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The Mobile Digital Omnivore, comScore, Dec 12
 

The Mobile Digital Omnivore, comScore, Dec 12

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Gregor Smith: Director UK Mobile, comScore provides a reflective look back at the trends of what has happened across the global online and mobile markets. The session will also cover the latest ideas ...

Gregor Smith: Director UK Mobile, comScore provides a reflective look back at the trends of what has happened across the global online and mobile markets. The session will also cover the latest ideas driving the business of online and mobile services and applications.

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    The Mobile Digital Omnivore, comScore, Dec 12 The Mobile Digital Omnivore, comScore, Dec 12 Presentation Transcript

    • ‘The Mobile Digital Omnivore’Trends across Online, Mobile and Social in the UK and beyond……Wednesday 12th December, Centre for Contemporary Arts, Glasgow Gregor Smith, Mobile Sales Director Europe gsmith@comscore.com
    • Contents comScore Introduction Online Trends UK Mobile Device Trends UK Mobile Internet UK Mobile Shopping UK European Connected Consumer F-Commerce – Retail and Facebook Online Retail Trends US Takeaways © comScore, Inc. Proprietary. 2
    • comScore Introduction © comScore, Inc. Proprietary. 3
    • comScore is a Global Leader in Measuring the Rapidly EvolvingDigital World, Blanketing the Globe with a Local Presence NASDAQ SCOR Clients 2000 + worldwide Employees 1200 + Headquarters Reston, VA 170+ countries under measurement; Global Coverage 43 markets reported Local Presence 32 locations in 23 countries © comScore, Inc. Proprietary. 4 V1011
    • Some of Our Largest EMEA Clients Include… Media Owners / Advertisers Agencies © comScore, Inc. Proprietary. 5 V1011
    • UK Online Landscape In the UK, 44 million people go online via PC 33.9 hours on average each month © comScore, Inc. Proprietary. 6 Source: comScore MMX, UK, Age 6+, September 2012
    • in 5 minutes spent onlineare spent on Facebook © comScore, Inc. Proprietary. 7 Source: comScore MMX, UK, Age 6+, September 2012
    • Social is becoming more Visual +84% 16x +34% Growth Growth Growth vs 2011 vs 2011 vs 2011 5.6million 1.7million 0.7million users users users © comScore, Inc. Proprietary. 8 Source: comScore MMX, UK, Age 6+, September 2012
    • Online Video is Now a Prominent Channel More than 10 billion videos have been watched in Sept alone © comScore, Inc. Proprietary. 9 Source: comScore Video Metrix, UK, Age 15+, September 2012
    • UK’s Video Engagement Grows 20% Percent 55 billion minutes 45.5 spent watching online videos billion minutes Sep-11 Sep-12 © comScore, Inc. Proprietary. 10 Source: comScore Video Metrix, UK, Age 6+, February 2011 vs 2012
    • Tablets: A Phenomenon Tablet Ownership (%) Among Smartphone Users Source: comScore MobiLens, UK 3 month average ending September 2011 vs September 2012 Multimedia tablets now included in the basket of goods used by the ONS to calculate inflation in 18% the UK for 2012 16.8% 16% 14% 12% 10% 9% 8% 6% 4% 2% 0% September-11 September-12 © comScore, Inc. Proprietary. 11
    • Additional Devices are Additive Average Time Spent Per Day Following Olympics 8hr 29min 47 min Tablet 6hr 50min 40 min Mobile 51 min 55 min PC 5hr 18min 59 min 4hr 19min 50 min 6hr 7min TV 4hr 28min 5hr 4hr 19min TV Only TV Only TV TV + + PC/Laptop TV +TV + PC/Laptop + TV + TV + PC/Laptop + PCOnly Mobile Only PC + Mobile + Tablet PC + Mobile Mobile + Tablet Source: comScore Olympics Single Source Multi-Platform Study. © comScore, Inc. Proprietary. 12 A18+. 7/27/12 – 8/12/12. Total Day. Screen Status Definitions: TV+PC Only = Followed the Olympics on TV and PC but not on Mobile or Tablet, TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all 4 screens.
