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S O C I A L M E D I A A D O P T I O N I N I T A L Y
K N O W I N G Y O U R C U S T O M E R
g l o b a l w e b i n d e x @ t r e n d s t r e a m . n e t
Profile: Our Italian Online Sample
– Regional Breakdown
– Demographic breakdown by age, gender, and income
Online Behaviour Overview
– Comparing Italian online activities to the EU5 and Global markets
– Country comparison of online activity in the EU5
– How online activity has changed since Wave 1 (July 2009) in Italy
– Motivations to get online at market level and be age and gender
– Types of social websites visited
Social Networking in Italy
– Profile of Italian social networkers by age, gender and income level
– How social networking activities have changed since Wave 1 (July 2009) in Italy
– Motivations to use social networks
– Social network activities by gender and age
– Social network platforms in Italy
Micro-blogging in Italy
– Profile of Italian micro-bloggers
– Micro-blogging activities in Italy
– Motivations to use micro-blogging services
Blogging in Italy
– Profile of Italian bloggers
– Motivation to blog in Italy
– Types of content blogged about by gender
– Types of content blogged about by age group
Video Sharing in Italy
– Profile of Italian video uploaders
– Types of video content uploaded and watched in Italy
– Types of content being watched in Italy by age and gender
Forums/Chatrooms in Italy
– Profile of Italian forum and chatroom users in Italy
– Topics written about on forums and chatrooms by age and gender
Engaging Italian Consumers Online
– Marketing Communications Tasks by age and gender in Italy
– Social Engagement Techniques by age and gender in Italy
– Encouraging following of branded groups by age and gender
Full Report Contents
Definitions
• Social Media: an all-encompassing term for online publishing
platforms that allow users to create, disseminate, comment on, or
edit content
• Social Network: an online service that allows users to build a
profile of themselves and connect with others on that network i.e.
• Micro-blog: a service that allows members to broadcast short (140
character) messages that are viewable by all other members i.e.
• Blog: online written content that anyone can publish usually
expressing opinions and views on specific topics and published on
a website or blogging platform i.e. Blogger.com
• Forum/Chatroom/BBS: a platform where internet users can
engage in on-going discussions about particular topics i.e. 4chan
(BBS)
• Video/photo sharing service: a service that allows users to
upload and share any type of video or photo either with members
of that platform (i.e. Flickr) or with the public (i.e. YouTube)
Introduction: Knowing your customer in Italy
This edition of the “knowing your customer”
report series sees the GlobalWebIndex shift
its focus to Italy. One of the goals of these
reports is to take the global set of trends that
we have identified in the past five waves of
research since July 2009 and show how
things are shifting at a local level. One of the
major trends that has come out over the past
five waves is that the internet is evolving into
a network of localised country-level internets,
each with their own norms and behaviours.
In addition, we are witnessing a shift in how
people are using social media around the
world towards real-time social media activities
such as live status updates, check-ins,
uploading photos on the move, etc. However,
because all of these trends vary at a local
level, it is important to understand which
consumers are doing what in social media.
Italians are generally much more likely to be
active on social media than other consumers
in the EU5. They lead the other four countries
in micro-blogging and online video sharing for
example.
Social media users across all channels are
slightly more likely to be men and are much
more likely to be young adults under 35 years
old.
This plus the wealth of other data contained
within this report is geared towards helping
brands understand their customers online:
where, what, and why Italians of all
demographic backgrounds are doing what
they’re doing online.
This information is critical for brands to absorb
and understand in the new post-digital age.
Interacting with customers on social media is
not about broadcasting a brand message and
expecting that people will listen and believe
you. Social media brings a human element to
customer-brand relations that has never
before been possible with other forms of
marketing. Brands need to treat their
customers as they would their friends,
learning their attitudes, likes, dislikes, and
behaviours. In that way, they can truly make
connections via social channels that now
pervade modern life.
Brands must treat consumers
as real people on social media
and understanding who they
are and why they might want
to engage a brand is the first
and most important step for
social media marketing
Summary Table: Identifying effective engagement methods for your customers in Italy
Age Groups
One action a brand can take
that is most likely to improve
opinion and brand sentiment
How to get Italian to follow
your branded pages on social
media besides giving
discounts (No. 1 driver for all)
Best social engagement
technique
Other than going to branded
websites (by far the most
popular) how are they
engaging brands online?
16 - 24 Create a compelling website
Hold competitions on your brand
page
Listen to their comments –
they’re here to talk to friends but
they’ll talk to you when they
want
Liking a product or brand on a
social media service 25 - 34
Encourage online
recommendations to other
friends
35 - 44
45 - 54
Search results are most
important here – ensure you’ve
got your SEO perfected
Provide customer service
avenues through social brand
pages
There is not really a second
option to a branded website
55 - 64
I T A L I A N I N T E R N E T O V E R V I E W
Understanding Our Italian Research Universe
Center 19%
Northwest 26%
Northeast 18%
South 36%
Regional Breakdown > Wave 5 (June 2011)
16 to 24 23%
25 to 34 25%
35 to 44 21%
45 to 54 14%
55 to 64 16%
0%
5%
10%
15%
20%
25%
44%
56%
Income Distribution > Wave 5 (June 2011)
Age and Gender Breakdown > Wave 5 (June 2011)
Sample Size per Wave: 1,000
Italy is a leader among the EU5 countries in social media
How important are each of the following reasons for you to use the internet?
