1

Whot to expect from this

presentotion?
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.
or questions, feedback and remarks,
please contact:
Prof. Steven Van BeIIeghem
Managing partner nSites Consulting
Steven@nSites.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.
eedback: @Steven_insites

areness of Facebook
is cIose to 100%
More than 1 biIIion peopIe
(>70% of internet popuIation)
use sociaI netorks.
PeopIe use more than Facebook.
In Europe, peopIe join on average
1,9 sociaI netorks. In US it's 2,1;
BraziI 3,1 and India 3,9.
7
verage Facebook session Iasts
37 minutes, Titter 23 minutes.
More than 00 miIIion peopIe use
Facebook daiIy.

There is a big
Titter paradox:
0% is aare
of Titter, onIy 16%
is using it.
9
Vkontakte is big
in Eastern Europe:
% aareness,
39% penetration.
10
DifficuIt for ne sociaI netorks to succeed.
60% does not ant any ne sociaI netorks.
93% is happy ith hat they have and on't
in- or decrease.
11
MySpace
acebook
Linkedn
Hyves
Hi5
Orkut
Ning
Xing
Netlog
Twitter
QZone
Bebo
Vkontakte
Tagged
riendster
Badoo
0%
5%
10%
15%
20%
25%
30%
35%
40%
0% 10% 20% 30% 40% 50% 60%
EUROPE
Lo igh
L
o

i
g
h
I
n
t
e
n
t
i
o
n
t
o
I
n
c
r
e
a
s
e
Current netork penetration
N Europe = Min 43 Max 4968 / = f member of social network
Big sociaI netorks
iII get bigger and smaII
ones iII get smaIIer.
12
PeopIe connect
onIine ith their
offIine friends.
PeopIe Iove to
connect to peopIe.
13
>0% of sociaI
netork users
are connected
to brands.
1
ffIine brand
experiences are
the main onIine
conversation
starters.
1
PeopIe become a fan on
Facebook because they
Iike the product, not
because of advertising.
16
36% posted content
about a brand on
sociaI netorks.
17
Consumers ant to be
in the boardroom. %
is asking to take part in
co-creation of products
& advertising.
1
Positive experiences
are bigger conversation
starters than negative
experiences. PeopIe Iike
positive stuff.
19
Consumers prefer e-maiI
over sociaI netorks to
ask questions to brands.
20
2 out of 3 empIoyees
is proud about their
empIoyer, but onIy 19%
shares stories on
sociaI media: unused
conversation potentiaI.
21
3% of internet users
has a smart phone.
They are more intensive
users of sociaI netorks
than peopIe ithout a
smartphone.
22
n average, peopIe
instaII 2 apps on their
smartphone, but onIy
use 12. Most used apps
are sociaI netork apps.
23
12% of smartphone
oners is using Iocation
based services.
2
% of smartphone
users are famiIiar ith
augmented reaIity.
2
12% use LBS
20%of Iocation-based
users checks in daiIy
Next part of the presentation is a document
full with stats about social media.
eel 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@nSites.eu
Or on Twitter: @Steven_nSites
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.
of Europeons ore ouore of Sociol Medio.
;j of Europeons ore member of ot leost 1
sociol netuerk.
areness and usage of social networks is high; n 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, ndia 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.
n BraziI, 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. igures for ndia are comparable or even higher.
osed on the doto from porticipoting countries,
ue moke the follouing ossumption.
North
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one
is member of
1,9
98%
75%
1,5
99%
79%
1,9
97%
66%
1,8
99%
77%
2,2
South
West East
estern Europe Iags
behind in sociaI netork
penetration.
estern Europe Iags
behind in sociaI netork
penetration.
areness, penetration, average
number of netorks
75%
44%*
3,4
86%
34%
1,8
98%
88%
3,9
96%
67%
1,5
97%
86%
3,1
95%
76%
2,1
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one
is member of
1,9
areness, penetration, average
number of netorks
Emerging markets BraziI
and India sho the highest
aareness and penetration
of sociaI netorks.
Emerging markets BraziI
and India sho the highest
aareness and penetration
of sociaI netorks. * 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, 0%
is member of
onIy 1 sociaI
netork, mostIy
Facebook.
5 or more
4
3
2
1 network
SS
66
47
4S
S0
49
19
69
4S
13
64
2S
24
31
24
26
27
18
19
14
19
26
13
8
14
16
14
13
30
8
10
1S
6
4 3
7
3
4
18
8
18
9
4
7
13
22
34
WesLern
Lurope
norLhern
Lurope
LasLern Lurope SouLhern
Lurope
Lurope unlLed SLaLes 8razll AusLralla Chlna lndla !apan
1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8
a
v
e
r
a
g
e
N Europe = 5613 / = f member of social networks)
of netorks one is a member of
50+
11-50
1 - 10
a
v
e
r
a
g
e
18
23
S2
36
6S
49 49 48
41
SS
S3 S3
64 6S
79 80
29
30
31
28
14
28 30 33
32
29
27 26
27
29
16
17
32
47
17
36
21 22 21
19
26
16
20 21
9
6 3 3
lacebook vkonLakLe MySpace Pyves 8ebo 1agged Pl3 1wlLLer Llnkedln nlng xlng CrkuL neLlog 8adoo lrlendsLer CZone Pabbo
133 95 84 78 62 62 62 59 57 52 51 31 27 18 11 7
Counts
below 30
N Europe = Min 43 Max 4968 / = f member of social network
Q : How many contacts do you have on each of the following social network sites?
etork size
133 Facebook friends
versus 9 Titter foIIoers.
>600 miIIion
people use
social networks
at least daily
% of
Facebook
users
log-in at least
Daily >400M)
63%
76%
60%
67%
2%
61%
%
N Europe = 5613 / = f member of social networks)
DaiIy Iog on to sociaI media
Q : You are a member of the following social network sites. How often do you log into these sites? at least daily)
N Europe = Min 43 Max 4968 / = f member of social network
63
S8
37
29
23
21
16
14
12 12 12 11 11 11 11
8
vkonLakLe lacebook 1wlLLer Pyves 1agged 8adoo CrkuL neLlog Llnkedln Pl3 xlng MySpace nlng CZone lrlendsLer 8ebo Pabbo
etork Iog on frequency
Vkontakte and Facebook have the
highest penetration of daiIy usage.
63% of the Vkontakte users Iog in at
Ieast once a day.
Vkontakte and Facebook have the
highest penetration of daiIy usage.
63% of the Vkontakte users Iog in at
Ieast once a day.
37 minutes is
the average time
members spend
each time they log
in to acebook
>60
31 - 60
11 - 31
6 - 10
1- 5 minutes
a
v
e
r
a
g
e
Q : On average, how long in minutes) do you stay connected to each of the following networks when you log on? per single visit)
n average, Facebook
members stay connected for
more than haIf an hour
n average, Facebook
members stay connected for
more than haIf an hour
49 37 21 16 16 16 16 15 12 11 11 11 10 9 98 5
Counts
below 30
20
22
39
S0
47 48
S2
4S
SS
S9
S6
S0
67
S4
62
82
13
19
23
19
19 18
18
19
8
17 24
24
12
24
14
6
32
33
23
21
26 26
23
28
32
20
18
24
14 19 22
11
19
13
8
6
6
4
6
6
3 3 6
3
16
11
4 3
vkonLakLe lacebook 1wlLLer neLlog 8adoo Pyves 1agged MySpace CrkuL Pl3 xlng Llnkedln 8ebo nlng CZone lrlendsLer Pabbo
N Europe = Min 43 Max 4968 / = f member of social network
Connection time
ocebook rules the sociol medio spoce, but is
hooing o hord time in Chino & Jopon.
acebook rules, at least in Europe, US and Australia. No other network
reaches the 96% awareness and 62% usage level of acebook. f 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 Linkedn 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 acebook look-alike) is a strong
network in Russia and Ukraine. n a broader perspective, Qzone
China) and Orkut Brazil, ndia) are network sites to take into account.
acebook has lower penetration rates in China and Japan.
Awareness
acebook
96%
Twitter
80%
MySpace
70%
Top 3 netorks
In Europe
Membership
acebook
62%
Twitter
16%
MySpace
12%
Facebook, Titter and Linkedin are reaching the
mass market. SmaIIer/ neer sociaI netorks are
facing a chaIIenge.
62
16
12
96
80
19
West
North
East
South
S8
14
12
9S
82
36
69
18
10
97
38
80
S7
39
12
94
SS
72
72
24
1S
98
8S
41
N Europe = 7446 / = None
Membership
Awareness
Top 3 netorks by membership
62
16
12
96
80
19
70
22
20
93
S7
77
67
S9
34
93
87
76
63
12
10
94
8S
79
31
17
14
S9
S9
S4
77
6S
41
93
96
90
29
13
S
76
74
32
Membership
Awareness
Top 3 netorks by membership
0% 25% 50% 75% 100%
Q : To what extent do you know the following social network sites?
N Europe = 7446 / = None
acebook
Twitter
MySpace
Linkedn
Badoo
Netlog
Hi5
Xing
Vkontakte
Bebo
Tagged
Habbo
riendster
QZone
Orkut
Hyves
Ning
96
80
70
32
31
29
26
19
19
16
14
14
14
11
10
10
7
In Europe, Facebook, Titter and
MySpace are the best knon sociaI
netork sites.
In Europe, Facebook, Titter and
MySpace are the best knon sociaI
netork sites.
Europe
West
North
East
South
Europe Europe regions
Exceeding
countries
etork aareness | Europe
0% 25% 50% 75% 100%
Q : To what extent do you know the following social network sites?
N Europe = 7446 / = None
acebook
Twitter
MySpace
Linkedn
Badoo
Netlog
Hi5
Xing
Vkontakte
Bebo
Tagged
Habbo
riendster
QZone
Orkut
Hyves
Ning
96
80
70
32
31
29
26
19
19
16
14
14
14
11
10
10
7
In China, aareness
of Qzone is equaI to
aareness of
Facebook
In China, aareness
of Qzone is equaI to
aareness of
Facebook
Europe Europe versus reference countries
Europe
USA
Brazil
Australia
China
ndia
Japan
etork aareness | Europe in perspective
acebook
Twitter
Vkontakte
Linkedn
MySpace
Netlog
Badoo
Hi5
Xing
Hyves
Orkut
Ning
Tagged
QZone
Bebo
riendster
Habbo
0% 25% 50% 75% 100%
62
16
12
11
9
6
6
S
S
3
1
1
1
1
1
1
0
Q : To what extent do you use the following social network sites?
N Europe = 7446 / = None
Facebook has the highest usage
throughout Europe.
Facebook has the highest usage
throughout Europe.
Europe Europe regions
Europe
West
North
East
South
Exceeding
countries
etork membership | Europe
Q : To what extent do you use the following social network sites?
N Europe = 7446 / = None
acebook
Twitter
Vkontakte
Linkedn
MySpace
Netlog
Badoo
Hi5
Xing
Hyves
Orkut
Ning
Tagged
QZone
Bebo
riendster
Habbo
62
16
12
11
9
6
6
S
S
3
1
1
1
1
1
1
0
0% 25% 50% 75% 100%
Europe
USA
Brazil
Australia
China
ndia
Japan
Europe Europe versus reference countries
etork membership | Europe in perspective
Intention
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
Q : Which of the following social networks, of which you are a member, will you stop using?
N Europe = Min 43 Max 4968 / = f member of social network
riendster
Tagged
Hi5
Ning
Bebo
Netlog
Badoo
Orkut
QZone
Xing
MySpace
Hyves
Twitter
Linkedn
Vkontakte
acebook
Habbo ase below N=30
23
21
20
19
19
16
14
13
13
9
8
8
S
4
2
1
0% 25% 50% 75% 100%
Europe
Europe
West
North
East
South
Europe regions
Members of
Friendster are most
IikeIy to stop
Members of
Friendster are most
IikeIy to stop
veraII, 7% of the
sociaI netorkers have
the intention to quit at
Ieast one of the netorks
they are a member of.
veraII, 7% of the
sociaI netorkers have
the intention to quit at
Ieast one of the netorks
they are a member of.
Intention to stop
MySpace
acebook
Linkedn
Hyves
Hi5
Orkut
Ning
Xing
Netlog
Twitter
QZone
Bebo
Vkontakte
Tagged
riendster
Badoo
0%
5%
10%
15%
20%
25%
10% 20% 30% 40% 50% 60%
EUROPE
Lo igh
L
o

