1215 omma social eli goodman
DESCRIPTION
TRANSCRIPT
It’s a Social WorldTOP
10Need-to-Knows about Social Networking Across the World and Where It’s Headed
Eli GoodmanMedia Evangelist@LosBuenos
10Need-to-Knows about Social Networking Across the World and Where It’s Headed
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.
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
(M
M)
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
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
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
Source: comScore Media Metrix, March 2007 - October 2011
Social Networking
Search/Navigation
Retail
Communications (Email/IM)
Other Content
Social Networking Behavior Both Transcends and Reflects Regional Differences around the World
2
Asia Pacific
33%
Latin America
10%North America
18%
Europe
30%
Middle East - Africa
9%
Regional Share ofTotal Unique Visitors to Social Networking
Source: comScore Media Metrix, October 2011
1/3 of the world’s socialnetworkers are in
Asia Pacific.
Isra
el
Argentin
a
Russian F
ederatio
n
Turkey
Chile
Philippin
es
Colom
biaPeru
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
Source: comScore Media Metrix, October 2011
Yet 5 of the most engaged markets for social networking are in Latin America.
The Importance of Facebook Cannot Be Overstated3
3 Facebook’s worldwide site rank
55%Facebook’s global penetration
Source: comScore Media Metrix, October 2011
3 in 4 minutes on social networking sites are spent on Facebook
1in 7 minutes spent onlineare spent on Facebook
Source: comScore Media Metrix, October 2011
Today, there are only 5 markets where Facebook is not the leading social network.
Source: comScore Media Metrix, October 2011
PolandRussia
JapanSouth Korea
China
Jan-1
0
Mar
-201
0
May
-201
0
Jul-2
010
Sep-2
010
Nov-20
10
Jan-1
1
Mar
-201
1
May
-201
1
Jul-2
011
Sep-2
011
0
10
20
30
40
OrkutFacebook
Top 2Brazil
0
5
10
15
20
25
TwitterFacebook
Japan
A O D F A J A O
0
5
10
15
20
Nasza-klasa.plFacebook
Poland
Social Networks in Selected MarketsWhere Facebook Is Not #1
JAp Ju Oc J
Ap Ju Oc0
10
20
30
40
VKontakteOdnoklassniki
Russia
Ju SeNo J
Ma
Ma Ju Se
0
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
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 Video Music
Awards
Troy Davis Executed
Steve Jobs Passes Away
Total Unique Visitors (MM)
Tweets per Second
Source: comScore Media Metrix, January 2010 - October 2011; Twitter.com
160
120
80
40
Local Social Networks are Making Inroads Globally5
Facebook Twitter Windows Live Profile
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
Source: comScore Media Metrix, Worldwide, October 2011
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.
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
Source: comScore Media Metrix, October 2011
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
ea
ch
+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
Females
Males
Average Hours per Visitor
Source: comScore Media Metrix, Worldwide, October 2011
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
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
15-24 year olds
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
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
The Next Disrupters Have Yet to Be Decided9
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
Total Unique Visitors (MM)
Source: comScore Custom Analytics, July 2011
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
Twitter LinkedIn SINA Weibo
Tumblr Badoo0
40
80
120
160
200Oct-10
Oct-11
+59%
+55%
+181% +172% +64%
Mobile Devices Are Fueling the Social Networking Addiction10
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
Total Internet
Maps
News/Information
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.
10Need-to-Knows about Social Networking Across the World and Where It’s Headed
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
10Need-to-Knows about Social Networking Across the World and Where It’s Headed
Eli [email protected]@LosBuenos