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Social Networking Worldwide:
Ad Spending and Usage
Social network ad spending is taking a hit from the worldwide economic crisis and the ongoing challenge to develop effective ad models. Even so, eMarketer estimates that marketers will spend $2.4 billion to advertise on social networks worldwide in 2009, a 17% increase over 2008.
The Social Networking Worldwide report analyzes the struggle to build revenues for a channel that—despite overwhelming consumer acceptance—many marketers still view as “experimental.”
Though a double-digit ad spending increase during a recession sounds good, the reality is that it is half the growth rate eMarketer previously projected.
In fact, growth in spending on social network advertising is slowing around the world, a result of poor economic conditions and a lack of proven ad models.
Key questions the “Social Networking Worldwide” report answers:
- How much money are marketers spending to advertise on social network sites worldwide?
- How do social network demographics and usage patterns differ around the world?
- Will Facebook supersede popular regional social networks?
- What revenue models are social networks exploring in addition to advertising?
- And many others…
eMarketer Reports—On Target and Up to Date
The Social Networking Worldwide report aggregates the latest data from international marketing and communications researchers with eMarketer analysis to provide the information you need to make fast, whip-smart business decisions.
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Social network ad spending is taking a hit from the worldwide economic crisis and the ongoing challenge to develop effective ad models. Even so, eMarketer estimates that marketers will spend $2.4 billion to advertise on social networks worldwide in 2009, a 17% increase over 2008.
Executive Summary
 Online Social Network Advertising Spending Worldwide, 2008-2013 (billions and % change)
Key Questions
The eMarketer View
Key eMarketer Numbers-Social Networking Worldwide
Worldwide Social Network Ad Spending
Online Social Network Advertising Spending Worldwide, 2008-2013 (billions and % change)
Online Social Network Advertising Spending Worldwide, US vs. Non-US, 2008-2013 (millions and % of total)
Online Social Network Advertising Spending Growth Worldwide, US vs. Non-US, 2008-2013 (% change)
US and Worldwide Online Advertising Spending on Facebook and MySpace As a Percent of Total Online Social Network Advertising Spending, 2008-2013
Worldwide Usage
Adults Worldwide Who Know What Online Social Networking Is, June 2008 (% of respondents)
Social Networking Site Users in Select Countries, September 2007 & September 2008 (% of Internet users)
Online and Mobile Activities of Internet Users Worldwide*, Q3 2008 (% of respondents)
Internet Users Worldwide Who Have Used Select Online Communication Methods, 2008 (% of respondents)
Communication Activities of Internet Users in Select Countries, October 2008 (% of respondents)
Unique Visitors Worldwide to Select Social Networking Sites, November 2007 & November 2008 (thousands and % change)
Social Network Profile Activities of Social Network Users Worldwide, 2008 (% of respondents)
Europe
Internet Users in Select Countries in Europe Who Visit Social Networking Sites, December 2007 & December 2008 (% of total in each group)
Social Networking Site Users in Select Countries in Europe, December 2008 (thousands of unique visitors and % reach)
Online Activities of Internet Users Ages 25-34 in Western Europe*, 2008 (% of respondents)
The Facebook Challenge
Leading Social Networking Sites Among Internet Users in France, December 2007 & December 2008 (thousands of unique visitors and % change)
Online Activities of Internet Users in Italy, 2007 & 2008 (% of respondents)
Leading Social Networking Sites Among Internet Users in Spain, December 2007 & December 2008 (thousands of unique visitors and % change)
Online Activities* of Teen Internet Users in Germany, by Gender, May-June 2008 (% of respondents in each group)
Mobile Content Activities of Mobile Subscribers in Select Countries in Western Europe, November 2008 (% of mobile subscribers)
Mobile Content Activities of Mobile Subscribers in Select Countries in Western Europe, November 2008 (% change vs. prior year)
UK
UK Online Social Network Advertising Spending, 2008-2013 (millions and % change)
Top 10 Social Networks Visited by UK Internet Users, Ranked by Market Share of Visits, Week ending January 17, 2009
Top 25 Web Properties Among UK Internet Users, Ranked by Unique Visitors, December 2008 (thousands)
UK Online Social Network Advertising Spending, 2008-2013 (millions and % of total online ad spending)
Asia-Pacific
Social Networking Site Usage in Select Countries in Asia-Pacific, December 2008
China
Online Activities of Internet Users in China, June 2008 (% of respondents)
Community Sites Used by Broadband Users in China, September-October 2008 (% of respondents)
India and Southeast Asia
Leading Social Networking Sites in India, December 2007 & December 2008 (thousands of unique visitors and % change)
Australia
Top 20 Websites Among Internet Users in Australia, Ranked by Market Share of Visits, December 2008
Subscriber Fees or Advertising?
