全球数据分析第一部分

1Whattoexpectfromthispresentation?20eye-catchingfactsaboutsocialmediaaroundtheworld.1.000facts&figuresaboutsocialmediainmorethan30countries.Topicscovermainadoption&usage,brandinteractions,roleofemployeesinusingsocialmediaandmuchmore.Forquestions,feedbackandremarks,pleasecontact:[e-mail]:@steven_insites4Studiedcountries9027consumers(age15+)across35countries,representativefortheonlinepopulationwithincountryongender,ageande-commerce.Datacollectedononlineresearchpanels,fieldinQ22011.Feedback:@Steven_insites5AwarenessofFacebookiscloseto100%Morethan1billionpeople(70%ofinternetpopulation)usesocialnetworks.PeopleusemorethanFacebook.InEurope,peoplejoinonaverage1,9socialnetworks.InUSAit’s2,1;Brazil3,1andIndia3,9.7AverageFacebooksessionlasts37minutes,Twitter23minutes.Morethan400millionpeopleuseFacebookdaily.8ThereisabigTwitterparadox:80%isawareofTwitter,only16%isusingit.9VkontakteisbiginEasternEurope:55%awareness,39%penetration.10Difficultfornewsocialnetworkstosucceed.60%doesnotwantanynewsocialnetworks.93%ishappywithwhattheyhaveandwon’tin-ordecrease.11MySpaceFacebookLinkedInHyvesHi5OrkutNingXingNetlogTwitterQZoneBeboVkontakteTaggedFriendsterBadoo0%5%10%15%20%25%30%35%40%0%10%20%30%40%50%60%EUROPELowHighLowHighIntentiontoIncreaseCurrentnetworkpenetrationNEurope=Min43–Max4968/F=IfmemberofsocialnetworkBigsocialnetworkswillgetbiggerandsmalloneswillgetsmaller.12Peopleconnectonlinewiththeirofflinefriends.Peoplelovetoconnecttopeople.1350%ofsocialnetworkusersareconnectedtobrands.14Offlinebrandexperiencesarethemainonlineconversationstarters.15PeoplebecomeafanonFacebookbecausetheyliketheproduct,notbecauseofadvertising.1636%postedcontentaboutabrandonsocialnetworks.17Consumerswanttobeintheboardroom.44%isaskingtotakepartinco-creationofproducts&advertising.18Positiveexperiencesarebiggerconversationstartersthannegativeexperiences.Peoplelikepositivestuff.19Consumersprefere-mailoversocialnetworkstoaskquestionstobrands.202outof3employeesisproudabouttheiremployer,butonly19%sharesstoriesonsocialmedia:unusedconversationpotential.2138%ofinternetusershasasmartphone.Theyaremoreintensiveusersofsocialnetworksthanpeoplewithoutasmartphone.22Onaverage,peopleinstall25appsontheirsmartphone,butonlyuse12.Mostusedappsaresocialnetworkapps.2312%ofsmartphoneownersisusinglocationbasedservices.244%ofsmartphoneusersarefamiliarwithaugmentedreality.2512%useLBS20%oflocation-baseduserschecksindailyNextpartofthepresentationisadocumentfullwithstatsaboutsocialmedia.Feelfreetousethemandsharethem.Wehopetheyhelpyoutobetterunderstandthemajorchangestheworldisgoingthrough.Questions,feedbackorsuggestions:[e-mail]:@Steven_InSitesSocialNetworkadoption,usageandotherkeyfacts.Connectionsonsocialnetworks:People&brands.Theroleofemployeesinmakingcompaniesmorehuman.Mobileinternet,locationbased&augmentedreality.98%ofEuropeansareawareofSocialMedia.73%ofEuropeansarememberofatleast1socialnetwerk.Awarenessandusageofsocialnetworksishigh;InEurope,98%knowatleastonesocialnetworkand73%arememberofatleastonenetwork.Socialnetworkersarememberof1.9networksonaverage.EmergingmarketslikeChina,IndiaandBrazilhaveahighersocialnetworkpenetrationthan(Western)Europe.Membershippenetration,averagenumberofnetworksanddailyusagearehigherinthesecountries.InBrazil,86%arememberofatleastonenetwork.Braziliansocialnetworkersarememberof3.1networksonaverageand66%loginonadailybasis.FiguresforIndiaarecomparableorevenhigher.Basedonthedatafromparticipatingcountries,wemakethefollowingassumption.NorthAwareofatleastonenetwork98%Memberofatleastonenetwork73%Averagenumberofnetworksoneismemberof1,998%75%1,599%79%1,997%66%1,899%77%2,2SouthWestEastWesternEuropelagsbehindinsocialnetworkpenetration.Awareness,penetration,averagenumberofnetworks75%44%*3,486%34%1,898%88%3,996%67%1,597%86%3,195%76%2,1Awareofatleastonenetwork98%Memberofatleastonenetwork73%Averagenumberofnetworksoneismemberof1,9Awareness,penetration,averagenumberofnetworksEmergingmarketsBrazilandIndiashowthehighestawarenessandpenetrationofsocialnetworks.*The44%shareofsocialnetworkersinChinaislowcomparedtoothercountries.ThismightbeduetothefactthatsomelargeChinesenetworks(egRenRen)werenotincludedinthissurvey.InEurope,50%ismemberofonly1socialnetwork,mostlyFacebook.■5ormore■4■3■2■1network55%66%47%45%50%49%19%69%45%13%64%25%24%31%24%26%27%18%19%14%19%26%13%8%14%16%14%13%30%8%10%15%6%4%5%7%5%4%18%8%18%9%4%7%15%22%34%WesternEuropeNorthernEuropeEasternEuropeSouthernEuropeEuropeUnitedStatesBrazilAustraliaChinaIndiaJapan1,81,51,92,21,92,13,11,53,43,91,8averageNEurope=5613/F=Ifmemberofsocialnetwork(s)#ofnetworksoneisamemberof■50+■11-50■1-10average18%23%52%36%65%49%49%48%41%55%53%53%64%65%79%80%29%30%31%28%14%28%30%33%32%29%27%26%27%29%16%17%52%47%17%36%21%22%21%19%26%16%20%21%9%6%5%3%FacebookVkontakteMySpaceHyvesBeboTaggedHi5TwitterLinkedInNingXingOrkutNetlogBadooFriendsterQZoneHabbo13395847862626259575251312718117Countsbelow30NEurope=Min43–Max4968/F=IfmemberofsocialnetworkQ:Howmanycontac