Digital 2013, Chris Thomson, comScore
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Digital 2013, Chris Thomson, comScore

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Thinking Digital: Returning Value from your Digital Investment

Thinking Digital: Returning Value from your Digital Investment

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Digital 2013, Chris Thomson, comScore Digital 2013, Chris Thomson, comScore Presentation Transcript

  • © comScore, Inc. Proprietary.The Digital Future In Focus“Understanding the customer journey, behaviour, trends and platforms”Chris Thomson, Enterprise Director
  • © comScore, Inc. Proprietary. 2Interesting fact………..
  • © comScore, Inc. Proprietary. 3Interesting fact………..How many toothbrushes are there in theWorld?
  • © comScore, Inc. Proprietary. 4Interesting fact………..How many toothbrushes are there in theWorld?3.5 Billion
  • © comScore, Inc. Proprietary. 5Interesting fact………..How many mobile phones are there in theWorld?
  • © comScore, Inc. Proprietary. 6Interesting fact………..How many mobile phones are there in theWorld?4 Billion
  • © comScore, Inc. Proprietary. 7Media Fragmentation is occurring at light-speed in todaysmultiplatform environment which features:• TVs and Computers• Smartphones• Tablets• Gaming Platforms• New devices coming to marketWe are entering the dawn of a brave new digital world…
  • © comScore, Inc. Proprietary. 8Source: comScore MMX, December 2012, UK 6+UK Online Population on the Up44.8 Million Brits Surfed the Web via a Home or Work ComputerGrowthOver1Year+5%42,73144,804Total Unique Visitors (000)Olympics frenzyfuels internetaudience growth
  • © comScore, Inc. Proprietary. 9Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+Smartphone Penetration in EU5 at 57%64% of UK Mobile Owners Use a Smartphone66%53%51%64%53%December 2012 wasthe first month allEuropean countriescrossed the 50%mark for smartphonepenetration.57%EU5Average
  • © comScore, Inc. Proprietary. 10Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+241,00061,00049,50048,00047,50035,000EU5GermanyUnited KingdomItalyFranceSpainTotal Mobile Audience (000)Mobile Audience in EU5 Crosses 240 Million Mark241Million
  • © comScore, Inc. Proprietary. 11Source: comScore Device Essentials, December 2012, Europe – Share of browser based page viewsDevice Share of Page Views Across Countries in EuropeNearly 1/3 of UK Page Views are from Mobiles and Tablets68.1%71.4%74.8%86.4%86.5%86.6%87.6%88.5%89.0%89.3%89.6%90.2%91.0%91.9%92.3%94.0%95.7%96.2%24.0%21.8%21.7%7.3%5.2%7.9%7.9%7.9%7.2%5.8%6.7%5.6%6.2%3.4%4.6%3.8%3.2%2.3%6.8%5.6%3.4%6.2%8.1%5.2%4.3%3.5%3.7%4.7%3.5%3.3%2.3%4.3%2.6%2.1%1.0%1.5%65% 70% 75% 80% 85% 90% 95% 100%United KingdomIrelandRussian FederationNorwayNetherlandsSwitzerlandFinlandAustriaSwedenDenmarkItalyGermanySpainBelgiumFrancePortugalPolandTurkeyPC Mobile Tablet Other
  • © comScore, Inc. Proprietary. 12Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average endingDecember 2012, UK 13+Tablets Are Here to Stay01,0002,0003,0004,0005,0006,0007,000SmartphoneUsers(000)withTablet+243%Over 6 million Britshad a smartphoneas well as a tablet inDecember 2012
  • © comScore, Inc. Proprietary. 13“This new paradigm offers consumers a seemless digitalexperience that can easily traverse platforms, locations andtemporal constraints”• Content can be experienced anytime anyplace• The average consumers screen time across devices expands to fillin many of these available gaps throughout the day.• There are more opportunities than ever before for marketers toreach, engage and measure.We are entering the dawn of a brave new digital world…
  • © comScore, Inc. Proprietary. 14ShareofDevicePageTrafficonaTypicalWorkdayMobiles brightenthe commuteSource: comScore Device Essentials, Monday, 21st January 2013, UKDevice Preferences Throughout the DayMost Weekday Tablet Usage Occurs Between 8pm and 9pmTablets popularat nightPCs dominateworking hours
