MEASURING THE DIGITAL WORLD
Tracking Widgets in the Wild (Worldwide)
Linda Abraham
EVP, Product Management
comScore Inc.
June 17, 2008

What We Do….
■ comScore measures the continuous online activity
of 2 million people enabling us to measure their
p p g
online and offline consumer behavior
■ The consumer panel is a representative cross section
of the US Population and worldwide regions and countries
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■ Permission to survey panelists; Permission to match
to 3rd party databases; Addition of other offline
data through partnerships
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■ Portfolio of products and services that include
syndicated audience measurement, tracking studies,
ad-hoc analysis and custom panels
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950 + Blue Chip Customers
Internet Agencies Telecom Financial Retail Travel CPG Pharma Technology
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Report 32 Countries Separately...
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...But data collected from 171 countries
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About The Worldwide
Widget Report from comScore
■ comScore’s Widget Metrix report measures:
– Total unique viewers and reach of widgets on a worldwide basis
– Reports on demos for widget viewers within the US
■ Publishers requested 3rd party measurement standardization and verification to help
legitimize the value of the market.
– Help attract advertisers investors and partners into this growing market
advertisers, investors, market.
■ comScore defines a web widget as an independent object that can be embedded or
downloaded onto another site and can be used as a tool, has automatic updates
changing the content or is interactive.
content, interacti e
■ Because of the lack of implementation standards, we require tagging to be included in our
report
■ Widget usage is both strong and wide:
– Over 62% of Worldwide Internet audience has viewed a widget.
– I the US M k this b ll
In h Market, hi balloons to over 77% of the market
% f h k
– Canadians are the heaviest users, with widgets reaching over 80% of the internet
population comScore Widget Metrix, April 2008
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Worldwide Widget Reach
■ North America leads in widget penetration and usage
■ Widget reach in Asia is among the lowest but with a very large base
lowest, base,
translates to significant numbers of widget users
Usage Days per
Unique Visitors (MM)
U i Vi it %R
Reach
h User
Asia Pacific 53.6% 6.9
North America 77.6% 8.5
Western Europe 60.0% 6.0
Latin America 70.4% 6.6
Eastern Europe 51.9% 5.6
Middle E t d
Middl East and
68.3% 6.0
Africa
comScore Widget Metrix, April 2008
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Worldwide Widget Reach
■ Within regions, there is a wide variance in the penetration of widgets by
country
Widgets
% Reach
% Reach
Canada 80.6
Singapore 79.7
Puerto Rico 79.5
Malaysia 78.4
Portugal 78.4
Austria 49.0
Switzerland 48.7
Sweden 46.9
Russian Federation 32.3
Japan 29.1
comScore Widget Metrix, April 2008
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Social Networks Are Enjoying Strong Worldwide
Growth With Room to Go
■ Social Networks are growing worldwide
■ In the Asia Pacific region, these sites are growing at a rate that is almost 6
times the category’s growth in North America
category s
■ The Americas still have the highest penetration rates
Social Networking Growth
% Reach
70.0
60.0
50.0
Y/Y Unique Visitor
40.0 Growth Rates
Worldwide: 58%
30.0
Asia-Pacific :119%
North America:19%
20.0 Europe: 75%
Latin America: 72%
10.0 MidEast-Africa: 145%
0.0
Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08
North America Asia Pacific Europe Latin America Middle East Africa
Source: comScore World Metrix, January 2007-January 2008
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Worldwide, Facebook Drove the Category’s Growth
in 2007, overtaking MySpace this month
■ Worldwide, Facebook is the Social Network with the traction, overtaking
MySpace on a worldwide basis this month
Social Networking Sites: Worldwide
Source: comScore World Metrix, April 2007 - April 2008
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Widget Reach vs. Video Reach
■ Widgets Reach more persons in the US than Video
% Reach Widgets % Reach Video Difference
All Persons 77.2% 70.5% 6.7
Persons: 2-17 72.7% 68.9% 3.8
Persons: 18-24 82.0% 73.6% 8.4
Persons: 25-34 82.9% 73.4% 9.5
Persons: 35 44
P 35-44 79 8%
79.8% 72 8%
72.8% 70
7.0
Persons: 45-54 77.1% 70.1% 7.0
Persons: 55+ 70.5% 65.0% 5.5
All Males 77.5% 72.1% 5.5
Male: 2-17
2 17 73 8%
73.8% 72 0%
72.0% 18
1.8
Male: 18-24 81.3% 76.8% 4.5
Males: 25-34 83.6% 74.4% 9.2
Males: 35-44 80.0% 73.6% 6.4
Male: 45-54 77.6% 70.8% 6.8
Male: 55+ 71.1% 66.2% 4.8
All Females 76.9% 69.0% 7.9
Female: 2-17 71.5% 65.5% 6.0
Female: 18-24 82.7% 70.5% 12.2
