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2013 uk digital future in focus

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2013 UK digital future in focus. This annual report examines how the prevailing trends in social media, search, online video, digital advertising, mobile and e-commerce are defining the current digital marketplace and what these trends mean for the year ahead.

2013 UK digital future in focus. This annual report examines how the prevailing trends in social media, search, online video, digital advertising, mobile and e-commerce are defining the current digital marketplace and what these trends mean for the year ahead.

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2013 uk digital future in focus

  1. 1. Key Insights from 2012 and What They Mean for the Coming Year © comScore, Inc. Proprietary. February 2013
  2. 2. Introduction #FutureinFocus Executive Summary Media fragmentation is occurring at light speed in comScore has been preparing for a future today’s multi-platform environment, which scenario where most people will consume content features not only computers, but smartphones, on the go and PCs would no longer be the centre tablets, gaming platforms and a seemingly ever- of the digital universe. This future is quickly increasing number of emerging devices. becoming a reality. Major media events in 2012, like the Olympics for The following report examines how the latest example, have shown us that consumers have trends in web usage, online video, mobile and become more platform agnostic in their digital search, social and shopping are currently shaping media consumption and happily switch devices the UK digital marketplace and what that means throughout the day and into the night to stay up to for the coming year, as comScore helps bring the date on email, news, social media etc. digital future in focus. FOR FURTHER INFORMATION, PLEASE CONTACT: Berit Block worldpress@comscore.com Cathy McCarthy worldpress@comscore.com © comScore, Inc. Proprietary. 2
  3. 3. Key Takeaways UK has highest engagement in Europe UK advertisers continue to invest in online Consumers in the UK spend more than 37 In December 2012, 16% more display ads were hours per month online on their PC, published than in December 2011. More than 923 representing the highest of all 18 EU billion display ad impressions were delivered across markets analysed. Movies and Job Search the web in 2012 increasing the importance for were the fastest growing categories. validation and measuring viewable impressions. Media landscape is fragmenting Facebook remains the leading social network Nearly 1/3 of page views in the UK now Social Networks capture the largest percentage of occur on a smartphone or tablet. The rapid consumers’ time and also display impressions in the adoption of internet enabled devices is UK. There are some rising stars to watch – Tumblr, contributing to a more fragmented digital Instagram, Pinterest and Goodreads – that have all media landscape. had strong growth rates across PC and mobile. Online video continues to grow Consumers experiment with m-commerce The online video audience in the UK grew 8 Online shopping now reaches 9 out of 10 UK percent in the past year, whilst the audience internet users on PC, while Mobile shopping is for video viewing on a mobile grew 262 growing rapidly. Our study shows that 1 in 5 Brits percent. YouTube still top video property used their smartphone to purchase a good or followed by Amazon and Facebook. service in December 2012 © comScore, Inc. Proprietary. 3
  4. 4. Content SETTING THE SCENE Global Overview 5 European Online Landscape 8 European Mobile Landscape 12 2013 UK FUTURE IN FOCUS Online Landscape 17 Mobile Landscape 20 Digital Audience Behaviour 25 Online Video 36 Search 41 Digital Advertising 44 Spotlight: § Social 50 § Silver Surfers 54 § Shopping 59 Conclusions 65 Tweetable Highlights 69 Methodology 70 About comScore 74 © comScore, Inc. Proprietary. 4
  5. 5. #FutureinFocus GLOBAL OVERVIEW © comScore, Inc. Proprietary.
  6. 6. Distribution of Worldwide Internet Audience The US is no Longer the Centre of the Online Universe 34% Latin Outside US Middle America East - Africa 8% 9% Asia North Pacific America 42% 87% 14% Outside US Europe 66% 27% 13% 1996 2012 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Worldwide 15+, 6
  7. 7. Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World 42.8 Global Average: Hours per Visitor 24.7 Hours a Month 26.9 22.7 18.9 18.2 North America Europe Latin America Asia Pacific Middle East - Africa +7% 637 596 Unique Visitors (MM) +7% 382 408 +2% +6% +1% Dec-11 211 215 127 135 129 131 Dec-12 Asia Pacific Europe Middle East - North America Latin America Africa © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Worldwide 15+, 7
  8. 8. #FutureinFocus EUROPEAN ONLINE LANDSCAPE © comScore, Inc. Proprietary.
