The State of Social Media

Online Marketing Institute London, Feb 2012

Mike Shaw
Director, Marketing Solutions

comScores Innovative Approach Revolutionizes

Measurement
2 Million Person Panel
360View of Person Behavior

PERSON-Centric Panel with

SITE-Census Measurement

PANEL

CENSUS

Unified Digital Measurement (UDM)

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

comScore, Inc.

Proprietary.

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 webs connective tissue: hyperlinks social connections

comScore, Inc.

Proprietary.

Percentage of Machines Included in UDM Measurement

More than half of local online populations

engage in social networking.

North America

Canada
United States

94%
98%

North America

Argentina
Brazil
Chile
Colombia
Mexico
Peru
Puerto Rico
Venezuela

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.

96%
97%
94%
96%
96%
96%
90%
96%

Europe

Austria
Belgium
Denmark
Finland
France
Germany
Ireland
Italy
Netherlands
Norway
Poland
Portugal
Russia
Spain
Sweden
Switzerland
Turkey
United Kingdom

Middle East & Africa

86%
93%
94%
91%
91%
90%
95%
93%
94%
89%
95%
96%
88%
98%
93%
90%
96%
98%

Israel
South Africa

94%
88%

Asia Pacific

Australia
China
Hong Kong
India
Indonesia
Japan
Malaysia
New Zealand
Philippines
Singapore
South Korea
Taiwan
Vietnam

96%
53%
93%
95%
94%
58%
94%
95%
96%
94%
87%
94%
85%

Source: comScore Media Metrix, October 2011

The Rise of the Global

Social Networking Audience
1,600

+88%

1,400

Total Internet

1,200

+174%

1,000

Social
Networking

800
600
400
200
Worldwide Total Unique Visitors (MM)

0
2007

2008

2009

2010

2011
Source: comScore Media Metrix, March 2007 - October 2011

Nearly in 5 minutes online

is spent on social networks today.
2008

2009

2010

2011

35
Social Networking

30
25

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

1/3 of the worlds social

Middle East Africa

networkers are in
Asia Pacific.

9%

Asia Pacific

33%
Europe

30%

Regional Share of
Total Unique Visitors
to Social Networking

Latin America
North America

10%

18%
Source: comScore Media Metrix, October 2011

Yet 5 of the most engaged markets for

social networking are in Latin America.
11.1

10.7

Average Hours per Visitor

10.4

10.2

9.8

8.7

8.5

8.3

7.9

7.7

Source: comScore Media Metrix, October 2011

7.6
2.9

Average Hours per Person in Latin America

Spent on Social Networking

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

Average Engagement with Social Networking by Region

Average Hours per Visitor
Source: comScore Media Metrix, October 2011

Social Media sites draw more UK visitors than retail,

e-mail, and news sites
% Reach
100
90
80
70
60
50
40
30
20
10
0

95.3

93.5

89.5
73.7
64.2

63.7
51.0
20.2

Source: comScore Media Metrix, January, 2012

comScore, Inc.

Proprietary.

10

The Growth of Todays Social Networking Leaders

2008

2009

2010

2011

900
800
700

Facebook

600

Twitter

500

LinkedIn

400
300

Total Unique Visitors (MM)

Source: comScore Media Metrix, March 2007 - October 2011

Google+ surged to 25 million visitors in less than

a month faster than any other social network.
Months to Reach 25 Million Visitors

<1 month to
reach 25 million

10

15
Google+

20
MySpace

25

30
Twitter

35
Facebook

Total Unique Visitors (MM)

Source: comScore Custom Analytics, July 2011

Social Medias Online

Audience

Across all regions,

women are more social.

