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Expect status updates on…   #1 Social Media
                            #2 Smartphone usage
                            #3 Online Brand Following
                            #4 Online Brand Interaction
Social (New) Media Around The World Study




7.827 consumers in 19
countries.
                                   Data collected by online research panel
447 consumers in Belgium.
                                   provider SSI, field work in Q2 2012, analyses
All aged 15+, representative for   conducted by research company InSites
the online population within       Consulting and translations performed by
country on gender, age and e-      translation agency No Problem.
commerce.
#1
Social Media
Last man
standing
2,7 %
Top networks | Belgium



Twitter and Google+ both
have a large number of
people who know them,                                 12%
but are not members.                                             18%        19%
                                                      2%
                                                                  2%
                                                                              3%
         Aware and current member
         Aware and once a member     62%                                    29%
         Aware, but not a member                                 42%
         Not aware
                                                      62%


                                       5%

                                                                           49%
                                      26%                        38%
                                                      24%
                                      7%

                                    Facebook        Twitter    Google+   LinkedIn
Saturation?
In Belgium, awareness of social
network sites is very high.
Facebook is close to 100%,
Twitter 76% awareness and
Google+ known by 60%.

Almost 7 out of 10 Belgian
internet users are member of at
least 1 social network.
We all know why by now…
In Belgium, main drivers to use
social media are communication
(61%), sharing photos (53%) and
killing time (50%).
.
Average # of networks one is a member of


   3.0
                                                        Only Japan has a lower average number of social
                                                        network membership than Belgium
   2.6
                                   1.8
                                                       1.4
   2.5
                                   1.8

   2.5                                                 1.0
                                   1.6
   2.0




N Belgium = 315 / F = If member of social network(s)
Approaching the tipping point?



Intention
Who will be joining what?



Intention
Future membership: unique niches
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.




                                            22%                                                                       30%

                                                                                                                                               21%
                                20%

        F = Non users: Aware but no member
Future Usage – Which profiles | Belgium


             Facebook    Twitter                 Google+                    LinkedIn

Gender
 Male          50%          54%                      54%                        55%
 Female        50%          46%                      46%                        42%




          Still room for growth for women: except for
          Facebook, all social networks are significantly
          dominated by men.




                                   N (Belgium) = Min 59 / F = If member of social network(s)
Future Usage – Which profiles | Belgium


                    Facebook       Twitter                 Google+                    LinkedIn

Gender
 Male                 50%             54%                      54%                        55%
 Female               50%             46%                      46%                        42%
Age
 Age

 15-24                23%             27%                      23%                        14%
 25-34                26%             26%                      26%                        28%
 35-54                35%             35%                      35%                        40%
 55-99                17%             12%                      16%                        18%

          The largest group are 35-54 year olds!
          Twitter & Facebook could still expect 55+ profiles to join in the (near)
          future.



                                             N (Belgium) = Min 59 / F = If member of social network(s)
Future usage/ worldwide
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)




       N Belgium = Min 36 (only networks with membership above 30 counts are reported) / F = If member of social network
#2
Smartphones in
Belgium
. The first day I had my smartphone, I…
    . I dropped my smartphone and…
    . If my smartphone was stolen I…
   . My kid(s) say smartphones are…
     . I hate smartphones because…
 . My partner uses a smartphone like…




    Conversation starters
28% of Belgian
internet users
have a smartphone.
1 in 2 of these
smartphones has a
data/internet
subscription.
Belgian internet users install
24 apps on their smartphone
on average.
Which ones?
Succesfull apps in BE??




53%       47%        46%
Apps
Q : How many apps have you installed on
your smartphone since you started using it?



