The Score: The Value of Facebook.com

The Score: The Value of Facebook.com

As Facebook’s founder negotiates a selling price for the social networking site, comScore examines its usage and audience.

Facebook.com
founder Mark Zuckerberg is reportedly in negotiations to sell the
company for $1 billion– certainly a hefty price tag considering that
competitor MySpace.com sold for a "mere" $580 million just last year
despite having nearly four times as much site traffic. However,
Facebook.com has fared well in the social networking space,
demonstrating consistent growth in its user base over the past few
years. The site’s appeal among certain desirable demographics also
underscores its potential for revenue generation via online advertising

  • U.S. visitation to Facebook.com has trended consistently upwards
    during the past 15 months. Since May 2005, Facebook.com has nearly
    doubled in monthly visitation, reaching its highest domestic total in
    August 2006 with 14.7 million visitors.
  • A demographic profile of visitors to Facebook.com reveals strong
    skews toward users 18- to 24-years-old, which is not surprising
    considering the site was initially open only to college students.
    Although Facebook.com is now accepting users of all ages, those 18 to
    24 are three times as likely as the average internet user to visit the
    site. Teens, ages 12 to 17, who are 46 percent more likely than average
    to visit, are the only other demographic to exhibit above-average
    visitation.
  • Visitation also generally skews towards higher income households.
    People in households with at least $100,000 in annual income are 33
    percent more likely than average to visit Facebook.com. However, the
    high composition of students is reflected in an index slightly higher
    than average among those earning less than $25,000 annually (index =
    104).
  • Facebook.com visitors are more likely to come from central regions
    and less likely to come from western regions. Specifically, visitation
    skews most towards the West North Central region (index = 162) and East
    South Central region (index = 156), while those from the Mountain
    (index = 48) and Pacific (index = 48) regions exhibited low relative
    visitation.

Demographic Profile
Visitors to Facebook.com
August 2006
Total U.S. – Home, Work, and University Locations
  % Composition of Unique Visitors Composition Index
Persons – Age    
Persons: 12-17 14.0 146
Persons: 18-24 34.0 302
Persons: 25-34 8.6 59
Persons: 35-54 33.5 87
Persons: 55+ 7.6 42
     
Household Income    
Under $25K 9.8 104
$25,000 – 39,999 7.6 72
$40,000 – 59,999 21.0 79
$60,000 – 74,999 15.4 107
$75,000 – 99,999 16.6 99
$100,000+ 29.6 133
     
Region (US)    
West North Central 14.0 162
Mountain 3.2 48
Pacific 7.4 48
New England 5.9 99
Mid Atlantic 6.3 112
South Atlantic 17.6 100
East South Central 8.4 156
West South Central 10.2 98
East North Central 17.5 109
Source: comScore Media Metrix

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