social media around the world 2010
TRANSCRIPT
Social Media around the world
Steven Van Belleghem
www.insites.eu
www.theconversationmanager.com
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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.
.7 regions worldwide
20
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Australia
Throughout the report, results are reported on a total base and per region
Eastern EuropeSouthern Europe Southern America Asia Western Europe Northern America
7 regions worldwide
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10
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72% of all participants are
member of at least 1 social
network website. This involves that
more than 1 out of four still have no
membership...
2010 EditionContent of this report2
01
0
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 users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be the
winning website. 1 out of 2 …
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…
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 personalmessages is the most popular
online activity. 83% of users
sometimes become a member / fan
of something...
On average, connected people have
about 195 friends. This number
reaches a peak in Brazil where
people have about 400 friends.
Strictly professional memberships…
Everyone removes friendssometimes. This de-friend tendency
is less common on professional
websites compared with personal
websites...
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13% of all users claim to have afar-from-real image on at
least 1 social network website.
Users are more eager to post
something happy...
2010 EditionContent of this report2
01
0
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...
Asian and West European users are
completely each othersopposites when looking at their
online behaviour. Asian people are
more open...
More than 1 out of 2 social network
users cannot access theirprofiles at their workbecause it is blocked by their
employer...
The END
20% of the online population are
already user of a social network
website and will even expandtheir memberships. 1 out of 4
are users and will…
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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
Social Media Study 2010 More on methodology2
01
0
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72% of all participants are
member of at least 1 social
network website. This involves that
almost 1 out of three still have no
membership...
2010 EditionContent of this report2
01
0
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 users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be the
winning website. 1 out of 2 …
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…
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 personalmessages is the most popular
online activity. 83% of users
sometimes become a member / fan
of something...
On average, connected people have
about 195 friends. This number
reaches a peak in Brazil where
people have about 400 friends.
Strictly professional memberships…
Everyone removes friendssometimes. This de-friend tendency
is less common on professional
websites compared with personal
websites...
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N Global = 2884 / Filter = None
More than 90% know
at least 1 social network
20
10
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Q : Which of these social network sites do you know, even if only by name?
N Total = 2884 / F = None
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Ranking based upon Total
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
On average, users
know
4 sites…
Non-users know 2…
20
10
On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook
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72%
Users
Facebook 95%
Facebook 98%Hyves 96%
Facebook 90%
Facebook 68%
Facebook 98%
Facebook 95%
Facebook 94%
Hi5 97%
Facebook 83%
N per country = About 200
73%Facebook
20
10 Best known social network in each country...
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N per country = About 200
Facebook 93%
Orkut 98% Facebook 96%
MySpace 47%
20
10
73%Facebook
Best known social network in each country...
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10%> Total
10%< Total
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Across countries, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third
Q : Which of these social network sites do you know, even if only by name?
N Total = 2884 / F = None
83%
73%
64%
28%
23%
22%
21%
10%
5%
2%
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
0% 25% 50% 75% 100%
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
AWARENESS Exceeding
countries
20
10
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N Europe = 2841 / Filter = None
28% of the internet population
are not active on a social network …
because they don’t want others to see their personal information
N Global = 2884 / Filter = None
20
10
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28%
31%
FUTURE INTENTION
Usage │Knowledge Future Intention
N Total = 819 / F = If non user
31% will
become
USER
Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?
20
10
31%
69%
DON’T KNOW
31%
69%
NO INTENTION
INTENTION
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0%
25%
50%
75%
100%
Weste
rn E
uro
pe
Easte
rn E
uro
pe
So
uth
ern
Euro
pe
No
rth
ern
Am
erica
So
uth
ern
Am
eri
ca
Austr
alia
Asia
31%
FUTURE INTENTION
69%
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
NON-USERS THAT WILL BECOME A MEMBER ANYWAY
10%> Total
10%< Total
Usage │Knowledge Future Intention
N Total = 819 / F = If non user
Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?
DON’T KNOW
…Biggest growth
potential in
ASIA…
20
10
31%
69%
NO INTENTION
INTENTION
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0% 25% 50% 75% 100%
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.
Q : As non-user of a social network website, to what extent do you agree with the following statements on social network sites?
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
TOP2% AGREEMENT
10%> Total
10%< Total
N Total = 819 / F = If non user
71%
70%
34%
32%
1
2
3
4
20
10
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
17Social Media Study© In
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s C
on
su
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72% of all participants are
member of at least 1 social
network website. This involves that
more than 1 out of four still have no
membership...
2010 EditionContent of this report
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 users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be the
winning website. 1 out of 2 …
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…
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 personalmessages is the most popular
online activity. 83% of users
sometimes become a member / fan
of something...
On average, connected people have
about 195 friends. This number
reaches a peak in Brazil where
people have about 400 friends.
Strictly professional memberships…
Everyone removes friendssometimes. This de-friend tendency
is less common on professional
websites compared with personal
websites...
20
10
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N Europe = 2841 / Filter = None
N Global = 2884 / Filter = None
Brazil 95%
USA 84%
Portugal 82%
TOP3
COUNTRIES
20
10
72% of the internet population
are active on at least 1 social network …
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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.
