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Com score 2010 europe digital year in review
 

Com score 2010 europe digital year in review

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read about what to expect from Facebook (vKontakte = not relevant)

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    Com score 2010 europe digital year in review Com score 2010 europe digital year in review Document Transcript

    • The comScore 2010 Europe Digital Year in Review February 2011The 2010 Europe Digital Year in ReviewThe European Digital Landscape continues to evolve, with 2010 proving to be yet another excitingyear of change. The rise of social networking, availability of video content and growing mobile mediaconsumption is changing the marketer’s toolkit and creating new and unique opportunities to engagewith the European consumer.In order to understand this opportunity more clearly we are pleased to launch our analysis of digitaltrends for the European market. This report follows our Digital Year in Review for the US market,http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_US_Digital_Year_in_Reviewand our Mobile Year in Review for US, EU5 (UK, France, Germany, Italy and Spain) and Japan.http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Mobile_Year_in_ReviewThe many issues that will be addressed in this report include:  How does the European digital consumer compare to the rest of the world?  What European markets have the highest engagement online and how does that compare across age groups?  Which site content categories are growing in popularity?  What trends are we seeing in the social networking space and what impact does that have on email and instant messaging activity?  How has the consumption of online TV content changed over time?  What European smartphone operating system is growing the fastest?  Which search providers are starting to make headway against Google in Europe?The comScore 2010 European Digital Year in Review offers a comprehensive overview of thedigital landscape in Europe. This report will examine the trends in European internet usage, socialnetworking trends, online video consumption, mobile and search, and includes individual scorecardshighlighting demographic data and top 20 sites for Austria, Belgium, Denmark, Finland, France,Germany, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland,Turkey and the United Kingdom. 2
    • The comScore 2010 Europe Digital Year in Review February 2011Table of Contents: 2010 Europe Digital Year in ReviewEurope Overview .................................................................................................................................. 4 Includes: Individual Market Penetration and Engagement, Demographic ComparisonTop Web Properties and Category Trends 2010 ............................................................................... 5 Includes: Top Properties and Categories, Trends in Instant Messaging, Email and PortalsSocial Networking Trends 2010 .......................................................................................................... 7 Includes: Top Social Network Trends, Facebook Statistics, Demographic AnalysisOnline Advertising Trends 2010 ....................................................................................................... 12 Includes: Ad Impressions, Advertising Exposed Reach, Top Publisher CategoriesCategory Spotlight: Couponing ........................................................................................................ 14 Includes: Region and Market Comparisons, Impact of GrouponTV and Video Trends 2010 ................................................................................................................. 16 Includes: TV Category Viewing, Time Spent Watching Videos, Average Video Length, Demographics of the Typical Video ConsumerEuropean Mobile Market 2010 .......................................................................................................... 20 Includes: Smartphone Penetration, Comparison of Smartphone Operating Systems, Market EnablersEuropean Search Market 2010 .......................................................................................................... 22 Includes: Market Comparisons, Top and Emerging Search ProvidersLooking Ahead to 2011 ...................................................................................................................... 24European Market Scorecards ........................................................................................................... 26 Includes: Demographics, Engagement, Top 20 sites for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey and United Kingdom.About comScore and Our Methodology ........................................................................................... 35 3
