who's getting social final

Who’s getting social?A quantitative survey on Romanian users of online social networks

Date: September, 2010

2Methodology

Research methodQuantitative survey

Target populationMen and women, aged 15-55, from urban cities larger than 50,000 inhabitants, users of online social networks

Sample size528 interviews

Data collection techniqueComputer assisted web interviews, using a semi-structured interviewInvitations were sent randomly to Daedalus New Media Research panel

FieldworkData collection was performed between 13 and 26 August

Online Social Networks - Romanian Landscape

4Key points

• On average, Romanian users of Social Networks have opened accounts on 4 networks, and currently they are using about 3 of them;

• In a month, they connect to a Social Network on 13 days, and

they spend 1 hour and 19 minutes for a session, on average;

• The average number of contacts we can expect in a Romanian

user’s list, is 99, significantly more on HI5 and Facebook, and

less on the rest;

• Less than 2 in 10 users say they have their access to their

accounts restricted, at work or at school;

5Awareness of the online social networks

Base=All sample

Q2. Which of the following social networks sites do you know, even if you have never used them ?

97.0

94.7

75.0

6.1

12.7

69.3

38.3

59.7

82.0

%

Others

Subgroups with significant differences

compared to the whole sample

Less aware those over 45 y.o.

Less aware those over 45 y.o.

More aware those aged 25-34 and with high education, less aware those with low & medium education

More aware are the young people (18-24 y.o.) and less aware those aged 35 and above

More aware people aged 18-24 y.o. and less those over 45 y.o.

More aware those aged 25-34 and with high education, less aware those with low & medium education and people over 45 y.o.

Those with low or medium education are more aware

6Usage of the Social Networks >>

Q3. On which one of the following social network sites have you ever had an account/profile? Please tick all, even if you no longer use thatsite. / Q4. Which of these sites do you currently use?/ Q6.Which is the social network that you use most often/ you spend the most time?

85.2

81.4

42.8

2.5

10.4

59.5

22.2

14.8

24.8

%

66.9

16.1

3.8

0.2

3.0

5.2

1.1

0.7

3.0

%

78.4

55.5

21.4

1.1

7.6

27.1

11.4

6.8

18.9

%

Others

Base=All sample Base=All sample Base=All sample

Ever UsedCurrently

Used

Used Most

Often

7Usage of the Social Networks >>

Q4. Which of these sites do you currently use?

78.4

55.5

21.4

1.1

27.1

11.4

6.8

18.9

%

Base=All sample

Currently

Used

Base=All sample

Delta*

31.3

7.5

-15.2

-10.7

15.5

-9.4

-14.8

-16.7

* Difference between network conversion ratio from trial

to usage and the market average ratio

Higher than average power

in growing user base

Lower power than average


Higher than average power


Lower power than average


85.2

81.4

42.8

2.5

59.5

22.2

14.8

24.8

%

Base=All sample

Ever Used

8

Q2. Which of the following social networks sites do you know, even if you have never used them ?/ Q3. Which of the following socialnetworks sites do you know, even if you have never used them ?/ Q4. Which of these sites do you currently use?/ Q6. Which is the socialnetwork that you use most often/ you spend the most time?

Loyalty

Tri

al

0 0.2 0.4 0.6 0.8 1

0

0.2

0.4

0.6

0.8

1

BestJobs FacebookHi5

LinkedIn

Myspace

Neogen

Netlog

TPU (Toti Pentru Unu)

Twitter

Others

>> Usage of the Social Networks

STARREPERTOIRE

DEVELOPING NICHE

9

Reasons for not using anymore social networks N*=113

I lost my interest/ I don't like anymore/ I got bored 29.2

Most of my friends are/switched to another social network 17.7

The lack of time 15.9

Another social networking is better 9.7

I don't need it anymore 6.2

I don't like the members of this social network 3.5

The interface 2.7

I have a profile, but never used it 2.7

Limited services/ options 2.7



It's for teenagers 12.4



The personal data security/spamming 8.8



No particular reason 4.4


It's useless/waste of time 2.9




The personal data security/spamming 11.1

It's useless/waste of time 5.6



I forgot about it/lost the password 2.8

I get too many requests from unknown people 2.8

Complicated to use 2.8

Reasons for not using Social Networks anymore»

Q5. What are the reasons for which you don’t use it anymore... ?

