Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
1
What to expect from this
presentation?
20 eye-catching facts about social
media around the world.

>1.000 facts & figures ...
For questions, feedback and remarks,
please contact:

Prof. Steven Van Belleghem
Managing partner InSites Consulting
Steve...
Studied countries




9027 consumers (age 15+) across 35 countries, representative for the online population
within countr...
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 Indi...
Average Facebook session lasts
37 minutes, Twitter 23 minutes.
More than 400 million people use
Facebook daily.




      ...
There is a big
Twitter paradox:
80% is aware
of Twitter, only 16%
is using it.




                       8
Vkontakte is big
in Eastern Europe:
55% awareness,
39% penetration.




                     9
Difficult for new social networks to succeed.
60% does not want any new social networks.
93% is happy with what they have ...
40%                                                     EUROPE
                                                         Li...
People connect
online with their
offline friends.
People love to
connect to people.




                     12
>50% of social
network users
are connected
to brands.




                 13
Offline brand
experiences are
the main online
conversation
starters.




                  14
People become a fan on
Facebook because they
like the product, not
because of advertising.



                          15
36% posted content
about a brand on
social networks.



                     16
Consumers want to be
in the boardroom. 44%
is asking to take part in
co-creation of products
& advertising.




          ...
Positive experiences
are bigger conversation
starters than negative
experiences. People like
positive stuff.




         ...
Consumers prefer e-mail
over social networks to
ask questions to brands.




                           19
2 out of 3 employees
is proud about their
employer, but only 19%
shares stories on
social media: unused
conversation poten...
38% of internet users
has a smart phone.
They are more intensive
users of social networks
than people without a
smartphone...
On average, people
install 25 apps on their
smartphone, but only
use 12. Most used apps
are social network apps.




     ...
12% of smartphone
owners is using location
based services.




                           23
4% of smartphone
users are familiar with
augmented reality.




                          24
12% use LBS




              25
20% of location-based
users checks in daily
Next part of the presentation is a document
full with stats about social media.

Feel free to use them and share them.

We...
Social Network adoption, usage
      and other key facts.

Connections on social networks:
      People & brands.

The rol...
98% of Europeans are aware of Social Media.
73% of Europeans are member of at least 1
social netwerk.

Awareness and usage...
Based on the data from participating countries,
we make the following assumption.
Awareness, penetration, average
number of networks


  Aware of at least one network         98%
  Member of at least one ...
Awareness, penetration, average
number of networks


                             Aware of at least one network    98%
   ...
In Europe, 50%
is member of
only 1 social
network, mostly
Facebook.
# of networks one is a member of
       average




                  1,8        1,5           1,9           2,2       1,9...
Network size                                                                                                   133 Faceboo...
>600 million
people use
social networks
at least daily
58% of
Facebook
users
log-in at least
Daily (>400M)
Daily log on to social media



                                                       60%




            63%

          ...
Network log on frequency
 Q : You are a member of the following social network sites. How often do you log into these site...
37 minutes is
the average time
members spend
each time they log
in to Facebook
Connection time
                                                                                                          ...
Facebook rules the social media space, but is
having a hard time in China & Japan.

Facebook rules, at least in Europe, US...
Awareness

Top 3 networks
                 Facebook            96%
                 Twitter             80%
In Europe     ...
Facebook, Twitter and Linkedin are reaching the
mass market. Smaller/ newer social networks are
facing a challenge…
Top 3 networks by membership

                         62%
                           96%
                 16%
           ...
Top 3 networks by membership



                                                     62%
                                 ...
Network awareness | Europe                                                        In Europe, Facebook, Twitter and
       ...
In China, awareness
Network awareness | Europe in perspective                                                             ...
Network membership | Europe                                                          Facebook has the highest usage
      ...
Network membership | Europe in perspective
Q : To what extent do you use the following social network sites?



          ...
Current social networkers
            have no intention to stop
            their membership nor do
            they feel ...
Intention to stop
Q : Which of the following social networks, of which you are a member, will you stop using?



         ...
Intention to stop versus penetration
         25%                                                                     EURO...
Future usage
Q : Below you can see all the social network sites that you are currently a member of. How will your usage of...
Future usage versus network penetration

              40%                                                                ...
Future membership
Q : Below you see all the social network sites that you know but that you are not a member of. Please in...
We gave you a lot of facts,
to capture the key points,
we summarized the key data
in a few overview slides.
Top networks in Europe
                                                                                             9%    ...
Member profile                 Women typically outnumber men on social networks — women make
                             ...
The Twitter Paradox: high awareness versus
low usage. What’s next?

Compared to Facebook, Twitter is still a pretty small ...
Facebook and Twitter | membership of one or both




                                       N Europe = 5613 / F = If membe...
Facebook and Twitter | daily log on
Q : You are a member of the following social network sites. How often do you log into ...
Facebook and Twitter | membership of one or both
                                         Other networks than
            ...
Social Network adoption, usage
      and other key facts.

