Archive for the ‘Web Usage’ Category


A Collection of Social Network Stats for 2009

327

If you’re seeking stats from 2008, I’ve compiled them on this similar post of 2008 social networking stats. Update, now see the 2010 stats.

Stats are important –but on their own, they don’t tell us much
Stats on social networks are important, but I’m going to need your help in creating a community archive, can you submit stats as you find them? I’m often asked, “What are the usage numbers for X social network” and I’ve received considerable traffic on my very old post (way back in Jan 08) of MySpace and Facebook stats, even months later. Decision makers, press, media, and users are hungry for numbers, so I’ll start to aggregate them as I see them.

How I interpret stats
Numbers don’t tell us much without insight and interpretation, in fact, you’re going to see conflicting numbers of usage from many of the agencies and social networks themselves. The key is to look at trend movements, don’t focus on the specific numbers but the changes to them over time. I put more weight on active unique users in the last 30 days vs overall registered, in fact, the actual active conversion rate will often range from 10-40% of actual users sticking around and using the social network, so don’t be fooled by puffed numbers. No single metric is a good indicator, you have to evaluate the usage from multiple dimensions, so you also have to factor in what are users doing, time on site, interaction, and of course, did they end up buying, recommending products, or improving their lives.


A Collection of Social Network Stats for 2009
I’ll be updating this post throughout the year, bookmark it, and share it with others

Geography

All Social Networks

  • Techcrunch has listed out comscore’s numbers across multiple social networks, Sources: Techcrunch via Comscore, Jan 1, 2009
  • Compete has released stats in Feb, comments by Cnet. Unique Visitors, Total Visitors and rank information. Cnet, Feb 10, 2009
  • Nielsen Online shows that: Social networks and blogs are now the 4th most popular online activity ahead of personal email, Member communities are visited by 67% of the global online population, time spent is growing at 3 times the overall internet rate, accounting for almost 10% of all internet time, PDF, Nielsen Online, March
  • Nielsen reports that Social Networks 68% more popular than email 65% (but not by much), Nielsen, Cnet, March 2009
  • Techcrunch has an interesting application that shows which social networks dominate by country, June 2009
  • eMarketer has compiled stats from themselves and others on the different age groups of Twitter, MySpace, Facebook, and LinkedIn, July 2009
  • Ignite has data on a variety of social networks that includes traffic and demographic data. July 2009
  • Gender: Royal Pingdom compares social networks based by gender, in almost all cases, women dominate social networking sites over men. Nov 30, 2009
  • Demand Media (Cracked, eHow)
    This LA based media company owns Pluck (community platform) and several social media sites, which I’ve dubbed curated social content.
    eHow

    • eHow
      • 39 million people visit eHow each month to accomplish their projects
      • How to Boil an Egg is consistently one of the most popular articles on eHow
      • eHow has more than 160K professionally produced videos
      • eHow has more than 700K articles
      • eHow has paid more than $1MM to members participating in the Writer’s Compensation Program
    • Cracked.com
      • Now over 2500 writers contributing pitches, ideas, and feedback in our virtual writers room.
      • 18k+ total submissions to our daily caption contest in the month of June
      • Most viewed article of all time on Cracked – “The Top 10 Secret Celebrity Scientologists” – hits 4.6M+ total views
      • Original episodic video series, “S.W.A.I.M”, which offers hilarious commentary on oddities across the web, reaches 4M+ total streams
      • Adding up article and topics page submissions, comments, craption entries, and photoshop entries, over 30k unique content submissions from users/month

