© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.March 2013Key Insights from 2012 and What They Mean for the Comi...
© comScore, Inc. Proprietary. 2IntroductionExecutive SummaryMedia fragmentation is occurring at light speed intoday’s mult...
© comScore, Inc. Proprietary. 3Table of ContentsKey Takeaways 4Overview of Canadians Online 5Mobile Market 14Social Networ...
© comScore, Inc. Proprietary. 4Key TakeawaysMedia landscape is fragmentingThe rapid adoption of internet-enabled devices i...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Overview of Canadians Online
© comScore, Inc. Proprietary. 6*Ranking in table is based on Average Monthly Unique Visitors in Q4 2012 for selected geogr...
© comScore, Inc. Proprietary. 722%27%32%19%Under 18 18-34 35-54 55+Source: comScore, Inc., Media Metrix, CA, Home & Work, ...
© comScore, Inc. Proprietary. 8Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012 v...
© comScore, Inc. Proprietary. 9Online video engagement in Canada is high compared to the rest ofthe world*Ranking in table...
© comScore, Inc. Proprietary. 1079,72799,562108,262274,4645,904,94291,59359,10874,265259,6245,289,603SportsGamesSocial Med...
© comScore, Inc. Proprietary. 11*Excluding Corporate Presence, Promotional Servers, ServicesSource: comScore, Inc., Ad Met...
© comScore, Inc. Proprietary. 12In 2012, more than 724 billion display ad impressions were served onthe Internet in Canada...
© comScore, Inc. Proprietary. 13*CPG = Consumer Goods (excluding Restaurants)Source: comScore, Inc., Ad Metrix, CA, Home &...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Canadian Mobile Market
© comScore, Inc. Proprietary. 15Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Mobile subscriber...
© comScore, Inc. Proprietary. 167%31%35%28%13-17 18-34 35-54 55+Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 20...
© comScore, Inc. Proprietary. 17Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Smartphone penetr...
© comScore, Inc. Proprietary. 18Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012Google’s Android platform cont...
© comScore, Inc. Proprietary. 19Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Smartphone subscr...
© comScore, Inc. Proprietary. 2016%37%Dec-2011 Dec-2012Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. De...
© comScore, Inc. Proprietary. 21Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Search is the fas...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Social Networking
© comScore, Inc. Proprietary. 23Social Networking overall grew 3% in the last year, with Pinterestgrowing significantly in...
© comScore, Inc. Proprietary. 2403,0006,000Tumblr Pinterest InstagramTumblr, Pinterest and Instagram exploded in 2012 as t...
© comScore, Inc. Proprietary. 25Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. ...
© comScore, Inc. Proprietary. 26Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Annual Aggregate 2012Capi...
© comScore, Inc. Proprietary. 27Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Smartphone subscr...
© comScore, Inc. Proprietary. 28Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 201281% of smartphone social netwo...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Retail
© comScore, Inc. Proprietary. 30$22,308,090$20,305,387Dollars (000)2011 2012E-Commerce spend and transactions in Canada in...
© comScore, Inc. Proprietary. 31Traffic to Retail sites increased 9% year over year with Amazon Sitesleading the categoryS...
© comScore, Inc. Proprietary. 32Source: http://en.wikipedia.org/wiki/ShowroomingSource: comScore, Inc., MobiLens, CA, Pers...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Banking
© comScore, Inc. Proprietary. 34Traffic to Banking sites increased 5% in the past year, with TD BankFinancial Group rankin...
© comScore, Inc. Proprietary. 35Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011More Canadians ar...
© comScore, Inc. Proprietary. 36Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Application acces...
© comScore, Inc. Proprietary. 37Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. ...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Automotive
© comScore, Inc. Proprietary. 394,4094,681Monthly 2H Avg. 2011 Monthly 2H Avg. 2012Monthly 2H Avg. 2011 Monthly 2H Avg. 20...
© comScore, Inc. Proprietary. 40Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, 2H Aggregate 2012 vs. 201...
© comScore, Inc. Proprietary. 41Fiat Automobiles SpAToyota Motor CorporationHyundai Motor CompanyFord Motor CompanyGeneral...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Conclusion:Putting the Future in Focus 2013
© comScore, Inc. Proprietary. 432013: Putting the Future in FocusADAPTABLE ANALYTICS REQUIREDThis past year saw digital me...
