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Social Media around the world Steven Van Belleghem [email protected] www.insites.eu www.theconversationmanager.com

Social networks around the world 2010

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Page 1: Social networks around the world 2010

Social Media around the worldSteven Van BelleghemSteven@insites.euwww.insites.euwww.theconversationmanager.com

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SOCIAL MEDIA STUDY in 14 COUNTRIES WORLDWIDE

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

.7 regions worldwide

2010

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Australia

Throughout the report, results are reported on a total base and per region

Eastern EuropeSouthern Europe Southern America Asia Western Europe Northern America

7 regions worldwide

2010

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72% of all participants are member of at least 1 social network website. This involves that more than 1 out of four still have no membership...

2010 EditionContent of this report20

10

90% of the 2.884 participants report to know at least 1 social 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 higher for personal websites compared with the professional…

Sending personal messages is the most popular online 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 removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

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13% of all users claim to have a far-from-real image on at least 1 social network website. Users are more eager to post something happy...

2010 EditionContent of this report20

10

People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...

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

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

The END

20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…

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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 = 200Total sample size = 2884

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

Social Media Study 2010 More on methodology20

10

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72% of all participants are member of at least 1 social network website. This involves that almost 1 out of three still have no membership...

2010 EditionContent of this report20

10

90% of the 2.884 participants report to know at least 1 social 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 higher for personal websites compared with the professional…

Sending personal messages is the most popular online 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 removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

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N Global = 2884 / Filter = None

More than 90% know at least 1 social

network

2010

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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%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Ranking based upon Total

0%10%20%30%40%50%60%70%80%90%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

On average, users know 4 sites…Non-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

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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...

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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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10%> Total

10%< Total

Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

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

83%

73%

64%

28%

23%

22%

21%

10%

5%

2%

Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

0% 25% 50% 75% 100%

0%10%20%30%40%50%60%70%80%90%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

AWARENESS Exceeding countries

2010

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N Europe = 2841 / Filter = None

28% of the internet population

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

N Global = 2884 / Filter = None

2010

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28%31%

FUTURE INTENTION

Usage │Knowledge Future Intention

N Total = 819 / F = If non user

31% will becomeUSER

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%

DON’T KNOW

31%

69%

NO INTENTION

INTENTION

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0%

25%

50%

75%

100%

Wes

tern

Eur

ope

East

ern

Euro

pe

Sout

hern

Eur

ope

Nor

ther

n Am

eric

a

Sout

hern

Am

eric

a

Aust

ralia

Asia

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

Usage │Knowledge 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?

DON’T KNOW

…Biggest growth potential in ASIA…

2010

31%

69%

NO INTENTION

INTENTION

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0% 25% 50% 75% 100%

Don’t want others to see my personal info

Any message can startleading a life online

I do not see an advantagein having it

Don’t want to free anytime for it.

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

0%10%20%30%40%50%60%70%80%90%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

TOP2% AGREEMENT10%> Total

10%< Total

N Total = 819 / F = If non user

71%

70%

34%

32%

1

2

3

4

2010 The biggest threshold for non-users seems to be their personal information. Almost 3 out of 4 non-users

agree on not wanting to share their personal information

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72% of all participants are member of at least 1 social network website. This involves that more than 1 out of four 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 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 higher for personal websites compared with the professional…

Sending personal messages is the most popular online 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 removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

2010

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N Europe = 2841 / Filter = None

N Global = 2884 / Filter = None

Brazil 95%

USA 84%

Portugal 82%

TOP3 COUNTRIES

2010

72% of the internet population

are active on at least 1 social network …

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ACROSS COUNTRIES USERS ARE

CONNECTED TO 1 SOCIAL NETWORK ON AVERAGE, WITH THE

EXCEPTION OF BRAZIL AND PORTUGAL WHERE THEY HAVE 2 SOCIAL NETWORKS

ON AVERAGE.