0%
25%
50%
75%
100%
Weste
rn E
uro
pe
Easte
rn E
uro
pe
So
uth
ern
Euro
pe
No
rth
ern
Am
erica
So
uth
ern
Am
eri
ca
Austr
alia
Asia
72%
28%
USERS
Q: Which of the network sites are you currently a member of?
72%
USERS VS. NON USERS
28%
NON-USERS
N Total = 2884 / F = None
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
USERS
10%> Total
10%< Total
20
10
Within the online population, 72% are connected to at least 1 social network website
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72%
Users
Users 76%
Users 77%Users 79%
Users 73%
Users 38%
Users 80%
Users 69%
Users 73%
Users 82%
Users 56%
About N per country = About 200
72%Users
20
10 Number of users in each country...
21Social Media Study© In
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N per country = About 200
Users 84%
Users 95% Users 79%
Users 43%
20
10 Number of users in each country...
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72% of all participants are
member of at least 1 social
network website. This involves that
almost 1 out of three still have no
membership...
2010 EditionContent of this report
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 users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be the
winning website. 1 out of 2 …
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…
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 personalmessages is the most popular
online activity. 83% of users
sometimes become a member / fan
of something...
On average, connected people have
about 195 friends. This number
reaches a peak in Brazil where
people have about 400 friends.
Strictly professional memberships…
Everyone removes friendssometimes. This de-friend tendency
is less common on professional
websites compared with personal
websites...
20
10
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N Global = 2884 / Filter = None
72% users with on average 2 memberships
Twitter 17%
Facebook 51%
MySpace 20%
1
2
3
Top3 penetration
20
10
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Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members)
Ranking based upon Total
N Total = 2884 / F = None
20
10
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
12%
7%
7%
5%
5%
2%
2%
1%
0%
0%
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
EX MEMBERS
Usage │Knowledge Ex Membership
12% of the online
internet population are
ex members
of MySpace
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Orkut is very popular in Southern America.
Usage │Knowledge Current Membership
Q : Which of the network sites are you currently a member of?
Ranking based upon Total
N Total = 2884 / F = None
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MySpace
Orkut
Hi5
Netlog
Ning
Hyves
Other
None
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
20
10
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0% 25% 50% 75% 100%
MySpace
Orkut
Hi5
Netlog
Ning
Hyves
Q : Which of the network sites are you currently a member of?
N Total = 2884 / F = None
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
51%
20%
17%
15%
11%
9%
8%
3%
2%
1%
MySpace
Orkut
Hi5
Netlog
Ning
Hyves
PENETRATION Exceeding
countries 10%> Total
10%< Total
20
10
More than half of the internet population is currently a member of Facebook
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72%
Users
Facebook 71%
Facebook 72%Hyves 63%
Hi5 60%
Facebook 22%
Facebook 73%
Facebook 57%
Facebook 67%
Hi5 61%
Facebook 29%
N per country = About 200
51%Facebook
20
10 Social network site with highest penetration in each country...
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N per country = About 200
Facebook 72%
Orkut 90% Facebook 76%
MySpace 18%
20
10
51%Facebook
Social network site with highest penetration in each country...
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Usage │Knowledge Private versus Professional membership
72%is member of at least 1social
network
84% 13% 3%
Only member
of a
personal site
Only member
of a
professionalsite
Professional
as well as a
Personal
profile
......
MySpace
Hyves
Netlog
Hi5
Orkut
Ning
Other
84% of users are only
member on a personal
website…
More professional-only
memberships amongs older people
& amongst male…
N Global = 2065 / Filter = If user
20
10
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ActivitiesPersonal versus Professional purpose
Q: You are part of the following social network sites. What purposes do you use these sites for?
PERSONAL VERSUS PROFESSIONAL
Hyves
MySpace
Hi5
Netlog
Orkut
Ning
78%
75%
72%
70%
62%
61%
58%
43%
14%
4%
5%
2%
5%
3%
9%
2%
1%
19%
45%
64%
17%
24%
24%
27%
30%
37%
41%
38%
41%
31%
78%
75%
72%
70%
62%
61%
58%
43%
14%
4%
5%
2%
5%
3%
9%
2%
1%
19%
45%
64%
17%
24%
24%
27%
30%
37%
41%
38%
41%
31%
Strictly personal purposes
Strictly professional purposes
Both personal and professional purposes
N Total = 2065 / F = If user
Most respondents
use social networks
for personal reasons
20
10
Professional websites
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Activities Personal versus Professional purpose
PURPOSE INDEX* OF SOCIAL NETWORK WEBSITES
PEN
ETR
ATI
ON
OF
SOC
IAL
NET
WO
RK
WEB
SITE
S
HIG
HLO
W
LOW HIGHPersonalProfessional
Q : Which of the network sites are you currently a member of?
Q : What purposes do you use these sites for?
