Demographic analysis of
FaceBook users
M.Eng, ARAeS, CIPP
All logos and trademarks in this presentation are property of their respective owners.
Just how big is it?
Year End Registrations (MM)
580
600
500
400
350
300
200
100
100
0
50
0
1
5.5
12
2003
2004
2005
2006
2007
2008
2009
2010
Just how big is FaceBook?
6.8 billion people on the planet
2.0 billion people connected to the internet
600 million registered FaceBook accounts
30% of the connected World already has a Facebook account!
What is the most popular Windows
application of all time?
Dec-98
Mar-99
Jun-99
Sep-99
Dec-99
Mar-00
Jun-00
Sep-00
Dec-00
Mar-01
Jun-01
Sep-01
Dec-01
Mar-02
Jun-02
Sep-02
Dec-02
Mar-03
Jun-03
Sep-03
Dec-03
Mar-04
Jun-04
Sep-04
Dec-04
Mar-05
Jun-05
Sep-05
Dec-05
Mar-06
Jun-06
Sep-06
Dec-06
Mar-07
Jun-07
Sep-07
Dec-07
Mar-08
Jun-08
Sep-08
Dec-08
Mar-09
Jun-09
Sep-09
Dec-09
Mar-10
Peak Population
Effect of FaceBook on traditional Casual Gaming web sites
450000
400000
350000
300000
250000
200000
150000
100000
50000
0
Data courtesy of
Where in the World?
Top 25 countries on facebook
Top 25 countries account for 79% of all FaceBook registered accounts.
After Venezuela, no country accounts for more than 1%.
Gender breakdown of FaceBook users Worldwide
Male dominant
India 70.7% male
Female dominant
Indonesia 59.5% male
UK 48.3% male
USA 44.3% male
Worldwide Registrations – Social Networks
Xanga
MyHeritage
Last.fm
Viadeo
WeeWorld
Flickr
Odnoklassniki
Classmates.com
MyLife
Flixster
Netlog
Badoo
Tagged
LinkedIn
Twitter
hi5
Vkontakte
Friendster
Orkut
Bebo
MySpace
Habbo
Qzone
Facebook
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
FaceBook Demographics
13
Male
AGE
65+
Female
FaceBook Demographics
Many users of
college age.
In USA large number
of members over 65
Similar Countries … Similar Profiles
Similar Countries … Similar Profiles
Different Countries … Different Profiles
Jay Leno vs. Conan
Quiz Time – Guess the movie
Answer: Twilight
Comparing Demographic “Genes”
38.41% correlation
Comparing Demographic “Genes”
80.89% correlation
Cross correlation between brands
Bejeweled
Blitz Affinity
What are
fans of glee
on facebook
interested in?
Sims
Monopoly
Pet Society
Happy Pets
Tetris
Uno
Wii
Nintendo DS
Country Story
Happy Aquarium
Guitar Hero
Restaurant City
Super Mario Bros
Rock Band
Petville
Sorority Life
Doodle Jump
Fishville
Civilization
Pokemon
Zoo World
Roller Coaster Kingdom
Pillow Fight
Millionaire City
Wii Fit
Yoville
TextTwist
Happy Island
Cityville
Mind Jolt Games
Barn Buddy
Cafe World
Settlers of Catan
Collapse!
