Mang Xa Hoi Tren the Gioi (en)

8/4/2019 Mang Xa Hoi Tren the Gioi (en)

1/95

Social Media around the world

Steven Van BelleghemSteven@insites.euwww.insites.euwww.theconversationmanager.com


2/95

2Social Media StudyInSitesConsulting

SOCIAL MEDIASTUDY 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

2010


3/95


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

2010


4/95

4Social Media StudyInSites

Consulting

72% of all participants are

member of at least 1 socialnetwork website. This involves that

more than 1 out of four still have no

membership...

2010 EditionContent of this report2

010

90% of the 2.884 participants report

to know at least 1 social

network website. On average, usersknow 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 thewinning website. 1 out of 2

Users of social network websites

seems to be saturated. Theyhave 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 forpersonal websites compared with

the professional

Sending personalmessages is the most popularonline activity. 83% of users

sometimes become a member / fan

of something...

On average, connected people have

about 195 friends. This numberreaches a peak in Brazil where

people have about 400 friends.

Strictly professional memberships

Everyone removes friendssometimes. This de-friend tendency

is less common on professional

websites compared with personal

websites...


5/95


Consulting

13% of all users claim to have afar-from-real image on atleast 1 social network website.

Users are more eager to post

something happy...


010

People lack trust in their socialnetwork websites, especially in

personal websites. When a brandposts something about itself almost

half of the people think...

Asian and West European users are

completely each othersopposites when looking at theironline behaviour. Asian people are

more open...

More than 1 out of 2 social network

users cannot access theirprofiles at their workbecause it is blocked by their

employer...

The END

20% of the online population are

already user of a social network

website and will even expandtheir memberships. 1 out of 4are users and will


6/95


Consulting

SurveyRespondents were invited via e-mail to participate in an online survey

Sample

14 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 research

Online research on InSites panel (>2,5 mln members)

Representative for internet populations on gender & age

December 2009 January 2010Additional weighting was performed based upon country populations, in order to obtain arepresentative sample

Social Media Study 2010More on methodology20

10


7/957Social Media StudyInSites

Consulting



almost 1 out of three still have no

membership...


010


to know at least 1 social

network website. On average, usersknow 4 social network websites







seems to be saturated. Thehave no intention to stops any of

their memberships and they have no



users log in twice a day.

This log in frequency is higher forpersonal websites compared with

the professional



of something...








websites...



Consulting

N Global = 2884 / Filter = None

More than 90% knowat least 1 social network2010



Consulting

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%

Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Ranking based upon Total

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

On average, usersknow4 sitesNon-users know 2

2010

On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook



Consulting

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

2010 Best known social network in each country...
http://upload.wikimedia.org/wikipedia/commons/7/73/Flag_of_Romania.svg


11/9511Social Media Study

InSites

Consulting


Facebook 93%

Orkut 98% Facebook 96%

MySpace 47%

2010

73%Facebook

Best known social network in each country...



InSites

Consulting

10%> Total

10%< Total

Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

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



83%

73%

64%

28%

23%

22%

21%

10%

5%

2%

0% 25% 50% 75% 100%

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

AWARENESS Exceedingcountries

2010



InSites

Consulting

N Europe = 2841 / Filter = None

28%of the internet population

are not activeon a social network because they dont want others to see their personal information


2010



InSites

Consulting

28%31%

FUTURE INTENTION

Usage KnowledgeFuture Intention

N Total = 819 /F = If non user

31% willbecome

USER

Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?

2010

31%

69%

DONT KNOW

31%

69%

NO INTENTION

INTENTION



InSites

Consulting

0%

25%

50%

75%

100%

31%

FUTURE INTENTION

69%

W. Europe E. Europe S. Europe N. America Australia AsiaS. America

NON-USERSTHAT WILL BECOME A MEMBERANYWAY

10%> Total

10%< Total

Usage KnowledgeFuture Intention


Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?

DONT KNOW

Biggest growthpotential in

ASIA

2010

31%

69%

NO INTENTION

INTENTION



InSites

Consulting

0% 25% 50% 75% 100%

Dont want others tosee my personal info

Any message can startleading a life online

I do not see an advantagein having it

Dont 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?

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

TOP2% AGREEMENT10%> Total

10%< Total


71%

70%

34%

32%

2010

The biggest threshold for non-users seems to be their personal information. Almost 3 out of 4 non-usersagree on not wanting to share their personal information


17/95


Consulting



more than 1 out of four still have no

membership...

