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IT’S A SOCIAL WORLD
Top 10 Need-to-Knows About Social Networking and Where It’s Headed
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2
Introduction
With the widespread adoption o the Internet around the world came the rise o social networking as a global
phenomenon. In March 2007, Social Networking as a category had a global audience o less than 500 million users,representing just 56 percent o the world’s online population. In those days, as Thomas Friedman put it, “‘Twitter’ wasa sound, the ‘cloud’ was in the sky, ‘4G’ was the name o a parking space... and ‘Skype’ or most people was a typo.”*Email reigned supreme as the king o communication channels online, and the word ‘riend’ was just beginning itsmetamorphosis rom the rigid unidimensional noun it was to the ubiquitous, transormative verb it has become.
Since then, the digital landscape has changed immensely. Social networks, which provide platorms or online usersto connect, share, and build relationships with others online, have orever altered the lives o individuals, communities andsocieties all over the world. The growth in popularity o social networking has also created and engendered new onlineconsumer behaviors. The goal o this report is to rame the current state o social networks through the lens o how usersaround the world have grown to use them over time. A primer o sorts, this report addresses questions such as:
• Howextensiveisconsumerusageofsocialnetworkingandhowdoesitvarybycountry?
• Whatisthecurrentrateofsocialnetworkingadoptionindifferentpartsoftheworld?
• Whichsitesaredrivingthisadoptionindifferentmarkets?
• Howaretheseconsumerusagedynamicschangingovertime?
• Wheredothesetrendsappeartobeheadedinthefuture?
This report oers a comprehensive summary o the current state o social networking activity, as measured via passivelyobserved digital consumer behavior, providing essential background research and analysis or anyone trying to get a handleon the arreaching topic o social networking and its implications.
*“ThomasFriedmanon‘HowAmericaFellBehind’”.NPR.org.Retrieved7December2011.http://www.npr.org/2011/09/06/140214150/ thomas-friedman-on-how-america-fell-behind
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Contents
TOP 10 NEED-TO-KNOWS ABOUT SOCIAL NETWORKING AND WHERE IT’S HEADED
Social networking is the most popular online activity worldwide
Social networking behavior both transcends and reects regional dierences around the world
The importance o Facebook cannot be overstated
Microblogging has emerged as a disruptive new orce 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 o dollars
The next disrupters have yet to be decided
Mobile devices are ueling the social addiction
Methodology & Defnitions
About comScore
Appendix: Country Snapshots
1
2
3
4
5
6
7
8
910
A few notes about the data
sources for this report:
Alldatainthisreportsourced
tocomScoreMediaMetrixisbased
onInternetusagefromhomeandwork-
basedcomputersfromcomScore’s
proprietary,opt-inresearchpanel,
consistingof2Millionpeoplesourced
from171countries.Dataisindividually
reportedfor43ofthosecountries.
MediaMetrixdataexcludesactivity
frommobilephones,tabletsandother
connecteddevices.Datafrommobile
devicescomesfromtwootherproducts
inthecomScoremobilesolutionssuite
whichareavailableinasubsetofthese
marketsandaresourcedaccordingly.
comScoreMobiLensdataissourcedfrom
anintelligentonlinesurveyofnationally
representativesamplesofmobile
subscribersage13+intheU.S.,UK,
France,Germany,Spain,Italy,Canada,
andJapan.comScoreGSMAMobile
MediaMetrics(MMM)providesacensus-
levelsolutionformobilemediareporting
intheUK,takingirreversiblyanonymised
mobileInternetusagedatafrom3ofthe4
UKmobileoperatorscomScoreAdMetrix
datasourcedinthisreportrefers
totheU.S.marketonly.
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Socialnetworking
is the most
popular
onlineactivity
worldwide
#1Soia netoin sites no ea 82 peent o te od’s
onine popuation, epesentin 1.2 biion uses aound te
od. Te soia netoin adoption tend aey mioed
te oba Intenet adoption ue, and e popotionatey,
soin tat as peope bean to et onneted, tey
immediatey bean onnetin it one anote.
Een moe tein o soia netoin’s emeene
is te amount o time peope uenty enae it it.
As a peentae o a te time peope spend onine, soia
netoin atiity as moe tan tiped in te ast e
yeas. In Otobe 2011, Soia Netoin aned as te
most popua ontent ateoy in odide enaement,
aountin o 19 peent o a time spent onine.
Neay 1 in eey 5 minutes spent onine is no spent
on soia netoin sites – a sta ontast om en
te ateoy aounted o ony 6 peent o time spent
onine in Ma 2007.
Time spent on soia netoin sites ained ound duin
tis time by tain sae pedominanty om eb-based
emai and instant messenes, efetin its emeene
as anote pimay ommuniation anne o uses.
Unmistaaby, it as eoed oe te yeas to beome an
intea pat o te oba onine expeiene, in many ays
bot mioin and aumentin te ofine soia expeiene.
The Rise of the Global Social Networking Audience
Source: comScore Media Metrix, Worldwide, March 2007 – October 2011
Time Spent Online on Key Internet Categories
Source: comScore Media Metrix, Worldwide, March 2007 – October 2011
* Time spent on Communications includes time spent on web-based Email
and Instant Messengers.
2007 2008 2009 2010 2011
1,600
1,400
1,200
1,000
800
600
400
200
0 T O T A l U N I q U E v I S I T O r S ( M M )
TOTAl INTEr NET
SOcIAl NETwOrkINgSOcIAl NETwOrkINg
SEArch/NAvIgATION
rETAIl
cOMMUNIcATION
OThEr cONTENT
2007 2008 2009 2010 2011
35
30
25
20
15
10
5
0
h O U r S p E r M O N T h ( B I l l I O N S )
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Socialnetworking
behaviorboth
transcendsand refects regional
dierencesaround
the world
#2The growth o social networking is a global culturalphenomenon. Despite signifcant dierences in government,inrastructure, availability o Internet access and culturalpractices around the world, social networking is growingin every single country.* A look at individual markets showsthe penetration o social networking sites, ranging rom53 percent in China to 98 percent in the United States, with41 o the 43 markets individually reported by comScoreseeing a market penetration o 85 percent or more.
Regardless o how open or closed a society may be, it is saeto assume that more than hal o local online populations are
engaging in online social networking, making the practicecomparatively ubiquitous around the world.
The high user engagement on social networks across globalregions demonstrates its universal appeal. For each region,the total time spent by users on Social Networking grew byat least 35 percent over the past year, reecting its growingpervasiveness across the board. In Latin America, Europe,and the Middle EastArica – three very culturally dierentregions – Social Networking accounted or at least
24 percent all time spent online.
NORTH AMERICA
Canada 94%United States 98%
LATIN AMERICA
Argentina 96%Brazil 97%Chile 94%
Colombia 96%Mexico 96%Peru 96%Puerto Rico 90%Venezuela 96%
EUROPE
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%Russia 88%Sweden 93%Switzerland 90%
Turkey 96%United Kingdom 98%
MIDDLE EAST
& AFRICA
Israel 94%South Arica 88%
ASIA PACIFIC
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%
Percentage o OnlinePopulation Using SocialNetworking aroundthe World
Source:comScoreMediaMetrix,October2011
*Dataisbasedonthe43
countriesonwhichcomScorereportsindividually.
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Despite such widespread adoption, there are signifcant disparities in social networking behavior across geographic anddemographic groups. In a ranking o total time spent online, Israel emerges as the most active country, ollowed by Argentinaand Russia. While some o this is driven by inrastructure access to broadband, or example, it is also interesting to examinethese dierences visavis cultural norms. For instance, time spent on the Social Networking category accounted or only11 percent o total time spent online in the Asia Pacifc region compared to 28 percent in Latin America. Latin Americans alsospent the most time on social networks at an average o 7.6 hours per user in October 2011. In contrast, those in the AsiaPacifc region averaged slightly less than 3 hours. In our global ranking o Social Networking usage, 5 o the top 10 top mostsociallyengaged markets were located in Latin America, underscoring a regional predisposition or social networking.Long the heaviest users o other communication channels, such as instant messaging and chat, Latin Americans have
embraced the social web in a way that reects an eusive social culture in the region.
Top 10 Most EngagedMarkets or SocialNetworking
Source:comScoreMediaMetrix,October20117.77.9
11.110.4
9.8
8.5
10.710.2
8.7 8.3
I S R A E L
T U R K E Y
C O L O M
B I A
A R G E N T I N A
C H I L E
P E R U
R U S S I A
P H I L I P P
I N E S
V E N E Z U
E L A
C A N A D A
A V E R A G
E H O U R S P E R V I S I T O R
cont’d
Social networking
behavior both
transcends and
refects regional
dierences around
the world
#2
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In contrast, those in the Asia Pacifc region, particularlyEast Asian countries, spend the least amount o time onsocial networks, which could in part reect dierences incultural norms versus other parts o the world. Even withinregions, however, there are exceptions. In a ranking ocountries based on time spent on Social Networking as apercentage o total time online, the Philippines emergesas the most socially active country, ollowed by Russiaand Argentina. In October, social networking accounted or
an astounding 43 percent o total time spent onlineby Filipinos, and the typical Filipino spent a signifcantlyhigher than average 8.7 hours on social networks duringthe month.
Another interesting illustration is that consistently acrossall regions, women spend more time social networking thanmen. In North America and Europe, women spentan average o nearly two hours 30 percent more than menon social networking sites in a month. All these variationsin social behavior suggest that while social networking
is indeed a signifcant and growing part o the globalonline experience, there are inherent crosscultural anddemographic dierences that are important to understand.
