Digital Entrepreneurship, Slovenia, 2017
The usage of social media and advertisement on the Internet in enterprises with 10 or more persons employed
45% of enterprises with 10 or more persons employed have a profile on social networks; 20% pay for advertisements on the Internet.
79% of persons aged 16–74 used the Internet in the first quarter of 2017; 69% searched for information about goods or services on the Internet and 45% participated in social networks. These persons are potential customers, so it is important for the performance of the enterprises that they are present on social networks that enable communication with their customers and that they advertise their products or services on the Internet in the digital age.
More than half of enterprises in service activities have a profile on social networks
47% of enterprises with 10 or more persons employed use social media (46% in 2016). 45% of enterprises have a profile on social networks, e.g. Facebook, LinkedIn, etc., 17% on multimedia content sharing websites, e.g. YouTube, Instagram, etc., 7% their own blog or microblog, e.g. profile on Twitter, etc. and 2% use Wiki-based knowledge sharing tools.
Among enterprises in manufacturing activities, 36% use social media and 33% have a profile on social networks, while among enterprises in service activities, 58% use social media and 56% have a profile on social networks.
Advertising, communication, recruitment and development of goods or services via social media
70% of enterprises with 10 or more persons employed that use social media used them for the purposes of advertisement, e.g. to develop enterprise image or to market goods or services, their launching, etc. 43% of those enterprises use social media for the communication with their customers, for obtaining or responding to customers opinions, reviews, questions and 27% for recruitment of employees. 12% of enterprises involve in this way their customers in the development or innovation of goods or services they provide.
The intensity of the usage is higher among enterprises in service activities. 76% of enterprises that use social media used them for the purpose of advertisement (59% in manufacturing activities), 48% for communication with customers (33% in manufacturing) and 14% include their customers in the development or innovation of goods or services they provide (9% in manufacturing activities).
Paid advertisements on the Internet
20% of enterprises with 10 or more persons employed pay for advertisements on the Internet, e.g. adverts on search engines, on social media (e.g. Facebook, Google, etc.) or on other websites, etc. The advantages of Internet advertisements are that they reach potential customers at the right time and place and in a cost-effective way, e.g. via targeted advertising, which is based on keywords, following previous activities of users on the Internet, etc.
As regards the number of persons employed, 35% of large enterprises, 23% of medium-sized enterprises and 19% of small enterprises pay for advertisements on the Internet. As regards activities, 14% of enterprises in manufacturing and 25% of enterprises in service activities pay for advertisements on the Internet.
Internet advertisements based on website content or keywords searched by users prevail
85% of enterprises with 10 or more persons employed that pay for advertisements on the Internet most often use the targeted advertising method that is based on website content or keywords searched by users (contextual advertising). 35% of those enterprises use the method that is based on the tracking of Internet users' past activities or profile (behaviour advertising), 29% geo advertisements that are based on the geolocation of Internet users and 12% other methods of targeted advertising.
The published data are estimates derived from the survey on the sample which represents enterprises with 10 or more persons employed.
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