    Facebook

  • Facebook has some very limited stats on their own website, view here, Facebook, often updated
  • 150 million people around the world are now actively using Facebook and almost half of them are using Facebook every day. This includes people in every continent—even Antarctica. If Facebook were a country, it would be the eighth most populated in the world, just ahead of Japan, Russia and Nigeria. Facebook is used in more than 35 different languages and 170 countries and territories. Source: Mark Zuckerberg, Jan 7, 2009
  • Facebook has 54.5 million monthly unique visitors, says Comscore, with a growth rate in the U.S. averaged 3.8% per month over the last year. Source, Comscore via Techncrunch, Jan 13, 2009
  • 175mm users, with 600k daily growth of users, with the fastest growing segment “45% of Facebook’s US audience is now 26 years old or older.” Inside Facebook, Feb 15th, 2009.
  • Compare the dominant Facebook vs MySpace traffic, stickablilty, and engagement, Compete, Feb 27, 2009
  • Despite those that have over 100 friends, most only communicate with a smaller subset of friends, and the rest is broadcasting to others. Now there’s not enough data presented to see if if content actually can still spread across those that do not interact. Source originally from Facebook’s sociologist, Feb 2009
  • This graph from Compete data shows Facebook has more users than MySpace, note the ‘crossing of the streams’, Compete, March
  • Inside Facebook says: “the number of Americans over 35, 45, and 55 on Facebook is growing fast. In the last 60 days alone, the number of people over 35 has nearly doubled. Developers and marketers may want to think about how to serve this group of new users.” Inside Facebook, March
  • “Women over 55 remain the fastest growing group, and growth among the teen and college-age set has been relatively paltry. In absolute numbers there are now even slightly more members between the ages of 45 and 65 than there are 13-to 17-year-olds.” Wired Magazine, March.
  • Facebook Ranks as Top Social Networking Site in the Majority of European Countries. Facebook Captures #1 Ranking in Spain for the First Time in February, comScore, April
  • Facebook dominates US visitors over MySpace: “Facebook pulled in 70.278 million unique visitors in the states, compared to MySpace’s 70.237 million, according to data released by ComScore. That made Facebook the most popular site in the U.S., in terms of visitors. Just a month earlier, Facebook had a little over 67 million U.S. visitors behind MySpace’s 70.9 million.” PC Mag,, June 16
  • Techcrunch found that Facebook is the fourth most visited website in June, 2009
  • Facebook hits 300mm users as of Sept 15th, they were 250mm in July, showing significant growth. The challenge? We don’t know how many accounts are active, registered doesn’t mean they are returning. Secondly, there are still large social networks like email to contend with: Yahoo, Gmail, AOL, and MSLive. Sept 15, 2009.
  • Facebook fan page stats based on analysis of over 600,000 pages by Sysmos, Nov 2009.
  • Demographic data released says “about 11 percent of the social network’s approximately 100 million U.S. members were African-American, about 9 percent were Latino and 6 percent were Asian, according to a blog Facebook posted Wednesday evening — a much higher share for blacks and Latinos than four years ago.” read this insight, or Facebook’s data, Dec 17th
  • Friendster

  • “90 percent of its traffic coming from four countries – the Philippines, Malaysia, Indonesia and Singapore.” also “15 million members worldwide” and “comScore reports Friendster traffic in Southeast Asia dropped from 32.6 million unique monthly visitors in August 2008 to 13.7 million this August, while Facebook zoomed from 24.8 million to 71.1 million. Friendster had slipped even below MySpace, with 15.1 million, while Twitter surged from 600,000 to 10.3 million.” SFGate. Oct 2, 2009
  • Hi5

  • 60 million reported users, and Hi5 has introduced a gaming component. VentureBeat, Feb 5, 2009
  • LinkedIn

  • “the site’s traffic is up in the recession. It hit 36 million members last Monday and is adding them at a rate of about one member per second. According to ComScore, it’s gone from about 3.6 million unique monthly visitors a year ago to 7.7 million today, Adage, March 2.
  • Big growth, LinkedIn has grown to 50 million users as “As of early this morning, LinkedIn has 50 million users worldwide and we’re growing that figure at roughly one new member per second.  When LinkedIn launched in 2003, it took 477 days — almost a year and four months — to reach our first million members. This last million took only 12 days”  They report in Oct 14th,
  • Microsoft: Live, Hotmail, Messenger

  • Number of active WL IDs: More than 500 million active Windows Live Ids. Number of Hotmail Users: More than 375 million active accounts worldwide. Number of Messenger Users: More than 320 million active accounts worldwide. As told to me by Microsoft in April
  • MySpace

