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The digital world in focus 2013

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The digital world in focus 2013

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    The digital world in focus 2013 The digital world in focus 2013 Presentation Transcript

    • The Digital World in Focus Gian Fulgoni Executive Chairman comScore, Inc. © comScore, Inc. Proprietary.
    • comScore is a leading internet technology company that provides Data & Analytics for a Digital World™ NASDAQ SCOR Clients 2,100+ Worldwide Employees 1,000+ Headquarters Reston, Virginia, USA Global Coverage Measurement from 172 Countries; 44 Markets Reported Big Data Over 1.5 Trillion Digital Interactions Captured Monthly © comScore, Inc. Proprietary. V0113 2
    • Data sourced from comScore’s global panel of 2 million Internet users 2 Million Person Panel 360°View of Person Behavior Web Visiting & Search Behavior Online & Offline Buying Online Advertising Exposure PERSON-Centric Panel with WEBSITE-Census Measurement PANEL CENSUS Advertising Effectiveness Transactions Media & Video Consumption PANEL Demographics, Lifestyles & Attitudes Unified Digital Measurement™ (UDM) Mobile Internet Usage & Behavior Patent-Pending Methodology 1 Million Domains Participating Adopted by 90% of Top 100 U.S. Media Properties Plus 5 Million TV Set Top Boxes for 3-Screen Measurement © comScore, Inc. Proprietary. V0411 3
    • Topics for Today Global Overview  Internet User Trends  Top Online Properties  Social Media  Search  Online Video  Mobile  Multi-Platform Lessons Learned About Digital Advertising © comScore, Inc. Proprietary. 4
    • #FutureinFocus GLOBAL OVERVIEW © comScore, Inc. Proprietary.
    • Distribution of Worldwide Internet Audience The U.S. is no Longer the Centre of the Online Universe 34% Outside US 87% Middle East - Africa 9% North America 14% Latin America 8% Asia Pacific 42% Outside US Europe 27% 66% 13% 1996 2012 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Worldwide 15+, 6
    • Online Desktop Audience Across the Globe China Comprises 22% of Global Audience Brazil and India Post Highest Growth Total Monthly Unique Visitors (000) 351.2 India’s internet audience grew 25% since July 2012, overtaking Japan as the world’s 3rd largest internet audience Brazil’s web population posted the highest growth worldwide, increasing by 41% since July 2012 196.3 78.3 73.7 65.5 64.3 © comScore, Inc. Proprietary. 53.0 42.6 39.2 29.5 25.6 24.7 23.9 22.8 20.0 16.8 15.2 14.5 Source: comScore MMX, December 2012, Europe 15+ 7
    • Monthly Hours per Visitor Time Spent and Growth Across Regions Asia Pacific is Largest and Still Growing, Lat Am has Highest Percent Growth 35.9 25.8 North America Europe Global Average: 24.5 Hours a Month 25.4 Latin America 21.0 17.6 Asia Pacific Middle East - Africa Monthly Unique Visitors (MM) +6% 617 655 +5% 399 419 +4% Asia Pacific Europe © comScore, Inc. Proprietary. North America +13% --- 134 152 213 222 134 134 Latin America Source: comScore MMX, July 2012 and July 2013, Worldwide 15+, Jul-12 Jul-13 Middle East Africa 8
    • Engagement Across Global Audiences Average Monthly Hours per Visitor Heavy Users Not Only in Europe and North America; Emerging Markets Post High Usage Too Italy United States United Kingdom Canada Brazil Vietnam Turkey France Argentina Israel Taiwan Finland Spain Netherlands Poland Thailand Chile China Hong Kong Russian Federation 46.9 36.3 34.8 33.1 32.1 29.3 28.3 27.4 26.4 25.9 24.7 24.7 24.6 24.5 24.4 24.3 23.7 23.6 23.0 22.7 © comScore, Inc. Proprietary. Source: comScore MMX, July 2013 9
    • Established Online Audiences in North America, Europe Skew Older 60 percent of Latin American Web Audience is Under 35 Persons: 15-24 Persons: 45-54 Persons: 25-34 Persons: 55+ % of Online Population WW 26% Asia Pacific 28% Europe 21% Latin America 24% 18% 32% © comScore, Inc. 21% 30% 21% North America 26% Proprietary. Persons: 35-44 14% 23% 21% 18% 28% 17% 18% 20% 13% 11% 8% 16% 26% 12% 8% Internet Audience 15+ accessing Internet from a Home or Work Desktop Source: comScore Media Metrix, July 2013 10
    • Women Spend Less Time Online than Men in All Regions Percent Difference in Usage is Largest in Lat Am, Europe Males 15+ 37.6 Average Monthly Hours per Visitor Females 15+ 34.3 25.3 27.2 23.7 WW 27.0 24.3 23.8 21.5 20.4 Asia Pacific Europe North America Latin America Female Share of Internet Population 47% 45% © comScore, Inc. Proprietary. 49% 51% 49% Internet Audience 15+ accessing Internet from a Home or Work Desktop Source: comScore Media Metrix, July 2013 11
    • Average Monthly Hours Online per User Males 35-44 are Heaviest Users Among Age/Gender Groups Among Women, 45-54 year-olds are the Heaviest Desktop Internet Users 26.4 25.3 25.3 25.1 24.9 24.0 23.8 24.3 23.5 22.6 Males Females 15-24 © comScore, Inc. Proprietary. 25-34 35-44 45-54 55 Internet Audience 15+ accessing Internet from a Home or Work Desktop Source: comScore Media Metrix, July 2013, Worldwide 12
    • TOP ONLINE PROPERTIES © comScore, Inc. Proprietary.
