You are on page 1of 28

Tagged!

Mapping up Romanian segments of social networks users


Date: October, 2010

Methodology

Research method
Quantitative survey

Target population

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

Data collection technique

Computer assisted web interviews, using a semi-structured interview Invitations were sent randomly to Daedalus New Media Research panel

Sample size
528 interviews

Fieldwork
Data collection was performed between 13 and 26 August

BRANDS & ADS IN THE SOCIAL NETWORKS ENVIRONMENT

Key points (I)

On average, social network users connect with 2 different pages (other than their friends, relatives, etc.), users of Twitter being most dynamic in this sense, having 3 connections; A third of the social networks users in Romania are having a brand or a company in their list of contacts; Brands outrank singers/bands, cities/countries or movies as pages users prefer to connect with; Those using Facebook,Twitter or LinkedIn get connected to brands or companies significantly more than the average does; The users of Twitter are connected to politicians or famous bloggers significantly more than the average is;

Key points (II)

The regular social network user follows 2 brands on average, the users of Twitter, LinkedIn and Facebook having significantly more brands they go after; 6 out of 10 brands the users follow, are in the his/her list as friend or followee, while the rest are looked after on pages the brands have on social networks; The social network space is already a hot-spot for the presence of the brands, a fact confirmed by users: half of them saying they have been approached by brands in the virtual space; Users of Facebook and those of LinkedIn that received invitations from brands are significantly more than the average;

Types of Pages Users are Connected with on Social Networks

Total N=528

%
Brand or company Singer/ band Cities/ countries Movie Actor/ actress Electronic game Politician Famous bloggers Sports team (football, basket, handball etc.) Sportsman/ sportswoman Others None of these

32.6 30.5 26.5 23.7 21.2 16.3 12.5 10.4 9.8 7.6 5.9 36.2

* Respondents who currently use a certain social network

Q18. Select from the list bellow the type of web pages you are linked (you are a fan, friend, follower, you have at like) on [INSERT THE NETWORK FROM Q6]?

Types of Pages Users are Connected with on Social Networks

Total N=528

N*=414

%
Brand or company Singer/ band Cities/ countries Movie Actor/ actress Electronic game Politician Famous bloggers Sports team (football, basket, handball etc.) Sportsman/ sportswoman Others None of these

N*=293 %

N*=113 %

32.6 30.5 26.5 23.7 21.2 16.3 12.5 10.4 9.8 7.6 5.9 36.2

36.2 ! 34.5 ! 30.7 ! 26.8 ! 25.4 ! 17.9 13.8 11.6 9.2 8.2 6.8 30.7"

32.4 28.3 24.2 22.9 19.5 16.4 9.9 8.2 11.3 7.8 6.1 41.0 !

30.1 20.4 " 22.1 18.6 16.8 16.8 12.4 8.0 12.4 6.2 5.3 41.6

* Respondents who currently use a certain social network

Q18. Select from the list bellow the type of web pages you are linked (you are a fan, friend, follower, you have at like) on [INSERT THE NETWORK FROM Q6]? Significantly higher/lower towards Total (level of confidence 95%)

Types of Pages Users are Connected with on Social Networks

Total N=528

N*=60

N*=143

N*=100

%
Brand or company Singer/ band Cities/ countries Movie Actor/ actress Electronic game Politician Famous bloggers Sports team (football, basket, handball etc.) Sportsman/ sportswoman Others None of these

32.6 30.5 26.5 23.7 21.2 16.3 12.5 10.4 9.8 7.6 5.9 36.2

46.7 ! 50.0 ! 33.3 28.3 33.3 ! 21.7 23.3 ! 25.0 ! 20.0 ! 13.3 16.7 ! 18.3 "

37.8 24.5 28.7 21.7 17.5 21.0 15.4 9.8 11.9 9.8 2.1 " 42.0

42.0 ! 31.0 34.0 23.0 19.0 10.0 15.0 21.0 ! 9.0 11.0 10.0 39.0

* Respondents who currently use a certain social network

Q18. Select from the list bellow the type of web pages you are linked (you are a fan, friend, follower, you have at like) on [INSERT THE NETWORK FROM Q6]? Significantly higher/lower towards Total (level of confidence 95%)

Relationship with Brands on Social Networks

Total N=528
%

N*=414
%

N*=293
%

N*=113
%

N*=60
%

N*=143
%

N*=100
%

Average**

2.17

2.56

1.99

1.47

4.60 !

