2. 本研究值得期待的内容有：
What to expect from this
20个吸引眼球的事实 presentation?
20 eye-catching facts about social
覆盖超过30国的关于社交 media around the world.
媒体的1000个数据
>1.000 facts & figures about social
media in more than 30 countries.
话题覆盖用户使用、品牌交
互、职场功用及其它 Topics cover main adoption & usage,
brand interactions, role of employees in
using social media and much more.
3. For questions, feedback and remarks,
please contact:
Prof. Steven Van Belleghem
Managing partner InSites Consulting
Steven@InSites.eu
Twitter: @steven_insites
4. Studied countries
样本：35国的年龄大于15岁的9027名消费者，时间：2011年二季度
9027 consumers (age 15+) across 35 countries, representative for the online population
within country on gender, age and e-commerce.
Data collected on online research panels, field in Q2 2011.
Feedback: @Steven_insites
4
5. Awareness of Facebook
is close to 100%
More than 1 billion people
(>70% of internet population) Facebook的认知度接近100%
use social networks.
超过10亿人（超过70%的网
络人口）在使用社交网络
5
6. People use more than Facebook.
In Europe, people join on average
1,9 social networks. In USA it’s 2,1;
Brazil 3,1 and India 3,9.
人们不仅在使用Facebook。在欧洲，人们加入1.9个社交网络，美
国这个数字是2.1，巴西为3.1，印度则为3.9
7. Average Facebook session lasts
37 minutes, Twitter 23 minutes.
More than 400 million people use
Facebook daily.
平均而言，Facebook的登录时长为37分钟，twitter为
23分钟，超过4亿人每天都要使用Facebook 7
8. There is a big
Twitter paradox:
80% is aware
of Twitter, only 16%
is using it.
Twitter的杯具：80%的认知度，但只
有16%的人在使用它 8
9. Vkontakte is big
in Eastern Europe:
55% awareness,
39% penetration.
在东欧， Vkontakte拥有55%的认知
率和39%的使用率 9
10. Difficult for new social networks to succeed.
60% does not want any new social networks.
93% is happy with what they have and won’t
in- or decrease.
新兴的社交网络成功越来越困难：60%的人不再需要新的社交网络了；
93%的人很享受现在所有，既不想增加也不想减少 ——事实上，需求都
是商家创造出来的 在笔记本时代能问出iPad的需求么—— 注释者注 10
11. 40% EUROPE
High LinkedIn
35%
Twitter
30%
Facebook
25% Vkontakte
Intention to
Big social networks
Increase
Netlog
20% Tagged
Orkut
Xing
Ning Hyves
Badoo
will get bigger and small
15%
Hi5
QZone
ones will get smaller.
Bebo
MySpace
10% Friendster
5%
Low
0%
0% 10% 20% 30% 40% 50% 60%
Low Current network penetration High
N Europe = Min 43 – Max 4968 / F = If member of social network
社交网络拥有马太效应
11
13. >50% of social
network users
are connected
to brands.
超过50%的社交网络用户和品牌“联结”
13
14. Offline brand
experiences are
the main online
conversation
starters.
线下的品牌消费体验是线上对话的开启话题
14
15. People become a fan on
Facebook because they
like the product, not
because of advertising.
人们在Facebook上成为品牌粉丝是因为他们喜欢这
个产品，而不是因为广告 15
16. 36% posted content
about a brand on
social networks.
在社交网络上，36%的内容发布与品
牌有关 16
17. Consumers want to be
in the boardroom. 44%
is asking to take part in
co-creation of products
& advertising.
消费者正有意进入董事会：44%在试
图参与产品制造和广告创作 17
18. Positive experiences
are bigger conversation
starters than negative
experiences. People like
positive stuff.
正面体验更容易开启一个大话题。人们喜欢积极向上
的话题材料 —— 中国人似乎不是这样的？注释者注 18
19. Consumers prefer e-mail
over social networks to
ask questions to brands.
在询问品牌问题时，消费者更倾向于电子邮件而非社交网络
19
20. 2 out of 3 employees
is proud about their
employer, but only 19%
shares stories on
social media: unused
conversation potential.
