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Canada Digital Future in Focus - 2013 (Key insights from 2012 and what they mean for the coming year)

Canada Digital Future in Focus - 2013 (Key insights from 2012 and what they mean for the coming year)

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    2013 canada digital future in focus 2013 canada digital future in focus Presentation Transcript

    • Key Insights from 2012 and What They Mean for the Coming Year © comScore, Inc. Proprietary. March 2013
    • Introduction #FutureinFocusExecutive SummaryMedia fragmentation is occurring at light speed in comScore has been preparing for a futuretoday’s multi-platform environment, which scenario where most people will consume contentfeatures not only computers, but smartphones, on the go and PCs would no longer be the centertablets, gaming platforms and a seemingly ever- of the digital universe. This future is quicklyincreasing number of emerging devices. becoming a reality.The strong swelling of mobile audiences, devices The following report examines how the latestand consumption habits have shown us that trends in web usage, online video, digitalconsumers have become more platform agnostic advertising, mobile, social media and e-commercein their digital media consumption and happily are currently shaping the Canada digitalswitch devices throughout the day and into the marketplace and what that means for the comingnight to stay up to date on email, news, social year, as comScore helps bring the digital future inmedia etc. focus. FOR FURTHER INFORMATION, PLEASE CONTACT: Kevin Duong canada@comscore.com Stephanie Flosi press@comscore.com © comScore, Inc. Proprietary. 2
    • Table of ContentsKey Takeaways 4Overview of Canadians Online 5Mobile Market 14Social Networking 22Retail 29Banking 33Automotive 38Conclusion: Putting the Future in Focus 2013 42Tweetable Highlights 46Methodology 47About comScore 50 © comScore, Inc. Proprietary. 3
    • Key TakeawaysCanada continues to be a leader in engagement Media landscape is fragmentingCanadians spend more than 41 hours per month The rapid adoption of internet-enabled devices isonline on their PC, representing the 2nd highest contributing to a more fragmented digital mediaacross the globe, and they rank 1st in terms of landscape. Smartphone subscribers grew by 17% inmonthly pages and visits per visitor. 2012, with Google Android accounting for 40% of the market. Subscribers watching video on their phones hasOnline video grows in importance to digital increased 21 points in the last year, while searchecosystem represents the fastest-growing content category.The online video market continues to grow in Canada Social Media players increase their visitor base andas long-form viewing and premium programming engagementmigrate online. Canadians rank 2nd worldwide in Facebook continues to lead the Social Networkingterms of monthly hours (25) and videos (291) per category, but there are some rising stars to watch inviewer. The Entertainment category saw the largest 2013 – Twitter, LinkedIn, Tumblr, Pinterest andgrowth in number of videos viewed versus year ago. Instagram are all seeing strong growth rates across PC access.Digital ad market healthy and growingIn 2012, more than 724 billion display ad impressions Key industry verticals witness interesting trendswere served on the Internet in Canada, up 17% year amid media fragmentationover year, increasing the importance for validation E-Commerce totaled $22.3 billion dollars in Canada inand measuring viewable impressions. Social Media, 2012, up 10% versus year ago. Banking andEntertainment and Portal sites continue to account for Automotive content consumption are also seeing growththe largest share of impressions. on PC and mobile devices, and the online advertising © comScore, Inc. Proprietary. market is following suit. 4
    • Overview of Canadians Online © comScore, Inc. Proprietary.
