The auditing and consulting firm, Deloitte, predicts that advertising revenues for social networks will remain modest in 2011. It quotes a figure of 1% of worldwide advertising spend, around US$5 billion. It quotes the milestone of one billion unique members in 2011. While this may mean more than 2 trillion advertisements it still lags behind television which leads all media in total revenues (including advertising sales, subscriptions, pay-per view and license fees).

The TV industry in China has benefitted for a 4 trillion yuan stimulus package from the Government which included incentives to boost home consumption. This encouraged the purchase, even in rural areas, of home appliances including television receivers.

While the number of social media subscribers rises, so far media companies have not fully monetised this.