Free InSites Consulting research report of a global social media study conducted in 35 countries amongst 9.000 participants.

1. 1

2. 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.

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

4. 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

5. Awareness of Facebook
is close to 100%
More than 1 billion people
(>70% of internet population)
use social networks.
5

6. 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.

7. Average Facebook session lasts
37 minutes, Twitter 23 minutes.
More than 400 million people use
Facebook daily.
7

8. There is a big
Twitter paradox:
80% is aware
of Twitter, only 16%
is using it.
8

9. Vkontakte is big
in Eastern Europe:
55% awareness,
39% penetration.
9

10. 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

11. 40% EUROPE
LinkedIn
High
35%
Twitter
30%
Facebook
25% Vkontakte
Intention to
Big social networks
Increase
Netlog
20% Tagged
Orkut
Xing
Ning Hyves
Badoo
will get bigger and small
15%
Hi5
QZone
ones will get smaller.
Bebo
MySpace
10% Friendster
5%
Low
0%
0% 10% 20% 30% 40% 50% 60%
Low Current network penetration High
N Europe = Min 43 – Max 4968 / F = If member of social network
11

12. People connect
online with their
offline friends.
People love to
connect to people.
12

13. >50% of social
network users
are connected
to brands.
13

14. Offline brand
experiences are
the main online
conversation
starters.
14

15. People become a fan on
Facebook because they
like the product, not
because of advertising.
15

16. 36% posted content
about a brand on
social networks.
16

17. Consumers want to be
in the boardroom. 44%
is asking to take part in
co-creation of products
& advertising.
17

18. Positive experiences
are bigger conversation
starters than negative
experiences. People like
positive stuff.
18

19. Consumers prefer e-mail
over social networks to
ask questions to brands.
19

20. 2 out of 3 employees
is proud about their
employer, but only 19%
shares stories on
social media: unused
conversation potential.
20

21. 38% of internet users
has a smart phone.
They are more intensive
users of social networks
than people without a
smartphone.
21

22. On average, people
install 25 apps on their
smartphone, but only
use 12. Most used apps
are social network apps.
22

23. 12% of smartphone
owners is using location
based services.
23

24. 4% of smartphone
users are familiar with
augmented reality.
24

25. 12% use LBS
25

26. 20% of location-based
users checks in daily

27. 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

28. Social Network adoption, usage
and other key facts.
Connections on social networks:
People & brands.
The role of employees in making
companies more human.
Mobile internet, location based &
augmented reality.

30. 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.

31. Based on the data from participating countries,
we make the following assumption.

32. Awareness, penetration, average
number of networks
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one
1,9
is member of
North
Western Europe lags
behind in social network
98%
75%
penetration.
1,5
West East
97% 99%
66% 79%
1,8 1,9
South
99%
77%
2,2

33. Awareness, penetration, average
number of networks
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one
1,9
is member of
86%
75% 34%
95% 44%* 1,8
76% 3,4
2,1 98%
88%
3,9
97%
86% 96%
3,1 67%
Emerging markets Brazil
1,5
and India show the highest
awareness and penetration
of social networks. * The 44% share of social networkers in China is low compared to
other countries. This might be due to the fact that some large
Chinese networks (eg RenRen) were not included in this survey.

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

35. # of networks one is a member of
average
1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8
9% 4% 7%
4% 8% 5% 5% 6%
4% 15% 8%
7% 22%
13% 14% 14% 13% 34%
24% 19% 26%
16% 18%
8%
25%
31% 26% 27% 10%
24% 18%
30% 14%
15%
66% 69%
64%
55% 18%
47% 50% 49%
45% 45% 19%
19%
13%
Western Northern Eastern Europe Southern Europe United States Brazil Australia China India Japan
Europe Europe Europe
■ 5 or more
■4
■3
■2
■ 1 network
N Europe = 5613 / F = If member of social network(s)

36. 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
133 95 84 78 62 62 62 59 57 52 51 31 27 18 11 7
6% 5% 3%
9%
17% 19% 16% 20%
21% 22% 21% 21% 17%
26% 16%
36%
27% 29%
47%
52% 14%
31% 29%
33% 27% 26%
28% 30%
32%
28%
30% 79% 80%
29% 65% 64% 65%
52% 55% 53% 53%
49% 49% 48%
41%
36%
23%
18% Counts
below 30
Facebook Vkontakte MySpace Hyves Bebo Tagged Hi5 Twitter LinkedIn Ning Xing Orkut Netlog Badoo Friendster QZone Habbo
■ 50+
■ 11-50
■ 1 - 10
N Europe = Min 43 – Max 4968 / F = If member of social network