    • Top Global Web Properties Unique Visitors (000) Google Sites 1,208,800 Microsoft Sites 877,967 Facebook Yahoo! Sites Wikimedia Foundation Sites Amazon Sites Minutes per Visitor 219.3 56.1 796,943 362.1 724,542 492,107 403,717 Baidu.com Inc. 358,243 TENCENT Inc. 317,645 22.0 317,744 Sohu.com Inc. 12.1 341,391 Alibaba.com Corporation 128.5 © comScore, Inc. Proprietary. 72.1 247.0 128.6 32.4 Internet Audience 15+ accessing Internet from a Home or Work Desktop Source: comScore Media Metrix, July 2013 14
    • SOCIAL MEDIA © comScore, Inc. Proprietary.
    • Most Avid Users of Desktop-based Social Networking in Latin America Lowest Reach and Usage of Category in Asia Pacific Monthly Reach of Social Networking Worldwide 79.5% Asia Pacific 71.9% Europe 83.3% North America 88.0% Average Monthly Time Spent on Social Networking (Hours) Latin America 74.4% 2.4 8.1 5.4 94.0% Middle East-Africa 5.6 © comScore, Inc. Proprietary. 9.0 7.0 Internet Audience 15+ accessing Internet from a Home or Work Desktop Source: comScore Media Metrix, July 2013 16
    • Virtually All Time Social Networking in Latin America is Spent on Facebook Facebook Share of Total Minutes Spent on Social Networking By Region 99% 80% 69% WorldWide 94% 87% Europe © comScore, Inc. 69% Latin America Proprietary. Asia Pacific North America Middle East - Africa Share of [M]FACEBOOK.COM Minutes vs. Social Networking Category Internet Audience 15+ accessing Internet from a Home or Work Desktop Source: comScore Media Metrix, July 2013 17
    • #FutureinFocus SEARCH © comScore, Inc. Proprietary.
    • Google Captures Lion’s Share of Searches in All Markets but Asia, Where Baidu Ranks on Par With Google Total Searches 62,794 (MM) 50,425 34,063 21,136 75% Google Share of Searches 34% 67% 88% 9,361 89% Asia Pacific Europe North America Google Sites © comScore, Inc. Proprietary. Latin America Middle East - Africa All Other Source: comScore, qSearch, December 2012, UK 6+ 19
    • Google Captures 86% of the EU Search Engine Market Share of Monthly Searches 10% 2% 1% 1% Google Search Yandex Web Search 86% Mail.Ru - Search Bing Ask Network © comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, Europe 15+ 20
    • Google, Baidu Near Even in Asia Pacific Search Engine Market 8% Share of Monthly Searches 9% Google Sites 39% Baidu.com Inc. Alibaba.com Corporation Qihoo.com Sites 10% 34% © comScore, Inc. Proprietary. Source: comScore, qSearch, July 2013, Asia Pacific15+ 21
    • Turkey Leads The Way With Most Searches per Searcher Worldwide Average for July 2013 is 110 Searches per Searcher Monthly Searches per Searcher Searches Per Searcher Per Month 201 173 162 160 155 155 149 147 146 145 130 127 124 123 123 121 117 115 115 111 © comScore, Inc. Proprietary. Source: comScore, qSearch, July 2013 22
    • #FutureinFocus ONLINE VIDEO © comScore, Inc. Proprietary.