Connections on social networks:
      People & brands.

The rol...
People love people.
So brands, behave like one.

People link online with people they know offline. Social networking
is a ...
People connect
with people they
know!
Reasons to connect with other people on social media
Q : Why does a person belong to your network?


                     ...
Besides connecting with others,
getting information about (new)
products and brands is driving
membership of social networ...
Drivers for network membership
Q : People become a member of social networks because they want to stay in touch with frien...
More than half of the
social networkers has
ever deleted someone
from his/her network.
Main reason for
defriending is a la...
Defriending                                                                 In general, 56% has ever deleted a contact
Q :...
Social networking is two-way communication;
Reasons for defriending                                                       ...
Defriending versus network size

                                                       EUROPE
                70%
   High...
>50% follow brands on social media.
Personal brand experience and
conversations about brands by peers
are drivers to conne...
Following brands | Europe


      Brand followers                          51%
      Average no. of brands followed       ...
Following brands | Europe in perspective

Europe has the lowest
share of brand fans, 51%.
Compare India: 70%
follows a bra...
Brand followers are more often females, somewhat
Brand follower profile                         younger and they are more ...
Sectors for brand following
Q : To which sectors do these brands belong to?



                                           ...
Average consumer follows a brand to get a direct
personal benefit.

Social networkers expect some sort of benefit of compa...
Brand usage                     46%
Following brands on      Recommendation by friend        29%
social media is driven   ...
42%
Had a conversation
with a brand via social
networks
Company actions on social media
Q : What kind of actions did you already experience? Via social networks, companies have a...
Customers want to be involved
with companies. Bring them in
the boardroom to improve the
relationship.




               ...
People expect various actions of companies on social
Brand expectations                                                   ...
Social media is about communication
between people.
People use social networks to communicate with each other: Checking
th...
People like to
connect: status
checks and chats
are most frequent   Checking the status of others         5.2
activities o...
Actions on social networks
Q : The last 10 times you logged into your social networks, how often did you undertake each of...
Embrace consumer power: 36% posts company/
brand related information on social media
Sharing and consulting brand / product information
Q : The last 10 times you logged into your social networks, how often d...
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Social media around the world 2011
Próximo SlideShare
Cargando en…5
×

