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State of Social Networking

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State of Social Networking The State of Social Media Online Marketing Institute London, Feb 2012 Mike Shaw Director, Marketing Solutions comScore’s Innovative Approach Revolutionizes 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 It is difficult to 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 PercentageMore of Machines than halfIncluded of in local UDM Measurementonline 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 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 Nearly1 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 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 Yet 5 of the most engaged markets for social networking are in Latin America. 11.1 Average Hours per Visitor 10.7 10.4 10.2 9.8 8.7 8.5 8.3 7.9 7.7 Source: comScore Media Metrix, October 2011 Average Hours per Person in Latin America 7.6 Spent on Social Networking Average Hours per Person in Asia Pacific 2.9 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 Social Media sites draw more UK visitors than retail, e-mail, and news sites % Reach 95.3 100 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 The Growth of Today‟s Social Networking Leaders 2007 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 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 Social Media‟s Online Audience 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 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% 80.0% 79.9% 79.4% 78.7% 75.0% 74.6% 71.6% 70.6% 71.7% % Reach % 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 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 Age 45-54 Females 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 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% -37% -34% -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 …but also saw the highest increase in engagement with social networking. 34% 25% 21% 15% 12% 1% -4% -3% -8% -22% -32% -37% -34% -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 Social For digital natives, 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 Social Media‟s Impact on Marketing 3 Facebook‟s worldwide site rank Facebook‟s global 55% penetration Source: comScore Media Metrix, October 2011 in 4 minutes on social networking 3 sites are spent on Facebook in 7 minutes spent online 1are spent on Facebook Source: comScore Media Metrix, October 2011 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 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 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 75% of ads will 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 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 Are Facebook Brand Pages 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 Leading Brands on Facebook 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 23.1 25.0 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 The Power of Like: White Paper from comScore & Facebook To download white paper please visit www.comscore.com/like © comScore, Inc. Proprietary. 30 49% of time spent 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.
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