comScore's Chairman and Co-founder, Gian Fulgoni, presented findings (just focused on Social Networking sites, not blogs or sites with social networking capabilities:
- 1996 two-thirds of the world's online population was in the US. Now, the US accounts for 23% of Worldwide users.
- Social Networking Sites are exploding but multimedia sites are growing faster
- In the Asia Pacific region, SN sites are growing at a rate that is almost three times the category's growth in North America:
- Latin America is the most engaged region, followed by North America
- Globally, Windows Live Spaces is the most visited SN site (only 7% Us)
- Orkut is the most engaged site(550 million hours monthly)
- Total Time Spent on SN sites from US visitors: 223 million hours, Facebook 173 million hours
- Growth of SN sites (US) in the last 12 months: Facebook 128%, MySpace 23%
- The # of exclusive MySpace users has dropped, the number of exclusive Facebook users has increased and users visiting both sites have increased as well. There's a migration from MySpace to Facebook.
- 31% of all MySpace visitors are heavy users, Facebook 38%
- The heavy users account for 85% of minutes spent on these sites: If you deliver ads on SN sites, you will get a high delivery rate of your ads to the heavy users. Marketers have to look closely at frequency caps.
- 6 times more ads are being delivered by MySpace. Per visit you'll see 2.3 times more ads on MySpace.
- Apparently, CPM's on Facebook are much higher than MySpace rates.
- Users receptive to advertising from certain verticals: Music/Movie/Entertainment 68%, Consumer Electronics 54%, Automotive 42%, OTC Medication 26%.
It's pretty clear that certain verticals should stay away from advertising on SN sites unless they stay away from advertising on the site and offer valuable experiences to potential customers.
SN sites and mobile marketing face the same issue: If you just advertise, you will fail. You have to engage in a conversation. That's the only reason why people go to the sites, isn't it?