de

Social media around the world 2011 Slide 1 Social media around the world 2011 Slide 2 Social media around the world 2011 Slide 3 Social media around the world 2011 Slide 4 Social media around the world 2011 Slide 5 Social media around the world 2011 Slide 6 Social media around the world 2011 Slide 7 Social media around the world 2011 Slide 8 Social media around the world 2011 Slide 9 Social media around the world 2011 Slide 10 Social media around the world 2011 Slide 11 Social media around the world 2011 Slide 12 Social media around the world 2011 Slide 13 Social media around the world 2011 Slide 14 Social media around the world 2011 Slide 15 Social media around the world 2011 Slide 16 Social media around the world 2011 Slide 17 Social media around the world 2011 Slide 18 Social media around the world 2011 Slide 19 Social media around the world 2011 Slide 20 Social media around the world 2011 Slide 21 Social media around the world 2011 Slide 22 Social media around the world 2011 Slide 23 Social media around the world 2011 Slide 24 Social media around the world 2011 Slide 25 Social media around the world 2011 Slide 26 Social media around the world 2011 Slide 27 Social media around the world 2011 Slide 28 Social media around the world 2011 Slide 29 Social media around the world 2011 Slide 30 Social media around the world 2011 Slide 31 Social media around the world 2011 Slide 32 Social media around the world 2011 Slide 33 Social media around the world 2011 Slide 34 Social media around the world 2011 Slide 35 Social media around the world 2011 Slide 36 Social media around the world 2011 Slide 37 Social media around the world 2011 Slide 38 Social media around the world 2011 Slide 39 Social media around the world 2011 Slide 40 Social media around the world 2011 Slide 41 Social media around the world 2011 Slide 42 Social media around the world 2011 Slide 43 Social media around the world 2011 Slide 44 Social media around the world 2011 Slide 45 Social media around the world 2011 Slide 46 Social media around the world 2011 Slide 47 Social media around the world 2011 Slide 48 Social media around the world 2011 Slide 49 Social media around the world 2011 Slide 50 Social media around the world 2011 Slide 51 Social media around the world 2011 Slide 52 Social media around the world 2011 Slide 53 Social media around the world 2011 Slide 54 Social media around the world 2011 Slide 55 Social media around the world 2011 Slide 56 Social media around the world 2011 Slide 57 Social media around the world 2011 Slide 58 Social media around the world 2011 Slide 59 Social media around the world 2011 Slide 60 Social media around the world 2011 Slide 61 Social media around the world 2011 Slide 62 Social media around the world 2011 Slide 63 Social media around the world 2011 Slide 64 Social media around the world 2011 Slide 65 Social media around the world 2011 Slide 66 Social media around the world 2011 Slide 67 Social media around the world 2011 Slide 68 Social media around the world 2011 Slide 69 Social media around the world 2011 Slide 70 Social media around the world 2011 Slide 71 Social media around the world 2011 Slide 72 Social media around the world 2011 Slide 73 Social media around the world 2011 Slide 74 Social media around the world 2011 Slide 75 Social media around the world 2011 Slide 76 Social media around the world 2011 Slide 77 Social media around the world 2011 Slide 78 Social media around the world 2011 Slide 79 Social media around the world 2011 Slide 80 Social media around the world 2011 Slide 81 Social media around the world 2011 Slide 82 Social media around the world 2011 Slide 83 Social media around the world 2011 Slide 84 Social media around the world 2011 Slide 85 Social media around the world 2011 Slide 86 Social media around the world 2011 Slide 87 Social media around the world 2011 Slide 88 Social media around the world 2011 Slide 89 Social media around the world 2011 Slide 90 Social media around the world 2011 Slide 91 Social media around the world 2011 Slide 92 Social media around the world 2011 Slide 93 Social media around the world 2011 Slide 94 Social media around the world 2011 Slide 95 Social media around the world 2011 Slide 96 Social media around the world 2011 Slide 97 Social media around the world 2011 Slide 98 Social media around the world 2011 Slide 99 Social media around the world 2011 Slide 100 Social media around the world 2011 Slide 101 Social media around the world 2011 Slide 102 Social media around the world 2011 Slide 103 Social media around the world 2011 Slide 104 Social media around the world 2011 Slide 105 Social media around the world 2011 Slide 106 Social media around the world 2011 Slide 107 Social media around the world 2011 Slide 108 Social media around the world 2011 Slide 109 Social media around the world 2011 Slide 110 Social media around the world 2011 Slide 111 Social media around the world 2011 Slide 112 Social media around the world 2011 Slide 113 Social media around the world 2011 Slide 114 Social media around the world 2011 Slide 115 Social media around the world 2011 Slide 116 Social media around the world 2011 Slide 117 Social media around the world 2011 Slide 118 Social media around the world 2011 Slide 119 Social media around the world 2011 Slide 120 Social media around the world 2011 Slide 121 Social media around the world 2011 Slide 122 Social media around the world 2011 Slide 123 Social media around the world 2011 Slide 124 Social media around the world 2011 Slide 125 Social media around the world 2011 Slide 126 Social media around the world 2011 Slide 127 Social media around the world 2011 Slide 128 Social media around the world 2011 Slide 129 Social media around the world 2011 Slide 130 Social media around the world 2011 Slide 131 Social media around the world 2011 Slide 132 Social media around the world 2011 Slide 133 Social media around the world 2011 Slide 134 Social media around the world 2011 Slide 135 Social media around the world 2011 Slide 136 Social media around the world 2011 Slide 137 Social media around the world 2011 Slide 138 Social media around the world 2011 Slide 139 Social media around the world 2011 Slide 140 Social media around the world 2011 Slide 141 Social media around the world 2011 Slide 142 Social media around the world 2011 Slide 143 Social media around the world 2011 Slide 144 Social media around the world 2011 Slide 145 Social media around the world 2011 Slide 146 Social media around the world 2011 Slide 147 Social media around the world 2011 Slide 148 Social media around the world 2011 Slide 149 Social media around the world 2011 Slide 150 Social media around the world 2011 Slide 151 Social media around the world 2011 Slide 152 Social media around the world 2011 Slide 153 Social media around the world 2011 Slide 154 Social media around the world 2011 Slide 155 Social media around the world 2011 Slide 156 Social media around the world 2011 Slide 157 Social media around the world 2011 Slide 158 Social media around the world 2011 Slide 159 Social media around the world 2011 Slide 160 Social media around the world 2011 Slide 161 Social media around the world 2011 Slide 162 Social media around the world 2011 Slide 163 Social media around the world 2011 Slide 164 Social media around the world 2011 Slide 165 Social media around the world 2011 Slide 166 Social media around the world 2011 Slide 167
Próximo SlideShare
Social Media
Siguiente
Descargar para leer sin conexión y ver en pantalla completa.

1.927 recomendaciones

Compartir

Descargar para leer sin conexión

Social media around the world 2011

Descargar para leer sin conexión

Free research report of a global social media study. Results cover 35 countries. More than 9000 people participated.