    • The comScore 2010 Europe Digital Year in Review February 2011Europe OverviewThe Netherlands and UK Lead in EngagementEuropeans spend the equivalent of one day a month online (24:20 hours) with the Netherlands (31:39hours) and United Kingdom (30:38 hours) far exceeding this trend. Consumers in Italy (16:02 hours)and Austria (13:11 hours), however, spend nearly half as much time online as users in Holland andthe UK. Austria’s low engagement is not surprising as it has the lowest penetration of SocialNetworking sites among all countries in Europe. Unique Visitors (000) and Average Time Online in Europe Source: comScore Media Metrix, Dec-2010 Average Hours per Visitor (hh:mm) 60,000 33:36 50,000 28:48 Unique Visitors (000) 24:00 40,000 19:12 30,000 14:24 20,000 9:36 10,000 4:48 0 0:00 Total Unique Visitors (000) Average Hours per VisitorEuropean Demographics Skew Older than Emerging MarketsRelative to the emerging markets of Asia Pacific and Latin America, Europe’s typical digital user ismarkedly older, with more than half above the age of 35. Of the more than 360 million onlineconsumers in Europe, females represent a slightly larger percentage (48 percent) as compared to theworldwide average (46 percent). A comparison of individual market demographics can be found laterin this report in the European Market Scorecard section. Distribution of Internet Users, Age 15+ Source: comScore Media Metrix, December2010 UV (MM) World-Wide 28% 25% 26% 22% 1,323.5 Asia Pacific 32% 25% 25% 18% 534.0 Europe 24% 23% 28% 25% 361.7 North America 23% 23% 27% 28% 204.0 Latin America 32% 30% 19% 19% 111.4 M 15-34 F 15-34 M 35+ F 35+ 4
    • The comScore 2010 Europe Digital Year in Review February 2011Europeans Spend More Time on Facebook than Any Other Site rdFacebook, with more than 230 million visitors, is the 3 most popular site in all of Europe and rankshigher than any other media property at keeping consumers’ attention. The other sites within the top10 for time spent online are local favourites from Russia (Mail.ru Group, Vkontakte and Yandex Sites),Spain (Terra – Telefonica, the parent of Tuenti.com) and Poland (Nasza-Klasa.pl). Percentage of Time Spent on Top 100 Properties in Europe Source: comScore Media Metrix, Dec-2010 Facebook.com Google Sites Microsoft Sites 11.7% Mail.ru Group 10.4% Vkontakte Yahoo! Sites 10.0% eBay Terra - Telefonica Yandex Sites Nasza-Klasa.pl All OtherFastest Growing Content Categories – Social Activities on the RiseWith many social networking sites in the top ranking for Europe, it’s no surprise that sharingconstitutes the most popular behaviour on the web. Consumers are enjoying passing along photos,experiences and updates in order to stay connected. Instant messaging however has fallen out offavour with a decline of 8.3 percentage points versus a year ago. Auction sites are also proving lesspopular, with eBay for example losing 3.6 percentage points in 2010. Reach of Top Categories in Europe Source: Panel only data, comScore Media Metrix, Dec-2010 vs. .Dec-2009 Search/Navigation 91% 8.6 Social Networking 84% 10.8 Directories/Resources 75% 7.6 Multimedia 74% 6.5 Retail 73% 7.2 News/Information 67% 6.1 Photos 67% 17.2 e-mail 67% 3.7 Technology 65% 4.2 Community 64% 7.7 Downloads 62% 5.7 Blogs 55% 3.4 Games 55% 2.5 Business/Finance 52% 3.9 Entertainment - Music 49% 2.5 TV 45% 4.8 Instant Messengers 41% -8.3 Travel 40% 3.8 Auctions 37% -3.6 Entertainment - Movies 36% 3.6 Point Change from 2009 5
    • The comScore 2010 Europe Digital Year in Review February 2011Instant Messaging Experiences Rapid DeclinesInstant Messengers were once one of the most popular pastimes online but times have changed withconsumers spending 39 percent less time using IM. In their place, Social Networking sites haveeclipsed most other activities and are a magnet for consumers to while away their day with 34 percentmore time spent social networking versus last year. Contrary to the US market, web-based email hasremained a small but stable activity throughout 2010. Percent (%) Share of Time Spent Online in Europe Source: Panel only data, comScore Media Metrix, Dec-2009 to Dec-2010 25% 20% 15% 10% 5% 0% Social Networking Portals Instant Messengers e-mailEmail Still Popular Among the Older GenerationA further analysis of the trends for web email, Instant Messengers, Portals and Social Networkingsites show that there are slight differences between age groups. The younger generation aged 15-34are increasingly shifting their online activity to social networking (+32 percent) whereas the olderpopulation, above the age of 35, are experimenting with social networking but also embracing thecomfort of traditional email (+6 percent). Year-over-Year Change in Time Spent Online in Europe Source: comScore Media Metrix, Dec-2010 vs .Dec-2009 50% 38% 40% 32% 30% Ages 15-34 Ages 35+ 20% 10% 6% 0% -10% -20% -11% -18% -30% -28% -40% -38% -50% -42% Email Instant Messengers Portals Social Networking 6
