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Social Media around the world
Steven Van Belleghem
Steven@insites.eu
www.insites.eu
www.theconversationmanager.com
2010

                        SOCIAL MEDIA
                        STUDY in 14 COUNTRIES WORLDWIDE

                        Summary:
                        2.884 consumers (18+), representative total country population.
                        Data collected on proprietary research panels from InSites Consulting, field in December 2009-Januari 2010.


                       7 regions worldwide
                        .
© InSites Consulting




                                                                                                                       Social Media Study   2
2010
                       Throughout the report, results are reported on a total base and per region




                                                                                7 regions worldwide
© InSites Consulting




                         Southern Europe   Australia   Eastern Europe   Southern America   Asia   Western Europe   Northern America
                                                                                                                                      Social Media Study   3
2010
                       2010 Edition
                       Content of this report


                                      90% of the 2.884 participants report     On average the social network
                                      to know at least 1 social                users log in twice a day.
                                      network website. On average, users       This log-in frequency is higher for
                                      know 4 social network websites           personal websites compared with
                                      while non-users know…                    the professional…


                                      72%     of   all   participants   are    Sending               personal
                                      member of at least 1 social              messages        is the most popular
                                      network website. This involves that      online activity. 83% of users
                                      more than 1 out of four still have no    sometimes become a member / fan
                                      membership...                            of something...


                                      On average users have two                On average, connected people have
                                      memberships. Out of all reported         about 195 friends. This number
                                      social     network          websites,    reaches a peak in Brazil where
                                      Facebook turns out to be the             people have about 400 friends.
                                      winning website. 1 out of 2 …            Strictly professional memberships…


                                      Users of social network websites         Everyone removes friends
                                      seems to be saturated. They              sometimes. This de-friend tendency
                                      have no intention to stop any of their   is less common on professional
                                      memberships and they have no             websites compared with personal
                                      further intention to expand…
© InSites Consulting




                                                                               websites...


                                                                                             Social Media Study   4
2010
                       2010 Edition
                       Content of this report


                                      People lack trust in their social      20% of the online population are
                                      network websites, especially in        already user of a social network
                                      personal websites. When a brand        website and will even expand
                                      posts something about itself almost    their memberships. 1 out of 4
                                      half of the people think...            are users and will…


                                      13% of all users claim to have a
                                      far-from-real image on at
                                      least 1 social network website.


                                                                            The END
                                      Users are more eager to post
                                      something happy...


                                      Asian and West European users are
                                      completely    each        others
                                      opposites when looking at their
                                      online behaviour. Asian people are
                                      more open...


                                      More than 1 out of 2 social network
                                      users cannot access their
                                      profiles     at   their     work
                                      because it is blocked by their
                                      employer...
© InSites Consulting




                                                                                          Social Media Study   5
2010
                       Social Media Study 2010
                       More on methodology



                       Survey
                           Respondents were invited via e-mail to participate in an online survey


                       Sample
                           14 countries were included in the sample: Belgium, The Netherlands, United Kingdom, Spain,
                           Italy, Portugal, France, Germany, Romania, USA, Brazil, Australia, Russia, China
                           Average sample size for countries = 200
                           Total sample size = 2884


                       Quantitative research
                           Online research on InSites panel (>2,5 mln members)
                           Representative for internet populations on gender & age
                           December 2009 – January 2010
                           Additional weighting was performed based upon country populations, in order to obtain a
                           representative sample
© InSites Consulting




                                                                                                        Social Media Study   6
2010
                       2010 Edition
                       Content of this report


                                      90% of the 2.884 participants report    On average the social network
                                      to know at least 1 social               users log in twice a day.
                                      network website. On average, users      This log in frequency is higher for
                                      know 4 social network websites          personal websites compared with
                                      while non-users know…                   the professional…


                                      72%    of    all   participants are     Sending               personal
                                      member of at least 1 social             messages        is the most popular
                                      network website. This involves that     online activity. 83% of users
                                      almost 1 out of three still have no     sometimes become a member / fan
                                      membership...                           of something...


                                      On average users have two               On average, connected people have
                                      memberships. Out of all reported        about 195 friends. This number
                                      social     network          websites,   reaches a peak in Brazil where
                                      Facebook turns out to be the            people have about 400 friends.
                                      winning website. 1 out of 2 …           Strictly professional memberships…


                                      Users of social network websites        Everyone removes friends
                                      seems to be saturated. The              sometimes. This de-friend tendency
                                      have no intention to stops any of       is less common on professional
                                      their memberships and they have no      websites compared with personal
                                      further intention to expand…
© InSites Consulting




                                                                              websites...


                                                                                            Social Media Study   7
2010




                       More than   90%   know


                             at least 1    social network
© InSites Consulting




                                                 N Social = 2884 / Filter = None
                                                   Global Media Study        8
2010
                               On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook


                       Q : Which of these social network sites do you know, even if only by name?

                                                                                                                               On average, users
                                Ranking based upon Total                    Facebook
                                                                          100%                                                 know
                                                                                                                               4 sites…
                                                   None                    90%                      MySpace

                                                                           80%

                                                                           70%

                                                                           60%
                                                                                                                               Non-users know 2…
                                Other                                      50%                                 Twitter

                                                                           40%

                                                                           30%

                                                                           20%

                                                                           10%

                        Hyves                                               0%                                           Hi5




                                 Ning                                                                          Netlog
                                                                                                                                               Total
                                                                                                                                               Western Europe
                                                                                                                                               Eastern Europe
                                                                                                                                               Southern Europe
                                                   Xing                                             LinkedIn                                   Northern America
                                                                                                                                               Southern America
                                                                               Orkut                                                           Australia
© InSites Consulting




                                                                                                                                               Asia
                       N Total = 2884 / F = None

                                                                                                                                        Social Media Study        9
2010                                                                        Best known social network in each country...

                                                                                                                 Facebook 68%
                                      Hyves 96%
                       Facebook 98%


                                                                        Facebook 90%




                                                                                                Users
                                                  Facebook 83%




                                                                                       72%
                       Facebook 95%




                       Facebook 94%




                                      Facebook 98%
                                                         Facebook 95%


                                                                                            73%
© InSites Consulting




                       Hi5 97%

                                                                                  Facebook
                                                                                                       N per country = About 200
                                                                                                     Social Media Study 10
2010                                                 Best known social network in each country...
                       Facebook 93%




                                                                                           MySpace 47%




                                                                     73%
© InSites Consulting




                       Orkut 98%      Facebook 96%         Facebook
                                                                                N per country = About 200
                                                                              Social Media Study 11
2010
                                Across countries, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook.
                                MySpace holds a second place and Twitter comes third

                       Q : Which of these social network sites do you know, even if only by name?



                                           AWARENESS                               Exceeding
                                                                                   countries        0%   25%   50%   75%   100%          10%> Total
                                                                                                                                         10%< Total

                          Facebook       Facebook                            83%



                          MySpace         MySpace                         73%


                          Twitter            Twitter                   64%



                          Hi5                   Hi5            28%



                          Netlog             Netlog           23%


                          LinkedIn         LinkedIn           22%



                          Orkut               Orkut           21%


                          Xing                 Xing       10%
                                                                                                                                         Total
                                                                                                                                         Western Europe
                          Ning                 Ning      5%
                                                                                                                                         Eastern Europe
                                                                                                                                         Southern Europe
                          Hyves              Hyves      2%                                                                               Northern America
                                                                                                                                         Southern America
                                                                                                                                         Australia
© InSites Consulting




                                                                                                                                         Asia
                       N Total = 2884 / F = None

                                                                                                                                  Social Media Study        12
2010




                       28%
                       of the internet population

                       are      not active
                       on a social network …
                       because they don’t want others to see their personal information
© InSites Consulting




                                                            N Europe = 2841 / Filter = None

                                                               N Social = 2884 / Filter = None
                                                                 Global Media Study 13
2010
                               Usage │Knowledge
                               Future Intention
                        Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?




