social media around the world 2011
DESCRIPTION
Free InSites Consulting research report of a global social media study conducted in 35 countries amongst 9.000 participants.TRANSCRIPT
1
What to expect from this presentation? 20 eye-catching facts about social
media around the world.
>1.000 facts & figures about social
media in more than 30 countries.
Topics cover main adoption & usage,
brand interactions, role of employees in
using social media and much more.
For questions, feedback and remarks,
please contact:
Prof. Steven Van Belleghem
Managing partner InSites Consulting
Twitter: @steven_insites
4
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 Q2 2011.
Feedback: @Steven_insites
5
Awareness of Facebook
is close to 100% More than 1 billion people (>70% of internet population) use social networks.
People use more than Facebook.
In Europe, people join on average
1,9 social networks. In USA it’s 2,1;
Brazil 3,1 and India 3,9.
7
Average Facebook session lasts
37 minutes, Twitter 23 minutes.
More than 400 million people use
Facebook daily.
8
There is a big
Twitter paradox:
80% is aware
of Twitter, only 16%
is using it.
9
Vkontakte is big
in Eastern Europe:
55% awareness,
39% penetration.
10
Difficult for new social networks to succeed.
60% does not want any new social networks.
93% is happy with what they have and won’t
in- or decrease.
11
MySpace
Hyves
Hi5
Orkut
Ning Xing
Netlog
QZone
Bebo
Vkontakte
Tagged
Friendster
Badoo
0%
5%
10%
15%
20%
25%
30%
35%
40%
0% 10% 20% 30% 40% 50% 60%
EUROPE
Low High
Lo
w
Hig
h
Inte
nti
on
to
Inc
rea
se
Current network penetration
N Europe = Min 43 – Max 4968 / F = If member of social network
Big social networks
will get bigger and small
ones will get smaller.
12
People connect
online with their
offline friends.
People love to
connect to people.
13
>50% of social
network users
are connected
to brands.
14
Offline brand
experiences are
the main online
conversation
starters.
15
People become a fan on
Facebook because they
like the product, not
because of advertising.
16
36% posted content
about a brand on
social networks.
17
Consumers want to be
in the boardroom. 44%
is asking to take part in
co-creation of products
& advertising.
18
Positive experiences
are bigger conversation
starters than negative
experiences. People like
positive stuff.
19
Consumers prefer e-mail
over social networks to
ask questions to brands.
20
2 out of 3 employees
is proud about their
employer, but only 19%
shares stories on
social media: unused
conversation potential.
21
38% of internet users
has a smart phone.
They are more intensive
users of social networks
than people without a
smartphone.
22
On average, people
install 25 apps on their
smartphone, but only
use 12. Most used apps
are social network apps.
23
12% of smartphone
owners is using location
based services.
24
4% of smartphone
users are familiar with
augmented reality.
Next part of the presentation is a document
full with stats about social media.
Feel free to use them and share them.
We hope they help you to better
understand the major changes the world is
going through.
Questions, feedback or suggestions:
Or on Twitter: @Steven_InSites
Social Network adoption, usage
and other key facts.
Connections on social networks:
People & brands.
The role of employees in making
companies more human.
Mobile internet, location based &
augmented reality.
98% of Europeans are aware of Social Media. 73% of Europeans are member of at least 1 social netwerk. Awareness and usage of social networks is high; In Europe, 98% know
at least one social network and 73% are member of at least one network.
Social networkers are member of 1.9 networks on average.
Emerging markets like China, India and Brazil have a higher social
network penetration than (Western) Europe. Membership penetration,
average number of networks and daily usage are higher in these
countries.
In Brazil, 86% are member of at least one network. Brazilian social
networkers are member of 3.1 networks on average and 66% log in on
a daily basis. Figures for India are comparable or even higher.
Based on the data from participating countries, we make the following assumption.
North
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one
is member of 1,9
98%
75%
1,5
99%
79%
1,9
97%
66%
1,8
99%
77%
2,2
South
West East
Western Europe lags
behind in social network
penetration.
Awareness, penetration, average number of networks
75%
44%*
3,4
86%
34%
1,8
98%
88%
3,9
96%
67%
1,5
97%
86%
3,1
95%
76%
2,1
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one
is member of 1,9
Awareness, penetration, average number of networks
Emerging markets Brazil
and India show the highest
awareness and penetration
of social networks. * The 44% share of social networkers in China is low compared to
other countries. This might be due to the fact that some large
Chinese networks (eg RenRen) were not included in this survey.
■ 5 or more
■ 4
■ 3
■ 2
■ 1 network
55%66%
47% 45%50% 49%
19%
69%
45%
13%
64%
25%
24%
31%
24%
26% 27%
18%
19%
14%
19%
26%
13%
8%
14%
16%
14% 13%
30%
8%
10%
15%
6%4% 5%
7%
5%4%
18%8%
18%
9% 4% 7%15%
22%
34%
WesternEurope
NorthernEurope
Eastern Europe SouthernEurope
Europe United States Brazil Australia China India Japan
1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8
avera
ge
N Europe = 5613 / F = If member of social network(s)
# of networks one is a member of
■ 50+
■ 11-50
■ 1 - 10
avera
ge
18%23%
52%
36%
65%
49% 49% 48%41%
55% 53% 53%
64% 65%
79% 80%
29%30%
31%
28%
14%
28% 30% 33%
32%
29%27% 26%
27% 29%
16% 17%
52%47%
17%
36%
21% 22% 21% 19%26%
16% 20% 21%
9% 6% 5% 3%
Facebook Vkontakte MySpace Hyves Bebo Tagged Hi5 Twitter LinkedIn Ning Xing Orkut Netlog Badoo Friendster QZone Habbo
133 95 84 78 62 62 62 59 57 52 51 31 27 18 11 7
Counts
below 30
N Europe = Min 43 – Max 4968 / F = If member of social network
Q : How many contacts do you have on each of the following social network sites?
Network size 133 Facebook friends
versus 59 Twitter followers.
63%
76%
60%
67%
82%
61%
58%
N Europe = 5613 / F = If member of social network(s)
Daily log on to social media
Q : You are a member of the following social network sites. How often do you log into these sites? (at least daily)
N Europe = Min 43 – Max 4968 / F = If member of social network
63%58%
37%29%
23% 21%16% 14% 12% 12% 12% 11% 11% 11% 11% 8%
Vkontakte Facebook Twitter Hyves Tagged Badoo Orkut Netlog LinkedIn Hi5 Xing MySpace Ning QZone Friendster Bebo Habbo
Network log on frequency
Vkontakte and Facebook have the
highest penetration of daily usage.
63% of the Vkontakte users log in at
least once a day.
37 minutes is
the average time
members spend
each time they log
in to Facebook
■ >60
■ 31 - 60
■ 11 - 31
■ 6 - 10
■ 1- 5 minutes
avera
ge
Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit)
On average, Facebook
members stay connected for
more than half an hour
49 37 21 16 16 16 16 15 12 11 11 11 10 9 98 5
Counts
below 30
20% 22%
39%
50% 47% 48% 52%45%
55% 59% 56%50%
67%
54%62%
82%
13%19%
23%
19%19% 18%
18%
19%8%
17% 24%
24%
12%
24%14%
6%
32%
35%
25%21% 26% 26%
23%28% 32%
20% 18% 24% 14% 19% 22%
11%
19%
13%
8% 6% 6% 4% 6% 6%5% 3% 6% 3%
16%11%
4% 3%
Vkontakte Facebook Twitter Netlog Badoo Hyves Tagged MySpace Orkut Hi5 Xing LinkedIn Bebo Ning QZone Friendster Habbo
N Europe = Min 43 – Max 4968 / F = If member of social network
Connection time
Facebook rules the social media space, but is having a hard time in China & Japan. Facebook rules, at least in Europe, US and Australia. No other network
reaches the 96% awareness and 62% usage level of Facebook. If we
take a look at both awareness and membership, Twitter and MySpace
are number two and three social media in Europe.