Libros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

Audiolibros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

Social media around the world 2011

  1. 1
  2. 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.
  3. For questions, feedback and remarks, please contact: Prof. Steven Van Belleghem Managing partner InSites Consulting Steven@InSites.eu 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 4
  5. Awareness of Facebook is close to 100% More than 1 billion people (>70% of internet population) use social networks. 5
  6. 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. 7
  8. There is a big Twitter paradox: 80% is aware of Twitter, only 16% is using it. 8
  9. Vkontakte is big in Eastern Europe: 55% awareness, 39% penetration. 9
  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. 10
  11. 40% EUROPE LinkedIn High 35% Twitter 30% Facebook 25% Vkontakte Intention to Big social networks Increase Netlog 20% Tagged Orkut Xing Ning Hyves Badoo will get bigger and small 15% Hi5 QZone ones will get smaller. Bebo MySpace 10% Friendster 5% Low 0% 0% 10% 20% 30% 40% 50% 60% Low Current network penetration High N Europe = Min 43 – Max 4968 / F = If member of social network 11
  12. People connect online with their offline friends. People love to connect to people. 12
  13. >50% of social network users are connected to brands. 13
  14. Offline brand experiences are the main online conversation starters. 14
  15. People become a fan on Facebook because they like the product, not because of advertising. 15
  16. 36% posted content about a brand on social networks. 16
  17. Consumers want to be in the boardroom. 44% is asking to take part in co-creation of products & advertising. 17
  18. Positive experiences are bigger conversation starters than negative experiences. People like positive stuff. 18
  19. Consumers prefer e-mail over social networks to ask questions to brands. 19
  20. 2 out of 3 employees is proud about their employer, but only 19% shares stories on social media: unused conversation potential. 20
  21. 38% of internet users has a smart phone. They are more intensive users of social networks than people without a smartphone. 21
  22. On average, people install 25 apps on their smartphone, but only use 12. Most used apps are social network apps. 22
  23. 12% of smartphone owners is using location based services. 23
  24. 4% of smartphone users are familiar with augmented reality. 24
  25. 12% use LBS 25
  26. 20% of location-based users checks in daily
  27. 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: Steven@InSites.eu Or on Twitter: @Steven_InSites
  28. 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.
  29. 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.
  30. Based on the data from participating countries, we make the following assumption.
  31. Awareness, penetration, average number of networks Aware of at least one network 98% Member of at least one network 73% Average number of networks one 1,9 is member of North Western Europe lags behind in social network 98% 75% penetration. 1,5 West East 97% 99% 66% 79% 1,8 1,9 South 99% 77% 2,2
  32. Awareness, penetration, average number of networks Aware of at least one network 98% Member of at least one network 73% Average number of networks one 1,9 is member of 86% 75% 34% 95% 44%* 1,8 76% 3,4 2,1 98% 88% 3,9 97% 86% 96% 3,1 67% Emerging markets Brazil 1,5 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.
  33. In Europe, 50% is member of only 1 social network, mostly Facebook.
  34. # of networks one is a member of average 1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8 9% 4% 7% 4% 8% 5% 5% 6% 4% 15% 8% 7% 22% 13% 14% 14% 13% 34% 24% 19% 26% 16% 18% 8% 25% 31% 26% 27% 10% 24% 18% 30% 14% 15% 66% 69% 64% 55% 18% 47% 50% 49% 45% 45% 19% 19% 13% Western Northern Eastern Europe Southern Europe United States Brazil Australia China India Japan Europe Europe Europe ■ 5 or more ■4 ■3 ■2 ■ 1 network N Europe = 5613 / F = If member of social network(s)
  35. Network size 133 Facebook friends versus 59 Twitter followers. Q : How many contacts do you have on each of the following social network sites? average 133 95 84 78 62 62 62 59 57 52 51 31 27 18 11 7 6% 5% 3% 9% 17% 19% 16% 20% 21% 22% 21% 21% 17% 26% 16% 36% 27% 29% 47% 52% 14% 31% 29% 33% 27% 26% 28% 30% 32% 28% 30% 79% 80% 29% 65% 64% 65% 52% 55% 53% 53% 49% 49% 48% 41% 36% 23% 18% Counts below 30 Facebook Vkontakte MySpace Hyves Bebo Tagged Hi5 Twitter LinkedIn Ning Xing Orkut Netlog Badoo Friendster QZone Habbo ■ 50+ ■ 11-50 ■ 1 - 10 N Europe = Min 43 – Max 4968 / F = If member of social network
  36. >600 million people use social networks at least daily
  37. 58% of Facebook users log-in at least Daily (>400M)
  38. Daily log on to social media 60% 63% 58% 67% 82% 76% 61% N Europe = 5613 / F = If member of social network(s)
  39. Network log on frequency Q : You are a member of the following social network sites. How often do you log into these sites? (at least daily) Vkontakte and Facebook have the highest penetration of daily usage. 63% of the Vkontakte users log in at least once a day. 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 N Europe = Min 43 – Max 4968 / F = If member of social network
  40. 37 minutes is the average time members spend each time they log in to Facebook
  41. Connection time On average, Facebook members stay connected for Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit) more than half an hour average 49 37 21 16 16 16 16 15 12 11 11 11 10 9 98 5 4% 3% 5% 3% 6% 3% 11% 6% 6% 4% 6% 6% 11% 16% 8% 20% 18% 24% 14% 19% 22% 6% 13% 23% 21% 26% 26% 32% 28% 19% 25% 12% 17% 24% 14% 24% 19% 18% 24% 35% 18% 8% 19% 19% 32% 23% 82% 67% 19% 59% 62% 13% 52% 55% 56% 54% 50% 47% 48% 50% 45% 39% 20% 22% Counts below 30 Vkontakte Facebook Twitter Netlog Badoo Hyves Tagged MySpace Orkut Hi5 Xing LinkedIn Bebo Ning QZone Friendster Habbo ■ >60 ■ 31 - 60 ■ 11 - 31 ■ 6 - 10 ■ 1- 5 minutes N Europe = Min 43 – Max 4968 / F = If member of social network
