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Social Media around the world,[object Object],Steven Van Belleghem,[object Object],Steven@insites.eu,[object Object],www.insites.eu,[object Object],www.theconversationmanager.com,[object Object]
SOCIAL MEDIA ,[object Object],STUDY in 14 COUNTRIES WORLDWIDE,[object Object],Summary: ,[object Object],2.884 consumers(18+),representative total country population.,[object Object],Data collected on proprietary research panels from InSites Consulting, field in December 2009-Januari 2010.,[object Object],.,[object Object],2010,[object Object],7 regions worldwide ,[object Object]
Throughout the report, results are reported on a total base and per region,[object Object],2010,[object Object],7 regions worldwide ,[object Object],Australia,[object Object],Eastern Europe,[object Object],Southern Europe,[object Object],Southern America,[object Object],Asia,[object Object],Western Europe,[object Object],Northern America,[object Object]
2010 EditionContent of this report,[object Object],2010,[object Object],90% of the 2.884 participants report to know at least 1 social network website. On average, users know 4 social network websites while non-users know…,[object Object],On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional…,[object Object],Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...,[object Object],72% of all participants are member of at least 1 social networkwebsite.This involves that more than 1 out of four still have no membership...,[object Object],On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …,[object Object],On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…,[object Object],Users of social network websites seems to be saturated. They have no intention to stop any of their memberships and they have no further intention to expand…,[object Object],Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... ,[object Object]
2010 EditionContent of this report,[object Object],2010,[object Object],People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... ,[object Object],20% of the online population are already user of a social network website and will even expand their  memberships. 1 out of 4 are users and will…,[object Object],13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...,[object Object],The END,[object Object],Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...,[object Object],More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...,[object Object]
Social Media Study 2010 More on methodology,[object Object],2010,[object Object],Survey,[object Object],Respondents were invited via e-mail to participate in an online survey,[object Object],Sample,[object Object],14 countries were included in the sample: Belgium, The Netherlands, United Kingdom, Spain, Italy, Portugal, France, Germany, Romania, USA, Brazil, Australia, Russia, China,[object Object],Average sample size for countries = 200,[object Object],Total sample size = 2884,[object Object],Quantitative research,[object Object],Online research on InSites panel (>2,5 mln members),[object Object],Representative for internet populations on gender & age,[object Object],December 2009 – January 2010,[object Object],Additional weighting was performed based upon country populations, in order to obtain a representative sample,[object Object]
2010 EditionContent of this report,[object Object],2010,[object Object],90% of the 2.884 participants report to know at least 1 social network website. On average, users know 4 social network websites while non-users know…,[object Object],On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…,[object Object],Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...,[object Object],72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...,[object Object],On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …,[object Object],On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…,[object Object],Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…,[object Object],Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... ,[object Object]
2010,[object Object],More than 90%know,[object Object],		at least 1 social network,[object Object],N Global = 2884 / Filter = None,[object Object]
On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook,[object Object],2010,[object Object],Q : Which of these social network sites do you know, even if only by name?,[object Object],On average, users know ,[object Object],4 sites…,[object Object],Non-users know 2…,[object Object],Ranking based upon Total,[object Object],N Total = 2884 / F = None,[object Object]
Best known social network in each country...,[object Object],2010,[object Object],Facebook 68%,[object Object],Hyves 96%,[object Object],Facebook 98%,[object Object],Facebook 90%,[object Object],Facebook 83%,[object Object],Users,[object Object],72%,[object Object],Facebook 95%,[object Object],Facebook 94%,[object Object],73%,[object Object],Facebook 95%,[object Object],Facebook 98%,[object Object],Hi5 97%,[object Object],Facebook,[object Object],N per country = About 200,[object Object]
Best known social network in each country...,[object Object],2010,[object Object],Facebook 93%,[object Object],MySpace 47%,[object Object],73%,[object Object],Facebook,[object Object],Orkut 98%,[object Object],Facebook 96%,[object Object],N per country = About 200,[object Object]
Across countries, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third,[object Object],2010,[object Object],Q : Which of these social network sites do you know, even if only by name?,[object Object],Awareness,[object Object],Exceeding countries,[object Object],10%> Total,[object Object],10%< Total,[object Object],Facebook,[object Object],MySpace,[object Object],Twitter,[object Object],Hi5,[object Object],Netlog,[object Object],LinkedIn,[object Object],Orkut,[object Object],Xing,[object Object],Ning,[object Object],Hyves,[object Object],N Total = 2884 / F = None,[object Object]