  • © comScore, Inc. Proprietary. 15Tablets - Companions on the Sofa + in Bed in U.S. Homes74%70%41%36%34%BedroomFamily/living roomHome officeKitchenOutside/patio/porchLocation of Tablet Use at HomeNearly half ofTablet OwnersUse their Tabletwhile watching TV
  • © comScore, Inc. Proprietary. 16The Digital Future In FocusThe customer journey is invaluable to:• Publishers• Agencies• Banking• Broadcasters• Gaming companies• Travel companies
  • © comScore, Inc. Proprietary. 17• If we are targeting certain people with related content then then weneed to know the breakdown of the population demographicincluding sex, social class and sometimes region• Most digital organisations will be European or Global and so thisinformation will be required in multiple countries or regionsThe Digital Future In Focus
  • © comScore, Inc. Proprietary. 18Source: comScore MMX, December 2012, UK 6+Profile: UK Online Audience5,4477,4898,0187,367 7,3539,1296-14 15-24 25-34 35-44 45-54 55+TotalUniqueVisitors(000)Age:10.6%21.8%15.3%21.2%31.1%Under £10K£10K-£24,999£25K-£34,999£35K-£49,999£50K or moreHHIncome49%Female51%Male
  • © comScore, Inc. Proprietary. 19Source: comScore MobiLens, 3 month average ending December 2012, UK 13+UK Mobile LandscapeNearly ¼ of British Smartphone Audience are Between 25 and 34 Year Old13-177%18-2412%25-3417%35-4417%45-5417%55+30%Age Composition ofMobile Audience13-179%18-2415%25-3422%35-4419%45-5416%55+19%Age Composition ofSmartphone AudienceTotal UK Mobile Audience: 49.5 million Total UK Smartphone Audience: 31.7 millionThe gender splitfor smartphonesis identical to theUK onlineaudience: 51%male, 49% female
  • © comScore, Inc. Proprietary. 20Source: comScore MMX, December 2012, UK 6+**Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet Users from the DemoSegment x 100; Index of 100 indicates average representation.Silver Surfers – Understand the Largest Group of UK Internet Users12.2%16.7%17.9%16.4%16.4%20.4%Composition of UK Internet AudiencePersons: 6-14Persons: 15-24Persons: 25-34Persons: 35-44Persons: 45-54Persons: 55+98 100 102 104 106 108 110 112 114 116 118GamblingTelecommunicationsBusiness/FinanceTravelAutomotiveIndex* for 55+ Year Olds – Likelihood compared to Total Internet AudienceDuring 2012, the internetaudience aged over 55years grew by 11% to 9.1million. Total time spentfor this age group evengrew by 25%.
  • © comScore, Inc. Proprietary. 21The Digital Future In Focus• We’ve Looked at breakdown of audience by:• Device• Device by country• Daily Usage• Breakdown of the demographic• Let’s now look at the breakdown of our onlinebehaviour…..
  • © comScore, Inc. Proprietary. 22Source: comScore MMX, December 2010 - December 2012, UK 6+Social Media Captures Most PC Screen Time in UKTotal Time Spent on Services (e.g. Email) Decreased – But Still Top 2 Spot02,0004,0006,0008,00010,00012,00014,00016,00018,000TotalMinutes(MM)Social Media Services Entertainment Portals Retail AuctionsThe average UK internetuser spent 6.5 hours onsocial media sites duringDecember 2012
  • © comScore, Inc. Proprietary. 231,3841,1818,0194,8616354,0652,5119,6617,3729,6982,7641,79010,6296,3978255,2163,22112,2389,28812,158Retail - MoviesJob SearchComputer SoftwareConsumer GoodsPharmacyPoliticsHealth CareBeauty/Fashion/StyleLotto/SweepstakesEducation - InformationTotalUniqueVisitors(000)Dec-11 Dec-12+100%+51%+33%+32%+30%+28%+28%+27%+26%+25%Source: comScore MMX, December 2011 - December 2012, UK 6+Retail Movies is Fastest Growing Web CategoryYear overYear Growth