*Respondents who don’t use anymore a certain social network

10







I have too many accounts 7.0


The interface 3.5



» Reasons for not using Social

Networks anymore

Q5. What are the reasons for which you don’t use it anymore... ?








I am not looking for a job 3.5



Limited services/ options 2.9










I am not looking for a job 3.2


The interface 3.2

I have too many accounts 3.2

*Respondents who don’t use anymore a certain social network

11Facebook’s Usage Interactions

55%

Facebook and HI5

22%

Facebook and LinkedIn

26%

Facebook and Neogen Facebook and Netlog

21%

Facebook and Twitter

14%

78% 78%

78%78%

78%

19%56%

27%21%

11%

Percentage currently

using Facebook


using LinkedIn

Percentage of

current Facebook

users that are using

LinkedIn as well

Base=All using currently the network

12HI5’s Usage Interactions

78%

HI5 and Facebook HI5 and LinkedIn

HI5 and Neogen HI5 and Netlog HI5 and Twitter

16%

33% 31% 11%

55% 55%

55%55% 55%

19%

27% 21% 11%


using HI5


using LinkedIn

Percentage of

current HI5 users

that are using

LinkedIn as well

78%

Base=All using currently the network

13Usage Interactions on the Social Networks

Facebook Hi5 LinkedIn Myspace Neogen NetlogTPU (Toti Pentru Unu)

Twitter

Facebook 78 90 89 75 75 83 95

Hi5 55 46 67 68 75 67 55

LinkedIn 22 16 31 22 14 33 40

Myspace 8 8 11 9 13 17 22

Neogen 26 33 32 36 52 50 30

Netlog 21 29 16 42 41 50 25

TPU (Toti Pentru Unu)

1 1 2 3 2 3 3

Twitter 14 11 24 36 13 13 33

Base=All sample

It reads: 55% of

current

Facebook users

are using HI5

too;

14Time spent on the social networks

Q7. On how many days, out of the last 30 days, you have logged in on ...

Number of days in a month

Average

N=528 N*=414 N*= 293 N*= 113 N*= 60 N*= 143 N*=100

Mean** 13 20 10 8 12 9 7

*Respondents who currently use a certain social network

** Number of days connected in a month/hour connected for a session

Number of hours

at a session

Average

N=528 N*=414 N*= 293 N*= 113 N*= 60 N*= 143 N*=100

Mean** 1h19min 1h 54min 1h 3min 1h 3min 1h 4min 1h 21min 31min

15Average Number of Contacts

Number of

contacts

Average

N=528 N*=414 N*= 293 N*= 113 N*= 60 N*= 143 N*=100

Mean** 99 117 242 44 64 34 42

Q9. What is, approximately, the number of friends or contacts that you have in your...


** Number of contacts

16Banned Access to Social Networks

Q10. Some companies, schools, high school, universities or libraries do not allow the access to these networks, so that the employees,pupils, students or readers cannot use them during the working hours. Which of the networks you use is banned to your job, school orlibrary.

Others

None

12.1

8.9

4.0

0.2

0.8

83.9

1.5

0.9

1.5

4.4

%

Base=All sample

Usage Insights

18Key Points

• 23% of connections users make on Social Networks are from a mobile phone, while the rest are made from a desktop or laptop;

• There are twice as many respondents who watch frequently other people’s photos, than those who frequently upload their own pictures on the Social Networks;

• Only 2 in 10 Romanian Social Network users frequently support a social cause, while 3 in 10 have never supported one;

• A third of the Social Network users in Romania are frequently looking for jobs on the Social Network websites;

19Key Points (contd.)

• The vast majority of the Social Networks users are accepting

invitations only from people they know, and only 11% of them welcome anybody that is asking for their friendship;

• Only 14% of the Social Network users are active users, having

most of their contact list built up by sending invitations;

• There are significantly more users connected with celebrities or public figures on Facebook and Twitter;

• Facebook and Hi5 seem to share the same strategic territory in terms of activities done on Social Networks, explaining as

well the high overlap between them.

20

…while the rest…

How do Romanians connect on their Social Networks

97.7

48.5

9.3

14.2

2.7

4.5

%

19.7

13.8

8.7

4.7

11.2

%Connection Place

From home

From work

From hotspots Wi-Fi

From School/university

From an Internet cafe

From library

On the road

From home

From hotspots Wi-Fi

From work

From School/university

Q11. Which one of the following statements best describes the way you usually log in, to the social networks you use?

