1. It‟s a Social World
TOP Need-to-Knows about Social Networking
10 Across the World and Where It‟s Headed
Eli Goodman
Media Evangelist
@LosBuenos
2. TOP
Need-to-Knows about Social Networking
10 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
4. “ 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
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. 1
Social Networking is the
Most Popular Online Activity
Worldwide
7. 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
8. 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
10. 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
11. 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
12. 3 The Importance of Facebook
Cannot Be Overstated
13. 3Facebook‟s worldwide site rank
Facebook‟s global
55% penetration
Source: comScore Media Metrix, October 2011
14. 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
15. Today, there are only 5 markets where
Facebook is not the leading social network.
Russia
Poland
Japan
China
South Korea
Source: comScore Media Metrix, October 2011
16. Social Networks in Selected Markets
Top 2 Where Facebook Is Not #1
Brazil Japan Poland
40 25 20
30 20 15
15
20
10
10
10 Orkut Twitter Nasza-klasa.pl
5
5
0 Facebook Facebook Facebook
0 0
Jan-10 Jan-11
Jan-10 Jan-11 Aug-2010 Aug-2011
Russia South Korea
40 25
20
30
Facebook surpassed
15
20 Orkut in Brazil in
10
January 2012
10 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
19. 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 7,671
7,196
7,064
6,939
120
6,303 6,436 MTV
End of 6,049
Video
5,531 FIFA
New Year Tweets per Second Music
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
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
Profile
Geographic Composition of Site Visitors of Top 4 Global Social Networks
Share of Unique Visitors
Source: comScore Media Metrix, Worldwide, October 2011
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 Visitors
Share of Unique Visitors
Source: comScore Media Metrix, October 2011
23. It‟s Not Just Young People
6 Using Social Networking
Anymore – It‟s Everyone
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. 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
27. 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”.
28. 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
29. 8
Social Networking Leads in
Online Display Advertising in
the U.S., But Lags in Share of
Dollars
30. 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
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
33. Who could the next disrupters be?
2013 2014 2015 2016
34. 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
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 Badoo
Total Unique Visitors (MM)
Source: comScore Media Metrix, Worldwide, October 2011 vs. October 2010
36. 10
Mobile Devices Are Fueling
the Social Networking
Addiction
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. 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
39. 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.
40. TOP
Need-to-Knows about Social Networking
10 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. It‟s a Social World
TOP Need-to-Knows about Social Networking
10 Across the World and Where It‟s Headed
Eli Goodman
egoodman@comscore.com
@LosBuenos
