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European digital trends-shifting_consumption_habits

This document summarizes key trends in digital media consumption habits in Europe presented by Owen West of comScore. Some of the main points discussed include: - Social networking has become the most popular online activity worldwide and engagement is nearly ubiquitous across regions. - Online video consumption is also rising significantly, with over 1.2 billion people worldwide watching an average of 18 hours per month. - Younger demographics are spending more time on social media and less on email and instant messaging, with social networking becoming the norm for digital natives. - Countries like Russia have seen very large growth in online video audiences, while more mature markets like the UK, France and Germany have leveled off after rapid expansion.

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Owen West European Digital Trends - Shifting Consumption Habits Owen West EU Business Development Director owest@comscore.com Gulltaggen 2012
Discussion Topics  A Brief Introduction to comScore  Key Trends in Global Internet Behaviour; • How communication is redefined by social media • How online video is now established and the shift to long form content • Growing mobile media consumption allows for new consumer engagement opportunities • E-Commerce and M-Commerce are on the rise despite the backdrop of continued economic uncertainty • Digital advertising enters era of increased accountability as brand budgets continue to shift online
3© comScore, Inc. Proprietary. comScore is a Global Leader in Measuring the Digital World NASDAQ SCOR Clients 1,900+ worldwide Employees 1,000+ Local Presence 32+ locations in 23 countries Global Coverage 170+ countries under measurement; 43 markets reported Headquarters Reston, VA
4© comScore, Inc. Proprietary. comScore’s Unified Approach; The Best of Both Worlds 2 Million Person Panel 360°View of Person Behaviour CENSUS Unified Digital Measurement™ (UDM) Patent-PendingMethodology 1 Million Domains Participating Adopted by 80% of Top 100 Global Media Properties PANEL PERSON-Centric Panel with SITE-Census Measurement V0411And, a behavioural cross-platform measurement capability
FACEBOOK IPO RAISES THE PROFILE OF SOCIAL NETWORKING AND DIGITAL ADVERTISING 2012 SUMMER OLYMPICS ILLUMINATE THE RISE OF MULTIMEDIA & ‘ALWAYS-ON’ CONSUMPTION SOCIAL MEDIA A DEMOCRATISING FORCE AHEAD OF U.S. PRESIDENTIAL ELECTION MOBILE DISRUPTING TRADITIONAL RETAIL SALES FUNNEL MIND THE ‘DIGITAL OMNIVORE’ MULTI-DEVICE INCREMENTAL EFFECT & PLATFORM CANNIBALIZATION Stories That Will Shape Digital in 2012 1 2 3 4 5
6© comScore, Inc. Proprietary. In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region with over 40% of online population. Many emerging regions likely to bypass old modes, skipping dial-up to go straight to broadband, making multimedia, video and collaborative content immediately accessible. Early adoption of mobile web in addition to PC web will likely be popular in many of these high- growth areas. Asia Pacific Distribution of Worldwide Internet Audience 66% 13% 34% 87% 1996 2011 U.S. InternetPopulation vs. Rest of the World Rest of the World U.S. The U.S. Is No Longer the Centre of the Online Universe Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011 Asia Pacific, 41.3% Europe, 26.4% North America, 14.6% Latin America, 9.0% Middle East - Africa, 8.8%
7© comScore, Inc. Proprietary. 595 381 210 129 126 534 361 203 112 111 Asia Pac Europe North America Latin America Middle east Africa Dec-11 Dec-10 And Asia Continues Significant Growth in Size of Internet Audience  Growth expected to continue as home broadband penetration increases in Asia and Latin America  Growth slows in North America  European growth mostly driven by Russia +11% +3% +6% +15% +14% Worldwide Online Population (Millions) Internet Audience15+ accessing Internet from Home or Work Source: comScore Media Metrix, Dec 2010 and Dec 2011 1,323 1,444 2010 Dec 2011 Dec +9%
8© comScore, Inc. Proprietary. Online Landscape in Europe Source: comScore Media Metrix, EuropeAge 15+, January 2012 384 million Europeans go online for 29.8 hours each month
9© comScore, Inc. Proprietary. Size of Online Audience; 15+ Home & Work Internet Audience15+ accessing Internet from Home or Work Source: comScore Media Metrix, Jan 2011 vs Jan 2012  Significant growth in Europe in the past year  6% growth represents 20 million new web users from work & home Online Population 15+ (Millions) 363.3 16.2 3.2 383.7 16.6 3.3 Europe Nordics Norway Jan-11 Jan-12 +6% +3%+2%
10© comScore, Inc. Proprietary. Nordics’ Web Usage is High Compared to Some Other Regions….. …..And Norway leads the Nordic charge  Web users in Austria are amongst the least engaged globally; only less engagement by those in China, India & S. Africa Total Monthly Hours Online per Visitor WW AVG: 25.3 Internet Audience15+ accessing Internet from Home or Work Source: comScore Media Metrix, Jan 2012 38.6 29.9 29.8 28.7 27.1 15.9 United Kingdom Norway Europe Finland Nordic… Austria
SOCIAL NETWORKING
12© comScore, Inc. Proprietary. It is difficult to overstate the importance of social media  Usage is nearly ubiquitous  Social media is impacting: – Geopolitics: Tunisia, Egypt, Libya, etc – US politics: 2008 election, and soon the 2012 election – Retail: Groupon visitation is up 250% versus the previous year – Marketing: Facebook is the single largest server of display inventory on the web – Consumer behaviour: Social media accounts for 18% of all time spent online globally  The web’s connective tissue: hyperlinks  social connections