Connection Type

21Are the Social Networks Connected?

Q12. Do you have linked your social networks accounts? Meaning that you can post information/ write on one site (ex. Facebook) but theinformation will appear on many pages (ex. Twitter, and MySpace in the same time).

16.2 15.4 18.824.3

10.017.0

11.2

11.2 12.210.5

11.7

28.3 11.316.3

72.7 72.4 70.764.0 61.7

71.6 72.4

I don't have them linked

I have them linked

Don't know

Total

N=439

%


Significantly higher/lower towards Total (level of confidence 95%)

%N*=369 N*=276 N*=111 N*=60 N*=141 N*=98

% % % % %

22

45.6

41.3

37.7

24.4

21.6

19.1

18.8

15.9

14.4

11.7

11.7

7.0

35.2

25.8

32.8

39.8

%

46.4

44.4

39.6

25.8

24.2

20.8

19.6

17.1

13.8

10.9

13.3

6.5

37.2

24.9

29.2

42.3

%

45.7

46.4

34.5

28.7

23.9

19.1

19.8

14.7

15.4

15.4

12.3

8.9

33.4

25.9

34.1

42.7

%

45.1

36.3

31.9

26.5

23.0

22.1

22.1

14.2

23.9

19.5

17.7

9.7

40.7

38.1

24.8

38.9

%

Most Frequent Activities on Social Networks »

Q13. Please, select, which of the following activities you do on… [NETWORK FROM Q6] and how often do you do this. Use a scale from 1to 6, where 1 means „Never” and 6 means „Very frequent”.

TotalN=528T2B**

N*=414T2B**

N*=293T2B**


**T2B = Frequent + Very Frequent


N*=113T2B**

I schedule meetings (going out, at the cinema, at concerts etc.)

I send group messages

Communicate with new people, people I don't know

I send visual messages (emoticons, pokes, winks, etc.)

I recommend things those from the list

I write comments on others page/wall, person from my list

Support a particular cause (social, environmental relate, etc.)

I upload photos/ videos

I play a network game online

I update my profile/status

I watch if there any job offers

I check certain person profile (what they do, their level of education, etc.)

I read what other people write

Search for old friends, friends I lost connection with

I watch other people's photos/ videos

Search for new things, to be informed

23» Most Frequent Activities on Social Networks

Q13. Please, select, which of the following activities you do on… [NETWORK FROM Q6] and how often do you do this. Use a scale from 1to 6, where 1 means „Never” and 6 means „Very frequent”.

45.6

41.3

37.7

24.4

21.6

19.1

18.8

15.9

14.4

11.7

11.7

7.0

35.2

25.8

32.8

39.8

%

60.0

41.7

48.3

20.0

21.7

30.0

21.7

31.7

20.0

21.7

30.0

11.7

43.3

30.0

28.3

38.3

%

52.4

37.1

35.7

25.9

21.0

16.8

17.5

14.0

16.1

16.8

13.3

7.7

41.3

28.7

51.7

43.4

%

N*=60T2B**

N*=143T2B**


**T2B = Frequent + Very Frequent

TotalN=528T2B**


43.0

40.0

42.0

13.0

19.0

20.0

19.0

21.0

11.0

10.0

17.0

7.0

53.0

24.0

31.0

42.0

%

N*=100T2B**

I schedule meetings (going out, at the cinema, at concerts etc.)




I recommend things those from the list

I write comments on others page/wall, person from my list


I upload photos/ videos


I update my profile/status

I watch it there any job offers

I check certain person profile (what they do, their level of education, etc.)


Search for old friends, friends I lost connection with

I watch other people's photos/ videos


24

I update my

profile/status

I upload

photos/ videos


I schedule meetings


I watch other

people's photos/ videosSearch for old friends,

friends I lost connection with




I write comments on others

page/wall, person from my list


I check certain person profile

I watch if there are

any job offers

I recommend things to those from the list


Facebook

Hi5

Netlog

Twitter

Neogen

Linkedin

Strategic Positioning Mapby current used social networks

Individual

Searching/Indirect

Contacting/Direct

Group

25User type by the way connections were made

Q14. Please think at the last 10 people you connected with on [INSERT NETWORK USED]. How many connections have resulted frominvitations you have sent to the others, and how many have resulted from invitations you have received from other people?