Average Hours per Visitor on SocialNetworking by Region
Source:comScoreMediaMetrix,October2011
#2
LATIN AMERICA
EUROPE
NORTH AMERICA
ASIA PACIFIC
WORLDWIDE
6.98.2
6.3 8.2
6.07.9
2.73.3
5.06.5
FEMALES MALES
cont’d
Social networking
behavior both
transcends and
refects regional
dierences around
the world
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Theimportance
o Facebook cannot be
overstated
#3To ully comprehend the state o social networking today,one must understand how Facebook – the largest playerby virtually any metric – drives the behavior o the categoryas a whole. Consider that Facebook is the third largestweb property in the world, trailing only Google Sites andMicrosot Sites. In October, Facebook reached morethan hal o the world’s global audience 55 percent andaccounted or approximately 3 in every 4 minutes spenton social networking sites and 1 in every 7 minutes spent
online around the world.
While Facebook is the leading social networking site in thevast majority o countries, it is not the leader everywhere –yet. In the beginning o 2010, Facebook was the categoryleader in 30 o the 43 markets that comScore reportson at the individual level. Since then, it has taken the leadin 6 additional markets, spanning Asia, Latin Americaand Europe.
Today, there are only 7 markets where Facebook does not have the largest audience in the category – Brazil, China, Japan,Poland, Russia, South Korea and Vietnam. Putting China aside, which currently blocks Facebook, the trend in audiencegrowth suggests that Facebook will soon be the market leader in Brazil and potentially Poland; In Japan, it is second to Twitter,but is on the same growth trajectory. In a ew o these countries, it even leads the category in engagement. In South Koreaand Poland, or example, Facebook trails regional social networks in audience size but shows highest average engagement,as measured by time spent. While Orkut still leads in Brazil in terms o both audience and engagement, Facebook is quicklyclosing in according to both metrics. By and large, Facebook has proven to be a dominant global orce in social networkingthat shows no immediate signs o slowing down.
Facebook’s Ascent
in Recent Years
Source:comScoreMediaMetrix,Worldwide,January2010–October2011
JAN-2010 JAN-2011JUL-2010 JUL-2011APR-2010 APR-2011OCT-2010 OCT-2011
900
800
700
600
500
400
300
200
100
0
T O T A L U N I Q U E V I S I T O R S ( M M )
FacebookovertakesWindows
Live Profle inPortugal
Facebookovertakes
Windows LiveProfle in Mexico
Facebookovertakes Orkut
in India
Facebookovertakes Yahoo!Wretch in Taiwan
Facebookovertakes StudiVZsites in Germany
Facebookovertakes Hyves
in the Netherlands
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Top 2 Social Networks in Selected Markets
Source:comScoreMediaMetrix,January2010–October2011
cont’d
The importance
o Facebook
cannot be overstated
#3
JAN 2010
JAN 2010
JAN 2010
JUL 2010
AUG 2010JAN 2011
JAN 2011
JAN 2011
JUL 2011
AUG 2011
40
35
30
25
20
15
10
5
0
40
35
30
25
20
15
10
5
0
16
14
12
10
8
6
4
2
0
25
20
15
10
5
0
25
20
15
10
5
0
T O T A L
U N I Q U E V I S I T O R S ( M M )
T O T A L U N I Q U E V I S I T O
R S ( M M )
ORKUT
VKONTAKTE
ODNOKLASSNIKI
AVERAGE MINUTESPER VISITOR
492
339
AVERAGE MINUTESPER VISITOR
232
205
AVERAGE MINUTESPER VISITOR
26
50
AVERAGE MINUTESPER VISITOR
100
258
AVERAGE MINUTESPER VISITOR
57
65
NAVER.COM CAFÉ
CYWORLD
NASZA-KLASA.PL
BRAZIL
RUSSIA
JAPAN
SOUTH KOREA
POLAND
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Microblogging, a style o communicating through shortormcontent, has taken hold as a wildly popular social networkingplatorm in recent years, due in large part to the emergenceo Twitter – which saw its audience begin to erupt in thespring o 2009. To date, Twitter reaches 1 in 10 Internet usersworldwide to rank among the top social networks, and postedan impressive growth rate o 59 percent over the past year.Interestingly, the use o Twitter around the world has not beenlimited to interpersonal communication among riends. In
2011, Twitter was used as a central means o communicationduring events o worldwide and national signifcance, rangingrom political uprisings in the Middle East to disasters, suchas the earthquake and tsunami in Japan. Among the mosttweeted moments in 2011 according to Twitter were politicalevents such as the death o Osama bin Laden, celebratorymoments such as New Year, and news about Steve Jobs’
resignation rom Apple and consequent passing.The announcement o the singer Beyonce’s pregnancyat the Video Music Awards broke Twitter records as usersgenerated 8,868 tweets per second around the event.
Other microblogging services beginning to gain signifcanttraction are Tumblr and Sina Weibo Sina Microblogging.Sina Weibo, the leading Chinese microblogging site whichranks as the tenth largest social network globally, has postedan increase o 181 percent in the past year. Tumblr, rankingtwelth globally, ollowed suit with a similarly strong growth rateo 172 percent. Notably, Sina Weibo and Tumblr have postedthe highest growth rates o the Top 20 global social networks.With both sites on the rise in addition to Twitter, it is likely wewill see microblogging emerge even urther in the near uture.
8,868
7,671
Microblogginghas emerged
as a disruptivenew orce
in socialnetworking
#4
Growth o Twitter and10 Most Tweeted Momentso 2011
Source:comScoreMediaMetrix,January2011–October2011;Twitter*
*“YearinReview:Tweetspersecond”.Twitter.com.Retrieved8December2011.http://yearinreview.twitter.com/en/ tps.html
JAN-11 JUL-11 SEP-11JUN-11MAY-11 OCT-11AUG-11
TWEETS PER SECOND TWITTER UNIQUE VISITORS (MM)
New Year
6,939 6,303 6,0495,531
6,436
7,196 7,166
7,064
NBAFinals
BETAwards
Brazileliminatedrom theCopa
America
SteveJobs
resigns
MTV VideoMusic
Awards
Troy Davisexecuted
Steve Jobspasses away
End oFIFA
Women’sWorldCup
UEFAChampion’sLeague Final
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Localsocial
networksare making
inroadsglobally
#5As global social networking usage continues to expand,there is another trend worth noting, which is a shit ingeographic ootprint o some o the major sites. Thetop tier i.e. Top 20 global social networks have beentraditionally dominated by U.S.based sites, but themarkets where these networks have the greatest reachtoday are no longer limited to the U.S., or in some cases,even to Englishspeaking countries.
LinkedIn, which overtook Myspace in 2011 to become theourth largest global network, is an example o a top U.S.based social network attracting legions o users outsideo its local base. Similar to Facebook and Twitter, themajority o LinkedIn’s audience now resides outside theU.S. While LinkedIn continues to generate the most trafcrom the U.S., it shows its highest market penetration inthe Netherlands, where it reached more than a quarter 27percent o the Dutch online population in October 2011.Western European countries also comprise fve o thetop ten markets or LinkedIn, showing promise or urtherexpansion or the proessional social network in Europe.
Geographic Composition o Site Visitors o Top 4
Global Social Networks
Source:comScoreMediaMetrix,Worldwide,October2011
In the same vein, other local social networks around the worldare beginning to break into the top tier o global networkswhile attracting a sizeable share o trafc outside their nativemarkets. VKontakte, which currently ranks seventh worldwide,traditionally catered to a Russian audience, but now attracts43 percent o its trafc rom outside Russia – an increaseo nearly 10 percentage points rom the previous year.Odnoklassniki, another Russian social network, also currentlyattracts 41 percent o its trafc rom outside Russia.
Markets with Highest LinkedIn Penetration
Source:comScoreMediaMetrix,October2011
NETHERLANDS
IRELAND
UNITED STATES
CANADA
DENMARK
0% 10% 20% 30%
% REACH
27.2%
20.4%
18.7%
17.5%
17.4%19.8%
80.2%
38.2%
61.8%
9.1%
90.9%
20.0%
80.0%
FACEBOOK TWITTER WINDOWSLIVE PROFILE
OUTSIDE THE U.S.
INSIDE THE U.S.
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It’s notjust young
peopleusing social
networkinganymore –
it’s everyone
#6Anyone with children might be under the impression that social networking is a “kids’ activity.”Several years ago, there was some truth to that. However, in the last 18 to 24 months, thathas changed completely. Social networking reach in older segments has all but caughtup, to the point where it’s now quite similar across age groups. In act, users 55 and olderrepresent the astest growing segment in social networking usage.
Social Networking Penetration Among
Worldwide Demographic Groups
Source:comScoreMediaMetrix,Worldwide,October2011vs.July2010
+5.0 +8.0+8.4
+8.4+9.4 +9.3
+5.3
84.4%
79.4%
AGE 15-24
70.6%
79.9%
AGE 55+
78.7%
83.9%
FEMALES
71.6%
80.0%
AGE 35-44
75.0%
83.0%
AGE 25-34
74.6%
82.9%
AGE 45-54
71.7%
81.0%
MALES
JULY 2010 OCTOBER 2011
90%
85%
80%
75%
70%
65%60%
% R
E A C H
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cont’d
It’s not just young
people using social
networking anymore –
it’s everyone
#6Even more striking, in regions such as North America andLatin America, Social Networking reached at least 93percent o online users age 55 and older. Another groupshowing signifcant gains are males. Although males still lagin terms o reach and engagement with social networking,they exhibited a nearly 10percentage point increase inreach rom July 2010. As social networking is integratedinto other online behaviors such as online video viewing, theslight dierences we see today may completely evaporate.
