Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary.
The Digital Future In Focus
“Understanding the customer journey, behaviour, trends and platforms”
Chris Thomson, Enterprise Director

© comScore, Inc. Proprietary. 2
Interesting fact………..

How many toothbrushes are there in the
World?

How many toothbrushes are there in the
World?
3.5 Billion

How many mobile phones are there in the
World?

How many mobile phones are there in the
World?
4 Billion

Media Fragmentation is occurring at light-speed in todays
multiplatform environment which features:
• TVs and Computers
• Smartphones
• Tablets
• Gaming Platforms
• New devices coming to market
We are entering the dawn of a brave new digital world…

© comScore, Inc. Proprietary. 8Source: comScore MMX, December 2012, UK 6+
UK Online Population on the Up
44.8 Million Brits Surfed the Web via a Home or Work Computer
GrowthOver1Year
+5%
42,731
44,804
Total Unique Visitors (000)
Olympics frenzy
fuels internet
audience growth

© comScore, Inc. Proprietary. 9Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+
Smartphone Penetration in EU5 at 57%
64% of UK Mobile Owners Use a Smartphone
66%
53%
51%
64%
53%
December 2012 was
the first month all
European countries
crossed the 50%
mark for smartphone
penetration.
57%
EU5
Average

© comScore, Inc. Proprietary. 10Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+
241,000
61,000
49,500
48,000
47,500
35,000
EU5
Germany
United Kingdom
Italy
France
Spain
Total Mobile Audience (000)
Mobile Audience in EU5 Crosses 240 Million Mark
241
Million

© comScore, Inc. Proprietary. 11Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views
Device Share of Page Views Across Countries in Europe
Nearly 1/3 of UK Page Views are from Mobiles and Tablets
68.1%
71.4%
74.8%
86.4%
86.5%
86.6%
87.6%
88.5%
89.0%
89.3%
89.6%
90.2%
91.0%
91.9%
92.3%
94.0%
95.7%
96.2%
24.0%
21.8%
21.7%
7.3%
5.2%
7.9%
7.9%
7.9%
7.2%
5.8%
6.7%
5.6%
6.2%
3.4%
4.6%
3.8%
3.2%
2.3%
6.8%
5.6%
3.4%
6.2%
8.1%
5.2%
4.3%
3.5%
3.7%
4.7%
3.5%
3.3%
2.3%
4.3%
2.6%
2.1%
1.0%
1.5%
65% 70% 75% 80% 85% 90% 95% 100%
United Kingdom
Ireland
Russian Federation
Norway
Netherlands
Switzerland
Finland
Austria
Sweden
Denmark
Italy
Germany
Spain
Belgium
France
Portugal
Poland
Turkey
PC Mobile Tablet Other

Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average ending
December 2012, UK 13+
Tablets Are Here to Stay
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
SmartphoneUsers(000)withTablet
+243%
Over 6 million Brits
had a smartphone
as well as a tablet in
December 2012

“This new paradigm offers consumers a seemless digital
experience that can easily traverse platforms, locations and
temporal constraints”
• Content can be experienced anytime anyplace
• The average consumers screen time across devices expands to fill
in many of these available gaps throughout the day.
• There are more opportunities than ever before for marketers to
reach, engage and measure.
We are entering the dawn of a brave new digital world…

ShareofDevicePageTrafficonaTypicalWorkday
Mobiles brighten
the commute
Source: comScore Device Essentials, Monday, 21st January 2013, UK
Device Preferences Throughout the Day
Most Weekday Tablet Usage Occurs Between 8pm and 9pm
Tablets popular
at night
PCs dominate
working hours

Tablets - Companions on the Sofa + in Bed in U.S. Homes
74%
70%
41%
36%
34%
Bedroom
Family/living room
Home office
Kitchen
Outside/patio/porch
Location of Tablet Use at Home
Nearly half of
Tablet Owners
Use their Tablet
while watching TV

The customer journey is invaluable to:
• Publishers
• Agencies
• Banking
• Broadcasters
• Gaming companies
• Travel companies

• If we are targeting certain people with related content then then we
need to know the breakdown of the population demographic
including sex, social class and sometimes region
• Most digital organisations will be European or Global and so this
information will be required in multiple countries or regions

Profile: UK Online Audience
5,447
7,489
8,018
7,367 7,353
9,129
6-14 15-24 25-34 35-44 45-54 55+
TotalUniqueVisitors(000)
Age:
10.6%
21.8%
15.3%
21.2%
31.1%
Under £10K
£10K-£24,999
£25K-£34,999
£35K-£49,999
£50K or more
HHIncome
49%
Female
51%
Male

© comScore, Inc. Proprietary. 19Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
UK Mobile Landscape
Nearly ¼ of British Smartphone Audience are Between 25 and 34 Year Old
13-17
7%
18-24
12%
25-34
17%
35-44
17%
45-54
17%
55+
30%
Age Composition of
Mobile Audience
13-17
9%
18-24
15%
25-34
22%
35-44
19%
45-54
16%
55+
19%
Age Composition of
Smartphone Audience
Total UK Mobile Audience: 49.5 million Total UK Smartphone Audience: 31.7 million
The gender split
for smartphones
is identical to the
UK online
audience: 51%
male, 49% female

Source: comScore MMX, December 2012, UK 6+
**Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet Users from the Demo
Segment x 100; Index of 100 indicates average representation.
Silver Surfers – Understand the Largest Group of UK Internet Users
12.2%
16.7%
17.9%
16.4%
16.4%
20.4%
Composition of UK Internet Audience
Persons: 6-14
Persons: 15-24
Persons: 25-34
Persons: 35-44
Persons: 45-54
Persons: 55+
98 100 102 104 106 108 110 112 114 116 118
Gambling
Telecommunications
Business/Finance
Travel
Automotive
Index* for 55+ Year Olds – Likelihood compared to Total Internet Audience
During 2012, the internet
audience aged over 55
years grew by 11% to 9.1
million. Total time spent
for this age group even
grew by 25%.

