Presentation Prepared for MWEB 2009

8/14/2019 Presentation Prepared for MWEB 2009

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0

Presentation prepared for MWEB

2009


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MethodologyThis research was conducted using TNS Research Surveys online database of panellists who areincentivised to complete surveys on request. As of August 2009, this panel consisted of 6499 panellists, whoare broadly representative of the South African online population.

In order to control how many questionnaires panellists complete in a given year, panellists are only invited to acertain number of surveys a year. Invites were sent to a random selection of panellists.

Fieldwork was conducted from 26 August to 7 September 2009.

Due to the age, race and gender profile of the final sample not reflecting the online population exactly, thedata was wei hted on these three variables. All data shown in this resentation is wei hted and therefore

1

represents the online population.


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Who was interviewed?Total

weighted

(n=401)

Household income:

Less than R10 000 pm 24%

R10 000 R19 999 pm 25%

R20 000 R39 999 pm 30%

R40 000+ m 17%

Total

weighted

(n=401)

Education:

Some schooling/highschool completed

17%

Some college/technikon 16%

Some university education 15%

Total

weighted

(n=401)

Age:16-24 years 30%

25-34 years 28%

35-44 years 19%

45-64 years 20%

2

Dont know/refused 4%

Work status:

Working 87%

Student 14%

Unemployed 3%

Housewife/-husband 2%

Retired 3%

College/technikoneducation completed 19%

University educationcompleted

29%

Other post-matricqualification

4%

Area:Joburg/Pretoria 58%

Cape Town 17%

Durban 14%

Other 11%

65+ years 3%

Gender:

Male 58%

Female 42%

Race:

White 47%

Black 37%

Coloured 11%

Asian 5%


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Type of internet connection

48%

42%

35%

ADSL

3G/HSDPA

Cellphone/smartphonehandset

n=401Weighted data

Q: In which of the following ways do you access the internet?

3

26%

23%

11%

5%

3%

0 100

Wireless connection

On PC with cellphoneas modem

Dial-up via landline

Other

I don't know

%


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Where internet is accessed

84%

75%

41%

19%7%

0

100

n=401Weighted dataQ: At which of the following places do you access the internet?

%

4

Home Work On the move (outof home/office)

Internet caf Other


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Frequency of internet usage

27%

18%

10%

15%

4%8%

1%

19%

3%

6%

1%

1%

6%

1% 8%

39%

2%100%

n=401Weighted data

Q: How often do you access the internet?

5

26%

56%

12%

2%

28%

23%

20%

11%

9%

10%

14%

13%

0%Home (n=352) Work (n=301) On the move (n=154) Internet caf (n=52)

On permanently 4 or more times a day 2 - 3 times a day

Once a day 2 - 3 times a week Once a week

2 - 3 times a month Once a month or less often Never


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Online activities94%

81%

76%76%

75%

74%

72%

Access email

Work-related activities

Read the newsInformation search

Online banking

Social networking

Browse

n=401Weighted data

Q: Which of the following activities, if any, do you do online?

6

49%

43%

38%

37%

22%

22%

14%

13%

10%

9%

8%

0 100

Instant Messaging

Shop

Read sports news

Music-related activities

Religion-related activities

Gaming

View pornographic content

Visit chatrooms

Gambling

Online dating

Download movies

%


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Social network usage

82%

32%

29%

Facebook

Youtube

Mxit

n=401Weighted dataQ: Which of the following social networks, if any, do you belong to or use?

7

18%

14%

8%

7%

12%

0 100

MySpace

LinkedIn

Blueworld

Other

None

%


9/34

Social networking activities

75%

62%

61%

61%

58%

Send messages to people

Update your status

Upload photos or videos

Search for someone

Invite friends to events/online groups

n=401Weighted dataQ: Which of the following activities, if any, do you do on social networks such

as facebook, twitter or myspace?

8

57%

46%

37%

22%

19%

16%

15%

15%

0 100

Join groups

Follow someone's activities

Use applications

Upload or download music

Post articles or links to articles

Promote your business

Market a product or service

None

%


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Social network cross-usage

Total

(n=401) (n=321) (n=117) (n=100) (n=93) (n=65) (n=54)

facebook 82% 100% 93% 96% 91% 96% 96%

YouTube 32% 36% 100% 48% 46% 51% 50%

twitter 28% 33% 43% 100% 41% 54% 59%

Weighted data

Q: Which of the following social networks, if any, do you belong to or use?

