ComScore Social World Deck

8/2/2019 ComScore Social World Deck

1/64

Its a Social World

TOP10

Need-to-Knows about Social Networkingand Where Its Headed


2/64

10Need-to-Knows about Social Networkingand Where Its Headed

TOP

Social networking is the most popular online activity worldwide

Social networking behavior both transcends and reflects regional differencesaround the world

The importance of Facebook cannot be overstated

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

Digital natives suggest communications are going social

Social networking leads in online display advertising in the U.S., but lags inshare of dollars

The next disrupters have yet to be decided

Mobile devices are fueling the social addiction

1

2

3

4

5

6

7

8

9

10


3/64

Social networking is a global phenomenon.


4/64

I N M A R C H 2 0 0 7

528.7

356.3

429.8

Email InstantMessengers

SocialNetworking

The SocialNetworking category

had a globalaudience of


5/64

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 atypo. All of that changed in just the last sixyears.

Thomas L. Friedman

Source: NPR.org


6/64

Around the world,

Social Networkingnow reaches

1.2billionusers.

82.4%of the worldsonline population

TotalUniqueVisitors(MM)

Source: comScore Media Metrix, October 2011

916.8

444.9

1,179.4

Email InstantMessengers

SocialNetworking

I N O C T O B E R 2 0 1 1


7/64

Today, the digital medialandscape has changedimmensely, influenced by

social networking.


8/64

Social Networking is the

Most Popular Online ActivityWorldwide1


9/64

The Rise of the GlobalSocial Networking Audience

0

200

400

600

800

1,000

1,200

1,400

1,600

2007 2008 2009 2010 2011

+174%

+88%

Worldwide Total Unique Visitors (MM)

Total Internet

SocialNetworking

Source: comScore Media Metrix, March 2007 - October 2011


10/64

As people began to get connected,

they immediately began connecting

with one another.


11/64

2008 2009 2010 2011

Time Spent on Key Categories OnlineWorldwide Hours per Month (Billions)

35

30

25

Nearly in5minutes onlineis spent on social networks today.

1


Social Networking

Search/Navigation

Retail

Communications (Email/IM)

Other Content


12/64

Social Networking BehaviorBoth Transcends and Reflects

Regional Differences aroundthe World

2


13/64

Despite differencesin government,

infrastructure, availability of Internetaccess, and cultural practices, social

networking is growing around the world.


14/64

Percentage of Machines Included in UDM Measurement

Austria 86%Belgium 93%

Denmark 94%Finland 91%France 91%Germany 90%Ireland 95%Italy 93%Netherlands 94%Norway 89%Poland 95%

Portugal 96%Russia 88%Spain 98%Sweden 93%Switzerland 90%Turkey 96%United Kingdom 98%

Australia 96%China 53%

Hong Kong 93%India 95%Indonesia 94%Japan 58%Malaysia 94%New Zealand 95%Philippines 96%Singapore 94%South Korea 87%

Taiwan 94%Vietnam 85%

Canada 94%United States 98%

Argentina 96%Brazil 97%

Chile 94%Colombia 96%Mexico 96%Peru 96%Puerto Rico 90%Venezuela 96%

Israel 94%South Africa 88%

North America Latin America Europe Middle East & Africa Asia Pacific

Percentage of Online PopulationUsing Social Networkingaround the World*% Reach of Online Population

* Data is based on the 43 countries on whichcomScore reports individually.

More than half of local online populations

engage in social networking.



15/64

Austria 86%Belgium 93%

Denmark 94%Finland 91%France 91%Germany 90%Ireland 95%Italy 93%Netherlands 94%Norway 89%Poland 95%

Portugal 96%Spain 98%Sweden 93%Switzerland 90%Turkey 96%United Kingdom 98%

Australia 96%China 53%

Hong Kong 93%India 95%Indonesia 94%Japan 58%Malaysia 94%New Zealand 95%Philippines 96%Singapore 94%South Korea 87%

Russia 88%Taiwan 94%Vietnam 85%

Canada 94%United States 98%

Argentina 96%Brazil 97%

Chile 94%Colombia 96%Mexico 96%Peru 96%Puerto Rico 90%Venezuela 96%

Israel 94%South Africa 88%

North America North America Europe Middle East & Africa Asia Pacific

Percentage of Online PopulationUsing Social Networkingaround the World% Reach of Online Population

Butdespitewidespread

adoption, thereare disparities in

social networking

across geographiesand demographic

groups.


