Rezultatele studiului despre utilizatorii celor mai cunoscute retele sociale in Romania, realizat de Daedalus Millward Brown si prezentat la Webstock 2010.

1. Who’s getting social?
A quantitative survey on Romanian users of online social networks
Date: September, 2010

2. 2
Methodology
Research method
Quantitative survey
Target population
Men and women, aged 15-55, from urban cities larger than 50,000 inhabitants, users of online social
networks
Data collection technique
Computer assisted web interviews, using a semi-structured interview
Invitations were sent randomly to Daedalus New Media Research panel
Sample size
528 interviews
Fieldwork
Data collection was performed between 13 and 26 August

3. Online Social Networks - Romanian Landscape

4. Key points 4
• On average, Romanian users of Social Networks have opened
accounts on 4 networks, and currently they are using about 3
of them;
• In a month, they connect to a Social Network on 13 days, and
they spend 1 hour and 19 minutes for a session, on average;
• The average number of contacts we can expect in a Romanian
user’s list, is 99, significantly more on HI5 and Facebook, and
less on the rest;
• Less than 2 in 10 users say they have their access to their
accounts restricted, at work or at school;

5. 5
Awareness of the online social networks
Subgroups with significant differences
compared to the whole sample
%
97.0 Less aware those over 45 y.o.
94.7 Less aware those over 45 y.o.
More aware those aged 25-34 and with high education, less aware
82.0
those with low & medium education
75.0 More aware are the young people (18-24 y.o.) and less aware
those aged 35 and above
69.3
59.7 More aware people aged 18-24 y.o. and less those over 45 y.o.
38.3 More aware those aged 25-34 and with high education, less aware
those with low & medium education and people over 45 y.o.
6.1 Those with low or medium education are more aware
Others 12.7
Base=All sample
Q2. Which of the following social networks sites do you know, even if you have never used them ?

6. 6
Usage of the Social Networks >>
Currently Used Most
Ever Used
Used Often
% % %
85.2 78.4 66.9
81.4 55.5 16.1
59.5 27.1 5.2
42.8 21.4 3.8
24.8 18.9 3.0
22.2 11.4 1.1
14.8 6.8 0.7
2.5 1.1 0.2
Others 10.4 7.6 3.0
Base=All sample Base=All sample Base=All sample
Q3. On which one of the following social network sites have you ever had an account/profile? Please tick all, even if you no longer use that
site. / Q4. Which of these sites do you currently use?/ Q6.Which is the social network that you use most often/ you spend the most time?

7. 7
Usage of the Social Networks >>
Currently
Ever Used Delta*
Used
% %
85.2 78.4 31.3
Higher than average power
in growing user base
81.4 55.5 7.5
59.5 27.1 -15.2
Lower power than average
in growing user base
42.8 21.4 -10.7
24.8
Higher than average power
18.9 15.5
in growing user base
22.2 11.4 -9.4
14.8 6.8 -14.8 Lower power than average
in growing user base
2.5 1.1 -16.7
Base=All sample
Base=All sample Base=All sample
Q4. Which of these sites do you currently use?
* Difference between network conversion ratio from trial
to usage and the market average ratio

8. 8
>> Usage of the Social Networks
REPERTOIRE STAR
1
BestJobs Facebook
Hi5
Others
0.8
Neogen
LinkedIn
Netlog
0.6
Trial
TPU (Toti Pentru Unu)
0.4
Twitter
Myspace
0.2
0
DEVELOPING NICHE
0 0.2 0.4 0.6 0.8 1
Loyalty
Q2. Which of the following social networks sites do you know, even if you have never used them ?/ Q3. Which of the following social
networks sites do you know, even if you have never used them ?/ Q4. Which of these sites do you currently use?/ Q6. Which is the social
network that you use most often/ you spend the most time?

