This document discusses trends in social networking from 2007 to 2011. It notes that social networking has become the most popular online activity worldwide, with over 1.2 billion global users. While adoption is widespread, there are regional differences in social networking behaviors and platforms. The importance of Facebook is highlighted, as it accounts for a large percentage of time spent on social networks. Microblogging through sites like Twitter has also emerged as a new force. Local social networks are gaining more global users. The demographic of social network users has expanded beyond just young people to include all ages.

1. It‟s a Social World
TOP Need-to-Knows about Social Networking
10 and Where It‟s Headed

2. TOP
Need-to-Knows about Social Networking
10 and Where It‟s Headed
1 Social networking is the most popular online activity worldwide
2 Social networking behavior both transcends and reflects regional differences
around the world
3 The importance of Facebook cannot be overstated
4 Microblogging has emerged as a disruptive new force in social networking
5 Local social networks are making inroads globally
6 It‟s not just young people using social networking anymore – it‟s everyone
7 „Digital natives‟ suggest communications are going social
8 Social networking leads in online display advertising in the U.S., but lags in
share of dollars
9 The next disrupters have yet to be decided
10 Mobile devices are fueling the social addiction

3. Social networking is a global phenomenon.

4. IN MARCH 2007 The Social
Networking category
had a global
audience of
million
<500
Total Unique Visitors (MM)
528.7 users.
429.8
356.3
56.4%
of the world‟s
online population
Email Instant Social
Messengers Networking
Source: comScore Media Metrix, March 2007

5. “ 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

6. I N O C TO B E R 2 0 11
Around the world,
Social Networking
1,179.4 now reaches
billion
916.8
1.2 users.
Total Unique Visitors (MM)
444.9
82.4%
of the world‟s
online population
Email Instant Social
Messengers Networking
Source: comScore Media Metrix, October 2011

7. Today, the digital media
landscape has changed
immensely, influenced by
social networking.

8. 1
Social Networking is the
Most Popular Online Activity
Worldwide

9. The Rise of the Global
Social Networking Audience
1,600
+88%
1,400 Total Internet
1,200
+174%
1,000 Social
Networking
800
600
400
200
Worldwide Total Unique Visitors (MM)
0
2007 2008 2009 2010 2011
Source: comScore Media Metrix, March 2007 - October 2011

10. As people began to get connected,
they immediately began connecting
with one another.

11. 1
Nearly in 5 minutes online
is spent on social networks today.
2008 2009 2010 2011
35
Social Networking
30 Search/Navigation
Retail
25
Communications (Email/IM)
Other Content
Time Spent on Key Categories Online
Worldwide Hours per Month (Billions)
Source: comScore Media Metrix, March 2007 - October 2011

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

13. Despite differences in government,
infrastructure, availability of Internet
access, and cultural practices, social
networking is growing around the world.

14. Percentage of Machines Included in UDM Measurement
More than half of local online populations
engage in social networking.
North America Latin America Europe Middle East & Africa Asia Pacific
Canada 94% Argentina 96% Austria 86% Israel 94% Australia 96%
United States 98% Brazil 97% Belgium 93% South Africa 88% China 53%
Chile 94% Denmark 94% Hong Kong 93%
Colombia 96% Finland 91% India 95%
Mexico 96% France 91% Indonesia 94%
Peru 96% Germany 90% Japan 58%
Puerto Rico 90% Ireland 95% Malaysia 94%
Venezuela 96% Italy 93% New Zealand 95%
Netherlands 94% Philippines 96%
Norway 89% Singapore 94%
Poland 95% South Korea 87%
Percentage of Online Population Portugal 96% Taiwan 94%
Using Social Networking Russia 88% Vietnam 85%
Spain 98%
around the World* Sweden 93%
% Reach of Online Population Switzerland 90%
Turkey 96%
* Data is based on the 43 countries on which United Kingdom 98%
comScore reports individually.
Source: comScore Media Metrix, October 2011

15. But despite
widespread
North America
adoption, there
North America Europe Middle East & Africa Asia Pacific
Canada
United States
94%
98% are disparities in
Argentina
Brazil
Chile
96%
97%
94%
Austria
Belgium
Denmark
86%
93%
94%
Israel
South Africa
94%
88%
Australia
China
Hong Kong
96%
53%
93%
Peru
social networking
Colombia
Mexico
96%
96%
96%
Finland
France
Germany
91%
91%
90%
India
Indonesia
Japan
95%
94%
58%
across geographies
Puerto Rico
Venezuela
90%
96%
Ireland
Italy
Netherlands
95%
93%
94%
Malaysia
New Zealand
Philippines
94%
95%
96%
and demographic
Norway
Poland
Portugal
89%
95%
96%
Singapore
South Korea
Russia
94%
87%
88%
Percentage of Online Population
Using Social Networking
groups. Spain
Sweden
Switzerland
98%
93%
90%
Taiwan
Vietnam
94%
85%
around the World Turkey 96%
% Reach of Online Population United Kingdom 98%