The most popular social
network websites are used
for personal purposes…
* Index = % personal purpose - % professional purpose
20
10
33Social Media Study© In
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ok
MyS
pace
Tw
itte
r
Ork
ut
Hi5
Lin
kedIn
Netlo
g
Xin
g
Nin
g
Hyves
17%
27%
36%
79%
72%
79% 77%
90%95%
98%
25%
42%
42%
4%
10%
10%10%
6%
3%
7%
12%
5%
7%
51%
20% 17% 15%11% 9% 8%
3% 2% 1%
No
t aw
are
Aw
are
Aw
are
an
d o
nce
a m
em
ber
Aw
are
an
d c
urr
ent m
em
ber
N Total = 2884 / F = None
FacebookMySpace
TwitterOrkut
Hi5LinkedIn
NetlogXingNing
Hyves
17% 27% 36% 79%72% 79%77% 90% 95% 98%
25% 42% 42% 4
%10% 10%10% 6
%3%
7% 1
2% 5
%7%
51% 20% 17% 15% 11% 9
%8%3%2%1%
Not aware Aware Aware and once a member Aware and current member
Basis = Total
20
10
Facebook has the highest penetration of members
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MySpace
Hyves
Netlog
Hi5
Orkut
Ning Xing
Other
0%
10%
20%
30%
40%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Usage │Knowledge Awareness versus Penetration
AWARENESS OF SOCIAL NETWORK WEBSITES
PEN
ETR
ATI
ON
OF
SOC
IAL
NET
WO
RK
WEB
SITE
S HIG
HLO
W
LOW HIGHhighlow
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 awareness and high
penetration !
20
10
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72% of all participants are
member of at least 1 social
network website. This involves that
almost 1 out of three still have no
membership...
2010 EditionContent of this report
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 users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be the
winning website. 1 out of 2 …
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…
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 personalmessages is the most popular
online activity. 83% of users
sometimes become a member / fan
of something...
On average, connected people have
about 195 friends. This number
reaches a peak in Brazil where
people have about 400 friends.
Strictly professional memberships…
Everyone removes friendssometimes. This de-friend tendency
is less common on professional
websites compared with personal
websites...
20
10
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Users are saturated?!Connected People
have no intention to stop
their membership nor do
they feel the need to further
expand their membership
on social network
sites
20
10
39Social Media Study© In
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20
10
No Expanding!
43%
N Total = 2065 / F = If user
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Usage │Knowledge Intention to stop
Q : Are there any network sites you intend to stop your membership of in the near future?
Ranking based upon Total
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
N Total = 2065 / F = If user
…75% have
no intention
to stop
20
10
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Usage │Knowledge Future membership
Q : Which of the network sites below you would consider becoming a member of?
Ranking based upon Total
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
N Total = 2065 / F = If user
…43% have
no intention
to expand
20
10
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72% of all participants are
member of at least 1 social
network website. This involves that
almost 1 out of three still have no
membership...
2010 EditionContent of this report
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 users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be the
winning website. 1 out of 2 …
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…
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 personalmessages is the most popular
online activity. 83% of users
sometimes become a member / fan
of something...
On average, connected people have
about 195 friends. This number
reaches a peak in Brazil where
people have about 400 friends.
Strictly professional memberships…
Everyone removes friendssometimes. This de-friend tendency
is less common on professional
websites compared with personal
websites...
20
10
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N Global = 2884 / Filter = None
Users log in 2 times a day
on average...
... Log in frequency for members
on professional websites drops to 9 times a
month...
20
10
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Q: You are a member of the following social network sites. How often do you log in on these sites?
AT LEAST WEEKLY USE
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
87%
76%
62%
53%
46%
46%
45%
40%
35%
35%
Orkut
Hyves
Ning
MySpace
Hi5
Netlog
AT LEAST WEEKLY USE
ONLY SCORES OF TOP3 MEMBERSHIP PER REGION DISPLAYED
78%
36%
31%
57%
49%
55%
78%
39%
25%
85%
53%
57%
88%
64%
68%
83%
34%
43%
44%
54%
67%
10%> Total
10%< TotalN Total = 2065 / F = If user
20
10
Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week
46Social Media Study© In
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64%
58%
54%
54%
49%
47%
42%
41%
34%
27%
MySpace
Hi5
Ning
Netlog
Hyves
Orkut
FrequencyFrequency compared with beginning
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?
LESS OFTEN THAN
BEFORE
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
LESS OFTEN THAN BEFORE
ONLY SCORES OF TOP3 MEMBERSHIP PER REGION DISPLAYED
31%
44%
70%
52%
53%
48%
31%
57%
64%
23%
64%
43%
27%
51%
40%
25%
66%
40%
50%
60%
50%
10%> Total
10%< TotalN Total = 2065 / F = If user
At least 1 out of 3 slows down their usage…
20
10
47Social Media Study© In
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On average, connected people have
about 195 friends. This number
reaches a peak in Brazil where
people have about 400 friends.
Strictly professional memberships…
72% of all participants are
member of at least 1 social
network website. This involves that
almost 1 out of three still have no
membership...
2010 EditionContent of this report
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 users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be the
winning website. 1 out of 2 …
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…
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 personalmessages is the most popular
online activity. 83% of users
sometimes become a member / fan
of something...
Everyone removes friendssometimes. This de-friend tendency
is less common on professional
websites compared with personal
websites...
20
10
48Social Media Study© In
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1
2
3
4
5
Top 5 activities online
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!
Checking status
48
Sending personal messages
Watching pics, etc.
