To me, less interesting than the actual rankings are the changes sites are experiencing. While MySpace continues to be #1, visits are down 1% from a year ago, while Facebook visits have increased by 77%. Xanga has experienced a 66% decline. And newer, more specialized social networking sites are clearly on the rise.
What does this mean? Maybe it's that as social networking sites become more popular, users seem to be looking for online communities that are more specialized, and address their individual needs. Maybe it's that MySpace is too big, too "Rupert Murdoch," too one-size-fits all in its approach to be a sustainable category leader.
Clearly, the online social networking space is evolving. My bet is that as mobile takes hold, the sites most conducive to it will dominate - at least with the younger set. Given the iPhone/Facebook ad I saw on TV recently, I think Facebook will be the new leader in a very, very short amount of time.
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