0%

25%

50%

75%

100%

Wes

tern

Eur

ope

East

ern

Euro

pe

Sout

hern

Eur

ope

Nor

ther

n Am

eric

a

Sout

hern

Am

eric

a

Aust

ralia

Asia

72%

28%

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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72%Users

Users 76%

Users 77% Users 79%

Users 73%

Users 38%

Users 80%

Users 69%

Users 73%

Users 82%

Users 56%

About N per country = About 200

72%Users

2010 Number of users in each country...

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N per country = About 200

Users 84%

Users 95% Users 79%

Users 43%

2010 Number of users in each country...

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72% of all participants are member of at least 1 social network website. This involves that almost 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 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 higher for personal websites compared with the professional…

Sending personal messages is the most popular online 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 removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

2010

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N Global = 2884 / Filter = None

72% users with on average 2 memberships

Twitter 17%

Facebook 51%

MySpace 20%

1

2

3

Top3 penetration

2010

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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

Facebook

MySpace

Hi5

Netlog

Twitter

LinkedIn

Orkut

Xing

Ning

Hyves

12%

7%

7%

5%

5%

2%

2%

1%

0%

0%

MySpace

Hi5

Facebook

Netlog

Twitter

LinkedIn

Orkut

Xing

Ning

Hyves

EX MEMBERS

Usage │Knowledge Ex Membership

12% of the online internet population are ex members of MySpace

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Orkut is very popular in Southern America.

Usage │Knowledge Current Membership

Q : 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%Facebook

MySpace

Twitter

Orkut

Hi5

LinkedIn

Netlog

Xing

Ning

Hyves

Other

None

0%10%20%30%40%50%60%70%80%90%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

2010

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0% 25% 50% 75% 100%

Facebook

MySpace

Twitter

Orkut

Hi5

LinkedIn

Netlog

Xing

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%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

51%

20%

17%

15%

11%

9%

8%

3%

2%

1%

Facebook

MySpace

Twitter

Orkut

Hi5

LinkedIn

Netlog

Xing

Ning

Hyves

PENETRATION Exceeding countries 10%> Total

10%< Total

2010 More than half of the internet population is currently a member of Facebook

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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...

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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...

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Usage │Knowledge Private versus Professional membership

72% is member of at least 1social network

84% 13% 3%

Only member of a

personal site

Only member of a

professional site

Professional as well as a

Personal profile

......

MySpace

Hyves

Netlog

Facebook

Twitter

Hi5

Orkut

Ning

Other

LinkedIn

Xing

84% of users are only member on a personal website…

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

N Global = 2065 / Filter = If user

2010

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ActivitiesPersonal versus Professional purpose

Q: You are part of the following social network sites. What purposes do you use these sites for?

PERSONAL VERSUS PROFESSIONAL

Hyves

Facebook

MySpace

Hi5

Twitter

Netlog

Orkut

Ning

Xing

LinkedIn

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%

Strictly personal purposes

Strictly professional purposes

Both personal and professional purposes

N Total = 2065 / F = If user

Most respondents use social networks for personal reasons

2010

Professional websites

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Activities Personal versus Professional purpose

PURPOSE INDEX* OF SOCIAL NETWORK WEBSITES

PEN

ETRA

TIO

N O

F SO

CIAL

NET

WO

RK

WEB

SITE

SHI

GHLO

W

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 popular social network websites are used for personal purposes…

* Index = % personal purpose - % professional purpose

2010

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cebo

ok

MyS

pace

Twitt

er

Ork

ut

Hi5

Link

edIn

Net

log

Xing

Nin

g

Hyv

es

17%

27%

36%

79%72%

79% 77%

90%95% 98%

25%

42%

42%

4%10%

10% 10%

6%3%

7%

12%

5%7%

51%

20% 17% 15%11% 9% 8%

3% 2% 1%

Not

aw

are

Awar

e

Awar

e an

d on

ce a

mem

ber

Awar

e an

d cu

rren

t mem

ber

N Total = 2884 / F = None

FacebookMySpace

TwitterOrkut

Hi5LinkedIn

NetlogXingNing

Hyves

17% 27% 36% 79%72% 79%77% 90% 95% 98%

25% 42% 42% 4%10% 10%10% 6% 3%

7% 12% 5%7%

51% 20% 17% 15% 11% 9% 8% 3% 2% 1%

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

Basis = Total

2010 Facebook has the highest penetration of members

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MySpace

Facebook

LinkedIn

Hyves Netlog

Twitter

Hi5

Orkut

Ning Xing

Other

0%

10%

20%

30%

40%

50%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Usage │Knowledge Awareness versus Penetration

AWARENESS OF SOCIAL NETWORK WEBSITES

PEN

ETRA

TIO

N O

F SO

CIAL

NET

WO

RK

WEB

SITE

SHI

GHLO

W

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 and high penetration !

