Its a Social World

TOP

10

Need-to-Knows about Social Networking and Where Its Headed

TOP

10
1
2 3

Need-to-Knows about Social Networking and Where Its Headed

Social networking is the most popular online activity worldwide
Social networking behavior both transcends and reflects regional differences around the world The importance of Facebook cannot be overstated

4
5 6

Microblogging has emerged as a disruptive new force in social networking

Local social networks are making inroads globally Its not just young people using social networking anymore its everyone

7
8 9 10

Digital natives suggest communications are going social

Social networking leads in online display advertising in the U.S., but lags in share of dollars The next disrupters have yet to be decided Mobile devices are fueling the social addiction

Social networking is a global phenomenon.

IN MARCH 2007

Total Unique Visitors (MM)

528.7 429.8 356.3

The Social Networking category had a global audience of million users.

<500

56.4%
Email Instant Messengers Social Networking

of the worlds online population

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

I N O C TO B E R 2 0 11

1,179.4

Around the world, Social Networking now reaches

Total Unique Visitors (MM)

916.8

1.2
444.9

billion users.

82.4%
Email Instant Social Messengers Networking

of the worlds online population

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 Worldwide

The Rise of the Global Social Networking Audience

1,600
1,400 1,200 1,000 800 600 400 200
Worldwide Total Unique Visitors (MM)

+88%
Total Internet

+174%
Social Networking

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.

Nearly in 5 minutes online is spent on social networks today.

2008
35
Social Networking

2009

2010

2011

30 25

Search/Navigation

Retail
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 Regional Differences around the World

Despite differences in government, infrastructure, availability of Internet access, and cultural practices, social networking is growing around the world.

Percentage of Machines Included in UDM Measurement

More than half of local online populations engage in social networking.

Latin America Europe Middle East & Africa Asia Pacific

North America

Canada United States

94% 98%

Argentina Brazil Chile Colombia Mexico Peru Puerto Rico Venezuela

96% 97% 94% 96% 96% 96% 90% 96%

Percentage of Online Population Using Social Networking around the World* % Reach of Online Population
* Data is based on the 43 countries on which comScore reports individually.

Austria Belgium Denmark Finland France Germany Ireland Italy Netherlands Norway Poland Portugal Russia Spain Sweden Switzerland Turkey United Kingdom

86% 93% 94% 91% 91% 90% 95% 93% 94% 89% 95% 96% 88% 98% 93% 90% 96% 98%

Israel South Africa

94% 88%

Australia China Hong Kong India Indonesia Japan Malaysia New Zealand Philippines Singapore South Korea Taiwan Vietnam

96% 53% 93% 95% 94% 58% 94% 95% 96% 94% 87% 94% 85%

Source: comScore Media Metrix, October 2011

North America

Canada United States

94% 98%

Percentage of Online Population Using Social Networking around the World % Reach of Online Population

But despite widespread adoption, there are disparities in social networking across geographies and demographic groups.
North America Europe Argentina Brazil Chile Colombia Mexico Peru Puerto Rico Venezuela 96% 97% 94% 96% 96% 96% 90% 96% Austria Belgium Denmark Finland France Germany Ireland Italy Netherlands Norway Poland Portugal Spain Sweden Switzerland Turkey United Kingdom 86% 93% 94% 91% 91% 90% 95% 93% 94% 89% 95% 96% 98% 93% 90% 96% 98% Israel South Africa

Middle East & Africa

Asia Pacific

94% 88%

Australia China Hong Kong India Indonesia Japan Malaysia New Zealand Philippines Singapore South Korea Russia Taiwan Vietnam

96% 53% 93% 95% 94% 58% 94% 95% 96% 94% 87% 88% 94% 85%

1/3 of the worlds social

Middle East Africa

9%

Asia Pacific

networkers are in Asia Pacific.

33%
Europe

30%

Regional Share of Total Unique Visitors to Social Networking

Latin America

North America

10%
Source: comScore Media Metrix, October 2011

18%

Yet 5 of the most engaged markets for social networking are in Latin America.
11.1 10.7
Average Hours per Visitor

10.4

10.2

9.8

8.7

8.5

8.3

7.9

7.7

Source: comScore Media Metrix, October 2011

28% 11%
Latin America Middle East - Africa Europe North America Asia Pacific

Share of Total Time Spent in Latin America on Social Networking

Share of Total Time Spent in Asia Pacific on Social Networking

28% 27% 24% 17% 11%

%
Source: comScore Media Metrix, October 2011

Regional Share of Time Spent on Social Networking

Social Networking Total Minutes as a % of Total Minutes Online

7.6 2.9
7.6

Average Hours per Person in Latin America Spent on Social Networking

Average Hours per Person in Asia Pacific Spent on Social Networking

7.2

7.0

6.4 2.9

%
Source: comScore Media Metrix, October 2011

Latin America

Middle East - Africa

Europe

North America

Asia Pacific

Average Engagement with Social Networking by Region

Average Hours per Visitor

Across all regions,

women are more social.