9

mx t

myspace 18% 21% 29% 34% 26% 100% 23%

Linkedin 14% 17% 22% 29% 12% 18% 100%

Average no. used 2.5 2.6 3.5 3.7 3.4 3.8 3.7

Read: Down, then across: Of those who use YouTube, 93% also use facebook


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Social network usage

(n=320) (n=95) (n=93) (n=60) (n=52)

Doer 40% 28% 38% 25% 40%

Regularly update your own profile andview others' profiles occasionally

28% 12% 17% 9% 5%

Weighted data

Q: Which statement best describes you in terms of the way you use or interact with this social network?

10

You spend equal time updating yourown profile and viewing others' profiles 13% 17% 22% 16% 35%

Viewer 60% 72% 62% 75% 60%

You view others' profiles and updateyour own every now and then

37% 24% 31% 13% 9%

You only view others' profiles andseldom, if ever, update your own profile

23% 48% 31% 62% 51%

Read: Down, then across: Of those who use facebook, 40% are 'doers' and regularly update their own profile; 60%are 'viewers' who view others more than they update their own profile


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82% of the online population use

55%

10%

35%

100

Average no.contacts

158

=

Weighted data

Q: How do you access this social network?

ethodofaccess

%

11

Computer Phone Both equally

16%

58%

18%7%

1% 0%0

100

Connectedmost of the

day

Once a dayor more

1 - 3 times aweek

1 - 3 times amonth

Less thanonce a

month

Never

Q: How often do you access this social network?

Frequencyof

usage

(n=321)

%


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71%

7%22%

0

100

Average no.contacts

61

(n=93)

Weighted data

ethodofaccess


%

12

22%

46%

15% 15%2% 0%

0

100


day

Once a dayor more

1 - 3 times aweek

1 - 3 times amonth

Less thanonce a

month

Never

(n=93)

Frequencyof

usage


%


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76%

8% 16%

0

100

Com uter Phone Both e uall

Average no.contacts

33

(n=94)

Weighted data

ethodofaccess


%

13

4%

31% 30%23%

6% 5%

0

100


day

Once a dayor more

1 - 3 times aweek

1 - 3 times amonth

Less thanonce a

month

Never

(n=100)

Frequencyof

usage


%


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83%

7% 10%

0

100

Average no.contacts

45

(n=59)

Weighted data

ethodofaccess


%

14

1%

17%25% 30%

19%8%

0

100


day

Once a dayor more

1 - 3 times aweek

1 - 3 times amonth

Less thanonce a

month

Never

Computer Phone Both equally

(n=65)

Frequencyof

usage


%


16/34


86%

8% 6%

0

100

Average no.contacts

36

(n=52)

Weighted data

ethodofaccess


%

15

0%9%

39%28%

18%6%

0

100


day

Once a dayor more

1 - 3 times aweek

1 - 3 times amonth

Less thanonce a

month

Never

(n=54)

Frequencyof

usage


%


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IM/chatroom cross-usage

Total

(n=401) (n=206) (n=182) (n=116) (n=113) (n=104) (n=59)

facebook chat 56% 100% 64% 70% 80% 77% 71%

skype 40% 46% 100% 59% 52% 42% 46%

MSN / Windows

Weighted data

Q: Which of the following instant messaging tools or chatrooms, if any, do you belong to or use?

16

Live messenger

Gmail chat 31% 44% 39% 40% 100% 41% 41%

mxit 31% 43% 33% 42% 42% 100% 45%

Yahoo! chat 17% 21% 19% 20% 22% 24% 100%

Blackberry chat 2% 3% 2% 4% 2% 1% 2%

Total 2.6 4.4 3.5 3.4 3.4 3.3 3.4

Read: Down, then across: Of those who use skype, 64% also use facebook chat

17% of the online population do not use instantmessaging or chatroom facilities


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56% of the online population use chat

18%

51%

19%9%

2% 1%0

100

Connected Once or 1 - 3 times 1 - 3 times Less than Never

Average no. peoplecommunicated with

79

Weighted data

Frequency of usageQ: How often do you access this instant messaging tool/chatroom?

