Telekom Austria Group’s Austrian Subsidiary A1 Releases its Social Impact Survey 2015 "Selfie Hype and the Cult of Food Pictures"

Vienna, 02 September 2015

• Social Media: family get-together 2.0 instead of selfies
• The younger generation uses Facebook, WhatsApp & Co as self-representation tools
• Selfies and food pictures annoy social media users the most
• There is a trend towards people making themselves intentionally unreachable on their mobile phones
• Environmental awareness plays a relevant role when purchasing a new mobile device

Social networks and communications services have long replaced the old photo album and social media users prefer to view pictures instead of share pictures. The A1 Social Impact Survey 2015 has revealed that 65% of social media users mainly use Facebook, WhatsApp & Co to look at photos and 44% to upload their own pictures. The situation is slightly different when it comes to young people up to 24 years, with more than 50% of them let others take part in their private lives by sharing their pictures. However, like their physical predecessors, today's digital pictures are partly made available to certain viewers only. In fact, 68% post their pictures only within closed user groups. The survey also revealed that social media users share their pictures to show what they enjoy most (61%) to keep friends informed (57%) or to simply keep in touch (45%).

Popular Photo Motives: People, Sea and Cats

When it comes to posting pictures, the most popular images (89%) are photos of people - be it friends, family or selfies. The second most popular are holiday pictures of the beach and the sea (83%), while beautiful landscapes and impressions of nature (78%) rank third, followed by photos of animals (58%).

"The A1 Social Impact Survey 2015 revealed that people like to share their most beautiful moments with family and friends. Thanks to communications services and social networks, this mainly takes place via mobile devices in real-time," said Alexander Sperl, CCO at A1.

Selfies of Others Are Annoying, Own Pictures Are Not

The never-ending storm of photos is annoying. More than one third (36%) stated that they find other users' pictures very annoying. For this reason, one fourth (24%) has changed their contact settings to unfriend or unfollow people. Although at the same time, the survey revealed how three fourths (76%) are not concerned about annoying other users with their own pictures. This is despite selfies currently ranking first in the list of most annoying habits (52%). Pictures of restaurants or of self-cooked food, so-called food pictures, are also extremely irritating according to 39%. This, however, does not prevent people from posting selfies or food pictures: 64% admitted uploading one selfie or pictures of food at least once a month.

16 "Likes" Are the Target

"Receiving "Likes" for pictures is viewed as positive feedback. According to 23%, this kind of feedback is important or extremely important. For each posted picture receiving 16 "Likes" is the target. On average, a picture receives 17 'Likes'," says professor Rudolf Bretschneider, GfK Austria, describing social media user expectations related to in connection with posted pictures.

The positive feeling associated with being liked on Facebook has become so critically important to social media users that roughly half of those under 25 years of age (47%) suffer from FOMO – a fear of missing out – when they do not have access to their social networks.

Smartphone & Us: An Ambivalent Relationship

Nevertheless, the trend currently goes towards people making themselves intentionally unreachable. According to 51% of those polled, it is annoying to be constantly available (2010: 38%) and 57% of the survey participants stated that sometimes they do not take their mobile phones with them to be undisturbed (2010: 49%). Also, 46% stated that they carry their mobile devices with them less often than five years ago.

"In recent years, we have learned to use mobile devices in a more conscious manner. However, the mobile phone, the cash card and the Internet have emerged as a powerful triumvirate that we cannot do without. Even coffee in the morning is less important," explained Sperl. 9 out of 10 of those polled revealed that they never leave home without their mobile phone. Additionally people's purses and cash card are also considered indispensable items when leaving the house according to 88% respectively 78% of survey respondents.

Going Green When Purchasing a New Mobile Phone

This year, for the first time survey participants were asked about their environmental awareness when it comes to purchasing a new mobile device. Results showed that the majority of those polled, regardless of their income, tend to replace their mobile phones after two or three years at the earliest, or when necessary. Also, 56% of the respondents are willing to pay more for a "green" mobile phone. A refurbished mobile device is viewed as a potential alternative already by one third of the survey participants. Refurbished mobile phones are second-hand handsets that have been repaired and refurbished for reuse and can be therefore considered as good as new.

"We have recognized the trend towards a more environmentally conscious use of mobile devices early on and have offered our customers mobile phone recycling since 2003. In addition, last year we also introduced a replacement bonus of up to EUR 200 for customers returning their old mobile phones," concluded Sperl.