Given the fact that LinkedIn is a professional network, it is worth
pointing out that this network ranks fourth, both in terms of awareness
and membership.
On European level, Vkontakte (a Facebook look-alike) is a strong
network in Russia and Ukraine. In a broader perspective, Qzone
(China) and Orkut (Brazil, India) are network sites to take into account.
Facebook has lower penetration rates in China and Japan.
Awareness
Facebook 96% Twitter 80% MySpace 70%
Top 3 networks
In Europe
Membership
Facebook 62% Twitter 16% MySpace 12%
Facebook, Twitter and Linkedin are reaching the
mass market. Smaller/ newer social networks are
facing a challenge…
62%
16%
12%
96%
80%
19%
West
North
East
South
58%
14%
12%
95%
82%
36%
69%
18%
10%
97%
38%
80%
57%
39%
12%
94%
55%
72%
72%
24%
15%
98%
85%
41%
N Europe = 7446 / F = None
■ Membership
■ Awareness
Top 3 networks by membership
62%
16%
12%
96%
80%
19%
70%
22%
20%
93%
57%
77%
67%
59%
34%
93%
87%
76%
63%
12%
10%
94%
85%
79%
31%
17%
14%
59%
59%
54%
77%
65%
41%
93%
96%
90%
29%
13%
5%
76%
74%
32%
■ Membership
■ Awareness
Top 3 networks by membership
0% 25% 50% 75% 100%
Q : To what extent do you know the following social network sites?
N Europe = 7446 / F = None
MySpace
Badoo
Netlog
Hi5
Vkontakte
Bebo
Tagged
Habbo
Friendster
QZone
Orkut
Hyves
Ning
96%
80%
70%
32%
31%
29%
26%
19%
19%
16%
14%
14%
14%
11%
10%
10%
7%
In Europe, Facebook, Twitter and
MySpace are the best known social
network sites.
Europe
West
North
East
South
Europe Europe regions Exceeding
countries
Network awareness | Europe
0% 25% 50% 75% 100%
Q : To what extent do you know the following social network sites?
N Europe = 7446 / F = None
MySpace
Badoo
Netlog
Hi5
Vkontakte
Bebo
Tagged
Habbo
Friendster
QZone
Orkut
Hyves
Ning
96%
80%
70%
32%
31%
29%
26%
19%
19%
16%
14%
14%
14%
11%
10%
10%
7%
In China, awareness
of Qzone is equal to
awareness of
Europe Europe versus reference countries
Europe
USA
Brazil
Australia
China
India
Japan
Network awareness | Europe in perspective
Vkontakte
MySpace
Netlog
Badoo
Hi5
Hyves
Orkut
Ning
Tagged
QZone
Bebo
Friendster
Habbo
0% 25% 50% 75% 100%
62%
16%
12%
11%
9%
6%
6%
5%
5%
3%
1%
1%
1%
1%
1%
1%
0%
Q : To what extent do you use the following social network sites?
N Europe = 7446 / F = None
Facebook has the highest usage
throughout Europe.
Europe Europe regions
Europe
West
North
East
South
Exceeding
countries
Network membership | Europe
Q : To what extent do you use the following social network sites?
N Europe = 7446 / F = None
Vkontakte
MySpace
Netlog
Badoo
Hi5
Hyves
Orkut
Ning
Tagged
QZone
Bebo
Friendster
Habbo
62%
16%
12%
11%
9%
6%
6%
5%
5%
3%
1%
1%
1%
1%
1%
1%
0%
0% 25% 50% 75% 100%
Europe
USA
Brazil
Australia
China
India
Japan
Europe Europe versus reference countries
Network membership | Europe in perspective
Intention
Current social networkers
have no intention to stop
their membership nor do
they feel the need to further
expand their membership
on social network sites
Q : Which of the following social networks, of which you are a member, will you stop using?
N Europe = Min 43 – Max 4968 / F = If member of social network
Friendster
Tagged
Hi5
Ning
Bebo
Netlog
Badoo
Orkut
QZone
MySpace
Hyves
Vkontakte
Habbo Base below N=30
23%
21%
20%
19%
19%
16%
14%
13%
13%
9%
8%
8%
5%
4%
2%
1%
0% 25% 50% 75% 100%Europe
Europe
West
North
East
South
Europe regions
Members of
Friendster are most
likely to stop
Overall, 7% of the
social networkers have
the intention to quit at
least one of the networks
they are a member of.
Intention to stop
MySpace
Hyves
Hi5
Orkut
Ning
Netlog
QZone
Bebo
Vkontakte
Tagged
Friendster
Badoo
0%
5%
10%
15%
20%
25%
10% 20% 30% 40% 50% 60%
EUROPE
Low High
Lo
w
Hig
h
Sto
p
Penetration
Intention to stop versus penetration
N Europe = Min 43 – Max 4968 / F = If member of social network
Big networks will get bigger
and small networks will get
smaller.
0% 25% 50% 75% 100%
Q : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social network
sites evolve in the coming year? (I’ll use it (a lot) more)
N Europe = Min 43 – Max 4968 / F = If member of social network
Vkontakte
Orkut
Tagged
Ning
Badoo
Netlog
Hyves
QZone
Hi5
MySpace
Bebo
Friendster
Habbo
37%
31%
29%
25%
21%
20%
19%
18%
17%
16%
14%
14%
13%
12%
12%
10%
Base below N=30
Europe Europe regions
Europe
West
North
East
South
Members of LinkedIn,
Twitter and Facebook
are most likely to
increase their usage
Future usage
MySpace
Hyves
Hi5
Orkut
Ning Xing
Netlog
QZone
Bebo
Vkontakte
Tagged
Friendster
Badoo
0%
5%
10%
15%
20%
25%
30%
35%
40%
0% 10% 20% 30% 40% 50% 60%
EUROPE
Low High
Lo
w
Hig
h
Inc
rea
se
Penetration
Future usage versus network penetration
N Europe = Min 43 – Max 4968 / F = If member of social network
Big networks will get bigger
and small networks will get
smaller.
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.
N Europe = Min 418 - Max 3962 / F = Non users: Aware, but no member
Europe Europe regions
Europe
West
North
East
South
Facebook and Twitter
are most likely to
gain new members.
Overall, 60% have no
intention to expand
their membership.
28%
28%
19%
16%
16%
12%
9%
9%
8%
8%
7%
7%
7%
7%
7%
5%
5%
Vkontakte
MySpace
QZone
Friendster
Netlog
Orkut
Badoo
Hi5
Ning
Bebo
Tagged
Habbo
Hyves
Future membership
We gave you a lot of facts,
to capture the key points,
we summarized the key data
in a few overview slides.
