Tagged - mapping up romanian segments of social networks users

Tagged!
Mapping up Romanian segments of social networks users
Date: October, 2010

2
Methodology

Research method
Quantitative survey

Target population
Men and women, aged 15-55, from urban cities larger than 50,000 inhabitants, users of online social
networks

Data collection technique
Computer assisted web interviews, using a semi-structured interview
Invitations were sent randomly to Daedalus New Media Research panel

Sample size
528 interviews

Fieldwork
Data collection was performed between 13 and 26 August

BRANDS & ADS IN THE SOCIAL NETWORKS
ENVIRONMENT

Key points (I)

• On average, social network users connect with 2 different pages (other than their
friends, relatives, etc.), users of Twitter being most dynamic in this sense, having
3 connections;

• A third of the social networks users in Romania are having a brand or a company
in their list of contacts;

• Brands outrank singers/bands, cities/countries or movies as pages users prefer to
connect with;

• Those using Facebook,Twitter or LinkedIn get connected to brands or
companies significantly more than the average does;

• The users of Twitter are connected to politicians or famous bloggers
significantly more than the average is;

Key points (II)

• The regular social network user follows 2 brands on average, the users of Twitter,
LinkedIn and Facebook having significantly more brands they go after;

• 6 out of 10 brands the users follow, are in the his/her list as “friend” or
“followee”, while the rest are looked after on pages the brands have on social
networks;

• The social network space is already a “hot-spot” for the presence of the brands,
a fact confirmed by users: half of them saying they have been approached by
brands in the virtual space;

• Users of Facebook and those of LinkedIn that received invitations from brands
are significantly more than the average;

Types of Pages Users are Connected
with on Social Networks »

Total
N=528

%

Brand or company 32.6
Singer/ band 30.5
Cities/ countries 26.5
Movie 23.7
Actor/ actress 21.2
Electronic game 16.3
Politician 12.5
Famous bloggers 10.4

Sports team (football, basket, handball etc.) 9.8

Sportsman/ sportswoman 7.6
Others
5.9
None of these
36.2

* Respondents who currently use a certain social network

Q18. Select from the list bellow the type of web pages you are linked (you are a „fan”, „friend”, „follower”, you have at „like”) on …
[INSERT THE NETWORK FROM Q6]?

Types of Pages Users are Connected
with on Social Networks »

Total
N=528
N*=414 N*=293 N*=113
% % % %

Brand or company 32.6 36.2  32.4 30.1
Singer/ band 30.5 34.5  28.3 20.4 
Cities/ countries 26.5 30.7  24.2 22.1
Movie 23.7 26.8  22.9 18.6
Actor/ actress 21.2 25.4  19.5 16.8
Electronic game 16.3 17.9 16.4 16.8
Politician 12.5 13.8 9.9 12.4
Famous bloggers 10.4 11.6 8.2 8.0

Sports team (football, basket, handball etc.) 9.8 9.2 11.3 12.4

Sportsman/ sportswoman 7.6 8.2 7.8 6.2
Others 5.9 6.8 6.1 5.3
None of these 36.2 41.6
30.7 41.0 


Significantly higher/lower towards Total (level of confidence 95%)

» Types of Pages Users are
Connected with on Social Networks

Total
N=528 N*=60 N*=143 N*=100

% % % %

Brand or company 32.6 46.7  37.8 42.0 
Singer/ band 30.5 50.0  24.5 31.0
Cities/ countries 26.5 33.3 28.7 34.0
Movie 23.7 28.3 21.7 23.0
Actor/ actress 21.2 33.3  17.5 19.0
Electronic game 16.3 21.7 21.0 10.0
Politician 12.5 23.3  15.4 15.0
Famous bloggers 10.4 25.0  9.8 21.0 

Sports team (football, basket, handball etc.) 9.8 20.0  11.9 9.0

Sportsman/ sportswoman 7.6 13.3 9.8 11.0
Others 5.9 16.7  2.1  10.0
None of these 36.2 18.3  42.0 39.0


Relationship with Brands on
Social Networks »

Total
N=528 N*=414 N*=293 N*=113 N*=60 N*=143 N*=100
% % % % % % %

Average** 2.17 2.56  1.99 1.47 4.60  2.17 3.10

Type of Relationship Share

% o f m e ntio ns

Br a nd s tha t I
36.7 35.5 39.5 31.9 37.1 31.9
a cce ss the ir we b 40.6
pa ge s

Br a nd with which I
a m : „fr ie nd ”, 63.3 64.5 68.1 62.9 68.1
60.5 59.4
„fo llo we r ”, „fa n” o r
I ha v e a s „lik e ”

*Respondents who currently use a certain social network
**Average = number of brands followed up on social networks
Q19. What brand or companies do you follow up on online social networks? Think of all companies or brands you are „fan”, „friend”,
„follower”, do you have as „like”, but also those you access their web pages from social network only from time to time./ Q20. N o t e h o w
many of these are in each of the 2 categories

» Relationship with Brands on
Social Networks

Friend
request Total
from a
brand or N=528 N*=414 N*=293 N*=113 N*=60 N*=143 N*=100
company
% % % % % % %

Yes 50.2 55.1 50.9 52.2 55.0 53.1 62.0

No 49.8 44.9 49.1 47.8 45.0 46.9 38.0

Q21. Did a company or brand send you a friend request on a social network?