  • 76 million members in MySpace US, with a U.S. growth rate of 0.8% per month Comscore via Techncrunch, Jan 13, 2009
  • “The average MySpace user now spends 266 minutes (4.4 hours) on the site every month; a 5% increase over last month and a +31% increase year over year. MySpace says its users spend nearly 100 minutes more per visitor than the closest competitor.” Social media bible (who cites a press release), Feb, 2009
  • Compare the dominant Facebook vs MySpace traffic, stickablilty, and engagement, (repeated from the Facebook category above) Compete, Feb 27, 2009
  • Facebook dominates US visitors over MySpace: “Facebook pulled in 70.278 million unique visitors in the states, compared to MySpace’s 70.237 million, according to data released by ComScore. That made Facebook the most popular site in the U.S., in terms of visitors. Just a month earlier, Facebook had a little over 67 million U.S. visitors behind MySpace’s 70.9 million.” PC Mag,, June 16
  • Twitter
    Having spent time with Ev and Biz, they don’t provide a lot of data and certainly not a total user count, as a result, we often have to estimate based on the following sources.

  • According to Compete, the growth rate for Twitter was 752%, for a total of 4.43 million unique visitors in December 2008, in the start of 2008, Twitter had only around 500,000 unique monthly visitors. Source: Mashable/Compete, Jan 9, 2009
  • Demographics of Twitter: Lots of stats here: 11% of online adults use Twitter or update their status online
  • Twitter users are mobile, less tethered by technology, Pew Research, Feb 12
  • Quantcast data on Twitter indicates that Twitter.com is a top 500 site that reaches over 4.1 million U.S. monthly people. The site attracts a more educated, slightly more female than male, young adult audience. Quantcast, March
  • Compete shows that Twitter is receiving 8million unique visitors in the month of March 2009. Compete (via Nick) March 10
  • Comscore data shows that “In February, 4 million people in the U.S. visited the site, up from 2.6 million the month before, according to the latest data from comScore. That represents a 55 percent month-over-month growth rate, compared to 33 percent growth in each of the two months prior.” Comscore, March
  • Unique visitors to Twitter increased 1,382 percent year-over-year, from 475,000 unique visitors in February 2008 to 7 million in February 2009, making it the fastest growing site in the Member Communities category for the month, Nielsen, March
  • “Worldwide visitors to Twitter approached 10 million in February, up an impressive 700+% vs. year ago. The past two months alone have seen worldwide visitors climb more than 5 million visitors. U.S. traffic growth has been just as dramatic, with Twitter reaching 4 million visitors in February, up more than 1,000% from a year ago.” Comscore, April
  • “-the average user has 126 followers; -only 20% of its traffic comes through the Twitter website; the other 80% (logically) comes from third-party programs on smartphones or computers. So if you’re looking at Twitter stats on your website, you’re probably underestimating that source of traffic by a factor of five; -an early peak test of the service came during President Obama’s inauguration in January, when more than 300 tweets per second were being added to the message queue.”Guardian UK (Quoting Twitter’s Engineer Weaver), June.
  • “5% of users accounted for 75% of all activity. This finding was based on indexing 11.5 million accounts, and then looking at the top 5% users who accounted for most number of Tweets….We found that 32% of all tweets made by the most active Twitter users were generated by machine bots that posted more than 150 tweets/day. The actual percentage of machine-generated tweets among the most active users is probably higher than 32% because there many bots that update less than 150 times/day, August, 2009, Sysomos
  • Highlights include: “This shows us the exponential growth experienced by Twitter in 2009. In Q3, this plateaus at a rate of about 8 million new users per month” and “As of September 1st, the actual number of live Twitter accounts was just above 50 million.” and “the average Twitter user has 42 followers. It’s interesting to see the distribution of users by the number of people following them” and “over 75% of all Twitter users have tweeted fewer than ten times” read more data from the source captured on, Oct 5, RJReynolds
  • Social Networking stats indicate that microblogging adoption has increased, those that are ‘younger’ are embracing (there’s limited age breakdown to justify what young means) and those with mobile devices are more likely to tweet. From RWW and Pew, Oct 20th
  • Xing

  • Xing has 6.5 million users, many of which have paid accounts.
  • Yelp

  • Yelp had 25 million daily uniques in August 2009 and have over 7 million reviews on the site to date –told to me by Yelp in October 6, 2009.
  • 2008 Stats

  • Need more? I have stats compiled in 2008 for AdultFriendFinder, Bebo, Digg, MySpace, Hi5, and many others.

