Social Media Around Belgium (Presentation IAB Breakfast)

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Social Media stats around Belgium, and why Belgium should be ashamed of itself. A presentation given for the IAB breakfast. For European/Worldwide results, check the core presentation at http://slidesha.re/p4CUAz .

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Belgium2011

Hi, Im Elias.I work at InSites Consulting.I live in and love Gent, and am addicted to my smartphone.Find me on twitter via @eliasveris2011

Studied countries9027 consumers (age 15+) across 35 countries, representative for the online population within country on gender, age and e-commerce.Data collected on online research panels, field in March April 2011. Belgium N=1280

3

2011

How many social networks matter in Belgium?Evolution: Up or down?2011Hoeveel netwerken doen ertoe in belgi?En gaat social networking trend up of down?5FacebookTwitterNetlogMySpaceLinkedInBadooHyvesHi5TaggedFriendsterHabboXingOrkutBeboQZoneNingVkontakteQ : To what extent do you know / use the following social network sites?N Belgium = 1280 / F = NoneBelgiumBelgium vs EuropeBelgiumEuropeWestNorthEastSouthN Europe = 7446mf5596%97%97%98%94%78%82%83%82%74%65%81%86%75%57%55%70%80%63%43%36%40%42%42%29%21%35%44%23%17%15%24%32%16%10%13%22%30%14%9%7%10%14%5%6%7%11%16%7%4%5%9%14%3%3%6%5%7%5%6%5%5%7%4%4%3%6%8%3%2%5%4%5%2%5%4%3%5%2%3%3%3%5%1%2%Gender & age Sign diff (95%)636644412475393Social network awareness

10%> EU10%< EUOverall network awareness: 98%

Awareness:

Everybody knows Facebook.

80% know twitter.

There is a long tail.6FacebookTwitterNetlogMySpaceLinkedInBadooHyvesHi5TaggedFriendsterHabboXingOrkutBeboQZoneNingVkontakteQ : To what extent do you know / use the following social network sites?N Belgium = 1280 / F = NoneBelgiumBelgium vs EuropeBelgiumEuropeWestNorthEastSouthN Europe = 7446mf5596%97%97%98%94%78%82%83%82%74%65%81%86%75%57%55%70%80%63%43%36%40%42%42%29%21%35%44%23%17%15%24%32%16%10%13%22%30%14%9%7%10%14%5%6%7%11%16%7%4%5%9%14%3%3%6%5%7%5%6%5%5%7%4%4%3%6%8%3%2%5%4%5%2%5%4%3%5%2%3%3%3%5%1%2%Gender & age Sign diff (95%)636644412475393Social network awareness

10%> EU10%< EUOverall network awareness: 98%

Membership:

59% uses Facebook

Linkedin, Netlog and Twitter are substantial.59%12%12%7%5%

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Mobile IDaily internet access via smartphone51%55%64%65%39%Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)N Europe = 2972 / F = If smartphone (with or without internet subscription)

60% uses Facebook daily25% Twitter26% belgians with a smartphone connect to the internet via their phone daily. Of course, this is driven by people with a connection; those without connection connect much less.In general, lets say half of the people connect to the internet via their phone every day. IN NL: 60% met internet connectie // In BE: 37% met internet connectie vs 20% zonder8And tomorrow?2011Facebook linkedin - twitter9Facebook LinkedIn Netlog TwitterMySpace 0%5%10%15%20%25%30%35%40%45%0%10%20%30%40%50%60%BelgiumLowHighLowHighIncreasePenetrationUsage increase versus network penetration

N Belgium = min 64 max 751 / F = If member of this social network

Intensified useWalking deadKing of the world

Q : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the network sites below you would consider becoming a member of.BelgiumBelgium vs EuropeGender & age Sign diff (95%)mf5519%24%36%17%17%17%21%24%15%19%11%14%16%12%9%5%9%9%7%5%8%5%5%7%10%6%4%5%4%5%6%2%3%1%13%5%2%2%2%7%2%3%3%3%0%BelgiumEuropeWestNorthEastSouthOverall, 71% have no intention to expand their membershipEU: 60%Future membershipN Europe = Min 418 - Max 3962 / F = Non usersFacebookTwitterLinkedInMySpaceNetlogBadooHyvesHi5XingTaggedFriendsterNingHabboOrkutQZoneBeboVkontakteN Belgium = min 33 max 933 / F = non users

21%19%13%7%7%5%4%3%3%3%3%2%1%0%0%0%0%

Facebook (21%), Twitter (19%) & Linkedin (13%) gain users117% quitters201112

BelgiumBelgium vs EuropeQ : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social network sites evolve in the coming year? Ill stop using itNetlogMySpaceTwitterFacebookLinkedInBelgiumEuropeWestNorthEastSouthIntention to stop

N Belgium = min 64 max 751 / F = If member of this social network

10%> EU10%< EUIn Belgium, 7% of the social networkers have the intention to quit at least one of the networks they are member of.EU: 7%

Netlog & Myspace lose users.