The categories users are connected
with on Social Networks – Top 10»

Total
N*=168 N*=33
N*=146 N*=93
% % % %

Newspapers/ Magazines/ TV Channels 50.6 50.0 48.4 42.4

Cosmetics products/ Personal care 40.5 38.4 41.9 45.5

IT 40.5 41.8 48.4  48.5

Telecom 39.3 41.1 45.2 48.5

Tourism agencies, airline companies 35.7 37.7 32.3 33.3

Electronics / Appliances 30.4 28.8 39.8  39.4

Restaurants/ Bars/ Clubs 30.4 32.9 30.1 27.3

Auto 27.4 26.0 30.1 36.4

Event organizers sites 26.2 28.8 25.8 27.3

Supermarkets/ Hypermarkets 23.8 22.6 19.4 30.3
*Respondents who currently use a certain social network and follow up at least one brand or company on online social networks

Q22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visit
belongs to, no matter if you have them in your contacts list, or as „like” or you simply visit the page?

» The categories users are connected
with on Social Networks – Top 10

Total
N*=168 N*=28 N*=54 N*=41
% % % %



IT 40.5 71.4 46.3 46.3

Telecom 39.3 64.3 51.9  56.1 

Tourism agencies, airline companies 35.7 42.9 40.7 39.0

Electronics / Appliances 30.4 46.4 42.6  34.1

Restaurants/ Bars/ Clubs 30.4 32.1 27.8 36.6

Auto 27.4 25.0 35.2 19.5


Supermarkets/ Hypermarkets 23.8 28.6 31.5 17.1

belongs to, no matter if you have them in your contacts list, or as „like” or you simply visit the page?

The Categories Users Want to be
Connected with on Social Networks –Top 10 »

Total
N*=528 N*=113
N*=414 N*=293
% % % %

Telecom 40.7 39.6 43.0 46.0

IT 40.5 40.3 42.7 50.4 

Tourism agencies, airline companies 40.0 41.1 39.9 50.4 

Electronics / Appliances 38.6 38.2 41.3 50.4 



Supermarkets/ Hypermarkets 31.6 33.1 31.4 40.7 

Restaurants/ Bars/ Clubs 31.3 33.8 30.7 34.5

Auto 29.9 28.7 31.4 40.7 

Q23. Which of the following category of products and services, available on the Romanian market, you would like to find on the social
network pages that you usually visit?

» The Categories Users Want to be
Connected with on Social Networks – Top 10

Total
N*=528 N*=60 N*=143 N*=100
% % % %

Telecom
40.7 41.7 47.6 40.0

IT 40.5 58.3 49.0  48.0

Tourism agencies, airline companies
40.0 51.7 46.9 41.0

Electronics / Appliances
38.6 40.0 48.3  37.0

Cosmetics products/ Personal care
33.5 33.3 35.7 29.0

Event organizers sites
32.8 46.7 33.6 33.0

Supermarkets/ Hypermarkets
31.6 36.7 35.0 29.0

Restaurants/ Bars/ Clubs
31.3 36.7 41.3  39.0

Auto
29.9 28.3 35.7 25.0

Q23. Which of the following category of products and services, available on the Romanian market, you would like to find on the social
network pages that you usually visit?

Key points (III)

• The most active users with respect to brands, have in their list brands from 5
different consumer categories, most appealing being: Media, Cosmetics or
Personal Care, IT or Telecom;

• Users of HI5 are connected to brands from IT or Electronics/Appliances significantly
more than the average,while those of Neogen are connected more to Telecoms
and Electronics/Appliances;

• Categories that are having the greatest potential in sourcing consumers from the
social networks are: Electronics/Appliances, Hypermarkets/Supermarkets and Event
Organizers;

Key points (IV)

• Users are following the brands to look for promotions, search info about existing
or new products with no less than 6 out of 10 users saying this;

• Only 20% of the users are following the brands online to make comments about
the products and only 10% to comment on its commercials;