16/64

Asia Pacific

33%

Latin America

10%North America18%

Europe

30%

Middle East -

Africa

9%

Regional Share ofTotal Unique Visitorsto Social Networking


1/3of the worlds socialnetworkers are in

Asia Pacific.


17/64

11.1 10.7 10.4 10.2 9.88.7 8.5 8.3 7.9 7.7

Average Hours per Visitor


Yet 5 of the most engaged markets for

social networking are in Latin America.


18/64

28%

27%

24%

17%

11%

Latin America

Middle East - Africa

Europe

North America

Asia Pacific

28%

Regional Share of Time Spent on Social NetworkingSocial Networking Total Minutes as a % of Total Minutes Online


Share of Total Time Spent in Latin Americaon Social Networking

11%Share of Total Time Spent in Asia Pacificon Social Networking

%


19/64

7.6

Average Engagement with Social Networking by RegionAverage Hours per Visitor


Average Hours per Person in Latin AmericaSpent on Social Networking

2.9Average Hours per Person in Asia PacificSpent on Social Networking

%7.6 7.2 7.0 6.4 2.9Latin

AmericaMiddle East

- AfricaEurope North

AmericaAsia Pacific


20/64

5.0

2.7

6.0

6.3

6.9

6.5

3.3

7.9

8.2

8.2

Worldwide

Asia Pacific

North America

Europe

Latin America

Females 15+ Males 15+

Average Engagement with Social Networking by GenderAverage Hours per Visitor


Across all regions,

women are more social.


21/64

The Importance of Facebook

Cannot Be Overstated3


22/64

3Facebooks worldwide site rank

55%

Facebooks global

penetration



23/64

3 in 4 minutes on social networkingsites are spent on Facebook

1in 7 minutes spent online

are spent on Facebook



24/64

471.4

788.2

n-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011

Facebookovertakes StudiVZSites in Germany

FacebookovertakesOrkut in India

Facebookovertakes

Windows LiveProfile in Mexico

Facebookovertakes Hyves inthe Netherlands

Facebookovertakes

Windows LiveProfile inPortugal

Facebookovertakes Yahoo!Wretch in Taiwan

Facebooks Ascent in Recent YearsTotal Unique Visitors (MM)

Since 2010, Facebook has taken the lead in 6 newmarkets across Asia, Latin America, and Europe.

Source: comScore Media Metrix, January 2010 - October 2011


25/64

Today, there are only 7 markets where

Facebook is not the leading social network.


Brazil

Poland RussiaJapan

Vietnam

South KoreaChina


26/64

0

10

20

30

40

Jan-10 Jan-11

Orkut

Facebook

Top 2Brazil

0

5

10

15

20

25

Jan-10 Jan-11

Twitter

Facebook

Japan

0

5

10

15

20

Aug-2010 Aug-2011

Nasza-klasa.pl

Facebook

Poland

Social Networks in Selected MarketsWhere Facebook Is Not #1

0

10

20

30

40

Jan-10 Jan-11

VKontakte

Odnoklassniki

Russia

0

5

10

15

20

25

Jul-2010 Jul-2011

Naver.com Caf

Cyworld

South Korea

Source: comScore Media Metrix, January 2010 - October 2011

Total Unique Visitors (MM)


27/64

Microblogging Has Emerged

as a Disruptive New Force inSocial Networking4


28/64

MicrobloggingPlatform for short-form content updates


29/64

@

@ @Twitter reaches in 10globalonline users. 1

Source: comScore Media Metrix, Worldwide, October 2011


30/64

Jan-11 Apr-11 Jul-11 Oct-11

6,939

6,303

5,531

6,436

7,196 7,1667,064

8,868

7,671

6,049

Growth of Twitter and10 Most Tweeted Moments of 2011

New Year

UEFAChampions

League Final

NBA Finals

BET Awards

End ofFIFA

Womens

World Cup

BrazilEliminatedfrom the

Copa

America

Steve JobsResigns

MTVMusicVideo

Awards

Troy DavisExecuted

Steve JobsPasses Away


Tweets per Second

Source: comScore Media Metrix, January 2010 - October 2011; Twitter.com

160

120

80

40


31/64

43.9

48.1

Other microblogging services on the rise



32/64

Local Social Networks are

Making Inroads Globally5


33/64

As global social networking continues toexpand, there is a shift in the geographicfootprint of some major sites.