#1: Facebook is HUGE, and still growing 2011Facebook is king actually QUEEN (more female users)14

This is Belgium2011Facebook is king actually QUEEN (more female users)15

This is Facebook2011Facebook is king actually QUEEN (more female users)16

People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile usersSo people are browsing the internet every day And what is more, Internet access via smartphone drives social media use. Mobile users connect more often to their socnet than average.

Only 56% of connected smartphone users surf the internet daily But 66% connects to their social network every day. How is this possible? apps for social networking of course (they are among the largest categroeis (60%)17

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Mobile I Europe Mobile devices

1Aregularmobilephone2A smartphone, with Internet / data subscription3A smartphone, without Internet / data subscription4A tablet PC, with Internet / data subscription5A tablet PC, without Internet / data subscription6None of theabove123456N Europe = 7446 / F = none

21% Smartphone adoption in BE

In Europe, 38% is using a smartphone, either with or without internet / data subscription.The majority of them have a data subscription.19

Mobile I Europe Future intention Next 6 months 1A (new) laptop2A (new) smartphone or PDA3A (new) regular mobile phone4A (new) desktop PC5A (new) tablet PC6A (new) netbook

123456Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)N Europe = 7446 / F = none

10% purchase intention next 6 months in BelgiumQ : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)

Smartphones have outgrown regular mobile phones in adoption intention only in Belgium slightly more adoption intent of regular mobile phone Are we really behind then?Who here has no smartphone yet? Why not? next slide20

Too expensiveCurrent phone still works finePrices will drop, phones will break, the smartphone will prevail.21

Todays barriers are tomorrows drivers.Prices will drop, phones will break, the smartphone will prevail.22

Mobile I Europe Mobile devices

1Aregularmobilephone2A smartphone, with Internet / data subscription3A smartphone, without Internet / data subscription4A tablet PC, with Internet / data subscription5A tablet PC, without Internet / data subscription6None of theabove123456N Europe = 7446 / F = none

28% Smartphones with internet connection9% in BE less than half

9% Smartphones with internet connection in BEIn Europe, 38% is using a smartphone, either with or without internet / data subscription.The majority of them have a data subscription. WORST IN CLASS in Europe! // Monopoly position!23

Mobile IDaily internet access via smartphone51%55%64%65%39%Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)N Europe = 2972 / F = If smartphone (with or without internet subscription)

36% of them surfs the internet every day26% belgians with a smartphone connect to the internet via their phone daily. Of course, this is driven by people with a connection; those without connection connect much less.In general, lets say half of the people connect to the internet via their phone every day. IN NL: 60% met internet connectie // In BE: 37% met internet connectie vs 20% zonder24

And we know where they goSo people are browsing the internet every day And what is more, Internet access via smartphone drives social media use. Mobile users connect more often to their socnet than average.

Only 56% of connected smartphone users surf the internet daily But 66% connects to their social network every day. How is this possible? apps for social networking of course (they are among the largest categroeis (60%)25

#2: Mobile is EXPLODING, and drives social networking2011Facebook is king actually QUEEN (more female users)26Staying in touch is the core driver of social networking.

Anything else?(And to a lesser extent, gaming)2011INTERACTIEF27

70% to stimulate careers201128

Twitter, Facebook70%-80%: to get to know things about (new) products / brands29

#3: People really are interested in brands on social media2011Facebook is king actually QUEEN (more female users)30

2011

39% of Belgians follow brands on social media48% among connected smartphone usersSo mobile users are more often connected to their social graph. In addition, they are closer connected to brands too. In BE: brand following is 39%, in NL 30% // For connected smartphone users, brand following is 48% in BE and 39% for NL. Reasoning thus stays the same!This is logical: why? Because the main reason for liking/following a brand (FOR 50%) is using the brand. Another 30% comes after a recommendation from a friend. Both are actions that are not necessarily closely connected to computers, but are closely connected to mobile phones. You use it, you like it.32Why?201133

Q : How did you became an online follower / fan of a brand?Triggers for following a brandBelgiumBelgium vs EuropeI became a fan after using the brandI received an invitation from a person of my contact listA friend of mine recommended itI looked for a brand in the search engine of the social network siteVia online advertising on a social netwo