volume of usage, region. Self completion online questionnaires conducted via Lightspeed global panels. 30 minute survey.
European Social Media Trends Behaviour, impact, evolution.
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globalwebindex.net
Today European results from the Global Web Index
• • • •
Social Media involvement across Europe Motivations to use the web Impacts Evolution
Today: European perspective Netherlands Canada
UK
Russia
South Korea
Germany USA
China
France Spain Mexico
Japan Italy India
Brazil Australia
Detailed web behaviour
WEB BEHAVIOUR
MOTIVATION
WEB
SOCIAL MEDIA
CONTENT
Web: Consumer + purchasing + communications
Consumer Dynamics
Purchasing
WEB
Marketing Communications
Technology
Launching with 32,000 consumer opinions annually July
December
16-64 active web users (online monthly)
Wave 1
Wave 2
16,000 respondents
16,000 respondents
Representative by age, gender, income volume of usage, region
Self completion online questionnaires conducted via Lightspeed global panels 30 minute survey
Local language 32,000 annual survey release
Social Media Involvement
Hype goes something like this......
Reality is: Still task based Stay up to date on news / events Research / find products to buy Stay in touch with friends Research how to do things Research for work Entertainment Education To get inspired/get ideas Fill up spare time Find music Keep my friends up to date with my life Networking for work Find films / TV shows Share my opinion Organise my life Express myself Play games Share content Promote something Meet new people Take on a different personality
0%
Global perspective: Motivations for involvement: Very important
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
% Very important Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet .
Russia is the most socially driven 60%
Share content
Share my opinion
Stay in touch with friends
Keep my friends up to date with my life
Meet new people
% Have done in the last month
50%
40%
30%
20%
10%
0% Italy
Germany
Netherlands
Motivations for involvement: Very important
UK
France
Spain
Russia
Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet .
Germany and UK are most purchase orientated 60%
Entertainment
Research / find products to buy
Stay up to date on news / events
Fill up spare time
% Have done in the last month
50%
40%
30%
20%
10%
0% Netherlands
France
Italy
Motivations for involvement: Very important
Spain
UK
Russia
Germany
Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet .
Motivations are fundamentally different by market Netherlands
France
Italy
Spain
UK
Russia
Germany
Stay up to date on news / events
Stay in touch with friends
Stay up to date on news / events
Stay up to date on news / events
Research / find products to buy
Stay up to date on news / events
Research / find products to buy
Stay in touch with friends
Research how to do things
Education
Stay in touch with friends
Stay in touch with friends
Stay in touch with friends
Stay up to date on news / events
Research / find products to buy
Stay up to date on news / events
Research / find products to buy
Research how to do things
Research how to do things
Research for work
Research for work
Fill up spare time
Research / find products to buy
Stay in touch with friends
Entertainment
Stay up to date on news / events
Research / find products to buy
Stay in touch with friends
Research how to do things
Entertainment
To get inspired/get ideas
Research for work
Entertainment
Research how to do things
Research how to do things
Entertainment
Research for work
Research for work
Education
Research for work
Networking for work
Entertainment
To get inspired/get ideas
To get inspired/get ideas
Fill up spare time
Research / find products to buy
Education
To get inspired/get ideas
Education
Research for work
Fill up spare time
Research how to do things
Fill up spare time
To get inspired/get ideas
Education
Fill up spare time
Share my opinion
Keep my friends up to date with my life
Entertainment
Find music
Fill up spare time
Find music
To get inspired/get ideas
Play games
Play games
Find music
To get inspired/get ideas
Find music
Find films / TV shows
Find music
Find music
Find music
Find films / TV shows
Find films / TV shows
Keep my friends up to date with my life
Entertainment
Play games
Keep my friends up to date with my life
Find films / TV shows
Networking for work
Keep my friends up to date with my life
Find films / TV shows
Keep my friends up to date with my life
Keep my friends up to date with my life
Search motivations show purchase skew Top motivation to use
45% 40% 35%
Research / find products to buy Stay up to date on news / events Research how to do things
30%
25% 20% 15% 10%
5% 0%
Motivations to use a search engine
You will now see a number of online activities that you currently take in. For each one, please can you select the main reasons you partake in that activity online?
