aegis internet 2011

Consumer Connection System

SOCIAL MEDIA IN THE INTERNET

2011 – LAUNCH IN UKRAINE

WHAT IS CONSUMER CONNECTION SYSTEM?

• The most in-depth single source of media, marketing and consumer targeting data in the world.

• Large sample of over 180,000 respondents in 30+ key markets.

• 50 bought, owned and earned digital, experiential and media

channels.

• Bespoke consumer segmentations truly actionable through

communication.

• Integral to ICP

CCS Portrait CCS Footprint CCS Journey CCS Plan

LOTS OF DIGITAL IN CCS

gam

ingbluetooth

Online advertisingsocial networkingdigital TV

Tech

no

log

y o

wed

internet access

Mobile phones

google

purchasing

blo

gg

ing

yo

utu

be

attitudes

Po

dcasts

mo

bil

e T

V

eBay

downloading music

facebook SMS WAP

web

sit

es

search bra

nd

s

CCS COUNTRIES4

CCS CLIENTS5

CCS METHODOLOGY

CCS is managed by a central team, ensuring quality standards are

employed across all markets. There is a consistent global approach in terms of categories and questions, whilst individual media properties included within the survey are localised.

Sample 3,000-respondents fill in a 60 minute+ Media and Lifestyle Benchmark questionnaire. In most markets the sample is nationally representative of 15-64 year-old adults.

Methodology The methodology is developed based on local market needs. Ukraine uses an online

methodology

TimingFieldwork carried out in July-August 2011

Bespoke Follow-up studies are scheduled to launch in Fall 2011

Media & Lifestyle

Benchmark60 min survey

Full sample Bespoke Client

Follow-up10-20min survey Up to 50% of the

Benchmark sample

6

Table of contents

Internet users in general

Three segments of Internet audience in Ukraine:

• Active

• Ordinary

• Beginner

Social Networking

Blogs

Instant messaging

Forums

Mobile Internet

Becoming brand or product fun (fan?)

7

INTERNET IN UKRAINE

8

Reasons to use Internet

on a laptop/PC in Ukraine

0 10 20 30 40 50

To check out prices / to give me information about

For a treat or reward / to work

The content suits my tastes and interests

To give me ideas

To relax and unwind

To uplift my mood

To fill time

To give me something to talk about

Other reason

in %, more than one answer is

possible

BASE: Internet usersQuestion: For which of the following reasons do you typically use the internet on a laptop/PC?

9

Emailing, messaging and networking are

the most frequent Internet activities in Ukraine

,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

80,0

90,0

Social networking (e.g. Facebook, MySpace)

Downloading a PodcastStreaming/downloading films/TV

programmes

Downloading music

Work-related email

Personal email

Instant messaging

Online auctions e.g. eBay

Playing online games via your games console/PC

Reading someone else’s blog (excluding social networks like e.g. …

Taking part in discussion groups / online forumsWatching online videos, made by

other users (e.g. YouTube)Chatting via webcam (e.g. Skype)

Managing a website/page you have published

Posting ratings and reviews

Reading customer ratings/reviews

Sharing content (video, articles, music, etc) with others that you …

Upload content (video, articles, music, etc) that you have created

Watching short clips of TV programmes or films

Sourcing info on products / services

Reading an electronic newspaper or magazine

Look up health/medical information

Online dating

Everyday/Most days

At least once a week

Once a month

!

!

!

!

BASE: Internet users Question: How often do you use the internet for the following activities?

10

Emailing, messaging and networking are

the most frequent Internet activities in Ukraine

BASE: Internet users

0

10

20

30

40

50

60

70

80

90

Sorted by “Use everyday/Most days”

Everyday/Most days


2-3 times a month -

once a month

Less often

Question: How often do you use the internet for the following activities?