28% ,[object Object],of the internet population ,[object Object],are notactive ,[object Object],on a social network …,[object Object],because they don’t want others to see their personal information,[object Object],2010,[object Object],N Europe = 2841 / Filter = None,[object Object],N Global = 2884 / Filter = None,[object Object]
Usage │Knowledge Future Intention,[object Object],2010,[object Object],Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?,[object Object],28%,[object Object],31% will become,[object Object],USER,[object Object],Future intention,[object Object],Intention,[object Object],31%,[object Object],31%,[object Object],Don’t know,[object Object],No intention,[object Object],69%,[object Object],N Total = 819 / F = If non user,[object Object]
Usage │Knowledge Future Intention,[object Object],2010,[object Object],Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?,[object Object],…Biggest growth potential in ASIA…,[object Object],10%> Total,[object Object],10%< Total,[object Object],Future intention,[object Object],Intention,[object Object],31%,[object Object],Non-users that will become a member anyway,[object Object],Don’t know,[object Object],No intention,[object Object],69%,[object Object],W. Europe,[object Object],E. Europe,[object Object],S. Europe,[object Object],N. America,[object Object],Australia,[object Object],Asia,[object Object],S. America,[object Object],N Total = 819 / F = If non user,[object Object]
The biggest threshold for non-users seems  to be their personal information. Almost 3 out of 4 non-users agree on not wanting to share their personal information,[object Object],2010,[object Object],Q : As non-user of a social network website, to what extent do you agree with the following statements on social network sites?,[object Object],Top2% agreement,[object Object],10%> Total,[object Object],10%< Total,[object Object],Don’t want others to ,[object Object],see my personal info,[object Object],Any message can start,[object Object],leading a life online,[object Object],I do not see an advantage,[object Object],in having it,[object Object],Don’t want to free any,[object Object],time for it.,[object Object],N Total = 819 / F = If non user,[object Object]
2010 EditionContent of this report,[object Object],2010,[object Object],90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…,[object Object],On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…,[object Object],Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...,[object Object],72% of all participants are member of at least 1 social networkwebsite.This involves that more than 1 out of four still have no membership...,[object Object],On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …,[object Object],On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…,[object Object],Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…,[object Object],Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... ,[object Object]
72% ,[object Object],of the internet population ,[object Object],are active ,[object Object],on at least 1 social network …,[object Object],2010,[object Object],TOP3 COUNTRIES,[object Object],Brazil 95%,[object Object],USA 84%,[object Object],Portugal 82%,[object Object],N Europe = 2841 / Filter = None,[object Object],N Global = 2884 / Filter = None,[object Object]
Within the online population, 72% are connected to at least 1 social network website,[object Object],2010,[object Object],Q: Which of the network sites are you currently a member of?,[object Object],Users vs. Non Users,[object Object],10%> Total,[object Object],10%< Total,[object Object],Across countries users are connected to 1 social network on average, with the exception of Brazil         and Portugal         where they have 2 social networks on average.                                      ,[object Object],Users,[object Object],Users,[object Object],72%,[object Object],Non-users,[object Object],28%,[object Object],W. Europe,[object Object],E. Europe,[object Object],S. Europe,[object Object],N. America,[object Object],Australia,[object Object],Asia,[object Object],S. America,[object Object],N Total = 2884 / F = None,[object Object]
Number of users in each country...,[object Object],2010,[object Object],Users 38%,[object Object],Users 79%,[object Object],Users 77%,[object Object],Users 73%,[object Object],Users 56%,[object Object],Users,[object Object],72%,[object Object],Users 69%,[object Object],Users 73%,[object Object],72%,[object Object],Users 76%,[object Object],Users 80%,[object Object],Users 82%,[object Object],Users,[object Object],About ,[object Object],N per country = About 200,[object Object]
Number of users in each country...,[object Object],2010,[object Object],Users 84%,[object Object],Users 43%,[object Object],72%,[object Object],Users,[object Object],Users 95%,[object Object],Users 79%,[object Object],N per country = About 200,[object Object]
2010 EditionContent of this report,[object Object],2010,[object Object],90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…,[object Object],On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…,[object Object],Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...,[object Object],72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...,[object Object],On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …,[object Object],On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…,[object Object],Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…,[object Object],Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... ,[object Object]
