the state of social networks - comscore · adma event – social media: behind the scenes the state...

ADMA EVENT – Social Media: Behind The Scenes

THE STATE OF SOCIAL NETWORKS

Joe Nguyen – [email protected] Vice President, comScore, Inc.

2 © comScore, Inc. Proprietary and Confidential.

Social Networking is a Global Phenomenon

If Facebook was a country it would be the third largest in the world after China and India


Social Networking Continues to Capture and Engage Audiences on a Global Basis

  More than 770 million people worldwide visited a social networking site in July 2009, increasing 18 percent from the previous year

 Facebook: 370 million  MySpace: 123 million  Hi5: 59 million  Orkut: 55 million  Twitter: 52 million

  Social networking sites reach nearly 70 percent of the total global online audience, ranking as one of the most popular destinations on the Web

  Social networkers visited the category an average of 20 times during a month and spent a total of 4 hours on social networking sites


Canada Latin America

Europe Asia Pacific

Top Social Networks Vary by Country but Facebook is the Clear Global Leader

North America United States Brazil Chile

Germany China Japan U.K.

France

Russia India


Social Networks, Portals and The Long Tail

Who is gaining share of online minutes? A.  Social Networks B.  Portals C.  The Long Tail


Portals Share of Usage Minutes has been Relatively Stable

Source: comScore WorldMetrix, November 2006 to May 2009


The Long Tail Has Been Losing Ground in Share of Online Usage Minutes

Source: comScore Media Metrix, November 2006 to May 2009


Google, YouTube, and Social Networks have increased their share of duration by more than 10 points since January 2007

Jan 07 11%

Jul 09 21% Jan 09

19% Jul 08 19%

Jan 08 15% Jul 07

14%

If not the Long Tail, Who is Gaining Share of Online Usage Minutes? Clearly, it’s Social Networks

Source: comScore Media Metrix, October 2006 to July 2009


Social Networking in the U.S.

“The beauty of social networks is that they are a place where nearly any marketing goal can be achieved, with nearly any marketing tactic.” eMarketer, August 2009


0 20,000 40,000 60,000 80,000

100,000 120,000

Apr 08 Apr 09

-1%

+15% +28% +13% +2% -30% +37% -3% +6%

Top U.S. Online Activities for Apr. 2009 Total Minutes (000) and % Change vs. YA

Source: comScore Media Metrix

-16%

Internet use in the U.S. is changing. Time spent online shifts from Portals to Social Networking & Entertainment sites


In May 2009, Facebook Surpassed MySpace in Number of U.S. Visitors for the First Time

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

Facebook Myspace

MySpace -9% vs. Jul ‘08

Facebook +124% vs. Jul ‘08

Uni

que

Visi

tors

(000

)

Number of Unique U.S. Visitors (000) to Facebook.com and MySpace.com Source: comScore Media Metrix


35-49 year olds are now the largest age segment on Facebook whereas 12-24 year olds led a year ago; MySpace continues to be dominated by younger users under 35.

32.7% 28.1%

17.4% 22.6%

29.3% 32.1%

16.5% 16.8%

Facebook.com Jul-08

Facebook.com Jul-09

Persons: 50+

Persons: 35-49

Persons: 25-34

Persons: 12-24 32.3% 38.9%

18.9% 22.8%

27.7%

24.7%

14.6% 9.4%

MySpace.com Jul-08

MySpace.com Jul-09

Percent Composition of U.S. Unique Visitors to Facebook.com and MySpace.com by Demographic Segments

Source: comScore Media Metrix


Twitter Growth Continues to Explode Globally but has Flattened in the U.S. Over the Last Four Months

Number of Unique Visitors (000) to Twitter.com Source: comScore World Metrix

0

10,000

20,000

30,000

40,000

50,000

60,000

Jul-08 Aug-08

Sep-08 Oct-08

Nov-08 Dec-08

Jan-09 Feb-09

Mar-09 Apr-09

May-09 Jun-09

Jul-09

World-Wide United States

Worldwide 51.6 Million UVs

United States 18.7 Million UVs

Uni

que

Visi

tors

(000

)


0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09

Persons: 12-17 Persons: 18-24 Persons: 25-34 Persons: 35-44

Persons: 45-54 Persons: 55-64 Persons: 65+

Number of Unique U.S. Visitors (000) to Twitter.com by Age Segment Source: comScore Media Metrix

Uni

que

Visi

tors

(000

)

25-34 Yrs Old 35-44 Yrs Old

18-24 Yrs Old

45-54 Yrs Old

12-17 Yrs Old

55-64 Yrs Old

65+ Yrs Old

Twitter’s initial success in the U.S. was led by older segments, but recent growth has come from younger users.

Is Twitter’s Fundamental Appeal as a Business Application?


Heavy Social Network Users* Have Distinct Usage Patterns

  They spend more than twice as much time online as the average Internet user.