    • Canadians continue to be highly engaged online compared to the rest of the world Online Visitation and Engagement Q4 2012* Average Monthly Average Monthly Average Monthly Average Monthly Geography Unique Visitors (000) Hours per Visitor Pages per Visitor Visits per VisitorWorldwide 1,519,489 24.6 2,278 60China 342,334 17.6 1,621 54United States 188,743 43.0 3,709 97Japan 73,577 21.9 2,244 52Russian Federation 60,922 25.0 2,835 63Germany 52,373 24.7 2,681 64Brazil 45,762 27.9 2,345 59France 43,176 27.9 2,681 75United Kingdom 39,318 38.9 3,432 88Italy 28,653 19.0 1,908 47Canada 25,497 2nd 41.3 1st 3,731 1st 101 *Ranking in table is based on Average Monthly Unique Visitors in Q4 2012 for selected geographies © comScore, Inc. Proprietary. Source: comScore, Inc., Media Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012 6
    • Canadian Online Demographic Breakdown Gender Age 32% 27% 22% 19% 50% 50% Under 18 18-34 35-54 55+ Region Household Income (CAD) Less than $40,000 19% $40,000 - $74,999 34% Atlantic 7% $75,000 - $99,999 BritishColumbia Prairies $100,000 or more 14% Quebec 30% 18% Ontario 22% 39% 17% © comScore, Inc. Proprietary. Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 7
    • Nearly 100% of unique visitors in Canada access the Internet everyday Online Population in Canada Monthly Q4 Avg. 2011 Monthly Q4 Avg. 2012 +8% +10% 25,497 25,387 23,594 23,031 Total Unique Visitors (000) Average Daily Visitors (000) © comScore, Inc. Proprietary. Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012 vs. 2011 8
    • Online video engagement in Canada is high compared to the rest of the world Online Video Viewership and Engagement Q4 2012* Average Monthly Average Monthly Average Monthly Geography Unique Viewers (000) Hours per Viewer Videos per ViewerWorldwide 1,277,913 18.9 180United States 164,452 21.8 288Russian Federation 50,773 21.9 181Germany 44,126 22.4 188Brazil 39,672 11.4 134France 37,609 18.7 204United Kingdom 33,381 30.4 300Italy 23,800 20.7 191Canada 23,357 2nd 24.8 2nd 291 *Ranking in table is based on Average Monthly Unique Visitors in Q4 2012 for selected geographies © comScore, Inc. Proprietary. Source: comScore, Inc., Video Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012 9
    • Canadians are watching more videos online and spending more timewith the Entertainment category versus year ago Top 5 Content Video Categories by Videos Viewed (000)* Monthly Q4 Avg. 2011 Monthly Q4 Avg. 2012 Entertainment 5,289,603 5,904,942 259,624 News/Information 274,464 Social Media 74,265 108,262 Games 59,108 99,562 Sports 91,593 79,727 Videos per Viewer Hours per Viewer 261 16.5Entertainment Entertainment 332 17.3 *Excluding Corporate Presence, XXX Adult, Portals, Promotional Servers, Services © comScore, Inc. Proprietary. Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. 2011 10
    • Social Media publishers host the largest share of display advertising Top 10 Display Advertising Publisher Categories* % Share of 2012 Impressions Social Media 27% Entertainment 17% Portals 14% News/Information 8% Directories/Resources 5% Community 5% Sports 4% Auctions 3% Games 3% Retail 2% *Excluding Corporate Presence, Promotional Servers, Services © comScore, Inc. Proprietary. Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012 11
    • In 2012, more than 724 billion display ad impressions were served onthe Internet in Canada, up 17% year over year Top 10 Advertisers in 2012 by Total Display Ad Impressions (000) Netflix, Inc. Microsoft Corporation Procter & Gamble Co. General Motors Corporation Condis BV (Cleary Contacts) American Express Company IAC - InterActiveCorp Telus Corporation Royal Bank of Canada Capital One Financial Corp. 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 © comScore, Inc. Proprietary. Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012 12
    • CPG advertising accounts for 4% of all display ad impressions via thefixed Internet Consumer Packaged Goods* Advertising by Category Share Within CPG Category 2011 2012 Health & Beauty 43% 37% Food & Grocery 11% 15% Household & Cleaning Supplies 15% 12% Alcoholic Beverages 7% 9% Babycare 4% 4% Beverages 4% 4% Dairy 1% 2% Paper Products 2% 2% Pet Care 2% 1% Frozen Foods 1% 1% *CPG = Consumer Goods (excluding Restaurants) © comScore, Inc. Proprietary. Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012 vs. 2011 13
    • Canadian Mobile Market © comScore, Inc. Proprietary.
