2. 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.

3. For questions, feedback and remarks, please contact: Prof. Steven Van Belleghem Managing partner InSites Consulting Steven@InSites.eu Twitter: @steven_insites

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

5. Awareness of Facebook is close to 100% More than 1 billion people (>70% of internet population) use social networks.

6. 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.

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

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

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

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.

11. 40% LinkedIn 35% Twitter 30% Facebook 25% Vkontakte Netlog 20% Tagged Orkut Xing Ning Hyves Badoo 15% QZone Hi5 Bebo MySpace 10% Friendster 5% 0% 0% 10% 20% 30% 40% 50% 60% EUROPE High Big social networks will get bigger and small ones will get smaller. IntentiontoIncrease Low Currentnetworkpenetration Low High N Europe = Min 43 – Max 4968 / F = If member of socialnetwork

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

13. >50% of social network users are connected to brands.

14. Offline brand experiences are the main online conversation starters.

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

16. 36% posted content about a brand on social networks.

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

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

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

20. 2 out of 3 employees is proud about their employer, but only 19% shares stories on social media: unused conversation potential.

21. 38% of internet users has a smart phone. They are more intensive users of social networks than people without a smartphone.

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

23. 12% of smartphone owners is using location based services.

24. 4% of smartphone users are familiar with augmented reality.

25. 12% use LBS

26. 20%of location-basedusers checks in daily

27. Next part of the presentation is a document full 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: Steven@InSites.eu Or on Twitter: @Steven_InSites

28. Social Network adoption, usageandotherkeyfacts. Connections on socialnetworks: People & brands. The role of employees in making companies more human. Mobile internet, locationbased & augmentedreality.

30. 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.

31. Based on the data from participating countries, we make the following assumption. 2 billion internet users in the world 7 billion People in the world >1 billion Socialnetwork users

32. Awareness, penetration, averagenumber of networks Western Europe lags behind in social network penetration. North East West South

33. Awareness, penetration, averagenumberof networks Emerging markets Brazil and India show the highest awareness and penetration of social networks. * The 44% share of socialnetworkersin China is low comparedtoothercountries. Thismightbedueto the factthatsome large Chinese networks (eg RenRen) werenotincluded in this survey.

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

35. # of networks one is a member of 1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8 average ■5 or more ■ 4 ■3 ■2 ■1 network N Europe = 5613 / F = If member of socialnetwork(s)

36. Network size 133 Facebook friends versus 59 Twitter followers. Q :How many contacts do you have on each of the following social network sites? average Counts below 30 ■50+ ■ 11-50 ■ 1 - 10 N Europe = Min 43 – Max 4968 / F = If member of socialnetwork

37. >600 millionpeopleusesocialnetworksat leastdaily

38. 58% of Facebook userslog-in at least Daily (>400M)

39. Daily log on tosocial media 60% 63% 58% 67% 82% 76% 61% N Europe = 5613 / F = If member of socialnetwork(s)

40. Network log on frequency Q :You are a member of the following social network sites. How often do you log into these sites? (at least daily) Vkontakte and Facebook have the highest penetration of daily usage. 63% of the Vkontakte users log in at least once a day. N Europe = Min 43 – Max 4968 / F = If member of socialnetwork

41. 37 minutesis the averagetime members spendeach time they log in toFacebook

42. Connection time On average, Facebook members stay connected for more than half an hour Q :On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit) average Counts below 30 ■>60 ■ 31 - 60 ■11 - 31 ■6 - 10 ■1- 5 minutes N Europe = Min 43 – Max 4968 / F = If member of socialnetwork

43. 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 we take a look at both awareness and membership, Twitter and MySpace are number two and three social media in Europe. Given the fact that 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.

44. Top 3 networks In Europe

45. Facebook, TwitterandLinkedin are reaching the mass market. Smaller/ newersocialnetworks are facing a challenge…

46. Top 3 networksbymembership North 69% 97% 18% 38% 10% 80% East West 57% 58% 94% 95% 39% 14% 55% 82% 12% 12% 72% 36% South 72% 98% 24% 85% ■ Membership ■ Awareness 15% 41% N Europe = 7446 / F = None

47. Top 3 networksbymembership 31% 59% 17% 29% 59% 76% 14% 13% 54% 70% 74% 93% 5% 22% 32% 57% 20% 77% 77% 93% 65% 96% 41% 90% 67% 93% 63% 94% 59% 87% 12% 85% 34% 76% 10% 79% ■ Membership ■ Awareness

48. In Europe, Facebook, Twitter and MySpace are the best known social network sites. Network awareness | Europe Q :To what extent do you know the following social network sites? Europe Europe regions Exceeding countries N Europe = 7446 / F = None

