It’s a Social World

It’s a Social WorldTOP

10Need-to-Knows about Social Networking Across the World and Where It’s Headed

Eli GoodmanMedia Evangelist @LosBuenos


TOP

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

Microblogging has emerged as a disruptive new force in social networking

Local social networks are making inroads globally

It’s not just young people using social networking anymore – it’s everyone

‘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

1

2

3

4

5

6

7

8

9

10

Social networking is a global phenomenon.

I N M A R C H 2 0 0 7

Email Instant Messengers

Social Network-

ing

528.7

356.3429.8

The Social Networking category had a global audience of

<500million users.

56.4% of the world’s online population

Tota

l Uni

que

Vis

itors

(MM

)

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

Around the world, Social Networking now reaches

1.2 billionusers.

82.4% of the world’s online population

Tota

l Uni

que

Vis

itors

(MM

)

Source: comScore Media Metrix, October 2011

916.8

444.9

1,179.4

I N O C T O B E R 2 0 11

Today, the digital media landscape has changed immensely, influenced by social networking.

Social Networking is the Most Popular Online Activity Worldwide1

The Rise of the Global Social Networking Audience

2007 2008 2009 2010 20110

200

400

600

800

1,000

1,200

1,400

1,600

+174%

+88%

Worldwide Total Unique Visitors (MM)

Total Internet

Social Networking

Source: comScore Media Metrix, March 2007 - October 2011

As people began to get connected, they immediately began connecting with one another.

2008 2009 2010 2011

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

35

30

25

Nearly in 5 minutes online is spent on social networks today.1


Social Networking

Search/Navigation

Retail

Communications (Email/IM)

Other Content

Social Networking Behavior Both Transcends and Reflects Regional Differences around the World

2

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

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 North America Europe Middle East & Africa Asia Pacific

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.

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


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 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.

Asia Pacific

33%

Latin America10%North America

18%

Europe30%

Middle East - Africa9%

Regional Share ofTotal Unique Visitors to Social Networking


1/3 of the world’s socialnetworkers are in

Asia Pacific.

Israel

Argentin

a

Russian Federa

tion

TurkeyChile

Philippines

ColombiaPeru

Venezuela

Canada

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.

Latin America

Middle East - Africa

Europe

North America

Asia Pacific

28%

27%

24%

17%

11%

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

%

7.6

Average Engagement with Social Networking by RegionAverage Hours per Visitor


Average Hours per Person in Latin AmericaSpent on Social Networking

2.9 Average Hours per Person in Asia PacificSpent on Social Networking

%Latin Amer-

icaMiddle East

- AfricaEurope North

AmericaAsia

Pacific

7.6 7.2 7.0 6.4

2.9

Worldwide

Asia Pacific

North America

Europe

Latin America

5.0

2.7

6.0

6.3

6.9

6.5

3.3

7.9

8.2

8.2

Females 15+ Males 15+

Average Engagement with Social Networking by GenderAverage Hours per Visitor


Across all regions,women are more social.

The Importance of Facebook Cannot Be Overstated3

3 Facebook’s worldwide site rank

55%Facebook’s global penetration


3 in 4 minutes on social networking sites are spent on Facebook

1in 7 minutes spent onlineare spent on Facebook


Jan-20

10

Feb-2010

Mar-20

10

Apr-2010

May-201

0

Jun-201

0

Jul-2

010

Aug-2010

Sep-2010

Oct-20

10

Nov-2010

Dec-201

0

Jan-20

11

Feb-2011

Mar-20

11

Apr-2011

May-20

11

Jun-201

1

Jul-2

011

Aug-2011

Sep-2011

Oct-20

11

471.4

788.2Facebook over-takes StudiVZ

Sites in Germany

Facebook overtakes Orkut in India

Facebook over-takes Windows Live Profile in

Mexico

Facebook over-takes Hyves in the Netherlands

Facebook overtakes

Windows Live Profile in Por-

tugal

Facebook over-takes Yahoo! Wretch in Taiwan

Facebook’s 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

Today, there are only 6 markets where Facebook is not the leading social network.

