SOCIAL CONSUMERS IN EUROPE

16TH NOVEMBER 2011

NAME OF PRESENTATION, MONTH DAY, YEAR

WHAT WE’LL COVER

• The who and what of European social consumers– Markets, channels, frequency, attitudes to brands

• The why: Delving deeper into behaviour – New social segmentation and opportunities for brands

WHERE OUR DATA COMES FROM

• Annual study of more than 10,000 European consumers

• Conducted across the UK, France, Germany, Spain, Belgium and the Netherlands in July

• Reflects our agency’s belief that research uncovers the consumer insights we need in order to trigger behavioural change

THE WHO AND WHAT OF SOCIAL CONSUMERS

5

SOCIAL MEDIA IS MAINSTREAM ACROSS EUROPE

UK

59%

Belgium

65%

Netherlands

56%

Germany

52%

France

51%

Spain

74%

Response: I access social media at least once a week

A SHIFT TOWARDS “ALWAYS-ON”

Response: I access social media once or more daily

• On average 4 in 10 Europeans access social channels once or more daily

• Spaniards and Belgians are the most connected

• Germans access social media least often

CHANNEL TOTAL BE FR DE NL ES UK  Avg # min Avg # min Avg # min Avg # min Avg # min Avg # min Avg # min

Reading print 44 41 36 46 48 42 44

Watching videos online 18 15 17 13 11 30 18

Watching TV 156 146 180 161 161 114 152

Internet (personal) 165 138 173 158 139 177 186

Mobile internet 24 18 19 11 20 35 34

Social networks 39 42 30 32 27 49 41

Multiple activities 91 82 83 89 68 85 112

SOCIAL MULTI-TASKING ON 2 OR 3 SCREENS IS COMMONPLACE

Question: How many minutes a day do you spend doing the following?

CHANNEL

OWN SMARTPHONE

Yes NoAvg # min/day Avg # min/day

Watching videos online 26 15

Internet (personal)177 158

Mobile internet52 10

Social networks54 32

Multiple activities116 78

SMARTPHONES MAKE US MORE DIGITALLY ACTIVE

Question: How many minutes a day do you spend doing the following?

REVIEWS ARE ROUTINELY WRITTEN AND READ

Questions: Do you post positive or negative reviews? Do you read reviews before buying something costing more than £50/€50?

ATTITUDES TO BRANDS

EUROPEANS ARE ENGAGING WITH BRANDS, ESPECIALLY SOCIABLE SPANIARDS

Question: Do you become friends with or like brands or products in social media?

Question: Why do you follow brands in social media?

MOTIVES FOR ENGAGING WITH BRANDS INCLUDE SELF-INTEREST AND ENDORSEMENT

WE ARE INCREASINGLY OPEN TO SOCIAL COMMERCE

Question: Do you purchase products from a company’s social media site?

0% 10% 20% 30% 40% 50% 60%

26%

28%

28%

37%

39%

52%

Spain Germany FranceUnited Kingdom Belgium Netherlands

COMMENTS AND CONTENT ARE SHARED ON BRAND-OWNED SOCIAL SITES

Question: Do you share content on a brand or product’s official page?

0% 10% 20% 30% 40% 50% 60%

23%

36%

43%

51%

51%

55%

Spain Germany FranceUnited Kingdom Belgium Netherlands

FRIENDS’ RECOMMENDATIONS DRIVE PURCHASE MORE THAN “MY BRAND FRIENDS”

Question: Are you more inclined to buy from companies you are friends with? Are you more inclined to buy products or services that your friends like?

Total

Belgium

France

Germany

Netherlands

Spain

United Kingdom

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

15%

12%

17%

10%

14%

19%

15%

12%

8%

14%

9%

8%

19%

11%

I am more inclined to buy products or services from companies who I am 'friends' withI am more inclined to buy products or services that my friends 'like'

NEW SOCIAL SEGMENTATION

GETTING CLOSER TO THE CONSUMER

• To develop deeper insights that can help brands get closer to their audience, we developed a new consumer segmentation based on a spectrum of social media behaviour and brand interaction

Brand EngagementEngaged = always, usually or sometimes

do at least one of the following

- Become ‘friends’ or ‘like’ brands or products

- Read blogs or tweets sent out by brands or products

- Share content on official page of brand or product

- Purchase a product from a company’s social media site

- Follow brands

Social Media UseActive = do at least one of the following

- Post comments/pics on own page- Post comments to friends’ pages- Post comments on blog- Write blog- Share content on official page of

brand or product- ‘Check-in’ to a location- Tweet- Upload photos or videos

SOCIAL SEGMENTATIONActive

Passive

Non

-en

gag

ed E

ng

ag

ed

Cheerleaders Loyalists

Opportunists Outsiders

Men: 16% Women: 20% 20-45 yrs old

Men: 22% Women: 17% 60+ yrs old

Men: 23% Women: 25% 20-40 yrs old

Men: 39% Women: 38% 45-60 yrs old

SOCIAL SEGMENTATION BY COUNTRY

CHEERLEADERS AND LOYALISTS ARE SOCIAL MEDIA SUPERUSERS

Question: How many minutes a day do you spend doing the following?