  They represent 15% of all Internet users but account for over 36% of the page views consumed online

  They visit a social network site an average of 2.4 times a day and spend 31 minutes per day on social networks

  They spend twice as much time on social networks as they do on email or IM

* Defined as the heaviest 20% of social network users


Heavy SN users spend more time on communication, search and entertainment and less on vertical content categories

High Index Minutes Index Low Index Minutes Index

Total Internet 207 Gay/Lesbian 62

Services 202 Business to Business 63 Photos 199 Pharmacy 63 Search/Navigation 180 Online Trading 63 Entertainment 179 Consumer Goods 66 Portals 177 News/Research 71 Multimedia 163 Online Gambling 71 Instant Messengers 160 Weather 73 Blogs 150 Retail - Music 75 Computer Software 149 Gambling 78 Entertainment - Music 147 Radio 79 e-mail 145 Mall 80 Community 142 Health 81 Retail 135 Politics 81 Entertainment - News 134 Car Rental 82 Reference 131 Lotto/Sweepstakes 84 Directories/Resources 131 Transactions 84 Incentives 128 Travel - Information 86 Lifestyles 124 Manufacturer 87 Humor 120 Ground/Cruise 87

Comparison of Heavy SN Users to the Average Internet User


  Social Network Access at work is on the rise in the US

comScore Segment Metrix Media Trend for US Social Networking (All)


  Time spent on Social Network Access at work holds



  Social Network Access at home in the US is stabilizing



  Time Spent on Social Network Access at home in the US is slightly less



Social Networking in the APAC

“Facebook now rules Asia.” Thomas Crampton, Ogilvy Public Relations Worldwide, July 2009


  Asia Pacific Social Networking as of September 2009

22

comScore Media Metrix Report for APAC Social Networking Category

Media

Total Unique Visitors

(000)

% Reach

Average Daily

Visitors (000)

Total Minutes

(MM)

Total Pages Viewed (MM)

Total Visits (000)

Average Minutes per Visit

Average Visits per

Visitor

Total Internet : Total Audience 470,313 100.0 167,662 452,509 770,049 17,669,11

8 25.6 37.6

Social Networking 258,395 54.9 64,266 41,007 105,561 3,521,646 11.6 13.6 1 [P] FACEBOOK.COM 65,857 14.0 13,307 9,418 13,174 1,004,329 9.4 15.3 2 [C] Baidu Space 49,171 10.5 4,142 287 760 153,648 1.9 3.1 3 [P] 56.COM 30,960 6.6 2,319 374 266 103,029 3.6 3.3 4 [C] QQ.COM Alumni 29,435 6.3 4,554 984 2,029 254,624 3.9 8.7 5 [M] XIAONEI.COM 27,221 5.8 5,276 3,562 7,939 384,692 9.3 14.1 6 [M] Orkut 24,563 5.2 4,271 2,595 8,235 226,254 11.5 9.2 7 [C] QQ.COM Mini World 21,205 4.5 1,424 41 65 47,276 0.9 2.2 8 [C] Windows Live Profile 20,273 4.3 1,392 77 156 50,245 1.5 2.5 9 [P] KAIXIN001.COM 18,500 3.9 4,506 7,511 29,906 261,446 28.7 14.1 10 [P] CyWorld 17,658 3.8 3,295 2,845 13,553 193,768 14.7 11.0 11 [P] 51.COM 16,953 3.6 1,961 1,456 2,160 92,997 15.7 5.5 12 [P] HI5.COM 16,151 3.4 2,503 2,030 3,360 148,399 13.7 9.2 13 [M] MySpace Sites 15,188 3.2 1,565 992 2,007 85,811 11.6 5.6 14 [P] FRIENDSTER.COM 14,096 3.0 1,991 1,265 4,667 104,063 12.2 7.4 15 [M] MIXI.JP 11,729 2.5 2,816 1,589 2,809 180,306 8.8 15.4 16 [P] KAIXIN.COM 11,665 2.5 1,307 1,804 3,689 64,945 27.8 5.6 17 [P] Betawave Social Sites 8,789 1.9 1,063 678 872 53,558 12.7 6.1 18 [P] TWITTER.COM* 8,716 1.9 698 198 299 37,243 5.3 4.3 19 [P] MULTIPLY.COM 8,693 1.8 620 133 212 24,525 5.4 2.8 20 [M] WRETCH.CC 8,644 1.8 1,819 947 3,356 116,793 8.1 13.5


  Social Network on the rise in Asia Pacific?

23

comScore MyMetrix Media Trend for Asia Pac’s Top Social Networking Properties


  Penetration of Social Networking Sites by Market

24

Market Total Internet User* (000)

Social Networking Users (000)

%

China 215,460 105,379 49

Hong Kong 3,921 2,502 64 India 35,432 22,259 63 Indonesia 6,014 5,074 84 Japan 67,586 24,276 36 Malaysia 9,400 6,344 67 Philippines 4,526 3,924 87 Singapore 2,696 2,085 77 South Korea 28,978 16,632 57 Taiwan 11,932 7,565 63 Vietnam 5,625 2,947 52

comScore Media Metrix Report, August 2009

* Home and Work users, 15+ on personal computers


Social Networking in Singapore

“Friendster is the #1 social network in Singapore according to comScore” CNET, July 2008

“Facebook.com, which reached more than 1 million visitors and ranked as the fourth most visited property in February.” comScore Press Release, March 2009


