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1、ITS A SOCIAL WORLD,Top 10 Need-to-Knows About Social Networking and Where Its Headed,Introduction,With the widespread adoption of the Internet around the world came the rise of social networking as a global phenomenon. In March 2007, Social Networking as a category had a global audience of less than
2、 500 million users, representing just 56 percent of the worlds online population. In those days, as Thomas Friedman put it, “Twitter was a sound, the cloud was in the sky, 4G was the name of a parking space. and Skype for most people was a typo.”* Email reigned supreme as the king of communication c
3、hannels online, and the word friend was just beginning its metamorphosis from the rigid uni-dimensional noun it was to the ubiquitous, transformative verb it has become. Since then, the digital landscape has changed immensely. Social networks, which provide platforms for online users to connect, sha
4、re, and build relationships with others online, have forever altered the lives of individuals, communities and societies all over the world. The growth in popularity of social networking has also created and engendered new online consumer behaviors. The goal of this report is to frame the current st
5、ate of social networks through the lens of how users around the world have grown to use them over time. A primer of sorts, this report addresses questions such as: How extensive is consumer usage of social networking and how does it vary by country? What is the current rate of social networking adop
6、tion in different parts of the world? Which sites are driving this adoption in different markets? How are these consumer usage dynamics changing over time? Where do these trends appear to be headed in the future?,This report offers a comprehensive summary of the current state of social networking ac
7、tivity, as measured via passively observed digital consumer behavior, providing essential background research and analysis for anyone trying to get a handle on the far-reaching topic of social networking and its implications.,* “Thomas Friedman on How America Fell Behind”. NPR.org.,Retrieved 7 Decem
8、ber 2011. http:/www.npr.org/2011/09/06/140214150/ thomas-friedman-on-how-america-fell-behind,2,10,1,2,3,4,5,6,7,8,9,Contents,A few notes about the data sources for this report: All data in this report sourced to comScore Media Metrix is based on Internet usage from home and work- based computers fro
9、m comScores proprietary, opt-in research panel, consisting of 2 Million people sourced from 171 countries. Data is individually reported for 43 of those countries. Media Metrix data excludes activity from mobile phones, tablets and other connected devices. Data from mobile devices comes from two oth
10、er products in the comScore mobile solutions suite which are available in a subset of these markets and are sourced accordingly. comScore MobiLens data is sourced from an intelligent online survey of nationally representative samples of mobile subscribers age 13+ in the U.S., UK, France, Germany, Sp
11、ain, Italy, Canada, and Japan. comScore GSMA Mobile Media Metrics (MMM) provides a census- level solution for mobile media reporting in the UK, taking irreversibly anonymised mobile Internet usage data from 3 of the 4 UK mobile operators comScore Ad Metrix data sourced in this report refers to the U
12、.S. market only.,TOP 10 NEED-TO-KNOWS ABOUT SOCIAL NETWORKING AND WHERE ITS HEADED Social networking is the most popular online activity worldwide Social networking behavior both transcends and reflects regional differences around the world The importance of Facebook cannot be overstated Microbloggi
13、ng has emerged as a disruptive new force in social networking Local social networks are making inroads globally Its not just young people using social networking anymore its everyone Digital natives suggest communications are going social Social networking leads in online display advertising in the
14、U.S., but lags in share of dollars The next disrupters have yet to be decided Mobile devices are fueling the social addiction Methodology & Definitions About comScore Appendix: Country Snapshots,TOTALUNIQUEVISITORS(MM),HOURSPERMONTH(BILLIONS),#,1,1,600,Social networking is the most popular online ac
15、tivity worldwide,Social networking sites now reach 82 percent of the worlds online population, representing 1.2 billion users around the world. The social networking adoption trend largely mirrored the global Internet adoption curve, and grew proportionately, showing that as people began to get conn
16、ected, they immediately began connecting with one another. Even more telling of social networkings emergence is the amount of time people currently engage with it. As a percentage of all the time people spend online, social networking activity has more than tripled in the last few years. In October 2011, Social Networking ranked as the most popular content category in worldwide engagement, The Rise of the Global Social Networking Audience Source: comScore Medi
