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1Social Media Study
InSites
Co
nsulting
Click to edit Master subtitle styleSocial Media around the world
Steven Van [email protected]
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2Social Media Study
InSites
Co
nsulting
SOCIAL MEDIASTUDY 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
2010
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3Social Media Study
InSites
Co
nsulting
Australia
are reported on a total base and perregion
Eastern EuropeSouthern Europe Southern America Asia Western Europe Northern America
7 regions worldwide
2010
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4Social Media Study
InSites
Co
nsulting
72% of all participants are
member of at least 1 socialnetwork website. This involves that
more than 1 out of four still have nomembership...
2010 EditionContent of this report
2010
90% of the 2.884 participants
report to know at least 1social network website. On average,users know 4 social network
websites while non-users know
On average users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be the
winning website. 1 out of 2
Users of social network
websites seems to be saturated.They have no intention to stop any of
their memberships and they have no
further intention to expand
On average the social
network users log in twice a
day. This log-in frequency is higherfor personal websites compared with
the professional
Sending personalmessages is the most popularonline activity. 83% of users
sometimes become a member / fanof something...
On average, connected
people have about 195 friends.This number reaches a peak in
Brazil where people have about 400
friends. Strictly professionalmemberships
Everyone removesfriends sometimes. This de-friendtendency is less common on
professional websites compared with
personal websites...
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5Social Media Study
InSites
Co
nsulting
13% of all users claim to have
a far-from-real image on atleast 1 social network website. Users
are more eager to post somethinghappy...
2010 EditionContent of this report
2010
People lack trust in theirsocial network websites, especially
in personal websites. When a brandposts something about itself almost
half of the people think...
Asian and West European
users are completely eachothers opposites whenlooking at their online behaviour.
Asian people are more open...
More than 1 out of 2 social
network users cannot accesstheir profiles at theirwork because it is blocked by theiremployer...
The END
20% of the online population
are already user of a social network
website and will even expandtheir memberships. 1 out of 4are users and will
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6Social Media Study
InSites
Co
nsulting
SurveyRespondents were invited via e-mail to participate in an online survey
Sample14 countries were included in the sample: Belgium, The Netherlands,United Kingdom, Spain, Italy, Portugal, France, Germany, Romania, USA,
Brazil, Australia, Russia, ChinaAverage 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, inorder to obtain a representative sample
More on methodology2010
7/31/2019 Social Media Around the World Dec 2010
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InSites
Co
nsulting
72% of all participants are
member of at least 1 socialnetwork website. This involves that
almost 1 out of three still have nomembership...
2010 EditionContent of this report
2010
90% of the 2.884 participants
report to know at least 1social network website. On average,users know 4 social network
websites while non-users know
On average users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be the
winning website. 1 out of 2
Users of social network
websites seems to be saturated.The have no intention to stops any of
their memberships and they have no
further intention to expand
On average the social
network users log in twice a
day. This log in frequency is higherfor personal websites compared with
the professional
Sending personalmessages is the most popularonline activity. 83% of users
sometimes become a member / fanof something...
On average, connected
people have about 195 friends.This number reaches a peak in
Brazil where people have about 400
friends. Strictly professionalmemberships
Everyone removesfriends sometimes. This de-friendtendency is less common on
professional websites compared with
personal websites...
7/31/2019 Social Media Around the World Dec 2010
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InSites
Co
nsulting
N Global = 2884 / Filter = None
More than90%know
at least 1 social network
2010
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9/999Social Media Study
InSites
Consulting
Q : Which of these social network sites do you know, even if only by name?
N Total = 2884 / F = None
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
Other
None
Ranking based upon Total
0%10%20%30%40%50%60%70%80%
90%1 0 0 %
F a c e b o o
M y Sp a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
On average, usersknow4 sitesNon-users know 2
2010
On a global level, Facebook is the most known of the social network sites. 83% of the online population know Facebook
7/31/2019 Social Media Around the World Dec 2010
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InSites
Consulting
72%
Users
Facebook 95%
Facebook 98%Hyves 96%
Facebook 90%
Facebook 68%
Facebook 98%
Facebook 95%
Facebook 94%
Hi5 97%
Facebook 83%
N per country = About 200
73%Facebook
2010 Best known social network in each country...
7/31/2019 Social Media Around the World Dec 2010
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InSites
Consulting
N per country = About 200
Facebook 93%
Orkut 98% Facebook 96%
MySpace 47%
2010
73%Facebook
Best known social network in each country...
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I
nSites
Consulting
10%> Total
10%< Total
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
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?
N Total = 2884 / F = None
8 3 %
7 3 %
6 4 %
2 8 %
2 3 %
2 2 %
2 1 %
1 0 %
5 %
2 %
F a c e b o
M y S p a
T w i t t e
H i 5
N e t l o
L i n k e d
O r k u
X i n g
N i n g
H y v e
0%
25%
50%
75%
100%
0%10%20%30%40%50%60%70%80%
90%1 0 0 %
F a c e b o o
M y Sp a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
AwarenessExceedingcountries
2010
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I
nSites
Consulting
N Europe = 2841 / Filter = None
28%of the internet population
are not activeon a social network because they dont want others to see their personal information
N Global = 2884 / Filter = None
2010
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I
nSites
Consulting
28%31%
Future intention
Future Intention
N Total = 819 / F = If non user
31% willbecomeUSER
Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?
2010
31%
69%
Dont knowNo intention
Intention
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I
nSites
Consulting
0%
25%
50%
75%
100%
esternurope asernurope ouernurope orternmerca ouernmerca
usraasa
31%
Future intention
69%
W.Europe
E.Europe
S.Europe
N.America
Australia AsiaS.America
Non-users that will become a member anyway
10%> Total
10%< Total
Future Intention
N Total = 819 / F = If non user
Q: You do not belong to any social network; how likely are you to become a member of any of these sites shortly?
Dont know
Biggest growthpotential inASIA
2010
No intention
Intention
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I
nSites
C
onsulting
72% of all participants are
member of at least 1 socialnetwork website. This involves that
more than 1 out of four still have nomembership...
2010 EditionContent of this report
90% of the 2.884 participants
report to know at least 1
social network website. On averageusers know 4 social network
websites while non-users know
On average users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be the
winning website. 1 out of 2
Users of social network
websites seems to be saturated.The have no intention to stops any of
their memberships and they have no
further intention to expand
On average the social
network users log in twice a
day. This log in frequency is higherfor personal websites compared withthe professional
Sending personalmessages is the most popularonline activity. 83% of users
sometimes become a member / fan
of something...
