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The Future of Social Networks (Review Report)
Datamonitor, Feb 2008, Pages: 50
Overview 1
Catalyst 1
Summary 1
Methodology 1
Executive Summary 2
Introduction 2
The outlook for social networks (Market Focus) 2
Exploiting explosive growth & fostering opportunities in social networking (Strategy Focus) 2
Routes to reliability and user adherence in social networking (Technology Focus) 3
The future of social networks in North America (Databook) 3
The future of social networks in EMEA (Databook) 3
5
Table of figures 6
Table of tables 7
The outlook for social networking (Market Focus) 8
Summary 8
Global growth in social networking will plateau in the next five years 8
Three distinct paths to success have emerged for social networking services 11
People-based sites 12
People-based sites - offline relationships 12
People-based sites - online relationships 13
Content-based sites 14
Special-interest sites 15
General success factors for social networks 16
Major enterprises have committed to social networking as a marketing channel 16
Building a presence in existing social networks 17
Leveraging brand to create social networking properties 17
Adding selected social networking components to existing web sites 17
A nascent value chain is emerging 18
Innovation will continue at a high pitch 18
exploiting explosive growth & fostering opportunities in social networking (Strategy Focus) 20
SUMMARY 20
Social networking startups should isolate the fundamental need they intend to serve 21
People-oriented services: off-line friends 21
People-oriented services: on-line friends 21
People-oriented services: crossing the line between offline and online friendships 22
Content-oriented services 22
Special interest services 22
Opening APIs 22
Social networking services should be prepared for a long tail of regional audiences 23
Search firms & media properties should maintain an aggressive acquisition strategy 28
Brands should decide whether to buy, build or partner in social networking 28
Technology providers should isolate elements in the value chain that they can own 29
Consultants and systems integrators should guide customers through a confusing and chaotic landscape 30
routes to reliability & user adherence in social networking (Technology Focus) 31
Summary 31
Scalability and availability are critical issues for social networking services 31
Social networking service of all stripes should be preparing their mobile strategies 33
The ability to port content and contacts between non-competing social networking services 33
The future of social networks in north america (Databook) 35
Introduction 35
Social networking revenue & membership growth in North America 36
Social networking revenue & membership growth in Canada 37
Social networking revenue & membership growth in the US 38
The future of social networks in emea (Databook) 39
Introduction 39
Social networking revenue & membership growth in EMEA 40
Social networking revenue & membership growth in France 41
Social networking revenue & membership growth in Germany 42
Social networking revenue & membership growth in Italy 43
Social networking revenue & membership growth in Russia 44
Social networking revenue & membership growth in Spain 45
Social networking revenue & membership growth in the UK 46
Social networking revenue & membership growth in the rest of EMEA 47
APPENDIX 48
Definitions 48
Social network 48
Social networking service 48
Membership 48
Methodology 48
Further reading 48
Ask the analyst 48
Our consulting 49
Disclaimer 49
List of Tables
Table 1: Global social networking revenue, 2006-2012 9
Table 2: Global social networking memberships, 2006-2012 11
Table 3: Social networking revenue & membership growth in North America 36
Table 4: Social networking revenue & membership growth in Canada 37
Table 5: Social networking revenue & membership growth in the US 38
Table 6: Social networking revenue & membership growth in EMEA 40
Table 7: Social networking revenue & membership growth in France 41
Table 8: Social networking revenue & membership growth in Germany 42
Table 9: Social networking revenue & membership growth in Italy 43
Table 10: Social networking revenue & membership growth in Russia 44
Table 11: Social networking revenue & membership growth in Spain 45
Table 12: Social networking revenue & membership growth in the UK 46
Table 13: Social networking revenue & membership growth in the rest of EMEA 47
List of Figures
Figure 1: Global social networking revenue, 2006-2012 9
Figure 2: Global social networking memberships, 2006-2012 10
Figure 3: Social networking memberships in the United States, 2007 24
Figure 4: Social networking memberships in Taiwan, 2007 24
Figure 5: Social networking memberships in France, 2007 25
Figure 6: Social networking memberships in Belgium, 2007 25
Figure 7: Social networking memberships in Tunisia, 2007 26
Figure 8: Social networking memberships in Mexico, 2007 26
Figure 9: Social networking memberships in Colombia, 2007 27
Figure 10: Social networking memberships in Hong Kong, 2007 27
Figure 11: Three tier server model 32
Figure 12: Social networking revenue & membership growth in North America 36
Figure 13: Social networking revenue & membership growth in Canada 37
Figure 14: Social networking revenue & membership growth in the US 38
Figure 15: Social networking revenue & membership growth in EMEA 40
Figure 16: Social networking revenue & membership growth in France 41
Figure 17: Social networking revenue & membership growth in Germany 42
Figure 18: Social networking revenue & membership growth in Italy 43
Figure 19: Social networking revenue & membership growth in Russia 44
Figure 20: Social networking revenue & membership growth in Spain 45
Figure 21: Social networking revenue & membership growth in the UK 46
Figure 22: Social networking revenue & membership growth in the rest of EMEA 47
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