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IT’S A SOCIAL WORLD
Top 10 Need-to-Knows About Social Networking and Where It’s Headed
 
2
Introduction
With the widespread adoption o the Internet around the world came the rise o social networking as a globalphenomenon. 
In March 2007, Social Networking as a category had a global audience o less than 500 million users,representing just 56 percent o the world’s online population. In those days, as Thomas Friedman put it, “‘Twitter’ wasa sound, the ‘cloud’ was in the sky, ‘4G’ was the name o a parking space... and ‘Skype’ or most people was a typo.”*Email reigned supreme as the king o communication channels online, and the word ‘riend’ was just beginning itsmetamorphosis rom the rigid unidimensional noun it was to the ubiquitous, transormative verb it has become.
Since then, the digital landscape has changed immensely.
Social networks, which provide platorms or online usersto connect, share, and build relationships with others online, have orever altered the lives o individuals, communities andsocieties all over the world. The growth in popularity o social networking has also created and engendered new onlineconsumer behaviors. The goal o this report is to rame the current state o social networks through the lens o how usersaround the world have grown to use them over time. A primer o sorts, this report addresses questions such as:
•Howextensiveisconsumerusageofsocialnetworkingandhowdoesitvarybycountry?•Whatisthecurrentrateofsocialnetworkingadoptionindifferentpartsoftheworld? •Whichsitesaredrivingthisadoptionindifferentmarkets?•Howaretheseconsumerusagedynamicschangingovertime?•Wheredothesetrendsappeartobeheadedinthefuture? 
 This report oers a comprehensive summary o the current state o social networking activity, as measured via passivelyobserved digital consumer behavior, providing essential background research and analysis or anyone trying to get a handleon the arreaching topic o social networking and its implications.
*“ThomasFriedmanon‘HowAmericaFellBehind’”.NPR.org.Retrieved7December2011.http://www.npr.org/2011/09/06/140214150/ thomas-friedman-on-how-america-fell-behind 
 
 
Contents
TOP 10 NEED-TO-KNOWS ABOUT SOCIAL NETWORKING AND WHERE IT’S HEADED
Social networking is the most popular online activity worldwideSocial networking behavior both transcends and reects regional dierences around the worldThe importance o Facebook cannot be overstatedMicroblogging has emerged as a disruptive new orce in social networkingLocal social networks are making inroads globallyIt’s not just young people using social networking anymore – it’s everyone‘Digital natives’ suggest communications are going socialSocial networking leads in online display advertising in the U.S., but lags in share o dollarsThe next disrupters have yet to be decidedMobile devices are ueling the social addictionMethodology & DefnitionsAbout comScoreAppendix: Country Snapshots
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 A few notes about the datasources for this report: 
AlldatainthisreportsourcedtocomScoreMediaMetrixisbasedonInternetusagefromhomeandwork-basedcomputersfromcomScore’s proprietary,opt-inresearchpanel,consistingof2Millionpeoplesourcedfrom171countries.Dataisindividuallyreportedfor43ofthosecountries.MediaMetrixdataexcludesactivityfrommobilephones,tabletsandotherconnecteddevices.DatafrommobiledevicescomesfromtwootherproductsinthecomScoremobilesolutionssuitewhichareavailableinasubsetofthesemarketsandaresourcedaccordingly.comScoreMobiLensdataissourcedfromanintelligentonlinesurveyofnationallyrepresentativesamplesofmobilesubscribersage13+intheU.S.,UK,France,Germany,Spain,Italy,Canada,andJapan.comScoreGSMAMobileMediaMetrics(MMM)providesacensus-levelsolutionformobilemediareportingintheUK,takingirreversiblyanonymisedmobileInternetusagedatafrom3ofthe4UKmobileoperatorscomScoreAdMetrixdatasourcedinthisreportreferstotheU.S.marketonly.
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