1
What to expect from this presentation? 20 eye-catching facts about social media around the world. >1.000 facts & figures about social media in more than 30 countries. Topics cover main adoption & usage, brand interactions, role of employees in using social media and much more.
For questions, feedback and remarks, please contact: Prof. Steven Van Belleghem Managing partner InSites Consulting Steven@InSites.eu Twitter: @steven_insites
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
Awareness of Facebook is close to 100% More than 1 billion people (>70% of internet population) use social networks.
5
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.
Average Facebook session lasts 37 minutes, Twitter 23 minutes. More than 400 million people use Facebook daily.
7
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 and won’t in- or decrease.
10
40%
EUROPE
High
LinkedIn 35% Twitter 30% Facebook
Intention to Increase
25%
Vkontakte
Big social networks will get bigger and small ones will get smaller.
Netlog Tagged Orkut Xing Ning Hyves Badoo
20%
15% Hi5 10%
QZone Bebo Friendster
MySpace
Low
5%
0% 0%
10%
Low
20%
30%
Current network penetration
40%
50%
60%
High
N Europe = Min 43 – Max 4968 / F = If member of social network
11
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.
17
Positive experiences are bigger conversation starters than negative experiences. People like positive stuff.
18
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 potential.
20
38% of internet users has a smart phone. They are more intensive users of social networks than people without a smartphone.
21
On average, people install 25 apps on their smartphone, but only use 12. Most used apps are social network apps.
22
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 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
Social Network adoption, usage and other key facts. Connections on social networks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality.
98% of Europeans are aware of Social Media. 73% of Europeans are member of at least 1 social netwerk. Awareness and usage of social networks is high; In Europe, 98% know at least one social network and 73% are member of at least one network. Social networkers are member of 1.9 networks on average. Emerging markets like China, India and Brazil have a higher social network penetration than (Western) Europe. Membership penetration, average number of networks and daily usage are higher in these countries. In Brazil, 86% are member of at least one network. Brazilian social networkers are member of 3.1 networks on average and 66% log in on a daily basis. Figures for India are comparable or even higher.
Based on the data from participating countries, we make the following assumption.
inter
ion l l orld i b w 2 e th n i s ser u t e n
n o i l l i >1 b
7 billion People in the world
s r e s u k r o w t e n l a i c o S
Awareness, penetration, average number of networks
Aware of at least one network Member of at least one network Average number of networks one is member of
98% 73% 1,9
Western Europe lags behind in social network penetration.
North
98% 75% 1,5 East
West
97% 66%
99% 79%
1,8
1,9 South
99% 77% 2,2
Awareness, penetration, average number of networks
Aware of at least one network Member of at least one network Average number of networks one is member of
98% 73% 1,9
86% 34%
75% 44%*
95% 76%
1,8
3,4
2,1
98% 88% 3,9 97% 86%
Emerging markets Brazil and India show the highest awareness and penetration of social networks.
3,1
96% 67% 1,5
* 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.
average
# of networks one is a member of
1,8
1,5
1,9
2,2
1,9
2,1
3,1
1,5
4%
8%
5%
9%
4% 5%
7% 4%
15%
8%
14%
13%
13%
7%
14% 24%
25%
16%
18%
26%
31%
34%
47%
45%
49%
18%
Northern Europe
Eastern Europe
Southern Europe
Europe
United States
Brazil
18%
15% 64%
45%
19% Western Europe
26%
8%
69% 50%
1,8 6%
22%
14%
30%
66%
3,9
10%
27%
24%
55%
19%
3,4
19% 13%
Australia
China
India
Japan
■ 5 or more ■4 ■3 ■2 ■ 1 network N Europe = 5613 / F = If member of social network(s)
Network size
133 Facebook friends versus 59 Twitter followers.
average
Q : How many contacts do you have on each of the following social network sites?
133
95
84
78
17%
62
62
21%
22%
62
21%
59
19%
36% 52%
47%
57
26%
14%
31%
28%
30%
52
16%
29%
33%
51
20%
27%
31
27
18
11
7
9%
6%
5%
3%
16%
17%
79%
80%
21%
27%
29%
64%
65%
26%
32% 28% 30% 29%
65% 52%
49%
49%
48%
36% 18%
55%
53%
53%
41%
23%
Facebook Vkontakte MySpace
Counts below 30
Hyves
Bebo
Tagged
Hi5
Ning
Orkut
Netlog
Badoo
Friendster
QZone
Habbo
■ 50+ ■ 11-50 ■ 1 - 10
N Europe = Min 43 – Max 4968 / F = If member of social network
>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% 58% 67% 82%
76% 61%
N Europe = 5613 / F = If member of social network(s)
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)
63%
Vkontakte and Facebook have the highest penetration of daily usage. 63% of the Vkontakte users log in at least once a day.
58% 37%
Vkontakte Facebook
29%
Hyves
23%
Tagged
21%
Badoo
N Europe = Min 43 – Max 4968 / F = If member of social network
16%
14%
12%
12%
12%
11%
11%
11%
11%
8%
Orkut
Netlog
Hi5
MySpace
Ning
QZone
Friendster
Bebo
Habbo
37 minutes is the average time members spend each time they log in to Facebook
Connection time
average
Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit)
49
16%
37
21
16
16
16
16
15
11%
4% 8%
3% 6%
6%
4%
6%
6%
13% 25%
19%
21%
19%
35%
26%
19%
26%
18%
23%
18% 19%
23%
32%
28%
12
11
5%
3%
11
20%
18%
17%
24%
11
24%
On average, Facebook members stay connected for more than half an hour
10
9
6%
3%
14%
19%
98
5 11%
22%
6%
32% 12% 24%
24%
8%
14%
82% 13%
19% 50%
39% 20%
47%
48%
52%
45%
55%
59%
67%
56%
54%
50%
62%
22%
Vkontakte Facebook
Counts below 30
Netlog
Badoo
Hyves
Tagged
MySpace
Orkut
Hi5
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
Facebook rules the social media space, but is having a hard time in China & Japan. Facebook rules, at least in Europe, US and Australia. No other network reaches the 96% awareness and 62% usage level of Facebook. If we take a look at both awareness and membership, Twitter and MySpace are number two and three social media in Europe. Given the fact that LinkedIn is a professional network, it is worth pointing out that this network ranks fourth, both in terms of awareness and membership. On European level, Vkontakte (a Facebook look-alike) is a strong network in Russia and Ukraine. In a broader perspective, Qzone (China) and Orkut (Brazil, India) are network sites to take into account. Facebook has lower penetration rates in China and Japan.
