we are very proud to present you our first German Social Media Report 2012 /2013.
The report analyzes the importance of social media for consumption and is representative for the German population. These are the key findings:
- For social media, “infancy” is over! In 2012, social became mainstream and are now heavily used by all strata of the German population. No matter what age, educational background, or income, and no matter where in Germany they live, everyone uses social media.
- The average Social Media Index, which measures social media usage intensity for German citizens is 7.5 (on our scale the daily use of a single social networks such as Facebook warrants 3 points).
- The vast majority of Germans use social media several times a day.
- Social networks vary significantly with regard to the people they attract. On average, Twitter users are the most active people, whereas Xing users are the wealthiest – and both networks have the highest educated users.
- People have started to use social media to improve major aspects of their daily lives, including those which affect businesses.
- In 2012, social media were already as important for consumers’ purchase decisions as TV ads, traditional direct marketing, and public advertising. They were even more important than radio!
- Over the 19 industries covered by this report, social media influence the purchase decisions of German consumers on average by almost 8 percent.
- The more involved people are in a particular purchase, the more they use social media.
- On average, social media accounts for about 6 percent of the development of brand relationships.
- In private life, social media are now the second most important communication medium for German consumers. Only the telephone is (still) more important.
- Companies have not fully adapted to this change in society yet.
- German advertising expenditures still have a considerably skewed distribution, favoring the established media channels TV and print. Although traditional websites and social media explain more than 22 percent of German consumers’ purchase decisions, German companies currently only spend 12 percent of their advertising budget on these channels.
- Companies still fail to communicate effectively with consumers through social media. Currently, 60 percent of German consumers cannot see much value in the social media messages they receive from companies.
- By and large, communication practices vary strongly between private and business communication. New means of communication and information sharing like social networks, messenger services, or location-based services are rarely used in German companies. Only 3 to 7 percent of German employees use these services frequently, and up to 86 have never used any of these services professionally.
Download the full report here!