  9. 9. Online Audience Across Europe 15% of Europe’s 408 Million Internet Users are in Russia Russia’s internet audience grew 15% since December 2011 and reached a new milestone: over 61 million internet users Total Unique Visitors (000) 61,345 52,448 43,021 39,357 28,722 23,917 22,410 19,350 12,006 6,404 6,371 5,034 5,027 4,743 3,772 3,476 3,336 2,598 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 9
  10. 10. Engagement Across EU Audiences In the UK, Average Online Hours per Person Increased 5% Year over Year United Kingdom 37.3 Turkey 31.0 Netherlands 30.6 Poland 29.3 Finland 27.8 France 27.7 Average Hours per Visitor Europe 26.9 Russian Federation 26.1 Norway 24.9 Germany 24.6 Spain 23.8 Belgium saw the strongest Belgium 22.4 growth of time spent per Sweden 22.0 visitor across Europe. Users spent an additional Portugal 20.6 2 hours online compared Denmark 20.6 to a year ago. Ireland 19.5 Italy 18.5 Switzerland 16.6 Austria 14.4 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 10
  11. 11. Under 35 Year Olds Accrue Nearly 50% of Time Spent in Europe Composition of Minutes per Age Group Varies Greatly Europe 23.1 24.2 20.6 17.5 14.7 France 15.1 17.6 20.2 19.2 27.9 % of Total Minutes Germany 15.7 19.3 19.3 24.3 21.4 Italy 20.8 21.2 23.5 19.4 15.1 Spain 16.4 24.9 25.4 19.1 14.3 UK 20.1 22.8 20.2 19.4 17.6 Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 11
  12. 12. #FutureinFocus EUROPEAN MOBILE LANDSCAPE © comScore, Inc. Proprietary.
  13. 13. Mobile Audience in EU5 Crosses 240 Million Mark EU5 241,000 Germany 61,000 United Kingdom 49,500 Italy 48,000 241 Million France 47,500 Spain 35,000 Total Mobile Audience (000) © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 13
  14. 14. Over 35% of EU5 Mobile Users Are Under 35 Years Old UK has Biggest Proportion of 18-24 Year Old Mobile Users 30.0 31.2 28.8 31.5 28.1 30.1 17.6 17.3 18.5 16.6 21.4 18.9 18.1 16.7 21.3 16.7 17.4 19.7 16.5 16.9 16.4 15.8 18.2 15.1 10.4 11.4 10.2 11.8 8.9 9.2 6.6 7.7 6.4 5.9 5.5 7.2 EU5 France Germany Italy Spain United Kingdom Persons: 13-17 Persons: 18-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 14
  15. 15. Smartphone Penetration in EU5 at 57% 64% of UK Mobile Owners Use a Smartphone December 2012 was the first month all European countries crossed the 50% 64% mark for smartphone 51% penetration. 53% 57% 53% EU5 Average 66% © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 15
  16. 16. Device Share of Page Views Across Countries in Europe Nearly 1/3 of UK Page Views are from Mobiles and Tablets 65% 70% 75% 80% 85% 90% 95% 100% United Kingdom 68.1% 24.0% 6.8% Ireland 71.4% 21.8% 5.6% Russian Federation 74.8% 21.7% 3.4% Norway 86.4% 7.3% 6.2% Netherlands 86.5% 5.2% 8.1% Switzerland 86.6% 7.9% 5.2% Finland 87.6% 7.9% 4.3% Austria 88.5% 7.9% 3.5% Sweden 89.0% 7.2% 3.7% Denmark 89.3% 5.8% 4.7% Italy 89.6% 6.7% 3.5% Germany 90.2% 5.6% 3.3% Spain 91.0% 6.2% 2.3% Belgium 91.9% 3.4% 4.3% France 92.3% 4.6% 2.6% Portugal 94.0% 3.8% 2.1% Poland 95.7% 3.2% 1.0% Turkey 96.2% 2.3% 1.5% PC Mobile Tablet Other © comScore, Inc. Proprietary. Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views 16
  17. 17. #FutureinFocus UK ONLINE LANDSCAPE © comScore, Inc. Proprietary.
