Social Media Fans in Germany Have High Expectations of Brands - eMarketer
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Social Media Fans in Germany Have High Expectations of Brands

Germany has the largest base of social media users in Western Europe, and they are highly interactive

July 18, 2012

eMarketer estimates there are more social media users in Germany than any other country in Western Europe, with the total expected to reach 29.2 million at the end of 2012. This puts it ahead of the country with the No. 2 spot in the region, the UK, by more than 3 million users.

Users in Germany are active with brands on social media sites, as well. According to an April survey of brand fans in Germany conducted by Tomorrow Focus Media, 66.8% of those who followed brands on social media read the posts and messages of brands or products that they followed.

Brand-Related Activities on Social Media Sites According to Social Media Users in Germany, April 2012 (% of respondents)

While a majority were consumers of content, a substantial minority also shared and interacted with brands on social media: 29.6% shared posts and 26% commented on the sites.

Nearly all brand fans (85.6%) expected to be kept up to date with current information and news about their chosen brands, while a smaller percentage expected custom content (57.8%), direct contact and interaction (45.8%), and exclusive social media deals (41.0%).

Expected Features of a Brand's Social Media Presence According to Social Media Users in Germany, April 2012 (% of respondents)

Despite high user numbers however, social media in Germany is still comparatively undeveloped. Out of the EU-5 countries of France, Germany, Italy, Spain and the UK, Germany has the lowest social media penetration among internet users, at 51.1% in 2012, leaving more room for growth.

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Check out today’s other articles, “Social Media Usage Plateaus Among Marketers” and “Developers Turn to Facebook to Promote Apps.”

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