A demographical study of use
of social networks and mobile phones as media By Vizeum +45 77 66 33 00 www.vizeum.dk @VizeumCph www.facebook.com/vizeumdanmark

So what have we got?
A demographic study within the Nordics of people mobile phone habits, and social ’s media network habits...men and women, boys and girls, from 15 – 55, from all over the Nordic regions, and from all walks of life.... We examine; •Who access social media sites? • Who does what on which social media site? • Which social media sites are most popular? • Do men and women use social media in different ways? • Do people hide behind social media sites? • Are smartphones (e.g. iPhones) changing behaviour? • What phone is most popular for what activity? • Who owns what mobile? • Who is most active on their mobile? A demographical study of use of social networks & mobile media

First, lets focus on the
mobilisation of media .....and there after the socialisation. A demographical study of use of social networks & mobile media

Mobile phones. There no way
around it; mobile ’s phones have become an integral part of our lives. We use them to talk, to capture, to film, to check in, to record, to purchase, to board, to find our way, to message, to enter and to connect, and they are always with us. In short, they have become a fundamental part of our lives. A part that just can go ’t on being seen as a seperate entity; we need to look at the demographic data surrounding use, and find out exactly who it is doing what, and with what phone. We been surprised by the ’ve findings, and we think you will be too. A demographical study of useuse social networks via & mobile media A demographical study of of of social networks mobile phones

What sort of mobile do
people own? 100% 90% 80% 70% Fact: Smartphones are not mainstream (Yet!) 60% 50% It’s men who are leading the sales in Total smartphones, HTCs and iPhones; perhaps Male 40% unsurprisingly! Female 30% 20% 10% 0% Standard iPhone Blackberry HTC Nokia Other mobile Smartphone A demographical study of use of social networks & mobile media

What sort of mobile do
people own? 100% Sweden is the leading iPhone nation in 90% Scandinavia 80% Nokia leads - not surpringsingly - in Finland. 70% 60% Total 50% DK NO 40% FI SE 30% 20% 10% 0% Standard iPhone Blackberry HTC Nokia (E71, Other Mobile 90) Smartphone A demographical study of use of social networks & mobile media

Can people access the net
via their mobiles? 80% 70% More than 2/3 of the Nordic population can access the net from their phones 60% 50% Total 40% Male 30% Female 20% 10% 0% Yes (wap or www) No Don't know A demographical study of use of social networks & mobile media

Can people access the net
via their mobiles? 70% 60% Norway and Sweden are leading within WAP, Finland in access via normal browser . 50% 40% Total DK NO 30% FI SE 20% 10% 0% Yes (WAP) Yes (normal browser) No Don't know A demographical study of use of social networks & mobile media

How often are social network
sites checked from mobile phones? Daily or several times daily Weekly or several times weekly Monthly or several times One out of four is accessing SN monthly site from their mobile More seldom A demographical study of use of social networks & mobile media

How often are social network
sites checked from mobile phones? Sweden Denmark Daily or several Daily or several times daily times daily Weekly or several Weekly or several times weekly times weekly Monthly or several Monthly or several times monthly times monthly More seldom More seldom Finland Norway Daily or several Daily or several times daily times daily Weekly or several Weekly or several times weekly times weekly Monthly or several Monthly or several times monthly times monthly More seldom More seldom Don't know A demographical study of use of social networks & mobile media

Who’s doing the checking? 20%
18% 16% Male 14% Female 12% 10% 8% 6% 4% 2% 0% 15-25 yrs 26-35 yrs 36-45 yrs 46-55 yrs 60% Minimum Weekly 50% 40% 30% 20% Smartphones are still a significant 10% investment 0% High SMS activity does not nessecarily equal high mobile internet (cost issue) Phone type A demographical study of use of social networks & mobile media

Who’s doing the checking? Minimum
Weekly Female 30% SE FI 25% NO 20% DK 15% Male Nordic 10% 5% 0% 5% 10% 15% 20% 0% 15-25 yrs 26-35 yrs 36-45 yrs 46-55 yrs 90% Nordic DK NO FI SE 80% 70% 60% 50% Smartphones are still a significant 40% Nordic DK investment 30% 20% NO 10% FI High SMS activity does not nessecarily 0% SE equal high mobile internet (cost issue) A demographical study of use of social networks & mobile media