2/3的雇员骄傲于他们的雇主，不过只有19%分享了他们的故事
20
21. 38% of internet users
has a smart phone.
They are more intensive
users of social networks
than people without a
smartphone.
38%网络用户拥有智能手机，他们更容易使用社交网络
21
22. On average, people
install 25 apps on their
smartphone, but only
use 12. Most used apps
are social network apps.
平均而言，人们安装了25个应用但只使用12个。最多被使用的是社
交网络应用 22
23. 12% of smartphone
owners is using location
based services.
12%的智能手机用户使用地理位置服务
23
27. Next part of the presentation is a document
full with stats about social media.
Feel free to use them and share them.
We hope they help you to better
understand the major changes the world is
going through.
Questions, feedback or suggestions:
Steven@InSites.eu
Or on Twitter: @Steven_InSites
28. Social Network adoption, usage
and other key facts.
Connections on social networks:
People & brands.
The role of employees in making
companies more human.
Mobile internet, location based &
augmented reality.
29.
30. 98%的欧洲人知道社交媒体，73%
的欧洲人是至少一个社交网络用 98% of Europeans are aware of Social Media.
户。平均一个人加入1.9个社交网 73% of Europeans are member of at least 1
络。
social netwerk.
新兴市场例如中国、印度、巴西拥
有比西欧更高的社交网络使用率。 Awareness and usage of social networks is high; In Europe, 98% know
at least one social network and 73% are member of at least one network.
在巴西，86%的人至少是一个社交 Social networkers are member of 1.9 networks on average.
网络的用户。平均一个人加入至少
3.1个社交网络。66%的人每日登 Emerging markets like China, India and Brazil have a higher social
录。印度的数字只高不低 network penetration than (Western) Europe. Membership penetration,
average number of networks and daily usage are higher in these
countries.
In Brazil, 86% are member of at least one network. Brazilian social
networkers are member of 3.1 networks on average and 66% log in on
a daily basis. Figures for India are comparable or even higher.
31. Based on the data from participating countries,
we make the following assumption.
n
2 billio he world 7 billion
t People in the w
users in orld
internet
>1 billion
network us er s
Social
70亿人口 》 20亿网络人口 》 超过10亿的社交网络人口
32. Awareness, penetration, average
number of networks
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one
1,9
is member of
从上到下的三个数字 North
Western Europe lags
认知度：98%
behind in social network
98%
至少是一个网络的用
75% penetration.
户：73%
加入的网络数：1.9 1,5
West East
97% 99%
66% 79%
1,8 1,9
South
99%
77%
2,2
西欧拖后腿了
33. Awareness, penetration, average
number of networks
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one
1,9
is member of
86%
75% 34%
95% 44%* 1,8
76% 3,4
2,1 98%
88%
3,9
97%
86% 96%
3,1 67%
Emerging markets Brazil
1,5
and India show the highest 中国的较低数字可能是因为一些大的社交
awareness and penetration 网络未纳入调研，比如人人网
of social networks. * The 44% share of social networkers in China is low compared to
other countries. This might be due to the fact that some large
Chinese networks (eg RenRen) were not included in this survey.
新兴市场——巴西、印度显示出极高的认知度、使用率
34. In Europe, 50%
is member of
only 1 social
network, mostly
Facebook.
在欧洲，50%的人只有一个社交网络，大部分就是Facebook
35. # of networks one is a member of
average
1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8
9% 4% 7%
4% 8% 5% 5% 6%
4% 15% 8%
7% 22%
13% 14% 14% 13% 34%
24% 19% 26%
16% 18%
8%
25%
31% 26% 27% 10%
24% 18%
30% 14%
15%
66% 69%
64%
55% 18%
47% 50% 49%
45% 45% 19%
19%
13%
Western Northern Eastern Europe Southern Europe United States Brazil Australia China India Japan
Europe Europe Europe
■ 5 or more
■4
■3
■2
■ 1 network
N Europe = 5613 / F = If member of social network(s)
单人加入的社交网络数及各自比例
36. Network size 133 Facebook friends
versus 59 Twitter followers.
