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August 02, 2007

Global Social Network Usage

ComScore has released some data on global usage of the top social networks.

The first table talks about overall share while the second breaks them down by region. It looks like Friendter continues to be dominated by the Phillipine user base that landed there a few years back.

Also interesting:

  • The 300% growth of Facebook, Bebo and Tagged
  • The small penetration of the the US-based big plays - My Space and Facebook in Asia
  • At 114m users, MySpace is still more than twice as big than Facebook. The demise of MySpace may be greatly exaggerated

What's missing from the numbers:

  • Some measure of engagement such as time-spent
  • Some data on registered users vs, active over last 60 days

Worldwide Daily Visitation of Selected Social Networking Sites

June 2007 vs. June 2006

Total Worldwide Home/Work Locations Among Internet Users Age 15+

Source: comScore World Metrix

Social Networking Site

Average Daily Visitors (000)

Jun-06

Jun-07

% Change

MySpace

16,764

28,786

72

Facebook

3,742

14,917

299

Hi5

2,873

4,727

65

Friendster

3,037

5,966

96

Orkut

5,488

9,628

75

Bebo

1,188

4,833

307

Tagged

202

983

386

Visitation to Selected Social Networking Sites by Worldwide Region

June 2007

Total Worldwide Home/Work Locations Among Internet Users Age 15+

Source: comScore World Metrix

Social Networking Site

Share (%) of Unique Visitors

Worldwide

North America

Latin America

Europe

Middle East-Africa

Asia

Pacific

MySpace

100.0%

62.1%

3.8%

24.7%

1.3%

8.1%

Facebook

100.0%

68.4%

2.0%

16.8%

5.7%

7.1%

Hi5

100.0%

15.3%

24.1%

31.0%

8.7%

20.8%

Friendster

100.0%

7.7%

0.4%

2.5%

0.8%

88.7%

Orkut

100.0%

2.9%

48.9%

4.6%

0.6%

43.0%

Bebo

100.0%

21.8%

0.5%

62.5%

1.3%

13.9%

Tagged

100.0%

22.7%

14.6%

23.4%

10.0%

29.2%

Posted at 09:21 AM in Measurement, Social Networks |

Tags: digital influence, john bell, social networks

|

Comments

Rad

Agree with your thoughts on needing engagement numbers. So many people sign in daily just to find out if their networks expanded over night. For marketing purposes, these folks need to be separated from those who use these networks to, well, socialize.

Interesting map found here showing the most used social networks by country:

http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php

This is a great start. I would like to see this type of approach broken out into further detail. By state, by DMA, by network, etc. I'm envisioning a map similar to the one built out a year ago showing that America is more purple than blue or red.

Posted by: Rad | August 02, 2007 at 12:20 PM

Stace

This is cool John, thanks for posting. I'd be interested (especially after a recent conversation with a colleague who has upped the ROI on their site by adding "community" features) in examples and analysis of the long-tail community developers - we see that in some senses this is working for the big players like Facebook, I wonder, mostly to myself, what's happening in the smaller, niche communities - and if one might find significantly higher or more relevant engagement "scores" in those arenas?

Posted by: Stace | August 02, 2007 at 02:46 PM

John Bell

What I could also use is a great ethnographic study of different SNS's - how we are all using them. There is not enough real thinking and observation about how we are adopting these services (I use LinkedIN one way, Facebook another)

Posted by: John Bell | August 05, 2007 at 11:12 AM

Jinal Shah

Danah Boyd is your person for such kind of thinking.
www.danah.org

Posted by: Jinal Shah | August 08, 2007 at 03:18 PM

Chris Guest

Thanks for this. You are right to highlight that the engagement metrics are missing.

Another factor not discussed is the authenticity of users. We all know that MySpace suffers from an abundance of spammers, plants and pornographers registering pages and requesting friend connections with genuine users. It would be interesting to know what percentage of registered users are genuine, or even active at all.

One network/site that is currently not featuring on the league tables, but is worth watching out for is Last.fm. I've written-out some thoughts at http://guesto.wordpress.com/2007/06/26/lastfm-set-to-overtake-myspace/ as to why I feel that it will become a big player and eventually rival MySpace in the depth of engagement stakes.

Chris

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Myspace vs Orkut

We can judge the popularity of these sites by seeing their ranking in http://www.alexa.com/data/details/main?url=www.fortunehotels.in Alexa. Orkut has been steadily rising on the Alexa charts but MySpace is still significantly bigger than Orkut.com.

Posted by: Myspace vs Orkut | February 20, 2008 at 02:36 AM

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