Tag Archives: Comscore

Social Networking Stats: Facebook Ranks #3 In Online Video Views, #RLTM Scoreboard

The #RLTM Scoreboard:  Social Networking Stats for the Week

Facebook: 1 billion active users via Facebook
Twitter: over 200 million monthly active users via Twitter
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 400 million users via Yahoo
Renren: over 170 million users via iResearch iUser Tracker
VK: over 190 million users via VK
LinkedIn: 200 million active users via LinkedIn
Google Plus: 135 million monthly active users via Google
Tumblr: 125 million blogs via Tumblr
Instagram: 100 million users via Instagram
Tagged: 20 million unique monthly users via Tagged
Foursquare: nearly 30 million users via Adweek
Pinterest: over 25 million users via AdWeek
Reddit: 70 million monthly unique visitors via Reddit
WhatsApp: 200 million monthly active users via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.

Facebook #3 in Online Video Views, Still Far Behind Google Sites

The latest report from comScore reveals that 183 million Americans watched more than 44 billion online content videos in June; an impressive 85.2% of the U.S. Internet audience. In terms of online video ads, Americans viewed over 20 billion, up from 15.8 billion last month.

YouTube helps Google dominate online video viewsGoogle Sites remains the number one online video content property (with 158.3 million unique viewers) largely due to YouTube. Facebook came in a distant second with 61.6 million viewers.  The other top properties were:

  • AOL (51 million)
  • VEVO (49.3 million)
  • Microsoft Sites (46.8 million)

Google Sites (again driven largely by YouTube) had the highest engagement, and generated the highest number of video content views during June, nearly 15.7 billion.  AOL followed with 775 million, and then Facebook with 730 million.

Will Facebook ever be able to catch up to Google’s lead in online video?

Social Networking Accounts for 1 in 4 Minutes Spent Online in Europe

The average European consumer spends more than a day (25.9 hours) online every month, according to a new report by comScore.  For those 397 million Europeans, social networking now accounts for 1 in 4 minutes spent online.

Other popular online activities among European consumers include:

  • 3 in 4 visited a retail site
  • 62% visited a games site
  • 50% visited sports sites and newspaper sites

Mobile and tablets are also making headway in the European market – particular in the UK, where over 16% of online traffic comes from non-computer devices.  Ireland, Russia and Norway saw more than 10% of online traffic originating from smaller-screen devices.

 Social Networking Accounts for 1 in 4 Minutes Spent Online in Europe (via comScore)

Download the full comScore report here.

Social Networking Stats: Asia Pacific Has Highest Visitation, Europe Shows Greatest Engagement

Social Networking Visitation and Engagement via comScoreA recent report from comScore measured social networking visitation and engagement around the world, by region.  Asia Pacific saw the largest percent of worldwide visitors to social networking sites and Europe had the highest engagement.

The results for global visitation to social networking sites:

  • Asia Pacific – with the largest online audience of the 5 global regions – topped the list with 32.5%
  • Europe had 30.1%
  • North America 18.1%
  • Latin America 10.2%
  • Middle East – Africa  9.1%

The results for engagement showed some interesting variations:

  • Europe moved to the top of the list, with 38.1% of minutes spent on social networks
  • North America had 21.4% of minutes
  • Asia Pacific accounted for only 16.5%
  • Latin America had 12.8%
  • Middle East -Africa garnered 11.2% of minutes

Tumblr Hits 13.4 Million Visitors in July; Grows 218% Year Over Year

New data from comScore shows that micro-blogging platform Tumblr has experienced significant growth over the past year, with visitor numbers growing from 4.2 million in July 2010 to 13.4 million in July 2011, up 218%.  Tumblr’s demographic is heavily skewed toward younger generations, with 50% of the site’s visitors under age 25.

Tumblr Grows 218 Percent in One YearUser growth accelerated over the last few months, with a jump of 5 million additional visitors from April through July.  The comScore blog attributes this to Tumblr’s reaching “the benefits of the network effect.” This is based on the idea that social networks become more valuable to users when there are more users on the network; and at that point, users continually encourage new members to join.

Once this effect has taken hold and a social network achieves “critical mass,” then “adoption tends to accelerate.”

Tumblr Demographics: Half of Visitors Are Under Age 25 via comScoreThe comScore data lays out the age composition of Tumblr’s userbase, showing the platform’s popularity among teens and college-age users: teens ages 12-17 and users ages 18-24 are twice as likely to use Tumblr as the average Internet user.  The number of Tumblr users drops well below the number of total internet users for all age groups 35 and over.

As Tumblr starts to see the benefits of “the network effect,” will the site begin to reach an older demographic in significant numbers?

Facebook Marketing: Newsfeed Impressions Matter More Than the Number of Fans

The recently released “The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing” study, a collaboration by comScore and Facebook, suggests that the reach and frequency of brand impressions on Facebook may be more important that the number of Facebook fans.  The study looks at unpaid impressions for three major brands – Starbucks, Southwest Airlines and Bing – to see the impact of brand exposure, and how brand impressions reach friends of fans.

According to the study, for every fan of a brands’ page on Facebook, there are an additional 34 friends that can be reached (on average for the top 100 brand pages).  The main way to gain exposure to friends of your brands’ fans on Facebook is via the newsfeed; it is “the primary location where branded content is consumed.”

  • Users see their newsfeed 27% of the time while on Facebook; the newsfeed shows brand interactions by their friends
  • Users are between 40 and 150 times more likely to consume branded content in the newsfeed than to visit a particular brand’s page

Starbucks was the star among the three brands studied, though the brand also started with a much higher fan base.  Starbucks has over 24 million Facebook fans, Bing over 1.7 million, and Southwest over 1.6 million.  Starbucks had the most earned brand impressions per Facebook page view, with 156.  Bing had 45 impressions per fan page views on Facebook, and Southwest had 42.