Females: 25-34 82.2% 72.6% 9.7
F
Females: 35 44
l 35-44 79.6%
79 6% 72.0%
72 0% 7.6
76
Female: 45-54 76.7% 69.5% 7.3
Female: 55+ 70.0% 63.7% 6.2
comScore Widget Metrix and Video Metrix, April 2008
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Platform Reach by Country is well established
Clearspring Penetration Gigya Penetration
Top 20 Countries Top 20 Countries
Country % Reach Country % Reach
World 13.1%
13 1% World 13.7%
13 7%
Ireland 33.8% Portugal 41.3%
Portugal 33.4% Puerto Rico 31.6%
New Zealand 29.8% Singapore 25.8%
Singapore 26.8% Malaysia 24.9%
United Kingdom 26.4% Mexico 24.9%
United States 26.1% United States 24.9%
Puerto Rico 24.6% Colombia 21.8%
Malaysia 18.9% Australia 17.4%
Canada 18 0%
18.0% Italy 15 4%
15.4%
Australia 17.0% United Kingdom 14.7%
Brazil 16.6% Canada 14.0%
Mexico 16.4% Chile 13.4%
Colombia 13.6% Argentina 12.3%
India 7.3% Austria 11.9%
Norway 7.1% Brazil 11.2%
Austria 6.9% Norway 10.5%
Netherlands 6.6% Spain 10.1%
Italy 5 8%
5.8% Israel 8.7%
8 7%
Switzerland 5.6% Switzerland 8.4%
Sweden 5.2% Germany 7.6%
comScore Widget Metrix , April 2008
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Facebook Applications
■ Applications on Facebook reach 9% of Worldwide internet population
– The Top 5 Facebook Applications have continued to maintain significant presence
Worldwide Reach of Facebook Applications
9.0%
FACEBOOK.COM - Applications Super Wall FunWall Top Friends Bumper Sticker Movies
8.0%
7.0%
6.0%
5.0%
% Reach
4.0%
3.0%
3 0%
2.0%
1.0%
0.0%
Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08
comScore Widget Metrix, April 2008
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Facebook Applications
■ Both Men & Women use the more popular applications...
applications
Application Usage Composition Index
Application Males Females
FunWall 104 96
Top Friends 101 99
Movies
o es 100 100
00
Super Wall 98 102
comScore Widget Metrix, April 2008 (US Only)
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Facebook Applications
■ ...but there are wide differences in usage of other applications
but
Application Usage Composition Index
Application Males Females
FunWall 104 96
Top Friends 101 99
Movies
o es 100 100
00
Super Wall 98 102
What's Your Stripper 47 153
Happy H !
H Hour! 57 143
Hugs 71 129
HOT or NOT 114 86
Armyfight 158 43
comScore Widget Metrix, April 2008 (US Only)
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Where are Widget Viewers spending time?
■ Heavy Widget Viewers have very different browsing preferences than
Light Widget Viewers
Duration Index by Site Category
Heavy Widget Viewers Light Widget Viewers
Conversational Media 281 20
Corporate Presence 260 50
Entertainment 214 50
Search/Navigation
g 183 70
Retail 162 73
e-mail 160 64
Online Trading
g 99 132
Genealogy 63 132
Home Furnishings 88 125
Lotto/Sweepstakes 91 119
Travel - Information 86 115
Financial Information/Advice 95 105
comScore Widget Metrix and Media Metrix, April 2008
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Widgets & E-Commerce
■ Heavy Widget Viewers have specific online spending habits
Buying Buying
E-Commerce Category Power E-Commerce Category Power
Index Index
VIDEO GAME CONSOLES & ACCESSORIES 250 OTHER HOME & LIVING ITEMS 80
GIFT CERTIFICATES & COUPONS 185 JEWELRY & WATCHES 79
TRAVEL PACKAGES 161 ARTS, CRAFTS & PARTY SUPPLIES 73
GREETINGS 151 OTHER TOY & GAME ITEMS 71
ONLINE CONTENT SALES 137 TOBACCO PRODUCTS 68
PET SUPPLIES 133 ACCESSORIES 52
ONLINE SERVICES 129 OTHER APPAREL ITEMS 32
comScore Widget Metrix and comScore E-Commerce, April 2008 (US Only)
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Tracking Widgets in the Wild
■ Multiple standards in widget development and deployment led to an
individualized approach to tracking the various implementations
■ Publishers vs. Platforms vs. Networks
■ SWF Objects
■ Javascript Objects
■ Open Social
■ comScore moving to a new standard to track widgets and other
distributed
di t ib t d content
t t
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Tracking Widgets in the Wild
■ N
New standard i collection of di t ib t d content
t d d in ll ti f distributed t t
– Tagging based collection based on unique ID’s
• Append tag to any existing http call
– C ll ti i d
Collection is development standard and d li
l t t d d d delivery mechanism agnostic
h i ti
– Reported through comScore’s Media Metrix interface
• Currency for over 600 clients including agencies, media planners and publishers
http://www.site.com/widget.swf?CXNID=0031001.0123456789NXC
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Widgets can deliver…
■ C
Coveted d
t d demographic t
hi targets
t
■ Targets that are valuable to advertisers
■ Worldwide audiences
■ People at the time of engagement—might be more predisposed to
advertising
■ But…They get stale easily
Freshness, engagement, and a global view
F h t d l b l i
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