11

Electronic equipment

Computer hardware

Household electronics

Books

Software for computer/video games

Clothes/Shoes/Accessories/Jewelers

Music

Beauty/Personal grooming

DIY materials

Videos/DVDs/Blu-ray discs/mp4

Property

Groceries

Airline tickets/hotel reservations

Vehicles

Toys

Entertainment tickets

Sports equipment

Newspapers/magazines subscriptions

Flowers

Alcoholic drinks

Other

Regularly research or look

for in the Internet

Bought in the Internet

last 12 months

Sorted by “Regularlyresearch or look for”

Which type(s) of product(s) or service(s) do you research or have you purchased on the Internet?

-40% -30% -20% -10% 0% 10% 20% 30% 40%

Index *

*Significant Deviation for benefit of regularly research or look in the internet are in blue (more

than 5%), for benefit of bought in the internet (more than 5%) – in green, neutral are in the yellow

Purchasing vs. Searching by product categories

Question: Which type(s) of product(s) or service(s) do

you research or have you purchased on the internet?

12

THREE SEGMENTS OF UKRAINIAN

INTERNET AUDIENCE

http://www.gettyimages.de/detail/81980982/fStop

29%

27%

44%

Ordinary

Beginner

Active

There are three segments within Internet audience

in Ukraine

14


Active Ordinary Beginner

Gender Male – 55%Female – 45%

Male – 45 %Female – 55%

Male – 40 %Female – 60%

Age 16-29 years – 46%30-44 years – 30%45-64 years – 23%

16-29 years – 39%30-44 years – 31%45-64 years - 38%

16-29 years – 19%30-44 years – 29%45-64 years – 52%

Relationship

status

Married – 55%

without children – 38%Children 5 years old

or younger – 47%

Married – 59% Married – 63%

with children – 77%Children 11 years old

and older - 62%

Industry IT – 17%,Manufacturing -15%

Manufacturing -18%,Education – 11%

Manufacturing -22%,Education – 13%

Level of education

PhD 4% University degree -68%

college-level (technical school) 19%

Full-time employed

61% 58% 60%

Socio-demo profile of Internet audiences

15

Question: Which of these activities which ones are you PASSIONATE ABOUT?

Hobbies of Internet audiences

%

5%

10%

15%

20%

25%

30%

35%

40%

45%

CookingGoing to exhibitions

Doing DIYDoing amateur courses on

specific interests

Downloading music/video

Gardening

Going to pop concerts

Going to bars/pubs

Going to cultural events

Going to fast food restaurants

Going to music festivals

Going to the beach

Going to the cinema

Going to the theatreListening to music at home

Playing games on a PC Reading books

Relaxing at home

Shopping

Spending time with family

Spending time with pets

Travelling abroad

Travelling within

Visiting family/friends

Walking/rambling

Watching films

Playing games online

Interacting with friends on Social

Network

Car repairingDancing/clubbing

Active

Ordinary

Beginner

Average

16

Enthusiastic, creative and ambitious, leader, infantile, patriarchal, seeks to make the right choice

Trusts sponsored links, the experts reviews in the Internet and celebrity, prefers famous brands

Loves discounts and promotionsPays attention to ads that are creative and innovative

Finds online ads as useful for informing him about the latest/new products

Decides what he wants in a shop, then buys online for the best price

Male,

aged 16-29,

secondary/higher education, IT,

married, no children,

enjoys swimming, fitness and fishing

uses most of the Internet opportunities and services at

least once a week.

Active users are young, like ads and buy online

17


18

His routine

06:00 – 12:00

12:00 –18:00

18:00 – 00:00

00:00 – 06:00

Active users are on-line from afternoon till morning, play games and listen to music the whole day

a member of

4 social

networks

(on average)

18


19

Question: Which of these activities are you PASSIONATE ABOUT?

Besides Internet, Active users are fond of music,

books, films, cooking and gaming

% 10% 20% 30% 40% 50%

Travelling within

Playing games on a PC

Listening to music at home

Cooking

Spending time with family/children


Relaxing at home

Walking/rambling

Playing games online

Interacting with friends on my social network website

Watching films

Reading books

Significantly

higher than

total

19


Print

Communication channels that are ”targeted at me”

11% 9%

Active users can be reached by different media

45% 37% 29%

9%

19%22% 21%

TV channels

Radio channels

Print

Sites

Social Networks57% 45%75%

15% 15% 11%

10%11%

9%

7%

7%9%

75% 11%44%71%

20

21%47%

Chosen based on affinity over 100

* Question: Which of the following sites are you a MEMBER?