Vampire Wars
Farmville
Scrabble
Treasure Isle
World of Warcraft
Fish World
Texas Holdem Poker
Jigsaw Puzzles
Mafia Wars
Chess
Castle Age
Halo
Farm Town
Island Paradise
Mobsters 2 - Vendetta
Bejeweled Blitz
PS3
Xbox 360
Warstorm
Mahjong Dimensions
Affinity for Games
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Jersey Shore
American Idol
MTV
SpongeBob
Americas Next Top Model
Saturday Night Live
Scrubs
How I met your Mother
Lost
The Office
Heroes
Family Guy
Ugly Betty
Dr Who
CSI
The Bachelor
Simpsons
Desperate Housewives
NCIS
Ghost Whisperer
Sex and the City
Mythbusters
Big Bang Theory
Two and a Half Men
Criminal Minds
Colbert
Law and Order
Conan oBrien
Ellen Degenerous
South Park
Jay Leno
Biggest Loser
Star Trek
Martha Stewart
Medium
Oprah Winfrey Show
Top Gear
Battlestar Galactica
Howard Stern
TV Shows
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Music
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Taylor
Swift
Lady Gaga Katy Perry
Britney
Spears
Shakira
Justin
Bieber
Avril
Lavigne
Rihanna Black Eyed Michael
Peas
Jackson
Frank
Sinatra
Red Hot
Chili
Peppers
Elvis
Barry
Manilow
60%
50%
50%
50%
40%
40%
40%
30%
30%
30%
20%
20%
20%
10%
10%
10%
0%
0%
0%
Crocs
60%
Adidas
60%
Reebok
70%
Nike
70%
Puma
70%
Pizza Hut
80%
Dunkin Donuts
80%
Dairy Queen
80%
Taco Bell
90%
McDonalds
90%
Starbucks
90%
Red Bull
100%
Coca-Cola
100%
Pepsi
100%
Converse
Drinks, Fast Food and Footwear
100%
100%
100%
90%
90%
90%
80%
80%
80%
70%
70%
70%
60%
60%
60%
50%
50%
50%
40%
40%
40%
30%
30%
30%
20%
20%
20%
10%
10%
10%
0%
0%
0%
Cigars
Investing
Foursquare
Twitter
iTunes
Dogs
Cats
Horses
Gardening
NASCAR
Golf
Martial Arts
Knitting
Scuba Diving
Yoga
Fishing
Jogging
Baking
Skiing
Snowboarding
Soccer
Fashion
Makeup
Hobbies, Animals and Misc.
Propensity to pay?
Sorority Life, % users who spend by age
Source: “Rules to Monetize By …”, Playdom 2010
Are you targeting your game to the paying audience?
O
Even if this game had 5x
the traffic, it would not
generate the same revenue
$
Pitching to potential Advertisers
The economic beauty of micro-transactions
Price
The “Tall” Tail …
$19.95
$6.95
The Long Tail …
Volume
Questions?
Nick@DataGenetics.com
Micro-transaction types
Bling
-
Avatars
Fashion
Accessories
Things that do not
adjust the balance of
the game
Accelerators
Kill 10 more Orcs
Pay to get 10 gold
coins to get +10%
attack bonus for 12
hours
= or =
Pay 10 gold coins
Time
Money
Power-ups
+10%
Big brands are starting to get it
Honeymoon period for brand owners with fans!
•
43% of fans visit facebook several times a day.
•
50% of fans come to facebook for entertainment.
•
92% say that being a fan has a positive impact in recommending to friends.
•
52% recommend others to follow the brand.
•
84% of fans consume (regularly/ocassionally) the brand.
•
There is no disconnect between brands followed on facebook and regular consumers.
•
An average of 9 brands are followed by users.
Source: DDB, October 2010
MIT research
• When playing games, people are at
95-99% “focused attention”
(As measured by pupil dilation, skin resistance, pulse,
movement, breathing, brain activity …)
• This blows away all other media
• With just 15 seconds exposure to a
brand, there is >80% unaided recall.
Sponsors can receive “Halo” effect by having their
brands associated with success screens and level
completion events.
Other Social Networks
# Site
Size
Notes
1
2
3
4
Facebook
Qzone
Habbo
MySpace
506,000,000
200,000,000
162,000,000
130,000,000
General
General. In Simplified Chinese; caters for mainland China users
General for teens. Over 31 communities worldwide. Chat Room and user profiles.
General
5
Windows Live Spaces 120,000,000
Blogging (formerly MSN Spaces)
6
7
8
9
Bebo
Orkut
Friendster
Vkontakte
117,000,000
100,000,000
90,000,000
81,500,000
10
hi5
80,000,000
11
12
13
14
Twitter
LinkedIn
Tagged
Badoo
75,000,000
75,000,000
70,000,000
69,000,000
15
Netlog
65,126,000
16
17
18
19
20
21
Flixster
MyLife
Classmates.com
Odnoklassniki
Flickr
WeeWorld
63,000,000
51,000,000
50,000,000
45,000,000
32,000,000
30,000,000
22
Viadeo
30,000,000
23
24
25
Last.fm
MyHeritage
Xanga
30,000,000
30,000,000
27,000,000
General
General. Owned by Google Inc. Popular in India and Brazil
General. Popular in Southeast Asia. No longer popular in the western world
Social Network for Russian-speaking world including former Soviet republics. Biggest site in Russia
General. Popular in India, Mongolia, Thailand, Romania, Jamaica, Central Africa and Latin America. Not very
popular in the USA.