On average, connected
people have about 195 friends.This number reaches a peak in
Brazil where people have about 400
friends. Strictly professionalmemberships
Everyone removesfriends sometimes. This de-friendtendency is less common on
professional websites compared with
personal websites...
2010
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I
nSites
C
onsulting
N Europe = 2841 / Filter = None
N Global = 2884 / Filter = None
Brazil 95%
USA 84%
Portugal 82%
TOP3COUNTRIES
2010
72%of the internet population
are activeon at least 1 social network
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19Social Media Study
I
nSites
C
onsulting
Across countries usersare connected to 1 socialnetwork on average, withthe exception of Brazil
and Portugalwhere they have 2 socialnetworks on average.
0%
25%
50%
75%
100%
esternurope asernurope ouernurope orternmerca outernmerca
usraasa
Users
Q: Which of the network sites are you currently a member of?
72%
Users vs. Non Users
28%
Non-users
N Total = 2884 / F = None
W.Europe
E.Europe
S.Europe
N.America
Australia AsiaS.America
Users
10%> Total
10%< Total
2010
Within the online population, 72% are connected to at least 1 social network website
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I
nSites
C
onsulting
72%
Users
Users 76%
Users 77%Users 79%
Users 73%
Users 38%
Users 80%
Users 69%
Users 73%
Users 82%
Users 56%
AboutN per country = About 200
72%Users
2010 Number of users in each country...
f
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21Social Media Study
I
nSites
C
onsulting
72%Users
N per country = About 200
Users 84%
Users 95% Users 79%
Users 43%
2010 Number of users in each country...
2010 Editi0
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I
nSites
C
onsulting
72% of all participants are
member of at least 1 socialnetwork website. This involves that
almost 1 out of three still have nomembership...
2010 EditionContent of this report
90% of the 2.884 participants
report to know at least 1
social network website. On averageusers know 4 social network
websites while non-users know
On average users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be thewinning website. 1 out of 2
Users of social network
websites seems to be saturated.The have no intention to stops any of
their memberships and they have no
further intention to expand
On average the social
network users log in twice a
day. This log in frequency is higherfor personal websites compared withthe professional
Sending personalmessages is the most popularonline activity. 83% of users
sometimes become a member / fan
of something...
On average, connected
people have about 195 friends.This number reaches a peak in
Brazil where people have about 400
friends. Strictly professionalmemberships
Everyone removesfriends sometimes. This de-friendtendency is less common on
professional websites compared with
personal websites...
2010
0
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23Social Media Study
I
nSites
C
onsulting
N Global = 2884 / Filter = None
72% userswith on average 2 memberships
Twitter 17%
Facebook 51%
MySpace 20%
1
2
3
Top3 penetration
2010
0
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24Social Media Study
I
nSites
C
onsulting
Q : Which of the network sites were you ever a member of?
Ranking based upon Total
N Total = 2884 / F = None
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MySpace
Hi5
Orkut
Netlog
Ning
Hyves
Other
None
0%10%20%30%40%50%60%70%
80%90%
1 0 0 %F a c e b o o
M y Sp a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
2010
On a global level, 58% of the online population indicate that they ever were member of Facebook
0
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25Social Media Study
I
nSites
C
onsulting
Q : Which of the network sites were you ever a member of, but currently NOT anymore? (= ex members)
Ranking based upon Total
N Total = 2884 / F = None
2010
MySpace
Hi5
Netlog
Orkut
Ning
Hyves
1 2 %
7 %
7 %
5 %
5 %
2 %
2 %
1 %
0 %
0 %
M y S p a
H i 5
F a c e b o
N e t l o
T w i t t e
L i n k e d
O r k u
X i n g
N i n
H y v e
Ex members
ExMembership
12%of the onlineinternet population areex membersof MySpace
0
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I
nSites
C
onsulting
Orkut is very popular in Southern America.
CurrentMembershipQ : Which of the network sites are you currently a member of?
Ranking based upon Total
N Total = 2884 / F = None
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MySpace
Orkut
Hi5
Netlog
Ning
Hyves
Other
None
0%10%20%30%40%50%60%70%
80%90%
1 0 0 %F a c e b o o
M y Sp a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
2010
0
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nSites
C
onsulting
0%
25%
50%
75%
100%
MySpace
Orkut
Hi5
Netlog
Ning
Hyves
Q : Which of the network sites are you currently a member of?
N Total = 2884 / F = None
0%10%20%30%40%50%60%70%
80%90%
1 0 0 %F a c e b o o
M y S p a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o p
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
%77
%77
%77
%77
%77
%7
%7
%7
%7
%7
F a c e b o
M y S p a
T w i t t e
O r k u
H i7
L i n k e d
N e t l o
X i n g
N i n g
H y v e
PenetrationExceedingcountries 10%> Total
10%< Total
2010
More than half of the internet population is currently a member of Facebook
0 Social network site with highest penetration in each country
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nSites
C
onsulting
72%
Users
Facebook 71%
Facebook 72%Hyves 63%
Hi5 60%
Facebook 22%
Facebook 73%
Facebook 57%
Facebook 67%
Hi5 61%
Facebook 29%
N per country = About 200
51%Facebook
2010 Social network site with highest penetration in each country...
0 Social network site with highest penetration in each country
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29Social Media Study
I
nSites
C
onsulting
N per country = About 200
Facebook 72%
Orkut 90% Facebook 76%
MySpace 18%
2010
51%Facebook
Social network site with highest penetration in each country...
P i t 84% of users are only
0
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nSites
C
onsulting
Private versusProfessional membership
72%is member of at least 1socialnetwork
84%13%
3%
Only memberof a
personalsite
Only memberof a
professionalsite
Professional aswell as aPersonal
profile
......
MySpace
Hyves
Netlog
Hi5
Orkut
NingOther
84% of users are onlymemberon apersonalwebsite
More professional-onlymemberships amongs olderpeople & amongst male
N Global = 2065 / Filter = If user
2010
P l
0
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I
nSites
C
onsulting
Personal versusProfessional purposeQ: You are part of the following social network sites. What purposes do you use these sites for?
