Socialmediaaroundtheworld2011

1

2011全球社会化媒体

中文注释：@魏武挥

What to expect from this presentation?

20 eye-catching facts about social media around the world.

>1.000 facts & figures about social media in more than 30 countries.

Topics cover main adoption & usage, brand interactions, role of employees in using social media and much more.

本研究值得期待的内容有：

20个吸引眼球的事实

覆盖超过30国的关于社交媒体的1000个数据

话题覆盖用户使用、品牌交互、职场功用及其它

For questions, feedback and remarks, please contact:

Prof. Steven Van BelleghemManaging partner InSites [email protected]

Twitter: @steven_insites

mailto:[email protected]

4

Studied countries

9027 consumers (age 15+) across 35 countries, representative for the online population within country on gender, age and e-commerce.Data collected on online research panels, field in Q2 2011.

Feedback: @Steven_insites

样本：35国的年龄大于15岁的9027名消费者，时间：2011年二季度

5

Awareness of Facebook is close to 100%

More than 1 billion people (>70% of internet population) use social networks.

Facebook的认知度接近100%

超过10亿人（超过70%的网络人口）在使用社交网络

People use more than Facebook. In Europe, people join on average 1,9 social networks. In USA it’s 2,1; Brazil 3,1 and India 3,9.

人们不仅在使用Facebook。在欧洲，人们加入1.9个社交网络，美国这个数字是2.1，巴西为3.1，印度则为3.9

7

Average Facebook session lasts 37 minutes, Twitter 23 minutes.More than 400 million people use Facebook daily.

平均而言，Facebook的登录时长为37分钟，twitter为23分钟，超过4亿人每天都要使用Facebook

8

There is a big Twitter paradox:80% is aware of Twitter, only 16%is using it.

Twitter的杯具：80%的认知度，但只有16%的人在使用它

9

Vkontakte is big in Eastern Europe: 55% awareness, 39% penetration.

在东欧， Vkontakte拥有55%的认知率和39%的使用率

10

Difficult for new social networks to succeed. 60% does not want any new social networks. 93% is happy with what they have and won’t in- or decrease.

新兴的社交网络成功越来越困难：60%的人不再需要新的社交网络了；93%的人很享受现在所有，既不想增加也不想减少——事实上，需求都是商家创造出来的在笔记本时代能问出iPad的需求么——注释者注

11

MySpace

Facebook

LinkedIn

Hyves

Hi5

Orkut Ning

Xing

Netlog

Twitter

QZone

Bebo

Vkontakte

Tagged

Friendster

Badoo

0%

5%

10%

15%

20%

25%

30%

35%

40%

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

EUROPE

Low High

Low

Hig

hIn

tent

ion

to

Incr

ease

Current network penetration

N Europe = Min 43 – Max 4968 / F = If member of social network

Big social networks will get bigger and small ones will get smaller.

社交网络拥有马太效应

12

People connect online with their offline friends.People love to connect to people.

13

>50% of social network users are connected to brands.

超过50%的社交网络用户和品牌“联结”

14

Offline brand experiences are the main online conversation starters.

线下的品牌消费体验是线上对话的开启话题

15

People become a fan on Facebook because they like the product, not because of advertising.

人们在Facebook上成为品牌粉丝是因为他们喜欢这个产品，而不是因为广告

16

36% posted content about a brand onsocial networks.

在社交网络上，36%的内容发布与品牌有关

17

Consumers want to be in the boardroom. 44% is asking to take part in co-creation of products & advertising.

消费者正有意进入董事会：44%在试图参与产品制造和广告创作

18

Positive experiences are bigger conversation starters than negative experiences. People like positive stuff.

正面体验更容易开启一个大话题。人们喜欢积极向上的话题材料——中国人似乎不是这样的？注释者注

19

Consumers prefer e-mail over social networks to ask questions to brands.

在询问品牌问题时，消费者更倾向于电子邮件而非社交网络

20

2 out of 3 employees is proud about their employer, but only 19% shares stories on social media: unused conversation potential.

2/3的雇员骄傲于他们的雇主，不过只有19%分享了他们的故事

21

38% of internet users has a smart phone. They are more intensive users of social networks than people without a smartphone.

38%网络用户拥有智能手机，他们更容易使用社交网络

22

On average, people install 25 apps on their smartphone, but only use 12. Most used apps are social network apps.

平均而言，人们安装了25个应用但只使用12个。最多被使用的是社交网络应用

23

12% of smartphone owners is using location based services.

12%的智能手机用户使用地理位置服务

24

4% of smartphone users are familiar with augmented reality.

4%的智能手机用户熟悉增强现实服务

25

12% use LBS

20% of location-basedusers checks in daily

20%的LBS用户每日签到

Next part of the presentation is a documentfull with stats about social media.

Feel free to use them and share them.

We hope they help you to better understand the major changes the world is going through.

Questions, feedback or suggestions:

[email protected] on Twitter: @Steven_InSites

mailto:[email protected]

Social Network adoption, usage and other key facts.

Connections on social networks: People & brands.

The role of employees in making companies more human.

Mobile internet, location based & augmented reality.

98% of Europeans are aware of Social Media.73% of Europeans are member of at least 1 social netwerk.

Awareness and usage of social networks is high; In Europe, 98% know at least one social network and 73% are member of at least one network. Social networkers are member of 1.9 networks on average.

Emerging markets like China, India and Brazil have a higher social network penetration than (Western) Europe. Membership penetration, average number of networks and daily usage are higher in these countries.

In Brazil, 86% are member of at least one network. Brazilian social networkers are member of 3.1 networks on average and 66% log in on a daily basis. Figures for India are comparable or even higher.

98%的欧洲人知道社交媒体，73%的欧洲人是至少一个社交网络用户。平均一个人加入1.9个社交网络。

新兴市场例如中国、印度、巴西拥有比西欧更高的社交网络使用率。

在巴西，86%的人至少是一个社交网络的用户。平均一个人加入至少3.1个社交网络。66%的人每日登录。印度的数字只高不低

7 billion People in the world

Based on the data from participating countries, we make the following assumption.

>1 billion Social network users

2 billion

internet users in the world

70亿人口》 20亿网络人口》超过10亿的社交网络人口

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

Western Europe lags behind in social network

penetration.

Western Europe lags behind in social network

penetration.

Awareness, penetration, average number of networks

西欧拖后腿了

从上到下的三个数字

认知度：98%至少是一个网络的用户：73%加入的网络数：1.9

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

Awareness, penetration, average number of networks

Emerging markets Brazil and India show the highest awareness and penetration of social networks.

Emerging markets Brazil and India show the highest awareness and penetration of social networks. * 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.

新兴市场——巴西、印度显示出极高的认知度、使用率

中国的较低数字可能是因为一些大的社交网络未纳入调研，比如人人网

In Europe, 50% is member of only 1 social network, mostly Facebook.

