European	  Digital	  Trends	  -­‐	  Shi5ing	  Consump8on	  Habits	  Tanya	  Khandurova	  Russia	  Business	  Development	 ...
Discussion	  Topics§  Key	  Trends	  in	  Global	  Internet	  Behaviour;	   	  •	  How	  communica8on	  is	  redefined	  b...
comScore’s	  Unified	  Approach;	  The	  Best	  of	  Both	  Worlds	         2	  Million	  Person	  Panel	  	               ...
The	  U.S.	  Is	  No	  Longer	  the	  Centre	  of	  the	  Online	  Universe	          U.S.	  Internet	  Popula8on	  vs.	  ...
Online	  Landscape	  in	  Europe	      384	  million	  Europeans	  go	       online	  for	  29.8	  hours	                 ...
Significant	  Growth	  in	  Size	  of	  Internet	  Audience	  outside	  North	  America	  and	  Europe	  §  Growth	  expec...
SOCIAL	  NETWORKING	  	  
It	  is	  difficult	  to	  overstate	  the	  importance	  of	  social	  media	  §  Usage	  is	  nearly	  ubiquitous	  §  S...
The	  Rise	  of	  the	  Global	  	  Social	  Networking	  Audience	  1	  600	                                             ...
An	  Average	  of	  9	  out	  of	  10	  local	  online	  populaJons	                                                      ...
1	           Nearly	  	  	  	  	  	  in	  4	  minutes	  online	  	           is	  spent	  on	  social	  networks	  today	 ...
Social	  Networking	  is	  Redefining	  the	  European	  Online	     Landscape	                                 Share	  of	...
Not	  Only	  is	  Social	  Networking	  One	  of	  the	  Most	  Consumed	  Content	  Categories	  on	  a	  Mobile,	  it’s	...
The	  Growth	  of	  Today’s	  Social	  Networking	  Leaders	            2011	                          2012	              ...
3	      in	  4	  minutes	  on	  social	  networking	  	      sites	  are	  spent	  on	  Facebook	  1	          in	  7	  mi...
Since	  2010,	  Facebook	  Has	  Taken	  the	  Lead	  in	  6	  New	    Markets	  Across	  Asia,	  La8n	  America	  and	  E...
Today,	  there	  are	  only	  5	  markets	  where	  	  Facebook	  is	  not	  the	  leading	  social	  network	  	  (	  in	...
But…..Social	  Networking	  is	  Not	  Just	  Facebook	   3	  of	  the	  Top	  6	  Social	  Networks	  in	   Europe	  are	...
Social	  Networking	  Beyond	  Facebook	  	   Google+	  and	  Pinterest	  Take	  Off	  in	  2011	  	  	  200	   1	  180	  1...
15-­‐24	  year	  olds..	                                                             saw	  the	  largest	  Worldwide	  dec...
…and	  the	  highest	  increase	  in	                                                                                     ...
For	  ‘Digital	  Na8ves’,	                                         Social	                                                ...
ONLINE	  VIDEO	  © comScore, Inc.   Proprietary.   23
Online	  Video	  is	  Now	  a	  Huge	  Global	  Market	         1.2	  Billion	  people	               watched	  an	  avera...
Online	  Video’s	  Blockbuster	  Year	  Nearly	  50	  Million	  Russians	  Watch	  Online	  Video	  1	                 Soc...
Total	  Videos	  Viewed	  Increase	  20%	  in	  Spain	  in	  12	  months	  Average	  Viewer	  Watched	  153	  Videos	  in	...
And	  Higher	  Composi8on	  of	  Young	  Males	  Outside	  EU-­‐3*	  Indicates	    Room	  for	  Maturity	  Unique	  Viewer...
Rapid	  Growth	  of	  Unique	  Viewers	  and	  Video	  Views	  Stopped	  in	  	  Q1	  2010	  for	  EU-­‐3	                ...
But…..	  a	  Closer	  Look	  Uncovers	  the	  Story	  of	  a	  Shi5	  from	  Quan8ty	  to	                                ...
A	  New	  Era	  of	  Online	  Video……	        A	  Quality	  Viewing	  Experience        	             A	  Choice	  of	  Qu...
A	  Quality	  Viewing	  Experience:	  Online	  Video	  has	  Come	  a	  Long	  Way	  UGC/’Numa	  Numa’	  Song	            ...