Source: comScore Media Metrix, January 2012

Poland RussiaJapan

VietnamSouth Korea

China

Top 2

0

5

10

15

20

25

TwitterFacebook

Japan

A O D F A J A O0

5

10

15

20

Nasza-klasa.plFacebook

Poland

Social Networks in Selected MarketsWhere Facebook Is Not #1

J Ap Ju Oc J Ap Ju Oc0

10

20

30

40

VKontakteOdnoklassniki

Russia

Ju Se No J Ma Ma Ju Se0

5

10

15

20

25

Naver.com CaféCyworld

South Korea

Source: comScore Media Metrix, January 2010 - October 2011

Total Unique Visitors (MM)

Facebook surpassed Orkut in Brazil in

January 2012

Microblogging Has Emerged as a Disruptive New Force in Social Networking4

Microblogging Platform for short-form content updates

@@ @

Twitter reaches in 10 global online users.

1

Source: comScore Media Metrix, Worldwide, October 2011

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

6,939 6,303

5,531

6,436

7,196 7,166 7,064

8,868

7,671

6,049

Growth of Twitter and10 Most Tweeted Moments of 2011

New Year

UEFA Champion’s League Final

NBA Finals

BET Awards

End of FIFA

Women’s World Cup

Brazil Eliminated from the

Copa America

Steve Jobs Resigns

MTV Music Video

Awards

Troy Davis Executed

Steve Jobs Passes Away


Tweets per Second

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

160

120

80

40

166.5M

48.1M

Other microblogging services on the rise


Local Social Networks are Making Inroads Globally5

As global social networking continues to expand, there is a shift in the geographic footprint of some major sites.

Facebook Twitter Windows Live Profile

LinkedIn

19.8% 20.0%9.1%

38.2%80.2% 80.0%

90.9%

61.8%

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 social networks based in the U.S. are no longer limited to the U.S. or English-speaking countries.

Markets with Highest LinkedIn Penetration% Reach


Netherlands

Ireland

United States

Canada

Denmark

United Kingdom

New Zealand

Australia

Singapore

Belgium

27.2%

20.4%

18.7%

17.5%

17.4%

16.6%

15.8%

14.8%

13.3%

12.8%

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

Geographic Composition of Site VisitorsShare of Unique Visitors

Other local social networks are breaking into the top tier of global networks and attracting traffic outside their native markets.

Inside Russia59%

Outside Russia41%

Odnoklassniki

Inside Russia57%

Out-side

Russia43%

Vkontakte (VK.com)


It’s Not Just Young People Using Social Networking Anymore – It’s Everyone6

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

79.4%

75.0%

71.6%74.6%

70.6%

84.4%83.0%

80.0%82.9%

79.9%

July-10 October-11

% R

each

+5.0+8.0

+8.4+8.4

+9.4

Males Females

71.7%

78.7%81.0%

83.9%+9.3+5.3

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

Social Networking Penetration AmongWorldwide Demographic Groups

% Reach

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

Age 15-24

Age 25-34

Age 35-44

Age 45-54

Age 55+

7.5

4.9

3.9

3.9

2.7

8.6

5.8

5.6

6.4

4.9

FemalesMales

Average Hours per Visitor


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

Social Networking Engagement AmongWorldwide Demographic GroupsAverage Hours per Visitor

‘Digital Natives’ Suggest Communications are Going Social7

Today’s 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”.

Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+-42%

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

-22%

-8% -4% -3%

1%

34%25%

15%21%

12%

Instant Messengers Email Social Networking

saw the largest decline in engagement with web-based email and instant messaging

Change in Average Time Spent with Content Categoryby Age Segment


15-24 year olds

Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+-42%

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

-22%

-8% -4% -3%

1%

34%25%

15%21%

12%

Instant Messengers Email Social Networking

…but also saw the highest increase in engagement with social networking.