在欧洲，50%的人只有一个社交网络，大部分就是Facebook

■ 5 or more ■ 4■ 3■ 2■ 1 network

55%66%

47% 45%50% 49%

19%

69%

45%

13%

64%

25%

24%

31%24%

26% 27%

18%

19%

14%

19%

26%

13%8%

14%

16%14% 13%

30%

8%

10%

15%

6%4% 5%7%

5% 4%

18% 8%

18%

9% 4% 7%15%

22%34%

WesternEurope

NorthernEurope

Eastern Europe SouthernEurope

Europe United States Brazil Australia China India Japan

1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8

aver

age

N Europe = 5613 / F = If member of social network(s)

# of networks one is a member of

单人加入的社交网络数及各自比例

■ 50+■ 11-50■ 1 - 10

aver

age

18% 23%

52%

36%

65%

49% 49% 48%41%

55% 53% 53%64% 65%

79% 80%29%

30%

31%

28%

14%

28% 30% 33%32%

29%27% 26%

27% 29%

16% 17%

52%47%

17%

36%

21% 22% 21% 19%26%

16% 20% 21%9% 6% 5% 3%

Facebook Vkontakte MySpace Hyves Bebo Tagged Hi5 Twitter LinkedIn Ning Xing Orkut Netlog Badoo Friendster QZone Habbo

133 95 84 78 62 62 62 59 57 52 51 31 27 18 11 7

Counts below 30


Q : How many contacts do you have on each of the following social network sites?

Network size133 Facebook friends versus 59 Twitter followers.

在各个社交网络上，单人网络大小及比例

Facebook的单人拥有节点数为133个，Twitter为59，Qzone？7人，最小

值得注意的Facebook和Qzone的比较

>600 million people usesocial networks at least daily

超过6亿人每天都使用社交网络

58% of Facebookuserslog-in at leastDaily (>400M)

58%的Facebook用户每天至少登录一次，超过4亿人

63%

76%

60%

67%

82%

61%

58%


Daily log on to social media

社会化媒体每日登录的各国比例

Q : You are a member of the following social network sites. How often do you log into these sites? (at least daily)


63% 58%

37%29%

23% 21% 16% 14% 12% 12% 12% 11% 11% 11% 11% 8%

Vkontakte Facebook Twitter Hyves Tagged Badoo Orkut Netlog LinkedIn Hi5 Xing MySpace Ning QZone Friendster Bebo Habbo

Network log on frequencyVkontakte and Facebook have the highest penetration of daily usage. 63% of the Vkontakte users log in at least once a day.

Vkontakte and Facebook have the highest penetration of daily usage. 63% of the Vkontakte users log in at least once a day.

各社交网络日登录的比例比较

37 minutes is the average time members spend each time they log in to Facebook

Facebook上用户登录后使用时长平均为：37分钟

■ >60 ■ 31 - 60 ■ 11 - 31■ 6 - 10■ 1- 5 minutes

aver

age

Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit)

On average, Facebook members stay connected for more than half an hour

On average, Facebook members stay connected for more than half an hour

49 37 21 16 16 16 16 15 12 11 11 11 10 9 98 5

Counts below 30

20% 22%

39%50% 47% 48% 52%

45%55% 59% 56% 50%

67%54%

62%

82%

13%19%

23%

19%19% 18%

18%19%

8%

17% 24%24%

12%

24%14%

6%

32%

35%

25%21% 26% 26% 23%

28% 32%

20% 18% 24% 14% 19% 22%11%

19%

13%

8% 6% 6% 4% 6% 6%5% 3% 6% 3%

16% 11%4% 3%

Vkontakte Facebook Twitter Netlog Badoo Hyves Tagged MySpace Orkut Hi5 Xing LinkedIn Bebo Ning QZone Friendster Habbo


Connection time

各社交网络的使用时长及各区间比例比较

这个98太奇怪了？

Facebook rules the social media space, but is having a hard time in China & Japan.

Facebook rules, at least in Europe, US and Australia. No other network reaches the 96% awareness and 62% usage level of Facebook. If wetake a look at both awareness and membership, Twitter and MySpace are number two and three social media in Europe.

Given the fact that LinkedIn is a professional network, it is worth pointing out that this network ranks fourth, both in terms of awareness and membership.

On European level, Vkontakte (a Facebook look-alike) is a strong network in Russia and Ukraine. In a broader perspective, Qzone (China) and Orkut (Brazil, India) are network sites to take into account.

Facebook has lower penetration rates in China and Japan.

在欧洲、美国、澳大利亚，Facebook是统治者，有96%的认知度和62%的使用率，没有一个社交网络可以到达这样的规模。从认知度和用户量出发，Twitter和MySpace在欧洲排名第二和第三。

考虑到Linkedin是专业网络，我们认为它可以排名第四

就欧洲整体水平而言，Vkontakte是俄罗斯和乌克兰的强社交网络。广义角度讲，Qzone（中国）和Orkut（巴西、印度）是值得重视的社交网络

在中国和日本，Facebook的使用率很低。

Top 3 networks In Europe

欧洲的三大网络：Facebook、Twitter、MySpace/Vkohtakte

Facebook, Twitter and Linkedin are reaching the mass market. Smaller/ newer social networks are facing a challenge…

Facebook、Twitter和Linkedin已经进入大众市场，新社交网络和小型网络将面临挑战

成熟期

62%

16%

12%

96%

80%

19%

West

North

East

South

58%

14%

12%

95%

82%

36%

69%

18%

10%

97%

38%

80%

57%

39%

12%

94%

55%

72%

72%

24%

15%

98%

85%

41%

N Europe = 7446 / F = None

■ Membership■ Awareness

Top 3 networks by membership

欧洲各地区三大网络（东欧地区是Vkohtakte而非Linkedin）的用户比率和认知度

62%

16%

12%

96%

80%

19%

70%

22%

20%

93%

57%

77%

67%

59%

34%

93%

87%

76%

63%

12%

10%

94%

85%

79%

31%

17%

14%

59%

59%

54%

77%

65%

41%

93%

96%

90%

29%

13%

5%

76%

74%

32%

■ Membership■ Awareness

Top 3 networks by membership

各地区的前三大社交网络的使用率和认知度

FacebookTwitterLinkedinVkohtakteOrkutQzoneMySpace

这个明显是错的，mixi呢？

0% 25% 50% 75% 100%

Q : To what extent do you know the following social network sites?


Facebook

Twitter

MySpace

LinkedIn

Badoo

Netlog

Hi5

Xing

Vkontakte

Bebo

Tagged

Habbo

Friendster

QZone

Orkut

Hyves

Ning

96%

80%

70%

32%

31%

29%

26%

19%

19%

16%

14%

14%

14%

11%

10%

10%

7%

In Europe, Facebook, Twitter and MySpace are the best known social network sites.

In Europe, Facebook, Twitter and MySpace are the best known social network sites.

EuropeWestNorthEastSouth

Europe Europe regions Exceeding countries

Network awareness | Europe

欧洲各国对各社交网络的认知度

0% 25% 50% 75% 100%

Q : To what extent do you know the following social network sites?


Facebook

Twitter

MySpace

LinkedIn

Badoo

Netlog

Hi5

Xing

Vkontakte

Bebo

Tagged

Habbo

Friendster

QZone

Orkut

Hyves

Ning

96%

80%

70%

32%

31%

29%

26%

19%

19%

16%

14%

14%

14%

11%

10%

10%

7%

In China, awareness of Qzone is equal to awareness of Facebook

In China, awareness of Qzone is equal to awareness of Facebook

Europe Europe versus reference countries

EuropeUSABrazilAustraliaChinaIndiaJapan

Network awareness | Europe in perspective

全球其它地区对各社交网络认知度/与欧洲相比

Qzone在中国的认知度好比Facebook

Facebook

Twitter

Vkontakte

LinkedIn

MySpace

Netlog

Badoo

Hi5

Xing

Hyves

Orkut

Ning

Tagged

QZone

Bebo

Friendster

Habbo

0% 25% 50% 75% 100%62%

16%

12%

11%

9%

6%

6%

5%

5%

3%

1%

1%

1%

1%

1%

1%

0%

Q : To what extent do you use the following social network sites?