(% of each segment stating that activity as very important for them when getting online; Wave 5 June 2011)
Online Activity Past Month > Wave 5 (June 2011)
0%
10%
20%
30%
40%
50%
60%
70%Watched a video clip
Used WebmailManaged social network
profile
Used internet banking
Used Instant Messenger
Purchased a product online
Uploaded photos online
Posted on a forum/BBS
Used VOIP/online phone
Used online office applications
Uploaded a video onlineCommented on a story
Bought an offer on a group
Reviewed a product or brandonline
Edited/managed own website
Asked or answered a questionon a Q/A service
Written your own blog
Written a news story/article
Used a social bookmarkservice
Used a microblogging service
Subscribed to an RSS feed
Used an aggregator
Italy
EU5
Global
• Italian behaviour online is roughly in line
with the EU5 average but there are some
significant difference in certain activities;
• Italians are far less likely to buy products
online than their other European peers;
• As a result, they are also much less
likely to have reviewed a brand or
product online;
• Nevertheless, 34% of Italians have
visited consumer review sites in the past
month, creating a situation where a vocal
10% of consumers are influencing over a
third of Italian internet users;
• Italians are, however, particularly more
likely to produce video and audio content
online than their other European peers.
However, the social aspect of the Web is not a key motivation to get online
How important are each of the following reasons for you to use the Internet? – Very Important
(% of Italian internet users and an index showing the degree of difference between each segment and the market average; Wave 5 June 2011)
Very important motivations to get online by gender and age groups in Italy > Wave 5 (June 2011)
49%
36% 35% 34% 30% 29% 29% 26% 26% 24% 23% 22% 22% 21% 20% 20% 18%
14% 14% 13% 13% 8%
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Male 16 to 24 Male 25 to 34 Male 35 to 44 Male 45 to 54 Male 55 to 64 Female 16 to 24
Female 25 to 34 Female 35 to 44 Female 45 to 54 Female 55 to 64 Italian Average
Market penetration: Education is a
very important reason to get online
for 36% of Italians Age and Gender Index: Furthermore,
older women are nearly 30% more likely
to site education as a very important
motivation for them to get online.
How to read this chart
S O C I A L N E T W O R K I N G I N I T A L Y
In Focus: Social Network Penetration in the EU5
48%
40%
51%
48%
36%
UK
Spain
France Germany
Italy
Social networking in Italy is by far
the most popular social media
activity in the country. In terms of
the penetration of social
networking among internet users,
Italy equals the UK and slightly
trails Spain within the five major
EU countries.
If we look at the profile of Italian
social networkers, we can see that
they come from a diverse range of
demographic backgrounds but are
slightly more likely to be younger
and male. They are also likely to
come from a middle income
background.
Italians are using their social
networks more and more to instant
message their friends with this
activity have grown nearly 8
percentage points in penetrations
from July 2009 to June 2011. The
most popular activity on social
networks is uploading photos,
however, with 62% of Italian social
networkers having uploaded
photos onto their profile in 2011.
The driving force behind Italian
social network usage is their desire
to stay in touch with their friends.
Their activities reflect this, and
indeed, 40% of Italian social
networkers cite this as their main
reason to use social networking
services.
In terms of platforms, Facebook is
by far the most popular after
having grown significantly in Italy
over the since July 2009. In fact,
93% of Italian social networkers
have a profile on Facebook.
Contrary to popular belief, Italian
social networks in Italy represent a
major opportunity for brands to
engage their consumers. Social
networking is only the first of the
five social pillars, however.
Section Summary
As in most other markets, Facebook is the dominant social network in Italy
On which of the following social networks do you currently have an active profile?
(p.p. change in active users; Wave 1 (July 2009) to Wave 5 (June 2011) and % penetration of Italian social networkers; Wave 5)
Percentage Point change in active users >
Wave 1 (July 2009) to Wave 5 (June 2011)
-5.0 0.0 5.0 10.0 15.0 20.0
MySpace
Sports focused social network
Netlog
Social network created by friend
Hi 5
Other social network
Social network created by a company/brand
A private invitation only social network
Travel focused social network
Music focused social network
Friendster
Viadeo
Orkut
Facebook 93%
MySpace 15%
LinkedIn 13%
Netlog 8%
Other social network 6%
Hi 5 4%
Music focused social
network 4%
A private invitation
only social network 4%
Travel focused social
network 3%
Orkut 3%
Top Social Networks in Italy by
Penetration among Social Networkers
Social network behaviour varies significantly by gender and age in Italy
Which of the following activities have you done on your social networking platform in the past month?
(% of Italian social network users and an index showing the degree of difference between each segment and the market average;
Waves 4 and 5 combined Feb -June 2011)
Social network activities by gender and age > Waves 4 (Feb2011) and 5 (June 2011) combined
62% 53%
47% 44% 40% 38% 36%
31% 28% 19% 18% 15% 15% 13% 13% 12% 11% 11% 10%
-100%
-50%
0%
50%
100%
150%
Male 16 to 24 Male 25 to 34 Male 35 to 44 Male 45 to 54 Male 55 to 64 Female 16 to 24
Female 25 to 34 Female 35 to 44 Female 45 to 54 Female 55 to 64 Italian Average
Online recommendation are the second highest rated
influencer for brand opinion in Italy. It is particularly
powerful for Italian women.
Among the top five ways to improve brand opinion, four
are online.
Social media can be a powerful tool for brands
engaging with Italian consumers. Don’t assume you
know what they want though; in reality, they just want
to be listened to.
Be careful of your social media investments also;
thinking of investing in online creative video? Young
men are likely to be the only ones watching in Italy.
Opportunities