                       28%                                                                                                         31% will
                                        FUTURE INTENTION                                                                           become
                         INTENTION

                               31%                       31%
                                                                                                                                   USER
                          DON’T KNOW
                         NO INTENTION




                               69%
                                                         69%
© InSites Consulting




                       N Total = 819 / F = If non user

                                                                                                                                           Social Media Study   14
2010
                               Usage │Knowledge
                               Future Intention
                        Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?




                                                                                            …Biggest growth
                                                                                            potential in                                                                                                            10%> Total
                                                                                                                                                                                                                    10%< Total




                                                                                            ASIA…
                                        FUTURE INTENTION                      100%




                                                                                75%
                         INTENTION

                               31%                       31%                           NON-USERS THAT WILL BECOME A MEMBER ANYWAY


                                                                                50%
                          DON’T KNOW
                         NO INTENTION




                               69%                                              25%
                                                         69%

                                                                                 0%                                                     Southern Europe
                                                                                               Western Europe




                                                                                                                                                                                     Southern America
                                                                                                                                                              Northern America




                                                                                                                                                                                                              Australia
                                                                                                                   Eastern Europe




                                                                                                                                                                                                                                  Asia
                                                                                         W. Europe              E. Europe           S. Europe             N. America             S. America                Australia             Asia
© InSites Consulting




                       N Total = 819 / F = If non user

                                                                                                                                                                                                        Social Media Study           15
2010
                               The biggest threshold for non-users seems to be their personal information. Almost 3 out of 4 non-users
                               agree on not wanting to share their personal information

                       Q : As non-user of a social network website, to what extent do you agree with the following statements on social network sites?



                                        TOP2% AGREEMENT
                                                                                                         0%               25%               50%          75%   100%     10%> Total
                                                                                                                                                                        10%< Total



                           Don’t want others to
                                                1                       71%
                           see my personal info




                           Any message can start
                           leading a life online 2                      70%




                           I do not see an advantage
                           in having it          3             34%



                                                                                                                                                                        Total
                                                                                                                                                                        Western Europe
                                                                                                                                                                        Eastern Europe
                                                                                                                                                                        Southern Europe
                           Don’t want to free any
                                                  4           32%                                                                                                       Northern America
                           time for it.
                                                                                                                                                                        Southern America
                                                                                                                                                                        Australia
© InSites Consulting




                                                                                                                                                                        Asia
                       N Total = 819 / F = If non user

                                                                                                                                                                 Social Media Study        16
2010
                       2010 Edition
                       Content of this report


                                      90% of the 2.884 participants report    On average the social network
                                      to know at least 1 social               users log in twice a day.
                                      network website. On average users       This log in frequency is higher for
                                      know 4 social network websites          personal websites compared with
                                      while non-users know…                   the professional…


                                      72%    of    all   participants   are   Sending               personal
                                      member of at least 1 social             messages        is the most popular
                                      network website. This involves that     online activity. 83% of users
                                      more than 1 out of four still have no   sometimes become a member / fan
                                      membership...                           of something...


                                      On average users have two               On average, connected people have
                                      memberships. Out of all reported        about 195 friends. This number
                                      social     network          websites,   reaches a peak in Brazil where
                                      Facebook turns out to be the            people have about 400 friends.
                                      winning website. 1 out of 2 …           Strictly professional memberships…


                                      Users of social network websites        Everyone removes friends
                                      seems to be saturated. The              sometimes. This de-friend tendency
                                      have no intention to stops any of       is less common on professional
                                      their memberships and they have no      websites compared with personal
                                      further intention to expand…
© InSites Consulting




                                                                              websites...


                                                                                            Social Media Study   17
2010




                       72%
                       of the internet population

                       are   active
                       on at least 1 social network …



                             TOP3               Brazil 95%

                             COUNTRIES          USA 84%
© InSites Consulting




                                                Portugal 82%
                                           N Europe = 2841 / Filter = None

                                              N Social = 2884 / Filter = None
                                                Global Media Study 18
2010
                              Within the online population, 72% are connected to at least 1 social network website

                        Q: Which of the network sites are you currently a member of?




                                     USERS VS. NON USERS
                                                                                                                                                                                                                   10%> Total
                                                                                                                                                                                                                   10%< Total

                                                 ACROSS COUNTRIES
                                               USERS ARE CONNECTED
                                              TO 1 SOCIAL NETWORK ON
                                                 AVERAGE, WITH THE
                                                EXCEPTION OF BRAZIL
                                                   AND PORTUGAL
                                                    WHERE THEY HAVE 2
                                                   SOCIAL NETWORKS ON         100%
                                                        AVERAGE.                       USERS



                                                                               75%




                                72%                      USERS
                                                                               50%


                                                          72%
                                                                               25%
                                                         NON-USERS


                                28%                       28%
                                                                                0%                                                      Southern Europe
                                                                                               Western Europe




                                                                                                                                                                                                              Australia
                                                                                                                                                                                     Southern America
                                                                                                                                                              Northern America
                                                                                                                   Eastern Europe




                                                                                                                                                                                                                                 Asia
                                                                                        W. Europe               E. Europe           S. Europe             N. America             S. America                Australia            Asia
© InSites Consulting




                       N Total = 2884 / F = None

                                                                                                                                                                                                        Social Media Study          19
2010                                                                             Number of users in each country...

                                                                                                             Users 38%
                                   Users 79%
                       Users 77%


                                                                     Users 73%




                                                                                           Users
                                                  Users 56%




                                                                                  72%
                       Users 69%




                       Users 73%




                                      Users 80%
                                                         Users 76%


                                                                                        72%
© InSites Consulting




                       Users 82%

                                                                                   Users
                                                                                                  N perAbout = About 200
                                                                                                        country
                                                                                                Social Media Study 20
2010                                           Number of users in each country...
                       Users 84%




                                                                           Users 43%




                                                      72%
© InSites Consulting




                       Users 95%   Users 79%     Users
                                                                N per country = About 200
                                                              Social Media Study 21
2010
                       2010 Edition
                       Content of this report


                                      90% of the 2.884 participants report    On average the social network
                                      to know at least 1 social               users log in twice a day.
                                      network website. On average users       This log in frequency is higher for
                                      know 4 social network websites          personal websites compared with
                                      while non-users know…                   the professional…


                                      72%    of    all   participants are     Sending               personal
                                      member of at least 1 social             messages        is the most popular
                                      network website. This involves that     online activity. 83% of users
                                      almost 1 out of three still have no     sometimes become a member / fan
                                      membership...                           of something...


                                      On average users have two               On average, connected people have
                                      memberships. Out of all reported        about 195 friends. This number
                                      social     network          websites,   reaches a peak in Brazil where
                                      Facebook turns out to be the            people have about 400 friends.
                                      winning website. 1 out of 2 …           Strictly professional memberships…


                                      Users of social network websites        Everyone removes friends
                                      seems to be saturated. The              sometimes. This de-friend tendency
                                      have no intention to stops any of       is less common on professional
                                      their memberships and they have no      websites compared with personal
                                      further intention to expand…
© InSites Consulting




                                                                              websites...