The Americas
US
US Online Social Network Users, 2008-2013 (millions and % of Internet users)
Top 25 Social Networking Sites Among US Internet Users, Ranked by Visits, January 2009
Top 24 Social Networking Sites Among US Internet Users, December 2007 & December 2008 (thousands of unique visitors and % change)
Canada
Frequency with Which Social Media Users in Canada Visit Facebook, 2008 (% of respondents)
Reasons for Visiting Social Networking Sites According to Social Networking Site Users in Canada, June-July 2007 (% of respondents)
Frequency with Which Mobile Phone Users* in Canada Use Mobile Social Networks, by Age, 2008 (% of respondents in each group)
Importance of Social Networks for Sharing Opinions About Products and Services According to Social Media Users in Canada, 2007 & 2008 (% of respondents)
Importance of Social Networks for Learning About Products and Services According to Social Media Users in Canada, 2007 & 2008 (% of respondents)
Social Media Tactics Implemented by Businesses in Canada, 2008 (% of respondents)
Latin America
Social Networking Site Users in Select Countries in Latin America, September 2007 & September 2008 (% of Internet users)
Top 25 Website Properties Among Internet Users in Latin America, Ranked by Unique Visitors, December 2008 (thousands)
Weekly Social Media Activities of Internet Users in Select Countries, September-October 2008 (% of respondents)
Internet Users in Select Countries Who Currently Have a Social Network Profile, September-October 2008 (% of respondents)
Mobile Social Network Users in Select Countries, September-October 2008 (% of respondents)
Usage of Select Social Networking Sites Among Internet Users in Brazil, September 2008
Conclusions
Endnotes
101290
US Online Social Network Users, 2008-2013 (millions and % of Internet users)
102101 | 102102 | 102103 | 102104 | 102106
Key eMarketer Numbers-Social Networking Worldwide
Online Social Network Advertising Spending Worldwide, 2008-2013 (billions and % change)
Online Social Network Advertising Spending Worldwide, US vs. Non-US, 2008-2013 (millions and % of total)
Online Social Network Advertising Spending Growth Worldwide, US vs. Non-US, 2008-2013 (% change)
UK Online Social Network Advertising Spending, 2008-2013 (millions and % change)
102105
US and Worldwide Online Advertising Spending on Facebook and MySpace As a Percent of Total Online Social Network Advertising Spending, 2008-2013
102107
UK Online Social Network Advertising Spending, 2008-2013 (millions and % of total online ad spending)
Related Information and Links
Related Links
Contact
Report Contributors
Social network ad spending is taking a hit from the worldwide economic crisis and the ongoing challenge to develop effective ad models. Even so, eMarketer estimates that marketers will spend $2.4 billion to advertise on social networks worldwide in 2009, a 17% increase over 2008.
Canadian Internet Project (CIP)
Canadian Wireless Telecommunications Association (CWTA)
China Internet Network Information Center (CNNIC)
Compete
comScore Inc.
comScore M:Metrics
comScore Media Metrix
Deloitte
eMarketer
ENIGMA GfK
European Interactive Advertising Association (EIAA)
Experian Hitwise
Harris/Decima
IBM
Medienpädagogischer Forschungsverbund Südwest (MPFS)
Netpop Research
Office of Communications (Ofcom) - UK
Osservatorio permanente sui contenuti digitali
Pollara
SPA Market Research - UK
Synovate
Universal McCann
Veritas Communications
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Price: $695.00
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Price: $695.00
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