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Social Network Marketing:
Ad Spending and Usage
Social networking is an activity that 37% of US adult Internet users and 70% of online teens engage in every month, and the numbers continue to grow. eMarketer projects that by 2011, one-half of online adults and 84% of online teens in the US will use social networking.
The Social Network Marketing report analyzes the evolution of this growing Internet activity and its advertising revenues.
Marketers are continuing to experiment with social network advertising, with $920 million being spent on social networking sites in the US this year and a projected $1.6 billion in 2008.
Worldwide, online social network ad spending is expected to grow by 81%, to $2.2 billion in 2008 from $1.2 billion this year.
If social network marketing delivers on the promise of peer recommendations, however, this flow of advertising dollars will become a flood.
Key questions the “Social Network Marketing” report answers:
- How much will be spent on social network advertising in 2008 and beyond?
- What factors will drive increases in ad spending?
- How are marketers using social networking?
- How large is the audience for social networking?
- And many others…
eMarketer Reports—On Target and Up to Date
The Social Network Marketing report aggregates the latest data from international marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
To download the report to your desktop—click Add to Cart:
Social networking is an activity that 37% of US adult Internet users and 70% of online teens engage in every month, and the numbers continue to grow. eMarketer projects that by 2011, one-half of online adults and 84% of online teens in the US will use social networking.
Executive Summary
 Worldwide Online Social Network Advertising Spending, 2006-2011 (millions and % change)
Key Questions
The eMarketer View
Key eMarketer Numbers-Social Network Advertising and Usage
Social Network Ad Spending
Worldwide Spending
Worldwide Online Social Network Advertising Spending, 2006-2011 (millions and % change)
US vs. Rest of World Online Social Network Advertising Spending, 2007 & 2011 (% of total)
US Spending
US Online Social Network Advertising Spending, 2006-2011 (millions and % change)
US Online Social Network Advertising Spending, by Type of Network, 2007 & 2008 (millions)
Share of Online Social Network Advertising Spending, by Type of Site, 2008 (% of total and millions)
US Online Social Network Advertising Spending, 2006-2011 (millions and % of total US online ad spending)
US Social Networking Revenues, 2006 & 2007 (millions)
US Emerging Media Marketing Spending, 2007 & 2012 (billions and % of total online marketing spending*)
US Online Advertising Spending, by Category, 2006, 2007 & 2011 (millions and CAGR*)
US Emerging Media Advertising Spending, by Media, 2006-2008 (millions)
Comparative Estimates: US Online Social Network Advertising Spending, 2006-2011 (millions)
Spending by Region
Worldwide Online Social Network Advertising Spending, by Region, 2006-2011 (millions)
Worldwide Online Social Network Advertising Spending, by Region, 2007 & 2011 (% of total)
Online Social Network Advertising Spending in Western Europe, 2006-2011 (millions and % change)
Online Social Network Advertising Spending in the Asia-Pacific Region, 2006-2011 (millions and % change)
Online Social Network Advertising Spending in Canada, 2006-2011 (millions and % change)
Marketer Usage and Attitudes
Comparative Estimates: US Marketers Using Social Network Marketing, 2006 & 2007 (% of respondents)
Social Media Marketing Tactics that US Marketing Professionals Plan to Implement, by Timeframe, Q3 2007 (% of respondents)
New Media/Consumer-Generated Media Tactics Used by US Marketers, April-May 2007 (% of respondents)
Online/Mobile Marketing Tactics Used by US Marketers, February-March 2007 (% of respondents)
Average Allocation of Online Marketing Budget by US Marketing Professionals, by Strategy, Q3 2007 (% of total)
Categories of Planned Digital Advertising Spending* by Media and Entertainment Executives in North America, Europe and Asia, Q1 2007 (% of respondents)
Social Media Marketing Applications Used by US Businesses, September 2007 (% of respondents)
Social Media Marketing Applications that US Businesses Will Use Next Year, September 2007 (% of respondents)
Marketing Tactics that Are Important to US Marketers, 2007 (% of respondents)
Measurement and ROI
Methods by which US Businesses Measure ROI for Social Media Marketing Spending, September 2007 (% of respondents)
ROI for Social Media Marketing Spending by US Businesses, September 2007 (% of respondents)
US Consumer Usage and Attitudes
US Online Social Network Users, 2006-2011 (millions and % of total Internet users)
US Online Social Network Users, by Age, 2007 (% of total)
US Online Social Network Users, by Age, 2006-2011 (millions)
US Teen Online Social Network Users, 2006-2011 (millions and % of teen Internet users)