2010

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72% of all participants are member of at least 1 social network website. This involves that almost 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 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 higher for personal websites compared with the professional…

Sending personal messages is the most popular online 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 removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

2010

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Users are saturated?!Connected People

have no intention to stop their membership nor do

they feel the need to further expand their membership

on social network sites

2010

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Intention

2010

No Stopping!

No Expanding!75%

43%

N Total = 2065 / F = If user

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Usage │Knowledge Intention to stop

Q : Are there any network sites you intend to stop your membership of in the near future?

Ranking based upon Total

0%10%20%30%40%50%60%70%80%90%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%Facebook

MySpace

Hi5

Twitter

Netlog

Orkut

LinkedIn

Xing

Ning

Hyves

Other

None

N Total = 2065 / F = If user

…75% have no intention to stop

2010

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Usage │Knowledge Future membership

Q : 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%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%Twitter

Facebook

MySpace

LinkedIn

Hi5

Netlog

Xing

Orkut

Ning

Hyves

Other

None

N Total = 2065 / F = If user

…43% have no intention to expand

2010

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72% of all participants are member of at least 1 social network website. This involves that almost 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 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 higher for personal websites compared with the professional…

Sending personal messages is the most popular online 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 removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

2010

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N Global = 2884 / Filter = None

Users log in 2 times a day

on average...

... Log in frequency for members

on professional websites drops to 9 times a month...

2010

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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

87%

76%

62%

53%

46%

46%

45%

40%

35%

35%

Orkut

Facebook

Twitter

Hyves

Xing

Ning

MySpace

Hi5

Netlog

LinkedIn

AT LEAST WEEKLY USEONLY SCORES OF TOP3 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

2010 Orkut has highest penetration on weekly usage. 87% of Orkut users log in at least once a week

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64%

58%

54%

54%

49%

47%

42%

41%

34%

27%

MySpace

Hi5

Ning

Netlog

Hyves

Xing

Twitter

LinkedIn

Facebook

Orkut

FrequencyFrequency compared with beginning

Q: When comparing your current usage to your usage when you had only just joined them, do you currently log in more or less often than before?

LESS OFTEN THAN BEFORE

W. Europe E. Europe S. Europe N. America Australia AsiaS. America

LESS OFTEN THAN BEFOREONLY SCORES OF TOP3 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…

2010

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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 social network website. This involves that almost 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 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 higher for personal websites compared with the professional…

Sending personal messages is the most popular online activity. 83% of users sometimes become a member / fan of something...

Everyone removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

2010

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1

2

3

4

5

Top 5 activities online

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

Checking status

48

Sending personal messages

Watching pics, etc.

Reacting to others’ status

Uploading pics

People like to do these activities, but would not be

willing to pay for them!

2010

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0% 25% 50% 75% 100%

Reacting to others’ status

0%10%20%30%40%50%60%70%80%90%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

AT LEAST ONCE

Activities Penetration Online activities

N Total = 2065 / F = If user

10%> Total

10%< Total

94%

91%

89%

85%

83%

81%

81%

79%

78%

58%

40%

39%

Sending personal messages to friends / contacts / followers

Watching my friends / contacts / followers' pictures and videos

Checking my friends / contacts / followers'

status Reacting to friends / contacts / followers'

status

Uploading pictures

Sending public messages to friends / contacts / followers

Adapting my profile picture

Becoming a member of groups

Giving my own status

Becoming a fan of something

Uploading films

Creating groups

Checking status

Sending personal messages

Watching pics, etc.

