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Social media around the world 2011

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  1. What to expect from this presentation? 20 eye-catching facts about social media around the world. >1.000 facts & figures about social media in more than 30 countries. Topics cover main adoption & usage, brand interactions, role of employees in using social media and much more.

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

  3. Studied countries 9027 consumers (age 15+) across 35 countries, representative for the online population within country on gender, age and e-commerce. Data collected on online research panels, field in Q2 2011. Feedback: @Steven_insites

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

  5. People use more than Facebook. In Europe, people join on average 1,9 social networks. In USA it’s 2,1; Brazil 3,1 and India 3,9.

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

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

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

  9. Difficult for new social networks to succeed. 60% does not want any new social networks. 93% is happy with what they have and won’t in- or decrease.

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

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

  12. >50% of social network users are connected to brands.

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

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

  15. 36% posted content about a brand on social networks.

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

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

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

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

  20. 38% of internet users has a smart phone. They are more intensive users of social networks than people without a smartphone.

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

  22. 12% of smartphone owners is using location based services.

  23. 4% of smartphone users are familiar with augmented reality.

  24. 12% use LBS

  25. 20%of location-basedusers checks in daily

  26. Next part of the presentation is a document full with stats about social media. Feel free to use them and share them. We hope they help you to better understand the major changes the world is going through. Questions, feedback or suggestions: Steven@InSites.eu Or on Twitter: @Steven_InSites

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

  28. 98% of Europeans are aware of Social Media. 73% of Europeans are member of at least 1 social netwerk. Awareness and usage of social networks is high; In Europe, 98% know at least one social network and 73% are member of at least one network. Social networkers are member of 1.9 networks on average. Emerging markets like China, India and Brazil have a higher social network penetration than (Western) Europe. Membership penetration, average number of networks and daily usage are higher in these countries. In Brazil, 86% are member of at least one network. Brazilian social networkers are member of 3.1 networks on average and 66% log in on a daily basis. Figures for India are comparable or even higher.

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

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

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

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

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

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

  35. >600 millionpeopleusesocialnetworksat leastdaily

  36. 58% of Facebook • userslog-in at least • Daily (>400M)

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

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

  39. 37 minutesis the averagetime members spendeach time they log in toFacebook

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

  41. Facebook rules the social media space, but is having a hard time in China & Japan. Facebook rules, at least in Europe, US and Australia. No other network reaches the 96% awareness and 62% usage level of Facebook. If we take a look at both awareness and membership, Twitter and MySpace are number two and three social media in Europe. Given the fact that LinkedIn is a professional network, it is worth pointing out that this network ranks fourth, both in terms of awareness and membership. On European level, Vkontakte (a Facebook look-alike) is a strong network in Russia and Ukraine. In a broader perspective, Qzone (China) and Orkut (Brazil, India) are network sites to take into account. Facebook has lower penetration rates in China and Japan.

  42. Top 3 networks • In Europe

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

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

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

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

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

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