1. THE STATE OF SOCIAL NETWORKS
ADMA EVENT – Social Media: Behind The Scenes
Joe Nguyen – jnguyen@comscore.com
Vice President, comScore, Inc.

2. Social Networking is a Global Phenomenon
If Facebook was a country it would be
the third largest in the world after
China and India
© comScore, Inc. Proprietary and Confidential. 2

3. Social Networking Continues to Capture and Engage Audiences on a
Global Basis
 More than 770 million people worldwide visited a social networking site
in July 2009, increasing 18 percent from the previous year
 Facebook: 370 million
 MySpace: 123 million
 Hi5: 59 million
 Orkut: 55 million
 Twitter: 52 million
 Social networking sites reach nearly 70 percent of the total global online
audience, ranking as one of the most popular destinations on the Web
 Social networkers visited the category an average of 20 times during a
month and spent a total of 4 hours on social networking sites
© comScore, Inc. Proprietary and Confidential. 3

4. Top Social Networks Vary by Country but Facebook
is the Clear Global Leader
North America Latin America
United States Canada Brazil Chile
Europe Asia Pacific
Germany U.K. Russia China India Japan
France
© comScore, Inc. Proprietary and Confidential. 4

5. Social Networks, Portals and The Long Tail
Who is gaining share of online minutes?
A. Social Networks
B. Portals
C. The Long Tail
© comScore, Inc. Proprietary and Confidential. 5

6. Portals Share of Usage Minutes has been Relatively Stable
© comScore, Inc. Proprietary and Confidential. 6 Source: comScore WorldMetrix, November 2006 to May 2009

7. The Long Tail Has Been Losing Ground in Share of Online Usage Minutes
© comScore, Inc. Proprietary and Confidential. 7 Source: comScore Media Metrix, November 2006 to May 2009

8. If not the Long Tail, Who is Gaining Share of Online Usage Minutes?
Clearly, it’s Social Networks
Jul 09
Jul 08 Jan 09 21%
19% 19%
Jan 08
Jul 07 15%
Jan 07 14%
11%
Google, YouTube, and Social Networks have increased their share of
duration by more than 10 points since January 2007
© comScore, Inc. Proprietary and Confidential. 8 Source: comScore Media Metrix, October 2006 to July 2009

9. Social Networking in the U.S.
“The beauty of social networks is that they are a place
where nearly any marketing goal can be achieved, with
nearly any marketing tactic.”
eMarketer, August 2009
© comScore, Inc. Proprietary and Confidential. 9

10. Internet use in the U.S. is changing. Time spent online shifts from
Portals to Social Networking & Entertainment sites
Top U.S. Online Activities for Apr. 2009
Total Minutes (000) and % Change vs. YA
Source: comScore Media Metrix
-16%
120,000
100,000
80,000 -1%
60,000 +15% +28%
+13%
40,000 +2% -30%
+37% -3%
+6%
20,000
0
Apr 08 Apr 09
© comScore, Inc. Proprietary and Confidential. 10

11. In May 2009, Facebook Surpassed MySpace in Number of U.S.
Visitors for the First Time
Number of Unique U.S. Visitors (000) to Facebook.com and MySpace.com
Source: comScore Media Metrix
Facebook +124%
100,000
vs. Jul ‘08
90,000
80,000
Unique Visitors (000)
70,000
60,000
MySpace
50,000
-9% vs. Jul ‘08
40,000
30,000
20,000
10,000
0
Facebook Myspace
© comScore, Inc. Proprietary and Confidential. 11

12. 35-49 year olds are now the largest age segment on Facebook whereas 12-24
year olds led a year ago; MySpace continues to be dominated by younger
users under 35.
Percent Composition of U.S. Unique Visitors to Facebook.com and MySpace.com by
Demographic Segments
Source: comScore Media Metrix
16.8% 9.4%
16.5% Persons: 50+ 14.6%
24.7%
29.3% 32.1% Persons: 35-49 27.7%
22.8%
17.4% 22.6% Persons: 25-34 18.9%
32.7% Persons: 12-24 38.9%
28.1% 32.3%
Facebook.com Facebook.com MySpace.com MySpace.com
Jul-08 Jul-09 Jul-08 Jul-09
© comScore, Inc. Proprietary and Confidential. 12