    • The comScore 2010 Europe Digital Year in Review February 2011Social Networking Growth in EuropeEurope Shows the Highest Growth in Social Networking Reach across Regions 1Social networking sites grew worldwide in 2010, fuelled by growth in Europe, North America, andLatin America. By the end of the year, social networking monthly penetration in Europe reached 84.4percent of all European internet users, representing a 10.9 percentage point gain – the highest of anyglobal region. Social networking accounted for 22.8 percent of all page views in Europe in 2010, andapproximately four out of every ten internet sessions included a visit to a social networking site. Reach of Social Networking Sites by Region Source: Panel only data, comScore Media Metrix, Dec-2010 vs. Dec-2009 North America 89.8% 6.6 Latin America 87.7% 5.5 Europe 84.4% 10.9 Middle East - Africa 81.2% 2.7 Asia Pacific 47.9% N/A Point Change from 2009Social Networking Grows Across All Markets in EuropeThe overall growth in the reach of social networking sites in Europe reflects growth across all 2markets. The Russian Federation showed the greatest growth with a 21.5 percentage point increase,followed by Germany (up 16.6 points). Austria, despite having the lowest social networkingpenetration overall, also experienced significant growth with a 16.3 percentage point increase. Reach of Social Networking Sites by Market in Europe Source: Panel only data, comScore Media Metrix, Dec-2010 vs. Dec-2009 Europe 84.4% 10.7 Turkey 92.2% 4.0 Poland 90.6% N/A United Kingdom 87.9% 1.8 Finland 86.5% 9.7 Norway 85.6% 5.0 Netherlands 85.1% 0.0 Portugal 85.0% 6.9 Spain 84.6% 11.3 Ireland 84.2% 8.1 Russian Federation 83.4% 21.5 Sweden 83.1% 2.6 Italy 82.5% 4.2 Belgium 82.0% 2.5 Denmark 81.3% 5.0 France 80.6% 11.0 Germany 79.4% 16.6 Switzerland 75.2% 1.5 Austria 74.5% 16.3 Point Change from 20091 Year-over-year comparisons for Asia Pacific may include inorganic growth/loss due to a change in methodology in February 2010 and thus have been excluded2 At present, there are no comScore data available on the reach of social networking sites in Poland from 2009 from which one can draw a comparison. 7
    • The comScore 2010 Europe Digital Year in Review February 2011 Demographic Profile of Social Networking Users in Europe A demographic analysis of social networking users in Europe reveals women leading in terms of engagement. In December 2010, women spent 24.3 percent of their online time on social networking sites, up 5.6 percentage points from a year earlier. By contrast, men spent only 16.8 percent of their time on these sites, showing only a 3.1 percentage-point increase from 2009. These figures are well above the worldwide average, which shows women across the globe spending18.3 percent of their online time on social networking sites. Compared to Europe, women worldwide spent less than a fifth of their time online on social networking, and men spent even less, with only 13.1 percent of their time on social networks. Percentage of Time Spent on Social Networking Sites by Gender in Europe Source: comScore Media Metrix, Dec-2009 to Dec-2010 30.0% 25.0% +5.6 20.0% +3.1 15.0% 10.0% 5.0% 0.0% Females Males The profile of social networking users in Europe also reveals an audience that generally skews younger, with 15-24 year olds representing 25.3 percent of users, followed closely by 25-34 year olds at 24.3 percent. While the breakdown of European visitors to Facebook and Twitter mirrors that of social networking site users in general, LinkedIn has an older age profile. Only 10.4 percent of its visitors are under 25 years old, while half of the site’s audience is between the ages of 35-54. This older age profile is understandable given the site’s orientation toward professional networking. Demographic Profile: Share of European Visitors to Facebook, Twitter, and LinkedIn Source: comScore Media Metrix, Dec-2010 100% 90% 13.1% 12.4% 13.5% 15.6% 80% 16.4% 15.6% 15.9% 70% 20.9%% of Market 60% 20.9% 20.4% 19.9% 50% 27.9% 40% 24.3% 24.6% 22.5% 30% 20% 25.2% 25.3% 27.1% 28.1% 10% 10.4% 0% All Social Networking Facebook Twitter LinkedIn Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ 8
    • The comScore 2010 Europe Digital Year in Review February 2011Facebook and Social Networking Penetration by MarketBy the end of 2010, Facebook was the leading social networking site in 15 of the 18 Europeanmarkets included in this report. Only the Netherlands, Poland, and Russia have other social networks– in each case a home grown site – with audiences larger than Facebook. With 48 percent monthlypenetration of the internet user population in the Netherlands, Facebook currently ranks second toHyves, while it also ranks second in Poland with 55.5 percent penetration behind Nasza-klasa.pl. Itshould be noted, however, that Facebook is growing rapidly in both those markets. In Russia,Facebook has its lowest penetration in Europe at 18.8 percent, currently lagging behind leadersVkontakte, Odnoklassniki, and Mail.ru – My World.Turkey had the highest Facebook penetration in Europe at 90.4 percent, followed by the UK at 81.7percent. Nordic countries ranked in four of the next five spots, led by Finland (81.2 percent), Norway(79.7 percent) and Sweden (78.5 percent). Italy ranked sixth at 78.1 percent, while the fourth Nordiccountry Denmark followed at 77.5 percent. Facebook.coms Share of the Market in Europe by Percentage Reach Source: Panel only data, comScore Media Metrix, Dec-2010 % Reach of Social Networking Sites % Reach of Facebook.com Europe 63.6% 84.4% Turkey 90.4% 92.2% United Kingdom 81.7% 87.9% Finland 81.2% 86.5% Norway 79.7% 85.6% Sweden 78.5% 83.1% Italy 78.1% 82.5% Denmark 77.5% 81.3% Ireland 77.0% 84.2% Portugal 74.2% 85.0% Belgium 74.0% 82.0% France 73.5% 80.6% Spain 69.1% 84.6% Austria 68.3% 74.5% Switzerland 67.3% 75.2% Germany 58.1% 79.4% Poland 55.5% 90.6% Netherlands 48.0% 85.1% Russian Federation 18.8% 83.4% 0% 20% 40% 60% 80% 100% 9
