Reportlinker Adds The Social Networking Market Opportunity: Quantifying market reach, scale and monetization across the value chain, 2010-15

NEW YORK, May 25 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

The Social Networking Market Opportunity: Quantifying market reach, scale and monetization across the value chain, 2010-15

http://www.reportlinker.com/p0201028/The-Social-Networking-Market-Opportunity-Quantifying-market-reach-scale-and-monetization-across-the-value-chain-2010-15.html

The online Social Networking market is emerging from an immature period of competitive dislocation to one of market maturity, in which clear user needs and platform value propositions have emerged, paving the way for incumbency, scalability and successful monetization.

Not just another 'how to make money via social networking; report, 'Monetizing Social Networking' is a thorough examination of the totality of emerging value chains, quantifying commercial opportunities along the value chain. It examines these opportunities in the business / strategic context, whereby there will be a 'few winners take all' fall-out. The report will be of major significance to brand owners and marketers, but will also deliver a key business advice and data reference vehicle for all stakeholders in the value chain.

'Monetizing Social Networking' qualifies and quantifies the commercial opportunities that are available and will emerge in the near term in online social networking for brand owners, advertisers, content providers, apps developers, hardware and software providers, as well as the social networking platforms themselves and their user communities. The period between 2010–2012 represents the key near term strategic window in establishing incumbency in the social networking market, and the market is racing towards maturity by 2015.

Key features of this report

• Quantification of opportunities

• Segmentation of opportunities by geography

• Segmentation of opportunities by stakeholder type

• Segmentation of opportunities by user community demographics

• Full analysis of impact of social, technological, regulatory and business drivers

• Full coverage of Asian and European as well as US markets

• Profiles of 18 leading social networking stakeholders

Scope of this report

• Gain a unique quantified data platform of how online social network markets are gaining scale, and delivering direct and indirect revenue opportunities across the whole value chain

• Access uniquely comprehensive and robust data to permit business planning for global strategy, including forecasts to 2015

• Understand how the competitive environment is changing, and how networks themselves will remain in a difficult financial position, while opening up large revenue opportunities for others.

• Access detailed data and insight into the market globally with all major markets detailed. 20 leading markets representing 88% of global opportunity are separately profiled.

Key Market Issues

• There is apparent value in the scale and growth offered by online social networking, but platforms and other stakeholders need to establish how to successfully monetize this potential.

• There is a lack of clarity regarding the scale, category segmentation and geographic reach of the developing social networking market, making monetization strategy elusive.

• A strategic shakeout is required, in part due to the rise of Facebook, if many current providers are to survive – at the same time, Facebook risks overstretch, and other rising networks such as Twitter and LinkedIn face an unclear monetization path.

• Most stakeholders, especially brand owners and advertisers, will have to move in the period 2010-11 away from a non-quantified, hopeful social media presence and towards a planned, quantified, sophisticated social media strategy.

Key findings from this report

• The online social networking market is emerging from an immature period of competitive dislocation to one of market maturity, in which clear user needs and platform value propositions have emerged, paving the way for incumbency, scalability and successful monetization.

• Online social networks have attained mass - already being used by 971m unique users at the end of 2009.

• Online social networking is becoming a meaningful global phenomenon. The US and Western Europe will continue to be major markets, and will see very strong levels of absolute growth. These early adopter markets are, however, declining in terms of proportion of global users with Asia increasingly dominant.

• In the face of Facebook's dominance, most networks are embracing a 'double niche' strategy – focusing upon clear customer segments and service categories. LinkedIn, for example, targets professionals aged 30-55, and offers professional and career networking services. Hi5 is becoming a specialist gaming network aimed at the 16-29 audience.