Facebook Twitter MySpace LinkedIn
4%
20%30%
68%
27%
59%
52%
19%
7%
5%10% 2%
62%
16%9% 11%
Facebook Twitter MySpace LinkedIn
Aware and current member
Aware and once a member
Aware, but no member
Not aware
Awareness 96% 80% 70% 32%
Membership 62% 16% 9% 11%
Increase usage (top2%, 1-5) 29% 31% 12% 37%
Network size (av no. contacts) 133 59 84 57
Log on frequency (at least daily) 58% 37% 11% 12%
Log on duration (av minutes) 37 21 15 10
Ever deleted a person from contact
list 50% 34% 36% 12%
Base: Social networkers
Base: Members of this network
Top networks in Europe
Male 47% 55% 51% 56% Female 53% 45% 49% 44% Age
15-24 24% 30% 33% 15% 25-34 25% 25% 26% 24% 35-54 35% 30% 31% 43% 55-99 16% 14% 11% 18% Smartphone
Smartphone user 43% 58% 46% 59%
Working situation
Employed 58% 58% 54% 72% Student 13% 17% 18% 8% Not working 29% 26% 28% 21%
Facebook Twitter MySpace LinkedIn
Women typically outnumber men on social networks — women make
up 53% of Facebook users and 49% of MySpace users. However, a
majority of LinkedIn members (56%) and Twitter users (55%) are men.
Gender
Age
Smartphone
Working situation
N Europe = 5613 / F = If member of social network(s)
Member profile
The Twitter Paradox: high awareness versus low usage. What’s next? Compared to Facebook, Twitter is still a pretty small network
of people. Twitter is well known, but has not reached the
penetration level of Facebook yet. Future adoption looks
good, but there is still a long way to go.
Facebook and Twitter are a perfect couple, both sites serve
different needs. When people join Twitter, their Facebook
usage does not decrease. Twitter users are typically using
more social media than non Twitter users.
N Europe = 5613 / F = If member of social network(s)
Facebook and Twitter | membership of one or both
Members of: Log in to: Western
Europe
Northern
Europe
Eastern
Europe
Southern
Europe Europe
United
States Brazil Australia China India Japan
Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67%
Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70%
Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40%
Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57%
19%
65%
2%13%
74%
37%
54%
35%
Q : You are a member of the following social network sites. How often do you log into these sites? (% several times a day)
The more networks
someone uses, the more
time spend per network.
Facebook and Twitter | daily log on
18%
69%
2%10%
West
12%
80%
1%6%
North
13%
59%
3%
25%
East
29%
64%
2%5%
South
19%
65%
2%13%
N Europe = 5613 / F = If member of social network(s)
Member of Facebook
and Twitter
Member of
Facebook, no Twitter
Member of Twitter,
no Facebook
Other networks than
Twitter and Facebook
Facebook and Twitter | membership of one or both
Social Network adoption, usage
and other key facts.
Connections on social networks:
People & brands.
The role of employees in making
companies more human.
Mobile internet, location based &
augmented reality.
People love people. So brands, behave like one. People link online with people they know offline. Social networking
is a way for people to meet up with others on the net. Checking the
status of others, chatting & messaging are the main activities on
social networks, all two-way communication streams. Not having
any contact is the main reason for defriending.
People also join social networks to get information about (new)
products / brands. However, they do not like traditional marketing
messages.
People prefer people above brands. This means that companies
and brands should approach their use of social media differently.
It’s about being human and taking personal identity above an
institutional identity.
People connect
with people they
know!
0% 25% 50% 75% 100%
Q : Why does a person belong to your network?
...we have been friends, neighbours,
classmates, etc. since our childhood
...we work(ed) together
...we have the same friends offline
...we have the same friends online
...we originate from the same region /
location
...(s)he invited me to belong to his/her
social network
...we have the same hobbies
...we work in the same sector
...we share the same education
...we share the same kind of humor
...we have the same political ideas,
ideologies, etc.
...we are/were both in the same youth
movement
...we use the same products / services
...we have the same personal style
...we love the same brands
...(s)he's a celebrity
...(s)he's an opinion leader
Europe
West
North
East
South
Europe regions Europe
Connections are
driven by close,
offline, personal
relationships.
N Europe = 5613 / F = If member of social network(s)
71%
59%
46%
43%
37%
37%
34%
31%
27%
23%
17%
16%
12%
10%
9%
8%
7%
Reasons to connect with other people on social media
Besides connecting with others,
getting information about (new)
products and brands is driving
membership of social networks
0% 25% 50% 75% 100%
Q : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play games. Besides the more general reasons,
what else has driven you to become a member of the following social networks?
N Europe = 5613 / F = If member of social network(s)
...to get to know things about (new) products / brands
...to come in contact with brands / companies
...to stimulate my career
...to find other users of a certain brand / product
...to find promotions of a certain brand / product
...to become a famous person
...to become an opinion leader
Europe
Besides more general
reasons, getting to know
things about (new)
products and brands is
an important driver for
membership
● MySpace
People get member of
professional network
LinkedIn, to stimulate
their career.
Drivers for network membership
More than half of the
social networkers has
ever deleted someone
from his/her network.
Main reason for
defriending is a lack
of contact.
0% 25% 50% 75% 100%
Q : Have you ever deleted a person from your contact list?
Europe
West
North
East
South
Europe regions Europe
54%
53%
50%
46%
45%
37%
36%
34%
34%
33%
31%
27%
26%
25%
14%
12%
Hyves
Vkontakte
Bebo
Tagged
Badoo
MySpace
Netlog
Ning
Hi5
Orkut
QZone
Friendster
Habbo Counts below 30
N Europe = 5613 / F = If member of social network(s)
In general, 56% has ever deleted a contact
person from at least one network
Professional network LinkedIn shows a low deconnection rate
Defriending
0% 25% 50% 75% 100%
Q : Why did you do that? I’ve deleted a person from my contact list because…
N Europe = 3179 / F = If ever deleted a person from contact list
Europe
West
North
East
South
Europe regions Europe
Social networking is two-way communication;
A lack of contact is the main reason for defriending.
Company, brand
or product related
reasons do not
seem important
reasons for
defriending.
Reasons for defriending
47%
44%
39%
36%
30%
21%
14%
12%
10%
9%
8%
6%
4%
...we hardly had any contact with each other
...I don’t want this person to see my profile
/updates anymore
...we were friends in the past, but not anymore
...I came to realize that I don’t know that person
...that person shares too much lousy content
on his/her social network
...I received many more updates about his/her
life than I care to receive
...that person’s comments were politically
incorrect
...that person is using social media too much
for advertising about brands / products
...that person is too active on my social network
...that person is using social media too much
for promoting the company (s)he’s working
...that person is too passive on my social
network
...I don’t want my colleagues to part of my
social network anymore
...that person recommends brands / products I
don’t like
0%
10%
20%
30%
40%
50%
60%
70%
0 20 40 60 80 100 120 140
EUROPE
Low High
Lo
w
Hig
h
De
frie
nd
ing
Network size (contacts)
Defriending versus network size
>50% follow brands on social media. Personal brand experience and conversations about brands by peers are drivers to connect. About half of the European social networkers follow a company
or brand on social networks. People in the south of Europe are
following more brands (17.3 on average) than other regions.
People connect with a brand because they have used it and
secondly because other people invited or recommended them
to do so – they did not connect because companies / brands
asked them to!
North
Brand followers 51%
Average no. of brands followed 12,2
47%
11,6
54%
9,8
42%
9,4
60%
17,3
South
West East
About half of the social
network users follow a
brand.
N Europe = 5613 / F = If member of social network(s)
Following brands | Europe
Europe has the lowest
share of brand fans, 51%.
Compare India: 70%
follows a brand.