    • The comScore 2010 Europe Digital Year in Review February 2011Markets Showing Greatest Facebook GrowthAlthough Facebook is not currently the leading social network in the Netherlands, it experiencedsignificant growth in 2010 in that country and in several other European markets. In addition to theNetherlands, Facebook achieved its most significant gains in Portugal (up 48.2 percentage points),Germany (up 35.7 points), Austria (up 27.2 points) and Spain (up 18.5 points). In April 2010,Facebook eclipsed the leading social networks in Portugal (Hi5) and Germany (StudiVZ/VZ-Netzwerke) to assume the #1 position among social networking sites in both those markets. Theprevious year, Facebook grabbed the #1 position in Spain (from Tuenti.com) and in Austria (fromNetlog.com). Top Five European Markets for Facebook Growth by Increase in Percentage Reach Source: comScore Media Metrix, Dec-2009 to Dec-2010 80% +48.2 70% +18.5 60% +27.2 % o fMarket 50% +35.7 +23.6 40% 30% Point Change from 2009 20% 10% 0% Portugal Spain Austria Germany Netherlands Facebooks Growth in Portugal Facebooks Growth in Germany Source: comScore Media Metrix, Dec-2009 to Dec-2010 Source: comScore Media Metrix, Dec-2009 to Dec-2010 80% 70% +48.2 +35.7 70% 60% 60% 50% % of Market % of Market 50% 40% 40% 30% 30% 20% Facebook overtakes Hi5 in Portugal 20% 10% 10% Facebook overtakes StudiVZ in Germany 0% 0% Dec- Mar- Jun- Sep- Dec- Dec- Mar- Jun- Sep- Dec- 2009 2010 2010 2010 2010 2009 2010 2010 2010 2010 Facebook.com Hi5.com Facebook.com StudiVZ Sites 10
    • The comScore 2010 Europe Digital Year in Review February 2011Advertising on Social Networking Sites GrowsAs social networking becomes a more integral part of the online user experience, the presence ofdisplay advertising on social networking sites continues to grow. In the UK and France, total displayad impressions on social networking sites grew by 47 and 64 percent, respectively, while in Germanythat number more than doubled. The increasing prevalence of social networking as a component ofthe display advertising landscape is an indication that advertisers cannot afford to overlook thischannel given its potential to reach a large number of consumers with high engagement. Thoughadvertisers have sometimes resisted advertising on social networks due to low click-rates, it isimportant to recognise that display ads have brand-building impact independent of driving clicks. Growth of Advertising on Social Networking, Display Ad Impressions (MM) UK, France and Germany Source: comScore Ad Metrix, Dec-2010 vs. Dec-2009 Total Display Ad Impressions Social Networking Ad Impressions 80,000 71,398 69,356 71,149 69,148 70,000 63,182 Display Ad Impressions (MM) 60,000 57,050 50,000 +25% +13% -0.3% 40,000 29,488 30,000 20,106 20,545 18,336 20,000 11,193 10,181 +102% 10,000 +47% +64% 0 Dec-09 Dec-10 Dec-09 Dec-10 Dec-09 Dec-10 United Kingdom France Germany 11
    • The comScore 2010 Europe Digital Year in Review February 2011Online Advertising in EuropeDisplay Advertising Reaches Over 97% of Users in UK, France, and GermanyIn December 2010, internet users in the UK, France, and Germany received a total of 211.7 billiondisplay advertisements, with users in the UK market receiving the most ads at 71.4 billion, followedclosely by Germany with 71.1 billion. In all three countries, display ads reached over 97 percent ofinternet users. Display Ad Impressions (MM) in the UK, Germany, and France Source: comScore Ad Metrix, Dec-2010 72,000 Total Display Ad Impressions (MM) 71,398 71,500 71,149 71,000 70,500 70,000 69,500 69,148 69,000 68,500 68,000 UK Germany France Total Display Ad Impressions (MM) Advertising Reach in UK, France, and Germany Source: comScore Ad Metrix, Dec-2010 100% 97.5% 97.3% 97.5% Advertising Exposed Reach 95% 90% 85% 80% 75% UK Germany France Advertising Exposed Reach 12
    • The comScore 2010 Europe Digital Year in Review February 2011Social Networking Drives Advertising MarketAn analysis of the top categories serving display ads in December 2010 for the UK, France, andGermany showed Social Networking to be a key driver of display ad growth. Social Networkingpublishers accounted for the largest share of display ads in the UK, where they served a total of 41.3percent of all display ad impressions during the month. Services, which include Photos, Email, InstantMessengers, and Coupon sites, also served a significant portion of display ads across the threemarkets. Top 3 Categories with Highest Share Top 3 Categories with Highest Share of Display Ads in the UK of Display Ads in France Source: comScore Ad Metrix, Dec-2010 Source: comScore Ad Metrix, Dec-2010 50% 30% 26.5% 41.3% 40% 25% 18.9% 20% 30% 18.6% 15% 12.8% 20% 11.3% 10% 10% 5% 0% 0% Social Services Portals Social Services Portals Networking Networking Top 3 Categories with Highest Share of Display Ads in Germany Source: comScore Ad Metrix, Dec-2010 35% 28.9% 30% 25% 20% 14.5% 15% 9.2% 10% 5% 0% Social Services Entertainment Networking 13
