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SOCIAL MEDIA ADOPTION IN ITALY K N O W I N G Y O U R C U S T O M E R [email protected]

GlobalWebIndex - Italian Social Media - Slideshare Short

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Page 1: GlobalWebIndex - Italian Social Media - Slideshare Short

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

Page 2: GlobalWebIndex - Italian Social Media - Slideshare Short

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.

Facebook

• Micro-blog: a service that allows members to broadcast short (140

character) messages that are viewable by all other members i.e.

Twitter

• 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)

Page 3: GlobalWebIndex - Italian Social Media - Slideshare Short

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

Page 4: GlobalWebIndex - Italian Social Media - Slideshare Short

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

Page 5: GlobalWebIndex - Italian Social Media - Slideshare Short

I T A L I A N I N T E R N E T O V E R V I E W

Page 6: GlobalWebIndex - Italian Social Media - Slideshare Short

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

Page 7: GlobalWebIndex - Italian Social Media - Slideshare Short

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.

Page 8: GlobalWebIndex - Italian Social Media - Slideshare Short

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

Page 9: GlobalWebIndex - Italian Social Media - Slideshare Short

S O C I A L N E T W O R K I N G I N I T A L Y

Page 10: GlobalWebIndex - Italian Social Media - Slideshare Short

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

Page 11: GlobalWebIndex - Italian Social Media - Slideshare Short

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

LinkedIn

Facebook

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

Page 12: GlobalWebIndex - Italian Social Media - Slideshare Short

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

Page 13: GlobalWebIndex - Italian Social Media - Slideshare Short

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