2.17

3.10!

Type of Relationship Share


% o f m e ntio ns

Br a nd s tha t I a cce ss the ir we b pa ge s

36.7

35.5

39.5

40.6

31.9

37.1

31.9

Br a nd with which I a m : fr ie nd , fo llo we r , fa n o r I ha v e a s lik e

63.3

64.5

60.5

59.4

68.1

62.9

68.1

*Respondents who currently use a certain social network **Average = number of brands followed up on social networks

Q19. What brand or companies do you follow up on online social networks? Think of all companies or brands you are fan, friend, follower, do you have as like, but also those you access their web pages from social network only from time to time./ Q20. N o t e h o w many of these are in each of the 2 categories Significantly higher/lower towards Total (level of confidence 95%)

Relationship with Brands on Social Networks

Friend request from a brand or company

Total
N=528 % N*=414
%

N*=293
%

N*=113
%

N*=60
%

N*=143
%

N*=100
%

Yes No

50.2 49.8

55.1! 44.9"

50.9 49.1

52.2 47.8

55.0 45.0

53.1 46.9

62.0! 38.0"

*Respondents who currently use a certain social network

Q21. Did a company or brand send you a friend request on a social network? Significantly higher/lower towards Total (level of confidence 95%)

The categories users are connected with on Social Networks Top 10


Total N*=168

%
Newspapers/ Magazines/ TV Channels Cosmetics products/ Personal care IT Telecom Tourism agencies, airline companies Electronics / Appliances Restaurants/ Bars/ Clubs Auto Event organizers sites Supermarkets/ Hypermarkets

N*=146 %

N*=93 %

N*=33 %

50.6 40.5 40.5 39.3 35.7 30.4 30.4 27.4 26.2 23.8

50.0 38.4 41.8 41.1 37.7 28.8 32.9 26.0 28.8 22.6

48.4 41.9 48.4 ! 45.2 32.3 39.8 ! 30.1 30.1 25.8 19.4

42.4 45.5 48.5 48.5 33.3 39.4 27.3 36.4 27.3 30.3

*Respondents who currently use a certain social network and follow up at least one brand or company on online social networks

Q22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visit belongs to, no matter if you have them in your contacts list, or as like or you simply visit the page? Significantly higher/lower towards Total (level of confidence 95%)

The categories users are connected with on Social Networks Top 10


Total N*=168

%
Newspapers/ Magazines/ TV Channels Cosmetics products/ Personal care IT Telecom Tourism agencies, airline companies Electronics / Appliances Restaurants/ Bars/ Clubs Auto Event organizers sites Supermarkets/ Hypermarkets

N*=28 %

N*=54 %

N*=41 %

50.6 40.5 40.5 39.3 35.7 30.4 30.4 27.4 26.2 23.8 32.1

67.9

55.6 44.4
29.3

51.2

71.4 64.3 42.9 46.4 32.1 25.0 46.4 28.6

46.3 51.9 ! 40.7 42.6 ! 27.8 35.2 33.3 31.5

46.3 56.1 ! 39.0 34.1 36.6 19.5 29.3 17.1

*Respondents who currently use a certain social network and follow up at least one brand or company on online social networks

Q22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visit belongs to, no matter if you have them in your contacts list, or as like or you simply visit the page? Significantly higher/lower towards Total (level of confidence 95%)

The Categories Users Want to be Connected with on Social Networks Top 10


Total N*=528

%
Newspapers/ Magazines/ TV Channels Telecom IT Tourism agencies, airline companies Electronics / Appliances Cosmetics products/ Personal care Event organizers sites Supermarkets/ Hypermarkets Restaurants/ Bars/ Clubs Auto

N*=414 %

N*=293 %

N*=113 %

44.7 40.7 40.5 40.0 38.6 33.5 32.8 31.6 31.3 29.9

44.0 39.6 40.3 41.1 38.2 34.8 34.1 33.1 33.8! 28.7

43.3 43.0 42.7 39.9 41.3 36.9 32.1 31.4 30.7 31.4

49.6 46.0 50.4 ! 50.4 ! 50.4 ! 37.2 33.6 40.7 ! 34.5 40.7 !

