1215 omma social eli goodman

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It’s a Social World TOP 10 Need-to-Knows about Social Networking Across the World and Where It’s Headed Eli Goodman Media Evangelist @LosBuenos

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It’s a Social WorldTOP

10Need-to-Knows about Social Networking Across the World and Where It’s Headed

Eli GoodmanMedia Evangelist@LosBuenos

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10Need-to-Knows about Social Networking Across the World 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

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Social networking is a global phenomenon.

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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

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Around the world, Social Networking now reaches

1.2 billionusers.

82.4% of the world’s online population

Tota

l Uni

que

Vis

itors

(M

M)

Source: comScore Media Metrix, October 2011

916.8

444.9

1,179.4

I N O C T O B E R 2 0 11

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Social Networking is the Most Popular Online Activity Worldwide1

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The Rise of the Global Social Networking Audience

2007 2008 2009 2010 20110

200

400

600

800

1,000

1,200

1,400

1,600

+174%

+88%

Worldwide Total Unique Visitors (MM)

Total Internet

Social Networking

Source: comScore Media Metrix, March 2007 - October 2011

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2008 2009 2010 2011

Time Spent on Key Categories OnlineWorldwide 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

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Social Networking Behavior Both Transcends and Reflects Regional Differences around the World

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Asia Pacific

33%

Latin America

10%North America

18%

Europe

30%

Middle East - Africa

9%

Regional Share ofTotal Unique Visitors to Social Networking

Source: comScore Media Metrix, October 2011

1/3 of the world’s socialnetworkers are in

Asia Pacific.

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Isra

el

Argentin

a

Russian F

ederatio

n

Turkey

Chile

Philippin

es

Colom

biaPeru

Venezuela

Canada

11.1 10.7 10.4 10.2 9.88.7 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.

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The Importance of Facebook Cannot Be Overstated3

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3 Facebook’s worldwide site rank

55%Facebook’s global penetration

Source: comScore Media Metrix, October 2011

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3 in 4 minutes on social networking sites are spent on Facebook

1in 7 minutes spent onlineare spent on Facebook

Source: comScore Media Metrix, October 2011

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Today, there are only 5 markets where Facebook is not the leading social network.

Source: comScore Media Metrix, October 2011

PolandRussia

JapanSouth Korea

China

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Jan-1

0

Mar

-201

0

May

-201

0

Jul-2

010

Sep-2

010

Nov-20

10

Jan-1

1

Mar

-201

1

May

-201

1

Jul-2

011

Sep-2

011

0

10

20

30

40

OrkutFacebook

Top 2Brazil

0

5

10

15

20

25

TwitterFacebook

Japan

A O D F A J A O

0

5

10

15

20

Nasza-klasa.plFacebook

Poland

Social Networks in Selected MarketsWhere Facebook Is Not #1

JAp Ju Oc J

Ap Ju Oc0

10

20

30

40

VKontakteOdnoklassniki

Russia

Ju SeNo J

Ma

Ma Ju Se

0

5

10

15

20

25

Naver.com CaféCyworld

South Korea

Source: comScore Media Metrix, January 2010 - October 2011

Total Unique Visitors (MM)

Facebook surpassed Orkut in Brazil in

January 2012

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Microblogging Has Emerged as a Disruptive New Force in Social Networking4

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Microblogging Platform for short-form content updates

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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 and10 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 Video Music

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

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Local Social Networks are Making Inroads Globally5

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Facebook Twitter Windows Live Profile

LinkedIn

19.8% 20.0%9.1%

38.2%80.2% 80.0%

90.9%

61.8%

Geographic Composition of Site Visitors of Top 4 Global Social NetworksShare 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.

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Geographic Composition of Site VisitorsShare of Unique Visitors

Other local social networks are breaking into the top tier of global networks and attracting traffic outside their native markets.

Inside Russia59%

Outside Russia41%

Odnoklassniki

Inside Russia57%

Out-side

Russia43%

VKontakte

Source: comScore Media Metrix, October 2011

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It’s Not Just Young People Using Social Networking Anymore – It’s Everyone6

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Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

79.4%

75.0%

71.6%

74.6%

70.6%

84.4%83.0%

80.0%

82.9%

79.9%

July-10 October-11

% R

ea

ch

+5.0+8.0

+8.4+8.4

+9.4

Males Females

71.7%

78.7%

81.0%

83.9%+9.3+5.3

Males and users 55+ represent the fastest growing segment in social networking.

Social Networking Penetration AmongWorldwide Demographic Groups

% Reach

Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

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Age 15-24

Age 25-34

Age 35-44

Age 45-54

Age 55+

7.5

4.9

3.9

3.9

2.7

8.6

5.8

5.6

6.4

4.9

Females

Males

Average Hours per Visitor

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 AmongWorldwide Demographic GroupsAverage Hours per Visitor

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‘Digital Natives’ Suggest Communications are Going Social7

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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”.

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Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

-42%

-32%-37% -34% -36%

-22%

-8% -4% -3%

1%

34%

25%

15%21%

12%

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 Categoryby Age Segment

Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

15-24 year olds

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Social Networking Leads in Online Display Advertising in the U.S., But Lags in Share of Dollars

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1in 4 U.S. display ad impressionsappeared on Social Networking sites

5%of all ad impressions in the U.S. were “socially-enabled”

Source: comScore Ad Metrix, U.S., October 2011

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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 Networking28%

Other Content72%

Social Networking15%

Other Content85%

Display Ad Impressions

Display Ad $

Social Networking Share of Key Metrics

Source: comScore Ad Metrix and Media Metrix, U.S., October 2011

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The Next Disrupters Have Yet to Be Decided9

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2012 2013 2014 2015 2016 2017

Who could the next disrupters be?

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Google+ MySpace Twitter Facebook

Months to Reach 25 Million Visitors

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

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Fastest Growing Top-Tier Global Social Networksin Terms of Audience Size

Total Unique Visitors (MM)

Source: comScore Media Metrix, Worldwide, October 2011 vs. October 2010

Twitter LinkedIn SINA Weibo

Tumblr Badoo0

40

80

120

160

200Oct-10

Oct-11

+59%

+55%

+181% +172% +64%

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Mobile Devices Are Fueling the Social Networking Addiction10

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U.S. EU5

38.8%

23.1%

64.1%

45.2%

Accessed Social Networking Site or Blog Almost Every Day

Accessed Social Networking Site or Blog Ever in a Month

U.S. EU5

40.4%

22.8%

36.5%

25.4%

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

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Total Internet

Maps

News/Information

Email

Social Networking

Retail

0.2%

56.8%

28.9%

23.6%

12.5%

8.7%

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

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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.

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10Need-to-Knows about Social Networking Across the World 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

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It’s a Social WorldTOP

10Need-to-Knows about Social Networking Across the World and Where It’s Headed

Eli [email protected]@LosBuenos