Sending public messages

Giving my ownstatus

Becoming a member ofgroups

Uploading pics

Becoming fan of sth.

Adapting profile pic

Uploading films

Creating groups

...94% of connected people sometimes send a personal message!...

2010

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

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Checking status

Sending personal messages

Watching pics, etc.

Reacting to others’ status

Sending public messages

Giving my ownstatus

Becoming a member ofgroups

Uploading pics

Becoming fan of sth.

Adapting profile pic

0%10%20%30%40%50%60%70%80%90%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

# TIMES A WEEK - DAILY

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

Uploading films

Creating groups

36%

32%

29%

27%

23%

22%

8%

8%

7%

6%

4%

3%

1

2

3

4

5

6

7

8

9

10

11

12

0% 25% 50% 75% 100%

N Total = 2065 / F = If user

10%> Total

10%< Total

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

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Type of users

2010

N Total = 2065 / F = If user

Passive!

Voyeur !

Addict !

Special occasions !

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LOG

IN F

REQ

UEN

CYHI

GHLO

W

LOW HIGH

SPECIAL OCCASIONS

13%

ADDICTS

26%

2010 Type of users...

PASSIVE USERS

47%

VOYEURS

14%LOG IN FREQUENCY 109 *

ACTIVITY FREQUENCY 19 *

LOG IN FREQUENCY 13 *

ACTIVITY FREQUENCY 12 *

LOG IN FREQUENCY 123 *ACTIVITY FREQUENCY 95 *

LOG IN FREQUENCY 23 *ACTIVITY FREQUENCY 70 *

* ON A MONTLHY BASIS

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LOG

IN F

REQ

UEN

CYHI

GHLO

W

LOW HIGH

SPECIAL OCCASIONS

13%

ADDICTS

26%

2010 Who are they...

PASSIVE USERS

47%

VOYEURS

14% • BRAZILIAN• MAINLY PERSONAL MEMBERSHIPS• CURRENT TWITTER MEMBERS

• FEMALE• 18-44 Y.O.• SINGLES WITH NO KIDS• THEY TRY TO BUILD AN IMAGE ON THEIR

PROFILE(S)• THEY ARE AT EASE ONLINE• THEY FOLLOW RECENT INTERNET HYPES FROM

CLOSE BY

• MALE• 30-55 Y.O.• CURRENT TWITTER MEMBERS• MAINLY PROFESSIONAL

MEMBERSHIPS• NO INTERNET EXPERTS

• 18-30 Y.O.• USA & RUSSIA• MAINLY PERSONAL MEMBERSHIPS• LIKELY TO POST HAPPY EVENTS, HOLIDAY PICS,... • NO INTERNET EXPERTS

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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%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

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.

44%

40%

35%

33%

24%

17%

10%

1

2

3

4

5

6

7

WHAT HAVE YOU BECOME MEMBER / FAN OF 10%> Total

10%< Total

Becoming a member of a charity is number 1 in Australia !

2010 Becoming a member / fan of a band is most popular amongst people who sometimes become member/fan

of something

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0%10%20%30%40%50%60%70%80%90%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

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

24%

22%

21%

19%

19%

16%

16%

13%

13%

11%

8%

7%

1

2

3

4

5

6

7

8

9

10

11

12

Checking status

Watching pics, etc.

Reacting to others’ status

Sending public messages

Adapting my ownstatus

Becoming a member ofgroups

Uploading pics

Becoming fan of sth.

Adapting profile pic

Uploading films

Creating groups

Sending personal messages

0% 25% 50% 75% 100% 10%> Total

10%< Total

2010 24% of users send personal messages more often compared with the beginning. This means that the

majority of users (76%) decrease this activity

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Activities Willingness to pay for Online activities

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

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 online activities.

Similar outcome across different countries.

Checking status

Watching pics, etc.

Reacting to others’ status

Sending public messages

Adapting my ownstatus

Becoming a member ofgroups

Uploading pics

Becoming fan of sth.