  42. 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.
  43. Awareness Top 3 networks Facebook 96% Twitter 80% In Europe MySpace 70% Membership Facebook 62% Twitter 16% MySpace 12%
  44. Facebook, Twitter and Linkedin are reaching the mass market. Smaller/ newer social networks are facing a challenge…
  45. Top 3 networks by membership 62% 96% 16% 80% 12% 19% North 69% 97% 18% 38% 10% 80% West East 58% 57% 95% 94% 14% 39% 82% 55% 12% 12% 36% 72% South 72% 98% 24% 85% ■ Membership 15% ■ Awareness 41% N Europe = 7446 / F = None
  46. Top 3 networks by membership 62% 96% 31% 16% 59% 80% 17% 12% 29% 59% 19% 76% 14% 13% 70% 54% 74% 93% 5% 22% 32% 57% 20% 77% 77% 93% 65% 96% 41% 67% 90% 93% 63% 59% 94% 87% 12% 34% 85% 76% 10% 79% ■ Membership ■ Awareness
  47. Network awareness | Europe In Europe, Facebook, Twitter and MySpace are the best known social Q : To what extent do you know the following social network sites? network sites. Exceeding Europe Europe regions countries 0% 25% 50% 75% 100% Facebook 96% Twitter 80% MySpace 70% LinkedIn 32% Badoo 31% Netlog 29% Hi5 26% Xing 19% Vkontakte 19% Bebo 16% Tagged 14% Habbo 14% Friendster 14% QZone 11% Europe Orkut 10% West North Hyves 10% East South Ning 7% N Europe = 7446 / F = None
  48. In China, awareness Network awareness | Europe in perspective of Qzone is equal to Q : To what extent do you know the following social network sites? awareness of Facebook Europe Europe versus reference countries 0% 25% 50% 75% 100% Facebook 96% Twitter 80% MySpace 70% LinkedIn 32% Badoo 31% Netlog 29% Hi5 26% Xing 19% Vkontakte 19% Bebo 16% Tagged 14% Habbo 14% Friendster 14% QZone 11% Europe USA Orkut 10% Brazil Australia Hyves 10% China India Ning 7% Japan N Europe = 7446 / F = None
  49. Network membership | Europe Facebook has the highest usage throughout Europe. Q : To what extent do you use the following social network sites? Exceeding Europe Europe regions countries 0% 25% 50% 75% 100% Facebook 62% Twitter 16% Vkontakte 12% LinkedIn 11% MySpace 9% Netlog 6% Badoo 6% Hi5 5% Xing 5% Hyves 3% Orkut 1% Ning 1% Tagged 1% QZone 1% Bebo 1% Europe West Friendster 1% North Habbo East 0% South N Europe = 7446 / F = None
  50. Network membership | Europe in perspective Q : To what extent do you use the following social network sites? Europe Europe versus reference countries 0% 25% 50% 75% 100% Facebook 62% Twitter 16% Vkontakte 12% LinkedIn 11% MySpace 9% Netlog 6% Badoo 6% Hi5 5% Xing 5% Hyves 3% Orkut 1% Ning 1% Tagged 1% QZone 1% Europe USA Bebo 1% Brazil Australia Friendster 1% China India Habbo 0% Japan N Europe = 7446 / F = None
  51. Current social networkers have no intention to stop their membership nor do they feel the need to further expand their membership Intention on social network sites
  52. Intention to stop Q : Which of the following social networks, of which you are a member, will you stop using? Europe 0% 25% Europe regions 50% 75% 100% Friendster 23% Tagged 21% Hi5 20% Ning 19% Overall, 7% of the Bebo 19% social networkers have Netlog 16% the intention to quit at Badoo 14% least one of the networks Orkut 13% they are a member of. QZone 13% Xing 9% Members of MySpace 8% Friendster are most Hyves 8% likely to stop Twitter 5% LinkedIn 4% Europe Vkontakte 2% West North Facebook 1% East South Habbo Base below N=30 N Europe = Min 43 – Max 4968 / F = If member of social network
  53. Intention to stop versus penetration 25% EUROPE Friendster High Tagged 20%Hi5 Bebo NingNetlog Big networks will get bigger and small networks will get smaller. 15% Badoo QZone Stop Orkut 10% Hyves Xing MySpace Twitter 5% LinkedIn Vkontakte Low Facebook 0% 10% 20% 30% 40% 50% 60% Low Penetration High N Europe = Min 43 – Max 4968 / F = If member of social network
  54. Future usage 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) Europe Europe regions 0% 25% 50% 75% 100% LinkedIn 37% Twitter 31% Facebook 29% Vkontakte 25% Orkut 21% Tagged Members of LinkedIn, 20% Twitter and Facebook Xing 19% are most likely to Ning 18% increase their usage Badoo 17% Netlog 16% Hyves 14% QZone 14% Hi5 13% MySpace 12% Europe Bebo 12% West North Friendster 10% East South Habbo Base below N=30 N Europe = Min 43 – Max 4968 / F = If member of social network
  55. Future usage versus network penetration 40% EUROPE LinkedIn High 35% Twitter 30% Facebook 25% Vkontakte Increase Netlog 20% Tagged Orkut Xing Ning Hyves Badoo 15% QZone Hi5 Bebo MySpace 10% Friendster Big networks will get bigger and small networks will get 5% smaller. Low 0% 0% 10% 20% 30% 40% 50% 60% Low Penetration High N Europe = Min 43 – Max 4968 / F = If member of social network
  56. Future membership 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. Europe Europe regions 0% 25% 50% 75% 100% Facebook 28% Twitter 28% LinkedIn 19% Vkontakte 16% Facebook and Twitter MySpace 16% are most likely to QZone 12% gain new members. Friendster 9% Xing 9% Overall, 60% have no Netlog 8% intention to expand Orkut 8% their membership. Badoo 7% Hi5 7% Ning 7% Bebo 7% Europe Tagged 7% West North Habbo 5% East South Hyves 5% N Europe = Min 418 - Max 3962 / F = Non users: Aware, but no member
  57. We gave you a lot of facts, to capture the key points, we summarized the key data in a few overview slides.
  58. Top networks in Europe 9% 11% 16% 10% 2% Aware and current member 5% 19% Aware and once a member 62% Aware, but no member Not aware 52% 59% 7% 68% 27% 30% 20% 4% Facebook Twitter MySpace LinkedIn Facebook Twitter MySpace LinkedIn Awareness 96% 80% 70% 32% Membership 62% 16% 9% 11% Base: Social networkers 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: Members of this network