© comScore, Inc. Proprietary. 442013: Putting the Future in FocusMULTI-PLATFORM TAKES CENTER STAGEWith the platform shift ...
© comScore, Inc. Proprietary. 452013: Putting the Future in FocusVALIDATION MATTERSIn Canada, more than 724 billion displa...
© comScore, Inc. Proprietary. 46Tweetable Highlights• Canada continues to be a leader in online engagement: #1 in page vie...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Methodology
© comScore, Inc. Proprietary. 48MethodologyThis report utilizes data from the comScore suite of products, includingcomScor...
© comScore, Inc. Proprietary. 49MethodologycomScore MobiLenscomScore MobiLens provides market-wide insight into mobile dig...
© comScore, Inc. Proprietary. 50comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, del...
© comScore, Inc. Proprietary.www.comscore.comwww.facebook.com/comscoreinc@comScoreCanada DigitalFuture in Focus 2013#Futur...
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2013 Canada Digital Future In Focus

  1. 1. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.March 2013Key Insights from 2012 and What They Mean for the Coming Year
  2. 2. © comScore, Inc. Proprietary. 2IntroductionExecutive SummaryMedia fragmentation is occurring at light speed intoday’s multi-platform environment, whichfeatures not only computers, but smartphones,tablets, gaming platforms and a seemingly ever-increasing number of emerging devices.The strong swelling of mobile audiences, devicesand consumption habits have shown us thatconsumers have become more platform agnosticin their digital media consumption and happilyswitch devices throughout the day and into thenight to stay up to date on email, news, socialmedia etc.comScore has been preparing for a futurescenario where most people will consume contenton the go and PCs would no longer be the centerof the digital universe. This future is quicklybecoming a reality.The following report examines how the latesttrends in web usage, online video, digitaladvertising, mobile, social media and e-commerceare currently shaping the Canada digitalmarketplace and what that means for the comingyear, as comScore helps bring the digital future infocus.FOR FURTHER INFORMATION, PLEASE CONTACT:Kevin Duongcanada@comscore.comStephanie Flosipress@comscore.com#FutureinFocus
  3. 3. © comScore, Inc. Proprietary. 3Table 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
  4. 4. © comScore, Inc. Proprietary. 4Key TakeawaysMedia landscape is fragmentingThe rapid adoption of internet-enabled devices iscontributing to a more fragmented digital medialandscape. Smartphone subscribers grew by 17% in2012, with Google Android accounting for 40% of themarket. Subscribers watching video on their phones hasincreased 21 points in the last year, while searchrepresents the fastest-growing content category.Social Media players increase their visitor base andengagementFacebook continues to lead the Social Networkingcategory, but there are some rising stars to watch in2013 – Twitter, LinkedIn, Tumblr, Pinterest andInstagram are all seeing strong growth rates across PCaccess.Key industry verticals witness interesting trendsamid media fragmentationE-Commerce totaled $22.3 billion dollars in Canada in2012, up 10% versus year ago. Banking andAutomotive content consumption are also seeing growthon PC and mobile devices, and the online advertisingmarket is following suit.Canada continues to be a leader in engagementCanadians spend more than 41 hours per monthonline on their PC, representing the 2nd highestacross the globe, and they rank 1st in terms ofmonthly pages and visits per visitor.Online video grows in importance to digitalecosystemThe online video market continues to grow in Canadaas long-form viewing and premium programmingmigrate online. Canadians rank 2nd worldwide interms of monthly hours (25) and videos (291) perviewer. The Entertainment category saw the largestgrowth in number of videos viewed versus year ago.Digital ad market healthy and growingIn 2012, more than 724 billion display ad impressionswere served on the Internet in Canada, up 17% yearover year, increasing the importance for validationand measuring viewable impressions. Social Media,Entertainment and Portal sites continue to account forthe largest share of impressions.