Awareness
Top 3 networks In Europe
Facebook Twitter MySpace
96% 80% 70% Membership
Facebook Twitter MySpace
62% 16% 12%
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%
80%
12% 19%
North 69% 97% 18%
38%
10%
80% East
West
57% 94%
58% 95% 39%
14% 12%
82% 12% 36%
55% 72%
South 72% 98% 24%
■ Membership ■ Awareness
15%
85% 41%
N Europe = 7446 / F = None
Top 3 networks by membership
62% 96% 16%
31%
80%
17%
12% 19%
14%
70% 93% 22% 20%
59% 29%
59%
76%
13%
54%
5%
57%
74% 32%
77% 77% 93% 65% 96% 41% 67% 93% 59% 34%
■ Membership ■ Awareness
90% 63% 94%
87%
12%
76%
10%
85% 79%
Network awareness | Europe
In Europe, Facebook, Twitter and MySpace are the best known social network sites.
Q : To what extent do you know the following social network sites?
Europe 0%
50%
75%
100%
80%
70%
MySpace LinkedIn
32%
Badoo
31%
Netlog
29% 26%
Hi5 Xing
19%
Vkontakte
19%
Bebo
16%
Tagged
14%
Habbo
14%
Friendster
14%
QZone
11%
Orkut
10%
Hyves
10%
N Europe = 7446 / F = None
25%
96%
Ning
Exceeding countries
Europe regions
7%
Europe West North East South
Network awareness | Europe in perspective Q : To what extent do you know the following social network sites?
Europe 0% Facebook
100%
80%
MySpace
70%
32%
Badoo
31%
Netlog
29%
Hi5
26%
19%
Vkontakte
19%
Bebo
16%
Tagged
14%
Habbo
14%
Friendster
14%
QZone
11%
Orkut
10%
Hyves
10%
N Europe = 7446 / F = None
Europe versus reference countries 50% 75%
96%
Ning
25%
In China, awareness of Qzone is equal to awareness of Facebook
7%
Europe USA Brazil Australia China India Japan
Network membership | Europe
Facebook has the highest usage throughout Europe.
Q : To what extent do you use the following social network sites?
Europe 0% Facebook
25%
50%
75%
100%
62%
16%
Vkontakte
12%
11%
MySpace
9%
Netlog
6%
Badoo
6%
Hi5
5%
5%
Hyves
3%
Orkut
1%
Ning
1%
Tagged
1%
QZone
1%
Bebo
1%
Friendster
1%
Habbo
0%
N Europe = 7446 / F = None
Exceeding countries
Europe regions
Europe West North East South
Network membership | Europe in perspective Q : To what extent do you use the following social network sites?
Europe
Europe versus reference countries 0%
12%
11%
MySpace
9%
Netlog
6%
Badoo
6%
Hi5
5%
5%
Hyves
3%
Orkut
1%
Ning
1%
Tagged
1%
Friendster Habbo N Europe = 7446 / F = None
75%
100%
16%
Vkontakte
Bebo
50%
62%
QZone
25%
1% 1% 1% 0%
Europe USA Brazil Australia China India Japan
No
! g n i p p Sto
93%
Intention
No Exp anding !
60%
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
Intention to stop Q : Which of the following social networks, of which you are a member, will you stop using?
Europe Friendster
23%
Tagged
21%
Hi5
20%
Ning
19%
Bebo
19%
Netlog
16%
Badoo
14%
Orkut
13%
QZone
13%
9%
MySpace
8%
Hyves
8%
5%
4%
Vkontakte
2%
1%
Habbo
Base below N=30
N Europe = Min 43 – Max 4968 / F = If member of social network
0%
25%
Europe regions 50%
75%
100%
Overall, 7% of the social networkers have the intention to quit at least one of the networks they are a member of. Members of Friendster are most likely to stop Europe West North East South
Intention to stop versus penetration 25%
EUROPE
High
Friendster Tagged 20%Hi5
Big networks will get bigger and small networks will get smaller.
Bebo NingNetlog
15% Badoo
Stop
QZone Orkut Hyves
10%
Xing MySpace 5%
Low
Vkontakte Facebook 0%
10%
Low
20%
30%
Penetration
N Europe = Min 43 – Max 4968 / F = If member of social network
40%
50%
60%
High
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 LinkedIn
25%
Europe regions 50%
75%
100%
37%
31%
29%
Vkontakte
25%
Orkut
21%
Tagged
20%
19%
Ning
18%
Badoo
17%
Netlog
16%
Hyves
14%
QZone
14%
Hi5
13%
MySpace
12%
Bebo
12%
Friendster
10%
Habbo
0%
Members of LinkedIn, Twitter and Facebook are most likely to increase their usage
Europe West North East South
Base below N=30
N Europe = Min 43 – Max 4968 / F = If member of social network
Future usage versus network penetration 40%
EUROPE
High
LinkedIn 35% Twitter 30% Facebook
Increase
25%
Vkontakte
Netlog Tagged Orkut Xing Ning Hyves Badoo
20%
15% Hi5 10%
QZone Bebo Friendster
MySpace
Big networks will get bigger and small networks will get smaller.
Low
5%
0% 0%
10%
Low
20%
30%
Penetration
N Europe = Min 43 – Max 4968 / F = If member of social network
40%
50%
60%
High
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% Facebook
28%
28%
25%
50%
75%
100%
19%
Vkontakte
16%
MySpace
16%
QZone
12%
Friendster
9%
9%
Netlog
8%
Orkut
8%
Badoo
7%
Hi5
7%
Ning
7%
Bebo
7%
Tagged
7%
Habbo
5%
Hyves
5%
N Europe = Min 418 - Max 3962 / F = Non users: Aware, but no member
Facebook and Twitter are most likely to gain new members. Overall, 60% have no intention to expand their membership.
