This study is set out to understand the reach of Facebook across the web through the various web-based applications, widget and tools that they have developed for websites to leverage their social capabilities. Using SimilarTech data, which measures tech usage across the entire web the study analyzes the adoption, reach

SimilarTech Study: Facebook reach outside Facebook

This study is set out to understand the reach of Facebook across the web through the various web-based applications, widget and tools that they have developed for websites to leverage their social capabilities.

Using SimilarTech data, which measures tech usage across the entire web the study analyzes the adoption, reach and market share of these technologies across the biggest websites on the web.

The results of the study will help us better understand the magnitude and scale of Facebook operation beyond its own domain, with insights on the reach, exposure and usage of Facebook technologies which give Facebook a competitive edge in terms of audience data and traffic to its own platform.

likes1. What’s the reach of Facebook across the World’s biggest sites?

47% of the 100K most visited websites in the World now using one or more Facebook technologies within the site, giving Facebook unprecedented access to consumer data and web traffic.

Market share of Facebook technologies across biggest sites (Top 100k):

Facebook Connect: 33%
Facebook Social Plugin: 32.9%
Facebook Like Button: 20.4%
Facebook Retargeting: 9%
Facebook Comments: 6.2%

Market Penetration of Facebook Software2. How many people does Facebook reach outside Facebook?

If we consider Facebook reach through the traffic to the biggest sites that are currently using Facebook technologies as an integral part of their sites, the reach of Facebook multiplies tenfold. Facebook is indirectly accessed by more than 300 BILLION visits in Sept 2016 which were exposed to Facebook products on leading 3rd party sites.

It’s important to see the connection between this global web presence and the fact that Facebook.com is currently the most visited site in the world, accounting for 27 billion visits in Sept 2016.

This enormous reach through the inclusion of technologies such as ‘share buttons’ or ‘comment boxes’ on 3rd party sites is not just a crucial stream of traffic to Facebook but also for its growth as a brand that is present on virtually every content-oriented site in the world.

Traffic to SitesAnother interesting insight we see in our findings is the fact that over 50% of Facebook’s reach and exposure on third party sites came from US Sites which accounted from 167 billion of visits in September 2016.

3. How many sites are using Facebook technologies across the web?

Everyone is used to seeing ‘like/share buttons’ across every news article but it’s important to take into account technologies such as Facebook Connect, which is now used in more than 11 million sites across the web as their sign-on application which allows users to interact on other websites through their Facebook account.

Besides understanding the market share of Facebook technologies across the biggest sites, which include all the familiar websites in popular categories including news, media, entertainment and commerce, it’s important to look at the full numbers to quantify the scale of Facebook technologies across the entire web.

It’s also important to take into account that while some Facebook technologies such as Facebook Comments are used by a relatively lower amount of sites (1.3 million), many of these are highly popular and influential websites including USA Today, Politico.com, NFL, 9GAG, Vice and TechCrunch.

Sites Using Facebook4. US-centric or a global phenomenon?

usaWhen reviewing the data from the world’s biggest sites, it’s important to highlight that US Sites lead in terms of tech adoption and traffic influx.

In fact, when using web traffic as a benchmark, over 50% of the traffic to 3rd party sites using Facebook technologies is from US sites.

Web Traffic to Sites Using FacebookSummary:

Nearly half of the biggest sites on the web (47%) use Facebook technologies within their domain, giving Facebook unprecedented brand exposure as well as traffic and customer insights.

Facebook Connect is the most used used Facebook technology used among the Top 100k, with one third (33%) using it as an alternative to sign in.

Facebook Social Plugin is now used by over 17 million sites across the web, making it their most widely used technology across the web.

Over 50 % of the traffic to sites which currently use Facebook Technologies are from US and include leading media publications where Facebook products such as social plugins or like buttons have become an industry standard.

The exposure of Facebook when taking into account their presence on third party sites grows tenfold, reaching 303 billion visitors in addition to the 27 billion visits that their own domain receives monthly.

One question remains... which platform will the conquer next?

facebookAbout SimilarTech:

SimilarTech leverages technology data to help sales and marketing teams understand, find and retain customers. Our platform is used for website profiling, lead generation, competitive analysis and business intelligence by providing insights about technology adoption and usage analytics for the internet. Our data provides insights on 3 levels:

  1. Industry insights: market share and trends for web-based tech platforms across the web.
  2. Company insights: full lists of the domains/companies using specific technologies, combined with web traffic insights and corporate info.
  3. Individual insights: Our platform completes the lead generation cycle by providing you with the names and emails of decision-makers.

SimilarTech is an online platform that doesn't require set-up or training. It's easy to use and the data is constantly updated. Get in touch if you'd like to find out more.