  Singapore’s Social Scene as of September 2009

26

comScore Media Metrix Report for Singapore Social Networking Category

Media

Total Unique Visitors

(000)

% Reach

Average Daily

Visitors (000)

Total Minutes

(MM)

Total Pages Viewed (MM)

Total Visits (000)

Average Minutes per Visit

Average Visits per

Visitor

Total Internet : Total Audience 2,725 100.0 1,148 3,501 5,067 107,029 32.7 39.3

Social Networking 2,136 78.4 702 421 882 44,009 9.6 20.6 1 [P] FACEBOOK.COM 1,837 67.4 515 339 661 37,553 9.0 20.4 2 [P] FRIENDSTER.COM 509 18.7 60 19 96 2,617 7.4 5.1 3 [C] Windows Live Profile 491 18.0 33 1 3 1,111 1.3 2.3 4 [P] Betawave Social Sites 271 9.9 51 29 44 2,538 11.6 9.4 5 [P] TWITTER.COM* 269 9.9 35 7 11 2,086 3.4 7.8 6 [P] MULTIPLY.COM 224 8.2 18 4 7 681 6.0 3.0 7 [P] DEVIANTART.COM 162 5.9 11 1 3 397 3.7 2.5 8 [M] MySpace Sites 126 4.6 9 2 4 322 4.8 2.6 9 [P] DIGG.COM 95 3.5 4 0 0 131 0.8 1.4 10 [P] Buzz Media 79 2.9 5 0 1 187 2.3 2.4 11 [M] ZEDGE.NET 77 2.8 6 2 4 203 11.8 2.6 12 [M] WRETCH.CC 67 2.5 7 1 4 278 4.8 4.1 13 [P] NING.COM 59 2.2 4 1 1 182 4.3 3.1 14 [P] AIMINI.NET 57 2.1 4 0 1 131 1.2 2.3 15 [P] HI5.COM 53 1.9 4 1 3 176 5.3 3.4 16 [M] Orkut 48 1.8 9 3 8 413 6.4 8.7 17 [C] Windows Live People 48 1.8 2 0 0 75 0.1 1.6 18 [P] LINKEDIN.COM 43 1.6 2 0 1 71 3.5 1.6 19 [C] Baidu Space 40 1.5 3 0 1 85 1.9 2.1


  How has the scene grown in Singapore?

27

comScore MyMetrix Media Trend for Singapore’s Top Social Networking Properties


  More users or just the same users?

28

comScore Segment Metrix Media Trend for Singapore Social Networking (All)


  Audience Duplication across Social Networks in Singapore

29

comScore Media Metrix Audience Duplication for Social Networking Sites in SG

Geography : Singapore Location : All Locations Time Period : September 2009

Media Total Unique Visitors (000)

Unduplicated 1,945 Duplicated - 2 or More Sites 867 Duplicated - All Sites 12

1 [P] FACEBOOK.COM 1,837 2 [P] FRIENDSTER.COM 509 3 [C] Windows Live Profile 491 4 [P] TWITTER.COM* 269 5 [M] MySpace Sites 126


  Demographics of Singapore’s Social Networks

30

Target Audience

Total Internet FACEBOOK.COM TWITTER.COM* FRIENDSTER.COM

Target Audience

(000)

% Composition

Unique Visitors

Target Audience

(000)

% Composition

Unique Visitors

Target Audience

(000)

% Composition

Unique Visitors

Target Audience

(000)

% Composition

Unique Visitors

Total Audience Total Audience 2,725 100.0 1,837 100.0 269 100.0 509 100.0 Persons - Age Persons: 15-24 548 20.1 440 23.9 78 29.0 167 32.9 Persons: 25-34 669 24.6 458 24.9 51 18.9 130 25.5 Persons: 35-44 745 27.3 468 25.5 70 25.9 97 19.1 Persons: 45-54 511 18.8 291 15.8 38 14.0 59 11.6 Persons: 55+ 251 9.2 181 9.9 33 12.2 55 10.9 Males - Age All Males (15+) 1,326 48.6 835 45.5 108 40.2 230 45.1 Male: 15-24 278 10.2 223 12.1 32 11.9 85 16.7 Males: 25-34 322 11.8 210 11.4 21 8.0 63 12.4 Males: 35-44 350 12.8 198 10.8 27 10.0 41 8.0 Male: 45-54 250 9.2 130 7.1 15 5.6 23 4.4 Male: 55+ 126 4.6 74 4.0 13 4.7 19 3.6 Females - Age All Females (15+) 1,400 51.4 1,002 54.5 161 59.8 279 54.9 Female: 15-24 270 9.9 217 11.8 46 17.1 82 16.1 Females: 25-34 347 12.7 248 13.5 29 10.9 67 13.2 Females: 35-44 396 14.5 270 14.7 43 15.9 57 11.2 Female: 45-54 261 9.6 161 8.8 23 8.4 36 7.1 Female: 55+ 126 4.6 107 5.8 20 7.5 37 7.3


Thank You.

Joe Nguyen – [email protected]

the state of social networks - comscore · adma event – social media: behind the scenes the state...

Documents