i
g
h
S
t
o
p
Penetration
Intention to stop versus penetration
N Europe = Min 43 Max 4968 / = f member of social network
Big netorks iII get bigger
and smaII netorks iII get
smaIIer.
Big netorks iII get bigger
and smaII netorks iII get
smaIIer.
0% 25% 50% 75% 100%
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? 'll use it a lot) more)
N Europe = Min 43 Max 4968 / = f member of social network
Linkedn
Twitter
acebook
Vkontakte
Orkut
Tagged
Xing
Ning
Badoo
Netlog
Hyves
QZone
Hi5
MySpace
Bebo
riendster
Habbo
37
31
29
2S
21
20
19
18
17
16
14
14
13
12
12
10
ase below N=30
Europe Europe regions
Europe
West
North
East
South
Members of LinkedIn,
Titter and Facebook
are most IikeIy to
increase their usage
Members of LinkedIn,
Titter and Facebook
are most IikeIy to
increase their usage
Future usage
MySpace
acebook
Linkedn
Hyves
Hi5
Orkut
Ning
Xing
Netlog
Twitter
QZone
Bebo
Vkontakte
Tagged
riendster
Badoo
0%
5%
10%
15%
20%
25%
30%
35%
40%
0% 10% 20% 30% 40% 50% 60%
EUROPE
Lo igh
L
o