Social Networking Penetration Among Users Age 55+
Source:comScoreMediaMetrix,October2011
Social Networking Engagement Among WorldwideDemographic Groups
Source:comScoreMediaMetrix,Worldwide,October2011
NORTH AMERICA
LATIN AMERICA
EUROPE
ASIA PACIFIC
WORLDWIDE
0% 20% 40% 60% 80% 100%
% REACH
94.7%
93.0%
86.0%
59.8%
79.9%
AGE 55+
AVERAGE HOURS PER VISITOR
AGE 45-54
AGE 35-44
AGE 25-34
AGE 15-24
2.74.9
3.96.4
3.95.6
4.95.8
7.58.6
FEMALES MALES
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‘Digitalnatives’suggest
communications
are goingsocial
#7Today’s generation o teenagers and young adults age1524 represent a new breed o Internet users, oten called“digital natives”* or growing up alongside computers,the Internet and digital media. Looking at the uture throughthe lens o a digital native, social networking is the norm.
Analysis o the communication habits o these usersoers a clue as to what the uture might look like in termso how we communicate. From July 2010 to October2011, 1524 year olds saw the largest decline in their
use o Instant Messengers and Email, outpacing overalldeclines in average time spent on these categoriesacross other age groups. Simultaneously, 1524 yearolds also saw the biggest increase in average time spenton Social Networking. To date, this demographic showsthe highest average engagement with Social Networkingworldwide. These data collectively suggest that much othe communication going on between 1524 year oldshappens via social networks. As this generation matures,carrying these highly social behaviors into the uture, it ispossible that social networking, or its natural successor,could become the most important communication channelacross all age groups.
Change in Average Time Spentwith Content Category by Age Segment
Source:comScoreMediaMetrix,Worldwide,October2011vs.July2010
*Prensky,Marc.“DigitalNatives:DigitalImmigrants”.OntheHorizon(MCBUniversityPress,Vol.9No.5,October2001).http://www.marcprensky.com/writing/Prensky-DigitalNatives,DigitalImmigrants-Part1.pdf
34%
-42%
-22%
-32%
-8%
-37%
-4%
-34%
-3%
1%
-36%
25%
15%
21%
12%
AGE 15-24 AGE 55+AGE 35-44AGE 25-34 AGE 45-54
INSTANT MESSENGERS EMAIL SOCIAL NETWORKING
40%
20%
0%
-20%
-40%
-60%
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Socialnetworking
leads inonline
displayadvertisingin the U.S.,
but lagsin share
o dollars
#8Social Networking strongly leads all content categories in the number o display ads delivered, accounting or more than 1 in4 U.S. display ad impressions 28 percent in October. In addition, 5 percent o all ad impressions viewed in the U.S. were“sociallyenabled,” allowing users to click through to Facebook or other socialnetworking sites. As the Social Networkingcategory continues to account or an everincreasing share o page views and time spent online by users, it comes as nosurprise to see such a avorable shit or advertising on social networks.
Social Networking has maintained a signifcant lead over other categories in the past year, even outpacing Portals – whichspans multiple content categories including News, Sports and Email – with its 19 percent share o display ad impressions.However, despite Social Networking’s leadership in the display ad market, it is not yet attracting its air share o onlinead dollars. Although more than a quarter o ads are seen on social networking sites, the category only attracts 15 percent
o U.S. display ad dollars.
Social Networking Share
o Key Metrics
Source:comScoreAdMetrixandMediaMetrix,U.S.,October2011
DISPLAY ADIMPRESSIONS
PAGE VIEWS
TIME SPENT ONLINE
SOCIAL NETWORKING
OTHER CONTENT
DISPLAY ADESTIMATED SPENDING
0% 20% 40% 60% 80% 100%
SHARE OF TOTAL
27.7%
20.7%
16.9%
14.8%
72.3%
79.3%
83.1%
85.2%
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One cannot discuss display advertising on social networks without mentioning Facebook – currently the single largestpublisher o all U.S. display ad impressions. While this metric does not account or the size o ads ads on Facebook aregenerally small as compared to other premium publishers, based on the sheer number o impressions, Facebook is by arthe largest publisher. In the third quarter o 2011, Facebook delivered 28 percent o display ad impressions – more thanthe other our major portals combined. A key reason Facebook took over the leadership position in delivering ads was itsearly ocus on delivering targeted ads or ‘long tail,’ or smaller advertisers. In the last ew years, it has ocused on attractingdollars rom large brand advertisers. This has contributed to their success, as many o them have begun to embrace onlineadvertising and social advertising in particular as a serious element o their marketing strategy. Time will tell i other socialnetworking leaders will emerge as major players in the ad market, and i so, how this will ultimately impact the displayadvertising landscape. For now, the remainder o the market is quite ragmented.
Publisher Share o Display
Ad Impressions
Source:comScoreAdMetrix,U.S.,Q32011
cont’d
Social networking
leads in online
display advertising
in the U.S., but lags
in share o dollars
#8
49%OTHERS
28%FACEBOOK
12%YAHOO! SITES
4%MICROSOFT SITES
4%GOOGLE SITES
3%AOL, INC.
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The nextdisrupters
have yetto be
decided
#9When Facebook launched in 2004, it aced sti competitionrom Myspace and other leading social networks acrossvarious regions. Not even fve years later, it would go onto surpass these leaders to become the indisputableglobal leader in social networking. In many markets whereFacebook is now the industry leader, users who once mighthave avored other social networks switched to Facebookwhen a critical mass o their riends did, reecting theinherent volatility that exists in an industry that thrives on thepower o the network eect. Just as Facebook has todayestablished itsel as the nearly universal social network,new social networks could very well emerge and disrupt theexisting abric o social networking as we currently know it.
Google’s release o its own social networking platorm,Google+, earlier this year showed some o this ambition,
as it introduced novel eatures allowing users to have greatercontrol and exibility over their the content they could sharewith specifc circles o riends. Once released, Google+ quicklygenerated buzz and excitement, as users clamored to try it out.The site surged to 25 million global unique visitors aster thanany other social network in history, reaching this impressivenumber in less than a month. To put that audience growthin perspective, it took Facebook 36 months and Twitter 33months to achieve similar heights. At present, Google+ reaches65 million global visitors, accounting or 5 percent o the global
social networking audience. While this early adoption bodeswell or Google+, whether or not the network can sustain thisgrowth and a strong level o engagement among users will bebetter indicators o its success in the uture. Google+ mightemerge as a social networking leader in its own right in theyears to come, but exactly how big it will be remains to be seen.
The Growth o Today’s Social Networking Leaders
Source:comScoreMediaMetrix,Worldwide,March2007-October2011
The Race to 25 Million Visitors
Source:comScoreCustomAnalytics,July2011
2007 0 2010 305 2515
MONTHS TO REACH 25 MILLION VISITORS
3520092008 2010 2011
900
800
700
600
500
400
300
200
100
0
30
25
20
15
10
5
0 T O T A L U N I Q U E V I S I T O R S ( M M )
T O T A L U N I Q U E V I S I T O R S ( M M )
GOOGLE+
MYSPACE
<1 Month
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Which other social networks should we be keeping an eyeon in the coming year? Among the top fve global networks,Twitter and LinkedIn have posted two o the highest growthrates or audience size over the past year, positioning themas ormidable players in the global marketplace. Other toptier social networks on the rise are microblogging sites Sina
Weibo Sina Microblogging, which exhibited the highestgrowth at 181 percent, and Tumblr, with a 172percentincrease. Europeanbased Badoo also posted strong gainsat 64 percent. I these astgrowing sites are any indication,microblogging could emerge as a pivotal orce shapingthe uture o social networking behavior.
Fastest GrowingTop-Tier* Global SocialNetworks in Terms
o Audience Size
Source:comScoreMediaMetrix,Worldwide,October2011vs.October2010
*Top-tiersocialnetworksrankamongtheTop20sitesintheSocialNetworkingcategory.
cont’d
The next disrupters
have yet to be decided
#9
+59%
+55%
+181% +172%+64%
TWITTER LINKEDIN SINA WEIBO TUMBLR BADOO
OCTOBER 2010 OCTOBER 2011
180
160
140
120
100
80
60
40
200
T O
T A L U N I Q U E V I S I T O R S ( M M )
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In terms o engagement, Facebook and Russian socialnetwork Odnoklassniki were among the leading globalsocial networks continuing to exhibit signifcant growth in2011. The average Facebook user spent 6.3 hours on thesite in October 2011, up 40 percent rom a year ago. Thetypical Odnoklassniki visitor also spent 6 hours on the s ite,up 36 percent.
Sina Weibo also showed one o the highest growth ratesyearoveryear, as the typical visitor engaged with themicroblogging site or more than an hour in October,showing an increase o 81 percent rom the previous year.Social contentsharing site Pinterest’s global engagementmeasures skyrocketed in 2011, showing a dramatic 512percent increase over the course o six months. As newsocial networks continue to spring up in a market alreadysaturated with players, the ones that not only continueto attract new users but also experience network eectsthrough increased user engagement and participation willprove interesting to watch over the longer term.