Q23. Which of the following category of products and services, available on the Romanian market, you would like to find on the social network pages that you usually visit? Significantly higher/lower towards Total (level of confidence 95%)

The Categories Users Want to be Connected with on Social Networks Top 10


Total N*=528

%
Newspapers/ Magazines/ TV Channels Telecom IT Tourism agencies, airline companies Electronics / Appliances Cosmetics products/ Personal care Event organizers sites Supermarkets/ Hypermarkets Restaurants/ Bars/ Clubs Auto

N*=60 %

N*=143 %

N*=100

44.7 40.7 40.5 40.0 38.6 33.5 32.8 31.6 31.3 29.9

45.0 41.7 58.3 51.7 40.0 33.3 46.7 36.7 36.7 28.3

44.8 47.6 49.0 ! 46.9 48.3 ! 35.7 33.6 35.0 41.3 ! 35.7

44.0 40.0 48.0 41.0 37.0 29.0 33.0 29.0 39.0 25.0

Q23. Which of the following category of products and services, available on the Romanian market, you would like to find on the social network pages that you usually visit? Significantly higher/lower towards Total (level of confidence 95%)

Key points (III)

The most active users with respect to brands, have in their list brands from 5 different consumer categories, most appealing being: Media, Cosmetics or Personal Care, IT or Telecom; Users of HI5 are connected to brands from IT or Electronics/Appliances significantly more than the average,while those of Neogen are connected more to Telecoms and Electronics/Appliances; Categories that are having the greatest potential in sourcing consumers from the social networks are: Electronics/Appliances, Hypermarkets/Supermarkets and Event Organizers;

Key points (IV)

Users are following the brands to look for promotions, search info about existing or new products with no less than 6 out of 10 users saying this; Only 20% of the users are following the brands online to make comments about the products and only 10% to comment on its commercials; Users of professional sites like LinkedIn are more likely to make comments about products or commercials but also to make recommendations of products or services; More than half of comments the users of social networks are making on brands pages are positive and only 2 in 10 comments made are negative; 50% of the users that have visited a brands page on social networks are satisfied with the content they find on the pages and 62% of them find the content believable;

Consumer Goods or Services with Potential on Social Networks


Categories Now Followed Up N*=168 Categories Would Like to Follow up N=528

!**

%
Newspapers/ Magazines/ TV Channels IT Cosmetics products/ Personal care Telecom Tourism agencies, airline companies Restaurants/ Bars/ Clubs Electronics / Appliances Auto Event organizers sites Supermarkets/ Hypermarkets

50.6 40.5 40.5 39.3 35.7 30.4 30.4 27.4 26.2 23.8

44.7 40.5 33.5 40.7 40.0 31.3 38.6 29.9 32.8 31.6

-5.9 0.0 -7.0 1.4 4.3 0.9 8.2 2.5 6.6 7.8

*Respondents who currently use a certain social network and follow up at least one brand or company on online social networks !**=Already - Would

Q22. What is the category of products or services the brand or brands which web pages you follow up from social networks you visit belongs to, no matter if you have them in your contacts list, or as like or you simply visit the page?/ Q23. Which of the following category of products and services, available on the Romanian market, you would like to find on the social network pages that you usually visit?