Our typical mobile social media
checker is male, around 30, and of course uses an iPhone...... So does the average iPhone owner display dif ferent behaviour when it comes to using the internet for various services, or, seeing as most mobiles provide the same services and the vast majority of people can get online with their phones; are all mobile phones equal? A demographical study of use of social networks & mobile media

I often... How do iPhone
users differ? Nordic = download small programs to my mobile Current af fairs & Weather  iPhone equals increased usage of download ringtones to my mobile mulitple functionalities download games to my mobile use mobile to keep updated about sports use my mobile to keep updated about the weather use my mobile to keep updated about gossip use my mobile to keep updated about news participate in competitions or polls via my mobile ”Basic Functionalities” pay for goods or services via my mobile 0% 20% 40% 60% 80% Other smartphone HTC Blackberry IPhone Normal mobile telephone A demographical study of use of social networks & mobile media

I often... How do iPhone
users differ? visit social networks Nordea App live in Norway. Danske use my mobile for home banking Bank coming up in DK in Q3 use Skype/IP-telephony on my mobile download food recipes to my mobile use my mobile for shopping download/watch movie clips on my mobile download music to my mobile Free OVImaps has to catch up use my mobile as road-navigator download wallpapers to my mobile 0% 10% 20% 30% 40% 50% 60% Other smartphone HTC Blackberry IPhone Normal mobile telephone A demographical study of use of social networks & mobile media

A word on Android •
Android = Google based mobile operating system. Open platform – Unlike Apple • Competing with Apple (OS4), Microsoft (Windows Mobile), Symbian (Nokia), RIM (Blackberry) A demographical study of use of social networks & mobile media

(Smart)iPhones clearly have a massive
ef fect on people use of ’s the internet. They are easy to use; straightforward and simple. Perhaps most importantly, the iPhone provides applications for almost everything; from Twitter to the weather information is quite literally at your finger tips. This is what is in demand; easy, fast and no-fuss access to up- to-date infomration. It can no longer take more than one ’click’ – it must be immediate. A demographical study of use of social networks & mobile media

(5.500.000x5%)-old people = 200.000 iPhones
If we look at the same data but for all mobile users who are online, it is clear that even though the majority have access to online services, the majority don use ’t them often. Yet as we saw (below) the vast majority Normal mobile iPhone Blackberry HTC Nokia Other are using a ’normal phone, which points to the simple conclusion that it’s just not that easy to get online, and use online services through a normal mobile. Let’s see the data. A demographical study of use of social networks & mobile media

Lets spend a minute on
the last 80%... Do you… download ringtones to your mobile download games to your mobile use your mobile to keep updated about sports Lower levels on all use your mobile to keep updated about the weather parameters compared to smartphone users – use your mobile to keep updated on gossip however competition (SMS) is widespread pay for goods or services via your mobile use your mobile to keep updated about news participate in competitions or polls via your mobile 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% A demographical study of use of social networks & mobile media

Lets spend a minute on
the last 80%... Do you… visit social networks via mobile use your mobile for banking Maps, small programs/games download food recipes to your mobile are most used advanced Skype/IP-telephone on your mobile functionalities across all phones use your mobile for shopping download/watch movie clips on your mobile download music to your mobile use your mobile as a road-navigator (e.g. Google maps) download wallpapers to your mobile download small programmes to your mobile 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% A demographical study of use of social networks & mobile media

A few facts..... o 4%
surveyed have an iPhone o Yet iPhone users are by far the most active online via mobile internet access o iPhone & other smartphone users are more than twice as likely to be male, between 26 – 35 o Women are far less likely to have access to the net .....even if they wanted to (14% didn know if they could or not) ’t o Women are more likely to participate in competitions and polls o 25 – 36 year olds are more likely to have access to the net A demographical study of useuse social networks via & mobile media A demographical study of of of social networks mobile phones

