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2012 Canadian Internet Usage
 

2012 Canadian Internet Usage

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Canada continues to lead the world in online engagement, with visitors spending an average 45 hours per month online, representing a fertile ground for digital marketers and advertisers.

Canada continues to lead the world in online engagement, with visitors spending an average 45 hours per month online, representing a fertile ground for digital marketers and advertisers.

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    2012 Canadian Internet Usage 2012 Canadian Internet Usage Presentation Transcript

    • Key Insights from 2011 and What They Mean for the Coming Year
    • Introduction to 2012 Canada Digital Future in FocusTechnological innovations in digital device hardware and software have enabled a rapidincrease in consumers‟ digital consumption habits, marking an exciting time for the digitalmedia industry and depicting an even more influential year ahead. Successful navigationof this fast-evolving landscape requires a thorough review of the current environment, andmore importantly, the underlying trends that are shaping the future of digital.comScore presents the 2012 Canada Digital Future in Focus, its annual report on theprevailing trends in general web usage and demographics, social media, online video,digital advertising, mobile and search that are defining the current Canadian marketplaceand insights into what these trends mean for the year ahead. For further information, please contact: Kevin Duong comScore, Inc. kduong@comscore.com © comScore, Inc. Proprietary. 2 +1 416.646.9981
    • Table of ContentsExecutive Summary 4Overview of Canadians Online 5The Category Perspective 9Social Networking 14comScore/PMB Fused Database 20Online Video 29Digital Advertising 34Mobile 38comScore Canada Custom Reporting 43Conclusion: Putting the Future in Focus 2012 46About comScore 50 © comScore, Inc. Proprietary. 3
    • Executive Summary Canada continues to lead the world in online engagement, with visitors spending an average 45 hours per month online, representing a fertile ground for digital marketers and advertisers. Movie Retailer, Online Trading and Coupon sites represent the fastest-growing categories in terms of unique visitors. While Facebook is nearing a point of visitor saturation in Canada, other social networks‟ visitor bases are posting strong growth, including Twitter, LinkedIn and Tumblr. Engagement on many social sites is trending upward, with Facebook driving the large majority of the increase in total minutes and page views for the overall category. Online video is becoming an increasingly popular channel, with total videos viewed up 58 percent. YouTube continues to dominate the marketplace, representing nearly 1 in every 2 videos viewed in Canada. Display advertising is evolving to be more social, not only with the rise of “socially-published ads” (i.e. those published on social networking sites), but also the increase of “socially-enabled” ads running across the web that direct click-throughs to the brand‟s Facebook fan page. Smartphone penetration has reached 45 percent in Canada, with daily mobile content usage growing more than 50 percent in several key content categories. © comScore, Inc. Proprietary. 4
    • Overview of Canadians Online © comScore, Inc. Proprietary. 5
    • Canada‟s online population continues to lead in engagement #1 #1 #1 Total Unique Visitors (000) Average Hours/Visitor Average Pages/Visitor Average Visits/VisitorLocation Q4 2010 Q4 2011 Q4 2010 Q4 2011 Q4 2010 Q4 2011 Q4 2010 Q4 2011World-Wide 1,314,031 1,438,302 23.1 24.4 2,133 2,370 53.0 56.0China 287,451 330,817 13.5 13.8 1,238 1,391 38.6 38.2United States 181,239 187,869 35.3 40.3 2,953 3,566 80.9 89.7Japan 72,913 73,450 18.4 21.2 1,928 2,266 43.8 52.1Russian Federation 45,692 52,491 21.8 24.6 2,704 2,729 52.9 57.4Germany 49,257 50,856 24.1 25.5 2,858 2,943 60.0 62.5India 41,170 46,391 11.9 12.8 1,089 1,209 30.6 31.8Brazil 39,335 45,740 25.8 27.7 2,089 2,166 56.5 57.0France 41,827 42,823 26.6 28.1 2,752 2,882 68.7 71.8United Kingdom 38,581 37,462 32.3 37.1 2,883 3,419 69.4 82.1South Korea 30,155 30,837 27.7 31.2 4,093 3,983 50.1 57.9Italy 22,617 24,226 16.8 18.5 1,696 2,020 40.4 43.8Canada 22,945 23,594 43.5 45.6 3,349 4,014 95.2 101.7 © comScore, Inc. Proprietary. 6 Source: comScore, Inc., Media Metrix, Home & Work, Persons: 15+, 3 Mo. Avg. Q4 2010 & Q4 2011
