The Next Web 2010, presentation

Ruigrok | NetPanel - <maand jaar>

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What do ‘’normal’’ people

(= you)

do online?

Marja Ruigrok

THE NEXT WEB 2010

Dutch general public, age 18 and up

1.060 participants

Ruigrok | NetPanel - <maand jaar>

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Average time* online 16hr/wk

• Male > Female

• Under 35 > 35-54 > 55+

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Activities primarily functional

Information 100%Product orientation 96%Online banking 93%News 93%Buy products 92%

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Video content is king

Watch video 81%Read blogs/fora 70%Gaming 65%Listen music/podcast 59%Sell products 56%Download music/movie 53%Watch TV/movie 52%

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88% create content

Photo upload 70%Product review 58%Comment on blog/forum 49%Website or blog 27%Video upload 21%

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User types

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JUST SURFING AROUND

36%Information Online bankingNewsProduct orientation

Internet is INFORMATION

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FUNCTION FIRST

41%Use internet more

InformationOnline bankingNews!Product orientation!Buying, selling

Internet is a TOOL

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INTO FUN & GAMES

22%All of the above and Fun!

VideoBlogs and foraMusic, video and tv Games!Blogging!

Internet is FUN!

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CHARACTERISTICS

More often female

Age 34

Age is important predictor

Age 55 (+)

16 hr / wk onlineAge 45 More often highereducated

Lower educated

Mobile connectedSocializers26 hr /wk online

Function first

Into fun & games

Just surfing around

Not mobile connected

10 hr / wk online

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Social networking still rising

2007 40% 2010 72%

• One in two less than 2 hr a wk• One in three 2-7 hr a wk• One in four > 7 (socializer)

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Networks in Holland

female > male lower educatedevery age

more often malehigher education25 – 54 mobile connected

young (under 35)no specific genderor education

Number 1

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Twitter still going strong

2009 3% 2010 9%

under 35male

higher educatedmobile connected

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Mobile internet use risesNumber of people with mobile access is the same

But more people use it

I have it I use it2010 41% 65%2009 40% 40%

One in ten consumers is dailyconnected

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What to do on your mobile?

General information, news, personal e-mail, weather [ one in three ]

Location/travel/route, online networking][ one in four ]

Video, business mail, traffic info, radio, mobile banking and twitter [ one in ten ]

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Location based

Of all consumers with mobile access

5% share location basedinformation with their network

2% is on foursquare

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Type is predictor

Fun & Games

11% share location based information

Ruigrok | NetPanel - <maand jaar>

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Location Based

Of all consumers with mobile access (not using lbs)

8% is positive towards sharinglocation based informationwith their network or withshops or business

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Final thoughts

Creating is for everyoneFunctional > FunFacebook & twitter risingMobile gaining fansLocation based reluctanceGeneration gap at 35

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www.ruigroknetpanel.nlmarja@ruigrok.nl