* Question: Which sites do you LIKE because you feel they are AIMED AT YOU?

*

*


Active users like advertising and brands

“Brand for me”

18%23%34% 27% 27%43% 36%

“Ads for me” *

57% 48% 40% 38% 36% 34% 27% 24%27%

21

25%31%


*Question: Which one of the following statements best describes your attitude to advertising

for each of the products & categories listed below? I tend to look out for these adverts


Question: through which media I use, If I saw or heard this,

would I probably TAKE NOTICE?

Active users take notice of products from in-store

promotions

0% 10% 20% 30% 40% 50% 60%

Sponsorship of a sporting event

Billboard by the side of the road

A friend letting me try it

Marketing material mailed directly to you

Radio advertising

Sponsorship of a music event

Discount coupons

Friends/relatives telling me about

Free samples at the supermarket

In-store promotion

Significantly

higher than

total

22


23

Question: If I saw or heard this, I’d probably FIND OUT MORE or

even TRY IT

Active users will try a product after in-store

promotion & friends’ advice

% 5% 10% 15% 20%

A brand/company's own website

Customer reviews online

Leaflet or sample in magazines/newspapers

Discount coupons

Free samples at the supermarket/on the street etc

Friends/relatives telling me about a product or service


In-store promotion

Significantly

higher than

total

23


Question: Which type(s) of product(s) or service(s) do you

research or purchase on the internet?

Active users purchase computers & electronics in

the Internet

% 10% 20% 30% 40% 50% 60%

Vehicles

Groceries

Videos

DIY materials

Beauty

Books

Music

Clothes / Accessories

Soft for computer/video games



Computer hardware

purchase

research

Average

of surf

Average of

purchase

Significantly

higher than

total

24


Patriarchal, relies on others’ point of view, ecology oriented, distrustful,

seeks to make the right choice, organized

Willing to pay more for quality and for organic food,

prefers international brands

Doesn’t find online ads useful, trusts experts’ reviews

Makes decisions based equally on her/his feelings and factsLoves discounts and promotions

female / male,

30-44 years old,

higher education,

married, with children

In spare time prefers reading books, watching films &

walking/rambling, doesn’t like sports

family oriented

Ordinary users are adult family persons ready to pay

more for quality and look for discounts

25

26

His/her routine

06:00 – 12:00

12:00 –18:00

18:00 – 00:00

00:00 – 06:00

Ordinary users are on-line

from the very morning till midnight

26

Communication channels ”targeted at

me”

Ordinary users can be reached by mass media

a member of

4 social

networks

(on average)

TV channels

Radio channels

Print

Sites

Social Networks46% 44% 42%67%

40% 11%70%

18%23%

54%

27%30% 3%3%

17% 16%29%

45%71% 65%

32%62%

27



*

*


“Brand for me”

13%22%34%41%

Ordinary users like computer, mobile telephone and

cosmetic advertising

“Ads for me” *

46% 35% 27%

28


21% 12%



29

Question: Which of these activities are you PASSIONATE ABOUT?

Social networking, friends/family, music, books, films,

PC games are the main hobbies of Ordinary users

Significantly

higher than

total

% 10% 20% 30% 40% 50%

Playing games on a PC


Visiting family or friends


Cooking


Travelling within

Relaxing at home


Walking/rambling

Watching films

Reading books

29

30 Ordinary users take notice of a product if someone tells

them or lets them try it and if they see it on a billboard



0% 20% 40% 60% 80%






Discount coupons


In-store promotion


Significantly

higher than

total

30

31


would I probably FIND OUT MORE or even TRY IT?

