European social media trends

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...