%

17

most of the

day

more per

day

per week

per month

once a

month

85%

37%

18%

5%

7%

0 100

Communicate with family/friends

Meet new people and make friends

Communicate with colleagues

Communicate with clients/partners/suppliers

Seek advice from an expert

66% via PC 8% via phone 26% both equally

(n=206)

(n=203)

(n=203)

Type of interaction

Method

of access

Q: Which of the followingstatements describes the way youuse or interact with this instantmessaging tool or chatroom?

Q: How do you access this instantmessaging tool/chatroom?

%


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28%19%

27%17%

7% 2%0

100


Frequency of usageAverage no. peoplecommunicated with

19

Weighted data

Q: How often do you access this instant messaging tool/chatroom?%

18

79%

37%

23%11%

9%

0 100



Communicate with clients/partners/suppliersMeet new people and make friends


day

day

month

Type of interaction

Method

of access


(n=182)

(n=178)

(n=178)



%


20/34


32%25% 24%

11%4% 3%

0

100



23

Weighted data

Frequency of usageQ: How often do you access this instant messaging tool/chatroom?%

19

63%

29%

17%16%

7%

0 100



Meet new people and make friendsCommunicate with clients/partners/suppliers


most of the

day

more per

day

per week

per month

once a

month


(n=116)

(n=113)

(n=113)

Type of interaction

Method

of access



%


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40%26%

15% 14%4% 1%

0

100



29

Weighted data


20

79%

23%

22%

18%

15%

0 100






most of the

day

more per

day

per week

per month

once a

month


(n=113)

(n=110)

(n=110)

Type of interaction

Method

of access



%


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31% of the sample use chat

18%

50%

16% 14%2% 0%

0

100

- -


41

Weighted data

Frequency of usageQ: How often do you access this instant messaging tool/chatroom?

%

21

88%

34%

12%3%

1%

0 100



Communicate with colleaguesCommunicate with clients/partners/suppliers


most of the

day

more per

day

per week

per month

once a

month


(n=104)

(n=104)

(n=104)

Type of interaction

Method

of access

Q: Which of the following

statements describes the way youuse or interact with this instantmessaging tool or chatroom?


%


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12%

42%

20% 20%

5% 1%0

100



21

Weighted data


22

66%

18%

15%

15%

11%

0 100






most of the

day

more per

day

per week per month once a

month


(n=59)

(n=57)

(n=57)

Type of interaction

Method

of access

Q: Which of the following

statements describes the way youuse or interact with this instantmessaging tool or chatroom?


%


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23

Friendship 2.0

Quiz results


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Behavioural scoring regimeSafety first, goody-two shoes Reckless and dodgy

Clueless Kevins aremore likely to:

Nervous Nevilles aremore likely to:

Average Andys aremore likely to:

Outgoing Ollies aremore likely to:

Networking Neos are morelikely to:

Not have a goodunderstanding of thingsthat can be done on the

internet


internet


internet

Have used the internetto find out what a past

partner is doing

Have lied online

Have used the internet to findout what a past partner is doing

Clueless

Kevins

Nervous

Nevilles

Average

Andys

Outgoing

Ollies

Networking

Neos

24

Find new social

networks intimidatingTo not use the internet

for socialising

Feel vulnerable toabuse online

To not use the internet

for socialisingFeel vulnerable to

abuse online

Find new social

networks intimidatingBe registered on an

online dating websiteand have someone whohas shown an interest

in them

once a week

Have removed one ormore of their contactsoff a social platform

relationship online

Have gone on a face-to-facedate with someone they met

online

Have used a pseudonym

Have more online friends thanreal life friends

Be registered on an onlinedating website and have

someone who has shown an

interest in themHave pulled an online prank

Have downloaded piratedcontent

Write a blog at least once aweek

Have removed one or more oftheir contacts off a social

platform


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Descriptors - % who agree this statement is

a good description of themQ: Please indicate whether thefollowing statements are a gooddescription of you or not...

