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Brave New or Good Ol’ Belgium

@InSitesHakim Zemni

#1 Social Media#2 Smartphone usage#3 Online Brand Following#4 Online Brand Interaction

Expect status updates on…

Social (New) Media Around The World Study

Data collected by online research panel provider SSI, field work in Q2 2012, analyses conducted by research company InSites Consulting and translations performed by translation agency No Problem.

7.827 consumers in 19 countries.447 consumers in Belgium.

All aged 15+, representative for the online population within country on gender, age and e-commerce.

#1Social Media

Last man standing

2,7 %

Facebook Twitter Google+ LinkedIn

Aware and current member

Aware and once a member

Aware, but not a member

Not aware

Top networks | Belgium

Twitter and Google+ both have a large number of people who know them, but are not members.

7%

24%38%

49%26%

62%42%

29%

5%

2%2%

3%

62%

12% 18% 19%

Saturation?In Belgium, awareness of social network sites is very high. Facebook is close to 100%, Twitter 76% awareness and Google+ known by 60%.

Almost 7 out of 10 Belgian internet users are member of at least 1 social network.

We all know why by now…In Belgium, main drivers to use social media are communication (61%), sharing photos (53%) and killing time (50%)..

1.0

N Belgium = 315 / F = If member of social network(s)

Average # of networks one is a member of

1.4

Only Japan has a lower average number of social network membership than Belgium

1.8

2.0

1.8

1.62.5

3.0

2.6

2.5

No quit

95%

Intention Approaching the tipping point?

64%No join

Intention

36%To join!

Who will be joining what?

Q : Below you can see all the social network sites that you know but are not a member of. Please indicate which of the network sites below you consider becoming a member of.

F = Non users: Aware but no member

Future membership: unique niches

22% 30%

20%21%

Male 50% 54% 54% 55%Female 50% 46% 46% 42%

Facebook Twitter Google+ LinkedIn

Gender

Future Usage – Which profiles | Belgium

Still room for growth for women: except for

Facebook, all social networks are significantly

dominated by men.

N (Belgium) = Min 59 / F = If member of social network(s)

Male 50% 54% 54% 55%Female 50% 46% 46% 42%Age

15-24 23% 27% 23% 14%25-34 26% 26% 26% 28%35-54 35% 35% 35% 40%55-99 17% 12% 16% 18%

Facebook Twitter Google+ LinkedIn

Gender

Age

N (Belgium) = Min 59 / F = If member of social network(s)

The largest group are 35-54 year olds!

Twitter & Facebook could still expect 55+ profiles to join in the (near)

future.

Future Usage – Which profiles | Belgium

Q : 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? (I’ll use it (a lot) more)

Future usage/ worldwide

N Belgium = Min 36 (only networks with membership above 30 counts are reported) / F = If member of social network

#2Smartphones in Belgium

Conversation starters

. The first day I had my smartphone, I…. I dropped my smartphone and…. If my smartphone was stolen I…. My kid(s) say smartphones are…. I hate smartphones because…

. My partner uses a smartphone like…

28% of Belgian internet users have a smartphone. 1 in 2 of these smartphones has a data/internet subscription.

Belgian internet users install 24 apps on their smartphone on average.Which ones?

Succesfull apps in BE??

53% 47% 46%

Apps

N Belgium = 85 / F = If apps installed on smartphone

Q : How many apps have you installed on your smartphone since you started using it?

Apps installed

No apps installed

N Belgium = 128 / F = Smartphone users

66%

34%

Lowest smartphone app-uptake of the world in Belgium

“DUMBPHONING”

Only28% of Belgian internet users have a smartphone. Only 1 in 2 of these smartphones has a data/internet subscription

1 in 2 of European internet users have a smartphone. 4 out 5 of these smartphones has a data/internet subscription

Apps

N Belgium = 85 / F = If apps installed on smartphone

Q : How many apps have you installed on your smartphone since you started using it?

Apps installed

No apps installed

N Belgium = 128 / F = Smartphone users

66%

34%

Lowest smartphone app-uptake of the world in Belgium

Daily internet access via smartphone

69%

57%

83%

64%

59%

70%

77%

83%

51%

Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)

Belgium lowest score worldwide in daily internet access via smartphone

N Belgium = 128 / F = Smartphone users

45%

Daily log-on to social media

68%

67%

82%

76%

63%

78%

66%

55%

70%Lowest worldwide daily log-on to social media in BE & JAP

60%

Q : How many apps have you installed on your smartphone since you started using it?

No apps installed

“WEGNOLOGIE”

Q : How many apps have you installed on your smartphone since you started using it?

No apps installed

“PECHNOLOGIE”

Q : Why don’t you have a smartphone?