72% users with on average 2 memberships,[object Object],2010,[object Object],Top3 penetration,[object Object],1,[object Object],Facebook 51%,[object Object],2,[object Object],MySpace 20%,[object Object],3,[object Object],Twitter 17%,[object Object],N Global = 2884 / Filter = None,[object Object]
On a global level, 58% of the online population indicate that they ever were member of Facebook,[object Object],2010,[object Object],Q : Which of the network sites were you ever a member of?,[object Object],Ranking based upon Total,[object Object],N Total = 2884 / F = None,[object Object]
Usage │Knowledge ExMembership,[object Object],2010,[object Object],Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members),[object Object],Ex members,[object Object],Ranking based upon Total,[object Object],MySpace,[object Object],Hi5,[object Object],12%of the online internet population are ex members ,[object Object],of MySpace,[object Object],Facebook,[object Object],Netlog,[object Object],Twitter,[object Object],LinkedIn,[object Object],Orkut,[object Object],Xing,[object Object],Ning,[object Object],Hyves,[object Object],N Total = 2884 / F = None,[object Object]
Usage │Knowledge CurrentMembership,[object Object],2010,[object Object],Q : Which of the network sites are you currently a member of?,[object Object],Ranking based upon Total,[object Object],Orkut is very popular in Southern America.,[object Object],N Total = 2884 / F = None,[object Object]
More than half of the internet population is currently a member of Facebook,[object Object],2010,[object Object],Q : Which of the network sites are you currently a member of?,[object Object],Penetration,[object Object],Exceeding countries,[object Object],10%> Total,[object Object],10%< Total,[object Object],Facebook,[object Object],MySpace,[object Object],Twitter,[object Object],Orkut,[object Object],Hi5,[object Object],LinkedIn,[object Object],Netlog,[object Object],Xing,[object Object],Ning,[object Object],Hyves,[object Object],N Total = 2884 / F = None,[object Object]
Social network site with highest penetration in each country...,[object Object],2010,[object Object],Facebook 22%,[object Object],Hyves 63%,[object Object],Facebook 72%,[object Object],Hi5 60%,[object Object],Facebook 29%,[object Object],Users,[object Object],72%,[object Object],Facebook 57%,[object Object],Facebook 67%,[object Object],51%,[object Object],Facebook 71%,[object Object],Facebook 73%,[object Object],Hi5 61%,[object Object],Facebook,[object Object],N per country = About 200,[object Object]
Social network site with highest penetration in each country...,[object Object],2010,[object Object],Facebook 72%,[object Object],MySpace 18%,[object Object],51%,[object Object],Facebook,[object Object],Orkut 90%,[object Object],Facebook 76%,[object Object],N per country = About 200,[object Object]
Usage │Knowledge Private versus Professional membership,[object Object],84% of users are only memberon apersonal website…,[object Object],2010,[object Object],72%,[object Object],is member of at least 1social network,[object Object],MySpace,[object Object],LinkedIn,[object Object],Facebook ,[object Object],Xing ,[object Object],Professional as well as a Personal profile,[object Object],Only member of a personal site,[object Object],Only member ,[object Object],of a professional site,[object Object],Hyves,[object Object],Netlog,[object Object],Twitter,[object Object],84%,[object Object],3%,[object Object],Hi5,[object Object],13%,[object Object],Orkut,[object Object],Ning,[object Object],Other,[object Object],More professional-only memberships amongs older people & amongst male…,[object Object],...,[object Object],...,[object Object],N Global = 2065 / Filter = If user,[object Object]
ActivitiesPersonal versus Professional purpose,[object Object],2010,[object Object],Q: You are part of the following social network sites. What purposes do you use these sites for?,[object Object],Personal versus Professional ,[object Object],Hyves,[object Object],Facebook,[object Object],Most respondents ,[object Object],use social networks for personal reasons,[object Object],MySpace,[object Object],Hi5,[object Object],Twitter,[object Object],Netlog,[object Object],Orkut,[object Object],Ning,[object Object],Xing,[object Object],Professional websites,[object Object],LinkedIn,[object Object],N Total = 2065 / F = If user,[object Object]
Activities Personal versus Professional purpose,[object Object],2010,[object Object],* Index = % personal purpose - % professional purpose,[object Object],Q : Which of the network sites are you currently a member of?,[object Object],Q : What purposes do you use these sites for?,[object Object],High,[object Object],high,[object Object],The most popular social network websites are used for personal purposes… ,[object Object],Penetration of social network websites,[object Object],Low,[object Object],low,[object Object],High,[object Object],Low,[object Object],Personal,[object Object],Professional,[object Object],Purpose index* of social network websites ,[object Object]
Facebook has the highest penetration of members ,[object Object],2010,[object Object],Basis = Total,[object Object],N Total = 2884 / F = None,[object Object]
Usage │Knowledge Awareness versus Penetration,[object Object],2010,[object Object],Q : Which of the network sites are you currently a member of?,[object Object],Q : Which of these social network sites do you know, even if only by name?,[object Object],High,[object Object],high,[object Object],High awareness and high penetration !,[object Object],Penetration of social network websites,[object Object],Low,[object Object],low,[object Object],High,[object Object],Low,[object Object],high,[object Object],low,[object Object],Awareness of social network websites ,[object Object]
