© comScore, Inc. Proprietary and Confidential.   1
comScore 2010 Canada Digital Year in ReviewThe comScore 2010 Canada Digital Year in Review offers a macro view of the over...
Digital in Canada: A Year in Review2010 can be characterized as a year of recovery and strategic advancement. Marketers, a...
Table of ContentsCountry-to-Country Comparison                                                 5Quick Glance at Canadians ...
Country-to-Country Comparison            © comScore, Inc. Proprietary and Confidential.   5
Online Landscape Worldwide in 2010Canada maintained its position as the most engaged online audience, ranking highest amon...
Quick Glance at Canadians Online in 2010             © comScore, Inc. Proprietary and Confidential.   7
Online Presence Continues to Grow and Persons 55+ Grew the Most                    in Q4 2010                             ...
Canada’s Online Demographics: Gender, Region, HH Income         % Composition Unique Visitors                             ...
Share of Browsers Online            © comScore, Inc. Proprietary and Confidential.   10
Internet Explorer Continues to Have the Largest Reach in Canada             Top 3 Browsers in Canada                      ...
Categorical Comparison            © comScore, Inc. Proprietary and Confidential.   12
Top Gaining Site Categories by Total Unique VisitorsMore Canadians were accessing Community and Entertainment sites in Q4 ...
Top Gaining Site Categories by Unique Visitors: Gender Breakout  More women were accessing Food, Beauty/Fashion/Style and ...
Top Gaining Site Categories by Average Time Spent per Male Visitor                        Canadian males spent the greates...
Top Gaining Site Categories by Average Time Spent per Female Visitor                     Women spent double the amount of ...
Social Networking            © comScore, Inc. Proprietary and Confidential.   17
Conversational Media Continues its Climb     Even though Social Networking had a strong reach in 2009, we continued to see...
Top Conversational Media Sites                                                                           Total Unique Visi...
Persons 55+ were the Strongest Drivers of Social Networking GrowthSocial Networking continues to be consumed by many diffe...
Social Networking Across the Canadian PopulationPersons: 2–17                                                             ...
Email Landscape            © comScore, Inc. Proprietary and Confidential.   22
E-Mail Experiences Slight Decrease in Unique Visitors             E-mail sites have traditionally reached over 80% of all ...
Engagement with E-mail Sites Also Sees Decline in 2010 The most noticeable impact was seen with engagement metrics. Total ...
However, E-mail Experienced Growth Within Certain HH Income SegmentsTaking a deeper look into the changes of the E-mail ca...
Advertising Effectiveness             © comScore, Inc. Proprietary and Confidential.   26
Ad Dollars Continue to Flow Online in 2010      Total Display Ad                                               Percentage ...
And the Largest Delivered Ad Creative is…              GMACCreative Impressions: 740,469,000Ally (formerly GMAC, Inc.), an...
A Shift: Where Advertising is Displayed Online                              Total Display Ad Impressions (000) by Category...
Video in Canada            © comScore, Inc. Proprietary and Confidential.   30
Top Video Content CategoriesMultimedia sites like YouTube accounted for the large majority of videos viewed online with mo...
Persons ages 55+ represent 18 percent of the online video audience,but account for only 11 percent of videos viewed.      ...
Online Video Consumption by Age Segments             Persons 18-24 were spending the most time watching videos online; wat...
Search in Canada            © comScore, Inc. Proprietary and Confidential.   34
The Search Market in Canada  Total searches by Canadians leveled-off in 2010, with little change from Q4 2009 to Q4 2010. ...
Mobile Coming Soon to Canada in 2011            © comScore, Inc. Proprietary and Confidential.   36
Age Demographics for Mobile Subscribers                                             Mobile Subscribers for Reportable Coun...
Smartphone Penetration by Market                                   % Change Mobile Platforms for Reportable Countries     ...
Platform Share of Smartphone Subscribers                                             RIM       Google                     ...
A Look Ahead to 2011            © comScore, Inc. Proprietary and Confidential.   40
Key Insights into 2011The following are some of the key digital media trends that businesses should consider as part of th...
Key Insights into 2011 [cont]       3)   As predicted, the digital display advertising market grew in 2010 through ad targ...
About comScorecomScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferredsource of digit...
FOR MORE INFORMATION, PLEASE CONTACT:Darrick Li, comScore, Inc.+1 416 646 9974dli@comscore.com                       © com...
