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The state of social media_2012 Comscore report
The document discusses social media usage and trends based on data from comScore. Some key points: - Social media usage is ubiquitous and impacting many areas like politics, retail, and consumer behavior. Nearly 1/3 of time online is spent on social networks. - Facebook has the largest social network audience worldwide and in most individual countries. It accounts for over half of all social network time spent. - Women and younger users (ages 15-24) spend the most time on social networks on average, but engagement is growing fastest among males and older users (55+). - Social networks now account for over 25% of total online display ad impressions, making it the largest digital publisher, but
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The state of social media_2012 Comscore report
- 1. The State ofSocial Media Online Marketing Institute London, Feb 2012 Mike Shaw Director, Marketing Solutions
- 2. comScore’s Innovative ApproachRevolutionizes Measurement 2 Million Person Panel PERSON-Centric Panel with 360°View of Person Behavior SITE-Census Measurement PANEL CENSUS Unified Digital Measurement™ (UDM) Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties © comScore, Inc. Proprietary. 2 V1011
- 3. It is difficultto overstate the importance of social media Usage is nearly ubiquitous Social media is impacting: – Geopolitics: Tunisia, Egypt, Libya, etc – US politics: 2008 election, and soon the 2012 election – Retail: Groupon visitation is up 250% versus the previous year – Marketing: Facebook is the single largest server of display inventory on the web – Consumer behavior: Social media accounts for 18% of all time spent online The web’s connective tissue: hyperlinks social connections © comScore, Inc. Proprietary. 3
- 4. Percentage of MachinesIncluded in UDM Measurement More than half of local online populations engage in social networking. North America North 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
- 5. The Rise ofthe 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
- 6. 1 Nearlyin 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
- 7. 1/3 of theworld‟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
- 8. Yet 5 ofthe 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
- 9. 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
- 10. Social Media sitesdraw more UK visitors than retail, e-mail, and news sites % Reach 100 95.3 93.5 89.5 90 80 73.7 70 64.2 63.7 60 51.0 50 40 30 20.2 20 10 0 Source: comScore Media Metrix, January, 2012 © comScore, Inc. Proprietary. 10
- 11. The Growth ofToday‟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
- 12. Google+ surged to25 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
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- 14. 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
- 15. Males and users55+ 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
- 16. Women still spendmore 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
- 17. saw the largestdecline 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
- 18. …but also sawthe 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
- 19. 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
- 20. Social Media‟s Impacton Marketing
- 21. 3Facebook‟s worldwide siterank Facebook‟s global 55% penetration Source: comScore Media Metrix, October 2011
- 22. 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
- 23. Today, there areonly 7 markets where Facebook is not the leading social network. Russia Poland Japan China South Korea Vietnam Brazil Source: comScore Media Metrix, October 2011
- 24. Facebook is thelargest 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
- 25. Despite Social Networking‟sleadership 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
- 26. 75% of adswill become socially enabled by 2015 Google makes 7 predictions for display advertising market by 2015 1. 50% of online ads will have video in them 2. 50% of all targeted display advertising will rely on real-time bidding 3. Mobile will become #1 screen for advertising 4. New metrics will emerge to measure success of ad campaigns 5. 75% of ads will become socially enabled 6. 50% of brand campaigns will run rich media in ads 7. Display advertising will become a $50 billion industry Source: Google's Seven Display Ad Predictions http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=136685 © comScore, Inc. Proprietary. 26
- 27. 1 out of12 display ads are socially-enabled. Among CPG advertisers, 1 out of 6 display ads are socially-enabled. Socially Enabled, 8.2% Socially Enabled, Display Ad16.7% $ Display Ad Impressions Total Internet Display Ad Impressions CPG Advertisers All All Other, Other, 91.8% 83.3% Source: comScore Ad Metrix Social, U.S., November 2011
- 28. Are Facebook BrandPages the new microsite? Yes, if CPG advertisers are any indication Click Through Destination for New CPG Banner Ads NOT Running on Facebook Facebook, 15% Amazon, 6% All Other, 76% YouTube, 3% © comScore, Inc. Proprietary. 28