  59. Member profile 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. Facebook Twitter MySpace LinkedIn Gender Male 47% 55% 51% 56% Female 53% 45% 49% 44% Age 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 Smartphone user 43% 58% 46% 59% Working situation Working situation Employed 58% 58% 54% 72% Student 13% 17% 18% 8% Not working 29% 26% 28% 21% N Europe = 5613 / F = If member of social network(s)
  60. 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.
  61. Facebook and Twitter | membership of one or both N Europe = 5613 / F = If member of social network(s)
  62. Facebook and Twitter | daily log on Q : You are a member of the following social network sites. How often do you log into these sites? (% several times a day) 74% 35% 37% 13% 19% 2% 65% The more networks someone uses, the more time spend per network. 54% Western Northern Eastern Southern United Members of: Log in to: Europe Europe Europe Europe Europe 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%
  63. Facebook and Twitter | membership of one or both Other networks than Twitter and Facebook Member of Facebook Member of Twitter, and Twitter no Facebook 13% 19% 2% 65% North Member of Facebook, no Twitter 6% 1% 12% 80% West East 10% 18% 13% 2% 25% 3% 69% 59% South 5% 2% 29% 64% N Europe = 5613 / F = If member of social network(s)
  64. 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.
  65. 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.
  66. People connect with people they know!
  67. Reasons to connect with other people on social media Q : Why does a person belong to your network? Europe Europe regions ...we have been friends, neighbours, 0% 25% 50% 75% 100% classmates, etc. since our childhood 71% ...we work(ed) together 59% ...we have the same friends offline 46% ...we have the same friends online 43% ...we originate from the same region / location 37% ...(s)he invited me to belong to his/her social network 37% ...we have the same hobbies 34% Connections are ...we work in the same sector 31% driven by close, ...we share the same education 27% offline, personal ...we share the same kind of humor 23% relationships. ...we have the same political ideas, ideologies, etc. 17% ...we are/were both in the same youth 16% movement ...we use the same products / services 12% ...we have the same personal style 10% ...we love the same brands 9% Europe West ...(s)he's a celebrity 8% North East ...(s)he's an opinion leader 7% South N Europe = 5613 / F = If member of social network(s)
  68. Besides connecting with others, getting information about (new) products and brands is driving membership of social networks
  69. Drivers for network membership 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? Europe 0% 25% 50% 75% 100% ...to get to know things about (new) products / brands Besides more general ...to come in contact with brands / companies reasons, getting to know things about (new) products and brands is an important driver for ...to stimulate my career membership ...to find other users of a certain brand / product People get member of professional network LinkedIn, to stimulate ...to find promotions of a certain brand / product their career. ...to become a famous person ● MySpace ● Facebook ● Linkedin ...to become an opinion leader ● Twitter N Europe = 5613 / F = If member of social network(s)
  70. More than half of the social networkers has ever deleted someone from his/her network. Main reason for defriending is a lack of contact.
  71. Defriending In general, 56% has ever deleted a contact Q : Have you ever deleted a person from your contact list? person from at least one network Europe Europe regions 0% 25% 50% 75% 100% Hyves 54% Vkontakte 53% Facebook 50% Bebo 46% Tagged 45% Badoo 37% MySpace 36% Netlog 34% Twitter 34% Ning 33% Professional network LinkedIn Hi5 31% shows a low deconnection rate Orkut 27% QZone 26% Xing 25% Europe Friendster 14% West North LinkedIn 12% East South Habbo Counts below 30 N Europe = 5613 / F = If member of social network(s)
  72. Social networking is two-way communication; Reasons for defriending A lack of contact is the main reason for defriending. Q : Why did you do that? I’ve deleted a person from my contact list because… Europe 0% 25% 50% Europe regions 75% 100% ...we hardly had any contact with each other 47% ...I don’t want this person to see my profile 44% /updates anymore ...we were friends in the past, but not anymore 39% ...I came to realize that I don’t know that person 36% ...that person shares too much lousy content 30% on his/her social network ...I received many more updates about his/her 21% life than I care to receive ...that person’s comments were politically Company, brand 14% or product related incorrect ...that person is using social media too much reasons do not 12% for advertising about brands / products seem important ...that person is too active on my social network 10% reasons for defriending. ...that person is using social media too much 9% for promoting the company (s)he’s working ...that person is too passive on my social 8% network Europe ...I don’t want my colleagues to part of my West 6% social network anymore North East ...that person recommends brands / products I 4% South don’t like N Europe = 3179 / F = If ever deleted a person from contact list
  73. Defriending versus network size EUROPE 70% High 60% 50% Defriending 40% 30% 20% 10% Low 0% 0 20 40 60 80 100 120 140 Low Network size (contacts) High
  74. >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!
  75. Following brands | Europe Brand followers 51% Average no. of brands followed 12,2 North 47% About half of the social 11,6 network users follow a brand. West East 42% 54% 9,4 9,8 South 60% 17,3 N Europe = 5613 / F = If member of social network(s)
