social media around the world steven van belleghem [email protected]
TRANSCRIPT
Social Media around the world
Steven Van BelleghemSteven@insites.euwww.insites.euwww.theconversationmanager.com
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SOCIAL MEDIA STUDY in 14 COUNTRIES WORLDWIDE
Summary: 2.884 consumers (18+), representative total country population.Data collected on proprietary research panels from InSites Consulting, field in December 2009-Januari 2010.
.7 regions worldwide
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Australia
Throughout the report, results are reported on a total base and per region
Eastern EuropeSouthern Europe Southern America Asia Western Europe Northern America
7 regions worldwide
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72% of all participants are member of at least 1 social network website. This involves that
more than 1 out of four still have no membership...
2010 EditionContent of this report2
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0
90% of the 2.884 participants report to know at least 1 social
network website. On average, users know 4 social network websites while non-users know…
On average users have two
memberships. Out of all reported social network websites, Facebook turns out to be the
winning website. 1 out of 2 …
Users of social network websites seems to be saturated. They
have no intention to stop any of their memberships and they have no further intention to expand…
On average the social network users log in twice a day. This
log-in frequency is higher for personal websites compared with the professional…
Sending personal messages is the most popular
online activity. 83% of users sometimes become a member / fan of something...
On average, connected people have about 195 friends. This
number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
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13% of all users claim to have a far-from-real image on at
least 1 social network website. Users are more eager to post something happy...
2010 EditionContent of this report2
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People lack trust in their social
network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
Asian and West European users are completely each others opposites when looking at their
online behaviour. Asian people are more open...
More than 1 out of 2 social network users cannot access their profiles at their work
because it is blocked by their employer...
The END
20% of the online population are
already user of a social network website and will even expand their memberships. 1 out of 4
are users and will…
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SurveyRespondents were invited via e-mail to participate in an online survey
Sample14 countries were included in the sample: Belgium, The Netherlands, United Kingdom, Spain, Italy, Portugal, France, Germany, Romania, USA, Brazil, Australia, Russia, China
Average sample size for countries = 200
Total sample size = 2884
Quantitative researchOnline research on InSites panel (>2,5 mln members)
Representative for internet populations on gender & age
December 2009 – January 2010
Additional weighting was performed based upon country populations, in order to obtain a representative sample
Social Media Study 2010 More on methodology2
01
0
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72% of all participants are member of at least 1 social network website. This involves that
almost 1 out of three still have no membership...
2010 EditionContent of this report2
01
0
90% of the 2.884 participants report to know at least 1 social
network website. On average, users know 4 social network websites while non-users know…
On average users have two
memberships. Out of all reported social network websites, Facebook turns out to be the
winning website. 1 out of 2 …
Users of social network websites seems to be saturated. The
have no intention to stops any of their memberships and they have no further intention to expand…
On average the social network users log in twice a day. This
log in frequency is higher for personal websites compared with the professional…
Sending personal messages is the most popular
online activity. 83% of users sometimes become a member / fan of something...
On average, connected people have about 195 friends. This
number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
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N Global = 2884 / Filter = None
More than 90% know
at least 1 social
network
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Q : Which of these social network sites do you know, even if only by name?
N Total = 2884 / F = None
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Ranking based upon Total
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
On average, users know 4 sites…Non-users know 2…
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On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook
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72%
Users
Facebook 95%
Facebook 98%Hyves 96%
Facebook 90%
Facebook 68%
Facebook 98%
Facebook 95%
Facebook 94%
Hi5 97%
Facebook 83%
N per country = About 200
73%Facebook
20
10 Best known social network in each country...
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N per country = About 200
Facebook 93%
Orkut 98% Facebook 96%
MySpace 47%
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73%Facebook
Best known social network in each country...
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10%> Total
10%< Total
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Across countries, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third
Q : Which of these social network sites do you know, even if only by name?
N Total = 2884 / F = None
83%
73%
64%
28%
23%
22%
21%
10%
5%
2%
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
0% 25% 50% 75% 100%
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
AWARENESS Exceeding countries
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N Europe = 2841 / Filter = None
28% of the internet population
are not active on a social network …because they don’t want others to see their personal information
N Global = 2884 / Filter = None
20
10
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28%
31%
FUTURE INTENTION
Usage │Knowledge Future Intention
N Total = 819 / F = If non user
31% will becomeUSER
Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?
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31%
69%
DON’T KNOW
31%
69%
NO INTENTION
INTENTION
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0%
25%
50%
75%
100%
Wes
tern
Eur
ope
Eas
tern
Eur
ope
So
uth
ern
Eur
ope
No
rth
ern
Am
eric
a
So
uth
ern
Am
eric
a
Aus
tral
ia
Asi
a
31%
FUTURE INTENTION
69%
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
NON-USERS THAT WILL BECOME A MEMBER ANYWAY
10%> Total
10%< Total
Usage │Knowledge Future Intention
N Total = 819 / F = If non user
Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?
DON’T KNOW
…Biggest growth potential in ASIA…
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31%
69%
NO INTENTION
INTENTION
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0% 25% 50% 75% 100%
Don’t want others to see my personal info
Any message can startleading a life online
I do not see an advantagein having it
Don’t want to free anytime for it.
Q : As non-user of a social network website, to what extent do you agree with the following statements on social network sites?
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
TOP2% AGREEMENT10%> Total
10%< Total
N Total = 819 / F = If non user
71%
70%
34%
32%
1
2
3
4
20
10 The biggest threshold for non-users seems to be their personal information. Almost 3 out of 4 non-users
agree on not wanting to share their personal information
17Social Media Study© In
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72% of all participants are member of at least 1 social network website. This involves that
more than 1 out of four still have no membership...
2010 EditionContent of this report
90% of the 2.884 participants report to know at least 1 social
network website. On average users know 4 social network websites while non-users know…
On average users have two
memberships. Out of all reported social network websites, Facebook turns out to be the
winning website. 1 out of 2 …
Users of social network websites seems to be saturated. The
have no intention to stops any of their memberships and they have no further intention to expand…
On average the social network users log in twice a day. This
log in frequency is higher for personal websites compared with the professional…
Sending personal messages is the most popular
online activity. 83% of users sometimes become a member / fan of something...
