RESTON, Virginia, August 11, 2010 -- comScore, Inc. , a leader in measuring the digital world, today released a report on Twitter.com growth worldwide. The study found that in June, nearly 93 million Internet users visited Twitter.com, an increase of 109 percent from the previous year, as the social networking site achieved strong gains across all global regions. Indonesia reported the highest penetration, with 20.8 percent of Internet users in the country visiting Twitter.com that month, followed by Brazil and Venezuela, with Venezuela's growth fueled in large part by Venezuelan President Hugo Chavez's decision to join Twitter in late April.
Twitter.com has experienced an explosion in global traffic over the past year, establishing itself as one of the most-visited social networking sites across each of the five worldwide regions, said Graham Mudd, comScore vice president, search media. Today nearly 3 out of 4 global Internet users access social networking sites each month, making it one of the most ubiquitous activities across the web. As more users around the world have become acquainted with connecting and expressing themselves through social media, it has created an environment where new media like Twitter can emerge globally in a relatively short period of time.
Triple-Digit Visitation Growth Witnessed Across Most Global Regions
In June 2010, nearly 93 million unique global users age 15 and older visited Twitter.com from a home or work location, an increase of 109 percent from the previous year. This excludes usage of Twitter-based applications such as TweetDeck. An analysis of the five major global regions revealed that Latin America experienced the strongest audience growth, surging 305 percent to 15.4 million users. Asia Pacific ranked as the second-fastest growing region, climbing 243 percent to 25.1 million visitors. The Middle-East Africa jumped 142 percent to 5 million visitors, while Europe soared 106 percent to 22.5 million visitors. North America, where Twitter has reached a higher maturity level than other regions, saw a growth of 22 percent to nearly 25 million visitors in June.
Visitation to Twitter.com by Global Regions
June 2010 vs. June 2009
Total Audience, Age 15+
- Home Work Locations*
Source: comScore Media Metrix
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Unique Visitors (000) Jun-09 Jun-10 % Change
Worldwide 44,520 92,874 109
Latin America 3,792 15,377 305
Asia Pacific 7,324 25,121 243
Middle East - Africa 2,058 4,987 142
Europe 10,956 22,519 106
North America 20,390 24,870 22
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
Indonesia, Brazil and Venezuela Boast Highest Twitter Penetration in the World
Across the 41 individual countries currently reported by comScore, Indonesia at 20.8 percent had the highest proportion of its home and work Internet audience visiting Twitter.com. Brazil ranked second with 20.5 percent penetration, followed by Venezuela at 19.0 percent. With Venezuelan President Hugo Chavez joining Twitter in late April, Twitter.com penetration in the country spiked 4.8 percentage points in a few short months. The Netherlands (17.7 percent) and Japan (16.8 percent) rounded out the top five, while countries in Latin America and Asia Pacific represented many of the remaining top markets, including the Philippines (14.8 percent), Mexico (13.4 percent) and Singapore (13.3 percent).
Top 20 Markets by Twitter Penetration
June 2010
Total Audience, Age 15+ - Home Work Locations*
Source: comScore Media Metrix
Location % Reach
Worldwide 7.4
Indonesia 20.8
Brazil 20.5
Venezuela 19.0
Netherlands 17.7
Japan 16.8
Philippines 14.8
Canada 13.5
Mexico 13.4
Singapore 13.3
Chile 13.2
United States 11.9
Turkey 11.0
United Kingdom 10.9
Argentina 10.5
Colombia 9.6
South Korea 9.3
Ireland 8.4
India 8.0
Malaysia 7.7
New Zealand 7.5
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
Smartphones Drive Mobile Twitter Adoption in U.S. and Europe
An analysis of Twitter usage via mobile for the six mobile markets currently reported by comScore (U.S., U.K., France, Germany, Spain and Italy) revealed that Twitter is gaining adoption among smartphone users. In the U.S., 8.3 percent of smartphone users (4.2 million people) accessed Twitter.com in a month via the browser on their mobile devices, outpacing each of the European markets. In Europe, 2.8 percent of smartphone users overall accessed Twitter.com (1.7 million users), with the U.K. experiencing the strongest penetration in the region at 5.8 percent, followed by Germany with 3.1 percent and France with 2.1 percent.
Twitter Penetration Among Mobile Smartphone Users*
3 Month Avg.
Ending June 2010
Total Audience Age 13+
Source: comScore MobiLens
Twitter Audience (000) % Reach of Smartphone Users
United States 4,246 8.3
Europe 1,681 2.8
United Kingdom 793 5.8
Germany 322 3.1
France 173 2.1
Spain 165 1.5
Italy 227 1.4
*Includes only mobile browser access to Twitter and does not include other Twitter-based mobile applications.
For applications such as Twitter that function as an instantaneous broadcast medium, the mobile device represents the ideal platform to engage with this content anytime and anyplace, added Mr. Mudd. The advanced web browsing features of smartphones enable this behavior, making it likely to accelerate as these devices gain continued adoption. While desktop-based Internet usage is still king, mobile web usage is surging on a global scale placing applications like Twitter at the forefront of that paradigm shift.
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