Personal versus Professional
Hyves
MySpace
Hi5
Netlog
Orkut
Ning
78%
75%
72%
70%
62%
61%
58%
43%
14%
4%
5%
2%
5%
3%
9%
2%
1%
19%
45%
64%
17%
24%
24%
27%
30%
37%
41%
38%
41%
31%
78%
75%
72%
70%
62%
61%
58%
43%
14%
4%
5%
2%
5%
3%
9%
2%
1%
19%
45%
64%
17%
24%
24%
27%
30%
37%
41%
38%
41%
31%
Strictlypersonalpurposes
Strictlyprofessionalpurposes
Bothpersonal andprofessionalpurposes
N Total = 2065 / F = If user
Most respondentsuse social networks forpersonal reasons
2010
Professional websites
P l
0
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nSites
C
onsulting
Personal versusProfessional purpose
Purpose index* of social network websites
Penetrationofsocia
lnetwork
websites
High
Low
Low HighPersonalProfessional
high
low
Q : Which of the network sites are you currently a member of?
Q : What purposes do you use these sites for?
The most popularsocial networkwebsites are usedfor personalpurposes
* Index = % personal purpose - % professional purpose
201
0
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I
nSites
C
onsulting
Faceb
MySp
Twit
Ork H
i
Linke
Netl
Xin
Nin
Hyv
Nota
Awa
Awareandonc
Awareandcur
r
N Total = 2884 / F = None
FacebookMySpaceTwierOrkuHi5
LinkedInNelogXingNing
Hyves
Notaware Aware Awareandonceamember Awareandcurrentmember
Basis = Total
201 Facebook has the highest penetration of members
A
0
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nSites
C
onsulting
MySpace
Hyves
Netlog
Hi5
Orkut
NingXingOther
0%
10%
20%
30%
40%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Awareness versusPenetration
Awareness of social network websites
Pene
trationofsoci
alnetwork
websites
High
Low
Low Highhighlow
high
low
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?
High awareness andhigh penetration !
201
A areness ers s0
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I
nSites
Consulting
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?
Penetration
ofsocialnetwork
websites
Awareness of social network websites
W.Europe
E.Europe
S.Europe
Penetration
ofsocialnetwork
websites
Awareness of social network websites
enetrationofsocialne
tworkwebsites
Awareness of social network websites
Awareness versusPenetration
201
Awareness versus
10
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I
nSites
Consulting
Awareness versusPenetrationQ : 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?
Penetration
ofsocialnetwork
websites
Penetration
ofsocialnetwork
websites
Awareness of social network websitesAwareness of social network websites
enetrationofsocialne
tworkwebsites
Awareness of social network websitesenetrationofsocialne
tworkwebsites
Awareness of social network websites
N.America
Australia
Asia
S.America
201
2010 Edition10
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I
nSites
Consulting
72% of all participants are
member of at least 1 socialnetwork website. This involves thatalmost 1 out of three still have no
membership...
2010 EditionContent of this report
90% of the 2.884 participants
report to know at least 1
social network website. On averageusers know 4 social network
websites while non-users know
On average users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be thewinning website. 1 out of 2
Users of social network
websites seems to be saturated.They have no intention to stop any of
their memberships and they have no
further intention to expand
On average the social
network users log in twice a
day. This log in frequency is higherfor personal websites compared withthe professional
Sending personalmessages is the most popularonline activity. 83% of users
sometimes become a member / fan
of something...
On average, connected
people have about 195 friends.This number reaches a peak in
Brazil where people have about 400
friends. Strictly professional
memberships
Everyone removesfriends sometimes. This de-friendtendency is less common on
professional websites compared with
personal websites...
201
U t t d?!10
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38Social Media Study
I
nSites
Consulting
Users are saturated?!Connected People
have no intention to stoptheir membership nor do
they feel the need to furtherexpandtheir membership
on social networksites
201
10
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39Social Media Study
I
nSites
Consulting
Intention
201
NoStopping!
No Expanding!75%
43%
N Total = 2065 / F = If user
10
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40Social Media Study
I
nSites
Consulting
Intention to stopQ : Are there any network sites you intend to stop your membership of in the near future?
Ranking based upon Total
0%10%20%30%40%50%60%70%80%90%
1 0 0 %F a c e b o o
M y Sp a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
%7
%77
%77
%77
%77
%77
%77
%77
%77
%77
%777
MySpace
Hi7
Netlog
Orkut
Ning
Hyves
Other
None
N Total = 2065 / F = If user
75% haveno intentionto stop
201
10
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Future membershipQ : Which of the network sites below you would consider becoming a member of?
Ranking based upon Total
0%10%20%30%40%50%60%70%80%90%
1 0 0 %F a c e b o o
M y Sp a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
%7
%77
%77
%77
%77
%77
%77
%77
%77
%77
%777
MySpace
Hi7
Netlog
Orkut
Ning
Hyves
Other
None
N Total = 2065 / F = If user
43% haveno intentionto expand
201
2010 Edition10
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nSites
Consulting
72% of all participants are
member of at least 1 socialnetwork website. This involves thatalmost 1 out of three still have no
membership...
2010 EditionContent of this report
90% of the 2.884 participants
report to know at least 1social network website. On average
users know 4 social network
websites while non-users know
On average users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be thewinning website. 1 out of 2
Users of social network
websites seems to be saturated.The have no intention to stops any of
their memberships and they have no
further intention to expand
On average the social
network users log in twice a
day. This log-in frequency is higherfor personal websites compared withthe professional
Sending personalmessages is the most popularonline activity. 83% of users
sometimes become a member / fan
of something...
On average, connected
people have about 195 friends.This number reaches a peak in
Brazil where people have about 400
friends. Strictly professional
memberships
Everyone removesfriends sometimes. This de-friendtendency is less common on
professional websites compared with
personal websites...
201
10
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nSites
Consulting
N Global = 2884 / Filter = None
Users log in 2 times a dayon average...
... Log in frequency for members
on professionalwebsites drops to 9 times a
month...
20
T f 1%10
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nSites
Consulting
Number of memberships
Loginfrequ
ency
High
Low
Low Highhighlow
high
low
Type ofusersConsiderate users
Lazy users Random users
Champions
11% 29%
35% 25%
1%dead users
20
10
Orkut has highest penetration on weekly usage 87% of Orkut users log in at least once a week
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Q: You are a member of the following social network sites. How often do you log in on these sites?