9. Reasons for not using Social 9
Networks anymore»
Reasons for not using anymore social networks N*=36
The lack of time 33.3
I lost my interest/ I don't like anymore/ I got bored 13.9
The personal data security/spamming 11.1
It's useless/waste of time 5.6
I have a profile, but never used it 5.6
Most of my friends are/switched to another social network 2.8
I forgot about it/lost the password 2.8 Reasons for not using anymore social networks N*=113
I get too many requests from unknown people 2.8
I lost my interest/ I don't like anymore/ I got bored 29.2
Complicated to use 2.8
Most of my friends are/switched to another social network 17.7
The lack of time 15.9
Another social networking is better 9.7
Reasons for not using anymore social networks N*=137
I don't need it anymore 6.2
I lost my interest/ I don't like anymore/ I got bored 23.4
I don't like the members of this social network 3.5
It's for teenagers 12.4
The interface 2.7
Another social networking is better 10.9
The lack of time 9.5 I have a profile, but never used it 2.7
The personal data security/spamming 8.8 Limited services/ options 2.7
Most of my friends are/switched to another social network 8.0
I don't like the members of this social network 5.8
No particular reason 4.4
I don't need it anymore 3.6
It's useless/waste of time 2.9
*Respondents who don’t use anymore a certain social network
Q5. What are the reasons for which you don’t use it anymore... ?

10. » Reasons for not using Social 10
Networks anymore
Reasons for not using anymore social networks N*=57
I lost my interest/ I don't like anymore/ I got bored 19.3
The lack of time 19.3
Most of my friends are/switched to another social network 12.3
Another social networking is better 8.8
Complicated to use 7.0
I have too many accounts 7.0
I don't need it anymore 5.3
Reasons for not using anymore social networks N*=171
The interface 3.5
I have a profile, but never used it 3.5 I lost my interest/ I don't like anymore/ I got bored 26.3
No particular reason 3.5 The lack of time 16.4
Most of my friends are/switched to another social network 8.2
I don't need it anymore 6.4
Reasons for not using anymore social networks N*=31 Another social networking is better 5.3
No particular reason 4.1
I don't need it anymore 12.9
I am not looking for a job 3.5
I lost my interest/ I don't like anymore/ I got bored 9.7
I forgot about it/lost the password 2.9
The lack of time 9.7
No particular reason 9.7 I don't like the members of this social network 2.9
Most of my friends are/switched to another social network 6.5 Limited services/ options 2.9
Complicated to use 6.5
I have a profile, but never used it 6.5
Another social networking is better 3.2
I am not looking for a job 3.2
I forgot about it/lost the password 3.2
The interface 3.2
I have too many accounts 3.2
*Respondents who don’t use anymore a certain social network
Q5. What are the reasons for which you don’t use it anymore... ?

11. 11
Facebook’s Usage Interactions
Facebook and HI5 Facebook and LinkedIn
Percentage of
current Facebook
users that are using
22% LinkedIn as well
55%
78% 56% 78% 19%
Percentage currently Percentage currently
using Facebook using LinkedIn
Facebook and Neogen Facebook and Netlog Facebook and Twitter
26% 21% 14%
78% 11%
78% 27% 78%
21%
Base=All using currently the network

12. 12
HI5’s Usage Interactions
HI5 and Facebook HI5 and LinkedIn
Percentage of
current HI5 users
that are using
LinkedIn as well
78% 16%
55% 78% 55% 19%
Percentage currently
Percentage currently using LinkedIn
using HI5
HI5 and Neogen HI5 and Netlog HI5 and Twitter
33% 31% 11%
27% 55% 21% 55% 11%
55%
Base=All using currently the network

13. Usage Interactions on the Social 13
Networks
TPU (Toti
Facebook Hi5 LinkedIn Myspace Neogen Netlog Pentru Twitter
Unu)
Facebook 78 90 89 75 75 83 95
Hi5 55 46 67 68 75 67 55
LinkedIn 22 16 31 22 14 33 40
Myspace 8 8 11 9 13 17 22
It reads: 55% of
current
Neogen 26 33 32
Facebook users 36 52 50 30
are using HI5
too;
Netlog 21 29 16 42 41 50 25
TPU (Toti
Pentru 1 1 2 3 2 3 3
Unu)
Twitter 14 11 24 36 13 13 33
Base=All sample

14. 14
Time spent on the social networks
Number Average
of days in
a month N=528 N*=414 N*= 293 N*= 113 N*= 60 N*= 143 N*=100
Mean** 13 20 10 8 12 9 7
Number
Average
of hours
at a
N=528 N*=414 N*= 293 N*= 113 N*= 60 N*= 143 N*=100
session
Mean** 1h19min 1h 54min 1h 3min 1h 3min 1h 4min 1h 21min 31min
*Respondents who currently use a certain social network
** Number of days connected in a month/hour connected for a session
Q7. On how many days, out of the last 30 days, you have logged in on ...