The study also indicates that, when dealing with a brand with a large following, social media can ‘deliver impressions comparable with that of other digital ad campaigns.’ For Southwest and Bing – both with smaller Facebook followings – their social media brand impressions were fairly negligible compared to their existing online display ad campaigns. However, unpaid social media impressions increased total online impressions by a whopping 64% for Starbucks.

How often does your brand post on Facebook, and how many fans will see those posts?  According to the study, in average 16% of fans will see brand content if that brand posts 5 of 7 days, and posting an additional day will slide the average up to 18.5%.  This is relatively consistent with the level of reach between Facebook friends – a status update generally will reach around 12% of the average Facebook user’s friends.

Why do users miss content from their Facebook friends and the brands they like?

  • they may not be logged onto the site during the times when brands or their friends are active
  • the Facebook Newsfeed only delivers the the content it deems “most relevant” to a user at the top of the feed

Facebook accounts for 90% of the time Americans spend on social networking sites, and 100% of the Ad Age Top 100 advertisers have established Facebook brand pages.  The study concludes that “brands can realize significant untapped benefits by understanding and focusing on reaching the friends of their fans on Facebook.”

The study was conducted in May 2011. Download the full study here.

Weather, Social Networking Are Most Popular Smartphone Apps

The latest data from comScore measures the popularity of smartphone applications in the US, where over 76.8 million Americans own smartphones as of May 2011 (a 57% increase from the previous year).  The numbers:

  • Weather apps have the largest audience, with 31 million smartphone owners (40% of the US smartphone audience)
  • Social networking apps have an audience of over 29.4 million (reaching 38% of US smartphone owners)
  • Maps come in third place, with 25.8 million

Weather and social networking apps have double the audience of search or news apps.

Online Americans Viewed Over 5 Billion Video Ads in June

New data from comScore’s Video Metrix service reveals that 178 million U.S. Internet users watched online video content in June 2011, with an average of 16.8 hours per viewer. An impressive 85.6% of the U.S. Internet audience viewed online video during the course of the month. U.S. internet users engaged in an all-time high of over 6 billion viewing sessions in June, and viewed over 5 billion online video ads.

The comScore data ranked the top 10 Video Content Properties by Unique Viewers:

  • Google Sites ranked as the top online video content property in June with 149.3 million unique viewers (driven by YouTube.com), and also had the highest number of viewing sessions – over 2 billion – and most time spent per viewer – 5.4 hours
  • VEVO had 63 million viewers
  • Yahoo! Sites had 52.7 million viewers
  • Microsoft Sites had 50.7 million viewers
  • Viacom Digital ranked fifth with 49.5 million viewers

Video ads reached nearly half (49%) of the total U.S. population an average of 35.6 times during the month. Online video ads account for 13.6% of all videos viewed and 1.3% of all minutes spent viewing video online. The duration of the average online video ad was 0.4 minutes (compare to online content videos, with an average duration of 5.4 minutes).

Online video ad properties were also ranked, with Hulu receiving the highest number of video ad impressions, at over 1 billion, and also delivering the highest frequency of video ads to viewers, an average of 38.8.

More than 2 billion minutes were spent watching videos ads in June, with Tremor Media Video Network generating the highest duration of video ads – 429 million minutes.

TechCrunch notes that while YouTube previously stated the site handles 3 billion views per day, they were presumably counting individual video views. comScore’s measurement of viewing sessions is different, defined as “a period of time with continuous video viewing followed by a 30-minute period of video inactivity.”

European Women Spend More Time On Social Networks Than Men

An April 2011 study by comScore reveals that European women spend more time on social networks than men do – a finding that remains consistent across all age groups.

Measuring the time spent on social networks in France, Germany, Italy, Spain and the United Kingdom, the comScore data shows that young European females (ages 15-24) spent the most time on these sites, 8.4 hours per month in April 2011.  Women from age 25-54 remained fairly consistent with 5.3-5.5 hours per month, while male engagement dropped significantly with age.

In the 45-54 demographic, European females spent twice as much time on social networking sites as males.

Social Networking via Mobile Grows 46% Year-Over-Year

Mobile phones are still on the rise in the US, and mobile users are steadily consuming more and more media content.  Social networking showed the greatest increase (46%) year-over-year among all mobile content categories, according to recent data from comScore.  As of March 2011, nearly 64 million users are accessing social networks via mobile.

They are also doing so more frequently than before; the number of users who accessed social media sites via mobile “almost daily” increased over 70% year-over-year, showing the highest growth of any user category, as reported by Marketing Profs.

Other mobile content categories that saw significant growth:

  • news rose 38% year-over-year
  • search was up 32%
  • personal email rose 31%
  • professional email rose 25%

Are users accessing social media more via PC or mobile?  This depends on the platform – Facebook users spent 269 minutes (on average) on the site via mobile, vs. 347 minutes via PC.  Twitter users favored mobile, spending 42 minutes (on average) on the site via mobile, vs. only 22 minutes via PC.

Download the full comScore presentation here.

Facebook Attracts 75% of U.S. Social Networking Visitors

Recent data from comScore shows that social networks received over 200 million unique U.S. visitors in April 2011, and ~151 million of these visitors (three out of four) use Facebook.

Overall unique visitors to social networks rose 61% from two years ago, while visits to Facebook rose an impressive 332% over that same time period (from 35 million visitors per month back in April 2008).

Will Facebook continue to attract the lion’s share of visitors to social networking sites?  Could it eventually edge all competitors out?