Who’s Using What? Demographics in the online world

Top Ten Most Used Sites Worldwide unique visitors (June, 2009). 1. Google Sites: 844 million 1. Google Sites: 844 million 2. Microsoft Sites: 691 million 2. Microsoft Sites: 691 million 3. Yahoo! Sites: 581 million 3. Yahoo! Sites: 581 million 4. Facebook: 340 million 4. Facebook: 340 million 5. Wikimedia Foundation sites: 303 million 5. Wikimedia Foundation sites: 303 million 6. AOL: 280 million 6. AOL: 280 million 7. eBay: 233 million 7. eBay: 233 million 8. CBS Interactive: 186 million 8. CBS Interactive: 186 million 9. Amazon: 183 million 9. Amazon: 183 million 10. Ask Network: 174 million 10. Ask Network: 174 million Source: comScore

Facebook is catching up

Facebook Passing Other High Traffic Sites

Mobile Web Users Smartphone users are predominantly male (59%) and most are between the ages of 25 and 34 (29%) or 35 and 44 (24.5%). A third of smartphone users (35.1%) have an annual household income of more than $100,000. More than half (52%) keep their phones for personal use, while another 23% say their company foots the bill.

Mobile Web Audience Profile Audience% Composition July ‘09YOY Growth % Female47%43% Male53%26% Age Groups %45% %13% %40% %31% %37% 65+3%67% Source: The Nielsen Co.

Top Ten Mobile Web Sites Among Women 1) People 2) AT&T Search 3) Horoscope.com 4) Target 5) Myspace 6)Kraft Foods 7) T-Mobile 8) AOL Search 9) Facebook 10) Sprint News (source: The Nielsen Company)

Top Ten Mobile Web Sites Among Men 1) Gizmodo 2) Maxim 3) NBA 4) IGN 5) NFL 6) Drudge Report 7) Business Week 8) CNET 9) CBS Sports 10) Wired (source: The Nielsen Company)

What it means? From celebrity news to shopping, mobile Web usage by women traversed a variety of subjects and actions in July, including online shopping and social networking. Women were 1.4 times more likely to visit People.com and use AT&T search via a mobile Web device in July. In July, men's mobile Web interests centered on news, sports and online games. Men were 1.8 times more likely to visit Gizmodo - the technology news site - via a mobile phone, making it the No. 1 Web site visited by men on their mobile devices in July in terms of unique audience composition. Does this reinforce gender stereotypes?

Teen Mobile Media Usage (13-17) Media% of Teens Using Text Messaging 84 Picture Messaging/MMS55 Ringtone downloads44 Instant Message42 Picture Downloads35 Wallpaper/screensavers Text Alerts30 Content Updates27 Game Downloads21

Affluence: Nielsen Study Findings The “richest” users are 25% more likely to use Facebook than those in the lower third. The "poorest” are 37% more likely to use MySpace. Facebook users are more likely to use LinkedIn, another factor which points towards the differences in demographics between the two social networks. Nielsen also discovered that those involved in blogging and tweeting tend to live in more urban areas such as New York, Los Angeles, San Francisco, and Chicago. The 12 "Urban" ordPress, and Twlifestyle groups tracked by the company are more likely to use Blogger, Witter than the 22 "Town and Rural" segments. However, there was no mention of these groups being more affluent, just more urban.

Median Age Facebook users got older this year 2008: : 33 MySpace: 26 LinkedIn: 39 Twitter: 31

Gen Y turns to Twitter The younger generation is migrating to Twitter, despite past resistance to the microblogging movement. 2008: 19% of people age now use Twitter 2009: 37% of people age use Twitter compared 31% of people in the bracket have adopted Twitter this year, while only 20% did last year

Twitter Use: (Twusage)

Why? Influx of celebrity tweeters Pressure from teachers or bosses Gen Y'ers entering the workplace have found value in the network for business-related purposes. Recent college grads segment finding ways to build entirely new online contact lists and creating new identities Information sharing

Who’s responsible… For all this Twusage social network website users those who connect to the internet via mobile devices younger internet users – those under age mobile device: 10% use twitter 2 mobile devices: 19% use twitter 3 mobile devices: 28% use twitter 4 mobile devices: 39% use twitter (such as a laptop, cell phone, game console, or Kindle)