i
g
h
I
n
c
r
e
a
s
e
Penetration
Future usage versus netork penetration
N Europe = Min 43 Max 4968 / = f member of social network
Big netorks iII get bigger
and smaII netorks iII get
smaIIer.
Big netorks iII get bigger
and smaII netorks iII get
smaIIer.
0% 25% 50% 75% 100%
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.
N Europe = Min 418 - Max 3962 / = Non users: Aware, but no member
Europe Europe regions
Europe
West
North
East
South
Facebook and Titter
are most IikeIy to
gain ne members.
Facebook and Titter
are most IikeIy to
gain ne members.
veraII, 60% have no
intention to expand
their membership.
veraII, 60% have no
intention to expand
their membership.
28
28
19
16
16
12
9
9
8
8
7
7
7
7
7
S
S
acebook
Twitter
Linkedn
Vkontakte
MySpace
QZone
riendster
Xing
Netlog
Orkut
Badoo
Hi5
Ning
Bebo
Tagged
Habbo
Hyves
Future membership
e gave you a Iot of facts,
to capture the key points,
e summarized the key data
in a fe overvie sIides.
Facebook Titter MySpace LinkedIn
%
20%
30%
6%
27%
9%
2%
19%
7%
%
10%
2%
62%
16%
9%
11%
acebook Twitter MySpace Linkedn
Aware and current member
Aware and once a member
Aware, but no member
Not aware
areness 96% 80% 70% 32%
Membership 62% 16% 9% 11%
Increase usage (top2%, 1-5) 29% 31% 12% 37%
etork size (av no. contacts) 133 59 84 57
Log on frequency (at least daily) 58% 37% 11% 12%
Log on duration (av minutes) 37 21 15 10
Ever deIeted a person from contact
Iist
50% 34% 36% 12%
Base: Social networkers
Base: Members of this network
Top netorks in Europe
Male
47% 55% 51% 56%
emale
53% 45% 49% 44%
ge
15-24
24% 30% 33% 15%
25-34
25% 25% 26% 24%
35-54
35% 30% 31% 43%
55-99
16% 14% 11% 18%
Smartphone
Smartphone user
43% 58% 46% 59%
orking situation
Employed
58% 58% 54% 72%
Student
13% 17% 18% 8%
Not working
29% 26% 28% 21%
acebook Twitter MySpace Linkedn
omen typicaIIy outnumber men on sociaI netorks -omen make
up 3% of Facebook users and 9% of MySpace users. oever, a
majority of LinkedIn members (6%) and Titter users (%) are men.
omen typicaIIy outnumber men on sociaI netorks -omen make
up 3% of Facebook users and 9% of MySpace users. oever, a
majority of LinkedIn members (6%) and Titter users (%) are men.
Gender
ge
Smartphone
orking situation
N Europe = 5613 / = f member of social networks)
Member profiIe
%he %uitter Porodox: high ouoreness oersus
louusoge. Whot's next?
Compared to acebook, Twitter is still a pretty small network
of people. Twitter is well known, but has not reached the
penetration level of acebook yet. uture adoption looks
good, but there is still a long way to go.
acebook and Twitter are a perfect couple, both sites serve
different needs. When people join Twitter, their acebook
usage does not decrease. Twitter users are typically using
more social media than non Twitter users.
N Europe = 5613 / = f member of social networks)
Facebook and Titter | membership of one or both
embers of: Log in to:
Western
Europe
Northern
Europe
Eastern
Europe
Southern
Europe
Europe
United
States
Brazil Australia China ndia Japan
acebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67%
Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70%
acebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40%
Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57%
19
6S
2
13
74%
37%
54%
35%
Q : You are a member of the following social network sites. How often do you log into these sites? % several times a day)
The more netorks
someone uses, the more
time spend per netork.
The more netorks
someone uses, the more
time spend per netork.
Facebook and Titter | daiIy Iog on
18
69
2
10
West
12
80
1
6
North
13
S9
3
2S
Last
29
64
2
S
South
19
6S
2
13
N Europe = 5613 / = f member of social networks)
Member of acebook
and Twitter
Member of
acebook, no Twitter
Member of Twitter,
no acebook
Other networks than
Twitter and acebook
Facebook and Titter | membership of one or both
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 looe people.
So bronds, behooe 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.
t's about being human and taking personal identity above an
institutional identity.
PeopIe connect
with peopIe they
know!
0% 25% 50% 75% 100%
Q : Why does a person belong to your network?
...we have been friends, neighbours,
classmates, etc. since our childhood
...we worked) together
...we have the same friends offline
...we have the same friends online
...we originate from the same region /
location
...s)he invited me to belong to his/her
social network
...we have the same hobbies
...we work in the same sector
...we share the same education
...we share the same kind of humor
...we have the same political ideas,
ideologies, etc.
...we are/were both in the same youth
movement
...we use the same products / services
...we have the same personal style
...we love the same brands
...s)he's a celebrity
...s)he's an opinion leader
Europe
West
North
East
South
Europe regions Europe
Connections are
driven by cIose,
offIine, personaI
reIationships.
Connections are
driven by cIose,
offIine, personaI
reIationships.
N Europe = 5613 / = f member of social networks)
71
S9
46
43
37
37
34
31
27
23
17
16
12
10
9
8
7
#easons to connect ith other peopIe on sociaI media
Besides connecting with others,
getting information about new)
products and brands is driving
membership of social networks
0% 25% 50% 75% 100%
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?
N Europe = 5613 / = f member of social networks)
...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
...to become a famous person
...to become an opinion leader
Europe
Besides more generaI
reasons, getting to kno
things about (ne)
products and brands is
an important driver for
membership
Besides more generaI
reasons, getting to kno
things about (ne)
products and brands is
an important driver for
membership
MySpace
acebook
Linkedin
Twitter
PeopIe get member of
professionaI netork
LinkedIn, to stimuIate
their career.
PeopIe get member of
professionaI netork
LinkedIn, to stimuIate
their career.
Drivers for netork membership
More than half of the
social networkers has
ever deleted someone
from his/her network.
Main reason for
defriending is a lack
of contact.
0% 25% 50% 75% 100%
Q : Have you ever deleted a person from your contact list?
Europe
West
North
East
South
Europe regions Europe
S4
S3
S0
46
4S
37
36
34
34
33
31
27
26
2S
14
12
Hyves
Vkontakte
acebook
Bebo
Tagged
Badoo
MySpace
Netlog
Twitter
Ning
Hi5
Orkut
QZone
Xing
riendster
Linkedn
Habbo Counts below 30
N Europe = 5613 / = f member of social networks)
In generaI, 6% has ever deIeted a contact
person from at Ieast one netork
In generaI, 6% has ever deIeted a contact
person from at Ieast one netork
Professional network Linkedn
shows a low deconnection rate
Professional network Linkedn
shows a low deconnection rate
Defriending
0% 25% 50% 75% 100%
Q : Why did you do that? 've deleted a person from my contact list because.
N Europe = 3179 / = f ever deleted a person from contact list
Europe
West
North
East
South
Europe regions Europe
SociaI netorking is to-ay communication;
Iack of contact is the main reason for defriending.
SociaI netorking is to-ay communication;
Iack of contact is the main reason for defriending.
Company, brand
or product reIated
reasons do not
seem important
reasons for
defriending.
Company, brand
or product reIated
reasons do not
seem important
reasons for
defriending.
#easons for defriending
47
44
39
36
30
21
14
12
10
9
8
6
4
...we hardly had any contact with each other
... don't want this person to see my profile
/updates anymore
...we were friends in the past, but not anymore
... came to realize that don't know that person
...that person shares too much lousy content
on his/her social network
... received many more updates about his/her
life than care to receive
...that person's comments were politically
incorrect
...that person is using social media too much
for advertising about brands / products
...that person is too active on my social network
...that person is using social media too much
for promoting the company s)he's working
...that person is too passive on my social
network
... don't want my colleagues to part of my
social network anymore
...that person recommends brands / products
don't like
0%
10%
20%
30%
40%
50%
60%
70%
0 20 40 60 80 100 120 140
EUROPE
Lo igh
L
o

