1

What to expect from this
presentation Five eye-catching insights on the status of social media based on a large consumer survey. >2,000 facts and figures about social media in 19 countries. The topics cover main adoption and usage, interactions of consumers with brands, impact of branded conversations, evolution of mobile and the opportunities for structural collaboration between consumers and brands.

Studied countries Data collected by
online research panel provider SSI, field work in Q2 2012, analyses conducted by research company InSites 7,827 consumers (age 15+) Consulting and translations performed by across 19 countries, translation agency No Problem. representative for the online population within country on gender, age and e-commerce.

Eye-catching
conclusions

1 The social media landscape
is rather stable

Awareness of social network sites
is very high. Facebook is close to 100%, Twitter reaches 80% awareness and Google+ is known by 70%. More than 7 out of 10 internet users are member of at least 1 social network. This implies that more than 1.5 billion people use social network sites.

The world is not waiting
for the next social network. In fact, most people want to keep their digital life as it is. No need for something new and no intention to quit. On average, people only join 1 or 2 social networks. The Twitter & Google+ paradoxes are living evidence for this conclusion: both sites are very well known, but their adoption is still rather low.

Consumers are willing to join
‘unique’ new social networks Awareness of new social networks like Instagram and Pinterest is picking up. 25% know Instagram, 24% are aware of Pinterest. Further, users show a very high intention to use both sites more in the future.

2 Mobile is the perfect
accelerator for social media usage

Boost in adoption of smart
phones: 51% of internet users have a smartphone, most have a data subscription on it.

On average, people install 22
apps on their smartphone, 9 of which are used at least weekly. Social network apps are the most popular ones.

53% of smartphone users compare
prices during shopping via their smartphone.

3 Consumers connect and interact
with a limited set of brands

Consumers are more positive than
you might think. More than half of their comments about brands are positive. Fewer than 10% are negative.

50% post information about products,
brands and/or companies on social networks. Conversation Starters Product experience Promotions Contests News Advertising

55% of social network users
are connected to brands. 10.6 7.0 5.0 is the average is the average is the average number of brands number of number of followed brands brands followed followers actively interact with

Clear expectations from consumers vis-à-vis
brands: 1. Share product info 2. Do promotions 3. Give away free stuff 4. Bring news 5. Use us in co-creation projects

4 Consumers reach out to
brands: we want to help you!

8/10 consumers want to help
in co-creation projects of companies they like. The only thing they ask in return: give us feedback on what you do with our input.

Market research communities are highly
appreciated by consumers. 36% prefer to participate in a branded research community. These communities come second after a Facebook community. Consumers believe that their feedback will have a high impact in a research community. The latter is their key motivation to help brands.

The customer is open to
co-creation, but many companies are not. The challenge is to integrate the vision of the customer in every organization, all the way to the boardroom.

Consumers are probably the most
effective consultants your company can hire.

5 Opportunity for brands to
optimize conversation potential of consumers

Until now, we only used
the first dimension of social media

First
dimension:
build reach

Second
dimension:
collaboration

High By combining these Structural
collaboration two dimensions, brands can optimize the conversation Low High potential of their consumers. Each of these quadrants has value in a conversation strategy. Low Reach

High Consumer Broad, open Structural
collaboration consulting collaboration board Low High Conversations Customer Content experience Low Reach

Do you want to learn
more? Well, just keep on reading. The rest of the report is filled with more than 2,000 facts & figures about social networks. We hope it can help you in your business cases, it inspires you, and you will share our work with your friends. If you have any questions, please let us know: Marketing@insites-consulting.com @InSites

1.
Social media behavior

1. The facts about social
media around the world Almost 100% of people are aware of Facebook. About 80% have heard of Twitter and 7 out of 10 people are aware of Google+. Facebook still owns the social media landscape as more than 60% of the internet population uses Facebook. Twitter and Google+ have a population of about the same size (about 20% penetration). However, Twitter usage frequency is a lot higher than Google+’s. Around the world we see the same trend: social networks are part of the daily lives of consumers. 6 out of 10 people go at least once a day to a social network site. The awareness of the new photo-sharing platforms Instagram and Pinterest is still rather limited: 25% are aware of Instagram & 24% of Pinterest. The results show that both sites have a very strong growth potential.