Adapting profile pic

Uploading films

Creating groups

Sending personal messages

2010

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%

Willing to pay

Neutral

Not willing to pay

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72% of all participants are member of at least 1 social network website. This involves that almost 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 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 higher for personal websites compared with the professional…

Sending personal messages is the most popular online 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 removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

2010

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N Europe = 2841 / Filter = None

Connected people have about

195

friends

N Global = 2065 / Filter = If user

Brazil 360

Portugal 236

USA 200

TOP3 COUNTRIES

2010

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72%Users

N° Friends 152

N° Friends 173 N° 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

2010 Number of friends in each country...

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N° Friends 200

N° Friends 360 N° Friends 155

N° Friends 63

N° FriendsN users per country = About 100-150

2010 Number of friends in each country...

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125 108 140200

360

155

63

Wes

tern

Eur

ope

East

ern

Euro

pe

Sout

hern

Eur

ope

Nor

ther

n Am

eric

a

Sout

hern

Am

eric

a

Aust

ralia

Asia

Friends & De-friendsNumber of friends / followers / contacts

Q:How many friends / contacts / followers do you have in your profile?

# CONTACTS

195 contacts on average

N Total = 2065 / F = If user

W. Europe E. Europe S. Europe N. America Australia AsiaS. America

100> Total

100< Total

DIFFERENT CONTACTS

Strictly professional memberships have a smaller number of friends

2010

195

TOTA

L

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Friends & De-friends Contact

Q: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

Facebook

Hyves

LinkedIn

MySpace

Twitter

Xing

Hi5

Ning

Netlog

Hyves

Facebook

MySpace

Hi5

Twitter

Netlog

Orkut

Ning

Xing

LinkedIn

75%68%68%

59%51%

43%43%41%

40%33%

25%32%33%

42%49%

57%58%59%

60%67%

Orkut Facebook

Hyves LinkedIn

MySpace Twitter

Xing Hi5

Ning Netlog

Meet in real life Never meet in real life

W. Europe E. Europe S. Europe N. America Australia AsiaS. America

20%

72%

79%

63%

39%

42%

55%

45%

7%

44%

0%

50%

0%

73%

38%

59%

0%

67%

0%

48%

54%

67%

100%

44%

36%

33%

22%

53%

39%

45%

100%

83%

0%

66%

65%

37%

100%

47%

67%

43%

75%

37%

0%

41%

39%

50%

0%

25%

18%

22%

67%

78%

50%

50%

66%

26%

0%

30%

0%

25%

67%

51%

67%

50%

39%

42%

30%

40%

67%

37%MEET IN REAL LIFE...

Netlog users hardly ever meet their online friends in real life! For Facebook it is the opposite!

2010

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WOULD YOU SWITCH TO ANOTHER NETWORK TO FOLLOW YOUR CONTACTS?

Most people would not switch to another network.

Friends & De-friends Follow your friends

Q: 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

Twitter

LinkedIn

Facebook

Xing

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%

I would switch Neutral I would not switch

Netlog users are least loyal to their social network website. Facebook users are loyal!

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?

Friends & De-friends Communicate a personal message

Mobile phone

E-mail

SMS

Landline

Instant messenger

Social networks

COMMUNICATION CHANNELS10%> Total

10%< Total

Chat

Other

35%

27%

13%

11%

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%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

6th place

N Total = 2065 / F = If user

To communicate personal messages to friends,

people prefer to call on their mobile phone

2010

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0%

25%

50%

75%

100%

Wes

tern

Eur

ope

East

ern

Euro

pe

Sout

hern

Eur

ope

Nor

ther

n Am

eric

a

Sout

hern

Am

eric

a

Aust

ralia

Asia

26%

74%

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

Friends & De-friends Use of mobile phone

N Total = 2065 / F = If user

Most people do not use social network website on their mobile phone. This mobile usage is higher amongst male and younger people (18-30)

2010

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2010

26% use their social network via their mobile phone.

N Total = 2065 / F = If user

…These ‘mobile’ users are more active on social networks compared with the non-mobile users!

They log in more often!They practice more activities!

44% addicts amongst the mobile users!

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72% of all participants are member of at least 1 social network website. This involves that almost 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 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 higher for personal websites compared with the professional…

Sending personal messages is the most popular online 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 removes friends sometimes. This de-friend tendency is less common on professional websites compared with personal websites...