i
g
h
D
e
f
r
i
e
n
d
i
n
g
etork size (contacts)
Defriending versus netork size
follou bronds on sociol medio.
Personol brond experience ond
conoersotions obout bronds bg peers
ore drioers 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!
North
Brand followers 51%
Average no. of brands followed 12,2
47%
11,6
54%
9,8
42%
9,4
60%
17,3
South
West East
bout haIf of the sociaI
netork users foIIo a
brand.
bout haIf of the sociaI
netork users foIIo a
brand.
N Europe = 5613 / = f member of social networks)
FoIIoing brands | Europe
Europe has the Ioest
share of brand fans, 1%.
Compare India: 70%
foIIos a brand.
Europe has the Ioest
share of brand fans, 1%.
Compare India: 70%
foIIos a brand.
55%
19,6
57%
20,2
60%
9,3
62%
7,9
55%
8,3
70%
15,6
Brand followers 51%
Average no. of brands followed 12,2
N Europe = 5613 / = f member of social networks)
FoIIoing brands | Europe in perspective
Male
44% 53%
emale
56% 47%
ge
15-24
31% 18%
25-34
28% 22%
35-54
20% 20%
55-99
13% 18%
Smartphone
Smartphone
user
47% 38%
Gender
ge
Smartphone
Brand foIIoer profiIe
On average
2.0 1.7
acebook
95% 93%
Twitter
31% 16%
Share
73% 41%
Consult
71% 30%
Defriending
63% 48%
etorks
ctions
Defriending