1. The facts about social
media around the world On average, people join 1-3 social networks. The majority have an account at two sites. Fewer than 10% of people join 5 or more social network sites. LinkedIn has an awareness of about 40%. It remains a niche B2B site with a very clear profile vis-à-vis the market and its users. The motivations to use social networks are communication with friends & family, killing time, sharing photos and sharing interesting information.

34 > 7 out of
10 internet users are members of at least 1 social network. > 1.5 billion people are using social networks.

Emerging markets such as Argentina,
Brazil & India have the highest penetration of social network usage. Further, they have the highest usage frequency and intensity as well.

On average, people join 2.1
social networks. Most often this is Facebook in combination with Twitter or LinkedIn. It will become difficult for new platforms to find their place unless they offer a complete new value. Instagram & Pinterest have the highest possibility of finding their place.

LinkedIn continues to have relatively
low awareness. About 4 out of 10 internet users are familiar with this social network. LinkedIn keeps it strong niche position with respect to the B2B market.

2 very strong local players
Vkontakte is big in Russia: 52% awareness, 35% penetration. Qzone is big in China: 63% awareness, 35% penetration.

Top networks Twitter and Google+
both have a large number of people who know them, but are not members. Aware and current member Aware and once a member Aware, but not a member Not aware Facebook Twitter Google+ LinkedIn Awareness 89% 78% 73% 46% Membership 58% 23% 25% 16% Base: Social networkers Increase in usage (top 2%, 1-5) 42% 42% 52% 40% Daily log-on 67% 51% 49% 31% Base: Members of this network

Member profile All social networks
are dominated by men. LinkedIn and Twitter members are most likely to be employed and have a smartphone. Facebook Twitter Google+ LinkedIn Gender Male 52% 55% 54% 57% Female 48% 45% 46% 43% Age Age 15-24 21% 22% 22% 13% 25-34 28% 32% 31% 31% 35-54 36% 36% 36% 42% 55-99 16% 10% 12% 14% Smartphone Smartphone Smartphone user 53% 67% 63% 68% Working situation Working situation Employed 57% 67% 56% 64% Student 12% 11% 11% 12% Not working 31% 22% 33% 24% N = Min 878 / F = If member of social network(s)

Awareness, penetration & average number
of network membership Aware of at least one network 97% 95% Member of at least one network 75% Average number of networks one 73% is member of 1.8 1.8 90% 82% 45% 97% 52%* 1.0 79% 2.6 2.0 Emerging 97% markets Brazil, 82% Argentina and 2.5 India show the 98% highest rates 85% for awareness, 98% 3.0 97% penetration and 91% 72% average # of 2.5 1.6 * The 52% and 45% share of social networkers in China and Japan memberships. is low compared to other countries. This might be due to the fact that some large Chinese and Japanese networks (e.g. RenRen) were not included in this survey.

Awareness, penetration, average number of
networks Aware of at least one network 97% Member of at least one network 75% Average number of networks one 1.8 is member of East West 97% 97% 78% 74% 1.9 1.7

# of networks one is
a member of Japan and Australia have the highest number of people who are members of only 1 network. average 1.8 2.0 1.8 1.6 2.5 3.0 2.6 2.5 1.0 N Europe = 3604 / F = If member of social network(s)

Daily log-on to social media
67% 63% 55% 68% 66% 78% 76% Daily log-on is highest in 82% Argentina, Brazil and India. 70%

Daily log on Q :
You are a member of the following social network sites. How often do you log on to these sites? (at least daily) Qzone, Facebook and Vkontakte have the highest penetration of daily usage. 69% of the Qzone users log on at least once a day. N = Min 104 / F = If member of social network

Top 3 networks by membership

Top 3 networks by membership
After Facebook, Vkontakte is the most popular network in Eastern Europe. East West

Network awareness Q : To
what extent do you know the following social network sites? Total Global benchmark Global benchmark In Europe, Facebook, Twitter and Google+ are the best- known social networks. N = 5517/ F = None

Network membership Q : To
what extent do you use the following social network sites? Total Global benchmark In terms of membership, Facebook, Google+ and Twitter are most popular in Europe. In China, Qzone is most popular. Orkut is popular in Brazil and India. N = 5517/ F = None

