The State of Social Media_comScore

The State of Social Media

Online Marketing Institute London, Feb 2012

Mike Shaw

Director, Marketing Solutions

2 © comScore, Inc. Proprietary.

comScore’s Innovative Approach Revolutionizes

Measurement

CENSUS PANEL

2 Million Person Panel

360°View of Person Behavior PERSON-Centric Panel with

SITE-Census Measurement

Unified Digital Measurement™ (UDM)

Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties

V1011


It is difficult to overstate the importance of social media

Usage is nearly ubiquitous

Social media is impacting:

– Geopolitics: Tunisia, Egypt, Libya, etc

– US politics: 2008 election, and soon the 2012 election

– Retail: Groupon visitation is up 250% versus the previous year

– Marketing: Facebook is the single largest server of display inventory

on the web

– Consumer behavior: Social media accounts for 18% of all time spent

online

The web’s connective tissue: hyperlinks social connections

Percentage of Machines Included in UDM Measurement

Austria 86%

Belgium 93%

Denmark 94%

Finland 91%

France 91%

Germany 90%

Ireland 95%

Italy 93%

Netherlands 94%

Norway 89%

Poland 95%

Portugal 96%

Russia 88%

Spain 98%

Sweden 93%

Switzerland 90%

Turkey 96%

United Kingdom 98%

Australia 96%

China 53%

Hong Kong 93%

India 95%

Indonesia 94%

Japan 58%

Malaysia 94%

New Zealand 95%

Philippines 96%

Singapore 94%

South Korea 87%

Taiwan 94%

Vietnam 85%

Canada 94%

United States 98%

Argentina 96%

Brazil 97%

Chile 94%

Colombia 96%

Mexico 96%

Peru 96%

Puerto Rico 90%

Venezuela 96%

Israel 94%

South Africa 88%

North America North America Europe Middle East & Africa Asia Pacific

Percentage of Online Population

Using Social Networking

around the World*

% Reach of Online Population

* Data is based on the 43 countries on which

comScore reports individually.

More than half of local online populations

engage in social networking.

Source: comScore Media Metrix, October 2011

The Rise of the Global

Social Networking Audience

0

200

400

600

800

1,000

1,200

1,400

1,600

2007 2008 2009 2010 2011

+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 Online Worldwide Hours per Month (Billions)

35

30

25

Nearly in 5 minutes online

is spent on social networks today.

1


Social Networking

Search/Navigation

Retail

Communications (Email/IM)

Other Content

Asia Pacific

33%

Latin America

10% North America

18%

Europe

30%

Middle East - Africa

9%

Regional Share of

Total Unique Visitors

to Social Networking


1/3 of the world‟s social

networkers are in

Asia Pacific.

11.1 10.7 10.4 10.2 9.8 8.7 8.5 8.3 7.9 7.7

Average Hours per Visitor


Yet 5 of the most engaged markets for

social networking are in Latin America.

7.6

Average Engagement with Social Networking by Region Average Hours per Visitor


Average Hours per Person in Latin America

Spent on Social Networking

2.9 Average Hours per Person in Asia Pacific

Spent on Social Networking

% 7.6 7.2 7.0

6.4

2.9

Latin America

Middle East - Africa

Europe North America

Asia Pacific


Social Media sites draw more UK visitors than retail,

e-mail, and news sites

95.3 93.5 89.5

73.7 64.2 63.7

51.0

20.2

0 10 20 30 40 50 60 70 80 90

100

% Reach

Source: comScore Media Metrix, January, 2012

2007 2008 2009 2010 2011

Facebook

Twitter

LinkedIn

The Growth of Today‟s Social Networking Leaders


900

800

700

600

500

400

300

Total Unique Visitors (MM)

0 5 10 15 20 25 30 35

Months to Reach 25 Million Visitors

Google+ MySpace Twitter Facebook

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

Social Media‟s Online

Audience

5.0

2.7

6.0

6.3

6.9

6.5

3.3

7.9

8.2

8.2

Worldwide

Asia Pacific

North America

Europe

Latin America

Females 15+ Males 15+

Average Engagement with Social Networking by Gender Average Hours per Visitor


Across all regions,

women are more social.

