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+
Ruigrok | NetPanel - <maand jaar>
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Activities primarily functional
Information 100%Product orientation 96%Online banking 93%News 93%Buy products 92%
Ruigrok | NetPanel - <maand jaar>
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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%
Ruigrok | NetPanel - <maand jaar>
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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
Ruigrok | NetPanel - <maand jaar>
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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!
Ruigrok | NetPanel - <maand jaar>
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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
Ruigrok | NetPanel - <maand jaar>
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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)
Ruigrok | NetPanel - <maand jaar>
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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
Ruigrok | NetPanel - <maand jaar>
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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
Ruigrok | NetPanel - <maand jaar>
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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 ]
Ruigrok | NetPanel - <maand jaar>
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Location based
Of all consumers with mobile access
5% share location basedinformation with their network
2% is on foursquare
Ruigrok | NetPanel - <maand jaar>
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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