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    Institut-Terra-naslovnica

    Instituto Terra inspires new work by Gilberto Gil

    effie-slovenia-naslovnica

    Knowledge and inspiration on the 1st Effie Day

    cannes-delfin-naslovnica

    Curtain up for the Cannes Corporate Media & TV Awards 2021

    craft-jury-naslovnica

    Golden Drum represents Craft Jury, which will be chaired by Damisa Ongsiriwattana from Bangkok

    cockta-naslovnica

    DROM agency for COCKTA

    warc-naslovnica

    WARC Awards for Effectiveness 2021: Call for entries and juries named

  • Weekly topic
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Interview
    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

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    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

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    Ogilvy Social.Lab NASLOVNA

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    intervju-naslovnicaa

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    steven-farell-naslovnica-nova

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    misa-naslovnica

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

    Pripravljeni na vse, kar sledi

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    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • 3 questions

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    Three questions for Petra Krulc, Senior Vice President of Celtra

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    Three questions for Saša Leben: Foundation for development of Formitas in the future will continue to be its essence of today – strategic know-how and brand

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    nastja-naslovna-2-min

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    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

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Home Topic of the week

We’re no longer stumbling in the dark when it comes to social networks

Croatian agency iZone has “taken in the suspects for questioning” and brings you insights into their standings in Croatia

02/03/2017
in Topic of the week
4 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Ante Pelivan

When it comes to real estate, the motto is “location, location, location”. In digital, the motto is “allocation, allocation, allocation”. Whether you’re a large company whose marketing budget is somewhere in the stratosphere, or you have a small burgeoning brand, it’s important where you spend the money you got (often just by the skin of your teeth) for those “whachamacallem, social networks and Google.”

So, you finally have your budget and you want to use it in the best possible way. The first step, of course, is to see what people who deal with social networks (professionally) have to say about them. And trust me; after you do that, you’ll be even more confused than you were.

Some of the “prevailing” opinions among professionals are:

  • “Everyone’s on Face, it has to be in the mix.”
  • “Kids are no longer on Face, it’s only old people there.”
  • “Snapchat is great for targeting kids.”
  • “Instagram Stories is killing Snapchat.”

Wanting to save all of us from stumbling in the dark when it comes to social networks, in late 2016 the Croatian agency iZone took a closer look at the social networks the Croatian audience uses. What they love, what annoys them, what they can’t live without… All this was researched on almost “a gigabyte” of participants (N = 1027*) and here’s what they had to say.

In addition to Facebook, Instagram, G+, Pinterest and Twitter, we were also interested in the unavoidable YouTube and Snapchat, which are so often identified with “the new kids.” In short, we have taken in the suspects for questioning, and these are the results of the “criminal investigation.”

What we were first interested in is how widespread the most famous social networks are in Croatia, and the situation looks like this:

Regardless of their socioeconomic status, users have profiles on three social networks on average. The most commonly used networks are undeniably Facebook and YouTube, while the third network used varies according to the user’s age. The biggest difference in age is observed between users of Snapchat and Instagram, where most users are up to 22 years of age, and G+, which is mostly used by people over 35.

If we were to assign a gender to the social networks, Twitter would convincingly be a man, and Instagram and Pinterest women.

Particularly interesting was the fact that 80% of participants wake up with Facebook, meaning this is the first social network they visit in the morning, while 11% of surveyed users begin their day with Instagram.

When asked which network would be the last they would renounce, almost half of the participants (49.6%) chose Facebook as vitally necessary, 34.2% couldn’t do without YouTube, and 8.1% without Instagram.

Along with a description of the use of networks, we asked participants to rate the social networks according to their purpose, on a scale of 1 to 5.

  • YouTube is the best social network to have fun and pass the time on (4.61, 4.19 respectively)
  • Facebook is the best for communicating with friends and finding out what they are up to (4.27, 3.86).
  • Pinterest is best for women who want to find something interesting (4.58), while men find YouTube best for this purpose (4.48).
  • To get informed about what’s happening in Croatia and the world, participants find Twitter (3.6) and Facebook (3.4) equally useful, with no significant difference between the two.

And here are the average scores of the networks in all six dimensions of use (be entertained, pass the time, communicate with friends, find out what your friends are doing, find something interesting, get informed about Croatia and the world).

In addition to these ratings, the social networks were also subjected to an assessment of users’ personal experience of a few “serious” elements:

  • Snapchat users enjoy the highest privacy of data (65.7%), while Facebook users have the least of it (41.9%).
  • 6% of Facebook and YouTube users think that they are bombarded with ads, while the same is true for only 13.4% of Snapchat users.
  • Users of Facebook have the most control over who can see their posts (96.5%).
  • Croats say that the best social network for following brands and celebrities is Instagram (88.6%).
  • Facebook is the best when it comes to following events (96.3%).
  • Pinterest is the best source of good ideas (86.1%).

At the end, we asked the participants the most important question: Which network is the best?

Third place went to Instagram, with 13.4% of votes, YouTube came in second with 22.2%, and first place, by popular vote, goes to Facebook with 56.4% of the votes. Congrats!

But what kind of a theme of the week would this be with only one article? Lousy, we agree. Therefore, we have prepared four infographics for you which show detailed information for each of the analyzed social networks. So stay tuned for more about social networks in Croatia in the coming days:

Facebook – 28 February
Snapchat and Google+ – 1 March
Instagram and Twitter – 2 March
Youtube and Pinterest – 3 March

*The research included 313 men and 714 women. The average male participant was 32 years old, and the average female participant 29 years old. Participants were divided into the following age clusters – up to 22 (M=19.8, 233 participants), 23-26 (M=24.6, 313 participants), 27-35 (M=29.7, 208 participants), and older than 35 (M=45.7, 271 participants).

Tags: iZone
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