Usage │Knowledge Awareness versus Penetration,[object Object],2010,[object Object],Q : Which of the network sites are you currently a member of?,[object Object],Q : Which of these social network sites do you know, even if only by name?,[object Object],W. Europe,[object Object],E. Europe,[object Object],Penetration of social network websites,[object Object],Penetration of social network websites,[object Object],Awareness of social network websites ,[object Object],Awareness of social network websites ,[object Object],S. Europe,[object Object],Penetration of social network websites,[object Object],Awareness of social network websites ,[object Object]
Usage │Knowledge Awareness versus Penetration,[object Object],2010,[object Object],Q : Which of the network sites are you currently a member of?,[object Object],Q : Which of these social network sites do you know, even if only by name?,[object Object],S. America,[object Object],N. America,[object Object],Penetration of social network websites,[object Object],Penetration of social network websites,[object Object],Awareness of social network websites ,[object Object],Awareness of social network websites ,[object Object],Asia,[object Object],Australia,[object Object],Penetration of social network websites,[object Object],Penetration of social network websites,[object Object],Awareness of social network websites ,[object Object],Awareness of social network websites ,[object Object]
2010 EditionContent of this report,[object Object],2010,[object Object],90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…,[object Object],On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…,[object Object],Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...,[object Object],72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...,[object Object],On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …,[object Object],On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…,[object Object],Users of social network websites seems to be saturated. They have no intention to stop any of their memberships and they have no further intention to expand…,[object Object],Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... ,[object Object]
Users are saturated?!,[object Object],2010,[object Object],Connected People ,[object Object],have no intention to stop their membership nor do they feel the need to further expandtheir membership ,[object Object],on social network ,[object Object],sites,[object Object]
2010,[object Object],No Stopping!,[object Object],75%,[object Object],Intention,[object Object],No Expanding!,[object Object],43%,[object Object],N Total = 2065 / F = If user,[object Object]
Usage │Knowledge Intention to stop,[object Object],2010,[object Object],Q : Are there any network sites you intend to stop your membership of in the near future?,[object Object],Ranking based upon Total,[object Object],…75%have ,[object Object],no intention ,[object Object],to stop ,[object Object],N Total = 2065 / F = If user,[object Object]
Usage │Knowledge Future membership,[object Object],2010,[object Object],Q : Which of the network sites below you would consider becoming a member of?,[object Object],Ranking based upon Total,[object Object],…43%have ,[object Object],no intention ,[object Object],to expand ,[object Object],N Total = 2065 / F = If user,[object Object]
2010 EditionContent of this report,[object Object],2010,[object Object],90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…,[object Object],On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional…,[object Object],Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...,[object Object],72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...,[object Object],On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …,[object Object],On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…,[object Object],Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…,[object Object],Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... ,[object Object]
Users log in  2timesa day ,[object Object],on average...,[object Object],2010,[object Object],... Log in frequency for members ,[object Object],on professional ,[object Object],websites drops to 9 times a month...,[object Object],N Global = 2884 / Filter = None,[object Object]
Type of users  ,[object Object],1% ,[object Object],“dead” users,[object Object],2010,[object Object],Considerate users,[object Object],Champions,[object Object],High,[object Object],high,[object Object],11%,[object Object],29%,[object Object],Log in frequency,[object Object],35%,[object Object],25%,[object Object],Lazy users,[object Object],Random users,[object Object],Low,[object Object],low,[object Object],High,[object Object],Low,[object Object],high,[object Object],low,[object Object],Number of memberships ,[object Object]
Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week,[object Object],2010,[object Object],Q: You are a member of the following social network sites. How often do you log in on these sites?,[object Object],At least weekly use,[object Object],At least weekly use,[object Object],Only scores of top3 membership per region displayed,[object Object],78%,[object Object],57%,[object Object],78%,[object Object],85%,[object Object],88%,[object Object],83%,[object Object],44%,[object Object],36%,[object Object],49%,[object Object],39%,[object Object],53%,[object Object],64%,[object Object],34%,[object Object],54%,[object Object],31%,[object Object],55%,[object Object],25%,[object Object],57%,[object Object],68%,[object Object],43%,[object Object],67%,[object Object],W. Europe,[object Object],E. Europe,[object Object],S. Europe,[object Object],N. America,[object Object],Australia,[object Object],Asia,[object Object],S. America,[object Object],10%> Total,[object Object],N Total = 2065 / F = If user,[object Object],10%< Total,[object Object]