At least weekly use
W.Europe
E.Europe
S.Europe
N.America
Australia AsiaS.America
8 7 %
7 6 %
6 2 %
5 3 %
4 6 %
4 6 %
4 5 %
4 0 %
3 5 %
3 5 %
O r k u
F a c e b o
T w i t t e
H y v e
X i n g
N i n g
M y S p a
H i 5
N e t l o
L i n k e d
At least weekly useOnly scores oftop3 membership per region displayed
78%
36%
31%
57%
49%
55%
78%
39%
25%
85%
53%
57%
88%
64%
68%
83%
34%
43%
44%
54%
67%
10%> Total
10%< TotalN Total = 2065 / F = If user
20
Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week
Frequency compared with
010
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Consulting
6 4 %
5 8 %
5 4 %
5 4 %
4 9 %
4 7 %
4 2 %
4 1 %
3 4 %
2 7 %
M y S p a
H i 5
N i n g
N e t l o
H y v e
X i n g
T w i t t e
L i n k e d
F a c e b o
O r k u
Frequency compared withbeginningQ: 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?
Less often than before
W.Europe
E.Europe
S.Europe
N.America
Australia AsiaS.America
Less often than beforeOnly scores oftop3 membership per region displayed
31%
44%
70%
52%
53%
48%
31%
57%
64%
23%
64%
43%
27%
51%
40%
25%
66%
40%
50%
60%
50%
10%> Total
10%< TotalN Total = 2065 / F = If user
At least 1 out of 3 slows down their usage
20
2010 Edition010
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nSites
Consulting
On average, connected
people have about 195 friends.This number reaches a peak in
Brazil where people have about 400
friends. Strictly professional
memberships
72% of all participants are
member of at least 1 socialnetwork website. This involves thatalmost 1 out of three still have no
membership...
2010 EditionContent of this report
90% of the 2.884 participants
report to know at least 1social network website. On average
users know 4 social network
websites while non-users know
On average users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be thewinning website. 1 out of 2
Users of social network
websites seems to be saturated.The have no intention to stops any of
their memberships and they have no
further intention to expand
On average the social
network users log in twice a
day. This log in frequency is higher
for personal websites compared with
the professional
Sending personalmessages is the most popularonline activity. 83% of users
sometimes become a member / fan
of something...
Everyone removesfriends sometimes. This de-friendtendency is less common on
professional websites compared with
personal websites...
20
Twice a day participants do a certain010
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1
2
3
4
5
Top 5 activities online
Twice a day, participants do a certainactivity on theirsocial network website.This is mainly personal and not professionalrelated with exception from professional network websites!
Checking status
48
Sending personalmessages
Watching pics, etc.
Reacting to othersstatusUploading pics
People like to do theseactivities, but would not be
willing to pay for them!
20
Penetration Online010
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Consulting
0%
25%
50%
75%
100%
Reacting to othersstatus
0%10%20%30%40%50%60%
70%80%90%
1 0 0 %F a c e b o o
M y Sp a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
At least once
Penetration Onlineactivities
N Total = 2065 / F = If user
10%> Total
10%< Total
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
S e n d i n g p e r m e s s a g e s t o f c o n t a c ts / fo l l
W a t c h i n g m y f c o n t a c ts / f o l lp i c t u r e s a n d
C h e c k i n g m y f c o n t a c ts / f o l l
s t a t u s
R e a c t i n g t o f r c o n t a c ts / f o l
s t a t u s
U p l o a d in g
S e n d i n g p um e s s a g e s t o f c o n t a c ts / fo l l
A d a p t in g mp i c t u r e
B e c o m i n g ao f g r o u p s
G i v i n g m y o
B e c o m i n g as o m e t h i n
U p l o a d in
C r e a t i n g
Checking status
Sending personalmessages
Watching pics, etc.
Sending publicmessages
Giving my ownstatus
Becoming a memberofgroups
Uploading pics
Becoming fan of sth.
Adapting profile pic
Uploading films
Creating groups
...94%of connected people sometimessend a personal message!...
20
Q: How often do you do each of the following on social network sites?
010
More than 1 out of three users check out their status several times a week or more
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Checking status
Sending personalmessages
Watching pics, etc.
Reacting to othersstatus
Sending publicmessages
Giving my ownstatus
Becoming a memberofgroups
Uploading pics
Becoming fan of sth.
Adapting profile pic
0%10%20%30%40%50%60%
70%80%90%
1 0 0 %F a c e b o o
M y Sp a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
# times a week - daily
Q: How often do you do each of the following on social network sites?
Uploading films
Creating groups
3 6 %
3 2 %
2 9 %
2 7 %
2 3 %
2 2 %
8 %
8 %
7 %
6 %
4 %
3 %
1
2
3
4
5
6
7
8
9
1 0
1 1
1 2
0%
25%
50%
75%
100%
N Total = 2065 / F = If user
10%> Total
10%< Total
20
More than 1 out of three users check out their status several times a week or more
010
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Type of users
20
N Total = 2065 / F = If user
Passiv
e!
Voyeur!
Addict!
Specialo
ccasions
!
010 Type of users...
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Consulting Activity Frequency
Loginfre
quency
H
igh
Low
Low High
Special occasions
13%
Addicts
26%
20
yp
Passive users
47%
Voyeurs
14%Log in frequency 109 *
Activity frequency 19 *
Log in frequency 13 *
Activity frequency 12 *
Log in frequency123 *Activity frequency95 *
Log in frequency 23*Activity frequency70 *
* on a montlhy basis
010 Who are they...
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Consulting Activity Frequency
Loginfre
quency
H
igh
Low
Low High
Special occasions
13%
Addicts
26%
20
y
Passive users
47%
Voyeurs
14%BrazilianMainly personal membershipsCurrent Twitter members
Female18-44 y.o.Singles with no kidsThey try to build an image on theirprofile(s)
They are at ease onlineThey follow recent internet hypes fromclose by
Male30-55 y.o.Current Twitter membersMainly professionalmemberships
No internet experts
18-30 y.o.USA & RussiaMainly personal membershipsLikely to post happy events, holidaypics,...
No internet experts
010
Becoming a member / fan of a band is most popular amongst people who sometimes become member/fanof something
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0%
25%
50%
75%
100%
A band
A famous person
A brand
A charity
A non-famous person
Other
None of the above
0%10%20%30%40%50%60%70%80%90%
1 0 0 %F a c e b o o
M y Sp a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
Q: You indicated that, sometimes, you become a member or a fan of something. What have you become a member / fan of?
N Total = 1723 / F = If sometimes becomes a member / fan.