On average, connected people have about 195 friends. This
number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
20
10
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N Europe = 2841 / Filter = None
N Global = 2884 / Filter = None
Brazil 95%
USA 84%
Portugal 82%
TOP3 COUNTRIES
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72% of the internet population
are active on at least 1 social network …
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ACROSS COUNTRIES USERS ARE
CONNECTED TO 1 SOCIAL NETWORK ON AVERAGE, WITH THE
EXCEPTION OF BRAZIL AND PORTUGAL WHERE THEY HAVE 2 SOCIAL NETWORKS
ON AVERAGE.
0%
25%
50%
75%
100%
Wes
tern
Eur
ope
Eas
tern
Eur
ope
So
uth
ern
Eur
ope
No
rth
ern
Am
eric
a
So
uth
ern
Am
eric
a
Aus
tral
ia
Asi
a
72%
28%
USERS
Q: Which of the network sites are you currently a member of?
72%
USERS VS. NON USERS
28%
NON-USERS
N Total = 2884 / F = None
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
USERS
10%> Total
10%< Total
20
10
Within the online population, 72% are connected to at least 1 social network website
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72%
Users
Users 76%
Users 77%Users 79%
Users 73%
Users 38%
Users 80%
Users 69%
Users 73%
Users 82%
Users 56%
About N per country = About 200
72%Users
20
10 Number of users in each country...
21Social Media Study© In
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UsersN per country = About 200
Users 84%
Users 95% Users 79%
Users 43%
20
10 Number of users in each country...
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72% of all participants are member of at least 1 social network website. This involves that
almost 1 out of three still have no membership...
2010 EditionContent of this report
90% of the 2.884 participants report to know at least 1 social
network website. On average users know 4 social network websites while non-users know…
On average users have two
memberships. Out of all reported social network websites, Facebook turns out to be the
winning website. 1 out of 2 …
Users of social network websites seems to be saturated. The
have no intention to stops any of their memberships and they have no further intention to expand…
On average the social network users log in twice a day. This
log in frequency is higher for personal websites compared with the professional…
Sending personal messages is the most popular
online activity. 83% of users sometimes become a member / fan of something...
On average, connected people have about 195 friends. This
number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
20
10
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N Global = 2884 / Filter = None
72% users with on average 2 memberships
Twitter 17%
Facebook 51%
MySpace 20%
1
2
3
Top3 penetration
20
10
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Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members)
Ranking based upon Total
N Total = 2884 / F = None
20
10
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
12%
7%
7%
5%
5%
2%
2%
1%
0%
0%
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
EX MEMBERS
Usage │Knowledge Ex Membership
12% of the online internet population are ex members of MySpace
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Orkut is very popular in Southern America.
Usage │Knowledge Current Membership
Q : Which of the network sites are you currently a member of?
Ranking based upon Total
N Total = 2884 / F = None
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MySpace
Orkut
Hi5
Netlog
Ning
Hyves
Other
None
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
20
10
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0% 25% 50% 75% 100%
MySpace
Orkut
Hi5
Netlog
Ning
Hyves
Q : Which of the network sites are you currently a member of?
N Total = 2884 / F = None
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
51%
20%
17%
15%
11%
9%
8%
3%
2%
1%
MySpace
Orkut
Hi5
Netlog
Ning
Hyves
PENETRATION Exceeding countries 10%> Total
10%< Total
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More than half of the internet population is currently a member of Facebook
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72%
Users
Facebook 71%
Facebook 72%Hyves 63%
Hi5 60%
Facebook 22%
Facebook 73%
Facebook 57%
Facebook 67%
Hi5 61%
Facebook 29%
N per country = About 200
51%Facebook
20
10 Social network site with highest penetration in each country...
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N per country = About 200
Facebook 72%
Orkut 90% Facebook 76%
MySpace 18%
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51%Facebook
Social network site with highest penetration in each country...
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Usage │Knowledge Private versus Professional membership
72% is member of at least 1social
network
84% 13% 3%
Only member of a
personal site
Only member of a
professional site
Professional as well as a
Personal profile
......
MySpace
Hyves
Netlog
Hi5
Orkut
Ning
Other
84% of users are only member on a personal website…
More professional-only memberships amongs older people & amongst male…
N Global = 2065 / Filter = If user
20
10
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ActivitiesPersonal versus Professional purpose
Q: You are part of the following social network sites. What purposes do you use these sites for?
PERSONAL VERSUS PROFESSIONAL
Hyves
MySpace
Hi5
Netlog
Orkut
Ning
78%
75%
72%
70%
62%
61%
58%
43%
14%
4%
5%
2%
5%
3%
9%
2%
1%
19%
45%
64%
17%
24%
24%
27%
30%
37%
41%
38%
41%
31%
78%
75%
72%
70%
62%
61%
58%
43%
14%
4%
5%
2%
5%
3%
9%
2%
1%
19%
45%
64%
17%
24%
24%
27%
30%
37%
41%
38%
41%
31%
Strictly personal purposes
Strictly professional purposes
Both personal and professional purposes
N Total = 2065 / F = If user
Most respondents use social networks for personal reasons
20
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Professional websites
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Activities Personal versus Professional purpose
PURPOSE INDEX* OF SOCIAL NETWORK WEBSITES
PEN
ETRA
TIO
N O
F SO
CIAL
NET
WO
RK
WEB
SITE
SH
IGH
LOW
LOW HIGHPersonalProfessional
high
low
Q : Which of the network sites are you currently a member of?
Q : What purposes do you use these sites for?