TheRiseoftheGlobal SocialNetworkingAudience 0 200 400 600 800 1,000 1,200 1,400 1,600 2007 2008 2009 2010 2011 +174% +88% Worldwide Total Unique Visitors (MM) Total Internet Social Networking Source: comScore Media Metrix, March 2007 - October 2011
14© comScore, Inc. Proprietary. Austria 86% Belgium 93% Denmark 94% Finland 91% France 91% Germany 90% Ireland 95% Italy 93% Netherlands 94% Norway 89% Poland 95% Portugal 96% Russia 88% Spain 98% Sweden 93% Switzerland 90% Turkey 96% United Kingdom 98% Australia 96% China 53% Hong Kong 93% India 95% Indonesia 94% Japan 58% Malaysia 94% New Zealand 95% Philippines 96% Singapore 94% South Korea 87% Taiwan 94% Vietnam 85% Canada 94% United States 98% Argentina 96% Brazil 97% Chile 94% Colombia 96% Mexico 96% Peru 96% Puerto Rico 90% Venezuela 96% Israel 94% South Africa 88% North America South America Europe Middle East & Africa Asia Pacific Percentage of Online Population Using Social Networking around the World* % Reach of Online Population * Data is based on the 43 countrieson which comScorereportsindividually. AnAverageof9outof10localonlinepopulations engageinsocialnetworking Source: comScore Media Metrix, October 2011
2008 2009 2010 2011 Time Spent on Key Categories Online Worldwide Hours per Month (Billions) 35 30 25 Nearly in 4minutesonline isspent onsocialnetworkstoday 1 Social Networking Search/Navigation Retail Communications (Email/IM) Other Content Source: comScoreMedia Metrix, March 2007 - October 2011
Social Networking is Redefining the European Online Landscape Source: comScore Media Metrix, EuropeAge 15+, January 2011 to 2012 15.9% 11.7% 6.6% 4.6% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Share of time spent among top web categories Social Networking Services Portals Multimedia E-mail 25.8%
Source: comScoreMobiLens, EU5, Dec 2010 – Dec 2011 Not Only is Social Networking One of the Most Consumed Content Categories on a Mobile, it’s also One of the Fastest Growing 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 SocialNetworkingor Blog News GeneralReference TV Guides OnlineRetail TotalAudience(000) Fastest Growing Mobile Content Categories (000) Source: comScore MobiLens, EU5, 3 mo. avg. ending Dec-2010 vs. Dec-2011 Jan-2011 Jan-2012 + 44.7% + 48.9% + 57.8% + 45.2% + 60.9%
Asia Pacific 33% Latin America 10%North America 18% Europe 30% Middle East - Africa 9% RegionalShareof TotalUniqueVisitors toSocialNetworking Source: comScoreMedia Metrix, October 2011 1/3oftheworld’ssocial networkersarein AsiaPacific
11.1 10.7 10.4 10.2 9.8 8.7 8.5 8.3 7.9 7.7 Average Hours per Visitor Source: comScoreMedia Metrix, October 2011 Yet5ofthemostengagedmarketsforsocial networkingareinLatinAmerica
7 Average Engagement with Social Networking by Region Average Hours per Visitor Source: comScoreMedia Metrix, October 2011 Average Hours per Person in Europe Spent on Social Networking 3 Average Hours per Person in Asia Pacific Spent on Social Networking % 7.6 7.2 7.0 6.4 2.9 Latin America Middle East - Africa Europe North America Asia Pacific
FastestGrowingTop-TierGlobalSocialNetworks inTermsofAudienceSize Total Unique Visitors (MM) Source: comScoreMedia Metrix, Worldwide,October 2011 vs. October 2010 0 40 80 120 160 200 Twitter LinkedIn SINA Weibo Tumblr Badoo Oct-10 Oct-11 +59% +55% +181% +172% +64%
2007 2008 2009 2010 2011 Facebook Twitter LinkedIn TheGrowthofToday’sSocialNetworkingLeaders Source: comScoreMedia Metrix, March 2007 - October 2011 900 800 700 600 500 400 300 Total Unique Visitors (MM)
3 55% Facebook’sglobal penetration Source: comScoreMedia Metrix, October 201 Facebook’s worldwide site rank
3in4minutesonsocialnetworking sitesarespentonFacebook 1 in 7 minutes spent online are spenton Facebook Source: comScoreMedia Metrix, October 201
471MM 788MM Jan-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011 Facebook overtakes StudiVZ in Germany Facebook overtakes Orkut in India Facebook overtakes WindowsLive in Mexico Facebook overtakes Hyves in Holland Facebook overtakes Windows Live in Portugal Facebook overtakesYahoo! Wretch in Taiwan Facebook’s Ascent in Recent Years Total Unique Visitors (MM) Source: comScoreMedia Metrix, January 2010 - October 2011 Since 2010, Facebook Has Taken the Lead in 6 New Markets Across Asia, Latin America and Europe
Today,thereareonly7marketswhere Facebookisnottheleadingsocialnetwork Source: comScoreMedia Metrix, October 2011 Brazil Poland Russia Japan Vietnam South Korea China
27© comScore, Inc. Proprietary. 3of the Top 6Social Networks in Europe are Russian; VKontakte, Odnoklassniki, MyWorld@Mail.Ru Source: comScoreMedia Metrix, Worldwide,Feb 2012 But…..Social Networking is Not Just Facebook
Social Networking is the Most Popular Online Activity Worldwide 1 Social Networking Beyond Facebook Google+ and Pinterest Take Off in 2011 Source: comScoreMedia Metrix, Oct-2010-Jan-2012, Worldwide Unique Visitors(000) to Selected Social Media Sites 0 20 40 60 80 100 120 140 160 180 200 Oct- 2010 Jan- 2012 TWITTER.COM LINKEDIN.COM Google Plus MYSPACE.COM TUMBLR.COM PINTEREST.COM