Latin America Europe North America Asia Pacific Worldwide
Females 15+

8.2 6.9 8.2 6.3 7.9 6.0 3.3 2.7 6.5 5.0
Males 15+

Average Engagement with Social Networking by Gender

Average Hours per Visitor
Source: comScore Media Metrix, October 2011

The Importance of Facebook Cannot Be Overstated

3 55%

Facebooks worldwide site rank

Facebooks global penetration

Source: comScore Media Metrix, October 2011

in 4 minutes on social networking sites are spent on Facebook

in 7 minutes spent online are 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.
Apr-2010 Facebook overtakes Windows Live Profile in Portugal Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Facebook overtakes StudiVZ Sites in Germany

an-2010

Oct-2011

788.2

471.4
Facebook overtakes Windows Live Profile in Mexico

Facebook overtakes Orkut in India

Facebook overtakes Yahoo! Wretch in Taiwan

Facebook overtakes Hyves in the Netherlands

Facebooks 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.

Poland China

Russia Japan South Korea Vietnam

Brazil

Source: comScore Media Metrix, October 2011

Top 2
Brazil
40 30 20 10 0

Social Networks in Selected Markets Where Facebook Is Not #1

Japan
25 20 15
10 20 15

Poland

10

Orkut Facebook
Jan-11

5
0

Twitter Facebook
Jan-11

5 0

Nasza-klasa.pl Facebook
Aug-2011

Jan-10

Jan-10

Aug-2010

Russia
40 30 20 10 10 0 25 20 15

South Korea

VKontakte Odnoklassniki
Jan-11

5
0

Naver.com Caf Cyworld

Jul-2011

Jan-10

Jul-2010

Total Unique Visitors (MM)

Source: comScore Media Metrix, January 2010 - October 2011

Microblogging Has Emerged as a Disruptive New Force in Social Networking

Microblogging
Platform for shortform content updates

Twitter reaches online users.

1 in 10 global@
Source: comScore Media Metrix, Worldwide, October 2011

@ @

Growth of Twitter and 10 Most Tweeted Moments of 2011

Jan-11 Total Unique Visitors (MM) 160 Apr-11 Jul-11 Oct-11

8,868 7,196 7,166 7,064

MTV Music Video Awards

7,671

120

6,939 6,303
New Year

6,436

Tweets per Second

5,531

80

End of FIFA Womens World Cup

6,049

BET Awards

Steve Jobs Resigns

Steve Jobs Passes Away

40

NBA Finals UEFA Champions League Final Brazil Eliminated from the Copa America Troy Davis Executed

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 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 limited to the U.S. or English-speaking countries.
61.8% 80.2% 19.8%
Facebook

Outside the U.S.

80.0% 20.0%
Twitter

90.9% 9.1%
Windows Live Profile

38.2%

Inside the U.S.

LinkedIn

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 Ireland United States Canada Denmark United Kingdom New Zealand Australia Singapore Belgium 20.4% 18.7% 17.5% 17.4% 16.6% 15.8% 14.8% 13.3% 12.8% 27.2%

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 Outside Russia 43%

Inside Russia 57% Odnoklassniki

Outside Russia 41%

Inside Russia 59%

Geographic Composition of Site Visitors Share of Unique Visitors

Source: comScore Media Metrix, October 2011

Its Not Just Young People Using Social Networking Anymore Its Everyone

Males and users 55+ represent the fastest growing segment in social networking.
+5.0 +8.0
84.4% 79.4% 75.0% 71.6% 83.0%

+8.4 +8.4
80.0% 74.6% 70.6% 71.7% 82.9%

+5.3 +9.4
79.9%

+9.3
81.0% 78.7%

83.9%

% 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.
Age 55+
Age 45-54 Age 35-44 Age 25-34 Age 15-24
Average Hours per Visitor Social Networking Engagement Among Worldwide Demographic Groups Average Hours per Visitor
Source: comScore Media Metrix, Worldwide, October 2011

4.9 2.7

6.4
3.9 5.6 3.9 5.8 4.9 8.6 7.5

Females Males

Digital Natives Suggest Communications are Going Social

Todays 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.

