Mobile users are intensive users
Surfers who consult social media via their mobiles log in an average of three times per day. The average for people without mobile access is 1.5 times per day. Mobile users are also more active when it comes to sending messages, uploading photos and becoming fans of brands.

“As a result of mobile internet, consumers can immediately share their impressions with their network, which increases the spontaneity of these messages. Expectations for the growth of mobile internet are positive, which means the use of social media will increase even more over the coming years," says Steven Van Belleghem, Managing Partner of InSites Consulting.

25% of British companies do not permit the use of Facebook at work
25% of British employees have no access to Facebook or other social network sites at work. The UK is hereby one of the least tolerant countries when it comes to limiting social media use at work. Globally, 20% of employees have no access to websites such as Facebook. Consumers in North & South America and Australia in particular face these limitations. Eastern Europe and Asia have the fewest limitations.

“Companies who exclude their commercial people from social media are effectively cutting off their teams from consumers. Companies that do so are sending the message that they are not interested in having a relationship with consumers" says Steven Van Belleghem.

“As a result of mobile internet, consumers can immediately share their opinions with their network, which increases the spontaneity of these messages. Expectations for the growth of mobile internet are positive, which means the use of social media will increase even more over the coming years," says Steven Van Belleghem, Managing Partner of InSites Consulting.

55% has no or limited access to social media at work
Over half of consumers have no, or limited access, to social media at work. Consumers in North & South America and Australia in particular face these limitations. Consumers in Eastern Europe and Asia have the fewest limitations.

“Companies who exclude their commercial people from social media are effectively cutting off their teams from consumers. Companies that do so are sending the message that they are not interested in having a relationship with consumers" says Steven Van Belleghem.

72% are members of two social network sites
The majority of surfers are members of two or more social network sites; this usually entails two sites used for private purposes. 16% are members of a professional network, of which LinkedIn is the most popular.

“It is becoming difficult for new social sites to recruit members. The majority of surfers are happy with their current situation and do not want to become members of a new platform. Furthermore, they do not intend to reduce their use of their current sites. There is therefore a certain degree of stability in this market,” explains Steven Van Belleghem of InSites Consulting.

Twice per day and 173 friends
Users of social media log in on average twice per day. On professional sites this percentage is significantly lower, where the average is nine times per month. Different types of users exist: there are those who log in often though rarely write anything themselves and mainly observe others (14%). There is another group of 26% who frequently log in and write something every time they do.

The average British social media user has 173 friends. The global average is 195, in which South America is highest with an average of 360 friends, followed by Portugal with 236 friends and the United States with 200 friends.

Unfriending is a popular activity
58% of social media users have unfriended a friend. South American users are highest in this category too – 81% have removed people from their social network.


These research details are the result of a market research study organized by InSites Consulting in January 2010. This market research mapped the usage of and attitude towards social networks. A total of 2.884 consumers participated in this online survey, spread over 14 countries, i.e. Belgium, the Netherlands, the United Kingdom, France, Germany, Spain, Italy, Portugal, Brazil, the United States, Australia, Romania, Russia & China. The results are representative of each country’s Internet population, spread on age (18-55) and gender. The full report is available on SlideShare (http://www.slideshare.net/stevenvanbelleghem/social-networks-around-the-world-2010

One in two German gamers reported to occasionally purchasing games online, while this percentage was only around 33% and 13% in the Netherlands and Belgium respectively. In the Netherlands, games are predominantly purchased in toyshops, while in Belgium games are generally purchased from dedicated gaming stores. In Germany, 4 out of 10 gamers occasionally purchase games from dedicated gaming or electronics stores.

Around 11 per cent of gamers in Belgium and the Netherlands play games without buying these themselves. In Germany this is only 6%. German gamers also clearly spend the most on games. Some 18% are willing to dedicate a monthly budget of >50€ to this. Some 40% have a monthly budget of <50€. Things are different in the Netherlands and Belgium. Approximately 35% of Dutch gamers have a monthly budget of <50€, though scarcely 1.5% spend over 50€ on games on a monthly basis. In Belgium, this is 30% to 10%.

It may therefore be expected that German gamers will be the group with the largest monthly budget for an online gaming subscription.  And this is indeed the case. 16% of German gamers pay a monthly contribution to play online games, of which 1.5% pays over 15€. In the Netherlands this is only 2%, none of whom pay over 15€ per month. In Belgium this percentage is 8%, of whom 3.5% do however pay over 15€ per month.