- 29. Leading Brands onFacebook Globally Leading brand pages by fan volume include FMCG, technology, clothing & leisure 40.0 Global Facebook Fans (m) 34.4 35.0 30.0 25.3 25.0 23.1 22.4 20.8 19.3 20.0 17.4 15.6 15.3 14.3 15.0 12.3 12.2 11.3 11.3 11.2 10.7 10.5 10.5 10.4 10.2 10.0 5.0 - Source: Facebook fan pages & www.famecount.com, September 2011 © comScore, Inc. Proprietary. 29
- 30. The Power ofLike: White Paper from comScore & Facebook To download white paper please visit www.comscore.com/like © comScore, Inc. Proprietary. 30
- 31. 49% of timespent on Facebook is spent on the Newsfeed and Profile pages Share of Time Spent on Facebook.com by Content Section Source: comScore Mediabuilder, U.K., Dec 2011 29% 32% Homepage/News Profiles Photos Apps/Tools 6% All Other 17% 17% © comScore, Inc. Proprietary. 31
- 32. Brands control thethree basic levers that will determine social media marketing success. Many brands don’t consider these intermediary steps Brand Fans “Talk News Feed Goal: Max Get Fans Messages About” Content (Who are Reach Fans News Feed Spreads to Reach, they?) ROI in News Feed Content Friends 1. Cut-Through 2. Engagement 3. Amplification
- 33. The vast majorityof brand exposure happens in the Newsfeed and on Profile pages Starbucks received 156 impressions for every 1 page view on their brand page Starbucks, Southwest & Bing: Ratio of Facebook Impressions for Fans & Friends of Fans to Page Views on Brand Fan Pages Source: comScore Social Essentials, U.S., May 2011 180 160 156 140 120 100 80 60 42 45 40 20 0 Starbucks Southwest Bing © comScore, Inc. Proprietary. 33
- 34. Understanding How FacebookWorks For Brands Facebook Fans are NOT regular visitors to Facebook Fan Pages. Marketers need to reach out to Fans in their News Feed with relevant content! Monthly Unique Visitors Brand No. of Fans To Facebook Fan Pages Coca Cola 24.0 Million 39,000 Oreos 17.5 Million 137,000 Best Buy 2.7 Million 175,000 Source: comScore, US data, Oct 2011 © comScore, Inc. Proprietary. 34
- 35. Friends of Fansrepresent a way for brands to efficiently amplify their reach substantially beyond Fans Earned FANS Exposed Fans Reach Frequency GRP Impressions Southwest 661K 2,457K 0.3% 3.7 1.1 Bing 1,070K 3,353K 0.5% 3.1 1.6 Starbucks 4,841K 13,664K 2.2% 2.8 6.3 Earned FRIENDS Exposed Friends Reach Frequency GRP Impressions Southwest 853K 1,460K 0.4% 1.7 0.7 Bing 2,035K 3,183K 0.9% 1.6 1.5 Starbucks 8,846K 18,073K 4.1% 2.0 8.4 Friends expand Fans Reach by 33% to 86% © comScore, Inc. Proprietary. 35
- 36. Fans and Friendsof Fans exposed to earned brand impressions on Facebook exhibit higher brand engagement, than the average user Friends Friends Friends Baseline Internet User Source: comScore Social Esessentials May2011 © comScore, Inc. Proprietary. 36
- 37. Brand Exposure inSocial Media Tends To Lead To Significantly Higher Usage of Owned Media Football club website reach amongst UK Internet Users 30.0 26.9 25.0 23.2 20.0 18.7 15.0 10.0 7.6 6.6 6.8 5.0 1.6 1.4 1.3 0.0 Total Exposed Exposed Total Exposed Exposed Total Exposed Exposed Internet Friend of Fan Internet Friend of Fan Internet Friend of Fan Fan Fan Fan Source: comScore Social Essentials, July 2011 © comScore, Inc. Proprietary. 37
- 38. Exposed Fans alsotend to spend more at Starbucks than the average Internet user Starbucks: Fans & Friends of Fans Purchase Activity vs. Average Internet User Source: comScore Social Essentials, U.S., May 2011 12% 11% 10% 8% 8% 6% 4% 2% 0% Spending per Buyer Transactions per Buyer © comScore, Inc. Proprietary. 38
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- 40. Mobile Social Networking:U.S. Smartphone Owners Lead the Way 63.3% Smartphone 44.5% Smartphone owners accessed at least owners accessed at least once in month once in month 61.5% Smartphone 38.4% Smartphone owners accessed at least owners accessed at least once in month once in month 60.7% Smartphone 37.9% Smartphone owners accessed at least owners accessed at least once in month once in month 47.4% Smartphone 34.7% Smartphone owners accessed at least owners accessed at least once in month once in month Product: MobiLens Data: Three month average ending September 2011* (*with the exception of Japan , Canada - 1 month data September 2011) © comScore, Inc. Proprietary. 40 Country: US, N= 30,659, EU5, N= 67,003, JP, N= 5,000 , CA, N= 5,500
- 41. Smartphones drive mobilesocial 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*
- 42. Tablets and ConnectedDevices: 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
- 43. Summary • Social networkingis the most popular online activity worldwide • It‟s not just young people using social networking anymore – it‟s everyone • The importance of Facebook cannot be overstated • „Digital natives‟ suggest communications are going social • Social networking leads in online display advertising volumes, but lags in corresponding share of budget • Mobile devices are fueling the social addiction
- 44. Thank You Mike Shaw Director, Marketing Solutions mshaw@comscore.com