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Global Faces and Networked Places Nielsen Report Mar09

Global Faces and Networked Places Nielsen Report Mar09

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Published by yiah
Social Networking’s New Global Footprint
March 9th, 2009 Posted in Global, Media And Entertainment, Nielsen News, Online And

http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/



Two-thirds of the world’s Internet population visit social networking or blogging sites, accounting for almost 10% of all internet time, according to a new Nielsen report “Global Faces and Networked Places.” If data captured from December 2007 through December 2008 is any indication, that percentage is likely to grow as time spent on social network and blogging sites is growing more than three times the rate of overall Internet growth.

“Social networking has become a fundamental part of the global online experience,” commented John Burbank, CEO of Nielsen Online. “While two-thirds of the global online population already accesses member community sites, their vigorous adoption and the migration of time show no signs of slowing.”
More Time For Community

Time spent on social network sites is also expanding: Across the globe in 2008 activity in ‘Member Communities’ accounted for one in every 15 online minutes - now it accounts for one in every 11. In Brazil the average is one of every four minutes and in UK it’s one in every six minutes.
Not Just For The Young

While social networks started out among the younger audience, they’ve become more mainstream
with the passage of time. Not surprisingly the audience has become broader and older. This shift has primarily been driven by Facebook whose greatest growth has come from people aged 35-49 years of age (+24.1 million). From December 2007 through December 2008, Facebook added almost twice as many 50-64 year old visitors (+13.6 million) than it has added under 18 year old visitors (+7.3 million).
Social Networking’s New Global Footprint
March 9th, 2009 Posted in Global, Media And Entertainment, Nielsen News, Online And

http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/



Two-thirds of the world’s Internet population visit social networking or blogging sites, accounting for almost 10% of all internet time, according to a new Nielsen report “Global Faces and Networked Places.” If data captured from December 2007 through December 2008 is any indication, that percentage is likely to grow as time spent on social network and blogging sites is growing more than three times the rate of overall Internet growth.

“Social networking has become a fundamental part of the global online experience,” commented John Burbank, CEO of Nielsen Online. “While two-thirds of the global online population already accesses member community sites, their vigorous adoption and the migration of time show no signs of slowing.”
More Time For Community

Time spent on social network sites is also expanding: Across the globe in 2008 activity in ‘Member Communities’ accounted for one in every 15 online minutes - now it accounts for one in every 11. In Brazil the average is one of every four minutes and in UK it’s one in every six minutes.
Not Just For The Young

While social networks started out among the younger audience, they’ve become more mainstream
with the passage of time. Not surprisingly the audience has become broader and older. This shift has primarily been driven by Facebook whose greatest growth has come from people aged 35-49 years of age (+24.1 million). From December 2007 through December 2008, Facebook added almost twice as many 50-64 year old visitors (+13.6 million) than it has added under 18 year old visitors (+7.3 million).

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Published by: yiah on Mar 10, 2009
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06/14/2009

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March 2009
Global Faces andNetworked Places
A Nielsen report onSocial Networking’sNew Global Footprint
Social networks/blogs now 4
th
 most popular onlinecategory – ahead opersonal e-mailThese sites account orone in every 11 minutes onlineOrkut in Brazil has the largest domesticonline reach (70%) o any social networkanywhere in the worldFacebook has the highest average time per visitoramongst the 75 most popular brands online worldwide
INSIDE:
 
1
How social networks are creatinga potentially transormationalchange in consumer behaviour
Social Networking has been the globalconsumer phenomenon o 2008.Two-thirds o the world’s Internetpopulation
1
visit a social network orblogging site and the sector nowaccounts or almost 10% o all internettime. ‘Member Communities’
2
hasovertaken personal Email to become theworld’s ourth most popular onlinesector ater search, portals and PCsotware applications.The story is consistent across the world,‘Member Communities’ has taken aoothold in every major market rom50% o the online population in Switzerlandand Germany to 80% in Brazil. Facebookhas become the largest player on theglobal stage, dominant in many countries, yet localised oerings have won the dayin many others.However, the growth in popularity osocial networks – and the resultantbroadening audience – is only hal thestory. The staggering increase in theamount o time people are spending onthese sites is changing the way peoplespend their time online and hasramications or how people behave,share and interact within their normaldaily lives.Consequently, the global media andadvertising industries are aced with newchallenges around the opportunities andrisks this new consumer mediumcreates. Social networks providecompetition to traditional publishers orconsumer attention and at the sametime, acilitate new ways or publishers
Report Highlights
Putting the growth o social1.networks – popularity andengagement – into contextHow the audience to social2.networks is changingThe challenges acing3.advertisers on social networksWhat advertisers can do to4.nd the magic ormula oradvertising in social networksFactors contributing to the5.Facebook phenomenonWhy localisation has won the6.day in many countriesWhere mobile social networking7.has taken the greatest holdWhat ‘traditional’ publishers8.can do in the ace o the socialnetwork phenomenonand advertisers to connect with theiraudiences. So how do they need tochange their strategies accordingly?Consumer engagement within socialnetworks has the potential to changethe way consumers are targeted, not just through the digital medium, butthrough all orms o traditional media.Whilst a ew billion dollars o ad revenuecan’t be wrong, the prevailing wisdom isthat the current level o advertisingactivity on social networks isn’tconsummate with the size – and highlyengaged levels – o the audience. Thesocial networks and advertising industryhaven’t quite yet ound that magicormula to make this happen.The industry is aced with a real ‘Catch-22’situation. Part o Facebook’s extraordinarysubscriber growth is due to a cleandesign with little advertising clutter;consequently, the audience growthhasn’t been accompanied by a similarsurge in advertising revenue. On theother hand, MySpace’s more customisableentertainment and content-orientedoering – carrying more advertising –has been more successul at attractingadvertising revenue, yet MySpace’saudience is fattening. The industry willbe watching very closely at which one othese undamental dierences in strategywill prove the most successul inattracting advertising revenue in 2009.This report puts the global socialnetwork phenomenon during 2008 intocontext, providing insights and lessonsor the networks themselves, advertisersand the media industry on how to takeadvantage o what’s happening onlinearound “Global Faces and NetworkedPlaces”.
Introduction
1
In this report, the terms ‘Global’ or ‘World’ encompass the ollowing countries in which Nielsen Onlinehas a NetView panel – USA, Brazil, United Kingdom, France, Germany, Italy, Spain, Switzerland andAustralia. (Whilst Japan gures are shown in certain graphs, Japanese data isn’t included in any globalgures.)
2
Nielsen Online’s ‘Member Community’ category includes both social networking and blogging websites.
Copyright © 2009 The Nielsen Company
 