Reacting to others’ status
Uploading pics
People like to do these
activities, but would not be
willing to pay for them!
20
10
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0% 25% 50% 75% 100%
Reacting to others’
status
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
AT LEAST ONCE
Activities Penetration Online activities
N Total = 2065 / F = If user
10%> Total
10%< Total
94%
91%
89%
85%
83%
81%
81%
79%
78%
58%
40%
39%
Sending personal messages to friends /
contacts / followers
Watching my friends / contacts / followers'
pictures and videos
Checking my friends / contacts / followers'
status
Reacting to friends / contacts / followers'
status
Uploading pictures
Sending public messages to friends /
contacts / followers
Adapting my profile picture
Becoming a member of groups
Giving my own status
Becoming a fan of something
Uploading films
Creating groups
Checking status
Sending personal
messages
Watching pics, etc.
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
...94% of connected people sometimes
send a personal message!...
20
10
Q: How often do you do each of the following on social network sites?
50Social Media Study© In
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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
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
# TIMES A WEEK - DAILY
Q: How often do you do each of the following on social network sites?
Uploading films
Creating groups
36%
32%
29%
27%
23%
22%
8%
8%
7%
6%
4%
3%
1
2
3
4
5
6
7
8
9
10
11
12
0% 25% 50% 75% 100%
N Total = 2065 / F = If user
10%> Total
10%< Total
20
10
More than 1 out of three users check out their status several times a week or more
51Social Media Study© In
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20
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N Total = 2065 / F = If user
Voyeur !
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LOG
INFR
EQU
ENC
Y
HIG
HLO
W
LOW HIGH
SPECIAL OCCASIONS
13%
ADDICTS
26%
20
10 Type of users...
PASSIVE USERS
47%
VOYEURS
14%LOG IN FREQUENCY 109 *
ACTIVITY FREQUENCY 19 *
LOG IN FREQUENCY 13 *
ACTIVITY FREQUENCY 12 *
LOG IN FREQUENCY 123 *
ACTIVITY FREQUENCY 95 *
LOG IN FREQUENCY 23 *
ACTIVITY FREQUENCY 70 *
* ON A MONTLHY BASIS
53Social Media Study© In
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LOG
INFR
EQU
ENC
Y
HIG
HLO
W
LOW HIGH
SPECIAL OCCASIONS
13%
ADDICTS
26%
20
10 Who are they...
PASSIVE USERS
47%
VOYEURS
14% • BRAZILIAN
• 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 BY
• MALE
• 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 EXPERTS
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0% 25% 50% 75% 100%
A band
A famous person
A brand
A charity
A non-famous person
Other
None of the above
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of?
N Total = 1723 / F = If sometimes becomes a member / fan.
44%
40%
35%
33%
24%
17%
10%
1
2
3
4
5
6
7
WHAT HAVE YOU BECOME MEMBER / FAN OF
10%> Total
10%< Total
Becoming a member of a charity is number 1 in
Australia !
20
10
Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan of something
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0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
MORE OFTEN THAN AT THE START
Q: When comparing your current behaviour to your behaviour when you had only just become a member, do you do the following more or less often than before?
N Total = 2065 / F = If user
24%
22%
21%
19%
19%
16%
16%
13%
13%
11%
8%
7%
1
2
3
4
5
6
7
8
9
10
11
12
Checking status
Watching pics, etc.
Reacting to others’
status
Sending public
messages
Adapting my own
status
Becoming a member of
groups
Uploading pics
Becoming fan of sth.
Adapting profile pic
Uploading films
Creating groups
Sending personal
messages
0% 25% 50% 75% 100% 10%> Total
10%< Total
20
10
24% of users send personal messages more often compared with the beginning. This means that the majority of users (76%) decrease this activity
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Activities Willingness to pay for Online activities
Q: When comparing your current behaviour to your behaviour when you had only just become a member, do you do the following more or less often than before?
N Total = 2065 / F = If user
WILLINGNESS TO PAY
5%
5%
4%
4%
4%
4%
4%
3%
3%
3%
3%
2%
10%
10%
10%
10%
10%
11%
10%
10%
9%
9%
10%
10%
85%
85%
86%
86%
86%
86%
86%
87%
88%
88%
87%
88%
Most respondents are not willing to pay for their online
activities.
Similar outcome across different countries.
Checking status
Watching pics, etc.
Reacting to others’
status
Sending public
messages
Adapting my own
status
Becoming a member of
groups
Uploading pics
Becoming fan of sth.
Adapting profile pic
Uploading films
Creating groups
Sending personal
messages
20
10
5%
5%
4%
4%
4%
4%
4%
3%
3%
3%
3%
2%
10%
10%
10%
10%
10%
11%
10%
10%
9%
9%
10%
10%
85%
85%
86%
86%
86%
86%
86%
87%
88%
88%
87%
88%
Willing to pay
Neutral
Not willing to pay
57Social Media Study© In
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72% of all participants are
member of at least 1 social
network website. This involves that
almost 1 out of three still have no
membership...
2010 EditionContent of this report
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 users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be the
winning website. 1 out of 2 …
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…
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 personalmessages is the most popular
online activity. 83% of users
sometimes become a member / fan
of something...