    • Online Video Reaches 1.3 Billion Viewers Worldwide on a monthly basis Average Consumption Shows some Seasonality, up 13% YOY 1,360,000 1,340,000 1,320,000 1,300,000 1,280,000 1,260,000 1,240,000 1,220,000 1,200,000 July 2012 7% Online Video Growth on Desktop Total Unique Viewers (000) July 2013 Videos per Viewer 210 13% 190 170 150 130 110 90 70 50 Average Videos per Viewer July 2012 July 2013 © comScore, Inc. Proprietary. Source: comScore Video Metrix, July 2012 to July 2013, Worldwide 15+ 24
    • Google (i.e. YouTube) Still King of Online Video YouTube accounts for 99.7% of Google’s video viewers Top 10 Destinations for Online Videos Total Monthly Viewers Google Sites Videos per Viewer 794,919 Facebook 319,873 Youku Inc. 100.5 14.0 268,072 20.0 VEVO 248,681 15.1 TENCENT Inc. 231,916 15.0 Viacom Digital 223,317 8.8 Sohu.com Inc. 214,268 13.3 Tudou Sites 213,688 12.9 BrightRoll Platform IQIYI.COM 192,479 11.5 170,171 (000) © comScore, Inc. Proprietary. Source: comScore Video Metrix, July 2013, Worldwide 15+ 15.3 25
    • 82 MILLION AMERICANS ARE GOING TO WATCH 1.6 BILLION VIDEOS TODAY © comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012 26
    • NUMBER OF VIDEOS WATCHED ONLINE IN U.S. +800% OVER LAST 6 YEARS © comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012 27
    • Huge Upside: Time spent watching online video in the U.S. is equivalent to only 5% of the time spent watching TV. Will this increase rapidly because of viewing patterns of younger segments? Monthly Hours (Millions) Spent Watching TV vs. Online Video 44,999 Time Spent Watching Online Video Equivalent to 5% of TV 2,365 TV (Live + Time-Shifted) Online Video SOURCE: TV: Nielsen Cross Platform Report, Q2 2013 Online Video: comScore Video Metrix, US, June 2013 © comScore, Inc. Proprietary. 28
    • #FutureinFocus MOBILE LANDSCAPE © comScore, Inc. Proprietary.
    • Size of Global Mobile Audiences & Smartphone Penetration Total Mobile Audience (MM) Smartphone Users United States 238.5 60% Japan Germany 59% UK 70% 102.7 36% 61.0 49.5 Italy 59% 48.0 France 59% 47.5 Spain 74% 36.0 © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending July 2013 30
    • The Who’s Who of the EU5 Smartphone Market Leading Smartphone Handset Manufacturers and Operating Systems Top 5 Smartphone Handset Manufacturers (OEM) 5% 3% 15% Samsung Apple Top 5 Smartphone Operating System (OS) Google 7% 32% 7% Apple Symbian 15% Nokia 50% 9% HTC RIM RIM Microsoft 16% 21% Other © comScore, Inc. Proprietary. 20% Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ Other 31
    • The Who’s Who of the U.S. Smartphone Market Leading Smartphone Handset Manufacturers and Platforms Top Smartphone Handset Manufacturers (OEM) 2% 5% Apple Samsung 0% 4%3% 7% Android 7% Apple HTC Motorola Top Smartphone Operating System (OS) 44% 9% 41% LG 52% BlackBerry Microsoft BlackBerry Nokia Symbian 26% © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending July 2013, US, 13+ 32
    • MULTI-PLATFORM USAGE IN THE U.S. © comScore, Inc. Proprietary. 33
    • The Brave New Digital World: Adoption of Smartphones & Tablets has dramatically changed the digital media landscape Number of Device Owners (Smartphone and Tablet) 160,000,000 143 MILLION 140,000,000 100,000,000 80,000,000 60,000,000 40,000,000 Number of Device Owners 120,000,000 +25% vs. YA 71 MILLION +55% Vs. YA 20,000,000 0 2000 2001 2002 2003 © comScore, Inc. 2004 Proprietary. 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: comScore MobiLens/TabLens 3 month average ending June 2013 34
    • Devices Play Different Roles Throughout the Day Share of Device Page Traffic on a Typical Workday Tablets PCs dominate popular at night working hours Mobile brightens the commute © comScore, Inc. Proprietary. Source: comScore Device Essentials, Monday, 21st January 2013, UK US 35
    • Smartphones and Tablets have driven a doubling of time spent with digital media over past 3 years. In total, no evidence of desktop cannibalization Total U.S. Digital Media Time by Platform (Billions Minutes) +93% 100 Tablet 381 +370% Phone 477 +15% Desktop 81 416 May 2010 U.S. May 2013 U.S. Source: comScore Media Metrix Multi-Platform © comScore, Inc. Proprietary. 36
    • Desktop consumption of Weather content has been cannibalized by extensive phone use; while engagement with Sports content has seen strong growth across all platforms U.S. Time Spent in Minutes (Billions) by Platform: Desktop, Smartphone & Tablet Source: comScore Media Metrix Multi-Platform, U.S., February 2013 Sports Category Weather Category Tablet 0.4 1.1 Tablet 0.4 3.5 2.1 Smartphone Smartphone 0.7 3.2 7.8 Desktop Desktop 6.5 Feb-10 1.7 Feb-13 © comScore, Inc. Feb-10 Proprietary. Feb-13 37
