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Com Score Latin America Overview
 

Com Score Latin America Overview

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    Com Score Latin America Overview Com Score Latin America Overview Presentation Transcript

    • MEASURING THE DIGITAL WORLD Latin America Services Overview
    • MEASURING THE DIGITAL WORLD Company Background & International Reporting Capabilities
    • comScore, Inc: A closer look ■ Corporate headquarters: Reston, USA – Offices in London, Paris, Gütersloh, Tokyo, NYC, Chicago, San Francisco, Seattle, Toronto ■ Year founded: 1999; Media Metrix founded 1995 ■ Employees: 500 ■ Successful IPO (NASDAQ: SCOR) – June 26, 2007 ■ Number of clients: 800+ ■ Company-wide renewal rate well over 90% ■ The source of record for leading media outlets worldwide – comScore data and analysts are cited approximately 8-10,000x per year Proprietary and Confidential Do not distribute without written permission from comScore 3
    • About comScore: What we do ■ Recruit & analyse the online activity of a panel of two million individuals worldwide ■ Panel is a representative cross section of the global online population ■ Help clients design powerful marketing strategies and tactics that deliver superior ROI ■ comScore services are used by more than 800 clients = A global leader in measuring the digital world Proprietary and Confidential Do not distribute without written permission from comScore 4
    • Data collected from 171 countries 34 Countries Processed and Reported Separately Proprietary and Confidential Do not distribute without written permission from comScore 5
    • 36 Countries processed and reported separately 34 Countries Processed and Reported Separately Proprietary and Confidential Do not distribute without written permission from comScore 6
    • Country Coverage North America Europe Asia – Pacific Canada Austria Australia USA Belgium China Denmark Hong Kong Latin America Finland India France Japan Argentina Germany Korea Brazil Ireland Malaysia Chile Italy New Zealand Colombia Netherlands Singapore Mexico Norway Taiwan Puerto Rico Portugal Venezuela Russian Federation Middle East - Africa Spain Sweden Israel Switzerland South Africa UK Proprietary and Confidential Do not distribute without written permission from comScore 7
    • comScore: Comprehensive global measurement Key Business Questions • Which countries drive my international site traffic? • Where should I look for new audiences? • Who are my local competitors? • What are the regional trends across Europe, Asia and Worldwide? Proprietary and Confidential Do not distribute without written permission from comScore 8
    • comScore: Comprehensive global measurement Unique industry-leading analysis focused on standardisation across a truly global footprint: ■ Consistent universe definition – Those aged 15+ accessing the internet from either a home or a work computer in the past 30 days ■ Consistent recruitment methodology – Randomly recruited with multiple value propositions running simultaneously across the web – Permission Research ■ Consistent projection methodology – Stratified on age, gender, broadband vs. narrow band, percent of pages surfed in local language (for non-English speaking countries) ■ Consistent categorisation – Global client focused dictionary ■ Consistent reporting Proprietary and Confidential Do not distribute without written permission from comScore 9
    • MEASURING THE DIGITAL WORLD Data Collection
    • The cProxy comScore’s software agent allows us to “see” user activity at the machine- or screen-side (user experience as opposed to site-centric) ■ comScore captures: – url – Engagement (active versus passive, Panelist’s PC e.g. tabbed browsers) HTTPS HTTPS – Keystrokes, mouse movements Browser Website Website – Information passing between the user and the Internet entity ■ Data capture tiers HTTP HTTP Streaming Streaming – HTTP: comScore can capture just Website Website CProxy Site Site about anything over the HTTP protocol (including HTTP and HTTPS) – Proprietary Packet Queuing Technology: Developed for streaming; Collection Collection allows us to capture virtually any Server Server protocol – Can also capture AOL proprietary, IM environments Proprietary and Confidential Do not distribute without written permission from comScore 11
    • Data Capture - Example One page viewed by user Multiple interactions tracked by comScore Proprietary and Confidential Do not distribute without written permission from comScore 12
    • MEASURING THE DIGITAL WORLD Panel Recruitment & Enumeration
    • Online Respondent Acquisition ■ Affiliate program – Affiliate network comprised of web entities which meet comScore's quality criteria – On these sites, panelists are recruited via banner ads – Appeals are targeted through a broad array of smaller web entities – Respondents are directed to our online intake entity • www.permissionresearch.com Proprietary and Confidential Do not distribute without written permission from comScore 14
