Comscore Top 10 need-to-knows about social networking_and_where_it_is_headed
ComScore Social World Deck
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Its a Social World
TOP10
Need-to-Knows about Social Networkingand Where Its Headed
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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
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Social networking is a global phenomenon.
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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
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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
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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
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Today, the digital medialandscape has changedimmensely, influenced by
social networking.
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Social Networking is the
Most Popular Online ActivityWorldwide1
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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
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As people began to get connected,
they immediately began connecting
with one another.
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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
Source: comScore Media Metrix, March 2007 - October 2011
Social Networking
Search/Navigation
Retail
Communications (Email/IM)
Other Content
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Social Networking BehaviorBoth Transcends and Reflects
Regional Differences aroundthe World
2
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Despite differencesin government,
infrastructure, availability of Internetaccess, and cultural practices, social
networking is growing around the world.
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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.
Source: comScore Media Metrix, October 2011
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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.
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Asia Pacific
33%
Latin America
10%North America18%
Europe
30%
Middle East -
Africa
9%
Regional Share ofTotal Unique Visitorsto Social Networking
Source: comScore Media Metrix, October 2011
1/3of the worlds socialnetworkers are in
Asia Pacific.
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11.1 10.7 10.4 10.2 9.88.7 8.5 8.3 7.9 7.7
Average Hours per Visitor
Source: comScore Media Metrix, October 2011
Yet 5 of the most engaged markets for
social networking are in Latin America.
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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
Source: comScore Media Metrix, October 2011
Share of Total Time Spent in Latin Americaon Social Networking
11%Share of Total Time Spent in Asia Pacificon Social Networking
%
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7.6
Average Engagement with Social Networking by RegionAverage Hours per Visitor
Source: comScore Media Metrix, October 2011
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
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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
Source: comScore Media Metrix, October 2011
Across all regions,
women are more social.
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The Importance of Facebook
Cannot Be Overstated3
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3Facebooks worldwide site rank
55%
Facebooks global
penetration
Source: comScore Media Metrix, October 2011
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3 in 4 minutes on social networkingsites are spent on Facebook
1in 7 minutes spent online
are spent on Facebook
Source: comScore Media Metrix, October 2011
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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
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Today, there are only 7 markets where
Facebook is not the leading social network.
Source: comScore Media Metrix, October 2011
Brazil
Poland RussiaJapan
Vietnam
South KoreaChina
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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)
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Microblogging Has Emerged
as a Disruptive New Force inSocial Networking4
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MicrobloggingPlatform for short-form content updates
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@
@ @Twitter reaches in 10globalonline users. 1
Source: comScore Media Metrix, Worldwide, October 2011
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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
Total Unique Visitors (MM)
Tweets per Second
Source: comScore Media Metrix, January 2010 - October 2011; Twitter.com
160
120
80
40
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43.9
48.1
Other microblogging services on the rise
Source: comScore Media Metrix, October 2011
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Local Social Networks are
Making Inroads Globally5
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As global social networking continues toexpand, there is a shift in the geographicfootprint of some major sites.
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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
Source: comScore Media Metrix, Worldwide, October 2011
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.
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Markets with Highest LinkedIn Penetration% Reach
Source: comScore Media Metrix, October 2011
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.
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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
Source: comScore Media Metrix, October 2011
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Its Not Just Young People
Using Social NetworkingAnymoreIts Everyone6
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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
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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
Source: comScore Media Metrix, Worldwide, October 2011
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
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Digital Natives Suggest
Communications are GoingSocial7
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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
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-42%
-32%-37% -34% -36%
-22%
-8%-4% -3%
1%
34%25%
15%21%
12%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
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
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
15-24 year olds
but also saw the highest
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-42%
-32%-37% -34% -36%
-22%
-8%-4% -3%
1%
34%25%
15%21%
12%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
Instant Messengers Email Social Networking
but also saw the highestincrease in engagement withsocial networking.
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
Change in Average Time Spent with Content Categoryby Age Segment
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67.1
264.7
483.0
Email
InstantMessengers
SocialNetworking
Average Minutes per Visitor (15-24)
For digital natives,
social networkingis the norm.
Source: comScore Media Metrix, Worldwide, October 2011
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Social Networking Leads inOnline Display Advertising in
the U.S., But Lags in Share ofDollars
8
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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
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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
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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
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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.
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The Next Disrupters Have
Yet to Be Decided9
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2008 2009 2010 2011
Facebook
Twitter
LinkedIn
The Growth of Todays Social Networking Leaders
Source: comScore Media Metrix, March 2007 - October 2011
900
800
700
600
500
400
300
Total Unique Visitors (MM)
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2013 2014 2015 2016
Who could the next disrupters be?
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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.
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Fastest Growing Top-Tier Global Social Networksin Terms of Audience Size
Total Unique Visitors (MM)
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%
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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.
Source: comScore Media Metrix, Worldwide, October 2011
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%
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Mobile Devices Are Fueling
the Social NetworkingAddiction10
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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.
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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
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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
Total Unique Visitors (MM)
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
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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
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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
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What we are witnessing is the dawn of atruly connected era, where social
networking platforms integrate more
seamlessly with our lives through mobiletechnology.
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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
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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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