A	  Choice	  of	  Quality	  Content:	  The	  Two	  Ends	  of	  the	  Quality	  Spectrum	  are	  Well	  Defined	      UGC	  ...
A	  Choice	  of	  Quality	  Content:	  At	  the	  Premium	  End,	  TV	  Broadcasters	  Have	  Large	  Online	  Video	  Pre...
Convenient	  and	  Accessible:	  Online	  Video	  is	  Social	  and	  Publishers	  can	  Leverage	  the	  Power	  of	  Soc...
A	  Price	  Worth	  Paying:	  Video	  Adver8sing	  Has	  Nearly	  Tripled	  in	  One	  Year	  (UK	  example)	             ...
MOBILE	  © comScore, Inc.   Proprietary.   36
THE	  RISE	  OF	  SMARTPHONES;	  EU5	  LEADS	  THE	  US	  	                                   Source:	  comScore	  MobiLen...
Smartphone	  Market	  Growing	  Rapidly	                     In	  the	  UK,	  there	  are	         26	  million	  smartpho...
All	  Communica8ons	  and	  Social	  Media	  accessed	  show	  double-­‐digital	  growth	  	                              ...
Smartphones	  and	  Tablets	  Change	  the	  Way	  People	     Consume	  Content	  (UK	  example)	                        ...
Dual	  Device	  Ownership;	  Introducing	  the	  “Digital	  Omnivore”	  	                                                 ...
Conclusions                                                          	  §  The	  digital	  world	  is	  expanding	  rapid...
THANK	  YOU!	  	  Tanya	  Khandurova	  –	  Russia	  Business	  Development	  Director	  tkhandurova@comscore.com	  
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Tanya Khadurova - Audience Development - Reeling in readers and advertisers

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64th World Newspaper Congress and 19th World Editors Forum

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Tanya Khadurova - Audience Development - Reeling in readers and advertisers

  1. 1. European  Digital  Trends  -­‐  Shi5ing  Consump8on  Habits  Tanya  Khandurova  Russia  Business  Development  Director  tkhandurova@comscore.com    Kiev  2West  Owen   012        
  2. 2. Discussion  Topics§  Key  Trends  in  Global  Internet  Behaviour;    •  How  communica8on  is  redefined  by  social  media    •  How  online  video  is  now  established  and  the  shi5  to  long  form   content    •  Growing  mobile  media  consump8on  allows  for  new  consumer   engagement  opportuni8es   © comScore, Inc. Proprietary. 2
  3. 3. comScore’s  Unified  Approach;  The  Best  of  Both  Worlds   2  Million  Person  Panel     PERSON-­‐Centric  Panel  with     360°View  of  Person  Behaviour   SITE-­‐Census  Measurement   PANEL   CENSUS   Unified  Digital  Measurement™  (UDM)   Patent-­‐Pending  Methodology   1  Million  Domains  Par8cipa8ng   Adopted  by  80%  of  Top  100  Global  Media  Proper8es   And,  a  behavioural  cross-­‐pla`orm  measurement  capability   © comScore, Inc. Proprietary.3 V0411  
  4. 4. The  U.S.  Is  No  Longer  the  Centre  of  the  Online  Universe   U.S.  Internet  Popula8on  vs.  Rest  of  the  World   Distribu8on  of  Worldwide  Internet  Audience   Middle   East  -­‐  Rest  of  the   World   34%   La8n   Africa;   America;   8,8%   9,0%   Asia   87%   North   Pacific;   America;   41,3%   U.S.   14,6%   66%   Asia  Pacific   Europe;   13%   26,4%   1996 2011§ In  1996,  2/3  of    world’s  Internet  popula8on  was  in  the  US,  yet  today  Asia  Pacific  is  the  largest  region   with  over  40%  of  online  popula8on.  § Many  emerging  regions  likely  to  bypass  old  modes,  skipping  dial-­‐up  to  go  straight  to  broadband,   making  mul8media,  video  and  collabora8ve  content  immediately  accessible.  § Early  adop8on  of  mobile  web  in  addi8on  to  PC  web  will  likely  be  popular  in  many  of  these  high-­‐ growth  areas.   Source:  comScore  Media  Metrix,  Visitors  Age  15+  Home/Work  LocaJon,   © comScore, Inc. Proprietary. 4 Dec-­‐2011  
