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 feedback@borrellassociates.com.
Est Projected Projected Local
Users '09 Local '09 Total Ad $$ Total $$ Local $$
Social Network Description (Millions) Ad $$ Ad $$ Share Rank Rank
MySpace General 261.4 $133.651 $502.037 26.6% 1 2
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

Page 1 of 3
 Est Projected Projected Local
Users '09 Local '09 Total Ad $$ Total $$ Local $$
Social Network Description (Millions) Ad $$ Ad $$ Share Rank Rank
MOG Music N/A $0.332 $2.962 11.2% 41 69
Habbo General 117.0 $0.334 $2.960 11.3% 42 62
Fubar Adult-only dating 1.2 $0.315 $2.745 11.5% 43 46
Filmaffinity 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
Page 2 of 3
 Est Projected Projected Local
Users '09 Local '09 Total Ad $$ Total $$ Local $$
Social Network Description (Millions) Ad $$ Ad $$ Share Rank Rank
Xt3 Catholics N/A $0.006 $0.058 9.7% 90 99
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%
*NOTE: Widget and applet revenue is not included here. eMarketer 's projection for these in 2009 is $70 million.
Sources: eMarketer, Websiteoutlook.com, Hoovers, Borrell Associates Inc. 2009.07.13
© 2009, Borrell Associates Inc. All rights reserved.

Page 3 of 3