FrequencyFrequency compared with beginning,[object Object],2010,[object Object],Q: When comparing your current usage to your usage when you had only just joined them, do you currently log in more or less often than before?,[object Object],At least 1 out of 3 slows down their usage…,[object Object],Less often than before,[object Object],Less often than before,[object Object],Only scores of top3 membership per region displayed,[object Object],31%,[object Object],52%,[object Object],31%,[object Object],23%,[object Object],27%,[object Object],25%,[object Object],50%,[object Object],44%,[object Object],53%,[object Object],57%,[object Object],64%,[object Object],51%,[object Object],66%,[object Object],60%,[object Object],70%,[object Object],48%,[object Object],64%,[object Object],43%,[object Object],40%,[object Object],40%,[object Object],50%,[object Object],W. Europe,[object Object],E. Europe,[object Object],S. Europe,[object Object],N. America,[object Object],Australia,[object Object],Asia,[object Object],S. America,[object Object],10%> Total,[object Object],N Total = 2065 / F = If user,[object Object],10%< Total,[object Object]
2010 EditionContent of this report,[object Object],2010,[object Object],90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…,[object Object],On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…,[object Object],Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...,[object Object],72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...,[object Object],On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …,[object Object],On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…,[object Object],Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…,[object Object],Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... ,[object Object]
Twice a day, participants do a certain activity on their social network website. ,[object Object],This is mainly personal and not professional related with exception from professional network websites!,[object Object],2010,[object Object],Top 5 activities online,[object Object],1,[object Object],Sending personal messages,[object Object],2,[object Object],Watching pics, etc.,[object Object],People like to do these activities, but would not be willing to pay for them!,[object Object],3,[object Object],Checking status,[object Object],4,[object Object],Reacting to others’ status,[object Object],5,[object Object],Uploading pics,[object Object],48,[object Object]
Activities Penetration Online activities,[object Object],2010,[object Object], ...94%of connected people sometimes ,[object Object],send a personal message!...,[object Object],Q: How often do you do each of the following on social network sites?,[object Object],At least once,[object Object],10%> Total,[object Object],10%< Total,[object Object],Sending personal ,[object Object],messages,[object Object],Watching pics, etc.,[object Object],Checking status,[object Object],Reacting to others’ ,[object Object],status,[object Object],Uploading pics,[object Object],Sending public ,[object Object],messages,[object Object],Adapting profile pic,[object Object],Becoming a member of,[object Object],groups,[object Object],Giving my own,[object Object],status,[object Object],Becoming fan of sth.,[object Object],Uploading films,[object Object],Creating groups,[object Object],N Total = 2065 / F = If user,[object Object]
More than 1 out of three users check out their status several times a week or more,[object Object],2010,[object Object],Q: How often do you do each of the following on social network sites?,[object Object],# times a week - daily,[object Object],10%> Total,[object Object],10%< Total,[object Object],Checking status,[object Object],Sending personal ,[object Object],messages,[object Object],Watching pics, etc.,[object Object],Reacting to others’ ,[object Object],status,[object Object],Sending public ,[object Object],messages,[object Object],Giving my own,[object Object],status,[object Object],Becoming a member of,[object Object],groups,[object Object],Uploading pics,[object Object],Becoming fan of sth.,[object Object],Adapting profile pic,[object Object],Uploading films,[object Object],Creating groups,[object Object],N Total = 2065 / F = If user,[object Object]
2010,[object Object],Addict !,[object Object],Type of users,[object Object],Passive!,[object Object],Voyeur !,[object Object],Special occasions !,[object Object],N Total = 2065 / F = If user,[object Object]
Type of users...  ,[object Object],2010,[object Object],Addicts,[object Object],26%,[object Object],Voyeurs,[object Object],14%,[object Object],High,[object Object],Log in frequency 109 *,[object Object],Log in frequency 123 *,[object Object],Activity frequency 19 *,[object Object],Activity frequency 95 *,[object Object],Log in frequency,[object Object],Log in frequency 13 *,[object Object],Log in frequency 23 *,[object Object],Activity frequency 12 *,[object Object],Activity frequency 70 *,[object Object],Special occasions,[object Object],13%,[object Object],Passive users,[object Object],47%,[object Object],Low,[object Object],High,[object Object],Low,[object Object],Activity Frequency ,[object Object],* on a montlhy basis,[object Object]
Who are they...  ,[object Object],2010,[object Object],Addicts,[object Object],26%,[object Object],Voyeurs,[object Object],14%,[object Object],[object Object]
Mainly personal memberships
Current Twitter members
Female
18-44 y.o.
Singles with no kids
They try to build an image on their profile(s)
They are at ease online
They follow recent internet hypes from close byHigh,[object Object],Log in frequency,[object Object],[object Object]
30-55 y.o.
