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Social Network Marketing:
Carving Out Some MySpace
Led by MySpace, social networking is a cultural phenomenon that is still developing a stable revenue model. Even so, it is estimated that in 2006 marketers will spend $280 million on advertising and marketing on social network sites in the US, and an additional $70 million in international markets, mostly to create profile pages and sponsored promotions.
Attention: Marketers, Advertising Agencies, Educators, Retailers and Researchers.
The Social Network Marketing report analyzes the still-developing, yet-to-be-proven online social networking space.
Online social networking has become a cultural phenomenon over the past year, sparking thousands of media stories, blog postings and television exposes. The basic concept is simple enough: Online social networks enable people to create profiles, describe their interests, share their thoughts in blogs or postings, and connect with other people. But the variations on the theme are endless.
The good news is that social networking is an area where many marketers see great potential and are eager to test the waters. The bad news is that, in time, many social networking ventures will no doubt be shelved as grand experiments.
Key questions the "Social Network Marketing" report answers:
- How much money is being spent on advertising on social network sites?
- How can marketers best use social networks?
- What industries are creating successful models today?
- How will social networking changing advertising?
- Will social networks age well or will they always appeal only to the young?
- And many more...
eMarketer Reports—On-Target and Up-to-Date
The Social Network Marketing report aggregates the latest data from marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make smart, well-informed advertising and business decisions.
To download the report to your desktop—or receive a bound-paper copy via FedEx—click Add to Cart:
Led by MySpace, social networking is a cultural phenomenon that is still developing a stable revenue model. Even so, it is estimated that in 2006 marketers will spend $280 million on advertising and marketing on social network sites in the US, and an additional $70 million in international markets, mostly to create profile pages and sponsored promotions.
Executive Summary
 US Online Social Network Ad Spending, 2006 & 2010 (millions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Social Network Marketing
Implications for Your Business
Social Networks Defined
Social Network Ad Revenue
US Online Social Network Ad Spending, by Type of Network, 2006 (millions)
US Online Social Network Ad Spending, 2006 & 2010 (millions)
US Online Social Network Ad Spending, 2006 & 2010 (% of total US online ad spending)
Worldwide Online Social Network Ad Spending, 2006 & 2010 (millions)
MySpace Revenues
Online Advertising Impressions on MySpace, May 2005-May 2006 (thousands)
Top 10 Advertisers on MySpace, Ranked by Impressions, May 2006 (thousands)
Visitor and Usage Metrics
US Visitors to Select Social Networking Websites, May 2006 (thousands of unique users)
US Unique Audience for Select Social Networking Sites, May 2006 (thousands)
US Visitors to Select Social Networking Websites, May 2005-May 2006 (thousands of unique users and % increase/decrease vs. prior period)
Top 10 Social Network and Community Websites in the US, Ranked by Unique Visitors, 2005 & 2006 (thousands and % increase/decrease vs. prior year)
Top 25 Web Properties among US Internet Users, May 2006 (thousands of unique visitors)
Top 20 Social Networking Websites in the US, Ranked by Share of Visits, April-June 2006
Page Views and Session Times
Page Views by US Visitors to Select Portal and Social Networking Websites, April 2006 (billions)
Page Views and Time Spent by US Visitors to Select Portal and Social Networking Websites, May 2006 (page views and average minutes per unique user)
Average Session Time of US Internet Users on Select Social Networking Sites, March-May 2006 (mins:secs)
US User Metrics for MySpace, May 2005-May 2006 (thousands of unique visitors, millions of page views, minutes per visitor)
US User Metrics for MySpace vs. US Total Internet Audience, May 2006 (thousands of unique visitors, thousands of daily visitors, millions of pages viewed and average minutes per user)
International Data
Worldwide Visitors to Select Social Networking Websites, April 2005 & April 2006 (thousands of unique users, % increase/decrease vs. prior year and % of visitors from the US)
Top 10 Internet Community and Chat Websites in the UK, Ranked by Market Share, May 2006 (% of total visits)
Demographics of Social Network Users
Age
US MySpace Users, by Age, May 2005 & May 2006 (% of unique visitors)
Demographic Profile of US MySpace Users, May 2006 (thousands and % composition of total audience)
Demographic Profile of US Facebook Users, May 2005 & May 2006 (% of total unique visitors)
YouTube.com Users in the US, by Gender and Age, May 2006 (thousands of unique visitors and % of total audience)
Gender
US Unique Audience for Select Social Network Sites, by Gender, May 2006 (thousands and % composition of total audience)
US MySpace Users, by Gender, May 2005 & May 2006 (% of unique users)
US Teen Internet Users Who Visit and Join Social Networking Sites, by Gender, 2006 (% of respondents)
Race/Ethnicity
Demographic Profile of US MySpace Users, May 2005 & May 2006 (% of total unique visitors)
Demographic Profile of US YouTube Users, May 2006 (% of total unique visitors)
Who Is Marketing on Social Networks?
Similarities Between Internet Marketing, circa 1995, and Social Network Marketing, circa 2006
Interactive Marketing Channels that US Marketers Are Currently Using, Piloting or Expecting to Pilot within the Next 12 Months, December 2005 (% of respondents)
Interactive Marketing Channels that US Marketers Are Currently Using, Piloting or Planning in the Next Year, by Industry, Q4 2005 (% of respondents in each group)
US Advertising Executives Who Have Advertised on a Blog or User-Generated Content Site, 2006 (% of respondents)
Select Marketers with Ad Profile Pages on MySpace, July 2006
Sample Advertisers on Select Social Network Sites, July 2006
Types of Social Network Marketing
Profile Pages, Sponsored Groups
Sponsored Promotions and Site Sections
Targeted Banner Ads
Search
Share of Online Searches in the US, by Search Engine Provider, April 2005 & April 2006
Share of Online Searches in the US, by Search Engine Provider, May 2005 & May 2006
Ad Networks
Local Buys
Issues and Concerns
Fear of User-Generated Content
Consumer Privacy Concerns
Fake Profiles and Hijacked Brand Names
I’ve Got 80,000 Friends. Now What?
What’s Next
AIM Pages
Vertical Social Networks
Marketer-Specific Networks
Related Information and Links
Related Links
Related Charts
Suggested Keywords for eStat Database
Contact
Report Contributors
About eMarketer
eMarketer's Core Expertise
Dedicated Team
A Trusted Resource
Led by MySpace, social networking is a cultural phenomenon that is still developing a stable revenue model. Even so, it is estimated that in 2006 marketers will spend $280 million on advertising and marketing on social network sites in the US, and an additional $70 million in international markets, mostly to create profile pages and sponsored promotions.
American Advertising Federation (AAF)
Burst Media
comScore Media Metrix
comScore qSearch
eMarketer
Forrester Research
Hitwise
Nielsen//NetRatings
Piper Jaffray & Co.
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Price: $695.00
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Price: $695.00
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