Facebook has the highest usage throughout Europe.Facebook has the highest usage throughout Europe.

Europe Europe regions


Exceeding countries

Network membership | Europe

欧洲各国各社交网络的使用率

Q : To what extent do you use the following social network sites?


Facebook

Twitter

Vkontakte

LinkedIn

MySpace

Netlog

Badoo

Hi5

Xing

Hyves

Orkut

Ning

Tagged

QZone

Bebo

Friendster

Habbo

62%

16%

12%

11%

9%

6%

6%

5%

5%

3%

1%

1%

1%

1%

1%

1%

0%

0% 25% 50% 75% 100%

EuropeUSABrazilAustraliaChinaIndiaJapan

Europe Europe versus reference countries

Network membership | Europe in perspective

全球其它地区各社交网络使用率/与欧洲相比

No Stopping!

93%

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

60%No Expanding!

对于现在的社交网络用户而言，既不想停止，也不想扩展

Q : Which of the following social networks, of which you are a member, will you stop using?


Friendster

Tagged

Hi5

Ning

Bebo

Netlog

Badoo

Orkut

QZone

Xing

MySpace

Hyves

Twitter

LinkedIn

Vkontakte

Facebook

Habbo Base below N=30

23%

21%

20%

19%

19%

16%

14%

13%

13%

9%

8%

8%

5%

4%

2%

1%

0% 25% 50% 75% 100%Europe


Europe regions

Members of Friendster are most likely to stop

Members of Friendster are most likely to stop

Overall, 7% of the social networkers have the intention to quit at least one of the networks they are a member of.

Overall, 7% of the social networkers have the intention to quit at least one of the networks they are a member of.

Intention to stop

只有7%的用户想停止他们的一个社交网络，其中，Friendster就是一个餐具

MySpace

Facebook

LinkedIn

Hyves

Hi5

Orkut

Ning

Xing

Netlog

Twitter

QZone

Bebo

Vkontakte

Tagged

Friendster

Badoo

0%

5%

10%

15%

20%

25%

10% 20% 30% 40% 50% 60%

EUROPE

Low High

Low

Hig

hSt

op

Penetration

Intention to stop versus penetration


Big networks will get bigger and small networks will get smaller.


马太效应。横轴是使用率，纵轴是试图停止的。Facebook拥有最高的使用率和最低的欲停止率

Friendster

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? (I’ll use it (a lot) more)


LinkedIn

Twitter

Facebook

Vkontakte

Orkut

Tagged

Xing

Ning

Badoo

Netlog

Hyves

QZone

Hi5

MySpace

Bebo

Friendster

Habbo

37%

31%

29%

25%

21%

20%

19%

18%

17%

16%

14%

14%

13%

12%

12%

10%

Base below N=30



Members of LinkedIn, Twitter and Facebook are most likely to increase their usage

Members of LinkedIn, Twitter and Facebook are most likely to increase their usage

Future usage

Linkedin、Twitter和Facebook用户未来将更多使用

MySpace

Facebook

LinkedIn

Hyves

Hi5

Orkut Ning

Xing

Netlog

Twitter

QZone

Bebo

Vkontakte

Tagged

Friendster

Badoo

0%

5%

10%

15%

20%

25%

30%

35%

40%

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

EUROPE

Low High

Low

Hig

hIn

crea

se

Penetration

Future usage versus network penetration




马太效应：四大使用率领先的网络都有着更多的未来使用率

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 / F = Non users: Aware, but no member



Facebook and Twitter are most likely to gain new members.

Facebook and Twitter are most likely to gain new members.

Overall, 60% have no intention to expand their membership.

Overall, 60% have no intention to expand their membership.

28%

28%

19%

16%

16%

12%

9%

9%

8%

8%

7%

7%

7%

7%

7%

5%

5%

Facebook

Twitter

LinkedIn

Vkontakte

MySpace

QZone

Friendster

Xing

Netlog

Orkut

Badoo

Hi5

Ning

Bebo

Tagged

Habbo

Hyves

Future membership

对于尚未成为其成员的人来说，Facebook和Twitter排在最有可能在未来成为其成员的前二位。不过，60%的人没有扩展其社交网络使用的打算

We gave you a lot of facts, to capture the key points, we summarized the key data in a few overview slides.

Facebook Twitter MySpace LinkedIn4%

20%30%

68%

27%

59%52%

19%

7%

5%10% 2%

62%

16%9% 11%

Facebook Twitter MySpace LinkedIn

Aware and current member

Aware and once a member

Aware, but no memberNot aware

Awareness 96% 80% 70% 32%

Membership 62% 16% 9% 11%

Increase usage (top2%, 1-5) 29% 31% 12% 37%

Network size (av no. contacts) 133 59 84 57

Log on frequency (at least daily) 58% 37% 11% 12%

Log on duration (av minutes) 37 21 15 10Ever deleted a person from contact list 50% 34% 36% 12%

Base: Social networkers

Base: Members of this network

Top networks in Europe

认知且为用户认知且曾为用户认知但非用户不认知

比例为欧洲地区

增加使用网络大小

每日登录率时长曾删除联结

Male 47% 55% 51% 56%Female 53% 45% 49% 44%Age

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%Working situation

Employed 58% 58% 54% 72%Student 13% 17% 18% 8%Not working 29% 26% 28% 21%

Facebook Twitter MySpace LinkedIn

Women typically outnumber men on social networks — women make up 53% of Facebook users and 49% of MySpace users. However, a majority of LinkedIn members (56%) and Twitter users (55%) are men.

Women typically outnumber men on social networks — women make up 53% of Facebook users and 49% of MySpace users. However, a majority of LinkedIn members (56%) and Twitter users (55%) are men.

Gender

Age

Smartphone

Working situation


Member profile性别：女性更多的在F和M上：53%及49%，男性更多在L和T上：56%及55%

性别

年龄

智能手机使用率

雇员学生未工作

The Twitter Paradox: high awareness versus low usage. What’s next?

Compared to Facebook, Twitter is still a pretty small network of people. Twitter is well known, but has not reached the penetration level of Facebook yet. Future adoption looks good, but there is still a long way to go.

Facebook and Twitter are a perfect couple, both sites serve different needs. When people join Twitter, their Facebook usage does not decrease. Twitter users are typically using more social media than non Twitter users.

相对F而言，T尚是一个小的社交网络。T很知名，但使用率不高。未来被网民使用的可能很大，但依然还有很长的一段路要走。

F和T提供不同的需求满足。当用户加入T时，他们在F上的使用并未减少。与非T用户比较，T的用户使用更多的社交服务。


Facebook and Twitter | membership of one or both

是F非T

是T非F

重叠者

Members of: Log in to: Western Europe

Northern Europe

Eastern Europe

Southern Europe Europe United

States Brazil Australia China India Japan

Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67%

Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70%

Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40%

Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57%

19%

65%

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 networks someone uses, the more time spend per network.

The more networks someone uses, the more time spend per network.