  5. 5. Online  Landscape  in  Europe   384  million  Europeans  go   online  for  29.8  hours   each  month   © comScore, Inc. Proprietary. 5 Source:  comScore  Media  Metrix,  Europe  Age  15+,  January  2012  
  6. 6. Significant  Growth  in  Size  of  Internet  Audience  outside  North  America  and  Europe  §  Growth  expected  to  con8nue  as  home   Worldwide  Online  Popula8on   broadband  penetra8on  increases  in  Asia  and   (Millions)   La8n  America   +9%   1,444  §  Growth  slows  in  North  America   1,323  §  European  growth  mostly  driven  by  Russia   2010  Dec   2011  Dec   +11%   Dec-11 Dec-10 +6%   595   534   +3%   +15%   +14%   381   361   210   203   129   112   126   111   Asia  Pac   Europe   North  America   La8n  America   Middle  east  Africa   © comScore, Inc. Proprietary. 6 Internet  Audience  15+  accessing  Internet  from  Home  or  Work   Source:    comScore  Media  Metrix,  Dec  2010  and  Dec  2011  
  7. 7. SOCIAL  NETWORKING    
  8. 8. It  is  difficult  to  overstate  the  importance  of  social  media  §  Usage  is  nearly  ubiquitous  §  Social  media  is  impac8ng:   –  Geopoli8cs:    Tunisia,  Egypt,  Libya,  etc   –  US  poli8cs:    2008  elecJon,  and  soon  the  2012  elecJon   –  Retail:    Groupon  visitaJon  is  up  250%  versus  the  previous  year   –  Marke8ng:    Facebook  is  the  single  largest  server  of  display   inventory  on  the  web   –  Consumer  behaviour:    Social  media  accounts  for  18%  of  all  Jme   spent  online  globally   © comScore, Inc. Proprietary. 8
  9. 9. The  Rise  of  the  Global    Social  Networking  Audience  1  600   +88%  1  400   Total  Internet  1  200   +174%  1  000   Social     Networking   800   600   400   200   Worldwide  Total  Unique  Visitors  (MM)   0   2011   2012   2013   2014   2015   © comScore, Inc. Proprietary. 9
  10. 10. An  Average  of  9  out  of  10  local  online  populaJons   engage  in  social  networking   North  America   South  America   Europe   Middle  East  &  Africa   Asia  Pacific  Canada  94%   ArgenJna    96%   Austria  86%   Israel  94%   Australia  96%  United  States  98%   Brazil    97%   Belgium  93%   South  Africa  88%   China    53%   Chile  94%   Denmark  94%   Hong  Kong          93%   Colombia    96%   Finland  91%                                                               India    95%   Mexico    96%   France  91%   Indonesia    94%   Peru  96%   Germany    90%   Japan    58%   Puerto  Rico    90%   Ireland  95%   Malaysia    94%   Venezuela  96%   Italy  93%   New  Zealand    95%   Netherlands  94%   Philippines    96%   Norway  89%   Singapore    94%   Poland  95%   South  Korea    87%  Percentage  of  Online  Popula8on     Portugal  96%   Taiwan    94%   Russia  88%   Vietnam    85%  Using  Social  Networking     Spain  98%  around  the  World*   Sweden  93%  %  Reach  of  Online  PopulaJon   Switzerland  90%   Turkey  96%  *  Data  is  based  on  the  43  countries  on  which     United  Kingdom  98%  comScore  reports  individually.   Source:  comScore  Media  Metrix,  October  2011   © comScore, Inc. Proprietary. 10
  11. 11. 1   Nearly            in  4  minutes  online     is  spent  on  social  networks  today   2008          2009                2010                      2011  35   Social  Networking  30   Search/Naviga8on   Retail  25   Communica8ons  (Email/IM)   Other  Content   Time  Spent  on  Key  Categories  Online   Worldwide  Hours  per  Month  (Billions)   Source:  comScore  Media  Metrix,  March  2007  -­‐  October  2011  
