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UK Digital future in focus 2013 comeScore
The document provides an overview of key trends in the UK digital landscape in 2012 and their implications for 2013 based on insights from comScore. Some of the main points include: - Nearly 1/3 of online page views in the UK now occur on smartphones and tablets as media fragmentation accelerates. - Online video audiences in the UK grew 8% in 2012 while mobile video grew 262%. YouTube remains the top video property. - Facebook continues to be the leading social network, capturing the largest share of time spent and display ad impressions. Emerging platforms like Tumblr, Instagram, Pinterest and Goodreads saw strong growth. - 9 out of 10 UK internet users now shop online via PC, while mobile commerce is
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UK Digital future in focus 2013 comeScore
- 1. Key Insights from2012 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 hashighest 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 GlobalOverview 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 WorldwideInternet 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 andGrowth 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 AcrossEurope 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 EUAudiences 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 YearOlds 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 inEU5 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% ofEU5 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 inEU5 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 ofPage 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 Populationon 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 OnlineAudience 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 Nearly¼ 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 8in 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 theLeading 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 Hereto 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 CapturesMost 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 isFastest 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 ofPage 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 Throughoutthe 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 Reachvia 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 EnablesPublishers 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 Spotas 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 ShowsTremendous 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 Kingof 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 YouTubeto 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 VideoContent % 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 TheWay 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 DisplayAdvertisers 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 CarryingMost 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 onAmazon 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 TwitterTop 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 – theNew 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 TryTheir 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 aTrusted 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 ROADSLEAD 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 toMovie 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 IncreaseNumber 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 - TheMobile 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 theFuture 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 theFuture 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
- 68. 2013: Putting theFuture in Focus IMPROVED ACCOUNTABILITY In April 2012, it was announced that UKOM, the comScore is excited to provide the UK market leading voice for online audience measurement with important insights on today’s fragmented for advertisers, media agencies and online media digital media landscape. The ability to owners in the UK, signed an agreement understand usage across computers, confirming comScore as the new partner for online smartphones and tablets will better reflect the media measurement in the UK market as of 2013. state of digital media today, facilitate cross- platform comparisons, and enable clients to The selection of comScore followed an open tender and rigorous six-month selection process effectively manage their digital investments. by UKOM, which is jointly owned by the AOP and IAB, and governed by a cross-industry board with representatives of the IAB, AOP, ISBA and IPA. © comScore, Inc. Proprietary. 68
- 69. Tweetable Highlights • Dec 2012 was first month all EU countries crossed 50 percent mark for smartphone penetration http://cmsc.re/hGKMc #FutureinFocus • 44.8 million people in UK used the internet in Dec 2012, up 5 percent over the year http://cmsc.re/hGKMc #FutureinFocus • UK internet users spend 37 hours online per month, more than any other EU country http://cmsc.re/hGKMc #FutureinFocus • UK online video audience grew 8 percent in past year, whilst mobile video grew 262 percent http://cmsc.re/hGKMc #FutureinFocus • 63 percent UK smartphone penetration, 82 percent of phones acquired in Dec 2012 were smartphones http://cmsc.re/hGKMc #FutureinFocus • Google captures almost 48 percent of UK smartphone OS market http://cmsc.re/hGKMc #FutureinFocus • Over 6 million UK smartphone users also owned a tablet in December 2012 http://cmsc.re/hGKMc #FutureinFocus • Online shopping now reaches 9 out of 10 UK internet users http://cmsc.re/hGKMc #FutureinFocus • 1 in 5 Brits used their smartphone to purchase a good or service in December http://cmsc.re/hGKMc #FutureinFocus • Instagram’s UK mobile audience grew 1112 percent between Dec 2011 and Dec 2012 http://cmsc.re/hGKMc #FutureinFocus • Nearly One-Third of Web-Based Page Views in UK Are Viewed on Smartphones and Tablets http://cmsc.re/hGKMc #FutureinFocus © comScore, Inc. Proprietary. 69
- 70. #FutureinFocus METHODOLOGY © comScore, Inc. Proprietary.