49. In China, awareness of Qzone is equal to awareness of Facebook Network awareness | Europe in perspective Q : To what extent do you know the following social network sites? Europe Europe versus referencecountries N Europe = 7446 / F = None

50. Network membership | Europe Facebook has the highest usage throughout Europe. Q : To what extent do you use the following social network sites? Europe Europe regions Exceeding countries N Europe = 7446 / F = None

51. Network membership | Europe in perspective Q : To what extent do you use the following social network sites? Europe Europe versus referencecountries N Europe = 7446 / F = None

52. No Expanding! No Stopping! 60% 93% Currentsocialnetworkershave no intention to stop their membership nor do they feel the need to further expand their membership on social network sites Intention

53. Intentionto stop Q :Which of the following social networks, of which you are a member, will you stop using? Europe Europe regions Overall, 7% of the social networkers have the intention to quit at least one of the networks they are a member of. Members of Friendster are most likely to stop Base below N=30 N Europe = Min 43 – Max 4968 / F = If member of socialnetwork

54. Intention to stop versus penetration 25% Friendster Tagged Hi5 20% Bebo Netlog Ning 15% Badoo QZone Orkut Hyves 10% Xing MySpace Twitter 5% LinkedIn Vkontakte Facebook 0% 10% 20% 30% 40% 50% 60% EUROPE High Big networks will get bigger and small networks will get smaller. Stop Low Penetration Low High N Europe = Min 43 – Max 4968 / F = If member of socialnetwork

55. Futureusage 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) Europe Europe regions Members of LinkedIn, Twitter and Facebook are most likely to increase their usage Base below N=30 N Europe = Min 43 – Max 4968 / F = If member of socialnetwork

56. 40% LinkedIn 35% Twitter 30% Facebook 25% Vkontakte Netlog 20% Tagged Orkut Xing Ning Hyves Badoo 15% QZone Hi5 Bebo MySpace 10% Friendster 5% 0% 0% 10% 20% 30% 40% 50% 60% Futureusage versus networkpenetration EUROPE High Increase Big networks will get bigger and small networks will get smaller. Low Penetration Low High N Europe = Min 43 – Max 4968 / F = If member of socialnetwork

57. Futuremembership 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. Europe Europe regions Facebook and Twitter are most likely to gain new members. Overall, 60% have no intention to expand their membership. N Europe = Min 418 - Max 3962 / F = Non users: Aware, but no member

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

59. Top networks in Europe Facebook Twitter MySpace LinkedIn Base: Socialnetworkers Base: Members of thisnetwork

60. Member profile 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. Facebook Twitter MySpace LinkedIn Gender Age Smartphone Workingsituation N Europe = 5613 / F = If member of socialnetwork(s)

61. 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.

62. FacebookandTwitter| membership of one or both N Europe = 5613 / F = If member of socialnetwork(s)

63. FacebookandTwitter| daily log on Q : You are a member of the following social network sites. How often do you log into these sites? (% several times a day) 74% 35% 37% The more networks someone uses, the more time spend per network. 54%

64. FacebookandTwitter| membership of one or both OthernetworksthanTwitterandFacebook Member of FacebookandTwitter Member of Twitter, no Facebook Member of Facebook, no Twitter N Europe = 5613 / F = If member of socialnetwork(s)

65. Social Network adoption, usageandotherkeyfacts. Connections on socialnetworks: People & brands. The role of employees in making companies more human. Mobile internet, locationbased & augmentedreality.

67. 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.

68. People connect withpeopletheyknow!

69. Reasonstoconnectwithotherpeople on social media Q : Why does a person belong to your network? Europe regions Europe Connections are driven by close, offline, personal relationships. N Europe = 5613 / F = If member of socialnetwork(s)

70. Besidesconnectingwithothers, getting information about (new) products and brands is driving membership of social networks

71. Drivers fornetworkmembership 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? Europe Besides more general reasons, getting to know things about (new) products and brands is an important driver for membership People get member of professional network LinkedIn, to stimulate their career. ●MySpace ●Facebook ●Linkedin ● Twitter N Europe = 5613 / F = If member of socialnetwork(s)

72. More than half of the socialnetworkers has ever deletedsomeonefrom his/her network. Mainreasonfordefriending is a lackof contact.