15. 15
Average Number of Contacts
Number Average
of
contacts N=528 N*=414 N*= 293 N*= 113 N*= 60 N*= 143 N*=100
Mean** 99 117 242 44 64 34 42
*Respondents who currently use a certain social network
** Number of contacts
Q9. What is, approximately, the number of friends or contacts that you have in your...

16. 16
Banned Access to Social Networks
%
12.1
8.9
4.4
4.0
1.5
1.5
0.9
0.2
Others 0.8
None 83.9
Base=All sample
Q10. Some companies, schools, high school, universities or libraries do not allow the access to these networks, so that the employees,
pupils, students or readers cannot use them during the working hours. Which of the networks you use is banned to your job, school or
library.

17. Usage Insights

18. Key Points 18
• 23% of connections users make on Social Networks are from a
mobile phone, while the rest are made from a desktop or laptop;
• There are twice as many respondents who watch frequently
other people’s photos, than those who frequently upload their own
pictures on the Social Networks;
• Only 2 in 10 Romanian Social Network users frequently support a
social cause, while 3 in 10 have never supported one;
• A third of the Social Network users in Romania are frequently
looking for jobs on the Social Network websites;

19. Key Points (contd.) 19
• The vast majority of the Social Networks users are accepting
invitations only from people they know, and only 11% of them
welcome anybody that is asking for their friendship;
• Only 14% of the Social Network users are active users, having
most of their contact list built up by sending invitations;
• There are significantly more users connected with celebrities or
public figures on Facebook and Twitter;
• Facebook and Hi5 seem to share the same strategic
territory in terms of activities done on Social Networks, explaining as
well the high overlap between them.

20. How do Romanians connect on 20
their Social Networks
Connection Type
…while the rest…
% Connection Place %
From home 97.7 On the road 19.7
From work 48.5
From home 13.8
From hotspots Wi-Fi 14.2
From hotspots Wi-Fi 11.2
From School/university 9.3
From work 8.7
From an Internet cafe 4.5
From library 2.7 From School/university
4.7
Q11. Which one of the following statements best describes the way you usually log in, to the social networks you use?

21. 21
Are the Social Networks Connected?
Total
N=439
% N*=369 N*=276 N*=111 N*=60 N*=141 N*=98
% % % % % %
I don't have them linked
64.0 61.7
72.7 72.4 70.7 71.6 72.4
I have them linked
11.7
11.2 12.2 10.5 28.3  11.3
16.3
Don't know 24.3
16.2 15.4 18.8 17.0
10.0 11.2
*Respondents who currently use a certain social network
Q12. Do you have linked your social networks accounts? Meaning that you can post information/ write on one site (ex. Facebook) but the
information will appear on many pages (ex. Twitter, and MySpace in the same time).
Significantly higher/lower towards Total (level of confidence 95%)

22. Most Frequent Activities on 22
Social Networks »
Total
N=528 N*=113
N*=414 N*=293
T2B**
T2B** T2B** T2B**
% % % %
Search for new things, to be informed 45.6 46.4 45.7 45.1
I watch other people's photos/ videos
41.3 44.4  46.4  36.3
Search for old friends, friends I lost
connection with 39.8 42.3  42.7 40.7
I read what other people write 37.7 39.6 34.5 31.9
I check certain person profile (what they
do, their level of education, etc.) 35.2 37.2 33.4 38.9
I watch if there any job offers 32.8 29.2  34.1 38.1
I update my profile/status
25.8 24.9 25.9 24.8
I play a network game online
24.4 25.8 28.7  26.5
I upload photos/ videos
21.6 24.2  23.9 23.0
Support a particular cause (social,
environmental relate, etc.) 19.1 20.8 19.1 22.1
I write comments on others page/wall,
person from my list 18.8 19.6 19.8 22.1
I recommend things those from the list 15.9 17.1 14.7 14.2
I send visual messages (emoticons, pokes,
winks, etc.) 14.4 13.8 15.4  23.9 
Communicate with new people, people I
don't know 11.7 10.9 15.4 19.5 
I send group messages 11.7 13.3 12.3 17.7
I schedule meetings (going out, at the
cinema, at concerts etc.) 7.0 6.5 8.9 9.7
*Respondents who currently use a certain social network
**T2B = Frequent + Very Frequent
Q13. Please, select, which of the following activities you do on… [NETWORK FROM Q6] and how often do you do this. Use a scale from 1
to 6, where 1 means „Never” and 6 means „Very frequent”.
Significantly higher/lower towards Total (level of confidence 95%)