On average, connected people have
about 195 friends. This number
reaches a peak in Brazil where
people have about 400 friends.
Strictly professional memberships…
Everyone removes friendssometimes. This de-friend tendency
is less common on professional
websites compared with personal
websites...
20
10
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N Europe = 2841 / Filter = None
Connected people
have about
195friends
N Global = 2065 / Filter = If user
Brazil 360
Portugal 236
USA 200
TOP3
COUNTRIES
20
10
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72%
Users
N° Friends 152
N° Friends 173N° Friends 115
N° Friends 171
N° Friends 89
N° Friends 100
N° Friends 133
N° Friends 95
N° Friends 236
Friend 113
N users per country = About 100-150
195N° Friends
20
10 Number of friends in each country...
60Social Media Study© In
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N° Friends 200
N° Friends 360 N° Friends 155
N° Friends 63
N° FriendsN users per country = About 100-150
20
10 Number of friends in each country...
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125 108140
200
360
155
63
Weste
rn E
uro
pe
Easte
rn E
uro
pe
So
uth
ern
Euro
pe
No
rth
ern
Am
erica
So
uth
ern
Am
eri
ca
Austr
alia
Asia
Friends & De-friendsNumber of friends / followers / contacts
Q:How many friends / contacts / followers do you have in your profile?
# CONTACTS
195 contacts on
average
N Total = 2065 / F = If user
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
100> Total
100< Total
DIFFERENT CONTACTS
Strictly professional memberships have a smaller
number of friends
20
10
195
TO
TA
L
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Friends & De-friends Contact
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?
N Total = 2065 / F = If user
DO YOU MEET YOUR CONTACTS?
75%
68%
68%
59%
51%
43%
43%
41%
40%
33%
25%
32%
33%
42%
49%
57%
58%
59%
60%
67%
Orkut
Hyves
MySpace
Hi5
Ning
Netlog
Hyves
MySpace
Hi5
Netlog
Orkut
Ning
75%
68%
68%
59%
51%
43%
43%
41%
40%
33%
25%
32%
33%
42%
49%
57%
58%
59%
60%
67%
Orkut
Hyves
MySpace
Hi5
Ning
Netlog
Meet in real life Never meet in real life
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
20%
72%
79%
63%
39%
42%
55%
45%
7%
44%
0%
50%
0%
73%
38%
59%
0%
67%
0%
48%
54%
67%
100%
44%
36%
33%
22%
53%
39%
45%
100%
83%
0%
66%
65%
37%
100%
47%
67%
43%
75%
37%
0%
41%
39%
50%
0%
25%
18%
22%
67%
78%
50%
50%
66%
26%
0%
30%
0%
25%
67%
51%
67%
50%
39%
42%
30%
40%
67%
37%
MEET IN REAL LIFE...
Netlog users hardly ever meet their online friends in
real life! For Facebook it is the opposite!
20
10
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WOULD YOU SWITCH TO ANOTHER NETWORK TO FOLLOW YOUR
CONTACTS?
Most people would not switch to another network.
Friends & De-friends Follow your friends
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?
N Total = 2065 / F = If user
Netlog
Hi5
MySpace
Hyves
Ning
Orkut
29%
25%
23%
22%
22%
20%
19%
18%
16%
12%
29%
33%
27%
27%
35%
28%
30%
32%
21%
19%
42%
42%
51%
51%
44%
52%
51%
50%
63%
68%
29%
25%
23%
22%
22%
20%
19%
18%
16%
12%
29%
33%
27%
27%
35%
28%
30%
32%
21%
19%
42%
42%
51%
51%
44%
52%
51%
50%
63%
68%
I would switch Neutral I would not switch
Netlog users are least loyal to their social network
website. Facebook users are loyal!
20
10
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Q : When you wish to communicate a personal message to your friends or family, which of the channels listed below do you prefer?
Friends & De-friends Communicate a personal message
Mobile phone
SMS
Landline
Instant messenger
Social networks
COMMUNICATION CHANNELS
10%> Total
10%< Total
Chat
Other
35%
27%
13%
11%
7%
4%
2%
2%
1
2
3
4
5
6
7
8
0% 25% 50% 75% 100%
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
6th place
N Total = 2065 / F = If user
To communicate
personal messages to friends,
people prefer to call
on their mobile phone
20
10
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0%
25%
50%
75%
100%
Weste
rn E
uro
pe
Easte
rn E
uro
pe
So
uth
ern
Euro
pe
No
rth
ern
Am
erica
So
uth
ern
Am
eri
ca
Austr
alia
Asia
26%
74%
USERS
Q: Do you use social network sites on your mobile phone?
26%
MOBILE USERS VS. MOBILE NON-USERS
74%
NON-USERS
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
USERS
10%> Total
10%< Total
Friends & De-friends Use of mobile phone
N Total = 2065 / F = If user
Most people do not use
social network website on
their mobile phone. This
mobile usage is higher
amongst male and younger
people (18-30)
20
10
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0
26% use their social network via
their mobile phone.
N Total = 2065 / F = If user
…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!
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72% of all participants are
member of at least 1 social
network website. This involves that
almost 1 out of three still have no
membership...