                                                                                            Social Media Study   22
2010



                       72% users
                       with on average 2 memberships

                                          Top3 penetration
                                             1   Facebook 51%
                                             2   MySpace 20%
                                             3   Twitter 17%
© InSites Consulting




                                                          N Social = 2884 / Filter = None
                                                            Global Media Study 23
2010
                                Usage │Knowledge
                                Ex Membership
                       Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members)



                                 Ranking based upon Total
                                          EX MEMBERS



                          MySpace        MySpace          12%


                          Hi5                  Hi5       7%


                          Facebook


                          Netlog
                                         Facebook



                                            Netlog
                                                        7%



                                                        5%
                                                                         12% of the online
                                                                         internet population are
                          Twitter           Twitter     5%
                                                                         ex members
                          LinkedIn        LinkedIn     2%
                                                                         of MySpace
                          Orkut              Orkut     2%


                          Xing                Xing     1%



                          Ning                Ning     0%


                          Hyves             Hyves      0%
© InSites Consulting




                       N Total = 2884 / F = None

                                                                                                                             Social Media Study   25
2010
                               Usage │Knowledge
                               Current Membership
                       Q : Which of the network sites are you currently a member of?



                                Ranking based upon Total                     Facebook
                                                                          100%

                                                   None                    90%          MySpace

                                                                           80%

                                                                           70%

                                                                           60%
                               Other                                       50%                     Twitter

                                                                           40%

                                                                           30%
                                                                                                                     Orkut is very popular in Southern America.
                                                                           20%

                                                                           10%

                       Hyves                                                 0%                              Orkut




                                Ning                                                               Hi5                                          Total
                                                                                                                                                Western Europe
                                                                                                                                                Eastern Europe
                                                                                                                                                Southern Europe
                                                                                                                                                Northern America
                                                   Xing                                 LinkedIn
                                                                                                                                                Southern America
                                                                                                                                                Australia
© InSites Consulting




                                                                              Netlog
                                                                                                                                                Asia
                       N Total = 2884 / F = None

                                                                                                                                      Social Media Study           26
2010
                                More than half of the internet population is currently a member of Facebook


                       Q : Which of the network sites are you currently a member of?



                                           PENETRATION                            Exceeding
                                                                                  countries   0%   25%   50%   75%   100%          10%> Total
                                                                                                                                   10%< Total

                          Facebook       Facebook                   51%



                          MySpace         MySpace             20%


                          Twitter            Twitter          17%



                          Orkut               Orkut          15%



                          Hi5                   Hi5       11%


                          LinkedIn         LinkedIn       9%



                          Netlog             Netlog       8%


                          Xing                 Xing      3%
                                                                                                                                   Total
                                                                                                                                   Western Europe
                          Ning                 Ning     2%
                                                                                                                                   Eastern Europe
                                                                                                                                   Southern Europe
                          Hyves              Hyves      1%                                                                         Northern America
                                                                                                                                   Southern America
                                                                                                                                   Australia
© InSites Consulting




                                                                                                                                   Asia
                       N Total = 2884 / F = None

                                                                                                                            Social Media Study        27
2010                                                                Social network site with highest penetration in each country...

                                                                                                                           Facebook 22%
                                      Hyves 63%
                       Facebook 72%


                                                                               Hi5 60%




                                                                                                          Users
                                                  Facebook 29%




                                                                                                 72%
                       Facebook 57%




                       Facebook 67%




                                      Facebook 73%
                                                         Facebook 71%


                                                                                                      51%
© InSites Consulting




                       Hi5 61%

                                                                                            Facebook
                                                                                                                 N per country = About 200
                                                                                                               Social Media Study 28
2010                                   Social network site with highest penetration in each country...
                       Facebook 72%




                                                                                               MySpace 18%




                                                                         51%
© InSites Consulting




                       Orkut 90%      Facebook 76%             Facebook
                                                                                    N per country = About 200
                                                                                  Social Media Study 29
2010
                          Usage │Knowledge
                          Private versus Professional membership
                                                                                 84% of users are only
                                                                                 member on a personal

                           72%
                           is member of at least 1social
                                                                                 website…

                           network


                            MySpace                                                           LinkedIn

                        Facebook                                                                  Xing
                                                           Professional
                         Hyves     Only member             as well as a            Only member
                                       of a                  Personal                  of a
                        Netlog

                       Twitter
                                   personal                   profile            professional
                                         site                                          site
                         Hi5

                        Orkut

                          Ning
                                   84%                      13%                     3%
                           Other



                                                                          More professional-only
                                                                          memberships amongs older people
                                                                          & amongst male…
© InSites Consulting




                                                                                      ...
                                            ...
                                                                                                         N Global = 2065 / Filter = If user

                                                                                                            Social Media Study       30
2010
                                Activities
                                Personal versus Professional purpose
                        Q: You are part of the following social network sites. What purposes do you use these sites for?                                    Strictly personal purposes

                                                                                                                                                            Strictly professional purposes

                                                                             PERSONAL VERSUS PROFESSIONAL                                                   Both personal and professional purposes




                          Hyves                                                      78%                                       5%         17%


                          Facebook                                                  75%                                   2%         24%
                                                                                                                                                Most respondents
                                                                                                                                                                                                           14%
                          MySpace                                                 72%                                 5%             24%
                                                                                                                                                use social networks
                          Hi5                                                     70%                                3%             27%         for personal reasons                                       4%




                          Twitter                                             62%                               9%                  30%


                          Netlog                                              61%                          2%                  37%


                          Orkut                                             58%                       1%                   41%


                          Ning                                        43%                       19%                            38%


                          Xing                              14%                     45%                                    41%

                                                                                                                                                Professional websites
                          LinkedIn
                                                       4%                           64%                                         31%
© InSites Consulting




                       N Total = 2065 / F = If user

                                                                                                                                                                        Social Media Study            31
2010
                                                                  Activities
                                                                  Personal versus Professional purpose
                       Q : Which of the network sites are you currently a member of?                                         * Index = % personal purpose - % professional purpose
                       Q : What purposes do you use these sites for?




                                                                                                     The most popular social
                                                                   HIGH




                                                                                                     network websites are used
                         PENETRATION OF SOCIAL NETWORK WEBSITES




                                                                                                     for personal purposes…
                                                                   LOW
© InSites Consulting




                                                                                LOW                                                                   HIGH
                                                                          Professional                                                           Personal
                                                                                         PURPOSE INDEX* OF SOCIAL NETWORK WEBSITES
                                                                                                                                                  Social Media Study        32
Xing




                                                                                                                                                                            %
                                                                                                                                                                            % 1%
                                                                                                                                                        95%
                                                                                                                                                        %




                                                                                                                                                                             3%
                                                                                                                                                                             2%
                                                                                                                                       Ning




                                                                                                                                                          98%
2010                                                                                                                                  Hyves
                              Facebook has the highest penetration of members



                                               Not aware     Aware         Aware and once a member         Aware and current member

                          Basis = Total

                                                                                                                                                 3%               2%          1%
                                                                                                                      9%               8%                         3%
                                                                                                     11%
                                                                                   15%                                                           6%
                                                   20%          17%

                                                                                                     7%
                                                                                                                      10%
                                                                 5%                4%                                                  10%
                                                                                                     10%
                                51%                12%




                                                                42%


                                                   42%                                                                                                           95%          98%
                                 7%                                                                                                              90%
                                                                                   79%                                79%              77%
                                                                                                     72%

                                25%



                                                                36%
                                                   27%
                                17%
                                  Facebook




                                                                                    Orkut




                                                                                                                       LinkedIn
                                                   MySpace




                                                                                                                                        Netlog




                                                                                                                                                                               Hyves
                                                                 Twitter




                                                                                                                                                 Xing
                                                                                                     Hi5




                                                                                                                                                                  Ning
© InSites Consulting




                       N Total = 2884 / F = None

                                                                                                                                                                Social Media Study     33
2010
                                                                  Usage │Knowledge
                                                                  Awareness versus Penetration
                       Q : Which of the network sites are you currently a member of?
                       Q : Which of these social network sites do you know, even if only by name?