79.4%

75.0%

71.6%

74.6%

70.6%

84.4% 83.0%

80.0%

82.9%

79.9%

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

% R

each

July-10 October-11

+5.0 +8.0

+8.4

+8.4

+9.4

71.7%

78.7%

81.0%

83.9%

Males Females

+9.3

+5.3

Males and users 55+ represent the fastest

growing segment in social networking.

Social Networking Penetration Among

Worldwide Demographic Groups

% Reach

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

7.5

4.9

3.9

3.9

2.7

8.6

5.8

5.6

6.4

4.9

Age 15-24

Age 25-34

Age 35-44

Age 45-54

Age 55+


Females

Males

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 Among

Worldwide Demographic Groups


-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 Category

by Age Segment


15-24 year olds

-42%

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

-22%

-8% -4% -3%

1%

34% 25%

15% 21%

12%


Instant Messengers Email Social Networking

…but also saw the highest

increase in engagement with

social networking.


Change in Average Time Spent with Content Category

by Age Segment

67.1

264.7

483.0

Email

Instant

Messengers

Social

Networking

Average Minutes per Visitor (15-24)

For digital natives,

social networking

is the norm.

Source: comScore Media Metrix, Worldwide, October 2011

Social Media‟s Impact on

Marketing

3 Facebook‟s worldwide site rank

55% Facebook‟s global

penetration


3 in 4 minutes on social networking

sites are spent on Facebook

1 in 7 minutes spent online

are spent on Facebook


Today, there are only 7 markets where

Facebook is not the leading social network.


Brazil

Poland Russia

Japan

Vietnam

South Korea China

Publisher Share of Display Ad Impressions

Source: comScore Ad Metrix, U.S., Q3 2011

Facebook is the largest publisher

of online display ad impressions,

attracting a “long tail” of smaller advertisers.

27.7%

20.7%

16.9%

14.8%

Display Ad Impressions

Page Views

Time Spent Online

Display Ad Estimated Spending

Social Networking Share of Key Metrics

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

Despite Social Networking‟s leadership in

the display ad market, it is not yet

attracting its fair share of online ad dollars.


75% of ads will become socially enabled by 2015

Google makes 7 predictions for display advertising market by 2015

1. 50% of online ads will have video in them

2. 50% of all targeted display advertising will rely on real-time bidding

3. Mobile will become #1 screen for advertising

4. New metrics will emerge to measure success of ad campaigns

5. 75% of ads will become socially enabled

6. 50% of brand campaigns will run rich media in ads

7. Display advertising will become a $50 billion industry

Source: Google's Seven Display Ad Predictions

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=136685

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=136685

Socially Enabled,

8.2%

All Other, 91.8%

1 out of 12 display ads are socially-enabled.

Display Ad $

Source: comScore Ad Metrix Social, U.S., November 2011

Socially Enabled,

16.7%

All Other, 83.3%


CPG Advertisers


Total Internet

Among CPG advertisers, 1 out of 6

display ads are socially-enabled.


Are Facebook Brand Pages the new microsite? Yes, if

CPG advertisers are any indication

Facebook, 15%

Amazon, 6%

YouTube, 3% All Other, 76%

Click Through Destination for New CPG Banner Ads NOT Running on Facebook


34.4

25.3 23.1 22.4

20.8 19.3

17.4 15.6 15.3

14.3 12.3 12.2 11.3 11.3 11.2 10.7 10.5 10.5 10.4 10.2

-

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0 Global Facebook Fans (m)

Leading Brands on Facebook Globally

Source: Facebook fan pages & www.famecount.com,

September 2011

Leading brand pages by fan volume include FMCG, technology, clothing & leisure

http://www.famecount.com/


The Power of Like: White Paper from comScore &

Facebook

To download white paper please visit

www.comscore.com/like

http://www.comscore.com/like


49% of time spent on Facebook is spent on the Newsfeed

and Profile pages

32%

17% 17%

6%

29%

Share of Time Spent on Facebook.com by Content Section Source: comScore Mediabuilder, U.K., Dec 2011

Homepage/News

Profiles

Photos

Apps/Tools

All Other

Get Fans (Who are

they?)

Brand

Messages

Reach Fans

in News Feed

Fans “Talk

About”

News Feed

Content

News Feed

Content

Spreads to

Friends

Goal: Max

Reach,

ROI

2. Engagement 3. Amplification 1. Cut-Through

Many brands don’t consider

these intermediary steps

Brands control the three basic levers that will

determine social media marketing success.