34/64

19.8% 20.0%9.1%

38.2%80.2% 80.0%

90.9%

61.8%

Facebook Twitter Windows LiveProfile

LinkedIn

Geographic Composition of Site Visitors of Top 4 Global Social NetworksShare of Unique Visitors


Outside the U.S.

Inside the U.S.

Majority of the audiences for top-tier socialnetworks based in the U.S. are no longer

limited to the U.S. or English-speakingcountries.


35/64

Markets with Highest LinkedIn Penetration% Reach


27.2%

20.4%

18.7%

17.5%

17.4%

16.6%

15.8%

14.8%

13.3%12.8%

Netherlands

Ireland

United States

Canada

Denmark

United Kingdom

New Zealand

Australia

SingaporeBelgium

5 of the top 10markets with highest LinkedInpenetration are in Western Europe.


36/64

Geographic Composition of Site VisitorsShare of Unique Visitors

Other local social networks are breaking into thetop tier of global networks and attracting traffic

outside their native markets.

InsideRussia59%

OutsideRussia

41%

Odnoklassniki

Inside

Russia57%OutsideRussia43%

VKontakte



37/64

Its Not Just Young People

Using Social NetworkingAnymoreIts Everyone6


38/64

79.4%

75.0%

71.6%

74.6%

70.6%

84.4%83.0%

80.0%

82.9%

79.9%

Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

%Reach

July-10 October-11

+5.0+8.0

+8.4

+8.4

+9.4

71.7%

78.7%

81.0%

83.9%

Males Females

+9.3

+5.3

Males and users 55+ represent the fastestgrowing segment in social networking.

Social Networking Penetration AmongWorldwide Demographic Groups

% Reach

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


39/64

7.5

4.9

3.9

3.9

2.7

8.6

5.8

5.6

6.4

4.9

Age 15-24

Age 25-34

Age 35-44

Age 45-54

Age 55+

Average Hours per Visitor

Females

Males


Women still spend more time on social than men, butthe gender gap is narrowing for younger demographics.

Social Networking Engagement AmongWorldwide Demographic GroupsAverage Hours per Visitor


40/64

Digital Natives Suggest

Communications are GoingSocial7


41/64

Todays generation of teenagers andyoung adults represent a new breedof Internet users, often called digital

natives* for growing up alongsidecomputers, the Internet and digitalmedia.

Source: Marc Prensky, Digital Natives: Digital Immigrants.

saw the largest decline in


42/64

-42%

-32%-37% -34% -36%

-22%

-8%-4% -3%

1%

34%25%

15%21%

12%


Instant Messengers Email Social Networking

saw the largest decline inengagement with web-basedemail and instant messaging

Change in Average Time Spent with Content Categoryby Age Segment


15-24 year olds

but also saw the highest


43/64

-42%

-32%-37% -34% -36%

-22%

-8%-4% -3%

1%

34%25%

15%21%

12%


Instant Messengers Email Social Networking

but also saw the highestincrease in engagement withsocial networking.


Change in Average Time Spent with Content Categoryby Age Segment


44/64

67.1

264.7

483.0

Email

InstantMessengers

SocialNetworking

Average Minutes per Visitor (15-24)

For digital natives,

social networkingis the norm.



45/64

Social Networking Leads inOnline Display Advertising in

the U.S., But Lags in Share ofDollars

8


46/64

in 4U.S. display ad

impressions

appeared on SocialNetworking sites

5%of all ad impressions

in the U.S. were

socially-enabled

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


47/64

27.7%

20.7%

16.9%

14.8%

Display Ad Impressions

Page Views

Time Spent Online

Display Ad Estimated Spending

Social Networking Share of Key Metrics

Source: comScore Ad Metrix and Media 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.

S i l


48/64

Although more than a quarter of ads are seen onsocial networking sites, the category attracts only15 percent of U.S. display ad dollars.

SocialNetworking

28%

Other Content72%

Social

Networking15%

Other Content85%

Display Ad Impressions

Display Ad $

Social Networking Share of Key Metrics

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


49/64

Publisher Share of Display Ad Impressions

Source: comScore Ad Metrix, U.S., Q3 2011

Facebook is the largest publisherof online display ad impressions,

attracting a long tail of smaller advertisers.


50/64

The Next Disrupters Have

Yet to Be Decided9


51/64

2008 2009 2010 2011

Facebook

Twitter

LinkedIn

The Growth of Todays Social Networking Leaders


900

800

700

600

500

400

300



52/64

2013 2014 2015 2016

Who could the next disrupters be?