%77
%77
%77
%77
%77
%77
%77
7
7
7
7
7
7
7
What have you become member / fan of
10%> Total
10%< Total
Becoming a member of a charity is number 1in Australia !
20 of something
010
24% of users send personal messages more often compared with the beginning. This means that themajority of users (76%) decrease this activity
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Consulting
0%10%20%30%40%50%60%70%80%90%
1 0 0 %F a c e b o o
M y Sp a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
More often than at the start
Q: When comparing your current behaviour to your behaviour when you had only just become a member, do you do the following more or less often than before?
N Total = 2065 / F = If user
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%7
%7
7
7
7
7
7
7
7
7
7
77
77
77
Checking status
Watching pics, etc.
Reacting to othersstatus
Sending publicmessages
Adapting my ownstatus
Becoming a memberofgroups
Uploading pics
Becoming fan of sth.
Adapting profile pic
Uploading films
Creating groups
Sending personalmessages
0%
25%
50%
75%
100%
10%> Total
10%< Total
20 majority of users (76%) decrease this activity
Willingness to pay for
010
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Consulting
Willingness to pay forOnline activitiesQ: When comparing your current behaviour to your behaviour when you had only just become a member, do you do the following more or less often than before?
N Total = 2065 / F = If user
Willingness to pay
5%
5%
4%
4%
4%
4%
4%
3%
3%
3%
3%
2%
10%
10%
10%
10%
10%
11%
10%
10%
9%
9%
10%
10%
85%
85%
86%
86%
86%
86%
86%
87%
88%
88%
87%
88%
Most respondents are not willing to pay for their onlineactivities.
Similar outcome across different countries.
Checking status
Watching pics, etc.
Reacting to othersstatus
Sending publicmessages
Adapting my ownstatus
Becoming a memberofgroups
Uploading pics
Becoming fan of sth.
Adapting profile pic
Uploading films
Creating groups
Sending personalmessages
2
5%
5%
4%
4%
4%
4%
4%
3%
3%
3%
3%
2%
10%
10%
10%
10%
10%
11%
10%
10%
9%
9%
10%
10%
85%
85%
86%
86%
86%
86%
86%
87%
88%
88%
87%
88%
Will ingtopay
Nutrl
Notwill ingtopay
2010 Edition010
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Consulting
72% of all participants are
member of at least 1 socialnetwork website. This involves thatalmost 1 out of three still have no
membership...
2010 EditionContent of this report90% of the 2.884 participants
report to know at least 1social network website. On average
users know 4 social network
websites while non-users know
On average users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be thewinning website. 1 out of 2
Users of social network
websites seems to be saturated.The have no intention to stops any of
their memberships and they have no
further intention to expand
On average the social
network users log in twice a
day. This log in frequency is higher
for personal websites compared with
the professional
Sending personalmessages is the most popularonline activity. 83% of users
sometimes become a member / fan
of something...
On average, connected
people have about 195 friends.This number reaches a peak in
Brazil where people have about 400
friends. Strictly professional
memberships
Everyone removesfriends sometimes. This de-friendtendency is less common on
professional websites compared with
personal websites...
2
Connected people2
010
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Consulting
N Europe = 2841 / Filter = None
p phave about
195 fri
N Global = 2065 / Filter = If user
Brazil 360
Portugal 236
USA 200
TOP3COUNTRIES
2
2010 Number of friends in each country...
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72%
Users
N Friends 152
N Friends 173N Friends 115
N Friends 171
N Friends 89
N Friends 100
N Friends 133
N Friends 95
N Friends 236
Friend 113
N users per country = About 100-150
195N Friends
2
N Friends 200
2010 Number of friends in each country...
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195
N Friends 200
N Friends 360 N Friends 155
N Friends 63
N FriendsN users per country = About 100-150
2
Number of friends /2010
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WesternE
EasternE
SouthernE
NorthernA
SouthernA
Austr
Asi
Number of friends /followers / contactsQ:How many friends / contacts / followers do you have in your profile?
# contacts
195 contactson average
N Total = 2065 / F = If user
W.Europe
E.Europe
S.Europe
N.America
Australia AsiaS.America
100> Total
100< Total
Differentcontacts
Strictly professional memberships have a smallernumber of friends
2
TOT
-C t t
2010
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-ContactQ:When considering your contacts on the following social network sites, do you also meet these people in real life, or are they mainly people that you (almost) never meet?
N Total = 2065 / F = If user
Do you meet your contacts?
75%
68%
68%
59%
51%
43%
43%
41%
40%
33%
25%
32%
33%
42%
49%
57%
58%
59%
60%
67%
Orkut
Hyves
MySpace
Hi5
Ning
Netlog
Hyves
MySpace
Hi5
Netlog
Orkut
Ning
75%
68%
68%
59%
51%
43%
43%
41%
40%
33%
25%
32%
33%
42%
49%
57%
58%
59%
60%
67%
Orkut
HyvesLinkedIn
MySpace
Twit ter
Hi5
Ning
Nelog
Meetinreallife Nevermeetinreallife
W.Europe
E.Europe
S.Europe
N.America
Australia AsiaS.America
Meet in reallife...
Netlog users hardly evermeet their online friends inreal life! For Facebook it is the opposite!
2
-F ll f i d2010
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Consulting
Would you switch to another network to follow your contacts?
Most people would not switch to another network.
-Follow your friendsQ: Imagine a new social network being created, and the majority of your contacts transferring to this new network. How likely are you to remain a member of your current network?
N Total = 2065 / F = If user
Netlog
Hi5
MySpace
Hyves
Ning
Orkut
29%
25%
23%
22%
22%
20%
19%
18%
16%
12%
29%
33%
27%
27%
35%
28%
30%
32%
21%
19%
42%
42%
51%
51%
44%
52%
51%
50%
63%
68%
29%
25%
23%
22%
22%
20%
19%
18%
16%
12%
29%
33%
27%
27%
35%
28%
30%
32%
21%
19%
42%
42%
51%
51%
44%
52%
51%
50%
63%
68%
Iwouldswitch Neutral Iwouldnotswitch
Netlog users are least loyal to their social networkwebsite. Facebook users are loyal!
2
Communicate a personal
2010
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Q : When you wish to communicate a personal message to your friends or family, which of the channels listed below do you prefer?