2010

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N Europe = 2841 / Filter = None

N Global = 2065 / Filter = If user

58% of users have already removed contact(s). This is less common on

professional

websites. Brazilian

participants have the biggest circle of friends, but are most likely to

de-friend them (81%)!

N° Friends 360

2010

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DID YOU ALREADY REMOVE FRIENDS?

LinkedIn especially is a social network site where people do not remove contacts very often.

Across the different social network websites, 58% of users have already removed contacts at least once. This

number rises up to 81% in Brazil!

Friends & De-friends ‘Remove Friends’

Q: 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

Facebook

MySpace

Hi5

Twitter

Netlog

Ning

Xing

LinkedIn

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%

Yes I already removed friends

No I did not remove friends yet

Professional contacts are less often de-friended!

2010

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13% of all users claim to have a far-from-real image on at least 1 social network website. Users are more eager to post something happy...

2010 EditionContent of this report

People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...

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

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

The END

2010

20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…

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N Global = 2065 / Filter = If user

In 2009 we have measured that...

Although Facebook is the most popular social network website, 1 out of 3 users have little trust in it!

2010

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21%23%41%

29%28%

44%25%

41%42%45%

35%37%21%

37%38%

24%45%

36%35%

38%

44%40%39%34%34%33%30%24%23%18%

Netlog Hi5

Orkut Twitter

Facebook Ning

MySpace Hyves

LinkedIn Xing

A lot of trust Neutral Little trust

TrustTrust in social network websites

Q: 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

Facebook

Hyves

Ning

Xing

Netlog

LinkedIn

Myspace

Twitter

W. Europe E. Europe S. Europe N. America Australia AsiaS. America

21%

23%

41%

29%

28%

44%

25%

41%

42%

45%

35%

37%

21%

37%

38%

24%

45%

36%

35%

38%

44%

40%

39%

34%

34%

33%

30%

24%

23%

18%

Netlog

Hi5

Orkut

Twitter

Facebook

Ning

MySpace

Hyves

LinkedIn

Xing

OVERVIEW OF TRUST IN FACEBOOK

24% 30% 20% 31% 36% 26% 26%

33%48%

33%43% 27% 48% 63%

44%23%

47%26% 37% 27% 11%

Wes

tern

Eur

ope

East

ern

Euro

pe

Sout

hern

Eur

ope

Nor

ther

n Am

eric

a

Sout

hern

Am

eric

a

Aust

ralia

Asia

10%> Total

10%< Total

Netlog users don’t meet their online friends in real life and (consequently?!) have little trust in their online environment!

More trust in professional websites

2010

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37%

59%

45%37%

52%

37%

53%

TrustCredibility of brand posts

Q: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%< TotalCREDIBILITY

44%

Top2% credibility

44% think that a brand

posting about itself is credible…

2010

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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%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

MOST CREDIBLE SOURCES

TrustCredible sources for brand posts

N Total = 2065 / F = If user

38%

32%

7%

3%

1%

A consumer

The brand itself

A journalist

A marketeer

Another brand

…still, word-of-mouth is the most credible source to rely on for brand posts…Asia and Southern America consider the brand itself to be the most credible.

2010

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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%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

MOST CREDIBLE SOURCES10%> Total

10%< Total

N Total = 2065 / F = If user

38%

32%

7%

3%

1%

A consumer

The brand itself

A journalist

A marketeer

Another brand

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 brand itself is the most credilble source.

2010 A consumer is the most credible source in order to believe posts about a certain brand

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13% of all users claim to have a far-from-real image on at least 1 social network website. Users are more eager to post something happy...

2010 EditionContent of this report

People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...

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

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

The END

2010

20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…

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N Europe = 2841 / Filter = None

N Global = 2065 / Filter = If user

13% of all participants claim to have afar-from-real image on at least 1 social network website

2010

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DOES YOUR ONLINE IMAGE CORRESPOND WITH YOUR REAL IMAGE?