So what about social network
usage? We don need to discuss the incredible growth of social media – it’s in ’t the news everyday, and that’s not what this is about . What we will look at here, is just who is doing what; do men have a greater tendency to be a voyeur, or would they rather update their Facebook status and communicate? Are women more likely to comment on photos and updates, or perhaps upload media files? What network sites are used most in Denmark, and what for? A demographical study of use of social networks & mobile media

FB Nordic: 11mill users –
60% daily A demographical study of use of social networks & mobile media

I often... look at pictures
or videos on other peoples profiles on social networks consuming share pictures and videos with other people on social networks contributing write comments or postings on other people's profiles on social networks Female Male update my own profile on social networks Total read other people's comments and postings on social networks read other people's profiles on social networks 0% 10% 20% 30% 40% 50% 60% Women are more active on social platforms A demographical study of use of social networks & mobile media

I often... look at pictures
or videos on other peoples profiles on social networks share pictures and videos with other people on social networks write comments or postings on other people's profiles on social networks 46-55 yrs 36-45 yrs update my own profile on social networks 26-35 yrs 15-25 yrs read other people's comments and postings on social networks read other people's profiles on social networks 0% 10% 20% 30% 40% 50% 60% 70% 80% Social Network activity decreases with age A demographical study of use of social networks & mobile media

I often... look at pictures
or videos on other peoples profiles on social networks share pictures and videos with other people on social networks write comments or postings on other people's Other smartphone profiles on social networks HTC Blackberry update my own profile on social networks IPhone Normal mobile telephone read other people's comments and postings on social networks read other people's profiles on social networks 0% 10% 20% 30% 40% 50% 60% iPhone users are as active as 15-25 is online. A demographical study of use of social networks & mobile media

What did that show? Women
and girls are far more active then men and boys on social media sits. They look at more pictures, share more pictures, comment more, update more – and so on. Probably unsurprisingly, 15-25 year olds are by far the most active. Being digital natives, this new technology is as natural to them as radio is to their parents. As the age increases, so does the drop in activity. And as we saw previously, the iPhone leads the way for mobile social network usage. Fast internet access, simple uploads, and instant applications heighten user experience and encourage usage. Normal phones, HTC and other smartphones (in that order) come after ... A demographical study of use of social networks & mobile media

search for pictures or videos
on media sharing sites What about share pictures and videos on media sharing 46-55 yrs media sharing? sites 36-45 yrs 26-35 yrs 15-25 yrs visit media sharing sites Is the outcome the same? 0% 10% 20% 30% 40% 50% 60% 70% search for pictures or search for pictures or videos videos on media sharing on media sharing sites sites Other smartphone share pictures and share pictures and videos on HTC media sharing sites Female videos on media sharing sites Blackberry Male IPhone Normal mobile telephone visit media sharing sites visit media sharing sites 0% 10% 20% 30% 40% 0% 10%20%30%40%50%60% A demographical study of use of social networks & mobile media

This time, it’s men who
lead the gender battle..... It’s men who search most for pictures and videos on media sharing sites, and men who visit these sites more in general. Yet the genders are equal when it comes to sharing pictures and videos on these sites. As before, the age group dominating this category is the 15-25 year olds. Again, as the ages drop, so do the figures. And once again, the iPhone leads. A demographical study of use of social networks & mobile media

Which social network & media
sharing sites have you visited in the last month? Which Social network and Media Sharing homepages have you visited within the last month? 80% 70% 60% Facebook is still the king of social networks. YouTube is close behind, and although Twitter is 50% only 7%, this is a significant niche group. 40% 30% 20% 10% 0% Nettby Vuodatus finest.se Hamsterpaj.net Facebook Twitter Kotikokki City Dating Suomi24 Youtube Jesper.nu Bilddagboken.se Afterdawn Devote.se Blogg.se Deiligst Bloglovin Irc-galleria.net Myspace StayFriends.se WL Messenger A demographical study of use of social networks & mobile media

Which social network & media
sharing sites have you visited in the last month? 80% 70% 60% 50% Nordic 40% DK 30% NO FI 20% SE 10% 0% Facebook Youtube Twitter Myspace A demographical study of use of social networks & mobile media