  12. 12. Social  Networking  is  Redefining  the  European  Online   Landscape   Share  of  8me  spent  among  top  web  categories          Social  Networking          Services          Portals          Mul8media          E-­‐mail  25,0%  20,0%   25.8%  15,0%   15,9%  10,0%   11,7%   5,0%   6,6%   4,6%   0,0%   Source:  comScore  Media  Metrix,  Europe  Age  15+,  January  2011  to  2012  
  13. 13. Not  Only  is  Social  Networking  One  of  the  Most  Consumed  Content  Categories  on  a  Mobile,  it’s  also  One  of  the  Fastest  Growing Fastest  Growing  Mobile  Content  Categories    (000)   Source:  comScore  MobiLens,  EU5,  3  mo.  avg.  ending  Dec-­‐2010  vs.  Dec-­‐2011   Jan-­‐2011   Jan-­‐2012   70  000   +  44.7%   60  000   50  000   +  48.9%   Total  Audience  (000)   40  000   +  57.8%   30  000   +  45.2%   +  60.9%   20  000   10  000   0   Social  Networking  or   News   General  Reference   TV  Guides   Online  Retail   Blog   © comScore, Inc. Proprietary. 13
  14. 14. The  Growth  of  Today’s  Social  Networking  Leaders   2011   2012   2013   2014   2015  900  800  700   Facebook  600   Twiger  500   LinkedIn  400  300  Total  Unique  Visitors  (MM)   Source:  comScore  Media  Metrix,  March  2007  -­‐  October  2011  
  15. 15. 3   in  4  minutes  on  social  networking     sites  are  spent  on  Facebook  1   in  7  minutes  spent  online   are  spent  on  Facebook  
  16. 16. Since  2010,  Facebook  Has  Taken  the  Lead  in  6  New   Markets  Across  Asia,  La8n  America  and  Europe  Jan-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011 Facebook   overtakes   788MM     Facebook   overtakes   StudiVZ    in   Windows  Live   Germany   in  Portugal   Facebook   Facebook   overtakes  Hyves   overtakes  Yahoo!   in  Holland   Facebook  471MM   overtakes   Wretch  in  Taiwan   Orkut  in  India   Facebook   overtakes   Windows  Live     in  Mexico   Facebook’s    Ascent  in  Recent  Years   Total  Unique  Visitors  (MM)   Source:  comScore  Media  Metrix,  January  2010  -­‐  October  2011  
  17. 17. Today,  there  are  only  5  markets  where    Facebook  is  not  the  leading  social  network    (  in  2011  it  finally    took  over  in  Poland  and  Brazil)     Russia   Japan   China   South  Korea   Vietnam   Source:  comScore  Media  Metrix,  October  2011  
  18. 18. But…..Social  Networking  is  Not  Just  Facebook   3  of  the  Top  6  Social  Networks  in   Europe  are  Russian;   VKontakte,    Odnoklassniki,  MyWorld@Mail.Ru   © comScore, Inc. Proprietary. 18 Source:  comScore  Media  Metrix,  Worldwide,  Feb  2012  
  19. 19. Social  Networking  Beyond  Facebook     Google+  and  Pinterest  Take  Off  in  2011      200   1  180  160  140   Social  Networking  is  the  Most  120  100   Popular  Online  AcJvity   80   60   Worldwide          TWITTER.COM          LINKEDIN.COM          Google  Plus   40          MYSPACE.COM   20          TUMBLR.COM          PINTEREST.COM   0  Unique  Visitors  (000)  to  Selected  Social  Media  Sites       Source:  comScore  Media  Metrix,  Oct-­‐2010-­‐Jan-­‐2012,  Worldwide  
  20. 20. 15-­‐24  year  olds..   saw  the  largest  Worldwide  decline   in  engagement  of  web-­‐based    ..’Digital  Na8ves’   email  and  instant  messaging  …..   34%   25%   21%   15%   12%   1%   -­‐4%   -­‐3%   -­‐8%   -­‐22%   -­‐32%   -­‐34%   -­‐37%   -­‐36%  -­‐42%   Age  15-­‐24   Age  25-­‐34   Age  35-­‐44   Age  45-­‐54   Age  55+   Instant  Messengers   Email   Social  Networking  Change  in  Average  Time  Spent  with  Content  Category  by  Age  Segment   Source:  comScore  Media  Metrix,  Worldwide,  October  2011  vs.  July  2010  