  18. 18. UK Online Population on the Up 44.8 Million Brits Surfed the Web via a Home or Work Computer +5% 44,804 Olympics frenzy fuels internet audience growth Growth Over 1 Year 42,731 Total Unique Visitors (000) © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, UK 6+ 18
  19. 19. Profile: UK Online Audience 9,129 Total Unique Visitors (000) 8,018 7,489 7,367 7,353 5,447 51% Male 49% Female Age: 6-14 15-24 25-34 35-44 45-54 55+ £50K or more 31.1% HH Income £35K-£49,999 21.2% £25K-£34,999 15.3% £10K-£24,999 21.8% Under £10K 10.6% © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, UK 6+ 19
  20. 20. #FutureinFocus UK MOBILE LANDSCAPE © comScore, Inc. Proprietary.
  21. 21. UK Mobile Landscape Nearly ¼ of British Smartphone Audience are Between 25 and 34 Year Old Total UK Mobile Audience: 49.5 million Total UK Smartphone Audience: 31.7 million Age Composition of The gender split Age Composition of Mobile Audience for smartphones Smartphone Audience is identical to the UK online audience: 51% 13-17 male, 49% female 13-17 7% 55+ 9% 18-24 19% 55+ 12% 18-24 30% 15% 25-34 45-54 17% 16% 25-34 45-54 22% 17% 35-44 35-44 17% 19% © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 21
  22. 22. More Than 8 in 10 Newly Acquired Devices are Smartphones UK smartphone penetration is at 64%, but 82% of phones acquired in December were smartphones 82% 74% Smartphone Dec-11 Dec-12 © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 22
  23. 23. Google Remains the Leading Smartphone Operating System Battle for 3rd place Behind Google and Apple Continues 36.6 38.2 38.7 40.2 40.6 42.1 42.4 42.9 43.6 45.4 46.6 47.3 47.7 Google 26.4 26.7 26.7 26.3 26.6 Apple 26.9 27.4 28 28.5 28.4 28 27.6 27.8 RIM Symbian 18.3 18.1 18.4 17.6 17.8 Microsoft 17.1 17.3 16.8 16.4 15.3 15.2 14.6 14.4 14.5 13.1 12.3 11.9 11.2 10.1 9.2 8.5 7.8 7.1 6.4 6.4 5.7 2.5 2.4 2.4 2.5 2.8 2.8 2.7 2.7 2.8 3 3.1 3.4 3.8 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 23
  24. 24. Tablets Are Here to Stay 7,000 +243% 6,000 Smartphone Users (000) with Tablet 5,000 Over 6 million Brits had a smartphone 4,000 as well as a tablet in December 2012 3,000 2,000 1,000 0 Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average ending © comScore, Inc. Proprietary. December 2012, UK 13+ 24
  25. 25. #FutureinFocus DIGITAL AUDIENCE BEHAVIOUR © comScore, Inc. Proprietary.
  26. 26. Social Media Captures Most PC Screen Time in UK Total Time Spent on Services (e.g. Email) Decreased – But Still Top 2 Spot 18,000 16,000 14,000 12,000 Total Minutes (MM) 10,000 The average UK internet user spent 6.5 hours on 8,000 social media sites during December 2012 6,000 4,000 2,000 0 Social Media Services Entertainment Portals Retail Auctions © comScore, Inc. Proprietary. Source: comScore MMX, December 2010 - December 2012, UK 6+ 26
  27. 27. Retail Movies is Fastest Growing Web Category Year over Year Growth Retail - Movies 1,384 +100% 2,764 Job Search 1,181 1,790 +51% Computer Software 8,019 10,629 +33% Total Unique Visitors (000) Consumer Goods 4,861 6,397 +32% Pharmacy 635 825 +30% Politics 4,065 5,216 +28% Health Care 2,511 3,221 +28% Beauty/Fashion/Style 9,661 12,238 +27% Lotto/Sweepstakes 7,372 9,288 +26% Education - Information 9,698 12,158 +25% Dec-11 Dec-12 © comScore, Inc. Proprietary. Source: comScore MMX, December 2011 - December 2012, UK 6+ 27
  28. 28. Top Web Properties 40,706 33,591 31,790 26,408 26,378 22,023 23,174 22,948 22,500 20,633 18,540 14,090 9,386 6,747 4,541 4,764 4,573 4,276 2,905 1,984 Total Unique Visitors (000) Average Daily Visitors (000) © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, UK 6+ 28
  29. 29. MULTIPLE DEVICE USAGE © comScore, Inc. Proprietary. 29
  30. 30. Device Share of Page Views in UK Mobiles and Tablets are Rapidly Gaining on PC for Content Consumption Connected devices are here to stay – nearly 1/3 of UK page views are from mobiles and tablets Mobile Non- 24.0% Computer computer 68.1% 31.9% Tablet 6.8% Other 1.1% © comScore, Inc. Proprietary. Source: comScore Device Essentials, December 2012, UK – Share of browser based page views 30
  31. 31. Device Preferences Throughout the Day Most Weekday Tablet Usage Occurs Between 8pm and 9pm Tablets popular at night PCs dominate Share of Device Page Traffic on a Typical Workday working hours Mobiles brighten the commute © comScore, Inc. Proprietary. Source: comScore Device Essentials, Monday, 21st January 2013, UK 31
  32. 32. Newspapers Extend Reach via Video and Mobile The Sun Extends Reach by Nearly 17% when Accounting for Mobile Incremental Accounting for these incremental audiences, Audience (%) media companies are able to demonstrate via Mobile significantly wider scale to advertisers. Learn +11% more about MMX MP (Beta): 13,392 www.comscore.com/MMX_Multi-Platform 12,064 11,274 +9.5% 10,295 9,650 +9.3% 8,831 5,034 +10.7% 4,546 4,748 +16.9% 4,061 2,560 1,588 1,216 1,039 702 Mail Online The Guardian Telegraph Media Independent.co.uk The Sun Online Group Total Digital Population (000) PC (Web and Video) Unique Visitors/ Viewers (000) Mobile Browsing Unique Visitors/ Viewers (000) © comScore, Inc. Proprietary. Source: comScore MMX Multi-Plattform BETA, December 2012, UK 6+ 32
  33. 33. Online Video Enables Publishers to Reach Additional Audiences Sites with Highest Share of Video Viewers Compared to Total Digital Audience (Among Top 100) Vimeo +52% Perform Sports +40% AOL, Inc. +16% Dailymotion.com +14% Adobe Sites +13% Amazon Sites +11% Turner Digital +10% Disney Online +7% Sky Sites +5% Demand Media +5% PC-Based Unique Visitors (000) Exclusive Video Unique Visitors (000) © comScore, Inc. Proprietary. Source: comScore MMX Multi-Plattform BETA, December 2012, UK 6+ 33
  34. 34. Top Mobile Categories (via Browser) Services 26,136 Total Unique Visitors (000) Search/Navigation 24,353 Retail 23,739 Social Media 23,009 Portals 22,780 Services 45.4 Total Hours (MM) Social Media 34.2 News/Information 33.1 Average time spent accessing the internet via a Weather 23.8 mobile browser in the UK: 9.5 Hours Retail 13.6 per user a month © comScore, Inc. Proprietary. Source: comScore GSMA MMM, December 2012, UK 34
  35. 35. Google Secures Spot as Top Mobile Website 3 Google Apps Make it into Top 10 – YouTube, Maps and Search Top 10 Mobile Websites Top 15 Apps Apple iTunes 10,687 Google Sites 23,750 Yahoo! Stocks 6,734 Facebook.com 15,704 YouTube 6,575 Amazon Sites 10,662 Google Maps 5,349 Total Unique Visitors (000) Facebook 4,534 BBC Sites 9,574 Apple Maps 4,153 Yahoo! Sites 9,451 Google Search 3,112 The winners of the app world are Instagram 2,598 Facebook, Google Wikimedia Foundation 9,306 and Apple - keeping Sites BBC News 2,000 in mind that many Microsoft Sites 6,951 Twitter 1,549 apps are pre- installed, while e.g. eBay 1,431 Instagram is actively Glam Media 6,325 downloaded by UK Skype 1,390 users. Vodafone Group 6,153 Sky Sports Live Football Score 1,303 BBC iPlayer 1,168 Terra - Telefonica 5,335 Amazon Mobile 1,016 © comScore, Inc. Proprietary. Source: comScore GSMA MMM, December 2012, UK 35
  36. 36. #FutureinFocus ONLINE VIDEO © comScore, Inc. Proprietary.
  37. 37. Mobile Video Shows Tremendous Growth in One Year 37.5 Million Online Video Viewers vs. 11.2 Million Mobile Video Users Online Video Growth on PC 8% 38,000 37,000 36,000 35,000 34,000 33,000 Total Unique Viewers (000) 32,000 Dec Dec 2011 2012 Mobile Video Growth 14,000 262% 12,000 10,000 8,000 6,000 4,000 2,000 Total Unique Viewers (000) 0 Dec Dec 2011 2012 Source: comScore Video Metrix, December 2012, UK 6+ © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 37
  38. 38. Google Still King of Online Video YouTube accounts for 99.7% of Google’s video viewers Top 10 Destinations for Online Content Videos Videos per Viewer Google Sites 32,026 106.6 Amazon Sites 17,013 5.0 Facebook.com 13,520 9.6 VEVO 11,448 13.2 BBC Sites 9,479 17.7 Collective 8,637 9.2 Video Viacom Digital 7,280 5.3 Yahoo! Sites 5,370 9.6 AOL, Inc. 5,143 21.2 Vimeo 4,410 3.4 Total Unique Viewers © comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012, UK 6+ 38
  39. 39. Who Uses YouTube to Boost Their Reach? Top YouTube Partner Channels by Unique Visitors (000) VEVO @ YouTube 11,387 Warner Music @ YouTube 6,441 Google @ YouTube 6,095 Maker Studios Inc. @ YouTube 5,787 FullScreen @ YouTube 5,748 Machinima @ YouTube 5,378 Base79 @ YouTube 3,508 BroadbandTV @ YouTube 2,925 ygent @ YouTube 2,487 BBC @ YouTube 2,281 © comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012, UK 6+ 39
  40. 40. Newspapers: Monetising Video Content % Ads of Total Videos: Advertising is one of the most 28.8% important revenue streams for publishers. Get the insights to redesign your pages or create more effective ad packages, in real time. www.comScore.com/Monetization Total Videos (000) % Ads of 19,554 Total Videos: 30.7% % Ads of Total Videos: 23.6% % Ads of % Ads of % Ads of Total Videos: 6,744 Total Videos: Total Videos: 5,433 16.6% 47.2% 8.2% 1,493 1,219 745 News/Information - The Guardian Mail Online Telegraph Media The Sun Online The New York Newspapers Group Times Brand © comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012, UK 6+ 40
  41. 41. #FutureinFocus SEARCH © comScore, Inc. Proprietary.
  42. 42. Turkey Leads The Way With Most Searches per Searcher in Europe UK Internet Users Searched 161 Times on Average During December 242.7 195.4 Searches per Searcher 160.8 149.5 138.4 138.8 133.6 131.0 127.3 125.9 124.0 118.2 118.2 117.4 115.5 105.5 103.8 93.4 89.6 © comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, Europe 15+ 42
  43. 43. Google Captures 91% of the UK Search Engine Market 4% 2% 2% 1% Google Search Share of Searches Bing Yahoo! Search Ask Network AOL Search Network 91% © comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, UK 6+ 43
  44. 44. #FutureinFocus DIGITAL ADVERTISING © comScore, Inc. Proprietary.
  45. 45. Top UK Display Advertisers Over 923 billion display ad impressions were delivered in 2012 Were the ads seen by the Top UK Display Advertisers desired target audience? Go Total Number of Display Ad Impressions (000) 5,000,000 to www.comScore.com/vCE to learn more about the 4,500,000 importance of viewable impressions. 4,000,000 3,500,000 3,000,000 2,852,418 2,725,211 2,500,000 2,275,515 2,222,851 2,000,000 1,770,693 1,910,286 1,500,000 1,805,620 1,255,962 1,000,000 1,071,599 500,000 424,610 0 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Microsoft Corporation British Sky Broadcasting Group plc eBay, Inc. Vodafone Group Plc Google Inc. © comScore, Inc. Proprietary. Source: comScore Ad Metrix, December 2012, UK 6+ 45
  46. 46. UK Publishers Carrying Most Display Ad Impressions Social Media Sites Capture Largest Share of Display Ads Top Categories by % Share of Display Ad Impressions Social Media 11% Entertainment 2% Portals 3% 31% 3% Services 5% Community News/Information 5% Auctions Sports 5% Games 14% 10% Retail 11% Other © comScore, Inc. Proprietary. Source: comScore Ad Metrix, December 2012, UK 6+ 46
  47. 47. Mobile Advertising – Multiple formats take hold Young Adults have an especially high recall of mobile advertising Social Networking - Received 25.8 coupon/offer/deal 16.6 Social Networking - Clicked on 26.2 advertisement 16.3 Social Networking - Read posts from 57.7 organizations/brands/events 36.4 30.3 Saw in-game ads 20.5 Scanned QR/bar code with mobile 14.5 % of 18-24 Year Old Smartphone Users phone 10.8 % of Smartphone Users 38.7 Web/App Ads: Recall seeing ads 28.0 © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 47
  48. 48. Brits Search on Amazon and eBay, Not Just Search Engines Searches per Searcher Google Sites 44,167 130.1 Amazon Sites 21,736 38.7 eBay 20,221 17.6 Ask Network 12,989 8.9 Microsoft Sites 11,045 16.7 Facebook.com 9,990 7.7 Yahoo! Sites 8,350 4.0 Answers.com Sites 6,759 12.7 BBC Sites 5,353 8.1 Twitter.com 3,543 6.4 Unique Searchers (000) © comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, UK 6+ 48
  49. 49. #FutureinFocus FOCUS ON SOCIAL, SILVER SURFERS AND SHOPPING © comScore, Inc. Proprietary.
  50. 50. WE ARE SOCIAL – ALWAYS AND EVERYWHERE © comScore, Inc. Proprietary. 50
  51. 51. Facebook and Twitter Top Social Network Ranking Median Age of UK LinkedIn User is Just Under 40 Median Age Facebook.com 31,790 37.5 14,090 Twitter.com 10,894 33.8 1,763 Linkedin 7,644 39.8 968 Tumblr.com 6,697 830 29.3 Deviantart.com 2,677 368 27.9 Pinterest.com 2,415 143 34.2 Ask.fm 2,052 358 24.4 Myspace 2,005 75 32.5 Goodreads.com 1,313 77 32.1 1,083 Steamcommunity.com 136 24.8 Total Unique Visitors (000) Average Daily Visitors (000) © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, UK 6+ 51
  52. 52. Social – the New Kids on the Block Instagram Grows UK Mobile Audience by 1112% During Past Year YoY +101% +140% Growth +33,907% +1,112% Total Unique Visitors (000) 6,697 +717% +849% 4,893 3,420 +163% +373% 2,415 1,313 771 235 128 Tumblr.com Instagram.com Pinterest.com Goodreads.com PC Mobile Source: comScore MMX, December 2012, UK 6+ © comScore, Inc. Proprietary. Source: comScore GSMA MMM, December 2012, UK 52
  53. 53. Mobile Social – There is no Way Around it Year over Year Growth Social Networking Sites via Ever in month 21,962 +27% Frequency of Accessing Once to three times throughout the month 3,527 +13% Mobile At least once each week 5,024 +8% Almost every day 13,412 +20% % of Mobile Social Media Users Read posts from people known personally 85.5% Posted status update 69.0% Read posts from organizations/brands/ 56.4% events Followed posted link to website 54.6% Read posts from public figures/celebrities 50.7% © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 53
  54. 54. SILVER SURFERS © comScore, Inc. Proprietary. 54
  55. 55. Silver Surfers – Understand the Largest Group of UK Internet Users Composition of UK Internet Audience During 2012, the internet audience aged over 55 years grew by 11% to 9.1 20.4% 12.2% Persons: 6-14 million. Total time spent for this age group even Persons: 15-24 grew by 25%. Persons: 25-34 16.7% Persons: 35-44 16.4% Persons: 45-54 17.9% Persons: 55+ 16.4% Index* for 55+ Year Olds – Likelihood compared to Total Internet Audience Automotive Travel Business/Finance Telecommunications Gambling 98 100 102 104 106 108 110 112 114 116 118 Source: comScore MMX, December 2012, UK 6+ **Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet Users from the Demo Segment © comScore, Inc. Proprietary. x 100; Index of 100 indicates average representation. 55
  56. 56. Silver Surfers Try Their Luck Camelot Group (The National Lottery) attracts a disproportionally high number of Brits Age 55+ 5,000 180 169 4,471 4,500 157 160 4,000 140 135 134 133 3,500 125 122 122 118 2,892 118 120 3,000 100 2,500 2,233 1,849 80 2,000 1,749 1,695 1,536 1,214 60 1,500 1,100 1,047 1,000 40 500 20 0 0 Total Unique Visitors (000) above 55 Index © comScore, Inc. Proprietary. 56
  57. 57. Silver Surfers – Discovering the Benefits of Smartphones In December 2012, 71% of new devices 80.0 acquired by Brits aged 55+ were 70.0 smartphones 60.0 50.0 40.0 30.0 20.0 Feature Phone Smartphone 10.0 0.0 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 57
  58. 58. Nokia Still a Trusted Manufacturer Amongst Older Age Group OEM Shares in the UK OEM Shares Amongst 55+ Age Group 2% 3% 2% 4% 3% 20% 5% 10% 5% 33% 6% 10% 6% 7% 28% 8% 18% 30% Nokia Samsung Apple Sony RIM HTC LG Motorola Other © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 58
  59. 59. DO ALL ROADS LEAD TO RETAIL? © comScore, Inc. Proprietary. 59
  60. 60. Digital Commerce – Mobile Outpaces PC Growth Rates Amazon Attracts Most UK PC users and 87% Audience Growth on Mobile YoY +0% +87% Apple has nearly Growth as many unique visitors on Mobile than PC Total Unique Visitors (000) +5% +80% 26,378 +6% +75% +18% +49% +18% +88% 13,348 11,472 10,814 10,442 7,883 6,595 2,378 2,171 922 Amazon Sites Home Retail Group Apple.com Tesco Stores Dixons Retail Plc. Worldwide Sites PC Mobile Source: comScore MMX, December 2012, UK 6+ © comScore, Inc. Proprietary. Source: comScore GSMA MMM, December 2012, UK 60
  61. 61. Retail: Visitors to Movie Websites Double, Whilst Music Takes a Hit Retail - Movies 2,764 +100% with strongest growth Retail Subcategories Computer Software 10,629 +33% Consumer Goods 6,397 +32% Health Care 3,221 +28% Retail - Food 16,874 +17% Apparel 19,993 +5% Retail Subcategories with weakest growth Consumer Electronics 12,554 +2% Books 4,382 +1% Comparison Shopping 17,169 -6% Retail - Music 5,510 -11% Total Unique Visitors (000) © comScore, Inc. Proprietary. Source: comScore MMX, December 2011 - December 2012, UK 6+ 61
  62. 62. UK Retailers Increase Number of Display Ads eBay, Amazon and DSG Lead Ranking of UK Retail Advertisers +55% In December 2012, 16% more display 900,000 ads were published than in December Total Display Ad Impressions (000) 800,000 2011. UK Retailers grew the number of display ads they placed online by 51% 700,000 over the same period. 600,000 +85% 500,000 400,000 +68% +142% 300,000 N/A +608% -21% +254% +27884% +86% 200,000 100,000 0 Dec-11 Dec-12 © comScore, Inc. Proprietary. Source: comScore Ad Metrix, December 2011 - December 2012, UK 6+ 62
  63. 63. Mobile Retail Trends 1. PURCHASING 2. SHOWROOMING 3. SHARING 20% of smartphone The smartphone, the People use social media users purchased a good perfect companion for to share what they have or service on their comparing prices, finding purchased, check into a device. Price per item shop locations etc. is with shop etc. and overall monthly you at all stages of the spend is growing rapidly. purchase funnel. (26%) (20%) (19%) © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 63
  64. 64. iPhone - The Mobile Shoppers’ Best Friend 1 in 3 iPhone users made a purchase via their Smartphone 33.1 iPhone users are twice % of Smartphone as likely as Android Users users to shop 1-3 times a month 19.9 20.4 % of iPhone 18.1 Users % of Android 11.9 Users 10.6 10.3 6.7 6.2 2.6 1.8 1.6 Almost every day At least once each Once to three times Ever in month week throughout the month © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 64
  65. 65. #FutureinFocus CONCLUSION © comScore, Inc. Proprietary.
  66. 66. 2013: Putting the Future in Focus ADAPTABLE ANALYTICS REQUIRED This past year saw digital media’s continued rise It’s the pinnacle of convenience for consumers, in prominence as part of peoples’ personal lives but an utter headache from an audience and in business environments. Consumers are measurement and advertising analytics quickly becoming platform agnostic in their digital standpoint. comScore has adapted to this media consumption and in today’s world they can changing digital world to become a trusted choose when and how they’d like to consume resource for understanding cross-platform content. It might be that they started watching a consumer behaviour and enabling multi-platform film at home on their TV, continued watching it on unification of all data. their smartphone on the way to work, and finished Consumers have already adopted multiple watching it in bed at night on their tablet. platforms and devices – 2013 is the year businesses need to follow if they desire a unified, platform-agnostic view of consumer behaviour. © comScore, Inc. Proprietary. 66
  67. 67. 2013: Putting the Future in Focus VALIDATION MATTERS In the UK, more than 923 billion display ad comScore’s 2012 research about viewable impressions were delivered across the web in impressions, spanning over 8 EU markets and 2012 at a growth of 16 percent indicating an 14 advertiser brands, showed that an average increasing level of comfort with a medium capable of 3 in 10 ads were never actually seen by their of delivering strong marketing ROI. target audiences. It is more important than ever While delivering advertising at scale remains for advertisers to evaluate campaign viewability to improve optimisation and maximise the important, an increased premium on accountability and performance means advertisers may be return on their media spend. sacrificing quantity for quality – whether that Look for advertisers to demand more means leveraging more rich media, experimenting accountability and publishers to reconfigure site with larger ad units, or demanding ad viewability. design and ad inventory to improve performance in the coming year. © comScore, Inc. Proprietary. 67

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