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Com score 2010_canada_digital_year_in_review[1]

  1. 1. © comScore, Inc. Proprietary and Confidential. 1
  2. 2. comScore 2010 Canada Digital Year in ReviewThe comScore 2010 Canada Digital Year in Review offers a macro view of the overarching trends in digitalmedia usage in Canada, and considers their implications for navigating the uncertainties of the year ahead.The report analyzes trends including overall Internet usage, high-growth categories, online display advertising,online video, search and mobile. © comScore, Inc. Proprietary and Confidential. 2
  3. 3. Digital in Canada: A Year in Review2010 can be characterized as a year of recovery and strategic advancement. Marketers, advertisers, publishersand companies alike, shifted from skepticism to restored confidence and curiosity. As more time and budgetdollars were invested back into the online space, companies and brands found new ways to integrate theircontent across varying platforms. In doing so, identifying and understanding „who‟ their online visitor was,became paramount. The digital landscape also experienced a power shift in 2010, with consumers beginning toguide online trends.The purpose of the comScore 2010 Canada Digital Year in Review is to identify these trends as they relate tocategorical, video, search and mobile users. In order for brands to continue to market across diverse platforms,it is pertinent that prevailing trends are understood, providing brands, and companies alike, a competitiveadvantage. By understanding past trends and correlating them to the current, the online landscape becomes atool that can be used to effectively make the online presence of brands successful and inventive.Key questions to be addressed in this report include:• How are Canadians consuming digital media, and how does this compare to other countries?• Which trends dominated the digital landscape in 2010?• How does media consumption differ across age and gender segments?• What trends are we seeing in the social networking space, and what impact does that have on email activity?• How has digital advertising shifted in the last year, and how has social media played a part?• Which content categories are serving up the most videos? Who‟s watching online video in Canada?• What is the current state of the search market?• How will mobile media consumption in Canada stack up against other markets? © comScore, Inc. Proprietary and Confidential. 3
  4. 4. Table of ContentsCountry-to-Country Comparison 5Quick Glance at Canadians Online in 2010 7Share of Browsers Online 10Categorical Comparison 12Social Networking 17Email Landscape 22Advertising Effectiveness 26Video 30Search 34Mobile Coming Soon to Canada in 2011 36A Look Ahead to 2011… 40 © comScore, Inc. Proprietary and Confidential. 4
  5. 5. Country-to-Country Comparison © comScore, Inc. Proprietary and Confidential. 5
  6. 6. Online Landscape Worldwide in 2010Canada maintained its position as the most engaged online audience, ranking highest among the top markets inaverage hours and visits per visitor in Q4 2010. #1 #2 #1 Total Unique Visitors Average Hours/Visitor Average Pages/Visitor Average Visits/Visitor (000)Location Q4 2010 Q4 2009 Q4 2010 Q4 2009 Q4 2010 Q4 2009 Q4 2010 Q4 2009Worldwide 1,314,031 1,206,146 23.1 23.7 2,133 2,252 53.0 54.6China 287,451 232,037 13.5 15.6 1,238 1,599 38.6 57.7U.S. 181,239 172,194 35.3 33.3 2,953 2,822 80.9 70.8Japan 72,913 69,826 18.4 20.0 1,928 2,108 43.8 47.3Germany 49,257 45,216 24.1 22.0 2,858 2,654 60.0 58.7Russia 45,692 36,589 21.8 16.5 2,704 2,399 52.9 44.5France 41,827 39,137 26.6 28.1 2,752 2,934 68.7 70.3India 41,170 36,535 11.9 12.1 1,089 1,183 30.6 27.1Brazil 39,335 32,849 25.8 27.0 2,089 2,672 56.5 58.8UK 38,581 37,674 32.3 31.3 2,883 2,735 69.4 60.3South Korea 30,155 29,424 27.7 35.6 4,093 4,986 50.1 72.5Canada 22,945 23,138 43.5 42.2 3,349 3,793 95.2 88.8 © comScore, Inc. Proprietary and Confidential. 6 Source: comScore Inc., Media Metrix, World Metrix, All Locations, Persons: 15+, 3 MO. AVG Q4 2009 & Q4 2010.
