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  1. Social Media around the world Steven Van Belleghem Steven@insites.eu www.insites.eu www.theconversationmanager.com

  2. SOCIAL MEDIA STUDY in 14 COUNTRIES WORLDWIDE Summary: 2.884 consumers(18+),representative total country population. Data collected on proprietary research panels from InSites Consulting, field in December 2009-Januari 2010. . 2010 7 regions worldwide

  3. Throughout the report, results are reported on a total base and per region 2010 7 regions worldwide Southern Europe Australia Eastern Europe Southern America Asia Western Europe Northern America

  4. 2010 EditionContent of this report 2010 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… On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... • 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... • 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 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… 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… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

  5. 2010 EditionContent of this report 2010 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... 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… • 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... The END • Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer...

  6. Social Media Study 2010 More on methodology 2010 • Survey • Respondents were invited via e-mail to participate in an online survey • Sample • 14 countries were included in the sample: Belgium, The Netherlands, United Kingdom, Spain, Italy, Portugal, France, Germany, Romania, USA, Brazil, Australia, Russia, China • Average sample size for countries = 200 • Total sample size = 2884 • Quantitative research • Online research on InSites panel (>2,5 mln members) • Representative for internet populations on gender & age • December 2009 – January 2010 • Additional weighting was performed based upon country populations, in order to obtain a representative sample

  7. 2010 EditionContent of this report 2010 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… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... • 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... • 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 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… 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… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

  8. 2010 More than 90%know at least 1 social network N Global = 2884 / Filter = None

  9. On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook 2010 Q : Which of these social network sites do you know, even if only by name? On average, users know 4 sites… Non-users know 2… Ranking based upon Total N Total = 2884 / F = None

  10. Best known social network in each country... 2010 Facebook 68% Hyves 96% Facebook 98% Facebook 90% Facebook 83% Users 72% Facebook 95% Facebook 94% 73% Facebook 95% Facebook 98% Hi5 97% Facebook N per country = About 200

  11. Best known social network in each country... 2010 Facebook 93% MySpace 47% 73% Facebook Orkut 98% Facebook 96% N per country = About 200

  12. Across countries, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third 2010 Q : Which of these social network sites do you know, even if only by name? Awareness Exceeding countries 10%> Total 10%< Total Facebook MySpace Twitter Hi5 Netlog LinkedIn Orkut Xing Ning Hyves N Total = 2884 / F = None

  13. 28% of the internet population are notactive on a social network … because they don’t want others to see their personal information 2010 N Europe = 2841 / Filter = None N Global = 2884 / Filter = None

  14. Usage │Knowledge Future Intention 2010 Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly? 28% 31% will become USER Future intention Intention 31% 31% Don’t know No intention 69% N Total = 819 / F = If non user

  15. Usage │Knowledge Future Intention 2010 Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly? …Biggest growth potential in ASIA… 10%> Total 10%< Total Future intention Intention 31% Non-users that will become a member anyway Don’t know No intention 69% W. Europe E. Europe S. Europe N. America S. America Australia Asia N Total = 819 / F = If non user

  16. 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 2010 Q : As non-user of a social network website, to what extent do you agree with the following statements on social network sites? Top2% agreement 10%> Total 10%< Total Don’t want others to see my personal info Any message can start leading a life online I do not see an advantage in having it Don’t want to free any time for it. N Total = 819 / F = If non user

  17. 2010 EditionContent of this report 2010 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… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... • 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... • 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 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… 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… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

  18. 72% of the internet population are active on at least 1 social network … 2010 TOP3 COUNTRIES Brazil 95% USA 84% Portugal 82% N Europe = 2841 / Filter = None N Global = 2884 / Filter = None

  19. Within the online population, 72% are connected to at least 1 social network website 2010 Q: Which of the network sites are you currently a member of? Users vs. Non Users 10%> Total 10%< Total 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. Users Users 72% Non-users 28% W. Europe E. Europe S. Europe N. America S. America Australia Asia N Total = 2884 / F = None