Current Twitter members
Mainly professional memberships
No internet experts
18-30 y.o.
USA & Russia
Mainly personal memberships
Likely to post happy events, holiday pics,...
No internet expertsSpecial occasions,[object Object],13%,[object Object],Passive users,[object Object],47%,[object Object],Low,[object Object],High,[object Object],Low,[object Object],Activity Frequency ,[object Object]
Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan of something,[object Object],2010,[object Object],Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of?,[object Object],What have you become member / fan of,[object Object],10%> Total,[object Object],10%< Total,[object Object],A band,[object Object],A famous person,[object Object],Becoming a member of a charity is number 1 in Australia !,[object Object],A brand,[object Object],A charity,[object Object],A non-famous person,[object Object],Other,[object Object],None of the above,[object Object],N Total = 1723 / F = If sometimes becomes a member / fan.,[object Object]
24% of users send personal messages more often compared with the beginning. This means that the majority of users (76%) decrease this activity,[object Object],2010,[object Object],Q: When comparing your current behaviourto your behaviourwhen you had only just become a member, do you do the following more or less often than before?,[object Object],More often than at the start,[object Object],10%> Total,[object Object],10%< Total,[object Object],Sending personal ,[object Object],messages,[object Object],Checking status,[object Object],Watching pics, etc.,[object Object],Reacting to others’ ,[object Object],status,[object Object],Sending public ,[object Object],messages,[object Object],Uploading pics,[object Object],Adapting my own,[object Object],status,[object Object],Becoming fan of sth.,[object Object],Adapting profile pic,[object Object],Becoming a member of,[object Object],groups,[object Object],Uploading films,[object Object],Creating groups,[object Object],N Total = 2065 / F = If user,[object Object]
Activities Willingness to pay for Online activities  ,[object Object],2010,[object Object],Q: When comparing your current behaviourto your behaviourwhen you had only just become a member, do you do the following more or less often than before?,[object Object],Willingness to pay,[object Object],Sending personal ,[object Object],messages,[object Object],Uploading films,[object Object],Uploading pics,[object Object],Sending public ,[object Object],messages,[object Object],Most respondents are not willing to pay for their online activities.,[object Object],Similar outcome across different countries.,[object Object],Creating groups,[object Object],Watching pics, etc.,[object Object],Adapting profile pic,[object Object],Checking status,[object Object],Becoming a member of,[object Object],groups,[object Object],Becoming fan of sth.,[object Object],Adapting my own,[object Object],status,[object Object],Reacting to others’ ,[object Object],status,[object Object],N Total = 2065 / F = If user,[object Object]
2010 EditionContent of this report,[object Object],2010,[object Object],90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…,[object Object],On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…,[object Object],Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...,[object Object],72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...,[object Object],On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …,[object Object],On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…,[object Object],Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…,[object Object],Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... ,[object Object]
Connected people ,[object Object],have about 195friends,[object Object],2010,[object Object],TOP3 COUNTRIES,[object Object],Brazil 360,[object Object],Portugal 236,[object Object],USA 200,[object Object],N Europe = 2841 / Filter = None,[object Object],N Global = 2065 / Filter = If user,[object Object]
Number of friends in each country...,[object Object],2010,[object Object],N° Friends 89,[object Object],N° Friends 115,[object Object],N° Friends 173,[object Object],N° Friends 171,[object Object],Friend 113,[object Object],Users,[object Object],72%,[object Object],N° Friends 133,[object Object],N° Friends 95,[object Object],195,[object Object],N° Friends 152,[object Object],N° Friends 100,[object Object],N° Friends 236,[object Object],N° Friends,[object Object],N users per country = About 100-150,[object Object]
Number of friends in each country...,[object Object],2010,[object Object],N° Friends 200,[object Object],N° Friends 63,[object Object],195,[object Object],N° Friends,[object Object],N° Friends 360,[object Object],N° Friends 155,[object Object],N users per country = About 100-150,[object Object]
Friends & De-friendsNumber of friends / followers / contacts,[object Object],2010,[object Object],Q:How many friends / contacts / followers do you have in your profile?,[object Object],# contacts,[object Object],100> Total,[object Object],100< Total,[object Object],195 contacts on average,[object Object],Strictly professional membershipshave a smaller number of friends,[object Object],Different contacts,[object Object],W. Europe,[object Object],E. Europe,[object Object],S. Europe,[object Object],N. America,[object Object],Australia,[object Object],Asia,[object Object],S. America,[object Object],N Total = 2065 / F = If user,[object Object]