Total

(n=401)

CluelessKevins

(n=39*)

NervousNevilles

(n=104)

AverageAndys

(n=65)

OutgoingOllies

(n=133)

NetworkingNeos

(n=60)

You view the internet in a good way 98% 100% 96% 99% 97% 100%

Your parents are currently on a socialplatform

21% 8% 17% 22% 24% 26%

You are friends with your boss orcolleagues online

46% 22% 36% 34% 51% 69%

Weighted data

26

You do not use the internet forsocialising 32% 85% 63% 39% 13% 0%

You have met more friends online thanyou have in real life

26% 0% 14% 25% 31% 45%

You feel closer to the contacts youhave online than to the people you

know in real life10% 5% 7% 9% 12% 15%

Your favourite social network is twitter 7% 2% 10% 7% 4% 9%

You follow celebrities online 13% 5% 7% 12% 17% 17%

You feel the internet is a necessary evil 40% 52% 43% 41% 35% 39%

You don't have a good understandingof all the things that can be done on the

internet22% 75% 33% 32% 8% 0%

*Caution: Small base size


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Q: Please indicate whether thefollowing statements are a gooddescription of you or not...

Total

(n=401)

CluelessKevins

(n=39*)

NervousNevilles

(n=104)

AverageAndys

(n=65)

OutgoingOllies

(n=133)

NetworkingNeos

(n=60)

You wish we could all go back to the old

days of posting letters rather thancommunicating online 7% 11% 11% 11% 5% 3%

You spend too much time online andneed to cut back 37% 19% 32% 41% 38% 47%

Your favourite social network ismyspace

5% 2% 6% 11% 5% 2%

Weighted data

Descriptors - % who agree this statement is

a good description of them

27

en you n somet ng new on t einternet that you really like, you have to

tell others all about it78% 51% 61% 77% 89% 90%

Your family and friends often ask youradvice on using the internet 78% 40% 60% 80% 87% 96%

You will not adopt a new social networkunless it can be adapted to fit your own

personal needs74% 65% 70% 83% 73% 76%

You talk to your real life friends less

than you talk to your online contacts

34% 23% 32% 40% 31% 38%

You feel all of these new socialnetworks are intimidating 22% 81% 28% 34% 9% 0%

You feel vulnerable to abuse by sharingyour personal details online

47% 98% 74% 48% 35% 17%

Your favourite social network isfacebook

67% 33% 40% 70% 83% 83%



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Experiences online - % who agree this

applies to themQ: When thinking about the thingsyou do or have experienced online,which of the following applies toyou...

Total

(n=395)

CluelessKevins

(n=39*)

NervousNevilles

(n=104)

AverageAndys

(n=65)

OutgoingOllies

(n=133)

NetworkingNeos

(n=60)

You are registered on an online dating

website and have shown an interest inmore than one person 16% 2% 3% 28% 14% 28%

You are registered on an online datingwebsite and someone has shown an

interest in you21% 2% 5% 29% 20% 43%

You censor any photographs you or yourfriends put online 29% 19% 19% 23% 33% 41%

Weighted data

28

You click through on adverts 59% 47% 59% 60% 60% 60%

You frequently search the internet forinformation about new things 90% 89% 88% 86% 93% 94%

You have been a victim of cyber bullying 3% 2% 4% 2% 1% 7%

You have been unfaithful online 11% 2% 5% 7% 11% 24%

You have bought adult products online 9% 4% 6% 9% 11% 13%

You have complained about a brand orcompany online 48% 24% 33% 49% 50% 70%

You have developed a meaningfulrelationship with someone online 35% 0% 6% 43% 37% 70%

You have downloaded pirated DVD's /movies / software 24% 5% 10% 15% 23% 55%

You have experienced a breach of yourprivacy on the internet 21% 15% 10% 25% 22% 31%


Excludes those who didnt think any of the statements applies to them


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Q: When thinking about the thingsyou do or have experienced online,which of the following applies toyou...