     “DUMBPHONING”
                                No apps
                                installed
                                              34
                                              %
                                                   66
                                                   %

                                                        Apps
                                                        installed




                                                                    Lowest smartphone app-uptake of
       N Belgium = 128 / F = Smartphone users                       the world in Belgium
       N Belgium = 85 / F = If apps installed on smartphone
Only
28% of Belgian         1 in 2 of European
internet users         internet users
have a smartphone.     have a smartphone. 4
Only 1 in 2 of these   out 5 of these
smartphones has a      smartphones has a
data/internet          data/internet
subscription           subscription
Apps
Q : How many apps have you installed on
your smartphone since you started using it?




                           No apps installed




                                              34
                                              %
                                                              66
                                                              %


                                                                   Apps installed




                   Lowest smartphone app-uptake of
                   the world in Belgium




       N Belgium = 128 / F = Smartphone users
       N Belgium = 85 / F = If apps installed on smartphone
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%




                                                                                   45%
               69%                                                                                                                   83%
                                                                                                                         77%




                                                                                                                   70%




                                                                 64%
                                                                                    Belgium lowest score
                                                                                    worldwide in daily internet
                                             83%                                    access via smartphone                      51%




       N Belgium = 128 / F = Smartphone users
Daily log-on to social media



      67%
                                       63%




                            60%

                                                                          55%
68%                                                           66%




                                                      78%




                      76%
                                  Lowest worldwide daily
            82%                   log-on to social media in         70%

                                  BE & JAP
Q : How many apps have you installed on
your smartphone since you started using it?




     “WEGNOLOGIE”
                                No apps
                                installed
Q : How many apps have you installed on
your smartphone since you started using it?




     “PECHNOLOGIE”
                                No apps
                                installed
Reasons not to use a smartphone - Belgium
Q : Why don’t you have a smartphone?




                                                                                                                  Europe / Belgium
                                                                                                                                0%            20%         40%    60%    80%   100%


                                                                                                     I don’t need a smartphone                       40%          55%

   Price is not the
                                                                                My current mobile phone is still working fine                         42%        55%
   (first) issue.
   .                                                                                     I don’t see the benefit of using one/yet              29%         35%



                                                                                                       It’s too expensive to buy               29%        31%
                                                   100%


                                                            95%


                                                                                    The data subscriptions are too expensive 13%                    20%
                                                          93%



                                                                                                                                    8%
                                                                                                                                                      Belgium
                                                                                             I never thought of changing to one               11%
                                                                                                                                                      Europe
                                                                  76% 81%




                                                                                                                                    5%
                                                                                                  I think it’s complicated to use         7%
                                                   75%




                                                                                   72%




                                                                            Only a few people in my direct environment have 3%
                                                                                                                                          7%
                                                                                                  one
                                                                                            64%




       N Belgium= 319 / F = non-smartphone users                                                                   Other reason          4%
                                                                                                                                    4%
                                                                     62%
                                                                             62%
Know who you’re
developing for.




                                         30%   18%


N Belgium = 128 / F = Smartphone users
Successful apps for BE??
“PASSWORD
       PANIC”




In Belgium, 71%, is
interested in apps that
allow you to access private
data/keep personal notes &
passwords
“PAY & GO”




In Belgium, 65%, is
interested in apps that
allow you to pay small
bills
“COMPARE
      OR DIE”




In Belgium, 51%, is
already using his/her
smartphone to compare
prices and offers.
Who’s the best pupil of the class?
Who’s the best pupil of the class?
#3
‘I follow brands’
44% of Belgian social network users
follow at least 1 brand online.
On average, people follow 8-12
brands.
People follow brands
because they use the
products (46%),
because somebody
recommended it (26%)
and because of
People follow brands
because they use the
products (46%),
because somebody
recommended it (26%)
and because of
traditional/offline
advertising (18%)!
The vast majority of
branded consumer
conversations
happen on
Facebook.
Fewer than 10% are
negative (Belgium).
The vast majority of
branded consumer
conversations
happen on
Facebook.
Fewer than 10% are
negative (Belgium).
Q: What exactly do you share then about products, brands and/or companies?