2010 EditionContent of this report
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 users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be the
winning website. 1 out of 2 …
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…
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 personalmessages is the most popular
online activity. 83% of users
sometimes become a member / fan
of something...
On average, connected people have
about 195 friends. This number
reaches a peak in Brazil where
people have about 400 friends.
Strictly professional memberships…
Everyone removes friendssometimes. This de-friend tendency
is less common on professional
websites compared with personal
websites...
20
10
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N Europe = 2841 / Filter = None
N Global = 2065 / Filter = If user
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%)!
N° Friends 360
20
10
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DID YOU ALREADY REMOVE FRIENDS?
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!
Friends & De-friends ‘Remove Friends’
Q: You are a member of the following social network sites. Have you already removed contacts from these sites ("Remove Friend")?
N Total = 2065 / F = If user
Orkut
Hyves
MySpace
Hi5
Netlog
Ning
77%
51%
49%
46%
44%
42%
42%
20%
19%
16%
23%
49%
51%
55%
56%
58%
58%
80%
81%
84%
77%51%49%46%44%42%42%
20%19%16%
23%49%51%55%56%58%58%
80%81%84%
Yes I already removed friends
No I did not remove friends yet
Professional contacts
are less often
de-friended!
20
10
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13% of all users claim to have afar-from-real image on at
least 1 social network website.
Users are more eager to post
something happy...
2010 EditionContent of this report
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...
Asian and West European users are
completely each othersopposites when looking at their
online behaviour. Asian people are
more open...
More than 1 out of 2 social network
users cannot access theirprofiles at their workbecause it is blocked by their
employer...
The END
20
10
20% of the online population are
already user of a social network
website and will even expandtheir memberships. 1 out of 4
are users and will…
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N Global = 2065 / Filter = If user
In 2009 we have measured that...2
01
0
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21%23%
41%29%28%
44%25%
41%42%45%
35%37%
21%37%38%
24%45%
36%35%
38%
44%40%39%34%34%33%30%24%23%18%
Netlog Hi5
Orkut Twitter
Facebook Ning
MySpace Hyves
LinkedIn Xing
A lot of trust Neutral Little trust
TrustTrust in social network websites
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?)
N Total = 2065 / F = If user
DO YOUTRUST YOUR SOCIAL NETWORK?
Orkut
Hi5
Hyves
Ning
Netlog
Myspace
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
21%
23%
41%
29%
28%
44%
25%
41%
42%
45%
35%
37%
21%
37%
38%
24%
45%
36%
35%
38%
44%
40%
39%
34%
34%
33%
30%
24%
23%
18%
Netlog
Hi5
Orkut
Ning
MySpace
Hyves
OVERVIEW OF TRUST IN FACEBOOK
24% 30% 20% 31% 36% 26% 26%
33%48%
33%
43% 27% 48%63%
44%23%
47%26% 37% 27% 11%
Weste
rn E
uro
pe
Easte
rn E
uro
pe
So
uth
ern
Euro
pe
No
rth
ern
Am
erica
So
uth
ern
Am
eri
ca
Austr
alia
Asia
10%> Total
10%< Total
Netlog users don’t meet their online friends in real life
and (consequently?!) have little trust in their online
environment!
More trust in
professional websites
20
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73Social Media Study© In
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37%
59%
45%
37%
52%
37%
53%
TrustCredibility of brand posts
Q:Imagine a brand posting something about itself on a social network, to what extent do you think that is credible?
CREDIBILITY OF BRAND POST
N Total = 2065 / F = If user
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
10%> Total
10%< TotalCREDIBILITY
44%
Top2% credibility
44% think that a brand
posting about itself is credible…
20
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A consumer
The brand itself
A journalist
A marketeer
Another brand
Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
MOST CREDIBLE SOURCES
TrustCredible sources for brand posts
N Total = 2065 / F = If user
38%
32%
7%
3%
1%
A consumer
The brand itself
A journalist
A marketeer
Another brand
…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.
20
10
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0% 25% 50% 75% 100%
A consumer
The brand itself
A journalist
A marketeer
Another brand
Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
MOST CREDIBLE SOURCES
10%> Total
10%< Total
N Total = 2065 / F = If user
38%
32%
7%
3%
1%
A consumer
The brand itself
A journalist
A marketeer
Another brand
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.
20
10
A consumer is the most credible source in order to believe posts about a certain brand
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13% of all users claim to have afar-from-real image on at
least 1 social network website.
Users are more eager to post
something happy...
2010 EditionContent of this report
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...
Asian and West European users are
completely each othersopposites when looking at their
online behaviour. Asian people are
more open...
More than 1 out of 2 social network
users cannot access theirprofiles at their workbecause it is blocked by their
employer...
The END
20
10
20% of the online population are
already user of a social network
website and will even expandtheir memberships. 1 out of 4
are users and will…
77Social Media Study© In
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N Europe = 2841 / Filter = None
N Global = 2065 / Filter = If user
13% of all participants claim
to have a
far-from-real imageon at least 1
social network website
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DOES YOUR ONLINE IMAGE CORRESPOND WITH YOUR REAL IMAGE?
Online behaviour Online image vs. Real image
Q: To what extent does your image on the following social networks correspond with your image in real life?
