Brave new or good old Belgium? presented by Hakim Zemni at the Sanoma Media Parade on Thursday May 30 in Diegem (BE).

1. Brave New or Good Ol’ Belgium

2. #1 Social Media
#2 Smartphone usage
#3 Online Brand Following
#4 Online Brand Interaction
Expect status updates on…

3. Social (New) Media Around The World Study
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.
7.827 consumers in 19
countries.
447 consumers in Belgium.
All aged 15+, representative for
the online population within
country on gender, age and e-
commerce.

4. #1
Social Media

5. Last man
standing

6. 2,7 %

7. Facebook Twitter Google+ LinkedIn
Aware and current member
Aware and once a member
Aware, but not a member
Not aware
Top networks | Belgium
Twitter and Google+ both
have a large number of
people who know them,
but are not members.
7%
24%
38%
49%
26%
62%
42%
29%
5%
2%
2%
3%
62%
12%
18% 19%

8. Saturation?
In Belgium, awareness of social
network sites is very high.
Facebook is close to 100%,
Twitter 76% awareness and
Google+ known by 60%.
Almost 7 out of 10 Belgian
internet users are member of at
least 1 social network.

9. We all know why by now…
In Belgium, main drivers to use
social media are communication
(61%), sharing photos (53%) and
killing time (50%).
.

10. 1.0
N Belgium = 315 / F = If member of social network(s)
Average # of networks one is a member of
1.4
Only Japan has a lower average number of social
network membership than Belgium
1.8
2.0
1.8
1.6
2.5
3.0
2.6
2.5

11. Intention
Approaching the tipping point?

12. Intention
Who will be joining what?

13. 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.
F = Non users: Aware but no member
Future membership: unique niches
22% 30%
20%
21%

14. Male 50% 54% 54% 55%
Female 50% 46% 46% 42%
Facebook Twitter Google+ LinkedIn
Gender
Future Usage – Which profiles | Belgium
Still room for growth for women: except for
Facebook, all social networks are significantly
dominated by men.
N (Belgium) = Min 59 / F = If member of social network(s)

15. Male 50% 54% 54% 55%
Female 50% 46% 46% 42%
Age
15-24 23% 27% 23% 14%
25-34 26% 26% 26% 28%
35-54 35% 35% 35% 40%
55-99 17% 12% 16% 18%
Facebook Twitter Google+ LinkedIn
Gender
Age
N (Belgium) = Min 59 / F = If member of social network(s)
The largest group are 35-54 year olds!
Twitter & Facebook could still expect 55+ profiles to join in the (near)
future.
Future Usage – Which profiles | Belgium

16. 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)
Future usage/ worldwide
N Belgium = Min 36 (only networks with membership above 30 counts are reported) / F = If member of social network

17. #2
Smartphones in
Belgium

18. Conversation starters
. The first day I had my smartphone, I…
. I dropped my smartphone and…
. If my smartphone was stolen I…
. My kid(s) say smartphones are…
. I hate smartphones because…
. My partner uses a smartphone like…

19. 28% of Belgian
internet users
have a smartphone.
1 in 2 of these
smartphones has a
data/internet
subscription.

20. Belgian internet users install
24 apps on their smartphone
on average.
Which ones?

21. Succesfull apps in BE??
53% 47% 46%

22. Apps
N Belgium = 85 / F = If apps installed on smartphone
Q : How many apps have you installed on
your smartphone since you started using it?
Apps
installed
No apps
installed
N Belgium = 128 / F = Smartphone users
66
%
34
%
Lowest smartphone app-uptake of
the world in Belgium
“DUMBPHONING”

23. Only
28% of Belgian
internet users
have a smartphone.
Only 1 in 2 of these
smartphones has a
data/internet
subscription
1 in 2 of European
internet users
have a smartphone. 4
out 5 of these
smartphones has a
data/internet
subscription

24. Apps
N Belgium = 85 / F = If apps installed on smartphone
Q : How many apps have you installed on
your smartphone since you started using it?
Apps installed
No apps installed
N Belgium = 128 / F = Smartphone users
66
%
34
%
Lowest smartphone app-uptake of
the world in Belgium

25. 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)
Belgium lowest score
worldwide in daily internet
access via smartphone
N Belgium = 128 / F = Smartphone users
45%

26. Daily log-on to social media
68%
67%
82%
76%
63%
78%
66%
55%
70%
Lowest worldwide daily
log-on to social media in
BE & JAP
60%

27. Q : How many apps have you installed on
your smartphone since you started using it?
No apps
installed
“WEGNOLOGIE”

28. Q : How many apps have you installed on
your smartphone since you started using it?
No apps
installed
“PECHNOLOGIE”

29. Q : Why don’t you have a smartphone?
Reasons not to use a smartphone - Belgium
N Belgium= 319 / F = non-smartphone users
Europe / Belgium
40%
42%
29%
29%
13%
11%
5%
3%
4%
55%
55%
35%
31%
20%
8%
7%
7%
4%
0% 20% 40% 60% 80% 100%
I don’t need a smartphone
My current mobile phone is still working fine
I don’t see the benefit of using one/yet
It’s too expensive to buy
The data subscriptions are too expensive
I never thought of changing to one
I think it’s complicated to use
Only a few people in my direct environment have
one
Other reason
93%
76%62%
62%
95%
81%
72%
64%
75%100%
Belgium
Europe
Price is not the
(first) issue.
.

