social media around the world 2012

1

http://www.twitter.com/

http://www.twitter.com/insites

What to expect

from this presentation

Five eye-catching insights on the status of social media based

on a large consumer survey.

>2,000 facts and figures about social media in 19 countries.

The topics cover main adoption and usage, interactions of

consumers with brands, impact of branded conversations,

evolution of mobile and the opportunities for structural

collaboration between consumers and brands.

7,827 consumers (age 15+)

across 19 countries,

representative for the online

population within country on

gender, age and e-commerce.

Studied countries

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.

http://www.insites-consulting.com/

Eye-catching

conclusions

1 The social media

landscape is rather

stable

Awareness of social network

sites is very high. Facebook is

close to 100%, Twitter reaches

80% awareness and Google+ is

known by 70%.

More than 7 out of 10 internet

users are member of at least 1

social network. This implies that

more than 1.5 billion people use

social network sites.

The world is not waiting for the

next social network. In fact,

most people want to keep their

digital life as it is.

No need for something new and

no intention to quit.

On average, people only join 1 or 2

social networks.

The Twitter & Google+

paradoxes are living evidence for

this conclusion: both sites are very

well known, but their adoption is

still rather low.

Consumers are willing to join ‘unique’ new social networks

Awareness of new social networks like Instagram and Pinterest is picking up.

25% know Instagram, 24% are aware of Pinterest.

Further, users show a very high intention to use both sites more in the future.


2 Mobile is the perfect

accelerator for social

media usage

Boost in adoption

of smart phones: 51% of internet users

have a smartphone,

most have a data

subscription on it.

On average, people install

22 apps on their

smartphone, 9 of which are

used at least weekly. Social network apps are the

most popular ones.

53% of smartphone

users compare prices

during shopping via

their smartphone.

3 Consumers connect

and interact with a

limited set of brands

Consumers are more positive than you might think.

More than half of their

comments about

brands are positive.

Fewer than 10% are

negative.


50% post information about products, brands

and/or companies on social networks.

Co

nv

ersa

tio

n S

tart

ers Product experience

Promotions

Contests

News

Advertising: decreases


55% of social network users

are connected to brands.

7.0 is the average

number of

brands

followed

actively

10.6 is the average

number of brands

followed

5.0 is the average

number of

brands

followers

interact with


Clear expectations from

consumers vis-à-vis brands: 1. Share product info

2. Do promotions

3. Give away free stuff

4. Bring news

5. Use us in co-creation projects

4 Consumers reach

out to brands:

we want to help you!

8/10 consumers want

to help in co-creation

projects of companies

they like.

The only thing they ask

in return: give us

feedback on what you do

with our input.

Market research communities

are highly appreciated by

consumers.

36% prefer to participate in a

branded research community.

These communities come second

after a Facebook community.

Consumers believe that their

feedback will have a high impact

in a research community. The

latter is their key motivation to

help brands.


The customer is open to co-creation, but

many companies are not. The challenge is to

integrate the vision of the customer in every

organization, all the way to the boardroom.

Consumers are probably the most effective consultants your company can hire.


5 Opportunity for brands

to optimize conversation

potential of consumers

Until now, we

only used the

first dimension

of social media


First dimension: build reach


Second dimension: collaboration

Str

uctu

ral

co

llab

ora

tio

n

Low

Reach

High

Lo

w

Hig

h

By combining these

two dimensions,

brands can

optimize

the conversation

potential of their

consumers.

Each of these quadrants

has value in a

conversation strategy.


Str

uctu

ral

co

llab

ora

tio

n

Low

Reach

High

Lo

w

Hig

h

Consumer

consulting

board

Conversations

Broad, open

collaboration

Customer

experience

Content


Do you want

to learn more?

Well, just keep on reading. The rest of the report is filled with

more than 2,000 facts & figures about social networks.

We hope it can help you in your business cases, it inspires you,

and you will share our work with your friends.

If you have any questions, please let us know:

[email protected]

@InSites

Social media behavior

1.

1.

The facts about social media

around the world

Almost 100% of people are aware of Facebook. About 80% have heard of

Twitter and 7 out of 10 people are aware of Google+. Facebook still owns

the social media landscape as more than 60% of the internet population

uses Facebook. Twitter and Google+ have a population of about the same

size (about 20% penetration). However, Twitter usage frequency is a lot

higher than Google+’s.

