Smartphones reign supreme in Poland
In Poland, gazeta.pl has reported that sales of Samsung’s Galaxy S III has surpassed 20 million in sales since its launch in May 2012. GWI data from Q2 2012 indicates that Polish consumers connect to the Internet via mobile phones mainly in order to access their social networking accounts (39%), among which Facebook leads with 18 million active users according to the latest GWI data. The local platform, nasza-klasa, comes in second with 12 million accounts accessed from Poland as well as abroad (mainly UK, Germany and US). Importantly for brands, 32% of Poles surveyed in Q2 2012 use their smartphones to search for information online as well as recommendations for specific products and services directly on official brand websites, highlighting the importance of mobile optimization for brands.
Brands finally realizing the potential of Google+
Cadbury, part of Kraft Foods, continues its previous social media success by launching two new chocolate bars via Twitter, and the Cadbury UK Facebook page on the 6th of September. This is the second time that Cadbury has launched a new product exclusively via social media. In January, the brand introduced their bubbly milk bar on Google+, with a simple post: ‘remember this moment: the first time Cadbury revealed a new product on Google+. The delicious new Dairy Milk Bubbly, available with milk or white bubbles, will be the first of many we hope!’ . In UK only, 26% of internet users have Google+ accounts, according to the latest GWI data. Overall, Cadbury’s social strategy is paying significant dividends as it added 2.5 million fans/followers to its Twitter, Facebook, and Google+ properties.
No country for content pirates
The online newspaper, local.de, has revealed that Germans spent 40% more on online music streaming in the first six months of 2012 than in the same period of 2011. The total income generated from subscriptions and advertising-funded streaming was calculated to be €18 million in the first half of 2012. GWI data from Q2 2012 indicates that 24% internet users in Germany have paid for music downloaded to keep. 22% of surveyed sample claimed they considered paying for desired tunes, with 26% pointing to high quality of online uploads (e.g. high definition) as the the main driver of this intention.
Niche social media platforms finding success
TripnCo.com is a new French social network designed to help its users to plan their dream holiday in more detail than ever before possible. Through collaboration with several French travel brands the platform constantly updates its members about available travel deals and suggests destinations that match their stated interests. Most importantly, TripnCo.com enables those who join its network to connect with like-minded people, share their experiences, exchange recommendations and even organise their excavations together! The platform is well-placed for French consumers, 51% of whom list travel as a strong area of interest and consider using social media to be a good way of meeting new people. TripnCo.com is now also available for English-speaking users in an effort to expand its user base internationally.
RUSSIA AND EASTERN EUROPE
Social education sprouts in the east
Dnevnik.ru, a Russian social educational network that won the UN’s World Summit Award in 2011, is set to expand further into other European countries after a $5 million venture capital investment. The importance of education in the region is highlighted by the fact that 52% of Russian and Polish internet users in Q2 2012 listed education as a primary reason for them to access internet, 36% of this group deem constant development of their skills and knowledge to be very important. Dnevnik.ru is a platform connecting not only students, but also their partents and teachers. It has gained its popularity as a credible source of informaton about class schedules, grades, and homework and a qucik platform for exchange of electonic documents and messages. Currently used by 21,000 schools in Russia and Ukrain, Dnevnik.ru plans to release its local versions in Poland and Hungary in the near future (2012-2013) as well as China and the US in the long-term. The company is also working on development of its first mobile applications.