2012 Canadian Internet Usage

Key Insights from 2011 and What They Mean for the Coming Year

Introduction to 2012 Canada Digital Future in Focus

Technological innovations in digital device hardware and software have enabled a rapid
increase in consumers‟ digital consumption habits, marking an exciting time for the digital
media industry and depicting an even more influential year ahead. Successful navigation
of this fast-evolving landscape requires a thorough review of the current environment, and
more importantly, the underlying trends that are shaping the future of digital.

comScore presents the 2012 Canada Digital Future in Focus, its annual report on the
prevailing trends in general web usage and demographics, social media, online video,
digital advertising, mobile and search that are defining the current Canadian marketplace
and 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 Contents

Executive Summary 4

Overview of Canadians Online 5

The Category Perspective 9

Social Networking 14

comScore/PMB Fused Database 20

Online Video 29

Digital Advertising 34

Mobile 38

comScore Canada Custom Reporting 43

Conclusion: Putting the Future in Focus 2012 46

About 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.


Overview of Canadians Online


Canada‟s online population continues to lead in engagement

#1 #1 #1

Total Unique Visitors (000) Average Hours/Visitor Average Pages/Visitor Average Visits/Visitor

Location Q4 2010 Q4 2011 Q4 2010 Q4 2011 Q4 2010 Q4 2011 Q4 2010 Q4 2011

World-Wide 1,314,031 1,438,302 23.1 24.4 2,133 2,370 53.0 56.0

China 287,451 330,817 13.5 13.8 1,238 1,391 38.6 38.2

United States 181,239 187,869 35.3 40.3 2,953 3,566 80.9 89.7

Japan 72,913 73,450 18.4 21.2 1,928 2,266 43.8 52.1

Russian Federation 45,692 52,491 21.8 24.6 2,704 2,729 52.9 57.4

Germany 49,257 50,856 24.1 25.5 2,858 2,943 60.0 62.5

India 41,170 46,391 11.9 12.8 1,089 1,209 30.6 31.8

Brazil 39,335 45,740 25.8 27.7 2,089 2,166 56.5 57.0

France 41,827 42,823 26.6 28.1 2,752 2,882 68.7 71.8

United Kingdom 38,581 37,462 32.3 37.1 2,883 3,419 69.4 82.1

South Korea 30,155 30,837 27.7 31.2 4,093 3,983 50.1 57.9

Italy 22,617 24,226 16.8 18.5 1,696 2,020 40.4 43.8

Canada 22,945 23,594 43.5 45.6 3,349 4,014 95.2 101.7

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

Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2011

The Category Perspective


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 Networking
20%
+4.1pts Entertainment

-4.9pts Portals
15%

-1.4pts e-mail

10% News/Information
+0.0pts

-3.5pts Instant Messengers
5%
+0.1pts Games

+0.5pts Retail
0%

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 the
Movie 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

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

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

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

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

Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, HHI: Under $60K, 3 Mo. Avg. Q4 2011

Social Networking


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 2011
12,000 +32% 25,000
10,708 +39%
20,648
10,000
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)


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

5.9 648
Persons: 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
8.7 1,006
+33% +39%
6.3 666
7.3 827
+16% +24%

5.5 607
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


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

6.6
Females +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

726
Females +38%
999

0 200 400 600 800 1000 1200


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
1,000,000
Total Minutes (MM)

8,000

Total Visits (000)
950,000

6,000

900,000
4,000

850,000
2,000

0 800,000

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 56
LinkedIn.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

Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010, Q2 & Q4 2011

comScore/PMB Fused Database


About comScore/PMB Fused Database

Since 2010, comScore and Print Measurement Bureau (PMB) have released a joint
product offering that links Canadians‟ online media habits with print readership and
other media consumption data, along with product and brand usage, all in one, single
database.

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 two
original databases are retained as well as the extensive PMB product and brand usage
data. The fused database is released twice per year, in spring and fall, and is available
exclusively to PMB members and comScore Canada clients.

The following examples use the Spring 2011 fused database to demonstrate the unique
analyses that can be created using the comScore/PMB fused database.


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, I'd 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 101

If 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
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

110 110
Audience (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”

Business/Finance site visitors are 9 percent more likely to consider
themselves entrepreneurs and 6 percent less likely to seek expert advice

I consider myself an entrepreneur 109

My 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


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*…

8,000 138 140

7,000 6,732 135
6,152
6,000 127 130
126
125
Audience (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

Of Canadians visiting Business/Finance sites, a Personal Line of
Credit is the most common type held

Loan/Line of Credit Personally Held*
4,500 4,240 140
129 126
120 121
4,000 114 114
113 111 120
109
3,500 99 99 98
94 100
3,000
Audience (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

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 118
Visit 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


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
600 113
Audience (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*
1,200 120
1,000 1,095 116 115
Audience (000)

113 842
800 877 110
108

Index
107 780 106
600 105
572 101
400 99 100
437
200 359 95
0 90


Online Video


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 Viewer
300 +170%
271

250

200

150

100
101

50

0

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 market
year over year

The 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 videos
viewed 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%

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, with
persons 18-34 exhibiting the strongest growth

As we continue to watch this trend continue upwards, we‟ll likely see more digital dollars moving
towards 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

Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011

Digital Advertising


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 5,526,511

Microsoft Corporation 5,257,168

Royal 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

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 2011

250,000,000

200,000,000 191,765,840

150,000,000

101,569,488
100,000,000 88,992,708

60,005,522
50,000,000 38,845,134

0
Social Media Portals Entertainment News/Information E-mail

Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, 2011

Display ads have gone Social, driving traffic to brands‟ Facebook
pages from all over the Web as well as within Facebook itself

By Q4 2011, 24 percent of all online display ads were considered „socially-published‟, while
7 percent were „socially-enabled‟.