Facebook and Twitter | daily log on

当一个用户同时是F和T的用户时，TA的日登录率是最高的。如果只是F用户，该比率从74下降到54，如果只是T用户，该比率从37下降到35——下降不大

18%

69%

2%10%

West

12%

80%

1%6%

North

13%

59%

3%

25%

East

29%

64%

2%5%

South

19%

65%

2%13%


Member of Facebook and Twitter

Member of Facebook, no Twitter

Member of Twitter, no Facebook

Other networks than Twitter and Facebook

Facebook and Twitter | membership of one or both

欧洲各地区的情况





People love people.So brands, behave like one.

People link online with people they know offline. Social networking is a way for people to meet up with others on the net. Checking the status of others, chatting & messaging are the main activities on social networks, all two-way communication streams. Not having any contact is the main reason for defriending.

People also join social networks to get information about (new) products / brands. However, they do not like traditional marketing messages.

People prefer people above brands. This means that companies and brands should approach their use of social media differently. It’s about being human and taking personal identity above an institutional identity.

人们喜欢和线下的朋友在线上联结。在社交网络上跟踪朋友的状态，聊天或发送信息是人们的主要行为：都是双向传播行为。如果没有任何线上联络，主要原因就是他们压根不是朋友。

人们也愿意在社交网络上获取新的产品/品牌信息。但他们不喜欢传统的营销方式。

人们更愿意和人交谈而不是品牌。这句话的意思就是品牌应该有不同的社会化媒体运营策略：表现得象个人而不是一个机构吧

People connectwith people they know!

人们和认识的人联结

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 work(ed) 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 regionsEurope

Connections are driven by close, offline, personal relationships.

Connections are driven by close, offline, personal relationships.


71%

59%

46%

43%

37%

37%

34%

31%

27%

23%

17%

16%

12%

10%

9%

8%

7%

Reasons to connect with other people on social media

各种联结的理由（欧洲地区）

朋友、同学、邻居

同事

有共同线下好友

有共同线上好友

名人、意见领袖排在最后

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?


...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 general reasons, getting to know things about (new) products and brands is an important driver for membership

Besides more general reasons, getting to know things about (new) products and brands is an important driver for membership

● MySpace● Facebook● Linkedin● Twitter

People get member of professional network LinkedIn, to stimulate their career.

People get member of professional network LinkedIn, to stimulate their career.

Drivers for network membership

欲获知品牌产品信息是加入品牌社交网络的主要驱动力，linkedin有个例外：想促进自己的职业生涯

More than half of the social networkers has ever deleted someone from his/her network.Main reason for defriending is a lack of contact.

超过一半的人删除过自己网络中的节点（他人），主要原因是：缺少联络

0% 25% 50% 75% 100%

Q : Have you ever deleted a person from your contact list?



54%

53%

50%

46%

45%

37%

36%

34%

34%

33%

31%

27%

26%

25%

14%

12%

Hyves

Vkontakte

Facebook

Bebo

Tagged

Badoo

MySpace

Netlog

Twitter

Ning

Hi5

Orkut

QZone

Xing

Friendster

LinkedIn

Habbo Counts below 30


In general, 56% has ever deleted a contact person from at least one networkIn general, 56% has ever deleted a contact person from at least one network

Professional network LinkedIn shows a low deconnection rateProfessional network LinkedIn shows a low deconnection rate

Defriending

各社交网络去除好友的比率（欧洲地区），总比率在56%，linkedin很低——职场上多条朋友多条路嘛

0% 25% 50% 75% 100%

Q : Why did you do that? I’ve deleted a person from my contact list because…

N Europe = 3179 / F = If ever deleted a person from contact list



Social networking is two-way communication;A lack of contact is the main reason for defriending.Social networking is two-way communication;A lack of contact is the main reason for defriending.

Company, brand or product related reasons do not seem important reasons for defriending.

Company, brand or product related reasons do not seem important reasons for defriending.

Reasons for defriending

47%

44%

39%

36%

30%

21%

14%

12%

10%

9%

8%

6%

4%

...we hardly had any contact with each other

...I don’t want this person to see my profile /updates anymore

...we were friends in the past, but not anymore

...I came to realize that I don’t know that person

...that person shares too much lousy content on his/her social network

...I received many more updates about his/her life than I 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

...I don’t want my colleagues to part of my social network anymore

...that person recommends brands / products I don’t like

去除的原因排序

我们几乎没有联络我不想让这个人知道我的状态我们过去是朋友现在不是了我认识到我不认识这个人

我不希望同事加入我的网络此人推荐的产品品牌我不喜欢

0%

10%

20%

30%

40%

50%

60%

70%

0 20 40 60 80 100 120 140

EUROPE

Low High

Low

Hig

hD

efrie

ndin

g

Network size (contacts)

Defriending versus network size

社交网络大小 vs 去除好友率——注释者：似无关联

>50% follow brands on social media.Personal brand experience and conversations about brands by peers are drivers to connect.

About half of the European social networkers follow a company or brand on social networks. People in the south of Europe are following more brands (17.3 on average) than other regions.

People connect with a brand because they have used it and secondly because other people invited or recommended them to do so – they did not connect because companies / brands asked them to!

超过一半的欧洲人联结品牌。个人消费体验、关于品牌的平等对话是联结的驱动力

南欧的人联结最多（平均17.3个品牌）

人们联结品牌是因为他们使用它。其次的原因是其他人推荐他们这么做。他们不会因为品牌或公司邀请ta去联结而联结

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

About half of the social network users follow a brand.

About half of the social network users follow a brand.


Following brands | Europe

欧洲地区与品牌联结率、单人联结的品牌均数

Europe has the lowest share of brand fans, 51%. Compare India: 70% follows a brand.

Europe has the lowest share of brand fans, 51%. Compare India: 70% follows 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


Following brands | Europe in perspective

全球的品牌联结率（印度、中国最高）和单人品牌联结数（北美南美最多）

Male 44% 53%Female 56% 47%Age

15-24 31% 18%25-34 28% 22%35-54 20% 20%55-99 13% 18%Smartphone

Smartphone user 47% 38%

Gender

Age

Smartphone

Brand follower profile

On average 2.0 1.7

Facebook 95% 93%Twitter 31% 16%

Share 73% 41%Consult 71% 30%

Defriending 63% 48%

Networks

Actions

Defriending

N Europe = 5613 / F = members of social networks

Brand followers

Non brand followers

Brand followers

Non brand followers

Membership

Brand followers are more often females, somewhat younger and they are more active on social networksBrand followers are more often females, somewhat younger and they are more active on social networks

性别

年龄

智能手机用户

联结数

网络，T真是个杯具

行为：分享还是咨询？

去除联结率

0% 25% 50% 75% 100%

Q : To which sectors do these brands belong to?

N Europe = 3064 / F = members of social networks, following at least one brand

Media / entertainment

Fashion / luxury goods

Food and retail

Travel

Sport

Cars

Good causes / charity

Industry



Media and entertainment are the most popular industries for following brands

Media and entertainment are the most popular industries for following brands

50%

45%

43%

35%

28%

28%

26%

13%

Sectors for brand following

被联结的品牌种类

媒体/娱乐时尚/奢侈品

慈善/公益工业

Average consumer follows a brand to get a direct personal benefit.

Social networkers expect some sort of benefit of companies on social networks. People are mainly focused on the direct benefit. Companies should in first instance offer product information, update on promotions and announce events.