  21. 21. …and  the  highest  increase  in   engagement  of  social  networking   34%   25%   21%   15%   12%   1%   -­‐4%   -­‐3%   -­‐8%   -­‐22%   -­‐32%   -­‐34%   -­‐37%   -­‐36%  -­‐42%   Age  15-­‐24   Age  25-­‐34   Age  35-­‐44   Age  45-­‐54   Age  55+   Instant  Messengers   Email   Social  Networking  Change  in  Average  Time  Spent  with  Content  Category    by  Age  Segment   Source:  comScore  Media  Metrix,  Worldwide,  October  2011  vs.  July  2010  
  22. 22. For  ‘Digital  Na8ves’,   Social   Networking  social  networking  is   483,0  the  norm   Instant   Messengers   264,7   Email   67,1   Average  Minutes  per  Visitor  (15-­‐24)   Source:  comScore  Media  Metrix,  Worldwide,  October  2011  
  23. 23. ONLINE  VIDEO  © comScore, Inc. Proprietary. 23
  24. 24. Online  Video  is  Now  a  Huge  Global  Market   1.2  Billion  people   watched  an  average  of     18  hours  each     of  Online  Video  in  February   Worldwide   © comScore, Inc. Proprietary. 24 Source:  comScore  Video  Metrix,  Aged  15+,  Feb  2012  
  25. 25. Online  Video’s  Blockbuster  Year  Nearly  50  Million  Russians  Watch  Online  Video  1   Social  Networking  is  the  Most   Popular  Online  AcJvity   Worldwide   48.5   53.9   39   million   million   July  2012    million   Feb  2012   Mar  2011   Source:  comScore  Video  Metrix,  Jan-­‐2011  to  Jan-­‐2012,  Spain     © comScore, Inc. Proprietary. 25
  26. 26. Total  Videos  Viewed  Increase  20%  in  Spain  in  12  months  Average  Viewer  Watched  153  Videos  in  Feb  2012  1   Social  Networking  is  the  Most     3   2.5    Popular  Online  AcJvity    Feb  2012   billion   billion  Worldwide   Feb  2011   Source:  comScore  Video  Metrix,  Feb-­‐2011  to  Feb-­‐2012,  Spain   © comScore, Inc. Proprietary. 26
  27. 27. And  Higher  Composi8on  of  Young  Males  Outside  EU-­‐3*  Indicates   Room  for  Maturity  Unique  Viewers   (Millions)   50   45   40   Other   Males  15-­‐34   35   30   25   20   15   10   5   17.3%   19.3%   19.6%   21.5%   22.2%   30.4%   44.9%   0   Germany   France   UK   Spain   Italy   Russia     Turkey    *EU-­‐3  includes  UK,  France  and  Germany   © comScore, Inc. Proprietary. 27 Source:  comScore  Video  Metrix,  Demographic  Profile,  September  2011  
  28. 28. Rapid  Growth  of  Unique  Viewers  and  Video  Views  Stopped  in    Q1  2010  for  EU-­‐3   Unique  Viewers  Videos  (Billions)   (Millions)   30   140   25   120   100   20   80   15   60   10   40   5   20   0   0   Feb-­‐2008   Aug-­‐2008   Feb-­‐2009   Aug-­‐2009   Feb-­‐2010   Aug-­‐2010   Feb-­‐2011   Aug-­‐2011   Videos  (Billions)   Unique  Viewers  (Millions)   © comScore, Inc. Proprietary. 28 Source:  comScore  Video  Metrix,  Media  Trend              *EU-­‐3  includes  UK,  France  and  Germany  
  29. 29. But…..  a  Closer  Look  Uncovers  the  Story  of  a  Shi5  from  Quan8ty  to   Quality  …..  Longer  Videos   Videos  (Billions)   30   140   25   120   19.2%   100   20   80   15   14.2%   60   March  –  Sept   10   Change   8.2%  40   5   Minutes  per  Video   +4%   20   7.5%   Total  Minutes   +  33%   0   0   2.3%   Feb-­‐2008   Aug-­‐2008   Feb-­‐2009   Aug-­‐2009   Feb-­‐2010   Aug-­‐2010   Feb-­‐2011   Aug-­‐2011   Videos  (Billions)   Unique  Viewers  (Millions)   Source:  comScore  Video  Metrix,  Media  Trend              *EU-­‐3  includes  UK,  France  and   © comScore, Inc. Proprietary. 29 Germany  
  30. 30. A  New  Era  of  Online  Video……   A  Quality  Viewing  Experience   A  Choice  of  Quality  Content   Convenient  and  Accessible   A  Price  Worth  Paying  
  31. 31. A  Quality  Viewing  Experience:  Online  Video  has  Come  a  Long  Way  UGC/’Numa  Numa’  Song   PREMIUM/FROZEN  PLANET   © comScore, Inc. Proprietary. 31