16. 1/3 of the world‟s social
Middle East -
Africa networkers are in
9% Asia Pacific.
Asia Pacific
33%
Regional Share of
Europe
Total Unique Visitors
30% to Social Networking
Latin America
North America 10%
18%
Source: comScore Media Metrix, October 2011

17. Yet 5 of the most engaged markets for
social networking are in Latin America.
Average Hours per Visitor
11.1 10.7 10.4 10.2 9.8
8.7 8.5 8.3 7.9 7.7
Source: comScore Media Metrix, October 2011

18. 28% Share of Total Time Spent in Latin America
on Social Networking
11% Share of Total Time Spent in Asia Pacific
on Social Networking
%
Latin America 28%
Middle East - Africa 27%
Europe 24%
North America 17%
Asia Pacific 11%
Regional Share of Time Spent on Social Networking
Social Networking Total Minutes as a % of Total Minutes Online
Source: comScore Media Metrix, October 2011

19. 7.6 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 Middle East Europe North Asia Pacific
America - Africa America
Average Engagement with Social Networking by Region
Average Hours per Visitor
Source: comScore Media Metrix, October 2011

20. Across all regions,
women are more social.
8.2
Latin America
6.9
8.2
Europe
6.3
7.9
North America
6.0
3.3
Asia Pacific
2.7
6.5
Worldwide
5.0
Females 15+ Males 15+
Average Engagement with Social Networking by Gender
Average Hours per Visitor
Source: comScore Media Metrix, October 2011

21. 3 The Importance of Facebook
Cannot Be Overstated

22. 3Facebook‟s worldwide site rank
Facebook‟s global
55% penetration
Source: comScore Media Metrix, October 2011

23. 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

24. Since 2010, Facebook has taken the lead in 6 new
markets across Asia, Latin America, and Europe.
an-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011
Facebook Facebook 788.2
overtakes overtakes StudiVZ
Windows Live Sites in Germany
Profile in
Portugal
Facebook
overtakes Hyves in
Facebook the Netherlands
overtakes Yahoo!
471.4 Facebook Wretch in Taiwan
overtakes
Orkut in India
Facebook
overtakes
Windows Live
Profile in Mexico
Facebook’s Ascent in Recent Years
Total Unique Visitors (MM)
Source: comScore Media Metrix, January 2010 - October 2011

25. Today, there are only 7 markets where
Facebook is not the leading social network.
Russia
Poland
Japan
China
South Korea
Vietnam
Brazil
Source: comScore Media Metrix, October 2011

26. Social Networks in Selected Markets
Top 2 Where Facebook Is Not #1
Brazil Japan Poland
40 25 20
30 20
15
15
20 10
10
10 Orkut Twitter 5
Nasza-klasa.pl
5
Facebook Facebook Facebook
0 0 0
Jan-10 Jan-11 Jan-10 Jan-11 Aug-2010 Aug-2011
Russia South Korea
40 25
20
30
15
20
10
10 VKontakte Naver.com Café
5
Odnoklassniki Cyworld
0 0
Jan-10 Jan-11 Jul-2010 Jul-2011
Total Unique Visitors (MM)
Source: comScore Media Metrix, January 2010 - October 2011

27. Microblogging Has Emerged
4 as a Disruptive New Force in
Social Networking

28. Microblogging
Platform for short-
form content updates

29. @ @
Twitter reaches 1 in 10 global@
online users.
Source: comScore Media Metrix, Worldwide, October 2011

30. Growth of Twitter and
10 Most Tweeted Moments of 2011
Jan-11 Apr-11 Jul-11 Oct-11
Total Unique Visitors (MM)
8,868
160
7,166 7,671
7,196
7,064
6,939
120
6,303 6,436 MTV
End of 6,049
Music
5,531 FIFA
New Year Tweets per Second Video
Women’s
Awards
80 World Cup
BET Awards Steve Jobs Steve Jobs
Resigns Passes Away
40 NBA Finals
Brazil Troy Davis
UEFA Eliminated Executed
Champion’s from the
League Final Copa
America
Source: comScore Media Metrix, January 2010 - October 2011; Twitter.com