Around the world we see the same trend: social networks are part of the

daily lives of consumers. 6 out of 10 people go at least once a day to a

social network site.

The awareness of the new photo-sharing platforms Instagram and Pinterest

is still rather limited: 17% are aware of Instagram & 11% of Pinterest. The

results show that both sites have a very strong growth potential.

1.

The facts about social media

around the world

On average, people join 1-3 social networks. The majority have

an account at two sites. Fewer than 10% of people join 5 or

more social network sites.

LinkedIn has an awareness of about 40%. It remains a niche

B2B site with a very clear profile vis-à-vis the market and its

users.

The motivations to use social networks are communication with

friends & family, killing time, sharing photos and sharing

interesting information.

34

> 7 out of 10 internet

users are members of at

least 1 social network.

> 1.5 billion people are

using social networks.

Emerging markets such as

Argentina, Brazil & India have

the highest penetration of

social network usage. Further,

they have the highest usage

frequency and intensity as well.


On average, people join 2.1 social networks.

Most often this is Facebook in combination with

Twitter or LinkedIn. It will become difficult for

new platforms to find their place unless they offer

a complete new value. Instagram & Pinterest have

the highest possibility of finding their place.

LinkedIn continues to have relatively low

awareness. About 4 out of 10 internet

users are familiar with this social network.

LinkedIn keeps it strong niche position

with respect to the B2B market.


Vkontakte is big

in Russia:

52% awareness,

35% penetration.

Qzone is big

in China:

63% awareness,

35% penetration.

2 very strong local players


Facebook Twitter Google+ LinkedIn

Aware and current member

Aware and once a member

Aware, but not a member

Not aware

Awareness 89% 78% 73% 46%

Membership 58% 23% 25% 16%

Increase in usage (top 2%, 1-5) 42% 42% 52% 40%

Daily log-on 67% 51% 49% 31%

Base: Social networkers

Base: Members of this network

Top networks

Twitter and Google+ both

have a large number of

people who know them,

but are not members.


Male 52% 55% 54% 57% Female 48% 45% 46% 43% Age

15-24 21% 22% 22% 13% 25-34 28% 32% 31% 31% 35-54 36% 36% 36% 42% 55-99 16% 10% 12% 14% Smartphone

Smartphone user 53% 67% 63% 68%

Working situation

Employed 57% 67% 56% 64% Student 12% 11% 11% 12% Not working 31% 22% 33% 24%

Facebook Twitter Google+ LinkedIn

Gender

Age

Smartphone

Working situation

N = Min 878 / F = If member of social network(s)

Member profile

All social networks are dominated by men. LinkedIn and Twitter members are most likely to be employed

and have a smartphone.


Emerging

markets Brazil,

Argentina and

India show the

highest rates

for awareness,

penetration and

average # of

memberships.

Awareness, penetration & average number of network membership

Aware of at least one network 97%

Member of at least one network 75% Average number of networks one

is member of 1.8

97%

79%

2.0

98%

85%

3.0 97%

72%

1.6

82%

52%*

2.6

90%

45%

1.0

97%

82%

2.5

* The 52% and 45% share of social networkers in China and Japan

is low compared to other countries. This might be due to the fact that

some large Chinese and Japanese networks (e.g. RenRen) were not

included in this survey.

95%

73%

1.8

98%

91%

2.5


Aware of at least one network 97%

Member of at least one network 75%

Average number of networks one

is member of 1.8

97%

78%

1.9

97%

74%

1.7

West

East

Awareness, penetration, average number of networks


1.8 2.0 1.8 1.6 2.5 3.0 2.6 2.5 1.0

avera

ge

N Europe = 3604 / F = If member of social network(s)

# of networks one is a member of

Japan and Australia have the highest number of

people who are members of only 1 network.


Daily log-on to social media

68%

67%

82%

76%

63%

78%

66%

55%

70%

Daily log-on is highest in

Argentina, Brazil and India.


Q : You are a member of the following social network sites. How often do you log on to these sites? (at least daily)

N = Min 104 / F = If member of social network

Qzone, Facebook and Vkontakte have the

highest penetration of daily usage.

