Borrellsocial Networkprojection20090714

Identified U.S. Social Network Ad Spending 2009 Projections* All $ Estimates and Projections in $ Millions

This list of social networking sites represents an initial look at this segment of the advertising industry. We expect to refine our estimates in this emerging sector as additional information becomes available. We welcome your comments at [email protected].

Social Network

Description

Est

Projected

Projected

Users

'09 Local

'09 Total

Ad $$

(Millions)

Ad $$

Ad $$

Share

Rank

Rank

$502.037

26.6%

1

2

Total $$ Local $$

MySpace

General

261.4

hi5

General

80.0

$49.501

$430.649

11.5%

2

42

Flickr

Photo Sharing

N/A

$40.501

$336.343

12.0%

3

6

Facebook

General

200.0

$229.468

$310.069

74.0%

4

1

Twitter

General

25.0

$34.270

$288.061

11.9%

5

15

Adult FriendFinder

Adult-only dating

33.0

$22.276

$194.016

11.5%

6

43

Tagged.com

General

70.0

$18.825

$191.476

9.8%

7

90

LinkedIn

Business

40.0

$13.923

$126.296

11.0%

8

83

Netlog

General

42.0

$12.852

$109.945

11.7%

9

29

Orkut

General

67.0

$11.725

$98.056

12.0%

10

11

Badoo

General

31.0

$8.514

$86.876

9.8%

11

93

Fotolog

Photo Blogging

20.0

$8.407

$86.440

9.7%

12

101

Bebo

General

40.0

$8.679

$76.611

11.3%

13

56

imeem

Music

24.0

$6.365

$64.656

9.8%

14

89

Sonico.com

General

17.0

$4.486

$37.398

12.0%

15

9

Last.fm

Music

30.0

$4.244

$35.082

12.1%

16

3

Yelp, Inc.

Business

N/A

$3.229

$28.425

11.4%

17

55

Xanga

Blogging

27.0

$2.780

$23.961

11.6%

18

34

Classmates.com

School, college, work, military

50.0

$2.552

$22.549

11.3%

19

58

myYearbook

General

5.1

$2.658

$21.977

12.1%

20

4

Flixster

Movies

63.0

$2.333

$20.457

11.4%

21

52

Tumblr

General

N/A

$1.581

$14.201

11.1%

22

74

Buzznet

Music and pop-culture

10.0

$1.602

$14.094

11.4%

23

54

Gaia Online

Anime and games

N/A

$1.613

$13.595

11.9%

24

18

Black Planet

African Americans

20.0

$1.036

$8.807

11.8%

25

25

MyLife.com

General

51.0

$0.933

$8.305

11.2%

26

67

Plaxo

Aggregator

15.0

$0.910

$7.771

11.7%

27

28

Vox

Blogging

N/A

$0.775

$7.082

10.9%

28

85

OkCupid

Dating

N/A

$0.819

$6.964

11.8%

29

26

WAYN

Travelers

10.0

$0.702

$6.117

11.5%

30

45

Stickam

Video and Chat

2.0

$0.529

$5.355

9.9%

31

86

Plurk

Micro-blogging

N/A

$0.548

$4.845

11.3%

32

60

Mocospace

Mobile community

3.0

$0.484

$4.322

11.2%

33

68

Bigadda

Indian

3.0

$0.466

$4.180

11.1%

34

73

Care2

Green living and social activism

10.0

$0.457

$3.997

11.4%

35

51

Goodreads

Books

N/A

$0.384

$3.481

11.0%

36

80

Geni.com

Genealogy

15.0

$0.376

$3.194

11.8%

37

23

CafeMom

Mothers

1.3

$0.356

$3.107

11.4%

38

50

Livemocha

Language Learning

1.0

$0.347

$3.063

11.3%

39

59

Tribe.net

General

N/A

$0.296

$3.023

9.8%

40

95

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$133.651

Local

Social Network

Description

Est

Projected

Projected

Local

Users

'09 Local

'09 Total

Ad $$

(Millions)