    • The comScore 2010 Europe Digital Year in Review February 2011The Rise of Coupon Sites in EuropeUse of Coupon Sites Grows in EuropeThe past year has seen online coupon sites emerge as an important channel in driving consumerbehaviour in Europe, generating a 5.7 point increase in penetration. This growth is the highest seen inany region in 2010, bringing the reach of coupon sites in Europe to 9.6 percent of all internet users. Reach of Coupon Sites by Region Source: comScore Media Metrix, Dec-2010 vs. Dec-2009 World-Wide 6.9% North America 18.8% Europe 9.6% Latin America 6.2% Asia Pacific 1.8% Middle East - Africa 0.8% 0% 5% 10% 15% 20% % Reach of Coupon SitesGroupon Contributes to Significant Growth for Coupon Sites in EuropeThe total number of people using coupon sites in Europe in a month grew 162 percent to 34.9 millionvisitors in December 2010 when compared to the prior year. The sizeable growth can largely beattributed to the emergence of Groupon, which was not a significant player in Europe in 2009.Groupon, buoyed by its acquisition of its leading competitor in Europe, was able to establish apresence in more than one hundred European cities in the past year and now reaches more than 12million visitors a month, approximately one-third of the total coupon market. Growth of Coupon Sites in Europe by Total Unique Visitors (in 000) Source: comScore Media Metrix, Dec-2010 vs. Dec-2009 40,000 34,883 35,000 Total Unique Visitors (in 000) 30,000 25,000 20,000 +162% 13,313 15,000 10,000 12,309 Groupon 5,000 0 Dec-2009 Dec-2010 Coupon Sites in Europe Groupon 14
    • The comScore 2010 Europe Digital Year in Review February 2011Use of Coupon Sites by MarketAn analysis of individual European countries shows significant variation in the penetration of couponsites. France continues to lead in having the highest monthly reach (20.6 percent of all FrenchInternet users), followed by the UK (17 percent), and Italy (15.2 percent). Italy and Turkeyexperienced the most growth, with a 15.0 and 13.6 percentage point increase, respectively.Following tough economic conditions across Europe over the past number of years, it’s not a surpriseto see the rise of money-saving couponing activity. The viral nature of major players, such asGroupon that encourage sharing of offers via Facebook and Twitter, will contribute to their continuedgrowth and act as a bellwether to other online brands about the importance of making content andoffers sharable. Reach of Coupon Sites in EU countries with Highest Penetration Source: comScore Media Metrix, Dec-2010 vs. Dec-2009 Europe 9.6% 5.7 France 20.6% 6.7United Kingdom 17.0% 6.1 Italy 15.2% 15.0 Turkey 13.9% 13.6 Germany 11.1% 7.8 Poland 11.1% N/A Spain 8.9% 8.0 Belgium 8.0% 4.0 Netherlands 7.3% 1.6 Portugal 6.2% 5.8 0% 5% 10% 15% 20% 25% Point Change from 2009 % Reach of Coupon Sites 15
    • The comScore 2010 Europe Digital Year in Review February 2011Video Growth in EuropeTV Sites Set for Continued Expansion in Europe2010 was a strong year for TV web sites in Europe, with TV site penetration in the region increasingby 7.5 percentage points to 47.4 percent of all European internet users in December 2010 – secondonly to North America. Europe also leads in engagement with TV sites, as the average visitor spends28 minutes visiting sites in this category each month.German media giant ProSieben currently leads the European TV market with 32.5 million uniquevisitors in December – nearly twice the audience of the second-ranking French property Groupe TF1at 16.5 million. The German broadcaster ARD, the Italian Gruppo Mediaset, and the UK market leaderBBC round off the list of top five TV properties for the region. Reach of Television Sites Worldwide Source: comScore Media Metrix, Dec-2010 vs. Dec-2009 70% +14.2 60% +7.5 50% 40% +3.6 30% N / A3 +0.3 20% 10% 0% North America Europe Latin America Asia Pacific Middle East - Africa Dec-09 Dec-10 3The increase in the regional penetration of TV sites in Europe is similarly reflected in the growth ofvisitors watching online video within the TV category across individual markets. In Germany, Franceand the UK, the number of unique viewers on TV sites has shown significant increases from 2009 to2010. In December 2010, TV sites in Germany reached 16.3 million viewers, up 14 percent. Francefollowed with the highest rate of change at 22 percent, with 15.0 million viewers. The UK also showedstrong growth at 19 percent, with 11.0 million viewers.3 Year-over-year comparisons for Asia Pacific may include inorganic growth/loss due to a change in methodology in February 2010 and thus have been excluded 16