55%
19,6
57%
20,2
60%
9,3
62%
7,9
55%
8,3
70%
15,6
Brand followers 51%
Average no. of brands followed 12,2
N Europe = 5613 / F = If member of social network(s)
Following brands | Europe in perspective
Male 44% 53% Female 56% 47% Age
15-24 31% 18% 25-34 28% 22% 35-54 20% 20% 55-99 13% 18% Smartphone
Smartphone
user 47% 38%
Gender
Age
Smartphone
Brand follower profile
On average 2.0 1.7
Facebook 95% 93%
Twitter 31% 16%
Share 73% 41% Consult 71% 30%
Defriending 63% 48%
Networks
Actions
Defriending
N Europe = 5613 / F = members of social networks
Brand
followers
Non brand
followers
Brand
followers
Non brand
followers
sig. diff (95%)
Membership
Brand followers are more often females, somewhat
younger and they are more active on social networks
0% 25% 50% 75% 100%
Q : To which sectors do these brands belong to?
N Europe = 3064 / F = members of social networks, following at least one brand
Media / entertainment
Fashion / luxury goods
Food and retail
Travel
Sport
Cars
Good causes / charity
Industry
Europe
West
North
East
South
Europe regions Europe
Media and
entertainment are
the most popular
industries for
following brands
50%
45%
43%
35%
28%
28%
26%
13%
Sectors for brand following
Average consumer follows a brand to get a direct personal benefit. Social networkers expect some sort of benefit of companies on social
networks. People are mainly focused on the direct benefit. Companies
should in first instance offer product information, update on promotions
and announce events.
There is still a huge opportunity for companies to get in touch with their
customers. 58% has never experienced any action by a company /
brand on social network sites.
Brand usage 46%
Recommendation by friend 29%
Invitation by network contact 28%
Search engine 27%
Advertising on social media 26%
Online advertising 22%
Buying intention 22%
Invited by brand 18%
Traditional advertisements 18%
Following brands on
social media is driven
by the actual user
experience
Q : What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning...
...a positive experience with a product /
service I’ve posted or reacted on
...a job vacancy
...a negative experience with a product /
service I’ve posted or reacted on
...information I posted about promotions
...information I posted about products
and/or services in general
...a fanpage / group I’ve created for a
product/brand/company
...information I posted about (advertising)
campaigns
...information I posted about the company
and/or company culture
Europe regions Europe
N Europe = 5613 / F = If member of social network(s)
17%
15%
15%
13%
13%
10%
9%
8%
0% 25% 50% 75% 100%
Europe
West
North
East
South
Company actions on social media
42% already had
a conversation with
a brand through
social media.
Customers want to be involved
with companies. Bring them in
the boardroom to improve the
relationship.
44% CONVERSATIONS
58%
58%
57%
53%
52%
49%
48%
47%
44%
44%
44%
43%
43%
38%
37%
33%
31%
20%
...offer product information
...offer promotions
...announce events
...share ideas and provide updates on future products, services, etc.
...give feedback
...give the ability to order / purchase products / services
...surprise consumers
...offer the ability to take part in game / competitions
...start conversations with consumers
...give exclusive content
...invite consumers to co-create products / services
...give objective background information of the company (facts and
figures)
...offer the possibility to directly interact with people behind the brand
...bring entertainment
...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
Q : On social network sites, brands should…
0% 25% 50% 75% 100%
Europe
West
North
East
South
Europe regions Europe
N Europe = 5613 / F = If member of social network(s)
People expect various actions of companies on social
networks. Top three consists of offering product information,
promotions and announcing events.
Brand expectations
Social media is about communication between people.
People use social networks to communicate with each other: Checking
the status of others, chatting, sending messages, reacting to
comments or actions of others.
If we look at actions specifically related to companies, products or
brands, it shows that 36% of the social networkers in Europe post
information about brands, 53% reacts on comments and 51% consults
information.
Consumers prefer to react on brand updates rather than start a
conversation with a brand themselves. Content planning and regular
content updates are a way to increase the engagement with fans.
Checking the status of others 5.2
Chatting, messages 4.7
Reacting to others 4.3
Updating status 3.4
Games 2.8
Reacting to brands 2.2
Consulting information about brands 1.9
Posting information about brands 1.3
People like to
connect: status
checks and chats
are most frequent
activities on
social networks
0 1 2 3 4 5 6 7 8 9 10
PE
RS
ON
AL
SH
AR
E
SH
AR
E
CO
NS
ULT
5,2
4,7
4,3
3,4
2,8
2,2
1,9
1,3
Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (average)
Checking the status of others and
consulting information
Chatting / Sending messages
Reacting to comments and / or actions of
others
Updating your status and / or posting
information
Playing games or other fun activities
Reacting to comments and / or actions of
others related to products, brands and / or
companies
Consulting information about products,
brands and/or companies
Posting information about products, brands
and/or companies
Europe
West
North
East
South
Europe Europe regions
N Europe = 5613 / F = If member of social network(s)
Communication
between people is
the main purpose of
social networks.
Actions on social networks
Embrace consumer power: 36% posts company/
brand related information on social media
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
76%
50%
49%
43%
United States
86%
68%
76%
60%
Brazil
67%
43%
47%
43%
Australia
44%
83%
83%
64%
China
88%
75%
84%
66%
India
34%
42%
29%
30%
Japan
West North East South
■ % social networkers
■ social networkers who consult
■ social networkers who react
■ social networkers who post
36% of the social networkers in
Europe post information on
products, brands, and /or companies
N Europe = 5613 / F = If member of social network(s)
Sharing and consulting brand / product information
Sharing (58%) Not sharing (43%) Consulting (51%) Not consulting (50%)
Gender Male 47% 50% 45% 52%
Female 53% 50% 55% 48%
Age 15-24 27% 21% 28% 21%
25-34 26% 24% 27% 23%
35-44 20% 20% 20% 20%
45-54 15% 16% 14% 16%
55-99 13% 20% 11% 21%
Employment Employed/working full-time 50% 47% 48% 49%
Employed/working part-time 11% 10% 11% 10%
Unemployed/job-seeker 7% 8% 8% 7%
Retired 7% 11% 7% 12%
Househusband/housewife 5% 3% 5% 3%
Student 13% 13% 13% 12%
Not working 1% 1% 1% 2%
Other 6% 7% 6% 6%
Smartphone with internet/data 32% 31% 33% 30%
Membership Average no. networks 2,1 1,7 2,1 1,7
N Europe = 4863 / F = If sharing information (reacting and/or posting)
N Europe = 2876 / F = If consulting information
Social networkers who share or consult
information about brands, are younger and
they are member of more networks.
Women consult more often about products
and brands than men.
sig. diff (95%)
Sharing / consulting profile
Offline brand experiences are the best online conversation starter.
If people share information about a brand, company or product, it’s
often about the product / brand experience they had. Good news:
Positive experiences dominate negative experiences. And; one third of
the European social networkers say their sharing behavior increased
(a lot) since last year.
0% 25% 50% 75% 100%
Q : You’ve indicated that you sometimes share information (posting and / or reacting) about products, brands and/or
companies. When doing this, which social network sites do you use for sharing that information?
Vkontakte
MySpace
Hi5
Netlog
Badoo
Hyves
Ning
QZone
Bebo
Tagged
Friendster
Orkut
Habbo
Europe
West
North
East
South
Europe Europe regions
N Europe = 4863 / F = If sharing information
Facebook is the place to share
information about products and
brands
77%
15%
15%
5%
4%
3%
3%
3%
2%
2%
1%
1%
1%
1%
1%
0%
0%
Networks to share information
0% 25% 50% 75% 100%
Q : What exactly do you share then about products, brands and/or companies? Sharing information about...
