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

Transcription

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

2 TOP 10 Need-to-Knows about Social Networking Across the World and Where It s Headed 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) I N M A R C H ,7 The Social Networking category had a global audience of <500 million users. 356,3 429,8 Instant Messengers Social Networking 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) I N O C T O B E R , ,4 Around the world, Social Networking now reaches 1.2 billion users. 444,9 Instant Messengers Social Networking 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 % 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 Nearly 1 in 5 minutes online is spent on social networks today Retail Social Networking Search/Navigation 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% 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. 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 93% India 95% Indonesia 94% Japan 58% Malaysia 94% New Zealand 95% Philippines 96% Singapore 94% South Korea 87% Taiwan 94% Vietnam 85% Source: comscore Media Metrix, October 2011

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

16 Europe 30% Middle East - Africa 9% Regional Share of Total Unique Visitors to Social Networking 1/3 of the world s social Asia Pacific 33% networkers are in Asia Pacific. Latin America North America 10% 18% Source: comscore Media Metrix, October 2011

17 Yet 5 of the most engaged markets for social networking are in Latin America. 11,1 10,7 10,4 10,2 9,8 Average Hours per Visitor 8,7 8,5 8,3 7,9 7,7 Source: comscore Media Metrix, October 2011

18 28% Share of Total Time Spent in Latin America on Social Networking 11% Share of Total Time Spent in Asia Pacific on Social Networking Latin America Middle East - Africa Europe North America Asia Pacific 11% 17% 24% 28% 27% % 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 Average Hours per Person in Latin America Spent on Social Networking 2.9 Average Hours per Person in Asia Pacific Spent on Social Networking 7,6 7,2 7,0 6,4 2,9 % Latin America Middle East - Africa Europe North America Asia Pacific Average Engagement with Social Networking by Region Average Hours per Visitor Source: comscore Media Metrix, October 2011

20 Across all regions, women are more social. Latin America Europe North America Asia Pacific Worldwide 3,3 2,7 5,0 6,9 6,3 6,0 6,5 7,9 8,2 8,2 Females 15+ Males 15+ 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 Facebook s worldwide site rank 55% Facebook s global penetration Source: comscore Media Metrix, October 2011

23 3 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. n-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011 Facebook overtakes Windows Live Profile in Portugal Facebook overtakes StudiVZ Sites in Germany 788,2 471,4 Facebook overtakes Windows Live Profile in Mexico Facebook overtakes Orkut in India Facebook overtakes Yahoo! Wretch in Taiwan Facebook overtakes Hyves in the Netherlands Facebook s Ascent in Recent Years Total Unique Visitors (MM) Source: comscore Media Metrix, January October 2011

25 Today, there are only 7 markets where Facebook is not the leading social network. Brazil Poland China Russia Japan South Korea Vietnam Source: comscore Media Metrix, October 2011

26 Top 2 Social Networks in Selected Markets Where Facebook Is Not #1 Brazil Japan Poland Jan-10 Jan-11 Orkut Facebook Jan-10 Jan-11 Twitter Facebook Aug-2010 Nasza-klasa.pl Facebook Aug-2011 Russia South Korea Jan-10 VKontakte Odnoklassniki Jan Jul-2010 Naver.com Café Cyworld Jul-2011 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 shortform content updates

29 Twitter reaches 1 in 10 Source: comscore Media Metrix, Worldwide, October 2011

30 Growth of Twitter and 10 Most Tweeted Moments of 2011 Jan-11 Apr-11 Jul-11 Oct Total Unique Visitors (MM) New Year Tweets per Second UEFA Champion s League Final NBA Finals BET Awards End of FIFA Women s World Cup Brazil Eliminated from the Copa America MTV Music Video Awards Steve Jobs Resigns Troy Davis Executed Steve Jobs Passes Away Source: comscore Media Metrix, January October 2011; Twitter.com