                                                                          50%
                                                                                                                                                                               Facebook
                                                                   HIGH
                         PENETRATION OF SOCIAL NETWORK WEBSITES




                                                                          40%


                                                                                                                                            High awareness and high
                                                                                                                                            penetration !
                                                                          30%




                                                                          20%
                                                                                                                                                                               MySpace

                                                                                                                     Orkut                                     Twitter

                                                                                                                     LinkedIn   Hi5
                                                                          10%
                                                                                     Ning         Other
                                                                                                      Netlog
                                                                                               Xing
                                                                                       Hyves
                                                                   LOW




                                                                          0%
                                                                                0%             10%             20%              30%   40%       50%      60%             70%             80%
© InSites Consulting




                                                                                     LOW                                                                                                  HIGH
                                                                                      low                                                                                                 high
                                                                                                                       AWARENESS OF SOCIAL NETWORK WEBSITES
                                                                                                                                                                                  Social Media Study   34
2010
                       2010 Edition
                       Content of this report


                                      90% of the 2.884 participants report     On average the social network
                                      to know at least 1 social                users log in twice a day.
                                      network website. On average users        This log in frequency is higher for
                                      know 4 social network websites           personal websites compared with
                                      while non-users know…                    the professional…


                                      72%     of   all   participants are      Sending               personal
                                      member of at least 1 social              messages        is the most popular
                                      network website. This involves that      online activity. 83% of users
                                      almost 1 out of three still have no      sometimes become a member / fan
                                      membership...                            of something...


                                      On average users have two                On average, connected people have
                                      memberships. Out of all reported         about 195 friends. This number
                                      social     network          websites,    reaches a peak in Brazil where
                                      Facebook turns out to be the             people have about 400 friends.
                                      winning website. 1 out of 2 …            Strictly professional memberships…


                                      Users of social network websites         Everyone removes friends
                                      seems to be saturated. They              sometimes. This de-friend tendency
                                      have no intention to stop any of their   is less common on professional
                                      memberships and they have no             websites compared with personal
                                      further intention to expand…
© InSites Consulting




                                                                               websites...


                                                                                             Social Media Study   37
2010


                       Users are saturated?!
                                 Connected People
                              have no intention to stop
                              their membership nor do
                            they feel the need to further
                             expand their membership
                                  on social network
                                        sites
© InSites Consulting




                                                            Social Media Study   38
2010




                                                      No Expanding!
                                                           43%



                        Intention
© InSites Consulting




                       N Total = 2065 / F = If user

                                                           Social Media Study   39
2010
                               Usage │Knowledge
                               Intention to stop
                       Q : Are there any network sites you intend to stop your membership of in the near future?



                                 Ranking based upon Total                     Facebook
                                                                            100%

                                                      None                   90%                               MySpace

                                                                             80%

                                                                             70%

                                                                             60%
                               Other                                                                                     Hi5
                                                                             50%

                                                                             40%

                                                                             30%

                                                                             20%
                                                                                                                                            …75% have
                                                                             10%
                                                                                                                                            no intention
                       Hyves                                                  0%                                                  Twitter

                                                                                                                                            to stop

                                                                                                                                                         Total
                               Ning                                                                                      Netlog
                                                                                                                                                         Western Europe
                                                                                                                                                         Eastern Europe
                                                                                                                                                         Southern Europe
                                                                                                                                                         Northern America
                                                                                                                                                         Southern America
                                                      Xing                                                     Orkut
                                                                                                                                                         Australia
© InSites Consulting




                                                                                                                                                         Asia
                                                                               LinkedIn
                       N Total = 2065 / F = If user

                                                                                                                                                  Social Media Study        40
2010
                               Usage │Knowledge
                               Future membership
                       Q : Which of the network sites below you would consider becoming a member of?



                                 Ranking based upon Total                   Twitter
                                                                        100%

                                                      None               90%                           Facebook

                                                                         80%

                                                                         70%

                                                                         60%
                               Other                                     50%                                      MySpace

                                                                         40%

                                                                         30%

                                                                         20%
                                                                                                                                   …43% have
                       Hyves
                                                                         10%

                                                                          0%                                            LinkedIn
                                                                                                                                   no intention
                                                                                                                                   to expand

                                Ning                                                                              Hi5                           Total
                                                                                                                                                Western Europe
                                                                                                                                                Eastern Europe
                                                                                                                                                Southern Europe
                                                                                                                                                Northern America
                                                      Orkut                                            Netlog
                                                                                                                                                Southern America
                                                                                                                                                Australia
© InSites Consulting




                                                                             Xing
                                                                                                                                                Asia
                       N Total = 2065 / F = If user

                                                                                                                                         Social Media Study        41
2010
                       2010 Edition
                       Content of this report


                                      90% of the 2.884 participants report    On average the social network
                                      to know at least 1 social               users log in twice a day.
                                      network website. On average users       This log-in frequency is higher for
                                      know 4 social network websites          personal websites compared with
                                      while non-users know…                   the professional…


                                      72%    of    all   participants are     Sending               personal
                                      member of at least 1 social             messages        is the most popular
                                      network website. This involves that     online activity. 83% of users
                                      almost 1 out of three still have no     sometimes become a member / fan
                                      membership...                           of something...


                                      On average users have two               On average, connected people have
                                      memberships. Out of all reported        about 195 friends. This number
                                      social     network          websites,   reaches a peak in Brazil where
                                      Facebook turns out to be the            people have about 400 friends.
                                      winning website. 1 out of 2 …           Strictly professional memberships…


                                      Users of social network websites        Everyone removes friends
                                      seems to be saturated. The              sometimes. This de-friend tendency
                                      have no intention to stops any of       is less common on professional
                                      their memberships and they have no      websites compared with personal
                                      further intention to expand…
© InSites Consulting




                                                                              websites...


                                                                                            Social Media Study   42
2010




                       Users log in
                       on average...
                                       2      times          a day



                                       ... Log in frequency for members
                                       on professional
                                       websites drops to 9 times a
                                       month...
© InSites Consulting




                                                         N Social = 2884 / Filter = None
                                                           Global Media Study 43
2010
                                 Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week

                         Q: You are a member of the following social network sites. How often do you log in on these sites?




                                                                                                                                AT LEAST WEEKLY USE
                             AT LEAST WEEKLY USE                                                             ONLY SCORES      OF TOP3 MEMBERSHIP PER REGION DISPLAYED




                        Orkut                          87%

Facebook                                            76%

                                                                 78%                    57%                    78%                     85%                 88%           83%            44%
                       Twitter                   62%

                       Hyves                  53%

                         Xing               46%
                                                                 36%                    49%                    39%                     53%                 64%           34%            54%
                        Ning                46%

   MySpace                                  45%

                          Hi5              40%
                                                                 31%                    55%                    25%                     57%                 68%           43%            67%
                       Netlog             35%

              LinkedIn                    35%




                                                               W. Europe              E. Europe              S. Europe              N. America           S. America     Australia        Asia
© InSites Consulting




                                                               10%> Total
                        N Total = 2065 / F = If user
                                                               10%< Total
                                                                                                                                                                         Social Media Study   45
2010
                                 Frequency
                                 Frequency compared with beginning
                         Q: When comparing your current usage to your usage when you had only just joined them, do you currently log in more or less often than before?