  20. Number of users in each country... 2010 Users 38% Users 79% Users 77% Users 73% Users 56% Users 72% Users 69% Users 73% 72% Users 76% Users 80% Users 82% Users About N per country = About 200

  21. Number of users in each country... 2010 Users 84% Users 43% 72% Users Users 95% Users 79% N per country = About 200

  22. 2010 EditionContent of this report 2010 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… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... • 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... • 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 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… 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… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

  23. 72% users with on average 2 memberships 2010 Top3 penetration 1 Facebook 51% 2 MySpace 20% 3 Twitter 17% N Global = 2884 / Filter = None

  24. Usage │Knowledge ExMembership 2010 Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members) Ex members Ranking based upon Total MySpace Hi5 12%of the online internet population are ex members of MySpace Facebook Netlog Twitter LinkedIn Orkut Xing Ning Hyves N Total = 2884 / F = None

  25. Usage │Knowledge CurrentMembership 2010 Q : Which of the network sites are you currently a member of? Ranking based upon Total Orkut is very popular in Southern America. N Total = 2884 / F = None

  26. More than half of the internet population is currently a member of Facebook 2010 Q : Which of the network sites are you currently a member of? Penetration Exceeding countries 10%> Total 10%< Total Facebook MySpace Twitter Orkut Hi5 LinkedIn Netlog Xing Ning Hyves N Total = 2884 / F = None

  27. Social network site with highest penetration in each country... 2010 Facebook 22% Hyves 63% Facebook 72% Hi5 60% Facebook 29% Users 72% Facebook 57% Facebook 67% 51% Facebook 71% Facebook 73% Hi5 61% Facebook N per country = About 200

  28. Social network site with highest penetration in each country... 2010 Facebook 72% MySpace 18% 51% Facebook Orkut 90% Facebook 76% N per country = About 200

  29. Usage │Knowledge Private versus Professional membership 84% of users are only memberon apersonal website… 2010 72% is member of at least 1social network MySpace LinkedIn Facebook Xing Professional as well as a Personal profile Only member of a personal site Only member of a professional site Hyves Netlog Twitter 84% 3% Hi5 13% Orkut Ning Other More professional-only memberships amongs older people & amongst male… ... ... N Global = 2065 / Filter = If user

  30. ActivitiesPersonal versus Professional purpose 2010 Q: You are part of the following social network sites. What purposes do you use these sites for? Personal versus Professional Hyves Facebook Most respondents use social networks for personal reasons MySpace Hi5 Twitter Netlog Orkut Ning Xing Professional websites LinkedIn N Total = 2065 / F = If user

  31. Activities Personal versus Professional purpose 2010 * Index = % personal purpose - % professional purpose Q : Which of the network sites are you currently a member of? Q : What purposes do you use these sites for? High high The most popular social network websites are used for personal purposes… Penetration of social network websites Low low High Low Professional Personal Purpose index* of social network websites

  32. Facebook has the highest penetration of members 2010 Basis = Total N Total = 2884 / F = None

  33. Usage │Knowledge Awareness versus Penetration 2010 Q : Which of the network sites are you currently a member of? Q : Which of these social network sites do you know, even if only by name? High high High awareness and high penetration ! Penetration of social network websites Low low High Low low high Awareness of social network websites

  34. 2010 EditionContent of this report 2010 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… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... • 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... • 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 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… 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… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

  35. Users are saturated?! 2010 Connected People have no intention to stop their membership nor do they feel the need to further expandtheir membership on social network sites

  36. 2010 No Stopping! 75% Intention No Expanding! 43% N Total = 2065 / F = If user

  37. Usage │Knowledge Intention to stop 2010 Q : Are there any network sites you intend to stop your membership of in the near future? Ranking based upon Total …75%have no intention to stop N Total = 2065 / F = If user