Q : How many contacts do you have on each of the following social network sites?
Facebook的单人拥有节点数为133个，
Twitter为59，Qzone？7人，最小
average
133 95 84 78 62 62 62 59 57 52 51 31 27 18 11 7
6% 5% 3%
9%
17% 19% 16% 20%
21% 22% 21% 21% 17%
26% 16%
36%
27% 29%
47%
52% 14%
31% 29%
33% 27% 26%
28% 30%
32%
28%
30% 79% 80%
29% 65% 64% 65%
52% 55% 53% 53%
49% 49% 48%
41%
36%
23%
18% Counts
below 30
Facebook Vkontakte MySpace Hyves Bebo Tagged Hi5 Twitter LinkedIn Ning Xing Orkut Netlog Badoo Friendster QZone Habbo
■ 50+
■ 11-50
■ 1 - 10
值得注意的Facebook和Qzone的比较
N Europe = Min 43 – Max 4968 / F = If member of social network
在各个社交网络上，单人网络大小及比例
37. >600 million
people use
social networks
at least daily
超过6亿人每天都使用社交网络
39. Daily log on to social media
60%
63%
58%
67%
82%
76%
61%
N Europe = 5613 / F = If member of social network(s)
社会化媒体每日登录的各国比例
40. Network log on frequency
Q : You are a member of the following social network sites. How often do you log into these sites? (at least daily)
Vkontakte and Facebook have the
highest penetration of daily usage.
63% of the Vkontakte users log in at
least once a day.
63%
58%
37%
29%
23% 21%
16% 14% 12% 12% 12% 11% 11% 11% 11% 8%
Vkontakte Facebook Twitter Hyves Tagged Badoo Orkut Netlog LinkedIn Hi5 Xing MySpace Ning QZone Friendster Bebo Habbo
N Europe = Min 43 – Max 4968 / F = If member of social network
各社交网络日登录的比例比较
41. 37 minutes is
the average time
members spend
each time they log
in to Facebook
Facebook上 用户登录后使用时长平均为：37分钟
42. Connection time
On average, Facebook
Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit)
members stay connected for
more than half an hour
这个98太奇怪了？
average
49 37 21 16 16 16 16 15 12 11 11 11 10 9 98 5
4% 3% 5% 3% 6% 3%
11% 6% 6% 4% 6% 6% 11%
16% 8%
20% 18% 24% 14% 19% 22% 6%
13% 23%
21% 26% 26% 32%
28%
19% 25% 12%
17% 24% 14%
24%
19% 18% 24%
35% 18% 8%
19% 19%
32% 23%
82%
67%
19% 59% 62%
13% 52% 55% 56% 54%
50% 47% 48% 50%
45%
39%
20% 22%
Counts
below 30
Vkontakte Facebook Twitter Netlog Badoo Hyves Tagged MySpace Orkut Hi5 Xing LinkedIn Bebo Ning QZone Friendster Habbo
■ >60
■ 31 - 60
■ 11 - 31
■ 6 - 10
■ 1- 5 minutes
N Europe = Min 43 – Max 4968 / F = If member of social network
各社交网络的使用时长及各区间比例比较
43. 在欧洲、美国、澳大利亚，Facebook是统
治者，有96%的认知度和62%的使用率，
Facebook rules the social media space, but is
没有一个社交网络可以到达这样的规模。 having a hard time in China & Japan.
从认知度和用户量出发，Twitter和
MySpace在欧洲排名第二和第三。 Facebook rules, at least in Europe, US and Australia. No other network
reaches the 96% awareness and 62% usage level of Facebook. If we
考虑到Linkedin是专业网络，我们认为它 take a look at both awareness and membership, Twitter and MySpace
可以排名第四 are number two and three social media in Europe.
就欧洲整体水平而言，Vkontakte是俄罗斯 Given the fact that LinkedIn is a professional network, it is worth
和乌克兰的强社交网络。广义角度讲， pointing out that this network ranks fourth, both in terms of awareness
Qzone（中国）和Orkut（巴西、印度）是 and membership.