The most popular social network websites are used for personal purposes…
* Index = % personal purpose - % professional purpose
20
10
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ebo
ok
MyS
pac
e
Tw
itter
Ork
ut
Hi5
Lin
kedI
n
Net
log
Xin
g
Nin
g
Hyv
es
17%
27%
36%
79%72%
79% 77%
90%95% 98%
25%
42%
42%
4%
10%
10% 10%
6%3%
7%
12%
5%
7%
51%
20% 17% 15%11% 9% 8%
3% 2% 1%
No
t aw
are
Aw
are
Aw
are
and
on
ce a
mem
ber
Aw
are
and
cur
rent
mem
ber
N Total = 2884 / F = None
FacebookMySpace
TwitterOrkut
Hi5LinkedIn
NetlogXingNing
Hyves
17% 27% 36% 79%72% 79%77% 90% 95% 98%
25% 42% 42% 4%10% 10%10% 6% 3%
7% 12% 5%7%
51% 20% 17% 15% 11% 9% 8% 3% 2% 1%
Not aware Aware Aware and once a member Aware and current member
Basis = Total
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Facebook has the highest penetration of members
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MySpace
Hyves
Netlog
Hi5
Orkut
Ning Xing
Other
0%
10%
20%
30%
40%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Usage │Knowledge Awareness versus Penetration
AWARENESS OF SOCIAL NETWORK WEBSITES
PEN
ETRA
TIO
N O
F SO
CIAL
NET
WO
RK
WEB
SITE
SH
IGH
LOW
LOW HIGHhighlow
high
low
Q : Which of the network sites are you currently a member of?
Q : Which of these social network sites do you know, even if only by name?
High awareness and high penetration !
20
10
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72% of all participants are member of at least 1 social network website. This involves that
almost 1 out of three still have no membership...
2010 EditionContent of this report
90% of the 2.884 participants report to know at least 1 social
network website. On average users know 4 social network websites while non-users know…
On average users have two
memberships. Out of all reported social network websites, Facebook turns out to be the
winning website. 1 out of 2 …
Users of social network websites seems to be saturated. They
have no intention to stop any of their memberships and they have no further intention to expand…
On average the social network users log in twice a day. This
log in frequency is higher for personal websites compared with the professional…
Sending personal messages is the most popular
online activity. 83% of users sometimes become a member / fan of something...
On average, connected people have about 195 friends. This
number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
20
10
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Users are saturated?!Connected People
have no intention to stop their membership nor do
they feel the need to further expand their membership
on social network sites
20
10
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Intention
20
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No Stopping!
No Expanding!75%
43%
N Total = 2065 / F = If user
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Usage │Knowledge Intention to stop
Q : Are there any network sites you intend to stop your membership of in the near future?
Ranking based upon Total
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
N Total = 2065 / F = If user
…75% have no intention to stop
20
10
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Usage │Knowledge Future membership
Q : Which of the network sites below you would consider becoming a member of?
Ranking based upon Total
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
N Total = 2065 / F = If user
…43% have no intention to expand
20
10
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72% of all participants are member of at least 1 social network website. This involves that
almost 1 out of three still have no membership...
2010 EditionContent of this report
90% of the 2.884 participants report to know at least 1 social
network website. On average users know 4 social network websites while non-users know…
On average users have two
memberships. Out of all reported social network websites, Facebook turns out to be the
winning website. 1 out of 2 …
Users of social network websites seems to be saturated. The
have no intention to stops any of their memberships and they have no further intention to expand…
On average the social network users log in twice a day. This
log-in frequency is higher for personal websites compared with the professional…
Sending personal messages is the most popular
online activity. 83% of users sometimes become a member / fan of something...
On average, connected people have about 195 friends. This
number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
20
10
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N Global = 2884 / Filter = None
Users log in 2 times a day
on average...
... Log in frequency for members
on professional websites drops to 9 times a month...
20
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Q: You are a member of the following social network sites. How often do you log in on these sites?
AT LEAST WEEKLY USE
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
87%
76%
62%
53%
46%
46%
45%
40%
35%
35%
Orkut
Hyves
Ning
MySpace
Hi5
Netlog
AT LEAST WEEKLY USEONLY SCORES OF TOP3 MEMBERSHIP PER REGION DISPLAYED
78%
36%
31%
57%
49%
55%
78%
39%
25%
85%
53%
57%
88%
64%
68%
83%
34%
43%
44%
54%
67%
10%> Total
10%< TotalN Total = 2065 / F = If user
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Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week
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64%
58%
54%
54%
49%
47%
42%
41%
34%
27%
MySpace
Hi5
Ning
Netlog
Hyves
Orkut
FrequencyFrequency compared with beginning
Q: When comparing your current usage to your usage when you had only just joined them, do you currently log in more or less often than before?
LESS OFTEN THAN BEFORE
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
LESS OFTEN THAN BEFOREONLY SCORES OF TOP3 MEMBERSHIP PER REGION DISPLAYED
31%
44%
70%
52%
53%
48%
31%
57%
64%
23%
64%
43%
27%
51%
40%
25%
66%
40%
50%
60%
50%
10%> Total
10%< TotalN Total = 2065 / F = If user
At least 1 out of 3 slows down their usage…
20
10
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On average, connected people have about 195 friends. This
number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
72% of all participants are member of at least 1 social network website. This involves that
almost 1 out of three still have no membership...
2010 EditionContent of this report
90% of the 2.884 participants report to know at least 1 social
network website. On average users know 4 social network websites while non-users know…
On average users have two
memberships. Out of all reported social network websites, Facebook turns out to be the
winning website. 1 out of 2 …
Users of social network websites seems to be saturated. The
have no intention to stops any of their memberships and they have no further intention to expand…
On average the social network users log in twice a day. This
log in frequency is higher for personal websites compared with the professional…
Sending personal messages is the most popular
online activity. 83% of users sometimes become a member / fan of something...
Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
20
10
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1
2
3
4
5
Top 5 activities online
Twice a day, participants do a certain activity on their social network website. This is mainly personal and not professional related with exception from professional network websites!
Checking status
48
Sending personal messages
Watching pics, etc.
Reacting to others’ status
Uploading pics
People like to do these activities, but would not be
willing to pay for them!