    • Billion Dollar Research Lab: A Look into the Future © comScore, Inc. Proprietary. 38
    • More Screens = More Time Spent on Every Device Average Time Spent Per Day Following Olympics 8hr 29min 47 min 6hr 50min 51 min 5hr 18min 4hr 19min 40 min 55 min 59 min 50 min 6hr 7min 4hr 19min 4hr 28min TVTV Only TV + PC/Laptop TV + Only PC/Laptop Only Tablet Mobile PC/Laptop 5hr TV + PC/Laptop + TV + PC/Laptop + TV + TV + Mobile Only Mobile + Tablet PC/Laptop + PC/Laptop + Mobile © comScore, Inc. Proprietary. TV Mobile + Tablet 39
    • The Internet is not yet displacing TV in the U.S.: Time spent online using desktop and mobile devices equals only onethird of time spent watching TV U.S. Monthly Total Hours Spent in Q1 2013 TV vs. Multi-Platform Internet Use (Millions of Hours) 48,361 16,466 TV Internet (Desktop + Mobile) Note: TV includes Live and Timeshifted viewing. Internet includes Desktop, Smartphone and Tablet consumption. SOURCE TV: Nielsen Cross Platform Report, US, Q1 2013 © comScore, Inc. Proprietary. SOURCE Internet: comScore Media Metrix Multi-Platform, US, Q1 2013 40
    • #FutureinFocus DIGITAL ADVERTISING: LESSONS LEARNED © comScore, Inc. Proprietary.
    • Four Key Challenges with All Digital Advertising Targeting Viewability © comScore, Inc. Proprietary. Brand Safety Fraud 42
    • The Cookie Challenge  Branding advertisers on TV are accustomed to audience guarantees and expect the same in digital  Accuracy of cookie-based digital media plan delivery is problematic Cookie Deletion © comScore, Inc. Cookies Are Not People Proprietary. Source: comScore 2011 43
    • Viewability: In-view rates are low comScore vCE Benchmarks (2013) “Real-World Scenario” 1000’s campaigns, 290 billion impressions Mix of advertisers Mix of publishers NOT IN-VIEW © comScore, Inc. 46% 54% Proprietary. vCE Charter Study (2012) IN-VIEW 44
    • Premium Publishers Boast Higher Average In-View Rates than Ad Networks/Exchanges © comScore, Inc. Proprietary. 45
    • Huge return from increasing viewability: A 40% increase in viewability drives a 75% increase in sales lift for Kellogg’s Digital Sales Lift Index Sales Lift Indexed to 100 for Less Than 50% Viewability of Impressions 175 100 Less Than 50% Viewability © comScore, Inc. Proprietary. At Least 70% Viewability 40% improvement in viewability generating 75% increase in sales impact 46
    • Using comScore vCE, campaign delivery can be monitored and optimized in-flight. In the example below, Publisher 1 is delivering results superior to Publishers 2 & 3 and would receive a greater share of ad spend In-Flight Campaign Optimization by Publisher Based on Cost and Effectiveness • Opportunity to optimize - budgets follow performance • Multiple publishers, each with high reach potential • Wide variance in performance observed Brand X - Q3/Q4 Publisher Avg Frequency Impressions in Target Impressions in View Lift in Awareness CPM 1 3.5 24.5% 83% 5.74 $2.44 2 3.0 16.9% 91% 0.55 $9.08 3 8.4 23.5% 71% 0 $8.62 © comScore, Inc. Proprietary. 47
    • Real-Time: In-flight optimization of Reach, Frequency and Targeting is driving rapid gains in marketing ROI for Kellogg’s Increase in ROI from Improved In-Flight Targeting Brand 1 ROI Brand 2 ROI 6X 5X ROI Year 1 3X 2X Year 2 © comScore, Inc. ROI 1H Year 3 Proprietary. Year 1 Year 2 1H Year 3 48
    • Key Takeaways  Internet use surging on a global basis and the U.S. is no longer center of the digital world. China now has world’s largest desktop user base.  Google, Microsoft and Facebook are the top three global properties  Facebook dominates social networking on a global basis  Google dominates search in all regions with the exception of Asia-Pac  1.3 billion people around the world watch online video on a monthly basis, with strong growth occurring in number of viewers and videos viewed. YouTube dominates  With the availability of smartphones and tablets, the multi-platform omnivore has emerged. But, it’s not a zero-sum game: More devices result in more time on all devices, including TV  In-flight optimization of digital media plans in terms of reach, frequency, targeting and viewability can dramatically increase ROI © comScore, Inc. Proprietary. 49
    • Thank You! The Digital World in Focus For more information about comScore, please email us at: learnmore@comscore.com © comScore, Inc. Proprietary.