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It‟s a Social World TOP
10 Need-to-Knows about Social Networking and Where It‟s Headed
10 Need-to-Knows about Social Networking and Where It‟s Headed
TOP
Social networking is the most popular online activity worldwide
Social networking behavior both transcends and reflects regional differences around the world
The importance of Facebook cannot be overstated
Microblogging has emerged as a disruptive new force in social networking
Local social networks are making inroads globally
It‟s not just young people using social networking anymore – it‟s everyone
„Digital natives‟ suggest communications are going social
Social networking leads in online display advertising in the U.S., but lags in share of dollars
The next disrupters have yet to be decided
Mobile devices are fueling the social addiction
1
2
3
4
5
6
7
8
9
10
Social networking is a global phenomenon.
I N M A R C H 2 0 0 7
528.7
356.3 429.8
Email Instant Messengers
Social Networking
The Social Networking category had a global audience of <500 million
users.
56.4% of the world‟s online population
Tota
l Uni
que
Visi
tors
(MM
)
Source: comScore Media Metrix, March 2007
When I wrote „The World Is Flat‟ [2004]. . . Facebook didn't exist; Twitter was a sound; the cloud was in the sky; 4G was a parking place. . . and Skype for most people was a typo. All of that changed in just the last six years.
“
” Thomas L. Friedman
Source: NPR.org
Around the world, Social Networking now reaches 1.2 billion
users.
82.4% of the world‟s online population
Tota
l Uni
que
Visi
tors
(MM
)
Source: comScore Media Metrix, October 2011
916.8
444.9
1,179.4
Email Instant Messengers
Social Networking
I N O C T O B E R 2 0 11
Today, the digital media landscape has changed immensely, influenced by social networking.
Social Networking is the Most Popular Online Activity Worldwide 1
The Rise of the Global Social Networking Audience
0
200
400
600
800
1,000
1,200
1,400
1,600
2007 2008 2009 2010 2011
+174%
+88%
Worldwide Total Unique Visitors (MM)
Total Internet
Social Networking
Source: comScore Media Metrix, March 2007 - October 2011
As people began to get connected, they immediately began connecting with one another.
2008 2009 2010 2011
Time Spent on Key Categories Online Worldwide Hours per Month (Billions)
35
30
25
Nearly in 5 minutes online is spent on social networks today.
1
Source: comScore Media Metrix, March 2007 - October 2011
Social Networking
Search/Navigation
Retail
Communications (Email/IM)
Other Content
Social Networking Behavior Both Transcends and Reflects Regional Differences around the World
2
Despite differences in government, infrastructure, availability of Internet access, and cultural practices, social networking is growing around the world.
Percentage of Machines Included in UDM Measurement
Austria 86% Belgium 93% Denmark 94% Finland 91% France 91% Germany 90% Ireland 95% Italy 93% Netherlands 94% Norway 89% Poland 95% Portugal 96% Russia 88% Spain 98% Sweden 93% Switzerland 90% Turkey 96% United Kingdom 98%
Australia 96% China 53% Hong Kong 93% India 95% Indonesia 94% Japan 58% Malaysia 94% New Zealand 95% Philippines 96% Singapore 94% South Korea 87% Taiwan 94% Vietnam 85%
Canada 94% United States 98%
Argentina 96% Brazil 97% Chile 94% Colombia 96% Mexico 96% Peru 96% Puerto Rico 90% Venezuela 96%
Israel 94% South Africa 88%
North America Latin America Europe Middle East & Africa Asia Pacific
Percentage of Online Population Using Social Networking around the World* % Reach of Online Population * Data is based on the 43 countries on which
comScore reports individually.
More than half of local online populations engage in social networking.
Source: comScore Media Metrix, October 2011
Austria 86% Belgium 93% Denmark 94% Finland 91% France 91% Germany 90% Ireland 95% Italy 93% Netherlands 94% Norway 89% Poland 95% Portugal 96% Spain 98% Sweden 93% Switzerland 90% Turkey 96% United Kingdom 98%
Australia 96% China 53% Hong Kong 93% India 95% Indonesia 94% Japan 58% Malaysia 94% New Zealand 95% Philippines 96% Singapore 94% South Korea 87% Russia 88% Taiwan 94% Vietnam 85%
Canada 94% United States 98%
Argentina 96% Brazil 97% Chile 94% Colombia 96% Mexico 96% Peru 96% Puerto Rico 90% Venezuela 96%
Israel 94% South Africa 88%
North America North America Europe Middle East & Africa Asia Pacific
Percentage of Online Population Using Social Networking around the World % Reach of Online Population
But despite widespread adoption, there are disparities in social networking across geographies and demographic groups.