  5. 5. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Overview of Canadians Online
  6. 6. © comScore, Inc. Proprietary. 6*Ranking in table is based on Average Monthly Unique Visitors in Q4 2012 for selected geographiesSource: comScore, Inc., Media Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012Canadians continue to be highly engaged online compared to the restof the worldQ4 2012*GeographyAverage MonthlyUnique Visitors (000)Average MonthlyHours per VisitorAverage MonthlyPages per VisitorAverage MonthlyVisits 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 41.3 3,731 101Online Visitation and Engagement2nd 1st 1st
  7. 7. © comScore, Inc. Proprietary. 722%27%32%19%Under 18 18-34 35-54 55+Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012Canadian Online Demographic Breakdown19%30%17%34%Less than $40,000$40,000 - $74,999$75,000 - $99,999$100,000 or moreBritishColumbia14%Prairies18%Ontario39%Quebec22%Atlantic7%Household Income (CAD)RegionAge50% 50%Gender
  8. 8. © comScore, Inc. Proprietary. 8Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012 vs. 2011Nearly 100% of unique visitors in Canada access the Internet everyday23,59423,03125,49725,387Total Unique Visitors (000) Average Daily Visitors (000)Monthly Q4 Avg. 2011 Monthly Q4 Avg. 2012+8% +10%Online Population in Canada
  9. 9. © comScore, Inc. Proprietary. 9Online video engagement in Canada is high compared to the rest ofthe world*Ranking in table is based on Average Monthly Unique Visitors in Q4 2012 for selected geographiesSource: comScore, Inc., Video Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2012Online Video Viewership and EngagementQ4 2012*GeographyAverage MonthlyUnique Viewers (000)Average MonthlyHours per ViewerAverage MonthlyVideos 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 24.8 2912nd 2nd
  10. 10. © comScore, Inc. Proprietary. 1079,72799,562108,262274,4645,904,94291,59359,10874,265259,6245,289,603SportsGamesSocial MediaNews/InformationEntertainmentMonthly Q4 Avg. 2011 Monthly Q4 Avg. 2012Canadians are watching more videos online and spending more timewith the Entertainment category versus year agoTop 5 Content Video Categories by Videos Viewed (000)**Excluding Corporate Presence, XXX Adult, Portals, Promotional Servers, ServicesSource: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. 2011332261EntertainmentVideos per Viewer17.316.5EntertainmentHours per Viewer
  11. 11. © comScore, Inc. Proprietary. 11*Excluding Corporate Presence, Promotional Servers, ServicesSource: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012Social Media publishers host the largest share of display advertising2%3%3%4%5%5%8%14%17%27%RetailGamesAuctionsSportsCommunityDirectories/ResourcesNews/InformationPortalsEntertainmentSocial Media% Share of 2012 ImpressionsTop 10 Display Advertising Publisher Categories*
  12. 12. © comScore, Inc. Proprietary. 12In 2012, more than 724 billion display ad impressions were served onthe Internet in Canada, up 17% year over yearSource: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 20120 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000Capital One Financial Corp.Royal Bank of CanadaTelus CorporationIAC - InterActiveCorpAmerican Express CompanyCondis BV (Cleary Contacts)General Motors CorporationProcter & Gamble Co.Microsoft CorporationNetflix, Inc.Top 10 Advertisers in 2012 by Total Display Ad Impressions (000)
  13. 13. © comScore, Inc. Proprietary. 13*CPG = Consumer Goods (excluding Restaurants)Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012 vs. 2011CPG advertising accounts for 4% of all display ad impressions via thefixed Internet1%1%2%2%4%4%9%12%15%37%1%2%2%1%4%4%7%15%11%43%Frozen FoodsPet CarePaper ProductsDairyBeveragesBabycareAlcoholic BeveragesHousehold & Cleaning SuppliesFood & GroceryHealth & BeautyShare Within CPG Category2011 2012Consumer Packaged Goods* Advertising by Category
  14. 14. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Canadian Mobile Market
  15. 15. © comScore, Inc. Proprietary. 15Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Mobile subscribers grew by 10% in Canada year over year20,11122,076Dec-2011 Dec-2012Mobile Subscribers (000) in Canada+10%
  16. 16. © comScore, Inc. Proprietary. 167%31%35%28%13-17 18-34 35-54 55+Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012Canadian Mobile Demographic Breakdown29%21%17%33%Less than $50,000$50,000 to $74,999$75,000 to $99,999$100,000 or moreBritishColumbia14%Prairies18%Ontario41%Quebec20%Atlantic7%Household Income (CAD)RegionAge49% 51%Gender
  17. 17. © comScore, Inc. Proprietary. 17Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Smartphone penetration increased by 17 pts. in the Canadian Market45%62%55%38%Dec-2011 Dec-2012Smartphone Feature PhoneSmartphone Market Penetration by Percent of Mobile Subscribers+17 pts.