  • A note about sources:
    I’m simply collecting them in one spot unless I indicate so, these are not stats from my research. As a result, you’ll often see a discrepancy in numbers depending on source. I need your help, as you find references to usage, visitors, or registered members numbers in articles or reports, please leave a comment with the URL.

    Findings: Why You Don’t Need to Tweet to Get Traffic from Twitter

    39

    I used to promote my blog posts on Twitter, then when I left Twitter, noticed a significant loss in traffic. Yesterday, I did a blog post encouraging others to tweet then retweet my blog post, as you know, being on a Twitter hiatus gives a unique opportunity to try out some experiments.

    By the numbers:
    Here’s the stats from the experiment: In the last 24 hours, 199 folks tweeted these words “How Bloggers Should Inspire Retweets” within 24 hours.

    Although not all of them used the snipurl I created, there were 2,000 clicks and unique clicks 1,280. This means that the average tweet that linked to the post generated 10 clicks, and about 6.4 unique clicks per person.

    There were 145 new followers to my twitter account, the daily average is new daily followers 88. This is a lift in follower increase of 60% beyond the daily average.

    Google Web Analytics showed that to be the top viewed page in last 24 hours, with 954 views, the graph below indicates that traffic returned to patterns before I took my Twitter hiatus.

    30 Days Traffic on Web Strategy Blog
    Above Graph: Last 30 days visitors according to Google Analytics to my blog, notice the dip when I started the hiatus on Jan 20th, also coupled by the holidays. On Dec 5th the twitter experiment started and brought visitors back up to normal levels.

    30 Days Traffic on Web Strategy Blog
    Above Graph: Twitter was the top referrer of traffic over the last 24 hours.

    This means that:

  • My experiment on ‘energizing’ (word of mouth) was successful from blog to twitter, learn about my goals.
  • You don’t need to be on Twitter.com as an active user to gain traffic to your site.
  • Since my twitter account wasn’t involved, the number of Twitter followers doesn’t matter as much as we once thought.
  • If you have compelling content, and make it easy for people to share, they will, and then it will rapidly spread through the twitter WOM network.
  • While I do have a good sized blog readership, a marketer with advertising budget could easily generate eyeballs to a blog with less subscribers, and potentially get similar results.
  • If you read the comments, there were several vendors that are going to offer a tweet icon at the bottom of your blog post, or wordpress plugin, so expect to see more of these.
  • This experiment isn’t completely scientifically done, if this were for an official Forrester report, that I’d have several control groups, sample with a variety of different websites, blogs, and twitter accounts to find a pattern. The one conclusion is that I don’t need to tweet to get twitter traffic.

    Helpful? Copy, Paste, then Tweet it!

    Findings: Why You Don’t Need to Tweet to Get Traffic from Twitter http://snipurl.com/9k5xy

    Consumers Say Your Corporate Blog is Not Trusted

    57

    Time 4 Wine

    Click the above image to advance to Josh’s full post

    While in the back of our minds, we all knew this was true. Corporate blogs, like Jonathan Schwartz Blog and Bob Lutz of GM frequently talk about one thing –they’re companies and their products. In fact, some would argue corporate blogs don’t live up to the dream of naked transparency as we saw from Robert Scoble way back in 2006. Instead, many corporate blogs have become a rehash of press releases written in more of a human tone, yet fail to address the real conversation that’s happening in the marketplace.

    In the above graphic, Josh Bernoff has conducted research and found that consumers said they trusted corporate blogs very little. How little?

    “Not only do blogs rank below newspapers and portals, they rank below wikis, direct mail, company email, and message board posts”

    –in fact, a mere 16%

    While I certainly discussed the findings with Josh before the report was published, he has far more details on the report, and answer what you should (and survey methodology) do from his post.

    For what it’s worth, I spearheaded the corporate blogging program at Hitachi Data Systems, helped my two recent CEOs start blogging, and am an active ‘corporate’ blogger myself. Love to hear your thoughts on this, were you surprised?

    Update: The Blog Council (a third party organization) has addressed the data, and has listed out many of their trusted blogs, I think most are part of their council. I wonder what the Blog Business Summit, Shel Israel, Dave Taylor will say –did corporations follow their instructions –doesn’t look like it.

