Performance Indicators: Facebook 2011/06/28 Samuel-f Parent Advertising, Social Media, Facebook, Research media time spent, facebook for facebook, mobile use, facebook, social media

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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:

Reach

Worldwide

  • 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)

United States

  • 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)
  • 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)

China

  • QZone in China is apparently even bigger with over 300 million users (China block access to Facebook which forces that population elsewhere).

Canada

  • 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)

France :

  • 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)

UK :

  • 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)

Japan

  • 3% of users Internet are on Facebook regularly spending only 31 minutes monthly. (Jean-Nicolas Reyt)

User profile

  • 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).

Usage

  • 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

Mobile Usage

  • 250M access via a mobile device daily (MediaPost 2011/04)
  • Mobile users of Facebook are 50% more active than non-mobile users (Facebook Blog).

Time Spent

  • 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)
  • 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)

Human Resourses

Marketing Usage

  • 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:

 

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