值得重视的社交网络
On European level, Vkontakte (a Facebook look-alike) is a strong
在中国和日本，Facebook的使用率很低。 network in Russia and Ukraine. In a broader perspective, Qzone
(China) and Orkut (Brazil, India) are network sites to take into account.
Facebook has lower penetration rates in China and Japan.
45. Facebook, Twitter and Linkedin are reaching the
mass market. Smaller/ newer social networks are
facing a challenge… Facebook、Twitter和Linkedin已经进入大众市场，新社交网络和小
型网络将面临挑战
成熟期
46. Top 3 networks by membership
62%
96%
16%
80%
12%
19%
North
69%
97%
18%
38%
10%
80%
West East
58% 57%
95% 94%
14% 39%
82% 55%
12% 12%
36% 72%
South
72%
98%
24%
■ Membership
85%
欧洲各地区三大网络（东欧地
15%
■ Awareness 41%
区是Vkohtakte而非Linkedin）
的用户比率和认知度
N Europe = 7446 / F = None
48. Network awareness | Europe In Europe, Facebook, Twitter and
MySpace are the best known social
Q : To what extent do you know the following social network sites? network sites.
Exceeding
Europe Europe regions countries
0% 25% 50% 75% 100%
Facebook 96%
Twitter 80%
MySpace 70%
LinkedIn 32%
Badoo 31%
Netlog 29%
Hi5 26%
Xing 19%
Vkontakte 19%
Bebo 16%
Tagged 14%
Habbo 14%
Friendster 14%
QZone 11%
Europe
Orkut 10% West
North
Hyves 10%
East
South
Ning 7%
N Europe = 7446 / F = None
欧洲各国对各社交网络的认知度
49. In China, awareness
Network awareness | Europe in perspective of Qzone is equal to
Q : To what extent do you know the following social network sites? awareness of
Facebook
Europe Europe versus reference countries
0% 25% 50% 75% 100%
Facebook 96%
Twitter 80%
MySpace 70%
LinkedIn 32%
Badoo 31%
Netlog 29% Qzone在中国的认知
Hi5 26%
度好比Facebook
Xing 19%
Vkontakte 19%
Bebo 16%
Tagged 14%
Habbo 14%
Friendster 14%
QZone 11% Europe
USA
Orkut 10% Brazil
Australia
Hyves 10% China
India
Ning 7% Japan
N Europe = 7446 / F = None
全球其它地区对各社交网络认知度/与欧洲相比
50. Network membership | Europe Facebook has the highest usage
throughout Europe.
Q : To what extent do you use the following social network sites?
Exceeding
Europe Europe regions
countries
0% 25% 50% 75% 100%
Facebook 62%
Twitter 16%
Vkontakte 12%
LinkedIn 11%
MySpace 9%
Netlog 6%
Badoo 6%
Hi5 5%
Xing 5%
Hyves 3%
Orkut 1%
Ning 1%
Tagged 1%
QZone 1%
Bebo 1% Europe
West
Friendster 1%
North
Habbo East
0%
South
N Europe = 7446 / F = None
欧洲各国各社交网络的使用率
51. Network membership | Europe in perspective
Q : To what extent do you use the following social network sites?
Europe Europe versus reference countries
0% 25% 50% 75% 100%
Facebook 62%
Twitter 16%
Vkontakte 12%
LinkedIn 11%
MySpace 9%
Netlog 6%
Badoo 6%
Hi5 5%
Xing 5%
Hyves 3%
Orkut 1%
Ning 1%
Tagged 1%
QZone 1% Europe
USA
Bebo 1% Brazil
Australia
Friendster 1% China
India
Habbo 0% Japan
N Europe = 7446 / F = None
全球其它地区各社交网络使用率/与欧洲相比
52. ! No Exp
No S topping anding
!
93 % 60 %
Current social networkers
have no intention to stop
their membership nor do
they feel the need to further
expand their membership
Intention on social network sites
对于现在的社交网络用户而言，既不想停止，也不想扩展
53. Intention to stop
Q : Which of the following social networks, of which you are a member, will you stop using?