    • UK Digital Ad Landscape is stealing share In the UK, 42 million people are exposed to 77 billion ad impressions a month © comScore, Inc. Proprietary. 13 Source: comScore Ad Metrix, UK Age 6+, September 2012
    • Mobile Device Trends © comScore, Inc. Proprietary. 14
    • 60% Smartphone Penetration in UK,Close to 30 million Smartphone UsersGrowth in smartphone user baseUK (millions) 35 Smartphone Feature 30 25 20 34% YoY 15 10 5 - Aug 11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug 12 Source: MobiLens™. © comScore, Inc. Proprietary. 15 Data based on three month moving average to August 2012
    • Almost 80% of All New Handset Acquisitions are SmartphonesNewly acquired handsets in August2012 Smartphone, 0% Google 55% Feature 21% Apple Smartphone 79% Symbian 2% 25% RIM Windows 4% 12% Source: MobiLens™. © comScore, Inc. Proprietary. 16 Data based on three month moving average to August 2012
    • Three Quarters of the Smartphone Landscape Is Dominated byAndroid and iOS DevicesSmartphone platform marketshare and growth 87% 8% 19% 16% Other 47% 20% 19% Microsoft 38% 29% Symbian 21% RIM 17% 26% Apple 20% Google 32% 31% 42% 22% 44% -46% Aug 11 Aug 12 © comScore, Inc. Proprietary. 17 Source: MobiLens™. Data based on three month moving average to August 2012
    • Samsung The Largest OEM, But Apple the Largest OEM ForSmartphonesDevice market share by OEM LG Other Motorola 1% 3% 2% Other LG 7% Sony 4% 6% Samsung Sony 24% Nokia Apple 7% 9% 29% HTC 9% HTC 15% RIM Nokia 10% 20% Samsung RIM 21% Apple 16% 17% Total Base = 49.5 Million Smartphone Base = 29.6 Million © comScore, Inc. Proprietary. 18 Source: MobiLens™. Data based on three month moving average to August 2012
    • Top 10 UK Smartphones iPhone 4 HTC Wildfire S 3.3M 0.9M iPhone 4S BB Curve 9300 2.5M 0.7M Galaxy S2 HTC Wildfire 1.4M 0.7M Galaxy Ace HTC Desire 1.4M 0.6M BB Curve 8520 Galaxy S3 1.1M 0.6M © comScore, Inc. Proprietary. 19 Source: MobiLens™. Data based on three month moving average to August 2012
    • Tablets an Apple Phenomenon – iPads Make up 60% of the TotalTablet Market in UKTablet ownership among mobileusers (000s) Multimedia tablets now included 6,259 in the basket of goods used by the ONS to calculate inflation in 4.7 the UK for 2012 million iPads 2,458 Aug 2011 Aug 2012 Source: MobiLens™. © comScore, Inc. Proprietary. 20 Data based on three month moving average to August 2012
    • Mobile Internet © comScore, Inc. Proprietary. 21
    • 91% of Smartphone Users Connect to the Internet With Their Device Compared to a Quarter Of Feature Phone Users Used connected media (millions) 25% YoYConnected Media = Used browser, application, native email, stream or download musicand broadcast / on-demand video (does not include SMS) © comScore, Inc. Proprietary. 22 Source: MobiLens™. Data based on three month moving average to August 2012
    • Almost 19% of UK Internet Traffic Driven by Non-Computer DevicesShare of non-PC device traffic inthe UK Non PC, 0.0% Mobile, 11.5% Non PC, PC, 81.3% 18.7% Tablet, 6.5% Other, 0.7% © comScore, Inc. Proprietary. 23 Source: Device Essentials™, UK, September 2012
    • Apple iOS Devices Generate 60% of UK Non-PC TrafficPlatform share of UK tablet &mobile Internet traffic iOS 42% 54% 4% 4% 12% iOS Android Android 93% 7% RIM 25% 60% Other RIM 95% 5% Mobile Tablet Other © comScore, Inc. Proprietary. 24 Source: Device Essentials™, UK, September 2012
    • Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-FiNetworkMobile phone traffic by networkaccess method and platform Wi-Fi Mobile Network 44% 69% 74% 56% 31% 26% Mobile Traffic iOS Android © comScore, Inc. Proprietary. 25 Source: Device Essentials™, UK, September 2012