N Europe = 5613 / = members of social networks

Brand
foIIoers
Non brand
followers
Brand
foIIoers
Non brand
followers
sig. diff 95%)
Membership
Brand foIIoers are more often femaIes, somehat
younger and they are more active on sociaI netorks
Brand foIIoers are more often femaIes, somehat
younger and they are more active on sociaI netorks
0% 25% 50% 75% 100%
Q : To which sectors do these brands belong to?
N Europe = 3064 / = members of social networks, following at least one brand
Media / entertainment
ashion / luxury goods
ood and retail
Travel
Sport
Cars
Good causes / charity
ndustry
Europe
West
North
East
South
Europe regions Europe
Media and
entertainment are
the most popuIar
industries for
foIIoing brands
Media and
entertainment are
the most popuIar
industries for
foIIoing brands
S0
4S
43
3S
28
28
26
13
Sectors for brand foIIoing
oeroge consumer follous o brond to get o direct
personol 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
46%
Recommendation by friend
29%
nvitation by network contact
28%
Search engine
27%
Advertising on social media
26%
Online advertising
22%
Buying intention
22%
nvited by brand
18%
Traditional advertisements
18%
ollowing brands on
social media is driven
by the actual user
experience
2%
Had a conversation
with a brand via social
networks
Q : What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning...
...a positive experience with a product /
service 've posted or reacted on
...a job vacancy
...a negative experience with a product /
service 've posted or reacted on
...information posted about promotions
...information posted about products
and/or services in general
...a fanpage / group 've created for a
product/brand/company
...information posted about advertising)
campaigns
...information posted about the company
and/or company culture
Europe regions Europe
N Europe = 5613 / = f member of social networks)
17
1S
1S
13
13
10
9
8
0% 25% 50% 75% 100%
Europe
West
North
East
South
Company actions on sociaI media
2% aIready had
a conversation ith
a brand through
sociaI media.
2% aIready had
a conversation ith
a brand through
sociaI media.
Customers want to be involved
with companies. Bring them in
the boardroom to improve the
relationship.
%
CVE#STIS
S8
S8
S7
S3
S2
49
48
47
44
44
44
43
43
38
37
33
31
20
...offer product information
...offer promotions
...announce events
...share ideas and provide updates on future products, services, etc.
...give feedback
...give the ability to order / purchase products / services
...surprise consumers
...offer the ability to take part in game / competitions
...start conversations with consumers
...give exclusive content
...invite consumers to co-create products / services
...give objective background information of the company facts and
figures)
...offer the possibility to directly interact with people behind the brand
...bring entertainment
...launch advertising) campaigns
...create brand groups of which consumers can become a fan on
social network pages
...bring stories about the company culture
...create virtual characters or advertising icons
Q : On social network sites, brands should.
0% 25% 50% 75% 100%
Europe
West
North
East
South
Europe regions Europe
N Europe = 5613 / = f member of social networks)
PeopIe expect various actions of companies on sociaI
netorks. Top three consists of offering product information,
promotions and announcing events.
PeopIe expect various actions of companies on sociaI
netorks. Top three consists of offering product information,
promotions and announcing events.
Brand expectations
Sociol medio is obout communicotion
betueen 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.
f 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.
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
PeopIe Iike to
connect: status
checks and chats
are most frequent
activities on
sociaI netorks
0 1 2 3 4 5 6 7 8 9 10
P
E
R
S
O
N
A
L
S
H
A
R
E
S
H
A
R
E
C
O
N
S
U
L
T
S2
47
43
34
28
22
19
13
Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? average)
Checking the status of others and
consulting information
Chatting / Sending messages
Reacting to comments and / or actions of
others
Updating your status and / or posting
information
Playing games or other fun activities
Reacting to comments and / or actions of
others related to products, brands and / or
companies
Consulting information about products,
brands and/or companies
Posting information about products, brands
and/or companies
Europe
West
North
East
South
Europe Europe regions
N Europe = 5613 / = f member of social networks)
Communication
beteen peopIe is
the main purpose of
sociaI netorks.
Communication
beteen peopIe is
the main purpose of
sociaI netorks.
ctions on sociaI netorks
Embrace consumer power: 36% posts company/
brand related information on social media
Q : The last 10 times you logged into your social networks, how often did you undertake each of the following
actions? % at least once)
Consulting information about products, brands and/or companies"
Reacting on comments and / or actions of others related to products, brands and / or companies"
!osting information about products, brands and/or companies"
66%
40%
41%
28%
est
75%
29%
44%
20%
orth
79%
56%
64%
39%
East
77%
63%
59%
48%
South
73%
51%
53%
36%
Europe
76%
50%
49%
43%
United States
86%
68%
76%
60%
BraziI
67%
43%
47%
43%
ustraIia
44%
83%
83%
64%
China
88%
75%
84%
66%
India
34%
42%
29%
30%
Japan
West North East South
% social networkers
social networkers who consult
social networkers who react
social networkers who post
36% of the sociaI netorkers in
Europe post information on
products, brands, and /or companies
36% of the sociaI netorkers in
Europe post information on
products, brands, and /or companies
N Europe = 5613 / = f member of social networks)
Sharing and consuIting brand / product information
Sharing (%) ot sharing (3%) ConsuIting (1%) ot consuIting (0%)
Gender Male 47% 50% 45% 52%
emale 53% 50% 55% 48%
ge 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%
EmpIoyment 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%
Student 13% 13% 13% 12%
Not working 1% 1% 1% 2%
Other 6% 7% 6% 6%
Smartphone ith internet/data 32% 31% 33% 30%
Membership Average no. networks 2,1 1,7 2,1 1,7
N Europe = 4863 / = f sharing information reacting and/or posting)
N Europe = 2876 / = f consulting information
SociaI netorkers ho share or consuIt
information about brands, are younger and
they are member of more netorks.
omen consuIt more often about products
and brands than men.
SociaI netorkers ho share or consuIt
information about brands, are younger and
they are member of more netorks.
omen consuIt more often about products
and brands than men.
sig. diff 95%)
Sharing / consuIting profiIe
ffline brond experiences ore the best online
conoersotion storter.
f 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.
0% 25% 50% 75% 100%
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?
acebook
Twitter
Vkontakte
Linkedn
MySpace
Hi5
Netlog
Badoo
Hyves
Xing
Ning
QZone
Bebo
Tagged
riendster
Orkut
Habbo
Europe
West
North
East
South
Europe Europe regions
N Europe = 4863 / = f sharing information
Facebook is the pIace to share
information about products and
brands
Facebook is the pIace to share
information about products and
brands
77
1S
1S
S
4
3
3
3
2
2
1
1
1
1
1
0
0
etorks to share information
People prefer to
share positive brand
experiences on social
media
0% 25% 50% 75% 100%
Q : What exactly do you share then about products, brands and/or companies? Sharing information about...
...positive experiences you had
...negative experiences you had
...promotions you saw
...feedback about products / services you
received from a company
...games and contests related to the products,
brands or companies
...the launch of a new product, brand, or
company
...online advertising you saw or heard about
...advertising via traditional media e.g. tv,
radio, magazine, etc.) you saw or heard about
Europe
West
North
East
South
Europe Europe regions
N Europe = 4863 / = f sharing information
SociaI netorkers prefer to
share positive experiences.
SociaI netorkers prefer to
share positive experiences.
33% says their sharing
behavior increased (a Iot)
since Iast year.
33% says their sharing
behavior increased (a Iot)
since Iast year.
61
46
40
3S
31
30
26
21
Information to share
Most trusted source ore peers. %heir
experiences ore keg drioer in consumer
decision moking.
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.
0% 25% 50% 75% 100%
Q : What exactly do you consult then about products, brands and/or companies? Consulting information about...
...positive experiences others had
...negative experiences others had
...the launch of a new product, brand,
or company
...feedback about products/services
others received from a company
...promotions others saw
...games and contests related to the
products, brands or companies
...online advertising others saw or
heard about
...advertising via traditional media e.g.
tv, radio, magazine, etc.) others saw or
heard about
Europe regions Europe
hat to consuIt
N Europe = 2876 / = f consulting information
62% Iook for positive experiences others
had ith a product, brand or company
62% Iook for positive experiences others
had ith a product, brand or company
62
S3
4S
4S
40
32
28
2S
Europe
West
North
East
South
0% 25% 50% 75% 100%
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)
Positive experiences others had
eedback about products/services
others received from a company
The launch of a new product, brand,
or company
Promotions others saw
Negative experiences others had
Games and contests related to the
products, brands or companies
Online advertising others saw or
heard about
Advertising via traditional media e.g.
tv, radio, magazine, etc.) others saw
or heard about
Europe regions Europe
mpact of consulting on brand perception
Positive experiences
are reported to have the
highest impact on
brand opinion
Positive experiences
are reported to have the
highest impact on
brand opinion
S4
32
32
28
26
21
16
1S
Europe
West
North
East
South
N Europe = 2876 / = f consulting in general
0% 25% 50% 75% 100%
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)
Positive experiences others had
eedback about products/services
others received from a company
The launch of a new product, brand,
or company
Promotions others saw
Negative experiences others had
Games and contests related to the
products, brands or companies
Advertising via traditional media e.g.
tv, radio, magazine, etc.) others saw
or heard about
Online advertising others saw or
heard about
Europe regions Europe
mpact of consulting on buying intention
Positive experiences are aIso
reported to have the highest
impact on buying intention
Positive experiences are aIso
reported to have the highest
impact on buying intention
N Europe = 2876 / = f consulting in general
S2
32
29
2S
23
19
1S
14
Europe
West
North
East
South
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?
acebook
Twitter
Vkontakte
Linkedn
MySpace
Hi5
Xing
Netlog
Badoo
Hyves
Orkut
QZone
Tagged
Ning
Habbo
Bebo
riendster
74
14
13
6
S
3
3
3
2
1
1
1
1
0
0
0
0
0% 25% 50% 75% 100%
Europe
West
North
East
South
Europe regions Europe
N Europe = 2876 / = f consulting information
Facebook is the pIace to consuIt
information about products and
brands
Facebook is the pIace to consuIt
information about products and
brands
etorks to consuIt
12%says the image
they have formed based on
reaI-Iife experiences is
(compIeteIy) different from
the image based on sociaI
netork pages
Q :Compared to the image have formed based on real-life experiences, the image have based on. 1 completely different 5 completely the same)
13
6
13
16
13
7
23
11
S
20
S
22
26
39
33
31
24
42
2S
SS
S1
32
WesLern Lurope
norLhern Lurope
LasLern Lurope
SouLhern Lurope
Lurope
unlLed SLaLes
8razll
AusLralla
Chlna
lndla
!apan
10
9
13
1S
12
8
24
11
4
14
6
18
21
39
31
28
27
40
28
63
46
27
11
10
13
14
12
S
23
11
6
12
9
18
20
42
34
30
2S
39
27
SS
SS
2S
...THE THNGS SEE/READ ON THE
CORPORATE WEBSTE...
...THE THNGS SEE/READ ON SOCAL
NETWORK PAGES...
...THE THNGS SEE/READ ON OTHER
WEBSTES/BLOGS/ORA...
1,2. is completely) different / 4,5. is completely) the same
N Europe = 5613 / = f member of social networks)
Image of onIine information
0% 25% 50% 75% 100%
A person from your contact list
A person that belongs to the network of
your contact person
Brand users
A company
An employee of a company
Brand fans
Q : How trustworthy do you find the information that is posted on social networks by each of the following sources? %top2, 1-5)
60
34
27
26
20
16
Europe
Europe
West
North
East
South
Europe regions
N Europe = 5613 / = f member of social networks)
PeopIe trust each
other most
PeopIe trust each
other most
Trust in onIine information
Creote opportunities for product feedbock
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!
61%
SCIL
ET#E#S
2%
LL
#ESPDETS
Q : Which of the following channels would you like to use to give a company immediate feedback while using a brand/product?
N Europe = 4248 / = very) interested to give a company immediate feedback
Europe regions Europe
E-mail
Website
Mobile phone
Online Social Media
Other nternet source e.g. blog,
forum)
SMS
A face-to-face contact with a
representative of the brand /
product / company
Chat
Landline
A letter
majority prefers e-maiI to give a
company immediate feedback
majority prefers e-maiI to give a
company immediate feedback
80
62
28
24
24
23
21
16
14
10
0% 25% 50% 75% 100%
Europe
West
North
East
South
Preferred feedback channeI
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.
Emplogees os brond ombossodors
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%. f they talk about
their job, people like to share information about new products or
services and announce company events.
61%of empIoyed
sociaI netorkers is
proud of the company
they ork for
19%taIks about
their company on sociaI
media. EmpIoyees are
cIearIy unused sociaI
potentiaI.
CCMAN kIDL
1
A
L
k
A
8
I
L
I
1

