comScore Briefing - State of the Digital Media Universe


Published on

As online presence is a key component in reaching Canadians, it is important to understand the landscape to determine the most effective way to reach and engage with your audience. In this presentation, Bryan Segal will delve into the state of the digital media universe in Canada. He will focus on where Canada stands in terms of usage and duration from a worldwide perspective, as well as taking a closer look at the behaviors of Canadians online. What are some of the differences between Canadians surfing behavior and surfers from around the world? What are some of the hot and cold categories? How do you target populations online, and what are some of the ways to reach those online targets? As well, to ensure that we keep up with the most up-to-date trends, Bryan will delve into the Social Media, Video, and Mobile industry.

Published in: Technology, Business
1 Comment
  • Great presentation Bryan, fantastic insight Canada and Global
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • N=31
  • comScore Briefing - State of the Digital Media Universe

    1. 1. State of the Nation<br />Bryan Segal – Vice President <br />416-646-9972 /<br />
    2. 2. State of the Online Nation<br />The Canadian Digital Landscape<br />2<br />
    3. 3. Canada is the Highest Penetrated Country We View the Most Content and Spend the most Time <br />Source: comScore Media Metrix, Persons 15+, All Locations, April 2009<br />Source: Wikipedia Population Estimates – as of May 2009<br />
    4. 4. Internet shares of media usage are growing substantially across all age groups. Adults 18-24 and 25-34 spend a larger proportion of their time with the Internet.<br />Total 18+<br />Share of Weekly Minutes Per Capita<br />25-34 Share<br />18-24 Share<br />TV<br />RADIO<br />INTERNET<br />NEWSPAPER<br />MAGAZINE<br />TOTAL<br />2007<br />30%<br />27%<br />33%<br />6%<br />4%<br />100%<br />2001<br />33%<br />35%<br />19%<br />8%<br />5%<br />100%<br />2007<br />29%<br />23%<br />40%<br />5%<br />3%<br />100%<br />2001<br />33%<br />31%<br />24%<br />7%<br />5%<br />100%<br />35-54 Share<br />55+ Share<br />TV<br />RADIO<br />INTERNET<br />NEWSPAPER<br />MAGAZINE<br />TOTAL<br />2001<br />35%<br />36%<br />14%<br />10%<br />5%<br />100%<br />2007<br />42%<br />28%<br />11%<br />14%<br />5%<br />100%<br />2001<br />43%<br />31%<br />5%<br />15%<br />6%<br />100%<br />2007<br />33%<br />33%<br />22%<br />8%<br />4%<br />100%<br />NADbank 2007 Total Canada<br />
    5. 5. Content Rules: Platform Agnostic?<br />5<br />
    6. 6. Persons of All Ages Still Grasping onto their Traditional Media…OnlineContent is still King and Queen<br />Music Category<br />Newspapers Category<br />TV Category<br />Radio Category<br />Source: comScore Media Metrix, Canada, All Locations, April ‘09<br />
    7. 7. Online Video Takes Off!<br />7<br />
    8. 8. Canada Leads in Online Video Reachand Continues to Grow…<br />+11%<br />+117%<br />comScore, Inc.,, Inc., Canada, Ages 2+, May 08 – May 09<br />Source: comScore, Inc., Video Metrix, Canada, US, All Locations, Ages 2+ (15+ for France, Germany, UK), May 08 - May 09<br />
    9. 9. Facebook Video Trails behind YouTube and VideoEgg in Canada<br />+11%<br />+117%<br />+117%<br />Source: comScore Inc., Video Metrix, Canada, All Locations, May 2008 - May 2009<br />
    10. 10. Who is Watching Videos online in Canada?<br />Online Video in Canada skews towards the higher income bracket. <br />All demographics are heavily engaged, specifically persons aged 18-34 who viewed the most minutes per viewer and viewed the most videos per viewer. <br />Canadian Household Income<br />Demographic Video Usage<br />Source: comScore Video Metrix, Canada, All Locations, February 2009<br />
    11. 11. Social Network….not just a fad!<br />11<br />
    12. 12. The Growth of Social Networking around the World TodayPercentage Reach of the Total Online Population<br />Canada*<br />89%<br />Russian Federation<br />59%<br />Germany<br />63%<br />United <br />Kingdom<br />80%<br />United States*<br />75%<br />China<br />42%<br />India<br />58%<br />Mexico<br />72%<br />Middle East - Africa<br />69%<br />Latin America<br />81%<br />Australia<br />68%<br />Social Networking attracts a worldwide audience of over 734.2 million Unique Visitors and continues to be a growing trend<br />*Source: comScore, Inc., Canada, US, Ages 2+ (Worldwide Ages 15+), All Locations, Jun 09 (Worldwide May 09)<br />
    13. 13. Social Networking<br />Canadians Highly Penetrated, and Highly Engaged<br />* Ages 15+<br />Source: comScore, Inc., World Metrix, Ages 15+, All Locations, May 08, May 09 <br />
    14. 14. Social Networking Category Continues to Thrive in Canadaas Web 2.0 Categories Show Large Growth<br />Web 1.0<br />Web 2.0<br />+33%<br />+19%<br />+13%<br />+14%<br />+11%<br />+38%<br />*Percentage change calculated on first month of data<br />Source: comScore, Inc., Canada, Ages 2+, All Locations, Nov 06 – Jun 09<br />
    15. 15. Canadians are Highly Engaged on<br />#1<br />#1<br />#1<br />#1<br />#1<br />Source: comScore, Inc. WW, Ages 15+, All Locations, May 09<br />
    16. 16. Search<br />16<br />
    17. 17. Search… <br />Around the Worldwide Web Population<br />Ranked #1 vs. top countries in Search Usage Days per Searcher, Search Visits per Searcher and Searches per Searcher<br />Source: comScore qSearch, Worldwide, US, UK, France, Canada,, All Locations, February 2009<br />