69% of the Qzone users log on at least

once a day.

Daily log on


Top 3 networks by membership


West

East

Top 3 networks by membership

After Facebook, Vkontakte is

the most popular network in

Eastern Europe.


Q : To what extent do you know the following social network sites?

N = 5517/ F = None

Network awareness

Global benchmark Total Global benchmark

In Europe, Facebook, Twitter

and Google+ are the best-

known social networks.


Q : To what extent do you use the following social network sites?

N = 5517/ F = None

Network membership

Total Global benchmark

In terms of membership, Facebook,

Google+ and Twitter are most popular in

Europe.

In China, Qzone is most popular. Orkut

is popular in Brazil and India.


Pinterest Instagram

Aware and current member

Aware and once a member


Not aware

Awareness 24% 25%

Membership 3% 4%

Increase in usage (top 2%, 1-5) 60% 40%

Daily log-on 51% 31%

Base: Social networkers

Base: Members of this network

Pinterest & Instagram


Male 39% 43% Female 61% 57% Age

15-24 16% 19% 25-34 46% 49% 35-54 29% 24% 55-99 9% 7% Smartphone

Smartphone user 83% 91%

Working situation

Employed 82% 81% Student 3% 8% Not working 15% 10%

Pinterest Instagram

Gender

Age

Smartphone

Working situation

N = 229 / 236 / F = If member

Member profile

Pinterest is dominated by women, while Instagram is more of a male thing. Both networks’ members are

very likely to be employed and use a smartphone


Intention

Social media users have no intention to stop their membership. However, 60% of them have no intention to join any new networks.


Q : Which of the following networks, of which you are a member, will you stop using?

N = min 104 / F = If member of social network

In Europe, members of

Habbo, Hyves and

Myspace are most likely

to stop using these

networks.

Intention to stop using



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)

N = min 104 / F = If member of social network

Future usage


Pinterest &

Instagram

are most

likely to

grow in

Europe &

the US.

In China, Brazil

and India,

Twitter,

Facebook and

Google+ are

most likely to

grow.


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.

N = min 692 / F = Non users: Aware but no member

Future membership


Google+, Facebook and

Instagram are most likely to

gain new members.


Q : For which reasons do you use social media?

N = 4035 / F = If member of social network(s)

Drivers to use social media


In Europe, the most

important drivers to use

social media are related to

communication and

entertainment.


Q : At which places or occasions do you log on to social media?

N = 4035 / F = If member of social network(s)

Places and occasions to log on to social media


In Europe and Argentina, over

80% use social media during

leisure time. Compared to other

regions, logging on in bed, on

public transport, or when

waiting in line is far more

popular in China.


Q : At which places or occasions do you log on to social media?


The laptop

and desktop

are the most-

used devices.

In China,

mobile

devices are

used far more

often

compared to

other

countries.

Devices used to log on to social media



Klout is a niche thing.

2 out of 3 internet users have never heard of it.

Only 9% of social

network members

actively use a Klout profile.


Male 54% Female 46% Age

15-24 15% 25-34 38% 35-54 40% 55-99 7% Smartphone

Smartphone user 84%

Working situation

Employed 89% Student 2% Not working 9%

Gender

Age

Smartphone

Working situation

N = 733 / F = If Klout profile

Member, active use

Member, but no active use


Not aware

Klout

Klout is not very known, and has a relatively low user base. Those who do use Klout, are likely to be

employed, own a smartphone and between 25 and 54 years old

Klout


Actions on social media

2.

2.

Actions on

social media

The key activities on social networks are related to

personal relationships and having fun. People go on

social media to share and read stuff from friends.

Spending time with brands comes last in people’s

priorities. Nevertheless, more than half of the people

do have an online relationship with at least 1 brand.

When people share information about brands,

Facebook and Vkontakte score very high. Further,

46% of the Pinterest users share content about brands

on this new platform. Twitter comes fourth as a place

where consumers share branded content.

2.

Actions on

social media

Conversation starters to talk about brands are in the first

place product experiences, followed by promotions,

service, contests and new products. The impact of

advertising as a conversation starter is decreasing.

The vast majority of the branded content shared by

consumers is positive. Only a small minority of the content

is negative.

