What do people do online? Here’s the comScore data
- Tue, September 28 2010
- Filed under: Social networking and web 2.0
I’m at the Artez Interactive conference in Toronto to speak today - but I’m also here to listen to some juicy data from comScore on social networking - aka social conversation. (comScore is to the Internet as Neilsen is to TV.) Brent Low-Bernie who leads comScore Media Metrix in Canada shared the following data from across the border.
Canada has the highest per capita penetration of the Internet and highest level of online engagement in the world, so it’s interesting to look at Canadian behavior online.
-Nearly all Canadians are touched by social media (96%)
-Email and instant messaging is flat but social networks, blogs and multimedia are growing
-Social networking is the number two destination online after portals like MSN/Yahoo!/etc. (20% vs. 33% of visitors)
-It’s not just young people: 99% of people 55+ with HHI over $60K use social media - it’s the area of fastest growth
-Facebook dominates in Canada just as it does in the US;
-If Facebook would be a country, it would be the third-largest country in the world after China and India
-Facebook is a leading driver of traffic to traditional media online, like the CBC
-In 2007, Facebook traffic/month was 31 visits/visitor and now it is 42/visitor
-Twitter is growing rapidly - 5% vs. Facebook’s 9% in a year; Linkedin is up 95%
-Of people who go to social media sites, 78% go to photo sharing sites and 60% go to web publishing sites
He also shared some US Mobile data:
-The mobile market has moved from 44% female mobile use in 2005 to 52%
-People 35-54 are a third of mobile users
-Top social networks on mobile: Facebook, followed by MySpace and Twitter
-The average Facebook user is spending nearly 300 minutes on the social network on mobile - almost the same amount of time they spend on a computer on Facebook
-He predicts mobile will surpass desktop screens very soon
He offered some additional parting predictions:
-He predicts Google TV will succeed
-iPads will change how people consume the web
-Social media search is the next frontier
-Facebook “like” could be the future of social retail (imagine asking your FB friends: do these jeans make my butt look big?)
-Twitter is a rapidly growing and dominant form of video link sharing
The conclusion:
It’s all about content. Social media will be everywhere, on devices, in traditional media, within business strategies. What will win is the quality content.
My take? The last point is critical. These tools only work well when they are used to share amazing content. Nonprofits take heed: the tools are cool but if you use them to transmit tired message, they won’t do you much good.
Comments
Welcome to Canada! I enjoyed your extensive overview. Who does ComScore track and not track? How representative is ComScore data to the profit and not-for-profit sectors?
Thank you.
Randy Tyler
It seems social network are everywhere
is there a future for tradictional website?
Hey great article. I never thought that the Canadian has the highest per capital penetration in the internet and had the highest online engagement in the world, they must really like though online marketing. Thanks a lot.
Hello, very interesting. I am on the hook for some resources for the non profit I work for. Does anyone know of any resource blogs for non profits? That would certainly be helpful. Thanks.
John
Thanks for the amazing content. I have just told a few of my friends about this on FaceBook and they love your content just as much as I do.
Keep up the good work!
Kind regards,
GB34
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Great post. This is really great, by the way I bookmarked your content, thanks for sharing it.
As an hotel we depend more and more on social media but our website is still the center of our campaigns. I don’t think this will change as no one wants to give all their online activities in the hands of FaceBook and the likes.