31. Other microblogging services on the rise
166.5M
48.1M
Source: comScore Media Metrix, October 2011

32. Local Social Networks are
5 Making Inroads Globally

33. As global social networking continues to
expand, there is a shift in the geographic
footprint of some major sites.

34. Majority of the audiences for top-tier social
networks based in the U.S. are no longer Outside the U.S.
limited to the U.S. or English-speaking
countries.
61.8%
80.2% 80.0%
38.2% Inside the U.S.
90.9%
19.8% 20.0%
9.1%
Facebook Twitter Windows Live LinkedIn
Profile
Geographic Composition of Site Visitors of Top 4 Global Social Networks
Share of Unique Visitors
Source: comScore Media Metrix, Worldwide, October 2011

35. 5 of the top 10 markets with highest LinkedIn
penetration are in Western Europe.
Netherlands 27.2%
Ireland 20.4%
United States 18.7%
Canada 17.5%
Denmark 17.4%
United Kingdom 16.6%
New Zealand 15.8%
Australia 14.8%
Singapore 13.3%
Belgium 12.8%
Markets with Highest LinkedIn Penetration
% Reach
Source: comScore Media Metrix, October 2011

36. Other local social networks are breaking into the
top tier of global networks and attracting traffic
outside their native markets.
VKontakte
Inside
Outside Russia
Russia 57%
43%
Odnoklassniki
Outside
Russia
41% Inside
Russia
59%
Geographic Composition of Site Visitors
Share of Unique Visitors
Source: comScore Media Metrix, October 2011

37. It‟s Not Just Young People
6 Using Social Networking
Anymore – It‟s Everyone

38. Males and users 55+ represent the fastest
growing segment in social networking.
+5.0
+8.0 +8.4 +5.3
84.4% +8.4 +9.4 +9.3 83.9%
83.0% 82.9%
81.0%
79.4% 80.0% 79.9%
78.7%
% Reach
75.0% 74.6%
71.6%
70.6% 71.7%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Males Females
July-10 October-11
Social Networking Penetration Among
Worldwide Demographic Groups
% Reach
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

39. Women still spend more time on social than men, but
the gender gap is narrowing for younger demographics.
4.9
Age 55+
2.7
6.4 Females
Age 45-54
3.9
Males
5.6
Age 35-44
3.9
5.8
Age 25-34
4.9
8.6
Age 15-24
7.5
Average Hours per Visitor
Social Networking Engagement Among
Worldwide Demographic Groups
Average Hours per Visitor
Source: comScore Media Metrix, Worldwide, October 2011

40. „Digital Natives‟ Suggest
7 Communications are Going
Social

41. 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. saw the largest decline in
engagement with web-based
15-24 year olds email and instant messaging
34%
25%
21%
15% 12%
1%
-4% -3%
-8%
-22%
-32% -34%
-37% -36%
-42%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
Instant Messengers Email Social Networking
Change in Average Time Spent with Content Category
by Age Segment
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

43. …but also saw the highest
increase in engagement with
social networking.
34%
25%
21%
15% 12%
1%
-4% -3%
-8%
-22%
-32% -34%
-37% -36%
-42%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
Instant Messengers Email Social Networking
Change in Average Time Spent with Content Category
by Age Segment
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

44. For digital natives, Social
Networking
social networking 483.0
is the norm. Instant
Messengers
264.7
Email
67.1
Average Minutes per Visitor (15-24)
Source: comScore Media Metrix, Worldwide, October 2011

45. 8
Social Networking Leads in
Online Display Advertising in
the U.S., But Lags in Share of
Dollars

46. in 4 U.S. display ad
impressions
appeared on Social
Networking sites
of all ad impressions
5% in the U.S. were
“socially-enabled”
Source: comScore Ad Metrix, U.S., October 2011

47. Despite Social Networking‟s leadership in
the display ad market, it is not yet
attracting its fair share of online ad dollars.
27.7% Display Ad Impressions
20.7% Page Views
16.9% Time Spent Online
14.8% Display Ad Estimated Spending
Social Networking Share of Key Metrics
Source: comScore Ad Metrix and Media Metrix, U.S., October 2011

48. Social
Networking
28%
Social
Display Ad Impressions Networking
15%
Other Content
72%
Display Ad $
Other Content
85%
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 Share of Key Metrics
Source: comScore Ad Metrix and Media Metrix, U.S., October 2011