    • Persons 55+ accessing the fixed Internet are increasing rapidly Growth of Online Users by Age Q4 2010 vs. Q4 2011 10,000 +2% 9,000 8,000 -1%Total Unique Visitors (000) 7,000 6,000 +6% -4% 5,000 8,767 8,934 4,000 6,760 6,685 3,000 4,690 4,747 5,047 2,000 4,493 1,000 0 Persons: Under 18 Persons: 18-34 Persons: 35-54 Persons: 55+ Q4 2010 Q4 2011 © comScore, Inc. Proprietary. 7 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Dec 2010 – Dec 2011 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
    • Demographic Breakdown: Canada Regional Breakout Atlantic 7% British Columbia 13% Ontario 38% Praries 18% Quebec 24% Age Segments by Gender Household Income (CAD) Males Females 35% 32% % Composition UVs 30% 27%Under 18 9% 9% 25% 18-24 4% 4% 19% 19% 20% 25-34 9% 9% 15% 35-44 9% 9% 10% 45-54 9% 8% 5% 55+ 9% 11% 0% 0% 5% 10% 15% 20% Less than $40,000 - $75,000 - $100,000 or $40,000 $74,999 $99,999 more % Composition Unique Visitors © comScore, Inc. Proprietary. 8 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2011
    • The Category Perspective © comScore, Inc. Proprietary. 9
    • Social Networking and Entertainment sites now account for the greatest share of time spent online Share of Time Spent (%) Change vs.25% Dec-2010 +2.7pts Social Networking20% +4.1pts Entertainment -4.9pts Portals15% -1.4pts e-mail10% News/Information +0.0pts -3.5pts Instant Messengers5% +0.1pts Games +0.5pts Retail0% © comScore, Inc. Proprietary. 10 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Dec 2010 – Dec 2011
    • Netflix made a big splash in its first full year in Canada, driving theMovie Retailers category to record heights Top 10 Gaining Site Categories* Q4 2010 Q4 2011 7,000 +25% 6,000 +26% Total Unique Visitors (000) +50% 5,000 +27% +28% 4,000 +31% 3,000 +106% +28% 2,000 +81% +36% 1,000 0 © comScore, Inc. Proprietary. 11 *Excluding Publisher & ISP Categories Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
    • Content Consumption Profile: Household Income More Than $60K Approximately two-thirds of Canadian visitors to Political News and Education Information sites have a Household Income of more than $60,000. % Composition Unique Visitors Composition UV Index 68% 116 67% 67% 115% Composition Unique Visitors 114 66% 65% Composition UV Index 65% 112 111 64% 64% 64% 63% 63% 110 63% 110 109 62% 62% 62% 108 107 61% 61% 61% 107 60% 106 106 106 59% 104 104 104 58% 57% 102 © comScore, Inc. Proprietary. 12 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, HHI: Over $60K, 3 Mo. Avg. Q4 2011
    • Content Consumption Profile: Household Income Less Than $60K Whereas, approximately half of Canadian visitors to Personals, Travel Transactions and Online Gambling sites have a Household Income less than $60,000. % Composition Unique Visitors Composition UV Index 53% 128 52% 52% 126 126% Composition Unique Visitors 51% 124 50% Composition UV Index 50% 50% 122 49% 121 120 120 48% 48% 47% 47% 118 47% 46% 46% 46% 46% 116 46% 114 45% 114 114 113 44% 112 112 112 111 111 43% 110 © comScore, Inc. Proprietary. 13 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, HHI: Under $60K, 3 Mo. Avg. Q4 2011
    • Social Networking © comScore, Inc. Proprietary. 14
    • Social continues to permeate the fabric of the Web, showing especially strong growth from an engagement perspective Total Minutes (MM) on Total Pages (MM) on Social Networking Sites Social Networking Sites Q4 2010 Q4 2011 Q4 2010 Q4 201112,000 +32% 25,000 10,708 +39% 20,64810,000 20,000 8,105 8,000 14,844 15,000 6,000 10,000 4,000 5,000 2,000 0 0 Total Minutes (MM) Total Pages (MM) © comScore, Inc. Proprietary. 15 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
    • Persons 18-24 are exhibiting the strongest surge in engagement with Social Networking sites Avg. Hours per Visitor by Age on Avg. Pages per Visitor by Age on Social Networking Sites Social Networking Sites Q4 2010 Q4 2011 Q4 2010 Q4 2011 5.9 648Persons: Under 18 Persons: Under 18 9.4 1,173 +59% +81% 6.5 711 Persons: 18-24 Persons: 18-24 10.8 1,326 +67% +87% 6.6 722 Persons: 25-34 Persons: 25-34 8.7 1,006 +33% +39% 6.3 666 Persons: 35-44 Persons: 35-44 7.3 827 +16% +24% 5.5 607 Persons: 45-54 Persons: 45-54 6.2 661 +14% +9% 3.7 425 Persons: 55+ Persons: 55+ 5.4 581 +46% +37% 0 2 4 6 8 10 12 0 500 1,000 1,500 © comScore, Inc. Proprietary. 16 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