Europe 0% 25%
Europe regions
50% 75% 100%
Friendster 23%
Tagged 21%
Hi5 20%
Ning 19%
Overall, 7% of the
Bebo 19%
social networkers have
Netlog 16%
the intention to quit at
Badoo 14% least one of the networks
Orkut 13%
they are a member of.
QZone 13%
Xing 9%
Members of
MySpace 8%
Friendster are most
Hyves 8%
likely to stop
Twitter 5%
LinkedIn 4%
Europe
Vkontakte 2% West
North
Facebook 1% East
South
Habbo Base below N=30
N Europe = Min 43 – Max 4968 / F = If member of social network
只有7%的用户想停止他们的一个社交网络，其中，
Friendster就是一个餐具
54. Intention to stop versus penetration
25% EUROPE
Friendster
Friendster
High
Tagged
20%Hi5
Bebo
NingNetlog
Big networks will get bigger
and small networks will get
smaller.
15%
Badoo
QZone
Stop
Orkut
10% Hyves
Xing
MySpace
Twitter
5%
LinkedIn
Vkontakte
Low
Facebook
0%
10% 20% 30% 40% 50% 60%
Low Penetration High
N Europe = Min 43 – Max 4968 / F = If member of social network
马太效应。横轴是使用率，纵轴是试图停止的。Facebook拥有最
高的使用率和最低的欲停止率
55. Future usage
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)
Europe Europe regions
0% 25% 50% 75% 100%
LinkedIn 37%
Twitter 31%
Facebook 29%
Vkontakte 25%
Orkut 21%
Tagged 20%
Members of LinkedIn,
Xing 19%
Twitter and Facebook
are most likely to
Ning 18%
increase their usage
Badoo 17%
Netlog 16%
Hyves 14%
QZone 14%
Hi5 13%
MySpace 12%
Europe
Bebo 12% West
North
Friendster 10% East
South
Habbo Base below N=30
N Europe = Min 43 – Max 4968 / F = If member of social network
Linkedin、Twitter和Facebook用户未来将更多使用
56. Future usage versus network penetration
40% EUROPE
High LinkedIn
35%
Twitter
30%
Facebook
25% Vkontakte
Increase
Netlog
20% Tagged
Orkut
Xing
Ning Hyves
Badoo
15%
QZone
Hi5
Bebo
MySpace
10% Friendster Big networks will get bigger
and small networks will get
5%
smaller.
Low
0%
0% 10% 20% 30% 40% 50% 60%
Low Penetration High
N Europe = Min 43 – Max 4968 / F = If member of social network
马太效应：四大使用率领先的网络都有着更多的未来使用率
57. Future membership
Q : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the network sites
below you would consider becoming a member of.
Europe Europe regions
0% 25% 50% 75% 100%
Facebook 28%
Twitter 28%
LinkedIn 19%
Vkontakte 16%
Facebook and Twitter
MySpace 16%
are most likely to
QZone 12%
Friendster 9%
gain new members.
Xing 9%
Overall, 60% have no
Netlog 8%
intention to expand
Orkut 8%
their membership.
Badoo 7%
Hi5 7%
Ning 7%
Bebo 7%
Europe
Tagged 7% West
North
Habbo 5% East
South
Hyves 5%
N Europe = Min 418 - Max 3962 / F = Non users: Aware, but no member
对于尚未成为其成员的人来说，Facebook和Twitter排在最有可能在
未来成为其成员的前二位。不过，60%的人没有扩展其社交网络使
用的打算
58. We gave you a lot of facts,
to capture the key points,
we summarized the key data
in a few overview slides.