% 5% 10% 15% 20% 25%

Demonstration at an event you attend



Discount coupons




In-store promotion

Significantly

higher than

total

Ordinary users will try products during free trial promotions or discounts

31

Ordinary users search for books in the Internet more

often than average Internet users



% 10% 20% 30% 40% 50% 60%

Airline tickets/hotel reservations (travel/holidays)

Property

Videos

DIY materials

Beauty

Music

Clothes / Accessories

Soft for computer/video games

Books


Computer hardware


purchase

research

Significantly

higher than

total

Average

of surf

Average of

purchase

32

conservative, trifty, cautious and careful

willing to pay for quality, likes comfort

seeks to make the right choice

doesn’t trust sponsored links, doesn’t find online ads useful

prefers to buy at the store or supermarket, not online

inclined to make decisions by herself

her decisions are totally based on facts

female,

45 – 60 years old,

Secondary/higher education,

married, with children

in her spare time prefers spending time with

family/children & reading books

family & children oriented

BEGINNER

33

Her routine

06:00 – 12:00

12:00 –18:00

18:00 – 00:00

00:00 – 06:00

Beginners listen to the radio in the morning and watch TV

in the evening, use the Internet from 12:00-24:00

34

35 Beginner is very much family oriented therefore

Social networking takes an important role in her life

% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%



Doing DIY


Visiting family or friends

Travelling within

Watching films

Cooking

Walking/rambling

Relaxing at home


Reading books

Significantly

higher than

total

35

Communication channels”targeted at me”

Beginner can be reached by mass media

a member of

2-3 social

network

(on average)

TV channels

Radio channels

Print

Sites

Social Networks32% 28%45%

11%70%

27% 7%11%

8%26%

51% 22%27%

65%

33%57%

30%

36

Chosen based on affinity over100

*

*



“Brand for me”

13% 12%35%58%

“Ads for me” *

24% 22%

Beginner likes computer, mobile telephone, DIY and

cosmetic advertising

37

13%

24%



0% 20% 40% 60% 80%




Sponsorship of a music event


Discount coupons

Radio advertising


In-store promotion


38Beginner takes notice of a product especially when

discounts are available

Significantly

higher than

total



38

39

% 5% 10% 15% 20% 25%


Demonstration or display at an event you attend



Discount coupons

In-store promotion



Beginner will try a product after friends advise, promotion, trial or reading on-line reviews



39

Beginner makes purchases in the Internet

significantly less often than an average Internet user



% 10% 20% 30% 40% 50%

None of these

Videos

Property

DIY materials

Beauty

Music

Clothes / Shoes / Accessories / Jewellery

Software for computer/video games

Computer hardware

Books



purchase

research

Average

of surf

Average of

purchase

Significantly

higher than

total

40

SOCIAL NETWORKING

“My Social Tattoo – 152

Facebook friends”

http://mobinews.com.ua/novosti-it/825-devushka-sdelala-tatu-s-152-fotografiyami-druzej-s-facebook-video.html

Frequency of Social Networks visiting (once a month and more often)

59% 59% 60% 60%63% 66% 66% 68% 69% 70% 70% 71% 73%

80% 82% 84% 85% 86%

Ukraine belongs to top 5 leading “social

networking” countries

BASE: Weekly Internet users

Question: How often do you use the internet for the Social networking

(e.g. Facebook, MySpace)?

42

1%

2%

6%

7%

21%

36%

37%

1%

4%

8%

9%

29%

46%

51%

1%

4%

9%

10%

33%

53%

54%

2%

7%

10%

13%

46%

60%

65%

% 20% 40% 60% 80%

Linkedin.com

Connect.ua

Livejournal.com

Twitter.com

Facebook.com

Odnoklassniki.ua

Vkontakte.ru

Registered on a site

Visit regularly

Visit at least once a week

Like

Sorted by “registered on a site”

Difference is significantly higher at

the level of 95% and morecompared to regular visitors

Difference is significantly higher atthe level of 95% and morecompared to number of weeklyvisitors

On the average, every Ukrainian

Internet user is registered on 3-4 Social

Network’s sites at the same time

Average Ukrainian Internet user has an account in

3-4 Social Networks

Questions: Which of these internet sites do you REGULARLY VISIT and which do

you LIKE because you feel they are AIMED AT YOU?