    • Females are currently more engaged on Social Networking sites, but males are catching up Average Hours per Visitor by Gender on Social Networking Sites Q4 2010 Q4 2011 4.7 Males +39% 6.5 6.6Females +33% 8.8 0 1 2 3 4 5 6 7 8 9 10 Average Pages per Visitor by Gender on Social Networking Sites Q4 2010 Q4 2011 517 Males +50% 774 726Females +38% 999 0 200 400 600 800 1000 1200 © comScore, Inc. Proprietary. 17 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
    • Facebook‟s audience growth is nearing saturation in Canada, but users are spending more time on the site and visiting more frequently +20% +15% Total Minutes (MM) Total Visits (000) 12,000 1,050,000 10,000 1,000,000Total Minutes (MM) 8,000 Total Visits (000) 950,000 6,000 900,000 4,000 850,000 2,000 0 800,000 © comScore, Inc. Proprietary. 18 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Dec 2010 – Dec 2011
    • Many Social Networking sites across the landscape are witnessing terrific growth in visitors and minutes Select Social Networking Sites Total Unique Visitors (000) Total Minutes (MM) Q4 2010 Q4 2011 Q4 2010 Q4 2011 3,396 +60% 70 Twitter.com Tumblr.com +382% 5,427 337 2,951 56LinkedIn.com +39% Twitter.com +98% 4,104 110 1,035 38 Tumblr.com +180% LinkedIn.com +70% 2,896 65 +364% +2,038%Pinterest.com Pinterest.com since Q2 378 since Q2 17 0 2000 4000 6000 0 200 400 © comScore, Inc. Proprietary. 19 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010, Q2 & Q4 2011
    • comScore/PMB Fused Database © comScore, Inc. Proprietary. 20
    • About comScore/PMB Fused DatabaseSince 2010, comScore and Print Measurement Bureau (PMB) have released a jointproduct offering that links Canadians‟ online media habits with print readership andother media consumption data, along with product and brand usage, all in one, singledatabase.The comScore and PMB databases were combined using a state-of-the-art,sophisticated data linkage technique to ensure that the audience data from the twooriginal databases are retained as well as the extensive PMB product and brand usagedata. The fused database is released twice per year, in spring and fall, and is availableexclusively to PMB members and comScore Canada clients.The following examples use the Spring 2011 fused database to demonstrate the uniqueanalyses that can be created using the comScore/PMB fused database. © comScore, Inc. Proprietary. 21
    • Auto site visitors are 13 percent more likely to love expensive sports cars, 9 percent more likely to attempt maintenance work I love expensive sports cars 113 I try to do car maintenance work myself as much as possible 109 Given the choice, Id always choose a full size/luxury auto 104 The choice of car tells a great deal about a person 101 I refuse to buy a car that is not fuel efficient 101If possible, I use a local gas station for car maintenance/service 95 Interestingly, they are 6 percent less I get quite attached to my car 94 likely to become attached to their car 0 50 100 150 Index © comScore, Inc. Proprietary. 22 Source: comScore/PMB, 2011 Spring Fusion
    • Of Canadians visiting Auto sites, most are spending between $20,000 and $29,999 or under $10,000 on most recently acquired vehicle $ Spent on Most Recently Acquired Vehicle* Audience (000) Index 2,500 120 2,163 2,054 115 115 2,000 110 110Audience (000) 1,500 Index 1,229 105 1,058 104 1,032 103 103 1,000 100 100 99 500 399 272 95 0 90 Under $10,000 - $15,000 - $20,000 - $30,000 - $40,000 - $50,000+ $10,000 $14,999 $19,999 $29,999 $39,999 $49,999 © comScore, Inc. Proprietary. 23 *Excluding “Not Stated” Source: comScore/PMB, 2011 Spring Fusion
