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Transcript of Socialmediaaroundtheworld2011 110914000406-phpapp01 (1)
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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 BelleghemManaging partner InSites [email protected]
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
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
wH
igh
Inte
nti
on
to
In
crea
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 onsocial 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:
[email protected] 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.
7 billion People in the world
Based on the data from participating countries, we make the following assumption.
>1 billion
Social network users
2 billion
internet users in the world
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.
In Europe, 50% is member of only 1 social network, mostly Facebook.
■ 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
aver
age
N Europe = 5613 / F = If member of social network(s)
# of networks one is a member of
■ 50+■ 11-50■ 1 - 10
aver
age
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 size133 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
aver
age
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.
AwarenessFacebook 96%Twitter 80%MySpace 70%
Top 3 networks In Europe
MembershipFacebook 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.
EuropeWestNorthEastSouth
Europe Europe regionsExceeding 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 Facebook
Europe Europe versus reference countries
EuropeUSABrazilAustraliaChinaIndiaJapan
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
EuropeWestNorthEastSouth
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%
EuropeUSABrazilAustraliaChinaIndiaJapan
Europe Europe versus reference countries
Network membership | Europe in perspective
No Stopping!
93%
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
60%No Expanding!
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
EuropeWestNorthEastSouth
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
wH
igh
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
EuropeWestNorthEastSouth
Members of LinkedIn, Twitter and Facebook are most likely to increase their usage
Future usage
MySpace
Hyves
Hi5
Orkut Ning
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
wH
igh
Incr
ease
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
EuropeWestNorthEastSouth
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
EuropeUnited 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.
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
EuropeWestNorthEastSouth
Europe regionsEurope
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?
EuropeWestNorthEastSouth
Europe regionsEurope
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
EuropeWestNorthEastSouth
Europe regionsEurope
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
wH
igh
Def
rien
din
g
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 average2.0 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
EuropeWestNorthEastSouth
Europe regionsEurope
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 regionsEurope
N Europe = 5613 / F = If member of social network(s)
17%
15%
15%
13%
13%
10%
9%
8%
0% 25% 50% 75% 100%
EuropeWestNorthEastSouth
Company actions on social media
42% already had a conversation with a brand through social media.
44%
Customers want to be involved with companies. Bring them in the boardroom to improve the relationship.
CO-CREATION
44%CONVERSATIONS
33%BRAND FAN
43%DIRECT INTERACTION
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%
EuropeWestNorthEastSouth
Europe regionsEurope
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
ES
HA
RE
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
EuropeWestNorthEastSouth
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
EuropeWestNorthEastSouth
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
People prefer to share positive brand experiences on social media
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
EuropeWestNorthEastSouth
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 regionsEurope
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%
EuropeWestNorthEastSouth
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 regionsEurope
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%
EuropeWestNorthEastSouth
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 regionsEurope
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%
EuropeWestNorthEastSouth
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%
EuropeWestNorthEastSouth
Europe regionsEurope
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
EuropeWestNorthEastSouth
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 regionsEurope
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%
EuropeWestNorthEastSouth
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.
61% of employed
social networkers is proud of the company they work for
19% talks about
their company on socialmedia. Employees areclearly unused social potential.
COMPANY PRIDE
TALK
ABIL
ITY
● 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
high
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
EuropeWestNorthEastSouth
Europe regionsEurope
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%
North47%
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%
Japan47%
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%
EuropeWestNorthEastSouth
Europe regionsEurope
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 users350 million on social networks132 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 Europe61%
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?
EuropeWestNorthEastSouth
Europe regionsEurope
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)
EuropeWestNorthEastSouth
Europe regionsEurope
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
26,724,2
21,5
24,8 24,6
14,1 13,6
9,911,8 12,3
9,57,2 6,5 7,4 8,17,5 6,8
5,37,5 6,8
West North East South Europe
1 Average number of apps installed2 Average used apps3 Average paid apps4 Average brand related apps
1 2 3 4
26,724,2
21,5
24,8 24,6
14,1 13,6
9,911,8 12,3
9,57,2 6,5 7,4 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?
EuropeWestNorthEastSouth
Exceeding countries
Europe regionsEurope
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.
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
SmartphoneBase <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 nicheapplication 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.
12% of smartphone
users makes use of location-based services
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
EuropeWestNorthEastSouth
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
local promotions
local
backg
roun
d
informati
o
n
local
thing
s to
do
People expect…from location-basedservices
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
37% is not using
location-based servicesbecause of privacy concerns
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
EuropeWestNorthEastSouth
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
SurveyRespondents were invited via e-mail to participate in an online survey
Sample35 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, BrazilAverage sample size for countries = 258Total sample size = 9027
Quantitative researchOnline research on online panelsRepresentative for internet populations on gender, age and e-commerceQ2 2011Additional weighting had been applied based upon online country populations, in order to obtain a representative sampleBases mentioned in the report are unweighted counts
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