31 Other microblogging services on the rise 166.5M 48.1M 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 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. 61,8% 80,2% 80,0% 19,8% 20,0% 90,9% 9,1% 38,2% Inside the U.S. Facebook Twitter Windows Live Profile LinkedIn 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. Netherlands Ireland United States Canada Denmark United Kingdom New Zealand Australia Singapore Belgium 20,4% 18,7% 17,5% 17,4% 16,6% 15,8% 14,8% 13,3% 12,8% 27,2% 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 Outside Russia 43% Inside Russia 57% Outside Russia 41% Odnoklassniki Inside Russia 59% 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 % Reach Males and users 55+ represent the fastest growing segment in social networking ,4% 84,4% ,0% ,0% ,9% ,9% ,0% ,7% 83,9% 75,0% 71,6% 74,6% 70,6% 71,7% Age Age Age Age Age 55+ Males Females July-10 October-11 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. Age 55+ 2,7 4,9 Age Age ,9 3,9 6,4 5,6 Females Males Age ,9 5,8 Age ,5 8,6 Average Hours per Visitor 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 15-24 year olds saw the largest decline in engagement with web-based and instant messaging 34% 25% 15% 21% 12% 1% -8% -4% -3% -42% -22% -32% -37% -34% -36% Age Age Age Age Age 55+ Change in Average Time Spent with Content Category by Age Segment Instant Messengers Social Networking Source: comscore Media Metrix, Worldwide, October 2011 vs. July 2010

43 but also saw the highest increase in engagement with social networking. 34% 25% 15% 21% 12% 1% -8% -4% -3% -42% -22% -32% -37% -34% -36% Age Age Age Age Age 55+ Change in Average Time Spent with Content Category by Age Segment Instant Messengers Social Networking Source: comscore Media Metrix, Worldwide, October 2011 vs. July 2010

44 For digital natives, social networking Social Networking 483,0 is the norm. Instant Messengers 264,7 67,1 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 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. 27,7% Display Ad Impressions 20,7% Page Views 16,9% Time Spent Online 14,8% Display Ad Estimated Spending Social Networking Share of Key Metrics Source: comscore Ad Metrix and Media Metrix, U.S., October 2011

48 Social Networking 28% Display Ad Impressions Social Networking 15% Other Content 72% Display Ad $ Other Content 85% 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 Facebook Twitter LinkedIn 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. Months to Reach 25 Million Visitors <1 month to reach 25 million Google+ MySpace Twitter Facebook Total Unique Visitors (MM) Source: comscore Custom Analytics, July 2011

54 Fastest Growing Top-Tier Global Social Networks in Terms of Audience Size % Oct-10 Oct % % +172% +64% 0 Twitter LinkedIn SINA Weibo Tumblr Badoo Total Unique Visitors (MM) Source: comscore Media Metrix, Worldwide, October 2011 vs. October 2010

55 Selected Global Social Networks Showing Highest Growth in Engagement Facebook 378,7 +40% Odnoklassniki 358,2 +36% Tagged 155,2 +25% Tumblr 81,6 +41% Pinterest 72,1 +512%* Sina Weibo 69,8 +81% Average Minutes per Visitor 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 Accessed Social Networking Site or Blog Ever in a Month 32,3% 35,4% 17,8% 20,2% 22,1% 22,8% 25,3% Germany Japan Italy France Spain U.S. UK % 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. 64,1% 38,8% 45,2% 40,4% 36,5% 23,1% 22,8% 25,4% U.S. EU5 Accessed Social Networking Site or Blog Almost Every Day U.S. EU5 Accessed Social Networking Site or Blog Ever in a Month % of Smartphone Audience Accessed Social Networking via App Accessed Social Networking via Mobile Browser Source: comscore MobiLens, 3 Month Average Ending October 2011*

59 Source: comscore GSMA MMM and Media Metrix, UK, October 2011 Facebook Twitter Mobile App Mobile Browser Classic Web 10,2 32,3 In the UK, mobile browser and app audiences account for less than a third of the classic web Facebook and Twitter Audiences Across Classic Web, Mobile Browser, and Mobile App Channels Total Unique Visitors (MM) 8,3 audience. 2,8 0,6 1,2

60 Mobile Social Networking Activity On-the-Go 70,0% 61,9% 80,1% 74,3% Posted status update Read posts from people known personally 30,3% 24,3% 45,3% 42,0% 53,8% 45,3% 34,4% 27,7% Used Social Networking Check-In Service Read posts from public figures/celebrities Read posts from organizations/brands/events Received coupon/offer/deal % of Mobile Social Networking Audience U.S. EU5 Source: comscore MobiLens, 3 Month Average Ending October 2011

61 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 Total Internet Incremental Reach 0,2% Incremental Duration 2.0x Maps 56,8% 9.2x News/Information 23,6% 28,9% 1.6x 1.9x Social Networking Retail 12,5% 8,7% 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 10 Need-to-Knows about Social Networking Across the World and Where It s Headed 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 10 Need-to-Knows about Social Networking Across the World and Where It s Headed Questions? Reach us at press@comscore.com Connect on Facebook, Twitter, and LinkedIn