Friends & De-friends Contact ,[object Object],2010,[object Object],Q:When considering your contacts on the following social network sites, do you also meet these people in real life, or are they mainly people that you (almost) never meet?,[object Object],Do you meet your contacts?,[object Object],W. Europe,[object Object],E. Europe,[object Object],S. Europe,[object Object],N. America,[object Object],Australia,[object Object],Asia,[object Object],S. America,[object Object],Orkut,[object Object],Facebook,[object Object],Hyves,[object Object],LinkedIn,[object Object],MySpace,[object Object],Twitter,[object Object],Xing,[object Object],Hi5,[object Object],Ning,[object Object],Netlog,[object Object],Meet in real life...,[object Object],Netlog users hardly ever meet their online friends in real life! For Facebook it is the opposite!,[object Object],N Total = 2065 / F = If user,[object Object]
Friends & De-friends Follow your friends,[object Object],2010,[object Object],Q: Imagine a new social network being created, and the majority of your contacts transferring to this new network. How likely are you to remain a member of your current network?,[object Object],Would you switch to another network to follow your contacts?,[object Object],Netlog,[object Object],Hi5,[object Object],Hyves,[object Object],Most people would not switch to another network.,[object Object],LinkedIn,[object Object],MySpace,[object Object],Twitter,[object Object],Facebook,[object Object],Xing,[object Object],Ning,[object Object],Orkut,[object Object],Netlog users are least loyal to their social network website. Facebook users are loyal!,[object Object],N Total = 2065 / F = If user,[object Object]
Friends & De-friends Communicate a personal message,[object Object],2010,[object Object],Q : When you wish to communicate a personal message to your friends or family, which of the channels listed below do you prefer?,[object Object],Communication channels,[object Object],10%> Total,[object Object],10%< Total,[object Object],Mobile phone,[object Object], To communicate personal messages to friends, 	people prefer to call on their mobile phone,[object Object],E-mail,[object Object],SMS,[object Object],Landline,[object Object],Instant messenger,[object Object],6th place,[object Object],Social networks,[object Object],Chat,[object Object],Other,[object Object],N Total = 2065 / F = If user,[object Object]
Friends & De-friends Use of mobile phone,[object Object],2010,[object Object],Q: Do you use social network sites on your mobile phone?,[object Object],Mobile Users vs. Mobile Non-Users,[object Object],10%> Total,[object Object],10%< Total,[object Object], Most people do not use social network website on their mobile phone. This mobile usage is higher amongst male and younger people (18-30),[object Object],Users,[object Object],Users,[object Object],26%,[object Object],Non-users,[object Object],74%,[object Object],W. Europe,[object Object],E. Europe,[object Object],S. Europe,[object Object],N. America,[object Object],Australia,[object Object],Asia,[object Object],S. America,[object Object],N Total = 2065 / F = If user,[object Object]
26% use their social network via their mobile phone.,[object Object],2010,[object Object],…These ‘mobile’ users are more active on social networks compared with the non-mobile users!,[object Object],They log in more often!,[object Object],They practice more activities!,[object Object],44% addicts amongst the mobile users!,[object Object],N Total = 2065 / F = If user,[object Object]
2010 EditionContent of this report,[object Object],2010,[object Object],90% of the 2.884 participants report to know at least 1 social network website. On average users know 4 social network websites while non-users know…,[object Object],On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional…,[object Object],Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...,[object Object],72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership...,[object Object],On average users have two memberships. Out of all reported social network websites, Facebook turns out to be the winning website. 1 out of 2 …,[object Object],On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships…,[object Object],Users of social network websites seems to be saturated. The have no intention to stops any of their memberships and they have no further intention to expand…,[object Object],Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites... ,[object Object]
58% of users have already removed contact(s). This is less common on professional websites.,[object Object],Brazilian ,[object Object],	participants have the biggest circle of friends, 	but are most likely to ,[object Object],de-friend them (81%)!  ,[object Object],2010,[object Object],N° Friends 360,[object Object],N Europe = 2841 / Filter = None,[object Object],N Global = 2065 / Filter = If user,[object Object]
Friends & De-friends ‘Remove Friends’ ,[object Object],2010,[object Object],Q: You are a member of the following social network sites. Have you already removed contacts from these sites ("Remove Friend")?,[object Object],Did you already remove friends?,[object Object],Orkut,[object Object],Hyves,[object Object],LinkedIn especially is a social network site where people do not remove contacts very often.,[object Object],Across the different social network websites, 58% of users have already removed contacts at least once. This number rises up to 81% in Brazil!,[object Object],MySpace,[object Object],Twitter,[object Object],Facebook,[object Object],Hi5,[object Object],Netlog,[object Object],Ning,[object Object],Professional contacts are less often ,[object Object],de-friended!,[object Object],Xing,[object Object],LinkedIn,[object Object],N Total = 2065 / F = If user,[object Object]