CHEERLEADERS ARE AT THE CUTTING EDGE OF SOCIAL BEHAVIOUR

Follow brands in social media to:– get the latest product news (59%)– receive discounts and vouchers (53%)– enter competitions (46%)

Always on: – use social media at least daily (84%)– use mobile apps at least daily (35%)– check reviews or prices while shopping using

their mobile phone (53%) – 3 x more likely to make purchases using their

mobile phone (25%)

Expect brands to be socially active:– 3x more likely to trust information on a brand

website or YouTube channel– 2x more likely to see companies sharing info

via social media as more trustworthy (26%)

CHEERLEADERS ARE NETWORKED AND INFLUENTIAL

Influencers:– three quarters tell at least three friends

about products they like (76%) – three out of 10 Cheerleaders are asked

for advice about products/services daily– as likely to write positive product

reviews (83%) as negative ones (82%) on retail sites or social networks

Want to be first: – it’s important they’re up-to-date with

latest trends (60%) and current affairs (80%)

– early adopters who are 2x as likely to be first of their friends to buy new gadgets (43%)

– receptive to what’s new: 3x more likely to buy from a company sponsoring the 2012 Olympics

LOYALISTS ARE MOST LIKELY TO BE LONG-TERM BRAND ADVOCATES

True brand fans:

– The most likely to stay committed to a brand they like once they have found it (78%)

– 46% will pay more for products from brands they trust

– Half of Loyalists will follow brands in social media simply because they like them (49%)

Socially savvy:

– Loyalists are nearly as socially active as Cheerleaders: 82% access social media at least once a day

– Loyalists only slightly lag Cheerleaders in following brands via social media to get the latest product news (57% v 59%)

LOYALISTS SHARE OPINIONS AND CARE ABOUT BRAND VALUESReviews, recommendations:

– 71% of Loyalists write positive online reviews for products they like

– Loyalists are twice as likely to write reviews on retail or review sites (48%) as on a social network (23%)

– 95% of Loyalists recommend brands or services to other people – on a par with Cheerleaders (96%)

Value ethical business:

– most likely to want to see companies treating their employees well (82%)

– have the highest expectations that the brands they support will avoid animal testing (68%), take steps to reduce packaging (71%), and pay a fair share of tax (71%)

OPPORTUNISTS WANT BRANDS TO TELL THEM “WHAT’S IN IT FOR ME”?

Active in social media:– two thirds access social networks at least

daily (63%)

Follow brands for self-interest:– main reasons are for vouchers and

discounts (53%), and to enter competitions (41%)

– least likely to follow a brand because they like it (39%)

Interested in value not values: – only 20% of Opportunists would pay 20%

more for environmentally-friendly products

– Price sensitive: 62% compare costs from at least two sources before a major purchase

WHAT THIS MEANS FOR PR PLANNING

• An integrated approach to communications is essential: Cheerleaders are most socially active AND the biggest print media consumers

• Corporate/CSR news are both opportunities for brands on the social web

• The continued growth of the mobile web creates new ways to communicate with audiences

• Powerful reviews and opinions have never been more important, and warrant a minimum“read and respond” strategy

• Promotions boost “likes” and “follows”; fully-rounded communication drives engagement and advocacy

ENGAGEMENT OPPORTUNITIES FOR BRANDS

Cheerleaders:

• Reflect their always-on behaviour with responsive interactions on social networks

• Find ways to surprise them that they will share with their friends

• Help them boost their status and be first with “cool stuff” or insights

• Build on their appetite for corporate insights delivered in social channels

Loyalists:

• Reward their loyalty with additional privileges so they become more active advocates

• Recognise and thank them for their input such as a positive product review

• Showcase examples of ethical behaviour that will reinforce their support

• Involve them: Ask what they think and show their opinion matters

Opportunists:

• Think tactically about how to provide them with promotions such as vouchers or discounts but without alienating the rest of your audience

• Weigh up the return on investment of gaining their attention briefly versus building deeper relationships with your more loyal customers

TO FIND OUT MORE, PLEASE GET IN TOUCH

Helen Nowicka

UK head of digital, EMEA social media strategist

helen.nowicka@porternovelli.co.uk

@Helennow

Melissa Taylor

Director of planning, EMEA

@Groovymomma

melissa.taylor@porternovelli.com

SOCIAL CONSUMERS IN EUROPE

16TH NOVEMBER 2011

NAME OF PRESENTATION, MONTH DAY, YEAR