...positive experiences you had
...negative experiences you had
...promotions you saw
...feedback about products / services you
received from a company
...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
...advertising via traditional media (e.g. tv,
radio, magazine, etc.) you saw or heard about
Europe
West
North
East
South
Europe Europe regions
N Europe = 4863 / F = If sharing information
Social networkers prefer to
share positive experiences.
33% says their sharing
behavior increased (a lot)
since last year.
61%
46%
40%
35%
31%
30%
26%
21%
Information to share
Most trusted source are peers. Their experiences are key driver in consumer decision making. Consumers trust each other most. When people look for information on
products, companies or brands, they tend to look for information that is
coming from experiences other persons had. This experience can be
both positive (63%) and negative (53%).
Positive brand experiences have the highest impact on brand
perception and buying intention.
0% 25% 50% 75% 100%
Q : What exactly do you consult then about products, brands and/or companies? Consulting information about...
...positive experiences others had
...negative experiences others had
...the launch of a new product, brand,
or company
...feedback about products/services
others received from a company
...promotions others saw
...games and contests related to the
products, brands or companies
...online advertising others saw or
heard about
...advertising via traditional media (e.g.
tv, radio, magazine, etc.) others saw or
heard about
Europe regions Europe
What to consult
N Europe = 2876 / F = If consulting information
62% look for positive experiences others
had with a product, brand or company
62%
53%
45%
45%
40%
32%
28%
25%
Europe
West
North
East
South
0% 25% 50% 75% 100%
Q : When you consult information about products, brands and/or companies, does this information have an impact on your opinion about the product / brand / company? (top2%, 1-5)
Positive experiences others had
Feedback about products/services
others received from a company
The launch of a new product, brand,
or company
Promotions others saw
Negative experiences others had
Games and contests related to the
products, brands or companies
Online advertising others saw or
heard about
Advertising via traditional media (e.g.
tv, radio, magazine, etc.) others saw
or heard about
Europe regions Europe
Impact of consulting on brand perception
Positive experiences
are reported to have the
highest impact on
brand opinion
54%
32%
32%
28%
26%
21%
16%
15%
Europe
West
North
East
South
N Europe = 2876 / F = If consulting in general
0% 25% 50% 75% 100%
Q : When you consult information about products, brands and/or companies, does this information have an
impact on your intention to buy the product / brand / something of the company? (top2%, 1-5)
Positive experiences others had
Feedback about products/services
others received from a company
The launch of a new product, brand,
or company
Promotions others saw
Negative experiences others had
Games and contests related to the
products, brands or companies
Advertising via traditional media (e.g.
tv, radio, magazine, etc.) others saw
or heard about
Online advertising others saw or
heard about
Europe regions Europe
Impact of consulting on buying intention Positive experiences are also
reported to have the highest
impact on buying intention
N Europe = 2876 / F = If consulting in general
52%
32%
29%
25%
23%
19%
15%
14%
Europe
West
North
East
South
Q : You’ve indicated that you sometimes consult information about products, brands and/or companies. When doing this,
which social network sites do you use for consulting that information?
Vkontakte
MySpace
Hi5
Netlog
Badoo
Hyves
Orkut
QZone
Tagged
Ning
Habbo
Bebo
Friendster
74%
14%
13%
6%
5%
3%
3%
3%
2%
1%
1%
1%
1%
0%
0%
0%
0%
0% 25% 50% 75% 100%
Europe
West
North
East
South
Europe regions Europe
N Europe = 2876 / F = If consulting information
Facebook is the place to consult
information about products and
brands
Networks to consult
12% says the image
they have formed based on
real-life experiences is
(completely) different from
the image based on social
network pages
Q :Compared to the image I have formed based on real-life experiences, the image I have based on… (1 completely different – 5 completely the same)
13%
6%
13%
16%
13%
7%
23%
11%
5%
20%
5%
22%
26%
39%
33%
31%
24%
42%
25%
55%
51%
32%
Western Europe
Northern Europe
Eastern Europe
Southern Europe
Europe
United States
Brazil
Australia
China
India
Japan
10%
9%
13%
15%
12%
8%
24%
11%
4%
14%
6%
18%
21%
39%
31%
28%
27%
40%
28%
63%
46%
27%
11%
10%
13%
14%
12%
5%
23%
11%
6%
12%
9%
18%
20%
42%
34%
30%
25%
39%
27%
55%
55%
25%
...THE THINGS I SEE/READ ON THE
CORPORATE WEBSITE...
...THE THINGS I SEE/READ ON SOCIAL
NETWORK PAGES...
...THE THINGS I SEE/READ ON OTHER
WEBSITES/BLOGS/FORA...
■ 1,2… is (completely) different / ■ 4,5… is (completely) the same
N Europe = 5613 / F = If member of social network(s)
Image of online information
0% 25% 50% 75% 100%
A person from your contact list
A person that belongs to the network of
your contact person
Brand users
A company
An employee of a company
Brand fans
Q : How trustworthy do you find the information that is posted on social networks by each of the following sources? (%top2, 1-5)
60%
34%
27%
26%
20%
16%
Europe
Europe
West
North
East
South
Europe regions
N Europe = 5613 / F = If member of social network(s)
People trust each
other most
Trust in online information
Create opportunities for product feedback More than half of the European respondents in this survey are willing
to provide feedback while using a brand/product!
No matter what topic, the preferred channel to give feedback is e-mail,
or the company website.
People are willing to
Provide feedback while
using a brand/product! 61%
SOCIAL
NETWORKERS
52%
ALL
RESPONDENTS
Q : Which of the following channels would you like to use to give a company immediate feedback while using a brand/product?
N Europe = 4248 / F = (very) interested to give a company immediate feedback
Europe regions Europe
Website
Mobile phone
Online Social Media
Other Internet source (e.g. blog,
forum)
SMS
A face-to-face contact with a
representative of the brand /
product / company
Chat
Landline
A letter
A majority prefers e-mail to give a
company immediate feedback
80%
62%
28%
24%
24%
23%
21%
16%
14%
10%
0% 25% 50% 75% 100%
Europe
West
North
East
South
Preferred feedback channel
Social Network adoption, usage
and other key facts.
Connections on social networks:
People & brands.
The role of employees in making
companies more human.
Mobile internet, location based &
augmented reality.
Employees as brand ambassadors A majority is proud of the company they work for. There is
clearly potential to get more proud employees talk on social media.
On social media, people in Europe do not talk that much about the
company they work for. Talkability is limited to 19%. If they talk about
their job, people like to share information about new products or
services and announce company events.
19% talks about
their company on social
media. Employees are
clearly unused social
potential.
COMPANY PRIDE
TALK
AB
ILIT
Y
● People who are pride
of the company they are
working for and like to
talk about their job
/employer on social
media
low high
low
hig
h
There is potential for
getting proud employees
to talk on social media
36% 45%
3%16%
39% 45%
2%15%
28% 56%
2%15%
36% 43%
5% 16%
34% 45%
2%18%
Potential for brand ambassadors
N Europe = 2787 / F = If member of social network(s)
and active working person
63%
16%
67%
40%
62%
48%
75%
61%
40%
18%
62%
20%
Company pride (top2%)
Talkability (top2%)
61%
19%
Company pride and talkability
N Europe = 2787 / F = If member of social network(s) and active working person
0% 25% 50% 75% 100%
Q : What kind of information would you like to share about your job / employer on social media? I would like to...