General. Micro-blogging, RSS, updates
Business and professional networking
General. Subject to quite some controversy about its e-mail marketing and privacy policy
General, Meet new people, Popular in Europe and LatAm
General. Popular in Europe, Turkey, the Arab World and Canada's Québec province. Formerly known as
Facebox and Redbox.
Movies
Locating friends and family, keeping in touch (formerly Reunion.com)
School, college, work and the military
Connect with old classmates. Popular in Russia and former Soviet republics
Photo sharing, commenting, photography related networking, worldwide
Teenagers - 10 to 17
Global Social Networking and Campus Networking available in English, French, German, Spanish, Italian and
Portuguese
Music
family-oriented social network service
Blogs and "metro" areas
# Site
Size
Notes
26
27
28
29
30
31
32
33
Mixi
Cyworld
Skyrock
Fotolog
BlackPlanet
myYearbook
Friends Reunited
LiveJournal
24,300,000
24,000,000
22,000,000
20,000,000
20,000,000
20,000,000
19,000,000
17,565,000
34
StudiVZ
17,000,000
35
36
37
38
39
40
41
42
43
44
45
Sonico.com
Renren
Plaxo
Geni.com
Nasza-klasa.pl
StumbleUpon
Hyves
WAYN
Buzznet
Multiply
Care2
17,000,000
15,000,000
15,000,000
15,000,000
11,000,000
10,600,000
10,100,000
10,000,000
10,000,000
10,000,000
9,962,000
46
CaringBridge
9,500,000
47
48
49
50
deviantART
delicious
XING
Open Diary
9,040,000
8,823,000
8,000,000
5,000,000
Japan
General. Popular in South Korea.
Social Network in French-speaking world
Photoblogging. Popular in South America and Spain
African-Americans
General, Charity
UK based. School, college, work, sport and streets
Blogging. Popular in Russia and among the Russian-speaking diaspora abroad.
University students, mostly in the German-speaking countries. School students and those out of education sign
up via its partner sites schülerVZ and meinVZ.
General. Popular in Latin America and Spanish and Portuguese speaking regions.
Significant site in China. Was known as 校内 (Xiaonei) until August 2009.
Aggregator
Families, genealogy
School, college and friends. Popular in Poland
Stumble through websites that match your selected interests
General, Most popular in the Netherlands.
Travel and lifestyle
Music and pop-culture
"Real world" relationships. Popular in Asia. Not popular in the western world
Green living and social activism
Not for profit providing free websites that connect family and friends during a serious health event, care and
recovery.
Art community
Social bookmarking allowing users to locate and save websites that match their own interests
Business (primarily Europe (Germany, Austria, Switzerland) and China)
First online blogging community, founded in 1998
# Site
Size
51
Livemocha
5,000,000
52
53
54
55
Tuenti
Trombi.com
weRead
iWiW
4,500,000
4,000,000
4,000,000
4,000,000
56
Ibibo
3,500,000
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
Cellufun
My Opera
Bigadda
MocoSpace
Draugiem.lv
Itsmy
Kiwibox
Grono.net
Foursquare
Stickam
Vampirefreaks.com
TravBuddy.com
CouchSurfing
Nexopia
CafeMom
Fubar
LunarStorm
3,000,000
3,000,000
3,000,000
3,000,000
2,600,000
2,500,000
2,400,000
2,000,000
2,000,000
2,000,000
1,931,000
1,588,000
1,560,000
1,400,000
1,250,000
1,200,000
1,200,000
Notes
Online language learning - dynamic online courses in 35 languages - world’s largest community of native
language speakers.
Spanish-based university and High School social network. Very Popular in Spain
French subsidiary of Classmates.com
Books
Hungary
Talent based social networking site that allows to promote one's self and also discover new talent. Most
popular in India.
Mobile social game network, Number 8 US mobile website
Blogging, mobile blogging, sharing photos, connecting with friends. Global
Indian Social Networking Site
mobile community, worldwide
General (primarily LV, LT, HU)
Mobile community worldwide, blogging, friends, personal TV-shows
General. For the users, by the users, a social network that is more than a community.
Poland
Location based mobile social network
Live video streaming and chat.
Gothic and industrial subculture
Travel
Worldwide network for making connections between travelers and the local communities they visit.
Canada
Mothers
dating, an "online bar" for 18 and older
Sweden