15-24 year olds

34% 25%

saw the largest decline in engagement with web-based email and instant messaging
21% 15% 1% 12%

-8%
-22% -32% -42%
Age 15-24 Age 25-34

-4%

-3%

-37%
Age 35-44
Instant Messengers

-34%
Age 45-54
Email

-36%
Age 55+
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% 15% 1% 21% 12%

-8%
-22% -32% -42%
Age 15-24 Age 25-34

-4%

-3%

-37%
Age 35-44
Instant Messengers

-34%
Age 45-54
Email

-36%
Age 55+
Social Networking

Change in Average Time Spent with Content Category by Age Segment

Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

For digital natives, social networking is the norm.

Social Networking

483.0

Instant Messengers

264.7

Email

67.1

Average Minutes per Visitor (15-24)

Source: comScore Media Metrix, Worldwide, October 2011

Social Networking Leads in Online Display Advertising in the U.S., But Lags in Share of Dollars

in 4 U.S. display ad impressions appeared on Social Networking sites

5%

of all ad impressions in the U.S. were socially-enabled

Source: comScore Ad Metrix, U.S., October 2011

Despite Social Networkings leadership in the display ad market, it is not yet attracting its fair share of online ad dollars.
27.7% 20.7% 16.9% 14.8% Page Views Display Ad Impressions

Time Spent Online

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 Networking 15%

Display Ad Impressions 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 Yet to Be Decided

The Growth of Todays Social Networking Leaders

2008
900
800 700 600 500 400 300

2009

2010

2011

Facebook

Twitter
LinkedIn

Total Unique Visitors (MM)

Source: comScore Media Metrix, March 2007 - October 2011

Who could the next disrupters be?

2013 2014 2015 2016

Google+ surged to 25 million visitors in less than a month faster than any other social network.
Months to Reach 25 Million Visitors

10

15
Google+

20
MySpace

25
Twitter

30

35
Facebook

<1 month to 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

200 160 120
+55% +181% +59%

Oct-10 Oct-11

80
40 0

+172%

+64%

Twitter
Total Unique Visitors (MM)

LinkedIn SINA Weibo

Tumblr

Badoo

Source: comScore Media Metrix, Worldwide, October 2011 vs. October 2010

Selected Global Social Networks Showing Highest Growth in Engagement

Facebook Odnoklassniki Tagged Tumblr Pinterest Sina Weibo
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

378.7 358.2 155.2 +25%

+40%

+36%

81.6 72.1
69.8

+41%
+512%* +81% Average Minutes per Visitor

10

Mobile Devices Are Fueling the Social Networking Addiction

Social Networking Penetration in Selected Mobile Markets

Accessed Social Networking Site or Blog Ever in a Month 35.4% 32.3% 25.3% 20.2% 17.8% 22.1% 22.8%

Germany
% of Total Mobile Audience

Japan

Italy

France

Spain

U.S.

UK

*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% 22.8% 25.4%

U.S.

EU5

Accessed Social Networking Site or Blog Almost Every Day Accessed Social Networking Site or Blog Ever in a Month % of Smartphone Audience

U.S.

EU5

Accessed Social Networking via App Accessed Social Networking via Mobile Browser
Source: comScore MobiLens, 3 Month Average Ending October 2011*

32.3
Mobile App Mobile Browser Classic Web

Source: comScore GSMA MMM and Media Metrix, UK, October 2011

In the UK, mobile browser and app 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 Facebook

8.3 Twitter

2.8

0.6

1.2

Mobile Social Networking Activity On-the-Go

70.0%

61.9%
80.1% 74.3% 30.3%

Posted status update

Read posts from people known personally

24.3%
45.3% 42.0% 53.8%

Used Social Networking Check-In Service

Read posts from public figures/celebrities

45.3%
34.4% 27.7%
% of Mobile Social Networking Audience

Read posts from organizations/brands/events

Received coupon/offer/deal 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
Total Internet Maps News/Information Email Social Networking Retail
12.5% 8.7% 28.9% 23.6% 0.2%

Incremental Duration
2.0x
56.8%

9.2x

1.6x
1.9x

2.8x
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

10
1
2 3

Need-to-Knows about Social Networking and Where Its Headed

Social networking is the most popular online activity worldwide
Social networking behavior both transcends and reflects regional differences around the world The importance of Facebook cannot be overstated

4
5 6

Microblogging has emerged as a disruptive new force in social networking

Local social networks are making inroads globally Its not just young people using social networking anymore its everyone

7
8 9 10

Digital natives suggest communications are going social

Social networking leads in online display advertising in the U.S., but lags in share of dollars The next disrupters have yet to be decided Mobile devices are fueling the social addiction

Its a Social World

TOP

10

Need-to-Knows about Social Networking and Where Its Headed

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