59. Top networks in Europe
9% 11%
16%
10% 2%
Aware and current member 5%
19%
Aware and once a member
62%
Aware, but no member
Not aware
52%
59%
认知且为用户
认知且曾为用户 7% 68%
认知但非用户
不认知 27%
30%
20%
比例为欧洲地区 4%
Facebook Twitter MySpace LinkedIn
Facebook Twitter MySpace LinkedIn
Awareness 96% 80% 70% 32%
Membership 62% 16% 9% 11%
Base: Social networkers
增加使用 Increase usage (top2%, 1-5) 29% 31% 12% 37%
网络大小 Network size (av no. contacts) 133 59 84 57
每日登录率 Log on frequency (at least daily) 58% 37% 11% 12%
时长 Log on duration (av minutes) 37 21 15 10
曾删除联结 Ever deleted a person from contact
list
50% 34% 36% 12%
Base: Members of this network
60. Member profile Women typically outnumber men on social networks — women make
up 53% of Facebook users and 49% of MySpace users. However, a
性别：女性更多的在F和M
majority of LinkedIn members (56%) and Twitter users (55%) are men.
上：53%及49%，男性更多在
L和T上：56%及55%
Facebook Twitter MySpace LinkedIn
Gender
性别
Male 47% 55% 51% 56%
Female 53% 45% 49% 44%
Age
Age
15-24 24% 30% 33% 15%
25-34 25% 25% 26% 24%
年龄
35-54 35% 30% 31% 43%
55-99 16% 14% 11% 18%
Smartphone
Smartphone
智能手机 Smartphone user 43% 58% 46% 59%
使用率
Working situation
Working situation
Employed
雇员 58% 58% 54% 72%
Student 学生 13% 17% 18% 8%
未工作
Not working 29% 26% 28% 21%
N Europe = 5613 / F = If member of social network(s)
61. 相对F而言，T尚是一个小的社交网
络。T很知名，但使用率不高。未来 The Twitter Paradox: high awareness versus
被网民使用的可能很大，但依然还有 low usage. What’s next?
很长的一段路要走。
Compared to Facebook, Twitter is still a pretty small network
F和T提供不同的需求满足。当用户
加入T时，他们在F上的使用并未减 of people. Twitter is well known, but has not reached the
少。与非T用户比较，T的用户使用 penetration level of Facebook yet. Future adoption looks
更多的社交服务。 good, but there is still a long way to go.
Facebook and Twitter are a perfect couple, both sites serve
different needs. When people join Twitter, their Facebook
usage does not decrease. Twitter users are typically using
more social media than non Twitter users.
62. Facebook and Twitter | membership of one or both
是T非F
重叠者
是F非T
N Europe = 5613 / F = If member of social network(s)
63. Facebook and Twitter | daily log on
Q : You are a member of the following social network sites. How often do you log into these sites? (% several times a day)
74%
35% 37%
13% 19%
2%
当一个用户同时是F和T的用户
时，TA的日登录率是最高的。
如果只是F用户，该比率从74下
65% The more networks
降到54，如果只是T用户，该比 someone uses, the more
率从37下降到35——下降不大 time spend per network.
54%
Western Northern Eastern Southern United
Members of: Log in to: Europe Europe Europe Europe
Europe
States
Brazil Australia China India Japan
Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67%
Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70%
Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40%
Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57%
64. Facebook and Twitter | membership of one or both
Other networks than
Twitter and Facebook
Member of Facebook
Member of Twitter,
and Twitter
no Facebook
13% 19%
2%
65%
North
Member of Facebook,
no Twitter
6%
1% 12%
80%
欧洲各地区的情况 West East
10% 18% 13%
2% 25%
3%
69% 59%
South
5%
2%
29%
64%
N Europe = 5613 / F = If member of social network(s)
65. Social Network adoption, usage
and other key facts.
Connections on social networks:
People & brands.
The role of employees in making
companies more human.
Mobile internet, location based &
augmented reality.
66.
67. 人们喜欢和线下的朋友在线上联结。在
社交网络上跟踪朋友的状态，聊天或发 People love people.
送信息是人们的主要行为：都是双向传 So brands, behave like one.
播行为。如果没有任何线上联络，主要
原因就是他们压根不是朋友。
People link online with people they know offline. Social networking
is a way for people to meet up with others on the net. Checking the
人们也愿意在社交网络上获取新的产品
/品牌信息。但他们不喜欢传统的营销 status of others, chatting & messaging are the main activities on
social networks, all two-way communication streams. Not having
方式。
any contact is the main reason for defriending.