                          At least 1 out of 3 slows down their usage…
                                 LESS OFTEN THAN                                                                          LESS OFTEN THAN BEFORE
                                                                                                            ONLY SCORES   OF TOP3 MEMBERSHIP PER REGION DISPLAYED
                                     BEFORE




   MySpace                                       64%

                         Hi5                    58%

                                                                31%                    52%                   31%                   23%                    27%              25%            50%
                        Ning                  54%

                       Netlog                 54%

                       Hyves                  49%
                                                                44%                    53%                   57%                   64%                    51%              66%            60%
                        Xing                 47%

                       Twitter             42%

              LinkedIn                     41%
                                                                70%                    48%                   64%                   43%                    40%              40%            50%
Facebook                                  34%

                       Orkut            27%




                                                              W. Europe              E. Europe             S. Europe             N. America            S. America         Australia        Asia
© InSites Consulting




                                                              10%> Total
                        N Total = 2065 / F = If user
                                                              10%< Total
                                                                                                                                                                           Social Media Study   46
2010
                       2010 Edition
                       Content of this report


                                      90% of the 2.884 participants report    On average the social network
                                      to know at least 1 social               users log in twice a day.
                                      network website. On average users       This log in frequency is higher for
                                      know 4 social network websites          personal websites compared with
                                      while non-users know…                   the professional…


                                      72%    of    all   participants are     Sending               personal
                                      member of at least 1 social             messages        is the most popular
                                      network website. This involves that     online activity. 83% of users
                                      almost 1 out of three still have no     sometimes become a member / fan
                                      membership...                           of something...


                                      On average users have two               On average, connected people have
                                      memberships. Out of all reported        about 195 friends. This number
                                      social     network          websites,   reaches a peak in Brazil where
                                      Facebook turns out to be the            people have about 400 friends.
                                      winning website. 1 out of 2 …           Strictly professional memberships…


                                      Users of social network websites        Everyone removes friends
                                      seems to be saturated. The              sometimes. This de-friend tendency
                                      have no intention to stops any of       is less common on professional
                                      their memberships and they have no      websites compared with personal
                                      further intention to expand…
© InSites Consulting




                                                                              websites...


                                                                                            Social Media Study   47
2010

                       Twice a day, participants do a certain
                       activity on their social network website.
                       This is mainly personal and not professional
                       related                      !
                                  with exception from professional network websites




                                   Top 5 activities online


                        1   Sending personal messages


                        2   Watching pics, etc.
                                                                                        People like to do these
                                                                                      activities, but would not be
                        3   Checking status                                             willing to pay for them!

                        4   Reacting to others’ status


                        5   Uploading pics
© InSites Consulting




                                                                                                     Social Media Study   48
2010
                               Activities
                               Penetration Online activities
                        Q: How often do you do each of the following on social network sites?
                                                                                                ...94% of connected people sometimes
                                           AT LEAST ONCE                            send a personal message!...
                                                                                                  0%     25%    50%    75%    100%     10%> Total
                                                                                                                                       10%< Total
                                Sending personal
                          Sending personal
                              messages to friends /                      94%
                          messages
                               contacts / followers
                             Watching my friends /
                          Watching pics, followers'
                               contacts / etc.                          91%
                               pictures and videos
                             Checking my friends /
                               contacts / followers'
                          Checking status                               89%
                                      status
                               Reacting to friends /
                          Reacting to others’
                                contacts / followers'                   85%
                          status       status

                          Uploading pics pictures
                               Uploading                               83%

                                Sending public
                          Sending public to friends /
                             messages                                  81%
                          messages
                              contacts / followers
                               Adapting my profile
                                                                      81%
                                     picture
                          Adapting profile pic

                              Becoming a member
                          Becoming a member of                        79%
                                  of groups
                          groups

                          Giving my ownown status
                              Giving my                               78%
                          status                                                                                                       Total

                               Becoming a fan of                                                                                       Western Europe
                                                                  58%
                                   something
                          Becoming fan of sth.                                                                                         Eastern Europe
                                                                                                                                       Southern Europe
                                   Uploading films             40%
                          Uploading films                                                                                              Northern America
                                                                                                                                       Southern America
                                   Creating groups
                          Creating groups                      39%
                                                                                                                                       Australia
© InSites Consulting




                                                                                                                                       Asia
                       N Total = 2065 / F = If user

                                                                                                                                Social Media Study        49
2010
                               More than 1 out of three users check out their status several times a week or more

                        Q: How often do you do each of the following on social network sites?



                                      # TIMES A WEEK - DAILY
                                                                                                0%   25%   50%      75%   100%     10%> Total
                                                                                                                                   10%< Total

                          Checking status             1           36%


                          Sending personal            2          32%
                          messages


                          Watching pics, etc.         3          29%


                          Reacting to others’         4         27%
                          status

                          Sending public              5         23%
                          messages

                          Giving my own               6         22%
                          status

                          Becoming a member of 7           8%
                          groups


                          Uploading pics              8    8%


                          Becoming fan of sth.        9    7%
                                                                                                                                   Total
                                                                                                                                   Western Europe
                          Adapting profile pic        10   6%                                                                      Eastern Europe
                                                                                                                                   Southern Europe
                          Uploading films             11   4%                                                                      Northern America
                                                                                                                                   Southern America
                          Creating groups             12   3%                                                                      Australia
© InSites Consulting




                                                                                                                                   Asia
                       N Total = 2065 / F = If user

                                                                                                                            Social Media Study        50
2010




                                                      Voyeur !




                        Type of users
© InSites Consulting




                       N Total = 2065 / F = If user

                                                                 Social Media Study   51
2010
                       Type of users...

                                                 VOYEURS                                                    ADDICTS

                                                 14%                                                       26%
                                          HIGH




                                                 LOG IN FREQUENCY 109 *                           LOG IN FREQUENCY 123 *

                                                 ACTIVITY FREQUENCY 19 *                          ACTIVITY FREQUENCY 95 *
                       LOG IN FREQUENCY




                                                 LOG IN FREQUENCY 13 *                            LOG IN FREQUENCY 23 *

                                                 ACTIVITY FREQUENCY 12 *                          ACTIVITY FREQUENCY 70 *

                                                 PASSIVE USERS                                  SPECIAL OCCASIONS
                                          LOW




                                                 47%                                                       13%
                                                         LOW                                                  HIGH
                                                                           ACTIVITY FREQUENCY
© InSites Consulting




                        * ON A MONTLHY BASIS

                                                                                                        Social Media Study   52
2010
                       Who are they...

