitions
...surprise consumers
...share ideas and provide updates on future products, services, etc.
...give feedback
...give the ability to order / purchase products / services ...invite consumers to co-create products / services
...give exclusive content
...offer the possibility to directly interact with people behind the brand
...start conversations with consumers
...bring entertainment
...give objective background information of the company (facts and figures)
...launch (advertising) campaigns
...create brand groups of which consumers can become a fan on social network pages
...bring stories about the company culture
...create virtual characters or advertising icons
m f <35 35-55 >55
33% 54% 57% 41% 30%
32% 51% 52% 42% 28%
30% 39% 42% 29% 33%
19% 45% 48% 30% 14%
26% 38% 40% 31% 20%
24% 34% 36% 28% 21%
25% 30% 30% 27% 25%
22% 31% 31% 24% 24%
18% 26% 29% 20% 14%
19% 25% 29% 18% 16%
19% 24% 26% 21% 15%
17% 23% 23% 21% 17%
10% 28% 30% 16% 8%
22% 17% 20% 16% 23%
10% 22% 24% 14% 7%
10% 21% 25% 13% 4%
9% 12% 13% 11% 8%
5% 8% 10% 4% 3%
Gender & age
BelgiumEuropeWestNorthEastSouth
N Belgium = 816 / F = If member of social network(s) 342 474 343 295 178N Europe = 5613
10%> EU
10%< EU
Direct benefit.Promotions (46%)
Events (43% )Information (35% )
But also:Feedback & idea
sharingInvitations to co-
createPurchase products
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#4: People look for
information about
brands on social media
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Pre
Consulting positive
(56%) and negative
(37%) experiences
During
Consulting promotions
(44%)
Post
Sharing positive
(56%) and negative
(39%) experiences
Information should be everywhere!
Getting relevant information on your location (47%)
Getting a discount/coupon when you walk past a shop
(33%)
Getting detailed product information in a shop
(25%)
11%4%
26%59%
Australia
8%6%
31%55%
Brazil
16%3%
45%
36%
United States
N=2972
N=92
N=111
Location-based services I Europe in perspectiveAwareness & usage
Almost half of europeans has never heard about location-based services.12% is using location-based services.
■ I’m a current user of LBS■ I’ve been using LBS, but not anymore■ I know what LBS is, but I’ve never used it■ I have never heard about LBS
12%4%
38%
46%
Europe
Euh….
N Europe = 2178 / F = If smartphone with internet / data subscription
5% 2%
43%51%
Belgium
Offer advice on things to do on that location
(43%)
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#5: People love
location-based
information
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#6: Location-
based social networks are not
happening.
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0% 25% 50% 75% 100%
Q : What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning...
Belgium Belgium vs Europe
...a job vacancy
...a positive experience with a product / service I've posted or reacted on
...a negative experience with a product / service I've posted or reacted on
...information I posted about products and/or services in general
...information I posted about promotions
...information I posted about (advertising) campaigns
...a fanpage / group I've created for a product/brand/company
...information I posted about the company and/or company culture
m f <35 35-55 >55
9% 8% 9% 9% 7%
12% 7% 7% 10% 11%
10% 4% 4% 7% 11%
8% 7% 7% 7% 10%
6% 5% 4% 6% 5%
4% 4% 3% 4% 3%
4% 4% 4% 4% 2%
4% 3% 4% 3% 3%
Gender & age
BelgiumEuropeWestNorthEastSouth
N Belgium = 816 / F = If member of social network(s) 342 474 343 295 178N Europe = 5613
Brand actions on social networks
9%
9%
7%
7%
5%
4%
4%
3%
10%> EU
10%< EU
Overall, 75% never experienced any actionEU: 58%
75% of social network members never
experienced a reaching hand from brands.
0% 25% 50% 75% 100%
Q : What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning...
Belgium Belgium vs Europe
...a job vacancy
...a positive experience with a product / service I've posted or reacted on
...a negative experience with a product / service I've posted or reacted on
...information I posted about products and/or services in general
...information I posted about promotions
...information I posted about (advertising) campaigns
...a fanpage / group I've created for a product/brand/company
...information I posted about the company and/or company culture
m f <35 35-55 >55
9% 8% 9% 9% 7%
12% 7% 7% 10% 11%
10% 4% 4% 7% 11%
8% 7% 7% 7% 10%
6% 5% 4% 6% 5%
4% 4% 3% 4% 3%
4% 4% 4% 4% 2%
4% 3% 4% 3% 3%
Gender & age
BelgiumEuropeWestNorthEastSouth
N Belgium = 816 / F = If member of social network(s) 342 474 343 295 178N Europe = 5613
Brand actions on social networks
9%
9%
7%
7%
5%
4%
4%
3%
10%> EU
10%< EU
Overall, 75% never experienced any actionEU: 58%
Although it’s not that hard…
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If brands rarely talk, where do
people get their
information?
Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (% at least once)
“Consulting information about products, brands and/or companies”“Reacting on comments and / or actions of others related to products, brands and / or companies”“Posting information about products, brands and/or companies”
66%
40%
41%
28%
West
75%
29%
44%
20%
North
79%
56%
64%
39%
East
77%
63%
59%
48%
South
73%
51%
53%
36%
Europe
West North East South
■ social networkers who consult■ social networkers who react■ social networkers who post
25% of the social networkers in Belgium post information on products, brands, and /or companies
N Europe = 5613 / F = If member of social network(s)
Sharing and consulting brand / product information
36%
36%
25%
Belgium
N Belgium = 816 / F = If member of social network(s)
Information is user-
generated1/4th of Belgian social networkers
post information about brands, products or companies.
0% 25% 50% 75% 100%
Q : What exactly do you share then about products, brands and/or companies? Sharing information about...
Information to share
Belgium Belgium vs Europe
...positive experiences you had
...negative experiences you had
...promotions you saw
...games and contests related to the products, brands or companies
...the launch of a new product, brand, or company
...online advertising you saw or heard about
...feedback about products / services you received from a company
...advertising via traditional media (e.g. tv, radio, magazine, etc.) you saw or heard about
m f <35 35-55 >55
55% 57% 54% 60% 54%
45% 36% 40% 34% 47%
29% 40% 41% 29% 32%
24% 35% 35% 31% 17%
27% 24% 27% 26% 13%
18% 21% 23% 15% 18%
24% 18% 16% 24% 22%
13% 14% 15% 12% 10%
Gender & age
BelgiumEuropeWestNorthEastSouth
N Belgium = 342 / F = sharing information N Europe = 4863 119 223 176 117 49
In Belgium, 20% say their sharing behaviour increased (a lot) since last year. EU: 33%
56%
39%
36%
31%
25%
20%
20%
13%
10%> EU
10%< EU
Offline experiences drive
sharing… not ads.
It’s a positive world!
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#7: Offline experiences
drive positive word of mouth
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57% A person from your contact
list
14% A company
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#8: There is a disconnect
between companies
and people.
59%16%
70%17%
64%21%
59%21%
Company pride (top2%)
Talkability (top2%)
65%
13%
Q : Are you proud of the company you’re working for?Q : To what extent do you talk about your job / employer on social media?
Company pride and talkability
Company pride (top2%)
Talkability (top2%)
61%
19%
Belgium
N Belgium = 485 / F = If member of social network(s) and active working personN Europe = 2787 / F = If member of social network(s) and active working person
10%> EU
10%< EU
65% of employees in Belgium is proud to work for their company.
59%16%
70%17%
64%21%
59%21%
Company pride (top2%)
Talkability (top2%)
65%
13%
Q : Are you proud of the company you’re working for?Q : To what extent do you talk about your job / employer on social media?
Company pride and talkability
Company pride (top2%)
Talkability (top2%)
61%
19%
Belgium
N Belgium = 485 / F = If member of social network(s) and active working personN Europe = 2787 / F = If member of social network(s) and active working person
10%> EU
10%< EU
Only 13% talks about it on social media.
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Hello opportunity!
44%
16%
41%
Wst
64%18%
18%
North
Q : To what extent do you have access to social network sites at your work?
■ complete access■ limited access■ no access at all
22%
21% Would like to have access (top2%, 1-5)
15% 48%
42%
48%
22%
30%
East
47%
21%
31%
South
Acces to social media at work
47%
20%
33%
Europe
34%
40%
19%
41%
Belgium
N Belgium = 485 / F = If member of social network(s) and active working personN Europe = 2787
Let’s give them access,And see what happens.
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#9: Social media works
between people. Let your people
do the talking.
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11
I could wrap up here.
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11
But I have one more
thing to say.
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11
Shame on Belgium
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11
Brand following on social media: 39% vs 51%
20
11
Offer product information: 35% vs 58%
Share ideas on innovations: 30% vs 53%
Offer promotions:46% vs 58%
Expectations towards brands are
lower.
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11
Are we detached people,
or did we just lower
our expectation
s?
20
11
75% of Belgians never
experienced a direct
connection with a brand.
In Europe, this is 58%.
20
11
In Europe, 26% finds
information from companies
trustworthy.
In Belgium, this is 14%
20
11
Are we cynical people,
or did we just lower
our expectation
s?
20
11
21% smartphone adoption vs 39%
9% data connection vs
28%
10% purchase intention vs 22%
20
11
Shame on all of us.
20
11
20
11
Shame on all of us
20
11
Let’s work our wayinto pride.
20
11
20
11
Now let me wrap up.
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11
#1: Facebook is HUGE, and
still growing
20
11
#2: Mobile is
EXPLODING, and drives
social networking
20
11
#3: People really are interested
in brands on social media
20
11
#4: People look for
information about
brands on social media
20
11
#5: People love
location-based
information
20
11
#6: Location-
based social networks are not
happening.
20
11
#7: Offline experiences
drive positive word of mouth
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#8: There is a disconnect
between companies
and people.
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11
#9: Social media works
between people. Let your people
do the talking.
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