Key questions answered

1. What is the scale of the opportunity provided by social networking?

2. How will social networking usage grow in the period 2010-2015?

3. What are the competitive positions of major platforms?

4. Who are the main stakeholders, and what is their position in the value chain?

5. What is the market reach of the major platforms?

6. Are current business models sustainable?

List of Tables

Monetizing Social Networking

Executive summary 12

Social networking market context 12

The dynamics of the social networking marketplace 12

Social networking competitive situation analysis 13

Monetizing the social networking market 14

Stakeholder profiles 15

Chapter 1 Social networking market context 18

Summary 18

Introduction 18

Who is this report for? 19

Development of the social networking market 20

Chapter 2 The dynamics of the social networking marketplace 28

Summary 28

Introduction 29

Notes on data and sources 29

Global overview 30

Market scale and growth 30

Market reach 33

15 leading national markets dominate worldwide 35

Regional markets 37

North America 37

North American social networking markets 38

USA 38

Canada 40

Western Europe 41

Major Western European national social networking markets 44

UK 44

Germany 46

France 48

Italy 50

Spain 51

Central and Eastern Europe 53

Major Central and Eastern European national social networking markets 55

Russia 55

Central and South America 57

Major Central and South American national social networking markets 58

Brazil 58

Mexico 60

Asia 62

Major Asian national social networking markets 64

China 64

Japan 65

South Korea 67

India 69

South East Asia 71

Indonesia 71

Philippines 72

Singapore 73

Other major markets 75

Australia 75

South Africa 77

Turkey 78

Other geographies 79

Forecast market opportunity 80

Factors promoting and restricting the growth of social networking 80

17 national markets will exceed 20m users by 2015 83

Chapter 3 Social networking competitive situation analysis 86

Summary 86

Competitive overview 87

Introduction 87

Facebook – the first global social network 88

Facebook's rise drives emergence of strategic clarity 96

Likely competitive paths, 2010-2015 100

Competitor monetization strategies, 2010 100

Competitor monetization strategic paths, 2010-2015 101

Chapter 4 Monetizing the social networking market 106

Summary 106

Introduction 107

Note on methodology and sources 108

The consumer expenditure reach of social networking 110

Direct revenues earned through online social networks, 2010 and 2015 114

Direct revenues earned through social networking sites 114

Global overview 114

Revenue 114

ARPU 116

Detail of the scalable markets emerging by 2015 117

Revenue 117

ARPU 118

Implications for stakeholders 120

Models of future monetization 120

Implications for online social network technology infrastructure suppliers 122

Implications for brand owners and advertisers 123

Implications for games, apps and virtual goods developers 125

Implications for networks 127

Chapter 5 Stakeholder profiles 130

Summary 130

Introduction 131

Social networking platforms 132

Facebook 132

QQ.com (Tencent) 134

Twitter 135

MySpace 137

Friendster 139

Hi5 Networks 140

LinkedIn 142

NetLog 144

Cyworld 145

Mixi 146

Social gaming developers 148

Zynga 148

Playdom 148

Playfish 149

SGN 150

Custom social network services 152

Elgg 152

TweetMeme 153

Brands using social networks 154

Kimberley Clark 154

Majestic Wines 154

Chapter 6 Appendix 157

Index 157

List of Figures

Figure 1.1: Launch dates of major social network sites 21

Figure 2.2: Social network user growth (users m), 2009-15 by region 31

Figure 2.3: Proportion of population using social networks by region (%), 2009-15 33

Figure 2.4: Social network user growth (users per country, m), 2009-15 36

Figure 2.5: Social network user growth in North America (users m), 2009-15 37

Figure 2.6: Percentage of population using social networks in North America, 2009-15 38

Figure 2.7: Social network overview for the US 39

Figure 2.8: Social network overview for Canada 40

Figure 2.9: Social network growth in Western Europe (users, m), 2009-15 42

Figure 2.10: Percentage of population using social networks in Western Europe, 2009-15 43

Figure 2.11: Social network overview for the UK 45

Figure 2.12: Social network overview for Germany 47

Figure 2.13: Social network overview for France 48

Figure 2.14: Social network overview for Italy 50

Figure 2.15: Social network overview for Spain 52

Figure 2.16: Social network growth in Central and Eastern Europe (users, m), 2009-15 54

Figure 2.17: Percentage of population using social networks in Central and Eastern Europe, 2009- 15 54

Figure 2.18: Social network overview for Russia 55

Figure 2.19: Social network growth in Central and South America (users, m), 2009-15 57

Figure 2.20: Percentage of population using social networks in Central and South America 2009-15 58

Figure 2.21: Social network overview for Brazil 59

Figure 2.22: Social network overview for Mexico 60

Figure 2.23: Social network growth in Asia (users, m), 2009-15 62

Figure 2.24: Percentage of population using social networks in Asia, 2009-15 63

Figure 2.25: Social network overview for China 64

Figure 2.26: Social network overview for Japan 66

Figure 2.27: Social network overview for South Korea 67

Figure 2.28: Social network overview for India 69

Figure 2.29: Social network overview for Indonesia 71

Figure 2.30: Social network overview for the Philippines 73

Figure 2.31: Social network overview for Singapore 74

Figure 2.32: Social network overview for Australia 76

Figure 2.33: Social network overview for South Africa 77

Figure 2.34: Social network overview for Turkey 78

Figure 2.35: PEST analysis for the social networking market 80

Figure 2.36: Social network growth by region (users, m), 2009-15 82

Figure 2.37: Top 10 national social networking markets by unique user numbers, 2015 83