    18. 18. Canadian Search Intensity<br /><ul><li>Search growth partially driven by intensity growth, at 145 searches per searcher and up 16% versus March 2008
    19. 19. Search growth also driven by an increasing searcher base, reaching 24.3MM searchers in March 2009</li></ul>Unique Searchers vs. Search Intensity<br />+16%<br />+9%<br />Source: comScore qSearch, Canada, All Locations, March 2009<br />
    20. 20. Google Sites Continues to Dominatein Share of Search in Canada<br />Source: comScore qSearch, Canada, All Locations, March 2009<br />
    21. 21. Mobile….the next frontier?<br />20<br />
    22. 22. What does a “phone” do?<br />~1900<br />1983<br />2009<br />Capabilities: <br />Initiate phone calls<br />Receive phone calls<br />In one place<br />Capabilities:<br />Initiate phone calls<br />Receive phone calls<br />On the move<br />Text<br />Game<br />Maps<br />News<br />Watch TV/Video<br />Alarm clock<br />Etc.<br />Capabilities: <br />Initiate phone calls<br />Receive phone calls<br />On the move<br />
    23. 23. Females and Persons 35-54 are Key Mobile TargetsPersons 35-54 make up over 35% of the mobile market, Females 52%<br />Females are gaining more ground in the mobile market<br />Source: comScore M:Metrics, US,, Persons 13+, 3mnth avg ending May 2005 - May 2009<br />
    24. 24. Market Growing, But Slowing Down<br />Overall growth of mobile subscribers slowing (+3% YoY)<br />Carrier growth dependent on winning customers from competitors<br />Data services driving revenue growth<br />Handsets and content experiences becoming key<br />+3 %<br />
    25. 25. Voice No Longer the Killer App:Mobile Browsers, Application Users and Downloaders (Mobile Media Users) Growing 24% Year on Year<br />35% of mobile users are now using a media service that connects to the network (other than SMS, MMS or voice)<br />An additional 29% of the market also use text messaging (SMS), with the remainder just using voice services<br />The number of ‘Just Voice’ users has fallen 18% year on year, from 45% to 35%<br />Product: MobiLens<br />Data: Three month average ending May 09 <br />Country: US - N= 35,520<br />
    26. 26. There are 1031 Separate Devices Being Used to Access Mobile Media in US,<br />Top mobile media devices dominated by touchscreens and smartphones.<br />Top 6 devices represent 11.4% of mobile media users, top 20 devices – 23.9%.<br />Although the iPhone gains a large amount of publicity it currently only represents 7% of mobile media users.<br />Product: MobiLens<br />Data: Three month average ending May 09 <br />Country: US - N= 35,520<br />
    27. 27. The Mobile / PC Connection: Online & On Device Browsing<br />Facebook usage is surprisingly similar on mobile and PC<br />mobile users spend 24 minutes on facebook, average 3.3 visits per day.<br />PC users spend 27.5 minutes per day; average 2.3 visits.<br />
    28. 28. ?<br />
    29. 29. Is the Mobile Marketing Glass Half-Empty or Half- Full?<br />Pros<br />Critical mass of consumers<br />Paradigm shift in usage<br />Attractive marketing platform<br />Devices hit a trifecta of feature, function, and price<br />Cons<br />Fragmented usage (sms vs. browsing vs. applications)<br />USP is a bit unclear<br />Too many devices<br />Smartphone&apos;s are great but are still far from mainstream….<br />
    30. 30. Mobile Advertising: Not Just About Ringtones Anymore<br />Mobile Web Drawing Diverse Advertisers<br />
    31. 31. The Right Metrics are Critical: The Impact of Display and Search Advertising<br />30<br />
    32. 32. Measuring the Holistic Impact of Online Ad Campaigns<br />200+ studies conducted to assess the impact of Paid Search and Online ads on Online and offline sales<br />Real world analysis: comScore panelists divided into two matched groups (exposed and non-exposed to advertising)<br />Search only<br />Display ads only<br />Search and Display ads together<br />Neither<br />Passively measured behavior and / or surveys <br />Linked to in-store buying through CRM databases, retailer loyalty cards (we have 125 Million card dataset accessible), credit card data, IRI scanner panel<br />31<br />
    33. 33. Clicks on Display Ads Are a Misleading Metric and Don’t Reflect Brand-Building Effects<br />Recommendation: Only use to evaluate direct response ad campaigns (or Search)<br />Clicks don’t reflect a campaign’s sales impact, nor the cumulative (latent) impact of ads<br />Clicks don’t tell you anything about brand building effects<br />32<br />
    34. 34. Site visitation lift: not only is there significant impact within the 1st week, with or without a click, but past the 1st week, there is significant lift that would be missed by only counting clicks or immediate actions<br />Results from comScore Campaign Effectiveness Studies<br />33<br />
    35. 35. Online is important but you can’t ignore offline buying either. The sales lift generated offline by online advertising is significant and would certainly not be captured by a CPC or cookie-based model<br />Higher offline sales lifts are found for Search advertising vs. Display, but when combined, the synergy provides even more lift<br />Incremental Impact on Offline Sales per (000) Exposed<br />34<br />
    36. 36. Thank You.<br />Bryan Segal - Vice President comScore Canada<br /><br />416.646.9972<br />