Reasons not to use a smartphone - Belgium

N Belgium= 319 / F = non-smartphone users

Europe / Belgium

40%

42%

29%

29%

13%

11%

5%

3%

4%

55%

55%

35%

31%

20%

8%

7%

7%

4%

0% 20% 40% 60% 80% 100%

I don’t need a smartphone

My current mobile phone is still working fine

I don’t see the benefit of using one/yet

It’s too expensive to buy

The data subscriptions are too expensive

I never thought of changing to one

I think it’s complicated to use

Only a few people in my direct environment haveone

Other reason

93%

76%

62%

62%

55%

51%

35%

28%

18%

18%

16%

7% 6% 5%

5% 5%

5%

4% 3% 3% 3% 3% 2% 2% 2% 2%

95%

81%

23%

72%

64%

42% 37

%

34%

11%

17%

18%

11%

11%

20%

14%

12%

5%

16%

8% 9%

7% 7% 6%

18%

5% 5%

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Price is not the (first) issue..

N Belgium = 128 / F = Smartphone users

Know who you’re developing for.

30% 18%

Successful apps for BE??

“PASSWORD PANIC”

In Belgium, 71%, is interested in apps that allow you to access private data/keep personal notes & passwords

“PAY & GO”

In Belgium, 65%, is interested in apps that allow you to pay small bills

“COMPAREOR DIE”

In Belgium, 51%, is already using his/her smartphone to compare prices and offers.

Who’s the best pupil of the class?

Who’s the best pupil of the class?

#3‘I follow brands’

44% of Belgian social network users follow at least 1 brand online.On average, people follow 8-12 brands.

People follow brands because they use the products (46%), because somebody recommended it (26%) and because of

People follow brands because they use the products (46%), because somebody recommended it (26%) and because of traditional/offline advertising (18%)!

The vast majority of branded consumer conversations happen on Facebook. Fewer than 10% are negative (Belgium).

The vast majority of branded consumer conversations happen on Facebook. Fewer than 10% are negative (Belgium).

Q: What exactly do you share then about products, brands and/or companies?

45%

28%

21%

37%

28%

36%

17%

41%

37%

28%

28%

25%

25%

18%

0% 20% 40% 60% 80% 100%

...experiences you had with a brand

...games and contests related to the products,brands or companies

...online advertising you saw or heard about

...promotions you saw

...the launch of a new product, brand, or company

...feedback about products / services you receivedfrom a company

...advertising via traditional media (e.g. TV, radio,magazine, etc.) you saw or heard about

93%

76%

62%

62%

55%

51%

35%

28%

18%

18%

16%

7% 6% 5%

5% 5%

5%

4% 3% 3% 3% 3% 2% 2% 2% 2%

95%

81%

23%

72%

64%

42% 37

%

34%

11%

17%

18%

11%

11%

20%

14%

12%

5%

16%

8% 9%

7% 7% 6%

18%

5% 5%

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N Belgium = 78 / F = sharing information on social networks

Europe / Belgium

Why do people talk about brands online?Conversationstarters?are negative (Belgium).

#4Forget co-creation it’s ‘Consumer Consulting’ today

On average, almost 8 out of 10 Belgian consumers want to help brands to improve their offering.

Consumers are very open to co-creation and structural collaboration with brands they like.

How to help?Belgians want to help brands to improve (58%) and develop (49%)products and services.

70%

52%

63%

61%

57%

59%

82%

55%

63%

Willingness to join closed communities

Forget facebookpages, the preferred

place to collaborate is through a

closed and branded or topic specific online community.

53%

3 month community

150 consumers

Intensive immersion in Sara

Lee’s coffee brands and the

world of coffee

• Coffee tastings

• Supermarket safari

• Mood board exercises

• Grouping exercises

• Communication Co-creation

• …

“CONSUMER CONSULTING”

3 week community

100 club owners/trainers/ref’s

Reshaping competition for

young players (6 to 16 year olds)

“CONSUMER CONSULTING”

3 week online (closed) community

100 participants Intensive immersion in the

world of sponsoring• Favourite

commercials/sponsoring actions

• Diary exercises – Keeping track of all the brands in the media

• Rating of & commenting on stimulus material

• Brainstorms… What should the perfect sponsoring look like?

“CONSUMER CONSULTING”

3 week online (closed) community

100 participants Intensive immersion in the

world of sbs6 programs:• Running shows

• New shows

• Open discussions

• Strategy & branding discussions

“CONSUMER CONSULTING”

In return, people wantfeedback (41%) or special offers/reductions (39%),not necessarily money.

Average # of networks

one is a member of

Key takeaways

Big social networks likely to stagnate or slow down in Belgium in the coming months.Pinterest & Instagram on the rise.Women and older people still some catching up to do.

Belgium’s dumbphone and lagging online status should be countered soon, and price is not the only issue.

Clear expectations from consumers vis-à-vis brands:1. Keep it exclusive2. Share product info & feedback3. Do promotions4. Bring news, ask questions5. Consult to improve&develop

Please don’t hesitate to share this slidedeckwith your network.

Questions or feedback on the results? Let me know at @hakimzemni onTwitter.