13. Twitter Growth Continues to Explode Globally but has Flattened in
the U.S. Over the Last Four Months
Number of Unique Visitors (000) to Twitter.com
Source: comScore World Metrix
Worldwide
60,000 51.6 Million UVs
50,000
Unique Visitors (000)
40,000
30,000 United States
18.7 Million UVs
20,000
10,000
0
8 08 08 8 08 08 9 9 9 9 09 9 9
Jul-0 Aug- Sep- Oct-0 Nov- D e c- Jan-0 Feb-0 Mar-0 Apr-0 May- Jun-0 Jul-0
World-Wide United States
© comScore, Inc. Proprietary and Confidential. 13

14. Twitter’s initial success in the U.S. was led by older segments, but
recent growth has come from younger users.
Number of Unique U.S. Visitors (000) to Twitter.com by Age Segment
Source: comScore Media Metrix
4,500
25-34 Yrs Old
35-44 Yrs Old
4,000
18-24 Yrs Old
3,500
Unique Visitors (000)
45-54 Yrs Old
3,000 Is Twitter’s Fundamental Appeal
as a Business Application? 12-17 Yrs Old
2,500
2,000
1,500
55-64 Yrs Old
1,000
65+ Yrs Old
500
0
Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09
Persons: 12-17 Persons: 18-24 Persons: 25-34 Persons: 35-44
Persons: 45-54 Persons: 55-64 Persons: 65+
© comScore, Inc. Proprietary and Confidential. 14

15. Heavy Social Network Users* Have Distinct Usage Patterns
 They spend more than twice as much time online as the average
Internet user.
 They represent 15% of all Internet users but account for over 36% of
the page views consumed online
 They visit a social network site an average of 2.4 times a day and
spend 31 minutes per day on social networks
 They spend twice as much time on social networks as they do on
email or IM
* Defined as the heaviest 20% of social network users
© comScore, Inc. Proprietary and Confidential. 15

16. Heavy SN users spend more time on communication, search and
entertainment and less on vertical content categories
Comparison of Heavy SN Users to the Average Internet User
High Index Minutes Index Low Index Minutes Index
Gay/Lesbian
Total Internet 207 62
Services 202 Business to Business 63
Photos 199 Pharmacy 63
Search/Navigation 180 Online Trading 63
Entertainment 179 Consumer Goods 66
Portals 177 News/Research 71
Multimedia 163 Online Gambling 71
Instant Messengers 160 Weather 73
Blogs 150 Retail - Music 75
Computer Software 149 Gambling 78
Entertainment - Music 147 Radio 79
e-mail 145 Mall 80
Community 142 Health 81
Retail 135 Politics 81
Entertainment - News 134 Car Rental 82
Reference 131 Lotto/Sweepstakes 84
Directories/Resources 131 Transactions 84
Incentives 128 Travel - Information 86
Lifestyles 124 Manufacturer 87
Humor © comScore, Inc. Proprietary and Confidential.
120 Ground/Cruise
16
87

17.  Social Network Access at work is on the rise in the US
comScore Segment Metrix Media Trend for US Social Networking (All)
© comScore, Inc. Proprietary and Confidential. 17

18.  Time spent on Social Network Access at work holds
comScore Segment Metrix Media Trend for US Social Networking (All)
© comScore, Inc. Proprietary and Confidential. 18

19.  Social Network Access at home in the US is stabilizing
comScore Segment Metrix Media Trend for US Social Networking (All)
© comScore, Inc. Proprietary and Confidential. 19

20.  Time Spent on Social Network Access at home in the US is slightly less
comScore Segment Metrix Media Trend for US Social Networking (All)
© comScore, Inc. Proprietary and Confidential. 20

21. Social Networking in the APAC
“Facebook now rules Asia.”
Thomas Crampton,
Ogilvy Public Relations Worldwide, July 2009
© comScore, Inc. Proprietary and Confidential. 21