Reasons for Following Brands

Total N=528

N*=414

N*=293

N*=113

%
To search information about promotions To search information about new products To search information about the existing products To know more about how they are made/ what the brand's products contain To search information on job vacancies To recommend a product or service To make comments on products To make comments on price changes of the products To make comments on commercials Something else I have never visited the web page of a brand from a social network

68.6 67.6 65.5 42.4 38.8 21.4 15.5 11.0 10.0 1.7 12.7

68.8 67.9 66.2 42.8 36.5 22.2 16.9 12.1 11.1 1.9 12.6

71.0 67.6 67.2 42.3 37.5 21.2 14.7 11.3 9.2 2.0 10.9

73.5 74.3 71.7 46.9 50.4 ! 24.8 15.0 14.2 10.6 1.8 8.0

*Respondents who currently use a certain social network

Q24. Select, please, which are the reasons that make you follow up a brand or a company on its social networks pages? Choose the reasons, no matter if you have them in your contacts list, or as like or you simply visit the page. Significantly higher/lower towards Total (level of confidence 95%)

Reasons for Following Brands

Total N=528

%
To search information about promotions To search information about new products To search information about the existing products To know more about how they are made/ what the brand's products contain To search information on job vacancies To recommend a product or service To make comments on products To make comments on price changes of the products To make comments on commercials Something else I have never visited the web page of a brand from a social network

N*=60 %

N*=143 %

N*=100

68.6 67.6 65.5 42.4 38.8 21.4 15.5 11.0 10.0 1.7 12.7

68.3 71.7 73.3 50.0 53.3 ! 30.0 23.3 16.7 18.3 3.3 6.7

79.0 ! 74.8 ! 69.9 49.0 56.6 ! 31.5 ! 19.6 18.2 ! 11.9 3.5 7.0 "

68.0 67.0 65.0 46.0 42.0 33.0 ! 23.0 ! 16.0 17.0 ! 1.0 11.0

*Respondents who currently use a certain social network

Q24. Select, please, which are the reasons that make you follow up a brand or a company on its social networks pages? Choose the reasons, no matter if you have them in your contacts list, or as like or you simply visit the page. Significantly higher/lower towards Total (level of confidence 95%)

Share of Comments Type

Neutral 25%

25% 55% 20%


Negative 20%
N*=42

Pie 1, 55%

Negative

Neutral

Positive

*Respondents who currently use a certain social network and make comments on the brands page on social networks

Q25. If you think of the last 10 comments that you have made on the brands web page from social networks, how many of these were positive, negative and how many were neutral?

Satisfaction with Page Content

% Total N*=439

T2B**

Mean***
3.42

4.6 3.0

42.4

45.8

4.3

47.7

N*=55 N*=103 N*=130 N*=253 N*=344 N*=86

3.6 1.8 2.9 0.0 5.4 4.7 2.0 5.2 4.7 3.5

38.2 43.7 36.9 39.5 40.7 44.2


Unsatisfied Neither Satisfied, nor Unsatisfied

49.1 47.6 54.6 ! 48.2 46.2 44.2


Satisfied

7.3 5.8 3.1 5.5 4.7 3.5


Very Satisfied

56.4 53.4 57.7 53.7 50.9 47.7

3.55 3.53 3.50 3.48 3.42 3.38

Very Unsatisfied

*Respondents who currently use a certain social network and visit the brands page on social networks **T2B= Satisfied + Very Satisfied ***Mean = 1. Very Unsatisfied.5. Very Satisfied

Q26. Considering the content of brands web pages, information and all sorts of things that you can find there, how satisfied are you with these pages? Significantly higher/lower towards Total (level of confidence 95%)

The extent to which the page content is believable

% Total N*=439

T2B** 61.9

Mean***
3.61

1.4 6.2

30.5

54.4

7.5

N*=125

1.6 4.8 1.0 N*=99 4.0 1.2 6.4 1.4 4.6" 3.8 5.7 2.4 7.1

19.2 " 26.3 26.4 " 32.2 28.3 28.6


Disagree

66.4 ! 61.6 56.0 53.9 54.7 56.0


Neither Agree, nor Disagree Agree

8.0 7.1 10.0 7.8 7.5 6.0


Totally Agree

74.4 68.7 66.0 61.7 62.2 62.0

3.74 3.70 3.67 3.62 3.57 3.56

N*=250 N*=345 N*=53 N*=84

Totally Disagree

*Respondents who currently use a certain social network and visit the brands page on social networks **T2B= Agree + Totally Agree ***Mean = 1. Totally Disagree.5. Totally Agree