US Adult Online Social Network Users, 2006-2011 (millions and % of adult Internet users)
Adults
Select Types of Online Content Services Used by US Adult Internet Users, April 2007 (% of respondents)
Frequency with which US Adult Internet Users Visit Social Networking Sites, September 2007 (% of respondents)
Select Weekly Online Activities of US Adult Household Internet Users, Q2 2006 & Q2 2007 (% of respondents)
US Adult Internet Users Who Have a Social Networking Profile, October 2007 (% of respondents)
Frequency with which US Adult Internet Users Visit Social Networking Sites, by Age, September 2007 (% of respondents)
Online Social Networking and Communications Activities of US Internet Users, by Race/Ethnicity, March-April 2007 (% of respondents in each group)
Blog, Instant Messaging (IM) and Social Networking Website Use by Affluent* vs. Total US Internet Users, March 2007 (% of respondents in each group)
Tweens, Teens and Young Adults
US Teen Online Social Network Users, 2006-2011 (millions and % of teen Internet users)
US Teen and Young Adult Consumers Who Have Used a Social Networking Website*, April 2007 (% of respondents)
US Teen Internet Users with a Social Networking Profile, 2006 & 2007 (% of respondents)
Frequency with Which US Tween and Teen* Internet Users Visit Social Networking Sites, 2007 (% of respondents)
US Teen Internet Users Who Have Used Social Networking Websites*, October-November 2006 (% of respondents)
US Teen Internet Users Who Create Profiles on Social Networking Websites*, October-November 2006 (% of respondents)
Demographic Profile of US Teen Internet Users Who Create Profiles Online*, October-November 2006 (% of respondents in each group)
Time Spent per Week on Social Networking Sites according to US Tween and Teen Internet Users, March 2007 (% of respondents)
Frequency of Social Networking Website* Usage Among US Teen Internet Users, October-November 2006 (% of respondents)
Reasons that Internet Users Worldwide Use Social Networking Sites, by Age, 2007 (% of respondents)
Top Sites
Top 10 Social Network and Community Websites in the US, Ranked by Unique Visitors, September 2006 & September 2007 (thousands and % increase/decrease vs. prior year)
US Unique Visitors to MySpace and Facebook, October 2006 & October 2007 (millions and % change)
US Unique Visitors to MySpace and Facebook, October 2006-October 2007 (thousands, % reach and % change)
Favorite Social Networking Sites among US Internet Users, 2007 (% of respondents)
Top Five Social Network Sites in North America, Ranked by Total Time, August 2007 (millions of hours)
US Usage Metrics for MySpace and Facebook, August 2007
US Unique Visitors Ages 35+ to MySpace and Facebook, October 2007 (millions and % of total)
US Unique Visitors Ages 35+ to MySpace and Facebook, October 2007 (% of total unique audience)
Comparative Estimates: US Unique Visitors Ages 35+ to MySpace and Facebook, October 2007 (% of total)
International Usage and Attitudes
Online Activities of Internet Users Worldwide, 2007 (% of respondents)
Unique Visitors to Social Network Sites Worldwide, by Region, August 2007 (millions and % change*)
Social Networking Members Worldwide, by Region, 2007 (% of total)
Active* Internet Users in Select Countries Who Have Recently or Ever Visited Social Networking Websites, November-December 2006 (% of respondents)
Social Networking Users in Select Countries Worldwide, 2006 (% of Internet users)
Social Networking Site Usage among Internet Users in Select Countries Worldwide, 2007 (% of respondents)
Related Information and Links
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Social networking is an activity that 37% of US adult Internet users and 70% of online teens engage in every month, and the numbers continue to grow. eMarketer projects that by 2011, one-half of online adults and 84% of online teens in the US will use social networking.
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Accenture
American Association of Advertising Agencies
Associated Press (AP)
Association of National Advertisers (ANA)
Booz Allen Hamilton
Borrell Associates Inc.
BPRI Group
Compete
comScore Inc.
comScore Media Metrix
Coremetrics
Cox Communications
Datamonitor
Dynamic Logic
eMarketer
Experian Hitwise
Forrester Research
Grunwald Associates
Guideline
Harris Interactive
IBM
Interactive Advertising Bureau (IAB)
International Data Corporation (IDC)
Ipsos Insight
Knowledge Networks/Statistical Research, Inc. (KN/SRI)
Luxury Institute
MAGNAGLOBAL
Manning Selvage & Lee (MS&L)
Millward Brown
MTV Networks
Nielsen Online
OCLC Online Computer Library Center, Inc.
Parks Associates
Penton Digital Media Research (PDMR)
Pew Internet & American Life Project
PQ Media, LLC
PROMO magazine
Prospero Technologies, LLC
PRWeek
Simba Information
Teenage Research Unlimited (TRU)
Veronis Suhler Stevenson (VSS)
Yankelovich
Zogby International
Zoomerang
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