Pinterest & Instagram Aware and
current member Aware and once a member Aware, but not a member Not aware Pinterest Instagram Awareness 24% 25% Membership 3% 4% Base: Social networkers Increase in usage (top 2%, 1-5) 60% 40% Daily log-on 51% 31% Base: Members of this network

Member profile Pinterest is dominated
by women, while Instagram is more of a male thing. Both networks’ members are very likely to be employed and use a smartphone Pinterest Instagram Gender Male 39% 43% Female 61% 57% Age Age 15-24 16% 19% 25-34 46% 49% 35-54 29% 24% 55-99 9% 7% Smartphone Smartphone Smartphone user 83% 91% Working situation Working situation Employed 82% 81% Student 3% 8% Not working 15% 10% N = 229 / 236 / F = If member

Social media users have no
intention to stop their membership. However, 60% of them have no intention to join Intention any new networks.

Intention to stop using Q
: Which of the following networks, of which you are a member, will you stop using? Total Global benchmark In Europe, members of Habbo, Hyves and Myspace are most likely to stop using these networks. N = min 104 / F = If member of social network

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) Total Global benchmark Pinterest & Instagram are most likely to grow in Europe & the US. In China, Brazil and India, Twitter, Facebook and Google+ are most likely to grow. N = min 104 / F = If member of social network

Future membership Q : Below
you can see all the social network sites that you know but are not a member of. Please indicate which of the network sites below you consider becoming a member of. Total Global benchmark Google+, Facebook and Instagram are most likely to gain new members. N = min 692 / F = Non users: Aware but no member

Drivers to use social media
Q : For which reasons do you use social media? Total Global benchmark In Europe, the most important drivers to use social media are related to communication and entertainment. N = 4035 / F = If member of social network(s)

Places and occasions to log
on to social media Q : At which places or occasions do you log on to social media? Total Global benchmark In Europe and Argentina, over 80% use social media during leisure time. Compared to other regions, logging on in bed, on public transport, or when waiting in line is far more popular in China. N = 4035 / F = If member of social network(s)

Devices used to log on
to social media Q : At which places or occasions do you log on to social media? Total Global benchmark The laptop and desktop are the most- used devices. In China, mobile devices are used far more often compared to other countries. N Europe = 4035 / F = If member of social network(s)

Klout is a niche thing.
2 out of 3 internet users have never heard of it. Only 9% of social network members actively use a Klout profile.

Klout Klout is not very
known, and has a relatively low user base. Those who do use Klout, are likely to be employed, own a smartphone and between 25 and 54 years old Klout Gender Member, active use Member, but no active use Male 54% Aware, but not a member Female 46% Not aware Age Age 15-24 15% 25-34 38% 35-54 40% 55-99 7% Smartphone Smartphone Smartphone user 84% Working situation Working situation Employed 89% Student 2% Not working 9% N = 733 / F = If Klout profile

2.
Actions on social media

2. Actions on social media
The key activities on social networks are related to personal relationships and having fun. People go on social media to share and read stuff from friends. Spending time with brands comes last in people’s priorities. Nevertheless, more than half of the people do have an online relationship with at least 1 brand. When people share information about brands, Facebook and Vkontakte score very high. Further, 46% of the Pinterest users share content about brands on this new platform. Twitter comes fourth as a place where consumers share branded content.

2. Actions on social media
Conversation starters to talk about brands are in the first place product experiences, followed by promotions, service, contests and new products. The impact of advertising as a conversation starter is decreasing. The vast majority of the branded content shared by consumers is positive. Only a small minority of the content is negative. Branded conversations by someone that you know has the highest impact. Conversation from brand fans have less impact than conversations from ‘normal’ brand users.

Actions on social media Q
The last 10 times you logged on to your social networks, how often did you undertake the following actions? Total Global benchmark The most popular actions on social media are related to PERSONAL ACTIONS interaction between people. SHARE CONSULT SHARE N = 4035 / F = member of social networks

Sharing and consulting brand /
product information Q : The last 10 times you logged on to your social networks, how often did you undertake each of the following actions? (% at least once) 37% of social networkers in Europe post information on products, brands and /or companies. In countries such as China, India, Brazil and Argentina, more than half the social networkers do so. % social networkers who consult, react and/or post % social networkers who consult % social networkers who react % social networkers who post West East N Europe = 3604 / F = If member of social network(s) % social networkers who consult, react and/or post % social networkers who consult “Consulting information about products, brands and/or companies” % social networkers who react “Reacting to 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”

Pinterest is becoming an interesting
place for brands. 41% of Pinterest users share branded content on their page.