Selected Global SocialNetworks ShowingHighest Growth inEngagement
Source:comScoreMediaMetrix,Worldwide,October2011.
*GrowthinengagementforPinterestismeasuredfromMay2011,whencomScorebeganreportingonthesite.
cont’d
The next disrupters
have yet to be decided
#9
ODNOKLASSNIKI
TAGGED
TUMBLR
SINA WEIBO
AVERAGE MINUTES PER VISITOR
378.7 +40%
+36%
+25%
+41%
+512%*
+81%
358.2
155.2
81.6
72.1
69.8
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Mobiledevices
are uelingthe social
addiction
#10From a technology standpoint, mobile devices representthe uture o social networking as they provide the meansor users to connect onthego, acilitating realtimeinteraction. In October 2011, nearly onethird 32percent o the total U.S. mobile population age 13 andolder reported accessing social networking sites on theirphone at least once in the past month. Across fve leading
European markets France, Germany, Italy, Spain, UnitedKingdom, nearly a quarter 24 percent o the total mobilepopulation reported engaging with their social networkson their mobile devices. Among these EU5 markets, the UKshowed the highest social networking penetration amongmobile users at 35 percent.
Social NetworkingPenetration in SelectedMobile Markets
Source:comScoreMobiLens,3MonthAverageEndingOctober2011*
*MobiLensdataforallmarketsissourcedfromthe3monthaverageperiodendinginOctober2011,exceptforJapan,whichissourcedentirelyfromOctobermonthlydata.
UK
U.S.
SPAIN
FRANCE
ITALY
JAPAN
GERMANY
ACCESSED SOCIAL NETWORKING SITE OR BLOG EVER IN A MONTH
% OF TOTAL MOBILE AUDIENCE
35.4%
32.3%
25.3%
22.8%
22.1%
20.2%
17.8%
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cont’d
Mobile devices
are ueling
the social addiction
#10Smartphones Drive Mobile Social Networking Use The growth in mobile social networking use can be attributedlargely to the growth in popularity o smartphones. In boththe U.S. and EU5, mobile social networking use mirroredsmartphone adoption, showing similar growth rates overthe previous year. Among smartphone users in the U.S.,the use o social networking is even more pronounced, as64 percent o smartphone users reported accessing socialnetworking sites once in the previous month and nearly 40
percent reported doing so almost every day. 22 percent
o smartphone users also reported using locationbasedcheckin services, such as Foursquare and Facebook Places,compared to only 10 percent o all mobile users in the U.S.The prevalence o these behaviors on smartphones can beattributed to the inuence o smartphone apps, as socialnetworks have invested in the development o mobile apps toprovide a better user experience and extend the reach o theirbrands. A greater percentage o U.S. smartphone ownersreported using apps to access social networking sites
compared to browsers 40 percent vs. 37 percent.
Mobile Social NetworkingAccess Among U.S. and
EU5 Smartphone Owners
Source:comScoreMobiLens,U.S.andEU5,3MonthAverageEndingOctober2011
38.8%
64.1%
U.S. U.S.EU5 EU5 % O F S
M A R T P H O N E O W N E R S
23.1%
45.2%40.4%
36.5%
22.8% 25.4%
ACCESSED SOCIAL NETWORKING SITE ORBLOG ALMOST EVERY DAY
ACCESSED SOCIAL NETWORKING VIA APP
ACCESSED SOCIAL NETWORKING SITE ORBLOG EVER IN A MONTH
ACCESSED SOCIAL NETWORKING VIAMOBILE BROWSER
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cont’d
Mobile devices
are ueling
the social addiction
#10Sizing the Mobile Social Networking Audience It is important to note that the mobile audience or socialnetworking is still only a raction o the audienceaccessing social networks via a classic web interacethrough a fxedline Internet connection. To put thingsin perspective, a comparison o classic web, mobilebrowser, and mobile app access in the UK usingcomScore GSMA Mobile Media Metrics MMM datashows that mobile browser and app audiences orFacebook and Twitter still account or less than a thirdo the classic web audience. comScore GSMA MMMis a mobile measurement solution unique to the UKmarket that provides a censusbased view o mobileactivity through irreversibly anonymised mobile Internetusage data rom 3 o the 4 UK mobile operators.Compared to the 32 million unique visitors accessingFacebook in the UK via a classic web interace, 10 millionmobile users accessed Facebook via a mobile browser.The mobile app audience or Facebook is even smallerwith 3 million users accessing it via this channel.
Facebook and Twitter Audiences Across Classic Web,Mobile Browser, and Mobile App Channels
Source:comScoreGSMAMMMandMediaMetrix,UK,October2011
FACEBOOK TWITTER
T O T A L U N I Q U E
V I S I T O R S ( M M )
2.8
10.2
32.3
0.6 1.2
8.3
MOBILE APP MOBILE BROWSER CLASSIC WEB
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cont’d
Mobile devices
are ueling
the social addiction
#10Mobile Social Networking Activity On-the-Go
How are mobile users engaging with their social networks on the go? Analysis o mobile social networking activity in theU.S. and EU5 reveals that most mobile users who reported accessing social networks on their devices at least once inthe previous month did so to connect with their personal networks. In the U.S., 70 percent o mobile social networkersreported using their phones to post a status update, while 80 percent read posts rom people they know personally. Mobilesocial networkers in the EU5 showed similar levels o engagement in these activities. Less than onethird o mobile socialnetworkers in both regions reported “checking in” via locationbased services. Interestingly, a signifcant percentage omobile social networkers reported using their devices to engage with brands, organizations, and public fgures. More than40 percent o U.S. and EU5 mobile social networkers reported reading posts rom celebrities and public fgures, and aslightly higher percentage reported reading posts rom organizations, brands and events.
Mobile Social Activities Among Mobile Social Networking Users
Source:comScoreMobiLens,3MonthAverageEndingOctober2011
POSTED STATUS UPDATES
READ POSTS FROM PEOPLEKNOWN PER SONALLY
READ POSTS FROM PUBLICFIGURES / CELEBRITIES
READ POSTS FROMORGANISATIONS/BRANDS/EVENTS
RECEIVED COUPON/OFFER/DEAL
USED SOCIAL NETWORKINGCHECK-IN SERVICE
% OF MOBILE SOCIALNETWORKING AUDIENCE
EU5
70.0%61.9%
80.1%74.3%
30.3%24.3%
45.3%42.0%
53.8%45.3%
34.4%27.7%
U.S.
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Incremental Reach and Duration o Time Spenton Selected Categories Relative to Computer
Use or iPhone and iPad Owners
Source:comScoreCustomAnalytics,U.S.,September2011
#10cont’d
Mobile devices
are ueling
the social addiction
TOTAL
INTERNET
INCREMENTALREACH
INCREMENTALDURATION
0.2% 2.0x
MAPS56.8% 9.2x
NEWS /INFORMATION 28.9% 1.6x
EMAIL23.6% 1.9x
SOCIALNETWORKING 12.5% 2.8x
RETAIL8.7% 2.5x
Tablets and Connected Devices:
The Future o Mobile Social Networking? As devices representing the intersection o mobile phonesand computers, tablets have rapidly gained popularityin recent years by oering Internet connectivity andcomputing capability in a robust but portable platorm.In the U.S. alone, more than 150 new tablet models werelaunched over the last two years, reective o a marketgrowing to meet rapidly escalating consumer demand orthese devices. Could the popularity o tablets and otherwebenabled connected devices urther encourage socialnetworking onthego? Initial data on tablet use romSeptember 2011 suggests as much. According toa comScore survey, 59 percent o tablet owners reportedhaving updated their social networking status on theirdevices during the month, while 46 percent also reportedsharing their location using locationbased checkinservices on their tablets.
An analysis o digital media consumption across a sampleo U.S. iPhone and iPad owners urther illustrates the impactthat mobile, tablets, and other connected devices havehad on social networking thus ar. When actoring in theseowners’ usage o certain categories across all their devicesrelative to their usage on computers, there was an evidentincremental eect on reach and duration.The Social Networking category in particular saw anincremental audience reach o 13 percent via mobile,while time spent in the category nearly tripled. Becausesmartphones and tablets oer portability and constantconnectivity, they have given users a greater ability to satisy
their desires to connect onthego. Users who once might havewaited to post status updates on their computers now havethe ability to post updates in realtime wherever they may be.
What we are witnessing is the dawn o a truly connected era,where social networking platorms integrate more seamlesslywith our lives through mobile technology. As tablets andother connected devices gain even more popularity, bringingportability into our lives, we can expect them to urther pushthe boundaries on the way we interact with each other socially
in the digital environment.
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Methodology & Defnitions
This report utilizes data rom the comScore Media Metrix suite o syndicated products, including comScore Ad Metrix,comScore MobiLens, and comScore GSMA Mobile Media Metrics MMM.
COMSCORE MEDIA METRIX
The comScore Media Metrix suite o syndicated productssets the standard or digital audience measurement andmedia planning. Powered by Unifed Digital Measurement™,the revolutionary measurement approach that bridges
panelbased and website serverbased metrics to accountor 100 percent o a site’s audience, Media Metrix deliversthe most accurate and comprehensive suite o audiencemetrics, providing valuable demographic measures, such asage, gender, household income and household size. MediaMetrix reports on more than 70,000 entities, with audiencemeasurement or 43 individual countries and 6 globalregions, as well as worldwide totals.