2010 EditionContent of this report


to know at least 1 socialnetwork website. On average users

know 4 social network websites











users log in twice a day.This log in frequency is higher for

personal websites compared with

the professional



of something...








websites...

2010


18/95


Consulting



Brazil 95%

USA 84%

Portugal 82%

TOP3COUNTRIES

2010

72%of the internet population

are activeon at least 1 social network


19/95


Consulting

ACROSS COUNTRIESUSERS ARE CONNECTED

TO 1 SOCIAL NETWORK ONAVERAGE, WITH THE

EXCEPTION OF BRAZILAND PORTUGAL

WHERE THEY HAVE 2SOCIAL NETWORKS ON

AVERAGE.

0%

25%

50%

75%

100%

72%

28%

USERS

Q: Which of the network sites are you currently a member of?

72%

USERS VS. NON USERS

28%

NON-USERS



USERS

10%> Total

10%< Total

2010

Within the online population, 72% are connected to at least 1 social network website

N b f i h


20/95


Consulting

72%

Users

Users 76%

Users 77%Users 79%

Users 73%

Users 38%

Users 80%

Users 69%

Users 73%

Users 82%

Users 56%

AboutN per country = About 200

72%Users

2010 Number of users in each country...

0 N b f i h


21/95


Consulting

72%Users


Users 84%

Users 95% Users 79%

Users 43%

2010 Number of users in each country...

0


22/95


Consulting




membership...

















the professional



of something...








websites...

2010

0


23/95


Consulting


72% userswith on average 2 memberships

Twitter 17%

Facebook 51%

MySpace 20%

1

2

3

Top3 penetration

2010

0

Usage K l d


24/95


Consulting

Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members)



2010

Facebook

MySpace

Hi5

Netlog

Twitter

LinkedIn

Orkut

Xing

Ning

Hyves

12%

7%

7%

5%

5%

2%

2%

1%

0%

0%

EX MEMBERS

Usage KnowledgeEx Membership

12% of the onlineinternet population areex membersof MySpace


25/95

0


26/95


0% 25% 50% 75% 100%

Facebook

MySpace

Twitter

Orkut

Hi5

LinkedIn

Netlog

Xing

Ning

Hyves

Q : Which of the network sites are you currently a member of?


Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

51%

20%

17%

15%

11%

9%

8%

3%

2%

1%

PENETRATION Exceedingcountries 10%> Total

10%< Total

2010

More than half of the internet population is currently a member of Facebook

0 Social network site with highest penetration in each country


27/95


72%

Users

Facebook 71%

Facebook 72%Hyves 63%

Hi5 60%

Facebook 22%

Facebook 73%

Facebook 57%

Facebook 67%

Hi5 61%

Facebook 29%


51%Facebook

2010 Social network site with highest penetration in each country...

0 Social network site with highest penetration in each country


28/95



Facebook 72%

Orkut 90% Facebook 76%

MySpace 18%

2010

51%Facebook

Social network site with highest penetration in each country...

Usage Knowledge 84% f l

0


29/95


Usage KnowledgePrivate versus Professional membership

72%is member of at least 1socialnetwork

84%13%

3%

Only memberof a

personalsite

Only memberof a

professionalsite

Professionalas well as a

Personalprofile

......

MySpace

Hyves

Netlog

Facebook

Twitter

Hi5

Orkut

Ning

Other

LinkedIn

Xing

84% of users are onlymember on a personalwebsite

More professional-onlymemberships amongs older people& amongst male

N Global = 2065 / Filter = If user

2010

Activities0


30/95


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

Facebook

MySpace

Hi5

Twitter

Netlog

Orkut

Ning

Xing

LinkedIn

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%

Strictl y personal purposes

Strictl y p rofessional purposes

Both personal and professional purposes

N Total = 2065 /F = If user

Most respondentsuse social networks

for personal reasons

2010

Professional websites

Activities

0


31/95


ActivitiesPersonal versus Professional purpose

PURPOSE INDEX* OF SOCIAL NETWORK WEBSITES

PENETR

ATIONOFSOCIALNETW

ORKWEBSITES

HIGH

LOW

LOW HIGHPersonalProfessional


Q : What purposes do you use these sites for?