    • The comScore 2010 Europe Digital Year in Review February 2011This growth in TV site video viewership proved to be more significant than growth in online videoviewership for the overall internet market, which held steady in Europe over the past year. Growth in Unique Video Viewers for TV Sites in Germany, France, and the UK Source: comScore Video Metrix, Dec-2010 vs. Dec-2009 18,000 +14% 16,000 +22% Total Unique Viewers (000) 14,000 12,000 +19% 10,000 8,000 6,000 4,000 2,000 0 Germany France UK Dec-2009 Dec-2010Viewers in Germany, the UK, and Spain Spend the Most Time Watching Online VideosWhile all countries in the EU5 (France, Germany, Italy, Spain, UK) show similar rates of penetrationfor the video market on the web, averaging 83.7 percent, the levels of engagement of users in thesemarkets differ. In December 2010, viewers from Germany, the UK, and Spain spent more timewatching online videos than those in the US, averaging 18.0, 17.0, and 16.2 hours respectively.Viewers in France watched 12.2 hours of video and viewers in Italy watched the least with only 10.4hours. On average, the time EU5 video viewers spent watching online videos in December 2010 (14.8hours) was just an hour short of how many hours the average viewer in the US spent watching videosin a month (15.8 hours). Time Spent Watching Online Videos in EU5 and US During the Month Source: comScore Video Metrix, Dec-2010 20 18 16 Hours Per Viewer 14 12 10 8 6 4 2 0 Germany UK Spain US France Italy Hours Per Viewer 17
    • The comScore 2010 Europe Digital Year in Review February 2011Shift towards Longer Content is Shaping the Future of Online VideoPerhaps the most significant trend in 2010 for the European online video market was an increase inthe average length of videos viewed, indicating a shifting preference to consuming fewer, longervideos. 2010 was the first year in which the number of online videos viewed decreased in the UK(down 6 percent), France (down 14 percent) and Germany (down 13 percent). However, the averagelength of videos viewed in UK, France and Germany increased by 13 percent to 5.6 minutes.The changing demand has been both witnessed and driven by evolving strategies of top publishers,resulting in a growing supply of monetisable content. For example, the average length of videosviewed on YouTube – which accounts for 42.0 percent of videos viewed in the EU5 in December2010 – increased by 9.5 percent in UK, France and Germany over the course of the year. Average Minutes Viewed Per Video in UK, Germany and France 6.0 Source: comScore Video Metrix, Dec-2009 to Dec-2010 5.8 5.6 Minutes Per Video 5.4 5.2 5.0 4.8 4.6 4.4 4.2 4.0 Germany UK France 18
    • The comScore 2010 Europe Digital Year in Review February 2011Online Video Viewing Dominated by Young MalesAn analysis of the demographic composition of online video viewers shows younger males comprisethe largest share of the audience. Typically, members of this demographic segment have been earlyadopters of new technology and media platforms. Within the EU5, under-35 year olds accounted forover half of time spent watching online video in December 2010, compared to 41 percent of total timeon the internet. Two-thirds of time spent watching online video is accounted for by males, with thegender split for the web as a whole much closer to fifty-fifty. Viewing within the Entertainment categoryhas a large impact on the skews. As an example, 16.3 percent of videos watched from Entertainmentsites in the EU5 are watched by males age 15-24, with the highest ratio found in the UK (18.5percent). Composition of Time Spent Online By Age in EU5 Source: comScore Video Metrix and Media Metrix, Dec-2010 100% 12% 18% 90% 80% 16% 19% 70% 21% 60% 23% 50% 24% 40% 21% 30% 20% 27% 10% 20% 0% Online Video Total Web 15-24 25-34 35-44 45-54 55+ Composition of Time Spent Online By Gender in EU5 Source: comScore Video Metrix and Media Metrix, Dec-2010 100% 34% 48% 90% 80% 70% 60% 66% 50% 52% 40% 30% 20% 10% 0% Online Video Total Web Male Female 19
    • The comScore 2010 Europe Digital Year in Review February 2011European Mobile Usage 2010Smartphone Penetration in EU5 Continues to IncreaseSmartphones continue to become an increasingly important segment of the European mobile phonelandscape in 2010. Smartphone penetration in the EU5 (United Kingdom, France, Germany, Spain,and Italy) increased by 9.5 percentage points to 31.1 percent, placing it higher than the US (whichsaw smartphone penetration increase 10.2 percentage points to 27.0 percent). Smartphone Penetration in EU5 and US by Market Reach Source: comScore MobiLens, Dec-2010 vs. Dec-2010 (3 Month Average) % Reach of Smartphones in Dec-2009 % Reach of Smartphones in Dec-2010 35% +9.5 30% +10.2 25% % of Market 20% 15% 10% 5% 0% Europe U.S. Note: The total audience for comScore MobiLens includes persons age 13+.An analysis of the growth in smartphone reach in the EU5 reveals a dramatic increase in the adoptionof Google and Apple smartphone operating systems (OS). Google Android, which experienced a 951-percent gain in the use of its OS, now boasts an audience of 8.7 million subscribers in these fiveEuropean markets. Meanwhile, Apple experienced a 115-percent increase to 14.5 million subscribers.While Symbian continues to lead the smartphone OS market, the growth in Google and Apple OSusage reflects an increasing popularity for both platforms that appears positioned for continuedgrowth in 2011. Year-over-Year Change in EU5 Smartphone OS Users (in 000) Source: comScore MobiLens, Dec-2010 vs. Dec-2009 (3 Month Average) +12% 35,000 30,000 25,000 Users (000) 20,000 +115% 15,000 +951% 10,000 +65% -2% 5,000 +34% 0 Google Apple RIM Palm Symbian Microsoft Dec-2009 Dec-2010 Note: The total audience for comScore MobiLens includes persons age 13+. 20