30. N Belgium = 128 / F = Smartphone users
Know who you’re
developing for.
30% 18%

31. Successful apps for BE??

32. “PASSWORD
PANIC”
In Belgium, 71%, is
interested in apps that
allow you to access private
data/keep personal notes &
passwords

33. “PAY & GO”
In Belgium, 65%, is
interested in apps that
allow you to pay small
bills

34. “COMPARE
OR DIE”
In Belgium, 51%, is
already using his/her
smartphone to compare
prices and offers.

35. Who’s the best pupil of the class?

36. Who’s the best pupil of the class?

37. #3
‘I follow brands’

38. 44% of Belgian social network users
follow at least 1 brand online.
On average, people follow 8-12
brands.

39. People follow brands
because they use the
products (46%),
because somebody
recommended it (26%)
and because of

40. People follow brands
because they use the
products (46%),
because somebody
recommended it (26%)
and because of
traditional/offline
advertising (18%)!

41. The vast majority of
branded consumer
conversations
happen on
Facebook.
Fewer than 10% are
negative (Belgium).

42. The vast majority of
branded consumer
conversations
happen on
Facebook.
Fewer than 10% are
negative (Belgium).

43. Q: What exactly do you share then about products, brands and/or companies?
45%
28%
21%
37%
28%
36%
17%
41%
37%
28%
28%
25%
25%
18%
0% 20% 40% 60% 80% 100%
...experiences you had with a brand
...games and contests related to the products,
brands or companies
...online advertising you saw or heard about
...promotions you saw
...the launch of a new product, brand, or company
...feedback about products / services you received
from a company
...advertising via traditional media (e.g. TV, radio,
magazine, etc.) you saw or heard about
93%
76%62%
62%
55%
51%
95%
81%
72%
64%
50%75%100%
Belgium
Europe
N Belgium = 78 / F = sharing information on social networks
Europe / Belgium
Why do people talk
about brands online?
Conversation
starters?are negative
(Belgium).

44. #4
Forget co-creation
it’s ‘Consumer
Consulting’ today

45. On average, almost 8 out
of 10 Belgian consumers
want to help brands
to improve their offering.
Consumers are very open to
co-creation and
structural collaboration
with brands they like.

46. How to help?
Belgians want to help brands
to improve (58%) and
develop (49%)
products and services.

47. 70%
52%
63%
61%
57%
59%
82%
55%
63%
Willingness to join closed communities
Forget facebookpages, the preferred
place to collaborate is through a
closed and branded or topic
specific online community.
53%

48. 3 month community
150 consumers
Intensive immersion in Sara
Lee’s coffee brands and the
world of coffee
• Coffee tastings
• Supermarket safari
• Mood board exercises
• Grouping exercises
• Communication Co-creation
• …
“CONSUMER
CONSULTING”

49. 3 week community
100 club owners/trainers/ref’s
Reshaping competition for
young players (6 to 16 year olds)
“CONSUMER
CONSULTING”

50.  3 week online (closed)
community
 100 participants
 Intensive immersion in the
world of sponsoring
• Favourite
commercials/sponsoring actions
• Diary exercises – Keeping track
of all the brands in the media
• Rating of & commenting on
stimulus material
• Brainstorms… What should the
perfect sponsoring look like?
“CONSUMER
CONSULTING”

51.  3 week online (closed)
community
 100 participants
 Intensive immersion in the
world of sbs6 programs:
• Running shows
• New shows
• Open discussions
• Strategy & branding discussions
“CONSUMER
CONSULTING”

52. In return, people want
feedback (41%) or
special offers/reductions (39%),
not necessarily money.

53. Average #
of networks
one is a
member of

54. Key takeaways

55. Big social networks likely to
stagnate or slow down in Belgium
in the coming months.
Pinterest & Instagram on the rise.
Women and older people still
some catching up to do.

56. Belgium’s dumbphone and lagging
online status should be countered
soon, and price is not the only issue
.

57. Clear expectations from
consumers vis-à-vis brands:
1. Keep it exclusive
2. Share product info & feedback
3. Do promotions
4. Bring news, ask questions
5. Consult to improve&develop

58. Please don’t hesitate to
share this slidedeck
with your network.
Questions or feedback on
the results? Let me know at
@hakimzemni onTwitter.