Q27. Please tell me to what extent do you agree or disagree with the fact that information from the brands web pages on the social networks is credible? Significantly higher/lower towards Total (level of confidence 95%)

Key points (V)

Online advertising is widely acknowledged, 7 out of 10 users of online social networks have seen commercials on at least one social networks they have visited; The advertising brands have on the social networks is perceived as being informative, depicting them as modern, and triggering consumers curiosity towards the products;

Advertising Awareness on Social Network Pages

Total N=528 N*=414


% %

N*=293
%

N*=113
%

N*=60
%

N*=143
%

N*=100
%

26.3
No

25.6

27.3

28.3

20.0

27.3

26.0

73.7
Yes

74.4

72.7

71.7

80.0

72.7

74.0

*Respondents who currently use a certain social network

Q28. Have you seen any advert (pop-up, banners, wallpaper, etc.) on one of the social networks web pages that you visited last month? Significantly higher/lower towards Total (level of confidence 95%)

Advertising Channels Perception

N=528 TV Newspapers/ Magazines Internet Social Networks Web Pages

%
they draw my attention they make me curious to know more about products they make me buy the product they assure me that is a good brand they are funny they are exciting they offer me enough information about the product they are credible they are inspired, generally speaking they say about the brand that is modern, and in line with the new technological trends

58.5 43.2 31.1 25.9 64.2 50.2 22.0 29.5 56.3 45.5

21.6 23.7 12.9 15.5 18.2 10.4 18.2 16.7 21.6 21.6

50.8 47.3 27.3 27.3 42.8 32.4 49.2 30.5 40.3 52.3

29.4 27.8 11.7 15.7 22.7 15.9 20.3 15.9 20.5 30.3

Q 29. Bellow, there is a list of statements about adverts. Select, for each statement, which are the communication channels that fit best? A statement can fit with one channel, more or none.

Deviation from expected scores

N=528 TV Newspapers/ Magazines Internet Social Networks Web Pages

... they draw my attention ....they make me curious to know more about products ... they make me buy the product ... they assure me that is a good brand ... they are funny .... they are exciting .... they offer me enough information about the product ... they are credible ....they are inspired, generally speaking ....they say about the brand that is modern, and in line with the new technological trends

5.0 -6.0 1.0 -6.0 15.0 14.0 17.0 -5.0 9.0 -5.0

-4.0 2.0 2.0 3.0 -4.0 -4.0 2.0 3.0 1.0 -2.0 -2.0 -5.0 -1.0 -2.0 -4.0 -2.0

0.0 1.0 -2.0

0.0 2.0

2.0 -3.0 -1.0 13.0 2.0 0.0 -4.0 4.0 3.0

Q 29. Bellow, there is a list of statements about adverts. Select, for each statement, which are the communication channels that fit best? A statement can fit with one channel, more or none.

Advertising channels mapping

.... they are exciting

Online, brands must be always updated: information and product wise;

.... they offer me enough information about the product

0.2

different pages from the Internet

... they draw my attention

....they say about the brand that is modern, and in line with the new technological trends

TV is still the main 0 channel of TV communication, especially on the activation phase of ... they make me buy the product campaigns;
-0.2 ....they are inspired, generally speaking

... they are funny

Pages from online social networks

Social Networks
....they make me curious to know more about products

... they are credible ... they assure me that is a good brand -0.4

newspapers/printed magazines Printed media -0.5 0

is more suitable for 0.5 established brands or for validation;

Q 29. Bellow, there is a list of statements about adverts. Select, for each statement, which are the communication channels that fit best? A statement can fit with one channel, more or none.

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:

M"d"lin Vladu Senior Client Service Email:madalin.vladu@daedalusmb.ro

Tel.:+40213179731 Fax:+40213180040 www.daedalusmb.ro

You might also like