The European Social Media and E-Mail Monitor ─ 6 Countries Study on digital dialogue with Facebook, Twitter, e-mail & Co.
(European comparison of consumer survey) Munich, December 2010 | Authors: Volker Wiewer and Rolf Anweiler
Executive Summary: 5 facts about the digital dialog ue with Facebook, Twitter, E-Mail & Co. in Europe
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Europe is a "two-class society"
The six largest European online markets are divided into two groups: Germany, France and the Netherlands are "e-mail
states“, in which over a third of the users are accessible only by e-mail or newsletter. Great Britain, Italy and Spain are "multi-
channel" countries dominated by the common use of both channels.
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Stronger together: The combination of social media and e- mail works in all markets considered
In all countries at least 50% of respondents use both social networks and newsletters. The intersection between e-mail
marketing and social media is thus already significant. The combination of the two channels covers virtually the entire Internet
user base.
1
Facebook is the top dog among the social networks – with one exception
Facebook is the leading network in almost every country, with one exception: in the Netherlands is the local network Hyves
Number 1. The German social media landscape seems more fragmented than in other countries, with FT Group and who-
knows-who as the local networks with second and third places respectively in number of users.
3
"Fan Pages" reach of companies achieved in just thr ee markets, with a significant user base
Only in Great Britain, Italy and Spain more than a quarter of social media users are fans or followers of a corporate profile.
The reach of corporate presence in social networks is still limited, but offers strong potential.
4
"Mobile email" is for consumers
In Great Britain, Italy and Spain already about a quarter of the users send e-mails several times a day using their mobile
devices.
5
Method
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� Sample size: N = 1,105 N = 1,045 N = 1,010 N = 1,225 N = 540 N = 501
� Survey Period: 17.Aug.-01.Sep. 01.Sep.-14.Sep. 30.Aug.-03.Sep. 02.Sep.-16.Sep. 30.Aug.-14.Sep. 02.Sep.-06.Sep.
UK EFI NLNLDD
� Audience: Adults 14-69 years old (represent Internet users)
� Method: Online survey panel
� Concept/Analysis:
� Investigation:
The European "digital communication cosmos dialogue "- how the customers use Facebook, Twitter and e-mail?
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� In all countries, more than half of the respondents are 'real' multi-channel users. This can be achieved for online marketing purposes by e-mail as well as through social networks.
� The 6 largest European online advertising markets can be divided into two groups: Germany, France and The Netherlands are "e-mail states" since 1/3 or more of the users are only reachable through the e-mail channel. UK, Italy and Spain are “Multi-Channel“ countries where the use of social networks is generally higher.
Base: Total - Germany N=1,105; Spain N=540; France N=1,225; Italy N=1,010; Netherlands N=501;UK N=1,045
%
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UK
E
F
I
NL
Users of various communication channels (in percent )
The top 3 social networks in Europe - Facebook is th e market leader in 5 of 6 markets
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60%
50%36%
� Facebook is the leading network in almost every country. Exception: In the Netherlands, Hyves Number 1� The German social network landscape is more fragmented than in other European countries.
DD
Question: Which social networks do you use / have an account with?Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=762; Spain N=428; The Netherlands N=278
av. 2.2 memberships
94%
28%25%
UKUK
av. 2.0 memberships
96%
21%17%
II
av. 1.8 memberships
95%
38%11 %
FF
av. 1.9 memberships
95%
37% 19 %
EE
av. 2.2 memberships
80%
63% 24%
NL
av. 2.3 memberships
The average number of friends - Italians in social n etworks have most friends, the French the least
eCircle 6Question: How many friends do you have on your social networks?Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=762; Spain N=428; The Netherlands N=278
� Italian networks have the most friends in the European comparison.� German and French social media users are in a European comparison the ones with the lowest number of friends
and contacts.
DD UK II
FF EE NL
Intensity of use of social networks - how often do E uropean users actually use the networks? (in percent)
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� In all countries about 90% of social network users access their profile at least once a week.� Italy is also leader in the use, having the most intensive ("at least once a week”) and heavy users (“at least once a
day ").
Question: How often do you generally use social networks? (7-stage scale, Top 4)Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=761; Spain N=428; The Netherlands N=278
%
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UK
E
F
I
NL
Do “fan sites” of companies and products really work? - In the United Kingdom and Italy it’s likely
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� 1/3 of British social media users are already fans / followers of a brand.� Germany is the country with the smallest share of fans / followers.� In four markets (Italy, Netherlands, France and Germany) less than a quarter of social networkers can be reached
on business fan sites and Twitter accounts.
Question: Are you a fan/ friend of a company/ brand profile on a social network or a follower of a company/ brand on twitter?Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=761; Spain N=428; The Netherlands N=278
%
D
UK
E
F
I
NL
Share of Fans & Followers with a company account (i n percent)
E-mail and social media are closely linked - Notific ations of social networks use the e-mail
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� Most social media users in all countries use their e-mail accounts to receive notifications from their social network.
Question: How often do you use your email account(s) to receive notifications from social networks? (4-stage scale)Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=761; Spain N=428; The Netherlands N=278
%
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UK
E
F
I
NL
Question: How often do you use your e-mail account( s) to receive notifications from social networks? (in percent)
Frequency of E-mail & mobile use - in the UK, Italy and Spain a mobile compatible version of e-mail is a"must have"
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� Retrieving e-mails in each of the countries analyzed is a daily ritual.� On mobile devices, consumers accessed their e-mail at least once a day most often in the UK, Italy and Spain
(nearly 1/4 of the users).
E-mail views general E-mail retrieval from a mobile device
% %
Question: And how often do you check your emails using a mobile device (e.g. iPhone, Black Berry etc.)? (8-stage scale)Base: Recipients of emails: Germany N=1,098; United Kingdom N=1,041; Italy N=1,008; France N=1,223 ;Spain N=539; Netherlands N=497
D
UK
E
F
I
NL
26
40
40
29
38
26
Newsletters are still a universal online marketing tool in Europe
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� In Germany, Italy, France and the Netherlands about 90% of respondents receive one or more newsletters.� In the UK and Spain the proportion of subscribers to newsletters is slightly lower (70%).
Question: How many newsletters do you subscribe to whether privately or job-related?Base: Recipients of emails: Germany N=1,098; United Kingdom N=1,041; Italy N=1,008; France N=1,223 ;Spain N=539; Netherlands N=497
%
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UK
E
F
I
NL
Share of the newsletter (in percent)
SWYN use – E-mail to share content in Europe is stil l not widespread
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� The use of "share-with-your-network" function in all countries is still low.� The Twitter user generally have a greater affinity to share content with their network and use the function much
more often than Facebook or other social media users.Question: Do you know the ‘share with your network’ feature and have you use it before?Base: Recipients of newsletters: Germany N=985; United Kingdom N=767; Italy N=880; France N=1,106; ;Spain N=378; The Netherlands N=453
Facebook users that receive newsletters: Germany N= 325; United Kingdom N=546; Italy N=670: France N=649; Spain N= 306; The Netherlands N=158Twitter users that receive newsletters : Germany N=81; United Kingdom N=172; Italy N=129; France N=62; Spain N= 63; The Netherlands N=62
Newsletter Recipient Facebook User,the newsletter
Twitter Users,the newsletter
D
UK
E
F
I
NL
%%%
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