Formoreinformation,pleasevisit:www.comscore.com/ Products_Services/Product_Index/Media_Metrix_Suite
COMSCORE AD METRIX
comScore Ad Metrix provides competitive intelligence ortracking display advertising, reporting on key personbasedmetrics and uncovering unique contextual insights. Usingpatented proprietary technology, Ad Metrix is able to trackall ads delivered to panelists, oering visibility into category,company and brand level advertisements. Ad Metrix alsoprovides details on creative messages used in specifccampaigns and reports on the ull range o advertisingmetrics, such as expenditures, share o voice, ad clutter,
exposed unique visitors, requency, reach, GRPs andpublisherlevel demographics.
Formoreinformation,pleasevisit:www.comscore.com/ Products_Services/Product_Index/Ad_Metrix
COMSCORE MOBILENS
MobiLens provides marketwide insight into mobile digitalmedia consumption, brandlevel audience metrics, anddetails o device ownership and technology penetration.Using proprietary data collection methods, we surveynationally representative samples o mobile subscribers age13+ in the U.S., UK, France, Germany, Spain, Italy, Canada,and Japan. The MobiLens sample is substantial enoughto provide projected data or subsegments as small as 1percent o mobile subscribers. The MobiLens’ samplingand survey methods undergo extensive analysis and marketvalidation including comparisons to known network operatormarket shares, leading handset model shares, downloadingactivity, and other usage metrics. For 2011, the estimatedmonthly survey completes utilized or this report are 10,000mobile phone owners in the U.S. For the ollowing analysis,the threemonth average fgures amount to a sample o30,000 mobile users.
Formoreinformation,pleasevisit:www.comscore.com/ Products_Services/Product_Index/MobiLens
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Methodology & Defnitions
COMSCORE GSMA MOBILE MEDIA METRICS (MMM)
GSMA Mobile Media Metrics MMM is a partnershipbetween the GSM Association GSMA, comScore,and the UK’s 4 mobile operators: O2, Vodaone,EverythingEverywhere and 3UK. MMM provides acensuslevel solution or mobile media reporting, takingirreversibly anonymised mobile Internet usage data rom 3o the 4 UK mobile operators. The census data collectedrom the operators is ascribed with demographic datacollected rom a permissionbased sample o mobile users.
MMM delivers key marketlevel mobile web visitationand engagement metrics, as well as usage fgures orconnected apps.
Formoreinformation,pleasevisit:www.comscore.com/ Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMM
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comScore, Inc. NASDAQ: SCOR is a global leader inmeasuring the digital world and preerred source o digitalbusiness analytics. comScore helps its clients betterunderstand, leverage and proft rom the rapidly evolvingdigital marketing landscape by providing data, analytics andondemand sotware solutions or the measuremento online ads and audiences, media planning, website
analytics, advertising eectiveness, copytesting, socialmedia, search, video, mobile, crossmedia, ecommerce,and a broad variety o emerging orms o digital consumer
behavior. comScore services, which now include the productsuites o recent acquisitions AdXpose, Nedstat, NexiusXPLORE, ARSGroup and Certifca, are used by more than1,800 clients around the world, including global leaderssuch as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank,ESPN, France Telecom, Financial Times, Fox, Microsot,MediaCorp, Nestle, Starcom, Terra Networks, Universal
McCann, Verizon Services Group, ViaMichelin and Yahoo!.
Formoreinformation,pleasevisit: www.comscore.com
About comScore, Inc.FOR FURTHERINFORMATION,
PLEASE CONTACT:
Sarah Radwanick comScore, Inc.
206 2686310press@comscore.com
Andrew LipsmancomScore, Inc.
312 7756510press@comscore.com
Carmela AquinocomScore, Inc.
703 4382024press@comscore.com
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Argentina
99.3%
96.1%
92.4%
90.2%
89.4%
99.8%
97.6%
96.4%
95.7%
94.9%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
15.4
9.0 9.0 8.8
7.0
02
4
6
8
10
12
14
16
18
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Windows Live Profile
Twitter Fotolog
Total Audience (Age 15+) 13.3 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 12.8 Million
Online Population Visiting Social Networks 96.0% 117 100
Share of Time Spent on Social Networking 37.1% 194 132
Average Time Spent on Social Networks 10.7 Hours 187 141
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 12,308 92.7 641.3
Windows Live
Profile 2,973 22.4 4.9
Twitter 2,354 17.7 20.6
Fotolog 1,579 11.9 5.6
LinkedIn 1,150 8.7 8.8
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Australia
96.5%
96.6%
97.4%
92.5%
89.6%
96.5%
96.5%
96.8%
96.1%
96.8%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
8.0
4.8
3.9 4.03.3
01
2
3
4
5
6
7
8
9
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook LinkedIn
Twitter Tumblr
Windows Live Profile
Total Audience (Age 15+) 13.8 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 13.2 Million
Online Population Visiting Social Networks 95.5% 116 145
Share of Time Spent on Social Networking 20.6% 108 183
Average Time Spent on Social Networks 4.8 Hours 84 164
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 10,444 75.5 327.9
LinkedIn 2,052 14.8 14.0
Twitter 1,346 9.7 13.0
Tumblr 1,253 9.1 140.7
Windows Live
Profile 1,206 8.7 4.8
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Austria
91.9%
95.8%
83.8%
81.5%
71.5%
92.1%
97.2%
88.2%
83.0%
77.9%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
6.3
4.0 3.7
2.72.1
01
2
3
4
5
6
7
8
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook MySpace
Xing Windows Live Profile
Total Audience (Age 15+) 4.7 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 4.1 Million
Online Population Visiting Social Networks 86.5% 105 93
Share of Time Spent on Social Networking 22.5% 118 94
Average Time Spent on Social Networks 3.9 Hours 68 54
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 3,424 72.3 261.2
MySpace 331 7.0 3.3
Xing 297 6.3 10.2
Windows Live
Profile 287 6.1 2.5
Twitter 248 5.2 3.5
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Belgium
95.7%
95.5%
95.6%
90.5%
79.6%
99.7%
99.8%
96.2%
99.3%
85.2%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
7.0
4.6 4.54.8
3.2
01
2
3
4
5
6
7
8
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Windows Live Profile
LinkedIn Netlog
Skyrock
Total Audience (Age 15+) 6.0 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 5.6 Million
Online Population Visiting Social Networks 93.3% 113 101
Share of Time Spent on Social Networking 22.0% 115 91
Average Time Spent on Social Networks 4.8 Hours 84 67
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 4,746 78.5 311.6
Windows Live
Profile 1,019 16.9 4.2
LinkedIn 774 12.8 11.3
Netlog 753 12.4 46.6
Skyrock 722 11.9 26.2
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Brazil
97.6%
97.8%
97.6%
96.6%
94.6%
97.6%
97.7%
97.2%
95.9%
99.9%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
8.2
5.64.9 5.1 5.1
0
1
2
3
4
5
6
7
8
9
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Orkut Facebook
Windows Live Profile Twitter
Tumblr
Total Audience (Age 15+) 45.2 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 44.1 Million
Online Population Visiting Social Networks 97.4% 118 101
Share of Time Spent on Social Networking 20.9% 110 75
Average Time Spent on Social Networks 6.1 Hours 107 81
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per VisitorsOrkut 34,735 76.8 236.1
Facebook 32,084 70.9 208.0
Windows Live
Profile17,063 37.7 7.9
Twitter 12,984 28.7 28.2
Tumblr 3,889 8.6 45.2
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Canada
99.2%
97.8%
90.7%
90.7%
85.5%
99.1%
97.2%
96.2%
95.8%
91.5%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
10.6
8.6
7.4
6.2
5.2
0
2
4
6
8
10
12
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Twitter
Windows Live Profile LinkedIn
Tumblr
Total Audience (Age 15+) 23.5 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 22.2 Million
Online Population Visiting Social Networks 94.4% 115 96
Share of Time Spent on Social Networking 16.1% 84 96
Average Time Spent on Social Networks 7.7 Hours 135 111
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per VisitorsFacebook 20,114 85.4 470.1