    • Permission Research translated into 17 languages Proprietary and Confidential Do not distribute without written permission from comScore 15
    • Clear Consumer Communications Potential members are informed that they would be joining an online market research panel that tracks their online browsing and purchasing behavior. Potential members are informed of the company’s commitment to protect the privacy of members. Proprietary and Confidential Do not distribute without written permission from comScore 16
    • Privacy Practices: Registration Process Registrant provides own The Privacy demographic Statement & information -- User License including birth Agreement date informs users that they would be participating in market research program involving passive tracking of their online browsing & purchasing behavior AND requires their affirmative consent. Proprietary and Confidential Do not distribute without written permission from comScore 17
    • Privacy Practices: Registration Process After installation of software, user asked to provide household information Proprietary and Confidential Do not distribute without written permission from comScore 18
    • Online Respondent Acquisition ■ Third Party Application Provider (TAP) Program – comScore partners with application providers who offer visitors a “quid pro quo” – Free software, applications, utilities in return for joining the panel – User value propositions include: • Screensaver, wallpaper, digital content • Media burners, players, search utilities • Games • Desktop productivity • Tools • Social community subscriptions Proprietary and Confidential Do not distribute without written permission from comScore 19
    • Machines and People ■ In the digital age, tracking the behavior of machines is easier than ever before ■ Moving from machines (who don’t buy products or view advertisements) to people poses unique challenges ■ In panel measurement, the ideal is passive observation over an extended time period ■ One approach: use “who are you?” pop-ups, requiring respondents to self-identify each user session (similar to traditional media construct used in TV People Meter) – Intrusive – Fatiguing – Biasing Proprietary and Confidential Do not distribute without written permission from comScore 20
    • comScore Uses Technology for Persons Identification ■ User Demographic Reporting (UDR): proprietary, patented technology that uses biometric “fingerprints” to assign user sessions to users within the household – Based on keyboard and mouse behaviors ■ UDR is used to passively identify the user for each user session – Activity not attributed to a user will cause the machine to fall out of in-tab for the reporting month Proprietary and Confidential Do not distribute without written permission from comScore 21
    • Enumeration Sources Argentina: CIA Brazil: CIA, IPSOS Face of the Web Chile: CIA, IPSOS Face of the Web Columbia: CIA, IPSOS Face of the Web Mexico: INEGI, AMPICI Puerto Rico: CIA, IPSOS Face of the Web Venezuela: CIA, IPSOS Face of the Web Proprietary and Confidential Do not distribute without written permission from comScore 22
    • Panel Sizes & Universe Estimates Target Panel Size Universe Estimate (000) Latin America 165,000 59,025 Argentina 15,000 8,078 Brazil 50,000 18,204 Chile 15,000 5,400 Colombia 15,000 3,094 Mexico 50,000 11,515 Puerto Rico 15,000 842 Venezuela 5,000 1,466 Proprietary and Confidential Do not distribute without written permission from comScore 23
    • Demographics Available ■ Age – Persons 15+ – ADD OTHERS ■ Gender – Male – Female ■ Connection Speed – Narrowband – Broadband Proprietary and Confidential Do not distribute without written permission from comScore 24
    • MEASURING THE DIGITAL WORLD comScore Reporting
    • Data organising: comScore’s Client Focused Dictionary Client Focused Dictionary (CFD) 6-tier reporting structure 110+ Categories & Sub-Categories PROPERTY Time Warner Telecoms. MEDIA TITLE AOL Travel CHANNEL AOL Ent. Finance SUB-CHANNEL AOL Music Automotive GROUP AOL Radio Ad-Networks AOL Radio SUB-GROUP etc Streaming URL’s Proprietary and Confidential Do not distribute without written permission from comScore
    • World class reporting Key Demo. Media Cross Digital Source/ Campaign Measures Profile Trend Visiting Calculator Loss R/F Web Based Simple Accurate Proprietary and Confidential Do not distribute without written permission from comScore 27
    • World class reporting: Key Measures Key Business Questions • How big is my site’s audience, and how engaged are they? • How does my site rank among my category? • How many visitors does my site receive from a specific target audience? • How do these measures compare to my competition? Proprietary and Confidential Do not distribute without written permission from comScore 28