There is still a huge opportunity for companies to get in touch with their customers. 58% has never experienced any action by a company / brand on social network sites.

人们联结品牌具有直接目的。商业组织应该：第一时间发布产品信息、促销信息、事件通告

这里的机会还很大，毕竟有58%的人从未和公司/品牌在社交网络上交流过

Following brands on social media is driven by the actual user experience

42%Had a conversation with a brand via socialnetworks

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 I’ve posted or reacted on

...a job vacancy

...a negative experience with a product / service I’ve posted or reacted on

...information I posted about promotions

...information I posted about products and/or services in general

...a fanpage / group I’ve created for a product/brand/company

...information I posted about (advertising) campaigns

...information I posted about the company and/or company culture



17%

15%

15%

13%

13%

10%

9%

8%

0% 25% 50% 75% 100%


Company actions on social media

42% already had a conversation with a brand through social media.

42% already had a conversation with a brand through social media.

商业组织在社会化媒体上的行为排序

44%

Customers want to be involved with companies. Bring them in the boardroom to improve the relationship.

CO-CREATION

44%CONVERSATIONS

33%BRAND FAN

43%DIRECT INTERACTION

消费者试图卷入公司事务，那就把他们带入董事会增进关系吧！

58%

58%

57%

53%

52%

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%




People expect various actions of companies on social networks. Top three consists of offering product information, promotions and announcing events.

People expect various actions of companies on social networks. Top three consists of offering product information, promotions and announcing events.

Brand expectations

人们对品牌的期望

头三个其实都是广播派，第四个是消费者对组织的单向传播。互动？互动排在第五，不过比率也挺高的

Social media is about communication between people.

People use social networks to communicate with each other: Checking the status of others, chatting, sending messages, reacting to comments or actions of others.

If we look at actions specifically related to companies, products or brands, it shows that 36% of the social networkers in Europe post information about brands, 53% reacts on comments and 51% consults information.

Consumers prefer to react on brand updates rather than start a conversation with a brand themselves. Content planning and regular content updates are a way to increase the engagement with fans.

人们利用社交网络来进行“沟通”。

如果我们视线投向公司、产品和品牌。我们发现36%的欧洲人发布了关于品牌的信息，53%在评论上做出反应，51%咨询相关信息。

消费者喜欢在品牌的发布内容上做出反馈更胜于和品牌展开一个对话。好的内容策划和常规更新更有利于让粉丝卷入进来

People like to connect: status checks and chats are most frequent activities on social networks

人们互相联结用于：查看状态、聊天、发短讯息

0 1 2 3 4 5 6 7 8 9PE

RSO

NAL

SHAR E

SHAR E

CO

NSU

LT5,2

4,7

4,3

3,4

2,8

2,2

1,9

1,3

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




Communication between people is the main purpose of social networks.

Communication between people is the main purpose of social networks.

Actions on social networks

社交网络上的行为排序（欧洲地区）

Embrace consumer power: 36% posts company/ brand related information on social media

36%的人会发布与公司/品牌有关的信息

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”“Posting information about products, brands and/or companies”

66%

40%

41%

28%

75%

29%

44%

20%

79%

56%

64%

39%

East

77%

63%

59%

48%

South

73%

51%

53%

36%

76%

50%

49%

43%

86%

68%

76%

60%

Brazil

67%

43%

47%

43%

Australia

44%

83%

83%

64%

China

88%

75%

84%

66%

34%

42%

29%

30%

West North East South

■ % social networkers

■ social networkers who consult■ social networkers who react■ social networkers who post

36% of the social networkers in Europe post information on products, brands, and /or companies

36% of the social networkers in Europe post information on products, brands, and /or companies


Sharing and consulting brand / product information

社交网络用户的比例

咨询者比例反馈者比例发布者比例

N Europe = 4863 / F = If sharing information (reacting and/or posting)N Europe = 2876 / F = If consulting information

Social networkers who share or consult information about brands, are younger and they are member of more networks.Women consult more often about products and brands than men.

Social networkers who share or consult information about brands, are younger and they are member of more networks.Women consult more often about products and brands than men.

Sharing / consulting profile

Offline brand experiences are the best online conversation starter.

If people share information about a brand, company or product, it’s often about the product / brand experience they had. Good news: Positive experiences dominate negative experiences. And; one third of the European social networkers say their sharing behavior increased (a lot) since last year.

线下体验是线上对话的开启

1/3的欧洲用户声称他们分享体验的行为在过去一年中有增加

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?

Facebook

Twitter

Vkontakte

LinkedIn

MySpace

Hi5

Netlog

Badoo

Hyves

Xing

Ning

QZone

Bebo

Tagged

Friendster

Orkut

Habbo



N Europe = 4863 / F = If sharing information

Facebook is the place to share information about products and brands

Facebook is the place to share information about products and brands

77%

15%

15%

5%

4%

3%

3%

3%

2%

2%

1%

1%

1%

1%

1%

0%

0%

Networks to share information

分享产品品牌体验的社交网络排行，F遥遥领先

People prefer to share positive brand experiences on social media

人们倾向于分享正面信息

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



N Europe = 4863 / F = If sharing information

Social networkers prefer to share positive experiences. Social networkers prefer to share positive experiences.

33% says their sharing behavior increased (a lot) since last year.

33% says their sharing behavior increased (a lot) since last year.

61%

46%

40%

35%

31%

30%

26%

21%

Information to share

促销排第三

Most trusted source are peers. Their experiences are key driver in consumer decision making.

Consumers trust each other most. When people look for information on products, companies or brands, they tend to look for information that is coming from experiences other persons had. This experience can be both positive (63%) and negative (53%).

Positive brand experiences have the highest impact on brand perception and buying intention.

更多的可靠信源来自于同伎群体，人们总是倾向于相信“他人”的体验。正面信息对于购买和注意具有高度影响力

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


What to consult

N Europe = 2876 / F = If consulting information

62% look for positive experiences others had with a product, brand or company

62% look for positive experiences others had with a product, brand or company

62%

53%

45%

45%

40%

32%

28%

25%


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

Feedback 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


Impact 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

54%

32%

32%

28%

26%

21%

16%

15%


N Europe = 2876 / F = If consulting in general

品牌认知上：负面信息的作用没有正面的来得强

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

Feedback 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


Impact of consulting on buying intention Positive experiences are also reported to have the highest impact on buying intention

Positive experiences are also reported to have the highest impact on buying intention

N Europe = 2876 / F = If consulting in general

52%

32%

29%

25%

23%

19%

15%

14%


购买意向上：负面信息的作用没有正面的来得强

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?

Facebook

Twitter

Vkontakte

LinkedIn

MySpace

Hi5

Xing

Netlog

Badoo

Hyves

Orkut

QZone

Tagged

Ning

Habbo

Bebo

Friendster

74%

14%

13%

6%

5%

3%

3%

3%

2%

1%

1%

1%

1%

0%

0%

0%

0%

0% 25% 50% 75% 100%



N Europe = 2876 / F = If consulting information

Facebook is the place to consult information about products and brands

Facebook is the place to consult information about products and brands

Networks to consult

F成为重要的咨询地

12% says the image they have formed based on real-life experiences is (completely) different from the image based on social network pages

12%的人声称，真实生活体验中所形成的形象和基于社交网络所形成的，是不同的

Q :Compared to the image I have formed based on real-life experiences, the image I have based on… (1 completely different – 5 completely the same)

13%

6%

13%

16%

13%

7%

23%

11%

5%

20%

5%

22%

26%

39%

33%

31%

24%

42%

25%

55%

51%

32%

Western Europe

Northern Europe

Eastern Europe

Southern Europe

Europe

United States

Brazil

Australia

China

India

Japan

10%

9%

13%

15%

12%

8%

24%

11%

4%

14%

6%

18%

21%

39%

31%

28%

27%

40%

28%

63%

46%

27%

11%

10%

13%

14%

12%

5%

23%

11%

6%

12%

9%

18%

20%

42%

34%

30%

25%

39%

27%

55%

55%

25%

...THE THINGS I SEE/READ ON THE CORPORATE WEBSITE...