Change in Average Time Spent with Content Categoryby Age Segment

67.1

264.7

483.0

Email

InstantMessengers

SocialNetworking

Average Minutes per Visitor (15-24)

For digital natives,social networking is the norm.


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

8

1in 4 U.S. display ad impressionsappeared on Social Networking sites

5% of all ad impressions in the U.S. were “socially-enabled”

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

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 Networking’s leadership in the display ad market, it is not yet attracting its fair share of online ad dollars.

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 Networking28%

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

Publisher Share of Display Ad ImpressionsSource: comScore Ad Metrix, U.S., Q3 2011

Facebook is the largest publisher of online display ad impressions,

attracting a “long tail” of smaller advertisers.

The Next Disrupters Have Yet to Be Decided9

2007 2008 2009 2010 2011

Facebook Twitter

LinkedIn

The Growth of Today’s Social Networking Leaders


900

800

700

600

500

400

300


2012 2013 2014 2015 2016 2017

Who could the next disrupters be?

0 1 2 3 4 5 6 7 8 910

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

Google+ MySpace Twitter Facebook

Months to Reach 25 Million Visitors

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

<1 month to reach 25 million


Source: comScore Custom Analytics, July 2011

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


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

Twitter LinkedIn SINA Weibo

Tumblr Badoo0

40

80

120

160

200Oct-10

Oct-11

+59%

+55%

+181% +172% +64%

Selected Global Social Networks Showing Highest Growth in Engagement

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


Facebook

Odnoklassniki

Tagged

Tumblr

Pinterest

Sina Weibo

378.7

358.2

155.2

81.6

72.1

69.8

Average Minutes per Visitor

+36%

+25%

+41%

+512%*

+81%

+40%

Mobile Devices Are Fueling the Social Networking Addiction10

UKU.S.SpainFranceItalyJapanGermany

35.4%32.3%

25.3%22.8%22.1%

20.2%17.8%

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 in October 2011, except for Japan, which is sourced entirely from October monthly data.

U.S. EU5

38.8%

23.1%

64.1%

45.2%

Accessed Social Networking Site or Blog Almost Every Day

Accessed Social Networking Site or Blog Ever in a Month

U.S. EU5

40.4%

22.8%

36.5%

25.4%

Accessed Social Networking via App

Accessed Social Networking via Mobile Browser

Smartphones drive mobile social networking use.

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

% of Smartphone Audience

2.8 0.6

10.2

1.2

32.3

8.3

Mobile AppMobile BrowserClassic Web

Sou

rce:

com

Sco

re G

SM

A M

MM

and

Med

ia M

etrix

, UK

, Oct

ober

201

1

Facebook and Twitter Audiences Across Classic Web, Mobile Browser, and Mobile App Channels


In the UK, mobile browser and app

audiences account for less than a third of

the classic web audience.

Face

book

Twitt

er

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

70.0%

80.1%

30.3%

45.3%

53.8%

34.4%

61.9%

74.3%

24.3%

42.0%

45.3%

27.7%

EU5 U.S.

Mobile Social Networking Activity On-the-Go

Source: comScore MobiLens, 3 Month Average Ending October 2011

% of Mobile Social Networking Audience

Total Internet

Maps

News/Information

Email

Social Networking

Retail

0.2%

56.8%

28.9%

23.6%

12.5%

8.7%

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 Incremental Duration

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

2.0x

9.2x

1.6x

1.9x

2.8x

2.5x

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

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

Microblogging has emerged as a disruptive new force in social networking

Local social networks are making inroads globally

It’s not just young people using social networking anymore – it’s everyone

‘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

1

2

3

4

5

6

7

8

9

10

It’s a Social WorldTOP


Eli [email protected] @LosBuenos

mailto:[email protected]

It’s a Social World

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