The most popular socialnetwork websites are usedfor personal purposes

* Index = % personal purpose - % professional purpose

201

0


32/95


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 aware Aware Aware an d o nce a member Aware an d current member

Basis = Total

201 Facebook has the highest penetration of members

Usage Knowledge

0


33/95

34Social Media StudyInSite

sConsulting

MySpace

Facebook

LinkedIn

Hyves

Netlog

Twitter

Hi5

Orkut

NingXing

Other

0%

10%

20%

30%

40%

50%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Usage KnowledgeAwareness versus Penetration

AWARENESS OF SOCIAL NETWORK WEBSITES

PENETRATIONOFSOCIALNETWORKWEBSITES H

IGH

LOW

LOW HIGHhighlow



High awareness and highpenetration !

201

2010 Edition0


34/95


sConsulting




membership...











seems to be saturated. Theyhave no intention to stop any of their

memberships and they have no





the professional



of something...








websites...

201

U d?!0


35/95


sConsulting

Users are saturated?!Connected People

have no intention to stoptheir membership nor do

they feel the need to further

expand their membershipon social networksites

201

10


36/95


sConsulting Intention

201

No Expanding!

43%


Usage Knowledge

10


37/95


sConsulting

Usage KnowledgeIntention to stop

Q : Are there any network sites you intend to stop your membership of in the near future?


Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Facebook

MySpace

Hi5

Twitter

Netlog

Orkut

LinkedIn

Xing

Ning

Hyves

Other

None


75% haveno intentionto stop

201

Usage Knowledge

10


38/95


sConsulting

Usage KnowledgeFuture membership

Q : Which of the network sites below you would consider becoming a member of?


Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Twitter

Facebook

MySpace

LinkedIn

Hi5

Netlog

Xing

Orkut

Ning

Hyves

Other

None


43% haveno intentionto expand

201

2010 Edition10


39/95


sConsulting




membership...















users log in twice a day.This log-in frequency is higher for


the professional



of something...








websites...

201

10


40/95


sConsulting


Users log in 2 times a dayon average...

... Log in frequency for members

on professionalwebsites drops to 9 times a

month...

201

10

Orkut has highest penetration on weekly usage 87% of Orkut users log in at least once a week


41/95


sConsulting

Q: You are a member of the following social network sites. How often do you log in on these sites?

AT LEAST WEEKLYUSE


87%

76%

62%

53%

46%

46%

45%

40%

35%

35%

AT LEAST WEEKLYUSEONLY 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

201 Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week

Frequency1

0


42/95


sConsulting

64%

58%

54%

54%

49%

47%

42%

41%

34%

27%

q yFrequency 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


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

201

2010 Edition10


43/95


sConsulting








membership...

Content of this report
















the professional



of something...




websites...

20

Twice d ti i t d t i10


44/95


sConsulting

1

2

3

4

5

Top 5 activities online

Twice a day, participants do a certainactivity on their social network website.This is mainly personal and not professionalrelated 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 theseactivities, but would not be

willing to pay for them!

20

Activities0

10


45/95


sConsulting

0% 25% 50% 75% 100%

Reacting to othersstatus

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

AT LEAST ONCE

Penetration Online activities


10%> Total

10%< Total

94%

91%

89%

85%

83%

81%

81%

79%

78%

58%

40%

39%

Checking status

Sending personalmessages

Watching pics, etc.

Sending publicmessages

Giving my ownstatus

Becoming a member ofgroups

Uploading pics

Becoming fan of sth.

Adapting profile pic

Uploading films

Creating groups

...94% of connected people sometimessend a personal message!...

20

Q: How often do you do each of the following on social network sites?

010

More than 1 out of three users check out their status several times a week or more


46/95


Checking status


Watching pics, etc.



Giving my ownstatus


Uploading pics



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%

0% 25% 50% 75% 100%


10%> Total

10%< Total

20

More than 1 out of three users check out their status several times a week or more

010


47/95

51Social Media StudyInSitesConsulting Type of users

20


Voyeur !

010 Type of users...


48/95

52Social Media StudyInSitesConsulting ACTIVITY FREQUENCY

LOGINFREQUENCY

HIG

H

LOW

LOW HIGH

SPECIAL OCCASIONS

13%

ADDICTS

26%

20

yp

PASSIVE USERS

47%

VOYEURS

14%LOG IN FREQUENCY 109 *

ACTIVITY FREQUENCY 19 *

LOG IN FREQUENCY 13 *






* ON A MONTLHY BASIS

010 Who are they...


49/95

53Social Media StudyInSitesConsulting ACTIVITY FREQUENCY

LOGINFRE

QUENCY

HIGH

LOW

LOW HIGH

SPECIAL OCCASIONS

13%

ADDICTS

26%

20

y

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

010

Becoming a member / fan of a band is most popular amongst people who sometimes become member/fanof something


50/95


0% 25% 50% 75% 100%

A band

A famous person

A brand

A charity

A non-famous person

Other

None of the above

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%

WHATHAVE YOU BECOME MEMBER/FAN OF10%> Total

10%< Total

Becoming a member of a charity is number 1 in

Australia !

