European social media trends
Behaviour, impact, evolution.
tom@trendstream.net globalwebindex.net
Today
European results from the Global Web Index
• • • •
Social Media involvement across Europe Motivations to use the web Impacts Evolution
Today: European perspective
Netherlands
Canada
UK
Russia
Germany
USA Spain Mexico France Italy India
South Korea China JapanBrazil Australia
Detailed web behaviour
WEB BEHAVIOUR
MOTIVATION
WEB
SOCIAL MEDIA
CONTENT
Web: Consumer + purchasing + communications
Consumer Dynamics
Purchasing
WEB
Marketing Communications
Technology
Launching with 32,000 consumer opinions annually
July December
16-64 active web users (online monthly) Representative by age, gender, income volume ofusage, region
Self completion online questionnaires conducted via Lightspeed global panels
30 minute survey
Wave 1 Wave 2
16,000 respondents
16,000 respondents 32,000 annual survey release
Local language
Social Media Involvement
Hype goes something like this......
Reality is: Still task based
Stay up to date on news / events Research / find products to buy Stay in touchwith friends Research how to do things Research for work Entertainment Education To get inspired/get ideas Fill up spare time Find music Keep my friends up to date with my life Networking for work Find films / TV shows Share my opinion Organise my life Express myself Play games Share content Promote something Meet new people Take on a different personality
0%
5%
10%
15%
20%
25%% Very important
30%
35%
40%
45%
50%
Global perspective: Motivations for involvement: Very important
Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet .
Russia is the most socially driven
60%
Share content Share my opinion Stay in touch with friends Keep my friends up to date with my lifeMeet new people
50%
% Have done in the last month
40%
30%
20%
10%
0%
Italy Germany Netherlands UK France Spain Russia
Motivations for involvement: Very important
Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet .
Germany and UK are most purchase orientated
60%
Entertainment Research / findproducts to buy Stay up to date on news / events Fill up spare time
50%
% Have done in the last month
40%
30%
20%
10%
0%
Netherlands France Italy Spain UK Russia Germany
Motivations for involvement: Very important
Below are various reasons why you use the Internet. Please think about how important these reasons are for you using the Internet .
Motivations arefundamentally different by market
Netherlands France Italy Spain UK Russia Germany Stay up to date on news / events Stay in touch with friends Stay up to date on news / events Stay up to date on news / events Research / find products to buy Stay up to date on news / events Research / find products to buy
Stay in touch with friends
Research how to do things
Education
Stay in touch withfriends
Stay in touch with friends
Stay in touch with friends
Stay up to date on news / events
Research / find products to buy
Stay up to date on news / events
Research / find products to buy
Research how to do things
Research how to do things
Research for work
Research for work
Fill up spare time
Research / find products to buy
Stay in touch with friendsEntertainment
Stay up to date on news / events
Research / find products to buy
Stay in touch with friends
Research how to do things
Entertainment
To get inspired/get ideas
Research for work
Entertainment
Research how to do things
Research how to do things
Entertainment
Research for work
Research for work
Education
Research for work
Networking for work...
Regístrate para leer el documento completo.