Online behaviour Online image vs. Real image

Q: 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

LinkedIn

Hi5

Hyves

Twitter

Facebook

Xing

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%

Total overlap Large overlap

Small overlap Far apart

About 10% of those members on Netlog and Hi5 create an online image that does not correspond with their real selves.

When looking at younger members (18-30 y.o.) on these sites, 1 out of 5 respondents claims to do so.

S. America 14%

2010

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49%

48%

47%

45%

44%

28%

27%

24%

20%

1

2

3

4

5

6

7

8

9

Happy events

Info on my hobbies

Things I’m 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 information on a social network?

0%10%20%30%40%50%60%70%80%90%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

WHAT WOULD YOU REVEAL?10%> Total

10%< Total

Online behaviourRevealing info

0% 25% 50% 75% 100%

As long as it doesn’t get too personal (eg. kids, job...) people are more eager to post happy 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

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13% of all users claim to have a far-from-real image on at least 1 social network website. Users are more eager to post something happy...

2010 EditionContent of this report

People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...

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

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

The END

2010

20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…

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N Global = 2065 / Filter = If user

Asian and West European users are each others’ total

opposites when looking at their online behaviour!

79% of West European people are more open in person vs. online, which is only the case amongst 45% of Asian people.

27% of Asian users claim that they always tell the truth. This rises to 57% for West Europeans.

2010

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0% 25% 50% 75% 100%

Consciously publish

Consciously choose pics

Certain things I revealmore easily in real life

Image social network is same as in real life

Online pics more oftenconsidered than album

Always tell truth on mysocial network

I link myself to brands

I use my social networkto build my image

Certain things I revealmore 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%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

TOP2% AGREEMENT10%> Total

10%< Total

Online behaviour Statements

75%

74%

63%

59%

54%

52%

27%

26%

23%

1

2

3

4

5

6

7

8

9

Western Europeans are more open about certain things in real life than through their

social networks.

This in contrary to Chinese people who are more open online compared with real life.

They also post or publish things without considering it thoroughly and above all they

do not always tell the truth.

N Total = 2065 / F = If user

2010

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Online behaviour What would you reveal more easily online?

N Total = 469 / F = If agreement on ‘Certain things I reveal more easily online’

2010

People who indicate that they reveal certain things more easily online especially aim at:

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Online behaviour What would you reveal more easily in person?

N Total = 1301 / F = If agreement on ‘Certain things I reveal more easily in person’

2010

People who indicate that they reveal certain things more easily in person especially aim at:

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Careful with what I post

I decide myself who becomes a friend

I know that any publishcan lead a life of its own

No one has to know me online

I can totally be myselfonline

I do not fear the conse-quences of what I post

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%

100%Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

Other

None

Total

Western Europe

Eastern Europe

Southern Europe

Northern America

Southern America

Australia

Asia

TOP2% AGREEMENT10%> Total

10%< Total

81%

78%

70%

52%

47%

33%

1

2

3

4

5

6

0% 25% 50% 75% 100%

N Total = 2065 / F = If user

2010 One out of three social network users do not fear the consequences of what they post

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0%

25%

50%

75%

100%

Wes

tern

Eur

ope

East

ern

Euro

pe

Sout

hern

Eur

ope

Nor

ther

n Am

eric

a

Sout

hern

Am

eric

a

Aust

ralia

Asia

46%

45%

45%

46%

IT WOULD BE HANDY IF I COULD COPY MY PERSONAL INFO FROM A SOCIAL NETWORK TO NEW SITE

45%

I AM TIRED OF ALL THE INVITES FOR NEW SOCIAL NETWORK

SITES

45%

I DO NOT WANT TO CHANGE TO NEW SOCIAL NETWORK 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%

Wes

tern

Eur

ope

East

ern

Euro

pe

Sout

hern

Eur

ope

Nor

ther

n Am

eric

a

Sout

hern

Am

eric

a

Aust

ralia

Asia

0%

25%

50%

75%

100%

Wes

tern

Eur

ope

East

ern

Euro

pe

Sout

hern

Eur

ope

Nor

ther

n Am

eric

a

Sout

hern

Am

eric

a

Aust

ralia

Asia

% AGREEMENT 10%> Total

10%< Total

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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13% of all users claim to have a far-from-real image on at least 1 social network website. Users are more eager to post something happy...

