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Key Insights from 2012 and What They Mean for the Coming Year



               © comScore, Inc.   Proprietary.
                                                     February 2013
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
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
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
#FutureinFocus




GLOBAL OVERVIEW




         © comScore, Inc.   Proprietary.
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
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
#FutureinFocus




EUROPEAN ONLINE LANDSCAPE




         © comScore, Inc.   Proprietary.
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
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
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
#FutureinFocus




EUROPEAN MOBILE LANDSCAPE




         © comScore, Inc.   Proprietary.
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
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
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
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
#FutureinFocus




UK ONLINE LANDSCAPE




         © comScore, Inc.   Proprietary.
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
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
#FutureinFocus




UK MOBILE LANDSCAPE




         © comScore, Inc.   Proprietary.
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
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
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
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
#FutureinFocus




DIGITAL AUDIENCE BEHAVIOUR




         © comScore, Inc.   Proprietary.
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
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
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
MULTIPLE DEVICE USAGE




         © comScore, Inc.   Proprietary.   29
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
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
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
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
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
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
#FutureinFocus




ONLINE VIDEO




          © comScore, Inc.   Proprietary.
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
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
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
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
#FutureinFocus




SEARCH




         © comScore, Inc.   Proprietary.
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
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
#FutureinFocus




DIGITAL ADVERTISING




          © comScore, Inc.   Proprietary.
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
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
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
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
#FutureinFocus




FOCUS ON SOCIAL, SILVER SURFERS
AND SHOPPING




          © comScore, Inc.   Proprietary.
WE ARE SOCIAL – ALWAYS
   AND EVERYWHERE




    © comScore, Inc.   Proprietary.   50
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
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
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
SILVER SURFERS




© comScore, Inc.   Proprietary.   54
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
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
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
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
DO ALL ROADS LEAD TO
       RETAIL?




   © comScore, Inc.   Proprietary.   59
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
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
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
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
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
#FutureinFocus




CONCLUSION




        © comScore, Inc.   Proprietary.
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
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
2013 uk digital future in focus
2013 uk digital future in focus
2013 uk digital future in focus
2013 uk digital future in focus
2013 uk digital future in focus
2013 uk digital future in focus
2013 uk digital future in focus
2013 uk digital future in focus

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2013 uk digital future in focus

  • 1. Key Insights from 2012 and What They Mean for the Coming Year © comScore, Inc. Proprietary. February 2013
  • 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. 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. 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. #FutureinFocus GLOBAL OVERVIEW © comScore, Inc. Proprietary.
  • 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. 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. #FutureinFocus EUROPEAN ONLINE LANDSCAPE © comScore, Inc. Proprietary.
  • 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. 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. 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. #FutureinFocus EUROPEAN MOBILE LANDSCAPE © comScore, Inc. Proprietary.
  • 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. 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. 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. 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. #FutureinFocus UK ONLINE LANDSCAPE © comScore, Inc. Proprietary.
  • 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. 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. #FutureinFocus UK MOBILE LANDSCAPE © comScore, Inc. Proprietary.
  • 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. 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. 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. 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. #FutureinFocus DIGITAL AUDIENCE BEHAVIOUR © comScore, Inc. Proprietary.
  • 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. 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. 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. MULTIPLE DEVICE USAGE © comScore, Inc. Proprietary. 29
  • 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. 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. 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. 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. 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. 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. #FutureinFocus ONLINE VIDEO © comScore, Inc. Proprietary.
  • 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. 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. 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. 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. #FutureinFocus SEARCH © comScore, Inc. Proprietary.
  • 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. 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. #FutureinFocus DIGITAL ADVERTISING © comScore, Inc. Proprietary.
  • 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. 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. 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. 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. #FutureinFocus FOCUS ON SOCIAL, SILVER SURFERS AND SHOPPING © comScore, Inc. Proprietary.
  • 50. WE ARE SOCIAL – ALWAYS AND EVERYWHERE © comScore, Inc. Proprietary. 50
  • 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. 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. 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. SILVER SURFERS © comScore, Inc. Proprietary. 54
  • 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. 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. 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. 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. DO ALL ROADS LEAD TO RETAIL? © comScore, Inc. Proprietary. 59
  • 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. 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. 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. 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. 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. #FutureinFocus CONCLUSION © comScore, Inc. Proprietary.
  • 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. 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