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What to expectfrom this presentationFive eye-catching insights on the status of social media basedon a large consumer surv...
Studied countries                                   Data collected by online research panel                               ...
Eye-catchingconclusions
1   The social media    landscape is rather    stable
Awareness of social networksites is very high. Facebook isclose to 100%, Twitter reaches80% awareness and Google+ isknown ...
The world is not waiting for thenext social network. In fact,most people want to keep theirdigital life as it is.No need f...
Consumers are willing to join ‘unique’ new social networksAwareness of new social networks like Instagram and Pinterest is...
2   Mobile is the perfect    accelerator for social    media usage
Boost in adoptionof smart phones:51% of internet usershave a smartphone,most have a datasubscription on it.
On average, people install22 apps on theirsmartphone, 9 of which areused at least weekly.Social network apps are themost p...
53% of smartphoneusers compare pricesduring shopping viatheir smartphone.
3   Consumers connect    and interact with a    limited set of brands
Consumers aremore positive thanyou might think.More than half of theircomments aboutbrands are positive.Fewer than 10% are...
50% post information about products, brandsand/or companies on social networks.             Conversation Starters   Produc...
55% of social network usersare connected to brands. 10.6               7.0              5.0 is the average     is the aver...
Clear expectations fromconsumers vis-à-vis brands:1.   Share product info2.   Do promotions3.   Give away free stuff4.   B...
4   Consumers reach    out to brands:    we want to help you!
8/10 consumers wantto help in co-creationprojects of companiesthey like.The only thing they askin return: give usfeedback ...
Market research communitiesare highly appreciated byconsumers.36% prefer to participate in abranded research community.The...
The customer is open to co-creation, butmany companies are not. The challenge is tointegrate the vision of the customer in...
Consumersare probably themost effectiveconsultants yourcompany can hire.
5   Opportunity for brands    to optimize conversation    potential of consumers
Until now, weonly used thefirst dimensionof social media
Firstdimension:build reach
Seconddimension:collaboration
HighBy combining these                          Structural collaborationtwo dimensions,brands canoptimizethe conversation ...
High                           Consumer            Broad, openStructural collaboration                           consultin...
Do you wantto learn more?Well, just keep on reading. The rest of the report is filled withmore than 2,000 facts & figures ...
1.Social media behavior
1.The facts about social mediaaround the worldAlmost 100% of people are aware of Facebook. About 80% have heard ofTwitter ...
1.The facts about social mediaaround the worldOn average, people join 1-3 social networks. The majority havean account at ...
34> 7 out of 10 internetusers are members of atleast 1 social network.> 1.5 billion people areusing social networks.
Emerging markets such asArgentina, Brazil & India havethe highest penetration ofsocial network usage. Further,they have th...
On average, people join 2.1 social networks.Most often this is Facebook in combination withTwitter or LinkedIn. It will be...
LinkedIn continues to have relatively lowawareness. About 4 out of 10 internetusers are familiar with this social network....
2 very strong local playersVkontakte is bigin Russia:52% awareness,35% penetration.                               Qzone is...
Top networksTwitter and Google+ bothhave a large number ofpeople who know them,but are not members.      Aware and current...
Member profileAll social networks are dominated by men. LinkedIn and Twitter members are most likely to be employedand hav...
Awareness, penetration & average number of network membership                           Aware of at least one network     ...
Awareness, penetration, average number of networksAware of at least one network    97%Member of at least one network   75%...
# of networks one is a member of                                                              Japan and Australia have the...
Daily log-on to social media      67%                                 63%                                                 ...
Daily log onQ : You are a member of the following social network sites. How often do you log on to these sites? (at least ...
Top 3 networks by membership
Top 3 networks by membership                           After Facebook, Vkontakte is                           the most pop...
Network awarenessQ : To what extent do you know the following social network sites?                                       ...
Network membershipQ : To what extent do you use the following social network sites?                                       ...
Pinterest & Instagram      Aware and current member      Aware and once a member      Aware, but not a member      Not awa...
Member profilePinterest is dominated by women, while Instagram is more of a male thing. Both networks’ members arevery lik...
Social media users have            no intention to stop            their membership.            However, 60% of them have ...
Intention to stop usingQ : Which of the following networks, of which you are a member, will you stop using?               ...
Future usageQ : Below you can see all the social network sites that you are currently a member of. How will your usage of ...
Future membershipQ : Below you can see all the social network sites that you know but are not a member of. Please indicate...
Drivers to use social mediaQ : For which reasons do you use social media?                                        Total    ...
Places and occasions to log on to social mediaQ : At which places or occasions do you log on to social media?             ...
Devices used to log on to social mediaQ : At which places or occasions do you log on to social media?                     ...
Klout is a niche thing.2 out of 3 internet usershave never heard of it.Only 9% of socialnetwork membersactively use a Klou...
KloutKlout is not very known, and has a relatively low user base. Those who do use Klout, are likely to beemployed, own a ...
2.Actions on social media
2.Actions onsocial mediaThe key activities on social networks are related topersonal relationships and having fun. People ...
2.Actions onsocial mediaConversation starters to talk about brands are in the firstplace product experiences, followed by ...
Actions on social mediaQ The last 10 times you logged on to your social networks, how often did you undertake the followin...
Sharing and consulting brand / product informationQ : The last 10 times you logged on to your social networks, how often d...