    • Tablet Usage Overtakes PC and Smartphone Usage During theWeekday EveningsShare of device page trafficover a working day - Dec 1110%9% Tablet8% Mobile Computer7%6%5%4%3%2%1%0% 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM © comScore, Inc. Proprietary. 26 Source: Custom Analytics
    • SMS Still The Dominant Messaging Platform – 92% of Phone UsersUse SMSMobile messaging by type(millions) / % of total base 45 92% 30 61% 23 47% 16 14 32% 8 28% 15% Sent SMS SMS Daily Used IM IM Daily Used Email Email Daily © comScore, Inc. Proprietary. 27 Source: MobiLens™. Data based on three month moving average to August 2012
    • Since January 2011 WhatsApp Usage Has Increased FivefoldGrowth of WhatsApp usage inUK (millions)3 WhatsApp21- © comScore, Inc. Proprietary. 28 Source: MobiLens™. Data based on three month moving average to August 2012
    • Browser The Most Common Access Method For Internet ServicesTop 10 Internet categories byaccess method (millions) Browser Application Search 17 Social networking 13 Social networking 12 Weather 12 News 11 Maps 10 Weather 9 News 7 Sports 9 Search 5 Entertainment news 8 Sports 5 General reference 8 Auction sites 5 Tech news 5 Photo / video sharing 5Photo / video sharing 5 Bank accounts 5 Online retail 5 Entertainment news 4 © comScore, Inc. Proprietary. 29 Source: MobiLens™. Data based on three month moving average to August 2012
    • Top Visited Sites On Mobile Browser © comScore, Inc. Proprietary. 30 Source: GSMA MMM Sept 2012
    • On Average Mobile Users Spend 23 Minutes Per Day on Facebook 15.7 million 199 pages unique mobile visits viewed per visitor 3.6 million average daily 23 minutes visitors spent per day 39 pages 8 minutes viewed per day per visitor per visit © comScore, Inc. Proprietary. 31 Source: GSMA MMM Sept 2012
    • 35% of Smartphone Users Watch Mobile VideoMobile video audience reach byvideo category (000s) 11,026 10,502 5,950 2,036 Mobile Video Video Web Video TV Video Paid (any) © comScore, Inc. Proprietary. 32 Source: MobiLens™ Data based on three month moving average to August 2012
    • Mobile Shopping © comScore, Inc. Proprietary. 33
    • Mobile Phone Increasingly Used to Assist in Shopping ActivitiesShopping activities performed(millions) Found store location 7.9 Made Online Purchase 6.0 Compared prices 5.5 Researched products 5.4 Found coupons or deals 5.1 Checked product availability 4.8 © comScore, Inc. Proprietary. 34 Source: MobiLens™ Data based on three month moving average to August 2012
    • Phone Owners Are More Savvy Shoppers and Increasingly Usingtheir Phones in StoreShopping activities performedin store (millions) Contacted someone about product 9.0 Took picture of product 7.0 Sent photo of product 3.5 Scanned product barcode 3.2 Compared prices 2.2 Found store location 2.0 Found coupons or deals 1.6 Researched product 1.5 Checked product availability 1.1 Made Online Purchase 0.8 © comScore, Inc. Proprietary. 35 Source: MobiLens™. Data based on three month moving average to August 2012
    • Clothing and Accessories The Largest Category For Mobile OnlinePurchasesGoods and services purchasedon mobile (millions) Clothing / accessories 2.2 Books 1.5 Tickets 1.3 Groceries 1.1 CE / appliances 1.1 Take aways 1.0 Daily deals / coupons 0.8 Personal care / hygiene 0.8 Sports / Fitness 0.6 Gift certificates 0.5 Furniture 0.3 Flowers 0.3 Hotel 0.3 Automotive 0.3 Flights 0.3 Ground transportation 0.1 © comScore, Inc. Proprietary. 36 Source: MobiLens™. Data based on three month moving average to August 2012