!eople who are pride

of the company they are
working for and like to
talk about their job
/employer on social
media
low high
l
o
w
h
i
g
h
There is potentiaI for
getting proud empIoyees
to taIk on sociaI media
There is potentiaI for
getting proud empIoyees
to taIk on sociaI media
36%
45%
3%
16%
39%
45%
2%
15%
28%
56%
2%
15%
36%
43%
5%
16%
34%
45%
2%
18%
PotentiaI for brand ambassadors
N Europe = 2787 / = f member of social networks)
and active working person
63%
16%
67%
40%
62%
48%
75%
61%
40%
18%
62%
20%
Company pride top2%)
Talkability top2%)
61%
19%
Company pride and taIkabiIity
N Europe = 2787 / = f member of social networks) and active working person
0% 25% 50% 75% 100%
Q : What kind of information would you like to share about your job / employer on social media? would like to...
S0
S0
37
37
37
36
21
S
10
...share information on new) products /
services
...announce events of my company
...share information on new campaigns
about products / services of) my
employer
...share vacancies for a job
...tell stories about the company culture
...announce promotions
...share news about new hired employees
have no idea
do not like to share information about my
company
Europe
West
North
East
South
Europe regions Europe
N Europe = 2787 / = f member of social networks) and active working person, talking about heir job / employer on social media
e products / services
and events are most popuIar
items to share on sociaI
media by empIoyees
e products / services
and events are most popuIar
items to share on sociaI
media by empIoyees
Information to share by empIoyees
Mojoritg emplogees is not olloued
to use sociol medio.
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 sociaI netork
ebsites at ork
N Europe = 2787 / = f member of social networks) and
active working person
ne third of the European
sociaI netorkers are
bIocked by their empIoyer
to have access to sociaI
netork sites at ork
ne third of the European
sociaI netorkers are
bIocked by their empIoyer
to have access to sociaI
netork sites at ork
44
16
41
Wst
64
18
18
North
47
20
33
Lurope
Q : To what extent do you have access to social network sites at your work?
complete access
limited access
no access at all
22%
34%
Would like to have
access top2%, 1-5)
15% 48%
42%
48
22
30
Last
47
21
31
South
ccess to sociaI media at ork | Europe
S0
16
3S
Un|ted States
4S
32
23
8raz||
26
30
44
Austra||a
SS
41
4
Ch|na
38
30
32
Iapan
47
20
33
Lurope
complete access
limited access
no access at all
34%
Would like to have
access top2%, 1-5)
N=35
N=66
N=56
49
31
20
Ind|a
N=104
N=1590
N=78
N=62
= f member of social networks) and active working person
ccess to sociaI media at ork | Europe in perspective
60% would like to get help from employer
to share relevant content.
Company poIicy
25% has a written policy about social
media usage.
13% receives social media training.
out of 10 Iike their
empIoyer's attitude toards
sociaI media.
. and more than a third
is open to share information
about the company they
ork for.
Q : To what extent do you agree with each of these statements? top2%, 1-5)
n my social network environment, like to
make a clear distinction between my
professional e.g. colleagues) and my
personal life e.g. family)
'm open to share information about the
company work for among my contacts on
social networks, if that's beneficial for my
company
like to share information about my job
among my contacts on social networks
S7
36
22
0% 25% 50% 75% 100%
Europe
West
North
East
South
Europe regions Europe
N Europe = 2787 / = f member of social networks) and active working person
More than a third is open
to share information about
the company they ork for.
More than a third is open
to share information about
the company they ork for.
EmpIoyee attitude
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.
luogs on
Consumers are taking up mobile devices, especially in China and
ndia. This implies new ways to reach consumers, through simply more
display space, branded applications or even Location-based services.
n 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
S9
6
28
13
11
SouLh Lurope
1 A regular mobile phone
2 A smartphone, with nternet / data subscription
3 A smartphone, without nternet / data subscription
A tablet PC, with nternet / data subscription
A tablet PC, without nternet / data subscription
6 None of the above
61
S6
62
SS
S9
29
38
26 26
28
9
8
10
13
11
WesL norLh LasL SouLh Lurope
61
S6
62
SS
S9
29
38
26 26
28
9
8
10
13
11
WesL norLh LasL SouLh Lurope
61
S6
62
SS
S9
29
38
26 26
28
9
8
10
13
11
WesL norLh LasL SouLh Lurope
61
S6
62
SS
S9
29
38
26 26
28
9
8
10
13
11
WesL norLh LasL SouLh Lurope
1 2 3 6
N Europe = 7446 / = none
In Europe, 3% is using
a smartphone, either
ith or ithout internet /
data subscription
In Europe, 3% is using
a smartphone, either
ith or ithout internet /
data subscription
MobiIe devices | Europe
1 A regular mobile phone
2 A smartphone, with nternet / data subscription
3 A smartphone, without nternet / data subscription
A tablet PC, with nternet / data subscription
A tablet PC, without nternet / data subscription
6 None of the above
1 2 3 6
39
37
63
64
34
37
73
28
34
13
26
41
38
14
11
4
13
3
10
11
2
6
2
7
3
33
16
2 2
1 1
0
4
2
3
3
7
8
6
2
0
13
Lurope unlLed SLaLes 8razll AusLralla Chlna lndla !apan
N Europe = 7446 / = none
China and India outnumber
Europe and US on
smartphone usage
China and India outnumber
Europe and US on
smartphone usage
MobiIe devices | Europe in perspective
1 A new) laptop
2 A new) smartphone or PDA
3 A new) regular mobile phone
A new) desktop PC
A new) tablet PC
6 A new) netbook
23
24
33
20
47
30
29
22
24
31
13
33
44
20
18
13
23
13
19
37
22
13
16
31
14
29
19
22
14 14
22
10
40
30
14
12
10
23
7
27
23
16
Lurope unlLed SLaLes 8razll AusLralla Chlna lndla !apan
1 2 3 6
Q : To what extent are you planning to get each of the following appliances in the next six months? 1-5, top2%)
N Europe = 7446 / = none
Groth markets for smartphones
are China, India and to a Iesser
extent aIso BraziI.
Groth markets for smartphones
are China, India and to a Iesser
extent aIso BraziI.
Future intention
56%
59%
68%
77%
89%
44%
56%
Q : Could you please indicate to what extent you use your smartphone to surf on the nternet? % at least daily)
DaiIy Internet access via smartphone
N Europe = 2178 / = f smartphone with internet / data subscription
Nokia
Apple
Samsung
HTC
Sony Ericsson
BlackBerry
LG
Motorola
Palm
Other
28
22
1S
12
8
8
3
1
0
2
2
2S
14
18
0
20
8
S
7
1
14
1S
S
1
2
13
8
4
10
10
29
34
14
6
4
6
1
0
0
S
S8
18
S
12
2
2
0
3
0
0
S4
8
9
1
1S
4
0
0
0
8
0
47
13
7
10
0
0
0
0
19
N Europe = 2178 / = f smartphone with internet / data subscription
Smartphone brands
0% 25% 50% 75% 100%
Q : Why don't you have a smartphone?
Europe
West
North
East
South
Europe regions Europe
N Europe = 4474 / = Non smartphone users
My current mobile phone is still working fine
don't need a smartphone
t's too expensive
don't see the benefit of using a smartphone
yet)
never thought of changing it
Because think it's complicated to use
Only a few people in my direct environment
have a smartphone
For most non smartphone users
there is a Iack of (perceived) need
For most non smartphone users
there is a Iack of (perceived) need
39
33
29
24
9
4
3
Smartphone barriers
0% 25% 50% 75% 100%
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
West
North
East
South
Europe regions Europe
N Europe = 7446 / = None
S8
SS
S0
49
48
44
40
38
18
18
PeopIe expect brands to offer
content and convenience.
PeopIe expect brands to offer
content and convenience.
Ability to consult relevant information on your location
nearest restaurant, service station...) via your mobile
phone
Ability to make small payments e.g. parking meters,
vending machines, bus tickets... via SMS message
Receive a discount/coupon on your mobile phone
when you walk past a certain shop
Ability to do your banking via mobile phone a.o.
perform balance checks, make payments
Ability to use your mobile phone to operate certain
devices in your home from a distance e.g. lighting,
heating, video...)
Ability to receive more detailed product information on
your mobile phone when looking at a product in a shop
Receive notifications when friends, family, colleagues
are in your neighbourhood
Ability to purchase products via your mobile phone
e.g. books, CDs, tickets to events...
Receive notifications when potential matches are
nearby based on dating site profiles)
Seeing personalized advertising, more information or
promotions on a billboard when passing by with your
mobile phone
estern Europe
is Iess interested
in mobiIe
banking
estern Europe
is Iess interested
in mobiIe
banking
Discounts on
the go are
especiaIIy
popuIar in East
and South
Discounts on
the go are
especiaIIy
popuIar in East
and South
Interest in mobiIe services
Smortphones ouners hooe o more intensioe
sociol medio usoge.
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.
3%
36%
6%
6%
%
3%
39%
2%
7%
6%
9%
3%
36%
Smartphones faciIitate a
frequent Iog on to sociaI
media
Smartphones faciIitate a
frequent Iog on to sociaI
media
sig. diff 95%)

