The Score: The Value of Facebook.com

Facebook.com founder Mark Zuckerberg is reportedly in negotiations to sell the company for $1 billion-- certainly a hefty price tag considering that competitor MySpace.com sold for a "mere" $580 million just last year despite having nearly four times as much site traffic. However, Facebook.com has fared well in the social networking space, demonstrating consistent growth in its user base over the past few years. The site's appeal among certain desirable demographics also underscores its potential for revenue generation via online advertising.

  • U.S. visitation to Facebook.com has trended consistently upwards during the past 15 months. Since May 2005, Facebook.com has nearly doubled in monthly visitation, reaching its highest domestic total in August 2006 with 14.7 million visitors.

  • A demographic profile of visitors to Facebook.com reveals strong skews toward users 18- to 24-years-old, which is not surprising considering the site was initially open only to college students. Although Facebook.com is now accepting users of all ages, those 18 to 24 are three times as likely as the average internet user to visit the site. Teens, ages 12 to 17, who are 46 percent more likely than average to visit, are the only other demographic to exhibit above-average visitation.

  • Visitation also generally skews towards higher income households. People in households with at least $100,000 in annual income are 33 percent more likely than average to visit Facebook.com. However, the high composition of students is reflected in an index slightly higher than average among those earning less than $25,000 annually (index = 104).

  • Facebook.com visitors are more likely to come from central regions and less likely to come from western regions. Specifically, visitation skews most towards the West North Central region (index = 162) and East South Central region (index = 156), while those from the Mountain (index = 48) and Pacific (index = 48) regions exhibited low relative visitation.

Demographic Profile
Visitors to Facebook.com
August 2006
Total U.S. - Home, Work, and University Locations
  % Composition of Unique Visitors Composition Index
Persons - Age    
Persons: 12-17 14.0 146
Persons: 18-24 34.0 302
Persons: 25-34 8.6 59
Persons: 35-54 33.5 87
Persons: 55+ 7.6 42
     
Household Income    
Under $25K 9.8 104
$25,000 - 39,999 7.6 72
$40,000 - 59,999 21.0 79
$60,000 - 74,999 15.4 107
$75,000 - 99,999 16.6 99
$100,000+ 29.6 133
     
Region (US)    
West North Central 14.0 162
Mountain 3.2 48
Pacific 7.4 48
New England 5.9 99
Mid Atlantic 6.3 112
South Atlantic 17.6 100
East South Central 8.4 156
West South Central 10.2 98
East North Central 17.5 109
Source: comScore Media Metrix

About comScore Networks
comScore Networks provides unparalleled insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than two million consumers who have given comScore explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its patent-pending technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Nestlé, Bank of America, Universal McCann, the United States Postal Service, GlaxoSmithKline and Orbitz. To be in touch directly, email comScore.

 

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