RESTON, Va., July 5, 2007 /PRNewswire-FirstCall via COMTEX News Network/ -- comScore (Nasdaq: SCOR), a leader in measuring the digital world, today released the results of a study on the visitation to Facebook.com, which showed the site grew to 26.6 million unique visitors in the U.S. in May 2007, marking an 89-percent increase versus the same month last year. The dramatic growth comes on the heels of Facebook.com's decision in September 2006 to open up registration to the general public, a change from the previous policy requiring a valid email address from a university or a selected group of secondary schools and businesses.

Growth at Facebook Takes Off After Open Registration

In the months prior to allowing open registration, Facebook.com's traffic hovered at approximately 14 million visitors per month. However, after Facebook opened its doors to the general public, visitation accelerated to reach a level of 26.6 million visitors in May 2007, up 89 percent versus the same month last year and 100 percent versus September 2006.

    Facebook.com Visitation Trends
    May 2006 - May 2007
    Total U.S. - Home/Work/University Locations
    Source: comScore Media Metrix
                                      Facebook.com
                            Unique        Pages        Average
                           Visitors      Viewed      Minutes Per
    Month                   (000)         (MM)         Visitor
    May 2006                14,069        6,530          138
    June 2006               13,752        6,093          127
    July 2006               14,365        6,108          130
    August 2006             14,782        6,463          134
    September 2006          13,341        7,161          175
    October 2006            15,108        9,437          187
    November 2006           16,695        9,039          172
    December 2006           19,105        9,064          150
    January 2007            18,961       10,360          170
    February 2007           16,737       10,779          200
    March 2007              20,896       12,179          180
    April 2007              23,042       14,997          196
    May 2007                26,649       15,841          186
    Percent Change
    (May 2007 vs. May 2006)    89%         143%          35%

Meanwhile, the number of pages of content viewed at Facebook.com in May 2007 increased to 15.8 billion, up 143 percent versus May 2006 and 121 percent versus September. Visitors averaged 186 minutes at the site in May 2007, which marked a 35-percent increase versus the same month last year. Interestingly, engagement levels peaked in February 2007 at 200 minutes per visitor, then leveled off slightly as the influx of new visitors (who tend to begin as lighter users) tempered the average.

Open Registration Brings Deluge of Teenagers and Young Adults to Facebook

Once a social networking haven for college students, Facebook's decision to open registration has helped attract new visitors from outside the 18-24 year old age segment. In fact, the 38-percent increase among 18-24 year olds was the lowest rate of growth of the age segments represented in the study. The most dramatic growth occurred among 25-34 year olds (up 181 percent), while 12-17 year olds grew 149 percent and those age 35 and older grew 98 percent.

    Facebook.com Demographic Profile
    Unique Visitors(000)
    May 2007 vs. May 2006
    Total U.S. - Home/Work/University Locations
    Source: comScore Media Metrix
                                     Facebook.com
                           May-06       May-07        Percent
    Age Segment             (000)        (000)         Change
    Total Audience
    Unique Visitors (000)   14,069       26,649          89%
      Persons: 12-17         1,628        4,060         149%
      Persons: 18-24         5,674        7,843          38%
      Persons: 25-34         1,114        3,134         181%
      Persons: 35+           5,247       10,412          98%

"Given its roots as a college networking site, Facebook has historically shown very strong skews toward the 18-24 year old age segment," said Jack Flanagan, executive vice president of comScore Media Metrix. "However, since the decision to open registration to everyone, the site has seen visitors from all age groups flood the site. As the overall visitation to Facebook continues to grow, the demographic composition of the site will likely more closely resemble that of the total Internet audience."

About comScore

comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore analysts apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestle, MBNA, Starcom USA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit http://www.comscore.com.

SOURCE comScore, Inc.

Andrew Lipsman of comScore, Inc., +1-312-775-6510, press@comscore.com

http://www.comscore.com

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