Total(n=395)

CluelessKevins

(n=39*)

NervousNevilles

(n=104)

AverageAndys

(n=65)

OutgoingOllies

(n=133)

NetworkingNeos

(n=60)

You have gone on a face-to-face date with

someone you've met online24% 2% 5% 20% 25% 55%

You have lied online 35% 2% 10% 22% 37% 87%

You have pulled a prank on someoneonline 28% 0% 8% 14% 31% 71%

You have removed one or more of yourcontacts from a social platform 55% 7% 29% 48% 69% 84%

Weighted data

Experiences online - % who agree this

statement applies to them

29

You have used a pseudonym online 36% 21% 19% 41% 33% 62%

You have used the internet to find out whata past partner is doing 36% 0% 11% 35% 48% 61%

You hide your relationship status 18% 0% 15% 23% 15% 30%

You like to keep your own profile constantlyupdated with what you're doing 37% 7% 27% 40% 40% 51%

You prefer to follow others' activities onsocial networking 47% 43% 36% 55% 51% 46%

You use your own picture online 70% 35% 47% 57% 85% 93%

You write on a blog at least once a week 21% 0% 4% 25% 28% 32%

Your partner has complained about yourinternet usage 16% 7% 10% 10% 24% 18%

You have bought products online, such asbooks or other small items 71% 73% 68% 71% 72% 70%


Excludes those who didnt think any of the statements applies to them


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Personality and lifestyle - % who

agree with this statementQ: Please indicate your level ofagreement with the followingstatements relating to you...

Total

(n=401)

CluelessKevins

(n=39*)

NervousNevilles

(n=104)

AverageAndys

(n=65)

OutgoingOllies

(n=133)

NetworkingNeos

(n=60)

You have an unexciting life 26% 19% 29% 28% 25% 25%

You are quite active and energetic 81% 80% 80% 76% 85% 77%

You have been successful in yourlife

85% 81% 86% 77% 84% 95%

Weighted data

30

You often feel unwell 16% 12% 18% 14% 12% 22%You are well-respected by your

peers94% 79% 92% 98% 95% 97%

You are a happy person 91% 79% 89% 93% 96% 88%

You are popular 77% 78% 77% 74% 78% 78%

People often come to you for help 91% 81% 90% 88% 97% 90%

Your life is diverse 85% 86% 80% 90% 82% 92%



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Q: Please indicate your level ofagreement with the followingstatements relating to you...

Total

(n=401)

CluelessKevins

(n=39*)

NervousNevilles

(n=104)

AverageAndys

(n=65)

OutgoingOllies

(n=133)

NetworkingNeos

(n=60)

You feel your finances are in order 48% 57% 53% 45% 47% 45%

You enjoy socialising and going out 83% 73% 77% 84% 82% 94%

You are ambitious 92% 88% 85% 94% 92% 97%

You have a good support base 90% 83% 86% 88% 92% 94%

Weighted data

Personality and lifestyle - % who

agree with this statement

31

You are focused 90% 82% 87% 95% 92% 91%

You live beyond your means 46% 40% 35% 44% 47% 60%

Your life just keeps getting busier 75% 74% 74% 78% 72% 81%

You are environmentally aware 89% 87% 87% 94% 86% 90%

You feel that anything that savesyou time is worth paying extra for

74% 81% 59% 64% 78% 89%

You find it difficult to fit in the thingsthat are really important to you

47% 58% 49% 58% 42% 40%



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Demographic profilesTotal

(n=401)

CluelessKevins

(n=39*)

NervousNevilles

(n=104)

AverageAndys

(n=65)

OutgoingOllies

(n=133)

NetworkingNeos

(n=60)

Age:

16-24 years 30% 9% 14% 38% 30% 51%

25-34 years 28% 9% 17% 24% 41% 29%

35-44 years 19% 23% 29% 19% 17% 12%

Weighted data

32

45-64 years 20% 41% 36% 17% 12% 8%

65 years or older 3% 18% 4% 2% 0% 1%

Gender:

Male 58% 62% 45% 60% 53% 77%

Female 42% 38% 55% 40% 47% 23%

Race:

White 47% 61% 55% 40% 47% 38%

Black 37% 35% 28% 39% 41% 40%

Coloured 11% 0% 8% 16% 11% 15%

Asian/other 5% 4% 9% 5% 2% 7%



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The end

Documents

Presentation Prepared for MWEB 2009