Socially-Published Socially-Enabled

Source: comScore, Inc., Ad Metrix Social, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2011

Mobile


Smartphone penetration has reached 45 percent of the Canadian
mobile market, reflecting the growing need to be connected on-the-go

Mobile Penetration

Smartphone Feature Phone
100%

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
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Mar – Dec 2011

Smartphones have rapidly penetrated the mobile market, up most
significantly 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

More Canadian Smartphone subscribers are accessing mobile
content “almost every day”

Top Mobile Categories Accessed Almost Every Day by Smartphone Users

4,500
+43%
4,000
Smartphone 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


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

Source: comScore, Inc., MobiLens, CA, Persons: 13+,Dec 2011

comScore Canada Custom Reporting


“Facebook” the most popular search term in Canada

51.9 billion searches in 2011

Online Entities Retailer/Brands Directories/Resources

Search Term Searches (MM) Search Term Searches (MM) Search Term Searches (MM)
FACEBOOK 648.0 CANADIAN TIRE 23.2 GOOGLE MAPS 22.0
YOUTUBE 271.8 FUTURE SHOP 16.5 WEATHER 20.4
HOTMAIL 198.2 WALMART 15.4 CANADA 411 19.3
GOOGLE 134.2 AIR CANADA 14.9 THEATERS 15.6
KIJIJI 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 search
and commerce activity

As Canadians continue to consume more digital content on all devices and screens, the growth in
search 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 than
27 million items purchased in Q4 2011. December was the exclamation point of E-Commerce in
2011, accounting for more than 10 million items transacted and 12 percent of the all items during
the 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


As more dollars shift to digital in 2012, the industry will require greater
transparency and standard metrics for campaign measurement

Digital advertising spend in Canada is expected to total 2.6 billion in 2011*. Brands invest in digital advertising with the
expectation that their campaigns are being delivered and seen by their target demo, in geography, with the intended
reach 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 in
December 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 were
delivered outside the desired geography and 72 percent of campaigns had at least some ads running next to content
deemed “not brand safe” by the advertiser.

These findings, which are surprising to many, shed light on the need for greater accountability and transparency in the
digital advertising delivery market. In 2012, we’ll likely see far greater adoption of tools that help to validate ad delivery
across 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 are
delivered to their intended audience and that they actually have the chance to make an impact. Inherently, this will allow
for more confidence in this medium as an advertising channel and better overall advertising ROI. Ultimately, this type of
validation 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 to
educate the Canadian market with local insights relating to digital ad delivery and validation.

* Source: IAB Canada, Revenue Survey 2010

Social is quickly moving from a supporting role to a key pillar in
monetizing digital

Social Media began as a platform to communicate and interact with others locally and globally. It has matured into a
driving 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 companies
like Facebook, LinkedIn and Twitter are changing the way that Canadians communicate and share information online
and 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, Social
Networking is a prime example of how interactive tools can change society. The power of social, and more so the power
of 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 and
something to continue to watch in 2012. Social Media’s potential for mass reach and power of persuasion are key
reasons why we see increased advertising opportunity through the use of paid impressions as well as socially-enabled
advertising. Its popularity on mobile devices is further expanding its reach and influence in daily life. The world is getting
more social by the second, and brands can reap the rewards of this evolving consumer behavior.


Mobile is becoming a major channel for consumption of news,
information and entertainment, as well as an agent for e-commerce

Smartphone adoption is expected to eclipse the 50 percent mark of Canadian mobile subscribers in 2012. As the mobile
audience reaches this significant landmark, amidst the growing level of mobile content consumption with existing
smartphone subscribers, marketers need to recognize mobile as an important channel for advertising and brand
presence.

Specifically, smartphones are beginning to impact the traditional sales funnel. The process of making a purchasing
decision 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 should
now include mobile.

Additionally, it is important to acknowledge that smartphones are becoming a significant part of consumers’ everyday
lives. Not only are they used for voice communication, but Canadians are increasing their usage with data, text
messaging, instant messaging, QR code scanning, shopping and much more. Over the past year we have seen
amazing 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 timely
and 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 more
sophistication with mobile among the Canadian population in 2012. Whether through mobile advertising, mobile-enabled
websites or mobile applications, it is going to become critical that marketers ensure they have a presence in the mobile
arena in order to stay competitive.


About comScore, Inc.

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of
digital business analytics. comScore helps its clients better understand, leverage and profit from the rapidly
evolving digital marketing landscape by providing data, analytics and on-demand software solutions for the
measurement 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 of
emerging forms of digital consumer behavior. comScore services, which now include the product suites of
recent acquisitions AdXpose, Nedstat, Nexius XPlore, ARSGroup and Certifica, are used by more than 1,800
clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche
Bank, 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


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

2012 Canadian Internet Usage

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2012 Canadian Internet Usage