Figure 3.38: Leading global social networks by unique user numbers (m), end 2009 89

Figure 3.39: Leading global social networks by regular unique user numbers (m), end 2009 92

Figure 3.40: Major social networks' regular users as a proportion of total unique users (%), end 2009 94

Figure 3.41: Social networks' monetization strategy, 2010 100

Figure 3.42: Social network user category / segment ownership in the US 102

Figure 4.43: Top 7 national social networking markets by consumer spending reach, 2015 112

Figure 4.44: Global social networking direct revenues by segment ($bn), 2010-15 115

Figure 4.45: Global social networking ARPU by segment ($), 2010-15 116

Figure 4.46: Top 10 national markets by direct social networking revenue ($bn), 2015 117

Figure 4.47: Top 10 national markets by direct social networking ARPU ($), 2015 119

Figure 4.48: Global direct social gaming revenues ($bn), 2010-15 125

List of Tables

Table 2.1: Social network user growth (users m), 2009-15 by region 31

Table 2.2: Proportion of population using social networks by region (%), 2009-15 34

Table 2.3: Social network market scale and growth in the US, 2009-15 39

Table 2.4: Social network market scale and growth in Canada, 2009-15 41

Table 2.5: Facebook user reach and market rank in Western Europe, December 2009 43

Table 2.6: Social network market scale and growth in the UK, 2009-15 45

Table 2.7: Social network market scale and growth in Germany, 2009-15 47

Table 2.8: Social network market scale and growth in France, 2009-15 49

Table 2.9: Social network market scale and growth in Italy, 2009-15 51

Table 2.10: Social network market scale and growth in Spain, 2009-15 52

Table 2.11: Social network market scale and growth in Russia, 2009-15 55

Table 2.12: Social network market scale and growth in Brazil, 2009-15 59

Table 2.13: Social network market scale and growth in Mexico, 2009-15 61

Table 2.14: Social network market scale and growth in China, 2009-15 65

Table 2.15: Social network market scale and growth in Japan, 2009-15 66

Table 2.16: Social network market scale and growth in South Korea, 2009-15 68

Table 2.17: Social network market scale and growth in India, 2009-15 69

Table 2.18: Social network market scale and growth in Indonesia, 2009-15 72

Table 2.19: Social network market scale and growth in the Philippines, 2009-15 73

Table 2.20: Social network market scale and growth in Singapore 2009-15 74

Table 2.21: Social network market scale and growth in Australia, 2009-15 76

Table 2.22: Social network market scale and growth in South Africa, 2009-15 77

Table 2.23: Social network market scale and growth in Turkey, 2009-15 79

Table 2.24: Maktoob unique user spread, end 2009 79

Table 3.25: Snapshot of major social networks' unique user numbers (m) as at end 2009 90

Table 3.26: Snapshot of major social networks' user reach (% of all SN users), end 2009 91

Table 3.27: Snapshot of major social networks' regular unique user numbers (m), end 2009 93

Table 3.28: Major social networks' regular users as a proportion of total unique users (%), end 2009 94

Table 4.29: Social networking consumer spending power ($bn), 2015 110

Table 4.30: Global social networking direct revenues by segment ($bn), 2010-15 115

Table 4.31: Global social networking ARPU by segment ($), 2010-15 116

Table 4.32: Direct social networking revenues ($bn) by major market, 2015 118

Table 4.33: Direct social networking ARPU ($) by major market, 2015 120

Table 4.34: Direct social network advertising expenditure ($bn), 2010-15 123

Table 4.35: Global direct social gaming revenues ($bn), 2010-15 125

Table 5.36: Facebook key metrics, Q1 2010 132

Table 5.37: QQ.com key metrics, end 2009 134

Table 5.38: Twitter key metrics, Q1 2010 135

Table 5.39: MySpace key metrics, Q1 2010 137

Table 5.40: Friendster key metrics, end 2009 139

Table 5.41: Hi5 key metrics, end 2009 141

Table 5.42: LinkedIn key metrics, Q1 2010 142

Table 5.43: NetLog key metrics, end 2009 144

Table 5.44: Cyworld key metrics, end 2009 145

Table 5.45: Mixi key metrics, end 2009 146

Companies mentioned

Cyworld , Elgg , Facebook , Friendster , Hi5 Networks , Kimberley Clarke , LinkedIn , Majestic Wines , Mixi , MySpace , NetLog , Playdom , Playfish , QQ.com (Tencent) , SGN , TweetMeme , Twitter , Zynga

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Internet Business Industry: The Social Networking Market Opportunity: Quantifying market reach, scale and monetization across the value chain, 2010-15

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