8.2

Latin America

6.9

8.2

Europe

6.3
7.9

North America
Asia Pacific

6.0
3.3
2.7
6.5

Worldwide

5.0
Females 15+

Males 15+

Average Engagement with Social Networking by Gender

Average Hours per Visitor
Source: comScore Media Metrix, October 2011

Males and users 55+ represent the fastest

growing segment in social networking.
+5.0
+8.0

% Reach

84.4%

83.0%

+8.4

82.9%

75.0%

+9.3

83.9%

81.0%

79.9%

78.7%

74.6%
71.6%

July-10

+9.4

80.0%

79.4%

Age 15-24

+5.3

+8.4

Age 25-34

Age 35-44

70.6%

Age 45-54

Age 55+

71.7%

Males

Females

October-11
Social Networking Penetration Among
Worldwide Demographic Groups
% Reach
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010

Women still spend more time on social than men, but

the gender gap is narrowing for younger demographics.
Age 55+

4.9

2.7
6.4

Age 45-54

Females

3.9

Males

5.6

Age 35-44

3.9
5.8

Age 25-34

4.9
8.6

Age 15-24

7.5
Average Hours per Visitor

Social Networking Engagement Among

Worldwide Demographic Groups
Average Hours per Visitor
Source: comScore Media Metrix, Worldwide, October 2011

15-24 year olds

saw the largest decline in

engagement with web-based
email and instant messaging

34%
25%

21%

15%

12%
1%
-3%

-4%

-8%

-22%
-32%
-42%
Age 15-24

Age 25-34

-34%

-37%
Age 35-44

Age 45-54

Instant Messengers

Email

-36%
Age 55+
Social Networking

Change in Average Time Spent with Content Category

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

but also saw the highest

increase in engagement with
social networking.
34%
25%

21%

15%

12%
1%
-3%

-4%

-8%

-22%
-32%
-42%
Age 15-24

Age 25-34

-34%

-37%
Age 35-44

Age 45-54

Instant Messengers

Email

-36%
Age 55+
Social Networking

Change in Average Time Spent with Content Category

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

For digital natives,

social networking
is the norm.

Social
Networking

483.0

Instant
Messengers

264.7

Email

67.1

Average Minutes per Visitor (15-24)

Source: comScore Media Metrix, Worldwide, October 2011

Social Medias Impact on

Marketing

3
55%

Facebooks worldwide site rank

Facebooks global
penetration

Source: comScore Media Metrix, October 2011

in 4 minutes on social networking

sites are spent on Facebook

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.

Poland
China

Russia
Japan
South Korea
Vietnam

Brazil

Source: comScore Media Metrix, October 2011

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

Despite Social Networkings leadership in

the display ad market, it is not yet
attracting its fair share of online ad dollars.
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

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

comScore, Inc.

Proprietary.

26

1 out of 12 display ads are socially-enabled.

Among CPG advertisers, 1 out of 6
display ads are socially-enabled.
Socially
Enabled,
8.2%

Display Ad Impressions
Total Internet

All Other,
91.8%

Socially
Enabled,
Display Ad16.7%
$

Display Ad Impressions
CPG Advertisers

All
Other,
83.3%

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

Are Facebook Brand Pages the new microsite? Yes, if

CPG advertisers are any indication

Click Through Destination for New CPG Banner Ads

NOT Running on Facebook

Facebook, 15%

Amazon, 6%
All Other, 76%
YouTube, 3%

comScore, Inc.

Proprietary.

28

Leading Brands on Facebook Globally

Leading brand pages by fan volume include FMCG, technology, clothing & leisure
40.0
35.0

Global Facebook Fans (m)

34.4

30.0
25.3

25.0
20.0

23.1 22.4

20.8

19.3
17.4

15.0

15.6 15.3

14.3

10.0

12.3 12.2
11.3 11.3 11.2 10.7 10.5 10.5 10.4
10.2

5.0
-

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

September 2011
comScore, Inc.

Proprietary.

29

The Power of Like: White Paper from comScore &

Facebook

To download white paper please visit

www.comscore.com/like

comScore, Inc.

Proprietary.

30

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

and Profile pages

Share of Time Spent on Facebook.com by Content Section

Source: comScore Mediabuilder, U.K., Dec 2011

29%

32%

6%
17%

comScore, Inc.

Proprietary.