Asia Pacific
33%
Latin America 10% North America
18%
Europe 30%
Middle East - Africa 9%
Regional Share of Total Unique Visitors to Social Networking
Source: comScore Media Metrix, October 2011
1/3 of the world‟s social networkers are in
Asia Pacific.
11.1 10.7 10.4 10.2 9.8 8.7 8.5 8.3 7.9 7.7
Average Hours per Visitor
Source: comScore Media Metrix, October 2011
Yet 5 of the most engaged markets for social networking are in Latin America.
28%
27%
24%
17%
11%
Latin America
Middle East - Africa
Europe
North America
Asia Pacific
28%
Regional Share of Time Spent on Social Networking Social Networking Total Minutes as a % of Total Minutes Online
Source: comScore Media Metrix, October 2011
Share of Total Time Spent in Latin America on Social Networking
11% Share of Total Time Spent in Asia Pacific on Social Networking
%
7.6
Average Engagement with Social Networking by Region Average Hours per Visitor
Source: comScore Media Metrix, October 2011
Average Hours per Person in Latin America Spent on Social Networking
2.9 Average Hours per Person in Asia Pacific Spent on Social Networking
% 7.6 7.2 7.0 6.4
2.9
Latin America
Middle East - Africa
Europe North America
Asia Pacific
5.0
2.7
6.0
6.3
6.9
6.5
3.3
7.9
8.2
8.2
Worldwide
Asia Pacific
North America
Europe
Latin America
Females 15+ Males 15+
Average Engagement with Social Networking by Gender Average Hours per Visitor
Source: comScore Media Metrix, October 2011
Across all regions, women are more social.
The Importance of Facebook Cannot Be Overstated 3
3 Facebook‟s worldwide site rank
55% Facebook‟s global penetration
Source: comScore Media Metrix, October 2011
3 in 4 minutes on social networking sites are spent on Facebook
1 in 7 minutes spent online are spent on Facebook
Source: comScore Media Metrix, October 2011
471.4
788.2
Jan-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011
Facebook overtakes StudiVZ Sites in Germany
Facebook overtakes Orkut in India
Facebook overtakes
Windows Live Profile in Mexico
Facebook overtakes Hyves in the Netherlands
Facebook overtakes
Windows Live Profile in Portugal
Facebook overtakes Yahoo! Wretch in Taiwan
Facebook’s Ascent in Recent Years Total Unique Visitors (MM)
Since 2010, Facebook has taken the lead in 6 new markets across Asia, Latin America, and Europe.
Source: comScore Media Metrix, January 2010 - October 2011
Today, there are only 7 markets where Facebook is not the leading social network.
Source: comScore Media Metrix, October 2011
Brazil
Poland Russia
Japan
Vietnam
South Korea China
0
10
20
30
40
Jan-10 Jan-11
Orkut Facebook
Top 2 Brazil
0
5
10
15
20
25
Jan-10 Jan-11
Twitter Facebook
Japan
0
5
10
15
20
Aug-2010 Aug-2011
Nasza-klasa.pl Facebook
Poland
Social Networks in Selected Markets Where Facebook Is Not #1
0
10
20
30
40
Jan-10 Jan-11
VKontakte Odnoklassniki
Russia
0
5
10
15
20
25
Jul-2010 Jul-2011
Naver.com Café Cyworld
South Korea
Source: comScore Media Metrix, January 2010 - October 2011
Total Unique Visitors (MM)
Microblogging Has Emerged as a Disruptive New Force in Social Networking 4
Microblogging Platform for short-form content updates
@ @ @
Twitter reaches in 10 global online users.
1
Source: comScore Media Metrix, Worldwide, October 2011
Jan-11 Apr-11 Jul-11 Oct-11
6,939 6,303
5,531
6,436
7,196 7,166 7,064
8,868
7,671
6,049
Growth of Twitter and
10 Most Tweeted Moments of 2011
New Year
UEFA Champion’s League Final
NBA Finals
BET Awards
End of FIFA
Women’s World Cup
Brazil Eliminated from the
Copa America
Steve Jobs Resigns
MTV Music Video
Awards
Troy Davis Executed
Steve Jobs Passes Away
Total Unique Visitors (MM)
Tweets per Second
Source: comScore Media Metrix, January 2010 - October 2011; Twitter.com
160 120 80 40
43.9
48.1
Other microblogging services on the rise
Source: comScore Media Metrix, October 2011
Local Social Networks are Making Inroads Globally 5
As global social networking continues to expand, there is a shift in the geographic footprint of some major sites.