  18. 18. © comScore, Inc. Proprietary. 18Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012Google’s Android platform continues to capture share in thesmartphone market40%35%20%2%2%Google Apple RIM Microsoft SymbianSmartphone Platform Market Share
  19. 19. © comScore, Inc. Proprietary. 19Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Smartphone subscribers are more likely to own a connected device(tablet, e-reader, etc.) compared to feature phone subscribers22%32%28%43%Feature Phone Subscribers Smartphone SubscribersDec-2011 Dec-2012Connected Device Ownership
  20. 20. © comScore, Inc. Proprietary. 2016%37%Dec-2011 Dec-2012Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Smartphone subscribers watching videos on their mobile devicesincreased 21 pts. in the last yearPercent of Smartphone Subscribers Watching TV and/or Video on Mobile Phone+21 pts.
  21. 21. © comScore, Inc. Proprietary. 21Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Search is the fastest growing mobile content category accessed bysmartphone subscribers21%60%30%16%28%28%19%15%33%57%20%59%29%15%26%25%16%11%29%48%Food Recipes/Cooking TipsWeatherEntertainment NewsElectronic PaymentsMovie InformationGeneral ReferenceCredit CardsOnline RetailBank AccountsSearch% Smartphone SubscribersDec-2011 Dec-2012Fastest Growing Mobile Content Categories Accessed During Month
  22. 22. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Social Networking
  23. 23. © comScore, Inc. Proprietary. 23Social Networking overall grew 3% in the last year, with Pinterestgrowing significantly in the category*LinkedIn audience benefitted from acquisition of SlideShareSource: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. 201123,92123,216SocialNetworkingMonthly Q4 Avg. 2011 Monthly Q4 Avg. 2012Pinterest.comTumblr.comLinkedIn*Twitter.comFacebook.comTop 5 Social Networking Sites by Total Unique Visitors (000)Total Unique Visitors (000)+8%+27%+38%+96%+792%
  24. 24. © comScore, Inc. Proprietary. 2403,0006,000Tumblr Pinterest InstagramTumblr, Pinterest and Instagram exploded in 2012 as the rise of thevisual web impacted CanadaSource: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Dec-2011 to Dec-2012Total Unique Visitors (000)
  25. 25. © comScore, Inc. Proprietary. 25Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. 2011Advertising on social media continues to escalate, with a greateremphasis on socially-contained and socially-enabled display ads7%24%6%17%27%17%Socially-Enabled Socially-Published Socially-ContainedMonthly Q4 Avg. 2011 Monthly Q4 Avg. 2012Share of Total Display Ad ImpressionsAn ad that links to a SocialNetworking site when clickedAn ad published on a SocialNetworking siteAn ad that is both socially-enabledand socially-published (e.g. an adpublished on Facebook that wouldsend someone to a Facebook fanpage when clicked)
  26. 26. © comScore, Inc. Proprietary. 26Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Annual Aggregate 2012Capital One served more than half of its display ads on socialnetworking sites in 201215%19%40%30%26%20%18%14%18%52%American Express CompanyRoyal Bank of CanadaGovernment of CanadaElectronic Arts Inc.Beyond the Rack, Inc.Telus CorporationProcter & Gamble Co.Netflix, Inc.Microsoft CorporationCapital One Financial Corp.Top 10 Advertisers Overall by Share of Display Ads on Social Networking Sites
  27. 27. © comScore, Inc. Proprietary. 27Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Smartphone subscribers accessing a social networking site or blogever in month increased 56% versus year ago8,3385,335Dec-2012Dec-2011Smartphone Subscribers (000)Who Accessed Social Networking Site or Blog Ever in MonthFrequency of Accessing Social Networking Site or Blog58% 25% 16%Dec-2012% Smartphone SubscribersWho Accessed Social Networking Site or Blog Ever in MonthAlmost every day At least once each week 1-3 times throughout the month+56%
  28. 28. © comScore, Inc. Proprietary. 28Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 201281% of smartphone social networkers read posts from people knownpersonally29%31%33%36%51%58%59%62%81%Clicked on advertisementUsed Social Networking Check-In ServiceReceived coupon/offer/dealPosted link to websiteRead posts from public figures/celebritiesFollowed posted link to websiteRead posts from organizations/brands/eventsPosted status updateRead posts from people known personally% Smartphone Subscribers Who Accessed Social Networking Site or BlogMobile Social Networking Activities
