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.
Visitors to Facebook.com
Total U.S. - Home, Work, and University Locations
||% Composition of Unique Visitors
|Persons - Age
|$25,000 - 39,999
|$40,000 - 59,999
|$60,000 - 74,999
|$75,000 - 99,999
|West North Central
|East South Central
|West South Central
|East North Central
|Source: comScore Media Metrix|
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