Twitter 4,906 20.8 19.9
Windows Live
Profile4,676 19.9 4.2
LinkedIn 4,123 17.5 16.3
Tumblr 2,491 10.6 105.0
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Chile
94.2%
96.8%
91.5%
91.5%
87.0%
94.0%
98.6%
96.4%
95.9%
89.4%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
14.9
8.7
7.18.2
6.7
0
2
4
6
8
10
12
14
16
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Windows Live Profile
Twitter Fotolog
SlideShare
Total Audience (Age 15+) 7.4 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 7.0 Million
Online Population Visiting Social Networks 94.3% 115 98
Share of Time Spent on Social Networking 34.9% 182 124
Average Time Spent on Social Networks 9.8 Hours 171 129
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 6,760 91.6 581.0
Windows Live
Profile 1,442 19.5 4.1
Twitter 1,266 17.2 20.1
Fotolog 1,096 14.9 6.6
SlideShare 823 11.2 2.9
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Colombia
98.9%
96.0%
92.3%
91.2%
85.0%
98.9%
96.0%
94.6%
94.8%
89.8%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
11.5
6.85.8
6.45.6
0
2
4
6
8
10
12
14
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Windows Live Profile
Twitter SlideShare
Badoo
Total Audience (Age 15+) 13.8 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 13.3 Million
Online Population Visiting Social Networks 96.0% 117 100
Share of Time Spent on Social Networking 31.2% 163 111
Average Time Spent on Social Networks 8.5 Hours 148 112
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 12,630 91.4 513.8
Windows Live
Profile 4,725 34.2 4.9
Twitter 3,082 22.3 18.8
SlideShare 2,937 21.2 3.3
Badoo 1,270 9.2 50.4
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Denmark
99.1%
97.8%
90.2%
87.2%
79.8%
99.1%
98.2%
98.5%
99.3%
95.2%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
7.7
4.6 4.74.4
3.2
01
2
3
4
5
6
7
8
9
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook LinkedIn
Windows Live Profile MySpace
Total Audience (Age 15+) 3.7 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 3.4 Million
Online Population Visiting Social Networks 93.8% 114 101
Share of Time Spent on Social Networking 19.4% 101 80
Average Time Spent on Social Networks 4.8 Hours 85 67
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 2,872 78.1 328.5
LinkedIn 639 17.4 15.8
Windows Live
Profile 316 8.6 3.4
MySpace 280 7.6 2.5
Twitter 223 6.1 4.5
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Finland
95.8%
95.5%
92.9%
87.2%
75.5%
95.6%
95.6%
95.6%
94.8%
86.9%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
8.5
6.1
4.7
5.8
2.5
01
2
3
4
5
6
7
8
9
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook IRC-GALLERIA.NET
LinkedIn Windows Live Profile
MySpace
Total Audience (Age 15+) 3.4 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 3.1 Million
Online Population Visiting Social Networks 91.1% 111 98
Share of Time Spent on Social Networking 19.2% 100 80
Average Time Spent on Social Networks 5.5 Hours 96 76
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 2,737 80.9 325.7
IRC-
GALLERIA.NET 487 14.4 61.9
LinkedIn 327 9.7 12.4
Windows Live
Profile 294 8.7 3.1
MySpace 278 8.2 3.9
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
France
95.9%
95.6%
92.5%
85.8%
81.8%
94.8%
95.0%
93.5%
92.0%
85.7%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
7.1
5.5 5.6
4.1
2.1
0
1
2
3
4
5
6
7
8
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Skyrock
Windows Live Profile Viadeo
Trombi
Total Audience (Age 15+) 42.5 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 38.7 Million
Online Population Visiting Social Networks 91.0% 110 98
Share of Time Spent on Social Networking 15.7% 82 65
Average Time Spent on Social Networks 4.9 Hours 85 68
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per VisitorsFacebook 31,638 74.4 320.7
Skyrock 8,258 19.4 39.6
Windows Live
Profile6,185 14.5 7.2
Viadeo 3,671 8.6 9.6
Trombi 3,658 8.6 3.7
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Germany
89.3%
89.8%
97.8%
91.1%
79.3%
89.1%
90.1%
90.6%
96.1%
87.3%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
9.9
7.4
6.05.4
4.0
0
2
4
6
8
10
12
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook StudiVZ Sites
Wer-Kennt-Wen.de Deinpunkt.net
Total Audience (Age 15+) 50.7 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 45.4 Million
Online Population Visiting Social Networks 89.6% 109 97
Share of Time Spent on Social Networking 22.1% 115 92
Average Time Spent on Social Networks 6.3 Hours 110 87
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per VisitorsFacebook 36,864 72.7 333.3
StudiVZ Sites 6,702 13.2 71.7
Wer-Kennt-
Wen.de4,970 9.8 97.6
Deinpunkt.net 4,316 8.5 1.4
Xing 4,157 8.2 16.4
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Hong Kong
93.6%
94.8%
90.8%
83.1%
83.2%
93.1%
95.2%
96.3%
99.6%
91.2%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
8.0
4.33.8
3.42.9
01
2
3
4
5
6
7
8
9
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Yahoo! Wretch
SINA Microblogging Windows Live Profile
Total Audience (Age 15+) 4.5 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 4.1 Million
Online Population Visiting Social Networks 92.6% 112 140
Share of Time Spent on Social Networking 14.9% 78 133
Average Time Spent on Social Networks 4.5 Hours 78 152
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 3,348 75.0 311.8
Yahoo! Wretch 627 14.1 4.9
SINA
Microblogging 521 11.7 54.5
Windows Live
Profile 386 8.7 3.0
LinkedIn 318 7.1 13.5
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
India
99.2%
94.0%
86.3%
87.9%
83.3%
99.1%
95.3%
95.5%
94.8%
87.6%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
4.9
2.82.4 2.5
2.1
0
1
2
3
4
5
6
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Orkut
LinkedIn BharatStudent
Total Audience (Age 15+) 45.9 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 43.5 Million
Online Population Visiting Social Networks 94.8% 115 143
Share of Time Spent on Social Networking 25.5% 133 227
Average Time Spent on Social Networks 3.4 Hours 60 116
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitors
Facebook 37,600 81.9 221.8
Orkut 9,967 21.7 21.4
LinkedIn 5,775 12.6 15.2
BharatStudent 5,397 11.8 3.2
Twitter 3,546 7.7 8.2
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Indonesia
98.1%
92.1%
88.4%
86.5%
89.8%
98.4%
92.4%
91.7%
89.7%
84.5%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
6.9
4.54.2
3.8
5.6
0
1
2
3
4
5
6
7
8
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Twitter
Multiply Yahoo! Pulse
SlideShare
Total Audience (Age 15+) 11.5 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 10.8 Million
Online Population Visiting Social Networks 93.6% 114 142
Share of Time Spent on Social Networking 31.1% 163 277
Average Time Spent on Social Networks 5.5 Hours 96 187
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 10,025 86.9 338.1
Twitter 2,877 24.9 32.7
Multiply 1,993 17.3 4.6
Yahoo! Pulse 780 6.8 2.9
SlideShare 545 4.7 3.6
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Ireland
98.6%
96.9%
89.2%
86.4%
86.3%
97.8%
99.3%
94.7%
96.1%
99.7%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
7.9
4.5 4.33.8
4.2
0
1
2
3
4
5
6
7
8
9
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook LinkedIn Twitter
MySpace Nasza Klasa
Total Audience (Age 15+) 2.3 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 2.2 Million
Online Population Visiting Social Networks 95.0% 115 102
Share of Time Spent on Social Networking 22.4% 117 93
Average Time Spent on Social Networks 5.0 Hours 88 70
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 1,817 77.3 320.4
LinkedIn 479 20.4 16.2
Twitter 317 13.5 15.5
MySpace 201 8.5 2.7
Nasza Klasa 136 5.8 81.3
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Israel
99.5%
95.1%
91.2%
92.3%
90.4%
87.8%
95.6%
96.5%
98.1%
97.5%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
16.1
8.89.7 10.0
8.6
0
2
4
6
8
10
12
14
16
18
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Walla! Mekusharim
TheMarker Café LinkedIn
Total Audience (Age 15+) 4.4 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 4.1 Million
Online Population Visiting Social Networks 94.3% 114 107
Share of Time Spent on Social Networking 33.2% 174 124
Average Time Spent on Social Networks 11.1 Hours 195 174
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 3,860 87.8 2589.6
Walla!