50%
50%
37%
37%
37%
36%
21%
5%
10%
...share information on (new) products /
services
...announce events of my company
...share information on new campaigns
about (products / services of) my
employer
...share vacancies for a job
...tell stories about the company culture
...announce promotions
...share news about new hired employees
I have no idea
I do not like to share information about my
company
Europe
West
North
East
South
Europe regions Europe
N Europe = 2787 / F = If member of social network(s) and active working person, talking about heir job / employer on social media
New products / services
and events are most popular
items to share on social
media by employees
Information to share by employees
Majority employees is not allowed to use social media. Two thirds of the European social networkers have (limited) access to
social network sites at work. Within Europe, Northern Europe has the
highest level of access, Western Europe the lowest.
Current attitude of companies towards social media is quite formal and
does not feel very emotional. Given the fact that social networking is all
about relationships, it seems wise to have a more human approach on
social media.
Employees can contribute in these. More than a third is open to share
information about the company they work for among their contacts on
social networks, if that’s beneficial for the company.
N Europe = 2787 / F = If member of social network(s) and
active working person
One third of the European
social networkers are
blocked by their employer
to have access to social
network sites at work
44%
16%
41%
Wst
64%18%
18%
North
47%
20%
33%
Europe
Q : To what extent do you have access to social network sites at your work?
■ complete access
■ limited access
■ no access at all
22%
34% Would like to have
access (top2%, 1-5)
15% 48%
42%
48%
22%
30%
East
47%
21%
31%
South
Access to social media at work | Europe
50%
16%
35%
United States
45%
32%
23%
Brazil
26%
30%
44%
Australia
55%41%
4%
China
38%
30%
32%
Japan
47%
20%
33%
Europe
■ complete access
■ limited access
■ no access at all
34% Would like to have
access (top2%, 1-5)
N=35
N=66
N=56
49%
31%
20%
India N=104
N=1590
N=78
N=62
F = If member of social network(s) and active working person
Access to social media at work | Europe in perspective
60% would like to get help from employer
to share relevant content.
Company policy
25% has a written policy about social
media usage.
13% receives social media training.
4 out of 10 like their
employer’s attitude towards
social media…
… and more than a third
is open to share information
about the company they
work for.
Q : To what extent do you agree with each of these statements? (top2%, 1-5)
In my social network environment, I like to
make a clear distinction between my
professional (e.g. colleagues) and my
personal life (e.g. family)
I’m open to share information about the
company I work for among my contacts on
social networks, if that’s beneficial for my
company
I like to share information about my job
among my contacts on social networks
57%
36%
22%
0% 25% 50% 75% 100%
Europe
West
North
East
South
Europe regions Europe
N Europe = 2787 / F = If member of social network(s) and active working person
More than a third is open
to share information about
the company they work for.
Employee attitude
Social Network adoption, usage
and other key facts.
Connections on social networks:
People & brands.
The role of employees in making
companies more human.
Mobile internet, location based
& augmented reality.
Always on
Consumers are taking up mobile devices, especially in China and
India. This implies new ways to reach consumers, through simply more
display space, branded applications or even Location-based services.
In Europe, 38% is using a smartphone, either with or without internet /
data subscription. More than half is using their smartphone on a daily
basis for accessing the internet.
Nokia and Apple are most widely spread amongst smartphone users.
When it comes to mobile services, people expect brands to offer
content and convenience.
Europe: 476 million internet users
350 million on social networks
132 million using a smartphone
61%56%
62%55%
59%
29%
38%
26% 26% 28%
9% 8% 10%15%
11%
West North East South Europe
1 A regular mobile phone
2 A smartphone, with Internet / data subscription
3 A smartphone, without Internet / data subscription
4 A tablet PC, with Internet / data subscription
5 A tablet PC, without Internet / data subscription
6 None of the above
61%56%
62%55%
59%
29%
38%
26% 26% 28%
9% 8% 10%15%
11%
West North East South Europe
61%56%
62%55%
59%
29%
38%
26% 26% 28%
9% 8% 10%15%
11%
West North East South Europe
61%56%
62%55%
59%
29%
38%
26% 26% 28%
9% 8% 10%15%
11%
West North East South Europe
61%56%
62%55%
59%
29%
38%
26% 26% 28%
9% 8% 10%15%
11%
West North East South Europe
1 2 3 4 5 6
N Europe = 7446 / F = none
In Europe, 38% is using
a smartphone, either
with or without internet /
data subscription
Mobile devices | Europe
1 A regular mobile phone
2 A smartphone, with Internet / data subscription
3 A smartphone, without Internet / data subscription
4 A tablet PC, with Internet / data subscription
5 A tablet PC, without Internet / data subscription
6 None of the above
1 2 3 4 5 6
59% 57%
65% 64%
54%57%
73%
28%34%
15%
26%
41%38%
14%11%
4%
15%
5%10% 11%
2%6%
2%7%
3%
35%
16%
2%2% 1% 1% 0%4% 2% 3%5% 7% 8% 6%
2% 0%
13%
Europe United States Brazil Australia China India Japan
N Europe = 7446 / F = none
China and India outnumber
Europe and US on
smartphone usage
Mobile devices | Europe in perspective
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
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 Japan1 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
Growth markets for smartphones
are China, India and to a lesser
extent also Brazil.
Future intention
56%
59%
68%
77% 89%
44%
56%
Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)
Daily Internet access via smartphone
N Europe = 2178 / F = If smartphone with internet / data subscription
Nokia
Apple
Samsung
HTC
Sony Ericsson
BlackBerry
LG
Motorola
Palm
Other
28%
22%
15%
12%
8%
8%
3%
1%
0%
2%
2%
25%
14%
18%
0%
20%
8%
5%
7%
1%
14%
15%
5%
1%
2%
13%
8%
4%
10%
10%
29%
34%
14%
6%
4%
6%
1%
0%
0%
5%
58%
18%
5%
12%
2%
2%
0%
3%
0%
0%
54%
8%
9%
1%
15%
4%
0%
0%
0%
8%
0%
47%
13%
7%
10%
0%
0%
0%
0%
19%
N Europe = 2178 / F = If smartphone with internet / data subscription
Smartphone brands
0% 25% 50% 75% 100%
Q : Why don’t you have a smartphone?
Europe
West
North
East
South
Europe regions Europe
N Europe = 4474 / F = Non smartphone users
My current mobile phone is still working fine
I don't need a smartphone
It's too expensive
I don't see the benefit of using a smartphone
(yet)
I never thought of changing it
Because I think it's complicated to use
Only a few people in my direct environment
have a smartphone
For most non smartphone users
there is a lack of (perceived) need
39%
33%
29%
24%
9%
4%
3%
Smartphone barriers
0% 25% 50% 75% 100%
Q : To what extent are you interested in the following mobile services (even though these services might not exist or
might not be available on your current mobile device or even if you don’t have a mobile phone)? (top2% 1-5)
Europe
West
North
East
South
Europe regions Europe
N Europe = 7446 / F = None
58%
55%
50%
49%
48%
44%
40%
38%
18%
18%
People expect brands to offer
content and convenience.
Ability to consult relevant information on your location
(nearest restaurant, service station...) via your mobile
phone
Ability to make small payments e.g. parking meters,
vending machines, bus tickets... via SMS message
Receive a discount/coupon on your mobile phone
when you walk past a certain shop
Ability to do your banking via mobile phone a.o.
perform balance checks, make payments
Ability to use your mobile phone to operate certain
devices in your home from a distance (e.g. lighting,
heating, video...)