    • Business/Finance site visitors are 9 percent more likely to considerthemselves entrepreneurs and 6 percent less likely to seek expert advice I consider myself an entrepreneur 109My main goal is to make a great deal of money as quickly as possible 106 I will welcome a cashless society 106 I am more of a spender than a saver 106 I always have an accurate account of my financial commitments 100 I spend money more carefully than I used to 100 I have taken steps to ensure I have suff. income for my retirement 99 I prefer to postpone a purchase than to buy on credit 98 I consider myself to be a risk adverse investor 97 I seldom make a financial move without consulting an expert 94 80 90 100 110 120 Index © comScore, Inc. Proprietary. 24 Source: comScore/PMB, 2011 Spring Fusion
    • Of Canadians visiting Business/Finance sites, most use Internet banking for Paying bills, Account queries and Transferring funds Personally Used Internet Banking in Past 3 Months for*… Audience (000) Index 8,000 138 140 7,000 6,732 135 6,152 6,000 127 130 126 125Audience (000) 5,000 4,716 125 121 121 Index 119 4,000 118 118 118 120 117 116 116 115 3,000 115 2,000 110 1,401 1,280 1,134 971 1,000 635 625 575 105 407 406 395 166 0 100 *Excluding “Not Stated” © comScore, Inc. Proprietary. 25 **LOC refers to Line of Credit Source: comScore/PMB, 2011 Spring Fusion
    • Of Canadians visiting Business/Finance sites, a Personal Line of Credit is the most common type held Loan/Line of Credit Personally Held* Audience (000) Index 4,500 4,240 140 129 126 120 121 4,000 114 114 113 111 120 109 3,500 99 99 98 94 100 3,000Audience (000) 2,500 80 Index 2,143 2,012 2,000 60 1,479 1,500 40 1,000 686 471 402 20 500 317 309 162 89 84 40 0 0 *Excluding “Not Stated” © comScore, Inc. Proprietary. 26 **LOC refers to Line of Credit Source: comScore/PMB, 2011 Spring Fusion
    • Of Canadians visiting Travel sites, Skiing/snowmobiling, Visiting theme parks/zoos and Visiting national/provincial parks were most popular Activities During Vacation In Canada Within the Past 12 Months* Skiing/snowboarding 121 Visit a theme park/zoo 118Visit any national/provincial park 118 Snowmobiling 117 Visit museum/art gallery 117 Golf 116 Sports activities 114 Hiking/adventure tours 113 Attend conference 112 Hunting/fishing 112 Take in night life 111 Go to a beach 111 Attend sporting events 110 Sightseeing 110 Go shopping 106 Visit friends/relatives 105 Attend cultural events 101 90 95 100 105 110 115 120 125 Index © comScore, Inc. Proprietary. 27 *Excluding “Not Stated” Source: comScore/PMB, 2011 Spring Fusion
    • Of Canadians visiting Travel sites, most Canadians used travel agents for the purpose of flight reservations Used Travel Agent for Vacation in Canada* 800 733 Audience (000) Index 120 700 116 115 600 113Audience (000) 111 110 110 500 Index 400 335 105 300 229 102 100 182 100 200 154 87 95 100 0 90 $ Spent on Last Vacation Outside of Canada* Audience (000) Index 1,200 120 1,000 1,095 116 115Audience (000) 113 842 800 877 110 108 Index 107 780 106 600 105 572 101 400 99 100 437 200 359 95 0 90 © comScore, Inc. Proprietary. 28 *Excluding “Not Stated” Source: comScore/PMB, 2011 Spring Fusion
    • Online Video © comScore, Inc. Proprietary. 29
    • YouTube, which owns nearly half of Canada‟s online video market, has seen a rise in viewing intensity over the past year YouTube Videos per Viewer300 +170% 271250200150100 10150 0 © comScore, Inc. Proprietary. 30 Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, Dec 2010 – Dec 2011
    • Total online video viewership is up 58 percent in the Canadian marketyear over yearThe Entertainment category is showing the greatest increase in the number of videos viewed,streaming a monthly average of 5.3 billion videos in Q4 2011. Videos Viewed (000)* Category Q4 2010 Q4 2011 % YoY Change Entertainment 2,437,825 5,289,603 +217% News/Information 140,690 259,624 +185% Services 78,345 140,222 +179% Sports 49,512 91,593 +185% Games 31,217 59,108 +189% © comScore, Inc. Proprietary. 31 *Excluding Corporate Presence, Portals , Promotional Servers and XXX Adult Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
    • Younger viewers (those under 35) account for 57 percent of all videosviewed online % Composition Videos 12% 18% Persons: 55+ Persons: 19% Under 18 19% % Composition Persons: 18-24 Unique Viewers 9% 14% 13% Persons: 45-54 17% Persons: 25-34 18% Persons: 35-44 18% 18% 26% © comScore, Inc. Proprietary. 32 Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2011