20
10
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0% 25% 50% 75% 100%
Reacting to others’ status
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
AT LEAST ONCE
Activities Penetration Online activities
N Total = 2065 / F = If user
10%> Total
10%< Total
94%
91%
89%
85%
83%
81%
81%
79%
78%
58%
40%
39%
Sending personal messages to friends / contacts / followers
Watching my friends / contacts / followers' pictures and videos
Checking my friends / contacts / followers'
status Reacting to friends / contacts / followers'
status
Uploading pictures
Sending public messages to friends / contacts / followers
Adapting my profile picture
Becoming a member of groups
Giving my own status
Becoming a fan of something
Uploading films
Creating groups
Checking status
Sending personal messages
Watching pics, etc.
Sending public messages
Giving my ownstatus
Becoming a member ofgroups
Uploading pics
Becoming fan of sth.
Adapting profile pic
Uploading films
Creating groups
...94% of connected people sometimes
send a personal message!...
20
10
Q: How often do you do each of the following on social network sites?
50Social Media Study© In
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Checking status
Sending personal messages
Watching pics, etc.
Reacting to others’ status
Sending public messages
Giving my ownstatus
Becoming a member ofgroups
Uploading pics
Becoming fan of sth.
Adapting profile pic
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
# TIMES A WEEK - DAILY
Q: How often do you do each of the following on social network sites?
Uploading films
Creating groups
36%
32%
29%
27%
23%
22%
8%
8%
7%
6%
4%
3%
1
2
3
4
5
6
7
8
9
10
11
12
0% 25% 50% 75% 100%
N Total = 2065 / F = If user
10%> Total
10%< Total
20
10
More than 1 out of three users check out their status several times a week or more
51Social Media Study© In
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Type of users
20
10
N Total = 2065 / F = If user
Passive!
Voyeur !
Addict !
Special occasions !
52Social Media Study© In
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LOG
IN F
REQ
UEN
CYH
IGH
LOW
LOW HIGH
SPECIAL OCCASIONS
13%
ADDICTS
26%
20
10 Type of users...
PASSIVE USERS
47%
VOYEURS
14%LOG IN FREQUENCY 109 *
ACTIVITY FREQUENCY 19 *
LOG IN FREQUENCY 13 *
ACTIVITY FREQUENCY 12 *
LOG IN FREQUENCY 123 *ACTIVITY FREQUENCY 95 *
LOG IN FREQUENCY 23 *
ACTIVITY FREQUENCY 70 *
* ON A MONTLHY BASIS
53Social Media Study© In
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LOG
IN F
REQ
UEN
CYH
IGH
LOW
LOW HIGH
SPECIAL OCCASIONS
13%
ADDICTS
26%
20
10 Who are they...
PASSIVE USERS
47%
VOYEURS
14% • BRAZILIAN• MAINLY PERSONAL MEMBERSHIPS• CURRENT TWITTER MEMBERS
• FEMALE• 18-44 Y.O.• SINGLES WITH NO KIDS• THEY TRY TO BUILD AN IMAGE ON THEIR
PROFILE(S)• THEY ARE AT EASE ONLINE• THEY FOLLOW RECENT INTERNET HYPES FROM
CLOSE BY
• MALE• 30-55 Y.O.• CURRENT TWITTER MEMBERS• MAINLY PROFESSIONAL
MEMBERSHIPS• NO INTERNET EXPERTS
• 18-30 Y.O.• USA & RUSSIA• MAINLY PERSONAL MEMBERSHIPS• LIKELY TO POST HAPPY EVENTS, HOLIDAY PICS,... • NO INTERNET EXPERTS
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0% 25% 50% 75% 100%
A band
A famous person
A brand
A charity
A non-famous person
Other
None of the above
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of?
N Total = 1723 / F = If sometimes becomes a member / fan.
44%
40%
35%
33%
24%
17%
10%
1
2
3
4
5
6
7
WHAT HAVE YOU BECOME MEMBER / FAN OF
10%> Total
10%< Total
Becoming a member of a charity is number 1 in Australia !
20
10 Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan
of something
55Social Media Study© In
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0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
MORE OFTEN THAN AT THE START
Q: When comparing your current behaviour to your behaviour when you had only just become a member, do you do the following more or less often than before?
N Total = 2065 / F = If user
24%
22%
21%
19%
19%
16%
16%
13%
13%
11%
8%
7%
1
2
3
4
5
6
7
8
9
10
11
12
Checking status
Watching pics, etc.
Reacting to others’ status
Sending public messages
Adapting my ownstatus
Becoming a member ofgroups
Uploading pics
Becoming fan of sth.
Adapting profile pic
Uploading films
Creating groups
Sending personal messages
0% 25% 50% 75% 100% 10%> Total
10%< Total
20
10 24% of users send personal messages more often compared with the beginning. This means that the
majority of users (76%) decrease this activity
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Activities Willingness to pay for Online activities
Q: When comparing your current behaviour to your behaviour when you had only just become a member, do you do the following more or less often than before?
N Total = 2065 / F = If user
WILLINGNESS TO PAY
5%
5%
4%
4%
4%
4%
4%
3%
3%
3%
3%
2%
10%
10%
10%
10%
10%
11%
10%
10%
9%
9%
10%
10%
85%
85%
86%
86%
86%
86%
86%
87%
88%
88%
87%
88%
Most respondents are not willing to pay for their online activities.
Similar outcome across different countries.
Checking status
Watching pics, etc.
Reacting to others’ status
Sending public messages
Adapting my ownstatus
Becoming a member ofgroups
Uploading pics
Becoming fan of sth.
Adapting profile pic
Uploading films
Creating groups
Sending personal messages
20
10
5%
5%
4%
4%
4%
4%
4%
3%
3%
3%
3%
2%
10%
10%
10%
10%
10%
11%
10%
10%
9%
9%
10%
10%
85%
85%
86%
86%
86%
86%
86%
87%
88%
88%
87%
88%
Willing to pay
Neutral
Not willing to pay
57Social Media Study© In
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72% of all participants are member of at least 1 social network website. This involves that
almost 1 out of three still have no membership...