14.0 15.2 12.3 15.0 16.7 13.318.0

33.031.533.337.241.336.739.0

49.055.250.047.8

46.448.147.0

Active

Balanced

Passive

Total

N=528

%


N*=414

%

N*=293

%

N*=113

%

N*=60

%

N*=143

%

N*=100

%


Active = more than 7 out of 10 contacts/friends acquired trough sent invitations;

Balanced = between 4 and 6 contacts/friends acquired trough sent invitations;

Passive = between 0 and 3 contacts/friends acquired trough sent invitations;

26

58.3

48.3

13.3

59.0

44.0

11.9

51.3

48.7

15.9

63.0

39.6

12.1

68.0

45.0

6.0

55.9

47.6

12.6

Invitations Acceptance

Q15. Please tell me which of the following is valid in your case, related to the invitations you usually receive on …

Total

N=528

%



N*=414

%

N*=293

%

N*=113

%

N*=60

%

N*=143

%

N*=100

%

61.6

41.5

11.0

I accept only certain

invitations, from

person I know

I accept certain

invitations, from

person I don't know,

but I check them

I accept all

invitations, from

anyone

27Profile of the Contacts by Type »

Q16. Which of the following categories of people exists in your group of contacts you have on … [INSERT EACH NETWORK USED]?

Total

N=528

86.9

84.3

83.7

66.1

50.2

38.6

22.9

19.7

%

88.2

84.5

49.8

40.1

23.2

22.2

68.6

86.2

%

84.6

53.6

22.9

18.8

44.0

71.7

89.1

90.8

%

* Respondents who currently use a certain social network


Very close friends

Friends

School or work colleagues

Relatives

People that I met online, but I have never met face-to-face

People I've never met before joining this site

Business partners

Stars/Celebrities/Public person

85.0

88.5

80.5

64.6

58.4

27.4

18.6

51.3

%

N*=113N*=414 N*=293

28

81.0

89.0

44.0

33.0

19.0

47.0

51.0

73.0

%

86.9

84.3

83.7

66.1

50.2

38.6

22.9

19.7

%

85.0

83.3

75.0

55.0

58.3

45.0

26.7

33.3

%

81.1

55.2

29.4

16.1

46.9

55.2

76.9

81.1

%

N*=60 N*=143

* Respondents who currently use a certain social network


Q16. Which of the following categories of people exists in your group of contacts you have on … [INSERT NETWORK USED]?

N*=100

» Profile of the Contacts by Type

Very close friends

Friends

School or work colleagues

Relatives

People that I met online, but I have never met face-to-face

People I've never met before joining this site

Business partners

Stars/Celebrities/Public person

Total

N=528

Demographic profiles

30

0.78

0.8

0.82

0.84

0.86

0.88

0.9

0.92

0.94

0.96

0.98

1

28.0 29.0 30.0 31.0 32.0 33.0 34.0 35.0 36.0 37.0

Age (average years)

Ed

uca

tio

n L

ev

el

Low &

Middle

Level

High

Level

are reading or writing on blogs are

significantly more than the average

social network users

read

newspapers/magazines

or to read/write blogs

significantly more than

the average

using significantly more the Internet for

playing,

for downloading music or movies,

and less for making purchases

are enjoying doing things around the

house significantly more than the

average social network users

like to have quality things,

and to go to church to a significantly

higher extent than the average

use the Internet to read newspapers/magazines

or to read/write on forums significantly more than

the average

like to have quality things,

and to go to church to a significantly

higher extent than the average

Social Network User Map (I)by demographics, psychographics and Internet usage

use the Internet to read

newspapers/magazines,

to buy products or services,

or to read/write on blogs

care significantly less for the way they look;

it’s less important to be around the family,

or to keep tidy around them,

or to do things around the house,

or to go to the church

Younger Older

Bubble size represents the current users share

31

1.75

1.8

1.85

1.9

1.95

2

2.05

2.1

2.15

2.4 2.6 2.8 3.0 3.2 3.4 3.6

Income Level

Occu

pati

on

Typ

e

Lower

Higher

Social Network User Map (II)by demographics, psychographics and Internet usage

Lower Higher

Bubble size represents the current users share

Thank you!

• This study was conducted by Daedalus Consulting and Daedalus New Media Research and with the help of Cristian Manafu;

• For further information on the insights contained within this report and the research that it is based on, you may contact:

Mădălin Vladu Senior Client Service Email:[email protected]

Tel.:+40213179731

Fax:+40213180040

www.daedalusmb.ro

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