Pinterest is becoming aninteresting place forbrands. 41% of Pinterestusers share brandedcontent on their page.
The vast majority ofbranded consumersconversations arepositive. Fewer than10% are negative.
Biggest conversationstarters are productexperience, promotions,service and contests.Advertising still plays arole as conve...
Networks to share informationQ: When sharing information about products, brands and/or companies, which social network sit...
Information to shareQ: What exactly do you share then about products, brands and/or companies?                            ...
Information to shareQ: What exactly do you share then about products, brands and/or companies?                            ...
Networks to consult informationQ: When consulting information about products, brands and/or companies, which social networ...
Information to consultQ: What exactly do you share then about products, brands and/or companies?                          ...
Impact of consulting on buying intentionQ: When you consult information about products, brands and/or companies, does this...
Trust in online informationQ: How trustworthy do you find the information that is posted on social networks by each of the...
3.Brands & Companies on social media
3.Consumers know whatthey want from brands55% of the social network users are following at least1 brand. On average, peopl...
3.Consumers wantto help brandsAbout 8 out of 10 consumers want to help brands. People arewilling to send mails with feedba...
> 50% of social network usersfollow at least 1 brand online.On average, people follow 8-12brands in a passive way andabout...
>Pinterest is more relevant for brands than Instagram.41% of Pinterest users post branded content on the site,versus 35% o...
Following brands       52%                                   47%       12.8                                   10.6        ...
Following, actively following & interacting with brands (Brand followers only)             12.8                           ...
Following, actively following & interacting with brands (total sample)          6.7                                       ...
Top 10 most-liked social media approachesQ: From those brands that you follow, which one’s social media approach do you li...
Sectors for brand followingQ To which sectors do these brands belong?                                        Total        ...
Drivers to become a brand followerQ How did you become an online follower / fan of a brand?                               ...
Along with receiving information,promotions and giveaways,consumers want to help brandsto improve the existingproducts and...
On average, 8 out of 10consumerswant to help brandsto improve their offering.Consumers are very open toco-creation andstru...
Brand expectations (1/2) Q: On social network sites, brands should…                                        Total          ...
Brand expectations (2/2)Q: On social network sites, brands should…                                       Total            ...
Willingness to help brandsQ: Imagine a brand or company in a sector that you really like. To what extent would you be will...
Preferred channels to help brandsQ: Which of the following channels would you like to use to help companies improve their ...
Topics willing to help companies withQ About which of the following topics would you be interested in helping companies?  ...
Efforts willing to makeQ: To what extent would you be willing to join a community in order to help a company in improving ...
Willingness to join community      52%                            57%                                                     ...
Expected rewardsQ: Would you expect something in return for your help?                                         Total      ...
Willingness to help vs. experience in helping brands      Willing to help a brand or company in sector that they like     ...
4.Mobile phone usage
4.Boom insmart phoneusage51% of the internet population is using smartphones, a majority ofthem have a data subscription a...
Mobile devices                                          In Europe, about 1 in 2 internet users have                       ...
Mobile devices | Europe                                                                                          In Europe...
Mobile operating systems                                  Android is the most popular operating system. iOS comes second i...
Mobile operating systems                      Android is the most-used                      mobile operating system in    ...
Daily internet access via smartphoneQ : Could you please indicate to what extent you use your smartphone to surf on the In...
Daily Internet access via smartphone | EuropeQ : Could you please indicate to what extent you use your smartphone to surf ...
Reasons not to use a smartphoneQ : Why don’t you have a smartphone?                                        Total          ...
53% would like to make                                  small mobile payments                                  with their ...
Interest in mobile services (1|2)Q To what extent are you interested in the following mobile services?                    ...
Interest in mobile services (2|2)Q To what extent are you interested in the following mobile services?                    ...
Daily log-on to social media through smartphone                    70%                                                    ...
Following brands on social media             55%                                                          52%            ...
Usage of apps for social networking             77%                                     64%       67%                     ...
Apps   Q : How many apps have you installed on   your smartphone since you started using it?                        The Au...
Apps | EuropeQ : How many apps have you installed on your smartphone since you started using it?                          ...
Apps per operating system | Europe Q : How many apps have you installed on your smartphone since you started using it?No a...
Fun & games apps are most popular,followed by weather forecast apps, apps toenjoy music & videos, followed bynavigation ap...
Type of apps used (1|2)Q Below you will find a list of apps. Which of the following apps do you use?                      ...
Type of apps installed (2|2)Q Below you will find a list of apps. Which of the following apps do you use?                 ...
Appendix: Methodology
Survey• Respondents were invited via e-mail to participate in an online survey. The survey  was created by InSites Consult...
If you liked the data,                      do us a favor and please                      share this slideshow            ...
Appendix: The research partners
InSites Consulting InSites Consulting was established in 1997 and, although a marketing research company, the founders nev...
Field workThe field work for this study wasconducted by SSI:• SSI helps companies make decisions• By offering access to co...
Our translation agency partner    Your foreign-language communication partner    •   Translations    •   Copywriting    • ...
Appendix: The research team
@TomDeRuyck                                                           http://be.linkedin.com/in/tomderuyck@StevenVBe      ...
If you want to read more about the InSites Consulting vision on the future ofmarketing, take a look at these bestselling m...
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Following, actively following & interacting Social Media around the World 2012 (by InSites Consulting)

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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)

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