  7. 7. Quick Glance at Canadians Online in 2010 © comScore, Inc. Proprietary and Confidential. 7
  8. 8. Online Presence Continues to Grow and Persons 55+ Grew the Most in Q4 2010 Total Internet 25,100 24,989 25,000Total UV (000) +2% 24,900 24,800 24,700 24,602 24,600 24,500 24,400 Growth of Online Users by Age Q4 2009 vs. Q4 2010 10,000 +1% 9,000 Total UV (000) 8,000 0% 7,000 6,000 -4% +12% 5,000 4,000 8,708 8,767 3,000 6,750 6,760 2,000 4,895 4,690 4,225 4,747 1,000 0 Persons: 2-17 Persons: 18-34 Persons: 35-54 Persons: 55+ Q4 - 2009 Q4 - 2010 © comScore, Inc. Proprietary and Confidential. 8 Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, Dec 2009 – Dec 2010. Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
  9. 9. Canada’s Online Demographics: Gender, Region, HH Income % Composition Unique Visitors % Composition UV by Age Segments Regional Breakout Males Females Atlantic 7% British 2-17 9% 10% Columbia Ontario 13% 38% Praries18-24 5% 5% 18% Quebec25-34 9% 9% 24% % Composition35-44 9% 9% Household Income Breakout 35% 30%45-54 9% 8% 31% 25% 20% 24% 26% 15% 20% 55+ 9% 10% 10% 5% 0% 0% 5% 10% 15% 20% Less than $40,000 - $75,000 - $100,000 or $40,000 $74,999 $99,999 more © comScore, Inc. Proprietary and Confidential. 9 Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2010
  10. 10. Share of Browsers Online © comScore, Inc. Proprietary and Confidential. 10
  11. 11. Internet Explorer Continues to Have the Largest Reach in Canada Top 3 Browsers in Canada As Microsoft‟s Internet Explorer continues to dominate Total Unique Visitors (000) browser reach at more than 93% of the online30,000 24,989 population, other browsers are building reach too –25,000 23,339 especially with the introduction of new browsers like20,000 Google‟s Chrome which has a 24% reach in Canada.15,000 Top 3 Browsers in Canada10,000 7,718 Total Minutes (MM) 6,067 5,000 70,000 64,592 60,000 0 Total Internet Firefox Chrome 50,000 Internet Explorer 40,000 34,411 While the Mozilla Firefox browser reaches a larger 30,000 percentage of the online population, Google‟s Chrome 20,000 browser has a larger proportion of time spent, 11,029 11,461 10,000 accounting for more than 11.4 billion minutes. - Total Internet Firefox Chrome © comScore, Inc. Proprietary and Confidential. 11 Internet Explorer Source: comScore Inc., CA, All Locations, Persons: 2+, December 2010
  12. 12. Categorical Comparison © comScore, Inc. Proprietary and Confidential. 12
  13. 13. Top Gaining Site Categories by Total Unique VisitorsMore Canadians were accessing Community and Entertainment sites in Q4 2010. Political News sites saw thestrongest growth, up 47 percent versus year ago. Top Gaining Site Categories 25,000 +18% +25% Q4 2009 Q4 2010 Total Unique Visitors (000) 20,000 +16% +23% +20% +26% 15,000 +29% +29% 10,000 +25% +27% +23% +29% +30% 5,000 +37% +47% 0 © comScore, Inc. Proprietary and Confidential. 13 Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
  14. 14. Top Gaining Site Categories by Unique Visitors: Gender Breakout More women were accessing Food, Beauty/Fashion/Style and Health sites in Q4 2010, while men were drawn to Humor, Incentives and Movie sites. FEMALES MALES Total Unique Visitors (000) Total Unique Visitors (000) ~ Ranked by % Change ~ Ranked by % Change Q4 2010 Q4 2009 Q4 2010 Q4 2009 Political News +51% Political News +45% Coupons +33% +43% Coupons Community - Food +33% Entertainment News +30% Beauty/Fashion/Style +32% Retail - Computer Software +29% Community - Home +30% Community - Home +29% Entertainment News +28% Entertainment - Humor +28%Retail - Computer Software +25% Automotive +28% Technology +25% Incentives +25% Automotive +24% Technology +25% Health +24% Entertainment - Movies +25% 0 3,000 6,000 9,000 12,000 15,000 0 3,000 6,000 9,000 12,000 © comScore, Inc. Proprietary and Confidential. 14 Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
  15. 15. Top Gaining Site Categories by Average Time Spent per Male Visitor Canadian males spent the greatest amount of time on Directories sites, averaging more than 94 minutes per month in Q4 2010. Online Trading and Career Training/Education sites saw significantly more time spent by males during the quarter. Average Minutes Per Visitor Q4 2009 Q4 2010 +233%100 90 80 70 60 +117% +51% 50 +55% 40 +49% 30 +45% 20 +70% +58% +76% +104% 10 0 © comScore, Inc. Proprietary and Confidential. 15 Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
