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  1. It’s a Social World TOP Need-to-Knows about Social Networking Across the World and Where It’s Headed 10 Eli Goodman Media Evangelist @LosBuenos

  2. TOP Need-to-Knows about Social Networking Across the World and Where It’s Headed 10 1 2 3 4 5 6 7 8 9 10 Social networking is the most popular online activity worldwide Social networking behavior both transcends and reflects regional differences around the world The importance of Facebook cannot be overstated Microblogging has emerged as a disruptive new force in social networking Local social networks are making inroads globally It’s not just young people using social networking anymore – it’s everyone ‘Digital natives’ suggest communications are going social Social networking leads in online display advertising in the U.S., but lags in share of dollars The next disrupters have yet to be decided Mobile devices are fueling the social addiction

  3. Social networking is a global phenomenon.

  4. IN MARCH 2007 The Social Networking category had a global audience of <500 million users. Total Unique Visitors (MM) 56.4% of the world’s online population Source: comScore Media Metrix, March 2007

  5. ” Thomas L. Friedman When I wrote ‘The World Is Flat’ [2004]. . . Facebook didn't exist; Twitter was a sound; the cloud was in the sky; 4G was a parking place. . . and Skype for most people was a typo. All of that changed in just the last six years. Source: NPR.org

  6. IN OCTOBER 2011 Around the world, Social Networking now reaches 1.2 billion users. Total Unique Visitors (MM) 82.4% of the world’s online population Source: comScore Media Metrix, October 2011

  7. Today, the digital media landscape has changed immensely, influenced by social networking.

  8. 1 Social Networking is the Most Popular Online Activity Worldwide

  9. The Rise of the Global Social Networking Audience +88% Total Internet +174% Social Networking Worldwide Total Unique Visitors (MM) Source: comScore Media Metrix, March 2007 - October 2011

  10. As people began to get connected, they immediately began connecting with one another.

  11. 1 Nearly in 5 minutes online is spent on social networks today. 35 30 25 Social Networking Search/Navigation Retail Communications (Email/IM) Other Content Time Spent on Key Categories Online Worldwide Hours per Month (Billions) Source: comScore Media Metrix, March 2007 - October 2011

  12. 2 Social Networking Behavior Both Transcends and Reflects Regional Differences around the World

  13. Despite differencesin government, infrastructure, availability of Internet access, and cultural practices, social networking is growing around the world.

  14. Percentage of Machines Included in UDM Measurement More than half of local online populations engage in social networking. 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% North America North America Europe Middle East & Africa Asia Pacific Canada 94% United States 98% 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% 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. Argentina 96% Brazil 97% Chile 94% Colombia 96% Mexico 96% Peru 96% Puerto Rico 90% Venezuela 96% Israel 94% South Africa 88% Source: comScore Media Metrix, October 2011

  15. Butdespite widespread adoption, there are disparities in social networking across geographies and demographic groups. Australia 96%China 53% Hong Kong 93% India 95% Indonesia 94% Japan 58% Malaysia 94% New Zealand 95% Philippines 96% Singapore 94% South Korea 87% Russia 88% Taiwan 94% Vietnam 85% North America North America Europe Middle East & Africa Asia Pacific Canada 94% United States 98% Austria 86% Belgium 93% Denmark 94% Finland 91% France 91% Germany 90% Ireland 95% Italy 93% Netherlands 94% Norway 89% Poland 95% Portugal 96% Spain 98% Sweden 93% Switzerland 90% Turkey 96% United Kingdom 98% Percentage of Online Population Using Social Networking around the World % Reach of Online Population Argentina 96% Brazil 97% Chile 94% Colombia 96% Mexico 96% Peru 96% Puerto Rico 90% Venezuela 96% Israel 94% South Africa 88%

  16. 1/3of the world’s socialnetworkers are in Asia Pacific. Regional Share of Total Unique Visitors to Social Networking Source: comScore Media Metrix, October 2011

  17. Yet 5 of the most engaged markets for social networking are in Latin America. Average Hours per Visitor Source: comScore Media Metrix, October 2011

  18. 28% Share of Total Time Spent in Latin America on Social Networking 11% Share of Total Time Spent in Asia Pacific on Social Networking % Regional Share of Time Spent on Social Networking Social Networking Total Minutes as a % of Total Minutes Online Source: comScore Media Metrix, October 2011

  19. 7.6 Average Hours per Person in Latin America Spent on Social Networking 2.9 Average Hours per Person in Asia Pacific Spent on Social Networking % Average Engagement with Social Networking by Region Average Hours per Visitor Source: comScore Media Metrix, October 2011

  20. Across all regions, women are more social. Average Engagement with Social Networking by Gender Average Hours per Visitor Source: comScore Media Metrix, October 2011