  76. Following brands | Europe in perspective Europe has the lowest share of brand fans, 51%. Compare India: 70% follows a brand. Brand followers 51% 60% Average no. of brands followed 12,2 9,3 57% 62% 20,2 7,9 70% 15,6 55% 19,6 55% 8,3 N Europe = 5613 / F = If member of social network(s)
  77. Brand followers are more often females, somewhat Brand follower profile younger and they are more active on social networks Brand Non brand Brand Non brand followers followers followers followers Gender Membership Male 44% 53% On average Female  56% 47%  2.0 1.7 Age Age Networks 15-24  31% 18% Facebook 95% 93% 25-34  28% 22% Twitter  31% 16% 35-54 20%  20% Actions 55-99 13%  18% Share  73% 41% Smartphone Smartphone Consult  71% 30% Smartphone Defriending user  47%  38% Defriending  63% 48% N Europe = 5613 / F = members of social networks sig. diff (95%)
  78. Sectors for brand following Q : To which sectors do these brands belong to? Europe Europe regions 0% 25% 50% 75% 100% Media / entertainment 50% Fashion / luxury goods 45% Food and retail 43% Media and Travel 35% entertainment are the most popular 28% industries for Sport following brands Cars 28% Good causes / charity 26% Europe West North Industry 13% East South N Europe = 3064 / F = members of social networks, following at least one brand
  79. 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.
  80. Brand usage 46% Following brands on Recommendation by friend 29% social media is driven Invitation by network contact 28% by the actual user Search engine 27% experience Advertising on social media 26% Online advertising 22% Buying intention 22% Invited by brand 18% Traditional advertisements 18%
  81. 42% Had a conversation with a brand via social networks
  82. Company actions on social media Q : What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning... Europe Europe regions 0% 25% 50% 75% 100% ...a positive experience with a product / service I’ve posted or reacted on 17% ...a job vacancy 15% ...a negative experience with a product / service I’ve posted or reacted on 15% ...information I posted about promotions 13% 42% already had a conversation with ...information I posted about products and/or services in general a brand through 13% social media. ...a fanpage / group I’ve created for a product/brand/company 10% ...information I posted about (advertising) campaigns 9% Europe West ...information I posted about the company 8% North and/or company culture East South N Europe = 5613 / F = If member of social network(s)
  83. Customers want to be involved with companies. Bring them in the boardroom to improve the relationship. CONVERSATIONS 44%
  84. People expect various actions of companies on social Brand expectations networks. Top three consists of offering product information, Q : On social network sites, brands should… promotions and announcing events. Europe Europe regions 0% 25% 50% 75% 100% ...offer product information 58% ...offer promotions 58% ...announce events 57% ...share ideas and provide updates on future products, services, etc. 53% ...give feedback 52% ...give the ability to order / purchase products / services 49% ...surprise consumers 48% ...offer the ability to take part in game / competitions 47% ...start conversations with consumers 44% ...give exclusive content 44% ...invite consumers to co-create products / services 44% ...give objective background information of the company (facts and 43% figures) ...offer the possibility to directly interact with people behind the brand 43% ...bring entertainment 38% ...launch (advertising) campaigns 37% Europe ...create brand groups of which consumers can become a fan on 33% West social network pages North ...bring stories about the company culture 31% East South ...create virtual characters or advertising icons 20% N Europe = 5613 / F = If member of social network(s)
  85. 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.
  86. People like to connect: status checks and chats are most frequent Checking the status of others 5.2 activities on Chatting, messages 4.7 social networks 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
  87. Actions on social networks Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (average) Europe Europe regions 0 1 2 3 4 5 6 7 8 9 10 Checking the status of others and 5,2 consulting information Chatting / Sending messages 4,7 PERSONAL Reacting to comments and / or actions of 4,3 others Updating your status and / or posting Communication information 3,4 between people is the main purpose of Playing games or other fun activities 2,8 social networks. Reacting to comments and / or actions of SHARE others related to products, brands and / or 2,2 companies CONSULT Consulting information about products, brands and/or companies 1,9 Europe West North SHARE Posting information about products, brands East 1,3 and/or companies South N Europe = 5613 / F = If member of social network(s)
  88. Embrace consumer power: 36% posts company/ brand related information on social media
  89. Sharing and consulting brand / product information Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (% at least once) 36% of the social networkers in Europe post information on products, brands, and /or companies Europe West North East South 73% 66% 75% 79% 77% 51% 40% 29% 56% 63% 53% 41% 44% 64% 59% 36% 28% 20% 39% 48% West North East South United States Brazil Australia China India Japan 76% 86% 67% 44% 88% 34% 50% 68% 43% 83% 75% 42% 49% 76% 47% 83% 84% 29% 43% 60% 43% 64% 66% 30% N Europe = 5613 / F = If member of social network(s) ■ % social networkers ■ social networkers who consult “Consulting information about products, brands and/or companies” ■ social networkers who react “Reacting on comments and / or actions of others related to products, brands and / or companies” ■ social networkers who post “Posting information about products, brands and/or companies”
  • AklimaFerozAnsari