20 of something

010

24% of users send personal messages more often compared with the beginning. This means that themajority of users (76%) decrease this activity


51/95


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?


24%

22%

21%

19%

19%

16%

16%

13%

13%

11%

8%

7%

Checking status

Watching pics, etc.



Adapting my ownstatus


Uploading pics



Uploading films

Creating groups


0% 25% 50% 75% 100% 10%> Total

10%< Total

20 majority of users (76%) decrease this activity

ActivitiesWillin ness to pa for Online acti ities0

10


52/95


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?


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 onlineactivities.

Similar outcome across different countries.

Checking status

Watching pics, etc.



Adapting my ownstatus


Uploading pics



Uploading films

Creating groups


20

Willing to pay

Neutral

Not willing to pay

2010 EditionC t t f thi t0

10


53/95





membership...




know 4 social network websiteswhile non-users know











personal websites compared withthe professional



of something...








websites...

20

C

onnected people0

10


54/95

58Social Media StudyInSit

esConsulting


p phave about

195friends


Brazil 360

Portugal 236

USA 200

TOP3COUNTRIES

20

010 Number of friends in each country...


55/95

59Social Media StudyInSit

esConsulting

72%

Users

NFriends 152

NFriends 173NFriends 115

NFriends 171

NFriends 89

NFriends 100

NFriends 133

NFriends 95

NFriends 236

Friend 113

N users per country = About 100-150

195NFriends

20

NF i d 200

010 Number of friends in each country...


56/95


195

NFriends 200

NFriends 360 NFriends 155

NFriends 63

NFriendsN users per country = About 100-150

2

Friends & De-friendsNumber of friends / followers / contacts0

10


57/95


125 108 140

200

360

155

63

Number of friends / followers / contacts

Q:How many friends / contacts / followers do you have in your profile?

# CONTACTS

195 contacts onaverage



100> Total

100< Total

DIFFERENTCO NTACTS

Strictly professional memberships have a smallernumber of friends

2

195

Friends & De-friendsContact

2010


58/95


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?


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

Facebook

Hyves

LinkedIn

MySpace

Twitter

Xing

Hi5

Ning

Netlog

Hyves

Facebook

MySpace

Hi5

Twitter

Netlog

Orkut

Ning

Xing

LinkedIn

Meet in real li fe Never meet in real li fe


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 INREAL LIFE...

Netlog users hardly ever meet their online friends in

real life! For Facebook it is the opposite!

2

Friends & De-friendsFollow your friends20

10


59/95


WOULD YOU SWITCH TO ANOTHER NETWORK TO FOLLOW YOURCONTACTS?

Most people would not switch to another network.

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?


Netlog

Hi5

MySpace

Hyves

Twitter

LinkedIn

Facebook

Xing

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%

I would switch Neutral I would not switch

Netlog users are least loyal to their social network

website. Facebook users are loyal!

2

Friends & De-friendsCommunicate a personal message20

10


60/95


Q : When you wish to communicate a personal message to your friends or family, which of the channels listed below do you prefer?

Communicate a personal message

Mobile phone

E-mail

SMS

Landline

Instant messenger

Social networks

COMMUNICATION CHANNELS10%> Total

10%< Total

Chat

Other

35%

27%

13%

11%

7%

4%

2%

2%

0% 25% 50% 75% 100%

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

6th place


To communicate

personal messages to friends,

people prefer to callon their mobile phone

2

Friends & De-friendsUse of mobile phone20

10


61/95


0%

25%

50%

75%

100%

26%

74%

USERS

Q: Do you use social network sites on your mobile phone?

26%

MOBILE USERS VS. MOBILE NON-USERS

74%

NON-USERS


USERS

10%> Total

10%< Total

Use of mobile phone


Most people do not use

social network website ontheir mobile phone. Thismobile usage is higher

amongst male and youngerpeople (18-30)

2

2010

26%


62/95


2

26% use their social network viatheir mobile phone.