    • 3.5 Million Phone Users Scan QR CodesQR Source (millions) Scan Location (millions)Magazine / newspaper 1.7 At home 2.1 Product packaging 1.2 Retail store 1.1 Website on PC 0.9 Outside / public 0.7 Poster / flyer 0.9 At work 0.7 Card or brochure 0.3 Storefront 0.3 Grocery store 0.6 TV 0.3 Restaurant 0.2 Source: MobiLens™. © comScore, Inc. Proprietary. 37 Data based on three month moving average to August 2012
    • Product Information the Biggest Category For QR Code ResultsResult of scanning QR code(%) Product information 2.5 Event information 0.9 Coupon or offer 0.6 Application download 0.4 Charity / cause info. 0.4 Source: MobiLens Data: Three month average ending July 2012 © comScore, Inc. Proprietary. 38 Country: EU5, N= 67,650
    • The European Connected ConsumerThe Shift from Phones to Connected Devices © comScore, Inc. Proprietary. 39
    • PC Diminishing as Primary Access of Online Traffic Great Britain 18.7% Germany 7.5% Italy 7.1% France 5.7% Spain 4.1% © comScore, Inc. Proprietary. 40 Source: comScore Device Essentials, EU5, September 2012
    • 62% of multi-device owners are male, mirroring the typical earlyadopter profile and different from the average Smartphone owner Smartphone and Tablet Smartphone and Tablet 30.0% Ownership by Gender Ownership by Age 25.0% 24.0% 23.4% 38% 20.0% 17.2% 14.8% 15.0% 13.5% 10.0% 7.0% 5.0% 0.0% 62% 13-17 18-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary. 41 Source: comScore MobiLens; 3 month average June 2012; Country: EU5, N= 67,650
    • A typical day on the internet also looks very different depending onthe device with tablet use spiking at night. Share of Device Page Traffic Over a Day © comScore, Inc. Proprietary. 42 Source: comScore Custom Analytix; 30 July 2012; Country: UK
    • Amazon leads the Retail category in Europe and also Worldwide +8% +12% +18% +0% +13% +60% +14% +30% +56% +85% © comScore, Inc. Proprietary. 43 Source: comScore MMX, June 2011 vs June 2012
    • F-CommerceRetail and FacebookThe Power of Like © comScore, Inc. Proprietary. 44
    • Relative to other regions, not only is Europe one of the largestmarkets for social networking, but it’s also more engaged % Share of Social Networking Visitors and Minutes by Region Source: comScore MMX, May-2012 Europe North America Asia Pacific Latin America Middle East - Africa 9% 11% 10% 15% 18% 34% 19% 17% 38% 29% Share of Visitors Share of Minutes © comScore, Inc. Proprietary. 45
    • In Europe, women spend nearly 2 hours more per month socialnetworking than males © comScore, Inc. Proprietary. 46
    • Analysis of the three largest EU markets show that consumers spendmost time on their Homepage, which contains the Newsfeed © comScore, Inc. Proprietary. 47
    • Brands such as ASOS have the ability to disseminate marketingmessages to nearly 44 Friends of Fans for every 1 ASOS fan Friends of Fans: Extending the Social Influence of Fans © comScore, Inc. Proprietary. 48
    • Fans and Friends of Fans were disproportionately more likely to visitthe brand websites compared to the average internet user. © comScore, Inc. Proprietary. 49
    • From Amplification to Action: ASOS was able to deliver a 130% lift inASOS.com purchase incidence from paid advertising on Facebook “ASOS has been at the forefront of Facebook marketing for many years, and in order to continue increasing investment it is crucial to have access to reliable ROI measurement” Fiona Marshall, Head of Marketing Womenswear, ASOS © comScore, Inc. Proprietary. 50