Which of the following sites are you a MEMBER OF and which do you VISIT AT

LEAST ONCE A WEEK?BASE: Weekly Internet users

43

Linkedin.com

Connect.uaLivejournal.com

Twitter.com

Facebook.com

Odnoklassniki.ua

Vkontakte.ru

0%

10%

20%

30%

40%

50%

60%

70%

0% 10% 20% 30% 40% 50% 60% 70%

Re

gis

tere

d o

n a

site

Visit regularlyLow number of regular

visitors and registered

High number of regular

visitors and registered

Vkontakte.ru ,Odnoklassniki.ua and Facebook.com

are the most popular Social Networks in Ukraine

Questions: Which of these internet sites do you REGULARLY VISIT?

Which of the following sites are you a member of?BASE: Weekly Internet users

44

15%

19%

31%

27%

43%

39%

37%

50%

61%

25%

32%

41%

48%

50%

51%

51%

61%

84%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Look for business contacts

Become a fan of a product or brand

Visit profiles/fan pages brands/celebrities

Take a quiz

Update status, profile (picture/hobbies etc)

Play games

Post content/link to photos, videos, articles

Make comments on friends' status/photos etc

Look at content that friends have uploaded

Monthly usage of different Social Media functions, %

Ukrainian Internet users actively use different

networking functions


Ukraine

All country

Questions: How frequently do you do these activities on your

social networking site(s)?

45

Ukrainian Internet users actively communicate with

friends and play games in Social Networks


0

5

10

15

20

25

30

35

40

Update profile

(picture/hobbies etc)

Look at content that friends

have uploaded

Make comments on friends'

status, photos, videos, etc

Play games

Post content/link to photos,

videos, articles

Visit profiles/fan pages of

brands/celebrities

Take a quiz

Look for a job

Look for business contacts

Become a fan of a product or

brand!!!

!!!

!!

Questions: How frequently do you do these activities on your

social networking site(s)?

Everyday

At least once a month


46

23%

31%16%

23%

7%

Ukrainian Social Network users are young females

for the greater part

Visit Social Networks at least once a month and more often, %

54,4%

Affinity 101

45,6%

Affinity 97

15-25

26-35

36-45

46-55

56 and older

Affinity 111

Affinity 107Affinity 97

Affinity 88

Affinity 92

47

Family: married (48%) no children (57%)

Education: university degree (70%)

Occupation:

finance (13%), education (12%), IT (11%)

Employment: full-time employment (41%),

on a maternity leave (23%)

Personal Income: low (26%) or no income (18%)

Interests: films (80%),

family communication (64%),

downloads or listening to music (50%),

Her brands Her sites Her accounts

90%

66%

56%

47%

39%

THE CORE OF SOCIAL

NETWORKING IN UKRAINE

ARE WOMEN AGED 16-29

36%

40%

59%

25%

31%

41%

14%

37%

15%

9%

12%

40%

48

48

It’s difficult for her to make decisions.

Her decisions are based totally on herfeelings

AND

WOMAN 16-29SHE IS …

49

…becomes a fan of a product or brand…

9

13

13

33

31

Everyday


At least once a month

Less than once a month

Never done this

...visits profiles/fan pages of brands/celebrities...