                                                                                                                    Europe / Belgium
                                                                                                                                        0%            20%            40%         60%   80%       100%



                                                                                            ...experiences you had with a brand                                    41%         45%


        Why do people talk
                                                                                 ...games and contests related to the products,
        about brands online?                                                                brands or companies                                        28%               37%



        Conversation                                                               ...online advertising you saw or heard about                  21%               28%

        starters?are negative
        (Belgium).                                                                                         ...promotions you saw                       28%               37%




                                                                             ...the launch of a new product, brand, or company                        25%          28%




                                                                             ...feedback about products / services you received
                                                                                                                                                      25%                36%




                                                                                                                   100%
                                                                                             from a company




                                                                                                                             95%
                                                                                                                           93%
                                                                                                                                                                                       Belgium
                                                                              ...advertising via traditional media (e.g. TV, radio,                                                    Europe
                                                                                                                                              17%            18%




                                                                                                                                   76% 81%
                                                                                   magazine, etc.) you saw or heard about


                                                                                                                   75%




                                                                                                                                                72%
                                                                                                                                                       64%
      N Belgium = 78 / F = sharing information on social networks

                                                                                                                                      62%
                                                                                                                                                62%



                                                                                                                                                             51%
                                                                                                                                             55%
                                                                                                                   50%
#4
Forget co-creation
it’s ‘Consumer
Consulting’ today
On average, almost 8 out
of 10 Belgian consumers
want to help brands
to improve their offering.

Consumers are very open to
co-creation and
structural collaboration
with brands they like.
How to help?
Belgians want to help brands
to improve (58%) and
develop (49%)
products and services.
Willingness to join closed communities



      52%
                                   57%




                            53%

                                                                           55%
70%                                                            82%




                                                     59%




                     61%
                           Forget facebookpages, the preferred
               63%         place to collaborate is through a         63%
                           closed and branded or topic
                           specific online community.
“CONSUMER
 CONSULTING”


3 month community
150 consumers
Intensive immersion in Sara
Lee’s coffee brands and the
world of coffee
  •   Coffee tastings
  •   Supermarket safari
  •   Mood board exercises
  •   Grouping exercises
  •   Communication Co-creation
  •   …
“CONSUMER
 CONSULTING”



3 week community
100 club owners/trainers/ref’s
Reshaping competition for
young players (6 to 16 year olds)
In return, people want
feedback (41%) or
special offers/reductions (39%),
not necessarily money.
Key takeaways
Big social networks likely to
stagnate or slow down in Belgium
in the coming months.
Pinterest & Instagram on the rise.
Women and older people still
some catching up to do.
Belgium’s dumbphone and lagging
online status should be countered
soon, and price is not the only issue
.
Clear expectations from
consumers vis-à-vis brands:
1.   Keep it exclusive
2.   Share product info
3.   Do promotions
4.   Bring news, ask questions
5.   Consult to improve&develop
Please don’t hesitate to
                         share this slidedeck
                         with your network.




Questions or feedback on
the results? Let me know at
@hakimzemni onTwitter.

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Social Media aroud the World in One Day at STIMA Trends Night