    • All age groups are accessing online videos at an increasing rate, withpersons 18-34 exhibiting the strongest growthAs we continue to watch this trend continue upwards, we‟ll likely see more digital dollars movingtowards video media. Hours per Viewer Videos per Viewer Q4 2010 Q4 2011 Q4 2010 Q4 2011 50 500 +125% +70% +75% 45 +111% 450 40 400 35 350 +79% +48% +35% 30 +97% 300 +47% +79% 25 250 +53% 20 +100% 200 15 150 10 100 5 50 0 0 © comScore, Inc. Proprietary. 33 Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
    • Digital Advertising © comScore, Inc. Proprietary. 34
    • P&G led display ad volume in Canada for the second straight year;Netflix made a significant investment in their first full year in Canada Total Display Ad Impressions (000)Procter & Gamble Co. 7,514,463 General Motors 6,430,937 Corporation Netflix, Inc. 6,312,191 Condis BV 5,526,511Microsoft Corporation 5,257,168Royal Bank of Canada 4,087,827 Dell Inc. 3,811,238 ING Groep N.V. 3,801,193 BCE Inc. 3,780,094 Vistaprint, Inc. 3,181,792 © comScore, Inc. Proprietary. 35 Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jan – Dec 2011
    • Majority of display ads are viewed on Social Media and Portal sites The largest year over year growth comes from traditional media categories like Entertainment, General News, and Newspaper Sites Total Display Ad Impressions (000) in 2011250,000,000200,000,000 191,765,840150,000,000 101,569,488100,000,000 88,992,708 60,005,522 50,000,000 38,845,134 0 Social Media Portals Entertainment News/Information E-mail © comScore, Inc. Proprietary. 36 Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, 2011
    • Display ads have gone Social, driving traffic to brands‟ Facebookpages from all over the Web as well as within Facebook itselfBy Q4 2011, 24 percent of all online display ads were considered „socially-published‟, while7 percent were „socially-enabled‟. Socially-Published Socially-Enabled © comScore, Inc. Proprietary. 37 Source: comScore, Inc., Ad Metrix Social, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2011
    • Mobile © comScore, Inc. Proprietary. 38
    • Smartphone penetration has reached 45 percent of the Canadianmobile market, reflecting the growing need to be connected on-the-go Mobile Penetration Smartphone Feature Phone100%90%80% 55%70% 60% 67% 64%60%50%40%30% 45%20% 40% 33% 36%10% 0% Mar-11 Jun-11 Sep-11 Dec-11 © comScore, Inc. Proprietary. 39 Source: comScore, Inc., MobiLens, CA, Persons: 13+, Mar – Dec 2011
    • Smartphones have rapidly penetrated the mobile market, up mostsignificantly in Quebec (+16 pts.) and Atlantic (+15 pts.) since March Smartphone Penetration by Region December 2011 Atlantic British Columbia 43% 51% Quebec 36% +15 pts. Prairies since +14 pts. 46% March 2011 since +16 pts. March 2011 Ontario since +9 pts. 48% March 2011 since March 2011 +12 pts. since March 2011 © comScore, Inc. Proprietary. 40 Source: comScore, Inc., MobiLens, CA, Persons: 13+, Mar – Dec 2011
    • More Canadian Smartphone subscribers are accessing mobile content “almost every day” Top Mobile Categories Accessed Almost Every Day by Smartphone Users 4,500 +43% 4,000Smartphone Subscribers (000) 3,500 +40% 3,000 2,500 +59% 2,000 1,500 +55% +30% +26% 1,000 +46% +51% +46% +58% 500 0 © comScore, Inc. Proprietary. 41 Source: comScore, Inc., MobiLens, CA, Persons: 13+, Mar – Dec 2011
    • The primary result of scanning a QR code is for obtaining product information In December 2011, more than 1.4 million Canadian smartphone subscribers scanned QR Codes with their mobile device at least once in the month; 329,000 Canadian smartphone subscribers scanned a QR code at least once each week. Product information Event information Charity/cause information Coupon or offer Application download 90% 84% 79%% Smartphone Subscribers 80% 75% 74% 70% 65% 66% 63% 60% 54% 50% 50% 44% 43% 39% 37% 38% 39% 41% 40% 35% 36% 28% 30% 29% 30% 27% 24% 23% 23% 25% 22% 19% 20% 16% 18% 16% 18% 16% 11% 10% 8% 0% Printed magazine Poster or flyer or Website on PC Product Business card or Storefront TV or newspaper kiosk packaging brochure © comScore, Inc. Proprietary. 42 Source: comScore, Inc., MobiLens, CA, Persons: 13+,Dec 2011
    • comScore Canada Custom Reporting © comScore, Inc. Proprietary. 43