- 71. Methodology and Definitions Thisreport utilises data from the comScore suite of products, including comScore MMX Multi-Platform (Beta), comScore qSearch, comScore Ad Metrix, comScore Video Metrix, comScore MobiLens, comScore Device Essentials and comScore GSMA Mobile Media Metrics (MMM). comScore MMX The comScore MMX suite of syndicated products sets the standard for digital audience measurement and media planning. Powered by Unified Digital Measurement™, the revolutionary measurement approach that bridges panel-based and website server-based metrics to account for 100 percent of a site’s audience, MMX delivers the most accurate and comprehensive suite of audience metrics, providing valuable demographic measures, such as age, gender, household income and household size. MMX reports on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions, as well as worldwide totals. The comScore MMX product suite includes individual products utilised within this report including comScore MMX Multi-Platform (Beta), comScore qSearch, comScore Ad Metrix and comScore Video Metrix. http://www.comscore.com/Products/Audience_Analytics/MMX © comScore, Inc. Proprietary. 71
- 72. Methodology and Definitions comScoreMobiLens comScore MobiLens provides market-wide insight into mobile digital media consumption, brand-level audience metrics, and details of device ownership and technology penetration. Using proprietary data collection methods, we survey nationally representative samples of mobile subscribers age 13+ in the U.S., UK, France, Germany, Spain, Italy, Canada, and Japan. The MobiLens sample is substantial enough to provide projected data for sub-segments as small as 1 percent of mobile subscribers. For 2012, the estimated monthly survey completes utilised for this report are 5,000 mobile phone owners in the UK. For the following analysis, the three-month average figures amount to a sample of 15,000 mobile users. For more information, please visit: http://www.comscore.com/Products/Audience_Analytics/MobiLens comScore Device Essentials* comScore Device Essentials provides insight into digital traffic share across all devices worldwide, offering detail into device characteristics, connection type, and category consumption. The product is based on the comScore Unified Digital Measurement (UDM) approach, measuring browser-based page views coming from computers, mobile, and other connected devices to more than one million domains tagging with comScore. For more information, please visit: www.comscore.com/Products_Services/Product_Index/Device_Essentials *Please note that Device Essentials has undergone a methodological enhancement with © comScore, Inc. Proprietary. December 2012 data to account for additional connected devices. 72
- 73. Methodology and Definitions comScoreGSMA Mobile Media Metrics (MMM) GSMA Mobile Media Metrics (MMM) is a partnership between the GSM Association (GSMA), comScore, and the UK’s 4 mobile operators: O2, Vodafone, EverythingEverywhere and 3UK. GSMA MMM aligns the power of connected mobile data with Wi-Fi activity and rich demographics to unveil the most powerful view of the who, the what and the where of mobile web via a secure, industry-audited process. The mobile network operators provide irreversibly anonymised census-level data for mobile internet usage. Demographic data is ascribed onto the unique persistent ID for each anonymous user in the operator data. Wi-Fi usage, not seen in the mobile network traffic, is captured in server-side logs of media owners and overlaid onto the operator data to create the most comprehensive view of connected mobile activity in the UK. For more information, please visit: http://www.comscore.com/Products_Services/Product_Index/ GSMA_Mobile_Media_Metrics_MMM © comScore, Inc. Proprietary. 73
- 74. ABOUT COMSCORE comScore, Inc.(NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments. A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™ (CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than 2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!. STAY CONNECTED www.comscore.com www.facebook.com/comscoreinc www.twitter.com/comScoreEMEA www.linkedin.com/company/comscore-inc www.youtube.com/user/comscore © comScore, Inc. Proprietary. 74
- 75. #FutureinFocus UK Digital Future inFocus 2013 Key Insights from 2012 and What They Mean for the Coming Year Email: uk@comscore.com www.comscore.com Phone: +44 207 099 1760 www.facebook.com/comscoreinc www.facebook.com/comscoreinc Media Requests: worldpress@comscore.com @comScoreEMEA @comScore © comScore, Inc. Proprietary.