N Total = 2065 / F = If user
Orkut
Ning
Netlog
Hi5
Hyves
MySpace
44%
40%
35%
34%
32%
32%
30%
28%
27%
24%
36%
38%
46%
43%
36%
35%
38%
49%
41%
49%
12%
15%
15%
17%
21%
21%
20%
16%
24%
18%
8%
6%
5%
7%
11%
12%
12%
7%
8%
10%
44%
40%
35%
34%
32%
32%
30%
28%
27%
24%
36%
38%
46%
43%
36%
35%
38%
49%
41%
49%
12%
15%
15%
17%
21%
21%
20%
16%
24%
18%
8%
6%
5%
7%
11%
12%
12%
7%
8%
10%
Total overlap Large overlap
Small overlap Far apart
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.
S. America 14%
20
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49%
48%
47%
45%
44%
28%
27%
24%
20%
1
2
3
4
5
6
7
8
9
Happy events
Info on my hobbies
Things I’m proud of
Holiday pics
Pics of myself
Personal msgs
Pics of my kids
Info on my job
Sad events
Q : How likely are you to reveal the following types of information on a social network?
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
WHAT WOULD YOU REVEAL?10%> Total
10%< Total
Online behaviourRevealing info
0% 25% 50% 75% 100%
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.
N Total = 2065 / F = If user
20
10
80Social Media Study© In
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13% of all users claim to have afar-from-real image on at
least 1 social network website.
Users are more eager to post
something happy...
2010 EditionContent of this report
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...
Asian and West European users are
completely each othersopposites when looking at their
online behaviour. Asian people are
more open...
More than 1 out of 2 social network
users cannot access theirprofiles at their workbecause it is blocked by their
employer...
The END
20
10
20% of the online population are
already user of a social network
website and will even expandtheir memberships. 1 out of 4
are users and will…
81Social Media Study© In
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N Global = 2065 / Filter = If user
Asian and 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.
20
10
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0% 25% 50% 75% 100%
Consciously publish
Consciously choose
pics
Certain things I reveal
more easily in real life
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
Q : To what extent do you agree with the following statements on social network sites?
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
TOP2% AGREEMENT
10%> Total
10%< Total
Online behaviour Statements
75%
74%
63%
59%
54%
52%
27%
26%
23%
1
2
3
4
5
6
7
8
9
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.
N Total = 2065 / F = If user
20
10
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Online behaviour What would you reveal more easily online?
N Total = 469 / F = If agreement on ‘Certain things I reveal more easily online’
20
10
People who indicate that they reveal
certain things more easily onlineespecially aim at:
84Social Media Study© In
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Online behaviour What would you reveal more easily in person?
N Total = 1301 / F = If agreement on ‘Certain things I reveal more easily in person’
20
10
People who indicate that they reveal
certain things more easily in personespecially aim at:
85Social Media Study© In
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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
Q : To what extent do you agree with the following statements on social network sites?
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
TOP2% AGREEMENT
10%> Total
10%< Total
81%
78%
70%
52%
47%
33%
1
2
3
4
5
6
0% 25% 50% 75% 100%
N Total = 2065 / F = If user
20
10
One out of three social network users do not fear the consequences of what they post
86Social Media Study© In
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0%
25%
50%
75%
100%
Weste
rn E
uro
pe
Easte
rn E
uro
pe
So
uth
ern
Euro
pe
No
rth
ern
Am
erica
So
uth
ern
Am
eri
ca
Austr
alia
Asia
46%
45%
45%
46%
IT WOULD BE HANDY IF I COULD COPY
MY PERSONAL INFO FROM A SOCIAL
NETWORK TO NEW SITE
45%
I AM TIRED OF ALL THE INVITES FOR
NEW SOCIAL NETWORK SITES
45%
I DO NOT WANT TO CHANGE TO NEW
SOCIAL NETWORK BECAUSE THEN I
WOULD HAVE TO ENTER MY PERSONAL
DATA AGAIN
Q : To what extent do you agree with the following statements on social network sites?
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
% AGREEMENT
% AGREEMENT
% AGREEMENT
0%
25%
50%
75%
100%
Weste
rn E
uro
pe
Easte
rn E
uro
pe
So
uth
ern
Euro
pe
No
rth
ern
Am
erica
So
uth
ern
Am
eri
ca
Austr
alia
Asia
0%
25%
50%
75%
100%
Weste
rn E
uro
pe
Easte
rn E
uro
pe
So
uth
ern
Euro
pe
No
rth
ern
Am
erica
So
uth
ern
Am
eri
ca
Austr
alia
Asia
% AGREEMENT 10%> Total
10%< Total
N Total = 2065 / F = If user
20
10
45% of users is tired of all the invites for new social network sites
87Social Media Study© In
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13% of all users claim to have afar-from-real image on at
least 1 social network website.
Users are more eager to post
something happy...
2010 EditionContent of this report
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...
Asian and West European users are
completely each othersopposites when looking at their
online behaviour. Asian people are
more open...
More than 1 out of 2 social network
users cannot access theirprofiles at their workbecause it is blocked by their
employer...
