The European Social Media and E-Mail Monitor ─ 6 Countries Study on digital dialogue with Facebook, Twitter, e-mail & Co.

(European comparison of consumer survey) Munich, December 2010 | Authors: Volker Wiewer and Rolf Anweiler

Executive Summary: 5 facts about the digital dialog ue with Facebook, Twitter, E-Mail & Co. in Europe

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Europe is a "two-class society"

The six largest European online markets are divided into two groups: Germany, France and the Netherlands are "e-mail

states“, in which over a third of the users are accessible only by e-mail or newsletter. Great Britain, Italy and Spain are "multi-

channel" countries dominated by the common use of both channels.

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Stronger together: The combination of social media and e- mail works in all markets considered

In all countries at least 50% of respondents use both social networks and newsletters. The intersection between e-mail

marketing and social media is thus already significant. The combination of the two channels covers virtually the entire Internet

user base.

1

Facebook is the top dog among the social networks – with one exception

Facebook is the leading network in almost every country, with one exception: in the Netherlands is the local network Hyves

Number 1. The German social media landscape seems more fragmented than in other countries, with FT Group and who-

knows-who as the local networks with second and third places respectively in number of users.

3

"Fan Pages" reach of companies achieved in just thr ee markets, with a significant user base

Only in Great Britain, Italy and Spain more than a quarter of social media users are fans or followers of a corporate profile.

The reach of corporate presence in social networks is still limited, but offers strong potential.

4

"Mobile email" is for consumers

In Great Britain, Italy and Spain already about a quarter of the users send e-mails several times a day using their mobile

devices.

5

Method

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� Sample size: N = 1,105 N = 1,045 N = 1,010 N = 1,225 N = 540 N = 501

� Survey Period: 17.Aug.-01.Sep. 01.Sep.-14.Sep. 30.Aug.-03.Sep. 02.Sep.-16.Sep. 30.Aug.-14.Sep. 02.Sep.-06.Sep.

UK EFI NLNLDD

� Audience: Adults 14-69 years old (represent Internet users)

� Method: Online survey panel

� Concept/Analysis:

� Investigation:

The European "digital communication cosmos dialogue "- how the customers use Facebook, Twitter and e-mail?

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� In all countries, more than half of the respondents are 'real' multi-channel users. This can be achieved for online marketing purposes by e-mail as well as through social networks.

� The 6 largest European online advertising markets can be divided into two groups: Germany, France and The Netherlands are "e-mail states" since 1/3 or more of the users are only reachable through the e-mail channel. UK, Italy and Spain are “Multi-Channel“ countries where the use of social networks is generally higher.

Base: Total - Germany N=1,105; Spain N=540; France N=1,225; Italy N=1,010; Netherlands N=501;UK N=1,045

%

D

UK

E

F

I

NL

Users of various communication channels (in percent )

The top 3 social networks in Europe - Facebook is th e market leader in 5 of 6 markets

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60%

50%36%

� Facebook is the leading network in almost every country. Exception: In the Netherlands, Hyves Number 1� The German social network landscape is more fragmented than in other European countries.

DD

Question: Which social networks do you use / have an account with?Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=762; Spain N=428; The Netherlands N=278

av. 2.2 memberships

94%

28%25%

UKUK

av. 2.0 memberships

96%

21%17%

II

av. 1.8 memberships

95%

38%11 %

FF

av. 1.9 memberships

95%

37% 19 %

EE

av. 2.2 memberships

80%

63% 24%

NL

av. 2.3 memberships

The average number of friends - Italians in social n etworks have most friends, the French the least

eCircle 6Question: How many friends do you have on your social networks?Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=762; Spain N=428; The Netherlands N=278

� Italian networks have the most friends in the European comparison.� German and French social media users are in a European comparison the ones with the lowest number of friends

and contacts.

DD UK II

FF EE NL

Intensity of use of social networks - how often do E uropean users actually use the networks? (in percent)

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� In all countries about 90% of social network users access their profile at least once a week.� Italy is also leader in the use, having the most intensive ("at least once a week”) and heavy users (“at least once a

day ").

Question: How often do you generally use social networks? (7-stage scale, Top 4)Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=761; Spain N=428; The Netherlands N=278

%

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UK

E

F

I

NL

Do “fan sites” of companies and products really work? - In the United Kingdom and Italy it’s likely

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� 1/3 of British social media users are already fans / followers of a brand.� Germany is the country with the smallest share of fans / followers.� In four markets (Italy, Netherlands, France and Germany) less than a quarter of social networkers can be reached

on business fan sites and Twitter accounts.

Question: Are you a fan/ friend of a company/ brand profile on a social network or a follower of a company/ brand on twitter?Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=761; Spain N=428; The Netherlands N=278

%

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UK

E

F

I

NL

Share of Fans & Followers with a company account (i n percent)

E-mail and social media are closely linked - Notific ations of social networks use the e-mail

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� Most social media users in all countries use their e-mail accounts to receive notifications from their social network.

Question: How often do you use your email account(s) to receive notifications from social networks? (4-stage scale)Base: Users of social networks - Germany N=663; United Kingdom N=764; Italy N=787; France N=761; Spain N=428; The Netherlands N=278

%

D

UK

E

F

I

NL

Question: How often do you use your e-mail account( s) to receive notifications from social networks? (in percent)

Frequency of E-mail & mobile use - in the UK, Italy and Spain a mobile compatible version of e-mail is a"must have"

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� Retrieving e-mails in each of the countries analyzed is a daily ritual.� On mobile devices, consumers accessed their e-mail at least once a day most often in the UK, Italy and Spain

(nearly 1/4 of the users).

E-mail views general E-mail retrieval from a mobile device

% %

Question: And how often do you check your emails using a mobile device (e.g. iPhone, Black Berry etc.)? (8-stage scale)Base: Recipients of emails: Germany N=1,098; United Kingdom N=1,041; Italy N=1,008; France N=1,223 ;Spain N=539; Netherlands N=497

D

UK

E

F

I

NL

26

40

40

29

38

26

Newsletters are still a universal online marketing tool in Europe

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� In Germany, Italy, France and the Netherlands about 90% of respondents receive one or more newsletters.� In the UK and Spain the proportion of subscribers to newsletters is slightly lower (70%).

Question: How many newsletters do you subscribe to whether privately or job-related?Base: Recipients of emails: Germany N=1,098; United Kingdom N=1,041; Italy N=1,008; France N=1,223 ;Spain N=539; Netherlands N=497

%

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UK

E

F

I

NL

Share of the newsletter (in percent)

SWYN use – E-mail to share content in Europe is stil l not widespread

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� The use of "share-with-your-network" function in all countries is still low.� The Twitter user generally have a greater affinity to share content with their network and use the function much

more often than Facebook or other social media users.Question: Do you know the ‘share with your network’ feature and have you use it before?Base: Recipients of newsletters: Germany N=985; United Kingdom N=767; Italy N=880; France N=1,106; ;Spain N=378; The Netherlands N=453

Facebook users that receive newsletters: Germany N= 325; United Kingdom N=546; Italy N=670: France N=649; Spain N= 306; The Netherlands N=158Twitter users that receive newsletters : Germany N=81; United Kingdom N=172; Italy N=129; France N=62; Spain N= 63; The Netherlands N=62

Newsletter Recipient Facebook User,the newsletter

Twitter Users,the newsletter

D

UK

E

F

I

NL

%%%

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