人们更愿意和人交谈而不是品牌。这句
People also join social networks to get information about (new)
话的意思就是品牌应该有不同的社会化
products / brands. However, they do not like traditional marketing
媒体运营策略：表现得象个人而不是一
messages.
个机构吧
People prefer people above brands. This means that companies
and brands should approach their use of social media differently.
It’s about being human and taking personal identity above an
institutional identity.
69. Reasons to connect with other people on social media
Q : Why does a person belong to your network?
Europe Europe regions
朋友、同 ...we have been friends, neighbours, 0% 25% 50% 75% 100%
学、邻居 classmates, etc. since our childhood 71%
...we work(ed) together 59%
同事
...we have the same friends offline 46%
有共同线 ...we have the same friends online
43%
下好友 ...we originate from the same region /
location 37%
...(s)he invited me to belong to his/her
有共同线 social network 37%
上好友
...we have the same hobbies 34%
Connections are
...we work in the same sector 31% driven by close,
...we share the same education 27% offline, personal
...we share the same kind of humor 23% relationships.
...we have the same political ideas,
ideologies, etc. 17%
...we are/were both in the same youth
16%
movement
...we use the same products / services 12%
...we have the same personal style 10%
...we love the same brands 9% Europe
West
...(s)he's a celebrity 8% North
名人、意
East
见领袖排 ...(s)he's an opinion leader 7% South
在最后
N Europe = 5613 / F = If member of social network(s)
各种联结的理由（欧洲地区）
70. Besides connecting with others,
getting information about (new)
products and brands is driving
membership of social networks
71. Drivers for network membership
Q : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play games. Besides the more general reasons,
what else has driven you to become a member of the following social networks?
Europe
0% 25% 50% 75% 100%
...to get to know things about (new) products / brands
Besides more general
...to come in contact with brands / companies reasons, getting to know
things about (new)
products and brands is
an important driver for
...to stimulate my career
membership
...to find other users of a certain brand / product People get member of
professional network
LinkedIn, to stimulate
...to find promotions of a certain brand / product
their career.
...to become a famous person
● MySpace
● Facebook
● Linkedin
...to become an opinion leader ● Twitter
N Europe = 5613 / F = If member of social network(s)
欲获知品牌产品信息是加入品牌社交网络的主要驱动力，
linkedin有个例外：想促进自己的职业生涯
73. Defriending In general, 56% has ever deleted a contact
Q : Have you ever deleted a person from your contact list? person from at least one network
Europe Europe regions
0% 25% 50% 75% 100%
Hyves 54%
Vkontakte 53%
Facebook 50%
Bebo 46%
Tagged 45%
Badoo 37%
MySpace 36%
Netlog 34%
Twitter 34%
Ning 33%
Professional network LinkedIn
Hi5 31% shows a low deconnection rate
Orkut 27%
QZone 26%
Xing 25%
Europe
Friendster 14% West
North
LinkedIn 12% East
South
Habbo Counts below 30
N Europe = 5613 / F = If member of social network(s)
各社交网络去除好友的比率（欧洲地区），总比率在56%，
linkedin很低——职场上多条朋友多条路嘛
74. Social networking is two-way communication;
Reasons for defriending A lack of contact is the main reason for defriending.
Q : Why did you do that? I’ve deleted a person from my contact list because…
Europe 0% 25% 50%
Europe regions 75% 100%
我们几乎没 ...we hardly had any contact with each other 47%
有联络
我不想让这 ...I don’t want this person to see my profile
44%
个人知道我 /updates anymore
的状态
...we were friends in the past, but not anymore 39%
我们过去是
朋友现在不
...I came to realize that I don’t know that person 36%
是了
我认识到我
...that person shares too much lousy content
不认识这个 on his/her social network
30%
人
...I received many more updates about his/her
21%
life than I care to receive
...that person’s comments were politically
Company, brand
14% or product related
incorrect
...that person is using social media too much reasons do not
12%
for advertising about brands / products seem important
...that person is too active on my social network 10%
reasons for
defriending.