  29. 29. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Retail
  30. 30. © comScore, Inc. Proprietary. 30$22,308,090$20,305,387Dollars (000)2011 2012E-Commerce spend and transactions in Canada increased 10% & 17%respectively year over yearSource: comScore, Inc., Custom Reporting, CA, Person: 2+, Annual Aggregate 2012 vs. 2011E-Commerce in Canada105,37290,016Transactions (000)+10%+17%
  31. 31. © comScore, Inc. Proprietary. 31Traffic to Retail sites increased 9% year over year with Amazon Sitesleading the categorySource: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. 201123,83721,770RetailMonthly Q4 Avg. 2011 Monthly Q4 Avg. 2012Wal-MartBest Buy SitesKIJIJI.CA Buy & SellApple.com Worldwide SitesAmazon SitesTop 5 in Retail by Total Unique Visitors (000)Total Unique Visitors (000)+8%-1%+9%-1%+15%+9%
  32. 32. © comScore, Inc. Proprietary. 32Source: http://en.wikipedia.org/wiki/ShowroomingSource: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012Smartphone subscribers have begun “showrooming” while in a retailstore, then buying for the lowest price online6%6%8%10%10%10%18%26%30%Found coupons or dealsChecked product availabilityResearched product featuresScanned a product barcodeCompared product pricesFound store locationSent picture of product to family/friendsTexted or called friends/family about a productTook picture of a productActivities Performed in a Retail Settingby Share of Smartphone SubscribersShowrooming is thepractice of examiningmerchandise in a traditionalbrick-and-mortar retail storewithout purchasing it, butthen shopping online to findthe lowest price for thatitem.*
  33. 33. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Banking
  34. 34. © comScore, Inc. Proprietary. 34Traffic to Banking sites increased 5% in the past year, with TD BankFinancial Group ranking #1 in the categorySource: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. 201115,97115,193BankingMonthly Q4 Avg. 2011 Monthly Q4 Avg. 2012Canadian Imperial Bank of CommerceBank of Montreal SitesDesjardins GroupRBC Financial GroupTD Bank Financial GroupTop 5 in Banking by Total Unique Visitors (000)+7%0%+5%+11%+2%Total Unique Visitors (000)+5%
  35. 35. © comScore, Inc. Proprietary. 35Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011More Canadians are accessing online banking through theirsmartphones29%33%Dec-2011 Dec-2012Dec-2011 Dec-2012% Smartphone Subscribers Accessing Bank Accounts on Mobile Device
  36. 36. © comScore, Inc. Proprietary. 36Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 vs. Dec 2011Application access of bank accounts increased in the past year, whileaccess from a mobile browser declined38%65%46%58%BrowserApplicationDec-2011 Dec-2012Method of Access by % Smartphone Subscribers Who Accessed Bank Accounts
  37. 37. © comScore, Inc. Proprietary. 37Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2012 vs. 2011Banking advertisers increased their online display ad impressions by59% in 20121,038,5971,655,428Monthly Q4 Avg. 2011 Monthly Q4 Avg. 2012Monthly Q4 Avg. 2011 Monthly Q4 Avg. 2012Total Display Ad Impressions (000) Delivered by Banking Sites+59%
  38. 38. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Automotive
  39. 39. © comScore, Inc. Proprietary. 394,4094,681Monthly 2H Avg. 2011 Monthly 2H Avg. 2012Monthly 2H Avg. 2011 Monthly 2H Avg. 2012Traffic to Automotive Manufacturer sites increased 6% year over yearSource: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly 2H Avg. 2012 vs. 2011Total Unique Visitors (000) to Automotive Manufacturer Sites+6%
  40. 40. © comScore, Inc. Proprietary. 40Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, 2H Aggregate 2012 vs. 2011Automotive Manufacturer advertisers posted a 15-percent increasecompared to last year9,131,47510,540,3782H 2011 2H 20122H 2011 2H 2012Total Display Ad Impressions (000) by Automotive Manufacturers+15%
  41. 41. © comScore, Inc. Proprietary. 41Fiat Automobiles SpAToyota Motor CorporationHyundai Motor CompanyFord Motor CompanyGeneral Motors CorporationGeneral Motors delivered the greatest number of display adimpressions in December 2012Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Dec 2012Top 5 Automotive Manufacturer Advertisers in December 2012by Total Display Ad Impressions