Branded conversations by someone that you know has the

highest impact. Conversation from brand fans have less

impact than conversations from ‘normal’ brand users.

SH

AR

E

CO

NS

ULT

SH

AR

E

PE

RS

ON

AL A

CT

ION

S

Q The last 10 times you logged on to your social networks, how often did you undertake the following actions?

N = 4035 / F = member of social networks

Actions on social media


The most popular

actions on social

media are related to

interaction between

people.


Q : The last 10 times you logged on to your social networks, how often did you undertake each of the following actions? (% at least once)

“Consulting information about products, brands and/or companies”

“Reacting to comments and / or actions of others related to products, brands and / or companies”

“Posting information about products, brands and/or companies”

West East

% social networkers who consult, react and/or post

% social networkers who consult

% social networkers who react

% social networkers who post

37% of social networkers in Europe post information on products, brands and /or companies.

In countries such as China, India, Brazil and Argentina, more than half the social networkers do so.


Sharing and consulting brand / product information

% social networkers who consult, react and/or post

% social networkers who consult

% social networkers who react

% social networkers who post

Pinterest is becoming an

interesting place for

brands. 41% of Pinterest

users share branded

content on their page.

The vast majority of

branded consumers

conversations are

positive. Fewer than

10% are negative.

Biggest conversation

starters are product

experience, promotions,

service and contests.

Role of advertising as

conversation starter

decreases.

Q: When sharing information about products, brands and/or companies, which social network sites do you use for sharing that information?

Networks to share information

N = min 93 / F = sharing information on social networks


In Europe, Facebook and Vkontakte are

the most-used networks to share

information about products and brands.


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

Information to share

N Europe = 2668 / F = sharing information on social networks

Experiences with brands

are the number 1 brand

and/or company-related

subject to share on social

media.

27% of Europeans say their

sharing behavior increased (a

lot) since last year.




Information to share

N Europe = 2668 / F = sharing information on social networks

When sharing information about products and brands online, the

vast majority of content is shared in a positive way.

Negative Neutral Positive

46

54

40

57

54

48

48

Net emotion

score

Total Tone of voice


Q: When consulting information about products, brands and/or companies, which social network sites do you use for sharing that information?

Networks to consult information

N = 2528 / F = consulting information on social networks

Facebook is number

one when it comes to

consulting information

about products and

brands in Europe.




Information to consult


When people consult

information about

products, brands and

companies, they are

especially looking for

(mainly positive)

experiences others had.

32% of Europeans say

their consulting behavior

increased (a lot) since last

year.



Q: When you consult information about products, brands and/or companies, does this information have an impact on your intention to buy the product / brand / something of the company?

Impact of consulting on buying intention


In Europe, the negative

experiences others had

have the greatest impact

on buying intention.

Positive experiences are a

very close second.



Q: How trustworthy do you find the information that is posted on social networks by each of the following sources?

Trust in online information




3.

Brands & Companies on social media

3.

Consumers know what

they want from brands

55% of the social network users are following at least

1 brand. On average, people follow between 8-12

brands in a passive way and 3-6 brands in an active

way. Most people start following a brand after they

have used their products and were happy with the

result.

Consumers have clear expectations vis-à-vis brands.

People want to receive product information,

promotions and they want to be invited to help the

brand improve the existing products and services.

3.

Consumers want

to help brands

About 8 out of 10 consumers want to help brands. People are

willing to send mails with feedback, use forms on the website or

join social media to collaborate with a brand.

In the first place, people want to help with the improvement of

existing products. A smaller group is interested in brainstorming

about new products and the smallest group wants to help with the

creation of advertising.

A remarkable conclusion, consumers prefer a market research

community to collaborate with a brand. When consumers help a

brand, they want to have impact on that brand. They feel that the

impact will be higher through a research community.

> 50% of social network users

follow at least 1 brand online.

On average, people follow 8-12

brands in a passive way and

about 3-6 in an active way.

Pinterest is more relevant for brands than Instagram.

41% of Pinterest users post branded content on the site,

versus 35% of Instagram users.

>


53%

52%

56%

61%

47%

50%

66%

56%

48%

15.1

12.8

14.5

7.8

10.6

13.0

6.7

9.8

9.5

Following brands

China has the largest share of

brand followers, whereas in the

US, the highest number of brands

are followed on average.