...THE THINGS I SEE/READ ON SOCIAL NETWORK PAGES...

...THE THINGS I SEE/READ ON OTHER WEBSITES/BLOGS/FORA...

■ 1,2… is (completely) different / ■ 4,5… is (completely) the same


Image of online information

中国人对社交网络似乎信赖度极高

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 regions


People trust each other mostPeople trust each other most

Trust in online information

在线信息信源的可信度排序

Create opportunities for product feedback

More than half of the European respondents in this survey are willing to provide feedback while using a brand/product!

No matter what topic, the preferred channel to give feedback is e-mail, or the company website.

本调研中，超过一半的欧洲人表示他们很乐意提供产品品牌使用后的反馈

People are willing to Provide feedback while using a brand/product! 61%

SOCIAL NETWORKERS

52%ALL

RESPONDENTS

社交网络使用者的比率比所有被调研者的比率高9个点

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 / F = (very) interested to give a company immediate feedback


E-mail

Website

Mobile phone

Online Social Media

Other Internet source (e.g. blog, forum)

SMS

A face-to-face contact with a representative of the brand / product / company

Chat

Landline

A letter

A majority prefers e-mail to give a company immediate feedbackA majority prefers e-mail to give a company immediate feedback

80%

62%

28%

24%

24%

23%

21%

16%

14%

10%

0% 25% 50% 75% 100%


Preferred feedback channel

反馈渠道选择排序：电子邮件遥遥领先，社会化媒体排在第四





Employees as brand ambassadors

A majority is proud of the company they work for. There is clearly potential to get more proud employees talk on social media.

On social media, people in Europe do not talk that much about the company they work for. Talkability is limited to 19%. If they talk about their job, people like to share information about new products or services and announce company events.

雇员就是形象大使

大部分很骄傲于他们的工作，让更多有荣誉感的雇员在社会化媒体上发声是有潜力可挖的。

在社会化媒体上，欧洲人不太谈及他们的工作，比率只有19%。如果他们谈及，他们更愿意谈论新产品、服务，或者告知一些公司的公众事务

61% of employed social networkers is proud of the company they work for

61%的社交网络用户为自己的工作感到骄傲

19% talks abouttheir company on socialmedia. Employees areclearly unused social potential.

19%的人谈及他们的工作

COMPANY PRIDE

TALK

AB

ILI

TY

● People who are pride of the company they are working for and like to

talk about their job /employer on social

media

low highlo

whi

gh

There is potential for getting proud employees to talk on social media

There is potential for getting proud employees to talk on social media

36% 45%

3% 16%

39% 45%

2% 15%

28% 56%

2% 15%

36% 43%

5% 16%

34% 45%

2% 18%

Potential for brand ambassadors

N Europe = 2787 / F = If member of social network(s) and active working person

公司骄傲度

谈及率

63%16%

67%40%

62%48%

75%61%

40%18%

62%20%

Company pride (top2%)Talkability (top2%)

61%19%

Company pride and talkability


中国人但凡觉得爽就要说吗？

0% 25% 50% 75% 100%

Q : What kind of information would you like to share about your job / employer on social media? I would like to...

50%

50%

37%

37%

37%

36%

21%

5%

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

I have no idea

I do not like to share information about my company



N Europe = 2787 / F = If member of social network(s) and active working person, talking about heir job / employer on social media

New products / services and events are most popular items to share on social media by employees

New products / services and events are most popular items to share on social media by employees

Information to share by employees

公司雇员分享信息种类的排行

Majority employees is not allowed to use social media.

Two thirds of the European social networkers have (limited) access to social network sites at work. Within Europe, Northern Europe has the highest level of access, Western Europe the lowest.

Current attitude of companies towards social media is quite formal and does not feel very emotional. Given the fact that social networking is all about relationships, it seems wise to have a more human approach on social media.

Employees can contribute in these. More than a third is open to share information about the company they work for among their contacts on social networks, if that’s beneficial for the company.

大多数雇员并不被允许使用社会化媒体

2/3的欧洲用户在工作场合联入社交网络是受限的。北欧地区限制最多，西欧最少

目前公司对社会化媒体的态度总体是拘谨的。考虑到社交网络聚合了大量的人际关系，在对待社会化媒体的态度更人性化一些是明智的选择。

雇员由此也可为公司做出贡献。如果这事对公司有利，超过1/3的人乐于分享这些信息给自己的联结人。

33% cannot accesTheir social networkwebsites at work

33%的人不允许在工作场合接入社交网络


One third of the European social networkers are blocked by their employer to have access to social network sites at work

One third of the European social networkers are blocked by their employer to have access to social network sites at work

44%

16%

41%

Wst

64%18%

18%

North47%

20%

33%

Europe

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%

East

47%

21%

31%

South

Access to social media at work | Europe

欧洲各地区工作场合对社交网络：完全开放、有限开放、完全禁止

在33%完全被禁止之中，有34%的人表示希望能接入

50%

16%

35%

45%

32%

23%

Brazil

26%

30%

44%

55%41%

4%

38%

30%

32%

Japan47%

20%

33%

Europe

■ 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%

N=104

N=1590

N=78

N=62

F = If member of social network(s) and active working person

Access to social media at work | Europe in perspective

在工作场合中禁止接入社交网络这一措施中，中国人是最open的。只有4%的组织这么干

60% would like to get help from employer to share relevant content.

Company policy

25% has a written policy about social media usage.

13% receives social media training.

60%的组织，希望通过雇主来发布相关内容

25%的组织，在社会化媒体使用上，有书面的规则

13%的组织，受过社会化媒体培训

4 out of 10 like their employer’s attitude towards social media…

… and more than a third is open to share information about the company they work for.

4/10的人喜欢他们的雇主对社会化媒体的态度

超过1/3的人在分享公司信息上持开放态度

Q : To what extent do you agree with each of these statements? (top2%, 1-5)

In my social network environment, I like to make a clear distinction between my professional (e.g. colleagues) and my personal life (e.g. family)

I’m open to share information about the company I work for among my contacts on social networks, if that’s beneficial for my company

I like to share information about my job among my contacts on social networks

57%

36%

22%

0% 25% 50% 75% 100%




More than a third is open to share information about the company they work for.

More than a third is open to share information about the company they work for.

Employee attitude

雇员态度

很多人职场生活和私人生活中有清晰界限





Always on

Consumers are taking up mobile devices, especially in China and India. This implies new ways to reach consumers, through simply more display space, branded applications or even Location-based services.

In Europe, 38% is using a smartphone, either with or without internet / data subscription. More than half is using their smartphone on a daily basis for accessing the internet.Nokia and Apple are most widely spread amongst smartphone users.

