4. Percentage of Machines Included 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 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
6. 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
7. 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
8. 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
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
11. 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
12. 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
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 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
16. 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
17. 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
18. …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
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
21. 3Facebook‟s worldwide site rank
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 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
24. 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
25. 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
27. 1 out of 12 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
32. Brands control the three 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
41. 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*
42. 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
43. Summary
• Social networking is 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