1215 omma social eli goodman

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1215 omma social eli goodman

  1. 1. It‟s a Social WorldTOP Need-to-Knows about Social Networking10 Across the World and Where It‟s Headed Eli Goodman Media Evangelist @LosBuenos
  2. 2. TOP Need-to-Knows about Social Networking10 Across the World 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. 3. Social networking is a global phenomenon.
  4. 4. “ When I wrote „The World Is Flat‟ [2004]. . . Facebook didnt 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
  5. 5. 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 Messengers Networking Social Source: comScore Media Metrix, October 2011
  6. 6. 1 Social Networking is the Most Popular Online Activity Worldwide
  7. 7. The Rise of the GlobalSocial Networking Audience1,600 +88%1,400 Total Internet1,200 +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
  8. 8. 1 Nearly in 5 minutes online is spent on social networks today. 2008 2009 2010 201135 Social Networking30 Search/Navigation Retail25 Communications (Email/IM) Other ContentTime Spent on Key Categories OnlineWorldwide Hours per Month (Billions) Source: comScore Media Metrix, March 2007 - October 2011
  9. 9. Social Networking Behavior2 Both Transcends and Reflects Regional Differences around the World
  10. 10. 1/3 of the world‟s social Middle East - Africa networkers are in 9% Asia Pacific. Asia Pacific 33% Regional Share ofEurope Total Unique Visitors30% to Social Networking Latin America North America 10% 18% Source: comScore Media Metrix, October 2011
  11. 11. Yet 5 of the most engaged markets forsocial networking are in Latin America. Average Hours per Visitor11.1 10.7 10.4 10.2 9.8 8.7 8.5 8.3 7.9 7.7 Source: comScore Media Metrix, October 2011
  12. 12. 3 The Importance of Facebook Cannot Be Overstated
  13. 13. 3Facebook‟s worldwide site rank Facebook‟s global55% penetration Source: comScore Media Metrix, October 2011
  14. 14. 3 in 4 minutes on social networking sites are spent on Facebook1 in 7 minutes spent online are spent on Facebook Source: comScore Media Metrix, October 2011
  15. 15. Today, there are only 5 markets whereFacebook is not the leading social network. Russia Poland Japan China South Korea Source: comScore Media Metrix, October 2011
  16. 16. Social Networks in Selected MarketsTop 2 Where Facebook Is Not #1 Brazil Japan Poland40 25 2030 20 15 1520 10 1010 Orkut Twitter Nasza-klasa.pl 5 50 Facebook Facebook Facebook 0 0 Jan-10 Jan-11 Jan-10 Jan-11 Aug-2010 Aug-2011 Russia South Korea40 25 2030 Facebook surpassed 1520 Orkut in Brazil in 10 January 201210 VKontakte 5 Naver.com Café Odnoklassniki Cyworld 0 0 Jul-2010 Jul-2011 Total Unique Visitors (MM) Jan-10 Jan-11 Source: comScore Media Metrix, January 2010 - October 2011
  17. 17. Microblogging Has Emerged4 as a Disruptive New Force in Social Networking
  18. 18. MicrobloggingPlatform for short-form content updates
  19. 19. Growth of Twitter and 10 Most Tweeted Moments of 2011Jan-11 Apr-11 Jul-11 Oct-11 Total Unique Visitors (MM) 8,868160 7,166 7,671 7,196 7,0646,939120 6,303 6,436 MTV End of 6,049 Video 5,531 FIFA New Year Tweets per Second Music Women’s Awards80 World Cup BET Awards Steve Jobs Steve Jobs Resigns Passes Away40 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
  20. 20. Local Social Networks are5 Making Inroads Globally
  21. 21. 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 ProfileGeographic Composition of Site Visitors of Top 4 Global Social NetworksShare of Unique Visitors Source: comScore Media Metrix, Worldwide, October 2011
  22. 22. 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 VisitorsShare of Unique Visitors Source: comScore Media Metrix, October 2011
  23. 23. It‟s Not Just Young People6 Using Social Networking Anymore – It‟s Everyone
  24. 24. 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
  25. 25. Women still spend more time on social than men, butthe 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 VisitorSocial Networking Engagement AmongWorldwide Demographic GroupsAverage Hours per Visitor Source: comScore Media Metrix, Worldwide, October 2011
  26. 26. „Digital Natives‟ Suggest7 Communications are Going Social
  27. 27. Today‟s generation of teenagers andyoung adults represent a new breedof Internet users, often called “digitalnatives”* for growing up alongsidecomputers, the Internet and digitalmedia. Source: Marc Prensky, “Digital Natives: Digital Immigrants”.
  28. 28. saw the largest decline in engagement with web-based15-24 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 NetworkingChange in Average Time Spent with Content Categoryby Age Segment Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
  29. 29. 8 Social Networking Leads in Online Display Advertising in the U.S., But Lags in Share of Dollars
  30. 30. in 4 U.S. display adimpressionsappeared on SocialNetworking sites of all ad impressions 5% in the U.S. were “socially-enabled” Source: comScore Ad Metrix, U.S., October 2011
  31. 31. 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
  32. 32. 9 The Next Disrupters Have Yet to Be Decided
  33. 33. Who could the next disrupters be? 2013 2014 2015 2016
  34. 34. Google+ surged to 25 million visitors in less than a month – faster than any other social network. Months to Reach 25 Million Visitors0 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
  35. 35. 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 BadooTotal Unique Visitors (MM) Source: comScore Media Metrix, Worldwide, October 2011 vs. October 2010
  36. 36. 10 Mobile Devices Are Fueling the Social Networking Addiction
  37. 37. 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*
  38. 38. Tablets and Connected Devices:The Future of Mobile Social Networking?Incremental Reach and Duration of Time Spent on SelectedCategories 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% 1.9xSocial Networking 12.5% 2.8x Retail 8.7% 2.5x Source: comScore Custom Analytics, U.S., September 2011
  39. 39. What we are witnessing is the dawn of atruly connected era, where socialnetworking platforms integrate moreseamlessly with our lives through mobiletechnology.
  40. 40. TOP Need-to-Knows about Social Networking10 Across the World 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
  41. 41. It‟s a Social WorldTOP Need-to-Knows about Social Networking10 Across the World and Where It‟s HeadedEli Goodmanegoodman@comscore.com@LosBuenos

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