    Dec. 28, 2020
  • Sanjusanu1

    Nov. 17, 2020
  • valeriestmarthe

    Nov. 13, 2020
  • AimenFatima15

    Nov. 8, 2020
  • RenuPadulkar

    Oct. 8, 2020
  • MalakKhan14

    Aug. 5, 2020
  • MariaAbid7

    Jul. 17, 2020
  • SamalaShyamSunderRed

    Jul. 14, 2020
  • SADAMALIALIMUHAMMAD

    May. 10, 2020
  • vmprahul

    Apr. 18, 2020
  • PramodPandey42

    Apr. 10, 2020
  • ScarlettMyers

    Apr. 9, 2020
  • SairZion

    Feb. 16, 2020
  • MuhamadAkbar40

    Jan. 4, 2020
  • Omarmostafa70

    Dec. 10, 2019
  • DikshantSavaliya

    Dec. 5, 2019
  • KalyanPanpatil

    Jul. 16, 2019
  • PrakashR107

    Feb. 5, 2019
  • JeremySmyth1

    Jan. 17, 2019
  • gagandeepsingh1040

    Dec. 8, 2018

Free research report of a global social media study. Results cover 35 countries. More than 9000 people participated.

Vistas

Total de vistas

1.080.977

En Slideshare

0

De embebidos

0

Número de embebidos

438.882

Acciones

Descargas

20.890

Compartidos

0

Comentarios

0

Me gusta

1.927

×