Ability to receive more detailed product information on
your mobile phone when looking at a product in a shop
Receive notifications when friends, family, colleagues
are in your neighbourhood
Ability to purchase products via your mobile phone
e.g. books, CDs, tickets to events...
Receive notifications when potential matches are
nearby (based on dating site profiles)
Seeing personalized advertising, more information or
promotions on a billboard when passing by with your
mobile phone
Western Europe
is less interested
in mobile
banking
Discounts on
the go are
especially
popular in East
and South
Interest in mobile services
Smartphones owners have a more intensive social media usage. Social media has definitely gone mobile. Social media sites can be
easily used through smartphones, which shows for example in a higher
daily log on by smartphone users.
Consumers have installed 25 apps on average, are using 12 apps and
they even have quite some branded apps installed (7 apps on
average). They use these apps for various purposes: contact,
convenience and entertainment. More than half is using apps for social
networking.
53%
36%
65%
56%
48%
38%
39%
42% 74%
56%
49%
35%
36%
Smartphones facilitate a
frequent log on to social
media
sig. diff (95%)
Smartphone users with or without internet / data subscription
Non smartphone users
53%
Daily log on to social media through smartphone
26,7
24,2
21,5
24,8 24,6
14,1 13,6
9,911,8 12,3
9,5
7,2 6,57,4 8,17,5 6,8
5,37,5 6,8
West North East South Europe
1 Average number of apps installed
2 Average used apps
3 Average paid apps
4 Average brand related apps
1 2 3 4
26,7
24,2
21,5
24,8 24,6
14,1 13,6
9,911,8 12,3
9,5
7,2 6,57,4 8,17,5 6,8
5,37,5 6,8
West North East South Europe
81%
19%
Europe
78%
22%
West
78%
22%
North
82%
18%
South
N Europe = 2178 / F = If smartphone with internet / data subscription
N Europe = 1774 / F = If apps installed on smartphone
Q : How many apps have you installed on your smartphone since you started using it?
Apps
installed
No apps
installed
86%
14%
East
>8/10 have apps installed on their
smartphone. On average 25.
The average number of apps
installed is 25, but only half of them
is actually used.
Apps
0% 25% 50% 75% 100%
Q : Do you use ‘apps’ for social networking? (%yes)
Q : Below you find a list of other kinds of ‘apps’. Which of the following ‘apps’ do you use?
Europe
West
North
East
South
Exceeding
countries Europe regions Europe
N Europe = 1774 / F = If apps installed on smartphone
Apps for navigation
Apps for weather forecasts
Apps for fun and games
Apps for music and / or videos
Apps for information gathering
Apps about travelling
Apps for managing money
Apps with information about places I visit
Apps for going out
Apps about food and drinks, cooking and
recipes
Apps for work/school
Apps about health
Apps for working out
Apps for remote control
Apps for mums & dads
Other apps
Type of apps
59%
68%
62%
61%
56%
52%
33%
33%
30%
28%
21%
17%
17%
13%
13%
4%
9%
Apps for social networking
People use various types of apps – for practical
purposes, entertainment as well as for
connecting with others
72% is consulting
Facebook, 22%Twitter
Smartphone users expect more conversations & collaboration with brands.
Social networkers who have a smartphone, more often follow brands
on social media. Marketers can expect more impact reaching social
networkers through smartphones, but mobile social networkers expect
more from companies and brands. They want to be more involved –
almost half is interested to co-create – and they expect companies and
brands to start conversations.
56% of connected
smartphone users follow
a brand on social media
69%
50%
86%
49%
56%
49%
78%
28% 78%
65%
65%
51%
55%
Smartphone users more often
follow brands on social media
than non users
sig. diff (95%)
N Europe = 5613 / F = If member of social network(s)
Using a smartphone with internet / data subscription
Smartphone
Base <30
Following brands on social media
% top2box , 1-5 Europe United States Brazil Australia China India Japan
Smartphone with internet / data
no yes no yes no Yes no yes no Yes no yes no yes
N 3805 1808 128 91 170 48 113 54 32 114 100 138 74 28
...announce events 56% 61% 60% 48% 58% 47% 50% 59% 50% 75% 44% 67% 47%
...offer promotions 57% 61% 57% 55% 69% 81% 53% 63% 70% 82% 54% 60% 28%
...offer product information 57% 60% 51% 50% 62% 72% 51% 49% 72% 84% 47% 61% 48%
...share ideas and provide updates on future
products, services, etc. 51% 57% 44% 50% 52% 66% 51% 49% 60% 83% 65% 70% 42%
...give feedback 50% 55% 51% 50% 59% 50% 45% 48% 68% 80% 58% 62% 29%
...give the ability to order / purchase products
/ services 48% 51% 40% 43% 53% 68% 42% 46% 61% 74% 49% 59% 27%
...surprise consumers 47% 50% 39% 34% 58% 65% 34% 44% 66% 83% 53% 59% 23%
...give exclusive content 42% 48% 36% 44% 50% 73% 41% 48% 54% 72% 47% 59% 39%
...give objective background information of
the company (facts and figures) 41% 48% 33% 30% 51% 49% 33% 37% 58% 82% 41% 58% 23%
...offer the ability to take part in game /
competitions 47% 47% 32% 39% 55% 72% 50% 46% 60% 75% 48% 52% 31%
...invite consumers to co-create products /
services 42% 47% 25% 31% 54% 63% 26% 40% 55% 77% 47% 40% 27%
...offer the possibility to directly interact with
people behind the brand 42% 47% 29% 36% 57% 49% 30% 39% 50% 83% 47% 55% 32%
...start conversations with consumers 42% 46% 28% 40% 51% 62% 27% 33% 66% 76% 52% 49% 39%
...bring entertainment 38% 38% 30% 36% 47% 55% 28% 43% 66% 73% 62% 64% 29%
...launch (advertising) campaigns 37% 37% 32% 34% 49% 56% 39% 48% 30% 69% 54% 58% 33%
...create brand groups of which consumers
can become a fan on social network pages 32% 36% 32% 36% 44% 39% 33% 39% 39% 77% 44% 59% 21%
...bring stories about the company culture 29% 34% 30% 33% 46% 37% 22% 35% 35% 74% 46% 44% 13%
...create virtual characters or advertising
icons 20% 20% 12% 23% 31% 33% 16% 23% 42% 60% 42% 51% 12%
Q : On social network sites brands should…
Connected smartphone user expect
more from brands on social media;
they want to be involved.
N Europe = 5613 / F = If member of social network(s)
Connected smartphone users and brand expectations
Smartphone users
would like companies
to start conversations
Location-based services
Location-Based Services refers to a broad range of services that are
based on information about the physical location of a user and/or
device.
Location-based services provide the user with information such as
"Where is the nearest ATM?" or they can be push-based and deliver
coupons or other marketing information to customers who are in a
specific geographical area.
Location-based services are a niche application at this point. Location-based services sound great: Companies can connect to
consumers who are checking into places with their mobile phones and
show their intention to buy, attend, travel, party, etcetera. This is real
relevant reach. However, the reach of location-based services (lbs) is
limited. Only 12% is currently using lbs, mainly Facebook Places,
Foursquare and Gowalla.
People are encouraged by social media to share information, but they
seem somewhat less enthusiastic to share their location. The issue is
mainly due to privacy and a lack of awareness.
Both users and non users expect brands and companies to offer local
discounts wherever they go, or advise on things to do /information
regarding the place they are.