Europe West North East South
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 16%
5%
Aware and current member Aware and once a member Aware, but no member
9% 10%
11% 2% 19%
62%
Not aware
52% 59% 7%
68%
27%
20%
30%
4% Facebook
MySpace
MySpace
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%
37
21
15
10
50%
34%
36%
12%
Base: Social networkers
Log on duration (av minutes) Ever deleted a person from contact list
Base: Members of this network
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.
Gender Male Female
MySpace
47% 53%
55% 45%
51% 49%
56% 44%
24% 25% 35% 16%
30% 25% 30% 14%
33% 26% 31% 11%
15% 24% 43% 18%
43%
58%
46%
59%
58% 13% 29%
58% 17% 26%
54% 18% 28%
72% 8% 21%
Age Age 15-24 25-34 35-54 55-99 Smartphone Smartphone Smartphone user Workingsituation situation Working Employed Student Not working
N Europe = 5613 / F = If member of social network(s)
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.
Facebook and Twitter | membership of one or both
N Europe = 5613 / F = If member of social network(s)
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% 2%
19%
The more networks someone uses, the more time spend per network.
65%
54%
Members of:
Log in to:
Western Europe
Northern Europe
Eastern Europe
Southern Europe
Europe
United States
Brazil
Australia
China
India
Japan
76%
84%
58%
79%
74%
65%
59%
73%
66%
81%
67%
39%
28%
27%
41%
37%
36%
59%
42%
68%
52%
70%
50%
60%
47%
66%
54%
64%
66%
59%
34%
79%
40%
26%
15%
35%
49%
35%
29%
62%
35%
70%
47%
57%
Facebook and Twitter | membership of one or both Other networks than Twitter and Facebook Member of Facebook and Twitter
Member of Twitter, no Facebook
13% 2%
19%
65%
Member of Facebook, no Twitter
North 6% 12% 1%
80%
West
East
10% 18% 2%
25%
13%
3% 59%
69%
South 5% 2%
64% N Europe = 5613 / F = If member of social network(s)
29%
Social Network adoption, usage and other key facts. Connections on social networks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality.
People love people. So brands, behave like one. People link online with people they know offline. Social networking is a way for people to meet up with others on the net. Checking the status of others, chatting & messaging are the main activities on social networks, all two-way communication streams. Not having any contact is the main reason for defriending. People also join social networks to get information about (new) products / brands. However, they do not like traditional marketing messages. People prefer people above brands. This means that companies and brands should approach their use of social media differently. It’s about being human and taking personal identity above an institutional identity.
People connect with people they know!
Reasons to connect with other people on social media Q : Why does a person belong to your network?
Europe ...we have been friends, neighbours, classmates, etc. since our childhood
Europe regions 0%
25%
50%
75%
100%
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%
...we work in the same sector
31%
...we share the same education
27%
...we share the same kind of humor
23%
...we have the same political ideas, ideologies, etc.
17%
...we are/were both in the same youth movement
16%
...we use the same products / services
12%
...we have the same personal style
10%
...we love the same brands
9%
...(s)he's a celebrity
8%
...(s)he's an opinion leader
7%
Connections are driven by close, offline, personal relationships.
Europe West North East South N Europe = 5613 / F = If member of social network(s)
Besides connecting with others, getting information about (new) products and brands is driving membership of social networks
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
...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
Besides more general reasons, getting to know things about (new) products and brands is an important driver for membership People get member of professional network LinkedIn, to stimulate their career.
...to become a famous person
...to become an opinion leader
● MySpace ● Facebook ● Linkedin ● Twitter N Europe = 5613 / F = If member of social network(s)
More than half of the social networkers has ever deleted someone from his/her network. Main reason for defriending is a lack of contact.
Defriending
In general, 56% has ever deleted a contact person from at least one network
Q : Have you ever deleted a person from your contact list?
Europe
0%
Hyves
54%
Vkontakte
53%
Europe regions 50%
75%
100%
50%
Bebo
46%
Tagged
45%
Badoo
37%
MySpace
36%
Netlog
34%
34%
Ning
33%
Hi5
31%
Orkut
27%
QZone
26%
25%
Friendster
14%
12%
Habbo
25%
Counts below 30
Professional network LinkedIn shows a low deconnection rate
Europe West North East South N Europe = 5613 / F = If member of social network(s)
Reasons for defriending
Social networking is two-way communication; 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…
0%
Europe ...we hardly had any contact with each other
25%
50% regions Europe
75%
100%
47%
...I don’t want this person to see my profile / updates anymore
44%
...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 on his/her social network
30%
...I received many more updates about his/her life than I care to receive
21%
...that person’s comments were politically incorrect
14%
...that person is using social media too much for advertising about brands / products
12%
...that person is too active on my social network
10%
...that person is using social media too much for promoting the company (s)he’s working
9%
...that person is too passive on my social network
8%
...I don’t want my colleagues to part of my social network anymore
6%
...that person recommends brands / products I don’t like
4%
Company, brand or product related reasons do not seem important reasons for defriending.
Europe West North East South N Europe = 3179 / F = If ever deleted a person from contact list
Defriending versus network size
High
EUROPE 70%
60%
Defriending
50%
40%
30%
20%
Low
10%
0% 0
20
Low
40
60
Network size (contacts)
80
100
120
140
High
>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!
Following brands | Europe
Brand followers Average no. of brands followed
51% 12,2
North
About half of the social network users follow a brand.
47% 11,6
East
West
54% 9,8
42% 9,4
South
60% 17,3 N Europe = 5613 / F = If member of social network(s)
Following brands | Europe in perspective Europe has the lowest share of brand fans, 51%. Compare India: 70% follows a brand.