17

19

1423

27

SHE IS … WOMAN 16-29

50

READING BLOGS

35 36 3841 41 43 44 44 46

48 49

5557

59 60 61

66

73

Reading someone else's blog (except social networks) once a month and more often, %

Ukraine belongs to top 3 leading “bloggers

countries”

Question: How often do you read someone else’s blogs (excluding

social networks like e.g. Facebook/MySpace)?BASE: Weekly Internet users

52

Bloggers are young - up to 25 years old

Reading someone else's blog at least once a month and more often, %

52,9%

Affinity 99

47%

Affinity 101

15-25

26-35

36-45

46-55

56 and older

23%

30%15%

25%

7%

Affinity 105

Affinity 94

Affinity 94

Affinity 90

Affinity 111

53

INSTANT MESSAGING

4449 49 51 51

55 5658 59

62

68 7073

79 8083

8690

Writing Instant messages once a month and more often, %

Ukraine belongs to top 5 leading “instant

messaging” countries

Question: How often do you use Instant messaging?BASE: Weekly Internet users

55

Instant messages are used by people aged 15-25

Reading/writing instant messages at least once a month and more often, %

53,3%

Affinity 99

46,7%

Affinity 100

15-25

26-35

36-45

46-55

56 and older

22%

30%16%

25%

7%

Affinity 105

Affinity 94

Affinity 88

Affinity 94

Affinity 110

56

TAKING PART IN DISCUSSION

GROUPS / ONLINE FORUMS

2226 27 27 29

32 33 33 34 35 36 37

47 49

5558

6263

Taking part in discussion groups/online forums once a month and more often, %

Internet Forums in Ukraine are very popular

compared to other countries

Question: How often do you taking part in discussion

groups / online forums?BASE: Weekly Internet users

58

The most frequent visitors of forums are people

aged 15-35

Taking part in discussion groups/online forums at least once a month and more often, %

52,7%

Affinity 98

47,2%

Affinity 101

15-25

26-35

36-45

46-55

56 and older

26%

33%

16%

20%

5%

Affinity 117

Affinity 109

Affinity 95

Affinity 83

Affinity 80

59

MOBILE INTERNET

Regular using a mobile phone to go online once a month and more often, %

25% Ukrainian Internet users use mobile phones for

Internet access


Question: Which of these ACTIVITIES do you REGULARLY

USE your [PROG: IN USA "cell phone/mobile device",

ALL OTHERS "mobile"] for Internet Access

1417 18 19 19 19

21 2122

25 26

30

40

49

56

61

33%

34%

14%

15%

5%

Ukrainian Mobile Internet users are15-35 years old

and males for the greater part

Using a mobile phone to go online at least once a month and more often, %

41%

Affinity 78

59%

Affinity 126

15-25

26-35

36-45

46-55

56 and olderAffinity 114

Affinity 79

Affinity 61

Affinity 70

Affinity 147

62

7%

9%

12%

16%

18%

22%

27%

43%

47%

52%

54%Social Network

Search Engines

Weather

News

Maps

Games

Finances

Sports

Shopping

Lifestyle

None of these

More than 50% of Ukrainian Mobile Internet users access

Social Network and Search Engines via mobile phones

Types of content to which respondents get access via their mobile phones

BASE: Users of mobile phones for Internet access

Question: What types of content do you access via the

internet on your [IN US "cellphone(s)/mobile device(s)"

ALL OTHERS "mobile phone(s)"]?

63

BECOMING A BRAND OR

PRODUCT FAN

Becoming a fan of a product or brand once a month and more often,%

33% of Ukrainian Internet users become fans of

products or brands

15 1516

19 2021

23

27 2830 31 32 32 33

45

Question: How frequently do you become a fan of a

product or brand on your social networking site(s)?BASE: Weekly Internet users

65

27%

32%

15%

21%

5%

Internet users under 35 years old become fans of

products or brands

Becoming a fan of a product or brand at least once a month and more often, %

52,2%

Affinity 98

47,8%

Affinity 102

15-25

26-35

36-45

46-55

56 and older

Affinity 110

Affinity 90

Affinity 79

Affinity 66

Affinity 133

66

THANK YOU!

Aegis Insight Team

Aegis Insight Ukraine

Maria [email protected]

Tatyana [email protected]

Tel./fax: +380-44-498-845004116, Kyiv, Ukraine10g Starokievska St.

mailto:[email protected]

mailto:[email protected]

aegis internet 2011

Technology