1. The European Social Media and E-Mail Monitor
6 Countries Study on digital dialogue with Facebook, Twitter, e-mail & Co.
(European comparison of consumer survey)
Munich, December 2010 | Authors: Volker Wiewer and Rolf Anweiler

2. Executive Summary: 5 facts about the digital dialogue with Facebook,
Twitter, E-Mail & Co. in Europe
1 Stronger together: The combination of social media and e-mail works in all markets considered
In all countries at least 50% of respondents use both social networks and newsletters. The intersection between e-mail
marketing and social media is thus already significant. The combination of the two channels covers virtually the entire Internet
user base.
2 Europe is a "two-class society"
The six largest European online markets are divided into two groups: Germany, France and the Netherlands are "e-mail
states“, in which over a third of the users are accessible only by e-mail or newsletter. Great Britain, Italy and Spain are "multi-
channel" countries dominated by the common use of both channels.
3 Facebook is the top dog among the social networks – with one exception
Facebook is the leading network in almost every country, with one exception: in the Netherlands is the local network Hyves
Number 1. The German social media landscape seems more fragmented than in other countries, with FT Group and who-
knows-who as the local networks with second and third places respectively in number of users.
4 "Fan Pages" reach of companies achieved in just three markets, with a significant user base
Only in Great Britain, Italy and Spain more than a quarter of social media users are fans or followers of a corporate profile.
The reach of corporate presence in social networks is still limited, but offers strong potential.
5 "Mobile email" is for consumers
In Great Britain, Italy and Spain already about a quarter of the users send e-mails several times a day using their mobile
devices.
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3. Method
Audience: Adults 14-69 years old (represent Internet users)
Method: Online survey panel
Concept/Analysis:
Investigation:
D UK I F E NL
Sample size: N = 1,105 N = 1,045 N = 1,010 N = 1,225 N = 540 N = 501
Survey Period: 17.Aug.-01.Sep. 01.Sep.-14.Sep. 30.Aug.-03.Sep. 02.Sep.-16.Sep. 30.Aug.-14.Sep. 02.Sep.-06.Sep.
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4. The European "digital communication cosmos dialogue"- how the
customers use Facebook, Twitter and e-mail?
Users of various communication channels (in percent)
D
UK
I
F
E
NL
%
In all countries, more than half of the respondents are 'real' multi-channel users. This can be achieved for online
marketing purposes by e-mail as well as through social networks.
The 6 largest European online advertising markets can be divided into two groups: Germany, France and The
Netherlands are "e-mail states" since 1/3 or more of the users are only reachable through the e-mail channel. UK,
Italy and Spain are “Multi-Channel“ countries where the use of social networks is generally higher.
Base: Total - Germany N=1,105; Spain N=540; France N=1,225; Italy N=1,010; Netherlands N=501;UK N=1,045
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5. The top 3 social networks in Europe - Facebook is the market leader in
5 of 6 markets
D UK I
60% 94% 96%
50% 28% 21%
36% 25% 17%
av. 2.2 memberships av. 2.0 memberships av. 1.8 memberships
F E NL
95% 95% 80%
38% 63%
11 % 37% 19 % 24%
av. 1.9 memberships av. 2.2 memberships av. 2.3 memberships
Facebook is the leading network in almost every country. Exception: In the Netherlands, Hyves Number 1
The German social network landscape is more fragmented than in other European countries.
Question: Which social networks do you use / have an account with?
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Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=762; Spain N=428; The Netherlands N=278

6. The average number of friends - Italians in social networks have most
friends, the French the least
D UK I
F E NL
Italian networks have the most friends in the European comparison.
German and French social media users are in a European comparison the ones with the lowest number of friends
and contacts.
Question: How many friends do you have on your social networks?
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Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=762; Spain N=428; The Netherlands N=278

7. Intensity of use of social networks - how often do European users
actually use the networks? (in percent)
D
UK
I
F
E
NL
%
In all countries about 90% of social network users access their profile at least once a week.
Italy is also leader in the use, having the most intensive ("at least once a week”) and heavy users (“at least once a
day ").
Question: How often do you generally use social networks? (7-stage scale, Top 4)
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Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=761; Spain N=428; The Netherlands N=278

8. Do “fan sites” of companies and products really work? - In the United
Kingdom and Italy it’s likely
Share of Fans & Followers with a company account (in percent)
D
UK
I
F
E
NL
%
1/3 of British social media users are already fans / followers of a brand.
Germany is the country with the smallest share of fans / followers.
In four markets (Italy, Netherlands, France and Germany) less than a quarter of social networkers can be reached
on business fan sites and Twitter accounts.
Question: Are you a fan/ friend of a company/ brand profile on a social network or a follower of a company/ brand on twitter?
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Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=761; Spain N=428; The Netherlands N=278

9. E-mail and social media are closely linked - Notifications of social
networks use the e-mail
Question: How often do you use your e-mail account(s) to receive notifications
from social networks? (in percent)
D
UK
I
F
E
NL
%
Most social media users in all countries use their e-mail accounts to receive notifications from their social network.
Question: How often do you use your email account(s) to receive notifications from social networks? (4-stage scale)
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Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=761; Spain N=428; The Netherlands N=278

10. Frequency of E-mail & mobile use - in the UK, Italy and Spain a mobile
compatible version of e-mail is a"must have"
E-mail views general E-mail retrieval from a mobile device
26
D
40
UK
40
I
29
F
38
E
26
NL
% %
Retrieving e-mails in each of the countries analyzed is a daily ritual.
On mobile devices, consumers accessed their e-mail at least once a day most often in the UK, Italy and Spain
(nearly 1/4 of the users).
Question: And how often do you check your emails using a mobile device (e.g. iPhone, Black Berry etc.)? (8-stage scale)
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Base: Recipients of emails: Germany N=1,098; United Kingdom N=1,041; Italy N=1,008; France N=1,223 ;Spain N=539; Netherlands N=497

11. Newsletters are still a universal online marketing tool in Europe
Share of the newsletter (in percent)
D
UK
I
F
E
NL
%
In Germany, Italy, France and the Netherlands about 90% of respondents receive one or more newsletters.
In the UK and Spain the proportion of subscribers to newsletters is slightly lower (70%).
Question: How many newsletters do you subscribe to whether privately or job-related?
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Base: Recipients of emails: Germany N=1,098; United Kingdom N=1,041; Italy N=1,008; France N=1,223 ;Spain N=539; Netherlands N=497

12. SWYN use – E-mail to share content in Europe is still not widespread
Facebook User, Twitter Users,
Newsletter Recipient
the newsletter the newsletter
D
UK
I
F
E
NL
% % %
The use of "share-with-your-network" function in all countries is still low.
The Twitter user generally have a greater affinity to share content with their network and use the function much
more often than Facebook or other social media users.
Question: Do you know the ‘share with your network’ feature and have you use it before?
Base: Recipients of newsletters: Germany N=985; United Kingdom N=767; Italy N=880; France N=1,106; ;Spain N=378; The Netherlands N=453
Facebook users that receive newsletters: Germany N= 325; United Kingdom N=546; Italy N=670: France N=649; Spain N= 306; The Netherlands N=158 eCircle 12
Twitter users that receive newsletters : Germany N=81; United Kingdom N=172; Italy N=129; France N=62; Spain N= 63; The Netherlands N=62

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