1. It’s a Social World
TOP
Need-to-Knows about Social Networking Across the World and Where It’s Headed 10
Eli Goodman
Media Evangelist @LosBuenos

2. TOP
Need-to-Knows about Social Networking Across the World and Where It’s Headed 10 1 2 3 4 5 6 7 8 9 10
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

3. Social networking is a global phenomenon.

4. Total Unique Visitors (MM)
The Social Networking category had a global audience of
<500
million users.
IN MARCH 2007
Total Unique Visitors (MM)
56.4%
of the world’s
online population
Source: comScore Media Metrix, March 2007

5. “
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

6. Total Unique Visitors (MM)
IN OCTOBER 2011
Around the world, Social Networking now reaches
1.2
billion
users.
Total Unique Visitors (MM)
82.4%
of the world’s
online population
Source: comScore Media Metrix, October 2011

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

8. 1
Social Networking is the Most Popular Online Activity Worldwide

9. The Rise of the Global Social Networking Audience
+88%
Total Internet
+174%
Social
Networking
Worldwide Total Unique Visitors (MM)
Source: comScore Media Metrix, March October 2011

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

11. 1 Nearly in 5 minutes online is spent on social networks today. 35 3025
Social Networking
Search/Navigation
Retail
Communications ( /IM)
Other Content
Time Spent on Key Categories Online
Worldwide Hours per Month (Billions)
Source: comScore Media Metrix, March October 2011

12. 2
Social Networking Behavior Both Transcends and Reflects Regional Differences around the World

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

14. Percentage of Machines Included in UDM Measurement
More than half of local online populations engage in social networking.
North America
North America
Europe
Middle East & Africa
Asia Pacific
Canada 94%
United States 98%
Argentina 96%
Brazil 97%
Chile 94%
Colombia 96%
Mexico 96%
Peru 96%
Puerto Rico 90%
Venezuela 96%
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%
Israel 94%
South Africa 88%
Australia 96% China 53%
Hong Kong %
India 95%
Indonesia 94%
Japan 58%
Malaysia 94%
New Zealand 95%
Philippines 96%
Singapore 94% South Korea 87%
Taiwan 94%
Vietnam 85%
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.
Source: comScore Media Metrix, October 2011

15. But despite widespread adoption, there are disparities in
social networking
across geographies
and demographic
groups.
North America
North America
Europe
Middle East & Africa
Asia Pacific
Canada 94%
United States 98%
Argentina 96%
Brazil 97%
Chile 94%
Colombia 96%
Mexico 96%
Peru 96%
Puerto Rico 90%
Venezuela 96%
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%
Israel 94%
South Africa 88%
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%
Percentage of Online Population
Using Social Networking
around the World
% Reach of Online Population

16. 1/3 of the world’s social networkers are in Asia Pacific.
Regional Share of
Total Unique Visitors
to Social Networking
Source: comScore Media Metrix, October 2011

17. Yet 5 of the most engaged markets for social networking are in Latin America.
Average Hours per Visitor
Source: comScore Media Metrix, October 2011

18. % 28% 11% Share of Total Time Spent in Latin America
on Social Networking
11%
Share of Total Time Spent in Asia Pacific
on Social Networking %
Regional Share of Time Spent on Social Networking
Social Networking Total Minutes as a % of Total Minutes Online
Source: comScore Media Metrix, October 2011

19. % 7.6 2.9 Average Hours per Person in Latin America
Spent on Social Networking
2.9
Average Hours per Person in Asia Pacific
Spent on Social Networking %
Average Engagement with Social Networking by Region
Average Hours per Visitor
Source: comScore Media Metrix, October 2011

20. women are more social. Across all regions,
Average Engagement with Social Networking by Gender
Average Hours per Visitor
Source: comScore Media Metrix, October 2011

21. 3
The Importance of Facebook Cannot Be Overstated

22. 3 55% Facebook’s global penetration Facebook’s worldwide site rank
Source: comScore Media Metrix, October 2011

23. 1 3 in 7 minutes spent online are spent on Facebook
in 4 minutes on social networking
sites are spent on Facebook 1
in 7 minutes spent online are spent on Facebook
Source: comScore Media Metrix, October 2011

24. Since 2010, Facebook has taken the lead in 6 new markets across Asia, Latin America, and Europe.
Facebook’s Ascent in Recent Years
Total Unique Visitors (MM)
Source: comScore Media Metrix, January October 2011

25. Today, there are only 6 markets where
Facebook is not the leading social network.
Russia
Poland
Japan
China
South Korea
Vietnam
Source: comScore Media Metrix, January 2012

26. Top 2 Social Networks in Selected Markets Where Facebook Is Not #1
Japan
Poland
Facebook surpassed Orkut in Brazil in January 2012
Russia
South Korea
Total Unique Visitors (MM)
Source: comScore Media Metrix, January October 2011