The vast majority of branded
consumers conversations are positive. Fewer than 10% are negative.

Biggest conversation starters are product
experience, promotions, service and contests. Advertising still plays a role as conversation starter.

Networks to share information Q:
When sharing information about products, brands and/or companies, which social network sites do you use for sharing that information? Total Global benchmark In Europe, Facebook and Vkontakte are the most-used networks to share information about products and brands. N = min 93 / F = sharing information on social networks

Information to share Q: What
exactly do you share then about products, brands and/or companies? Total Global benchmark Experiences with brands are the number 1 brand and/or company-related subject to share on social media. 27% of Europeans say their sharing behavior increased (a lot) since last year. N Europe = 2668 / F = sharing information on social networks

Information to share Q: What
exactly do you share then about products, brands and/or companies? When sharing information about products and brands online, the vast majority of content is shared in a positive way. Total Tone of voice Net emotion Negative Neutral Positive score 46 54 40 57 54 48 48 N Europe = 2668 / F = sharing information on social networks

Networks to consult information Q:
When consulting information about products, brands and/or companies, which social network sites do you use for sharing that information? Total Global benchmark Facebook is number one when it comes to consulting information about products and brands in Europe. N = 2528 / F = consulting information on social networks

Information to consult Q: What
exactly do you share then about products, brands and/or companies? Total Global benchmark When people consult information about products, brands and companies, they are especially looking for (mainly positive) experiences others had. 32% of Europeans say their consulting behavior increased (a lot) since last year. N = 2528 / F = consulting information on social networks

Impact of consulting on buying
intention Q: When you consult information about products, brands and/or companies, does this information have an impact on your intention to buy the product / brand / something of the company? Total Global benchmark In Europe, the negative experiences others had have the greatest impact on buying intention. Positive experiences are a very close second. N = 2528 / F = consulting information on social networks

Trust in online information Q:
How trustworthy do you find the information that is posted on social networks by each of the following sources? Total Global benchmark N Europe = 4035 / F = If member of social network(s)

3. Brands & Companies on
social media

3. Consumers know what they
want from brands 55% of the social network users are following at least 1 brand. On average, people follow between 8-12 brands in a passive way and 3-6 brands in an active way. Most people start following a brand after they have used their products and were happy with the result. Consumers have clear expectations vis-à-vis brands. People want to receive product information, promotions and they want to be invited to help the brand improve the existing products and services.

3. Consumers want to help
brands About 8 out of 10 consumers want to help brands. People are willing to send mails with feedback, use forms on the website or join social media to collaborate with a brand. In the first place, people want to help with the improvement of existing products. A smaller group is interested in brainstorming about new products and the smallest group wants to help with the creation of advertising. A remarkable conclusion, consumers prefer a market research community to collaborate with a brand. When consumers help a brand, they want to have impact on that brand. They feel that the impact will be higher through a research community.

> 50% of social network
users follow at least 1 brand online. On average, people follow 8-12 brands in a passive way and about 3-6 in an active way.

> Pinterest is more relevant
for brands than Instagram. 41% of Pinterest users post branded content on the site, versus 35% of Instagram users.

Following brands 52% 47% 12.8
10.6 56% 53% 66% 9.8 15.1 6.7 50% 13.0 61% 7.8 56% China has the largest share of 48% brand followers, whereas in the 14.5 US, the highest number of brands 9.5 are followed on average.