...that person is using social media too much
9%
for promoting the company (s)he’s working
...that person is too passive on my social
我不希望 8%
network
Europe
同事加入
...I don’t want my colleagues to part of my West
我的网络 social network anymore
6%
North
此人推荐 East
...that person recommends brands / products I
的产品品 4% South
don’t like
牌我不喜
欢 N Europe = 3179 / F = If ever deleted a person from contact list
去除的原因排序
75. Defriending versus network size
EUROPE
70%
High
60%
50%
Defriending
40%
30%
20%
10%
Low
0%
0 20 40 60 80 100 120 140
Low Network size (contacts) High
社交网络大小 vs 去除好友率 —— 注释者：似无关联
76.
77. 超过一半的欧洲人联结品牌。
个人消费体验、关于品牌的平 >50% follow brands on social media.
等对话是联结的驱动力
Personal brand experience and
南欧的人联结最多（平均17.3 conversations about brands by peers
个品牌） are drivers to connect.
人们联结品牌是因为他们使用
About half of the European social networkers follow a company
它。其次的原因是其他人推荐
or brand on social networks. People in the south of Europe are
他们这么做。他们不会因为品
牌或公司邀请ta去联结而联结 following more brands (17.3 on average) than other regions.
People connect with a brand because they have used it and
secondly because other people invited or recommended them
to do so – they did not connect because companies / brands
asked them to!
78. Following brands | Europe
Brand followers 51%
Average no. of brands followed 12,2
North
47% About half of the social
11,6 network users follow a
brand.
West East
42% 54%
9,4 9,8
South
60%
17,3
N Europe = 5613 / F = If member of social network(s)
欧洲地区与品牌联结率、单人联结的品牌均数
79. Following brands | Europe in perspective
Europe has the lowest
share of brand fans, 51%.
Compare India: 70%
follows a brand.
Brand followers 51% 60%
Average no. of brands followed 12,2 9,3
57% 62%
20,2 7,9
70%
15,6
55%
19,6 55%
8,3
N Europe = 5613 / F = If member of social network(s)
全球的品牌联结率（印度、中国最高）和
单人品牌联结数（北美南美最多）
80. Brand followers are more often females, somewhat
Brand follower profile younger and they are more active on social networks
Brand Non brand Brand Non brand
followers followers followers followers
Gender Membership
Male 44% 53% 联结数 On average
性别 2.0 1.7
Female 56% 47%
Age
Age Networks
15-24 31% 18% 网络， Facebook 95% 93%
T真是
年龄
25-34 28% 22% 个杯具 Twitter 31% 16%
35-54 20% 20% Actions
55-99 13% 18% 行为： Share
73% 41%
分享还
Smartphone
Smartphone 是咨 Consult 71% 30%
Smartphone 询？ Defriending
智能手 47% 38%
user
机用户 去除联
结率
Defriending 63% 48%
N Europe = 5613 / F = members of social networks
81. Sectors for brand following
Q : To which sectors do these brands belong to?
Europe Europe regions
0% 25% 50% 75% 100%
媒体/ Media / entertainment 50%
娱乐
时尚/
奢侈品 Fashion / luxury goods 45%
Food and retail 43%
Media and
Travel 35%
entertainment are
the most popular
Sport 28%
industries for
following brands
Cars 28%
Good causes / charity 26%
慈善/公 Europe
益 West
工业 Industry 13%
North
East
South
N Europe = 3064 / F = members of social networks, following at least one brand
被联结的品牌种类
82. 人们联结品牌具有直接目的。
商业组织应该：第一时间发布
Average consumer follows a brand to get a direct
产品信息、促销信息、事件通
告 personal benefit.
这里的机会还很大，毕竟有 Social networkers expect some sort of benefit of companies on social
58%的人从未和公司/品牌在社 networks. People are mainly focused on the direct benefit. Companies
交网络上交流过 should in first instance offer product information, update on promotions
and announce events.
There is still a huge opportunity for companies to get in touch with their
customers. 58% has never experienced any action by a company /
brand on social network sites.