  21. 3 The Importance of Facebook Cannot Be Overstated

  22. 3 Facebook’s worldwide site rank 55% Facebook’s global penetration Source: comScore Media Metrix, October 2011

  23. 3 in 4 minutes on social networking sites are spent on Facebook 1 in 7 minutes spent onlineare spent on Facebook Source: comScore Media Metrix, October 2011

  24. Since 2010, Facebook has taken the lead in 6 newmarkets across Asia, Latin America, and Europe. Facebook’s Ascent in Recent Years Total Unique Visitors (MM) Source: comScore Media Metrix, January 2010 - October 2011

  25. Today, there are only 6 markets where Facebook is not the leading social network. Russia Poland Japan China South Korea Vietnam Source: comScore Media Metrix, January 2012

  26. Top 2 Social Networks in Selected Markets Where Facebook Is Not #1 Poland Japan Facebook surpassed Orkut in Brazil in January 2012 Russia South Korea Total Unique Visitors (MM) Source: comScore Media Metrix, January 2010 - October 2011

  27. 4 Microblogging Has Emerged as a Disruptive New Force in Social Networking

  28. MicrobloggingPlatform for short-form content updates

  29. @ @ 1 @ Twitter reaches in10global online users. Source: comScore Media Metrix, Worldwide, October 2011

  30. Growth of Twitter and 10 Most Tweeted Moments of 2011 160 120 80 40 Total Unique Visitors (MM) MTV Music Video Awards End of FIFA Women’s World Cup Tweets per Second New Year Steve Jobs Passes Away Steve Jobs Resigns BET Awards NBA Finals Brazil Eliminated from the Copa America Troy Davis Executed UEFA Champion’s League Final Source: comScore Media Metrix, January 2010 - October 2011; Twitter.com

  31. Other microblogging services on the rise Source: comScore Media Metrix, October 2011

  32. 5 Local Social Networks are Making Inroads Globally

  33. As global social networking continues to expand, there is a shift in the geographic footprint of some major sites.

  34. Majority of the audiences for top-tier social networks based in the U.S. are no longer limited to the U.S. or English-speaking countries. Outside the U.S. Inside the U.S. Geographic Composition of Site Visitors of Top 4 Global Social Networks Share of Unique Visitors Source: comScore Media Metrix, Worldwide, October 2011

  35. 5 of the top 10markets with highest LinkedIn penetration are in Western Europe. Markets with Highest LinkedIn Penetration % Reach Source: comScore Media Metrix, October 2011

  36. Other local social networks are breaking into the top tier of global networks and attracting traffic outside their native markets. Vkontakte (VK.com) Odnoklassniki Geographic Composition of Site Visitors Share of Unique Visitors Source: comScore Media Metrix, October 2011

  37. 6 It’s Not Just Young People Using Social Networking Anymore – It’s Everyone

  38. Males and users 55+ represent the fastest growing segment in social networking. Social Networking Penetration AmongWorldwide Demographic Groups% Reach Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

  39. Women still spend more time on social than men, but the gender gap is narrowing for younger demographics. Social Networking Engagement AmongWorldwide Demographic GroupsAverage Hours per Visitor Source: comScore Media Metrix, Worldwide, October 2011

  40. 7 ‘Digital Natives’ Suggest Communications are Going Social

  41. Today’s generation of teenagers and young adults represent a new breed of Internet users, often called “digital natives”* for growing up alongside computers, the Internet and digital media. Source: Marc Prensky, “Digital Natives: Digital Immigrants”.

  42. saw the largest decline in engagement with web-based email and instant messaging 15-24 year olds Change in Average Time Spent with Content Categoryby Age Segment Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

  43. …but also saw the highest increase in engagement with social networking. Change in Average Time Spent with Content Categoryby Age Segment Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

  44. For digital natives, social networking is the norm. Average Minutes per Visitor (15-24) Source: comScore Media Metrix, Worldwide, October 2011

  45. 8 Social Networking Leads in Online Display Advertising in the U.S., But Lags in Share of Dollars

  46. 1 in 4U.S. display ad impressions appeared on Social Networking sites 5% of all ad impressions in the U.S. were “socially-enabled” Source: comScore Ad Metrix, U.S., October 2011

  47. Despite Social Networking’s leadership in the display ad market, it is not yet attracting its fair share of online ad dollars. 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

  48. Display Ad Impressions Display Ad $ Although more than a quarter of adsare seen on social networking sites, the category attracts only 15 percent of U.S. display ad dollars. Social Networking Share of Key Metrics Source: comScore Ad Metrix and Media Metrix, U.S., October 2011

  49. Facebook is the largest publisher of online display ad impressions,attracting a “long tail” of smaller advertisers. Publisher Share of Display Ad Impressions Source: comScore Ad Metrix, U.S., Q3 2011

  50. 9 The Next Disrupters Have Yet to Be Decided