Communicate a personalmessage
Mobile phone
SMS
Landline
Instant messenger
Social networks
Communication channels
10%> Total
10%< Total
Chat
Other
3 5 %
2 7 %
1 3 %
1 1 %
7 %
4 %
2 %
2 %
1
2
3
4
5
6
7
8
0%
25%
50%
75%
100%
0%10%20%30%40%50%
60%70%80%90%
1 0 0 %F a c e b o o
M y S p a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o p
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
6th place
N Total = 2065 / F = If user
To communicatepersonal messages to friends,
people prefer to call ontheirmobile phone
2
-Use of mobile phone2010
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0%
25%
50%
75%
100%
esternurope asernurope ouernurope orternmerca ouernmercausraa
sa
Users
Q: Do you use social network sites on your mobile phone?
26%
Mobile Users vs. Mobile Non-Users
74
%
Non-users
W.Europe
E.Europe
S.Europe
N.America
Australia AsiaS.America
Users
10%> Total
10%< Total
Use of mobile phone
N Total = 2065 / F = If user
Most people do not usesocial network website ontheirmobile phone. Thismobile usage is higheramongst male and youngerpeople (18-30)
2
2010
26%
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226% use their social network viatheir mobile phone.
N Total = 2065 / F = If user
These mobile users are moreactive on social networkscompared with the non-mobileusers!
They log in more often!They practice more activities!
44% addicts amongst the mobileusers!
2010 Edition2010
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72% of all participants are
member of at least 1 socialnetwork website. This involves thatalmost 1 out of three still have no
membership...
2010 EditionContent of this report90% of the 2.884 participants
report to know at least 1social network website. On average
users know 4 social network
websites while non-users know
On average users have two
memberships. Out of all reported
social network websites,
Facebook turns out to be thewinning website. 1 out of 2
Users of social network
websites seems to be saturated.The have no intention to stops any of
their memberships and they have no
further intention to expand
On average the social
network users log in twice aday. This log in frequency is higherfor personal websites compared with
the professional
Sending personalmessages is the most popularonline activity. 83% of users
sometimes become a member / fan
of something...
On average, connected
people have about 195 friends.This number reaches a peak in
Brazil where people have about 400
friends. Strictly professional
memberships
Everyone removesfriends sometimes. This de-friendtendency is less common on
professional websites compared with
personal websites...
2
58% of users have already2
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N Europe = 2841 / Filter = None
N Global = 2065 / Filter = If user
removed contact(s). This is lesscommon on
professional websites.Brazilian
participants have thebiggest circle of friends, butare most likely to
de-friend them (81%)!
N Friends 360
2
-Remove Friends2010
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Did you already remove friends?
LinkedIn especially is a social network site wherepeople do not remove contacts very often.
Across the different social network websites, 58% ofusers have already removed contacts at least once.
This number rises up to 81% in Brazil!
Remove FriendsQ: You are a member of the following social network sites. Have you already removed contacts from these sites ("Remove Friend")?
N Total = 2065 / F = If user
Orkut
Hyves
MySpace
Hi5
Netlog
Ning
77%
51%
49%
46%
44%
42%
42%
20%
19%
16%
23%
49%
51%
55%
56%
58%
58%
80%
81%
84%
77%
51%
49%
46%
44%
42%
42%
20%
19%
16%
23%
49%
51%
55%
56%
58%
58%
80%
81%
84%
YesIalreadyremovedfriends
NoIdidnotremovefriendsyet
Professional contactsare less oftende-friended!
2010 Edition2010
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13% of all users claim to have
a far-from-real image on atleast 1 social network website. Users
are more eager to post something
happy...
2010 EditionContent of this reportPeople lack trust in their
social network websites, especially
in personal websites. When a brand
posts something about itself almosthalf of the people think...
Asian and West European
users are completely eachothers opposites whenlooking at their online behaviour.
Asian people are more open...
More than 1 out of 2 social
network users cannot accesstheir profiles at theirwork because it is blocked by theiremployer...
The END
20% of the online population
are already user of a social network
website and will even expandtheir memberships. 1 out of 4are users and will
In 2009 we have measured that...
2010
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N Global = 2065 / Filter = If user
AlthoughFacebookisthemostpopularsocialnetworkwebsite,
1outof3usershavelittletrustinit!
Trust in social network
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23%
29%28%44%
25%
42%
37%
37%38%
24%45%
35%
40%
34%34%33%30%
23%
Hi5Twier
FacebookNing
MySpaceyLinkedIn
Alooftrust Neur al Lilerust
Trust in social networkwebsitesQ: To what extent do you trust these sites as for privacy? (In other words: do you trust these sites not to pass on your personal details to others?)
N Total = 2065 / F = If user
Do youTrust your social network?
Orkut
Hi5
Hyves
Ning
Netlog
Myspace
W.Europe
E.Europe
S.Europe
N.America
Australia AsiaS.America
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
%77
N e t l o
H i7
O r k u
T w i t t e
F a c e b o
N i n g
M y S p a
H y v e
L i n k e d
X i n g
Overview of trust in Facebook
Western
Eastern
Souther
Northern
Southern
Aust
As
10%> Total
10%< Total
Netlog users dont meet their online friends in real lifeand (consequently?!) have little trust in their online
environment!More trust inprofessional websites
Credibility of brand posts2010
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37%
59%
45%
37%
52%
37%
53%
Credibility of brand postsQ:Imagine a brand posting something about itself on a social network, to what extent do you think that is credible?Credibility of brand post
N Total = 2065 / F = If user
W.Europe
E.Europe
S.Europe
N.America
Australia AsiaS.America
10%> Total
10%< Total
Credibility
44%
Top2%credibility 44%
think that a brand
posting about itself is credible
Credible sources for2010
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A consumer
The brand itself
A journalist
A marketeer
Another brand
Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?
0%10%20%30%40%50%60%70%80%90%
1 0 0 %F a c e b o o
M y S p a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o p
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
Most credible sources
Credible sources forbrand posts
N Total = 2065 / F = If user
%77
%77
%7
%7
%7
A c o n s u
T h e b r an d i
A j o u r n a
A m a r k e t
A n o th e r b r
still, word-of-mouth isthe most credible sourceto rely on for brand
postsAsia and Southern America consider thebrand itself to be the most credible.
2010
A consumer is the most credible source in order to believe posts about a certain brand
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0%
25%
50%
75%
100%
A consumer
The brand itself
A journalist
A marketeer
Another brand
Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?