    • Social networkers tend to be heavier online buyers, but Pinterest hassignificantly higher propensity than average Buying Power Index (BPI)* for Selected Leading Social Networking Sites Source: comScore MMX, U.S., June 2012 250 226 200 163 150 130 111 106 109 100 50 Facebook Twitter Linkedin Myspace Tumblr Pinterest *Buying Power Index = Average Spending per Buyer for Site / Average Spending per Buyer for Total Internet x 100; Index of 100 represents average spending behavior © comScore, Inc. Proprietary. 51
    • Pinterest & Instagram among the two hottest growth sites over past year Pinterest & Instagram: U.S. Unique Visitor (000) Trend Source: comScore MMX, May 2011 – July 2012 25,000 20,000 Pinterest.com +22x Y/Y 15,000 Instagram.com 10,000 +5x Y/Y 5,000 0 © comScore, Inc. Proprietary. 52
    • E-CommerceTop Trends in Online RetailLessons from the US © comScore, Inc. Proprietary. 53
    • Retail e-Commerce spending is up +16% Y/Y, posting $209 billion in sales through September 2012 U.S. e-Commerce Dollar Sales Growth ($ Billions) Source: comScore e-Commerce Measurement +13% +12% +7% +9% $256 +17% -2% +19% $214 $209 $228 $209 $200 $94 +11% +22% $171 $84 $85 +6% +26% +9% $80 -5% $80 +29% $143 $77 +12% +9% $117 $69 +13% $93 $61 +20% $72 $51 +28% $162 +14% $40 +33% $142 +10%Travel $30 $123 +20% $130 +6% $130 0% $129 +16% $102 +24% +26% $67 +26% $82 +24%Retail $42 $53 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Q1-Q3 2012 © comScore, Inc. Proprietary. 54
    • In Q3, online sales growth continued to outpace offline, with onlineretail posting a 15% year-over-year growth rate, which was more than7x greater than the apples to apples offline retail rate Quarterly e-Commerce Sales Growth vs. YA Source: comScore e-Commerce Measurement 23% 23%17% 19% 17% 14% 13% 11% 12% 14% 10% 13% 15% 15% 11% -3% 0% 3% 9% 9% -1% -2% 6% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q32007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 Quarterly Retail & Food Services Sales Growth* vs. YA *Note: The U.S. Department of Commerce calculation includes total Source: U.S. Department of Commerce (DOC) retail and food service sales, which also includes motor vehicles and parts dealers. 8% 5% 7% 8% 4% 3% 4% 6% 4% 2% 4% 3% 1% 2% 5% 7% 7% 7% 5% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q32007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 -8% -7% -10% -9% Quarterly Retail & Food Services Sales Growth vs. YA (excluding autos, gas and food/beverage) 7% 6% 3% 3% 4% 5% 6% 6% 4% 3% 3% 2% 2% 4% 3% 1% 2% 2% 0% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 -5% -5% -6% -6% © comScore, Inc. Proprietary. 55
    • The channel shift appears to be accelerating, with e-Commerce representing nearly 9% of all discretionary dollars spent in Q3 2012, an increase of 1.1 points compared to 2011 e-Commerce Share of Corresponding Consumer Spending* Source: comScore for e-Commerce & U.S. Department of Commerce (DOC) for Retail 10.0% 9.4% 8.6% 8.9% 8.7% 9.0% 8.1% 8.0% 7.7% 8.7% 8.0% 7.6% 7.7%e-Commerce Share 7.4% 7.3% 7.0% 6.4% 6.7% 7.7% 7.6% 7.1% 7.1% Commerce 5.9% 6.9% 6.8% 6.0% 6.3% 6.5% 6.6% 5.1% 5.9% 5.0% 5.3% 5.3% 4.3% 5.0% 4.6% 4.5% 4.0% 4.3% 4.0% 3.7% e-Commerce share peaks in 3.0% colder seasons (Q4 & Q1) 2.0% 1.0% 0.0% *Note: e-Commerce share is shown as a percent of DOC’s Total Retail Sales excluding Food Service & Drinking, Food & Bev. Stores, Motor Vehicles & © comScore, Inc. Proprietary. 56 Parts, Gasoline Stations and Health & Personal Care Stores.