Which of these sites do
you visit if you want to.... (DK only) relax and unwind have fun/entertainment search for information about other people Scor Gosupermodel search for information about the latest trends MySpace Dating search for information about products/brands Arto Facebook Twitter arrange social get-togethers YouTube search for and listen to music contact family and friends? 0% 10% 20% 30% 40% 50% 60% A demographical study of use of social networks & mobile media

Once more, we see Facebook
as the leader, with YouTube the only real challenger Facebook is clearly the primary method used for contacting friends and family, arranging get-togethers, seeking information about other people, and also just for plain old fun. But what is interesting is the it’s also where people go to relax and unwind. This mix of extreme information searching and relaxation is quite a contrast, yet understandable when looking at the previous results of looking at pictures and videos; it’s uncomplicated, carefree voyeurism. The other area of interest is the low result for Facebook when it comes to searching for information about trends, products & brands. Despite all the groups and fan pages for brands and products, people don look for information about what ’t is new. A demographical study of use of social networks & mobile media

Is it even common to
As can be seen in the pie to the left, most people tend not to ’like’ add a brands or products, why this is, is not clear, but what is clear is why they brand/product? do; - ’They have had a good experience ’; they genuinely like the brand. Have you ever added one or more - ’They make products of high quality; ’ companies/brands/products as a friend (fan) people genuinely like the products to your preferred social networking site? - ’I want to be updated on upcoming sales & new products the possibility of ’; saving, or finding out about new Yes products are perhaps too dif ferent. No They represent two dif ferent groups; Don't know trend-setters, and discount-shoppers. Perhaps brands need to recognise this and create pages for both groups. A demographical study of use of social networks & mobile media

Is it even common to
add a brand/product? Sweden Denmark Yes Yes No No Don't know Don't know Finland Norway Yes Yes No No Don't know Don't know A demographical study of use of social networks & mobile media

Brands & products What can
motivate you to add a companys brand/product as a friend to your preferred social networking site? Don't know If I have a good personal experience with the brand/product If I like that they make products of high quality If I get can discounts, coupons, free samples and so on If I like the brand/product and want to be associated with it If I want to be updated on upcoming sales or other arrangements If I like the way they make their advertising (good/funny) If I they have been recommended by a friend/acquaintance If I have had a bad personal experience with the brand/product If the brand/product is popular If my friends like the brand/product If none of my friends know the product/brand Other No online community profil 0% 5% 10% 15% 20% 25% 30% 35% 40% A demographical study of use of social networks & mobile media

Brands & products Don't know
If none of my friends know the product/brand If my friends like the brand/product If the brand/product is popular If I have had a bad personal experience with the brand/product If I have a good personal experience with the brand/product SE FI If I want to be updated on upcoming sales or other arrangements NO DK If I get can discounts, coupons, free samples and so on If I like the way they make their advertising (good/funny) If I they have been recommended by a friend/acquaintance If I like that they make products of high quality If I like the brand/product and want to be associated with it 0% 10% 20% 30% 40% 50% 60% A demographical study of use of social networks & mobile media

Any trends? - Brands and
products need to focus on their target groups; one page is perhaps not for everyone. Jimmy Choo, for example, has a ’regular’ fan page (1969,618 fans), and ’Jimmy Choo Trainer Hunt’ (833 fans), which caters to those trend-setters, who simply must have those shoes. - Men use social media sites to seek information, whereas women use them to communicate. - As can be expected, the younger groups are the most prevalent on social media; they have grown up with the new technology, and see it as natural - Facebook and iPhones are the kings when it comes to social media. Both easy to use, they provide quick and easy access to information. A demographical study of use of social networks & mobile media

Why is facebook important? -
Because friends matter  A demographical study of use of social networks & mobile media

THANK YOU WE HOPE YOU
HAVE ENJOYED THE INFORMATION PRESENTED – DETAILS ARE AVAILABLE OF COURSE, SHOULD YOU WANT THEM. A demographical study of useuse social networks via & mobile media A demographical study of of of social networks mobile phones

A demographical study of use
of social networks & mobile media