0%10%20%30%40%50%60%70%80%90%
1 0 0 %F a c e b o o
M y S p a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o p
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
Most credible sources
10%> Total
10%< Total
N Total = 2065 / F = If user
%77
%77
%7
%7
%7
A c o n s u
T h e b r an d i
A j o u r n a
A m a r k e t
A n o th e r b r
We trust other consumers the most.Especially in Southern and Eastern
Europe, there is most trust in word-of-mouth.
Asia and Southern America think the branditself is the most credilble source.
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13% of all users claim to have
a far-from-real image on atleast 1 social network website. Users
are more eager to post something
happy...
2010 EditionContent of this reportPeople lack trust in their
social network websites, especially
in personal websites. When a brand
posts something about itself almosthalf of the people think...
Asian and West European
users are completely eachothers opposites whenlooking at their online behaviour.
Asian people are more open...
More than 1 out of 2 social
network users cannot accesstheir profiles at theirwork because it is blocked by theiremployer...
The END
20% of the online population
are already user of a social network
website and will even expandtheir memberships. 1 out of 4are users and will
132010
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N Europe = 2841 / Filter = None
N Global = 2065 / Filter = If user
13%of all participants claimto have a
far-from-real imageon at least 1social network website
Online image vs. Real
2010
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Does your online image correspond with your real image?
Online image vs. RealimageQ: To what extent does your image on the following social networks correspond with your image in real life?
N Total = 2065 / F = If user
Orkut
Ning
Netlog
Hi5
Hyves
MySpace
44%
40%
35%
34%
32%
32%
30%
28%
27%
24%
36%
38%
46%
43%
36%
35%
38%
49%
41%
49%
12%
15%
15%
17%
21%
21%
20%
16%
24%
18%
8%
6%
5%
7%
11%
12%
12%
7%
8%
10%
44%
40%
35%
34%
32%
32%
30%
28%
27%
24%
36%
38%
46%
43%
36%
35%
38%
49%
41%
49%
12%
15%
15%
17%
21%
21%
20%
16%
24%
18%
8%
6%
5%
7%
11%
12%
12%
7%
8%
10%
Totaloverlap Largeoverlap
Smalloverlap Farapart
S. America
14%
Revealing info2010
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4 9 %
4 8 %
4 7 %
4 5 %
4 4 %
2 8 %
2 7 %
2 4 %
2 0 %
1
2
3
4
5
6
7
8
9
Happy events
Info on my hobbies
Things Im proud of
Holiday pics
Pics of myself
Personal msgs
Pics of my kids
Info on my job
Sad events
Q : How likely are you to reveal the following types of in formation on a social network?
0%10%20%30%40%
50%60%70%80%90%
1 0 0 %F a c e b o o
M y S p a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o p
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
What would you reveal?
10%> Total
10%< Total
Revealing info
%7
%77
%77
%77
%777
As long as it doesnt get too personal (eg.kids, job...) people are more eager to posthappy things or things they are proud of
instead of sad events.
Across the different information types,Western and Southern Europe are less
eager to post these types of information.
N Total = 2065 / F = If user
2010 EditionContent of this report2010
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13% of all users claim to have
a far-from-real image on atleast 1 social network website. Users
are more eager to post something
happy...
0 0 d t oContent of this reportPeople lack trust in their
social network websites, especially
in personal websites. When a brand
posts something about itself almosthalf of the people think...
Asian and West European
users are completely eachothers opposites whenlooking at their online behaviour.
Asian people are more open...
More than 1 out of 2 social
network users cannot accesstheir profiles at theirwork because it is blocked by theiremployer...
The END
20% of the online population
are already user of a social network
website and will even expandtheir memberships. 1 out of 4are users and will
2010
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N Global = 2065 / Filter = If user
Asian and West European users are each others totalopposites when looking at their online behaviour!79% of West European people are more open in person vs. online, which isonly the case amongst 45% of Asian people.
27% of Asian users claim that they always tell the truth. This rises to 57% forWest Europeans.
Statements2010
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0%
25%
50%
75%
100%
Consciously publish
Consciously choosepics
Certain things Irevealmore easily in reallife
Image social networkis same as in real life
Online pics moreoftenconsidered thanalbum
Always tell truth onmysocial network
I link myself to
brands
I use my socialnetworkto build my image
Certain things Irevealmore easily online
Q : To what extent do you agree with the following statements on social network sites?
0%10%20%30%40%
50%60%70%80%90%
1 0 0 %F a c e b o o
M y S p a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o p
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
Top2% Agreement
10%> Total
10%< Total
Statements
%77
%77
%77
%77
%77
%77
%77
%77
%77
7
7
7
7
7
7
7
7
7
Western Europeans are more openabout certain things in real life than
through their social networks.
This in contrary to Chinese people whoare more open online compared with real
life.They also post or publish things withoutconsidering it thoroughly and above all
they do not always tell the truth.
N Total = 2065 / F = If user
What would you reveal2010
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ymore easily online?
N Total = 469 / F = If agreement on Certain things I reveal more easily online
People who indicate that they reveal
certain things more easily onlineespecially aim at:
What would you reveal2010
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ymore easily in person?
N Total = 1301 / F = If agreement on Certain things I reveal more easily in person
People who indicate that they reveal
certain things more easily in personespecially aim at:
2010
One out of three social network users do not fear the consequences of what they post
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Careful with what Ipost
I decide myself whobecomes a friend
I know that anypublishcan lead a life of itsown
No one has toknow me online
I can totally bemyselfonline
I do not fear theconse-quences of what Ipost
Q : To what extent do you agree with the following statements on social network sites?
0%10%20%30%40%
50%60%70%80%90%
1 0 0 %F a c e b o o
M y S p a c
T w i t t e r
Hi5
N e t l o g
L in k e d I n
O r k u t
X i n g
N i n g
H y v e s
O t h e r
N o n e
T o t a l
We s t e r n Eu r o
Ea s t e r n Eu r o p
So u t h e r n Eu r o
N o r t h e r n Am e r
So u t h e r n Am e r
Aus tral i
Asi a
Top2% Agreement
10%> Total
10%< Total
%77
%77
%77
%77
%77
%77
7
7
7
7
7
7
%7
%77
%77
%77
%777
N Total = 2065 / F = If user
2010
45% of users is tired of all the invites for new social network sites
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0%
25%
50%
75%
100%
esernurope asternurope outernurope orernmerca ouernmercausraa
sa4 6 %
4 5 %
4 5 %
46%
It would be handy if I could copy mypersonal info from a social network to
new site
45%
I am tired of all the invites for newsocial network sites
45%
I do not want to change to new socialnetwork because then I would have
to enter my personal data again
Q : To what extent do you agree with the following statements on social network sites?