14%4%
39%
42%
West
12%4%
43%
41%
North
8%5%
38%
49%
East
11%3%
36%
50%
South
12%4%
38%
46%
Europe
N Europe = 2178 / F = If smartphone with internet / data subscription
■ 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
Almost half has never
heard about location-based
services.
12% is using location-based
services.
Awareness and usage of LBS | Europe
23%
3%
26%
48%
Japan
6%1%
31%
62%
India
11%4%
26%59%
Australia
8%6%
31%55%
Brazil
16%3%
45%
36%
United States
■ 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
N Europe = 2178 / F = If smartphone with internet / data subscription
12%4%
38%
46%
Europe
N=45
N=77
N=164
N=2972
N=92
N=111
23% (Aware of LBS, but currently not using):
Intention to use (top2%, 1-5)
21%
9%
43%
27%
China N=163
Awareness and usage of LBS | Europe in perspective
44%
82%
92%
93%
94%
98%
98%
98%
98%
100%
48%
14%
7%
6%
6%
8%
4%
Q : Below you see a list of location based networks. Which of these location based networks do you know, even if only by name?
Q : And which of these location based networks do you currently use?
■ unaware of LBS network
■ aware, but not using
■ using
N Europe = 1232 / F = smartphone with internet / data subscription, aware of LBS in general
Europe
Facebook Places is the
best known location
based network and is
used by 8%
LBS networks
0% 25% 50% 75% 100%
N Europe = 232 / F = smartphone with internet .., current users of LBS
Q : Why do you use LBS?
My phone has the ability
I'm an innovative person that tries
everything that's new
It's fun
I want to track where I've been
I want to track my most favorite places
My friends use it
I want to meet new people
I get promotions and other rewards of
brands/companies
Europe Europe regions
Europe
West
North
East
South
There is no clear driver of lbs. people use it just
because their phone has the ability.
53%
42%
37%
28%
28%
23%
18%
12%
LBS Drivers
N West: 92 / North: 52 / East: 41 / South: 47
63%
63%
60%
53%
43%
40%
35%
23%
19%
49%
48%
50%
43%
34%
30%
26%
16%
15%
Q : Brands and companies are using LBS to connect with people like you and me. What are your expectations towards those brands and companies about their actions via LBS?
When a user of LBS ‘checks in’ to a certain location, brands and companies should…
...offer the user local promotions
...advise the user on things to do at that location
...provide the user with background information of
that location
...provide the user with Internet addresses to find
out more about that location
...provide the user with addresses of similar
locations
...surprise the user on that location in real life
...communicate how the user can earn points for a
location-based game
...start an online conversation with the user
...send the user advertisements
■ LBS users N=232
■ Non LBS users N=1000
Europe / F = If smartphone with internet / data subscription
Europe
When checking in to a
certain location, people
would like to receive local
promotions or information
LBS users and brand expectations
54%
43%
33%
31%
20%
12%
11%
Q : When using LBS, what do you do exactly?
Q : Where do you ‘check in’ via these LBS?
N Europe = 232 / F = smartphone with internet / data subscription, current users of LBS
Look up information on that location
Check in' to that location
Upload pictures taken on that
location
Post a comment concerning that
location
Give a rating of that location on
review sites
Ask a question to my network about
that location
Upload movies made on that
location
Restaurants & bars
Events (e.g. festival, concert, etc.)
Entertainment places (e.g. movie
theatre...)
Shops (e.g. food store, multimedia
store, etc.)
Home
Work / School
Europe Europe
20% of LBS users check in daily
The majority of places
where people check in
are branded places:
restaurants & bars,
events, entertainment
places or shops
The majority of people
using Location-based
services are looking
for information about
that location
58%
50%
46%
37%
29%
24%
LBS Check-in
ACTIONS CHECK-IN LOCATIONS
Q : Brands and companies are using LBS to connect with people like you and me. What are your expectations towards those brands and companies about their actions via LBS?
When a user of LBS ‘checks in’ to a certain location, brands and companies should…
...triggers users to look for more information on a
certain location
...makes me feel like being watched by Big Brother
constantly
...triggers users to share their thoughts of the
moment immediately
...triggers people to buy certain products or services
...is just a hype
60%
31%
42%
36%
21%
38%
58%
36%
39%
33%
■ LBS users
N=232
■ Non LBS users
N=1000
Europe / F = If smartphone with internet / data subscription
Europe
Attitude towards LBS
0% 25% 50% 75% 100%
N Europe = 680 / F = smartphone with internet / data subscription, aware but non users of LBS
Q : Why don’t you use LBS?
For privacy concerns
I'm not interested because I don't care
I'm not interested as I don't know how I can
benefit from using LBS
Using LBS is not beneficial yet
Using LBS is for a niche audience
My phone is not able to run the LBS
Europe Europe regions
Europe
West
North
East
South
Privacy concerns are a key factor for
not using LBS
37%
32%
23%
17%
6%
6%
LBS barriers
N Europe = 88 / F = smartphone with internet / data subscription, used LBS in the past but not anymore
Q : Why don’t you use LBS anymore?
For privacy concerns
It's nothing for me
Using LBS is not beneficial yet
None of my social network contacts is using it
Using LBS is for a niche audience
I have a new phone that is not able to run the
LBS
Europe
Privacy concerns are an important
reason for stop using LBS.
37%
32%
29%
21%
16%
6%
Reasons to stop using LBS
Augmented reality Augmented reality refers to a three-dimensional online world. It
provides the user with a live view of the real-life environment,
mixed with virtual computer-generated content.
Using your mobile phone, you can ‘scan’ the real living
environment, looking for information (text, pictures, videos, etc.)
on every person/object you ‘scan’.
4%3%
27%
66%
Europe
1 I’m a current user of augmented reality
2 I’ve used augmented reality in the past,
but am not using it
3 I know what augmented reality is, but I’ve
never used it
4 I have never heard of augmented reality
1 2
3
4
4%3%
27%
66%
West
3%4%
20%
74%
North
3%4%
26%
67%
East
4% 3%
29%
63%
South
Unaided awareness
33%
72%
34%
70%
27%
64%
36%
79%
34%
72% Aided awareness
N Europe = 2178 / F = If smartphone with internet / data subscription
Augmented reality | Europe
1 I’m a current user of augmented reality
2 I’ve used augmented reality in the past,
but am not using it
3 I know what augmented reality is, but I’ve
never used it
4 I have never heard of augmented reality
6%3%
27%
63%
United States
7% 7%
29%57%
Brazil
2%20%
78%
Australia
13%6%
36%
45%
China
1%6%
19%
74%
India
12%8%
38%
42%
Japan
4%3%
27%
66%
Europe1 2
3
4
34%
72%
Unaided
Aided
36%
62%
43%
99%
22%
59%
55%
74%
26%
72%
58%
77%
Awareness:
Augmented reality | Europe in perspective
N Europe = 2178 / F = If smartphone with internet / data subscription
Methodology
Survey
Respondents were invited via e-mail to participate in an online survey
Sample
35 countries were included in the sample: Austria, Belgium, Bulgaria, Croatia, Czech Republic,
Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Luxembourg, The
Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain,
Sweden, Switzerland, Turkey, Ukraine, United Kingdom, USA, Japan, India, China, Australia,
Brazil
Average sample size for countries = 258
Total sample size = 9027
Quantitative research
Online research on online panels
Representative for internet populations on gender, age and e-commerce
Q2 2011
Additional weighting had been applied based upon online country populations, in order to obtain a
representative sample
Bases mentioned in the report are unweighted counts
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