These mobile users are moreactive on social networkscompared with the non-mobileusers!

They log in more often!They practice more activities!

44% addicts amongst the mobileusers!


010


63/95





membership...




know 4 social network websiteswhile non-users know











personal websites compared withthe professional



of something...








websites...

2

58% of users have already2

010


64/95

68Social Media StudyInSi

tesConsulting



y

removed contact(s). This isless common on

professionalwebsites.

Brazilianparticipants have the

biggest circle of friends,but are most likely to

de-friend them (81%)!

NFriends 360

2

Friends & De-friendsRemove Friends20

10


65/95


DID YOU ALREADY REMOVE FRIENDS?

LinkedIn especially is a social network site where peopledo not remove contacts very often.

Across the different social network websites, 58% ofusers have already removed contacts at least once. This

number rises up to 81% in Brazil!

Remove Friends

Q: You are a member of the following social network sites. Have you already removed contacts from these sites ("Remove Friend")?


Orkut

Hyves

Facebook

MySpace

Hi5

Twitter

Netlog

Ning

Xing

LinkedIn

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 d id no t remove friends yet

Professional contactsare less oftende-friended!

2


010


66/95




something happy...

p


personal websites. When a brand

posts something about itself almosthalf of the people think...



more open...



employer...

The END

2



website and will even expand

their memberships. 1 out of 4are users and will

In 2009 we have measured that...

2010


67/95



2

TrustTrust in social network websites20

10


68/95


A l ot of trus t Neutral Li ttl e trus t

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?)


DO YOUTRUST YOUR SOCIAL NETWORK?

Orkut

Hi5

Facebook

Hyves

Ning

Xing

Netlog

LinkedIn

Myspace

Twitter


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%

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%

10%> Total

10%< Total

Netlog users dont meet their online friends in real lifeand (consequently?!) have little trust in their online

environment!

More trust inprofessional websites

TrustCredibility of brand posts20

10


69/95


37%

59%

45%

37%

52%

37%

53%

y p

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



10%> Total

10%< TotalCREDIBILITY

44%

Top2% credibility44%

think that a brand

posting about itself is credible

TrustCredible sources for brand posts20

10


70/95


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?

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

MOST CREDIBLE SOURCES

p


38%

32%

7%

3%

1%

still, word-of-mouth isthe most credible sourceto rely on for brand

postsAsia and Southern America consider thebrand itself to be the most credible.

2010

A consumer is the most credible source in order to believe posts about a certain brand


71/95


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?

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

MOST CREDIBLE SOURCES10%> Total

10%< Total


38%

32%

7%

3%

1%

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 branditself is the most credilble source.


010


72/95




something happy...






more open...



employer...

The END





132010


73/95

77Social Media StudyInS

itesConsulting



13%of all participants claim

to have afar-from-real imageon at least 1social network website

Online behaviourOnline image vs. Real image

2010


74/95


itesConsulting

DOES YOUR ONLINE IMAGE CORRESPOND WITH YOUR REAL IMAGE?

Q: To what extent does your image on the following social networks correspond with your image in real life?


Orkut

Ning

Netlog

LinkedIn

Hi5

Hyves

Twitter

Facebook

Xing

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%

Total o verlap Larg e o verlap

Small overlap Far apart

About 10% of those members on Netlog and Hi5 create an onlineimage that does not correspond with their real selves.

When looking at younger members (18-30 y.o.) on these sites, 1out of 5 respondents claims to do so.

S. America 14%

Online behaviourRevealing info20

10


75/95


itesConsulting

49%

48%

47%

45%

44%

28%

27%

24%

20%

Happy events

Info on my hobbies

Things Im 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?

TotalWestern Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

WHATWOULD YOU REVEAL?10%> Total

10%< Total

0% 25% 50% 75% 100%

As long as it doesnt get too personal (eg.kids, job...) people are more eager to posthappy 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.



010


76/95


itesConsulting



something happy...






more open...



employer...

The END





2010


77/95


itesConsulting


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 isonly the case amongst 45% of Asian people.

27% of Asian users claim that they always tell the truth. This rises to 57% forWest Europeans.

Online behaviourStatements20

10


78/95


itesConsulting

0% 25% 50% 75% 100%

Consciously publish

Consciously choosepics

Certain things I revealmore easily in real life

Image social networkis 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?