The END
20
10
20% of the online population are
already user of a social network
website and will even expandtheir memberships. 1 out of 4
are users and will…
88Social Media Study© In
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N Global = 2065 / Filter = If user
55% cannot access
their
social network websites
at work
20
10
89Social Media Study© In
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0%
25%
50%
75%
100%
Weste
rn E
uro
pe
Easte
rn E
uro
pe
So
uth
ern
Euro
pe
No
rth
ern
Am
erica
So
uth
ern
Am
eri
ca
Austr
alia
Asia
BLOCKING
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?
55%
DOES YOUR COMPANY BLOCK SOCIAL
NETWORK WEBSITES?
45%
NO-BLOCKING
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
BLOCKING
10%> Total
10%< Total
Access @ work Blocking social network websites
N Total = 2065 / F = If user
55%
45%
FACEBOOK IS MOST
COMMON SOCIAL
NETWORK TO GET
BLOCKED. 1 OUT OF
3 INDICATES THAT
FACEBOOK IS
BLOCKED AT THEIR
WORK.
20
10
If blocking @ work
90Social Media Study© In
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13% of all users claim to have afar-from-real image on at
least 1 social network website.
Users are more eager to post
something happy...
2010 EditionContent of this report
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...
Asian and West European users are
completely each othersopposites when looking at their
online behaviour. Asian people are
more open...
More than 1 out of 2 social network
users cannot access theirprofiles at their workbecause it is blocked by their
employer...
The END
20
10
20% of the online population are
already user of a social network
website and will even expandtheir memberships. 1 out of 4
are users and will…
91Social Media Study© In
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01
0
Expanding users?
Saturated users?
Die-hard non-users?
Expand and quit?
Brand new users?
Quitting users?
N Total = 2884 / F = None
What about the future of
social network websites?
92Social Media Study© In
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N Europe = 2841 / Filter = None
20
10
30%
24%
20%
11%
9%
7%
Expanding users?
Saturated users?
Die-hard non-users?
Expand and quit?
Brand new users?
Quitting users?
93Social Media Study© In
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N Europe = 2841 / Filter = None
20
10
Online profiles
will increase
with
32%N Total = 2884 / F = None
Gain!39%
94Social Media Study© In
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13% of all users claim to have afar-from-real image on at
least 1 social network website.
Users are more eager to post
something happy...
2010 EditionContent of this report
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...
Asian and West European users are
completely each othersopposites when looking at their
online behaviour. Asian people are
more open...
More than 1 out of 2 social network
users cannot access theirprofiles at their workbecause it is blocked by their
employer...
The END
20
10
The END
20% of the online population are
already user of a social network
website and will even expandtheir memberships. 1 out of 4
are users and will…
95Social Media Study© In
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The END2
01
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Contact details
Steven Van BelleghemManaging Partner
Tel. +32 9 269.16.07
Mobile +32 497 47.34.44
Saartje Van den BrandenSenior Research Consultant
Tel. +32 9 269.15.11
Mobile +32 479 61.18.78
Tracey JonesResearch Consultant
Tel. +32 9 269.14.32
Mobile +32 493 24.18.51
20
10
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
www.insites.eu
Learn more and readThe Conversation Manager
Questions, feedback, remarks:
[email protected] me: @Steven_InSitesJoin me on LinkedInwww.theconversationmanager.com
#DCM
98InSites Consulting beliefs - © 2010
[client logo][client logo]
© In
Site
s C
on
sult
ing
Since 1997
Business school spin-off
Online focus & full-service
Independent
Key figures
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
99InSites Consulting beliefs - © 2010
[client logo][client logo]
© In
Site
s C
on
sult
ing
Strong industry recognitionAWARDS WON MOA Agency Researcher of the Year 2009 (Christophe Vergult) MOA SPSS Feedback Innovation Award 2009 ESOMAR Award for Best Paper Overall 2009 (The Fernanda Monti Award) ESOMAR International Young Researcher of the Year Award 2009 (Annelies Verhaeghe) MRS Best Conference Presentation 2009 (Niels Schillewaert) Econsultancy Innovation Awards 2009
AWARD NOMINATIONS ESOMAR Best Case History 2007 ESOMAR Award for Best Paper Overall 2007 IJMR Collaborative Research Award 2009 ESOMAR Excellence Award 2010 (2x) ARF Great Mind Awards 2010
PUBLICATIONS 14 ESOMAR publications 9 publications in scientific journals (Journal of Marketing, Information & Management,
Survey Research Methods, Journal of the Academy of Marketing Science, Journal of Market Research, Journal of Services Marketing, International Journal of Market Research, International Journal of Research in Marketing, Applied Psychological Measurement)
Actively collaborating with key industry stakeholders Research organisations: ESOMAR - MRS - BAQMaR - Febelmar - MOA - BHBIA - EphMRA Audits & certifications: Qfor - ISO certification in process Marketing organisations: IAB Europe - Belgian Marketing Foundation - NIMA - SWOCC - Vlerick Brand Community Charity: UNICEF - Make-a-Wish - Child Focus Academic partners: Vlerick Leuven Gent Management School - ESSEC - Bauer College of Business
(University of Houston) - Maastricht University - PennState SMEAL College of Business