37. >600 million
people use
social networks
at least daily

38. 58% of
Facebook
users
log-in at least
Daily (>400M)

39. Daily log on to social media
60%
63%
58%
67%
82%
76%
61%
N Europe = 5613 / F = If member of social network(s)

40. 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.
63%
58%
37%
29%
23% 21%
16% 14% 12% 12% 12% 11% 11% 11% 11% 8%
Vkontakte Facebook Twitter Hyves Tagged Badoo Orkut Netlog LinkedIn Hi5 Xing MySpace Ning QZone Friendster Bebo Habbo
N Europe = Min 43 – Max 4968 / F = If member of social network

41. 37 minutes is
the average time
members spend
each time they log
in to Facebook

42. Connection time
On average, Facebook
members stay connected for
Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit)
more than half an hour
average
49 37 21 16 16 16 16 15 12 11 11 11 10 9 98 5
4% 3% 5% 3% 6% 3%
11% 6% 6% 4% 6% 6% 11%
16% 8%
20% 18% 24% 14% 19% 22% 6%
13% 23%
21% 26% 26% 32%
28%
19% 25% 12%
17% 24% 14%
24%
19% 18% 24%
35% 18% 8%
19% 19%
32% 23%
82%
67%
19% 59% 62%
13% 52% 55% 56% 54%
50% 47% 48% 50%
45%
39%
20% 22%
Counts
below 30
Vkontakte Facebook Twitter Netlog Badoo Hyves Tagged MySpace Orkut Hi5 Xing LinkedIn Bebo Ning QZone Friendster Habbo
■ >60
■ 31 - 60
■ 11 - 31
■ 6 - 10
■ 1- 5 minutes
N Europe = Min 43 – Max 4968 / F = If member of social network

43. 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.

44. Awareness
Top 3 networks
Facebook 96%
Twitter 80%
In Europe MySpace 70%
Membership
Facebook 62%
Twitter 16%
MySpace 12%

45. Facebook, Twitter and Linkedin are reaching the
mass market. Smaller/ newer social networks are
facing a challenge…

46. Top 3 networks by membership
62%
96%
16%
80%
12%
19%
North
69%
97%
18%
38%
10%
80%
West East
58% 57%
95% 94%
14% 39%
82% 55%
12% 12%
36% 72%
South
72%
98%
24%
85%
■ Membership
15%
■ Awareness 41%
N Europe = 7446 / F = None

47. Top 3 networks by membership
62%
96%
31%
16%
59%
80%
17%
12% 29%
59%
19% 76%
14%
13%
70% 54%
74%
93%
5%
22% 32%
57%
20%
77%
77%
93%
65%
96%
41%
67% 90%
93% 63%
59% 94%
87% 12%
34% 85%
76% 10%
79%
■ Membership
■ Awareness

48. Network awareness | Europe In Europe, Facebook, Twitter and
MySpace are the best known social
Q : To what extent do you know the following social network sites? network sites.
Exceeding
Europe Europe regions countries
0% 25% 50% 75% 100%
Facebook 96%
Twitter 80%
MySpace 70%
LinkedIn 32%
Badoo 31%
Netlog 29%
Hi5 26%
Xing 19%
Vkontakte 19%
Bebo 16%
Tagged 14%
Habbo 14%
Friendster 14%
QZone 11%
Europe
Orkut 10% West
North
Hyves 10%
East
South
Ning 7%
N Europe = 7446 / F = None

49. In China, awareness
Network awareness | Europe in perspective of Qzone is equal to
Q : To what extent do you know the following social network sites?
awareness of
Facebook
Europe Europe versus reference countries
0% 25% 50% 75% 100%
Facebook 96%
Twitter 80%
MySpace 70%
LinkedIn 32%
Badoo 31%
Netlog 29%
Hi5 26%
Xing 19%
Vkontakte 19%
Bebo 16%
Tagged 14%
Habbo 14%
Friendster 14%
QZone 11% Europe
USA
Orkut 10% Brazil
Australia
Hyves 10% China
India
Ning 7% Japan
N Europe = 7446 / F = None