-42% -32% -37% -34% -36% -22% -8% -4% -3% 1% 34% 25% 15% 21% 12% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ InstantMessengers Email Social Networking sawthelargestWorldwidedecline inengagementofweb-based emailandinstantmessaging….. Change in Average Time Spent with Content Category by Age Segment Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010 15-24 year olds.. ..’DigitalNatives’
-42% -32% -37% -34% -36% -22% -8% -4% -3% 1% 34% 25% 15% 21% 12% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ InstantMessengers Email Social Networking …andthehighestincreasein engagementofsocialnetworking Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010 Change in Average Time Spent with Content Category by Age Segment
67.1 264.7 483.0 Email Instant Messengers Social Networking Average Minutes per Visitor (15-24) For ‘Digital Natives’, social networking is thenorm Source: comScoreMedia Metrix, Worldwide,October 2011
32© comScore, Inc. Proprietary. ONLINE VIDEO
33© comScore, Inc. Proprietary. Online Video is Now a Huge Global Market Source: comScore Video Metrix, Aged 15+, Feb 2012 1.2 Billion people watched an average of 18 hours each of Online Video in February Worldwide
34© comScore, Inc. Proprietary. Social Networking is the Most Popular Online Activity Worldwide 1 Online Video’s Blockbuster Year Nearly 50 Million Russians Watch Online Video Daily Source: comScoreVideo Metrix, Jan-2011 to Jan-2012, Spain 39 million Mar 2011 48.5 million Feb 2012
35© comScore, Inc. Proprietary. Social Networking is the Most Popular Online Activity Worldwide 1 Total Videos Viewed Increase 20% in Spain in 12 months Average Viewer Watched 153 Videos in Feb 2012 Source: comScoreVideo Metrix, Feb-2011 to Feb-2012, Spain 2.5 billion Feb 2011 3 billion Feb 2012
36© comScore, Inc. Proprietary. Russia Leads the Way in Europe in terms of Audience Size 48.5 46 39 34 23.5 21.5 20 0 10 20 30 40 50 60 Russia Germany France UK Italy Turkey Spain Unique Viewers (Millions) Source: comScore Video Metrix, Key Measures, February 2012
37© comScore, Inc. Proprietary. And Higher Composition of Young Males Outside EU-3* Indicates Room for Maturity 0 5 10 15 20 25 30 35 40 45 50 Germany France UK Spain Italy Russia Turkey Other Males 15-34 17.3% 19.3% 19.6% 21.5% 22.2% 30.4% 44.9% Source: comScore Video Metrix, Demographic Profile, September 2011 Unique Viewers (Millions) *EU-3 includes UK, France and Germany
38© comScore, Inc. Proprietary. Rapid Growth of Unique Viewers and Video Views Stopped in Q1 2010 for EU-3 0 20 40 60 80 100 120 140 0 5 10 15 20 25 30 Feb-2008 Aug-2008 Feb-2009 Aug-2009 Feb-2010 Aug-2010 Feb-2011 Aug-2011 Videos (Billions) Unique Viewers (Millions) Source: comScore Video Metrix, Media Trend *EU-3 includes UK, France and Germany Videos (Billions) Unique Viewers (Millions)
39© comScore, Inc. Proprietary. 19.2% 14.2% 7.5% 2.3% 8.2% 0 20 40 60 80 100 120 140 0 5 10 15 20 25 30 Feb-2008 Aug-2008 Feb-2009 Aug-2009 Feb-2010 Aug-2010 Feb-2011 Aug-2011 Videos (Billions) Unique Viewers (Millions) Source: comScore Video Metrix, Media Trend *EU-3 includes UK, France and Germany Videos (Billions) March – Sept Change Minutes per Video +4% Total Minutes + 33% But….. a Closer Look Uncovers the Story of a Shift from Quantity to Quality ….. Longer Videos
A Quality Viewing Experience A Choice of Quality Content Convenient and Accessible A Price Worth Paying A New Era of Online Video……
41© comScore, Inc. Proprietary. A Quality Viewing Experience: Online Video has Come a Long Way UGC/’Numa Numa’ Song PREMIUM/FROZEN PLANET
42© comScore, Inc. Proprietary. A Choice of Quality Content: The Two Ends of the Quality Spectrum are Well Defined UGC PREMIUM Shorter format Low budget Low quality Low talent/interest Unknown content Minimally monetised Longer format High budget High quality High talent/interest Known content Well monetised
43© comScore, Inc. Proprietary. A Choice of Quality Content: At the Premium End, TV Broadcasters Have Large Online Video Presence (UK example) 4.2 4.1 3.3 2.4 0.7 Unique Viewers (millions) Source: comScore Video Metrix, October 2011, UK
44© comScore, Inc. Proprietary. Sources: comScore Custom Marketing Solutions Study (US 2011) Convenient and Accessible: Online Video is Social and Publishers can Leverage the Power of Social Media • 1 in 3 video viewers comment • 2 in 5 upload videos • 1 in 2 regularly share videos • More than 1 in 2 view online video with others
45© comScore, Inc. Proprietary. A Price Worth Paying: Video Advertising Has Nearly Tripled in One Year (UK example) 19.2% 14.2% 7.5% 2.3% 8.2% Source: comScore Video Metrix, UK, Age 6+, February 2011 vs 2012 Video Content Video Ads With people spending more time viewing long-form content the platform is ripe for brand advertising
46© comScore, Inc. Proprietary. MOBILE
THE RISE OF SMARTPHONES; EU5 LEADS THE US Source: comScore MobiLens, EU5 and US, 3 mon. avg. ending Oct 2011
In the UK, there are 26 millionsmartphone users, increase of 50% year on year Smartphone Market Growing Rapidly Source: comScore MobiLens,UK, Age 13+, January 2011 vs 2012 UK IS THE HIGHEST EUROPEAN PENETRATED MARKET WITH •53% Penetration
49© comScore, Inc. Proprietary. All Communications and Social Media accessed show double-digital growth 19.2% 14.2% 7.5% 2.3% 8.2% Source: comScore MobiLens,UK, Age 13+, January 2011 vs 2012
50© comScore, Inc. Proprietary. 19.2% 14.2% 7.5% 2.3% 8.2% Source: comScore Device Essentials, UK, January 2012 Smartphones and Tablets Change the Way People Consume Content (UK example) Computer 89.7% Mobile 6.4% Tablet 3.3% Other 0.5% Non- Computer 10.2%* Share of Connected Device Traffic in UK *In October we saw only 7.7% of traffic coming from non-computer….. …..in January the figure rose to 10.2% -- a growth of 33% in 3 months
