Global Web Index researches usage and relevance of social media, web and other digital communication platforms for consumers and brands. Recently Global Web Index researched the behavior of European media users during the past 12 months and presented their findings on the IAB Workshop on European Social Media Trends.

Differences between the more mature market of the US as opposed to certain European countries are easily stated. But do you know about the difference between French and Polish web users? Do you know whether the Dutch are more interactive then the Italians? The research project provides a lot of insight of our neighbors - and ourselves.Overall, it’s remarkable to see how developed some countries are, opposed to others. In Russia for instance, 42% of the respondents have put a video online somewhere in the past 12 months. Compare this to 9% of the Dutch respondents...

In Poland you are more likely to have people engaged on your website, since 60% of the Polish people stated that they have posted a comment on a website in the past 12 months, opposed to 22% of the respondents in Italy.

Trust and influence

When it comes to trust, no big surprises arise. We mostly trust family and friends. Quickly following are opinionates on blogs, fora and websites. Politicians are the least trusted people.

If we look at who we get influenced by mostly, there are some sources that became more important. For instance, we got 7% more often influenced by social media contacts and 3% more by microblog contacts. TV lost it’s influential dominance with 2%.

Marketing methods and trends

When the Spanish and UK residents are asked what makes you like a brand better, 50% of the UK respondents and 41% of the Spanish respondents answer ‘listening to comments’. Also offering a platform, like a dedicated website which allows interaction is in favor for 43% of those respondents. Creating a group or becoming a friend on a social network clearly doesn’t quite cut it for most respondents.

Of course a lot depends of the product group your brand is in. Obviously, people are more interested in reading information on healthcare and cars, while those interested in alcoholic drinks are happy enough watching party pictures.

A very important conclusion is that it’s obvious that consumers themselves are increasingly the purchase drivers.

And since user generated content had its peak, consumers will now become more and more the distributor of your message. Have a look at the presentation given at the IAB Workshop. The three waves represent three time marks:
Wave 1: July 2009
Wave 2: January 2010
Wave 3: September 2010