17%

31

Homepage/News
Profiles
Photos
Apps/Tools
All Other

Brands control the three basic levers that will

determine social media marketing success.
Many brands dont consider
these intermediary steps

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

1. Cut-Through 2. Engagement 3. Amplification

The vast majority of brand exposure happens in the

Newsfeed and on Profile pages
Starbucks received 156 impressions for every 1 page view on their
brand page
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

180
160

156

140

120
100
80
60

42

45

Southwest

Bing

40
20
0

Starbucks

comScore, Inc.

Proprietary.

33

Understanding How Facebook Works For Brands

Facebook Fans are NOT regular visitors to Facebook Fan

Pages. Marketers need to reach out to Fans in their News Feed
with relevant content!

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
Source: comScore, US data, Oct 2011

comScore, Inc.

Proprietary.

34

Friends of Fans represent a way for brands to efficiently

amplify their reach substantially beyond Fans

FANS

Exposed Fans

Earned
Impressions

Southwest
Bing
Starbucks

661K
1,070K
4,841K

2,457K
3,353K
13,664K

FRIENDS

Southwest
Bing
Starbucks

Exposed Friends

853K
2,035K
8,846K

Earned
Impressions

1,460K
3,183K
18,073K

Reach

Frequency

0.3%
0.5%
2.2%

Reach

3.7
3.1
2.8

Frequency

0.4%
0.9%
4.1%

Friends expand Fans Reach

by 33%

comScore, Inc.

Proprietary.

35

to 86%

1.7
1.6
2.0

GRP

1.1
1.6
6.3

GRP

0.7
1.5
8.4

Fans and Friends of Fans exposed to earned brand

impressions on Facebook exhibit higher brand
engagement, than the average user

Friends
Friends

Friends

Baseline
Internet User

Source: comScore Social Esessentials

May2011

comScore, Inc.

Proprietary.

36

Brand Exposure in Social Media Tends To Lead To

Significantly Higher Usage of Owned Media

Football club website reach amongst UK Internet Users

30.0
26.9
25.0

23.2
18.7

20.0
15.0
10.0

7.6

6.8

6.6

5.0
1.6

1.4

1.3

0.0
Total
Internet

Exposed Exposed
Friend of
Fan
Fan

Total
Internet

Exposed Exposed
Friend of
Fan
Fan

Source: comScore Social Essentials, July 2011

comScore, Inc.

Proprietary.

37

Total
Internet

Exposed Exposed
Friend of
Fan
Fan

Exposed Fans also tend to spend more at Starbucks than

the average Internet user

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

12%

11%

10%
8%

8%
6%
4%
2%
0%

Spending per Buyer

comScore, Inc.

Proprietary.

Transactions per Buyer

38

And Finally

Mobile Social Networking: U.S. Smartphone Owners Lead

the Way
63.3% Smartphone

44.5% Smartphone

owners accessed at least

once in month

owners accessed at least

once in month

61.5% Smartphone
owners accessed at least
once in month

38.4% Smartphone
owners accessed at least
once in month

60.7% Smartphone

37.9% Smartphone

owners accessed at least

once in month

owners accessed at least

once in month

47.4% Smartphone

34.7% Smartphone

owners accessed at least

once in month

owners accessed at least

once in month
Product: MobiLens
Data: Three month average ending September 2011*

comScore, Inc.

Proprietary.

40

(*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

Smartphones drive mobile social networking use.

64.1%

45.2%
40.4%

38.8%

36.5%
23.1%
22.8%

U.S.

EU5

Accessed Social Networking Site or Blog

Almost Every Day

Accessed Social Networking Site or Blog Ever

in a Month
% of Smartphone Audience

25.4%

U.S.

EU5

Accessed Social Networking via App

Accessed Social Networking via Mobile
Browser
Source: comScore MobiLens, 3 Month Average Ending October 2011*

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
Total Internet

2.0x

0.2%

Maps

56.8%

News/Information

28.9%

Email
Social Networking
Retail

Incremental Duration

23.6%
12.5%

8.7%

9.2x
1.6x

1.9x
2.8x
2.5x
Source: comScore Custom Analytics, U.S., September 2011

Summary
Social networking is the most popular online activity worldwide

Its not just young people using social networking anymore its 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

mshaw@comscore.com