51© comScore, Inc. Proprietary. 19.2% 14.2% 7.5% 2.3% 8.2% Source: comScore MobiLens: Onemonth snapshot, January 2011 / January 2012, Country: UK, N=5,124 Dual Device Ownership; Introducing the “Digital Omnivore” 5.3% 12.7% January 2011 January 2012 Percentage of Smartphone Audience Also Owning a Tablet (UK example)
52© comScore, Inc. Proprietary. 19.2% 14.2% 7.5% 2.3% 8.2% Source: comScore GSMA Mobile Media Metrics: UK, December 2011 Browser versus App Usage; Just analyzing one consumption behaviour versus the other could seriously undervalue a brand’s total audience (UK example) 75.5% 48.0% 84.3% 42.2% 63.4% 28.0% 17.9% 11.4% 12.3% BBC Sites Sky Sites eBay Access Methods by (%) Share of Mobile Users for Selected Sites Browser Access App Access Combined Access
E-COMMERCE
E-COMMERCE IS BACK….. …..AND BIGGER THAN EVER
8% 9% 10% 11% 12% 13% 14% 15% 16% 17% $0 $5,000 $10,000 $15,000 $20,000 $25,000 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Retail E-Commerce Spending ($MM) Y/Y % Growth Source: comScoreE-commerceMeasurement, U.S. 2011 U.S. Retail E-Commerce Spending ($MM) and Y/Y Growth Rate by Month E-CommerceBouncesBackin2011 TotalE-CommerceSpendingReached$256Billion,+12%Growth(USexample)
Source: comScoreE-CommerceMeasurement, U.S. Top10OnlineRetailSpendingDaysin2011: $1.25 Billion Cyber Monday Ranks As Top Online Spending Day $1,251 $1,178 $1,133 $1,116 $1,107 $1,072 $1,064 $1,025 $1,024 $1,018 Monday, Nov. 28 (Cyber Monday) Monday, Dec. 5 Monday, Dec. 12 (Green Monday) Tuesday, Nov. 29 Tuesday, Dec. 6 Friday, Dec. 16 (Free Shipping Day) Tuesday, Dec. 13 Wednesday, Nov. 30 Thursday, Dec. 8 Thursday, Dec. 15 Spending in Millions ($)
Social Networking is the Most Popular Online Activity Worldwide 1 Source: comScoreE-commerceMeasurement, U.S. FreeShippingistheKeytoE-CommerceGrowth
Social Networking is the Most Popular Online Activity Worldwide 1 Source: comScoreMobiLens,3 mon. avg. ending Jan-2012, Spain M-Commerce; Spain'sNewShoppingCompanion HalfofSmartphoneOwnersUsePhoneWhileina Brick-and-MortarStoretoShop 1 in 8 Scanned Barcodes 50% of Smartphone Owners Used Phone to Shop While in a Retail Store
59© comScore, Inc. Proprietary. DIGITAL ADVERTISING
60© comScore, Inc. Proprietary. DIGITAL ADVERTISING ENTERS ERA OF INCREASED ACCOUNTABILITY AS BRAND SPEND CONTINUES TO SHIFT ONLINE
61© comScore, Inc. Proprietary. UK Digital Ad Landscape Source: comScore Ad Metrix, Feb 2012,UK. In the UK, 40 million people are exposed to 70 billion ad impressions a month
FacebookDelivers1ofEvery4 DisplayAdsin2011 Source: comScoreAd Metrix, Jan-2011 to Dec-2011, UK. Facebook , 27.9% All Other, 69.7% 30.3% 5.5 8.1 8.2 13.2 15.6 30.8 40.8 41.3 41.5 240.1 Gumtree Sites Amazon Sites AOL, Inc. Glam Media Trader Media… Google Sites Microsoft Sites eBay Yahoo! Sites FACEBOOK.COM Top 10 Display Ad Publishers (Billions of Impressions)
63© comScore, Inc. Proprietary. Social Networking is the Most Popular Online Activity Worldwide 1 79 65 74 104 99 10 14 15 15 20 12 12 10 13 17 9 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Number of Advertisers Delivering at Least 1 Billion Display Ad Impressions per Quarter 1-3 Billion 3-5 Billion 5-10 Billion 10+ Billion Source: comScoreAd Metrix, Q4 2010 – Q4 2011 Large Brand Advertisers Growing Digital Investment
64© comScore, Inc. Proprietary. ADVERTISING MEASUREMENT TO EVOLVE
65© comScore, Inc. Proprietary. … price is regulated by the proportion between the quantity brought to market, and the demand of those who are willing to pay… - Adam Smith ‘The Wealth of Nations’, 1776
66© comScore, Inc. Proprietary. Price Quantity Where supply meets demand, everything sells Demand Supply
TheProblem Counting unlimited servedimpressionshurts advertisingeconomics.Demand is increasing, but prices aren’t following TheSolution IntroduceDigitalScarcitytothesystem
68© comScore, Inc. Proprietary. Achieving Digital Scarcity Onlycountimpressionsthatreachedarealuserandhadachancetomakeareal impact in-view audience geography brand safe fraud
69© comScore, Inc. Proprietary. Validated Campaign Essentials™ (vCE) is powered by comScore’s unique impression validation technology, vGRP Gross Impressions Removes All Ad Impressions That Didn’t Have A Chance to Make An Impact Validated Impressions No opportunity to be seen Delivered outside of target audience Delivered in the wrong geography Delivered next to “unsafe” content Subject to fraudulent delivery
70© comScore, Inc. Proprietary. Conclusions  The digital world is expanding rapidly, driven by new users in some regions and / or by growth in time spent in others  Younger consumers are leading the revolution, with higher engagement coming from 15-34 age segments  Social Networking is a key driver of computer and Mobile activity, cannibalizing many other activities  Video & Mobile’s time is now  Online advertising is effective, both as a direct response and branding strategy……BUT it needs to be proven to deliver
THANK YOU! Owen West – EU Business Development Director owest@comscore.com

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European digital trends-shifting_consumption_habits

  • 1.
    Owen West European DigitalTrends - Shifting Consumption Habits Owen West EU Business Development Director owest@comscore.com Gulltaggen 2012
  • 2.