Following, actively following & interacting with brands

15.1

12.8

14.5

7.8

10.6

13.0

6.7

9.8

8.5

9.4

9.0

13.2

4.3

7.4

10.8

4.7

4.6

4.2

5.7

6.8

10.9

3.4

5.5

5.5

4.0

3.7

3.2

# brands following

# brands actively following (reading/sharing majority of content)

# brands interacting with (entering into dialogue)


1. 6.

2. 7.

3. 8.

4. 9.

5. 10.

Top 10 most-liked social media approaches

Q: From those brands that you follow, which one’s social media approach do you like the most?

Q: What do you like about this brand’s social media approach? (General, in order of importance)

Why do people like them?


Q To which sectors do these brands belong?

N = 2213 / F = If following brands on social networks

Sectors for brand following

Food/retail, fashion/luxury

and media/entertainment

are the most-followed

sectors in Europe.

In China, fashion/luxury

and cars are most popular.

Total Total Global benchmark


Q How did you become an online follower / fan of a brand?

Drivers to become a brand follower

N = 2213 / F = If following brands on social networks

Number 1 driver for

following a brand

online is actual

usage of the brand.



Along with receiving information,

promotions and giveaways,

consumers want to help brands

to improve the existing

products and services.

On average, 8 out of 10 consumers

want to help brands

to improve their offering.

Consumers are very open to

co-creation and

structural collaboration with brands they like.

The preferred place to

collaborate is through a

market research community.

Q: On social network sites, brands should…

Brand expectations (1/2)


1 in 2 social

networkers think

brands should

invite them to

help improve

products and

services.

Social

networkers

expect brands

to offer product

information and

promotions.



Q: On social network sites, brands should…

Brand expectations (2/2)


1 in 2 social

networkers think

brands should

invite them to

help improve

products and

services.



A brand that you really like

A company that offers products of services in a sector or topic that you really like

Willingness to help brands


Q: Imagine a brand or company in a sector that you really like. To what extent would you be willing to help them in improving their overall offering to the market ?

(% I would like to help occasionally – I would like to help as much as I can)

When people like a brand or company, they

are willing to help it. In China, willingness is

close to 100%. In Australia, willingness is

lower, but 2 out of 3 are still willing to help.


Q: Which of the following channels would you like to use to help companies improve their overall strategy/offering to the market?

N = 3596 / F = If willing to help company or brand

Preferred channels to help brands

The top 4 preferred channels

through which to help

companies are all online,

followed by face-to-face contact.



Q About which of the following topics would you be interested in helping companies?


Topics willing to help companies with

When it comes to

collaboration,

people are most

interested in the

improvement of

products and

(customer)

services.

Advertising

(development &

improvement) is

least popular.



Q: To what extent would you be willing to join a community in order to help a company in improving their overall strategy / offering to the market?

Efforts willing to make


65% Among Europeans

willing to help

brands, 57% are

willing to join a

brand-related

community.



70%

52%

63%

61%

57%

59%

82%

55%

63%

Willingness to join community

Willingness to join a

brand-related community

is highest in China.


Q: Would you expect something in return for your help?

Expected rewards


In return for their

collaboration, most people

expect some recognition or

feedback from the company.

About 1 in 3 Europeans

expect a special offer or

payment.



Willing to help a brand or company in sector that they like

Ever helped a company or brand before

Willingness to help vs. experience in helping brands

N = 4035 / F = member of social networks In all regions, the number of people having experience in helping brands

is less than half the number of people willing to provide help.


Mobile phone usage

4.

4.

Boom in

smart phone

usage

51% of the internet population is using smartphones, a majority of

them have a data subscription as well. Android is market leader in this

market, followed by Apple.

Consumers use their smartphone mainly for convenience reasons

and secondly for communication and entertainment reasons.

People with a smartphone are also more intensive social media

users.

On average, people have about 20-25 apps on their phone, but only

use half of them with any frequency. Social network apps are most

often used.

1 A regular mobile phone

2 A smartphone, with Internet / data subscription

3 A smartphone, without Internet / data subscription

4 A tablet PC, with Internet / data subscription

5 A tablet PC, without Internet / data subscription

6 None of the above

1 2 3 4 5 6

Mobile devices

N Europe = 3604/ F = none

In Europe, about 1 in 2 internet users have

a smartphone. In China, this is 2 out of 3.