    • Mobile subscribers grew by 10% in Canada year over year Mobile Subscribers (000) in Canada 22,076 20,111 +10% Dec-2011 Dec-2012 © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011 15
    • Canadian Mobile Demographic Breakdown Gender Age 35% 31% 28% 7% 49% 51% 13-17 18-34 35-54 55+ Region Household Income (CAD) Less than $50,000 $50,000 to $74,999 33% 29% Atlantic 7% $75,000 to $99,999 BritishColumbia Prairies $100,000 or more 14% Quebec 18% Ontario 20% 17% 21% 41% © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 16
    • Smartphone penetration increased by 17 pts. in the Canadian Market Smartphone Market Penetration by Percent of Mobile Subscribers Smartphone Feature Phone 38% 55% +17 pts. 62% 45% Dec-2011 Dec-2012 © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011 17
    • Google’s Android platform continues to capture share in thesmartphone market Smartphone Platform Market Share Google Apple RIM Microsoft Symbian 20% 35% 2% 2% 40% © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 18
    • Smartphone subscribers are more likely to own a connected device(tablet, e-reader, etc.) compared to feature phone subscribers Connected Device Ownership Dec-2011 Dec-2012 43% 32% 28% 22% Feature Phone Subscribers Smartphone Subscribers © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011 19
    • Smartphone subscribers watching videos on their mobile devicesincreased 21 pts. in the last year Percent of Smartphone Subscribers Watching TV and/or Video on Mobile Phone 37% +21 pts. 16% Dec-2011 Dec-2012 © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011 20
    • Search is the fastest growing mobile content category accessed bysmartphone subscribers Fastest Growing Mobile Content Categories Accessed During Month % Smartphone Subscribers Dec-2011 Dec-2012 Search 48% 57% Bank Accounts 29% 33% Online Retail 11% 15% Credit Cards 16% 19% General Reference 25% 28% Movie Information 26% 28% Electronic Payments 15% 16% Entertainment News 29% 30% Weather 59% 60% Food Recipes/Cooking Tips 20% 21% © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011 21
    • Social Networking © comScore, Inc. Proprietary.
    • Social Networking overall grew 3% in the last year, with Pinterestgrowing significantly in the category Total Unique Visitors (000) Monthly Q4 Avg. 2011 Monthly Q4 Avg. 2012 Social 23,216 Networking 23,921 Top 5 Social Networking Sites by Total Unique Visitors (000) Facebook.com +8% Twitter.com +27% LinkedIn* +38% Tumblr.com +96% Pinterest.com +792% *LinkedIn audience benefitted from acquisition of SlideShare © comScore, Inc. Proprietary. Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. 2011 23
    • Tumblr, Pinterest and Instagram exploded in 2012 as the rise of thevisual web impacted Canada Total Unique Visitors (000) Tumblr Pinterest Instagram 6,000 3,000 0 © comScore, Inc. Proprietary. Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Dec-2011 to Dec-2012 24
    • Advertising on social media continues to escalate, with a greateremphasis on socially-contained and socially-enabled display ads Share of Total Display Ad Impressions Monthly Q4 Avg. 2011 Monthly Q4 Avg. 2012 27% 24% 17% 17% 7% 6% Socially-Enabled Socially-Published Socially-Contained An ad that links to a Social An ad published on a Social An ad that is both socially-enabled Networking site when clicked Networking site and socially-published (e.g. an ad published on Facebook that would send someone to a Facebook fan page when clicked) © comScore, Inc. Proprietary. Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. 2011 25
    • Capital One served more than half of its display ads on socialnetworking sites in 2012 Top 10 Advertisers Overall by Share of Display Ads on Social Networking SitesCapital One Financial Corp. 52% Microsoft Corporation 18% Netflix, Inc. 14% Procter & Gamble Co. 18% Telus Corporation 20% Beyond the Rack, Inc. 26% Electronic Arts Inc. 30% Government of Canada 40% Royal Bank of Canada 19%American Express Company 15% © comScore, Inc. Proprietary. Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Annual Aggregate 2012 26
    • Smartphone subscribers accessing a social networking site or blogever in month increased 56% versus year ago Smartphone Subscribers (000) Who Accessed Social Networking Site or Blog Ever in Month Dec-2011 5,335 +56% Dec-2012 8,338 Frequency of Accessing Social Networking Site or Blog % Smartphone Subscribers Who Accessed Social Networking Site or Blog Ever in Month Dec-2012 58% 25% 16% Almost every day At least once each week 1-3 times throughout the month © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011 27
    • 81% of smartphone social networkers read posts from people knownpersonally Mobile Social Networking Activities % Smartphone Subscribers Who Accessed Social Networking Site or Blog Read posts from people known personally 81% Posted status update 62% Read posts from organizations/brands/events 59% Followed posted link to website 58% Read posts from public figures/celebrities 51% Posted link to website 36% Received coupon/offer/deal 33% Used Social Networking Check-In Service 31% Clicked on advertisement 29% © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 28
    • Retail © comScore, Inc. Proprietary.
