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Consumer Research


Social networking on the rise

Social networking on the rise

Some 60 per cent of European online consumers are taking part in social computing activities such as reading or writing blogs, listening to podcasts, setting up RSS feeds, reading and writing online customer reviews, or taking part in social networking sites.

According to a new report by Forrester Research the survey of found that users in different countries are adopting social computing at differing rates.
Forrester Research senior analyst Mary Beth Kemp, said,“To profit from a diverse social media scene, interactive marketers should use country profiles as guidelines to fix social media priorities.

“Interactive marketers devising their European Social Computing strategies can capitalize on these differences by concentrating specific Social Computing activities in those countries where consumers practice them the most.”

Highlights from the report include:

Reading peer reviews is the No. 1 Social Computing activity, with nearly one-third of European online consumers taking part in that activity.

Consumers in the UK and Sweden are embracing social networking sites, while users in Germany and France are far less impressed. More than one-third of UK consumers take part in social networking sites, double the European average.

Nine per cent of all Europeans maintain blogs or publish Web pages. The Dutch are the most prolific, with 15 percent of users in the Netherlands taking part in this activity.

The Spanish actively comment on Web sites, while Germans are, by and large, reluctant to offer their opinions online.

Kemp added, “There are many reasons for the differing behavior in Social Computing. Countries are at different stages of Internet adoption: only 40 per cent of Spanish consumers and 44 percent of Italians are online regularly.

“Furthermore, access remains a challenge for some, with broadband not yet universal: one-fourth of Germans still only have dial-up or ISDN networks."

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