Press Releases

July 5, 2007

Facebook Sees Flood Of New Traffic From Teenagers and Adults

Open Registration at Facebook.com Spurs 89 Percent Visitor Growth versus Last Year

RESTON, VA, July 5, 2007 – comScore (NASDAQ: SCOR), a leader in measuring the digital world, today released the results of a study on the visitation to Facebook.com, which showed the site grew to 26.6 million unique visitors in the U.S. in May 2007, marking an 89-percent increase versus the same month last year. The dramatic growth comes on the heels of Facebook.com’s decision in September 2006 to open up registration to the general public, a change from the previous policy requiring a valid email address from a university or a selected group of secondary schools and businesses.

Growth at Facebook Takes Off After Open Registration

In the months prior to allowing open registration, Facebook.com’s traffic hovered at approximately 14 million visitors per month. However, after Facebook opened its doors to the general public, visitation accelerated to reach a level of 26.6 million visitors in May 2007, up 89 percent versus the same month last year and 100 percent versus September 2006.

Facebook.com Visitation Trends
May 2006 - May 2007
Total U.S. – Home/Work/University Locations
Source: comScore Media Metrix
Month Facebook.com
Unique Visitors (000) Pages Viewed (MM) Average Minutes Per Visitor
May 2006 14,069 6,530 138
June 2006 13,752 6,093 127
July 2006 14,365 6,108 130
August 2006 14,782 6,463 134
September 2006 13,341 7,161 175
October 2006 15,108 9,437 187
November 2006 16,695 9,039 172
December 2006 19,105 9,064 150
January 2007 18,961 10,360 170
February 2007 16,737 10,779 200
March 2007 20,896 12,179 180
April 2007 23,042 14,997 196
May 2007 26,649 15,841 186

Percent Change

(May 2007 vs. May 2006)

89% 143% 35%

Meanwhile, the number of pages of content viewed at Facebook.com in May 2007 increased to 15.8 billion, up 143 percent versus May 2006 and 121 percent versus September. Visitors averaged 186 minutes at the site in May 2007, which marked a 35-percent increase versus the same month last year. Interestingly, engagement levels peaked in February 2007 at 200 minutes per visitor, then leveled off slightly as the influx of new visitors (who tend to begin as lighter users) tempered the average.

Open Registration Brings Deluge of Teenagers and Young Adults to Facebook

Once a social networking haven for college students, Facebook’s decision to open registration has helped attract new visitors from outside the 18-24 year old age segment. In fact, the 38-percent increase among 18-24 year olds was the lowest rate of growth of the age segments represented in the study. The most dramatic growth occurred among 25-34 year olds (up 181 percent), while 12-17 year olds grew 149 percent and those age 35 and older grew 98 percent.
 

Facebook.com Demographic Profile
Unique Visitors (000)
May 2007 vs. May 2006
Total U.S. – Home/Work/University Locations
Source: comScore Media Metrix
 Age Segment Facebook.com

May-06

(000)

May-07

(000)

Percent Change

Total Audience

Unique Visitors (000)

14,069 26,649 89%
 Persons: 12-17 1,628 4,060 149%
 Persons: 18-24 5,674 7,843 38%
 Persons: 25-34 1,114 3,134 181%
 Persons: 35+ 5,247 10,412 98%

“Given its roots as a college networking site, Facebook has historically shown very strong skews toward the 18-24 year old age segment,” said Jack Flanagan, executive vice president of comScore Media Metrix. “However, since the decision to open registration to everyone, the site has seen visitors from all age groups flood the site. As the overall visitation to Facebook continues to grow, the demographic composition of the site will likely more closely resemble that of the total Internet audience.”

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore analysts apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestlé, MBNA, Starcom USA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit www.comscore.com.

Contact:
Andrew Lipsman
comScore, Inc.
+1 312 775 6510
press@comscore.com



 

Tags: Demographics, , Social