West

East

Mobile devices | Europe

1 2 3 4 5 6

1 2 3 4 5 6

1 A regular mobile phone

2 A smartphone, with Internet / data subscription

3 A smartphone, without Internet / data subscription

4 A tablet PC, with Internet / data subscription

5 A tablet PC, without Internet / data subscription

6 None of the above

1 2 3 4 5 6

In Europe, 48% are using a

smartphone. Most of them

have an internet/data

subscription.


Mobile operating systems

N = 2705 / F = Smartphone users

Android is the most popular operating system. iOS comes second in Europe and most

countries. Symbian is popular in India, BlackBerry is popular in Canada and Argentina.

Windows 7 has a similar (but rather low) share across regions.


West

East

Mobile operating systems

N Europe = 2229 / F = Smartphone users

Android is the most-used

mobile operating system in

Europe.

In Western Europe, Apple’s

iOS is number 2. In Eastern

Europe, Nokia’s Symbian is

more popular.


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)

Daily internet

access trough

smartphone is

highest in Japan,

Argentina and

China.


West

East

Daily Internet access via smartphone | Europe

59%

50%

63%


Over half of European smartphone users have

daily access to the Internet through their

smartphone. In Western Europe, this number is

higher than in Eastern Europe.

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


Q : Why don’t you have a smartphone?

Reasons not to use a smartphone

N = 2811 / F = non-smartphone users


Most non-smartphone users say

they don’t need one.


53% would like to make

small mobile payments with their smartphone.



Q To what extent are you interested in the following mobile services?

Interest in mobile services (1|2)


Most mobile services

are related to

convenience,

contact and

entertainment.



Q To what extent are you interested in the following mobile services?

Interest in mobile services (2|2)



Most mobile services

are related to

convenience,

contact and

entertainment.


Daily log-on to social media through smartphone

73%

70%

83%

80%

68%

92%

68%

72%

74%

63%

64%

81%

74%

58%

73%

41%

44%

67%

Non-smartphone users

Smartphone users with or without Internet / data subscription sig. diff (95%)

Smartphone users are

more likely to log on

daily to social media.


Following brands on social media

55%

55%

68%

70%

52%

60%

66%

60%

55%

50%

49%

49%

57%

42%

44%

60%

54%

39%

Non-smartphone users

Smartphone users with or without internet / data subscription sig. diff (95%)

Smartphone

users are

more likely to

follow brands

on social

media.


Usage of apps for social networking

67%

77%

87%

79%

64%

89%

70% 60%

74%

sig. diff (95%)

Penetration of

apps for social

networking is

highest in India,

Argentina and

Brazil.


1 2 3 4 5

Apps

1 Average number of apps installed

2 Average number of apps used at least once a week

3 Average number of paid apps

4 Average number of brand-related apps

5 Average number of apps that are no longer used


N Europe = 1722 / F = If apps installed on smartphone

Q : How many apps have you installed on

your smartphone since you started using it? The Australians and the Japanese have the most apps installed.

Canadians have the most brand-related apps installed.

Apps

installed

No apps

installed

24,1

7.9

9.6 6.8

8.9

24.5

8.8 10.3

11.0

10.4

28.0

8.4 7.8

5.6

13.6

16.6

6.7 8.2

5.6 6.3

21.9

9.1

6.4

4.9

9.3

20.4

10.3

5.5 6.8 6.3

19.4

7.9

4.6 4.8

5.9

28.5

7.4

6.1 5.1

7.9







1 2 3 4 5



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

Apps

installed

No apps

installed

79% of

Europeans have

apps installed on

their smartphone.

The average

number of apps

installed is 24,

but only 8 of

them are used at

least weekly.

Apps | Europe

1 2 3 4 5 1 2 3 4 5

West East

24,1

7.9

9.6

6.8 8.9

25.6

8.5 10.2

7.7 9.2

20.1

6.4 7.5

4.5 8.3


Apps per operating system | Europe






Apps

installed

No apps

installed

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

iPhone users install the most apps. They also have the highest

number of paid and brand-related apps.