2010 EditionContent of this report

People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...

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

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

The END

2010

20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…

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N Global = 2065 / Filter = If user

55% cannot access their social network websites at work

2010

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0%

25%

50%

75%

100%

Wes

tern

Eur

ope

East

ern

Euro

pe

Sout

hern

Eur

ope

Nor

ther

n Am

eric

a

Sout

hern

Am

eric

a

Aust

ralia

Asia

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 NETWORK WEBSITES?

45%NO-BLOCKING

W. Europe E. Europe S. Europe N. America Australia AsiaS. America

BLOCKING

10%> Total

10%< Total

Access @ work Blocking social network websites

N Total = 2065 / F = If user

55%

45%

FACEBOOK IS MOST COMMON

SOCIAL NETWORK TO GET BLOCKED.

1 OUT OF 3 INDICATES THAT

FACEBOOK IS BLOCKED AT THEIR WORK.

2010

If blocking @ work

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13% of all users claim to have a far-from-real image on at least 1 social network website. Users are more eager to post something happy...

2010 EditionContent of this report

People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...

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

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

The END

2010

20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…

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2010

Expanding users?

Saturated users?

Die-hard non-users?

Expand and quit?

Brand new users?

Quitting users?

N Total = 2884 / F = None

What about the future of social network websites?

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N Europe = 2841 / Filter = None

2010

30%

24%

20%

11%

9%

7%

Expanding users?

Saturated users?

Die-hard non-users?

Expand and quit?

Brand new users?

Quitting users?

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N Europe = 2841 / Filter = None

2010 Online profiles

will increase

with

32% N Total = 2884 / F = None

Zero-sum!

Gain!

Lose!

54%39%

7%

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13% of all users claim to have a far-from-real image on at least 1 social network website. Users are more eager to post something happy...

2010 EditionContent of this report

People lack trust in their social network websites, especially in personal websites. When a brand posts something about itself almost half of the people think...

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

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

The END

2010

The END

20% of the online population are already user of a social network website and will even expand their memberships. 1 out of 4 are users and will…

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The END20

10

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Contact details

Steven Van BelleghemManaging [email protected] Tel. +32 9 269.16.07Mobile +32 497 47.34.44

Saartje Van den BrandenSenior Research [email protected] Tel. +32 9 269.15.11Mobile +32 479 61.18.78

Tracey JonesResearch [email protected] Tel. +32 9 269.14.32Mobile +32 493 24.18.51

2010

Head officeEvergemsesteenweg 195B-9032 GentBelgiumTel. +32 9 269 15 00Fax. +32 9 269 16 00

Other officesRotterdam | London | Geneva

[email protected]

Page 93: Social networks around the world 2010

Learn more and readThe Conversation Manager

Questions, feedback, remarks:

[email protected] me: @Steven_InSitesJoin me on LinkedInwww.theconversationmanager.com

#DCM

Page 94: Social networks around the world 2010

98InSites Consulting beliefs - © 2010

[client logo][client logo]

© In

Site

s Con

sulti

ng

Since 1997

Business school spin-off

Online focus & full-service

Independent

Key figures

85 passionate people

Target turnover for 2010 of 15 mio euro

Servicing 35% of best global brands

Yearly growth of +35% last 7 years

Acting global, thinking local

Projects in +40 countries

+2.5 mio community members in +30 countries

Offices in Ghent, Rotterdam, London, Geneva, Paris

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99InSites Consulting beliefs - © 2010

[client logo][client logo]

© In

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Strong industry 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, Journal of the Academy of Marketing Science, Journal of Market Research, Journal of Services Marketing, International Journal of Market Research, International Journal of Research in Marketing, 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 - Vlerick Brand Community Charity: UNICEF - Make-a-Wish - Child Focus Academic partners: Vlerick Leuven Gent Management School - ESSEC - Bauer College of Business

(University of Houston) - Maastricht University - PennState SMEAL College of Business