  • © comScore, Inc. Proprietary. 24Newspapers Extend Reach via Video and MobileThe Sun Extends Reach by Nearly 17% when Accounting for Mobile13,39211,2749,6505,034 4,74812,06410,2958,8314,5464,0612,5601,5881,2167021,039Mail Online The Guardian Telegraph MediaGroupIndependent.co.uk The Sun OnlineTotal Digital Population (000)PC (Web and Video) Unique Visitors/ Viewers (000)Mobile Browsing Unique Visitors/ Viewers (000)+11%+16.9%+10.7%+9.3%+9.5%Accounting for these incrementalaudiences, media companies are able todemonstrate significantly wider scale toadvertisers. Learn more about MMX MP(Beta): www.comscore.com/MMX_Multi-PlatformIncrementalAudience (%)via MobileSource: comScore MMX Multi-Plattform BETA, December 2012, UK 6+
  • © comScore, Inc. Proprietary. 25Source: comScore MMX, December 2012, UK 6+Top Web Properties40,70633,59131,79026,408 26,37823,174 22,948 22,50020,63318,54022,0239,38614,0906,7474,541 4,764 4,573 4,2762,905 1,984Total Unique Visitors (000) Average Daily Visitors (000)
  • © comScore, Inc. Proprietary. 26Source: comScore MMX Multi-Plattform BETA, December 2012, UK 6+Online Video Enables Publishers to Reach Additional AudiencesVimeoPerform SportsAOL, Inc.Dailymotion.comAdobe SitesAmazon SitesTurner DigitalDisney OnlineSky SitesDemand MediaSites with Highest Share of Video Viewers Compared to Total Digital Audience (Among Top 100)PC-Based Unique Visitors (000) Exclusive Video Unique Visitors (000)+52%+16%+14%+13%+11%+10%+7%+5%+5%+40%
  • © comScore, Inc. Proprietary. 27Top Mobile Categories (via Browser)Source: comScore GSMA MMM, December 2012, UK26,13624,35323,73923,00922,780ServicesSearch/NavigationRetailSocial MediaPortalsTotalUniqueVisitors(000)45.434.233.123.813.6ServicesSocial MediaNews/InformationWeatherRetailTotalHours(MM)Average timespent accessingthe internet via amobile browser inthe UK: 9.5 Hoursper user a month
  • © comScore, Inc. Proprietary. 28Google Secures Spot as Top Mobile Website3 Google Apps Make it into Top 10 – YouTube, Maps and SearchSource: comScore GSMA MMM, December 2012, UKTop 10 Mobile Websites Top 15 Apps10,6876,7346,5755,3494,5344,1533,1122,5982,0001,5491,4311,3901,3031,1681,016Apple iTunesYahoo! StocksYouTubeGoogle MapsFacebookApple MapsGoogle SearchInstagramBBC NewsTwittereBaySkypeSky Sports Live Football Score…BBC iPlayerAmazon Mobile23,75015,70410,6629,5749,4519,3066,9516,3256,1535,335Google SitesFacebook.comAmazon SitesBBC SitesYahoo! SitesWikimedia FoundationSitesMicrosoft SitesGlam MediaVodafone GroupTerra - TelefonicaTotalUniqueVisitors(000)The winners of theapp world areFacebook, Googleand Apple - keepingin mind that manyapps are pre-installed, while e.g.Instagram is activelydownloaded by UKusers.
  • © comScore, Inc. Proprietary.0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%TechnologyBusiness/FinanceCommunityGamesRetailNews/InformationPortalsSocial MediaDirectories/ResourcesSearch/NavigationEntertainmentWebAppTop Smartphone Categories by UVs,% Share of Time Spent by Access MethodAugust 2012Apps Dominate Time Spent in Most CategoriesSource: comScore Mobile Metrix 2.0, USData August 2012*Excludes Services and Corporate Presence categories
  • © comScore, Inc. Proprietary. 30The Digital Future In Focus• Now lets look at monetization:• How are publishers increasing add revenue• Using rich media to increase additional user• Capturing true add impression is key tomeasuring success
  • © comScore, Inc. Proprietary. 311,071,5992,852,4182,275,5152,725,2111,255,9622,222,851424,6101,910,2861,770,6931,805,6200500,0001,000,0001,500,0002,000,0002,500,0003,000,0003,500,0004,000,0004,500,0005,000,000Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012TotalNumberofDisplayAdImpressions(000)Top UK Display AdvertisersMicrosoft Corporation British Sky Broadcasting Group plceBay, Inc. Vodafone Group PlcGoogle Inc.Source: comScore Ad Metrix, December 2012, UK 6+Top UK Display AdvertisersOver 923 Billion Display Ad Impressions Were Delivered in 2012Were the ads seen by thedesired target audience? Goto www.comScore.com/vCEto learn more about theimportance of viewableimpressions.