Smartphone users with or without internet / data subscription

Non smartphone users
3%
DaiIy Iog on to sociaI media through smartphone
267
242
21S
248 246
141
136
99
118
123
93
72
63
74
81
73
68
33
73
68
WesL norLh LasL SouLh Lurope
1 Average number of apps installed
2 Average used apps
3 Average paid apps
Average brand related apps
1 2 3
248 246
118
123
74
81
73
68
SouLh Lurope
1%
19%
Europe
7%
22%
West
7%
22%
North
2%
1%
South
N Europe = 2178 / = f smartphone with internet / data subscription
N Europe = 1774 / = f apps installed on smartphone
Q : How many apps have you installed on your smartphone since you started using it?
Apps
installed
No apps
installed
6%
1%
East
>/10 have apps instaIIed on their
smartphone. n average 2.
>/10 have apps instaIIed on their
smartphone. n average 2.
The average number of apps
instaIIed is 2, but onIy haIf of them
is actuaIIy used.
The average number of apps
instaIIed is 2, but onIy haIf of them
is actuaIIy used.
pps
0% 25% 50% 75% 100%
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?
Europe
West
North
East
South
Exceeding
countries
Europe regions Europe
N Europe = 1774 / = f apps installed on smartphone
Apps for navigation
Apps for weather forecasts
Apps for fun and games
Apps for music and / or videos
Apps for information gathering
Apps about travelling
Apps for managing money
Apps with information about places visit
Apps for going out
Apps about food and drinks, cooking and
recipes
Apps for work/school
Apps about health
Apps for working out
Apps for remote control
Apps for mums & dads
Other apps
Type of apps
S9
68
62
61
S6
S2
33
33
30
28
21
17
17
13
13
4
9
Apps for social networking
PeopIe use various types of apps - for practicaI
purposes, entertainment as eII as for
connecting ith others
PeopIe use various types of apps - for practicaI
purposes, entertainment as eII as for
connecting ith others
72% is consuIting
Facebook, 22%Titter
72% is consuIting
Facebook, 22%Titter
Smortphone users expect more
conoersotions & colloborotion uith bronds.
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.
6%of connected
smartphone users foIIo
a brand on sociaI media
69%
0%
6%
9%
6%
9%
7%
2%
7%
6%
6%
1%
%
Smartphone users more often
foIIo brands on sociaI media
than non users
Smartphone users more often
foIIo brands on sociaI media
than non users
sig. diff 95%)

N Europe = 5613 / = f member of social networks)