Mekusharim 541 12.3 25.2
TheMarker
Café 339 7.7 2.7
LinkedIn 333 7.6 4.1
Twitter 260 5.9 2.2
Regional
Worldwide
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Italy
91.9%
97.4%
90.8%
89.2%
82.3%
93.0%
95.6%
97.2%
97.9%
94.4%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
11.2
5.74.9 5.1
4.4
0
2
4
6
8
10
12
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook LinkedIn
Splinder MySpace
Windows Live Profile
Total Audience (Age 15+) 24.0 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 22.3 Million
Online Population Visiting Social Networks 93.1% 113 100
Share of Time Spent on Social Networking 30.2% 158 125
Average Time Spent on Social Networks 6.2 Hours 108 86
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 19,138 79.8 406.0
LinkedIn 2,499 10.4 10.0
Splinder 2,033 8.5 3.2
MySpace 1,821 7.6 4.9
Windows Live
Profile 1,816 7.6 4.9
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Japan
71.5%
61.4%
57.4%
51.7%
44.4%
68.8%
61.2%
59.3%
58.8%
52.7%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
1.4 1.2 1.20.9 0.7
0
1
2
3
4
5
6
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Twitter Facebook
Mixi Pixiv
Hatena-Bookmark
Total Audience (Age 15+) 73.5 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 42.5 Million
Online Population Visiting Social Networks 57.9% 70 88
Share of Time Spent on Social Networking 2.9% 15 26
Average Time Spent on Social Networks 1.1 Hours 19 37
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Twitter 21,607 29.4 25.8
Facebook 14,382 19.6 50.0
Mixi 13,405 18.3 56.6
Pixiv 10,094 13.7 26.9
Hatena-
Bookmark 5,201 7.1 1.2
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Malaysia
95.9%
95.7%
89.4%
88.4%
88.8%
95.5%
97.3%
93.9%
95.1%
91.6%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
8.6
5.5
4.4 4.7 4.7
01
2
3
4
5
6
7
8
9
10
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Twitter
Yahoo! Pulse Tagged
MySpace
Total Audience (Age 15+) 11.5 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 10.8 Million
Online Population Visiting Social Networks 94.2% 114 143
Share of Time Spent on Social Networking 33.0% 172 294
Average Time Spent on Social Networks 6.3 Hours 110 214
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 10,170 88.8 378.2
Twitter 1,432 12.5 20.8
Yahoo! Pulse 921 8.0 2.5
Tagged 844 7.4 158.5
MySpace 628 5.5 9.2
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Mexico
95.9%
96.6%
96.9%
93.3%
91.9%
96.1%
96.8%
99.0%
97.8%
94.3%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
11.1
6.5
5.34.4
4.9
0
2
4
6
8
10
12
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Windows Live Profile
Twitter Slideshare
Fotolog
Total Audience (Age 15+) 21.0 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 20.3 Million
Online Population Visiting Social Networks 96.3% 117 100
Share of Time Spent on Social Networking 31.4% 164 112
Average Time Spent on Social Networks 7.7 Hours 135 109
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitors
Facebook 18,553 88.1 487.0
Windows Live
Profile6,060 28.8 5.4
Twitter 3,436 16.3 17.3
Slideshare 3,075 14.6 3.2
Fotolog 2,063 9.8 5.3
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Netherlands
97.6%
96.8%
94.5%
90.4%
81.8%
97.4%
96.7%
97.1%
98.5%
92.5%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
5.9 5.95.4
6.1
4.2
0
1
2
3
4
5
6
7
8
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Hyves
Twitter LinkedIn
Windows Live Profile
Total Audience (Age 15+) 12.0 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 11.2 Million
Online Population Visiting Social Networks 93.7% 114 101
Share of Time Spent on Social Networking 14.3% 75 60
Average Time Spent on Social Networks 5.4 Hours 95 75
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 8,411 70.2 201.5
Hyves 6,856 57.2 211.0
Twitter 4,041 33.7 22.7
LinkedIn 3,258 27.2 23.0
Windows Live
Profile 2,673 22.3 3.7
Worldwide
Regional
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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SOCIAL NETWORKING COUNTRY SNAPSHOT
New Zealand
97.9%
98.8%
90.2%
92.4%
83.9%
98.0%
97.6%
96.6%
95.2%
97.6%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
8.3
5.8
4.5 4.6 4.4
0
1
2
3
4
5
6
7
8
9
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook LinkedIn
Twitter Tumblr
Windows Live Profile
Total Audience (Age 15+) 2.8 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 2.7 Million
Online Population Visiting Social Networks 94.7% 115 143
Share of Time Spent on Social Networking 23.3% 122 208
Average Time Spent on Social Networks 5.6 Hours 98 190
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 2,316 82.6 355.8
LinkedIn 442 15.8 7.9
Twitter 305 10.9 19.5
Tumblr 244 8.7 103.8
Windows Live
Profile 216 7.7 3.2
Worldwide
Regional
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Norway
87.9%
86.7%
91.7%
92.0%
80.8%
87.7%
86.8%
97.8%
88.7%
93.6%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
10.7
7.26.2
4.65.4
0
2
4
6
8
10
12
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook LinkedIn
Twitter Windows Live Profile
MySpace
Total Audience (Age 15+) 3.3 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 2.9 Million
Online Population Visiting Social Networks 88.9% 108 96
Share of Time Spent on Social Networking 20.6% 108 86
Average Time Spent on Social Networks 6.8 Hours 118 94
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 2,593 79.4 419.5
LinkedIn 389 11.9 13.0
Twitter 340 10.4 12.9
Windows Live
Profile 327 10.0 4.0
MySpace 237 7.3 2.6
Worldwide
Regional
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Peru
97.6%
95.4%
93.8%
92.0%
96.5%
99.1%
95.4%
96.6%
98.3%
94.9%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
13.0
7.0 6.85.8
4.9
0
2
4
6
8
10
12
14
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Windows Live Profile
Slideshare Sonico
Total Audience (Age 15+) 4.3 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 4.2 Million
Online Population Visiting Social Networks 96.0% 117 100
Share of Time Spent on Social Networking 28.0% 146 100
Average Time Spent on Social Networks 8.3 Hours 146 110
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 3,987 92.1 505.3
Windows Live
Profile 1,525 35.2 5.4
Slideshare 856 19.8 5.1
Sonico 684 15.8 9.0
Twitter 620 14.3 10.9
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Philippines
97.8%
95.2%
93.7%
93.2%
92.8%
98.2%
96.2%
95.6%
96.2%
94.3%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
10.3
7.6 7.8 7.7
6.5
0
2
4
6
8
10
12
15-24 25-34 35-44 45-54 55+
Average Engagement with Social
Networking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Twitter
Multiply Tumblr
Yahoo! Pulse
Total Audience (Age 15+) 5.7 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 5.5 Million
Online Population Visiting Social Networks 96.2% 117 146
Share of Time Spent on Social Networking 43.0% 225 383
Average Time Spent on Social Networks 8.7 Hours 152 296
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 5,376 94.8 500.9
Twitter 1,203 21.2 27.6
Multiply 863 15.2 8.1
Tumblr 677 11.9 89.6
Yahoo! Pulse 588 10.4 2.6
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Poland
99.8%
95.2%
92.5%
91.3%
90.5%
94.5%
97.1%
97.4%
95.8%
93.8%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
8.8
5.14.5 4.3 4.4
0
1
2
3
4
5
6
7
8
9
10
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Nasza Klasa Facebook Chomikuj
Badoo Akazoo
Total Audience (Age 15+) 18.2 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 17.3 Million
Online Population Visiting Social Networks 95.3% 116 103
Share of Time Spent on Social Networking 20.4% 106 85
Average Time Spent on Social Networks 5.7 Hours 100 79
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Nasza Klasa 14,337 78.8 100.4
Facebook 13,249 72.8 257.8
Chomikuj 7,600 41.8 116.3
Badoo 1,393 7.7 51.0
Akazoo 1,293 7.1 1.1
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Portugal
99.6%
96.4%
91.7%
90.4%
86.7%
99.0%
98.3%
97.0%
95.2%
94.4%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
7.6
5.44.9
6.0 6.2
0
1
2
3
4
5
6
7
8
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Windows Live Profile
LinkedIn Twitter
SlideShare
Total Audience (Age 15+) 4.3 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 4.1 Million
Online Population Visiting Social Networks 95.7% 116 103
Share of Time Spent on Social Networking 26.6% 139 111
Average Time Spent on Social Networks 6.0 Hours 105 83
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 3,617 84.8 365.7
Windows Live
Profile 900 21.1 4.4
LinkedIn 391 9.2 10.6
Twitter 337 7.9 6.4
SlideShare 328 7.7 3.2
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Puerto Rico
95.8%
90.9%
85.3%
84.9%
79.7%
96.2%
91.5%
88.6%
89.2%
84.9%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
8.9
5.5
4.5 4.8
3.5
0
1
2
3
4
5
6
7
8
9
10
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Twitter
MySpace Windows Live Profile
SlideShare
Total Audience (Age 15+) 1.4 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 1.2 Million
Online Population Visiting Social Networks 90.4% 110 94
Share of Time Spent on Social Networking 31.3% 163 111
Average Time Spent on Social Networks 6.1 Hours 107 81
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 1,108 80.5 382.0
Twitter 134 9.7 9.9
MySpace 130 9.5 13.4
Windows Live
Profile 123 8.9 3.5
SlideShare 111 8.0 3.9
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Russia
88.1%
86.4%
84.6%
82.2%
79.6%
90.4%
89.5%
90.0%
89.2%
85.3%
15-24
25-34
35-44
45-54
55+
Social Networking DemographicReach
Males Females
13.6
9.0 9.0 9.0 9.1
0
2
4
6
8
10
12
14
16
15-24 25-34 35-44 45-54 55+
Average Engagement with Social
Networking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Vkontakte Odnoklassniki
Mail.Ru - My World Facebook
Total Audience (Age 15+) 51.6 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 45.3 Million
Online Population Visiting Social Networks 87.6% 106 95
Share of Time Spent on Social Networking 37.5% 196 156
Average Time Spent on Social Networks 10.4 Hours 182 144
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitors
VKontakte 35,473 68.7 491.7
Odnoklassniki 27,967 54.2 339.0
Mail.Ru - My
World17,312 33.5 31.6
Facebook 10,538 20.4 28.7
Twitter 4,097 7.9 9.5
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Singapore
97.3%
99.7%
88.0%
84.0%
84.6%
97.1%
99.1%
96.7%
92.5%
99.7%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
7.3
4.3
3.2 3.4 3.1
0
1
2
3
4
5
6
7
8