  • © comScore, Inc. Proprietary. 322,76410,6296,3973,22116,87419,99312,5544,38217,1695,510Retail - MoviesComputer SoftwareConsumer GoodsHealth CareRetail - FoodApparelConsumer ElectronicsBooksComparison ShoppingRetail - MusicTotal Unique Visitors (000)+100%+17%+28%+33%+32%+5%+2%+1%-6%-11%Source: comScore MMX, December 2011 - December 2012, UK 6+Retail: Visitors to Movie Websites Double, Whilst Music Takes a HitRetailSubcategorieswithstrongestgrowthRetailSubcategorieswithweakestgrowth
  • © comScore, Inc. Proprietary. 3319,5546,7445,4331,493 1,219 745News/Information -NewspapersThe Guardian Mail Online Telegraph MediaGroupThe Sun Online The New YorkTimes BrandTotalVideos(000)Source: comScore Video Metrix, December 2012, UK 6+Newspapers: Monetising Video Content% Ads ofTotal Videos:28.8%% Ads ofTotal Videos:30.7% % Ads ofTotal Videos:23.6%% Ads ofTotal Videos:16.6%% Ads ofTotal Videos:47.2%% Ads ofTotal Videos:8.2%Advertising is one of the mostimportant revenue streams forpublishers. Get the insights toredesign your pages or create moreeffective ad packages, in real time.www.comScore.com/Monetization
  • © comScore, Inc. Proprietary. 3431%14%11%10%5%5%5%3%3%2%11%Top Categories by % Share of Display Ad ImpressionsSocial MediaEntertainmentPortalsServicesCommunityNews/InformationAuctionsSportsGamesRetailOtherSource: comScore Ad Metrix, December 2012, UK 6+UK Publishers Carrying Most Display Ad ImpressionsSocial Media Sites Capture Largest Share of Display Ads
  • © comScore, Inc. Proprietary. 35Source: comScore MobiLens, 3 month average ending December 2012, UK 13+Mobile Advertising – Multiple formats take holdYoung Adults Have an Especially High Recall of Mobile Advertising28.010.820.536.416.316.638.714.530.357.726.225.8Web/App Ads: Recall seeing adsScanned QR/bar code with mobilephoneSaw in-game adsSocial Networking - Read postsfrom organizations/brands/eventsSocial Networking - Clicked onadvertisementSocial Networking - Receivedcoupon/offer/deal% of 18-24 Year Old Smartphone Users% of Smartphone Users
  • © comScore, Inc. Proprietary. 366,6974,8932,4151,3137713,420235128Tumblr.com Instagram.com Pinterest.com Goodreads.comTotalUniqueVisitors(000)PC MobileSource: comScore MMX, December 2012, UK 6+Source: comScore GSMA MMM, December 2012, UKSocial – the New Kids on the BlockInstagram UK Mobile Audience Grows by 1112% During Past Year+101%+33,907%+717%+163%+140%+1,112%+849%+373%YoYGrowth
  • © comScore, Inc. Proprietary. 370100,000200,000300,000400,000500,000600,000700,000800,000900,000TotalDisplayAdImpressions(000)Dec-11 Dec-12-21%Source: comScore Ad Metrix, December 2011 - December 2012, UK 6+UK Retailers Increase Number of Display AdseBay, Amazon and DSG Lead Ranking of UK Retail AdvertisersIn December 2012, 16% more displayads were published than in December2011. UK Retailers grew the number ofdisplay ads they placed online by 51%over the same period.+55%+85%+68% +142%N/A +608% +254% +27884% +86%
  • © comScore, Inc. Proprietary. 38Source: comScore MobiLens, 3 month average ending December 2012, UK 13+Mobile Retail Trends2. SHOWROOMINGThe smartphone, the perfectcompanion for comparingprices, finding shop locationsetc. is with you at all stagesof the purchase funnel.3. SHARINGPeople use social mediato share what they havepurchased, check intoa shop etc.1. PURCHASING20% of smartphone userspurchased a good or serviceon their device. Price peritem and overall monthlyspend is growing rapidly.Top 3 Retail Activities on a Mobile26%FindStore Location20%CompareProduct prices19%ResearchProduct Features
  • © comScore, Inc. Proprietary. 39• Knowing your audience is key!• Customer journey• Platform• Demographic• Competition• Monetization• Publishing is proving that adopting new media improvesvisitation and ad impressions• Social is continuing to grow users and ad spend• Rising stars – Instagram and PinterestConclusion
  • © comScore, Inc. Proprietary. 40• How many of your ad impressions are being seen bycustomers?• How do you prove it?• How do you monitor?• Is search (SEO) worth the investment and how accurateis it?• How are you going to measure and assess yourcustomer journey and look at propositions that willsupport and address these requirements?Challenges
  • © comScore, Inc. Proprietary.www.comscore.comwww.facebook.com/comscoreinc@comScoreFor further information, please contact:cthomson@comscore.comThank you!@comScoreEMEAwww.comscore.comwww.facebook.com/comscoreincwww.comscoredatamine.com