Download - Social Consumers in Europe
SOCIAL CONSUMERS IN EUROPE
16TH NOVEMBER 2011
NAME OF PRESENTATION, MONTH DAY, YEAR
WHAT WE’LL COVER
• The who and what of European social consumers– Markets, channels, frequency, attitudes to brands
• The why: Delving deeper into behaviour – New social segmentation and opportunities for brands
WHERE OUR DATA COMES FROM
• Annual study of more than 10,000 European consumers
• Conducted across the UK, France, Germany, Spain, Belgium and the Netherlands in July
• Reflects our agency’s belief that research uncovers the consumer insights we need in order to trigger behavioural change
THE WHO AND WHAT OF SOCIAL CONSUMERS
5
SOCIAL MEDIA IS MAINSTREAM ACROSS EUROPE
UK
59%
Belgium
65%
Netherlands
56%
Germany
52%
France
51%
Spain
74%
Response: I access social media at least once a week
A SHIFT TOWARDS “ALWAYS-ON”
Response: I access social media once or more daily
• On average 4 in 10 Europeans access social channels once or more daily
• Spaniards and Belgians are the most connected
• Germans access social media least often
CHANNEL TOTAL BE FR DE NL ES UK Avg # min Avg # min Avg # min Avg # min Avg # min Avg # min Avg # min
Reading print 44 41 36 46 48 42 44
Watching videos online 18 15 17 13 11 30 18
Watching TV 156 146 180 161 161 114 152
Internet (personal) 165 138 173 158 139 177 186
Mobile internet 24 18 19 11 20 35 34
Social networks 39 42 30 32 27 49 41
Multiple activities 91 82 83 89 68 85 112
SOCIAL MULTI-TASKING ON 2 OR 3 SCREENS IS COMMONPLACE
Question: How many minutes a day do you spend doing the following?
CHANNEL
OWN SMARTPHONE
Yes NoAvg # min/day Avg # min/day
Watching videos online 26 15
Internet (personal)177 158
Mobile internet52 10
Social networks54 32
Multiple activities116 78
SMARTPHONES MAKE US MORE DIGITALLY ACTIVE
Question: How many minutes a day do you spend doing the following?
REVIEWS ARE ROUTINELY WRITTEN AND READ
Questions: Do you post positive or negative reviews? Do you read reviews before buying something costing more than £50/€50?
ATTITUDES TO BRANDS
EUROPEANS ARE ENGAGING WITH BRANDS, ESPECIALLY SOCIABLE SPANIARDS
Question: Do you become friends with or like brands or products in social media?
Question: Why do you follow brands in social media?
MOTIVES FOR ENGAGING WITH BRANDS INCLUDE SELF-INTEREST AND ENDORSEMENT
WE ARE INCREASINGLY OPEN TO SOCIAL COMMERCE
Question: Do you purchase products from a company’s social media site?
0% 10% 20% 30% 40% 50% 60%
26%
28%
28%
37%
39%
52%
Spain Germany FranceUnited Kingdom Belgium Netherlands
COMMENTS AND CONTENT ARE SHARED ON BRAND-OWNED SOCIAL SITES
Question: Do you share content on a brand or product’s official page?
0% 10% 20% 30% 40% 50% 60%
23%
36%
43%
51%
51%
55%
Spain Germany FranceUnited Kingdom Belgium Netherlands
FRIENDS’ RECOMMENDATIONS DRIVE PURCHASE MORE THAN “MY BRAND FRIENDS”
Question: Are you more inclined to buy from companies you are friends with? Are you more inclined to buy products or services that your friends like?
Total
Belgium
France
Germany
Netherlands
Spain
United Kingdom
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
15%
12%
17%
10%
14%
19%
15%
12%
8%
14%
9%
8%
19%
11%
I am more inclined to buy products or services from companies who I am 'friends' withI am more inclined to buy products or services that my friends 'like'
NEW SOCIAL SEGMENTATION
GETTING CLOSER TO THE CONSUMER
• To develop deeper insights that can help brands get closer to their audience, we developed a new consumer segmentation based on a spectrum of social media behaviour and brand interaction
Brand EngagementEngaged = always, usually or sometimes
do at least one of the following
- Become ‘friends’ or ‘like’ brands or products
- Read blogs or tweets sent out by brands or products
- Share content on official page of brand or product
- Purchase a product from a company’s social media site
- Follow brands
Social Media UseActive = do at least one of the following
- Post comments/pics on own page- Post comments to friends’ pages- Post comments on blog- Write blog- Share content on official page of
brand or product- ‘Check-in’ to a location- Tweet- Upload photos or videos
SOCIAL SEGMENTATIONActive
Passive
Non
-en
gag
ed E
ng
ag
ed
Cheerleaders Loyalists
Opportunists Outsiders
Men: 16% Women: 20% 20-45 yrs old
Men: 22% Women: 17% 60+ yrs old
Men: 23% Women: 25% 20-40 yrs old
Men: 39% Women: 38% 45-60 yrs old
SOCIAL SEGMENTATION BY COUNTRY
CHEERLEADERS AND LOYALISTS ARE SOCIAL MEDIA SUPERUSERS
Question: How many minutes a day do you spend doing the following?