    Discussion Topics  ABrief Introduction to comScore  Key Trends in Global Internet Behaviour; • How communication is redefined by social media • How online video is now established and the shift to long form content • Growing mobile media consumption allows for new consumer engagement opportunities • E-Commerce and M-Commerce are on the rise despite the backdrop of continued economic uncertainty • Digital advertising enters era of increased accountability as brand budgets continue to shift online
  • 3.
    3© comScore, Inc.Proprietary. comScore is a Global Leader in Measuring the Digital World NASDAQ SCOR Clients 1,900+ worldwide Employees 1,000+ Local Presence 32+ locations in 23 countries Global Coverage 170+ countries under measurement; 43 markets reported Headquarters Reston, VA
  • 4.
    4© comScore, Inc.Proprietary. comScore’s Unified Approach; The Best of Both Worlds 2 Million Person Panel 360°View of Person Behaviour CENSUS Unified Digital Measurement™ (UDM) Patent-PendingMethodology 1 Million Domains Participating Adopted by 80% of Top 100 Global Media Properties PANEL PERSON-Centric Panel with SITE-Census Measurement V0411And, a behavioural cross-platform measurement capability
  • 5.
    FACEBOOK IPO RAISES THEPROFILE OF SOCIAL NETWORKING AND DIGITAL ADVERTISING 2012 SUMMER OLYMPICS ILLUMINATE THE RISE OF MULTIMEDIA & ‘ALWAYS-ON’ CONSUMPTION SOCIAL MEDIA A DEMOCRATISING FORCE AHEAD OF U.S. PRESIDENTIAL ELECTION MOBILE DISRUPTING TRADITIONAL RETAIL SALES FUNNEL MIND THE ‘DIGITAL OMNIVORE’ MULTI-DEVICE INCREMENTAL EFFECT & PLATFORM CANNIBALIZATION Stories That Will Shape Digital in 2012 1 2 3 4 5
  • 6.
    6© comScore, Inc.Proprietary. In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region with over 40% of online population. Many emerging regions likely to bypass old modes, skipping dial-up to go straight to broadband, making multimedia, video and collaborative content immediately accessible. Early adoption of mobile web in addition to PC web will likely be popular in many of these high- growth areas. Asia Pacific Distribution of Worldwide Internet Audience 66% 13% 34% 87% 1996 2011 U.S. InternetPopulation vs. Rest of the World Rest of the World U.S. The U.S. Is No Longer the Centre of the Online Universe Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011 Asia Pacific, 41.3% Europe, 26.4% North America, 14.6% Latin America, 9.0% Middle East - Africa, 8.8%
  • 7.
    7© comScore, Inc.Proprietary. 595 381 210 129 126 534 361 203 112 111 Asia Pac Europe North America Latin America Middle east Africa Dec-11 Dec-10 And Asia Continues Significant Growth in Size of Internet Audience  Growth expected to continue as home broadband penetration increases in Asia and Latin America  Growth slows in North America  European growth mostly driven by Russia +11% +3% +6% +15% +14% Worldwide Online Population (Millions) Internet Audience15+ accessing Internet from Home or Work Source: comScore Media Metrix, Dec 2010 and Dec 2011 1,323 1,444 2010 Dec 2011 Dec +9%
  • 8.
    8© comScore, Inc.Proprietary. Online Landscape in Europe Source: comScore Media Metrix, EuropeAge 15+, January 2012 384 million Europeans go online for 29.8 hours each month
  • 9.
    9© comScore, Inc.Proprietary. Size of Online Audience; 15+ Home & Work Internet Audience15+ accessing Internet from Home or Work Source: comScore Media Metrix, Jan 2011 vs Jan 2012  Significant growth in Europe in the past year  6% growth represents 20 million new web users from work & home Online Population 15+ (Millions) 363.3 16.2 3.2 383.7 16.6 3.3 Europe Nordics Norway Jan-11 Jan-12 +6% +3%+2%
  • 10.
    10© comScore, Inc.Proprietary. Nordics’ Web Usage is High Compared to Some Other Regions….. …..And Norway leads the Nordic charge  Web users in Austria are amongst the least engaged globally; only less engagement by those in China, India & S. Africa Total Monthly Hours Online per Visitor WW AVG: 25.3 Internet Audience15+ accessing Internet from Home or Work Source: comScore Media Metrix, Jan 2012 38.6 29.9 29.8 28.7 27.1 15.9 United Kingdom Norway Europe Finland Nordic… Austria
  • 11.
  • 12.
    12© comScore, Inc.Proprietary. It is difficult to overstate the importance of social media  Usage is nearly ubiquitous  Social media is impacting: – Geopolitics: Tunisia, Egypt, Libya, etc – US politics: 2008 election, and soon the 2012 election – Retail: Groupon visitation is up 250% versus the previous year – Marketing: Facebook is the single largest server of display inventory on the web – Consumer behaviour: Social media accounts for 18% of all time spent online globally  The web’s connective tissue: hyperlinks  social connections
  • 13.
    TheRiseoftheGlobal SocialNetworkingAudience 0 200 400 600 800 1,000 1,200 1,400 1,600 2007 2008 20092010 2011 +174% +88% Worldwide Total Unique Visitors (MM) Total Internet Social Networking Source: comScore Media Metrix, March 2007 - October 2011
  • 14.
    14© comScore, Inc.Proprietary. Austria 86% Belgium 93% Denmark 94% Finland 91% France 91% Germany 90% Ireland 95% Italy 93% Netherlands 94% Norway 89% Poland 95% Portugal 96% Russia 88% Spain 98% Sweden 93% Switzerland 90% Turkey 96% United Kingdom 98% Australia 96% China 53% Hong Kong 93% India 95% Indonesia 94% Japan 58% Malaysia 94% New Zealand 95% Philippines 96% Singapore 94% South Korea 87% Taiwan 94% Vietnam 85% Canada 94% United States 98% Argentina 96% Brazil 97% Chile 94% Colombia 96% Mexico 96% Peru 96% Puerto Rico 90% Venezuela 96% Israel 94% South Africa 88% North America South America Europe Middle East & Africa Asia Pacific Percentage of Online Population Using Social Networking around the World* % Reach of Online Population * Data is based on the 43 countrieson which comScorereportsindividually. AnAverageof9outof10localonlinepopulations engageinsocialnetworking Source: comScore Media Metrix, October 2011
  • 15.