The vast majority of brand exposure happens in the

Newsfeed and on Profile pages

156

42 45

0

20

40

60

80

100

120

140

160

180

Starbucks Southwest Bing

Starbucks, Southwest & Bing: Ratio of Facebook Impressions for Fans & Friends of Fans to Page Views on Brand Fan Pages

Source: comScore Social Essentials, U.S., May 2011

Starbucks received 156 impressions for every 1 page view on their

brand page


Understanding How Facebook Works For Brands

Brand

No. of Fans

Monthly Unique Visitors

To Facebook Fan Pages

Coca Cola 24.0 Million 39,000

Oreos 17.5 Million 137,000

Best Buy 2.7 Million 175,000

Facebook Fans are NOT regular visitors to Facebook Fan

Pages. Marketers need to reach out to Fans in their News Feed

with relevant content!

Source: comScore, US data, Oct 2011


Friends of Fans represent a way for brands to efficiently

amplify their reach substantially beyond Fans

FANS

Exposed Fans Earned

Impressions Reach Frequency GRP

Southwest 661K 2,457K 0.3% 3.7 1.1

Bing 1,070K 3,353K 0.5% 3.1 1.6

Starbucks 4,841K 13,664K 2.2% 2.8 6.3

FRIENDS

Exposed Friends Earned

Impressions Reach Frequency GRP

Southwest 853K 1,460K 0.4% 1.7 0.7

Bing 2,035K 3,183K 0.9% 1.6 1.5

Starbucks 8,846K 18,073K 4.1% 2.0 8.4

Friends expand Fans Reach

by 33% to 86%


Fans and Friends of Fans exposed to earned brand

impressions on Facebook exhibit higher brand

engagement, than the average user

Baseline

Internet User

Friends

Friends

Friends

Source: comScore Social Esessentials

May2011


Brand Exposure in Social Media Tends To Lead To

Significantly Higher Usage of Owned Media

1.6

7.6

26.9

1.4

6.6

18.7

1.3

6.8

23.2

0.0

5.0

10.0

15.0

20.0

25.0

30.0

Total Internet

Exposed Friend of

Fan

Exposed Fan

Total Internet

Exposed Friend of

Fan

Exposed Fan

Total Internet

Exposed Friend of

Fan

Exposed Fan

Source: comScore Social Essentials, July 2011

Football club website reach amongst UK Internet Users


Exposed Fans also tend to spend more at Starbucks than

the average Internet user

8%

11%

0%

2%

4%

6%

8%

10%

12%

Spending per Buyer Transactions per Buyer

Starbucks: Fans & Friends of Fans Purchase Activity vs. Average Internet User Source: comScore Social Essentials, U.S., May 2011

And Finally…


Mobile Social Networking: U.S. Smartphone Owners Lead

the Way

63.3% Smartphone

owners accessed at least

once in month

Product: MobiLens

Data: Three month average ending September 2011*

(*with the exception of Japan , Canada - 1 month data September 2011)

Country: US, N= 30,659, EU5, N= 67,003, JP, N= 5,000 , CA, N= 5,500

61.5% Smartphone


once in month

60.7% Smartphone


once in month

47.4% Smartphone


once in month

44.5% Smartphone


once in month

38.4% Smartphone


once in month

37.9% Smartphone


once in month

34.7% Smartphone


once in month

38.8%

23.1%

64.1%

45.2%

U.S. EU5

Accessed Social Networking Site or Blog Almost Every Day

Accessed Social Networking Site or Blog Ever in a Month

40.4%

22.8%

36.5%

25.4%

U.S. EU5

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

0.2%

56.8%

28.9%

23.6%

12.5%

8.7%

Total Internet

Maps

News/Information

Email

Social Networking

Retail

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

Summary

• Social networking is the most popular online activity worldwide

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

• The importance of Facebook cannot be overstated

• „Digital natives‟ suggest communications are going social

• Social networking leads in online display advertising volumes, but lags in

corresponding share of budget

• Mobile devices are fueling the social addiction

Thank You

Mike Shaw

Director, Marketing Solutions

[email protected]

mailto:[email protected]





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