2010 EditionContent of this report
90% of the 2.884 participants report to know at least 1 social
network website. On average users know 4 social network websites while non-users know…
On average users have two
memberships. Out of all reported social network websites, Facebook turns out to be the
winning website. 1 out of 2 …
Users of social network websites seems to be saturated. The
have no intention to stops any of their memberships and they have no further intention to expand…
On average the social network users log in twice a day. This
log in frequency is higher for personal websites compared with the professional…
Sending personal messages is the most popular
online activity. 83% of users sometimes become a member / fan of something...
On average, connected people have about 195 friends. This
number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
20
10
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N Europe = 2841 / Filter = None
Connected people have about
195
friends
N Global = 2065 / Filter = If user
Brazil 360
Portugal 236
USA 200
TOP3 COUNTRIES
20
10
59Social Media Study© In
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72%
Users
N° Friends 152
N° Friends 173N° Friends 115
N° Friends 171
N° Friends 89
N° Friends 100
N° Friends 133
N° Friends 95
N° Friends 236
Friend 113
N users per country = About 100-150
195N° Friends
20
10 Number of friends in each country...
60Social Media Study© In
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N° Friends 200
N° Friends 360 N° Friends 155
N° Friends 63
N° FriendsN users per country = About 100-150
20
10 Number of friends in each country...
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125 108140
200
360
155
63
Wes
tern
Eur
ope
Eas
tern
Eur
ope
So
uth
ern
Eur
ope
No
rth
ern
Am
eric
a
So
uth
ern
Am
eric
a
Aus
tral
ia
Asi
a
Friends & De-friendsNumber of friends / followers / contacts
Q:How many friends / contacts / followers do you have in your profile?
# CONTACTS
195 contacts on average
N Total = 2065 / F = If user
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
100> Total
100< Total
DIFFERENT CONTACTS
Strictly professional memberships have a smaller number of friends
20
10
195
TO
TA
L
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Friends & De-friends Contact
Q:When considering your contacts on the following social network sites, do you also meet these people in real life, or are they mainly people that you (almost) never meet?
N Total = 2065 / F = If user
DO YOU MEET YOUR CONTACTS?
75%
68%
68%
59%
51%
43%
43%
41%
40%
33%
25%
32%
33%
42%
49%
57%
58%
59%
60%
67%
Orkut
Hyves
MySpace
Hi5
Ning
Netlog
Hyves
MySpace
Hi5
Netlog
Orkut
Ning
75%68%68%
59%51%
43%43%41%
40%33%
25%32%33%
42%49%
57%58%59%
60%67%
Orkut Facebook
Hyves LinkedIn
MySpace Twitter
Xing Hi5
Ning Netlog
Meet in real life Never meet in real life
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
20%
72%
79%
63%
39%
42%
55%
45%
7%
44%
0%
50%
0%
73%
38%
59%
0%
67%
0%
48%
54%
67%
100%
44%
36%
33%
22%
53%
39%
45%
100%
83%
0%
66%
65%
37%
100%
47%
67%
43%
75%
37%
0%
41%
39%
50%
0%
25%
18%
22%
67%
78%
50%
50%
66%
26%
0%
30%
0%
25%
67%
51%
67%
50%
39%
42%
30%
40%
67%
37%
MEET IN REAL LIFE...
Netlog users hardly ever meet their online friends in real life! For Facebook it is the opposite!
20
10
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WOULD YOU SWITCH TO ANOTHER NETWORK TO FOLLOW YOUR CONTACTS?
Most people would not switch to another network.
Friends & De-friends Follow your friends
Q: Imagine a new social network being created, and the majority of your contacts transferring to this new network. How likely are you to remain a member of your current network?
N Total = 2065 / F = If user
Netlog
Hi5
MySpace
Hyves
Ning
Orkut
29%
25%
23%
22%
22%
20%
19%
18%
16%
12%
29%
33%
27%
27%
35%
28%
30%
32%
21%
19%
42%
42%
51%
51%
44%
52%
51%
50%
63%
68%
29%
25%
23%
22%
22%
20%
19%
18%
16%
12%
29%
33%
27%
27%
35%
28%
30%
32%
21%
19%
42%
42%
51%
51%
44%
52%
51%
50%
63%
68%
I would switch Neutral I would not switch
Netlog users are least loyal to their social network website. Facebook users are loyal!
20
10
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Q : When you wish to communicate a personal message to your friends or family, which of the channels listed below do you prefer?
Friends & De-friends Communicate a personal message
Mobile phone
SMS
Landline
Instant messenger
Social networks
COMMUNICATION CHANNELS10%> Total
10%< Total
Chat
Other
35%
27%
13%
11%
7%
4%
2%
2%
1
2
3
4
5
6
7
8
0% 25% 50% 75% 100%
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
6th place
N Total = 2065 / F = If user
To communicate personal messages to friends,
people prefer to call on their mobile phone
20
10
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0%
25%
50%
75%
100%
Wes
tern
Eur
ope
Eas
tern
Eur
ope
So
uth
ern
Eur
ope
No
rth
ern
Am
eric
a
So
uth
ern
Am
eric
a
Aus
tral
ia
Asi
a
26%
74%
USERS
Q: Do you use social network sites on your mobile phone?
26%
MOBILE USERS VS. MOBILE NON-USERS
74%
NON-USERS
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
USERS
10%> Total
10%< Total
Friends & De-friends Use of mobile phone
N Total = 2065 / F = If user
Most people do not use social network website on their mobile phone. This mobile usage is higher amongst male and younger people (18-30)
20
10
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20
10
26% use their social network via
their mobile phone.
N Total = 2065 / F = If user
…These ‘mobile’ users are more active on social networks compared with the non-mobile users!
They log in more often!They practice more activities!
44% addicts amongst the mobile users!
67Social Media Study© In
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72% of all participants are member of at least 1 social network website. This involves that
almost 1 out of three still have no membership...