  16. 16. Top Gaining Site Categories by Average Time Spent per Female Visitor Women spent double the amount of time on Photos and Directories sites when compared to Q4 2009. Beauty/Fashion/Style and Religion/Spirituality sites also saw an increase in time spent by female visitors. Average Minutes Per Visitor Q4 2009 Q4 201070 +108% +123%605040 +29% +34%30 +114% +36%20 +79% +101% +50%10 +45% 0 © comScore, Inc. Proprietary and Confidential. 16 Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
  17. 17. Social Networking © comScore, Inc. Proprietary and Confidential. 17
  18. 18. Conversational Media Continues its Climb Even though Social Networking had a strong reach in 2009, we continued to see growth in unique visitors in 2010. Likewise, UV growth was also seen on Blog sites as Canadians spent 58% more time and consumed 36% more pages in Q4 2010 compared to that of Q4 2009. Social Networking Blogs +13% YoY – Dec ‘09 – Dec ‘10 +9% 25,000Total Unique Visitors (000) 24,000 23,000 22,000 21,000 20,000 19,000 18,000 17,000 16,000 15,000 © comScore, Inc. Proprietary and Confidential. Source: comScore, Inc., Media Metrix, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2009 & Q4 2010. 18 Source: comScore, Inc., Media Metrix, CA, All Locations, Persons 2+, Dec 2009 – Dec 2010.
  19. 19. Top Conversational Media Sites Total Unique Visitors (000): % Change % Change Most Q4 2010 Q4 2009 Unique Total Conversational Visitors MinutesMedia sites saw an +7% -4% Facebook.comincrease in unique visitors and time Blogger -3% +11 spent in Q4 2010 Windows Live Profile -25% -34% compared to last Technorati Media +40% +161% year. WordPress -16% -1% Federated Media… +31% +138% Twitter.com +11% +26% LinkedIn.com +35% +79%Top gainers included: N/A N/A Gawker MediaTechnorati Media (40%)Federated Media (31%) HubPages.com +63% +107%Twitter.com (11%) Myspace -42% -76%LinkedIn.com (35%) Squidoo.com +19% +26% BlogHer +1% +34% DeviantArt.com -24% +8% Typepad -25% -2% 0 5,000 10,000 15,000 20,000 25,000 © comScore, Inc. Proprietary and Confidential. 19 Source: comScore, Inc., Media Metrix, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2009 & Q4 2010.
  20. 20. Persons 55+ were the Strongest Drivers of Social Networking GrowthSocial Networking continues to be consumed by many different demographics of the Canadian population. Asthis category continues to grow, older age segments are increasingly more engaged in this content. Persons Age: Q4 2010 Social Media Growth Q4 2009 vs. Q4 2010 % Change % Change Persons - Age Unique Total Visits 6% Visitors 17% 2-17 12% 2-17 -9% -18% 18-24 18-24 -1% -7% 25-34 35-44 10% 25-34 14% 15% 45-54 17% 55-64 35-44 12% 15% 65+ 45-54 15% 15% 19% 55-64 36% 48% 19% 65+ 34% 45% © comScore, Inc. Proprietary and Confidential. 20 Source: comScore, Inc., Media Metrix, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2009 & Q4 2010.
  21. 21. Social Networking Across the Canadian PopulationPersons: 2–17 Persons: 35–44 Index 204 Index 156 Index 147 Index 220 Index 250 As 2010 drew to a close, Index 144 certain Social Networks were more likely to attract specific age groups inPersons: 18–24 Canada. Index 157 Persons: 35–44 Index 143 The Social Networks listed here, indexed the highest for each of these Canadian Index 152 Index 164 age segments. Index 149 Index 186Persons: 25–34 Index 213 Index 128 Persons: 55+ Index 142 Index 173 Index 200 Index 128 © comScore, Inc. Proprietary and Confidential. 21 Source: comScore, Inc., Media Metrix, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2010. ***Note: UV > 100,000***
  22. 22. Email Landscape © comScore, Inc. Proprietary and Confidential. 22
  23. 23. E-Mail Experiences Slight Decrease in Unique Visitors E-mail sites have traditionally reached over 80% of all Canadians online. In Q4 2010, the E-mail subcategory displayed a 79.5-percent reach, compared to 82 percent in Q4 2009. Average daily unique visitors saw a 28 percent decline since December 2009. YoY Change: Dec ‘09 – Dec ‘10 18,000 16,000 14,000Average Daily Visitors (000) 12,000 10,000 -28% 8,000 6,000 4,000 2,000 0 Average Daily Visitors (000) © comScore, Inc. Proprietary and Confidential. 23 Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, Dec 2009 – Dec 2010.
  24. 24. Engagement with E-mail Sites Also Sees Decline in 2010 The most noticeable impact was seen with engagement metrics. Total visits posted an 18-percent decline year over year, while total minutes and pages declined 11 and 15 percent, respectively. Q4 2009 Q4 2010700,000 -18% 6,200 -15% -11%600,000 6,000 5,800500,000 5,600400,000 5,400300,000 5,200200,000 5,000100,000 4,800 0 4,600 Total Visits (000) Total Minutes (MM) Total Pages Viewed (MM) © comScore, Inc. Proprietary and Confidential. 24 Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
  25. 25. However, E-mail Experienced Growth Within Certain HH Income SegmentsTaking a deeper look into the changes of the E-mail category, growth is evident within certain segments. Highincome households of $100K+ actually grew in unique visitors to E-mail sites, as did household incomes of$40K - $59K. Lower income households were drivers of declines within the E-mail category. Total Unique Visitors (000) to E-mail Sites Q4 2009 Q4 2010 % Change Under $25K 2,476 2,199 -11% $15,000 - $24,999 2,191 1,732 -21% $25,000 - $39,999 2,863 2,256 -21% $40,000 - $59,999 3,672 3,918 +7% $60,000 - $74,999 2,519 2,555 +1% $75,000 - $99,999 3,914 3,832 -2% $100,000 or more 4,674 5,087 +9% © comScore, Inc. Proprietary and Confidential. 25 Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
  26. 26. Advertising Effectiveness © comScore, Inc. Proprietary and Confidential. 26
  27. 27. Ad Dollars Continue to Flow Online in 2010 Total Display Ad Percentage of 2010 Total Display Ad Impressions Impressions (MM)182,500 180,927 Q4 2010 Q1 2010 27% 24%180,000 Q2 2010 Q3 2010 24%177,500 25% 175,970175,000 The number of total display ad impressions has grown 3% in 2010, with the majority of the ad impressions delivered in the final quarter of the172,500 year. In 2010, the top two advertisers online were Procter & Gamble, followed by GMAC/Ally. Together they accounted for nearly 17 billion display ad impressions throughout the year.170,000 Q4 2009 Q4 2010 © comScore, Inc. Proprietary and Confidential. Source: comScore, Inc., Ad Metrix, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2009 & Q4 2010. 27 Source: comScore, Inc., Ad Metrix, CA, All Locations, Persons 2+, 2010 AVG.
  28. 28. And the Largest Delivered Ad Creative is… GMACCreative Impressions: 740,469,000Ally (formerly GMAC, Inc.), an InternetBank operated atop the ResMor TrustCompany, delivered the second mostdisplay ad impressions (behind Procter& Gamble) in 2010, with the abovecreative ranking first. Microsoft Sites wasthe top Publisher, displaying this creativewith over one-third of all impressions thatran from early February to the end of theyear. © comScore, Inc. Proprietary and Confidential. 28 Source: comScore, Inc., Ad Metrix, CA, All Locations, Persons 2+, 2010
  29. 29. A Shift: Where Advertising is Displayed Online Total Display Ad Impressions (000) by Category +15.6 Q4 2009 Q4 2010 billion60,000,00050,000,00040,000,00030,000,000 -5.1 +11.1 billion billion20,000,000 +2.2 -1.0 billion billion10,000,000 0 E-mail Business/Finance Photos Sports Social NetworkingWhile the number of total display ad impressions grew 3% in 2010, the Social Networking category has shownthe largest increase in ad impressions delivered, accounting for more than 58 billion impressions in Q4 2010.This is the result of increased social media sites that have the ability to deliver ad impressions and shifting adimpressions delivered on categories like: E-mail (-34%) and Business/Finance (-28%). © comScore, Inc. Proprietary and Confidential. Source: comScore, Inc., Ad Metrix, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2009 & Q4 2010. 29 Source: comScore, Inc., Ad Metrix, CA, All Locations, Persons 2+, 2010 AVG.
  30. 30. Video in Canada © comScore, Inc. Proprietary and Confidential. 30
  31. 31. Top Video Content CategoriesMultimedia sites like YouTube accounted for the large majority of videos viewed online with more than 6.6 billionin Q4 2010. Blogs and Music sites posted the strongest gains, while other types of Entertainment sites, Newsand Sports sites made the top 10 list. Videos Viewed (000) Category Q4 2009 Q4 2010 % Change Entertainment - Multimedia 9,818,795 6,642,727 -32% Entertainment - Music 83,077 315,136 279% General News 238,737 272,104 14% Entertainment - TV 217,257 165,691 -24% Social Networking 314,393 156,233 -50% Sports 177,397 148,537 -16% Retail 112,701 106,718 -5% Games 162,045 93,651 -42% Blogs 9,411 64,088 581% Entertainment - Humor 72,452 49,859 -31% © comScore, Inc. Proprietary and Confidential. 31 Source: comScore Inc., Video Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2010. ***Note: Excluding Corporate Presence, Portals , Promotional Servers and XXX Adult***
  32. 32. Persons ages 55+ represent 18 percent of the online video audience,but account for only 11 percent of videos viewed. % Composition Videos Video reaches all age groups 11% online, with persons over the age 20% of 35 accounting for more than half of all viewers in Q4 2010. This Age: 55+ 18% Age: 2-17 matches the percent composition 20% of the total Internet audience, where 52.8% of Unique Visitors % Composition Age: 18-24 are over the age of 35.15% Age: 45-54 Unique Viewers 10% 12% 16% Age: 25-34 Age: 35-44 18% While the younger audience 18% (under 35) comprises less of the total viewing audience, they 22% account for 54% of all videos 20% viewed online. © comScore, Inc. Proprietary and Confidential. 32 Source: comScore Inc., Video Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2010.
  33. 33. Online Video Consumption by Age Segments Persons 18-24 were spending the most time watching videos online; watching an average of 267 videos and spending more than 20 hours per month in Q4 2010. Average Hours per Viewer Average Videos per Viewer 25.0 300 267 254 250 20.0 203 208 20.2 200 Videos per ViewerHours per Viewer 19.6 15.0 13.0 15.1 150 124 10.0 100 8.3 5.0 50 0.0 0 Persons: 2-17 Persons: 18-24 Persons: 25-34 Persons: 35-54 Persons: 55+ © comScore, Inc. Proprietary and Confidential. 33 Source: comScore Inc., Video Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2010.
  34. 34. Search in Canada © comScore, Inc. Proprietary and Confidential. 34
  35. 35. The Search Market in Canada Total searches by Canadians leveled-off in 2010, with little change from Q4 2009 to Q4 2010. The number of active monthly searchers grew slightly, with a 2% increase over the same period. Given that consumer growth alone is no longer driving the market, gaining share and optimizing rankings becomes more important than ever for search engines and marketers, respectively. 10,938 Total Searches (MM)11,000 10,846 10,86310,80010,60010,400 10,298 10,29810,20010,000 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q4 2010 Searches (MM) 10,863 Unique Searchers (000) 25,969 Searches per Searcher 418.4 © comScore, Inc. Proprietary and Confidential. 35 Source: comScore, Inc., qSearch, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2009 – Q4 2010.
  36. 36. Mobile Coming Soon to Canada in 2011 © comScore, Inc. Proprietary and Confidential. 36
  37. 37. Age Demographics for Mobile Subscribers Mobile Subscribers for Reportable Countries Q4 2010 Japan Leads the Age Group: 55+ 40% 36% 35% 30% Germany Leads Spain Leads the Age Group: 45-54 the Age Group: 25-44% Composition 25% United States Leads 21% 21% the Age Group: 18-24 20% 20% 15% France Leads the Age Group: 13-17 12% 10% 8% 5% 0% 13-17 18-24 25-34 35-44 45-54 55+ Japan United States United Kingdom Spain Italy Germany France © comScore, Inc. Proprietary and Confidential. 37 Source: comScore, Inc., MobiLens, JA, US, UK, SP, IT, GE, FR, Persons 13+, 3 MO. AVG Q4 2010.
