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  • 86% of all traffic on TDB is P25-54 (category 57%) Index 151,
  • Canada is the most engaged country in the world. There are several possibilities/reasons that are generally cited: Very high penetration of broadband….Canadian usage is greater that 90% of pages and time done by high speed. Drives ease of usage and ability to download, stream etc Canadians have been strong adopters of technology over the years starting with cable tv in the 70’s, debit cards and other digital services There are several categories that Canadians are very interested in: News and Information and Entertainment for example that drive time spent Canadians have embraced the idea of online “shopping” for information even if they are not necessarily buying online The low cost of access in Canada via cable or the phone companies (who are very competitive) has made it easy to afford broadband and have the best service of access.
  • CMHC.CA declined 42%, while the Business/Finance Category grew +3.6%
  • 86% of all traffic on TDB is P25-54 (category 57%) Index 151,
  • Yahoo! Music and Sympatico/MSN Music shared 23% of their traffic in Nov 06. 664,000 UV
  • Measuring actual video consumption Streamers and Streams - not Visits, UVs, and Pages

comScore comScore Presentation Transcript

  • MEASURING THE DIGITAL WORLD
  • Canadians Online
  • Source: comScore Media Metrix Canada, All Locations, Sept. ‘06 – Sept. ‘07 Canadians Online Unique Visitor Trend - Persons 2+ The Digital Media Universe has grown 6.8% from September 2006 to September 2007
  • Source: comScore Media Metrix Canada, All Locations, Sept. ‘06 – Sept. ‘07 Canadians Online – Males vs. Females Unique Visitor Trend - Persons 2+ Canadian Females Online grew 7.5%, while Canadian Males Online grew 6.3% from Sept. 2006 to Sept. 2007
  • Canadians Online Regional Demographics Source: comScore Media Metrix Canada, All Locations, Average Jul. ’07 – Sep. ‘07
  • Canadians Online Total Canada & French Canada Source: comScore Media Metrix Canada, All Locations- Average May ’07 - July ‘07
  • Canadian Broadband Usage Now Tops 90% Speed! More Canadians use Broadband versus the United States - % Composition Unique Visitors Source: comScore Media Metrix, Average Jul. – Sept. ‘07, Home Only
  • Online Engagement
  • Canada is a World Leader in Online Reach Source: comScore Media Metrix Aug 2007, Persons 15+ Source: StatCan Population Estimate, Aug 07; Wikipedia Population Estimates 70%
  • Internet Users Around the Globe Source: comScore World Metrix, July 2007
    • The heaviest internet users can be found in Canada, Israel, and the U.K.
    WW average = 25.4 Millions of Internet Users* Hours per Internet User per Month *Internet users 15+ accessing the internet from a Home or Work computer Most Internet Users by Country Heaviest Internet Users
  • Canadians View the Most Content Source: comScore Media Metrix Worldwide, Persons 15+, Average Jul.‘07 - Sep. ‘07 Canada beats the World and has the highest amount of Average Pages Per Visitor!
  • Category Growth
  • +58% +19% +37% +31% +21% Source: comScore Media Metrix, All Locations, Persons 18+, September ‘06 vs. September ’07 Top Categories in Unique Visitor Growth September 2006 vs. September 2007 – Persons 18+
  • Where are Canadians 18+ Spending their Time? Top Categories in Growth of Average Minutes per Visitor – Sept. 2006 vs. Sept. 2007 +9% +134% +30% +13% +32% Source: comScore Media Metrix Canada. All Locations, Persons 18+, September ’06 vs. September ’07
  • Radio Sub-Category
  • Canadians Online Source: comScore Media Metrix Canada, Average Jul. ’07 – Sept. ‘07, All Locations The Radio Sub-Category reaches 31.7% of the Digital Media Universe
  • Entertainment Radio Sub - Category Total Unique Visitors (000) Source: comScore Media Metrix Canada – All Locations, September ’06 – September ’07 The Radio Sub-Category grew + 27% September ’06 – ’07
  • Radio Sub-Category – Visitation is Climbing Average Daily Visitors (000) Trend Source: comScore Media Metrix Canada – All Locations, Total Audience, Sept. ’06- Sept. ’07 Average Daily Visitors to the Radio Sub-Category Sept. ’06 vs Sept. ’07 grew + 40%
  • RADIO SUB-CATEGORY Regional Demographics Source: comScore Media Metrix Canada, All Locations, Average Jul. ’07 – Sept. ‘07 % Composition Unique Visitors
  • Source: comScore Media Metrix Canada, All Locations, Total Audience, Sept. ’06 – Sept. ‘07 RADIO ENTITY TREND - Unique Visitors (000s) Rogers Media Radio grew the most! -16% -0.3% +37% -13.6%
  • TV Sub-Category
  • Entertainment TV Sub - Category Total Unique Visitors (000) Source: comScore Media Metrix Canada – All Locations, September ’06 – September ’07 The TV Sub-Category grew + 21% September ’06 – ’07
  • TV Sub-Category Duration and Page View Trend Source: comScore Media Metrix Canada, All Locations, Sept. ’06 – Sept. ‘07 Total Minutes increased +55%, while Total Pages increased +26%
  • TV Sub-Category – Males Vs. Females Source: comScore Media Metrix Canada, All Locations, Total Audience, Average Jul. ’07 – Sept. ‘07 Females visit, view more content and spend more time than Males in the TV Sub-Category
  • AD-FOCUS CATEGORY - TOP MEDIA ENTITIES Unique Visitors (000) Source: comScore Media Metrix Canada, Total Audience, All Locations – Average Jul. – Sep. ‘07 Unique Visitors (000)
  • Video Metrix
    • Internet users watch 5 hours less TV per week
    • Bill Gates believes the CD is the last physical form of music and the DVD the last for movies
    • Itunes announced one million video downloads in less than 20 days after launch of video iPod
      • Now, Apple’s iTunes have sold over 50 million TV shows.
    • IPTV market to grow at a compound annual growth rate of 78%, from 3.7 million subscribers this year, to 36.9 million in 2009
    • 75% of national advertisers plan to cut spending on TV commercials by at least 20 percent in the next five years due to widespread ad-skipping devices
    • Google paid 1.65 billion dollars for YouTube, a company less than 2 years old
    Why Should We Measure Video?
  • Online video ad spending forecasted to grow 63% per year thru 2010
    • 89 percent growth forecasted ’07 vs ’06
    • 63 percent CAGR for ’06 thru ’10
    • Total online expected to grow 15 percent in ’07
    • Will account for 11.5 percent of all online spending in 2010
      • Search is about 42 percent of total today
    • $410 million in ’06 is only .6 percent of total ad dollars spent on TV
    89% 63% Source: eMarketer, Nov 2006
  • Video Metrix – Online Streaming
    • Over 20 Million Unique Streamers/Downloaders
    • Over 2.4 Billion Streams/Downloads initiated
    • 124.3 Streams per Unique Streamer/Downloader
    Source: comScore Media Metrix, All Locations, Total Audience – July 2007
  • Canadians Have an Entertainment Focus
    • Entertainment and Portals are popular on both sides of the border, but have very different usage.
    Number of Streams per User by Site Category* *Site Categories will overlap (e.g Yahoo! News is both Portal and News), so some locations will be double-counted. Source: comScore Marketing Solutions
  • Thank you Brent Bernie President [email_address] (416) 646 - 9911
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