2010 EditionContent of this report
90% of the 2.884 participants report to know at least 1 social
network website. On average users know 4 social network websites while non-users know…
On average users have two
memberships. Out of all reported social network websites, Facebook turns out to be the
winning website. 1 out of 2 …
Users of social network websites seems to be saturated. The
have no intention to stops any of their memberships and they have no further intention to expand…
On average the social network users log in twice a day. This
log in frequency is higher for personal websites compared with the professional…
Sending personal messages is the most popular
online activity. 83% of users sometimes become a member / fan of something...
On average, connected people have about 195 friends. This
number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…
Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...
20
10
68Social Media Study© In
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N Europe = 2841 / Filter = None
N Global = 2065 / Filter = If user
58% of users have already removed contact(s). This is less common on
professional
websites. Brazilian
participants have the biggest circle of friends, but are most likely to
de-friend them (81%)!
N° Friends 360
20
10
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DID YOU ALREADY REMOVE FRIENDS?
LinkedIn especially is a social network site where people do not remove contacts very often.
Across the different social network websites, 58% of users have already removed contacts at least once. This
number rises up to 81% in Brazil!
Friends & De-friends ‘Remove Friends’
Q: You are a member of the following social network sites. Have you already removed contacts from these sites ("Remove Friend")?
N Total = 2065 / F = If user
Orkut
Hyves
MySpace
Hi5
Netlog
Ning
77%
51%
49%
46%
44%
42%
42%
20%
19%
16%
23%
49%
51%
55%
56%
58%
58%
80%
81%
84%
77%51%49%46%44%42%42%
20%19%16%
23%49%51%55%56%58%58%
80%81%84%
Yes I already removed friends
No I did not remove friends yet
Professional contacts are less often de-friended!
20
10
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13% of all users claim to have a far-from-real image on at
least 1 social network website. Users are more eager to post something happy...
2010 EditionContent of this report
People lack trust in their social
network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
Asian and West European users are completely each others opposites when looking at their
online behaviour. Asian people are more open...
More than 1 out of 2 social network users cannot access their profiles at their work
because it is blocked by their employer...
The END
20
10
20% of the online population are
already user of a social network website and will even expand their memberships. 1 out of 4
are users and will…
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N Global = 2065 / Filter = If user
In 2009 we have measured that...
Although Facebook is the most popular social network website, 1 out of 3 users have little trust in it!
20
10
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21%23%
41%29%28%
44%25%
41%42%45%
35%37%
21%37%38%
24%45%
36%35%
38%
44%40%39%34%34%33%30%24%23%18%
Netlog Hi5
Orkut Twitter
Facebook Ning
MySpace Hyves
LinkedIn Xing
A lot of trust Neutral Little trust
TrustTrust in social network websites
Q: To what extent do you trust these sites as for privacy? (In other words: do you trust these sites not to pass on your personal details to others?)
N Total = 2065 / F = If user
DO YOUTRUST YOUR SOCIAL NETWORK?
Orkut
Hi5
Hyves
Ning
Netlog
Myspace
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
21%
23%
41%
29%
28%
44%
25%
41%
42%
45%
35%
37%
21%
37%
38%
24%
45%
36%
35%
38%
44%
40%
39%
34%
34%
33%
30%
24%
23%
18%
Netlog
Hi5
Orkut
Ning
MySpace
Hyves
OVERVIEW OF TRUST IN FACEBOOK
24% 30% 20% 31% 36% 26% 26%
33%48%
33%43% 27% 48%
63%
44%23%
47%26% 37% 27% 11%
Wes
tern
Eur
ope
Eas
tern
Eur
ope
So
uth
ern
Eur
ope
No
rth
ern
Am
eric
a
So
uth
ern
Am
eric
a
Aus
tral
ia
Asi
a
10%> Total
10%< Total
Netlog users don’t meet their online friends in real life and (consequently?!) have little trust in their online environment!
More trust in professional websites
20
10
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37%
59%
45%
37%
52%
37%
53%
TrustCredibility of brand posts
Q:Imagine a brand posting something about itself on a social network, to what extent do you think that is credible?
CREDIBILITY OF BRAND POST
N Total = 2065 / F = If user
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
10%> Total
10%< TotalCREDIBILITY
44%
Top2% credibility
44% think that a brand
posting about itself is credible…
20
10
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A consumer
The brand itself
A journalist
A marketeer
Another brand
Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
MOST CREDIBLE SOURCES
TrustCredible sources for brand posts
N Total = 2065 / F = If user
38%
32%
7%
3%
1%
A consumer
The brand itself
A journalist
A marketeer
Another brand
…still, word-of-mouth is the most credible source to rely on for brand posts…
Asia and Southern America consider the brand itself to be the most credible.
20
10
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0% 25% 50% 75% 100%
A consumer
The brand itself
A journalist
A marketeer
Another brand
Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
MOST CREDIBLE SOURCES10%> Total
10%< Total
N Total = 2065 / F = If user
38%
32%
7%
3%
1%
A consumer
The brand itself
A journalist
A marketeer
Another brand
We trust other consumers the most. Especially in Southern and Eastern Europe,
there is most trust in word-of-mouth.
Asia and Southern America think the brand itself is the most credilble source.
20
10
A consumer is the most credible source in order to believe posts about a certain brand
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13% of all users claim to have a far-from-real image on at
least 1 social network website. Users are more eager to post something happy...
2010 EditionContent of this report
People lack trust in their social
network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
Asian and West European users are completely each others opposites when looking at their
online behaviour. Asian people are more open...
More than 1 out of 2 social network users cannot access their profiles at their work
because it is blocked by their employer...
The END
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20% of the online population are
already user of a social network website and will even expand their memberships. 1 out of 4
are users and will…
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N Europe = 2841 / Filter = None
N Global = 2065 / Filter = If user
13% of all participants claim to have afar-from-real image on at least 1 social network website
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DOES YOUR ONLINE IMAGE CORRESPOND WITH YOUR REAL IMAGE?
Online behaviour Online image vs. Real image
Q: To what extent does your image on the following social networks correspond with your image in real life?