W.Europe
E.Europe
S.Europe
N.America
Australia AsiaS.America
% agreement
% agreement
% agreement
0%
25%
50%
75%
100%
esernurope asternurope outernurope orernmerca ouernmercausraa
sa
0%
25%
50%
75%
100%
esernurope asternurope outernurope orernmerca ouernmercausraa sa
% agreement 10%> Total
10%< Total
N Total = 2065 / F = If user
2010 EditionContent of this report2010
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13% of all users claim to have
a far-from-real image on atleast 1 social network website. Users
are more eager to post something
happy...
p
People lack trust in theirsocial network websites, especially
in personal websites. When a brand
posts something about itself almosthalf of the people think...
Asian and West European
users are completely eachothers opposites whenlooking at their online behaviour.
Asian people are more open...
More than 1 out of 2 social
network users cannot accesstheir profiles at theirwork because it is blocked by theiremployer...
The END
20% of the online population
are already user of a social network
website and will even expandtheir memberships. 1 out of 4are users and will
55%2010
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N Global = 2065 / Filter = If user
55%cannot accesstheir
social network websitesat work
Blocking social networkb it
2010
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0%
25%
50%
75%
100%
esternurope asernurope ouernurope orternmerca ouernmercausraa
sa
Blocking
Q: Certain companies block social network sites, so that their employees cannot access them at work. Does your work block access to certain social network sites? If yes, to which ones?
55%
Does your company block social networkwebsites?
45
%
No-blocking
W.Europe
E.Europe
S.Europe
N.America
Australia AsiaS.America
Blocking
10%> Total
10%< Total
gwebsites
N Total = 2065 / F = If user
Facebook is mostcommon socialnetwork to get
blocked. 1 out of 3indicates thatFacebook is
blocked at theirwork.
If blocking @ work
2010 EditionContent of this report2010
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13% of all users claim to have
a far-from-real image on atleast 1 social network website. Users
are more eager to post something
happy...
People lack trust in theirsocial network websites, especially
in personal websites. When a brand
posts something about itself almosthalf of the people think...
Asian and West European
users are completely eachothers opposites whenlooking at their online behaviour.
Asian people are more open...
More than 1 out of 2 social
network users cannot accesstheir profiles at theirwork because it is blocked by theiremployer...
The END
20% of the online population
are already user of a social network
website and will even expandtheir memberships. 1 out of 4are users and will
2010
Quitting users?What about thefuture of
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Expanding users?
Saturated users?
Die-hard non-users?
Expand and quit?
Brand new users?
N Total = 2884 / F = None
futuresocial network websites?
2010
7%Quitting users?
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N Europe = 2841 / Filter = None
30%
24%
20%
11%
9%
Expanding users?
Saturated users?
Die-hard non-users?
Expand and quit?
Brand new users?
2010
Online profiles
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N Europe = 2841 / Filter = None
will increase
with
32%N Total = 2884 / F = None
Zero-sum!
Gain!
Lose!
54%
39%
7%
2010 EditionContent of this report2010
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13% of all users claim to have
a far-from-real image on atleast 1 social network website. Users
are more eager to post something
happy...
People lack trust in theirsocial network websites, especially
in personal websites. When a brand
posts something about itself almosthalf of the people think...
Asian and West European
users are completely eachothers opposites whenlooking at their online behaviour.
Asian people are more open...
More than 1 out of 2 social
network users cannot accesstheir profiles at theirwork because it is blocked by theiremployer...
The END
The END
20% of the online population
are already user of a social network
website and will even expandtheir memberships. 1 out of 4are users and will
2010
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The END
Contact details2010
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Consulting
Steven Van BelleghemManaging Partner
Tel. +32 9 269.16.07
Mobile +32 497 47.34.44
Saartje Van den Branden
Senior Research [email protected]
Tel. +32 9 269.15.11
Mobile +32 479 61.18.78
Tracey JonesResearchConsultant
Tel. +32 9269.14.32
Mobile +32 493
Head officeEvergemsesteenweg 195
B-9032 Gent
Belgium
Tel. +32 9 269 15 00
Fax. +32 9 269 16 00
Other officesRotterdam | London | Geneva
www.insites.eu
Learn more and read
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8/14/12
The Conversation Manager
Questions, feedback, remarks:
[email protected] me: @Steven_InSites
Join me on LinkedInwww.theconversationmanager.com
#DCM
[clientlogo][clientlogo]
Keyfigures
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98InSites Consulting beliefs - 2010
I
nSites
Consulting
Since 1997
Business school spin-off
Online focus & full-service
Independent
figures
85 passionate people
Target turnover for 2010 of 15 mio euro
Servicing 35% of best global brands
Yearly growth of +35% last 7 yearsActing global, thinking local
Projects in +40 countries
+2.5 mio community members in +30 countries
Offices in Ghent, Rotterdam, London, Geneva, Paris
[clientlogo][clientlogo]
Strong industryrecognition
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recognitionAWARDS WON MOA Agency Researcher of the Year 2009 (Christophe Vergult) MOA SPSS Feedback Innovation Award 2009 ESOMAR Award for Best Paper Overall 2009 (The Fernanda
Monti Award) ESOMAR International Young Researcher of the Year Award
2009 (Annelies Verhaeghe) MRS Best Conference Presentation 2009 (Niels Schillewaert) Econsultancy Innovation Awards 2009
AWARD NOMINATIONS ESOMAR Best Case History 2007 ESOMAR Award for Best Paper Overall 2007 IJMR Collaborative Research Award 2009 ESOMAR Excellence Award 2010 (2x) ARF Great Mind Awards 2010
PUBLICATIONS 14 ESOMAR publications 9 publications in scientific journals (Journal of Marketing,
Information & Management, Survey Research Methods, Journalof the Academy of Marketing Science, Journal of MarketResearch, Journal of Services Marketing, International Journal of
Market Research, International Journal of Research inMarketing, Applied Psychological Measurement)Actively collaborating with key industry
stakeholders Research organisations: ESOMAR - MRS - BAQMaR - Febelmar - MOA - BHBIA -EphMRA
Audits & certifications: Qfor - ISO certification in process Marketing organisations: IAB Europe - Belgian Marketing Foundation - NIMA - SWOCC