  • 1. 1
  • 2. Expect status updates on… #1 Social Media #2 Smartphone usage #3 Online Brand Following #4 Online Brand Interaction
  • 3. Social (New) Media Around The World Study 7.827 consumers in 19 countries. Data collected by online research panel 447 consumers in Belgium. provider SSI, field work in Q2 2012, analyses All aged 15+, representative for conducted by research company InSites the online population within Consulting and translations performed by country on gender, age and e- translation agency No Problem. commerce.
  • 7. Top networks | Belgium Twitter and Google+ both have a large number of people who know them, 12% but are not members. 18% 19% 2% 2% 3% Aware and current member Aware and once a member 62% 29% Aware, but not a member 42% Not aware 62% 5% 49% 26% 38% 24% 7% Facebook Twitter Google+ LinkedIn
  • 8. Saturation? In Belgium, awareness of social network sites is very high. Facebook is close to 100%, Twitter 76% awareness and Google+ known by 60%. Almost 7 out of 10 Belgian internet users are member of at least 1 social network.
  • 9. We all know why by now… In Belgium, main drivers to use social media are communication (61%), sharing photos (53%) and killing time (50%). .
  • 10. Average # of networks one is a member of 3.0 Only Japan has a lower average number of social network membership than Belgium 2.6 1.8 1.4 2.5 1.8 2.5 1.0 1.6 2.0 N Belgium = 315 / F = If member of social network(s)
  • 11. Approaching the tipping point? Intention
  • 12. Who will be joining what? Intention
  • 13. Future membership: unique niches 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. 22% 30% 21% 20% F = Non users: Aware but no member
  • 14. Future Usage – Which profiles | Belgium Facebook Twitter Google+ LinkedIn Gender Male 50% 54% 54% 55% Female 50% 46% 46% 42% Still room for growth for women: except for Facebook, all social networks are significantly dominated by men. N (Belgium) = Min 59 / F = If member of social network(s)
  • 15. Future Usage – Which profiles | Belgium Facebook Twitter Google+ LinkedIn Gender Male 50% 54% 54% 55% Female 50% 46% 46% 42% Age Age 15-24 23% 27% 23% 14% 25-34 26% 26% 26% 28% 35-54 35% 35% 35% 40% 55-99 17% 12% 16% 18% The largest group are 35-54 year olds! Twitter & Facebook could still expect 55+ profiles to join in the (near) future. N (Belgium) = Min 59 / F = If member of social network(s)
  • 16. Future usage/ worldwide 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) N Belgium = Min 36 (only networks with membership above 30 counts are reported) / F = If member of social network
  • 18. . The first day I had my smartphone, I… . I dropped my smartphone and… . If my smartphone was stolen I… . My kid(s) say smartphones are… . I hate smartphones because… . My partner uses a smartphone like… Conversation starters
  • 19. 28% of Belgian internet users have a smartphone. 1 in 2 of these smartphones has a data/internet subscription.
  • 20. Belgian internet users install 24 apps on their smartphone on average. Which ones?
  • 21. Succesfull apps in BE?? 53% 47% 46%
  • 22. Apps Q : How many apps have you installed on your smartphone since you started using it? “DUMBPHONING” No apps installed 34 % 66 % Apps installed Lowest smartphone app-uptake of N Belgium = 128 / F = Smartphone users the world in Belgium N Belgium = 85 / F = If apps installed on smartphone
  • 23. Only 28% of Belgian 1 in 2 of European internet users internet users have a smartphone. have a smartphone. 4 Only 1 in 2 of these out 5 of these smartphones has a smartphones has a data/internet data/internet subscription subscription
  • 24. Apps Q : How many apps have you installed on your smartphone since you started using it? No apps installed 34 % 66 % Apps installed Lowest smartphone app-uptake of the world in Belgium N Belgium = 128 / F = Smartphone users N Belgium = 85 / F = If apps installed on smartphone
  • 25. 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% 45% 69% 83% 77% 70% 64% Belgium lowest score worldwide in daily internet 83% access via smartphone 51% N Belgium = 128 / F = Smartphone users
  • 26. Daily log-on to social media 67% 63% 60% 55% 68% 66% 78% 76% Lowest worldwide daily 82% log-on to social media in 70% BE & JAP
  • 27. Q : How many apps have you installed on your smartphone since you started using it? “WEGNOLOGIE” No apps installed