  38. Usage │Knowledge Future membership 2010 Q : Which of the network sites below you would consider becoming a member of? Ranking based upon Total …43%have no intention to expand N Total = 2065 / F = If user

  39. 2010 EditionContent of this report 2010 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… On average the social network users log in twice a day. This log-in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... • 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... • 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 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… 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… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

  40. Users log in 2timesa day on average... 2010 ... Log in frequency for members on professional websites drops to 9 times a month... N Global = 2884 / Filter = None

  41. Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week 2010 Q: You are a member of the following social network sites. How often do you log in on these sites? At least weekly use At least weekly use Only scores of top3 membership per region displayed 78% 57% 78% 85% 88% 83% 44% 36% 49% 39% 53% 64% 34% 54% 31% 55% 25% 57% 68% 43% 67% W. Europe E. Europe S. Europe N. America S. America Australia Asia 10%> Total N Total = 2065 / F = If user 10%< Total

  42. FrequencyFrequency compared with beginning 2010 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? At least 1 out of 3 slows down their usage… Less often than before Less often than before Only scores of top3 membership per region displayed 31% 52% 31% 23% 27% 25% 50% 44% 53% 57% 64% 51% 66% 60% 70% 48% 64% 43% 40% 40% 50% W. Europe E. Europe S. Europe N. America S. America Australia Asia 10%> Total N Total = 2065 / F = If user 10%< Total

  43. 2010 EditionContent of this report 2010 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… On average the social network users log in twice a day. This log in frequency is higher for personal websites compared with the professional… Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something... • 72% of all participants are member of at least 1 social networkwebsite.This involves that almost 1 out of three still have no membership... • 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 … On average, connected people have about 195 friends. This number reaches a peak in Brazil where people have about 400 friends. Strictly professional memberships… 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… Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

  44. Twice a day, participants do a certain activity on their social network website. This is mainly personal and not professional related with exception from professional network websites! 2010 Top 5 activities online 1 Sending personal messages 2 Watching pics, etc. People like to do these activities, but would not be willing to pay for them! 3 Checking status 4 Reacting to others’ status 5 Uploading pics 48

  45. Activities Penetration Online activities 2010 ...94%of connected people sometimes send a personal message!... Q: How often do you do each of the following on social network sites? At least once 10%> Total 10%< Total Sending personal messages Watching pics, etc. Checking status Reacting to others’ status Uploading pics Sending public messages Adapting profile pic Becoming a member of groups Giving my own status Becoming fan of sth. Uploading films Creating groups N Total = 2065 / F = If user

  46. More than 1 out of three users check out their status several times a week or more 2010 Q: How often do you do each of the following on social network sites? # times a week - daily 10%> Total 10%< Total Checking status Sending personal messages Watching pics, etc. Reacting to others’ status Sending public messages Giving my own status Becoming a member of groups Uploading pics Becoming fan of sth. Adapting profile pic Uploading films Creating groups N Total = 2065 / F = If user

  47. 2010 Addict ! Type of users Passive! Voyeur ! Special occasions ! N Total = 2065 / F = If user

  48. Type of users... 2010 Voyeurs 14% Addicts 26% High Log in frequency 109 * Log in frequency 123 * Activity frequency 19 * Activity frequency 95 * Log in frequency Log in frequency 13 * Log in frequency 23 * Activity frequency 12 * Activity frequency 70 * Passive users 47% Special occasions 13% Low High Low Activity Frequency * on a montlhy basis

  49. Who are they... 2010 Voyeurs 14% Addicts 26% • Brazilian • 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 by High Log in frequency • Male • 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 experts Passive users 47% Special occasions 13% Low High Low Activity Frequency

  50. Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan of something 2010 Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of? What have you become member / fan of 10%> Total 10%< Total A band A famous person Becoming a member of a charity is number 1 in Australia ! A brand A charity A non-famous person Other None of the above N Total = 1723 / F = If sometimes becomes a member / fan.