53/64

0 5 10 15 20 25 30 35

Months to Reach 25 Million Visitors

Google+ MySpace Twitter Facebook

Google+ surged to 25 million visitors in less thana month faster than any other social network.


54/64

Fastest Growing Top-Tier Global Social Networksin Terms of Audience Size


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

0

40

80

120

160

200

Twitter LinkedIn SINA Weibo Tumblr Badoo

Oct-10

Oct-11

+59%

+55%

+181% +172% +64%


55/64

Selected Global Social Networks Showing HighestGrowth in Engagement

Total Unique Visitors (MM)*Growth in engagement for Pinterest is measured from May 2011, when comScore began reporting on the site.


378.7

358.2

155.2

81.6

72.1

69.8

Facebook

Odnoklassniki

Tagged

Tumblr

Pinterest

Sina Weibo

Average Minutes per Visitor

+36%

+25%

+41%

+512%*

+81%

+40%


56/64

Mobile Devices Are Fueling

the Social NetworkingAddiction10


57/64

35.4%

32.3%

25.3%22.8%22.1%

20.2%17.8%

UKU.S.SpainFranceItalyJapanGermany

Accessed Social Networking Site or Blog Ever in a Month

Social Networking Penetration in Selected Mobile Markets

Source: comScore MobiLens, 3 Month Average Ending October 2011*

% of Total Mobile Audience*MobiLens data for all markets is sourced from the 3 month average period ending inOctober 2011, except for Japan, which is sourced entirely from October monthly data.


58/64

38.8%

23.1%

64.1%

45.2%

U.S. EU5

Accessed Social Networking Site or Blog

Almost Every Day

Accessed Social Networking Site or Blog Everin a Month

40.4%

22.8%

36.5%

25.4%

U.S. EU5

Accessed Social Networking via App

Accessed Social Networking via MobileBrowser

Smartphones drive mobile social networking use.

Source: comScore MobiLens, 3 Month Average Ending October 2011*

% of Smartphone Audience

32 3 I th UK bil


59/64

2.8

0.6

10.2

1.2

32.3

8.3

Mobile App

Mobile Browser

Classic Web

Source:comScoreGSM

A

MMMa

ndMediaMetrix,

UK,

October2011

Facebook and Twitter Audiences Across ClassicWeb, Mobile Browser, and Mobile App Channels


In the UK, mobilebrowser and app

audiences account forless than a third of

the classic web

audience.

Facebook

Twitter

M bil S i l N t ki A ti it O th G


60/64

70.0%

80.1%

30.3%

45.3%

53.8%

34.4%

61.9%

74.3%

24.3%

42.0%

45.3%

27.7%

Posted status update

Read posts from people known personally

Used Social Networking Check-In Service

Read posts from public figures/celebrities

Read posts from organizations/brands/events

Received coupon/offer/deal

U.S. EU5

Mobile Social Networking Activity On-the-Go

Source: comScore MobiLens, 3 Month Average Ending October 2011

% of Mobile Social Networking Audience

Tablets and Connected De ices


61/64

0.2%

56.8%

28.9%

23.6%

12.5%

8.7%

Total Internet

Maps

News/Information

Email

Social Networking

Retail

Tablets and Connected Devices:The Future of Mobile Social Networking?

Incremental Reach and Duration of Time Spent on SelectedCategories Relative to Computer Use for iPhone and iPad Owners

Incremental Reach Incremental Duration

Source: comScore Custom Analytics, U.S., September 2011

2.0x

9.2x

1.6x

1.9x

2.8x

2.5x


62/64

What we are witnessing is the dawn of atruly connected era, where social

networking platforms integrate more

seamlessly with our lives through mobiletechnology.


63/64

10Need-to-Knows about Social Networkingand Where Its Headed

TOP

Social networking is the most popular online activity worldwide

Social networking behavior both transcends and reflects regional differencesaround the world

The importance of Facebook cannot be overstated

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

Digital natives suggest communications are going social

Social networking leads in online display advertising in the U.S., but lags inshare of dollars

The next disrupters have yet to be decided

Mobile devices are fueling the social addiction

1

2

3

4

5

6

7

8

9

10


64/64

Its a Social World

TOP10

Need-to-Knows about Social Networkingand Where Its Headed

Questions? Reach us at [email protected]

Connect with@comScoreonFacebook, Twitter, andLinkedIn
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