Escolar Documentos
Profissional Documentos
Cultura Documentos
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
Sample size
528 interviews
Fieldwork
Data collection was performed between 13 and 26 August
Online Social Networks - Romanian Landscape
Key points 4
More aware those aged 25-34 and with high education, less aware
82.0
those with low & medium education
75.0 More aware are the young people (18-24 y.o.) and less aware
those aged 35 and above
69.3
59.7 More aware people aged 18-24 y.o. and less those over 45 y.o.
38.3 More aware those aged 25-34 and with high education, less aware
those with low & medium education and people over 45 y.o.
Others 12.7
Base=All sample
Q2. Which of the following social networks sites do you know, even if you have never used them ?
6
Usage 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 that
site. / 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?
7
Usage of the Social Networks >>
Currently
Ever Used Delta*
Used
% %
24.8
Higher than average power
18.9 15.5
in growing user base
22.2 11.4 -9.4
Base=All sample
Base=All sample Base=All sample
Q4. Which of these sites do you currently use?
* Difference between network conversion ratio from trial
to usage and the market average ratio
8
>> Usage of the Social Networks
REPERTOIRE STAR
1
BestJobs Facebook
Hi5
Others
0.8
Neogen
LinkedIn
Netlog
0.6
Trial
Twitter
Myspace
0.2
0
DEVELOPING NICHE
0 0.2 0.4 0.6 0.8 1
Loyalty
Q2. Which of the following social networks sites do you know, even if you have never used them ?/ Q3. Which of the following social
networks sites do you know, even if you have never used them ?/ 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?
Reasons for not using Social 9
Networks anymore»
I forgot about it/lost the password 2.8 Reasons for not using anymore social networks N*=113
I get too many requests from unknown people 2.8
I lost my interest/ I don't like anymore/ I got bored 29.2
Complicated to use 2.8
Most of my friends are/switched to another social network 17.7
I have a profile, but never used it 3.5 I lost my interest/ I don't like anymore/ I got bored 26.3
Reasons for not using anymore social networks N*=31 Another social networking is better 5.3
No particular reason 9.7 I don't like the members of this social network 2.9
Most of my friends are/switched to another social network 6.5 Limited services/ options 2.9
Percentage of
current Facebook
users that are using
22% LinkedIn as well
55%
78% 56% 78% 19%
Percentage of
current HI5 users
that are using
LinkedIn as well
78% 16%
55% 78% 55% 19%
Percentage currently
Percentage currently using LinkedIn
using HI5
TPU (Toti
Facebook Hi5 LinkedIn Myspace Neogen Netlog Pentru Twitter
Unu)
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
It reads: 55% of
current
Neogen 26 33 Facebook 32users 36 52 50 30
are using HI5
too;
Netlog 21 29 16 42 41 50 25
TPU (Toti
Pentru 1 1 2 3 2 3 3
Unu)
Twitter 14 11 24 36 13 13 33
Base=All sample
14
Time spent on the social networks
Number Average
of days in
a month N=528 N*=414 N*= 293 N*= 113 N*= 60 N*= 143 N*=100
Mean** 13 20 10 8 12 9 7
Number
Average
of hours
at a
N=528 N*=414 N*= 293 N*= 113 N*= 60 N*= 143 N*=100
session
Number Average
of
contacts N=528 N*=414 N*= 293 N*= 113 N*= 60 N*= 143 N*=100
12.1
8.9
4.4
4.0
1.5
1.5
0.9
0.2
Others 0.8
None 83.9
Base=All sample
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 or
library.
Usage Insights
Key Points 18
• Only 14% of the Social Network users are active users, having
most of their contact list built up by sending invitations;
% Connection Place %
Q11. Which one of the following statements best describes the way you usually log in, to the social networks you use?
21
Are the Social Networks Connected?
Total
N=439
% N*=369 N*=276 N*=111 N*=60 N*=141 N*=98
% % % % % %
64.0 61.7
72.7 72.4 70.7 71.6 72.4
11.7
11.2 12.2 10.5 28.3 11.3
16.3
Don't know 24.3
16.2 15.4 18.8 17.0
10.0 11.2
Total
N=528 N*=113
N*=414 N*=293
T2B**
T2B** T2B** T2B**
% % % %
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 1
to 6, where 1 means „Never” and 6 means „Very frequent”.
Significantly higher/lower towards Total (level of confidence 95%)
» Most Frequent Activities on 23
Social Networks
Total
N=528 N*=60 N*=143
T2B** N*=100
T2B** T2B** T2B**
% % % %
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 1
to 6, where 1 means „Never” and 6 means „Very frequent”.
Significantly higher/lower towards Total (level of confidence 95%)
Strategic Positioning Map 24
by current used social networks
Contacting/Direct
I schedule meetings
Searching/Indirect
25
User type by the way connections were made
Total
N=528 N*=414 N*=293 N*=113 N*=60 N*=143 N*=100
%
% % % % % %
47.0 46.4
48.1 47.8 55.2
50.0 49.0
Balanced
Total
N=528 N*=414 N*=293 N*=113 N*=60 N*=143 N*=100
% % % % % % %
I accept certain
invitations, from
41.5 39.6 44.0 48.7 48.3 47.6 45.0
person I don't know,
but I check them
I accept all
invitations, from
anyone 11.0 12.1 11.9 15.9 13.3 12.6 6.0
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*=113
N*=414 N*=293
% % % %
Q16. Which of the following categories of people exists in your group of contacts you have on … [INSERT EACH NETWORK USED]?
Total
N=528 N*=60 N*=143 N*=100
% % % %
Stars/Celebrities/Public
person 19.7 33.3 16.1 19.0
Q16. Which of the following categories of people exists in your group of contacts you have on … [INSERT NETWORK USED]?
read
newspapers/magazines
0.9 or to read/write blogs
significantly more than like to have quality things,
the average
0.88 and to go to church to a significantly
higher extent than the average
2.15
Higher
2.1
2.05
2
Occupation Type
1.95
1.9
1.85
1.8
Lower
1.75
2.4 2.6 2.8 3.0 3.2 3.4 3.6
• For further information on the insights contained within this report and
the research that it is based on, you may contact: