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© comScore, Inc. Proprietary.
The 2013 Digital Year in Review & What It Means for the Year Ahead
© comScore, Inc. Proprietary. 2
Executive Summary
comScore has been preparing for a future
where the digital media experience is
scattered across an increasing number of
different devices and platforms. This new
reality not only demands a holistic
understanding of digital consumer behavior,
but also the high-quality, objective audience
measurement to make sense of it all.
As engagement shifts from PC to mobile, the
future of digital marketing is clearly going
multi-platform. Consumption habits have
shown that Canadians are more platform-
agnostic in their digital media consumption as
they seamlessly switch devices throughout
the day to try and stay current on email,
news, social media, TV-viewing, etc.
Introduction #FutureinFocus
The following report examines how the
latest trends in PC online usage, display
advertising, online video, mobile usage that
are currently shaping the Canadian digital
marketplace and what it means for the year
ahead, as comScore helps bring the digital
future in focus.
FOR FURTHER INFORMATION,
PLEASE CONTACT:
Kevin Duong
canada@comscore.com
Adam Lella
press@comscore.com
© comScore, Inc. Proprietary. 3
Table of Contents
PC Online Usage 4
Digital Advertising 10
Online Video 18
Mobile Usage 23
Multi-Platform 35
Summary & Implications 41
Appendix: Methodology 44
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
PC Online Usage in Canada
© comScore, Inc. Proprietary. 5
*Ranking in table is based on Average Monthly Unique Visitors in Q4 2013 for selected geographies
Source: comScore, Inc., Media Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2013
Canadian Internet users continue to be among the most highly
engaged Worldwide
Q4 2013*
Geography
Average Monthly
Unique Visitors (000)
Average Monthly
Hours per Visitor
Average Monthly
Pages per Visitor
Average Monthly
Visits per Visitor
Worldwide 1,619,641 24.2 2,238 58
China 353,368 22.9 2,330 61
United States 196,498 36.2 3,162 82
Japan 73,656 19.2 1,898 49
Russia 66,888 32.6 2,590 65
Brazil 66,472 32.5 3,818 73
Germany 53,254 20.1 2,015 52
France 42,604 30.4 3,026 76
United Kingdom 39,272 36.0 3,269 81
Italy 30,105 25.4 2,473 56
Canada 25,181 34.6 3,001 88
Online Visitation and Engagement
© comScore, Inc. Proprietary. 6
21%
27%
32%
20%
Under 18 18-34 35-54 55+
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2013
Canadian online demographics show half of the population is under age
35, and a third reside in households that earn at least $100,000 annually
18%
30%
18%
35%
Less than $40,000
$40,000 - $74,999
$75,000 - $99,999
$100,000 or more
Household Income (CAD)
Age
British
Columbia
14% Prairies
18% Ontario
39%
Quebec
22%
Atlantic
7%
Region
Gender
50% 50%
© comScore, Inc. Proprietary. 7Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2013 vs. 2012
While Canadians are still heavy users of desktop internet, their
engagement has begun to shift from PC to mobile platforms
65,802
54,435
Total Minutes (MM)
Monthly Q4 Avg. 2012 Monthly Q4 Avg. 2013
99,110
78,505
Total Pages Viewed (MM)
Monthly Q4 Avg. 2012 Monthly Q4 Avg. 2013
-17% -21%
PC Internet Engagement
© comScore, Inc. Proprietary. 8
Mobile content consumption is gaining across categories in Canada
4,001
4,613
4,558
4,886
5,927
6,318
7,826
8,362
9,014
8,907
5,575
6,156
6,667
6,731
7,499
8,653
9,762
10,577
11,088
11,864
Sports
Entertainment News
Photo/Video Sharing
Bank Accounts
Local/World News
Maps/Directions
Instant Messaging Service
Search
Social Networking
Weather
Dec-2013
Dec-2012
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs Dec 2012
Top 10 Mobile Content Categories by Mobile Subscribers (000)
© comScore, Inc. Proprietary. 9
95%
57%
% Reach PC Population % Reach Smartphone
Subscribers
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, December 2013
Mobile Audience
103.7
108.9
127.8
129.2
139.8
World-Wide
United States
United Kingdom
France
Canada
34%
86%
Performed a Search using
an Application
Performed a Search using a
Browser
Mobile Search Access Method
% Reach of Search
PC Searches per Searcher
Canadians exhibit above-average search behavior on PC, while also
engaging with other platforms for search activities
9.9 Million smartphone
subscribers conducted a
search on their phones
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Display Advertising in Canada
© comScore, Inc. Proprietary. 11
Finance ranked as the top sector for display advertising in 2013,
followed by Retail and CPG
*Excluding Multi-Category Advertisers, Online Media
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2013
9,028,910
11,573,616
11,968,710
13,396,418
15,993,697
21,338,367
25,850,799
30,297,383
40,194,541
43,664,755
Public Services
Health
Telecommunications
Media & Entertainment
Travel
Computers & Technology
Automotive
Consumer Goods
Retail
Finance
Top 10 Industry Categories in 2013 by Total Display Ad Impressions (000)
© comScore, Inc. Proprietary. 12Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2013
Half of Canadian display ads are non-standard sizes and 72% are
standard static types
50%
46%
4%
1%
Non-Standard Universal Ad Package
Other Ad Units Display Rising Star
72%
24%
3%
1%
Standard Static Flash(Generic)
Rich Media Display Other Types
Advertising Creative Summary by Size and Type
Ad
Creative
Sizes
Ad
Creative
Types
© comScore, Inc. Proprietary. 13
In 2013, more than 615 billion display ad impressions were delivered in
Canada during the year
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2013
Fiat Automobiles SpA
Clearly Contacts
Telus
TD Bank
Capital One Financial
Netflix
General Motors
Microsoft
Procter & Gamble
American Express
Top 10 Advertisers in 2013 by Total Display Ad Impressions (000)
© comScore, Inc. Proprietary. 14
*CPG = Consumer Goods (excluding Restaurants)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2013
CPG display advertising led by Health & Beauty sector, followed by
Food & Grocery
Consumer Packaged Goods Advertising by Category
1%
1%
1%
2%
5%
6%
6%
9%
15%
35%
Pet Care
Frozen Foods
Dairy
Paper Products
Babycare
Beverages
Alcoholic Beverages
Household & Cleaning Supplies
Food & Grocery
Health & Beauty
Share within CPG Category
© comScore, Inc. Proprietary. 15
*Excluding Corporate Presence, Promotional Servers, Services
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2013
Social Media sites account for more than 1 out of every 3 online
display ads delivered in Canada
2%
3%
3%
4%
5%
5%
8%
12%
18%
36%
Business/Finance
Retail
Games
Lifestyles
Sports
Directories/Resources
News/Information
Portals
Entertainment
Social Media
Top 10 Display Advertising Publisher Categories* by Share of 2013 Impressions
© comScore, Inc. Proprietary. 16
comScore’s global two million person
panel is used in conjunction with census-
data to validate target audience delivery
=
Census Panel
A single ad tag is appended to every
creative to provide a complete view
of campaign delivery
comScore validated Campaign Essentials (vCE) helps advertisers
validate their digital campaigns across a number of variables
Audience
• Age
• Gender
• Household Income
• Household Size
• Behavioral Segments
In-View
Geography
Non-Brand Safe
Non-Human Traffic
© comScore, Inc. Proprietary. 17
vCE online advertising norms show that more than half of ads are not
delivered in-view, but geographic targeting is strong in Canada
Based on over 100 tagged vCE campaigns in Canada in 2013
*Non-Brand Safe refers to impressions that were alerted based on client defined and/or comScore defined
non-brand safety
In-view In-target
In-geo
44.4% 41.1%
99.0% 24.7%
Non-Brand Safe*
% of Online Display
Ad Impressions
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Online Video in Canada
© comScore, Inc. Proprietary. 19
Canadians are more likely to watch online video and spend more time
doing so than their American counterparts
Source: comScore, Inc., Video Metrix, CA & US, Home & Work, Persons: 2+, Monthly Q4 2013 Average
1,769
1,237
Canada United States
Minutes per Viewer
74%
63%
Canada United States
% Reach Total Population
© comScore, Inc. Proprietary. 20
Canadians are consuming video content across categories, with
viewer penetration over 30% in General News, TV and Retail
Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, Q4 2013 Average
Unique Viewer Penetration in Canada
9.4%
9.6%
16.7%
22.0%
22.9%
29.0%
29.3%
32.4%
38.4%
38.5%
Health
Family & Parenting
Travel
Sports
Entertainment - Movies
Games
Entertainment - Music
Retail
TV
General News
© comScore, Inc. Proprietary. 21
Canadian are watching a rapidly increasing amount of TV/Video on
their mobile devices
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 – Dec 2013
Frequency of Watching TV/Video by Mobile Subscribers (000)
5,271
2,979
1,577
715
7,029
3,595
2,363
1,071
Ever in month Once to three times a month At least once a week Almost every day
Dec-2012 Dec-2013
+33% +21% +50% +50%
© comScore, Inc. Proprietary. 22
Canadians are watching significantly more web-based video, including
live/on-demand TV, than a year ago
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 – Dec 2013
Type of Videos Watched by Mobile Subscribers (000)
1,646
1,865
5,085
2,322
2,490
6,815
Watched Paid TV/Video
Watched TV (Live/On-Demand)
Watched Web-Based Videos
Dec-2013 Dec-2012
+41%
+34%
+34%
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Mobile Usage in Canada
© comScore, Inc. Proprietary. 24
Mobile subscribers grew by 5% in Canada year over year to more than
23 million
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012
22,076
23,233
Dec-2012 Dec-2013
Mobile Subscribers (000) in Canada
+5%
© comScore, Inc. Proprietary. 25
Smartphones now reach 3 out of every 4 mobile users in Canada, an
increase of 13 percentage points in the past year
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012
62%
75%
38%
25%
Dec-2012 Dec-2013
Smartphone Feature Phone
Smartphone Market Penetration by Percent of Mobile Subscribers
+13 pts.
© comScore, Inc. Proprietary. 26
Smartphone ownership in Canada skews significantly toward younger
and higher income than feature phone ownership
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013
8%
37% 37%
19%
4%
12%
32%
52%
13-17 18-34 35-54 55+
British
Columbia
14%
14%
Prairies
19%
18%
Ontario
41%
35%
Quebec
19%
26%
Atlantic
7%
7%
Household Income (CAD)
Region
AgeGender
50%
45%
50%
55%
26%
20% 17%
37%39%
22%
17%
22%
Less than
$50,000
$50,000 to
$74,999
$75,000 to
$99,999
$100,000 or
more
Smartphone Feature Phone
© comScore, Inc. Proprietary. 27
Google’s Android platform continues to capture share in the
Canadian smartphone market, as it increased by 4 pts. year over year
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012
40%
35%
20%
2%
2%
44%
37% 15%
2%
1%Dec 2012 Dec 2013
Platform Market Penetration by Percent of Mobile Subscribers
© comScore, Inc. Proprietary. 28
Canadian smartphone subscribers with 4G connectivity grew by 274%
year over year
13,418
1,563
17,243
5,850
3G Data Network 4G Data Network
Dec-2012 Dec-2013
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012
Mobile Connectivity by Smartphone Subscribers (000)
+29%
+274%
© comScore, Inc. Proprietary. 29
Mobile display sizes on smartphones are getting bigger as we see
substantial growth year over year for 4.0” and greater
0
1,000
2,000
3,000
4,000
5,000
6,000
Dec-2012 Dec-2013
*Measured diagonally
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012
Mobile Display Size* Among Smartphone Owners (000)
+9%
-27%
-49%
-8%
-14%
-1%
+95%
+112%
+664%
+323%
© comScore, Inc. Proprietary. 30
Canadian smartphone subscribers accessing social networking on
their mobile device continues to grow
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012
Frequency of Accessing Social Networking by Smartphone Subscribers (000)
8,338
1,374
2,102
4,862
10,443
1,704
2,750
5,989
Ever in month Once to three times a month At least once a week Almost every day
Dec-2012 Dec-2013
+25% +24% +31% +23%
© comScore, Inc. Proprietary. 31
Canadians are using smartphones for a variety of shopping behaviors,
including making mobile commerce transactions
4%
4%
5%
5%
6%
6%
10%
17%
Researched Product Features
Compared Product Prices
Used Deal-a-day/Group Shopping
Checked Product Availability
Purchased Goods/Services
Found Coupons/Deals
Found Store Location
Made Shopping Lists
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013
Retail Activities on Smartphone via Application
5%
6%
11%
12%
17%
18%
19%
26%
Made Shopping Lists
Used Deal-a-day/Group Shopping
Purchased Goods/Services
Found Coupons/Deals
Checked Product Availability
Compared Product Prices
Researched Product Features
Found Store Location
Retail Activities on Smartphone via Browser
% Smartphone Subscribers
© comScore, Inc. Proprietary. 32Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013
Smartphone subscribers are more likely to own a tablet compared to
feature phone subscribers
23%
36%
Tablet Ownership
Feature Phone Subscribers Smartphone Subscribers
Tablet Ownership by % Subscribers
© comScore, Inc. Proprietary. 33
55%
37%
10%
2% 1%
Apple OS Android OS BlackBerry OS Microsoft OS HP OS
Canadian smartphone subscribers have a preference for owning the
iPad vs. other tablets
Source: comScore, Inc., TabLens Lite, CA, Persons: 13+, Dec 2013
Platform Market Penetration by Percent of Smartphone Subscribers who Own a Tablet
© comScore, Inc. Proprietary. 34
Second screen behaviour provides more engagement opportunities
via the mobile channel for TV advertisers
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013
Source: comScore, Inc., TabLens Lite, CA, Persons: 13+, Dec 2013
35.5%
used their tablet while
watching TV
30.8%
used their smartphone
while watching TV
Smartphone + TV Tablet + TV
30.8% of Canadian smartphone subscribers
used their phone while watching TV
35.5% of Canadian smartphone subscribers
who own tablets used their tablet while
watching TV
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Multi-Platform:
The Future of Digital
© comScore, Inc. Proprietary. 36
New platforms are being adopted at increasingly higher rates
Tablet PC/Mac Smartphone
The digital experience is now scattered across a number of different devices and
platforms, all of which demand high-quality, objective audience measurement.
© comScore, Inc. Proprietary. 37
Device usage varies throughout the day with peak activity occurring at
different times
* Single-user Household Panel
CONTENT is
consumed
across multiple
DEVICES
by the same
PERSON
Smartphones
rule our
mornings
Tablets
PCs
rule our
evenings
rule our
days
One Day
© comScore, Inc. Proprietary. 38
Desktop
45%
Smartphone
43%
Tablet
12%
In the United States, more than half of all digital time spent now
comes from mobile devices
Source: comScore, Inc., Media Metrix Multi-Platform, US, Jan 2014
Share of Time Spent on Digital Media
© comScore, Inc. Proprietary. 39
U.S. time spent consuming digital content has increased
dramatically in past three years due to mobile platforms
401 429
131
442
11
124
Dec-2010 Dec-2013
Desktop Smartphone Tablet
Source: comScore, Inc., Media Metrix Multi-Platform, US, Dec 2013 vs. Dec 2010
Total U.S. Internet Usage in Minutes (Billions) by Platform:
© comScore, Inc. Proprietary. 40
Media Metrix Multi-Platform coming to Canada in Q3 2014!
Desktop Audience
Video Audience
Mobile Audience
Media Metrix® Multi-Platform
Introducing…
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Summary & Implications
© comScore, Inc. Proprietary. 42
Canadians continue to be among the heaviest users of digital media
• Canada is #3 in desktop internet usage at 34.6 hours per month
• Canadians are the heaviest online searchers at 140 queries per month
• 74% of all Canadians watch online video; TV/video viewing on mobile also seeing huge gains
• 3 out of 4 Canadians own smartphones, well above the rates in U.S. and other developed markets
The digital ad sector in Canada shows its strength as its proves performance
• Canada saw 615 billion display ad impressions in 2013, led by Financial and Retail advertisers
• Social media publishers account for more than 1/3rd of all display ad impressions
• Campaign validation efforts are improving the ability to measure performance and optimize
campaigns
Mobile is rapidly changing the Canadian digital media landscape
• Increase in smartphone penetration and 4G connectivity is driving increased usage of mobile
content, such as social media and retail
• Canadians are using their phones for shopping behavior and m-commerce buying
Summary of Key Findings
© comScore, Inc. Proprietary. 43
The rapid shift to mobile means the future of marketing is multi-platform
• Usage is shifting to mobile, but dollars are slower to follow. It will be important to both prove the
value of mobile and adopt a more integrated view of media to navigate this paradigm shift.
• How well businesses integrate mobile audience metrics into their holistic view of digital media
will determine their ability to monetize and/or market efficiently.
Social Media will have a disproportionate influence on how the digital media
industry evolves
• Facebook, Twitter and Linkedin are paving the way for this sector and showing how media can
generate ad dollars through mobile and native advertising
• The Visual Web is also emerging with properties like Pinterest, Tumblr, Instagram and Snapchat
showing how social is becoming a more visual medium, making it attractive to brands
The Canadian digital media sector is poised for further expansion as
advertising measurement and mobile monetization improve
• vCE and other forms of campaign validation are providing the metrics brands need to understand
campaign performance and put digital on similar footing as TV
• Better metrics means better ability to optimize performance, which will continue to deliver
confidence in brands considering investing more in digital
Implications for the Future
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Methodology
© comScore, Inc. Proprietary. 45
Methodology
This report utilizes data from the comScore suite of products, including
comScore Media Metrix®, comScore Ad Metrix®, comScore Video Metrix®
and comScore MobiLens™.
comScore Media Metrix
The comScore Media Metrix suite of syndicated products sets the standard
for digital audience measurement and media planning. Powered by Unified
Digital Measurement™, the revolutionary measurement approach that
bridges panel-based and website server-based metrics to account for 100
percent of a site’s audience, Media Metrix delivers the most accurate and
comprehensive suite of audience metrics, providing valuable demographic
measures, such as age, gender, household income and household size.
Media Metrix reports on more than 70,000 entities, with audience
measurement for 43 individual countries and 6 global regions, as well as
worldwide totals.
The comScore Media Metrix product suite includes individual products
utilized within this report including comScore Ad Metrix and comScore
Video Metrix.
http://www.comscore.com/Products/Audience_Analytics/MMX
© comScore, Inc. Proprietary. 46
Methodology
comScore MobiLens
comScore MobiLens provides market-wide insight into mobile digital media
consumption, brand-level audience metrics, and details of device ownership
and technology penetration. Using proprietary data collection methods, we
survey nationally representative samples of mobile subscribers age 13+ in
the U.S., UK, France, Germany, Spain, Italy, Canada, and Japan. The
MobiLens sample is substantial enough to provide projected data for sub-
segments as small as 1 percent of mobile subscribers. For 2012, the
estimated monthly survey completes utilized for this report are 5,500 mobile
phone owners in Canada.
For more information, please visit:
http://www.comscore.com/Products/Audience_Analytics/MobiLens
© comScore, Inc. Proprietary. 47
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web,
mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments.
A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom
services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and
Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™
(CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than
2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN,
France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal
McCann, Verizon, ViaMichelin and Yahoo!.
STAY CONNECTED
www.comscore.com
www.facebook.com/comscoreinc
http://www.linkedin.com/company/comscore-inc.
www.youtube.com/user/comscore
ABOUT COMSCORE
© comScore, Inc. Proprietary.
www.comscore.com
www.facebook.com/comscoreinc
@comScore
Canada Digital
Future in Focus 2014
#FutureinFocus
The 2013 Digital Year in Review & What It Means for the Year Ahead
@comScore
www.comscore.com
www.facebook.com/comscoreinc
Email: canada@comscore.com
Media Requests: press@comscore.com

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Canada Digital Future 2014

  • 1. © comScore, Inc. Proprietary. The 2013 Digital Year in Review & What It Means for the Year Ahead
  • 2. © comScore, Inc. Proprietary. 2 Executive Summary comScore has been preparing for a future where the digital media experience is scattered across an increasing number of different devices and platforms. This new reality not only demands a holistic understanding of digital consumer behavior, but also the high-quality, objective audience measurement to make sense of it all. As engagement shifts from PC to mobile, the future of digital marketing is clearly going multi-platform. Consumption habits have shown that Canadians are more platform- agnostic in their digital media consumption as they seamlessly switch devices throughout the day to try and stay current on email, news, social media, TV-viewing, etc. Introduction #FutureinFocus The following report examines how the latest trends in PC online usage, display advertising, online video, mobile usage that are currently shaping the Canadian digital marketplace and what it means for the year ahead, as comScore helps bring the digital future in focus. FOR FURTHER INFORMATION, PLEASE CONTACT: Kevin Duong canada@comscore.com Adam Lella press@comscore.com
  • 3. © comScore, Inc. Proprietary. 3 Table of Contents PC Online Usage 4 Digital Advertising 10 Online Video 18 Mobile Usage 23 Multi-Platform 35 Summary & Implications 41 Appendix: Methodology 44
  • 4. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. PC Online Usage in Canada
  • 5. © comScore, Inc. Proprietary. 5 *Ranking in table is based on Average Monthly Unique Visitors in Q4 2013 for selected geographies Source: comScore, Inc., Media Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2013 Canadian Internet users continue to be among the most highly engaged Worldwide Q4 2013* Geography Average Monthly Unique Visitors (000) Average Monthly Hours per Visitor Average Monthly Pages per Visitor Average Monthly Visits per Visitor Worldwide 1,619,641 24.2 2,238 58 China 353,368 22.9 2,330 61 United States 196,498 36.2 3,162 82 Japan 73,656 19.2 1,898 49 Russia 66,888 32.6 2,590 65 Brazil 66,472 32.5 3,818 73 Germany 53,254 20.1 2,015 52 France 42,604 30.4 3,026 76 United Kingdom 39,272 36.0 3,269 81 Italy 30,105 25.4 2,473 56 Canada 25,181 34.6 3,001 88 Online Visitation and Engagement
  • 6. © comScore, Inc. Proprietary. 6 21% 27% 32% 20% Under 18 18-34 35-54 55+ Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2013 Canadian online demographics show half of the population is under age 35, and a third reside in households that earn at least $100,000 annually 18% 30% 18% 35% Less than $40,000 $40,000 - $74,999 $75,000 - $99,999 $100,000 or more Household Income (CAD) Age British Columbia 14% Prairies 18% Ontario 39% Quebec 22% Atlantic 7% Region Gender 50% 50%
  • 7. © comScore, Inc. Proprietary. 7Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2013 vs. 2012 While Canadians are still heavy users of desktop internet, their engagement has begun to shift from PC to mobile platforms 65,802 54,435 Total Minutes (MM) Monthly Q4 Avg. 2012 Monthly Q4 Avg. 2013 99,110 78,505 Total Pages Viewed (MM) Monthly Q4 Avg. 2012 Monthly Q4 Avg. 2013 -17% -21% PC Internet Engagement
  • 8. © comScore, Inc. Proprietary. 8 Mobile content consumption is gaining across categories in Canada 4,001 4,613 4,558 4,886 5,927 6,318 7,826 8,362 9,014 8,907 5,575 6,156 6,667 6,731 7,499 8,653 9,762 10,577 11,088 11,864 Sports Entertainment News Photo/Video Sharing Bank Accounts Local/World News Maps/Directions Instant Messaging Service Search Social Networking Weather Dec-2013 Dec-2012 Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs Dec 2012 Top 10 Mobile Content Categories by Mobile Subscribers (000)
  • 9. © comScore, Inc. Proprietary. 9 95% 57% % Reach PC Population % Reach Smartphone Subscribers Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, December 2013 Mobile Audience 103.7 108.9 127.8 129.2 139.8 World-Wide United States United Kingdom France Canada 34% 86% Performed a Search using an Application Performed a Search using a Browser Mobile Search Access Method % Reach of Search PC Searches per Searcher Canadians exhibit above-average search behavior on PC, while also engaging with other platforms for search activities 9.9 Million smartphone subscribers conducted a search on their phones
  • 10. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Display Advertising in Canada
  • 11. © comScore, Inc. Proprietary. 11 Finance ranked as the top sector for display advertising in 2013, followed by Retail and CPG *Excluding Multi-Category Advertisers, Online Media Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2013 9,028,910 11,573,616 11,968,710 13,396,418 15,993,697 21,338,367 25,850,799 30,297,383 40,194,541 43,664,755 Public Services Health Telecommunications Media & Entertainment Travel Computers & Technology Automotive Consumer Goods Retail Finance Top 10 Industry Categories in 2013 by Total Display Ad Impressions (000)
  • 12. © comScore, Inc. Proprietary. 12Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2013 Half of Canadian display ads are non-standard sizes and 72% are standard static types 50% 46% 4% 1% Non-Standard Universal Ad Package Other Ad Units Display Rising Star 72% 24% 3% 1% Standard Static Flash(Generic) Rich Media Display Other Types Advertising Creative Summary by Size and Type Ad Creative Sizes Ad Creative Types
  • 13. © comScore, Inc. Proprietary. 13 In 2013, more than 615 billion display ad impressions were delivered in Canada during the year Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2013 Fiat Automobiles SpA Clearly Contacts Telus TD Bank Capital One Financial Netflix General Motors Microsoft Procter & Gamble American Express Top 10 Advertisers in 2013 by Total Display Ad Impressions (000)
  • 14. © comScore, Inc. Proprietary. 14 *CPG = Consumer Goods (excluding Restaurants) Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2013 CPG display advertising led by Health & Beauty sector, followed by Food & Grocery Consumer Packaged Goods Advertising by Category 1% 1% 1% 2% 5% 6% 6% 9% 15% 35% Pet Care Frozen Foods Dairy Paper Products Babycare Beverages Alcoholic Beverages Household & Cleaning Supplies Food & Grocery Health & Beauty Share within CPG Category
  • 15. © comScore, Inc. Proprietary. 15 *Excluding Corporate Presence, Promotional Servers, Services Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2013 Social Media sites account for more than 1 out of every 3 online display ads delivered in Canada 2% 3% 3% 4% 5% 5% 8% 12% 18% 36% Business/Finance Retail Games Lifestyles Sports Directories/Resources News/Information Portals Entertainment Social Media Top 10 Display Advertising Publisher Categories* by Share of 2013 Impressions
  • 16. © comScore, Inc. Proprietary. 16 comScore’s global two million person panel is used in conjunction with census- data to validate target audience delivery = Census Panel A single ad tag is appended to every creative to provide a complete view of campaign delivery comScore validated Campaign Essentials (vCE) helps advertisers validate their digital campaigns across a number of variables Audience • Age • Gender • Household Income • Household Size • Behavioral Segments In-View Geography Non-Brand Safe Non-Human Traffic
  • 17. © comScore, Inc. Proprietary. 17 vCE online advertising norms show that more than half of ads are not delivered in-view, but geographic targeting is strong in Canada Based on over 100 tagged vCE campaigns in Canada in 2013 *Non-Brand Safe refers to impressions that were alerted based on client defined and/or comScore defined non-brand safety In-view In-target In-geo 44.4% 41.1% 99.0% 24.7% Non-Brand Safe* % of Online Display Ad Impressions
  • 18. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Online Video in Canada
  • 19. © comScore, Inc. Proprietary. 19 Canadians are more likely to watch online video and spend more time doing so than their American counterparts Source: comScore, Inc., Video Metrix, CA & US, Home & Work, Persons: 2+, Monthly Q4 2013 Average 1,769 1,237 Canada United States Minutes per Viewer 74% 63% Canada United States % Reach Total Population
  • 20. © comScore, Inc. Proprietary. 20 Canadians are consuming video content across categories, with viewer penetration over 30% in General News, TV and Retail Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, Q4 2013 Average Unique Viewer Penetration in Canada 9.4% 9.6% 16.7% 22.0% 22.9% 29.0% 29.3% 32.4% 38.4% 38.5% Health Family & Parenting Travel Sports Entertainment - Movies Games Entertainment - Music Retail TV General News
  • 21. © comScore, Inc. Proprietary. 21 Canadian are watching a rapidly increasing amount of TV/Video on their mobile devices Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 – Dec 2013 Frequency of Watching TV/Video by Mobile Subscribers (000) 5,271 2,979 1,577 715 7,029 3,595 2,363 1,071 Ever in month Once to three times a month At least once a week Almost every day Dec-2012 Dec-2013 +33% +21% +50% +50%
  • 22. © comScore, Inc. Proprietary. 22 Canadians are watching significantly more web-based video, including live/on-demand TV, than a year ago Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 – Dec 2013 Type of Videos Watched by Mobile Subscribers (000) 1,646 1,865 5,085 2,322 2,490 6,815 Watched Paid TV/Video Watched TV (Live/On-Demand) Watched Web-Based Videos Dec-2013 Dec-2012 +41% +34% +34%
  • 23. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Mobile Usage in Canada
  • 24. © comScore, Inc. Proprietary. 24 Mobile subscribers grew by 5% in Canada year over year to more than 23 million Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012 22,076 23,233 Dec-2012 Dec-2013 Mobile Subscribers (000) in Canada +5%
  • 25. © comScore, Inc. Proprietary. 25 Smartphones now reach 3 out of every 4 mobile users in Canada, an increase of 13 percentage points in the past year Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012 62% 75% 38% 25% Dec-2012 Dec-2013 Smartphone Feature Phone Smartphone Market Penetration by Percent of Mobile Subscribers +13 pts.
  • 26. © comScore, Inc. Proprietary. 26 Smartphone ownership in Canada skews significantly toward younger and higher income than feature phone ownership Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 8% 37% 37% 19% 4% 12% 32% 52% 13-17 18-34 35-54 55+ British Columbia 14% 14% Prairies 19% 18% Ontario 41% 35% Quebec 19% 26% Atlantic 7% 7% Household Income (CAD) Region AgeGender 50% 45% 50% 55% 26% 20% 17% 37%39% 22% 17% 22% Less than $50,000 $50,000 to $74,999 $75,000 to $99,999 $100,000 or more Smartphone Feature Phone
  • 27. © comScore, Inc. Proprietary. 27 Google’s Android platform continues to capture share in the Canadian smartphone market, as it increased by 4 pts. year over year Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012 40% 35% 20% 2% 2% 44% 37% 15% 2% 1%Dec 2012 Dec 2013 Platform Market Penetration by Percent of Mobile Subscribers
  • 28. © comScore, Inc. Proprietary. 28 Canadian smartphone subscribers with 4G connectivity grew by 274% year over year 13,418 1,563 17,243 5,850 3G Data Network 4G Data Network Dec-2012 Dec-2013 Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012 Mobile Connectivity by Smartphone Subscribers (000) +29% +274%
  • 29. © comScore, Inc. Proprietary. 29 Mobile display sizes on smartphones are getting bigger as we see substantial growth year over year for 4.0” and greater 0 1,000 2,000 3,000 4,000 5,000 6,000 Dec-2012 Dec-2013 *Measured diagonally Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012 Mobile Display Size* Among Smartphone Owners (000) +9% -27% -49% -8% -14% -1% +95% +112% +664% +323%
  • 30. © comScore, Inc. Proprietary. 30 Canadian smartphone subscribers accessing social networking on their mobile device continues to grow Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012 Frequency of Accessing Social Networking by Smartphone Subscribers (000) 8,338 1,374 2,102 4,862 10,443 1,704 2,750 5,989 Ever in month Once to three times a month At least once a week Almost every day Dec-2012 Dec-2013 +25% +24% +31% +23%
  • 31. © comScore, Inc. Proprietary. 31 Canadians are using smartphones for a variety of shopping behaviors, including making mobile commerce transactions 4% 4% 5% 5% 6% 6% 10% 17% Researched Product Features Compared Product Prices Used Deal-a-day/Group Shopping Checked Product Availability Purchased Goods/Services Found Coupons/Deals Found Store Location Made Shopping Lists Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 Retail Activities on Smartphone via Application 5% 6% 11% 12% 17% 18% 19% 26% Made Shopping Lists Used Deal-a-day/Group Shopping Purchased Goods/Services Found Coupons/Deals Checked Product Availability Compared Product Prices Researched Product Features Found Store Location Retail Activities on Smartphone via Browser % Smartphone Subscribers
  • 32. © comScore, Inc. Proprietary. 32Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 Smartphone subscribers are more likely to own a tablet compared to feature phone subscribers 23% 36% Tablet Ownership Feature Phone Subscribers Smartphone Subscribers Tablet Ownership by % Subscribers
  • 33. © comScore, Inc. Proprietary. 33 55% 37% 10% 2% 1% Apple OS Android OS BlackBerry OS Microsoft OS HP OS Canadian smartphone subscribers have a preference for owning the iPad vs. other tablets Source: comScore, Inc., TabLens Lite, CA, Persons: 13+, Dec 2013 Platform Market Penetration by Percent of Smartphone Subscribers who Own a Tablet
  • 34. © comScore, Inc. Proprietary. 34 Second screen behaviour provides more engagement opportunities via the mobile channel for TV advertisers Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 Source: comScore, Inc., TabLens Lite, CA, Persons: 13+, Dec 2013 35.5% used their tablet while watching TV 30.8% used their smartphone while watching TV Smartphone + TV Tablet + TV 30.8% of Canadian smartphone subscribers used their phone while watching TV 35.5% of Canadian smartphone subscribers who own tablets used their tablet while watching TV
  • 35. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Multi-Platform: The Future of Digital
  • 36. © comScore, Inc. Proprietary. 36 New platforms are being adopted at increasingly higher rates Tablet PC/Mac Smartphone The digital experience is now scattered across a number of different devices and platforms, all of which demand high-quality, objective audience measurement.