Following, actively following & interacting
with brands (Brand followers only) 12.8 10.6 9.0 7.4 6.8 5.5 9.8 15.1 6.7 4.6 9.4 4.7 3.7 5.7 4.0 13.0 10.8 5.5 7.8 4.3 14.5 8.5 3.4 13.2 # brands following 4.2 # brands actively following (reading/sharing majority of content) 10.9 3.2 # brands interacting with (entering into dialogue)

Following, actively following & interacting
with brands (total sample) 6.7 5.0 4.0 2.8 2.6 1.9 5.5 8.0 4.4 2.2 4.2 3.0 1.6 2.4 2.5 6.6 4.7 2.2 4.8 2.4 8.1 4.5 1.8 6.7 # brands following 1.7 # brands actively following (reading/sharing majority of content) 5.5 1.1 # brands interacting with (entering into dialogue)

Top 10 most-liked social media
approaches Q: From those brands that you follow, which one’s social media approach do you like the most? Q: What do you like about this brand’s social media approach? (General, in order of importance) Why do people like them? 1. 6. 2. 7. 3. 8. 4. 9. 5. 10.

Sectors for brand following Q
To which sectors do these brands belong? Total Global benchmark Total Food/retail, fashion/luxury and media/entertainment are the most-followed sectors in Europe. In China, fashion/luxury and cars are most popular. N = 2213 / F = If following brands on social networks

Drivers to become a brand
follower Q How did you become an online follower / fan of a brand? Total Global benchmark Number 1 driver for following a brand online is actual usage of the brand. N = 2213 / F = If following brands on social networks

Along with receiving information, promotions
and giveaways, consumers want to help brands to improve the existing products and services.

On average, 8 out of
10 consumers want to help brands to improve their offering. Consumers are very open to co-creation and structural collaboration with brands they like. The preferred place to collaborate is through a market research community.

Brand expectations (1/2) Q: On
social network sites, brands should… Total Global benchmark Social networkers expect brands to offer product information and 1 in 2 social promotions. networkers think brands should invite them to help improve products and services. N = 4035 / F = member of social networks

Brand expectations (2/2) Q: On
social network sites, brands should… Total Global benchmark 1 in 2 social networkers think brands should invite them to help improve products and services. N = 4035 / F = member of social networks

Willingness to help brands Q:
Imagine a brand or company in a sector that you really like. To what extent would you be willing to help them in improving their overall offering to the market ? (% I would like to help occasionally – I would like to help as much as I can) When people like a brand or company, they are willing to help it. In China, willingness is close to 100%. In Australia, willingness is lower, but 2 out of 3 are still willing to help. A brand that you really like A company that offers products of services in a sector or topic that you really like N = 4035 / F = member of social networks

Preferred channels to help brands
Q: Which of the following channels would you like to use to help companies improve their overall strategy/offering to the market? Total Global benchmark The top 4 preferred channels through which to help companies are all online, followed by face-to-face contact. N = 3596 / F = If willing to help company or brand

Topics willing to help companies
with Q About which of the following topics would you be interested in helping companies? Total Global benchmark When it comes to collaboration, people are most interested in the improvement of products and (customer) services. Advertising (development & improvement) is least popular. N = 3596 / F = If willing to help company or brand

Efforts willing to make Q:
To what extent would you be willing to join a community in order to help a company in improving their overall strategy / offering to the market? Total Global benchmark 65% are willing to join a Among Europeans brand- willing to help related brands, 57% are commu- willing to join a nity. brand-related community. N = 3596 / F = If willing to help company or brand

Willingness to join community 52%
57% 55% 70% 82% 59% 61% 63% 63% Willingness to join a brand-related community is highest in China.

Expected rewards Q: Would you
expect something in return for your help? Total Global benchmark In return for their collaboration, most people expect some recognition or feedback from the company. About 1 in 3 Europeans expect a special offer or payment. N = 3596 / F = If willing to help company or brand

Willingness to help vs. experience
in helping brands Willing to help a brand or company in sector that they like Ever helped a company or brand before In all regions, the number of people having experience in helping brands N = 4035 / F = member of social networks is less than half the number of people willing to provide help.

4.
Mobile phone usage

4. Boom in smart phone
usage 51% of the internet population is using smartphones, a majority of them have a data subscription as well. Android is market leader in this market, followed by Apple. Consumers use their smartphone mainly for convenience reasons and secondly for communication and entertainment reasons. People with a smartphone are also more intensive social media users. On average, people have about 20-25 apps on their phone, but only use half of them with any frequency. Social network apps are most often used.