    Update: You can download the report for free, after your register on the Forrester site.

    Understanding HP Lab’s Twitter Research

    82

    Left: The famed HP Labs think tank in Palo Alto.

    A few months ago, I spent an entire day with the HP Labs group in Palo Alto, they’re responsible for the R&D and innovation that goes into their thousands of technology products on the market. I was pleased to see this deep dive scientific research on Twitter by Bernardo A. Huberman, Daniel M. Romero and Fang Wu.

    You can read the free Social networks that matter: Twitter under the microscope (PDF). Written in an academic style, it’s a bit dense for the casual reader. I write for a business audience and I’ll strip out the most important findings, and add my own insight to what I think matters. As always you’re welcome to chime in the comments.

    Understanding HP Lab’s Twitter Research:
    If you just need a summary, I wrote this in a way that you can just read the bolded elements to get a sense of the report. I hope this saved you some time.

  • Most users have a smaller inner circle they communicate with: Within a social network, it was found that most only frequently communicate with a small segment of users –even if one has a large community. Makes sense, everyone has an ‘inner circle’. Finding the true network that an individual has (even if they have thousands of “friends”) is what’s really important. Although Scoble solicits imput from thousands of contacts, he leans on a smaller subset of folks to trust above all others.
  • HP Labs Sample Size is @ 6% of the Twittersphere: HP Labs took a random sample set of Twitter users, for a base of number of 309,740 users. According to my social network stats tracking page, Twitter’s total universe is somewhere between 4-5 million (still very small). I’ll value the network on the 5 mil side, so that’s sample size of about 6%, which is pretty healthy.
  • On average, most had 85 followers: They found that the average user has 85 followers in their network, this number seems reasonable when averaged out across the network.
  • On average, most had 80 friends: Most users followed back 80 others, which is close to the actual follower number. Perhaps some weren’t following spam bots, or people that follow everyone. James Governor has been discussing asymmetrical networks, but it appears that on the average, most are symmetrical.
  • Tweet Frequency? About one a day: On average, these users had posted 255 tweets, and since the average users has been around for nearly 7 months, thats about 36 tweets per month, or little bit over one a day.
  • 68%: are active users Social networking stats are almost always flawed, as the vendors don’t disclose how many are truly active. I define active user base as logged in and completed an activity in the last 30 days. Among the 309,740 users only 211,024 posted. It’s unknown if this filtered out spam tweets, although nearly 2/3rds of users have returned (site stickyness. That’s a pretty good return to site rate.
  • Most members have been on twitter nearly 7 months: The research showed that the average person (from first to last post) was active for 206 days. This means that June 2008 (report written in Dec) has become somewhat of a trigger point, perhaps where a growth curve started to point upwards. I noticed an influx of users on April 2008, two months before HPs findings, see comment #579
  • A quarter of tweets (@) are directed at other users: The report showed that Around 25.4% of all posts are directed, by using the “@user” which is responding to others. This could suggest that the other 75% of tweets are updating their network of what users think is interesting or discussing ‘what they are doing’
  • The more followers, the more they tweet –up until a point: Figure 1 indicates frequently in posting the more followers they have, right up until about 500 followers where the frequency starts to level out (if the graph were smoothed). The data around number of friends suggests a similar graph, although there’s no saturation point (see figure 2). I’ll suggest the more connections a user has, the more value they have, and therefore are more active.
  • Despite having large networks, a smaller circle is maintained: For users with a high number of followers, they actually only still communicate with a smaller subset of users. This rule remains constant see figure 4.
  • Where’s the value? within the hidden network: To find out the real value of a twitter user and their network, finding out their true network of folks they communicate with on a regular basis will show their trusted network. Finding out who the Scobles’ communicate with the most will determine will help find out how he is influenced.
  • Business Opportunity for Measurement Vendors
    If you’re a social media measurement company, and can find out the true influence model of who people really trust above all other users by looking at actual “@” behavior and follow behavior, be sure to leave a comment below showing how you can do this. Then, conducting this by topic, will find out the true influencers by market segment within the Twitterpshere.

