We talk a lot about the digital revolution that traditional media is being put through: upheaval, readership and audience shrinkage, bankruptcy, pay walls… This post is part of a major update to a host of previous ones published in 2009 and 2010 on this blog.
What’s the situation really like in 2011? Traditional media are not dead – not yet at least. But many newcomers have made their entrance on the marketing landscape in the last 10-15 years. Let’s look at the situation with Facebook a bit:
- 700 million members worldwide (SocialBakers / Mashable 2011/05)
- 1 in every 13 people on Earth is on Facebook
- If Facebook were a country it would be the 3rd biggest in the world – ahead of USA, Brasil, Russia and Japan.
- 70 languages available worldwide (Facebook press room).
- 70% of users are outside US (Facebook press room).
- It took radio 38 years to reach 50 million listeners. Television took 13. Internet took 4… Facebook reached 100 million in less than 9 months. iPhone app downloads (total) reached 1 billion in 9 months.
- 700,000 new people join Facebook daily (DBA Worldwide)
- 3rd video site most viewed in the US in July 2009 in # of streams viewed (Nielsen VideoCensus)
- Monthly, 113 million Americans on Facebook (Compete Inc 9 June 2009), 70 million according to comScore US May 2009 – 58,6% reach in September 2009 vs 19.9% in September 2008 (HitWise)
- 33% Of Americans are members of Facebook (thanks @JustinSmith)
- 33.3% of Americans online get their news through Facebook (Razorfish FEED09)
- 100 million+ visitors in November 2009 in the US = 5.5% of total time spent online (vs 2.5% in 2008) (comScore Nov.09) (merci @martinroy)
- 62.4% of Americans use Facebook monthly compared to 24.3% who use MySpace (comScore 2010/09)
- 42.3% of Americans use Facebook monthly (eMarketer 2011/02)
- 33% of online video users (58.6M) watch video on Facebook (243 video sessions per user) making it the 2nd most important video site behind Google/YouTube (146.3M, 1.9B video sessions total – 269 minutes per user monthly) ahead of Yahoo (53.9M, 229M video sessions) (Marketing Charts 2010/08)
- QZone in China is apparently even bigger with over 300 million users (China block access to Facebook which forces that population elsewhere).
- 19.6 million Canadians, 3.5 million francophones use Facebook (comScore 2009/07)
- 62% of all Quebecers (A2+ with a pc or not) are active on Facebook monthly (comScore 2010/08 + StatsCan)
- 26% of Canadians online connect to Facebook daily vs 4% YouTube, 4% MySpace and3% Twitter (Cossette2009/11)
- 15M French use Facebook regularly (Mashable) that 1 out of every 4!
- 95% of all social network members are at least on Facebook, 60% connect daily (Jean-Nicolas Reyt)
- 30.4% penetration among Internet users in France (Inside Facebook 2010/08)
- 6.2% of all website visits in the UK are on Facebook. (Hitwise Mars 2010)
- Facebook represents 50% of all social network traffic in the UK, followed by YouTube at 17%, Twitter at 2% and MySpace at 1.3%
- 44.2% penetration among Internet users in the UK (Inside Facebook 2010/08)
- 3% of users Internet are on Facebook regularly spending only 31 minutes monthly. (Jean-Nicolas Reyt)
- The average user has 130 friends (Facebook press room).
- The average user age is 26 years old
- returns 40x monthly and spends 23 minutes per visit
- Likes 80 community pages, groupes or events
- creates 90 items of content monthly
- 30B pieces of content are shared daily
- 770B page views monthly
- The fastest growing demo group on Facebook is women 55-65 years old. (Facebook press room).
- Users are mostly women 57% (InformationIsBeautiful.net)
- Facebook is the prefered social network of Baby Boomers (eMarketer via Six Pixels of Separation)
- 57% of women members 18-34 years old say they speak for to friends online than offline (Oxygen Media 2010/07)
- 39% say they’re hooked on Facebook
- 34% consult Facebook first thing in the morning before going to the washroom, brushing their teeth or hair …
- 21% check their account in the middle of the night
- 42% believe it’s ok to publish photos of themselves drunk
- 50% have no problems being friends with complete strangers
- 9% of women on Facebook have broken up with their boyfriend on Facebook, vs 24% for guys.
- 23% of 50+ year olds prefer Facebook to MySpace and Twitter (AARP 2010/06).
- 35M users update their status daily (Website Monitoring Blog and Facebook press page)
- 60M status updates daily (Facebook Blog).
- 10M users become fan of a brand daily (Facebook Blog).
- 45M user groups exist (Facebook Blog).
- 3B photos added monthly
- 5M pieces of content added weekly
- 3.5M events created monthly
- 3M of active business pages on Facebook
- 1.5M businesses are active with at least one page
- 20M users become fan of a page every day
- On average, youths access Facebook 16x weekly (Cossette 2009/11)
- Facebook received more visits in 2010 than did Google according to Experian Hitwise (Mashable (2010/12) 8.93% of all US website visits in 2010, vs Google with 7.19% of visits.
- The average user consults 661.8 pages of content monthly on Facebook, far ahead of the closest competitor Hi5 with 351.2 and MySpace 261.8 (Pingdom.com)
- In pages viewed per visit, Friendster is the most important at 30, followed by Hi5 (29.3), Bebo (28.3), Facebook (23.6) and MySpace (21.8).