    • “Facebook” the most popular search term in Canada 51.9 billion searches in 2011 Online Entities Retailer/Brands Directories/ResourcesSearch Term Searches (MM) Search Term Searches (MM) Search Term Searches (MM)FACEBOOK 648.0 CANADIAN TIRE 23.2 GOOGLE MAPS 22.0YOUTUBE 271.8 FUTURE SHOP 16.5 WEATHER 20.4HOTMAIL 198.2 WALMART 15.4 CANADA 411 19.3GOOGLE 134.2 AIR CANADA 14.9 THEATERS 15.6KIJIJI 81.9 BEST BUY 14.0 GOOGLE TRANSLATE 14.9 The search terms above drove the overall growth of search in Canada. In Q4 alone, there were 14.4 billion searches made in Canada, up 22 percent from Q4 2010. Canadians, like many searchers worldwide, continue to search for online destinations within their search engine. Retailers and brands continue to gain positive momentum in search as well. “Canadian Tire” as a search term grew 22 percent from 19 million searches in 2010. © comScore, Inc. Proprietary. 44 Source: comScore, Inc., Custom Reporting, CA, Persons: 2+, 2011 Source: comScore, Inc., qSearch, CA, Home & Work, Persons: 2+, 2011
    • The holiday season continues to be a time of strong online searchand commerce activityAs Canadians continue to consume more digital content on all devices and screens, the growth insearch is something that marketers and digital content producers need to keep in mind.In addition to searches, the online retail economy was particularly strong in Canada with more than27 million items purchased in Q4 2011. December was the exclamation point of E-Commerce in2011, accounting for more than 10 million items transacted and 12 percent of the all items duringthe year. Searches % Change % Change E-Commerce Items (MM) YoY YoY Oct 2011 4,790 +26% 8,554,529 0% Q4 Nov 2011 4,835 +20% 8,480,663 +8% Dec 2011 4,808 +20% 10,429,292 +5% © comScore, Inc. Proprietary. 45 Source: comScore, Inc., Custom Reporting, CA, Persons: 2+, 2011 Source: comScore, Inc., qSearch, CA, Home & Work, Persons: 2+, 2011
    • Conclusion: Putting the Future in Focus 2012 © comScore, Inc. Proprietary. 46
    • As more dollars shift to digital in 2012, the industry will require greater transparency and standard metrics for campaign measurementDigital advertising spend in Canada is expected to total 2.6 billion in 2011*. Brands invest in digital advertising with theexpectation that their campaigns are being delivered and seen by their target demo, in geography, with the intendedreach and frequency, in a brand safe environment.To better understand the current state of display ad delivery online, comScore conducted a U.S.-based charter study inDecember 2011 involving 12 national brands, 3,000 placements, 381,000 site domains and 1.7 billion ad impressions.Across all charter campaigns measured, 31 percent were delivered but never seen by a consumer, 4 percent weredelivered outside the desired geography and 72 percent of campaigns had at least some ads running next to contentdeemed “not brand safe” by the advertiser.These findings, which are surprising to many, shed light on the need for greater accountability and transparency in thedigital advertising delivery market. In 2012, we’ll likely see far greater adoption of tools that help to validate ad deliveryacross a variety of key dimensions, such as visibility, audience targeting, geographic delivery, brand safety and fraud.These tools will allow advertisers to course-correct while a campaign is in-flight, thus helping to ensure ads aredelivered to their intended audience and that they actually have the chance to make an impact. Inherently, this will allowfor more confidence in this medium as an advertising channel and better overall advertising ROI. Ultimately, this type ofvalidation will help digital reach its full potential.A separate Canada-based charter study is currently in progress with 4 major brands. The goal of the research is toeducate the Canadian market with local insights relating to digital ad delivery and validation. © comScore, Inc. Proprietary. 47 * Source: IAB Canada, Revenue Survey 2010