CHEERLEADERS ARE AT THE CUTTING EDGE OF SOCIAL BEHAVIOUR
Follow brands in social media to:– get the latest product news (59%)– receive discounts and vouchers (53%)– enter competitions (46%)
Always on: – use social media at least daily (84%)– use mobile apps at least daily (35%)– check reviews or prices while shopping using
their mobile phone (53%) – 3 x more likely to make purchases using their
mobile phone (25%)
Expect brands to be socially active:– 3x more likely to trust information on a brand
website or YouTube channel– 2x more likely to see companies sharing info
via social media as more trustworthy (26%)
CHEERLEADERS ARE NETWORKED AND INFLUENTIAL
Influencers:– three quarters tell at least three friends
about products they like (76%) – three out of 10 Cheerleaders are asked
for advice about products/services daily– as likely to write positive product
reviews (83%) as negative ones (82%) on retail sites or social networks
Want to be first: – it’s important they’re up-to-date with
latest trends (60%) and current affairs (80%)
– early adopters who are 2x as likely to be first of their friends to buy new gadgets (43%)
– receptive to what’s new: 3x more likely to buy from a company sponsoring the 2012 Olympics
LOYALISTS ARE MOST LIKELY TO BE LONG-TERM BRAND ADVOCATES
True brand fans:
– The most likely to stay committed to a brand they like once they have found it (78%)
– 46% will pay more for products from brands they trust
– Half of Loyalists will follow brands in social media simply because they like them (49%)
Socially savvy:
– Loyalists are nearly as socially active as Cheerleaders: 82% access social media at least once a day
– Loyalists only slightly lag Cheerleaders in following brands via social media to get the latest product news (57% v 59%)
LOYALISTS SHARE OPINIONS AND CARE ABOUT BRAND VALUESReviews, recommendations:
– 71% of Loyalists write positive online reviews for products they like
– Loyalists are twice as likely to write reviews on retail or review sites (48%) as on a social network (23%)
– 95% of Loyalists recommend brands or services to other people – on a par with Cheerleaders (96%)
Value ethical business:
– most likely to want to see companies treating their employees well (82%)
– have the highest expectations that the brands they support will avoid animal testing (68%), take steps to reduce packaging (71%), and pay a fair share of tax (71%)
OPPORTUNISTS WANT BRANDS TO TELL THEM “WHAT’S IN IT FOR ME”?
Active in social media:– two thirds access social networks at least
daily (63%)
Follow brands for self-interest:– main reasons are for vouchers and
discounts (53%), and to enter competitions (41%)
– least likely to follow a brand because they like it (39%)
Interested in value not values: – only 20% of Opportunists would pay 20%
more for environmentally-friendly products
– Price sensitive: 62% compare costs from at least two sources before a major purchase
WHAT THIS MEANS FOR PR PLANNING
• An integrated approach to communications is essential: Cheerleaders are most socially active AND the biggest print media consumers
• Corporate/CSR news are both opportunities for brands on the social web
• The continued growth of the mobile web creates new ways to communicate with audiences
• Powerful reviews and opinions have never been more important, and warrant a minimum“read and respond” strategy
• Promotions boost “likes” and “follows”; fully-rounded communication drives engagement and advocacy
ENGAGEMENT OPPORTUNITIES FOR BRANDS
Cheerleaders:
• Reflect their always-on behaviour with responsive interactions on social networks
• Find ways to surprise them that they will share with their friends
• Help them boost their status and be first with “cool stuff” or insights
• Build on their appetite for corporate insights delivered in social channels
Loyalists:
• Reward their loyalty with additional privileges so they become more active advocates
• Recognise and thank them for their input such as a positive product review
• Showcase examples of ethical behaviour that will reinforce their support
• Involve them: Ask what they think and show their opinion matters
Opportunists:
• Think tactically about how to provide them with promotions such as vouchers or discounts but without alienating the rest of your audience
• Weigh up the return on investment of gaining their attention briefly versus building deeper relationships with your more loyal customers
TO FIND OUT MORE, PLEASE GET IN TOUCH
Helen Nowicka
UK head of digital, EMEA social media strategist
@Helennow
Melissa Taylor
Director of planning, EMEA
@Groovymomma
SOCIAL CONSUMERS IN EUROPE
16TH NOVEMBER 2011
NAME OF PRESENTATION, MONTH DAY, YEAR