Brand followers Average no. of brands followed
60% 9,3
51% 12,2
57% 20,2
62% 7,9 70% 15,6
55% 19,6
55% 8,3 N Europe = 5613 / F = If member of social network(s)
Brand followers are more often females, somewhat younger and they are more active on social networks
Brand follower profile
Brand followers
Non brand followers
Gender
«
44% 56%
53% 47%
Age Age
On average
«
2.0
1.7
Networks
15-24
«
25-34
«
35-54 55-99
31% 28% 20% 13%
« «
18% 22% 20% 18%
Smartphone Smartphone Smartphone user
Non brand followers
Membership
Male Female
Brand followers
Facebook Twitter
47%
«
38%
93% 16%
73% « 71%
41% 30%
63%
48%
Actions Share Consult
«
95% « 31%
Defriending Defriending
«
«
N Europe = 5613 / F = members of social networks
«sig. diff (95%)
Sectors for brand following Q : To which sectors do these brands belong to?
Europe
0%
Media / entertainment
Europe regions 50%
75%
100%
50%
Fashion / luxury goods
45%
Food and retail
43%
Travel
35%
Sport
28%
Cars
28%
Good causes / charity
26%
Industry
25%
13%
Media and entertainment are the most popular industries for following brands
Europe West North East South N Europe = 3064 / F = members of social networks, following at least one brand
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
Following brands on social media is driven by the actual user experience
Recommendation by friend Invitation by network contact Search engine Advertising on social media Online advertising Buying intention Invited by brand Traditional advertisements
46% 29% 28% 27% 26% 22% 22% 18% 18%
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 already contacted me directly concerning...
Europe
Europe regions 0%
...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
100%
15%
...information I posted about products and/or services in general
13%
...information I posted about the company and/or company culture
75%
15%
13%
...information I posted about (advertising) campaigns
50%
17%
...information I posted about promotions
...a fanpage / group I’ve created for a product/brand/company
25%
42% already had a conversation with a brand through social media.
10%
9%
8%
Europe West North East South N Europe = 5613 / F = If member of social network(s)
Customers want to be involved with companies. Bring them in the boardroom to improve the relationship.
N CO-CREATIO
44%
CONVERSATIONS
44%
BRA
ND
33%
FAN
DIR INTERAECT CTION
43%
People expect various actions of companies on social networks. Top three consists of offering product information, promotions and announcing events.
Brand expectations Q : On social network sites, brands should‌
Europe
Europe regions 0%
...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 figures)
43%
...offer the possibility to directly interact with people behind the brand
43%
...bring entertainment
38%
...launch (advertising) campaigns
37%
...create brand groups of which consumers can become a fan on social network pages
33%
...bring stories about the company culture
31%
...create virtual characters or advertising icons
20%
25%
50%
75%
100%
Europe West North East South N Europe = 5613 / F = If member of social network(s)
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.
People like to connect: status checks and chats are most frequent activities on social networks
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
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 Checking the status of others and consulting information
3,4
PERSONAL SHARE SHARE
CONSULT
Playing games or other fun activities
N Europe = 5613 / F = If member of social network(s)
4
5
6
7
8
9
10
4,3
Updating your status and / or posting information
Posting information about products, brands and/or companies
3
4,7
Reacting to comments and / or actions of others
Consulting information about products, brands and/or companies
2
5,2
Chatting / Sending messages
Reacting to comments and / or actions of others related to products, brands and / or companies
1
2,8
Communication between people is the main purpose of social networks.
2,2
1,9
1,3
Europe West North East South
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 did you undertake each of the following actions? (% at least once)
51%
40%
53%
41%
West
United States
Brazil 86%
76% 50% 49% 43%
■ % social networkers ■ social networkers who consult ■ social networkers who react ■ social networkers who post
68% 76% 60%
67%
East
48%
South
China
India
Japan
44%
88% 83%
43%
83%
47% 43%
59%
39%
20%
Australia
63%
64%
44%
North
77%
56%
29%
28%
36%
South 79%
75%
66%
73%
East
North
West
Europe
36% of the social networkers in Europe post information on products, brands, and /or companies
64%
75% 84% 66%
34% 42% 29% 30%
N Europe = 5613 / F = If member of social network(s) “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”
Sharing / consulting profile
Sharing (58%) Gender Age
Employment
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.
Not sharing (43%) Consulting (51%) Not consulting (50%)
Male
47%
50%
45%
52%
Female
53%
50%
«55%
48%
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%
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%
13%
13%
13%
12%
Not working
1%
1%
1%
2%
Other
6%
7%
6%
6%
Smartphone with internet/data
32%
31%
«33%
30%
Membership
«2,1
1,7
«2,1
Student
Average no. networks
1,7 «sig. diff (95%)
N Europe = 4863 / F = If sharing information (reacting and/or posting) N Europe = 2876 / F = If consulting information
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.
Networks to share information 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?
Europe
0% Facebook
25%
Facebook is the place to share information about products and brands Europe regions 50%
75%
100%
77%
15%
Vkontakte
15%
5%
MySpace
4%
Hi5
3%
Netlog
3%
Badoo
3%
Hyves
2%
2%
Ning
1%
QZone
1%
Bebo
1%
Tagged
1%
Friendster
1%
Orkut
0%
Habbo
0%
Europe West North East South N Europe = 4863 / F = If sharing information
People prefer to share positive brand experiences on social media
Information to share
Social networkers prefer to share positive experiences.
Q : What exactly do you share then about products, brands and/or companies? Sharing information about...
Europe
0%
...positive experiences you had
75%
100%
46%
...promotions you saw
40%
...feedback about products / services you received from a company
...the launch of a new product, brand, or company
Europe regions 50%
61%
...negative experiences you had
...games and contests related to the products, brands or companies
25%
35%
31%
33% says their sharing behavior increased (a lot) since last year.
30%
...online advertising you saw or heard about
26% ...advertising via traditional media (e.g. tv, radio, magazine, etc.) you saw or heard about
21%
Europe West North East South
N Europe = 4863 / F = If sharing information
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.
What to consult
62% look for positive experiences others had with a product, brand or company
Q : What exactly do you consult then about products, brands and/or companies? Consulting information about...