Remember the hype?.....
Reality is different Watch video clip Visit a forum Upload photos online Manage a social network profile Leave a comment on a story on a website Edit/managed own website Written your own blog Uploaded a video online
Written a news story / article
Behaviour – last month
Use a micro-blogging service
0%
10%
20%
30%
40%
50%
60%
70%
% Have done in the last month
Behaviour online – last month. Global
You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
Russia and UK lead in social networking 70%
Manage a social network profile
Written your own blog
% Have done in the last month
60% 50% 40% 30% 20% 10% 0%
Behaviour online – last month
You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
Spain, Italy and Russia are mixed access 60%
Manage a social network profile
Written your own blog
Use a micro-blogging service
Edit/managed own website
% Have done in the last month
50% 40% 30% 20% 10% 0% France
Germany
Behaviour online – last month
Spain
Italy
Netherlands
UK
Russia
You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
Consistent pattern in all ages 90%
Manage a Social Network Profile
Write a blog
80% 70% % Last month
60% 50%
40% 30% 20%
16-24
Behaviour online – last month.
25-34
35-44
45-54
UK
Spain
Russia
Italy
Netherlands
Germany
France
UK
Spain
Russia
Netherlands
Italy
France
Germany
UK
Spain
Russia
Italy
Netherlands
Germany
France
UK
Spain
Russia
Netherlands
Italy
France
Germany
UK
Spain
Russia
Italy
Netherlands
Germany
0%
France
10%
55-64
You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
Russia sharing huge volumes of content 70%
Upload photos online
Uploaded a video online
% Have done in the last month
60% 50%
40% 30% 20%
10% 0% France
Germany
Behaviour online – last month
Spain
Italy
Netherlands
UK
Russia
You will now see a list of items that represent different activities you can do online. Please read each one carefully and then indicate whether you have done that in the past month, or whether you have done it longer ago.
Response to our motivations
Staying in touch with friends
Share my opinion / Share content
Promote something
Social Networking / Sharing photos
Blogs
Micro-blog / Twitter
Not all about Facebook % Where have active profile
90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Social networks – active profile
France
Germany
Italy
Netherlands
Russia
Spain
UK
This is where they’re going.....(in Russia)
Impact
IMPACTS all users + purchasing 85% used search last month to look for a specific product 49% used search to look for a specific recommend ation
AND We research everything online % of buyers who purchased online
70%
% of buyers who researched prior to purchase (offline and online)
60% 50% 40% 30%
20% 10% 0%
Source: Global Web Index
Social makes search even more important • • • •
Funnelling demand Managing reputation Overlaying of the social graph Going mobile
More powerful than professional sources A family member A close friend A good contact on a social network A neighbour A store assistant The author of a blog you read regularly A journalist for a national newspaper A television news reader The main contacts on your microblog e.g Twitter
A well known celebrity
Average Your country’s leader / politicians
1.50
2.00
2.50
3.00
3.50
4.00
4.50
Average Trust – 5 equals very strong trust
Trust in communications
Below is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.
For all age groups A close friend A family member A good contact on a social network A neighbour The author of a blog you read regularly A store assistant A journalist for a national newspaper A television news reader The main contacts on your microblog e.g Twitter
A well known celebrity
55-64
16-24
Your country’s leader / politicians
1.50
2.00
2.50
3.00
3.50
4.00
4.50
Average Trust – 5 equals very strong trust
Trust in communications: UK
Below is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.
