It‟s a Social World
TOP Need-to-Knows about Social Networking 10 and Where It‟s Headed 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 Social networking is a global phenomenon. IN MARCH 2007 The Social Networking category had a global audience of
million
528.7 <500 users. 429.8 356.3
56.4%
Total Unique Visitors (MM) Visitors Unique Total of the world‟s online population Email Instant Social
Messengers Networking
Source: comScore Media Metrix, March 2007 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 IN OCTOBER 2011 Around the world, Social Networking 1,179.4 now reaches billion 916.8 1.2 users.
444.9 82.4%
Total Unique Visitors (MM) Visitors Unique Total of the world‟s online population Email Instant Social
Messengers Networking
Source: comScore Media Metrix, October 2011 Today, the digital media landscape has changed immensely, influenced by social networking.
Social Networking is the Most Popular Online Activity 1 Worldwide 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 As people began to get connected, they immediately began connecting with one another. 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 Social Networking Behavior Both Transcends and Reflects 2 Regional Differences around the World Despite differences in government, infrastructure, availability of Internet access, and cultural practices, social networking is growing around the world. PercentageMore of Machines than halfIncluded of in local UDM Measurementonline 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 But despite widespread North America North adoption, America thereEurope Middle East & Africa Asia Pacific
Canada 94% Argentina 96% Austria 86% Israel 94% Australia 96% United States 98% Brazil are97% disparities Belgium 93% Southin Africa 88% China 53% Chile 94% Denmark 94% Hong Kong 93% Colombia 96% Finland 91% India 95% Mexico social96% France networking 91% Indonesia 94% Peru 96% Germany 90% Japan 58% Puerto Rico 90% Ireland 95% Malaysia 94% Venezuela 96% across Italy geographies93% New Zealand 95% Netherlands 94% Philippines 96% Norway 89% Singapore 94% andPoland demographic95% South Korea 87% Portugal 96% Russia 88% Spain 98% Taiwan 94% Percentage of Online Population Sweden groups. 93% Vietnam 85% Using Social Networking Switzerland 90% around the World Turkey 96% % Reach of Online Population United Kingdom 98% 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 Share of Total Time Spent in Latin America 28% on Social Networking
Share of Total Time Spent in Asia Pacific 11% 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 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 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 The Importance of Facebook 3 Cannot Be Overstated 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 Since 2010, Facebook has taken the lead in 6 new markets across Asia, Latin America, and Europe.
Jan-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 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 Social Networks in Selected Markets Top 2 Where Facebook Is Not #1 Brazil Japan Poland
40 25 20
20 30 15 15 20 10 10 10 Orkut Twitter Nasza-klasa.pl 5 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 Total Unique Visitors (MM) Jan-10 Jan-11 Jul-2010 Jul-2011
Source: comScore Media Metrix, January 2010 - October 2011 Microblogging Has Emerged as a Disruptive New Force in 4 Social Networking Microblogging Platform for short- form content updates @ @ Twitter reaches 1 in 10 global@ online users.
Source: comScore Media Metrix, Worldwide, October 2011 Growth of Twitter and 10 Most Tweeted Moments of 2011
Jan-11 Apr-11 Jul-11 Oct-11
Total Unique Visitors (MM) 8,868 160 7,166 7,196 7,671 7,064 6,939 120 6,436 MTV 6,303 End of Music 6,049 FIFA Tweets per Second 5,531 Video New Year 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 Other microblogging services on the rise
48.1
43.9
Source: comScore Media Metrix, October 2011 Local Social Networks are 5 Making Inroads Globally As global social networking continues to expand, there is a shift in the geographic footprint of some major sites. 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 Profile
Geographic Composition of Site Visitors of Top 4 Global Social Networks Share of Unique Visitors
Source: comScore Media Metrix, Worldwide, October 2011 5 of the top 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 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 Visitors Share of Unique Visitors
Source: comScore Media Metrix, October 2011 It‟s Not Just Young People Using Social Networking 6 Anymore – It‟s Everyone 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 „Digital Natives‟ Suggest Communications are Going 7 Social Today‟s generation of teenagers 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”. 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
67.1
Average Minutes per Visitor (15-24)
Source: comScore Media Metrix, Worldwide, October 2011 Social Networking Leads in Online Display Advertising in 8 the U.S., But Lags in Share of Dollars in 4 U.S. display ad impressions appeared on Social Networking sites
of all ad impressions in the U.S. were 5% “socially-enabled”
Source: comScore Ad Metrix, U.S., October 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 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 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 The Next Disrupters Have 9 Yet to Be Decided 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 Who could the next disrupters be?
2012 2013 2014 2015 2016 2017 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 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 Badoo
Total Unique Visitors (MM)
Source: comScore Media Metrix, Worldwide, October 2011 vs. October 2010 Selected Global Social Networks 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 Mobile Devices Are Fueling the Social Networking 10 Addiction Social Networking Penetration in 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* 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* 32.3 In the UK, mobile Mobile App browser and app Mobile Browser Classic Web audiences account for
less than a third of
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
Source: comScore GSMA MMM Metrix, October UK, 2011Media GSMA MMM andcomScore Source: 2.8
0.6 1.2
Twitter Facebook Mobile Social Networking Activity 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 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 What we are witnessing is the dawn of a truly connected era, where social networking platforms integrate more seamlessly with our lives through mobile technology. 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 It‟s a Social World
TOP Need-to-Knows about Social Networking 10 and Where It‟s Headed
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