Europe
0%
...positive experiences others had
45%
...feedback about products/services others received from a company
45%
...promotions others saw
...advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about
75%
100%
53%
...the launch of a new product, brand, or company
...online advertising others saw or heard about
Europe regions 50%
62%
...negative experiences others had
...games and contests related to the products, brands or companies
25%
40%
32%
28%
25%
Europe West North East South
N Europe = 2876 / F = If consulting information
Impact of consulting on brand perception 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)
Europe
0%
Europe regions 50%
75%
100%
54%
Positive experiences others had
Feedback about products/services others received from a company
32%
The launch of a new product, brand, or company
32%
Promotions others saw
28%
Negative experiences others had
26%
Games and contests related to the products, brands or companies
25%
Positive experiences are reported to have the highest impact on brand opinion
21%
Online advertising others saw or heard about
16%
Advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about
15%
Europe West North East South N Europe = 2876 / F = If consulting in general
Positive experiences are also reported to have the highest impact on buying intention
Impact of consulting on buying intention 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)
Europe
Europe regions
0% Positive experiences others had
Games and contests related to the products, brands or companies
100%
29%
25%
23%
19%
Advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about
15%
Online advertising others saw or heard about
14%
N Europe = 2876 / F = If consulting in general
75%
32%
The launch of a new product, brand, or company
Negative experiences others had
50%
52%
Feedback about products/services others received from a company
Promotions others saw
25%
Europe West North East South
Networks to consult 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?
Europe Facebook
0%
25%
Facebook is the place to consult information about products and brands
Europe regions 50%
75%
100%
74%
14%
Vkontakte
13%
6%
MySpace
5%
Hi5
3%
3%
Netlog
3%
Badoo
2%
Hyves
1%
Orkut
1%
QZone
1%
Tagged
1%
Ning
0%
Habbo
0%
Bebo
0%
Friendster
0%
Europe West North East South N Europe = 2876 / F = If consulting information
12% says the image they have formed based on real-life experiences is (completely) different from the image based on social network pages
Image of online information 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)
...THE THINGS I SEE/READ ON THE CORPORATE WEBSITE...
Western Europe
13%
Northern Europe
6%
Eastern Europe Southern Europe Europe
Australia
7%
Japan
39%
42% 11%
10% 20%
21% 39%
28%
8%
27%
32%
14% 12% 5%
40% 11%
51%
13%
31%
12%
55%
20% 5%
9%
24%
25%
5%
11% 18%
15%
24%
...THE THINGS I SEE/READ ON OTHER WEBSITES/BLOGS/FORA...
10% 18%
13%
31%
23%
China India
26%
33%
13%
United States Brazil
22%
13% 16%
...THE THINGS I SEE/READ ON SOCIAL NETWORK PAGES...
6%
46% 27%
30% 25% 39%
11% 63%
14%
34%
23%
28%
4%
42%
27%
6%
55%
12% 9%
55% 25%
■ 1,2… is (completely) different / ■ 4,5… is (completely) the same
N Europe = 5613 / F = If member of social network(s)
Trust in online information
People trust each other most
Q : How trustworthy do you find the information that is posted on social networks by each of the following sources? (%top2, 1-5)
Europe
Europe regions
0%
A person that belongs to the network of your contact person
27%
A company
26%
N Europe = 5613 / F = If member of social network(s)
75%
100%
34%
Brand users
Brand fans
50%
60%
A person from your contact list
An employee of a company
25%
20%
16%
Europe West North East South
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!
SOCIAL NETWORKERS
61%
ALL RESPONDENTS
52%
A majority prefers e-mail to give a company immediate feedback
Preferred feedback channel Q : Which of the following channels would you like to use to give a company immediate feedback while using a brand/product?
Europe
Europe regions
0% E-mail
50%
75%
100%
80%
Website
62%
Mobile phone
28%
Online Social Media
24%
Other Internet source (e.g. blog, forum)
24%
SMS
23%
A face-to-face contact with a representative of the brand / product / company
21%
Chat
16%
Landline
14%
A letter
25%
10%
Europe West North East South N Europe = 4248 / F = (very) interested to give a company immediate feedback
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 social media. Employees are clearly unused social potential.
high low
TALKABILITY
Potential for brand ambassadors 3%
36% low
● People who are pride of the company they are working for and like to talk about their job /employer on social media
16%
There is potential for getting proud employees to talk on social media
45% high
COMPANY PRIDE
2%
28%
2%
39%
15%
56%
15%
5%
45%
36%
2%
34%
16%
43%
18%
45%
N Europe = 2787 / F = If member of social network(s) and active working person
Company pride and talkability
Company pride (top2%) Talkability (top2%)
61% 19%
63% 16%
40% 18% 75% 61%
62% 48% 67% 40% 62% 20%
N Europe = 2787 / F = If member of social network(s) and active working person
Information to share by employees Q : What kind of information would you like to share about your job / employer on social media? I would like to...
Europe
Europe regions
0% ...share information on (new) products / services
50%
...announce events of my company
50%
...share information on new campaigns about (products / services of) my employer
37%
...share vacancies for a job
37%
...tell stories about the company culture
37%
...announce promotions
36%
...share news about new hired employees
I have no idea
I do not like to share information about my company
25%
50%
75%
100%
New products / services and events are most popular items to share on social media by employees
21%
5%
10%
Europe West North East South
N Europe = 2787 / F = If member of social network(s) and active working person, talking about heir job / employer on social media
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.
33% cannot acces Their social network websites at work
Access to social media at work | Europe Q : To what extent do you have access to social network sites at your work?
Europe
33%
One third of the European social networkers are blocked by their employer to have access to social network sites at work
22%
47%
North 20%
18% 18%
■ complete access ■ limited access ■ no access at all
34%
Would like to have access (top2%, 1-5)
Wst
41%
15%
64%
East
30%
44%
48% 22%
16%
48%
South
31% 47%
21%
42%
N Europe = 2787 / F = If member of social network(s) and active working person
Access to social media at work | Europe in perspective 34%
Would like to have access (top2%, 1-5)
Europe N=1590
United StatesN=62
33%
35%
China
India
16%
Brazil N=78
Japan N=35
4%
20%
50%
N=56
47%
N=104
41%
55%
32%
38%
20%
30%
49% 31%
23%
Australia N=66
45% 32%
26% 44% 30%
■ complete access ■ limited access ■ no access at all F = If member of social network(s) and active working person
Company policy
60% would like to get help from employer to share relevant content. 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.