    • The comScore 2010 Europe Digital Year in Review February 2011Market Enablers Help Grow Mobile Media UseThe overall growth in the use of mobile media can be attributed to the continued increase inpenetration of several key market enablers: 3G device ownership, unlimited data plan subscription,and smartphone ownership. Smartphone ownership increased 9.5 percentage points in Europe during2010 to 31.1 percent, while 3G device ownership grew 5.4 percentage points to 47.1 percentpenetration, and unlimited data plan subscriptions grew 2.5 percentage points to 7.5 percent. Withsmartphone penetration likely to reach half the European mobile marketplace in 2011, we can expectto see mobile media usage continue to soar in the next year. Growth of Mobile Market Enablers in EU5 Source: comScore MobiLens, Dec-2009 - Dec-2010 (3 Month Average) 50% +5.4 45% 40% 35% +9.5 % of Market 30% 25% 20% 15% 10% 5% +2.5 0% Dec-2009 Mar-2010 Jun-2010 Sep-2010 Dec-10 3G Device Ownership Smartphone Adoption Unlimited Data Plan Subscription Note: The total audience for comScore MobiLens includes persons age 13+. 21
    • The comScore 2010 Europe Digital Year in Review February 2011European Search Market 2010European Search Intensity Varies by MarketAn analysis of individual search markets in Europe reveals differing levels of search intensity in these markets.Searchers in Poland, who make up a modest share of unique searchers in Europe, exhibit the heaviest searchintensity, with the highest number of searches per searcher across all markets. In contrast, Germany and Russia,which have significant shares of European searchers, show lower search intensity than in most markets, indexingbelow the European regional average. Search Intensity in European Markets Source: comScore qSearch, Dec-2010 16% 200 Share of Unique Searchers in Europe 14% 180 160 Searches Per Searcher 12% 140 10% 120 8% 100 6% 80 60 4% 40 2% 20 0% 0 Share of Europes Unique Searchers Searches Per Searcher 22
    • The comScore 2010 Europe Digital Year in Review February 2011Google Continues to Lead Search in EuropeGoogle Sites continued to lead the search market in Europe, reaching 9 out of 10 Europeans in December 2010.Facebook ranked second reaching 30.2 percent of the market and was the only social network in the list of topten search properties. Microsoft Sites followed, reaching approximately one-quarter of unique searchers at 24.6percent. eBay and Ask Network ranked fourth and fifth, reaching 18.8 percent and 16.7 percent of uniquesearchers, respectively.Yahoo! Sites, the Russian Yandex Sites, app and toolbar maker Conduit.com, Amazon Sites, and the WikimediaFoundation Sites account for the remainder of the top search properties in Europe. Top Search Properties in Europe by Searcher Penetration Source: comScore qSearch, Dec-2010 100% 80% 60% 40% 20% 0% Searcher Penetration 23
    • The comScore 2010 Europe Digital Year in Review February 2011Looking Ahead to 2011Europe is Ripe for Continued Growth and InnovationIAB Europe reports that internet advertising is approaching a 20-percent share of total advertisingspend, almost doubling its share over the last two years. While the immediately previous years saw acontraction in marketing budgets, the digital marketplace in Europe continues to grow. With growthcomes innovation -- from advanced planning tools to sophisticated targeting techniques. Creativity isalso beginning to take centre stage as marketers realise the previously unseen brand buildingbenefits that digital can deliver. Most importantly, as consumers continue to expand their mediaconsumption across a variety of devices and platforms, a rethinking of measurement approaches andmarketing strategies becomes necessary.With that in mind, the following is a summary of the key digital media trends we’re seeing in Europethat will have an impact on the year to come:  Social Networking: Social media grew immensely in 2010 and saturated at least three quarters of individual European markets. 2011 will likely see a continued growth in the use of such sites, as social networking continues to be an integral part of online life. Marketing on these platforms will likely grow as well, as social networking becomes more heavily integrated with publisher and advertiser sites. Notably, despite earlier concerns about low click-through rates on social media advertising, advertising rates in social networks in European markets increased in 2010, reflecting increased confidence in the value of such platforms in reaching highly-targeted audiences. New trends such as location-based social networking will also likely contribute to the evolution of marketing on social media.  Advertising: The display advertising market continued to grow in 2010, with the Social Networking category accounting for a rapidly increasing share of impressions. The online ad market continues to evolve, with more advanced ad units, improved targeting capabilities, and higher quality creative.  Video: In 2010, a noticeable trend in video viewership in Europe was an increase in the average length of time spent watching individual videos. With more viewers watching longer- form content comes a more meaningful opportunity for video advertising online. It is significant to note that although overall video viewership in Europe grew by only a few percentage points in 2010, viewership on TV sites experienced much higher growth. As viewers increasingly look to online video for longer, quality content traditionally found on television, it is very likely that online video advertising will continue to experience exceptional growth.  Mobile: As evidenced in comScore’s Mobile Year in Review report, we believe 2011 will be a transformative year for Mobile. We predict more than half of all mobile consumers will have access to mobile media, largely driven by growing adoption of smartphones. Identifying the synergies that exist between all consumer touch points – traditional PC internet, mobile media (via app and browser), tablets, etc. – and understanding how consumers use these devices to fulfill different needs and convenience levels will be of critical importance to marketers. 24