22.  Asia Pacific Social Networking as of September 2009
comScore Media Metrix Report for APAC Social Networking Category
Total Average
Total Total Pages Total Average Average
Unique % Daily
Media Minutes Viewed Visits Minutes Visits per
Visitors Reach Visitors
(MM) (MM) (000) per Visit Visitor
(000) (000)
Total Internet : Total 17,669,11
470,313 100.0 167,662 452,509 770,049 25.6 37.6
Audience 8
Social Networking 258,395 54.9 64,266 41,007 105,561 3,521,646 11.6 13.6
1 [P] FACEBOOK.COM 65,857 14.0 13,307 9,418 13,174 1,004,329 9.4 15.3
2 [C] Baidu Space 49,171 10.5 4,142 287 760 153,648 1.9 3.1
3 [P] 56.COM 30,960 6.6 2,319 374 266 103,029 3.6 3.3
4 [C] QQ.COM Alumni 29,435 6.3 4,554 984 2,029 254,624 3.9 8.7
5 [M] XIAONEI.COM 27,221 5.8 5,276 3,562 7,939 384,692 9.3 14.1
6 [M] Orkut 24,563 5.2 4,271 2,595 8,235 226,254 11.5 9.2
7 [C] QQ.COM Mini World 21,205 4.5 1,424 41 65 47,276 0.9 2.2
8 [C] Windows Live Profile 20,273 4.3 1,392 77 156 50,245 1.5 2.5
9 [P] KAIXIN001.COM 18,500 3.9 4,506 7,511 29,906 261,446 28.7 14.1
10 [P] CyWorld 17,658 3.8 3,295 2,845 13,553 193,768 14.7 11.0
11 [P] 51.COM 16,953 3.6 1,961 1,456 2,160 92,997 15.7 5.5
12 [P] HI5.COM 16,151 3.4 2,503 2,030 3,360 148,399 13.7 9.2
13 [M] MySpace Sites 15,188 3.2 1,565 992 2,007 85,811 11.6 5.6
14 [P] FRIENDSTER.COM 14,096 3.0 1,991 1,265 4,667 104,063 12.2 7.4
15 [M] MIXI.JP 11,729 2.5 2,816 1,589 2,809 180,306 8.8 15.4
16 [P] KAIXIN.COM 11,665 2.5 1,307 1,804 3,689 64,945 27.8 5.6
17 [P] Betawave Social Sites 8,789 1.9 1,063 678 872 53,558 12.7 6.1
18 [P] TWITTER.COM* 8,716 1.9 698 198 299 37,243 5.3 4.3
19 [P] MULTIPLY.COM 8,693 1.8 620 133 212 24,525 5.4 2.8
20 [M] WRETCH.CC 8,644 1.8 1,819 947 3,356 116,793 8.1 13.5
© comScore, Inc. Proprietary and Confidential. 22 22

23.  Social Network on the rise in Asia Pacific?
comScore MyMetrix Media Trend for Asia Pac’s Top Social Networking Properties
© comScore, Inc. Proprietary and Confidential. 23 23

24.  Penetration of Social Networking Sites by Market
comScore Media Metrix Report, August 2009
Market Total Internet User* Social Networking Users %
(000) (000)
China 215,460 105,379 49
Hong Kong 3,921 2,502 64
India 35,432 22,259 63
Indonesia 6,014 5,074 84
Japan 67,586 24,276 36
Malaysia 9,400 6,344 67
Philippines 4,526 3,924 87
Singapore 2,696 2,085 77
South Korea 28,978 16,632 57
Taiwan 11,932 7,565 63
Vietnam 5,625 2,947 52
* Home and Work users, 15+ on personal computers
© comScore, Inc. Proprietary and Confidential. 24 24

25. Social Networking in Singapore
“Friendster is the #1 social network in Singapore according
to comScore”
CNET, July 2008
“Facebook.com, which reached more than 1 million visitors
and ranked as the fourth most visited property in February.”
comScore Press Release, March 2009
© comScore, Inc. Proprietary and Confidential. 25

