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WWTH 11.0: comScore Presentation

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  • 1. comScore  Media  Metrix    Mul0-­‐Pla3orm  Repor0ng       Where  We  Are  Today   © comScore, Inc. Proprietary. 1 Web Wednesday Thailand November 2012
  • 2. con·∙sump·∙0on    noun    1.  the  act  of  consuming,  as  by  use   © comScore, Inc. Proprietary. 2
  • 3. Digital Consumption Used to be Fairly Simple…. © comScore, Inc. Proprietary. 3
  • 4. And then something called “Platform Explosion” began to occur © comScore, Inc. Proprietary. 4
  • 5. Today in the U.S., New Platforms are being Adopted at IncreasinglyHigher Rates 100.0% 98.0% 6% from Non- 96.0% PCs 10% from Non- 94.0% PCs 92.0% Other 90.0% Tablet 88.0% Mobile 86.0% PC 84.0% 82.0% 80.0% © comScore, Inc. Proprietary. 5
  • 6. Tablets in the U.S. reached 40MM owners in Two yearsSmartphones took Ten Years to Reach that Same Level 100 MILLIONDevice Owners 40 MILLION 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 © comScore, Inc. Proprietary. 6 Source: comScore MobiLens & TabLens U.S
  • 7. We’re Becoming Digital Omnivores 10% of Total Traffic§  10% of Web traffic comes from non-PCs –  Up 56% over past ten months 6% of 35% Total Traffic Other 23% Tablet§  40% of US Households have three or more Mobile connected devices 68% 61% –  In addition to PCs & TVs May 2011 March 2012 Majority of tablet traffic is over WiFi © comScore, Inc. Proprietary. 7
  • 8. The non-PC share of traffic, specifically mobile traffic, in Singapore is higherthan both Thailand and Australia Non-Computer Share of Traffic Source: comScore Device Essentials, June 2012 18.0% 15.9% 16.0% 0.24% 13.1% 11.8% = non-computer total 14.0% 0.28% 12.0% 6.15% 0.43% 10.0% 6.13% 4.66% Other 8.0% Tablet 6.0% 9.55% Mobile 4.0% 6.74% 6.69% 2.0% 0.0% Singapore Thailand Australia © comScore, Inc. Proprietary. 8 Source: comScore Device Essentials TM – International Data June 2012
  • 9. And it’s Not all About the Browser Anymore… U.S. Top Smartphone Properties, % Share of Time Spent by Access Method Google Sites Facebook Yahoo! Sites Amazon SitesWikimedia Foundation Sites Apple Inc. Cooliris, Inc AOL, Inc. Browser eBay APP Zynga Twitter Rovio (Angry Birds) Weather Channel, The Microsoft Sites ESPN 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% © comScore, Inc. Proprietary. 9 Source: comScore Mobile Metrix 2.0, July 2012, U.S.
  • 10. Cross-Device Consumption: Device Usage Differs Throughout Day Tablets rule PCs dominate the home working hours Smartphones bridge the gapsWeekday Share of Device Page Traffic in the Singapore Confidential and Proprietary 10 Source: comScore Device Essential, Week of May 14, 2012, © comScore, Inc. Proprietary. 10 Singapore
  • 11. iOS leads the way among the operating systems on non-PC devices inSingapore– particularly on tablets, with 91% of tablet page views Device Share of Non-Computer Traffic – Singapore Source: comScore Device Essentials, June 2012 Tablet Mobile 0.22% 3.67% Other 1.13% RIM Tablet 32.77 % Windows 38.61% 90.91 Mobile iOS % Mobile Android 59.90% 62.43 % Android iOS 8.87% Other 1.49% © comScore, Inc. Proprietary. 11 Source: comScore Device Essentials TM – International Data June 2012
  • 12. Non-computer devices account for a disproportionate share of traffic toSocial Media, Entertainment, and News/Information categories Non-Computer Share of Category Traffic – Singapore Source: comScore Device Essentials, June 2012 Mobile Social Media 4.4% 3.4% 8.1% 15.86% Tablet Other Entertainment 6.0% 5.7% 8.6% 20.21%News/Information 9.3% 7.5% 3.8% 20.59% non-computer total © comScore, Inc. Proprietary. 12 Source: comScore Device Essentials TM – International Data June 2012
  • 13. The  Methodology  Challenge     A  Person-­‐Centric     Mul;-­‐Sourced  Approach  
  • 14. Goal: To measure audience overlap and duplication across platforms PC ? ? ? Video ? Mobile © comScore, Inc. Proprietary. 14
  • 15. comScore uses the following assets to accomplish this goal Network Logs User Site Panels Tags Dynamic Application Panels Tags © comScore, Inc. Proprietary. 15
  • 16. Entity Platform Coverage Indicator Tagging all assets will help us define your audience better © comScore, Inc. Proprietary. 16
  • 17. Just Starting in Thailand © comScore, Inc. Proprietary. 17
  • 18. comScore  Media  Metrix    Mul0-­‐Pla3orm  Repor0ng       Where  We  Are  Today   Web Wednesday Thailand November 2012
  • 19. Thank  You