  • 37. © comScore, Inc. Proprietary. 37 Device usage varies throughout the day with peak activity occurring at different times * Single-user Household Panel CONTENT is consumed across multiple DEVICES by the same PERSON Smartphones rule our mornings Tablets PCs rule our evenings rule our days One Day
  • 38. © comScore, Inc. Proprietary. 38 Desktop 45% Smartphone 43% Tablet 12% In the United States, more than half of all digital time spent now comes from mobile devices Source: comScore, Inc., Media Metrix Multi-Platform, US, Jan 2014 Share of Time Spent on Digital Media
  • 39. © comScore, Inc. Proprietary. 39 U.S. time spent consuming digital content has increased dramatically in past three years due to mobile platforms 401 429 131 442 11 124 Dec-2010 Dec-2013 Desktop Smartphone Tablet Source: comScore, Inc., Media Metrix Multi-Platform, US, Dec 2013 vs. Dec 2010 Total U.S. Internet Usage in Minutes (Billions) by Platform:
  • 40. © comScore, Inc. Proprietary. 40 Media Metrix Multi-Platform coming to Canada in Q3 2014! Desktop Audience Video Audience Mobile Audience Media Metrix® Multi-Platform Introducing…
  • 41. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Summary & Implications
  • 42. © comScore, Inc. Proprietary. 42 Canadians continue to be among the heaviest users of digital media • Canada is #3 in desktop internet usage at 34.6 hours per month • Canadians are the heaviest online searchers at 140 queries per month • 74% of all Canadians watch online video; TV/video viewing on mobile also seeing huge gains • 3 out of 4 Canadians own smartphones, well above the rates in U.S. and other developed markets The digital ad sector in Canada shows its strength as its proves performance • Canada saw 615 billion display ad impressions in 2013, led by Financial and Retail advertisers • Social media publishers account for more than 1/3rd of all display ad impressions • Campaign validation efforts are improving the ability to measure performance and optimize campaigns Mobile is rapidly changing the Canadian digital media landscape • Increase in smartphone penetration and 4G connectivity is driving increased usage of mobile content, such as social media and retail • Canadians are using their phones for shopping behavior and m-commerce buying Summary of Key Findings
  • 43. © comScore, Inc. Proprietary. 43 The rapid shift to mobile means the future of marketing is multi-platform • Usage is shifting to mobile, but dollars are slower to follow. It will be important to both prove the value of mobile and adopt a more integrated view of media to navigate this paradigm shift. • How well businesses integrate mobile audience metrics into their holistic view of digital media will determine their ability to monetize and/or market efficiently. Social Media will have a disproportionate influence on how the digital media industry evolves • Facebook, Twitter and Linkedin are paving the way for this sector and showing how media can generate ad dollars through mobile and native advertising • The Visual Web is also emerging with properties like Pinterest, Tumblr, Instagram and Snapchat showing how social is becoming a more visual medium, making it attractive to brands The Canadian digital media sector is poised for further expansion as advertising measurement and mobile monetization improve • vCE and other forms of campaign validation are providing the metrics brands need to understand campaign performance and put digital on similar footing as TV • Better metrics means better ability to optimize performance, which will continue to deliver confidence in brands considering investing more in digital Implications for the Future
  • 44. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Methodology
  • 45. © comScore, Inc. Proprietary. 45 Methodology This report utilizes data from the comScore suite of products, including comScore Media Metrix®, comScore Ad Metrix®, comScore Video Metrix® and comScore MobiLens™. comScore Media Metrix The comScore Media Metrix suite of syndicated products sets the standard for digital audience measurement and media planning. Powered by Unified Digital Measurement™, the revolutionary measurement approach that bridges panel-based and website server-based metrics to account for 100 percent of a site’s audience, Media Metrix delivers the most accurate and comprehensive suite of audience metrics, providing valuable demographic measures, such as age, gender, household income and household size. Media Metrix reports on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions, as well as worldwide totals. The comScore Media Metrix product suite includes individual products utilized within this report including comScore Ad Metrix and comScore Video Metrix. http://www.comscore.com/Products/Audience_Analytics/MMX
  • 46. © comScore, Inc. Proprietary. 46 Methodology comScore MobiLens comScore MobiLens provides market-wide insight into mobile digital media consumption, brand-level audience metrics, and details of device ownership and technology penetration. Using proprietary data collection methods, we survey nationally representative samples of mobile subscribers age 13+ in the U.S., UK, France, Germany, Spain, Italy, Canada, and Japan. The MobiLens sample is substantial enough to provide projected data for sub- segments as small as 1 percent of mobile subscribers. For 2012, the estimated monthly survey completes utilized for this report are 5,500 mobile phone owners in Canada. For more information, please visit: http://www.comscore.com/Products/Audience_Analytics/MobiLens
  • 47. © comScore, Inc. Proprietary. 47 comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments. A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™ (CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than 2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!. STAY CONNECTED www.comscore.com www.facebook.com/comscoreinc http://www.linkedin.com/company/comscore-inc. www.youtube.com/user/comscore ABOUT COMSCORE
  • 48. © comScore, Inc. Proprietary. www.comscore.com www.facebook.com/comscoreinc @comScore Canada Digital Future in Focus 2014 #FutureinFocus The 2013 Digital Year in Review & What It Means for the Year Ahead @comScore www.comscore.com www.facebook.com/comscoreinc Email: canada@comscore.com Media Requests: press@comscore.com