26.  Singapore’s Social Scene as of September 2009
comScore Media Metrix Report for Singapore Social Networking Category
Total Average Total
Total Total Average Average
Unique % Daily Pages
Media Minutes Visits Minutes Visits per
Visitors Reach Visitors Viewed
(MM) (000) per Visit Visitor
(000) (000) (MM)
Total Internet : Total
2,725 100.0 1,148 3,501 5,067 107,029 32.7 39.3
Audience
Social Networking 2,136 78.4 702 421 882 44,009 9.6 20.6
1 [P] FACEBOOK.COM 1,837 67.4 515 339 661 37,553 9.0 20.4
2 [P] FRIENDSTER.COM 509 18.7 60 19 96 2,617 7.4 5.1
3 [C] Windows Live Profile 491 18.0 33 1 3 1,111 1.3 2.3
4 [P] Betawave Social Sites 271 9.9 51 29 44 2,538 11.6 9.4
5 [P] TWITTER.COM* 269 9.9 35 7 11 2,086 3.4 7.8
6 [P] MULTIPLY.COM 224 8.2 18 4 7 681 6.0 3.0
7 [P] DEVIANTART.COM 162 5.9 11 1 3 397 3.7 2.5
8 [M] MySpace Sites 126 4.6 9 2 4 322 4.8 2.6
9 [P] DIGG.COM 95 3.5 4 0 0 131 0.8 1.4
10 [P] Buzz Media 79 2.9 5 0 1 187 2.3 2.4
11 [M] ZEDGE.NET 77 2.8 6 2 4 203 11.8 2.6
12 [M] WRETCH.CC 67 2.5 7 1 4 278 4.8 4.1
13 [P] NING.COM 59 2.2 4 1 1 182 4.3 3.1
14 [P] AIMINI.NET 57 2.1 4 0 1 131 1.2 2.3
15 [P] HI5.COM 53 1.9 4 1 3 176 5.3 3.4
16 [M] Orkut 48 1.8 9 3 8 413 6.4 8.7
17 [C] Windows Live People 48 1.8 2 0 0 75 0.1 1.6
18 [P] LINKEDIN.COM 43 1.6 2 0 1 71 3.5 1.6
19 [C] Baidu Space 40 1.5 3 0 1 85 1.9 2.1
© comScore, Inc. Proprietary and Confidential. 26 26

27.  How has the scene grown in Singapore?
comScore MyMetrix Media Trend for Singapore’s Top Social Networking Properties
© comScore, Inc. Proprietary and Confidential. 27 27

28.  More users or just the same users?
comScore Segment Metrix Media Trend for Singapore Social Networking (All)
© comScore, Inc. Proprietary and Confidential. 28 28

29.  Audience Duplication across Social Networks in Singapore
comScore Media Metrix Audience Duplication for Social Networking Sites in SG
Geography : Singapore
Location : All Locations
Time Period : September 2009
Total Unique
Media
Visitors (000)
Unduplicated 1,945
Duplicated - 2 or More Sites 867
Duplicated - All Sites 12
1 [P] FACEBOOK.COM 1,837
2 [P] FRIENDSTER.COM 509
3 [C] Windows Live Profile 491
4 [P] TWITTER.COM* 269
5 [M] MySpace Sites 126
© comScore, Inc. Proprietary and Confidential. 29 29

30.  Demographics of Singapore’s Social Networks
Total Internet FACEBOOK.COM TWITTER.COM* FRIENDSTER.COM
% % % %
Target Target Target Target
Target Audience Composition Composition Composition Composition
Audience Audience Audience Audience
Unique Unique Unique Unique
(000) (000) (000) (000)
Visitors Visitors Visitors Visitors
Total Audience
Total Audience 2,725 100.0 1,837 100.0 269 100.0 509 100.0
Persons - Age
Persons: 15-24 548 20.1 440 23.9 78 29.0 167 32.9
Persons: 25-34 669 24.6 458 24.9 51 18.9 130 25.5
Persons: 35-44 745 27.3 468 25.5 70 25.9 97 19.1
Persons: 45-54 511 18.8 291 15.8 38 14.0 59 11.6
Persons: 55+ 251 9.2 181 9.9 33 12.2 55 10.9
Males - Age
All Males (15+) 1,326 48.6 835 45.5 108 40.2 230 45.1
Male: 15-24 278 10.2 223 12.1 32 11.9 85 16.7
Males: 25-34 322 11.8 210 11.4 21 8.0 63 12.4
Males: 35-44 350 12.8 198 10.8 27 10.0 41 8.0
Male: 45-54 250 9.2 130 7.1 15 5.6 23 4.4
Male: 55+ 126 4.6 74 4.0 13 4.7 19 3.6
Females - Age
All Females (15+) 1,400 51.4 1,002 54.5 161 59.8 279 54.9
Female: 15-24 270 9.9 217 11.8 46 17.1 82 16.1
Females: 25-34 347 12.7 248 13.5 29 10.9 67 13.2
Females: 35-44 396 14.5 270 14.7 43 15.9 57 11.2
Female: 45-54 261 9.6 161 8.8 23 8.4 36 7.1
Female: 55+ 126 4.6 107 5.8 20 7.5 37 7.3
© comScore, Inc. Proprietary and Confidential. 30 30

31. Thank You.
Joe Nguyen – jnguyen@comscore.com
© comScore, Inc. Proprietary and Confidential. 31