73. Defriending In general, 56% has ever deleted a contact person from at least one network Q :Have you ever deleted a person from your contact list? Europe regions Europe Professional networkLinkedIn shows a low deconnectionrate Counts below 30 N Europe = 5613 / F = If member of socialnetwork(s)

74. Social networking is two-way communication; A lack of contact is the main reason for defriending. Reasonsfordefriending Q :Why did you do that? I’ve deleted a person from my contact list because… Europe regions Europe Company, brand or product related reasons do not seem important reasons for defriending. N Europe = 3179 / F = If ever deleted a person from contact list

75. Defriending versus networksize EUROPE 70% High 60% 50% 40% Defriending 30% 20% 10% Low 0% 0 20 40 60 80 100 120 140 Network size (contacts) Low High

77. >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!

78. Following brands | Europe North About half of the social network users follow a brand. East West South N Europe = 5613 / F = If member of socialnetwork(s)

79. Following brands | Europe in perspective Europe has the lowest share of brand fans, 51%. Compare India: 70% follows a brand. N Europe = 5613 / F = If member of socialnetwork(s)

80. Brand followers are more often females, somewhat younger and they are more active on social networks Brand follower profile Brand followers Non brand followers Brand followers Non brand followers Gender Membership   Networks Age    Actions    Smartphone  Defriending    N Europe = 5613 / F = members of socialnetworks sig. diff (95%)

81. Sectors for brand following Q : To which sectors do these brands belong to? Europe regions Europe Media and entertainment are the most popular industries for following brands N Europe = 3064 / F = members of socialnetworks, following at leastone brand

82. 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.

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

84. 42% Had a conversation with a brand via social networks

85. Company actions on social media Q :What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning... Europe regions Europe 42% already had a conversation with a brand through social media. N Europe = 5613 / F = If member of socialnetwork(s)

86. Customers want to be involved with companies. Bring them in the boardroom to improve the relationship. BRAND FAN 33% CO-CREATION 44% DIRECT INTERACTION 43% CONVERSATIONS 44%

87. People expect various actions of companies on social networks. Top three consists of offering product information, promotions and announcing events. Brand expectations Q :On social network sites, brands should… Europe Europe regions N Europe = 5613 / F = If member of socialnetwork(s)

88. Social media is aboutcommunicationbetweenpeople. 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.

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

90. Actions on socialnetworks Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (average) PERSONAL Europe Europe regions share consult Communication between people is the main purpose of social networks. share N Europe = 5613 / F = If member of socialnetwork(s)

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

92. Sharingand consulting brand / product information Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (% at least once) 36% of the social networkers in Europe post information on products, brands, and /or companies West North East South N Europe = 5613 / F = If member of socialnetwork(s) ■ % social networkers ■ social networkers who consult ■ social networkers who react ■ social networkers who post

93. 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 sig. diff (95%) N Europe = 4863 / F = Ifsharinginformation (reactingand/or posting) N Europe = 2876 / F = If consulting information

94. 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.

95. Networks to share information Facebook is the place to share information about products and brands 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? Europe Europe regions N Europe = 4863 / F = Ifsharing information

96. People prefer to share positive brand experiences on social media

97. Information to share Social networkers prefer to share positive experiences. Q :What exactly do you share then about products, brands and/or companies? Sharing information about... Europe Europe regions 33% says their sharing behavior increased (a lot) since last year. N Europe = 4863 / F = Ifsharing information

98. 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.

99. 62% look for positive experiences others had with a product, brand or company Whatto consult Q : What exactly do you consult then about products, brands and/or companies? Consulting information about... Europe regions Europe N Europe = 2876 / F = If consulting information

100. Impact of consulting on brand perception 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) Europe regions Europe Positive experiences are reported to have the highest impact on brand opinion N Europe = 2876 / F = If consulting in general

101. Positive experiences are also reported to have the highest impact on buying intention Impact of consulting on buyingintention 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) Europe regions Europe N Europe = 2876 / F = If consulting in general

102. Facebook is the place to consult information about products and brands Networks to consult 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? Europe regions Europe N Europe = 2876 / F = If consulting information

103. 12%says the image they have formed based on real-life experiences is (completely) different from the image based on social network pages

104. Western Europe 13% 22% 10% 18% 11% 18% Northern Europe 6% 26% 9% 21% 10% 20% Eastern Europe 13% 39% 13% 39% 13% 42% Southern Europe 16% 33% 15% 31% 14% 34% Europe 13% 31% 12% 28% 12% 30% United States 7% 24% 8% 27% 5% 25% Brazil 23% 42% 24% 40% 23% 39% Australia 11% 25% 11% 28% 11% 27% China 5% 55% 4% 63% 6% 55% India 20% 51% 14% 46% 12% 55% Japan 5% 32% 6% 27% 9% 25% Image of online information 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) ...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 N Europe = 5613 / F = If member of socialnetwork(s)

105. Trust in online information People trust each other most Q : How trustworthy do you find the information that is posted on social networks by each of the following sources? (%top2, 1-5) Europe Europe regions N Europe = 5613 / F = If member of socialnetwork(s)

106. 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.