    • World class reporting: Demographic Profile Key Business Questions • What is the composition of my site across demographic segments? • What demographic segments are the more engaged users of my site? • How does the composition of my site compare to competitors and the Internet overall? Proprietary and Confidential Do not distribute without written permission from comScore 29
    • World class reporting: Media Trend Key Business Questions • Are visitors to my site increasing over time? • Are my site visitors more engaged now than in previous periods? • Is my audience for a specific demo growing? • How is my site audience and usage trending compared to my competitors? Proprietary and Confidential Do not distribute without written permission from comScore 30
    • World class reporting: Cross Visiting Key Business Questions • What is the behavioural profile of my site’s audience? • What other media does my site audience visit? Which specific sites and which content areas? • Where are the opportunities for advertising, marketing and partnership to reach my target? • Is my site audience also visiting my competitors? Proprietary and Confidential Do not distribute without written permission from comScore 31
    • World class reporting: Digital Calculator Key Business Questions • What is the unduplicated reach of a set of sites? • How is traffic shared among the different sections of my web property? • How many users visit my site AND NOT another within a defined target set? Proprietary and Confidential Do not distribute without written permission from comScore 32
    • World class reporting: Source/Loss Key Business Questions • What are the origins of traffic to my site? • Where do visitors go after they leave my site? • Am I losing visitors to my competitors? • What are the specific channels within a site which are driving traffic to my site? Proprietary and Confidential Do not distribute without written permission from comScore 33
    • World class reporting: Campaign Reach/Frequency Key Business Questions • At equal weight levels, which site provides the greatest reach potential? • What combination of sites optimises potential reach? • What campaign length maximises reach? Multiple days, weeks or months? • How does actual delivery compare with originally planned estimates? Proprietary and Confidential Do not distribute without written permission from comScore 34
    • MEASURING THE DIGITAL WORLD Latin America Online Trends
    • Latin America Y/Y Growth is at 10.1% ■ There are 74 million more Internet users Worldwide Online Population today than this time last year Millions of ■ Current growth is being driven by the Asia Internet Users +10.1% 804.5 Pacific region, with a 14.3% increase on 730.9 a very large base ■ The Latin American audience grew 15.8% in the past year Worldw ide Oct 2006 Oct 2007 Online Populations by Region Millions of Internet Users +14.3% 299.3 261.8 +6.4% +4.4% 171.8 182.8 172.8 165.6 +8.2% +15.8% +19.0% 51.1 55.3 48.8 56.5 31.7 37.8 Asia Pacific North America Western Europe Eastern Europe Latin America Mid East & Africa Source: comScore World Metrix, July 2007 Proprietary and Confidential Do not distribute without written permission from comScore 36
    • Internet Users Around the Globe ■ China now has the second-largest presence on the internet, but per-visitor usage is below the worldwide average ■ Users in Argentina, Brazil, Venezuela and Chile are amongst the leaders in time spent per user Most Internet Users by Country Heaviest Internet Users Millions of Internet Users* Hours per Internet User per Month United States 182.2 Canada 43.4 China 95.7 United Kingdom 36.0 Japan 54.0 Israel 35.8 Germ any 33.4 Argentina 35.0 United Kingdom 32.4 Brazil 33.5 France 27.8 Venezuela 33.0 Korea (South) 26.0 Sweden 32.7 India 25.2 Chile 31.6 Canada 23.7 United States 30.3 Italy 17.7 Korea (South) 29.6 WW average = 26.2 *Internet users 15+ accessing the internet from a Home or Work computer Source: comScore World Metrix, October 2007 Proprietary and Confidential Do not distribute without written permission from comScore 37
    • Top Indexing Internet Categories by Region North America Asia-Pacific Reach Index to Reach Index to WW WW Department Stores 36.1% 333 Online Trading 8% 138 Pharmacy 9.2% 314 Discussion/Chat 50% 120 Coupons 11.1% 304 Incentives 9% 119 Home 24.4% 290 News/Research 27% 109 Taxes 5.0% 280 Blogs 54% 107 Health Care 13.7% 275 Online Trading 8% 138 Shipping 18.7% 263 Discussion/Chat 50% 120 Flowers/Gifts/Greetings 20.6% 252 Tickets 21.5% 243 Latin America Europe Home Furnishings 22.5% 239 Reach Index to Reach Index to WW MidEast-Africa WW Humor 21.2% 165 Ground/Cruise 17.9% 215 Reach Index to Instant Messengers 73.2% 151 Online Gambling 19.5% 205 WW Religion 10.3% 151 Retail - Food 8.8% 174 Religion 12.1% 177 Information 35.1% 151 Consumer Goods 12.3% 173 Instant Messengers 60.4% 125 Government 39.0% 143 Transactions 36.2% 161 Classifieds 23.2% 116 Education 54.3% 132 Gambling 29.0% 156 Personals 14.6% 110 Web Hosting 44.6% 131 Retail - Music 19.8% 154 Online Gaming 32.8% 109 e-cards 13.5% 130 Financial Information/Advice 23.2% 153 e-mail 73.2% 106 Blogs 64.2% 128 Travel - Information 30.5% 152 Discussion/Chat 42.6% 102 Auctions 52.4% 125 Airlines 18.8% 148 Downloads 64.1% 102 Source: comScore World Metrix, October 2007 Proprietary and Confidential Do not distribute without written permission from comScore 38