49. Facebook is the largest publisher
of online display ad impressions,
attracting a “long tail” of smaller advertisers.
Publisher Share of Display Ad Impressions
Source: comScore Ad Metrix, U.S., Q3 2011

50. 9
The Next Disrupters Have
Yet to Be Decided

51. The Growth of Today‟s Social Networking Leaders
2008 2009 2010 2011
900
800
700 Facebook
600 Twitter
500 LinkedIn
400
300
Total Unique Visitors (MM)
Source: comScore Media Metrix, March 2007 - October 2011

52. Who could the next disrupters be?
2013 2014 2015 2016

53. Google+ surged to 25 million visitors in less than
a month – faster than any other social network.
Months to Reach 25 Million Visitors
0 5 10 15 20 25 30 35
<1 month to Google+ MySpace Twitter Facebook
reach 25 million
Total Unique Visitors (MM)
Source: comScore Custom Analytics, July 2011

54. Fastest Growing Top-Tier Global Social Networks
in Terms of Audience Size
200
+59% Oct-10
160
Oct-11
120 +55%
80 +181% +172% +64%
40
0
Twitter LinkedIn SINA Weibo Tumblr Badoo
Total Unique Visitors (MM)
Source: comScore Media Metrix, Worldwide, October 2011 vs. October 2010

55. Selected Global Social Networks Showing Highest
Growth in Engagement
Facebook 378.7 +40%
Odnoklassniki 358.2 +36%
Tagged 155.2 +25%
Tumblr 81.6 +41%
Pinterest 72.1 +512%*
Sina Weibo 69.8 +81%
Average Minutes per Visitor
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

56. 10
Mobile Devices Are Fueling
the Social Networking
Addiction

57. Social Networking Penetration in Selected Mobile Markets
Accessed Social Networking Site or Blog Ever in a Month
35.4%
32.3%
25.3%
22.1% 22.8%
20.2%
17.8%
Germany Japan Italy France Spain U.S. UK
% 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.
Source: comScore MobiLens, 3 Month Average Ending October 2011*

58. Smartphones drive mobile social networking use.
64.1%
45.2%
38.8% 40.4%
36.5%
23.1%
25.4%
22.8%
U.S. EU5
Accessed Social Networking Site or Blog
Almost Every Day U.S. EU5
Accessed Social Networking Site or Blog Ever Accessed Social Networking via App
in a Month
Accessed Social Networking via Mobile
Browser
% of Smartphone Audience
Source: comScore MobiLens, 3 Month Average Ending October 2011*

59. 32.3 In the UK, mobile
Mobile App
Mobile Browser
browser and app
Classic Web audiences account for
less than a third of
Source: comScore GSMA MMM and Media Metrix, UK, October 2011
the classic web
audience.
Facebook and Twitter Audiences Across Classic
Web, Mobile Browser, and Mobile App Channels
Total Unique Visitors (MM)
10.2
8.3
Facebook
Twitter
2.8
0.6 1.2

60. Mobile Social Networking Activity On-the-Go
70.0%
Posted status update
61.9%
80.1%
Read posts from people known personally
74.3%
30.3%
Used Social Networking Check-In Service
24.3%
45.3%
Read posts from public figures/celebrities
42.0%
53.8%
Read posts from organizations/brands/events
45.3%
34.4%
Received coupon/offer/deal
27.7%
% of Mobile Social Networking Audience U.S. EU5
Source: comScore MobiLens, 3 Month Average Ending October 2011

61. 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
Total Internet 0.2% 2.0x
Maps 56.8% 9.2x
News/Information 28.9% 1.6x
Email 23.6% 1.9x
Social Networking 12.5% 2.8x
Retail 8.7% 2.5x
Source: comScore Custom Analytics, U.S., September 2011

62. 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.

63. TOP
Need-to-Knows about Social Networking
10 and Where It‟s Headed
1 Social networking is the most popular online activity worldwide
2 Social networking behavior both transcends and reflects regional differences
around the world
3 The importance of Facebook cannot be overstated
4 Microblogging has emerged as a disruptive new force in social networking
5 Local social networks are making inroads globally
6 It‟s not just young people using social networking anymore – it‟s everyone
7 „Digital natives‟ suggest communications are going social
8 Social networking leads in online display advertising in the U.S., but lags in
share of dollars
9 The next disrupters have yet to be decided
10 Mobile devices are fueling the social addiction

64. It‟s a Social World
TOP Need-to-Knows about Social Networking
10 and Where It‟s Headed
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