  38. 38. Smartphone Penetration by Market % Change Mobile Platforms for Reportable Countries Q4 2009 vs. Q4 2010 Smartphone: Smartphone: Smartphone: Smartphone: Smartphone: Smartphone: +60% +63% +38% +12% +59% +81%Feature Phone: Feature Phone: Feature Phone: Feature Phone: Feature Phone: Feature Phone: -12% -17% -14% -6% -11% -14% Mobile Platforms for Reportable Countries Q4 2010 100% 80% Smartphone Feature Phone% Composition Leader Leader 60% 40% 20% 0% Smartphone Feature Phone Japan United States United Kingdom Spain Italy Germany France © comScore, Inc. Proprietary and Confidential. Source: comScore, Inc., MobiLens, JA, US, UK, SP, IT, GE, FR,, Persons 13+, 3 MO. AVG Q4 2009. 38 Source: comScore, Inc., MobiLens, US, UK, SP, IT, GE, FR,, Persons 13+, 3 MO. AVG Q4 2010.
  39. 39. Platform Share of Smartphone Subscribers RIM Google Apple Microsoft Palm Symbian US 32% 29% 25% 8% 4% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Subscribers (000s) 100% 4% 7% 12% 90% 19% 10% 13% 20%Total Subscribers (000s) 32% 80% 7% 5% 21% 70% 28% 5% 31% 60% 50% 17% 66% 68% 8% 40% 55% 48% 30% 31% 20% 30% 10% 12% 9% 10% 13% 10% 0% 5% JA UK SP IT GE FR © comScore, Inc. Proprietary and Confidential. 39 Source: comScore, Inc., MobiLens, JA, US, UK, SP, IT, GE, FR, Persons 13+, 3 MO. AVG Q4 2010.
  40. 40. A Look Ahead to 2011 © comScore, Inc. Proprietary and Confidential. 40
  41. 41. Key Insights into 2011The following are some of the key digital media trends that businesses should consider as part of their broaderstrategies if they want to position themselves for success in this arena in 2011: 1) Mobile is helping to carve out the next frontier of marketing. With the development of savvy mobile technologies, consumers are updating their device more frequently and will access online content habitually in 2011. The mobile platform is an extension to the laptop and PC platform. They are not one and of the same. Mobiles and tablets are transportable, unlike any device to date, and the capabilities are endless. Users will be able to scan barcodes in-store as an augmented way to interact with a brand; conceivably pay for their purchase via their phone and continue to click through advertisements while on the go. Advertisers have the opportunity to steer the path of the mobile frontier and engage the game changers. 2) Video permeated the online space in 2010 and will continue to do so in 2011. Not only are users streaming their favorite TV series and movies online, but advertisers and social networking sites are reaching their audience through videos as well. © comScore, Inc. Proprietary and Confidential. 41
  42. 42. Key Insights into 2011 [cont] 3) As predicted, the digital display advertising market grew in 2010 through ad targeting techniques and with the development of niche audience ad networks. For 2011, the focus will be calculating pre and post ad effectiveness of their online campaign. Measurement, good creative and using the right measures is instrumental in this area. 4) Engagement in the Social Networking category grew again this quarter when compared to last. The focus for 2011 will be to continue to incorporate social networking capabilities into sites and marketing plans. The introduction of tools like Facebook‟s “Like” button and the ability to directly post comments and synergize with multiple social networking engines, will only increase customer interaction, and the power of social media.Each of these facets of online marketing will impact the development and evolution of the online digitallandscape. Opportunities are infinite. The key will be to understand and recognize what works best for yourbrand and actively measuring the return on investment. © comScore, Inc. Proprietary and Confidential. 42
  43. 43. About comScorecomScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferredsource of digital business analytics. comScore helps its clients better understand, leverage and profit fromthe rapidly evolving digital marketing landscape by providing data, analytics and on-demand softwaresolutions for the measurement of online ads and audiences, media planning, website analytics,advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-commerce,and a broad variety of emerging forms of digital consumer behavior. comScore services, which nowinclude the product suites of recent acquisitions Nedstat, Nexius XPlore, ARSGroup and Certifica, areused by more than 1,600 clients around the world, including global leaders such as AOL, Baidu, BBC,Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft,MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelinand Yahoo!. For more information, please visit www.comScore.com. © comScore, Inc. Proprietary and Confidential. 43
  44. 44. FOR MORE INFORMATION, PLEASE CONTACT:Darrick Li, comScore, Inc.+1 416 646 9974dli@comscore.com © comScore, Inc. Proprietary and Confidential. 44
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