23. » Most Frequent Activities on 23
Social Networks
Total
N=528 N*=60 N*=143
T2B** N*=100
T2B** T2B** T2B**
% % % %
Search for new things, to be informed 45.6 60.0  52.4 43.0
I watch other people's photos/ videos
41.3 41.7 37.1 40.0
Search for old friends, friends I lost
connection with 39.8 38.3 43.4 42.0
I read what other people write 37.7 48.3 35.7 42.0
I check certain person profile (what they
do, their level of education, etc.) 35.2 43.3 41.3 53.0 
I watch it there any job offers 32.8 28.3 51.7  31.0
I update my profile/status
25.8 30.0 28.7 24.0
I play a network game online
24.4 20.0 25.9 13.0 
I upload photos/ videos
21.6 21.7 21.0 19.0
Support a particular cause (social,
environmental relate, etc.) 19.1 30.0  16.8 20.0
I write comments on others page/wall,
person from my list 18.8 21.7 17.5 19.0
I recommend things those from the list 15.9 31.7 14.0 21.0
I send visual messages (emoticons, pokes,
winks, etc.) 14.4 20.0 16.1 11.0
Communicate with new people, people I
don't know 11.7 21.7  16.8 10.0
I send group messages 11.7 30.0  13.3 17.0
I schedule meetings (going out, at the
cinema, at concerts etc.) 7.0 11.7 7.7 7.0
*Respondents who currently use a certain social network
**T2B = Frequent + Very Frequent
Q13. Please, select, which of the following activities you do on… [NETWORK FROM Q6] and how often do you do this. Use a scale from 1
to 6, where 1 means „Never” and 6 means „Very frequent”.
Significantly higher/lower towards Total (level of confidence 95%)

24. Strategic Positioning Map 24
by current used social networks
Contacting/Direct
Communicate with new people, people I don't know
I send visual messages (emoticons, pokes, winks, etc.)
I schedule meetings
I send group messages
Netlog
Twitter I play a network game online
I write comments on others
Support a particular cause (social, environmental relate, etc.) page/wall, person from my list
Group Search for new things, to be informed I upload Individual
Hi5
photos/ videos
I recommend things to those from the list
Neogen
I update my
profile/status I watch if there are
any job offers
Facebook
I read what other people write I watch other
people's photos/ videos
Search for old friends,
friends I lost connection with
I check certain person profile
Linkedin
Searching/Indirect

25. 25
User type by the way connections were made
Active = more than 7 out of 10 contacts/friends acquired trough sent invitations;
Balanced = between 4 and 6 contacts/friends acquired trough sent invitations;
Passive = between 0 and 3 contacts/friends acquired trough sent invitations;
Total
N=528 N*=414 N*=293 N*=113 N*=60 N*=143 N*=100
%
% % % % % %
Active 14.0 15.2 12.3 15.0 16.7 13.3
18.0
47.0 46.4
48.1 47.8 55.2
50.0 49.0
Balanced

39.0 36.7 41.3 37.2
Passive 33.3 31.5 33.0

*Respondents who currently use a certain social network
Q14. Please think at the last 10 people you connected with on [INSERT NETWORK USED]. How many connections have resulted from
invitations you have sent to the others, and how many have resulted from invitations you have received from other people?
Significantly higher/lower towards Total (level of confidence 95%)