107. People are willing to Provide feedback while using a brand/product! SOCIAL NETWORKERS ALL RESPONDENTS 61% 52%

108. A majority prefers e-mail to give a company immediate feedback Preferred feedback channel Q :Which of the following channels would you like to use to give a company immediate feedback while using a brand/product? Europe regions Europe N Europe = 4248 / F = (very) interestedtogive a company immediate feedback

109. Social Network adoption, usageandotherkeyfacts. Connections on socialnetworks: People & brands. The role of employees in making companies more human. Mobile internet, locationbased & augmentedreality.

111. 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.

112. 61%of employed social networkers is proud of the company they work for

113. 19%talks abouttheir company on social media. Employees areclearly unused social potential.

114. Potentialfor brand ambassadors ● People who are pride of the company they are working for and like to talk about their job /employer on social media high talkability There is potential for getting proud employees to talk on social media low low high company pride N Europe = 2787 / F = If member of social network(s) and active working person

115. Company prideandtalkability Company pride (top2%) 61% Talkability (top2%) 19% 63% 40% 16% 18% 75% 61% 62% 48% 67% 40% 62% 20% N Europe = 2787 / F = If member of socialnetwork(s) andactiveworking person

116. Information to share by employees Q :What kind of information would you like to share about your job / employer on social media? I would like to... Europe regions Europe New products / services and events are most popular items to share on social media by employees N Europe = 2787 / F = If member of socialnetwork(s) andactiveworking person, talkingabout heir job / employer on social media

117. 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.

118. 33%cannot acces Their social networkwebsites at work

119. Access tosocial media at work | Europe Q :To what extent do you have access to social network sites at your work? One third of the European social networkers are blocked by their employer to have access to social network sites at work 22% ■ complete access ■limited access ■no access at all Wouldliketo have access (top2%, 1-5) 34% 48% 15% N Europe = 2787 / F = If member of socialnetwork(s) andactiveworking person 42%

120. Access tosocial media at work| Europe in perspective Wouldliketo have access (top2%, 1-5) 34% N=1590 N=62 N=56 N=35 N=104 N=78 N=66 ■ complete access ■limited access ■no access at all F = If member of socialnetwork(s) andactiveworking person

121. Company policy 60% wouldliketo get help fromemployerto share relevant content. 25% has a written policy about social media usage. 13% receives social media training.

122. 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.

123. Employee attitude More than a third is open to share information about the company they work for. Q :To what extent do you agree with each of these statements? (top2%, 1-5) Europe regions Europe N Europe = 2787 / F = If member of socialnetwork(s) andactiveworking person

124. Social Network adoption, usageandotherkeyfacts. Connections on socialnetworks: People & brands. The role of employees in making companies more human. Mobile internet, location based & augmented reality.

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

127. Europe: 476 million internet users 350 million on socialnetworks 132 millionusing a smartphone

128. Mobile devices| Europe In Europe, 38% is using a smartphone, either with or without internet / data subscription N Europe = 7446 / F = none

129. Mobile devices| Europe in perspective China and India outnumber Europe and US on smartphone usage N Europe = 7446 / F = none

130. Futureintention Growth markets for smartphones are China, India and to a lesser extent also Brazil. Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%) N Europe = 7446 / F = none

131. Daily Internet access via smartphone Q :Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily) 56% 59% 89% 77% 68% 56% 44% N Europe = 2178 / F = If smartphone with internet / data subscription

132. Smartphone brands N Europe = 2178 / F = If smartphone with internet / data subscription

133. Smartphone barriers For most non smartphone users there is a lack of (perceived) need Q :Why don’t you have a smartphone? Europe regions Europe N Europe = 4474 / F = Non smartphone users

134. Interest in mobile services People expect brands to offer content and convenience. Q :To what extent are you interested in the following mobile services (even though these services might not exist or might not be available on your current mobile device or even if you don’t have a mobile phone)? (top2% 1-5) Europe regions Europe Western Europe is less interested in mobile banking Discounts on the go are especially popular in East and South N Europe = 7446 / F = None

135. 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.