                                                 VOYEURS                                                                                                ADDICTS

                                                 14%         • BRAZILIAN                              • FEMALE                                          26%
                                          HIGH




                                                             • MAINLY PERSONAL MEMBERSHIPS            • 18-44 Y.O.
                                                             • CURRENT TWITTER MEMBERS                • SINGLES WITH NO KIDS
                                                                                                      • THEY TRY TO BUILD AN IMAGE ON THEIR PROFILE(S)
                                                                                                      • THEY ARE AT EASE ONLINE
                                                                                                      • THEY FOLLOW RECENT INTERNET HYPES FROM CLOSE BY
                       LOG IN FREQUENCY




                                                             • MALE                                   • 18-30 Y.O.
                                                             • 30-55 Y.O.                             • USA & RUSSIA
                                                             • CURRENT TWITTER MEMBERS                • MAINLY PERSONAL MEMBERSHIPS
                                                             • MAINLY PROFESSIONAL MEMBERSHIPS        • LIKELY TO POST HAPPY EVENTS, HOLIDAY PICS,...
                                                             • NO INTERNET EXPERTS                    • NO INTERNET EXPERTS
                                                 PASSIVE USERS                                                                           SPECIAL OCCASIONS
                                          LOW




                                                 47%                                                                                                    13%
                                                       LOW                                                                                              HIGH
                                                                                             ACTIVITY FREQUENCY
© InSites Consulting




                                                                                                                                                   Social Media Study   53
2010
                              Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan
                              of something

                        Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of?



                           W HAT HAVE YOU BECOME MEMBER / FAN OF
                                                                                                   0%              25%              50%        75%          100%         10%> Total
                                                                                                                                                                         10%< Total

                          A band
                                                  1               44%




                          A famous person         2              40%




                          A brand                 3            35%                                                                              Becoming a member of a charity is number 1 in
                                                                                                                                                               Australia !


                          A charity               4            33%




                          A non-famous person     5         24%




                          Other
                                                  6        17%
                                                                                                                                                                         Total
                                                                                                                                                                         Western Europe
                                                                                                                                                                         Eastern Europe
                          None of the above       7      10%                                                                                                             Southern Europe
                                                                                                                                                                         Northern America
                                                                                                                                                                         Southern America
                                                                                                                                                                         Australia
© InSites Consulting




                                                                                                                                                                         Asia
                       N Total = 1723 / F = If sometimes becomes a member / fan.

                                                                                                                                                               Social Media Study           54
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Social Media around the World 2010

