How Big is Tumblr?

HOW BIG IS tumblr In Feb. 2007, another blogging/micro-blogging platform, tumblr, launched, adding to the many choices in an already crowded market. As of this writing, tumblr had: 168.9M BLOGS MID-MAY 2013 1107.8M 175B POSTS MID-MAY 2013 150.6B NEW POSTS DAILY 1104.2M STEVITN 226 13 42% TRAFFIC IS DOMESTIC LANGUAGES EMPLOYEES May 20th, 2013 tumblr purchased by Yahoo! is stated as $1.1B (in fact, the company only offered $990M for the blogging platform) $1.1B $990M $113.8M $1.1B in "assets" minus $113.8M in liabilities $750.9M Value of intangible assets $74M value of tangible assets $81M what Founder & CEO David Carp (who was 26 at time of purchase) earns $20MX4 He has to stick around for 4 years (just over $20M per year) Yahoo! spent roughly $1.15B on 10 companies in the first half 2013 14.35%. 85.65% $165M $990M on 9 companies on tumblr how does tumblr growth compare to other social media sites? fastest growing network (in %) REVENUE PER VISIT INCREASE 340% RPV is revenue referred to merchant sites from these social media sites. tumblr has 2nd-highest RPV, just after Facebook- $1.22 244% $1.10 $0.93 $0.81 $0.71 131% 71.8% $0.35 84% 69% $0.27 $0.25 31% 38% 40 40 12 13 4Q 40 12 13 40 40 12 13 40 40 12 13 f Year-over-Year (YoY) % Quarter-over-Quarter (QoQ) % traffic referred earnings L $100M 125% 89% No exact figures from Adobe Digital Index (ADI). Other sources 18% $13M $15M 15% 11% claim 74% $5M 2% growth in 2013. 2012 2013 2012 2013 tumblr claims Businesslnsider.com claims Year-over-Year (YoY) % Quarter-over-Quarter (QoQ) % site traffic tumblr says comScore doesn't represent in-app traffic MAY 2013 47.49M Users (desktop & mobile) 50% of active users access tumblr through mobile apps Use of apps has grown 251% in the past year Only 4% of tumblr users consider themselves "active users" According to comScore, traffic has dropped Why the downturn in traffic? Is it because tumblr became Tumblr! (just another acquisition of Yahoo!) & ceased to be cool? 2013 6% 12% 11% 13% Actual # of tumblr accounts increased Q1 Q2 Q3 Q4 XXX blogs? Do merchants want their ads on such sites? IN 2008: 4 of the top 6 tumblr subdomains contained porn . .. XXX XXX XXX XXX as well as 13 of the top 23... XXX XXX XXX XXX XXX XXX XXX XX XXX XXX XXX XXX XXX XXX XX XX 16 of the top 23 contained adult content BY AUG 2012: the top 15 tumblr subdomains had no porn blogs SINCE 2012: tumblr has been shutting down some of the porn blogs That's 80% of the top subdomains However, by the time of acquisition 22% tumblr's referring traffic was from porn sites. (Search engine referrals are not included in this measure.) 12% game sites 12% music sites 8% social networks 40% "Other" sites 6% arts & entertainment sites by the numbers 0000 2012: 4M 2013: 12M unique smartphone users 00:14 Average time that tumblr users spend on the site per visit (1.5 min more than Facebook users) 53% Only 31 of Top 100 Brands use tumblr tumblr visitors are women 28 of those 31 also use Instagram/Pinterest tumblr's Audience 39% 65% 56% 66% 31% have a college education have some are under 35 are under 25 college education The top sources for tumblr visitors are Visitors are American +1.694M Seoul, S. Korea Mobile +898K New York devices are 9% of U.S. visits +753K L.A. Yahoo! still has an opportunity to turn the purchase of tumblr into something worthwhile, though that will likely mean getting tumblr to display more Yahoo!-powered ads, an action that might turn off users, given that brand ads only appeared after about 5 years ad-free. websitehostreview.com brought to you by.. REFERENCES http://allthingsd.com/20130519/yahoo-tumblrs-for-cool-board-approves-1-1-billion-deal/?mod=atd_homepage_carousel http://allthingsd.com/20130521/how-many-users-does-tumblr-really-have/ http://www.businessinsider.com/tumblrs-active-users-lighter-than-expected-2013-5 http://www.businessweek.com/articles/2013-05-17/if-yaho0-buys-tumblr-what-will-it-do-with-all-that-porn http://www.cmo.com/content/dam/CMO_0ther/ADI/ADI_SociallintelReport_Q413.pdf http://www.forbes.com/sites/abrambrown/2013/08/09/yahoo-offers-details-on-the-990-million-tumblr-deal/ http://www.forbes.com/sites/jeffbercovici/2014/01/21/yahoos-next-problem-tumblrs-traffic-isnt-growing/ http://www.huffingtonpost.com/2013/05/20/yahoo-tumblr-porn-marissa-mayer_n_3306382.html http://www.searchenginepeople.com/blog/20-tumblr-stats-marketers-cant-ignore.html http://techcrunch.com/2012/08/20/is-tumblr-quietly-cracking-down-on-nsfw-porn-two-deleted-sites-say-yes/ http://tomuse.com/tumblr-secret-success/ http://www.tumblr.com/press http://blogs.wsj.com/digits/2013/05/20/the-numbers-behind-tumblr/ LE IN