Using a smartphone with internet / data subscription

$martphone $martphone
ase <30 ase <30
FoIIoing brands on sociaI media
% top2box , 1-5 Europe United States BraziI ustraIia China India Japan
Smartphone with internet / data
no yes no yes no Yes no yes no Yes no yes no yes
N 3805 1808 128 91 170 48 113 54 32 114 100 138 74 28
...announce events 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 57% 60% 51% 50% 62% 72% 51% 49% 72% 84% 47% 61% 48%
...share ideas and provide updates on future
products, services, etc.
51% 57% 44% 50% 52% 66% 51% 49% 60% 83% 65% 70% 42%
...give feedback 50% 55% 51% 50% 59% 50% 45% 48% 68% 80% 58% 62% 29%
...give the ability to order / purchase products
/ services
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 42% 48% 36% 44% 50% 73% 41% 48% 54% 72% 47% 59% 39%
...give objective background information of
the company facts and figures)
41% 48% 33% 30% 51% 49% 33% 37% 58% 82% 41% 58% 23%
...offer the ability to take part in game /
competitions
47% 47% 32% 39% 55% 72% 50% 46% 60% 75% 48% 52% 31%
...invite consumers to co-create products /
services
42% 47% 25% 31% 54% 63% 26% 40% 55% 77% 47% 40% 27%
...offer the possibility to directly interact with
people behind the brand
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 37% 37% 32% 34% 49% 56% 39% 48% 30% 69% 54% 58% 33%
...create brand groups of which consumers
can become a fan on social network pages
32% 36% 32% 36% 44% 39% 33% 39% 39% 77% 44% 59% 21%
...bring stories about the company culture 29% 34% 30% 33% 46% 37% 22% 35% 35% 74% 46% 44% 13%
...create virtual characters or advertising
icons
20% 20% 12% 23% 31% 33% 16% 23% 42% 60% 42% 51% 12%
Q : On social network sites brands should.
Connected smartphone user expect
more from brands on sociaI media;
they ant to be invoIved.
Connected smartphone user expect
more from brands on sociaI media;
they ant to be invoIved.
N Europe = 5613 / = f member of social networks)
Connected smartphone users
and brand expectations
Smartphone users
ouId Iike companies
to start conversations
Smartphone users
ouId Iike companies
to start conversations
ocotion-bosed seroices
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.
ocotion-bosed seroices ore o niche
opplicotion ot 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 acebook Places,
oursquare 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
Iocation-based services
14
4
39
42
West
12
4
43
41
North
8
S
38
49
Last
11
3
36
S0
South
12
4
38
46
Lurope
N Europe = 2178 / = f smartphone with internet / data subscription
'm a current user of LBS
've been using LBS, but not anymore
know what LBS is, but 've never used it
have never heard about LBS
Imost haIf has never
heard about Iocation-based
services.
12% is using Iocation-based
services.
Imost haIf has never
heard about Iocation-based
services.
12% is using Iocation-based
services.
areness and usage of LBS | Europe
23
3
26
48
Iapan
6
1
31
62
Ind|a
11
4
26
S9
Austra||a
8
6
31
SS
8raz||
16
3
4S
36
Un|ted States
'm a current user of LBS
've been using LBS, but not anymore
know what LBS is, but 've never used it
have never heard about LBS
N Europe = 2178 / = f smartphone with internet / data subscription
12
4
38
46
Lurope
N=45
N=77
N=164
N=2972
N=92
N=111
23%
Aware of LBS, but currently not using):
ntention to use top2%, 1-5)
21
9
43
27
Ch|na
N=163
areness and usage of LBS | Europe in perspective
44
82
92
93
94
98
98
98
98
100
48
14
7
6
6
8
4
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?
unaware of LBS network
aware, but not using
using
N Europe = 1232 / = smartphone with internet / data subscription, aware of LBS in general
Europe
Facebook PIaces is the
best knon Iocation
based netork and is
used by %
Facebook PIaces is the
best knon Iocation
based netork and is
used by %
LBS netorks
0% 25% 50% 75% 100%
N Europe = 232 / = smartphone with internet .., current users of LBS
Q : Why do you use LBS?
My phone has the ability
'm an innovative person that tries
everything that's new
t's fun
want to track where 've been
want to track my most favorite places
My friends use it
want to meet new people
get promotions and other rewards of
brands/companies
Europe Europe regions
Europe
West
North
East
South
There is no cIear driver of Ibs. peopIe use it just
because their phone has the abiIity.
There is no cIear driver of Ibs. peopIe use it just
because their phone has the abiIity.
S3
42
37
28
28
23
18
12
LBS Drivers
N West: 92 / North: 52 / East: 41 / South: 47
PeopIe expect.
from Iocation-based
services
63
63
60
S3
43
40
3S
23
19
49
48
30
43
34
30
26
16
13
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.
...offer the user local promotions
...advise the user on things to do at that location
...provide the user with background information of
that location
...provide the user with nternet addresses to find
out more about that location
...provide the user with addresses of similar
locations
...surprise the user on that location in real life
...communicate how the user can earn points for a
location-based game
...start an online conversation with the user
...send the user advertisements
LBS users N=232
Non LBS users N=1000
Europe / = f smartphone with internet / data subscription
Europe
hen checking in to a
certain Iocation, peopIe
ouId Iike to receive IocaI
promotions or information
hen checking in to a
certain Iocation, peopIe
ouId Iike to receive IocaI
promotions or information
LBS users and brand expectations
S4
43
33
31
20
12
11
Q : When using LBS, what do you do exactly?
Q : Where do you 'check in' via these LBS?
N Europe = 232 / = smartphone with internet / data subscription, current users of LBS
Look up information on that location
Check in' to that location
Upload pictures taken on that
location
Post a comment concerning that
location
Give a rating of that location on
review sites
Ask a question to my network about
that location
Upload movies made on that
location
Restaurants & bars
Events e.g. festival, concert, etc.)
Entertainment places e.g. movie
theatre...)
Shops e.g. food store, multimedia
store, etc.)
Home
Work / School
Europe
Europe
20% of LBS users check in daiIy 20% of LBS users check in daiIy
The majority of pIaces
here peopIe check in
are branded pIaces:
restaurants & bars,
events, entertainment
pIaces or shops
The majority of pIaces
here peopIe check in
are branded pIaces:
restaurants & bars,
events, entertainment
pIaces or shops
The majority of peopIe
using Location-based
services are Iooking
for information about
that Iocation
The majority of peopIe
using Location-based
services are Iooking
for information about
that Iocation
S8
S0
46
37
29
24
LBS Check-in
ACTONS CHECK-N LOCATONS
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.
...triggers users to look for more information on a
certain location
...makes me feel like being watched by Big Brother
constantly
...triggers users to share their thoughts of the
moment immediately
...triggers people to buy certain products or services
...is just a hype
60
31
42
36
21
38
38
36
39
33
LBS users
N=232
Non LBS users
N=1000
Europe / = f smartphone with internet / data subscription
Europe
ttitude toards LBS
37%is not using
Iocation-based services
because of privacy
concerns
0% 25% 50% 75% 100%
N Europe = 680 / = smartphone with internet / data subscription, aware but non users of LBS
Q : Why don't you use LBS?
or privacy concerns
'm not interested because don't care
'm not interested as don't know how can
benefit from using LBS
Using LBS is not beneficial yet
Using LBS is for a niche audience
My phone is not able to run the LBS
Europe Europe regions
Europe
West
North
East
South
Privacy concerns are a key factor for
not using LBS
Privacy concerns are a key factor for
not using LBS
37
32
23
17
6
6
LBS barriers
N Europe = 88 / = smartphone with internet / data subscription, used LBS in the past but not anymore
Q : Why don't you use LBS anymore?
or privacy concerns
t's nothing for me
Using LBS is not beneficial yet
None of my social network contacts is using it
Using LBS is for a niche audience
have a new phone that is not able to run the
LBS
Europe
Privacy concerns are an important
reason for stop using LBS.
Privacy concerns are an important
reason for stop using LBS.
37
32
29
21
16
6
#easons to stop using LBS
ugmented reolitg
Augmented reality refers to a three-dimensional online world. t
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'.
%of smartphone
users makes use of
augmented reaIity
4
3
27
66
Lurope
1 'm a current user of augmented reality
2 've used augmented reality in the past,
but am not using it
3 know what augmented reality is, but 've
never used it
have never heard of augmented reality
11
22
33
44
43
27
66
West
34
20
74
North
3
4
26
67
Last
43
29
63
South
Unaided awareness
33%
72%
34%
70%
27%
64%
36%
79%
34%
72% Aided awareness
N Europe = 2178 / = f smartphone with internet / data subscription
ugmented reaIity | Europe
1 'm a current user of augmented reality
2 've used augmented reality in the past,
but am not using it
3 know what augmented reality is, but 've
never used it
have never heard of augmented reality
6
3
27
63
Un|ted States
7 7
29 S7
8raz||
2
20
78
Austra||a
13
6
36
4S
Ch|na
1
6
19
74
Ind|a
12
8
38
42
Iapan
4
3
27
66
Lurope
11
22
33
44
34%
72%
Unaided
Aided
36%
62%
43%
99%
22%
59%
55%
74%
26%
72%
58%
77%
Awareness:
ugmented reaIity | Europe in perspective
N Europe = 2178 / = f smartphone with internet / data subscription
ppendix:
methodoIogy
MethodoIogy
Survey
Respondents were invited via e-mail to participate in an online survey
SampIe
35 countries were included in the sample: Austria, Belgium, Bulgaria, Croatia, Czech Republic,
Denmark, inland, rance, Germany, Greece, Hungary, reland, taly, Luxembourg, The
Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain,
Sweden, Switzerland, Turkey, Ukraine, United Kingdom, USA, Japan, ndia, 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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