    • Mobile phones and tablets are among the fastest growing e-Commercesub categories – portable devices are growing at more than doubletraditional desktop computers Q3 2012 e-Commerce Sales Growth vs. YA by Retail Category Source: comScore e-Commerce Measurement Q3 2012 Growth Mobile phones and plans Product Category vs. YA +27%Digital Content and Subscriptions Very StrongConsumer Electronics (x PC Peripherals) Very Strong Audio/video equipment (e.g. TVs)Event Tickets Very Strong +12%Apparel & Accessories Very StrongVideo Games, Consoles & Accessories Very StrongFlowers, Greetings & Misc. Gifts Very Strong Portable devices (e.g. tablets)Jewelry & Watches Very Strong +20%Computers/Peripherals/PDAs StrongBooks & Magazines StrongConsumer Packaged Goods Strong Desktop computersSport & Fitness Strong +8%Office Supplies StrongHome & Garden StrongFurniture, Appliances & Equipment Strong Growth rate definitions: Very Strong: +15% or higher © comScore, Inc. Proprietary. 57 Strong: +10-14%
    • As visitors to Groupon via mobile continue to outpace PC traffic, thegap between mobile and fixed visitors grew this past quarter Avg. Monthly UVs (MM) on Select Coupon Sites in Q3 2012 Unique Visitors to Groupon in Sep-2012 Source: comScore Media Metrix, U.S. Source: comScore Media Metrix & Mobile Metrix, U.S. Y/Y Change Groupon 13.0 +4% Groupon WhaleShark Media 9.2 N/A (via PC) LivingSocial 7.5 +10% 12.8 million Coupons, Inc. 6.7 -7% DEEDORGREED.COM 2.6 N/A DEALSPL.US 2.1 +28% Groupon 2.0 N/AFREEBIEGROCERIES.COM (via mobile*) COUPONALERT.COM 1.7 -16% 19.9 million FATWALLET.COM 1.6 +56% MyPoints Sites 1.6 +34% * - WhaleShark Media includes RetailMeNot.com, Deals2Buy.com, CouponShare.com and CouponsEven.com © comScore, Inc. Proprietary. 58 * includes mobile web and mobile app
    • The Shopper’s Multi-Channel Journey Today: Not so much a funnel, Multi-more like a flight map Source: Google ZMOT Handbook © comScore, Inc. Proprietary. 59 #SOR12
    • Compared to 2010, consumers are increasingly comfortable receivingcoupons online; nearly 1 in 3 respondents stated their preference for onlinecoupons over another format Q. Would you rather receive coupons online rather than any other format? Source: comScore Surveys - October 2010 & April 2012 2010 2012 Yes 23% Yes 32% No 47% No 45% Not Not sure 30% sure 24% © comScore, Inc. Proprietary. 60 #SOR12
    • About 1 in 3 consumers would rather receive coupons online than via anyother format – nearly half of those ages 25-34 prefer an online format 25- Q. Would you rather receive coupons online rather than any other format? Source: comScore Survey – April 2012 22% 29% 27% 24% 32% 37% 45% 45% 48% 56% 45% 40% 36% 23% 27% 25% 19% 22% 25 to 34 35 to 44 45 to 54 55 to 64 65 or older © comScore, Inc. Proprietary. 61 #SOR12
    • Overall, online search engines were considered the most valuable tool for shopping, followed by retailer websites and recommendations from family and friends Overall Rankings for Each Tool, by Statement (Ranking among tools, % Top-2 Box, 7-pt scale) Source: comScore Survey – September 2012 (shown in order of “Saves Me “Saves Me “Helps Me With average overall ranking) Money” Time” New Ideas”#1 - Online Search Engine 2nd 1st 3rd#2 - Retailer Website 6th 2nd 1st#3 - Recommendationsfrom family / friends 5th 4th 2nd#4 - Digital Coupons(excluding deal of the day) 1st 3rd 9th#5 - Retailer Email 4th 8th 5th#6 - Newspapers 3rd 11th 11th © comScore, Inc. Proprietary. 62 #SOR12
    • Smartphones: Retail-related categories showed significant growth etail-among mobile phone owners YoY, including +65% for online retail YoY, Content Categories Consumed by Mobile Phone Owners (000) & Growth vs. YA Source: comScore MobiLens, U.S., 3 Mo. Avg. (includes browser or application access)50,000 Q3 2011 Q3 201240,000 +65%30,000 +59% +46% +67%20,00010,000 0 Retailer Websites E-Payments Credit Cards Auction Sites © comScore, Inc. Proprietary. 63 #SOR12