    Brand Opportunity
    As we know, traditional advertising doesn’t work well in social networks, ‘carpet bombing’ isn’t effective. However, conversational marketing is also costly, as you have to spend great resources on labor to communicate with influencers. Therefore brands who want to be effective with their resources should find out who is an influencer in their market and focus their conversational marketing primarily on them.

    Thanks to the HP labs team who did a great report and really helped to further understanding Twitter better, when you have time, invite me over for lunch, I’m in the area.

    Social Networks Site Usage: Visitors, Members, Page Views, and Engagement by the Numbers in 2008

    216

    Seeking stats for 2009? They are being compiled on this updated post.

    Stats on social networks are important, but I’m going to need your help in creating a community archive, can you submit stats as you find them?

    I’m often asked, “What are the usage numbers for X social network” and I’ve received considerable traffic on my very old post (way back in Jan) of MySpace and Facebook stats, even months later. Decision makers, press, media, and users are hungry for numbers, so I’ll start to aggregate them as I see them

    An industry analysts’ perspective on web measurement:
    To be clear, my employer Forrester doesn’t provide specific numbers about social networks like Compete, Comscore, Nielsen or others, we conduct our own surveys on user/brand behavior, opinions, and technographics, so I’m often asked for these numbers by press. I’ll use this page as a library, and point clients, press, and media to it, so they’re armed.

    Numbers don’t tell us much without insight and intrepreation, in fact, you’re going to see conflicting numbers of usage from many of the agencies and social networks themselves. The key is to look at trend movements, don’t focus on the specific numbers but the changes to them over time.

    I put more weight on active unique users in the last 30 days vs overall registered, in fact, the actual active conversion rate will often range from 10-40% of actual users sticking around and using the social network, so don’t be fooled by puffed numbers.

    No single metric is a good indicator, you have to evaluate the usage from multiple dimensions, so you also have to factor in what are users doing, time on site, interaction, and of course, did they end up buying, recommending products, or improving their lives.


    Social Networks Site Usage: Visitors, Members, Page Views, and Engagement by the Numbers in 2008

    All Social Networks

  • Overall growth, Unique Audience of Twitter, Facebook, Bebo, LInkedIn, MySpace and beyond, Oct 23, 2008, Nielsen Wire
  • Social Media Stats: This comprehensive wiki has additional data, Helen Lawrenece
  • Membership in social sites: Facebook, MySpace… and Classmates.com, Oct 2008, Rubicon Consulting
  • Extensive list of social networks by traffic, and google insights mentions, and demographics (but doesn’t state source), it’s best to use this comparatively, Dec 2008, Ignite Social Media
  • UK Social networking stats show growth, Hitwise Dec 2008
  • Social Technographics
    Understand how people use different social technologies –the first step before you determine which tools to use.

  • Social Technographics Profile Tool, Forrester Research
  • New 2008 Social Technographics data reveals rapid growth in adoption, Forrester Research
  • AdultFriendFinder

  • 59 million unique worldwide visitors per month according to comScore, For the nine months ended September 30, 2008, we averaged more than four million new member registrations on our websites each month, averaged over one million paying subscribers each month from whom we derived 77.2% of our internet revenues. Dec, 2008 IPO statements
  • Bebo

  • 40 million registered users, Nov 2008, from Bebo directly to me
  • Beth Kanter has an archive of stats she’s taken screenshots of, as well as this handy index list.
  • BlogHer

  • Nielsen Site Census on all of the 2,500 blogs in our Publishing Network, and December, 2008 ended up with: 14.2MM uniques, 62MM page views. Comscore, a panel-based solution, a panel based survey indicated November, 2008 with 6MM uniques. Comscore typically runs at about 50% of our audit trails from Nielsen Site Census. Source: Told to me direct by Blogher, on Jan 2009
  • A treasure trove of stats are available in this PDF report, read the last slides about not even giving up chocolate!, Blogher, 2008
  • Digg

  • “Although the company claims it has 35 million unique users per month, independent researcher comScore (SCOR) says that Digg had 16.3 million users worldwide in October 2008, up 31% from last October’s user base of 12.4 million”, also “But according to Quantcast’s Web site, Digg.com claimed 21.7 million global users as of Nov. 30″, Dec 2008, Business Week
  • Facebook