2
Dec-08Dec-07
61%5.4%67%65%9.9%75%63%9.9%73%67%2.7%70%59%10.3%69%64%2.6%67%64%2.9%67%55%4.9%59%39%12.5%51%41%9.6%51%
  S  w  i  t  z e  r  l  a  n d  *  G e  r  m  a  n  y  *  A  u s  t  r  a  l  i  a  F  r  a  n c e  U  S  A  U  K   J  a  p  a  n  I  t  a  l  y  S  p  a  i  n  B  r  a  z  i  l  *  G  l o  b  a  l
78%
1.4%
80%
 
78%
    1
Figure 2: Germany has seen the greatest increase in online reach oMember Community websitesFigure 1: Member Community growth twice that o any o the other vemost popular sectors
Source: Nielsen Online, Global Index, December 2007 – December 2008. E.g. In Dec 08 the Search sector reached 1.9% (points) more of the world’s online population than it did in Dec 07 
1
‘Global’ refers to AU, BR, CH, DE, ES, FR, IT, UK & USA only Source: Nielsen Online, NetView, Home and Work Data, December 2007 – December 2008 (*Home only). E.g. InDec 08 ‘Member Communities’ reached 67% of the global online population compared to 61% in Dec 07 
1
‘Global’ refers to AU, BR, CH, DE, ES, FR, IT, UK & USA only (JP figure not included in Global figure)
Social network and blogging sitesare now the ourth most popularactivity on the Internet 
‘Member Communities’ now reach over5 percentage points more o the Internetpopulation than it did a year ago – agrowth rate more than twice that o anyo the other our largest sectors.The strongest growth has come inGermany where the sector now reaches51% o Germans online compared to39% a year ago – an actual increase oover 12 percentage points.Large growth has also occurred in theUK, Spain, Italy and Switzerland – thesector reaching 10% percentage pointsmore o the online population in each othese countries than it did a year ago.
RankSectorGlobal
1
 ActiveReachDec 08Global
1
 ActiveReachDec 07% PointIncrease inActiveReach
1Search85.9%84.0%1.9%2General Interest Portals & Communities85.2%83.4%1.9%3Sotware Manuacturers73.4%72.0%1.4%4Member Communities66.8%61.4%5.4%5E-mail65.1%62.5%2.7%
Natural German reserve when it comesto disclosing personal data resulted insocial networking taking o later than inmost other countries. As in manycountries, younger people were the rstin Germany to embrace social networks.However, the activity is starting tospread to the wider online populationdue to sites like “Wer-kennt-wen”,literally translated as “Who KnowsWhom.” Including neighbourhoodcommunities and job-related networks,“W-k-w” addresses a more mainstreamaudience than previous dominant playerssuch as StudiVZ, which targets students.Takeovers by big traditional mediacompanies – bringing signicantinvestment and managementexperience – have also helped bringsocial networking to a wider audience.Publisher Holtzbrinck bought StudiVZ(within eight months its audience grewby 168%) and ater TV network RTL, asubsidiary o media giant Bertelsmann,bought “W-k-w”, its reach tripledwithin a year.
Germany arrives later to thesocial network party
Facebook has started to make a biggerimpression since launching a Germanlanguage interace in March 2008 – the lastsix months o 2008 saw the site triple itsaudience to over 2.4 million Unique Visitors.However, Facebook is still only the sixthmost popular social network in Germanyas local players already had a signicanthead start. In act, StudiVZ, started in2006, was so similar to Facebook thatFacebook sued it in a Caliornian court in2008, alleging that StudiVZ copied its look,eel, eatures and services. StudiVZ deniedthe claims.
Copyright © 2009 The Nielsen Company

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