27. 4
Microblogging Has Emerged as a Disruptive New Force in Social Networking

28. Microblogging Platform for short-form content updates

29. @ @ 1 @ Twitter reaches in 10 global online users.
Source: comScore Media Metrix, Worldwide, October 2011

30. 10 Most Tweeted Moments of 2011
Growth of Twitter and
10 Most Tweeted Moments of 2011
160
120 80 40
Total Unique Visitors (MM)
MTV Music Video Awards
End of FIFA Women’s World Cup
New Year
Tweets per Second
BET Awards
Steve Jobs Resigns
Steve Jobs Passes Away
NBA Finals
Brazil Eliminated from the Copa America
Troy Davis Executed
UEFA Champion’s League Final
Source: comScore Media Metrix, January October 2011; Twitter.com

31. Other microblogging services on the rise
Source: comScore Media Metrix, October 2011

32. 5
Local Social Networks are Making Inroads Globally

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

34. limited to the U.S. or English-speaking countries.
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.
Outside the U.S.
Inside the U.S.
Geographic Composition of Site Visitors of Top 4 Global Social Networks
Share of Unique Visitors
Source: comScore Media Metrix, Worldwide, October 2011

35. 5 of the top 10 markets with highest LinkedIn
penetration are in Western Europe.
Markets with Highest LinkedIn Penetration
% Reach
Source: comScore Media Metrix, October 2011

36. Other local social networks are breaking into the top tier of global networks and attracting traffic outside their native markets.
Vkontakte (VK.com)
Odnoklassniki
Geographic Composition of Site Visitors
Share of Unique Visitors
Source: comScore Media Metrix, October 2011

37. 6
It’s Not Just Young People Using Social Networking Anymore – It’s Everyone

38. Males and users 55+ represent the fastest growing segment in social networking.
Social Networking Penetration Among Worldwide Demographic Groups % Reach
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

39. Women still spend more time on social than men, but the gender gap is narrowing for younger demographics.
Social Networking Engagement Among Worldwide Demographic Groups Average Hours per Visitor
Source: comScore Media Metrix, Worldwide, October 2011

40. 7
‘Digital Natives’ Suggest Communications are Going Social

41. 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”.

42. saw the largest decline in engagement with web-based email and instant messaging
15-24 year olds
Change in Average Time Spent with Content Category by Age Segment
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

43. …but also saw the highest increase in engagement with social networking.
Change in Average Time Spent with Content Category by Age Segment
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

44. Average Minutes per Visitor (15-24)
For digital natives,
social networking is the norm.
Average Minutes per Visitor (15-24)
Source: comScore Media Metrix, Worldwide, October 2011

45. 8
Social Networking Leads in Online Display Advertising in the U.S., But Lags in Share of Dollars

46. 1 5% of all ad impressions in the U.S. were “socially-enabled”
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

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

48. Display Ad Impressions
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

49. 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

50. 9
The Next Disrupters Have Yet to Be Decided

51. The Growth of Today’s Social Networking Leaders
900
800
700
600
500
400
300
Total Unique Visitors (MM)
Source: comScore Media Metrix, March October 2011

52. Who could the next disrupters be?

53. Google+ surged to 25 million visitors in less than a month – faster than any other social network.
<1 month to reach 25 million
Total Unique Visitors (MM)
Source: comScore Custom Analytics, July 2011

54. Fastest Growing Top-Tier Global Social Networks in Terms of Audience Size
Total Unique Visitors (MM)
Source: comScore Media Metrix, Worldwide, October 2011 vs. October 2010

55. 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.
Source: comScore Media Metrix, Worldwide, October 2011

56. 10
Mobile Devices Are Fueling the Social Networking Addiction

57. Social Networking Penetration in Selected Mobile Markets
% 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.
Source: comScore MobiLens, 3 Month Average Ending October 2011*

58. Smartphones drive mobile social networking use.
% of Smartphone Audience
Source: comScore MobiLens, 3 Month Average Ending October 2011*

59. 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)
Source: comScore GSMA MMM and Media Metrix, UK, October 2011
Facebook
Twitter

60. % of Mobile Social Networking Audience
Mobile Social Networking Activity On-the-Go
% of Mobile Social Networking Audience
Source: comScore MobiLens, 3 Month Average Ending October 2011

61. Source: comScore Custom Analytics, U.S., September 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 Incremental Duration
2.0x
9.2x
1.6x
1.9x
2.8x
2.5x
Source: comScore Custom Analytics, U.S., September 2011

62. 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.

63. TOP
Need-to-Knows about Social Networking Across the World and Where It’s Headed 10 1 2 3 4 5 6 7 8 9 10
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

64. It’s a Social World
TOP
Need-to-Knows about Social Networking Across the World and Where It’s Headed 10
Eli Goodman
@LosBuenos