Youtube.com Facebook.com Donedeal.ie
Daft.ie
Live.com Yahoo.co.uk
Boards.ie MSN.ie Google.com Google.ie
BBC.co.uk Wikipedia.org Yahoo.com RTE.ie
Criteo.com Fakeurl.com Microsoft.com
Blogger.com ehow.com
MSN.com
> MEDIAWATCH
in association with
Chart 1: Top reach sites ranked by daily usage Source: Comscore September 2010 30.0 26.0
10.0 15.0 20.0 25.0
0.0 5.0
24.1 18.5 13.8 10.6 7.8 7.8 7.6 5.5 4.9 4.7 4.2 4.0 3.8 3.6 3.1 2.5 2.2 1.7 1.2
Average minutes per day
Chart 2: Total unique visitors (ooo) Source: Comscore
1,400 1,200 1,000 800 600 400 200
When Facebook users began a campaign in 2007 to bring back Wispa, Cadbury successfully used traditional media to fuel the idea
that almost 50pc of all internet users had become ‘fans’ of a brand page. And it’s not just film or music brands that users want to befriend. The research points to 67pc of users who would befriend a financial brand, 75pc who would befriend a health brand and 71pc who would befriend a telecoms brand. And their reasons for doing so? Information – to learn, to get advanced news and to be seen as cool. As a result of befriending a brand, 72pc of users thought more highly of that brand, while 71pc would be encouraged to buy the brand. These learnings have huge implications for how marketers not only utilise the power of social networks and begin to build social strategy, but the extent to which brands continue to invest in the design and build of corporate websites as communications plat- forms for their brands.
Sep 2009
Oct Nov Dec Jan 2010
(P)
Fecebook.com (P) Bebo
Feb Mar Apr May June July Aug Sept (P)
Twitter.com
(M) MySpace
‘Not only do users want to interact with brands on social networks, but they are moving away from using official brand
websites as a result
48 Marketing Age Volume 4 Issue 4 2010
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