    • E-Commerce spend and transactions in Canada increased 10% & 17%respectively year over year E-Commerce in Canada 2011 2012 $20,305,387 Dollars (000) +10% $22,308,090 90,016 Transactions (000) +17% 105,372 © comScore, Inc. Proprietary. Source: comScore, Inc., Custom Reporting, CA, Person: 2+, Annual Aggregate 2012 vs. 2011 30
    • Traffic to Retail sites increased 9% year over year with Amazon Sitesleading the category Total Unique Visitors (000) Monthly Q4 Avg. 2011 Monthly Q4 Avg. 2012 21,770 Retail +9% 23,837 Top 5 in Retail by Total Unique Visitors (000) Amazon Sites +8% Apple.com Worldwide Sites -1% KIJIJI.CA Buy & Sell +9% Best Buy Sites -1% Wal-Mart +15% © comScore, Inc. Proprietary. Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. 2011 31
    • Smartphone subscribers have begun “showrooming” while in a retailstore, then buying for the lowest price online Activities Performed in a Retail Setting by Share of Smartphone Subscribers Took picture of a product 30% Texted or called friends/family about a product 26% Sent picture of product to family/friends 18% Found store location 10% Compared product prices 10% Scanned a product barcode 10% Showrooming is the practice of examining merchandise in a traditional Researched product features 8% brick-and-mortar retail store without purchasing it, but Checked product availability 6% then shopping online to find the lowest price for that Found coupons or deals 6% item.* Source: http://en.wikipedia.org/wiki/Showrooming © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 32
    • Banking © comScore, Inc. Proprietary.
    • Traffic to Banking sites increased 5% in the past year, with TD BankFinancial Group ranking #1 in the category Total Unique Visitors (000) Monthly Q4 Avg. 2011 Monthly Q4 Avg. 2012 15,193 Banking +5% 15,971 Top 5 in Banking by Total Unique Visitors (000) TD Bank Financial Group +7% RBC Financial Group 0% Desjardins Group +5% Bank of Montreal Sites +11% Canadian Imperial Bank of Commerce +2% © comScore, Inc. Proprietary. Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. 2011 34
    • More Canadians are accessing online banking through theirsmartphones % Smartphone Subscribers Accessing Bank Accounts on Mobile Device Dec-2011 Dec-2012 33% 29% Dec-2011 Dec-2012 © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011 35
    • Application access of bank accounts increased in the past year, whileaccess from a mobile browser declined Method of Access by % Smartphone Subscribers Who Accessed Bank Accounts Dec-2011 Dec-2012 58% Application 65% 46% Browser 38% © comScore, Inc. Proprietary. Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011 36
    • Banking advertisers increased their online display ad impressions by59% in 2012 Total Display Ad Impressions (000) Delivered on Banking Sites Monthly Q4 Avg. 2011 Monthly Q4 Avg. 2012 1,655,428 +59% 1,038,597 Monthly Q4 Avg. 2011 Monthly Q4 Avg. 2012 © comScore, Inc. Proprietary. Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. 2011 37
    • Automotive © comScore, Inc. Proprietary.
