In this session, comScore Senior Vice President, Asia Pacific, Joe Nguyen, took a deep dive into the key drivers and trends of the mobile age. Measurement, being a key driver for any growing industry, does come with its own set of challenges and opportunities. This presentation shared insights on the same as well as thoughts on the future of measurement.

2. comScore is a Global Media Measurement & Analytics
Company
NASDAQ
CLIENTS
EMPLOYEES
HEADQUARTERS
GLOBAL COVERAGE
LOCAL PRESENCE
BIG DATA
SCOR
2,500+ worldwide
1,200+
Reston, Virginia, USA
44 markets reported
30+ locations in 20+ countries
1.8 trillion global interactions per month

3. comScore is at the Intersection of Three Key Mega-Trends

4. 1.5 B
smartphone owners,
+31% per year
Tabletshipments
surpassed desktops in
Q4 2012, less than 3
years from introduction
2.4B
Internet users,
+8% Y/Y
The Mobile Phenomenon is Global

5. 5
Share of Page Views by Device – Vietnam
Source: comScore Device Essentials, September 2015, Vietnam

6. 0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15
PC
Mobile
Tablet
Other
Platform Share of Page Views
Mobile Web Page View Traffic is Growing at the Expense of
PC Traffic
Source: comScore Device Essentials, April – September 2015, Vietnam

7. 7
ShareofDevicePageTraffic
onaTypicalWorkday
Source: comScore Device Essentials, June 2015, Vietnam
Devices play different roles throughout the day – Vietnam
Tablets are used most
at night
PCs are used most
during working hours
Mobile phones are
constant companions

8. 8
Mobile Operating System Share of Page Views – Vietnam
Source: comScore Device Essentials, September 2015, Vietnam
17.6%
56.4%
59.3%
42.5%
18.4%
0.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile Tablet
Windows
Android
iOS

9. 9
Mobile Internet Service Provider Share – Vietnam
Source: comScore Device Essentials, September 2015, Vietnam

10. Measuring Digital

11. = Panel = Census Tags
Measuring Mobile – Phase 1

12. comScore Mobile Metrix for Vietnam* – Phase 1
Source: comScore Mobile Metrix - Beta, July 2015, Vietnam
*Mobile Metrix in Vietnam uses comScore’s census-based methodology that reports on only tagged entities.
Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) will
only be measured on those tagged assets, which will have an impact on the total reported metrics of their entity.

13. 13
comScore Mobile Metrix for Vietnam* July 2015 –
Smartphones Web Browsers - BETA
Source: comScore Mobile Metrix - Beta, July 2015, Vietnam
*Mobile Metrix in Vietnam uses comScore’s census-based methodology that reports on only tagged entities.
Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) will
only be measured on those tagged assets, which will have an impact on the total reported metrics of their entity.

14. 14
comScore Mobile Metrix for Vietnam* July 2015 –
Tablets Web Browsers - BETA
Source: comScore Mobile Metrix - Beta, July 2015, Vietnam
*Mobile Metrix in Vietnam uses comScore’s census-based methodology that reports on only tagged entities.
Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) will
only be measured on those tagged assets, which will have an impact on the total reported metrics of their entity.

15. = Panel = Census Tags
Measuring Mobile – Phase 2

16. 16
Source: comScore MMX Multi-Platform, June 2015, Australia
*Mobile Metrix in Australia uses comScore’s census-based methodology that reports on only tagged entities. Properties which
only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) will only be measured on those
tagged assets, which will have an impact on the total reported metrics of their entity.
What Do We Mean by Unduplicated Digital Audience? (AU MoMx Phase 2)

17. = Panel = Census Tags
Measuring Mobile – Phase 3

20. Twitter: @jnguyen
Email: jnguyen@comscore.com