    2008 2009 20102011 Time Spent on Key Categories Online Worldwide Hours per Month (Billions) 35 30 25 Nearly in 4minutesonline isspent onsocialnetworkstoday 1 Social Networking Search/Navigation Retail Communications (Email/IM) Other Content Source: comScoreMedia Metrix, March 2007 - October 2011
  • 16.
    Social Networking isRedefining the European Online Landscape Source: comScore Media Metrix, EuropeAge 15+, January 2011 to 2012 15.9% 11.7% 6.6% 4.6% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Share of time spent among top web categories Social Networking Services Portals Multimedia E-mail 25.8%
  • 17.
    Source: comScoreMobiLens, EU5,Dec 2010 – Dec 2011 Not Only is Social Networking One of the Most Consumed Content Categories on a Mobile, it’s also One of the Fastest Growing 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 SocialNetworkingor Blog News GeneralReference TV Guides OnlineRetail TotalAudience(000) Fastest Growing Mobile Content Categories (000) Source: comScore MobiLens, EU5, 3 mo. avg. ending Dec-2010 vs. Dec-2011 Jan-2011 Jan-2012 + 44.7% + 48.9% + 57.8% + 45.2% + 60.9%
  • 18.
    Asia Pacific 33% Latin America 10%NorthAmerica 18% Europe 30% Middle East - Africa 9% RegionalShareof TotalUniqueVisitors toSocialNetworking Source: comScoreMedia Metrix, October 2011 1/3oftheworld’ssocial networkersarein AsiaPacific
  • 19.
    11.1 10.7 10.410.2 9.8 8.7 8.5 8.3 7.9 7.7 Average Hours per Visitor Source: comScoreMedia Metrix, October 2011 Yet5ofthemostengagedmarketsforsocial networkingareinLatinAmerica
  • 20.
    7 Average Engagement withSocial Networking by Region Average Hours per Visitor Source: comScoreMedia Metrix, October 2011 Average Hours per Person in Europe Spent on Social Networking 3 Average Hours per Person in Asia Pacific Spent on Social Networking % 7.6 7.2 7.0 6.4 2.9 Latin America Middle East - Africa Europe North America Asia Pacific
  • 21.
    FastestGrowingTop-TierGlobalSocialNetworks inTermsofAudienceSize Total Unique Visitors(MM) Source: comScoreMedia Metrix, Worldwide,October 2011 vs. October 2010 0 40 80 120 160 200 Twitter LinkedIn SINA Weibo Tumblr Badoo Oct-10 Oct-11 +59% +55% +181% +172% +64%
  • 22.
    2007 2008 20092010 2011 Facebook Twitter LinkedIn TheGrowthofToday’sSocialNetworkingLeaders Source: comScoreMedia Metrix, March 2007 - October 2011 900 800 700 600 500 400 300 Total Unique Visitors (MM)
  • 23.
    3 55% Facebook’sglobal penetration Source: comScoreMediaMetrix, October 201 Facebook’s worldwide site rank
  • 24.
    3in4minutesonsocialnetworking sitesarespentonFacebook 1 in 7 minutesspent online are spenton Facebook Source: comScoreMedia Metrix, October 201
  • 25.
    471MM 788MM Jan-2010 Apr-2010 Jul-2010Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011 Facebook overtakes StudiVZ in Germany Facebook overtakes Orkut in India Facebook overtakes WindowsLive in Mexico Facebook overtakes Hyves in Holland Facebook overtakes Windows Live in Portugal Facebook overtakesYahoo! Wretch in Taiwan Facebook’s Ascent in Recent Years Total Unique Visitors (MM) Source: comScoreMedia Metrix, January 2010 - October 2011 Since 2010, Facebook Has Taken the Lead in 6 New Markets Across Asia, Latin America and Europe
  • 26.
    Today,thereareonly7marketswhere Facebookisnottheleadingsocialnetwork Source: comScoreMedia Metrix,October 2011 Brazil Poland Russia Japan Vietnam South Korea China
  • 27.
    27© comScore, Inc.Proprietary. 3of the Top 6Social Networks in Europe are Russian; VKontakte, Odnoklassniki, MyWorld@Mail.Ru Source: comScoreMedia Metrix, Worldwide,Feb 2012 But…..Social Networking is Not Just Facebook
  • 28.
    Social Networking isthe Most Popular Online Activity Worldwide 1 Social Networking Beyond Facebook Google+ and Pinterest Take Off in 2011 Source: comScoreMedia Metrix, Oct-2010-Jan-2012, Worldwide Unique Visitors(000) to Selected Social Media Sites 0 20 40 60 80 100 120 140 160 180 200 Oct- 2010 Jan- 2012 TWITTER.COM LINKEDIN.COM Google Plus MYSPACE.COM TUMBLR.COM PINTEREST.COM
  • 29.
    -42% -32% -37% -34% -36% -22% -8% -4%-3% 1% 34% 25% 15% 21% 12% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ InstantMessengers Email Social Networking sawthelargestWorldwidedecline inengagementofweb-based emailandinstantmessaging….. Change in Average Time Spent with Content Category by Age Segment Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010 15-24 year olds.. ..’DigitalNatives’
  • 30.
    -42% -32% -37% -34% -36% -22% -8% -4%-3% 1% 34% 25% 15% 21% 12% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ InstantMessengers Email Social Networking …andthehighestincreasein engagementofsocialnetworking Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010 Change in Average Time Spent with Content Category by Age Segment
  • 31.
    67.1 264.7 483.0 Email Instant Messengers Social Networking Average Minutes perVisitor (15-24) For ‘Digital Natives’, social networking is thenorm Source: comScoreMedia Metrix, Worldwide,October 2011
  • 32.
    32© comScore, Inc.Proprietary. ONLINE VIDEO
  • 33.
