Young consumers, who are just forming their purchasing patterns, gather at community sites.
As the internet becomes more deeply woven into the fabric of consumers' everyday lives, it's no surprise that its use as a communication and networking vehicle continues to flourish. Today, social networking sites provide consumers -- especially those in the younger demographics -- a way to connect with like-minded individuals to share their opinions and their passions. Savvy marketers, from Madonna to Nike and Honda, are taking note of the social networking phenomenon, and tapping the power of these wired influencers to spread their messages.
- In October 2005 Myspace.com, the largest social networking site, attracted 24.3 million unique visitors -- up a whopping 609 percent versus a year ago. During the same time period, the total internet audience only experienced modest growth.
- Facebook.com and Tickle, Inc. also attracted substantial audiences in October 2005, garnering 9.5 million and 5.6 million visitors, respectively.
- Audiences attracted to the top two social networking sites are younger than the average internet user. Those visiting Myspace.com are 139 percent more likely than the norm to be between the ages of 12 and 17, and 60 percent more likely to belong to the 18 to 24 age group. Visitors to Facebook.com are 43 percent more likely to be age 12 to 17, and 283 percent more likely to belong to the 18 to 24 age group.
- Marketers hoping to reach these younger consumers as they form early purchasing patterns would be wise to educate themselves on the nuances of marketing within the social networking arena where peers often have greater influence than corporate marketers.
Selected Social Networking Sites
October 2004 vs. October 2005 |
| |
Unique Visitors (000) |
|
| |
Oct 04 |
Oct 05 |
% Change |
| Total Internet : : Total Audience |
158,352 |
169,315 |
7 |
| MYSPACE.COM |
3,421 |
24,259 |
609 |
| FACEBOOK.COM |
N/A |
9,473 |
N/A |
| Tickle, Inc. |
9,535 |
5,638 |
-41 |
| FRIENDSTER.COM |
945 |
1,417 |
50 |
| BEBO.COM |
N/A |
999 |
N/A | |
| Source: comScore Media Metrix |
Composition Index
Select Social Networking Sites
October 2005 |
| |
MYSPACE.COM |
FACEBOOK.COM |
| Persons: 12-17 |
239 |
143 |
| Persons: 18-24 |
160 |
383 |
| Persons: 25-34 |
69 |
32 |
| Persons: 35-44 |
89 |
58 |
| Persons: 45-54 |
87 |
88 | |
| Source: comScore Media Metrix |
*Composition Index represents the proportion of the given group within a specific site audience, compared to the proportion of that group in the total online population. A composition index of 100 represents parity.
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.