26. 26
Invitations Acceptance
Total
N=528 N*=414 N*=293 N*=113 N*=60 N*=143 N*=100
% % % % % % %
I accept only certain
invitations, from 61.6 63.0 59.0  51.3 58.3 55.9 68.0
person I know
I accept certain
invitations, from
41.5 39.6 44.0 48.7 48.3 47.6 45.0
person I don't know,
but I check them
I accept all
invitations, from
anyone 11.0 12.1 11.9 15.9 13.3 12.6 6.0
*Respondents who currently use a certain social network
Q15. Please tell me which of the following is valid in your case, related to the invitations you usually receive on …
Significantly higher/lower towards Total (level of confidence 95%)

27. 27
Profile of the Contacts by Type »
Total
N=528 N*=113
N*=414 N*=293
% % % %
Very close friends 86.9 88.2 90.8  85.0
Friends 84.3 86.2  89.1  88.5
School or work colleagues 83.7 84.5 84.6 80.5
Relatives 66.1 68.6  71.7 64.6
People that I met online, but I
have never met face-to-face 50.2 49.8 53.6 58.4
People I've never met before
joining this site
38.6 40.1 44.0  51.3 
Business partners 22.9 23.2 22.9 27.4
Stars/Celebrities/Public person 19.7 22.2  18.8 18.6
* Respondents who currently use a certain social network
Q16. Which of the following categories of people exists in your group of contacts you have on … [INSERT EACH NETWORK USED]?
Significantly higher/lower towards Total (level of confidence 95%)

28. 28
» Profile of the Contacts by Type
Total
N=528 N*=60 N*=143 N*=100
% % % %
Very close friends 86.9 85.0 81.1 81.0
Friends 84.3 83.3 76.9 73.0
School or work colleagues 83.7 75.0 81.1 89.0
Relatives 66.1 55.0 55.2 51.0
People that I met online, but I
have never met face-to-face 50.2 58.3 55.2 44.0
People I've never met before
joining this site
38.6 45.0 46.9 33.0
Business partners 22.9 26.7 29.4 47.0
Stars/Celebrities/Public
person 19.7 33.3 16.1 19.0
* Respondents who currently use a certain social network
Q16. Which of the following categories of people exists in your group of contacts you have on … [INSERT NETWORK USED]?
Significantly higher/lower towards Total (level of confidence 95%)

29. Demographic profiles

30. Social Network User Map (I) 30
by demographics, psychographics and Internet usage
1 use the Internet to read care significantly less for the way they look;
High newspapers/magazines,
Level it’s less important to be around the family,
0.98 to buy products or services,
or to keep tidy around them,
or to read/write on blogs
or to do things around the house,
0.96
or to go to the church
0.94 use the Internet to read newspapers/magazines
or to read/write on forums significantly more than
the average
0.92
Education Level
read
newspapers/magazines
0.9 or to read/write blogs
significantly more than like to have quality things,
the average
0.88 and to go to church to a significantly
higher extent than the average
are reading or writing on blogs are
0.86 significantly more than the average
social network users
0.84 using significantly more the Internet for
playing, like to have quality things,
for downloading music or movies, and to go to church to a significantly
0.82 higher extent than the average
and less for making purchases
Low &
Middle 0.8 are enjoying doing things around the
Level house significantly more than the
average social network users
0.78
28.0 29.0 30.0 31.0 32.0 33.0 34.0 35.0 36.0 37.0
Younger Age (average years) Older
Bubble size represents the current users share

31. Social Network User Map (II) 31
by demographics, psychographics and Internet usage
2.15
Higher
2.1
2.05
2
Occupation Type
1.95
1.9
1.85
1.8
Lower
1.75
2.4 2.6 2.8 3.0 3.2 3.4 3.6
Lower Income Level Higher
Bubble size represents the current users share

33. Thank you!
• This study was conducted by Daedalus Consulting and Daedalus
New Media Research and with the help of Cristian Manafu;
• For further information on the insights contained within this report and
the research that it is based on, you may contact:
Mădălin Vladu Tel.:+40213179731
Senior Client Service Fax:+40213180040
Email:madalin.vladu@daedalusmb.ro www.daedalusmb.ro