At a country level, the survey revealed considerable differences in adoption across Europe. Key findings include:
UK consumers like networking, but the French don't. In the UK, 21 percent of the online population participates in social networks, compared with 13 percent in Europe as a whole. However, in France, only four percent of the online population belongs to this group.
Dutch users are the most creative and Germans the least. In the Netherlands, 17 percent of online consumers create social media content, considerably more than the European average. At eight percent, online Germans have the smallest percentage of Creators, but they are more engaged than average.
Southern Europeans are less interested in social technologies overall. In Spain, online consumers are less active in all types of social activities, with just over one-third as many Joiners as is typical in Europe. Italians demonstrate a higher willingness than average to be Creators but are significantly less likely to be Collectors.
Sweden has the most active audience. Around 60 percent of online Swedes engage in some sort of social technology, even if it's just reading a forum, making Sweden the most active European country. Swedes are especially overrepresented in the Collector category, and the country has almost double the European average of Joiners.
An abstract of the report, “European Social Technographics Revealed,” and biography of the author is available at: http://www.forrester.com/go?docid=44854