    33© comScore, Inc.Proprietary. Online Video is Now a Huge Global Market Source: comScore Video Metrix, Aged 15+, Feb 2012 1.2 Billion people watched an average of 18 hours each of Online Video in February Worldwide
  • 34.
    34© comScore, Inc.Proprietary. Social Networking is the Most Popular Online Activity Worldwide 1 Online Video’s Blockbuster Year Nearly 50 Million Russians Watch Online Video Daily Source: comScoreVideo Metrix, Jan-2011 to Jan-2012, Spain 39 million Mar 2011 48.5 million Feb 2012
  • 35.
    35© comScore, Inc.Proprietary. Social Networking is the Most Popular Online Activity Worldwide 1 Total Videos Viewed Increase 20% in Spain in 12 months Average Viewer Watched 153 Videos in Feb 2012 Source: comScoreVideo Metrix, Feb-2011 to Feb-2012, Spain 2.5 billion Feb 2011 3 billion Feb 2012
  • 36.
    36© comScore, Inc.Proprietary. Russia Leads the Way in Europe in terms of Audience Size 48.5 46 39 34 23.5 21.5 20 0 10 20 30 40 50 60 Russia Germany France UK Italy Turkey Spain Unique Viewers (Millions) Source: comScore Video Metrix, Key Measures, February 2012
  • 37.
    37© comScore, Inc.Proprietary. And Higher Composition of Young Males Outside EU-3* Indicates Room for Maturity 0 5 10 15 20 25 30 35 40 45 50 Germany France UK Spain Italy Russia Turkey Other Males 15-34 17.3% 19.3% 19.6% 21.5% 22.2% 30.4% 44.9% Source: comScore Video Metrix, Demographic Profile, September 2011 Unique Viewers (Millions) *EU-3 includes UK, France and Germany
  • 38.
    38© comScore, Inc.Proprietary. Rapid Growth of Unique Viewers and Video Views Stopped in Q1 2010 for EU-3 0 20 40 60 80 100 120 140 0 5 10 15 20 25 30 Feb-2008 Aug-2008 Feb-2009 Aug-2009 Feb-2010 Aug-2010 Feb-2011 Aug-2011 Videos (Billions) Unique Viewers (Millions) Source: comScore Video Metrix, Media Trend *EU-3 includes UK, France and Germany Videos (Billions) Unique Viewers (Millions)
  • 39.
    39© comScore, Inc.Proprietary. 19.2% 14.2% 7.5% 2.3% 8.2% 0 20 40 60 80 100 120 140 0 5 10 15 20 25 30 Feb-2008 Aug-2008 Feb-2009 Aug-2009 Feb-2010 Aug-2010 Feb-2011 Aug-2011 Videos (Billions) Unique Viewers (Millions) Source: comScore Video Metrix, Media Trend *EU-3 includes UK, France and Germany Videos (Billions) March – Sept Change Minutes per Video +4% Total Minutes + 33% But….. a Closer Look Uncovers the Story of a Shift from Quantity to Quality ….. Longer Videos
  • 40.
    A Quality ViewingExperience A Choice of Quality Content Convenient and Accessible A Price Worth Paying A New Era of Online Video……
  • 41.
    41© comScore, Inc.Proprietary. A Quality Viewing Experience: Online Video has Come a Long Way UGC/’Numa Numa’ Song PREMIUM/FROZEN PLANET
  • 42.
    42© comScore, Inc.Proprietary. A Choice of Quality Content: The Two Ends of the Quality Spectrum are Well Defined UGC PREMIUM Shorter format Low budget Low quality Low talent/interest Unknown content Minimally monetised Longer format High budget High quality High talent/interest Known content Well monetised
  • 43.
    43© comScore, Inc.Proprietary. A Choice of Quality Content: At the Premium End, TV Broadcasters Have Large Online Video Presence (UK example) 4.2 4.1 3.3 2.4 0.7 Unique Viewers (millions) Source: comScore Video Metrix, October 2011, UK
  • 44.
    44© comScore, Inc.Proprietary. Sources: comScore Custom Marketing Solutions Study (US 2011) Convenient and Accessible: Online Video is Social and Publishers can Leverage the Power of Social Media • 1 in 3 video viewers comment • 2 in 5 upload videos • 1 in 2 regularly share videos • More than 1 in 2 view online video with others
  • 45.
    45© comScore, Inc.Proprietary. A Price Worth Paying: Video Advertising Has Nearly Tripled in One Year (UK example) 19.2% 14.2% 7.5% 2.3% 8.2% Source: comScore Video Metrix, UK, Age 6+, February 2011 vs 2012 Video Content Video Ads With people spending more time viewing long-form content the platform is ripe for brand advertising
  • 46.
    46© comScore, Inc.Proprietary. MOBILE
  • 47.
    THE RISE OFSMARTPHONES; EU5 LEADS THE US Source: comScore MobiLens, EU5 and US, 3 mon. avg. ending Oct 2011
  • 48.
    In the UK,there are 26 millionsmartphone users, increase of 50% year on year Smartphone Market Growing Rapidly Source: comScore MobiLens,UK, Age 13+, January 2011 vs 2012 UK IS THE HIGHEST EUROPEAN PENETRATED MARKET WITH •53% Penetration
  • 49.
    49© comScore, Inc.Proprietary. All Communications and Social Media accessed show double-digital growth 19.2% 14.2% 7.5% 2.3% 8.2% Source: comScore MobiLens,UK, Age 13+, January 2011 vs 2012
  • 50.
    50© comScore, Inc.Proprietary. 19.2% 14.2% 7.5% 2.3% 8.2% Source: comScore Device Essentials, UK, January 2012 Smartphones and Tablets Change the Way People Consume Content (UK example) Computer 89.7% Mobile 6.4% Tablet 3.3% Other 0.5% Non- Computer 10.2%* Share of Connected Device Traffic in UK *In October we saw only 7.7% of traffic coming from non-computer….. …..in January the figure rose to 10.2% -- a growth of 33% in 3 months
  • 51.
