Social Computing in Europe - Rebecca Jennings, Forrester

European Social Computing

Rebecca Jennings

Principal Analyst

2Entire contents © 2006 Forrester Research, Inc. All rights reserved.

Agenda

• Europe's adoption of Social Computing

• One size doesn't fit all – how countries differ

• Boom or bubble – what's the future for social computing?


Europeans are avidly adopting social computing

• Half of online Europeans engage in social computing

• Major brands are using it to reach consumers: Jeep, Coke, Lego, Dell….

• And It’s influencing company policies; Cadbury’s Wispa, HSBC backdown on student charges…


Lego listens to consumers

Imperial Star Destroyer sold out in 5 weeks


Creators

Publish a blogPublish your own Web pagesUpload video/audio you created Write articles or stories and post them

Critics

Post ratings/reviews of products or services Comment on someone else’s blogParticipate in online forums

CollectorsUse RSS feedsAdd “tags” to Web pages or photos

JoinersMaintain profile on a social networking siteVisit social networking sites

Spectators

Read blogsWatch video from other usersListen to podcastsParticipate in online forumsRead customer ratings/reviews

Inactives None of the above

Social Technographics illustrates adoption


Creators

Publish a blogPublish your own Web pagesUpload video/audio you created Write articles or stories and post them

Critics

Post ratings/reviews of products or services Comment on someone else’s blogTake part in discussion boards, forums & chat rooms

CollectorsUse RSS feedsAdd “tags” to Web pages or photos

JoinersMaintain profile on a social networking siteVisit social networking sites

Spectators

Read blogsWatch video from other usersListen to podcastsTake part in discussion boards, forums & chat roomsRead customer ratings/reviews

Inactives None of the above

Social Technographics illustrates adoption

10%

9%

19%

53%

40%

13%


The Dutch are the keenest Creators

9%

12%

8%

17%

12%

8%

10%

UK

Sweden

Spain

Netherlands

Italy

Germany

France

Creators as a percentage of online adults


Innocent’ Big Knit has 662 Flickr photos…


The Dutch and Brits love joining networks

25%

21%

5%

26%

10%

12%

4%

UK

Sweden

Spain

Netherlands

Italy

Germany

France

Joiners as a percentage of online adults


Over a third of European adults read social content

37%

45%

41%

41%

39%

44%

38%

UK

Sweden

Spain

Netherlands

Italy

Germany

France

Spectators as a percentage of online adults


The majority of young consumers do!

75%

88%

87%

69%

91%

78%

83%

UK

Sweden

Spain

Netherlands

Italy

Germany

France

Spectators as a percentage of online youth 12-24


A third of young consumers actually create content

38%

30%

45%

32%

55%

28%

42%

UK

Sweden

Spain

Netherlands

Italy

Germany

France

Creators as a percentage of online youth 12-24


Penguin’s Spinebreakers is written by teens for teens


An understanding of consumers comes first

• Profiles should be the foundation of a social computing strategy

• Objectives inform what you want to achieve – direct response? Awareness? Sales?

• Strategy evolves next

• Technology comes last!


Social Media is here to stay…

• It’s part of young consumer’s lives

» What they do might change, but the idea of social media sticks

• 5-10 years: Ubiquitous social networks

» Open technology

» Shared identities

» Information flow

» Advertising embraces social influence


Summary

• Social Computing has taken off in Europe

• It’s part of Young Consumers everyday lives

• We’re headed towards Ubiquitous Social Media


Rebecca Jennings

+44 (0) 207 323 7647

[email protected]

Thank you

Entire contents © 2005 Forrester Research, Inc. All rights reserved.