  42. 42. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Conclusion:Putting the Future in Focus 2013
  43. 43. © comScore, Inc. Proprietary. 432013: Putting the Future in FocusADAPTABLE ANALYTICS REQUIREDThis past year saw digital media’s continued risein prominence as part of consumers’ personallives and in business environments. Consumersare quickly becoming platform agnostic in theirdigital media consumption, and in today’s worldthey can choose when and how they’d like toconsume content. It might be that they startedwatching a film at home on their TV, continuedwatching it on their smartphone on the way towork, and finished watching it in bed at night ontheir tablet.It’s the pinnacle of convenience for consumers,but an utter headache from an audiencemeasurement and advertising analyticsstandpoint. comScore has adapted to thischanging digital world to become a trustedresource for understanding multi-platformconsumer behavior and enabling unification of alldata across platforms.Consumers have already adopted multipleplatforms and devices – 2013 is the yearbusinesses need to follow if they desire a unified,platform-agnostic view of consumer behavior.
  44. 44. © comScore, Inc. Proprietary. 442013: Putting the Future in FocusMULTI-PLATFORM TAKES CENTER STAGEWith the platform shift in full swing, businesseswill be challenged in the coming year to stayahead of consumers’ usage curve and deliverthem with the content they want, when and wherethey want it. It will also be imperative to maintainrevenue streams in the core digital channels whilecapturing market share and monetizing emergingchannels. Doing so will require businesses to geteven smarter in how they scale their content toother platforms by developing integrationstrategies that deliver unique offerings toadvertisers.Integration between delivery of content and theability to deliver campaigns in a multi-platformfashion remains a challenge, but the companieswho facilitate this form of platform agnosticstrategy will enhance value to marketers, simplifycampaign management for agencies and fostergreater pricing equilibrium between their contentchannels. As the bridge between traditional anddigital platforms, online video will play animportant leading role in how these integrationstrategies materialize.
  45. 45. © comScore, Inc. Proprietary. 452013: Putting the Future in FocusVALIDATION MATTERSIn Canada, more than 724 billion display adimpressions were delivered across the web in2012 at a growth of 17-percent indicating anincreasing level of comfort with a medium capableof delivering strong marketing ROI.While delivering advertising at scale remainsimportant, 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.It is more important than ever for advertisers toevaluate campaign viewability to improveoptimization and maximize the return on theirmedia spend. Look for advertisers to demandmore accountability and publishers toreconfigure site design and ad inventory toimprove performance in the coming year.
  46. 46. © comScore, Inc. Proprietary. 46Tweetable 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 agohttp://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 pricehttp://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
  47. 47. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Methodology
  48. 48. © comScore, Inc. Proprietary. 48MethodologyThis 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
  49. 49. © comScore, Inc. Proprietary. 49MethodologycomScore 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
  50. 50. © comScore, Inc. Proprietary. 50comScore, 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 CONNECTEDwww.comscore.comwww.facebook.com/comscoreinchttp://www.linkedin.com/company/comscore-inc.www.youtube.com/user/comscoreABOUT COMSCORE
  51. 51. © comScore, Inc. Proprietary.www.comscore.comwww.facebook.com/comscoreinc@comScoreCanada DigitalFuture in Focus 2013#FutureinFocusKey Insights from 2012 and What They Mean for the Coming Year@comScorewww.comscore.comwww.facebook.com/comscoreincEmail: canada@comscore.comMedia Requests: press@comscore.com

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