state of social networking
TRANSCRIPT
The State of Social Media
Online Marketing Institute London, Feb 2012
Mike Shaw
Director, Marketing Solutions
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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
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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
Source: comScore Media Metrix, March 2007 - October 2011
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
Source: comScore Media Metrix, October 2011
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
Source: comScore Media Metrix, October 2011
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
Source: comScore Media Metrix, October 2011
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
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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
The Growth of Today‟s Social Networking Leaders
Source: comScore Media Metrix, March 2007 - October 2011
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
Source: comScore Media Metrix, October 2011
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+
Average Hours per Visitor
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
Average Hours per Visitor
-42%
-32% -37% -34% -36%
-22%
-8% -4% -3%
1%
34% 25%
15% 21%
12%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
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
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
15-24 year olds
-42%
-32% -37% -34% -36%
-22%
-8% -4% -3%
1%
34% 25%
15% 21%
12%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
Instant Messengers Email Social Networking
…but also saw the highest
increase in engagement with
social networking.
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
Change in Average Time Spent with Content Category
by Age Segment
67.1
264.7
483.0
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
Source: comScore Media Metrix, October 2011
3 in 4 minutes on social networking
sites are spent on Facebook
1 in 7 minutes spent online
are spent on Facebook
Source: comScore Media Metrix, October 2011
Today, there are only 7 markets where
Facebook is not the leading social network.
Source: comScore Media Metrix, October 2011
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.
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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
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%
Display Ad Impressions
CPG Advertisers
Display Ad Impressions
Total Internet
Among CPG advertisers, 1 out of 6
display ads are socially-enabled.
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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
29 © comScore, Inc. Proprietary.
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
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The Power of Like: White Paper from comScore &
To download white paper please visit
www.comscore.com/like
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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.
33 © comScore, Inc. Proprietary.
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
34 © comScore, Inc. Proprietary.
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
35 © comScore, Inc. Proprietary.
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%
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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
37 © comScore, Inc. Proprietary.
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
38 © comScore, Inc. Proprietary.
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…
40 © comScore, Inc. Proprietary.
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
owners accessed at least
once in month
60.7% Smartphone
owners accessed at least
once in month
47.4% Smartphone
owners accessed at least
once in month
44.5% Smartphone
owners accessed at least
once in month
38.4% Smartphone
owners accessed at least
once in month
37.9% Smartphone
owners accessed at least
once in month
34.7% Smartphone
owners accessed at least
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
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