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Twitter
LinkedIn Tumblr
Windows Live Profile
Total Audience (Age 15+) 2.9 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 2.7 Million
Online Population Visiting Social Networks 94.3% 115 143
Share of Time Spent on Social Networking 18.0% 94 160
Average Time Spent on Social Networks 4.4 Hours 76 148
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 2,235 77.0 278.4
Twitter 528 18.2 32.2
LinkedIn 385 13.3 19.4
Tumblr 319 11.0 85.4
Windows Live
Profile 202 7.0 2.7
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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SOCIAL NETWORKING COUNTRY SNAPSHOT
South Africa
98.9%
86.5%
78.2%
83.1%
73.5%
85.3%
93.8%
91.7%
87.0%
83.9%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
2.7
1.9 1.72.0
1.8
0
1
2
3
4
5
6
7
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook LinkedIn Twitter
MySpace DeviantArt
Total Audience (Age 15+) 6.7 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 5.9 Million
Online Population Visiting Social Networks 87.6% 106 100
Share of Time Spent on Social Networking 19.1% 100 71
Average Time Spent on Social Networks 2.0 Hours 36 32
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 4,324 64.4 682.3
LinkedIn 725 10.8 8.3
Twitter 441 6.6 6.0
MySpace 198 2.9 0.9
DeviantArt 188 2.8 3.9
Regional
Worldwide
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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SOCIAL NETWORKING COUNTRY SNAPSHOT
South Korea
91.6%
85.2%
80.1%
85.6%
85.5%
93.3%
89.5%
80.7%
94.4%
93.5%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
4.3
3.1
2.4
3.5
1.8
0
1
2
3
4
5
6
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Naver.com Café Cyworld
Daum.net Cafe Facebook
Nate.com Pann
Total Audience (Age 15+) 30.8 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 26.8 Million
Online Population Visiting Social Networks 87.2% 106 132
Share of Time Spent on Social Networking 8.6% 45 77
Average Time Spent on Social Networks 3.1 Hours 55 107
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Naver.com
Cafe 18,575 60.4 56.9
Cyworld 17,998 58.5 64.6
Daum.net Cafe 13,294 43.2 93.4
Facebook 7,904 25.7 157.7
Nate.com Pann 5,183 16.8 39.2
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Spain
99.7%
99.3%
98.7%
96.9%
95.0%
99.4%
99.4%
98.8%
97.8%
92.9%
15-24
25-34
35-44
45-54
55+
Social Networking DemographicReach
Males Females
9.4
6.1
5.1 5.3
3.7
0
12
3
4
5
6
7
8
9
10
15-24 25-34 35-44 45-54 55+
Average Engagement with Social
Networking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Tuenti
Windows Live Profile Twitter
Total Audience (Age 15+) 21.4 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 21.0 Million
Online Population Visiting Social Networks 98.2% 119 106
Share of Time Spent on Social Networking 20.9% 109 87
Average Time Spent on Social Networks 6.0 Hours 105 83
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitors
Facebook 16,630 77.8 290.3
Tuenti 7,016 32.8 316.5
Windows Live
Profile4,491 21.0 6.2
Twitter 3,604 16.9 20.9
LinkedIn 2,254 10.5 17.1
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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SOCIAL NETWORKING COUNTRY SNAPSHOT
Sweden
97.1%
99.7%
91.1%
91.1%
78.8%
96.9%
97.0%
96.8%
97.1%
93.0%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
9.7
5.7
4.5
5.9
3.9
0
2
4
6
8
10
12
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Windows Live Profile
Twitter LinkedIn
MySpace
Total Audience (Age 15+) 6.2 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 5.8 Million
Online Population Visiting Social Networks 93.2% 113 100
Share of Time Spent on Social Networking 20.7% 108 86
Average Time Spent on Social Networks 5.9 Hours 103 81
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 4,972 79.9 377.3
Windows Live
Profile 661 10.6 3.3
Twitter 591 9.5 8.6
LinkedIn 581 9.3 14.2
MySpace 479 7.7 3.9
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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Switzerland
95.4%
99.1%
86.2%
86.7%
70.4%
95.7%
95.9%
96.6%
92.8%
84.7%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
6.5
4.03.6 3.4
2.7
0
1
2
3
4
5
6
7
8
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Windows Live Profile
LinkedIn MySpace
Total Audience (Age 15+) 4.8 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 4.3 Million
Online Population Visiting Social Networks 89.8% 109 97
Share of Time Spent on Social Networking 18.6% 97 77
Average Time Spent on Social Networks 4.0 Hours 71 56
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 3,251 68.2 283.9
Windows Live
Profile 569 11.9 5.0
LinkedIn 386 8.1 12.7
MySpace 356 7.5 2.9
Twitter 311 6.5 5.3
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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Taiwan
98.8%
99.1%
89.4%
84.4%
80.3%
98.8%
99.0%
94.7%
93.7%
87.1%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
8.8
5.1
2.9 3.3 3.4
0
1
2
3
4
5
6
7
8
9
10
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Yahoo! Wretch
Yahoo! Pulse Windows Live Profile
Total Audience (Age 15+) 14.3 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 13.4 Million
Online Population Visiting Social Networks 94.2% 114 142
Share of Time Spent on Social Networking 22.0% 115 196
Average Time Spent on Social Networks 5.1 Hours 89 173
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 11,157 78.2 338.5
Yahoo! Wretch 8,300 58.1 31.1
Yahoo! Pulse 1,231 8.6 1.9
Windows Live
Profile 1,044 7.3 3.3
Twitter 639 4.5 6.7
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
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Turkey
98.0%
96.6%
92.2%
93.9%
89.5%
97.6%
95.1%
95.1%
96.4%
95.9%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
12.8
8.3 8.2
9.6
7.6
0
2
4
6
8
10
12
14
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Twitter
Windows Live Profile Eksi Sozluk
Uludag Sozluk
Total Audience (Age 15+) 23.2 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 22.3 Million
Online Population Visiting Social Networks 96.0% 117 104
Share of Time Spent on Social Networking 29.4% 154 122
Average Time Spent on Social Networks 10.2 Hours 179 142
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 21,622 93.1 601.5
Twitter 6,347 27.3 22.2
Windows Live
Profile 5,768 24.8 4.6
Eksi Sozluk 4,591 19.8 31.9
Uludag Sozluk 3,866 16.6 2.6
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
http://slidepdf.com/reader/full/top-10-need-to-knows-about-social-networking-and-where-it-is-headedpdf-1 66/69
United Kingdom
99.6%
99.2%
98.3%
96.6%
94.2%
99.2%
99.3%
98.6%
97.2%
93.6%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
10.6
7.87.1
6.3
3.6
0
2
4
6
8
10
12
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Feb-2011 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Twitter
LinkedIn Windows Live Profile
Myspace
Total Audience (Age 15+) 37.4 Million
Index toWorldwide
Index toRegionTotal Social Networking Audience 36.5 Million
Online Population Visiting Social Networks 97.5% 118 105
Share of Time Spent on Social Networking 18.3% 96 76
Average Time Spent on Social Networks 7.0 Hours 123 98
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitors
Facebook 30,068 80.4 456.9
Twitter 7,751 20.7 23.9
LinkedIn 6,202 16.6 23.5
Windows Live
Profile4,411 11.8 5.3
Myspace 3,166 8.5 7.0
Worldwide
Regional
*InFebruary2011,amethodologyenhancementwas
introducedtotheUKmarket.Alltrendshereareshownfrom
thatpointonward.
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
http://slidepdf.com/reader/full/top-10-need-to-knows-about-social-networking-and-where-it-is-headedpdf-1 67/69
United States
99.6%
99.3%
98.3%
96.7%
95.3%
99.6%
99.4%
99.1%
97.9%
96.0%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
10.3
7.3
6.3 6.1
3.7
0
2
4
6
8
10
12
15-24 25-34 35-44 45-54 55+
Average Engagement with Social
Networking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook LinkedIn Twitter
Myspace Tumblr
Total Audience (Age 15+) 188.5 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 185.2 Million
Online Population Visiting Social Networks 98.3% 119 100
Share of Time Spent on Social Networking 16.8% 88 101
Average Time Spent on Social Networks 6.9 Hours 120 99
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitors
Facebook 156,020 82.8 441.2
LinkedIn 35,302 18.7 15.9
Twitter 33,256 17.6 23.3
Myspace 27,254 14.5 10.4
Tumblr 14,617 7.8 146.2
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
http://slidepdf.com/reader/full/top-10-need-to-knows-about-social-networking-and-where-it-is-headedpdf-1 68/69
Venezuela
98.2%
95.2%
91.0%
89.1%
97.4%
99.7%
96.8%
91.7%
92.8%
91.5%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
10.0
6.1 6.1 6.3
5.1
0
2
4
6
8
10
12
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Oct-2010 Oct-2011
Top 5 Social Networks by Unique Visitors
Facebook Twitter
Windows Live Profile SlideShare
Badoo
Total Audience (Age 15+) 4.6 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 4.4 Million
Online Population Visiting Social Networks 96.0% 117 100
Share of Time Spent on Social Networking 34.9% 183 124
Average Time Spent on Social Networks 7.9 Hours 138 104
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Facebook 4,197 91.1 467.9
Twitter 1,457 31.6 26.3
Windows Live
Profile 1,061 23.0 4.7
SlideShare 916 19.9 3.9
Badoo 460 10.0 59.1
Worldwide
Regional
SOCIAL NETWORKING COUNTRY SNAPSHOT
8/3/2019 Top 10 Need-To-Knows About Social Networking and Where It is Headed.pdf (1)
http://slidepdf.com/reader/full/top-10-need-to-knows-about-social-networking-and-where-it-is-headedpdf-1 69/69
Vietnam
91.0%
84.3%
77.2%
78.0%
78.8%
91.5%
82.8%
78.4%
77.7%
80.8%
15-24
25-34
35-44
45-54
55+
Social Networking Demographic Reach
Males Females
4.9
3.0
1.5 1.6
2.3
0
1
2
3
4
5
6
15-24 25-34 35-44 45-54 55+
Average Engagement with SocialNetworking
Average Hours per Visitor
Total Audience (Age 15+) 13.3 Million Index to
Worldwide
Index to
RegionTotal Social Networking Audience 11.3 Million
Online Population Visiting Social Networks 85.2% 103 129
Share of Time Spent on Social Networking 11.2% 59 100
Average Time Spent on Social Networks 3.5 Hours 61 119
Top 5 SocialNetworks
Total UniqueVisitors (000)
% ReachAverageMinutes
per Visitor
Zing Me 6,529 49.2 168.6
Facebook 5,405 40.7 192.8
Yahoo! Pulse 2,507 18.9 2.8
Tamtay 1,390 10.5 36.2
Banbe 1,340 10.1 10.4
Worldwide
Regional
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