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![“ 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](https://image.slidesharecdn.com/comscoresocialworlddeckfinal1-120106103443-phpapp01-120128213247-phpapp01/85/Social-World-comScore-5-320.jpg)
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Social World - comScore
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.
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Social World - comScore
- 1. It‟s a SocialWorld 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 isa 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 Iwrote „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 OC 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 digitalmedia landscape has changed immensely, influenced by social networking.
- 8. 1 Social Networking is the Most Popular Online Activity Worldwide
- 9. 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
- 10. As people beganto get connected, they immediately began connecting with one another.
- 11. 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
- 12. Social Networking Behavior 2 Both Transcends and Reflects Regional Differences around the World
- 13. Despite differences ingovernment, infrastructure, availability of Internet access, and cultural practices, social networking is growing around the world.
- 14. Percentage of MachinesIncluded 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 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
- 17. 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
- 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 siterank 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, Facebookhas 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 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
- 26. Social Networks inSelected 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- formcontent updates
- 29. @ @ Twitter reaches 1 in 10 global@ online users. Source: comScore Media Metrix, Worldwide, October 2011
- 30. Growth of Twitterand 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 serviceson the rise 166.5M 48.1M Source: comScore Media Metrix, October 2011
- 32. Local Social Networksare 5 Making Inroads Globally
- 33. As global socialnetworking continues to expand, there is a shift in the geographic footprint of some major sites.
- 34. Majority of theaudiences 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 thetop 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 socialnetworks 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 JustYoung People 6 Using Social Networking Anymore – It‟s Everyone
- 38. 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
- 39. 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
- 40. „Digital Natives‟ Suggest 7 Communications are Going Social
- 41. Today‟s generation ofteenagers 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 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
- 43. …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
- 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‟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
- 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 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
- 50. 9 The Next Disrupters Have Yet to Be Decided
- 51. 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
- 52. Who could thenext disrupters be? 2013 2014 2015 2016
- 53. 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
- 54. Fastest Growing Top-TierGlobal 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 SocialNetworks 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 Penetrationin 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 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*
- 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 NetworkingActivity 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 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
- 62. What we arewitnessing 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 SocialWorld TOP Need-to-Knows about Social Networking 10 and Where It‟s Headed Questions? Reach us at press@comscore.com Connect with @comScore on Facebook, Twitter, and LinkedIn