Mobile devices In Europe, about
1 in 2 internet users have a smartphone. In China, this is 2 out of 3. 1 2 3 4 5 6 1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription N Europe = 3604/ F = none 5 A tablet PC, without Internet / data subscription 6 None of the above

Mobile devices | Europe In
Europe, 48% are using a smartphone. Most of them have an internet/data subscription. 1 2 3 4 5 6 East West 1 2 3 4 5 6 1 2 3 4 5 6 1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription 6 None of the above

Mobile operating systems Android is
the most popular operating system. iOS comes second in Europe and most countries. Symbian is popular in India, BlackBerry is popular in Canada and Argentina. Windows 7 has a similar (but rather low) share across regions. N = 2705 / F = Smartphone users

Mobile operating systems Android is
the most-used mobile operating system in Europe. In Western Europe, Apple’s iOS is number 2. In Eastern Europe, Nokia’s Symbian is more popular. East West N Europe = 2229 / F = Smartphone users

Daily internet access via smartphone
Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily) 57% 59% 69% 83% 77% 70% Daily internet access trough smartphone is highest in Japan, 64% Argentina and China. 83% 51% N = 2705 / F = Smartphone users

Daily Internet access via smartphone
| Europe Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily) Over half of European smartphone users have daily access to the Internet through their smartphone. In Western Europe, this number is 59% higher than in Eastern Europe. East 50% West 63% N = 2705 / F = Smartphone users

Reasons not to use a
smartphone Q : Why don’t you have a smartphone? Total Global benchmark Most non-smartphone users say they don’t need one. N = 2811 / F = non-smartphone users

53% would like to make
small mobile payments with their smartphone. N = 2705 / F = Smartphone users

Interest in mobile services (1|2)
Q To what extent are you interested in the following mobile services? Total Global benchmark Most mobile services are related to convenience, contact and entertainment. N = 2705 / F = Smartphone users

Interest in mobile services (2|2)
Q To what extent are you interested in the following mobile services? Total Global benchmark Most mobile services are related to convenience, contact and entertainment. N = 2705 / F = Smartphone users

Daily log-on to social media
through smartphone 70%  68% 64% 58%  72% 73% 68% 44% 63% 41%  92% 73% 80% 74% 83% Smartphone users are 74% more likely to log on 81% 67% daily to social media. Smartphone users with or without Internet / data subscription sig. diff (95%) Non-smartphone users

Following brands on social media
55%  52% 49% 42% 60% 55% 66% 54% 50% 60% 60% 44% Smartphone users are  70% more likely to follow brands 57% on social  68%  55% media. 49% 39% Smartphone users with or without internet / data subscription Non-smartphone users sig. diff (95%)

Usage of apps for social
networking 77% 64% 67% 70% 60% 89% Penetration of apps for social networking is highest in India, 79% Argentina and Brazil. 87% 74% sig. diff (95%)

Apps Q : How many
apps have you installed on your smartphone since you started using it? The Australians and the Japanese have the most apps installed. Canadians have the most brand-related apps installed. No apps installed Apps installed N = 2705 / F = Smartphone users 28.0 28.5 24.5 24,1 21.9 20.4 19.4 16.6 11.0 13.6 10.3 10.4 10.3 9.6 8.9 8.8 8.4 8.2 9.1 9.3 7.9 6.8 7.8 6.7 7.4 7.9 7.9 5.6 5.6 6.4 6.3 6.3 5.5 6.8 4.6 5.9 6.1 4.9 4.8 5.1 1 2 3 4 5 1 Average number of apps installed N Europe = 1722 / F = If apps installed on smartphone 2 Average number of apps used at least once a week 3 Average number of paid apps 4 Average number of brand-related apps 5 Average number of apps that are no longer used

Apps | Europe Q :
How many apps have you installed on your smartphone since you started using it? West East No apps installed 79% of Europeans have apps installed on Apps installed their smartphone. N = 2705 / F = Smartphone users 24,1 25.6 20.1 The average number of apps 9.6 10.2 7.9 6.8 8.9 8.5 7.7 9.2 6.4 7.5 8.3 installed is 24, 4.5 but only 8 of them are used at 1 2 3 4 5 1 2 3 4 5 least weekly. 1 2 3 4 5 N Europe = 1722 / F = If apps installed on smartphone 1 Average number of apps installed 2 Average number of apps used at least once a week 3 Average number of paid apps 4 Average number of brand-related apps 5 Average number of apps that are no longer used