  • Facebook usage skyrockets from election activity: Includes specific usage numbers, fans and supporters, Nov 5th, Source: Zdnet
  • Facebook 18 Million Unique Visitors in UK, top 5th overall web property, Sep-Aug 08, Source: Comscore
  • More than 120 million active users (does not indicate measure of active), Facebook is the 4th most-trafficked website in the world, More than 400,000 developers and entrepreneurs from over 160 countries, Over 52,000 applications are currently available on Facebook Platform, Nov 2008, from Facebook Stats Page
  • I was told by Mark Zuckerberg (face to face) that the total number of registered users is now 140mm, Dec, 2008
  • If the numbers are right, Facebook’s online users have grown by 30 million in the last four months, up from 90 million users in early July 2008. That means that Facebook is growing much faster than the 250,000 new users per day that the company had previously estimated, Nov 3, 2008, Epoch Times
  • Gather

  • Demographies: ages 25-54, median age is 42, 55% women, 1.2 milliion unique vistiors, 9 million pages views per month, 500k are registered, Dec 2008, as told to me by CEO Tom Gerace
  • Hi5

  • World’s fastest growing among the top-10 global social networks. Based on the June comScore Media Metrix worldwide figures, hi5 grew 79% in the first half of 2008 – more than twice the growth rate of any of the top 10 social networks. According to comScore, the popular site’s monthly unique visitors increased from 31.4 million in December 2007 to 56.4 million in June 2008 – an increase of 25 million monthly visitors. hi5′s October 2008 Worldwide daily average is: 505 million, July 2008 stats, as told to me by Adriana of Corp Comm of Hi5 team.
  • LinkedIn

  • Nearly 60% of LinkedIn users have high personal incomes and hold executive-level or consultant positions, Nov 10th, 2008, LinkedIn, Anderson Analytics.
  • LinkedIn demographics presentation from Aug, 2008, Erick of Techcrunch
  • Stats from CEO: 8 million to more than 30 million, while the staff has expanded from 60 to 370 employees, CEO alludes (but doesnt confirm nor deny) that revenues are $75 (million) to $100 million, The average age is 41 years old. The average household income is $109,000; 76 percent of them have a college degree or a graduate degree. It’s pretty evenly split between men and women, slightly more men. Forty-eight percent are outside the United States, from 07 to 2008. Nov, SFGate.
  • LiveJournal

  • LiveJournal is almost 10 years old and has 1.9 million active users (PDF), Dec, 2009
  • MySpace

  • MySpace has more than 110 million monthly active users around the globe, Jan 2008, emailed to me from press
  • Reunion

  • 32 Million Registered Members, and Growing. Jan, 2008, Reunion to me direct
  • Update, Nov 20, 2008: 50 million total registered members, Adding 1.6 million+ members monthly (mostly adults), Nearly 1 million active paying subscribers. Numbers direct from Kate Zentall of Reunion to me.
  • Second LIfe

  • Second Life provides real time stats: Residents Logged-In During Last 30 Days: 985,92 (out of 16 million total registered). Nov 18, 2008, Linden Site
  • Twitter

  • Global visitors to Twitter rose almost fivefold to 5.57 million in September from a year earlier. Nov 12, 2008, Comscore via BBC.
  • Locations (Cities) with the most tweets, Tokyo is the most popular city, Real TimeTwitter Local
  • Twitter stats by usage during week, as well as comparing heavy vs light users, May 15th, Compete (submitted by Nick)
  • HP Labs has conducted research on twitter, I’ve highlighted the average number of followers, friends, tweets, and active user base.
  • Twitter is dominated by newer users – 70% of Twitter users joined in 2008, An estimated 5-10 thousand new accounts are opened per day, 35% of Twitter users have 10 or fewer followers, 9% of Twitter users follow no one at all, Dec 08, State of the Twittersphere
  • WeeWorld

  • This virtual world/social network aimed at teens who also use IM has reported 25mm registered users, and 1million unique active visitors in last 30 days, as told to me in Nov 2008 on briefing call
  • 2009 Stats

  • Need more stats See this ongoing list of social networking stats for 2009.
  • Caveat: As I mentioned before, do not quote these numbers are from me, I’m simply collecting them in one spot, as you’ll see the accuracy will be debated depending on source to source.

