European Social Media Trends - Semantic Scholar

European Social Media Trends Behaviour, impact, evolution. [email protected]

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


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









Research how to do things

Education










Research for work

Research for work

Fill up spare time



Entertainment





Entertainment

To get inspired/get ideas

Research for work

Entertainment



Entertainment

Research for work

Research for work

Education

Research for work

Networking for work

Entertainment



Fill up spare time


Education


Education

Research for work

Fill up spare time


Fill up spare time


Education

Fill up spare time

Share my opinion


Entertainment

Find music

Fill up spare time

Find music


Play games

Play games

Find music


Find music

Find films / TV shows

Find music

Find music

Find music




Entertainment

Play games



Networking for work





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%


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


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

Behaviour online – last month


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


50% 40% 30% 20% 10% 0% France

Germany


Spain

Italy

Netherlands

UK

Russia


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


Russia sharing huge volumes of content 70%

Upload photos online

Uploaded a video online


60% 50%

40% 30% 20%

10% 0% France

Germany


Spain

Italy

Netherlands

UK

Russia


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


Television advert

An email sent to you

Television advert

A website created by the brand


A recommendation online from a contact / friend




Magazine advert

A direct mail sent to your house





Newspaper advert

Newspaper advert

Newspaper advert

Newspaper or magazine featuring the brand


Magazine advert

Poster on a high street

Magazine advert


Advert in a store / shop front

Radio advert

Radio advert

Film or television programme featuring the brand



Sponsorship of a major event e.g. sports or music concert




Advert on a major website


Radio advert





Cinema advert

Cinema advert

Sponsored link on a search engine



Cinema advert

Online video featuring the brand




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