  32. 32. A  Choice  of  Quality  Content:  The  Two  Ends  of  the  Quality  Spectrum  are  Well  Defined   UGC   PREMIUM   Shorter  format   Longer  format   Low  budget   High  budget   Low  quality   High  quality   Low  talent/interest   High  talent/interest   Unknown  content   Known  content   Minimally  mone8sed   Well  mone8sed   © comScore, Inc. Proprietary. 32
  33. 33. A  Choice  of  Quality  Content:  At  the  Premium  End,  TV  Broadcasters  Have  Large  Online  Video  Presence  (UK  example)   Unique  Viewers  (millions)   4,2   4,1   3,3   2,4   0,7   © comScore, Inc. Proprietary. 33 Source:  comScore  Video  Metrix,  October  2011,  UK  
  34. 34. Convenient  and  Accessible:  Online  Video  is  Social  and  Publishers  can  Leverage  the  Power  of  Social  Media  •   1  in  3  video  viewers  comment  •   2  in  5  upload  videos  •   1  in  2  regularly  share  videos  •   More  than  1  in  2  view  online  video  with  others   Sources:  comScore    Custom  MarkeJng  SoluJons  Study  (US   © comScore, Inc. Proprietary. 34 2011)  
  35. 35. A  Price  Worth  Paying:  Video  Adver8sing  Has  Nearly  Tripled  in  One  Year  (UK  example)   19.2%   Video  Content   Video  Ads   14.2%   8.2%   7.5%   2.3%   With  people  spending  more  8me  viewing  long-­‐form  content     the  pla`orm  is  ripe  for  brand  adver8sing   © comScore, Inc. Proprietary. 35 Source:  comScore  Video  Metrix,  UK,  Age  6+,  February  2011  vs  2012  
  36. 36. MOBILE  © comScore, Inc. Proprietary. 36
  37. 37. THE  RISE  OF  SMARTPHONES;  EU5  LEADS  THE  US     Source:  comScore  MobiLens,  EU5  and  US,  3  mon.  avg.  ending  Oct  2011  
  38. 38. Smartphone  Market  Growing  Rapidly   In  the  UK,  there  are   26  million  smartphone     users,  increase  of  50%  year     on  year  UK  IS  THE  HIGHEST  EUROPEAN  PENETRATED  MARKET  WITH    • 53%  Penetra8on   Source:  comScore  MobiLens,  UK,  Age  13+,  January  2011  vs  2012  
  39. 39. All  Communica8ons  and  Social  Media  accessed  show  double-­‐digital  growth     19.2%   14.2%   8.2%   7.5%   2.3%   © comScore, Inc. Proprietary. 39 Source:  comScore  MobiLens,  UK,  Age  13+,  January  2011  vs  2012  
  40. 40. Smartphones  and  Tablets  Change  the  Way  People   Consume  Content  (UK  example)   Share  of  Connected  Device  Traffic  in  UK   19.2%   Mobile   Non-­‐ 6.4%   Computer   14.2%   Computer   89.7%   10.2%*   Tablet   8.2%   3.3%   7.5%   Other   0.5%   2.3%  *In  October  we  saw  only  7.7%  of  traffic  coming  from  non-­‐computer…..  …..in  January  the  figure  rose  to  10.2%  -­‐-­‐  a  growth  of  33%  in  3  months   © comScore, Inc. Proprietary. 40 Source:  comScore  Device  EssenJals,  UK,  January  2012  
  41. 41. Dual  Device  Ownership;  Introducing  the  “Digital  Omnivore”     Percentage  of     Smartphone  Audience     Also  Owning  a  Tablet  (UK  example)   12,7%   19.2%   14.2%   5,3%   8.2%   7.5%   January  2011   January  2012   2.3%   Source:  comScore  MobiLens:  One  month  snapshot,  January  2011  /  January   2012,  Country:  UK,  N=5,124   © comScore, Inc. Proprietary. 41
  42. 42. Conclusions  §  The  digital  world  is  expanding  rapidly,  driven  by  new  users  in   some  regions  and  /  or  by  growth  in  8me  spent  in  others    §  Younger  consumers  are  leading  the  revolu8on,  with  higher   engagement  coming  from  15-­‐34  age  segments  §  Social  Networking  is  a  key  driver  of  computer  and  Mobile   ac8vity,  cannibalizing  many  other  ac8vi8es  §  Video  &  Mobile’s  8me  is  now   © comScore, Inc. Proprietary. 42
  43. 43. THANK  YOU!    Tanya  Khandurova  –  Russia  Business  Development  Director  tkhandurova@comscore.com  
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