Now the consumer network is important Created by a consumer Recently produced / written
Created by a professional Quality of the production / design
It comes from a site I am familiar with My friend recommended it
Online Videos
News Story
Music
0%
5%
10%
15%
20%
% important factor
Factors important when looking for content:
25%
30%
35%
All content will be dictated by the social ecosystem
We will have one digital identity
Now: Digital networks are bigger than face to face
Face to face friends
Brazil
China
USA
UK
Russia
24.4
24.1
22.8
21.4
17.1
UK
Russia
China
USA
49.3
38
51.5
42.8
Brazil Social Network Friends
31.2
NETWORK SIZE: How many people you stay in touch with
Networks of strangers: comfortable with the unknown
9%*
Facebook
3%*
0.3%*
LinkedIn
Twitter
*Percentage of people I would phone up for a beer
That network will become Augmented Reality
• Social graph online • Augmented reality
Social will inform everything and everywhere • Immediate social group • Connected group • People like me • Actions, behaviour and reviews will be overlaid on our real life experience
Evolution
Make social central to all communications Path to purchase Improve my opinion of the brand
Keep me informed of the brand
Get me to buy the brand
A face to face recommendation
Television advert
A face to face recommendation
Television advert
An email sent to you
Television advert
A website created by the brand
A face to face recommendation
A recommendation online from a contact / friend
An email sent to you
A website created by the brand
An email sent to you
Magazine advert
A direct mail sent to your house
A website created by the brand
A recommendation online from a contact / friend
A recommendation online from a contact / friend
A direct mail sent to your house
Newspaper advert
Newspaper advert
Newspaper advert
Newspaper or magazine featuring the brand
Newspaper or magazine featuring the brand
Magazine advert
Poster on a high street
Magazine advert
Newspaper or magazine featuring the brand
Advert in a store / shop front
Radio advert
Radio advert
Film or television programme featuring the brand
Poster on a high street
Advert in a store / shop front
Sponsorship of a major event e.g. sports or music concert
Film or television programme featuring the brand
Poster on a high street
A direct mail sent to your house
Advert on a major website
Film or television programme featuring the brand
Radio advert
Advert in a store / shop front
Advert on a major website
Advert on a major website
Sponsorship of a major event e.g. sports or music concert
Cinema advert
Cinema advert
Sponsored link on a search engine
Sponsorship of a major event e.g. sports or music concert
Sponsored link on a search engine
Cinema advert
Online video featuring the brand
Online video featuring the brand
Online video featuring the brand
Sponsored link on a search engine
Think beyond: Content, apps and ideas Offer discounts
Create useful online applications that provide a benefit Provide free downloads to content that I like e.g music / film Provide relevant news and analysis
Provide me with new ideas and thinking Create a platform for you to interact with the company or staff directly e.g blog / microblog Advertise in places that are relevant to you Create competitions Create live events e.g music concerts Create live events where I can use the product Create a real life community where I can meet similar people Create videos / TV shows Create an online community Sponsor my favourite sports team Sponsor my favourite website Associate with celebrities that I like
0% Europe
Europe: Role for brands
20%
40%
60%
80%
% Score 4/5
Please think again about the same brand. Below are list of activities that the brand can implement. Which of the following actions are most relevant to you as a person? Where 1 = not at all relevant and 5 = very relevant
Don’t be afraid to talk Providing a page in a social network where you can ask questions directly to the company Listening to the comments that people say on forums, or social networks Contacting me with helpful information if I mention the brand on a microblog e.g Twitter Creating blogs to talk about the company and product Talking to bloggers directly about relevant products and services Creating videos online featuring the brand Using targeted advertising (advertising that analyses your web behaviour and provides relevant advertising) Sponsoring music downloads Creating groups in social networks
Becoming your friend in a social network
UK
Italy
Sponsoring blogs
0%
10%
20%
30%
40%
% Improves my opinion
UK V Italy DATA: Perception of brands in social media / new channels
Below is a list of activities that brands can engage in online. Some of these are very new and some will be more familiar to you. Please can you state your opinion on brands engaging in these activities?
Be there with purpose
10.8% Being a Friend
12.2% Starting a group in a social network
Europe DATA: Perception of brands in social media / new channels. Improve my opinion of the brand
31.4% Providing a page where you can provide feedback directly
Impacts the whole business External Comms Customer service Recruitment
Brand X
Product development
Market Research
Wrap up
ing
Wrap up Active social media involvement is big Passive impact is bigger Social is powerful and impacts purchase decisions
Embrace conversation and relationship