Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Social Networking Growth Stats and Patterns
Posted on June 16th 2011
Yesterday, a comScore Report was released detailing usage stats that highlight the continued rise in the importance of social networking on the web. In this post, I'd like to use data from 900+ social networking sites on Amzini to dive further into the distribution and drivers of the continued surge in social media growth.
First, a few highlights from the comScore report:
- Social networking accounts for 1 of every 6 minutes spent online
- As Facebook reaches market capacity (reaching 157.2 million visitors and 73% of the total U.S. Internet population each month), its growth has not been limited. Facebook has increased average U.S. visitor engagement from 4.6 hours to 6.3 hours per month over the past year
- As MySpace declines, LinkedIn, Twitter, and Tumblr have grown at impressive rates
These usage statistics provide powerful figures that suggests social networking is here to stay. However, it is important to note that it's growth has not been uniformly distributed.
The social networking industry is currently evolving in a similar pattern to our population, with a growing division between a small elite class and a growing middle class. The industry's growth has been driven by the top 10 networks, which make up nearly 80% of the website traffic in the industry. In the last 3 months, these 'elite' networks have successfully expanded to new markets and have experienced an impressive 11.7% increase in unique visitors (Compete.com).
The bottom 50% of networks have also experienced high growth, with a 48.1% increase in unique visitors over the same period of time. Niche social networks continue to apply social networking to more specific target audiences, and their focused approach has enabled more opportunities for success on a smaller scale. However, even with this growth these smaller networks still only account for 1.5% of overall site traffic.
The other networks that are competing with the 'elite' networks have actually lost 1.9% of their visitors over this time frame. The industry leaders are creating separation, and their scale leaves less room for large-scale competitors. The 'upper-middle' class is shrinking and their members are either surging or fading back to the competitive 'middle class'.
As the social networking industry continues to grow, the social landscape's composition will likely include a small number of 'super networks' and an increasingly diverse and competitive number of niche social networks.