50. Network membership | Europe Facebook has the highest usage
throughout Europe.
Q : To what extent do you use the following social network sites?
Exceeding
Europe Europe regions
countries
0% 25% 50% 75% 100%
Facebook 62%
Twitter 16%
Vkontakte 12%
LinkedIn 11%
MySpace 9%
Netlog 6%
Badoo 6%
Hi5 5%
Xing 5%
Hyves 3%
Orkut 1%
Ning 1%
Tagged 1%
QZone 1%
Bebo 1% Europe
West
Friendster 1% North
Habbo East
0%
South
N Europe = 7446 / F = None

51. Network membership | Europe in perspective
Q : To what extent do you use the following social network sites?
Europe Europe versus reference countries
0% 25% 50% 75% 100%
Facebook 62%
Twitter 16%
Vkontakte 12%
LinkedIn 11%
MySpace 9%
Netlog 6%
Badoo 6%
Hi5 5%
Xing 5%
Hyves 3%
Orkut 1%
Ning 1%
Tagged 1%
QZone 1% Europe
USA
Bebo 1% Brazil
Australia
Friendster 1% China
India
Habbo 0% Japan
N Europe = 7446 / F = None

52. Current social networkers
have no intention to stop
their membership nor do
they feel the need to further
expand their membership
Intention on social network sites

53. Intention to stop
Q : Which of the following social networks, of which you are a member, will you stop using?
Europe 0% 25%
Europe regions
50% 75% 100%
Friendster 23%
Tagged 21%
Hi5 20%
Ning 19%
Overall, 7% of the
Bebo 19%
social networkers have
Netlog 16% the intention to quit at
Badoo 14% least one of the networks
Orkut 13% they are a member of.
QZone 13%
Xing 9%
Members of
MySpace 8%
Friendster are most
Hyves 8%
likely to stop
Twitter 5%
LinkedIn 4%
Europe
Vkontakte 2% West
North
Facebook 1% East
South
Habbo Base below N=30
N Europe = Min 43 – Max 4968 / F = If member of social network

54. Intention to stop versus penetration
25% EUROPE
Friendster
High
Tagged
20%Hi5
Bebo
NingNetlog
Big networks will get bigger
and small networks will get
smaller.
15%
Badoo
QZone
Stop
Orkut
10% Hyves
Xing
MySpace
Twitter
5%
LinkedIn
Vkontakte
Low
Facebook
0%
10% 20% 30% 40% 50% 60%
Low Penetration High
N Europe = Min 43 – Max 4968 / F = If member of social network

55. Future usage
Q : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social network
sites evolve in the coming year? (I’ll use it (a lot) more)
Europe Europe regions
0% 25% 50% 75% 100%
LinkedIn 37%
Twitter 31%
Facebook 29%
Vkontakte 25%
Orkut 21%
Tagged
Members of LinkedIn,
20%
Twitter and Facebook
Xing 19%
are most likely to
Ning 18%
increase their usage
Badoo 17%
Netlog 16%
Hyves 14%
QZone 14%
Hi5 13%
MySpace 12%
Europe
Bebo 12% West
North
Friendster 10% East
South
Habbo Base below N=30
N Europe = Min 43 – Max 4968 / F = If member of social network

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

57. Future membership
Q : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the network sites
below you would consider becoming a member of.
Europe Europe regions
0% 25% 50% 75% 100%
Facebook 28%
Twitter 28%
LinkedIn 19%
Vkontakte 16%
Facebook and Twitter
MySpace 16%
are most likely to
QZone 12%
gain new members.
Friendster 9%
Xing 9%
Overall, 60% have no
Netlog 8%
intention to expand
Orkut 8%
their membership.
Badoo 7%
Hi5 7%
Ning 7%
Bebo 7%
Europe
Tagged 7% West
North
Habbo 5% East
South
Hyves 5%
N Europe = Min 418 - Max 3962 / F = Non users: Aware, but no member

58. We gave you a lot of facts,
to capture the key points,
we summarized the key data
in a few overview slides.

59. Top networks in Europe
9% 11%
16%
10% 2%
Aware and current member 5%
19%
Aware and once a member
62%
Aware, but no member
Not aware
52%
59%
7% 68%
27%
30%
20%
4%
Facebook Twitter MySpace LinkedIn
Facebook Twitter MySpace LinkedIn
Awareness 96% 80% 70% 32%
Membership 62% 16% 9% 11%
Base: Social networkers
Increase usage (top2%, 1-5) 29% 31% 12% 37%
Network size (av no. contacts) 133 59 84 57
Log on frequency (at least daily) 58% 37% 11% 12%
Log on duration (av minutes) 37 21 15 10
Ever deleted a person from contact
list
50% 34% 36% 12%
Base: Members of this network