  • 1. Social Media around the world Steven Van Belleghem Steven@insites.eu www.insites.eu www.theconversationmanager.com
  • 2. 2010 SOCIAL MEDIA STUDY in 14 COUNTRIES WORLDWIDE Summary: 2.884 consumers (18+), representative total country population. Data collected on proprietary research panels from InSites Consulting, field in December 2009-Januari 2010. 7 regions worldwide . © InSites Consulting Social Media Study 2
  • 3. 2010 Throughout the report, results are reported on a total base and per region 7 regions worldwide © InSites Consulting Southern Europe Australia Eastern Europe Southern America Asia Western Europe Northern America Social Media Study 3
  • 4. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average, users This log-in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users more than 1 out of four still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. They sometimes. This de-friend tendency have no intention to stop any of their is less common on professional memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 4
  • 5. 2010 2010 Edition Content of this report People lack trust in their social 20% of the online population are network websites, especially in already user of a social network personal websites. When a brand website and will even expand posts something about itself almost their memberships. 1 out of 4 half of the people think... are users and will… 13% of all users claim to have a far-from-real image on at least 1 social network website. The END Users are more eager to post something happy... Asian and West European users are completely each others opposites when looking at their online behaviour. Asian people are more open... More than 1 out of 2 social network users cannot access their profiles at their work because it is blocked by their employer... © InSites Consulting Social Media Study 5
  • 6. 2010 Social Media Study 2010 More on methodology Survey Respondents were invited via e-mail to participate in an online survey Sample 14 countries were included in the sample: Belgium, The Netherlands, United Kingdom, Spain, Italy, Portugal, France, Germany, Romania, USA, Brazil, Australia, Russia, China Average sample size for countries = 200 Total sample size = 2884 Quantitative research Online research on InSites panel (>2,5 mln members) Representative for internet populations on gender & age December 2009 – January 2010 Additional weighting was performed based upon country populations, in order to obtain a representative sample © InSites Consulting Social Media Study 6
  • 7. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average, users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 7
  • 8. 2010 More than 90% know at least 1 social network © InSites Consulting N Social = 2884 / Filter = None Global Media Study 8
  • 9. 2010 On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook Q : Which of these social network sites do you know, even if only by name? On average, users Ranking based upon Total Facebook 100% know 4 sites… None 90% MySpace 80% 70% 60% Non-users know 2… Other 50% Twitter 40% 30% 20% 10% Hyves 0% Hi5 Ning Netlog Total Western Europe Eastern Europe Southern Europe Xing LinkedIn Northern America Southern America Orkut Australia © InSites Consulting Asia N Total = 2884 / F = None Social Media Study 9
  • 10. 2010 Best known social network in each country... Facebook 68% Hyves 96% Facebook 98% Facebook 90% Users Facebook 83% 72% Facebook 95% Facebook 94% Facebook 98% Facebook 95% 73% © InSites Consulting Hi5 97% Facebook N per country = About 200 Social Media Study 10
  • 11. 2010 Best known social network in each country... Facebook 93% MySpace 47% 73% © InSites Consulting Orkut 98% Facebook 96% Facebook N per country = About 200 Social Media Study 11
  • 12. 2010 Across countries, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third Q : Which of these social network sites do you know, even if only by name? AWARENESS Exceeding countries 0% 25% 50% 75% 100% 10%> Total 10%< Total Facebook Facebook 83% MySpace MySpace 73% Twitter Twitter 64% Hi5 Hi5 28% Netlog Netlog 23% LinkedIn LinkedIn 22% Orkut Orkut 21% Xing Xing 10% Total Western Europe Ning Ning 5% Eastern Europe Southern Europe Hyves Hyves 2% Northern America Southern America Australia © InSites Consulting Asia N Total = 2884 / F = None Social Media Study 12
  • 13. 2010 28% of the internet population are not active on a social network … because they don’t want others to see their personal information © InSites Consulting N Europe = 2841 / Filter = None N Social = 2884 / Filter = None Global Media Study 13
  • 14. 2010 Usage │Knowledge Future Intention Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly? 28% 31% will FUTURE INTENTION become INTENTION 31% 31% USER DON’T KNOW NO INTENTION 69% 69% © InSites Consulting N Total = 819 / F = If non user Social Media Study 14
  • 15. 2010 Usage │Knowledge Future Intention Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly? …Biggest growth potential in 10%> Total 10%< Total ASIA… FUTURE INTENTION 100% 75% INTENTION 31% 31% NON-USERS THAT WILL BECOME A MEMBER ANYWAY 50% DON’T KNOW NO INTENTION 69% 25% 69% 0% Southern Europe Western Europe Southern America Northern America Australia Eastern Europe Asia W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting N Total = 819 / F = If non user Social Media Study 15
  • 16. 2010 The biggest threshold for non-users seems to be their personal information. Almost 3 out of 4 non-users agree on not wanting to share their personal information Q : As non-user of a social network website, to what extent do you agree with the following statements on social network sites? TOP2% AGREEMENT 0% 25% 50% 75% 100% 10%> Total 10%< Total Don’t want others to 1 71% see my personal info Any message can start leading a life online 2 70% I do not see an advantage in having it 3 34% Total Western Europe Eastern Europe Southern Europe Don’t want to free any 4 32% Northern America time for it. Southern America Australia © InSites Consulting Asia N Total = 819 / F = If non user Social Media Study 16
  • 17. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users more than 1 out of four still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 17
  • 18. 2010 72% of the internet population are active on at least 1 social network … TOP3 Brazil 95% COUNTRIES USA 84% © InSites Consulting Portugal 82% N Europe = 2841 / Filter = None N Social = 2884 / Filter = None Global Media Study 18
  • 19. 2010 Within the online population, 72% are connected to at least 1 social network website Q: Which of the network sites are you currently a member of? USERS VS. NON USERS 10%> Total 10%< Total ACROSS COUNTRIES USERS ARE CONNECTED TO 1 SOCIAL NETWORK ON AVERAGE, WITH THE EXCEPTION OF BRAZIL AND PORTUGAL WHERE THEY HAVE 2 SOCIAL NETWORKS ON 100% AVERAGE. USERS 75% 72% USERS 50% 72% 25% NON-USERS 28% 28% 0% Southern Europe Western Europe Australia Southern America Northern America Eastern Europe Asia W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting N Total = 2884 / F = None Social Media Study 19
  • 20. 2010 Number of users in each country... Users 38% Users 79% Users 77% Users 73% Users Users 56% 72% Users 69% Users 73% Users 80% Users 76% 72% © InSites Consulting Users 82% Users N perAbout = About 200 country Social Media Study 20
  • 21. 2010 Number of users in each country... Users 84% Users 43% 72% © InSites Consulting Users 95% Users 79% Users N per country = About 200 Social Media Study 21
  • 22. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 22
  • 23. 2010 72% users with on average 2 memberships Top3 penetration 1 Facebook 51% 2 MySpace 20% 3 Twitter 17% © InSites Consulting N Social = 2884 / Filter = None Global Media Study 23
  • 24. 2010 Usage │Knowledge Ex Membership Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members) Ranking based upon Total EX MEMBERS MySpace MySpace 12% Hi5 Hi5 7% Facebook Netlog Facebook Netlog 7% 5% 12% of the online internet population are Twitter Twitter 5% ex members LinkedIn LinkedIn 2% of MySpace Orkut Orkut 2% Xing Xing 1% Ning Ning 0% Hyves Hyves 0% © InSites Consulting N Total = 2884 / F = None Social Media Study 25
  • 25. 2010 Usage │Knowledge Current Membership Q : Which of the network sites are you currently a member of? Ranking based upon Total Facebook 100% None 90% MySpace 80% 70% 60% Other 50% Twitter 40% 30% Orkut is very popular in Southern America. 20% 10% Hyves 0% Orkut Ning Hi5 Total Western Europe Eastern Europe Southern Europe Northern America Xing LinkedIn Southern America Australia © InSites Consulting Netlog Asia N Total = 2884 / F = None Social Media Study 26
  • 26. 2010 More than half of the internet population is currently a member of Facebook Q : Which of the network sites are you currently a member of? PENETRATION Exceeding countries 0% 25% 50% 75% 100% 10%> Total 10%< Total Facebook Facebook 51% MySpace MySpace 20% Twitter Twitter 17% Orkut Orkut 15% Hi5 Hi5 11% LinkedIn LinkedIn 9% Netlog Netlog 8% Xing Xing 3% Total Western Europe Ning Ning 2% Eastern Europe Southern Europe Hyves Hyves 1% Northern America Southern America Australia © InSites Consulting Asia N Total = 2884 / F = None Social Media Study 27
  • 27. 2010 Social network site with highest penetration in each country... Facebook 22% Hyves 63% Facebook 72% Hi5 60% Users Facebook 29% 72% Facebook 57% Facebook 67% Facebook 73% Facebook 71% 51% © InSites Consulting Hi5 61% Facebook N per country = About 200 Social Media Study 28
  • 28. 2010 Social network site with highest penetration in each country... Facebook 72% MySpace 18% 51% © InSites Consulting Orkut 90% Facebook 76% Facebook N per country = About 200 Social Media Study 29
  • 29. 2010 Usage │Knowledge Private versus Professional membership 84% of users are only member on a personal 72% is member of at least 1social website… network MySpace LinkedIn Facebook Xing Professional Hyves Only member as well as a Only member of a Personal of a Netlog Twitter personal profile professional site site Hi5 Orkut Ning 84% 13% 3% Other More professional-only memberships amongs older people & amongst male… © InSites Consulting ... ... N Global = 2065 / Filter = If user Social Media Study 30