• Users of professional sites like LinkedIn are more likely to make comments about
products or commercials but also to make recommendations of products or
services;

• More than half of comments the users of social networks are making on brand’s
pages are positive and only 2 in 10 comments made are negative;

• 50% of the users that have visited a brand’s page on social networks are satisfied
with the content they find on the pages and 62% of them find the content
believable;

Consumer Goods or Services with
Potential on Social Networks

Categories Now Categories Would Like
Followed Up to Follow up
∆**
N*=168 N=528

% %

Newspapers/ Magazines/ TV Channels 50.6 44.7 -5.9

IT 40.5 40.5 0.0

Cosmetics products/ Personal care 40.5 33.5 -7.0

Telecom 39.3 40.7 1.4

Tourism agencies, airline companies 35.7 40.0 4.3

Restaurants/ Bars/ Clubs 30.4 31.3 0.9

Electronics / Appliances 30.4 38.6 8.2

Auto 27.4 29.9 2.5

Event organizers sites 26.2 32.8 6.6

Supermarkets/ Hypermarkets 23.8 31.6 7.8
∆**=Already - Would
belongs to, no matter if you have them in your contacts list, or as „like” or you simply visit the page?/ Q23. Which of the following
category of products and services, available on the Romanian market, you would like to find on the social network pages that you usually
visit?

Reasons for Following Brands »

Total
N=528
N*=414 N*=293 N*=113
% % % %

To search information about promotions 68.6 68.8 71.0 73.5
To search information about new products
67.6 67.9 67.6 74.3
To search information about the existing
products 65.5 66.2 67.2 71.7
To know more about how they are made/
what the brand's products contain 42.4 42.8 42.3 46.9
To search information on job vacancies 38.8 36.5 37.5 50.4 
To recommend a product or service 21.4 22.2 21.2 24.8
To make comments on products 15.5 16.9 14.7 15.0
To make comments on price changes of
the products 11.0 12.1 11.3 14.2

To make comments on commercials 10.0 11.1 9.2 10.6
Something else 1.7 1.9 2.0 1.8
I have never visited the web page of a
brand from a social network 12.7 12.6 10.9 8.0

Q24. Select, please, which are the reasons that make you follow up a brand or a company on its social networks pages? Choose the
reasons, no matter if you have them in your contacts list, or as „like” or you simply visit the page.


» Reasons for Following Brands

Total
N=528 N*=100
N*=60 N*=143
% % % %

To search information about promotions 68.6 68.3 79.0  68.0
To search information about new
products
67.6 71.7 74.8  67.0
To search information about the existing
products 65.5 73.3 69.9 65.0
To know more about how they are
made/ what the brand's products contain 42.4 50.0 49.0 46.0

To search information on job vacancies 38.8 53.3  56.6  42.0

To recommend a product or service 21.4 30.0 31.5  33.0 
To make comments on products 15.5 23.3 19.6 23.0 
To make comments on price changes of 11.0 16.7 18.2  16.0
the products
To make comments on commercials 10.0 18.3 11.9 17.0 

Something else 1.7 3.3 3.5 1.0
I have never visited the web page of a
brand from a social network 12.7 6.7 7.0  11.0

Q24. Select, please, which are the reasons that make you follow up a brand or a company on its social networks pages? Choose the
reasons, no matter if you have them in your contacts list, or as „like” or you simply visit the page.


Share of Comments Type

Neutral
25%

25%
Pie 1,
55% 55%

20%
Negative
20%

N*=42

Negative Neutral Positive

*Respondents who currently use a certain social network and make comments on the brand’s page on social networks

Q25. If you think of the last 10 comments that you have made on the brand’s web page from social networks, how many of these were
positive, negative and how many were neutral?

Satisfaction with Page Content

% T2B** Mean***

Total N*=439
4.6 47.7
42.4 45.8 4.3 3.42
3.0

N*=55 3.6 38.2 49.1 7.3 56.4 3.55
1.8
2.9 3.53
N*=103 43.7 47.6 5.8 53.4
0.0
N*=130 5.4 36.9 54.6  3.1 57.7 3.50

N*=253 4.7 39.5 48.2 5.5 53.7 3.48
2.0
N*=344 5.2 40.7 46.2 4.7 50.9 3.42

4.7 3.5 3.38
N*=86 44.2 44.2 47.7
3.5
Very Unsatisfied Unsatisfied Neither Satisfied, Satisfied Very Satisfied
nor Unsatisfied

*Respondents who currently use a certain social network and visit the brand’s page on social networks
**T2B= Satisfied + Very Satisfied
***Mean = 1. Very Unsatisfied….5. Very Satisfied
Q26. Considering the content of brand’s web pages, information and all sorts of things that you can find there, how satisfied are you with
these pages?