    51© comScore, Inc.Proprietary. 19.2% 14.2% 7.5% 2.3% 8.2% Source: comScore MobiLens: Onemonth snapshot, January 2011 / January 2012, Country: UK, N=5,124 Dual Device Ownership; Introducing the “Digital Omnivore” 5.3% 12.7% January 2011 January 2012 Percentage of Smartphone Audience Also Owning a Tablet (UK example)
  • 52.
    52© comScore, Inc.Proprietary. 19.2% 14.2% 7.5% 2.3% 8.2% Source: comScore GSMA Mobile Media Metrics: UK, December 2011 Browser versus App Usage; Just analyzing one consumption behaviour versus the other could seriously undervalue a brand’s total audience (UK example) 75.5% 48.0% 84.3% 42.2% 63.4% 28.0% 17.9% 11.4% 12.3% BBC Sites Sky Sites eBay Access Methods by (%) Share of Mobile Users for Selected Sites Browser Access App Access Combined Access
  • 53.
  • 54.
  • 55.
    8% 9% 10% 11% 12% 13% 14% 15% 16% 17% $0 $5,000 $10,000 $15,000 $20,000 $25,000 Jan-11 Feb-11 Mar-11Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Retail E-Commerce Spending ($MM) Y/Y % Growth Source: comScoreE-commerceMeasurement, U.S. 2011 U.S. Retail E-Commerce Spending ($MM) and Y/Y Growth Rate by Month E-CommerceBouncesBackin2011 TotalE-CommerceSpendingReached$256Billion,+12%Growth(USexample)
  • 56.
    Source: comScoreE-CommerceMeasurement, U.S. Top10OnlineRetailSpendingDaysin2011: $1.25Billion Cyber Monday Ranks As Top Online Spending Day $1,251 $1,178 $1,133 $1,116 $1,107 $1,072 $1,064 $1,025 $1,024 $1,018 Monday, Nov. 28 (Cyber Monday) Monday, Dec. 5 Monday, Dec. 12 (Green Monday) Tuesday, Nov. 29 Tuesday, Dec. 6 Friday, Dec. 16 (Free Shipping Day) Tuesday, Dec. 13 Wednesday, Nov. 30 Thursday, Dec. 8 Thursday, Dec. 15 Spending in Millions ($)
  • 57.
    Social Networking isthe Most Popular Online Activity Worldwide 1 Source: comScoreE-commerceMeasurement, U.S. FreeShippingistheKeytoE-CommerceGrowth
  • 58.
    Social Networking isthe Most Popular Online Activity Worldwide 1 Source: comScoreMobiLens,3 mon. avg. ending Jan-2012, Spain M-Commerce; Spain'sNewShoppingCompanion HalfofSmartphoneOwnersUsePhoneWhileina Brick-and-MortarStoretoShop 1 in 8 Scanned Barcodes 50% of Smartphone Owners Used Phone to Shop While in a Retail Store
  • 59.
    59© comScore, Inc.Proprietary. DIGITAL ADVERTISING
  • 60.
    60© comScore, Inc.Proprietary. DIGITAL ADVERTISING ENTERS ERA OF INCREASED ACCOUNTABILITY AS BRAND SPEND CONTINUES TO SHIFT ONLINE
  • 61.
    61© comScore, Inc.Proprietary. UK Digital Ad Landscape Source: comScore Ad Metrix, Feb 2012,UK. In the UK, 40 million people are exposed to 70 billion ad impressions a month
  • 62.
    FacebookDelivers1ofEvery4 DisplayAdsin2011 Source: comScoreAd Metrix,Jan-2011 to Dec-2011, UK. Facebook , 27.9% All Other, 69.7% 30.3% 5.5 8.1 8.2 13.2 15.6 30.8 40.8 41.3 41.5 240.1 Gumtree Sites Amazon Sites AOL, Inc. Glam Media Trader Media… Google Sites Microsoft Sites eBay Yahoo! Sites FACEBOOK.COM Top 10 Display Ad Publishers (Billions of Impressions)
  • 63.
    63© comScore, Inc.Proprietary. Social Networking is the Most Popular Online Activity Worldwide 1 79 65 74 104 99 10 14 15 15 20 12 12 10 13 17 9 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Number of Advertisers Delivering at Least 1 Billion Display Ad Impressions per Quarter 1-3 Billion 3-5 Billion 5-10 Billion 10+ Billion Source: comScoreAd Metrix, Q4 2010 – Q4 2011 Large Brand Advertisers Growing Digital Investment
  • 64.
    64© comScore, Inc.Proprietary. ADVERTISING MEASUREMENT TO EVOLVE
  • 65.
    65© comScore, Inc.Proprietary. … price is regulated by the proportion between the quantity brought to market, and the demand of those who are willing to pay… - Adam Smith ‘The Wealth of Nations’, 1776
  • 66.
    66© comScore, Inc.Proprietary. Price Quantity Where supply meets demand, everything sells Demand Supply
  • 67.
    TheProblem Counting unlimited servedimpressionshurts advertisingeconomics.Demandis increasing, but prices aren’t following TheSolution IntroduceDigitalScarcitytothesystem
  • 68.
    68© comScore, Inc.Proprietary. Achieving Digital Scarcity Onlycountimpressionsthatreachedarealuserandhadachancetomakeareal impact in-view audience geography brand safe fraud
  • 69.
    69© comScore, Inc.Proprietary. Validated Campaign Essentials™ (vCE) is powered by comScore’s unique impression validation technology, vGRP Gross Impressions Removes All Ad Impressions That Didn’t Have A Chance to Make An Impact Validated Impressions No opportunity to be seen Delivered outside of target audience Delivered in the wrong geography Delivered next to “unsafe” content Subject to fraudulent delivery
  • 70.
    70© comScore, Inc.Proprietary. Conclusions  The digital world is expanding rapidly, driven by new users in some regions and / or by growth in time spent in others  Younger consumers are leading the revolution, with higher engagement coming from 15-34 age segments  Social Networking is a key driver of computer and Mobile activity, cannibalizing many other activities  Video & Mobile’s time is now  Online advertising is effective, both as a direct response and branding strategy……BUT it needs to be proven to deliver
  • 71.
    THANK YOU! Owen West– EU Business Development Director owest@comscore.com