Employee attitude
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)
Europe
0% 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)
Europe regions 50%
75%
100%
57%
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
25%
36%
22%
Europe West North East South
N Europe = 2787 / F = If member of social network(s) and active working person
Social Network adoption, usage and other key facts. Connections on social networks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality.
Always on Consumers are taking up mobile devices, especially in China and India. This implies new ways to reach consumers, through simply more display space, branded applications or even Location-based services. In Europe, 38% is using a smartphone, either with or without internet / data subscription. More than half is using their smartphone on a daily basis for accessing the internet. Nokia and Apple are most widely spread amongst smartphone users. When it comes to mobile services, people expect brands to offer content and convenience.
Europe: 476 million internet users 350 million on social networks 132 million using a smartphone
Mobile devices | Europe 59%
55%
28%
26% 15%
61%
11%
1
South 1 2 3 4 5 6
2 Europe 3 4 5
62%
56% 38%
6
29%
26%
A regular mobile phone A smartphone, with Internet / data subscription 9% A smartphone, without Internet / data subscription A tablet PC, with Internet / data subscription West A tablet PC, without Internet / data subscription None of the above 61% 61%
North
West
West 62%
56%
In Europe, 38% is using a smartphone, either Europe with or without internet / 59% 59% data subscription
55%
55%
38% 26%
26% 9%
9%
11%
South
62%
62%
29%
29%
15%
East
56%
56%
28%
26%
10%
8%
38%
61%
59%
55%
8%
8%
North
North
10%
10%
East
East
15%
South
28%
28%
26%
26%
15%
South
11%
11%
Europe
Europe
59%
55%
38% 29%
26% 9%
West
8%
North
28%
26%
10%
East
15%
South
11%
Europe
N Europe = 7446 / F = none
Mobile devices | Europe in perspective China and India outnumber Europe and US on smartphone usage
73% 65%
59%
57%
11%
1 2 3 4 5 6
57%
54% 41%
34%
28%
1
64%
38%
35%
26% 15%15% 6%
2%
2 Europe 3 4 5
5% 6
4% 2% 1%
7%
United  States
7% Brazil
1%
8%
5% 3% Australia
0%
6%
10%
China
4% 2%
16% 11%
14% 2% 0%
India
13% 2% 2% 3% Japan
A regular mobile phone A smartphone, with Internet / data subscription A smartphone, without Internet / data subscription A tablet PC, with Internet / data subscription A tablet PC, without Internet / data subscription None of the above
N Europe = 7446 / F = none
Future intention
Growth markets for smartphones are China, India and to a lesser extent also Brazil.
Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)
53% 47% 40% 25% 22% 18% 15%14% 12%
6
24%24%
16%14% 13% 10%
1
2 Europe 3 4 5
1 2 3 4 5 6
A (new) laptop A (new) smartphone or PDA A (new) regular mobile phone A (new) desktop PC A (new) tablet PC A (new) netbook
United  States
33%31% 31% 25% 23% 22%
Brazil
29% 20% 15%13%14% 10%
Australia
19%
27%
50% 44% 37% 30% 25% 19%
29% 20%22%22% 14%16%
7% China
India
Japan
N Europe = 7446 / F = none
Daily Internet access via smartphone Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)
56%
59%
77%
89%
68%
56% 44%
N Europe = 2178 / F = If smartphone with internet / data subscription
Smartphone brands
Nokia
28%
Apple
2%
14%
22%
Samsung
25%
15%
HTC
14%
12%
Sony Ericsson
8%
BlackBerry
8%
18% 0% 20%
LG
3%
Motorola
1%
5%
Palm
0%
7%
Other
2%
8%
1%
29%
15%
58%
34%
5%
14%
18% 5%
1%
6%
2%
4%
2%
6%
2%
13% 8% 4% 10% 10%
1% 0% 0% 5%
12%
0% 3% 0% 0%
54%
0%
8%
47%
9% 1%
13% 7%
15% 4%
10% 0%
0%
0%
0%
0%
0%
0%
8%
19%
N Europe = 2178 / F = If smartphone with internet / data subscription
Smartphone barriers
For most non smartphone users there is a lack of (perceived) need
Q : Why don’t you have a smartphone?
Europe
0%
It's too expensive
100%
29%
I don't see the benefit of using a smartphone (yet)
Only a few people in my direct environment have a smartphone
75%
33%
I don't need a smartphone
Because I think it's complicated to use
Europe regions 50%
39%
My current mobile phone is still working fine
I never thought of changing it
25%
24%
9%
4%
3%
Europe West North East South N Europe = 4474 / F = Non smartphone users
Interest in mobile services
People expect brands to offer content and convenience.
Q : To what extent are you interested in the following mobile services (even though these services might not exist or might not be available on your current mobile device or even if you don’t have a mobile phone)? (top2% 1-5) Europe
Europe regions 0%
Ability to consult relevant information on your location (nearest restaurant, service station...) via your mobile phone
75%
100%
55%
Receive a discount/coupon on your mobile phone when you walk past a certain shop
50%
Ability to do your banking via mobile phone a.o. perform balance checks, make payments
49%
Ability to use your mobile phone to operate certain devices in your home from a distance (e.g. lighting, heating, video...)
48%
Ability to receive more detailed product information on your mobile phone when looking at a product in a shop
44%
Receive notifications when friends, family, colleagues are in your neighbourhood
40%
Ability to purchase products via your mobile phone e.g. books, CDs, tickets to events...
38%
Seeing personalized advertising, more information or promotions on a billboard when passing by with your mobile phone
50%
58%
Ability to make small payments e.g. parking meters, vending machines, bus tickets... via SMS message
Receive notifications when potential matches are nearby (based on dating site profiles)
25%
18%
18%
Western Europe is less interested in mobile banking
Discounts on the go are especially popular in East and South
Europe West North East South N Europe = 7446 / F = None
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.