    I need your help, as you find references to usage, visitors, or registered members numbers in articles or reports, please leave a comment with the URL.

    The Motrin Moms Backlash by the Numbers

    165

    If you weren’t following what was happening online this weekend (yes, yes, ok you’ve got a life) there was a Groundswell against Motrin’s latest viral advertisement that was rejected by mothers in Twitter, spread to blogs, and YouTube. I’m not a mom, so at first glance I didn’t understand the offense, but apparently, it was condescending to moms who perceived wearing babies in a sling as ‘fashionable’ accessory, and who didn’t wanted to be labeled as an ‘official mom’. The original video, which was trying to lean on the light side, took to many generalizations with mothers and resulted in a revolt capped by this backlash video.

    To learn more about the story, read Laura Fitton’s summary, Dave Knox of P&G is taking note, has made it to the NY Times Parenting Blog, and the VP of Marketing representing Motrin has apparently responded (I can’t confirm this). Update: Motrin has now apologized on their site (see screenshot below) and there’s MSM pickup by Scientific American and Computerworld (of all places)

    As much as I’m interested in what folks are saying, allow me to provide an aspect that most others aren’t: short term numerical numbers. (it’s the analyst in me)


    The Motrin Moms Backlash by the Numbers
    I watch the twitter storm start on Saturday (thanks zsazsa), and watched it carry on through the weekend, I’ve taken snapshots of various analytics and social media tools now on Monday morning.


    Motrin gets bump in mentions
    Above Screentshot: Twitter stats indicate bump in mentions of “motrin” and “motrinmoms”

    Twitscoops shows mentions for "motrin"
    Above Screentshot: Twitscoop’s Twitter Analytics shows peak for “motrin” notice there’s no mention before the ad.

    Motrin Moms shows peak during weekend in Twitter
    Above Screentshot: Twitscoop’s Twitter Analytics shows peak for “motrinmoms”

    Over 6000 views on Motrin Mom Video
    Above Screentshot: 6,000 views on Youtube Video: Motrin Ad Makes Moms Mad

    Search results in YouTube for "Motrin"
    Above Screentshot: As a result, 3rd result for “Motrin” in Youtube is to the mother video

    Motrin tagged on Delicious
    Above Screentshot: Although there are only a few tags for “motrin” on delicious, most point to brand backlash

    Motrin.com is down
    Above Screentshot: The Motrin.com website is down, likely they are removing the ad and reverting to a previous website

    Google Results "Motrin moms"
    Above Screentshot: Google search results for “Motrin Mother” (I found an adjacent term to measure the impacts) are mainly to brand backlash

    Motrin SERP not impacted by blog storm
    Above Screentshot: Brand backlash has not impacted Google search results for “motrin”

    Update: Nov 20th, It’s finally hit the search results pages of google for “Motrin”, the 9th link down is to the NYT times blog.

    motrin_apology
    Above Screenshot: The Motrin.com site is back up on Monday 11am PST, after being down for a few hours, with the public apology –which I think is handled well


    Conclusion: It’s not as bad as it looks…yet
    In summary, there were some major blips in social networking tools like Twitter, (it was the top trending topic over the weekend, meaning many saw it that weren’t directly involved) however it’s not likely to cause enough of impact search engine results for “motrin”, be a mainstream press story, or cause damage to stock price.

    Overtime, these search results may fade away, depending on how Motrin reacts, and how mothers decide to press the situation.

    Although brand backlash certainly wasn’t intention, I’m sure that some at advertising firm who created the campaign will chalk this up as a success (it got influencers talking about the brand –who previously weren’t), although the PR group certainly has been dealing with this firestorm all weekend.

    Lessons Learned

  • Always test your campaign with a small segment first
  • Always have staff on hand to be prepared to respond during the weekend
  • Don’t launch a campaign right before the weekend unless you’re prepared to respond
  • The participants have the power, so participate
  • For better or for worse, more influencers are talking about Motrin than ever before
  • I’d love to hear your comments on the fiasco, what short term and long term impacts does this have to the brand? Update: more stats from Freshtakes