  • 28. Q : How many apps have you installed on your smartphone since you started using it? “PECHNOLOGIE” No apps installed
  • 29. Reasons not to use a smartphone - Belgium Q : Why don’t you have a smartphone? Europe / Belgium 0% 20% 40% 60% 80% 100% I don’t need a smartphone 40% 55% Price is not the My current mobile phone is still working fine 42% 55% (first) issue. . I don’t see the benefit of using one/yet 29% 35% It’s too expensive to buy 29% 31% 100% 95% The data subscriptions are too expensive 13% 20% 93% 8% Belgium I never thought of changing to one 11% Europe 76% 81% 5% I think it’s complicated to use 7% 75% 72% Only a few people in my direct environment have 3% 7% one 64% N Belgium= 319 / F = non-smartphone users Other reason 4% 4% 62% 62%
  • 30. Know who you’re developing for. 30% 18% N Belgium = 128 / F = Smartphone users
  • 32. “PASSWORD PANIC” In Belgium, 71%, is interested in apps that allow you to access private data/keep personal notes & passwords
  • 33. “PAY & GO” In Belgium, 65%, is interested in apps that allow you to pay small bills
  • 34. “COMPARE OR DIE” In Belgium, 51%, is already using his/her smartphone to compare prices and offers.
  • 35. Who’s the best pupil of the class?
  • 36. Who’s the best pupil of the class?
  • 38. 44% of Belgian social network users follow at least 1 brand online. On average, people follow 8-12 brands.
  • 39. People follow brands because they use the products (46%), because somebody recommended it (26%) and because of
  • 40. People follow brands because they use the products (46%), because somebody recommended it (26%) and because of traditional/offline advertising (18%)!
  • 41. The vast majority of branded consumer conversations happen on Facebook. Fewer than 10% are negative (Belgium).
  • 42. The vast majority of branded consumer conversations happen on Facebook. Fewer than 10% are negative (Belgium).
  • 43. Q: What exactly do you share then about products, brands and/or companies? Europe / Belgium 0% 20% 40% 60% 80% 100% ...experiences you had with a brand 41% 45% Why do people talk ...games and contests related to the products, about brands online? brands or companies 28% 37% Conversation ...online advertising you saw or heard about 21% 28% starters?are negative (Belgium). ...promotions you saw 28% 37% ...the launch of a new product, brand, or company 25% 28% ...feedback about products / services you received 25% 36% 100% from a company 95% 93% Belgium ...advertising via traditional media (e.g. TV, radio, Europe 17% 18% 76% 81% magazine, etc.) you saw or heard about 75% 72% 64% N Belgium = 78 / F = sharing information on social networks 62% 62% 51% 55% 50%
  • 45. On average, almost 8 out of 10 Belgian consumers want to help brands to improve their offering. Consumers are very open to co-creation and structural collaboration with brands they like.
  • 46. How to help? Belgians want to help brands to improve (58%) and develop (49%) products and services.
  • 47. Willingness to join closed communities 52% 57% 53% 55% 70% 82% 59% 61% Forget facebookpages, the preferred 63% place to collaborate is through a 63% closed and branded or topic specific online community.
  • 48. “CONSUMER CONSULTING” 3 month community 150 consumers Intensive immersion in Sara Lee’s coffee brands and the world of coffee • Coffee tastings • Supermarket safari • Mood board exercises • Grouping exercises • Communication Co-creation • …
  • 49. “CONSUMER CONSULTING” 3 week community 100 club owners/trainers/ref’s Reshaping competition for young players (6 to 16 year olds)
  • 50. In return, people want feedback (41%) or special offers/reductions (39%), not necessarily money.
  • 52. Big social networks likely to stagnate or slow down in Belgium in the coming months. Pinterest & Instagram on the rise. Women and older people still some catching up to do.
  • 53. Belgium’s dumbphone and lagging online status should be countered soon, and price is not the only issue .
  • 54. Clear expectations from consumers vis-à-vis brands: 1. Keep it exclusive 2. Share product info 3. Do promotions 4. Bring news, ask questions 5. Consult to improve&develop
  • 55. Please don’t hesitate to share this slidedeck with your network. Questions or feedback on the results? Let me know at @hakimzemni onTwitter.