Social World - comScore

It‟s a Social World

TOP

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 U

niq

ue V

isitors

(M

M)

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 U

niq

ue V

isitors

(M

M)

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


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.


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


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


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


Yet 5 of the most engaged markets for

social networking are in Latin America.

28%

27%

24%

17%

11%

Latin America


Europe

North America

Asia Pacific

28%

Regional Share of Time Spent on Social Networking Social Networking Total Minutes as a % of Total Minutes Online


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


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


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


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


3 in 4 minutes on social networking

sites are spent on Facebook

1 in 7 minutes spent online

are spent on Facebook


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.


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


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


Tweets per Second

Source: comScore Media Metrix, January 2010 - October 2011; Twitter.com

160

120

80

40

166.5M

48.1M

Other microblogging services on the rise


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

LinkedIn

Geographic Composition of Site Visitors of Top 4 Global Social Networks

Share of Unique Visitors


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


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


It‟s Not Just Young People


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+


Females

Males


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


„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%


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


15-24 year olds

-42%

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

-22%

-8% -4% -3%

1%

34% 25%

15% 21%

12%


Instant Messengers Email Social Networking

…but also saw the highest

increase in engagement with

social networking.


Change in Average Time Spent with Content Category

by Age Segment

67.1

264.7

483.0

Email

Instant

Messengers

Social

Networking

Average Minutes per Visitor (15-24)

For digital natives,

social networking

is the norm.


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

Facebook

Twitter

LinkedIn

The Growth of Today‟s Social Networking Leaders


900

800

700

600

500

400

300


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


Source: comScore Custom Analytics, July 2011

Fastest Growing Top-Tier Global Social Networks

in Terms of Audience Size


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.


378.7

358.2

155.2

81.6

72.1

69.8

Facebook

Odnoklassniki

Tagged

Tumblr

Pinterest

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

So

urc

e: co

mS

co

re G

SM

A M

MM

an

d M

ed

ia M

etr

ix,

UK

, O

cto

be

r 2

01

1

Facebook and Twitter Audiences Across Classic

Web, Mobile Browser, and Mobile App Channels


In the UK, mobile

browser and app

audiences account for

less than a third of

the classic web

audience. F

aceb

oo

k

Tw

itte

r

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

Email

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.



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



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Social World - comScore

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Transcript of Social World - comScore