2. The European Digital Day Source: comScore MMX, June 2012, Europe 15+
The typical EU consumer spends the equivalent of a day (an average of 25.9 hours), online per month.
Here’s a snapshot of what 397 million Europeans are doing to fill their time:
3 in 4 1 in 2 1 in 2 1 in 3
visit visit visit visit
Retail sites Sports sites Newspaper sites Health sites
62% 50% 38% 30%
visit visit visit visit
Games sites TV sites Banking sites Weather sites
1 in 4 minutes is spent on Social Networking
†
Source: comScore Device Essentials, June 2012, Europe
Small Screens Make a Big Impact *Source: comScore MobiLens, 3 month average
ending June 2011 vs June 2012, EU5 13+
In Europe, the computer is no longer the only access point for digital content. The below chart shows what
% of website traffic originates from non-computer devices such as Mobiles and Tablets by market.
Percentage of website traffic using Mobile, Tablet and other connected devices†
United Kingdom 16.4% Denmark 7.5%
Ireland 11.5% Germany 7.0%
Russia 10.4% Finland 6.8%
Norway 10.0% Italy 5.6%
Spain 9.7% Belgium 5.1%
Switzerland 9.3% France 5.0%
Sweden 9.2% Portugal 3.0%
Netherlands 9.0% Poland 2.2%
Austria 7.6% Turkey 1.8%
The penetration of smartphones Google’s smartphone platform
in EU5 grew from 38% in 2011 market share in EU5 grew from
to 50% in 2012* 21% in 2011 to 41% in 2012*
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3. A DAILY DIET OF MOBILE MEDIA Source: comScore MobiLens,
3 month average ending June 2012, EU5 13+
Consumers in the EU5 (UK, France, Germany, Italy and Spain) are using their mobiles more every day to access information.
The fastest growing categories or activities accessed almost every day on a smartphone are highlighted below:
Fastest Growing Daily Activities ON A SMARTPHONE (MILLIONS OF USERS)
2011 2012
24.7
21.6
Top 3 Activities on a Mobile (excluding calls)
SMS
Text Messaging Taking Photos Accessing News
11.5
10.8
8.7
6.8 6.7
5.4
4.4
3.4 3.6 3.1
3.0
2.1 1.6 1.5
Major IM Weather Personal Financial Bank accounts General refer- Credit cards Auction sites
service photo or Video news or stock ence
sharing quotes
Retail Makes its Mark
†
Source: comScore MMX, June 2012, Europe 15+
*Source: comScore MobiLens, June 2012, EU5 13+
As one of the most popular online activities, there are clear winners in the Retail race.
Here are the top 10 Retail sites in Europe ranked by site visitation.
europe’s largest retail sites by unique visitor (millions)†
Amazon Sites 102
Apple.com Worldwide Sites 48
Otto Gruppe 28
Groupe PPR 26
LeGuide.com Sites 25 Top 3 Retail Activities on a Mobile*
Rakuten Inc 18
IKEA 16
Find Compare Research
Yandex Market 15 Store Location Product Prices Product Features
Samsung Group 15
Zalando 13
4. 5 Questions Every Marketer Should Ask About
Their Digital Ad Campaigns
To better understand the quality of ad delivery today, comScore conducted charter studies around the globe
with dozens of leading brands. The analysis of ad visibility, audience targeting and brand safety resulted in the below
guidance for marketers to help them optimise their online spend.
1 Are my ads having a
chance to make an impact?
The European charter study included over 20 campaigns from
advertisers such as Kellogg’s, Nivea, Ralph Lauren, BBVA, Fineco,
O2 and P&G analysing more than one billion impressions, across
more than 200,000 publisher sites. Across all European charter campaigns
measured, 63 percent of the ad impressions were classified as being ‘in-view.’
The remaining 37 percent were delivered but never seen by a consumer.
2 Is my campaign reaching
its intended target audience?
Using the comScore panel of 2 million global consumers, comScore is
uniquely qualified to report on audience delivery with person-level insights.
3 Is my campaign running
in the intended geography?
In the EU charter study, an average of 7 percent of ad
impressions were delivered outside the desired geography, but
individual campaigns ran as high as 33 percent. In many cases, ads
were served in markets where the advertised product is not sold,
meaning wasted ad spend and sub-optimal effectiveness results.
4 Is my campaign appearing
against “brand safe” content?
More than half of the European Charter Study campaigns had at
least some ads running next to content deemed “not brand safe” by
the advertiser, meaning that the content is deemed objectionable
and could have a negative impact on brand equity.
5 Which placements are triggering alerts?
comScore validated Campaign Essentials (vCE) allows you to
check on your campaigns on a regular basis to manage delivery
and optimise accordingly.
5. Your Analytics Toolkit to Succeed
in a Digital World
AUDIENCE ANALYTICS ADVERTISING ANALYTICS
comScore is the premier provider for As more advertiser budgets move to
audience measurement due to our digital, it’s crucial to optimise every
Unified Digital Measurement® (UDM) aspect of a campaign. Our Advertising
methodology, which combines data from Effectiveness (AdEffx™) suite drives
our global panel with individual site tags, each step, from defining campaign
to help you understand the total size and strategy to in-flight optimisation and
quality of your audience. post-campaign evaluation:
We help advertisers identify the web • Identify key sites for your media plan
content that best reaches their ideal that will deliver the perfect blend of
consumer. We also uncover trends in reach and frequency
video and mobile to ensure marketers
• Ensure your campaign reaches the
are in tune with changing behaviours.
right audience with validated delivery
Publishers rely on comScore to prove and in-flight optimisation tools
that their content is effectively reaching
• Quantify campaign impact and evaluate
specific target audiences while also
total campaign success with lift and
monitoring the competition.
return on investment (ROI) measurement
Web & Monetization Analytics MOBILE OPERATOR ANALYTICS
Managing all of your company’s Grow with carrier-grade analytics.
digital data can seem overwhelming. Whether you are a leader in Marketing,
Enterprises have multiple platforms, Care or Network at a mobile operator,
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You have multi-platform data sources, but can utilize digital subscriber data to
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Digital Analytix® provides faster answers Subscriber Analytix enables better digital
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drive growth. and planning.
6. contact us
comScore is a leading global technology company that provides analytics for a
digital world.
We give clients an analytics advantage by enabling faster, actionable insight from all
forms of digital data. Clients can leverage comScore data (site tags, panel, etc.) with
their own data (CRM, billing, website, etc.) to fuel greater insights and clarity into
where their business has been and where it needs to go.
We get digital. Whether you are an enterprise, agency or publisher, we can help you grow.
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