60. Member profile Women typically outnumber men on social networks — women make
up 53% of Facebook users and 49% of MySpace users. However, a
majority of LinkedIn members (56%) and Twitter users (55%) are men.
Facebook Twitter MySpace LinkedIn
Gender
Male 47% 55% 51% 56%
Female 53% 45% 49% 44%
Age
Age
15-24 24% 30% 33% 15%
25-34 25% 25% 26% 24%
35-54 35% 30% 31% 43%
55-99 16% 14% 11% 18%
Smartphone
Smartphone
Smartphone user 43% 58% 46% 59%
Working situation
Working situation
Employed 58% 58% 54% 72%
Student 13% 17% 18% 8%
Not working 29% 26% 28% 21%
N Europe = 5613 / F = If member of social network(s)

61. The Twitter Paradox: high awareness versus
low usage. What’s next?
Compared to Facebook, Twitter is still a pretty small network
of people. Twitter is well known, but has not reached the
penetration level of Facebook yet. Future adoption looks
good, but there is still a long way to go.
Facebook and Twitter are a perfect couple, both sites serve
different needs. When people join Twitter, their Facebook
usage does not decrease. Twitter users are typically using
more social media than non Twitter users.

62. Facebook and Twitter | membership of one or both
N Europe = 5613 / F = If member of social network(s)

63. Facebook and Twitter | daily log on
Q : You are a member of the following social network sites. How often do you log into these sites? (% several times a day)
74%
35% 37%
13% 19%
2%
65% The more networks
someone uses, the more
time spend per network.
54%
Western Northern Eastern Southern United
Members of: Log in to: Europe Europe Europe Europe
Europe
States
Brazil Australia China India Japan
Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67%
Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70%
Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40%
Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57%

64. Facebook and Twitter | membership of one or both
Other networks than
Twitter and Facebook
Member of Facebook
Member of Twitter,
and Twitter
no Facebook
13% 19%
2%
65%
North
Member of
Facebook, no Twitter
6%
1% 12%
80%
West East
10% 18% 13%
2% 25%
3%
69% 59%
South
5%
2%
29%
64%
N Europe = 5613 / F = If member of social network(s)

65. Social Network adoption, usage
and other key facts.
Connections on social networks:
People & brands.
The role of employees in making
companies more human.
Mobile internet, location based &
augmented reality.

67. People love people.
So brands, behave like one.
People link online with people they know offline. Social networking
is a way for people to meet up with others on the net. Checking the
status of others, chatting & messaging are the main activities on
social networks, all two-way communication streams. Not having
any contact is the main reason for defriending.
People also join social networks to get information about (new)
products / brands. However, they do not like traditional marketing
messages.
People prefer people above brands. This means that companies
and brands should approach their use of social media differently.
It’s about being human and taking personal identity above an
institutional identity.

68. People connect
with people they
know!

69. Reasons to connect with other people on social media
Q : Why does a person belong to your network?
Europe Europe regions
...we have been friends, neighbours, 0% 25% 50% 75% 100%
classmates, etc. since our childhood 71%
...we work(ed) together 59%
...we have the same friends offline
46%
...we have the same friends online
43%
...we originate from the same region /
location 37%
...(s)he invited me to belong to his/her
social network 37%
...we have the same hobbies 34%
Connections are
...we work in the same sector 31% driven by close,
...we share the same education 27% offline, personal
...we share the same kind of humor 23% relationships.
...we have the same political ideas,
ideologies, etc. 17%
...we are/were both in the same youth
16%
movement
...we use the same products / services 12%
...we have the same personal style 10%
...we love the same brands 9% Europe
West
...(s)he's a celebrity 8% North
East
...(s)he's an opinion leader 7% South
N Europe = 5613 / F = If member of social network(s)

70. Besides connecting with others,
getting information about (new)
products and brands is driving
membership of social networks

71. Drivers for network membership
Q : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play games. Besides the more general reasons,
what else has driven you to become a member of the following social networks?
Europe
0% 25% 50% 75% 100%
...to get to know things about (new) products / brands
Besides more general
...to come in contact with brands / companies reasons, getting to know
things about (new)
products and brands is
an important driver for
...to stimulate my career
membership
...to find other users of a certain brand / product People get member of
professional network
LinkedIn, to stimulate
...to find promotions of a certain brand / product
their career.
...to become a famous person
● MySpace
● Facebook
● Linkedin
...to become an opinion leader ● Twitter
N Europe = 5613 / F = If member of social network(s)

72. More than half of the
social networkers has
ever deleted someone
from his/her network.
Main reason for
defriending is a lack
of contact.