N Total = 2065 / F = If user
Orkut
Ning
Netlog
Hi5
Hyves
MySpace
44%
40%
35%
34%
32%
32%
30%
28%
27%
24%
36%
38%
46%
43%
36%
35%
38%
49%
41%
49%
12%
15%
15%
17%
21%
21%
20%
16%
24%
18%
8%
6%
5%
7%
11%
12%
12%
7%
8%
10%
44%
40%
35%
34%
32%
32%
30%
28%
27%
24%
36%
38%
46%
43%
36%
35%
38%
49%
41%
49%
12%
15%
15%
17%
21%
21%
20%
16%
24%
18%
8%
6%
5%
7%
11%
12%
12%
7%
8%
10%
Total overlap Large overlap
Small overlap Far apart
About 10% of those members on Netlog and Hi5 create an online image that does not correspond with their real selves.
When looking at younger members (18-30 y.o.) on these sites, 1 out of 5 respondents claims to do so.
S. America 14%
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49%
48%
47%
45%
44%
28%
27%
24%
20%
1
2
3
4
5
6
7
8
9
Happy events
Info on my hobbies
Things I’m proud of
Holiday pics
Pics of myself
Personal msgs
Pics of my kids
Info on my job
Sad events
Q : How likely are you to reveal the following types of information on a social network?
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
WHAT WOULD YOU REVEAL?10%> Total
10%< Total
Online behaviourRevealing info
0% 25% 50% 75% 100%
As long as it doesn’t get too personal (eg. kids, job...) people are more eager to post happy things or things they are proud of
instead of sad events.
Across the different information types, Western and Southern Europe are less
eager to post these types of information.
N Total = 2065 / F = If user
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80Social Media Study© In
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13% of all users claim to have a far-from-real image on at
least 1 social network website. Users are more eager to post something happy...
2010 EditionContent of this report
People lack trust in their social
network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
Asian and West European users are completely each others opposites when looking at their
online behaviour. Asian people are more open...
More than 1 out of 2 social network users cannot access their profiles at their work
because it is blocked by their employer...
The END
20
10
20% of the online population are
already user of a social network website and will even expand their memberships. 1 out of 4
are users and will…
81Social Media Study© In
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N Global = 2065 / Filter = If user
Asian and West European users are each others’ total
opposites when looking at their online behaviour!
79% of West European people are more open in person vs. online, which is only the case amongst 45% of Asian people.
27% of Asian users claim that they always tell the truth. This rises to 57% for West Europeans.
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0% 25% 50% 75% 100%
Consciously publish
Consciously choose pics
Certain things I revealmore easily in real life
Image social network is same as in real life
Online pics more oftenconsidered than album
Always tell truth on mysocial network
I link myself to brands
I use my social networkto build my image
Certain things I revealmore easily online
Q : To what extent do you agree with the following statements on social network sites?
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
TOP2% AGREEMENT10%> Total
10%< Total
Online behaviour Statements
75%
74%
63%
59%
54%
52%
27%
26%
23%
1
2
3
4
5
6
7
8
9
Western Europeans are more open about certain things in real life than through their
social networks.
This in contrary to Chinese people who are more open online compared with real life.
They also post or publish things without considering it thoroughly and above all they
do not always tell the truth.
N Total = 2065 / F = If user
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Online behaviour What would you reveal more easily online?
N Total = 469 / F = If agreement on ‘Certain things I reveal more easily online’
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People who indicate that they reveal
certain things more easily online
especially aim at:
84Social Media Study© In
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Online behaviour What would you reveal more easily in person?
N Total = 1301 / F = If agreement on ‘Certain things I reveal more easily in person’
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People who indicate that they reveal
certain things more easily in person
especially aim at:
85Social Media Study© In
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Careful with what I post
I decide myself who becomes a friend
I know that any publishcan lead a life of its own
No one has to know me online
I can totally be myselfonline
I do not fear the conse-quences of what I post
Q : To what extent do you agree with the following statements on social network sites?
0%10%20%30%40%50%60%70%80%90%
100%Facebook
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Total
Western Europe
Eastern Europe
Southern Europe
Northern America
Southern America
Australia
Asia
TOP2% AGREEMENT10%> Total
10%< Total
81%
78%
70%
52%
47%
33%
1
2
3
4
5
6
0% 25% 50% 75% 100%
N Total = 2065 / F = If user
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One out of three social network users do not fear the consequences of what they post
86Social Media Study© In
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0%
25%
50%
75%
100%
Wes
tern
Eur
ope
Eas
tern
Eur
ope
So
uth
ern
Eur
ope
No
rth
ern
Am
eric
a
So
uth
ern
Am
eric
a
Aus
tral
ia
Asi
a
46%
45%
45%
46%
IT WOULD BE HANDY IF I COULD COPY MY PERSONAL INFO FROM A SOCIAL NETWORK TO NEW SITE
45%
I AM TIRED OF ALL THE INVITES FOR NEW SOCIAL NETWORK
SITES
45%
I DO NOT WANT TO CHANGE TO NEW SOCIAL NETWORK BECAUSE THEN I WOULD HAVE TO ENTER
MY PERSONAL DATA AGAIN
Q : To what extent do you agree with the following statements on social network sites?
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
% AGREEMENT
% AGREEMENT
% AGREEMENT
0%
25%
50%
75%
100%
Wes
tern
Eur
ope
Eas
tern
Eur
ope
So
uth
ern
Eur
ope
No
rth
ern
Am
eric
a
So
uth
ern
Am
eric
a
Aus
tral
ia
Asi
a
0%
25%
50%
75%
100%
Wes
tern
Eur
ope
Eas
tern
Eur
ope
So
uth
ern
Eur
ope
No
rth
ern
Am
eric
a
So
uth
ern
Am
eric
a
Aus
tral
ia
Asi
a
% AGREEMENT 10%> Total
10%< Total
N Total = 2065 / F = If user
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45% of users is tired of all the invites for new social network sites
87Social Media Study© In
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ons
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13% of all users claim to have a far-from-real image on at
least 1 social network website. Users are more eager to post something happy...