Daily log on to social media through smartphone
48% 38%
53%
53%
36%
36% 39% 74%
42%
56% 65% 56%
Smartphones facilitate a frequent log on to social media Smartphone users with or without internet / data subscription Non smartphone users
49% 35%
ÂŤď‚Ťsig. diff (95%)
Apps
>8/10 have apps installed on their smartphone. On average 25.
Q : How many apps have you installed on your smartphone since you started using it?
Europe
No apps installed
West
19%
North
22%
81%
14%
22%
78%
Apps installed
South
East
78%
18% 82%
86%
N Europe = 2178 / F = If smartphone with internet / data subscription
24,8
26,7
24,6
24,8
24,2
24,6
21,5
6,5
ast
5,3
14,1
12,3
11,8
8,1
7,5
7,4
1
South
2 3 Europe
9,5
6,8
4
N Europe = 1774 / F = If apps installed on smartphone 1 2 3 4
13,6
Average number of apps installed Average used apps Average paid apps Average brand related apps
West
7,5
7,2
North
6,8
12,3
11,8
9,9 6,5
East
5,3
7,4
South
8,1
7,5
Europe
The average number of apps installed is 25, but only half of them is actually used.
6,8
Type of apps
People use various types of apps – for practical purposes, entertainment as well as for connecting with others
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?
72% is consulting Facebook, 22%Twitter
Europe
0%
Apps for social networking
75%
100%
68%
Apps for weather forecasts
62%
Apps for fun and games
61%
Apps for music and / or videos
56%
Apps for information gathering
52%
Apps about travelling
33%
Apps for managing money
33%
Apps with information about places I visit
30%
Apps for going out
28%
Apps about food and drinks, cooking and recipes
21%
Apps for work/school
17%
Apps about health
17%
Apps for working out
13%
Apps for remote control
13%
Other apps
50%
59%
Apps for navigation
Apps for mums & dads
25%
Exceeding countries
Europe regions
4% 9%
Europe West North East South N Europe = 1774 / F = If apps installed on smartphone
Smartphone users expect more conversations & collaboration with brands. Social networkers who have a smartphone, more often follow brands on social media. Marketers can expect more impact reaching social networkers through smartphones, but mobile social networkers expect more from companies and brands. They want to be more involved – almost half is interested to co-create – and they expect companies and brands to start conversations.
56% of connected smartphone users follow a brand on social media
Following brands on social media 56% 49%
Smartphone Base <30
69%
55%
50% 78% 78%
28%
65% 86% 49%
Smartphone users more often follow brands on social media than non users
65% 51%
Using a smartphone with internet / data subscription N Europe = 5613 / F = If member of social network(s)
ÂŤď&#x201A;Ťsig. diff (95%)
Connected smartphone users and brand expectations
Connected smartphone user expect more from brands on social media; they want to be involved.
Q : On social network sites brands should…
% top2box , 1-5
Europe
N
United States
no
yes
3805
no
yes
Brazil no
Australia
China
Smartphone with internet / data Yes no yes no
India Yes
no
yes
100
no
yes 28
1808
128
91
170
48
113
54
138
74
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 ...share ideas and provide updates on future products, services, etc.
57%
60%
51%
50%
62%
72%
51%
49%
72%
84%
47%
61%
48%
51% «57%
44%
50%
52%
66%
51%
49%
60% «83%
65%
70%
42%
...give feedback ...give the ability to order / purchase products / services
50% «55%
51%
50%
59%
50%
45%
48%
68%
80%
58%
62%
29%
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 ...give objective background information of the company (facts and figures)
42% «48%
36%
44%
50% «73%
41%
48%
54%
47%
59%
39%
41% «48%
33%
30%
51%
49%
33%
37%
58% «82%
41% «58%
23%
47%
47%
32%
39%
55%
72%
50%
46%
60%
75%
48%
52%
31%
42% «47%
25%
31%
54%
63%
26%
40%
55%
77%
47%
40%
27%
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 ...create brand groups of which consumers can become a fan on social network pages
37%
37%
32%
34%
49%
56%
39%
48%
30% «69%
54%
58%
33%
32% «36%
32%
36%
44%
39%
33%
39%
39%
44% «59%
21%
...bring stories about the company culture ...create virtual characters or advertising icons
29% «34%
30%
33%
46%
37%
22%
35%
35% «74%
46%
44%
13%
20%
12% «23%
31%
33%
16%
23%
42%
42%
51%
12%
...invite consumers to co-create products / services ...offer the possibility to directly interact with people behind the brand
20%
114
Japan
...announce events
...offer the ability to take part in game / competitions
32
Smartphone users would like companies to start conversations
72%
77%
60%
N Europe = 5613 / F = If member of social network(s)
Location-based services Location-Based Services refers to a broad range of services that are based on information about the physical location of a user and/or device. Location-based services provide the user with information such as "Where is the nearest ATM?" or they can be push-based and deliver coupons or other marketing information to customers who are in a specific geographical area.
Location-based services are a niche application at this point. Location-based services sound great: Companies can connect to consumers who are checking into places with their mobile phones and show their intention to buy, attend, travel, party, etcetera. This is real relevant reach. However, the reach of location-based services (lbs) is limited. Only 12% is currently using lbs, mainly Facebook Places, Foursquare and Gowalla. People are encouraged by social media to share information, but they seem somewhat less enthusiastic to share their location. The issue is mainly due to privacy and a lack of awareness. Both users and non users expect brands and companies to offer local discounts wherever they go, or advise on things to do /information regarding the place they are.
12% of smartphone users makes use of location-based services
Awareness and usage of LBS | Europe Europe 12% 4%
46%
North
38% 41% ■ 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
12% 4%
43%
West
42%
East 8% 5%
14% 4%
Almost half has never heard about location-based services. 12% is using location-based services.