48.5

12.8

15.0

11.1

15.4

19.7

7.4

5 5.2

7.6

10.3

4.9 5.6

5.7 3.6

12

4.5 4.3 3.5

4.7

13

4.9 5.1 5.6

5.1

8.7

3.0 5.0

3.1

6.6

1 2 3 4 5


Fun & games apps are most popular,

followed by weather forecast apps, apps to

enjoy music & videos, followed by

navigation apps.


Q Below you will find a list of apps. Which of the following apps do you use?

Type of apps used (1|2)


The most popular apps are

mainly related to

convenience, entertainment

and contact.



Q Below you will find a list of apps. Which of the following apps do you use?

Type of apps installed (2|2)

The most popular apps are

mainly related to

practicalities, communication

and entertainment.




Appendix: Methodology

Survey

• Respondents were invited via e-mail to participate in an online survey. The survey

was created by InSites Consulting, the sampling was done by SSI.

• All data was collected at the same time with the exact same questionnaire.

Sample

• 19 countries were included in the sample: Belgium, the Czech Republic, France,

Germany, Italy, The Netherlands, Poland, Romania, Russia, Spain, the United

Kingdom, USA, Japan, India, China, Australia, Brazil, Argentina, Canada

• Average sample size per country = 400

• Total sample size = 7,827

Quantitative research

• Online research on online panels

• Representative for country internet populations on gender, age and e-commerce

• Field work conducted during Q2 2012

• Additional weighting was applied based upon online country populations, in order to

obtain a representative sample

• Bases mentioned in the report are unweighted counts

If you liked the data,

do us a favor and please

share this slideshow

with your network.

Questions or feedback on

the results? Let us know at

[email protected]


http://www.linkedin.com/

http://www.facebook.com/

http://www.slideshare.net/

Appendix: The research partners

InSites Consulting was established in 1997 and, although a marketing

research company, the founders never really wanted to be market

researchers. InSites Consulting is in fact a fantastic mix of academic

visionaries, passionate marketers and research innovators who are

determined to challenge the status quo of marketing research. Over the

last 10 years the company has grown at an amazing 35% a year. Today,

there are more than 130 employees working in five offices (US, RO, UK,

NL, BE) getting their energy from helping world-leading brands to improve

their marketing efforts and to develop deeper connections with

consumers on a global scale via Research Communities. InSites

Consulting has been rewarded with no fewer than 15 international

awards. The recipe for success: a never-flagging enthusiasm, a lot of

hard work, a culture of sharing, and continuous innovation in research

methods and marketing thought leadership. And last but not least:

positively surprising clients every day.

[email protected]

www.insites-consulting.com

InSites Consulting




http://www.linkedin.com/

http://www.facebook.com/insitesconsulting

http://www.slideshare.net/insitesconsulting

Field work

• SSI helps companies make decisions

• By offering access to consumers and

business professionals

• In 72 countries

• Through online and telephone

methodologies

• For over 3,000 clients across the globe For more information on how SSI can support the

success of your next project, contact us at

[email protected] or +31 10 850 5300.

The field work for this study was

conducted by SSI:

www.surveysampling.com


mailto:[email protected]

Our translation agency partner

Your foreign-language communication partner

• Translations

• Copywriting

• User-generated content summaries

• Coding of open-ended questions

• Language consultancy

www.no-problem.be


Appendix: The research team

[email protected]

@StevenVBe

http://be.linkedin.com/in/stevenvanbelleghem

+32 497 473 444

[email protected]

@Dieter_Thijs

http://be.linkedin.com/dieter-thijs/32/766/160

+32 496 43 12 23

[email protected]

@TomDeRuyck

http://be.linkedin.com/in/tomderuyck

+32 497 885 882

If you want to read more about the InSites Consulting vision on the future of

marketing, take a look at these bestselling marketing books.

Find out what drives the new consumer and

how to increase identification with your brands.

Our CRUSH model unveils the road to

successful branding.

www.howcoolbrandsstayhot.com

Everything you need to know to survive the age

of conversations.

www.conversationmanagement.biz

http://www.twitter.com/steven_insites

mailto: [email protected]

128



social media around the world 2012

Business

total global benchmark

total global benchmark

total global benchmark

total global benchmark

social network sites

daily internet access

social network apps

current member aware