TotalWestern Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia


10%< Total

75%

74%

63%

59%

54%

52%

27%

26%

23%

Western Europeans are more open aboutcertain things in real life than through their

social networks.

This in contrary to Chinese people who aremore open online compared with real life.They also post or publish things without

considering it thoroughly and above all theydo not always tell the truth.


Online behaviourWhat would you reveal more easily online?20

10


79/95


itesConsulting

N Total = 469 /F = If agreement on Certain things I reveal more easily online

People who indicate that they reveal

certain things more easily onlineespecially aim at:

Online behaviourWhat would you reveal more easily in person?20

10


80/95


itesConsulting

N Total = 1301 /F = If agreement on Certain things I reveal more easily in person

People who indicate that they reveal

certain things more easily in personespecially aim at:

2010

One out of three social network users do not fear the consequences of what they post


81/95


itesConsulting

Careful with what Ipost

I decide myself whobecomes a friend

I know that any publishcan lead a life of its own

No one has toknow me online

I can totally be myselfonline

I do not fear the conse-quences of what I post


TotalWestern Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia


10%< Total

81%

78%

70%

52%

47%

33%

0% 25% 50% 75% 100%


2010

45% of users is tired of all the invites for new social network sites


82/95


itesConsulting

0%

25%

50%

75%

100%

46%

IT WOULD BE HANDY IF I COULD COPYMY PERSONAL INFO FROM A SOCIAL

NETWORK TO NEW SITE

45%

I AM TIRED OF ALL THE INVITES FORNEW SOCIAL NETWORK SITES

45%

I DO NOT WANTTO CHANGE TONEWSOCIAL NETWORK BECAUSE THEN I

WOULD HAVE TO ENTER MY PERSONAL

DATA AGAIN



% AGREEMENT

% AGREEMENT

% AGREEMENT

0%

25%

50%

75%

100%

0%

25%

50%

75%

100%

% AGREEMENT 10%> Total

10%< Total



010


83/95


itesConsulting



something happy...






more open...



employer...

The END





552010


84/95


itesConsulting


55%cannot access

theirsocial network websitesat work

Access @ workBlocking social network websites20

10


85/95


itesConsulting

0%

25%

50%

75%

100%

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 SOCIALNETWORK WEBSITES?

45%

NO-BLOCKING


BLOCKING

10%> Total

10%< Total


55%

45%

FACEBOOKIS MOSTCOMMON SOCIAL

NETWORK TO GET

BLOCKED. 1 OUT OF3 INDICATES THAT

FACEBOOK ISBLOCKED AT THEIR

WORK.

If blocking @ work


010


86/95


itesConsulting



something happy...






more open...



employer...

The END





2010

Quitting users?What about the future of


87/95


itesConsulting Expanding users?

Saturated users?

Die-hard non-users?

Expand and quit?

Brand new users?


What about the future ofsocial network websites?

2010

7%Quitting users?


88/95


itesConsulting


30%

24%

20%

11%

9%

Expanding users?

Saturated users?

Die-hard non-users?

Expand and quit?

Brand new users?

2010

Online profiles


89/95


itesConsulting


will increase

with

32%N Total = 2884 /F = None

Gain!

39%


010


90/95




something happy...






more open...



employer...

The END

The END





2010


91/95


The END

Contact details2010


92/95


Steven Van BelleghemManaging Partner

[email protected]

Tel. +32 9 269.16.07

Mobile +32 497 47.34.44

Saartje Van den Branden

Senior Research [email protected]

Tel. +32 9 269.15.11

Mobile +32 479 61.18.78

Tracey JonesResearch Consultant

[email protected]

Tel. +32 9 269.14.32

Mobile +32 493 24.18.51

Head office

Evergemsesteenweg 195

B-9032 Gent

Belgium

Tel. +32 9 269 15 00

Fax. +32 9 269 16 00

Other offices

Rotterdam | London | Geneva

[email protected]

www.insites.eu

Learn more and read


93/95

The Conversation Manager

Questions, feedback, remarks:

[email protected]

Follow me: @Steven_InSites

Join me on LinkedIn

www.theconversationmanager.com

#DCM

[clientlogo][clientlogo]

Key figures


94/95

98InSites Consulting beliefs - 2010InSitesConsulting

Since 1997

Business school spin-off

Online focus & full-service

Independent

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

[clientlogo][clientlogo]

Strong industry recognition


95/95

AWARDS 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

Documents

Mang Xa Hoi Tren the Gioi (en)