Apps per operating system |
Europe Q : How many apps have you installed on your smartphone since you started using it? No apps installed Apps installed N = 2705 / F = Smartphone users 48.5 iPhone users install the most apps. They also have the highest number of paid and brand-related apps. 19.7 15.0 15.4 12 12.8 13 11.1 10.3 7.4 7.6 5.6 4.5 8.7 4.9 5.7 3.6 4.3 3.5 4.7 5.1 5.6 6.6 5 5.2 4.9 5.1 5.0 3.0 3.1 1 2 3 4 5 1 Average number of apps installed 2 Average number of apps used at least once a week 3 Average number of paid apps N Europe = 1722 / F = If apps installed on smartphone 4 Average number of brand-related apps 5 Average number of apps that are no longer used

Fun & games apps are
most popular, followed by weather forecast apps, apps to enjoy music & videos, followed by navigation apps.

Type of apps used (1|2)
Q Below you will find a list of apps. Which of the following apps do you use? Total Global benchmark The most popular apps are mainly related to convenience, entertainment and contact. N Europe = 1722 / F = If apps installed on smartphone

Type of apps installed (2|2)
Q Below you will find a list of apps. Which of the following apps do you use? Total Global benchmark The most popular apps are mainly related to practicalities, communication and entertainment. N Europe = 1722 / F = If apps installed on smartphone

Appendix: Methodology

Survey • Respondents were invited
via e-mail to participate in an online survey. The survey was created by InSites Consulting, the sampling was done by SSI. • All data was collected at the same time with the exact same questionnaire. Sample • 19 countries were included in the sample: Belgium, the Czech Republic, France, Germany, Italy, The Netherlands, Poland, Romania, Russia, Spain, the United Kingdom, USA, Japan, India, China, Australia, Brazil, Argentina, Canada • Average sample size per country = 400 • Total sample size = 7,827 Quantitative research • Online research on online panels • Representative for country internet populations on gender, age and e-commerce • Field work conducted during Q2 2012 • Additional weighting was applied based upon online country populations, in order to obtain a representative sample • Bases mentioned in the report are unweighted counts

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Appendix: The research partners

InSites Consulting InSites Consulting was
established in 1997 and, although a marketing research company, the founders never really wanted to be market researchers. InSites Consulting is in fact a fantastic mix of academic visionaries, passionate marketers and research innovators who are determined to challenge the status quo of marketing research. Over the last 10 years the company has grown at an amazing 35% a year. Today, there are more than 130 employees working in five offices (US, RO, UK, NL, BE) getting their energy from helping world-leading brands to improve their marketing efforts and to develop deeper connections with consumers on a global scale via Research Communities. InSites Consulting has been rewarded with no fewer than 15 international awards. The recipe for success: a never-flagging enthusiasm, a lot of hard work, a culture of sharing, and continuous innovation in research methods and marketing thought leadership. And last but not least: positively surprising clients every day. Marketing@insites-consulting.com www.insites-consulting.com

Field work The field work
for this study was conducted by SSI: • SSI helps companies make decisions • By offering access to consumers and business professionals • In 72 countries • Through online and telephone methodologies • For over 3,000 clients across the globe For more information on how SSI can support the success of your next project, contact us at info.eu@surveysampling.com or +31 10 850 5300. www.surveysampling.com

Our translation agency partner Your
foreign-language communication partner • Translations • Copywriting • User-generated content summaries • Coding of open-ended questions • Language consultancy www.no-problem.be

Appendix: The research team

@TomDeRuyck http://be.linkedin.com/in/tomderuyck @StevenVBe +32 497
885 882 http://be.linkedin.com/in/stevenvanbelleghem Tom.Deruyck@insites-consulting.com +32 497 473 444 steven@vanbelleghem.biz @Dieter_Thijs http://be.linkedin.com/pub/dieter-thijs/32/766/160 +32 496 43 12 23 Dieter.Thijs@insites-consulting.com

If you want to read
more about the InSites Consulting vision on the future of marketing, take a look at these bestselling marketing books. Find out what drives the new consumer and how to increase identification with your brands. Everything you need to know to survive the age Our CRUSH model unveils the road to of conversations. successful branding. www.conversationmanagement.biz www.howcoolbrandsstayhot.com

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