    • Sit-Back Shopping: 1 in 10 retail e-Commerce dollars are now spentSit- e-via mobile device (i.e. smartphones and tablets)Percentage of Retail e-Commerce Dollars Spent via Mobile or Tablet Device Source: comScore Custom Mobile Research 10% 9% 9% 8% 8% 6% 6% 3% 3% 2% Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 © comScore, Inc. Proprietary. 64 #SOR12
    • Sit-Back Shopping: A new shopping occasion emerges in the later Sit- evening hours = new opportunity for retailers – especially Apparel Share of Daily U.S. Device Page Traffic Category Spending Among Tablet Buyers: Source: comScore Device Essentials, U.S., Jan. 24, 2012 (Weekday) Percent of Buyers via Tablet Who Conducted a Purchase within Category Source: comScore TabLens, U.S., 3 Mo. End Sep 2012 Tablet10%9% Smartphone Apparel & 50% Accessories8% Computer7%6% Books 33%5%4% Tickets 29%3%2%1% Daily deals 28%0% 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM 1:00 AM 2:00 AM 3:00 AM 4:00 AM 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 12:00 AM 10:00 AM 11:00 AM Consumer 25% Electronics © comScore, Inc. Proprietary. 65 #SOR12
    • Showrooming: Showrooming: Nearly 4 in 10 consumers agreed they engaged in ‘showrooming’ – engagement remains much higher than awareness showrooming’“Showrooming” – verb.Visiting a brick-and-mortar store to see a product but instead purchasing the productonline. Shoppers may intend from the start to purchase the product online, or maydecide to purchase online, rather than in-person, after viewing the item at the store. Although only 16% of consumers were aware of the term 37% “showrooming” unaided, 37% agreed they engaged in the activity after seeing a definition 32% 16% 12% % who have heard of showrooming % who have engaged in showrooming © comScore, Inc. Proprietary. 66 #SOR12
    • Showrooming:Showrooming: Mobile Apps dominate Mobile Web access for mostleading pure play online retailers Share of Mobile Time Spent by Retailer Selected Leading Retailer Mobile Web Properties App vs. Mobile WebUnique Visitors (MM): Mobile Web + App Combined Source: comScore Mobile Metrix, U.S., Sep-2012 Source: comScore Mobile Metrix, U.S., Sep-2012 App Mobile Web Amazon 58.0 Amazon 84% 16% eBay 37.5 eBay 84% 16% Wal-Mart 18.6 Wal-Mart 42% 58% Netflix 17.1 Netflix 99% 1% Target 11.1 Target 38% 62% RedBox 7.9 RedBox 86% 14% Best Buy 6.5 Best Buy 30% 70% Etsy 4.7 Etsy 65% 35%Barnes & Noble 3.8 Barnes & Noble 92% 8% © comScore, Inc. Proprietary. 67 #SOR12
    • Key TakeawaysShare of Internet Traffic from non-computer devices will continue to riseConnected devices will continue to drive E/M/F CommerceEconomic hardship is not effecting the growth of E/M/F CommerceFacebook should not be underestimated in its power to drive incremental sales for BrandsThe channel shift to online is accelerating: online salesincreased by +15% in Q3, while on a comparable category basis, offline sales increased only 2%– E-Commerce sales growth driven by more buyers, buying more– Mobile commerce accounted for 10% of all retail e-commerce sales in Q3All product categories showed strong sales growth YoY– Sales of mobile phones up 27%; portable devices up 20% in US aloneSearch, retailer websites and recommendations from family/friends were identified as top shoppingtools by consumers in Q3The Four S’s expected to be key drivers of e-Commerce over Christmas Trading period:– Social Commerce, Smartphones, Showrooming, Sit-Back Shopping © comScore, Inc. Proprietary. 68 #SOR12
    • For free graphical representations of key “data gems” Thank you! visit the comScore Data Mine at: http://www.comscoredatamine.com/category/mobile/ Follow us on Twitter @comScoreEMEAGregor Smith, Sales Director Mobile, Europegsmith@comscore.com