    • The comScore 2010 Europe Digital Year in Review February 2011  Search: Search marketing continues to be an important component of an effective business- building strategy. Local players are growing in popularity, particularly in Russia, which creates more options for both consumers and marketers.2011 will undoubtedly be an exciting year for the European digital marketplace, and a strongunderstanding of both the similarities and differences across countries will be critical to the success ofthe modern marketer. 25
    • The comScore 2010 Europe Digital Year in Review February 2011European Market Scorecards, December 2010AustriaBelgium 26
    • The comScore 2010 Europe Digital Year in Review February 2011European Market Scorecards, December 2010DenmarkFinland 27
    • The comScore 2010 Europe Digital Year in Review February 2011European Market Scorecards, December 2010FranceGermany 28
    • The comScore 2010 Europe Digital Year in Review February 2011European Market Scorecards, December 2010IrelandItaly 29
    • The comScore 2010 Europe Digital Year in Review February 2011European Market Scorecards, December 2010NetherlandsNorway 30
    • The comScore 2010 Europe Digital Year in Review February 2011European Market Scorecards, December 2010PolandPortugal 31
    • The comScore 2010 Europe Digital Year in Review February 2011European Market Scorecards, December 2010RussiaSpain 32
    • The comScore 2010 Europe Digital Year in Review February 2011European Market Scorecards, December 2010SwedenSwitzerland 33
    • The comScore 2010 Europe Digital Year in Review February 2011European Market Scorecards, December 2010TurkeyUnited Kingdom 34
    • The comScore 2010 Europe Digital Year in Review February 2011About 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 profitfrom the rapidly evolving digital marketing landscape by providing data, analytics and on-demandsoftware solutions for the measurement of online ads and audiences, media planning, websiteanalytics, advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-commerce, and a broad variety of emerging forms of digital consumer behaviour. comScore services,which now include the product suites of recent acquisitions Nedstat, Nexius XPlore, ARSGroup andCertifica, are used by more than 1,600 clients around the world, including global leaders such asAOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, FinancialTimes, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, VerizonServices Group, ViaMichelin and Yahoo!. For more information, please visit www.comScore.com.Our MethodologyCentral to most comScore services is the comScore panel, the largest continuously measuredconsumer panel of its kind. With approximately 2 million worldwide consumers under continuousmeasurement, comScore delivers one of the highest quality, most comprehensive views of internetbrowsing, buying and other activity, in the digital environment. Complementing the panel is a uniquecensus-level data collection method, which allows for the integration of consumers’ internet behaviourwith powerful audience-measurement insights. The methodology that comScore utilises to threadcensus-level collected data with the comScore panel is called Unified Digital Measurement. For moreinformation, please visit: http://www.comscore.com/About_comScore/MethodologyThe foundation of our MobiLens service is the continuous collection of consumer behaviourinformation. Using proprietary data collection methods, we survey nationally representative samplesof mobile subscribers aged 13+. Survey fieldwork is conducted monthly and to ensure demographicrepresentation, recruitment quotas are set based on each country’s census demographic andgeographic profiles for age and gender. The resulting MobiLens survey panels are nationallyrepresentative samples of mobile subscribers substantial enough to provide projected data for sub-segments as small as 1% of mobile subscribers aged 13 years of age and higher. The MobiLens’sampling and survey methods undergo extensive analysis and market validation includingcomparisons to known network operator market shares, leading handset model shares, downloadingactivity, and other usage metrics. For more information, please visit:http://www.comscore.com/Products_Services/Product_Index/MobiLensFOR MORE INFORMATION, PLEASE CONTACT:Carmela Aquino, comScore, Inc. Cathy McCarthy, comScore, Inc.+1 703 438 2024 +44 203 111 1746worldpress@comscore.com 35