When it comes to mobile services, people expect brands to offer content and convenience.

Europe:476 million internet users350 million on social networks132 million using a smartphone

在欧洲：

4.76亿互联网用户3.5亿社会网络用户1.32亿智能手机用户

59%

28%

11%

1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription 6 None of the above

56%

38%

8%

North

62%

26%

10%

East

61%

29%

9%

West

55%

26%

15%

South

1 2 3 4 5 6

N Europe = 7446 / F = none

In Europe, 38% is using a smartphone, either with or without internet / data subscription

In Europe, 38% is using a smartphone, either with or without internet / data subscription

Mobile devices | Europe

1 普通电话2 联入互联网的智能手机3 未联入互联网的智能手机4 联入互联网的平板5 未联入互联网的平板6 上述均无

1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription 6 None of the above

1 2 3 4 5 6

59% 57%65% 64%

54% 57%

73%

28%34%

15%

26%

41% 38%

14%11%4%

15%

5%10% 11%

2%6%

2%7%

3%

35%

16%

2%2% 1% 1% 0%4% 2% 3%5% 7% 8% 6%

2% 0%

13%


China and India outnumber Europe and US on smartphone usage

China and India outnumber Europe and US on smartphone usage

Mobile devices | Europe in perspective

中国人的发达程度有点匪夷所思

1 A (new) laptop 2 A (new) smartphone or PDA 3 A (new) regular mobile phone 4 A (new) desktop PC 5 A (new) tablet PC 6 A (new) netbook

25% 24%33%

20%

47% 50%

29%22% 24%

31%

15%

53%44%

20%18%13%

23%

13%19%

37%

22%15% 16%

31%

14%

29%

19% 22%14% 14%

22%

10%

40%

30%

14%12% 10%

25%

7%

27% 25%16%

Europe United States Brazil Australia China India Japan1 2 3 4 5 6

Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)


Growth markets for smartphones are China, India and to a lesser extent also Brazil.

Growth markets for smartphones are China, India and to a lesser extent also Brazil.

Future intention

购买欲望

56%

59%

68%

77% 89%

44%

56%

Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)

Daily Internet access via smartphone

N Europe = 2178 / F = If smartphone with internet / data subscription

用智能手机联入互联网：日本第一，中国第二

Nokia

Apple

Samsung

HTC

Sony Ericsson

BlackBerry

LG

Motorola

Palm

Other

28%

22%

15%

12%

8%

8%

3%

1%

0%

2%

2%

25%

14%

18%

0%

20%

8%

5%

7%

1%

14%

15%

5%

1%

2%

13%

8%

4%

10%

10%

29%

34%

14%

6%

4%

6%

1%

0%

0%

5%

58%

18%

5%

12%

2%

2%

0%

3%

0%

0%

54%

8%

9%

1%

15%

4%

0%

0%

0%

8%

0%

47%

13%

7%

10%

0%

0%

0%

0%

19%


Smartphone brands

品牌占有率

0% 25% 50% 75% 100%

Q : Why don’t you have a smartphone?



N Europe = 4474 / F = Non smartphone users

My current mobile phone is still working fine

I don't need a smartphone

It's too expensive

I don't see the benefit of using a smartphone (yet)

I never thought of changing it

Because I 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 lack of (perceived) needFor most non smartphone users there is a lack of (perceived) need

39%

33%

29%

24%

9%

4%

3%

Smartphone barriers

未使用智能手机的因素排行

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)




58%

55%

50%

49%

48%

44%

40%

38%

18%

18%

People expect brands to offer content and convenience.People 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

Western Europe is less interested in mobile banking

Western Europe is less interested in mobile banking

Discounts on the go are especially popular in East and South

Discounts on the go are especially popular in East and South

Interest in mobile services

感兴趣的手机服务排行

LBS排名第一

Smartphones owners have a more intensive social media usage.

Social media has definitely gone mobile. Social media sites can be easily used through smartphones, which shows for example in a higher daily log on by smartphone users.

Consumers have installed 25 apps on average, are using 12 apps and they even have quite some branded apps installed (7 apps on average). They use these apps for various purposes: contact, convenience and entertainment. More than half is using apps for social networking.

智能手机用户更喜欢使用社会化媒体

53%

36%

65%

56%

48%

38%

39%

42%74%

56%

49%

35%

36%

Smartphones facilitate a frequent log on to social media

Smartphones facilitate a frequent log on to social media

Smartphone users with or without internet / data subscriptionNon smartphone users

53%

Daily log on to social media through smartphone

注意几个地区：智能手机用户每日接入社会化媒体的频率超过了非智能手机用户

26,724,2

21,5

24,8

14,1 13,6

9,911,8

9,57,2 6,5 7,47,5 6,8

5,37,5

1 Average number of apps installed2 Average used apps3 Average paid apps4 Average brand related apps

1 2 3 4

24,6

12,3

8,16,8

81%

19%

78%

22%

West

78%

22%

North

82%

18%

South


N Europe = 1774 / F = If apps installed on smartphone

Q : How many apps have you installed on your smartphone since you started using it?

Apps installed

No apps installed

86%

14%

East

>8/10 have apps installed on their smartphone. On average 25.>8/10 have apps installed on their smartphone. On average 25.

The average number of apps installed is 25, but only half of them is actually used.

The average number of apps installed is 25, but only half of them is actually used.

Apps

超过8成的人安装应用，平均应用数为25，不过只有一半被使用

与品牌有关的应用也有一定的安装数

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?


Exceeding countriesEurope regionsEurope

N Europe = 1774 / F = If 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 I 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

59%

68%

62%

61%

56%

52%

33%

33%

30%

28%

21%

17%

17%

13%

13%

4%

9%

Apps for social networking

People use various types of apps – for practical purposes, entertainment as well as for connecting with others

People use various types of apps – for practical purposes, entertainment as well as for connecting with others

72% is consulting Facebook, 22%Twitter72% is consulting Facebook, 22%Twitter

各种应用类别排行

社交应用排名第一，其中F为72%，T为22%

Smartphone users expect moreconversations & collaboration with brands.

Social networkers who have a smartphone, more often follow brands on social media. Marketers can expect more impact reaching social networkers through smartphones, but mobile social networkers expect more from companies and brands. They want to be more involved –almost half is interested to co-create – and they expect companies and brands to start conversations.

智能手机用户更倾向于与品牌对话

56% of connectedsmartphone users followa brand on social media

56%的智能手机用户与品牌联结

69%

50%

86%

49%

56%

49%

78%

28%78%

65%

65%

51%

55%

Smartphone users more often follow brands on social media than non users

Smartphone users more often follow brands on social media than non users


Using a smartphone with internet / data subscription

Following brands on social media

智能手机用户与品牌联结的比率高于非智能手机用户

% top2box , 1-5 Europe United States Brazil Australia China India Japan

Smartphone with internet / datano 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 social media; they want to be involved.

Connected smartphone user expect more from brands on social media; they want to be involved.


Connected smartphone users and brand expectations

Smartphone users would like companies to start conversations

Smartphone users would like companies to start conversations

Location-based services

Location-Based Services refers to a broad range of services that are based on information about the physical location of a user and/or device.

Location-based services provide the user with information such as "Where is the nearest ATM?" or they can be push-based and deliver coupons or other marketing information to customers who are in aspecific geographical area.

Location-based services are a nicheapplication at this point.