19.8% 20.0% 9.1%
38.2% 80.2% 80.0%
90.9%
61.8%
Facebook Twitter Windows Live Profile
Geographic Composition of Site Visitors of Top 4 Global Social Networks Share of Unique Visitors
Source: comScore Media Metrix, Worldwide, October 2011
Outside the U.S.
Inside the U.S.
Majority of the audiences for top-tier social networks based in the U.S. are no longer limited to the U.S. or English-speaking countries.
Markets with Highest LinkedIn Penetration % Reach
Source: comScore Media Metrix, October 2011
27.2%
20.4%
18.7%
17.5%
17.4%
16.6%
15.8%
14.8%
13.3%
12.8%
Netherlands
Ireland
United States
Canada
Denmark
United Kingdom
New Zealand
Australia
Singapore
Belgium
5 of the top 10 markets with highest LinkedIn penetration are in Western Europe.
Geographic Composition of Site Visitors Share of Unique Visitors
Other local social networks are breaking into the top tier of global networks and attracting traffic outside their native markets.
Inside Russia 59%
Outside Russia 41%
Odnoklassniki
Inside Russia 57%
Outside Russia 43%
VKontakte
Source: comScore Media Metrix, October 2011
It‟s Not Just Young People Using Social Networking Anymore – It‟s Everyone 6
79.4%
75.0%
71.6% 74.6%
70.6%
84.4% 83.0%
80.0% 82.9%
79.9%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
% R
each
July-10 October-11
+5.0 +8.0
+8.4 +8.4
+9.4
71.7%
78.7% 81.0%
83.9%
Males Females
+9.3 +5.3
Males and users 55+ represent the fastest growing segment in social networking.
Social Networking Penetration Among Worldwide Demographic Groups
% Reach
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
7.5
4.9
3.9
3.9
2.7
8.6
5.8
5.6
6.4
4.9
Age 15-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
Average Hours per Visitor
Females
Males
Source: comScore Media Metrix, Worldwide, October 2011
Women still spend more time on social than men, but the gender gap is narrowing for younger demographics.
Social Networking Engagement Among Worldwide Demographic Groups Average Hours per Visitor
„Digital Natives‟ Suggest Communications are Going Social 7
Today‟s generation of teenagers and young adults represent a new breed of Internet users, often called “digital natives”* for growing up alongside computers, the Internet and digital media.
Source: Marc Prensky, “Digital Natives: Digital Immigrants”.
-42% -32%
-37% -34% -36%
-22%
-8% -4% -3%
1%
34% 25%
15% 21%
12%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
Instant Messengers Email Social Networking
saw the largest decline in engagement with web-based email and instant messaging
Change in Average Time Spent with Content Category by Age Segment
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
15-24 year olds
-42% -32%
-37% -34% -36%
-22%
-8% -4% -3%
1%
34% 25%
15% 21%
12%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
Instant Messengers Email Social Networking
…but also saw the highest increase in engagement with social networking.
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
Change in Average Time Spent with Content Category by Age Segment
67.1
264.7
483.0
Instant Messengers
Social Networking
Average Minutes per Visitor (15-24)
For digital natives, social networking is the norm.
Source: comScore Media Metrix, Worldwide, October 2011
Social Networking Leads in Online Display Advertising in the U.S., But Lags in Share of Dollars
8
in 4 U.S. display ad impressions appeared on Social Networking sites
5% of all ad impressions in the U.S. were “socially-enabled”
Source: comScore Ad Metrix, U.S., October 2011
27.7%
20.7%
16.9%
14.8%
Display Ad Impressions
Page Views
Time Spent Online
Display Ad Estimated Spending
Social Networking Share of Key Metrics
Source: comScore Ad Metrix and Media Metrix, U.S., October 2011
Despite Social Networking‟s leadership in the display ad market, it is not yet attracting its fair share of online ad dollars.
Although more than a quarter of ads are seen on social networking sites, the category attracts only 15 percent of U.S. display ad dollars.
Social Networking
28%
Other Content 72%
Social Networking
15%
Other Content 85%
Display Ad Impressions
Display Ad $
Social Networking Share of Key Metrics
Source: comScore Ad Metrix and Media Metrix, U.S., October 2011
Publisher Share of Display Ad Impressions
Source: comScore Ad Metrix, U.S., Q3 2011
Facebook is the largest publisher of online display ad impressions,
attracting a “long tail” of smaller advertisers.
The Next Disrupters Have Yet to Be Decided 9
2007 2008 2009 2010 2011
The Growth of Today‟s Social Networking Leaders
Source: comScore Media Metrix, March 2007 - October 2011
900 800 700 600 500 400 300
Total Unique Visitors (MM)
2012 2013 2014 2015 2016 2017
Who could the next disrupters be?