    • Social is quickly moving from a supporting role to a key pillar in monetizing digitalSocial Media began as a platform to communicate and interact with others locally and globally. It has matured into adriving force for brands, commerce, social change, idea sharing, news, current events and advertising.In Canada, Social Media is the #1 category in terms of delivered ad impressions. The power of social led by companieslike Facebook, LinkedIn and Twitter are changing the way that Canadians communicate and share information onlineand offline. Additionally, it is opening a world of opportunity in the way that brands communicate with the market,providing a first-of-its-kind platform for a more engaging and candid conversation with consumers. Overall, SocialNetworking is a prime example of how interactive tools can change society. The power of social, and more so the powerof like, are driving consumer behavior and retail experiences.The depth of engagement across all ages is significant, and a sign that social remains extremely relevant andsomething to continue to watch in 2012. Social Media’s potential for mass reach and power of persuasion are keyreasons why we see increased advertising opportunity through the use of paid impressions as well as socially-enabledadvertising. Its popularity on mobile devices is further expanding its reach and influence in daily life. The world is gettingmore social by the second, and brands can reap the rewards of this evolving consumer behavior. © comScore, Inc. Proprietary. 48
    • Mobile is becoming a major channel for consumption of news, information and entertainment, as well as an agent for e-commerceSmartphone adoption is expected to eclipse the 50 percent mark of Canadian mobile subscribers in 2012. As the mobileaudience reaches this significant landmark, amidst the growing level of mobile content consumption with existingsmartphone subscribers, marketers need to recognize mobile as an important channel for advertising and brandpresence.Specifically, smartphones are beginning to impact the traditional sales funnel. The process of making a purchasingdecision may occur over multiple screens, for example researching products on the smartphone while out and about,before finally making the purchase online or in person. In order for marketers to successfully compete in this multi-dimensional world, they must strategize the best ways to reach consumers at every step of the funnel, which shouldnow include mobile.Additionally, it is important to acknowledge that smartphones are becoming a significant part of consumers’ everydaylives. Not only are they used for voice communication, but Canadians are increasing their usage with data, textmessaging, instant messaging, QR code scanning, shopping and much more. Over the past year we have seenamazing growth in usage on mobile devices as it pertains to: Weather, Online Banking, Social Networking, Retail,Sports, Video Content, E-Mail, News/Information and Deals/Incentives. This points to mobile’s ability to deliver timelyand relevant information to Canadians at the power of their finger tips. Consumer usage in all age groups are evolving,and it is essential that carriers, content providers, agencies and advertisers ready themselves for even moresophistication with mobile among the Canadian population in 2012. Whether through mobile advertising, mobile-enabledwebsites or mobile applications, it is going to become critical that marketers ensure they have a presence in the mobilearena in order to stay competitive. © comScore, Inc. Proprietary. 49
    • About comScore, Inc.comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source ofdigital business analytics. comScore helps its clients better understand, leverage and profit from the rapidlyevolving digital marketing landscape by providing data, analytics and on-demand software solutions for themeasurement of online ads and audiences, media planning, website analytics, advertising effectiveness,copy-testing, social media, search, video, mobile, cross-media, e-commerce, and a broad variety ofemerging forms of digital consumer behavior. comScore services, which now include the product suites ofrecent acquisitions AdXpose, Nedstat, Nexius XPlore, ARSGroup and Certifica, are used by more than 1,800clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, DeutscheBank, ESPN, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks,Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!.For more information, please visit www.comscore.com © comScore, Inc. Proprietary. 50
    • For further information, please contact: Kevin Duong comScore, Inc. kduong@comscore.com +1 416 646 9981 Kevin Duong Analyst, cMM Canada kduong@comscore.com 416.646.9981