- In total monthly visits, Facebook dominates with 28 (almost daily!), followed by Hi5 (12), MySpace (12), Slashdot (11) and Twitter (9)
- Artists receive an average 92 likes and 17 comments per post on Facebook, vs 57 & 43 for Media and 54 & 9 for Brands (Visibli 2011/04)
- 50% of Likes are accumulated within 20 minutes
- 250M access via a mobile device daily (MediaPost 2011/04)
- Mobile users of Facebook are 50% more active than non-mobile users (Facebook Blog).
- 120 million members access the site daily – over 5 billion minutes spent daily (83,3 million hours, or 3,47 million days, or 496 000 weeks, 9 539 years!!!).
- The average user spends 15 hours 33 minutes monthly = 32 minutes daily (weekends included)
- 8B minutes spent on the site daily (Facebook Blog).
- 1st site in time spent with 11.6% of all time spent online in the US compared to Yahoo (4.25%) and Google (4.1%) (Compete.com 2010/01)
- 44% of businesses search for candidates on Facebook, 59% on LinkedIn, 23% on Twitter (The Creative Groupe / USA Today mars 2010)
- 99% of retailers online have a Facebook account
- 37% of users follow a brand for exclusives (Razorfish Nov.09)
- 300 000+ companies are present on Facebook.
- 77% of Fan Pages on Facebook have less than 1 000 fans (TechCrunch/Sysomos)
- 4% of Fan Pages on Facebook have more than 10 000 fans (TechCrunch/Sysomos)
- 11.9% of Fan Pages on Facebook are for products, the majority 46% are for entertainment (movies, music, stars, video games…) (TechCrunch/Sysomos)
- On average, a fan page has 4 596 fans (Sysomos) The top products are :
- Starbucks – 5 113 068 fans
- Dippin’ Dots – 898 722
- In-N-Out – 417 190
- Domino’s Pizza – 323 856
- Subway – 321 396
- Facebook (23%) is the 2nd social tool with highest value to marketers after LinkedIn (26%) and before Twitter (17%) (Unisfair).
- 56% of American online buyers consult Facebook first for tips & comments (ForeSee Results 2010)
- 87% of SMB marketers worldwide use Facebook, #2 social media for them behind Twitter (Social Media Marketing Industry Report 2010)
- 66% of comScore’s Top100 sites in the US and 50% of the Worldwide Top100 have integrated with Facebook (Danny Brown)
- 55% of use is from work (Jean-Nicolas Reyt)
- $0.56 = average CPM, 4x lower than online average of 2.43$(Jean-Nicolas Reyt)
- 17% of Facebook users would buy from a brand they follow / like, vs 37% on Twitter and 27% by email (ExactTarget eMarketer 2010/09)
- 21% of Facebook users would recommend a brand they like, vs 33% on Twitter and 24% by email
- 36% of brand fans on Facebook want to buy that company’s products more due to the “like” than before, vs 61% for which there’s no change (DDB Worldwide / OpinionWay Research 2010/10)
- 1.86$B in ad revenues on Facebook in 2010 (Mashable 2011/01)
- 50% = ad efficiency Facebook vs elsewhere on the web. (Jeff Bullas 2011/02)
- Twitter and Facebook exert an influence (28%) on Holiday shopping (comScore) (merci @lucdupont)
- Facebook is considered CRITICAL to 44% of companies in North America in 2011 (eMarketer / HubSpot 2011/02)
- Averages for top 100 brands on Facebook (Wongdoody / eMarketer 2011/02)
- 1.8 million fans
- 24 posts per month
- 857 fan posts per month
- 1,456 likes per month
- 157 comments per month
- 88% post video
- 82% solicit fan comments / stories
- 79% have opened their wall to fan posts
- 66% actively reply to fan posts
- 95% of SMBs in the US that use social media for online marketing chose to use Facebook, followed by Twitter 60%, LinkedIn 58% and YouTube 45% (Constant Contact 2011/03)
- 82% consider Facebook effective as a marketing tool, 73% for YouTube, 55% for daily local deals and 47% for Twitter & LinkedIn
- 95% use website marketing, 91% email marketing, 77% print advertising, 53% event marketing and 69% use online advertising.
- Facebook Connect used 35% of the time users connect elsewhere on the web, vs 31% for Google, 13% for Yahoo, 7% for Twitter. (Janrain 2011/04)
- Facebook Connect used 58% of the time users share content, vs 32% for Twitter, 13% for LinkeIn and 9% Yahoo.
If you haven’t gotten enough, check out Jeff Bullas’ 50 Fascinating Facebook Facts and Figures.
Join me on Facebook – Samuel Parent
While you’re waiting for my future posts on other media’s performance indicators, please consult my previous posts:
- Traditional media performance indicators (20 January 2010)
- Wikipedia, by the numbers (28 January 2011)
- Performance Indicators : Newspapers (15 March 2011)
- Performance Indicators : Magazines (1 April 2011)
- Performance Indicators : Television (12 April 2011)
- Performance Indicators : Radio (26 April 2011)
- Performance Indicators : Online Gaming (10 May 2011)
- Performance Indicators : Internet (24 May 2011)