Ad $$

Ad $$

Total $$ Local $$

Share

Rank

Rank

N/A

$0.332

$2.962

11.2%

41

69

117.0

$0.334

$2.960

11.3%

42

62

1.2

$0.315

$2.745

11.5%

43

46

Movies and TV series

0.3

$0.317

$2.638

12.0%

44

8

Friends Reunited

School, college, work, military

19.0

$0.292

$2.595

11.3%

45

66

MyHeritage

Genealogy

30.0

$0.272

$2.417

11.3%

46

64

CouchSurfing

Travelers

1.1

$0.255

$2.186

11.7%

47

30

Vampirefreaks

Gothic and industrial subculture

1.9

$0.244

$2.079

11.8%

48

27

Experience Project

Life Experiences

N/A

$0.189

$1.914

9.9%

49

88

LibraryThing

Books

0.4

$0.185

$1.561

11.8%

50

21

Reverbnation

Music/Bands

0.03

$0.183

$1.533

12.0%

51

12

Zoo.gr

Greeks

0.9

$0.161

$1.391

11.6%

52

37

Gather.com

General

0.5

$0.153

$1.286

11.9%

53

17

Ravelry

Knitting and crochet

0.3

$0.141

$1.198

11.8%

54

24

SocialGo

Social Network Builder

N/A

$0.129

$1.138

11.3%

55

57

Kiwibox

General

2.4

$0.123

$1.114

11.1%

56

79

Fetlife

BDSM

0.03

$0.123

$1.029

11.9%

57

14

Travbuddy.com

Travelers

N/A

$0.110

$0.949

11.6%

58

33

Anobii

Books

N/A

$0.104

$0.945

11.0%

59

84

Elftown

Fantasy and Sci-Fi

0.2

$0.092

$0.941

9.8%

60

97

italki

Language Learning

0.5

$0.085

$0.868

9.8%

61

98

Travellerspoint

Travelers

N/A

$0.094

$0.845

11.1%

62

78

Eons.com

Baby Boomers

N/A

$0.076

$0.776

9.7%

63

100

Shelfari

Books

N/A

$0.079

$0.712

11.1%

64

77

Faceparty

General

0.2

$0.076

$0.662

11.5%

65

47

GamerDNA

Computer and Video Games

0.3

$0.069

$0.601

11.5%

66

44

Ryze

Business

0.5

$0.069

$0.594

11.6%

67

32

Bahu

General

1.0

$0.069

$0.571

12.0%

68

7

Amie Street

Music

N/A

$0.041

$0.415

9.8%

69

91

Taltopia

Artists//musicians /creative people

N/A

$0.043

$0.385

11.1%

70

76

Open Diary

Blogging

5.0

$0.037

$0.381

9.8%

71

92

SocialVibe

Charity

0.4

$0.037

$0.320

11.5%

72

39

CozyCot

Women

0.04

$0.034

$0.300

11.2%

73

71

Muxlim

Muslims

0.1

$0.031

$0.273

11.4%

74

53

Disaboom

Disabilities

180.0

$0.030

$0.253

12.0%

75

10

Yammer

Office Colleagues

N/A

$0.023

$0.191

11.8%

77

20

Indaba Music

Music

0.1

$0.022

$0.182

11.9%

78

16

DeviantArt

Art

9.0

$0.020

$0.177

11.3%

79

65

Broadcaster.com

Video Sharing, Web cam chat

0.3

$0.019

$0.173

11.0%

80

82

Faces.com

Teens

N/A

$0.017

$0.150

11.5%

81

48

Athlinks

Running, Swimming

0.1

$0.014

$0.125

11.3%

82

61

Wis.dm

Q&A

0.1

$0.012

$0.108

11.1%

83

75

Playboy U

College students

N/A

$0.010

$0.100

9.9%

84

87

Kaioo

General-Non- profit

0.03

$0.011

$0.096

11.8%

85

22

dol2day

Politics

0.04

$0.010

$0.087

11.9%

86

13

itsmy

Mobile community

2.5

$0.009

$0.080

11.0%

87

81

Out everywhere

Gay/Lesbian

N/A

$0.008

$0.075

11.3%

88

63

Frindster

General

90.0

$0.008

$0.064

12.1%

89

5

MOG

Music

Habbo

General

Fubar

Adult-only dating

Filmaffinity

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Social Network

Description

Est

Projected

Projected

Local

Users

'09 Local

'09 Total

Ad $$

(Millions)

Ad $$

Ad $$

Share

Rank

Rank

9.7%

90

99

Total $$ Local $$

Xt3

Catholics

N/A

$0.006

$0.058

Talkbiznow

Business

N/A

$0.005

$0.055

9.8%

91

96

Soundpedia

Music

N/A

$0.006

$0.054

11.2%

92

70

Cake Financial

Investing

N/A

$0.006

$0.053

11.6%

93

31

Avatars United

Online Games

N/A

$0.005

$0.047

11.5%

94

41

WebBiographies

Genealogy

N/A

$0.005

$0.043

11.6%

95

35

Wasabi

General

N/A

$0.004

$0.038

9.8%

96

94

Passportstamp

Travelers

N/A

$0.003

$0.030

11.5%

97

38

Espinthebottle

Teen networking

N/A

$0.003

$0.029

11.8%

98

19

Epernicus

Research Scientists

0.01

$0.003

$0.028

11.5%

99

49

lifeknot

Hobbies

N/A

$0.003

$0.023

11.5%

100

40

Gossipreport.com

Gossip

N/A

$0.003

$0.023

11.6%

101

36

18 Others

Various

NA

$0.021

$0.191

11.2%

na

na

Totals

118 $640.632 $3,262.701 19.6% Widget and applet revenue is not included here. eMarketer 's projection for these in 2009 is $70 million. *NOTE:

Sources: eMarketer, Websiteoutlook.com, Hoovers, Borrell Associates Inc. © 2009, Borrell Associates Inc. All rights reserved.

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2009.07.13