  • 30. 2010 Activities Personal versus Professional purpose Q: You are part of the following social network sites. What purposes do you use these sites for? Strictly personal purposes Strictly professional purposes PERSONAL VERSUS PROFESSIONAL Both personal and professional purposes Hyves 78% 5% 17% Facebook 75% 2% 24% Most respondents 14% MySpace 72% 5% 24% use social networks Hi5 70% 3% 27% for personal reasons 4% Twitter 62% 9% 30% Netlog 61% 2% 37% Orkut 58% 1% 41% Ning 43% 19% 38% Xing 14% 45% 41% Professional websites LinkedIn 4% 64% 31% © InSites Consulting N Total = 2065 / F = If user Social Media Study 31
  • 31. 2010 Activities Personal versus Professional purpose Q : Which of the network sites are you currently a member of? * Index = % personal purpose - % professional purpose Q : What purposes do you use these sites for? The most popular social HIGH network websites are used PENETRATION OF SOCIAL NETWORK WEBSITES for personal purposes… LOW © InSites Consulting LOW HIGH Professional Personal PURPOSE INDEX* OF SOCIAL NETWORK WEBSITES Social Media Study 32
  • 32. Xing % % 1% 95% % 3% 2% Ning 98% 2010 Hyves Facebook has the highest penetration of members Not aware Aware Aware and once a member Aware and current member Basis = Total 3% 2% 1% 9% 8% 3% 11% 15% 6% 20% 17% 7% 10% 5% 4% 10% 10% 51% 12% 42% 42% 95% 98% 7% 90% 79% 79% 77% 72% 25% 36% 27% 17% Facebook Orkut LinkedIn MySpace Netlog Hyves Twitter Xing Hi5 Ning © InSites Consulting N Total = 2884 / F = None Social Media Study 33
  • 33. 2010 Usage │Knowledge Awareness versus Penetration Q : Which of the network sites are you currently a member of? Q : Which of these social network sites do you know, even if only by name? 50% Facebook HIGH PENETRATION OF SOCIAL NETWORK WEBSITES 40% High awareness and high penetration ! 30% 20% MySpace Orkut Twitter LinkedIn Hi5 10% Ning Other Netlog Xing Hyves LOW 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% © InSites Consulting LOW HIGH low high AWARENESS OF SOCIAL NETWORK WEBSITES Social Media Study 34
  • 34. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. They sometimes. This de-friend tendency have no intention to stop any of their is less common on professional memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 37
  • 35. 2010 Users are saturated?! Connected People have no intention to stop their membership nor do they feel the need to further expand their membership on social network sites © InSites Consulting Social Media Study 38
  • 36. 2010 No Expanding! 43% Intention © InSites Consulting N Total = 2065 / F = If user Social Media Study 39
  • 37. 2010 Usage │Knowledge Intention to stop Q : Are there any network sites you intend to stop your membership of in the near future? Ranking based upon Total Facebook 100% None 90% MySpace 80% 70% 60% Other Hi5 50% 40% 30% 20% …75% have 10% no intention Hyves 0% Twitter to stop Total Ning Netlog Western Europe Eastern Europe Southern Europe Northern America Southern America Xing Orkut Australia © InSites Consulting Asia LinkedIn N Total = 2065 / F = If user Social Media Study 40
  • 38. 2010 Usage │Knowledge Future membership Q : Which of the network sites below you would consider becoming a member of? Ranking based upon Total Twitter 100% None 90% Facebook 80% 70% 60% Other 50% MySpace 40% 30% 20% …43% have Hyves 10% 0% LinkedIn no intention to expand Ning Hi5 Total Western Europe Eastern Europe Southern Europe Northern America Orkut Netlog Southern America Australia © InSites Consulting Xing Asia N Total = 2065 / F = If user Social Media Study 41
  • 39. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log-in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 42
  • 40. 2010 Users log in on average... 2 times a day ... Log in frequency for members on professional websites drops to 9 times a month... © InSites Consulting N Social = 2884 / Filter = None Global Media Study 43
  • 41. 2010 Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week Q: You are a member of the following social network sites. How often do you log in on these sites? AT LEAST WEEKLY USE AT LEAST WEEKLY USE ONLY SCORES OF TOP3 MEMBERSHIP PER REGION DISPLAYED Orkut 87% Facebook 76% 78% 57% 78% 85% 88% 83% 44% Twitter 62% Hyves 53% Xing 46% 36% 49% 39% 53% 64% 34% 54% Ning 46% MySpace 45% Hi5 40% 31% 55% 25% 57% 68% 43% 67% Netlog 35% LinkedIn 35% W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting 10%> Total N Total = 2065 / F = If user 10%< Total Social Media Study 45
  • 42. 2010 Frequency Frequency compared with beginning Q: When comparing your current usage to your usage when you had only just joined them, do you currently log in more or less often than before? At least 1 out of 3 slows down their usage… LESS OFTEN THAN LESS OFTEN THAN BEFORE ONLY SCORES OF TOP3 MEMBERSHIP PER REGION DISPLAYED BEFORE MySpace 64% Hi5 58% 31% 52% 31% 23% 27% 25% 50% Ning 54% Netlog 54% Hyves 49% 44% 53% 57% 64% 51% 66% 60% Xing 47% Twitter 42% LinkedIn 41% 70% 48% 64% 43% 40% 40% 50% Facebook 34% Orkut 27% W. Europe E. Europe S. Europe N. America S. America Australia Asia © InSites Consulting 10%> Total N Total = 2065 / F = If user 10%< Total Social Media Study 46
  • 43. 2010 2010 Edition Content of this report 90% of the 2.884 participants report On average the social network to know at least 1 social users log in twice a day. network website. On average users This log in frequency is higher for know 4 social network websites personal websites compared with while non-users know… the professional… 72% of all participants are Sending personal member of at least 1 social messages is the most popular network website. This involves that online activity. 83% of users almost 1 out of three still have no sometimes become a member / fan membership... of something... On average users have two On average, connected people have memberships. Out of all reported about 195 friends. This number social network websites, reaches a peak in Brazil where Facebook turns out to be the people have about 400 friends. winning website. 1 out of 2 … Strictly professional memberships… Users of social network websites Everyone removes friends seems to be saturated. The sometimes. This de-friend tendency have no intention to stops any of is less common on professional their memberships and they have no websites compared with personal further intention to expand… © InSites Consulting websites... Social Media Study 47
  • 44. 2010 Twice a day, participants do a certain activity on their social network website. This is mainly personal and not professional related ! with exception from professional network websites Top 5 activities online 1 Sending personal messages 2 Watching pics, etc. People like to do these activities, but would not be 3 Checking status willing to pay for them! 4 Reacting to others’ status 5 Uploading pics © InSites Consulting Social Media Study 48
  • 45. 2010 Activities Penetration Online activities Q: How often do you do each of the following on social network sites? ...94% of connected people sometimes AT LEAST ONCE send a personal message!... 0% 25% 50% 75% 100% 10%> Total 10%< Total Sending personal Sending personal messages to friends / 94% messages contacts / followers Watching my friends / Watching pics, followers' contacts / etc. 91% pictures and videos Checking my friends / contacts / followers' Checking status 89% status Reacting to friends / Reacting to others’ contacts / followers' 85% status status Uploading pics pictures Uploading 83% Sending public Sending public to friends / messages 81% messages contacts / followers Adapting my profile 81% picture Adapting profile pic Becoming a member Becoming a member of 79% of groups groups Giving my ownown status Giving my 78% status Total Becoming a fan of Western Europe 58% something Becoming fan of sth. Eastern Europe Southern Europe Uploading films 40% Uploading films Northern America Southern America Creating groups Creating groups 39% Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 49
  • 46. 2010 More than 1 out of three users check out their status several times a week or more Q: How often do you do each of the following on social network sites? # TIMES A WEEK - DAILY 0% 25% 50% 75% 100% 10%> Total 10%< Total Checking status 1 36% Sending personal 2 32% messages Watching pics, etc. 3 29% Reacting to others’ 4 27% status Sending public 5 23% messages Giving my own 6 22% status Becoming a member of 7 8% groups Uploading pics 8 8% Becoming fan of sth. 9 7% Total Western Europe Adapting profile pic 10 6% Eastern Europe Southern Europe Uploading films 11 4% Northern America Southern America Creating groups 12 3% Australia © InSites Consulting Asia N Total = 2065 / F = If user Social Media Study 50
  • 47. 2010 Voyeur ! Type of users © InSites Consulting N Total = 2065 / F = If user Social Media Study 51
  • 48. 2010 Type of users... VOYEURS ADDICTS 14% 26% HIGH LOG IN FREQUENCY 109 * LOG IN FREQUENCY 123 * ACTIVITY FREQUENCY 19 * ACTIVITY FREQUENCY 95 * LOG IN FREQUENCY LOG IN FREQUENCY 13 * LOG IN FREQUENCY 23 * ACTIVITY FREQUENCY 12 * ACTIVITY FREQUENCY 70 * PASSIVE USERS SPECIAL OCCASIONS LOW 47% 13% LOW HIGH ACTIVITY FREQUENCY © InSites Consulting * ON A MONTLHY BASIS Social Media Study 52
  • 49. 2010 Who are they... VOYEURS ADDICTS 14% • BRAZILIAN • FEMALE 26% HIGH • MAINLY PERSONAL MEMBERSHIPS • 18-44 Y.O. • CURRENT TWITTER MEMBERS • SINGLES WITH NO KIDS • THEY TRY TO BUILD AN IMAGE ON THEIR PROFILE(S) • THEY ARE AT EASE ONLINE • THEY FOLLOW RECENT INTERNET HYPES FROM CLOSE BY LOG IN FREQUENCY • MALE • 18-30 Y.O. • 30-55 Y.O. • USA & RUSSIA • CURRENT TWITTER MEMBERS • MAINLY PERSONAL MEMBERSHIPS • MAINLY PROFESSIONAL MEMBERSHIPS • LIKELY TO POST HAPPY EVENTS, HOLIDAY PICS,... • NO INTERNET EXPERTS • NO INTERNET EXPERTS PASSIVE USERS SPECIAL OCCASIONS LOW 47% 13% LOW HIGH ACTIVITY FREQUENCY © InSites Consulting Social Media Study 53
  • 50. 2010 Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan of something Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of? W HAT HAVE YOU BECOME MEMBER / FAN OF 0% 25% 50% 75% 100% 10%> Total 10%< Total A band 1 44% A famous person 2 40% A brand 3 35% Becoming a member of a charity is number 1 in Australia ! A charity 4 33% A non-famous person 5 24% Other 6 17% Total Western Europe Eastern Europe None of the above 7 10% Southern Europe Northern America Southern America Australia © InSites Consulting Asia N Total = 1723 / F = If sometimes becomes a member / fan. Social Media Study 54