Social Media around the World in One Day by Hakim Zemni (Managing Director InSites Consulting Belgium), presented at the STIMA Trends Night on February 21, 2013 in Belgium.
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)
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.
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%
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.