    • Traffic to Automotive Manufacturer sites increased 6% year over year Total Unique Visitors (000) to Automotive Manufacturer Sites Monthly 2H Avg. 2011 Monthly 2H Avg. 2012 4,681 4,409 +6% Monthly 2H Avg. 2011 Monthly 2H Avg. 2012 © comScore, Inc. Proprietary. Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly 2H Avg. 2012 vs. 2011 39
    • Automotive Manufacturer advertisers posted a 15-percent increasecompared to last year Total Display Ad Impressions (000) by Automotive Manufacturers 2H 2011 2H 2012 10,540,378 9,131,475 +15% 2H 2011 2H 2012 © comScore, Inc. Proprietary. Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, 2H Aggregate 2012 vs. 2011 40
    • General Motors delivered the greatest number of display adimpressions in the second half of 2012 Top 5 Automotive Manufacturer Advertisers in 2H 2012 by Total Display Ad Impressions General Motors Corporation Ford Motor Company Hyundai Motor Company Toyota Motor Corporation Fiat Automobiles SpA © comScore, Inc. Proprietary. Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, 2H Aggregate 2012 41
    • Conclusion:Putting the Future in Focus 2013 © comScore, Inc. Proprietary.
    • 2013: Putting the Future in FocusADAPTABLE ANALYTICS REQUIREDThis past year saw digital media’s continued rise It’s the pinnacle of convenience for consumers,in prominence as part of consumers’ personal but an utter headache from an audiencelives and in business environments. Consumers measurement and advertising analyticsare quickly becoming platform agnostic in their standpoint. comScore has adapted to thisdigital media consumption, and in today’s world changing digital world to become a trustedthey can choose when and how they’d like to resource for understanding multi-platformconsume content. It might be that they started consumer behavior and enabling unification of allwatching a film at home on their TV, continued data across platforms.watching it on their smartphone on the way to Consumers have already adopted multiplework, and finished watching it in bed at night on platforms and devices – 2013 is the yeartheir tablet. businesses need to follow if they desire a unified, platform-agnostic view of consumer behavior. © comScore, Inc. Proprietary. 43
    • 2013: Putting the Future in FocusMULTI-PLATFORM TAKES CENTER STAGEWith the platform shift in full swing, businesses Integration between delivery of content and thewill be challenged in the coming year to stay ability to deliver campaigns in a multi-platformahead of consumers’ usage curve and deliver fashion remains a challenge, but the companiesthem with the content they want, when and where who facilitate this form of platform agnosticthey want it. It will also be imperative to maintain strategy will enhance value to marketers, simplifyrevenue streams in the core digital channels while campaign management for agencies and fostercapturing market share and monetizing emerging greater pricing equilibrium between their contentchannels. Doing so will require businesses to get channels. As the bridge between traditional andeven smarter in how they scale their content to digital platforms, online video will play another platforms by developing integration important leading role in how these integrationstrategies that deliver unique offerings to strategies materialize.advertisers. © comScore, Inc. Proprietary. 44
    • 2013: Putting the Future in FocusVALIDATION MATTERSIn Canada, more than 724 billion display ad It is more important than ever for advertisers toimpressions were delivered across the web in evaluate campaign viewability to improve2012 at a growth of 17-percent indicating an optimization and maximize the return on theirincreasing level of comfort with a medium capable media spend. Look for advertisers to demandof delivering strong marketing ROI. more accountability and publishers to reconfigure site design and ad inventory toWhile delivering advertising at scale remains improve performance in the coming year.important, an increased premium on accountabilityand performance means advertisers may besacrificing quantity for quality – whether thatmeans leveraging more rich media, experimentingwith larger ad units, or demanding ad viewability. © comScore, Inc. Proprietary. 45