73. Defriending In general, 56% has ever deleted a contact
Q : Have you ever deleted a person from your contact list?
person from at least one network
Europe Europe regions
0% 25% 50% 75% 100%
Hyves 54%
Vkontakte 53%
Facebook 50%
Bebo 46%
Tagged 45%
Badoo 37%
MySpace 36%
Netlog 34%
Twitter 34%
Ning 33%
Professional network LinkedIn
Hi5 31% shows a low deconnection rate
Orkut 27%
QZone 26%
Xing 25%
Europe
Friendster 14% West
North
LinkedIn 12% East
South
Habbo Counts below 30
N Europe = 5613 / F = If member of social network(s)

74. Social networking is two-way communication;
Reasons for defriending A lack of contact is the main reason for defriending.
Q : Why did you do that? I’ve deleted a person from my contact list because…
Europe 0% 25% 50%
Europe regions 75% 100%
...we hardly had any contact with each other 47%
...I don’t want this person to see my profile
44%
/updates anymore
...we were friends in the past, but not anymore 39%
...I came to realize that I don’t know that person 36%
...that person shares too much lousy content
30%
on his/her social network
...I received many more updates about his/her
21%
life than I care to receive
...that person’s comments were politically
Company, brand
14% or product related
incorrect
...that person is using social media too much reasons do not
12%
for advertising about brands / products seem important
...that person is too active on my social network 10%
reasons for
defriending.
...that person is using social media too much
9%
for promoting the company (s)he’s working
...that person is too passive on my social
8%
network
Europe
...I don’t want my colleagues to part of my West
6%
social network anymore North
East
...that person recommends brands / products I
4% South
don’t like
N Europe = 3179 / F = If ever deleted a person from contact list

75. Defriending versus network size
EUROPE
70%
High
60%
50%
Defriending
40%
30%
20%
10%
Low
0%
0 20 40 60 80 100 120 140
Low Network size (contacts) High

77. >50% follow brands on social media.
Personal brand experience and
conversations about brands by peers
are drivers to connect.
About half of the European social networkers follow a company
or brand on social networks. People in the south of Europe are
following more brands (17.3 on average) than other regions.
People connect with a brand because they have used it and
secondly because other people invited or recommended them
to do so – they did not connect because companies / brands
asked them to!

78. Following brands | Europe
Brand followers 51%
Average no. of brands followed 12,2
North
47% About half of the social
11,6 network users follow a
brand.
West East
42% 54%
9,4 9,8
South
60%
17,3
N Europe = 5613 / F = If member of social network(s)

79. Following brands | Europe in perspective
Europe has the lowest
share of brand fans, 51%.
Compare India: 70%
follows a brand.
Brand followers 51% 60%
Average no. of brands followed 12,2 9,3
57% 62%
20,2 7,9
70%
15,6
55%
19,6 55%
8,3
N Europe = 5613 / F = If member of social network(s)

80. Brand followers are more often females, somewhat
Brand follower profile younger and they are more active on social networks
Brand Non brand Brand Non brand
followers followers followers followers
Gender Membership
Male 44% 53% On average
Female  56% 47%  2.0 1.7
Age
Age Networks
15-24  31% 18% Facebook 95% 93%
25-34  28% 22% Twitter  31% 16%
35-54 20%  20% Actions
55-99 13%  18% Share  73% 41%
Smartphone
Smartphone Consult  71% 30%
Smartphone Defriending
user  47%  38%
Defriending  63% 48%
N Europe = 5613 / F = members of social networks
sig. diff (95%)

81. Sectors for brand following
Q : To which sectors do these brands belong to?
Europe Europe regions
0% 25% 50% 75% 100%
Media / entertainment 50%
Fashion / luxury goods 45%
Food and retail 43%
Media and
Travel 35%
entertainment are
the most popular
28%
industries for
Sport
following brands
Cars 28%
Good causes / charity 26%
Europe
West
North
Industry 13%
East
South
N Europe = 3064 / F = members of social networks, following at least one brand

82. Average consumer follows a brand to get a direct
personal benefit.
Social networkers expect some sort of benefit of companies on social
networks. People are mainly focused on the direct benefit. Companies
should in first instance offer product information, update on promotions
and announce events.
There is still a huge opportunity for companies to get in touch with their
customers. 58% has never experienced any action by a company /
brand on social network sites.

