In October, Facebook reached more than half (55 percent) of the world's global audience, a comScore report finds.
networking accounted for nearly 1 in every 5 minutes spent online globally in
October 2011, ranking as the most engaging online activity worldwide. Social
networking sites now reach 82 percent of the world's Internet population age 15
and older that accessed the Internet from a home or work computer, representing
1.2 billion users around the globe, according to a report from comScore, a
company specializing in the measurement of the digital world.
report, "It's a Social World: Top 10 Need-to-Knows About Social Networking
and Where It's Headed," analyzes the current state of social networking
activity around the globe, providing insights into how social networking has
influenced the digital landscape and the implications for marketers operating
in this social world. In October, Facebook reached more than half (55 percent)
of the world's global audience and accounted for 1 in every 7 minutes spent
online around the world and 3 in every 4 social networking minutes, the report
emergence and widespread global adoption of social networks has vastly
influenced human interaction on an individual, community and larger societal
level, and underscores the convergence of the online and offline worlds,"
said Linda Boland Abraham, comScore CMO and executive vice president of global
development. "Regardless of geography, social networks are weaving
themselves ever more intricately into the fabric of the digital experience,
opening a world of new opportunity for business and technology."
recent years, microblogging has taken hold as a popular social networking
activity on a global scale. In October, Twitter reached 1 in 10 Internet users
worldwide, growing 59 percent in the past year. Other popular microblogging
destinations seeing rapid adoption include Chinese site Sina Weibo, with its
audience growing 181 percent in the past year to rank as the 10th largest
social network in October. Tumblr, which ranked 12th worldwide in audience
size, grew 172 percent in the past year.
young users age 15-24 still represent the most highly engaged segment of social
networkers, with an average of 8 hours per visitor spent in the category in
October, social networking is catching on among older age segments across the
globe. The report found people age 55 and older represented the fastest-growing
age segment in global social networking usage, with the penetration of social
networks in the segment increasing nearly 10 percentage points since July 2010
to 80 percent in October 2011.
the United States, 64 percent of smartphone users accessed social networking
sites at least once in October 2011, with 2 in 5 smartphone owners connecting
via social networking nearly every day. In the EU5, 45 percent of smartphone
owners accessed social networks on their mobile device during the month, with
nearly 1 in 4 doing so on a near daily basis. Of the 43 markets individually
reported by comScore, 41 markets saw at least 85 percent of their respective
online populations visit social networking sites in October 2011.
Nathan Eddy is Associate Editor, Midmarket, at eWEEK.com. Before joining eWEEK.com, Nate was a writer with ChannelWeb and he served as an editor at FierceMarkets. He is a graduate of the Medill School of Journalism at Northwestern University.