2010 EditionContent of this report,[object Object],2010,[object Object],People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... ,[object Object],20% of the online population are already user of a social network website and will even expand their  memberships. 1 out of 4 are users and will…,[object Object],The END,[object Object],13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...,[object Object],Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...,[object Object],More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...,[object Object]
In 2009 we have measured that...,[object Object],2010,[object Object],Although Facebook is the most popular social network website, ,[object Object],1 out of 3 users have little trust in it! ,[object Object],N Global = 2065 / Filter = If user,[object Object]
TrustTrust in social network websites ,[object Object],2010,[object Object],Q: To what extent do you trust these sites as for privacy? (In other words: do you trust these sites not to pass on your personal details to others?) ,[object Object],Do youTrust your social network?,[object Object],W. Europe,[object Object],E. Europe,[object Object],S. Europe,[object Object],N. America,[object Object],Australia,[object Object],Asia,[object Object],S. America,[object Object],Netlog,[object Object],Overview of trust in Facebook,[object Object],Hi5,[object Object],Orkut,[object Object],Twitter,[object Object],Facebook,[object Object],10%> Total,[object Object],Ning,[object Object],10%< Total,[object Object],Netlog users don’t meet their online friends in real life and (consequently?!) have little trust in their online environment!,[object Object],Myspace,[object Object],Hyves,[object Object],More trust in professional websites,[object Object],LinkedIn,[object Object],Xing,[object Object],N Total = 2065 / F = If user,[object Object]
TrustCredibility of brand posts,[object Object],2010,[object Object],Q:Imagine a brand posting something about itself on a social network, to what extent do you think that is credible?,[object Object],44%think that a brand posting about itself is credible…,[object Object],Credibility of brand post,[object Object],Top2% credibility,[object Object],10%> Total,[object Object],Credibility,[object Object],10%< Total,[object Object],W. Europe,[object Object],E. Europe,[object Object],S. Europe,[object Object],N. America,[object Object],Australia,[object Object],Asia,[object Object],S. America,[object Object],N Total = 2065 / F = If user,[object Object]
TrustCredible sources for brand posts,[object Object],2010,[object Object],Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?,[object Object],Most credible sources,[object Object],…still, word-of-mouth is the most credible source to rely on for brand posts…,[object Object],Asia and Southern America consider the brand itself to be the most credible.  ,[object Object],A  consumer,[object Object],The brand itself,[object Object],A  journalist,[object Object],A  marketeer,[object Object],Another brand,[object Object],N Total = 2065 / F = If user,[object Object]
A consumer is the most credible source in order to believe posts about a certain brand,[object Object],2010,[object Object],Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?,[object Object],Most credible sources,[object Object],10%> Total,[object Object],10%< Total,[object Object],A  consumer,[object Object],We trust other consumers the most. Especially in Southern and Eastern Europe, there is most trust in word-of-mouth.,[object Object],Asia and Southern America think the brand itself is the most credilble source.,[object Object],The brand itself,[object Object],A  journalist,[object Object],A  marketeer,[object Object],Another brand,[object Object],N Total = 2065 / F = If user,[object Object]
2010 EditionContent of this report,[object Object],2010,[object Object],People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think... ,[object Object],20% of the online population are already user of a social network website and will even expand their  memberships. 1 out of 4 are users and will…,[object Object],The END,[object Object],13% of all users claim to have a far-from-real imageon at least 1 social network website. Users are more eager to post something happy...,[object Object],Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open...,[object Object],More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...,[object Object]
13% ,[object Object],of all participants claim ,[object Object],to have a,[object Object],far-from-real image,[object Object],on at least 1 ,[object Object],social network website,[object Object],2010,[object Object],N Europe = 2841 / Filter = None,[object Object],N Global = 2065 / Filter = If user,[object Object]
Online behaviour Online image vs. Real image,[object Object],2010,[object Object],Q: To what extent does your image on the following social networks correspond with your image in real life?,[object Object],Does your online image correspond with your real image?,[object Object],Orkut,[object Object],Ning,[object Object],About 10% of those members on Netlog and Hi5 create an online image that does not correspond with their real selves.,[object Object],When looking at younger members (18-30 y.o.) on these sites, 1 out of 5 respondents claims to do so.,[object Object],LinkedIn,[object Object],Hyves,[object Object],Netlog,[object Object],Hi5,[object Object],Twitter,[object Object],Facebook,[object Object],Xing,[object Object],MySpace,[object Object],S. America 14%,[object Object],N Total = 2065 / F = If user,[object Object]

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