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IT’S A SOCIAL WORLD

Top 10 Need-to-Knows About Social Networking and Where It’s Headed



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



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.



4

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 )



5

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.



6

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



7

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


#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



8

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



9

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

FACEBOOK

VKONTAKTE

ODNOKLASSNIKI

AVERAGE MINUTESPER VISITOR

492

339


232

205


26

50


100

258


57

65

TWITTER

FACEBOOK

NAVER.COM CAFÉ

CYWORLD

NASZA-KLASA.PL

FACEBOOK

BRAZIL

RUSSIA

JAPAN

SOUTH KOREA

POLAND



10

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



11

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


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

LINKEDIN

OUTSIDE THE U.S.

INSIDE THE U.S.



12

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



13

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+


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



14

‘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%



15

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%



16

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.



17

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 )

FACEBOOK

TWITTER

LINKEDIN

GOOGLE+

MYSPACE

TWITTER

FACEBOOK

<1 Month



18

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 )



19

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

FACEBOOK

ODNOKLASSNIKI

TAGGED

TUMBLR

PINTEREST

SINA WEIBO

AVERAGE MINUTES PER VISITOR

378.7 +40%

+36%

+25%

+41%

+512%*

+81%

358.2

155.2

81.6

72.1

69.8



20

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%



21

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



22

cont’d

Mobile devices

are ueling


#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



23

cont’d

Mobile devices

are ueling


#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.



24

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


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.



25


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



26


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



27

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 [email protected]

Andrew LipsmancomScore, Inc.


Carmela AquinocomScore, Inc.




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

LinkedIn

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




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+


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+



Oct-2010 Oct-2011


Facebook LinkedIn

Twitter Tumblr

Windows Live Profile


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook MySpace

Xing Windows Live Profile

Twitter


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011



LinkedIn Netlog

Skyrock


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Orkut Facebook

Windows Live Profile Twitter

Tumblr


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook Twitter

Windows Live Profile LinkedIn

Tumblr


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011



Twitter Fotolog

SlideShare


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011



Twitter SlideShare

Badoo


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook LinkedIn

Windows Live Profile MySpace

Twitter


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook IRC-GALLERIA.NET

LinkedIn Windows Live Profile

MySpace


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook Skyrock

Windows Live Profile Viadeo

Trombi


Worldwide

Index to









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




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+


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+



Oct-2010 Oct-2011


Facebook StudiVZ Sites

Wer-Kennt-Wen.de Deinpunkt.net

Xing


Worldwide

Index to









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




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+


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+



Oct-2010 Oct-2011


Facebook Yahoo! Wretch

SINA Microblogging Windows Live Profile

LinkedIn


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook Orkut

LinkedIn BharatStudent

Twitter


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook Twitter

Multiply Yahoo! Pulse

SlideShare


Worldwide

Index to








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


Worldwide

Regional




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+


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+



Oct-2010 Oct-2011


Facebook LinkedIn Twitter

MySpace Nasza Klasa


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook Walla! Mekusharim

TheMarker Café LinkedIn

Twitter


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook LinkedIn

Splinder MySpace



Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Twitter Facebook

Mixi Pixiv

Hatena-Bookmark


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook Twitter

Yahoo! Pulse Tagged

MySpace


Worldwide

Index to








per Visitor

Facebook 10,170 88.8 378.2

Twitter 1,432 12.5 20.8


Tagged 844 7.4 158.5

MySpace 628 5.5 9.2

Worldwide

Regional




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+


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+



Oct-2010 Oct-2011



Twitter Slideshare

Fotolog


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook Hyves

Twitter LinkedIn



Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook LinkedIn

Twitter Tumblr



Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook LinkedIn

Twitter Windows Live Profile

MySpace


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011



Slideshare Sonico

Twitter


Worldwide

Index to








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





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+


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


Oct-2010 Oct-2011


Facebook Twitter

Multiply Tumblr

Yahoo! Pulse


Worldwide

Index to








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


Worldwide

Regional





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+


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+



Oct-2010 Oct-2011


Nasza Klasa Facebook Chomikuj

Badoo Akazoo


Worldwide

Index to








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





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+


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+



Oct-2010 Oct-2011



LinkedIn Twitter

SlideShare


Worldwide

Index to








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


Worldwide

Regional





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+


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+



Oct-2010 Oct-2011


Facebook Twitter

MySpace Windows Live Profile

SlideShare


Worldwide

Index to








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


Worldwide

Regional





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+


Networking


Oct-2010 Oct-2011


Vkontakte Odnoklassniki

Mail.Ru - My World Facebook

Twitter


Worldwide

Index to








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





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+


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+



Oct-2010 Oct-2011


Facebook Twitter

LinkedIn Tumblr



Worldwide

Index to








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





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+


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+



Oct-2010 Oct-2011



MySpace DeviantArt


Worldwide

Index to








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





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+


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+



Oct-2010 Oct-2011


Naver.com Café Cyworld

Daum.net Cafe Facebook

Nate.com Pann


Worldwide

Index to








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





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+


Networking


Oct-2010 Oct-2011


Facebook Tuenti

Windows Live Profile Twitter

LinkedIn


Worldwide

Index to








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





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+


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+



Oct-2010 Oct-2011



Twitter LinkedIn

MySpace


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011



LinkedIn MySpace

Twitter


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook Yahoo! Wretch

Yahoo! Pulse Windows Live Profile

Twitter


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook Twitter

Windows Live Profile Eksi Sozluk

Uludag Sozluk


Worldwide

Index to








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




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+


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+



Feb-2011 Oct-2011


Facebook Twitter

LinkedIn Windows Live Profile

Myspace

Total Audience (Age 15+) 37.4 Million

Index toWorldwide

Index toRegionTotal Social Networking Audience 36.5 Million







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.




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+


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+


Networking


Oct-2010 Oct-2011



Myspace Tumblr


Worldwide

Index to








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




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+


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+



Oct-2010 Oct-2011


Facebook Twitter

Windows Live Profile SlideShare

Badoo


Worldwide

Index to








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


Badoo 460 10.0 59.1

Worldwide

Regional




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+


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+




Worldwide

Index to








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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