2010 EditionContent of this report
People lack trust in their social
network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
Asian and West European users are completely each others opposites when looking at their
online behaviour. Asian people are more open...
More than 1 out of 2 social network users cannot access their profiles at their work
because it is blocked by their employer...
The END
20
10
20% of the online population are
already user of a social network website and will even expand their memberships. 1 out of 4
are users and will…
88Social Media Study© In
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N Global = 2065 / Filter = If user
55% cannot access their social network websites at work
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89Social Media Study© In
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0%
25%
50%
75%
100%
Wes
tern
Eur
ope
Eas
tern
Eur
ope
So
uth
ern
Eur
ope
No
rth
ern
Am
eric
a
So
uth
ern
Am
eric
a
Aus
tral
ia
Asi
a
BLOCKING
Q: Certain companies block social network sites, so that their employees cannot access them at work. Does your work block access to certain social network sites? If yes, to which ones?
55%
DOES YOUR COMPANY BLOCK SOCIAL NETWORK WEBSITES?
45%
NO-BLOCKING
W. Europe E. Europe S. Europe N. America Australia AsiaS. America
BLOCKING
10%> Total
10%< Total
Access @ work Blocking social network websites
N Total = 2065 / F = If user
55%
45%
FACEBOOK IS MOST COMMON
SOCIAL NETWORK TO GET BLOCKED.
1 OUT OF 3 INDICATES THAT
FACEBOOK IS BLOCKED AT THEIR WORK.
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If blocking @ work
90Social Media Study© In
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13% of all users claim to have a far-from-real image on at
least 1 social network website. Users are more eager to post something happy...
2010 EditionContent of this report
People lack trust in their social
network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
Asian and West European users are completely each others opposites when looking at their
online behaviour. Asian people are more open...
More than 1 out of 2 social network users cannot access their profiles at their work
because it is blocked by their employer...
The END
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10
20% of the online population are
already user of a social network website and will even expand their memberships. 1 out of 4
are users and will…
91Social Media Study© In
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Expanding users?
Saturated users?
Die-hard non-users?
Expand and quit?
Brand new users?
Quitting users?
N Total = 2884 / F = None
What about the future of social network websites?
92Social Media Study© In
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N Europe = 2841 / Filter = None
20
10
30%
24%
20%
11%
9%
7%
Expanding users?
Saturated users?
Die-hard non-users?
Expand and quit?
Brand new users?
Quitting users?
93Social Media Study© In
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N Europe = 2841 / Filter = None
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will increase
with
32% N Total = 2884 / F = None
Zero-sum!
Gain!
Lose!
54%39%
7%
94Social Media Study© In
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13% of all users claim to have a far-from-real image on at
least 1 social network website. Users are more eager to post something happy...
2010 EditionContent of this report
People lack trust in their social
network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...
Asian and West European users are completely each others opposites when looking at their
online behaviour. Asian people are more open...
More than 1 out of 2 social network users cannot access their profiles at their work
because it is blocked by their employer...
The END
20
10
The END
20% of the online population are
already user of a social network website and will even expand their memberships. 1 out of 4
are users and will…
95Social Media Study© In
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The END
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Contact details
Steven Van BelleghemManaging [email protected] Tel. +32 9 269.16.07Mobile +32 497 47.34.44
Saartje Van den BrandenSenior Research [email protected] Tel. +32 9 269.15.11Mobile +32 479 61.18.78
Tracey JonesResearch [email protected] Tel. +32 9 269.14.32Mobile +32 493 24.18.51
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Head officeEvergemsesteenweg 195B-9032 GentBelgiumTel. +32 9 269 15 00Fax. +32 9 269 16 00
Other officesRotterdam | London | Geneva
Learn more and readThe Conversation Manager
Questions, feedback, remarks:
[email protected] me: @Steven_InSitesJoin me on LinkedInwww.theconversationmanager.com
#DCM
98InSites Consulting beliefs - © 2010
[client logo][client logo]
© In
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nsul
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Since 1997
Business school spin-off
Online focus & full-service
Independent
Key figures
85 passionate people
Target turnover for 2010 of 15 mio euro
Servicing 35% of best global brands
Yearly growth of +35% last 7 years
Acting global, thinking local
Projects in +40 countries
+2.5 mio community members in +30 countries
Offices in Ghent, Rotterdam, London, Geneva, Paris
99InSites Consulting beliefs - © 2010
[client logo][client logo]
© In
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s Co
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ting
Strong industry recognitionAWARDS WON MOA Agency Researcher of the Year 2009 (Christophe Vergult) MOA SPSS Feedback Innovation Award 2009 ESOMAR Award for Best Paper Overall 2009 (The Fernanda Monti Award) ESOMAR International Young Researcher of the Year Award 2009 (Annelies Verhaeghe) MRS Best Conference Presentation 2009 (Niels Schillewaert) Econsultancy Innovation Awards 2009
AWARD NOMINATIONS ESOMAR Best Case History 2007 ESOMAR Award for Best Paper Overall 2007 IJMR Collaborative Research Award 2009 ESOMAR Excellence Award 2010 (2x) ARF Great Mind Awards 2010
PUBLICATIONS 14 ESOMAR publications 9 publications in scientific journals (Journal of Marketing, Information & Management,
Survey Research Methods, Journal of the Academy of Marketing Science, Journal of Market Research, Journal of Services Marketing, International Journal of Market Research, International Journal of Research in Marketing, Applied Psychological Measurement)
Actively collaborating with key industry stakeholders Research organisations: ESOMAR - MRS - BAQMaR - Febelmar - MOA - BHBIA - EphMRA Audits & certifications: Qfor - ISO certification in process Marketing organisations: IAB Europe - Belgian Marketing Foundation - NIMA - SWOCC - Vlerick Brand Community Charity: UNICEF - Make-a-Wish - Child Focus Academic partners: Vlerick Leuven Gent Management School - ESSEC - Bauer College of Business
(University of Houston) - Maastricht University - PennState SMEAL College of Business