0 5 10 15 20 25 30 35
Months to Reach 25 Million Visitors
Google+ MySpace Twitter Facebook
Google+ surged to 25 million visitors in less than a month – faster than any other social network.
<1 month to reach 25 million
Total Unique Visitors (MM)
Source: comScore Custom Analytics, July 2011
Fastest Growing Top-Tier Global Social Networks in Terms of Audience Size
Total Unique Visitors (MM)
Source: comScore Media Metrix, Worldwide, October 2011 vs. October 2010
0
40
80
120
160
200
Twitter LinkedIn SINA Weibo Tumblr Badoo
Oct-10
Oct-11
+59%
+55%
+181% +172% +64%
Selected Global Social Networks Showing Highest Growth in Engagement
Total Unique Visitors (MM) *Growth in engagement for Pinterest is measured from May 2011, when comScore began reporting on the site.
Source: comScore Media Metrix, Worldwide, October 2011
378.7
358.2
155.2
81.6
72.1
69.8
Odnoklassniki
Tagged
Tumblr
Sina Weibo
Average Minutes per Visitor
+36%
+25%
+41%
+512%*
+81%
+40%
Mobile Devices Are Fueling the Social Networking Addiction 10
35.4% 32.3%
25.3% 22.8% 22.1%
20.2% 17.8%
UK U.S. Spain France Italy Japan Germany
Accessed Social Networking Site or Blog Ever in a Month
Social Networking Penetration in Selected Mobile Markets
Source: comScore MobiLens, 3 Month Average Ending October 2011*
% of Total Mobile Audience *MobiLens data for all markets is sourced from the 3 month average period ending in October 2011, except for Japan, which is sourced entirely from October monthly data.
38.8%
23.1%
64.1%
45.2%
U.S. EU5
Accessed Social Networking Site or Blog Almost Every Day
Accessed Social Networking Site or Blog Ever in a Month
40.4%
22.8%
36.5%
25.4%
U.S. EU5
Accessed Social Networking via App
Accessed Social Networking via Mobile Browser
Smartphones drive mobile social networking use.
Source: comScore MobiLens, 3 Month Average Ending October 2011*
% of Smartphone Audience
2.8 0.6
10.2
1.2
32.3
8.3
Mobile App Mobile Browser Classic Web
Sou
rce:
com
Sco
re G
SM
A M
MM
and
Med
ia M
etrix
, UK
, Oct
ober
201
1
Facebook and Twitter Audiences Across Classic Web, Mobile Browser, and Mobile App Channels
Total Unique Visitors (MM)
In the UK, mobile browser and app
audiences account for less than a third of
the classic web audience.
Face
book
Twitt
er
70.0%
80.1%
30.3%
45.3%
53.8%
34.4%
61.9%
74.3%
24.3%
42.0%
45.3%
27.7%
Posted status update
Read posts from people known personally
Used Social Networking Check-In Service
Read posts from public figures/celebrities
Read posts from organizations/brands/events
Received coupon/offer/deal
U.S. EU5
Mobile Social Networking Activity On-the-Go
Source: comScore MobiLens, 3 Month Average Ending October 2011
% of Mobile Social Networking Audience
0.2%
56.8%
28.9%
23.6%
12.5%
8.7%
Total Internet
Maps
News/Information
Social Networking
Retail
Tablets and Connected Devices: The Future of Mobile Social Networking?
Incremental Reach and Duration of Time Spent on Selected Categories Relative to Computer Use for iPhone and iPad Owners
Incremental Reach Incremental Duration
Source: comScore Custom Analytics, U.S., September 2011
2.0x
9.2x
1.6x
1.9x
2.8x
2.5x
What we are witnessing is the dawn of a truly connected era, where social networking platforms integrate more seamlessly with our lives through mobile technology.
10 Need-to-Knows about Social Networking and Where It‟s Headed
TOP
Social networking is the most popular online activity worldwide
Social networking behavior both transcends and reflects regional differences around the world
The importance of Facebook cannot be overstated
Microblogging has emerged as a disruptive new force in social networking
Local social networks are making inroads globally
It‟s not just young people using social networking anymore – it‟s everyone
„Digital natives‟ suggest communications are going social
Social networking leads in online display advertising in the U.S., but lags in share of dollars
The next disrupters have yet to be decided
Mobile devices are fueling the social addiction
1
2
3
4
5
6
7
8
9
10
It‟s a Social World TOP
10 Need-to-Knows about Social Networking and Where It‟s Headed
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