Location-based services sound great: Companies can connect to consumers who are checking into places with their mobile phones and show their intention to buy, attend, travel, party, etcetera. This is real relevant reach. However, the reach of location-based services (lbs) is limited. Only 12% is currently using lbs, mainly Facebook Places, Foursquare and Gowalla.

People are encouraged by social media to share information, but they seem somewhat less enthusiastic to share their location. The issue is mainly due to privacy and a lack of awareness.

Both users and non users expect brands and companies to offer local discounts wherever they go, or advise on things to do /information regarding the place they are.

LBS类应用还是比较小众，12%的人在使用，大多数是Facebook Place、Foursquare和Gowalla

人们愿意分享信息，但似乎不太愿意分享他们的方位。更多出于隐私考虑。

无论使用者还是未使用者，都希望商业组织提供本地化折扣服务（如果他们前往的话），或者提供与地理位置有关的商业服务信息

12% of smartphoneusers makes use of location-based services

14%4%

39%

42%

West

12%4%

43%

41%

North

8%5%

38%49%

East

11%3%

36%50%

South

12%4%

38%

46%

Europe


■ I’m a current user of LBS■ I’ve been using LBS, but not anymore■ I know what LBS is, but I’ve never used it■ I have never heard about LBS

Almost half has never heard about location-based services.12% is using location-based services.

Almost half has never heard about location-based services.12% is using location-based services.

Awareness and usage of LBS | Europe

LBS用户曾经是LBS用户我知道LBS，但不使用LBS是神马玩意儿（46%的人要问这个问题）

23%

3%

26%

48%

Japan

6%1%

31%62%

India

11%4%

26%59%

Australia

8%6%

31%55%

Brazil

16%3%

45%

36%

■ I’m a current user of LBS■ I’ve been using LBS, but not anymore■ I know what LBS is, but I’ve never used it■ I have never heard about LBS


12%4%

38%

46%

Europe

N=45

N=77

N=164

N=2972

N=92

N=111

23%(Aware of LBS, but currently not using):Intention to use (top2%, 1-5)

21%

9%

43%

27%

China N=163

Awareness and usage of LBS | Europe in perspective

LBS在全球

中国人再一次体现出先进性：不知道LBS的人最少

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 / F = smartphone with internet / data subscription, aware of LBS in general

Europe

Facebook Places is the best known location based network and is used by 8%

Facebook Places is the best known location based network and is used by 8%

LBS networks

各种LBS排行：没听说过、有认知但不用、使用（欧洲地区）

0% 25% 50% 75% 100%

N Europe = 232 / F = smartphone with internet .., current users of LBS

Q : Why do you use LBS?

My phone has the ability

I'm an innovative person that tries everything that's new

It's fun

I want to track where I've been

I want to track my most favorite places

My friends use it

I want to meet new people

I get promotions and other rewards of brands/companies



There is no clear driver of lbs. people use it just because their phone has the ability.There is no clear driver of lbs. people use it just because their phone has the ability.

53%

42%

37%

28%

28%

23%

18%

12%

LBS Drivers

N West: 92 / North: 52 / East: 41 / South: 47

LBS使用的驱动力：似乎大量的使用者仅仅是因为手机有这项功能而已

local promotions

local

background

informationlocal

things

to do

People expect…from location-basedservices

人们对LBS的期待：本地化折扣、商业信息

63%

63%

60%

53%

43%

40%

35%

23%

19%

49%

48%

50%

43%

34%

30%

26%

16%

15%

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 Internet 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 = If smartphone with internet / data subscription

Europe

When checking in to a certain location, people would like to receive local promotions or information

When checking in to a certain location, people would like to receive local promotions or information

LBS users and brand expectations

LBS业务就是一项与直接利益有关的业务，功利性极强

54%

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 / F = 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 daily20% of LBS users check in daily

The majority of places where people check in are branded places: restaurants & bars, events, entertainment places or shops

The majority of places where people check in are branded places: restaurants & bars, events, entertainment places or shops

The majority of people using Location-based services are looking for information about that location

The majority of people using Location-based services are looking for information about that location

58%

50%

46%

37%

29%

24%

LBS Check-in

ACTIONS CHECK-IN LOCATIONS

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%

58%

36%

39%

33%■ LBS users N=232■ Non LBS users N=1000

Europe / F = If smartphone with internet / data subscription

Europe

Attitude towards LBS

对LBS的态度：未使用者最高比率地认为：被老大哥监控了

37% is not using location-based servicesbecause of privacy concerns

0% 25% 50% 75% 100%

N Europe = 680 / F = smartphone with internet / data subscription, aware but non users of LBS

Q : Why don’t you use LBS?

For privacy concerns

I'm not interested because I don't care

I'm not interested as I don't know how I can benefit from using LBS

Using LBS is not beneficial yet

Using LBS is for a niche audience

My phone is not able to run the LBS



Privacy concerns are a key factor for not using LBSPrivacy concerns are a key factor for not using LBS

37%

32%

23%

17%

6%

6%

LBS barriers

不使用LBS的原因：隐私排行第一

N Europe = 88 / F = smartphone with internet / data subscription, used LBS in the past but not anymore

Q : Why don’t you use LBS anymore?

For privacy concerns

It'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

I 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%

Reasons to stop using LBS

曾使用现下停止的原因：隐私依然排行第一

Augmented reality

Augmented reality refers to a three-dimensional online world. It provides the user with a live view of the real-life environment, mixed with virtual computer-generated content.

Using your mobile phone, you can ‘scan’ the real living environment, looking for information (text, pictures, videos, etc.) on every person/object you ‘scan’.

增强现实

4% of smartphone users makes use of augmented reality

智能手机使用者使用AR比率：4%

4%3%

27%

66%

1 I’m a current user of augmented reality2 I’ve used augmented reality in the past,

but am not using it3 I know what augmented reality is, but I’ve

never used it4 I have never heard of augmented reality

11 22

33

44

4%3%

27%

66%

West

3%4%20%

74%

North

3%4%

26%

67%

East

4%3%

29%

63%

South

Unaided awareness

33%72%

34%70%

27%64%

36%79%

34%72% Aided awareness


Augmented reality | Europe

AR使用者AR的曾经使用者知道AR但不使用的从没听说过（66%）

1 I’m a current user of augmented reality2 I’ve used augmented reality in the past,

but am not using it3 I know what augmented reality is, but I’ve

never used it4 I have never heard of augmented reality

6%3%

27%63%

7% 7%

29%57%

2%20%

78%

13%6%

36%

45%

1%6%

19%

74%

12%8%

38%

42%

4%3%

27%

66%

11 22

33

44

34%72%

Unaided

Aided

36%62%

43%99%

22%59%

55%74%

26%72%

58%77%

Awareness:

Augmented reality | Europe in perspective


中国人不知道AR的人只有45%，排名倒数第二。娘的，噶先进啊？

Appendix: methodology

Methodology

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

Sample35 countries were included in the sample: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Luxembourg, The Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, United Kingdom, USA, Japan, India, China, Australia, BrazilAverage sample size for countries = 258Total sample size = 9027

Quantitative researchOnline research on online panelsRepresentative for internet populations on gender, age and e-commerceQ2 2011Additional weighting had been applied based upon online country populations, in order to obtain a representative sampleBases mentioned in the report are unweighted counts

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Technology

Socialmediaaroundtheworld2011