    • Tweetable Highlights• Canada continues to be a leader in online engagement: #1 in page views and visits, #2 in hrs/visitor http://cmsc.re/hGKMc #FutureinFocus• Nearly 100% of unique visitors in Canada access the Internet every day http://cmsc.re/hGKMc #FutureinFocus• 92% of online audience in Canada watches online video http://cmsc.re/hGKMc #FutureinFocus• In 2012, more than 724 billion impressions were served online in Canada, up 17% year over year http://cmsc.re/hGKMc #FutureinFocus• CPG advertising accounts for 4% of all display ad impressions via the fixed Internet in Canada http://cmsc.re/hGKMc #FutureinFocus• Smartphone penetration increased 17 points in Canada in 2012 to represent 62% of mobile audience http://cmsc.re/hGKMc #FutureinFocus• 3 out of 4 Canadian smartphone subscribers have Android or iOS device http://cmsc.re/hGKMc #FutureinFocus• 43% of Canadian smartphone subscribers own a connected device (e.g. tablet) http://cmsc.re/hGKMc #FutureinFocus• 37% of Canadian smartphone subscribers watch TV/video on phone, up 21 percentage points vs. year ago http://cmsc.re/hGKMc #FutureinFocus• Tumblr, Pinterest and Instagram exploded in 2012 as the rise of the visual web impacted Canada http://cmsc.re/hGKMc #FutureinFocus• E-Commerce spend and transactions in Canada increased 10% & 17% respectively year over year http://cmsc.re/hGKMc #FutureinFocus• Canadian smartphone subscribers are “showrooming” in retail stores, then buying online for lower price http://cmsc.re/hGKMc #FutureinFocus• Banking advertisers increased their online display ad impressions by 59% in 2012, Auto makers 15% http://cmsc.re/hGKMc #FutureinFocus• Key themes to watch in CA 2013: adaptable analytics, multi-platform measurement, campaign validation: http://cmsc.re/hGKMc #FutureinFocus © comScore, Inc. Proprietary. 46
    • Methodology © comScore, Inc. Proprietary.
    • MethodologyThis report utilizes data from the comScore suite of products, includingcomScore Media Metrix®, comScore Ad Metrix®, comScore Video Metrix®and comScore MobiLens™.comScore Media MetrixThe comScore Media Metrix suite of syndicated products sets the standardfor digital audience measurement and media planning. Powered by UnifiedDigital Measurement™, the revolutionary measurement approach thatbridges panel-based and website server-based metrics to account for 100percent of a site’s audience, Media Metrix delivers the most accurate andcomprehensive suite of audience metrics, providing valuable demographicmeasures, such as age, gender, household income and household size.Media Metrix reports on more than 70,000 entities, with audiencemeasurement for 43 individual countries and 6 global regions, as well asworldwide totals.The comScore Media Metrix product suite includes individual productsutilized within this report including comScore Ad Metrix and comScoreVideo Metrix.http://www.comscore.com/Products/Audience_Analytics/MMX © comScore, Inc. Proprietary. 48
    • MethodologycomScore MobiLenscomScore MobiLens provides market-wide insight into mobile digital mediaconsumption, brand-level audience metrics, and details of device ownershipand technology penetration. Using proprietary data collection methods, wesurvey nationally representative samples of mobile subscribers age 13+ inthe U.S., UK, France, Germany, Spain, Italy, Canada, and Japan. TheMobiLens sample is substantial enough to provide projected data for sub-segments as small as 1 percent of mobile subscribers. For 2012, theestimated monthly survey completes utilized for this report are 5,500 mobilephone owners in Canada.For more information, please visit:http://www.comscore.com/Products/Audience_Analytics/MobiLens © comScore, Inc. Proprietary. 49
    • ABOUT COMSCOREcomScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web,mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments.A preferred source of digital audience measurement, comScore offers a variety of on-demand software and customservices within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics andMobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™(CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN,France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, UniversalMcCann, Verizon, ViaMichelin and Yahoo!. STAY CONNECTED www.comscore.com www.facebook.com/comscoreinc http://www.linkedin.com/company/comscore-inc. www.youtube.com/user/comscore © comScore, Inc. Proprietary. 50
    • #FutureinFocusCanada DigitalFuture in Focus 2013Key Insights from 2012 and What They Mean for the Coming Year www.comscore.comEmail: canada@comscore.com www.facebook.com/comscoreinc www.facebook.com/comscoreincMedia Requests: press@comscore.com @comScore © comScore, Inc. Proprietary.