136. Daily log on tosocial media throughsmartphone 48%  38% 53% 53%  36% 36% 39% 42% 74%  56% 65% 56% 49% Smartphones facilitate a frequent log on to social media 35% Smartphone users with or without internet / data subscription sig. diff (95%) Non smartphone users

137. Apps >8/10 have apps installed on their smartphone. On average 25. Q : How many apps have you installed on your smartphone since you started using it? No appsinstalled Appsinstalled N Europe = 2178 / F = Ifsmartphonewith internet / data subscription The average number of apps installed is 25, but only half of them is actually used. N Europe = 1774 / F = Ifappsinstalled on smartphone

138. Type of apps People use various types of apps – for practical purposes, entertainment as well as for connecting with others 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? 72% is consulting Facebook, 22%Twitter Exceeding countries Europe regions Europe N Europe = 1774 / F = Ifappsinstalled on smartphone

139. Smartphone users expect more conversations & 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.

140. 56%of connectedsmartphone users follow a brand on social media

141. Following brands on social media 56%  49% Smartphone Base <30 69%  55% 50% 78%  28% 78%  65% 86%  49% 65% Smartphone users more often follow brands on social media than non users 51% Using a smartphonewith internet / data subscription sig. diff (95%) N Europe = 5613 / F = If member of socialnetwork(s)

142. Connectedsmartphoneusersand brand expectations Connected smartphone user expect more from brands on social media; they want to be involved. Smartphone users would like companies to start conversations Q :On social network sites brands should… N Europe = 5613 / F = If member of socialnetwork(s)

143. 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 a specific geographical area.

144. 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.

145. 12%of smartphone users makes use of location-based services

146. Awareness andusage of LBS | 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. N Europe = 2178 / F = Ifsmartphonewith internet / data subscription

147. Awareness andusage of LBS | Europe in perspective (Awareof LBS, but currentlynotusing): Intentiontouse (top2%, 1-5) 23% N=2972 N=111 N=163 N=45 N=164 N=92 N=77 ■ 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 N Europe = 2178 / F = Ifsmartphonewith internet / data subscription

148. LBS networks 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? Europe Facebook Places is the best known location based network and is used by 8% ■unaware of LBS network ■aware, but notusing ■using N Europe = 1232 / F = smartphonewith internet / data subscription, aware of LBS in general

149. LBS Drivers There is no clear driver of lbs. people use it just because their phone has the ability. Q : Why do you use LBS? Europe Europe regions N Europe = 232 / F = smartphonewith internet .., current users of LBS N West: 92 / North: 52 / East: 41 / South: 47

150. People expect… from location-based services local promotions local background information localthingstodo

151. LBS users and brand expectations 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… Europe When checking in to a certain location, people would like to receive local promotions or information ■LBS users N=232 ■Non LBS users N=1000 Europe / F = Ifsmartphonewith internet / data subscription

152. LBS Check-in 20% of LBS users check in daily Q : When using LBS, what do you do exactly? Q : Where do you ‘check in’ via these LBS? Actions Check-in locations Europe Europe The majority of people using Location-based services are looking for information about that location The majority of places where people check in are branded places: restaurants & bars, events, entertainment places or shops N Europe = 232 / F = smartphonewith internet / data subscription, current users of LBS

153. Attitude towards LBS 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… Europe ■LBS users N=232 ■Non LBS users N=1000 Europe / F = Ifsmartphonewith internet / data subscription

154. 37%is not using location-based servicesbecause of privacy concerns

155. LBS barriers Privacy concerns are a key factor for not using LBS Q : Why don’t you use LBS? Europe Europe regions N Europe = 680 / F = smartphonewith internet / data subscription, aware but non users of LBS

156. Reasonsto stop using LBS Privacy concerns are an important reason for stop using LBS. Q : Why don’t you use LBS anymore? Europe N Europe = 88 / F = smartphonewith internet / data subscription, used LBS in the past but notanymore

157. 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’.

158. 4%of smartphone users makes use of augmented reality

159. Augmentedreality| Europe 1 2 Unaided awareness 34% 27% Aided awareness 72% 3 64% 4 33% 72% 34% 36% 70% 79% N Europe = 2178 / F = Ifsmartphonewith internet / data subscription

160. Augmentedreality| Europe in perspective 1 2 3 4 Awareness: Unaided 34% 36% 43% 22% 55% 26% 58% Aided 72% 62% 99% 59% 74% 72% 77% N Europe = 2178 / F = Ifsmartphonewith internet / data subscription

161. Appendix: methodology

162. Methodology Survey Respondents were invited via e-mail to participate in an online survey Sample 35 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, Brazil Average sample size for countries = 258 Total sample size = 9027 Quantitative research Online research on online panels Representative for internet populations on gender, age and e-commerce Q2 2011 Additional weighting had been applied based upon online country populations, in order to obtain a representative sample Bases mentioned in the report are unweightedcounts

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