83. Brand usage 46%
Following brands on Recommendation by friend 29%
social media is driven Invitation by network contact 28%
by the actual user Search engine 27%
experience Advertising on social media 26%
Online advertising 22%
Buying intention 22%
Invited by brand 18%
Traditional advertisements 18%

84. 42%
Had a conversation
with a brand via social
networks

85. Company actions on social media
Q : What kind of actions did you already experience? Via social networks, companies have already contacted me directly concerning...
Europe Europe regions
0% 25% 50% 75% 100%
...a positive experience with a product /
service I’ve posted or reacted on 17%
...a job vacancy
15%
...a negative experience with a product /
service I’ve posted or reacted on
15%
...information I posted about promotions
13%
42% already had
a conversation with
...information I posted about products
and/or services in general a brand through
13%
social media.
...a fanpage / group I’ve created for a
product/brand/company 10%
...information I posted about (advertising)
campaigns 9%
Europe
West
...information I posted about the company 8% North
and/or company culture East
South
N Europe = 5613 / F = If member of social network(s)

86. Customers want to be involved
with companies. Bring them in
the boardroom to improve the
relationship.
CONVERSATIONS
44%

87. People expect various actions of companies on social
Brand expectations networks. Top three consists of offering product information,
Q : On social network sites, brands should… promotions and announcing events.
Europe Europe regions
0% 25% 50% 75% 100%
...offer product information 58%
...offer promotions 58%
...announce events 57%
...share ideas and provide updates on future products, services, etc. 53%
...give feedback 52%
...give the ability to order / purchase products / services 49%
...surprise consumers 48%
...offer the ability to take part in game / competitions 47%
...start conversations with consumers 44%
...give exclusive content 44%
...invite consumers to co-create products / services 44%
...give objective background information of the company (facts and
43%
figures)
...offer the possibility to directly interact with people behind the brand 43%
...bring entertainment 38%
...launch (advertising) campaigns 37%
Europe
...create brand groups of which consumers can become a fan on 33% West
social network pages
North
...bring stories about the company culture 31% East
South
...create virtual characters or advertising icons 20%
N Europe = 5613 / F = If member of social network(s)

88. Social media is about communication
between people.
People use social networks to communicate with each other: Checking
the status of others, chatting, sending messages, reacting to
comments or actions of others.
If we look at actions specifically related to companies, products or
brands, it shows that 36% of the social networkers in Europe post
information about brands, 53% reacts on comments and 51% consults
information.
Consumers prefer to react on brand updates rather than start a
conversation with a brand themselves. Content planning and regular
content updates are a way to increase the engagement with fans.

89. People like to
connect: status
checks and chats
are most frequent Checking the status of others 5.2
activities on Chatting, messages 4.7
social networks Reacting to others 4.3
Updating status 3.4
Games 2.8
Reacting to brands 2.2
Consulting information about brands 1.9
Posting information about brands 1.3

90. Actions on social networks
Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (average)
Europe Europe regions
0 1 2 3 4 5 6 7 8 9 10
Checking the status of others and 5,2
consulting information
Chatting / Sending messages 4,7
PERSONAL
Reacting to comments and / or actions of
4,3
others
Updating your status and / or posting Communication
information 3,4
between people is
the main purpose of
Playing games or other fun activities
2,8 social networks.
Reacting to comments and / or actions of
SHARE
others related to products, brands and / or
2,2
companies
CONSULT
Consulting information about products,
brands and/or companies 1,9
Europe
West
North
SHARE
Posting information about products, brands East
1,3
and/or companies South
N Europe = 5613 / F = If member of social network(s)

91. Embrace consumer power: 36% posts company/
brand related information on social media

92. Sharing and consulting brand / product information
Q : The last 10 times you logged into your social networks, how often did you undertake each of the following
actions? (% at least once) 36% of the social networkers in
Europe post information on
products, brands, and /or companies
Europe West North East South
73% 66% 75% 79% 77%
51% 40% 29% 56% 63%
53% 41% 44% 64% 59%
36% 28% 20% 39% 48%
West North East South
United States Brazil Australia China India Japan
76% 86% 67% 44% 88% 34%
50% 68% 43% 83% 75% 42%
49% 76% 47% 83% 84% 29%
43% 60% 43% 64% 66% 30%
N Europe = 5613 / F = If member of social network(s)
■ % social networkers
■ social networkers who consult “Consulting information about products, brands and/or companies”
■ social networkers who react “Reacting on comments and / or actions of others related to products, brands and / or companies”
■ social networkers who post “Posting information about products, brands and/or companies”