The extent to which the page content is
believable

% T2B** Mean***

Total N*=439
1.4 61.9
6.2 30.5 54.4 7.5 3.61

N*=125
1.6 74.4
19.2  66.4  8.0 3.74
4.8
1.0
N*=99 26.3 61.6 7.1 68.7 3.70
4.0
1.2
N*=250 26.4  56.0 10.0 66.0 3.67
6.4
1.4
N*=345 4.6 32.2 53.9 7.8 61.7 3.62

3.8
N*=53 28.3 54.7 7.5 62.2 3.57
5.7
2.4
N*=84 7.1 28.6 56.0 6.0 62.0 3.56

Totally Disagree Disagree Neither Agree, nor Agree Totally Agree
Disagree

*Respondents who currently use a certain social network and visit the brand’s page on social networks
**T2B= Agree + Totally Agree
***Mean = 1. Totally Disagree….5. Totally Agree
Q27. Please tell me to what extent do you agree or disagree with the fact that information from the brand’s web pages on the social
networks is credible?

Key points (V)

• Online advertising is widely acknowledged, 7 out of 10 users of online social
networks have seen commercials on at least one social networks they have
visited;

• The advertising brands have on the social networks is perceived as being
informative, depicting them as modern, and triggering consumers’ curiosity
towards the products;

Advertising Awareness on
Social Network Pages

Total
N=528
N*=414 N*=293 N*=113 N*=60 N*=143 N*=100
% % % % % % %

20.0
26.3 25.6 27.3 28.3 27.3 26.0

No

80.0
73.7 74.4 72.7 71.7 72.7 74.0

Yes


Q28. Have you seen any advert (pop-up, banners, wallpaper, etc.) on one of the social networks web pages that you visited last month?


Advertising Channels Perception

N=528
Newspapers/ Social Networks
TV Internet
Magazines Web Pages

% % % %

they draw my attention 58.5 21.6 50.8 29.4
they make me curious to know more about
products 43.2 23.7 47.3 27.8

they make me buy the product 31.1 12.9 27.3 11.7

they assure me that is a good brand 25.9 15.5 27.3 15.7

they are funny 64.2 18.2 42.8 22.7

they are exciting 50.2 10.4 32.4 15.9
they offer me enough information about the
product 22.0 18.2 49.2 20.3

they are credible 29.5 16.7 30.5 15.9

they are inspired, generally speaking 56.3 21.6 40.3 20.5
they say about the brand that is modern, and in
line with the new technological trends
45.5 21.6 52.3 30.3

Q 29. Bellow, there is a list of statements about adverts. Select, for each statement, which are the communication channels that fit best?
A statement can fit with one channel, more or none.

Deviation from expected scores

N=528
Newspapers/ Social Networks
TV Internet
Magazines Web Pages

... they draw my attention
5.0 -4.0 0.0 0.0
....they make me curious to know more about
products -6.0 2.0 1.0 2.0

... they make me buy the product 1.0 2.0 -1.0 -2.0

... they assure me that is a good brand -6.0 3.0 -2.0 2.0

... they are funny 15.0 -4.0 -4.0 -3.0

.... they are exciting 14.0 -4.0 -2.0 -1.0
.... they offer me enough information about -
2.0 13.0 2.0
the product 17.0
-5.0 3.0 -2.0 0.0
... they are credible
9.0 1.0 -5.0 -4.0
....they are inspired, generally speaking
....they say about the brand that is modern, -5.0 -2.0 4.0 3.0
and in line with the new technological trends


Advertising channels mapping

Online, brands must
.... they are exciting
be always updated:
.... they offer me enough information about the product
information and
product wise;
different pages from the Internet
0.2

....they say about the brand that is modern,
... they draw my attention
and in line with the new technological trends
... they are funny
TV is still the main
channel of 0
TV
Pages from online social networks
Social Networks
communication, especially
on the activation phase of
... they make me buy the product
campaigns; ....they make me curious to know more about products

-0.2

....they are inspired, generally speaking
... they are credible

... they assure me that is a good brand
-0.4

newspapers/printed magazines
Printed media is
more suitable for
-0.5 0 established brands
0.5

or for validation;


Thank you!

• This study was conducted by Daedalus Consulting and Daedalus
New Media Research and with the help of Cristian Manafu;

• For further information on the insights contained within this report and
the research that it is based on, you may contact:

Mădălin Vladu Tel.:+40213179731
Senior Client Service Fax:+40213180040
Email:madalin.vladu@daedalusmb.ro www.daedalusmb.ro

Tagged - mapping up romanian segments of social networks users

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Tagged - mapping up romanian segments of social networks users