    • Fastest Growing Site Categories by Region North America Asia-Pacific Y/Y Growth Y/Y Growth Entertainment - News 44% Teens 254% Radio 38% Politics 147% Women 37% Radio 137% Classifieds 33% Reference 117% Teens 32% Incentives 110% Training and Education 29% Financial Information/Advice 104% Health - Information 25% Genealogy 90% Photos 23% Telecommunications 82% Latin America Western Europe MidEast-Africa Y/Y Growth Y/Y Growth Y/Y Growth Shipping 160% Training and Education 48% Health Care 233% TV 115% Multimedia 43% Job Search 204% Classifieds 114% Sports/Outdoor 41% Genealogy 201% Gay/Lesbian 103% Teens 40% Taxes 172% Training and Education 82% Radio 32% Financial Information/Advice 114% Online Trading 77% Jewelry/Luxury Classifieds 107% 29% Goods/Accessories Entertainment - News 77% Teens 103% Consumer Goods 29% Home 75% Photos 100% Entertainment - Music 27% Source: % YOY Growth in Unique Visitors, comScore World Metrix, October 2007 Proprietary and Confidential Do not distribute without written permission from comScore 39
    • Share of Duration on Top Properties ■ In Latin America, the Top 10 Sites per Region: Share of Duration top 10 properties account for 59% of total duration % of Regional Minutes Spent on Top 10 Sites 61% 45% 36% 39% 35% ` Asia Pacific Europe North MidEast- Latin America Africa America U.S. Sites Local Sites All Other Source: comScore World Metrix, October 2007 Proprietary and Confidential Do not distribute without written permission from comScore 40
    • The Growth of Social Networking ■ Social Networking sites are experiencing tremendous growth all over the world Social Networking Growth 29% 23% 20% 19% 16% 10% Worldwide North America Latin America Europe Middle East- Asia Pacific Africa Source: comScore World Metrix, November 2006 & June 2007 Proprietary and Confidential Do not distribute without written permission from comScore 41
    • The Wide World of Widgets ■ Widget usage has increased phenomenally in recent months, with Unique Visitors increasing 35% from April to June 2007, to 239.3 MM users worldwide ■ Almost a quarter of Latin America users view a widget each month Worldwide Widget Reach Widget Penetration by Region Unique Visitors (000) % of online population which has viewed a widget 239.3 220.7 177.8 49% 28% 34% 24% 16% 20% 13% Apr-07 May-07 Jun-07 Worldwide North Western Asia Latin Eastern Middle America Europe Pacific America Europe East- Unique Africa Visitors (MM) 239.3 98.1 62.5 49.2 14.2 7.6 7.7 Source: comScore Widget Metrix, June 2007. WidgetMetrix currently reports on embedded Shockwave Flash (.swf) objects only. Desktop widgets are not included in this report. Proprietary and Confidential Do not distribute without written permission from comScore 42
    • Computer Hardware Around the World ■ Online entertainment demands faster speeds and more storage – Western Europe boasts bigger, faster machines than those in North America – Latin America has the highest percentage of slower, smaller hard drives Machine RAM Hard Drive Size WW Average 6% 33% 43% 5% 13% WW Average 14% 29% 9% 29% 19% Asia Pacific 6% 39% 38% 6% 11% Asia Pacific 13% 28% 10% 31% 18% Eastern Europe 4% 36% 43% 4% 12% Eastern Europe 11% 26% 7% 33% 24% Latin America 9% 45% 37% 5% 5% Latin America 14% 37% 5% 33% 10% Middle East and Africa 7% 37% 44% 4% 9% Middle East and Africa 14% 31% 8% 36% 11% North America 6% 29% 46% 5% 13% North America 17% 33% 7% 27% 16% Western Europe 4% 24% 46% 6% 21% Western Europe 12% 24% 10% 27% 27% < 128 MB 128 - 255 MB 256 - 511 MB 512 MB - 0.999 GB 1 GB + 0 - 29 GB 30 - 49 GB 50 - 69 GB 70 - 99 GB 100 GB + Source: comScore Tech Metrix, August 2007. Measured in Machines accessing the internet from a home or work location Proprietary and Confidential Do not distribute without written permission from comScore 43
    • Pictures, Music, and Movies ■ Hard Drive space in Eastern and Western Europe are taken up with pictures and music files ■ Latin America has the highest # of .wmv files per machine Average # of Files per Machine .mp3 .wmv .jpg World-Wide 7768 913 35 Western Europe 8467 1300 40 North America 7567 692 27 Middle East and Africa 6481 968 42 Latin America 6255 1036 60 Eastern Europe 10192 1708 45 Asia Pacific 8137 867 48 Source: comScore Tech Metrix, August 2007. Measured in Machines accessing the internet from a home or work location Proprietary and Confidential Do not distribute without written permission from comScore 44
    • Latin America Top 10 Properties Source: comScore Media Metrix, November 2007 Proprietary and Confidential Do not distribute without written permission from comScore 45