49% 38%
39%
South 11% 3%
50% 36%
N Europe = 2178 / F = If smartphone with internet / data subscription
Awareness and usage of LBS | Europe in perspective 23%
(Aware of LBS, but currently not using): Intention to use (top2%, 1-5)
N=2972
Europe
12% 4%
N=111
United States
36%
16% 3%
N=163
China
46% 38%
21%
27%
India
45%
Japan
9%
N=164
23% 43%
48%
6% 1% N=92
Brazil 8% 6%
55%
N=45
3% 26%
31%
62%
Australia
31%
N=77
11% 4%
59%
■ 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
26%
N Europe = 2178 / F = If smartphone with internet / data subscription
LBS networks 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? Europe
44%
48%
82%
8%
14% 4%
92%
7%
93%
6%
94%
6%
Facebook Places is the best known location based network and is used by 8%
98%
98%
98%
98%
100% N Europe = 1232 / F = smartphone with internet / data subscription, aware of LBS in general
■ unaware of LBS network ■ aware, but not using ■ using
LBS Drivers
There is no clear driver of lbs. people use it just because their phone has the ability.
Q : Why do you use LBS?
Europe
0%
100%
37%
It's fun
I want to track where I've been
28%
I want to track my most favorite places
28%
I get promotions and other rewards of brands/companies
75%
42%
I'm an innovative person that tries everything that's new
I want to meet new people
Europe regions 50%
53%
My phone has the ability
My friends use it
25%
23%
18%
12%
N Europe = 232 / F = smartphone with internet .., current users of LBS
Europe West North East South
N West: 92 / North: 52 / East: 41 / South: 47
People expectâ&#x20AC;Ś from location-based services
l loca s g thin o to d
LBS users and brand expectations 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…
Europe
...offer the user local promotions
63%
49% ...advise the user on things to do at that location
63% 48%
...provide the user with background information of that location
60% 50%
...provide the user with Internet addresses to find out more about that location
53%
43% ...provide the user with addresses of similar locations
43% 34%
...surprise the user on that location in real life
When checking in to a certain location, people would like to receive local promotions or information
40% 30%
...communicate how the user can earn points for a location-based game
35% 26%
...start an online conversation with the user
23% 16%
...send the user advertisements
19%
■ LBS users N=232 ■ Non LBS users N=1000
15% Europe / F = If smartphone with internet / data subscription
LBS Check-in
20% of LBS users check in daily
Q : When using LBS, what do you do exactly? Q : Where do you â&#x20AC;&#x2DC;check inâ&#x20AC;&#x2122; via these LBS?
ACTIONS
54%
Look up information on that location
43%
Check in' to that location
Upload pictures taken on that location
33%
Post a comment concerning that location
Give a rating of that location on review sites
Ask a question to my network about that location
CHECK-IN LOCATIONS
Europe
31%
20%
Europe
58%
Restaurants & bars
The majority of people using Location-based services are looking for information about that location The majority of places where people check in are branded places: restaurants & bars, events, entertainment places or shops
Events (e.g. festival, concert, etc.)
50%
Entertainment places (e.g. movie theatre...)
Shops (e.g. food store, multimedia store, etc.)
Home
46%
37%
29%
12%
Upload movies made on that location
11%
N Europe = 232 / F = smartphone with internet / data subscription, current users of LBS
Work / School
24%
Attitude towards LBS 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… Europe
60%
...triggers users to look for more information on a certain location
...makes me feel like being watched by Big Brother constantly
38%
31% 58%
42%
...triggers users to share their thoughts of the moment immediately
36%
36%
...triggers people to buy certain products or services
39%
...is just a hype
21% 33%
Europe / F = If smartphone with internet / data subscription
■ LBS users N=232 ■ Non LBS users N=1000
37% is not using location-based services because of privacy concerns
LBS barriers
Privacy concerns are a key factor for not using LBS
Q : Why donâ&#x20AC;&#x2122;t you use LBS?
Europe
0%
75%
100%
32%
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
23%
17%
Using LBS is not beneficial yet
My phone is not able to run the LBS
Europe regions 50%
37%
For privacy concerns
Using LBS is for a niche audience
25%
6%
6%
N Europe = 680 / F = smartphone with internet / data subscription, aware but non users of LBS
Europe West North East South
Reasons to stop using LBS
Privacy concerns are an important reason for stop using LBS.
Q : Why donâ&#x20AC;&#x2122;t you use LBS anymore?
Europe
37%
For privacy concerns
32%
It's nothing for me
29%
Using LBS is not beneficial yet
21%
None of my social network contacts is using it
16%
Using LBS is for a niche audience
I have a new phone that is not able to run the LBS
6%
N Europe = 88 / F = smartphone with internet / data subscription, used LBS in the past but not anymore
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% of smartphone users makes use of augmented reality
Augmented reality | Europe Europe 4%3%
34% Unaided awareness
27%
72% Aided awareness
27%
64%
66%
1 I’m a current user of augmented reality
North
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
3% 4% 20% 33% 74%
72%
West
East
4% 3%
3%4%
27%
26%
66%
67%
South 4% 3%
34%
29%
70%
36% 79%
63%
N Europe = 2178 / F = If smartphone with internet / data subscription
Augmented reality | Europe in perspective
Europe
United States
4%3%
6% 3%
27%
27%
63%
66%
Brazil
Australia 2%
7% 7% 57%
China 13%
20%
India 1%6% 19%
6%
45%
29%
36%
78%
Japan 12%
74%
38%
Awareness: Unaided 34%
36%
43%
22%
55%
26%
58%
72%
62%
99%
59%
74%
72%
77%
Aided
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
N Europe = 2178 / F = If smartphone with internet / data subscription
8%
42%
Appendix: methodology
Methodology ! Survey !
Respondents were invited via e-mail to participate in an online survey
! Sample !
! !
35 countries were included in the sample: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Luxembourg, The Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, United Kingdom, USA, Japan, India, China, Australia, Brazil Average sample size for countries = 258 Total sample size = 9027
! Quantitative research !
Online research on online panels
!
Representative for internet populations on gender, age and e-commerce Q2 2011
! !
Additional weighting had been applied based upon online country populations, in order to obtain a representative sample
!
Bases mentioned in the report are unweighted counts
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