• We’ve Looked at breakdown of audience by:
• Device
• Device by country
• Daily Usage
• Breakdown of the demographic
• Let’s now look at the breakdown of our online
behaviour…..

© comScore, Inc. Proprietary. 22Source: comScore MMX, December 2010 - December 2012, UK 6+
Social Media Captures Most PC Screen Time in UK
Total Time Spent on Services (e.g. Email) Decreased – But Still Top 2 Spot
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
TotalMinutes(MM)
Social Media Services Entertainment Portals Retail Auctions
The average UK internet
user spent 6.5 hours on
social media sites during
December 2012

1,384
1,181
8,019
4,861
635
4,065
2,511
9,661
7,372
9,698
2,764
1,790
10,629
6,397
825
5,216
3,221
12,238
9,288
12,158
Retail - Movies
Job Search
Computer Software
Consumer Goods
Pharmacy
Politics
Health Care
Beauty/Fashion/Style
Lotto/Sweepstakes
Education - Information
Dec-11 Dec-12
+100%
+51%
+33%
+32%
+30%
+28%
+28%
+27%
+26%
+25%
Source: comScore MMX, December 2011 - December 2012, UK 6+
Retail Movies is Fastest Growing Web Category
Year over
Year Growth

Newspapers Extend Reach via Video and Mobile
The Sun Extends Reach by Nearly 17% when Accounting for Mobile
13,392
11,274
9,650
5,034 4,748
12,064
10,295
8,831
4,546
4,061
2,560
1,588
1,216
702
1,039
Mail Online The Guardian Telegraph Media
Group
Independent.co.uk The Sun Online
Total Digital Population (000)
PC (Web and Video) Unique Visitors/ Viewers (000)
Mobile Browsing Unique Visitors/ Viewers (000)
+11%
+16.9%
+10.7%
+9.3%
+9.5%
Accounting for these incremental
audiences, media companies are able to
demonstrate significantly wider scale to
advertisers. Learn more about MMX MP
(Beta): www.comscore.com/MMX_Multi-
Platform
Incremental
Audience (%)
via Mobile
Source: comScore MMX Multi-Plattform BETA, December 2012, UK 6+

Top Web Properties
40,706
33,591
31,790
26,408 26,378
23,174 22,948 22,500
20,633
18,540
22,023
9,386
14,090
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. 26Source: comScore MMX Multi-Plattform BETA, December 2012, UK 6+
Online Video Enables Publishers to Reach Additional Audiences
Vimeo
Perform Sports
AOL, Inc.
Dailymotion.com
Adobe Sites
Amazon Sites
Turner Digital
Disney Online
Sky Sites
Demand Media
Sites with Highest Share of Video Viewers Compared to Total Digital Audience (Among Top 100)
PC-Based Unique Visitors (000) Exclusive Video Unique Visitors (000)
+52%
+16%
+14%
+13%
+11%
+10%
+7%
+5%
+5%
+40%

Top Mobile Categories (via Browser)
Source: comScore GSMA MMM, December 2012, UK
26,136
24,353
23,739
23,009
22,780
Services
Search/Navigation
Retail
Social Media
Portals
45.4
34.2
33.1
23.8
13.6
Services
Social Media
News/Information
Weather
Retail
TotalHours(MM)
Average time
spent accessing
the internet via a
mobile browser in
the UK: 9.5 Hours
per user a month

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
10,687
6,734
6,575
5,349
4,534
4,153
3,112
2,598
2,000
1,549
1,431
1,390
1,303
1,168
1,016
Apple iTunes
Yahoo! Stocks
YouTube
Google Maps
Facebook
Apple Maps
Google Search
Instagram
BBC News
Twitter
eBay
Skype
Sky Sports Live Football Score…
BBC iPlayer
Amazon Mobile
23,750
15,704
10,662
9,574
9,451
9,306
6,951
6,325
6,153
5,335
Google Sites
Facebook.com
Amazon Sites
BBC Sites
Yahoo! Sites
Wikimedia Foundation
Sites
Microsoft Sites
Glam Media
Vodafone Group
Terra - Telefonica
The winners of the
app world are
Facebook, Google
and Apple - keeping
in mind that many
apps are pre-
installed, while e.g.
Instagram is actively
downloaded by UK
users.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Technology
Business/Finance
Community
Games
Retail
News/Information
Portals
Social Media
Directories/Resources
Search/Navigation
Entertainment
Web
App
Top Smartphone Categories by UVs,
% Share of Time Spent by Access Method
August 2012
Apps Dominate Time Spent in Most Categories
Source: comScore Mobile Metrix 2.0, US
Data August 2012
*Excludes Services and Corporate Presence categories

• Now lets look at monetization:
• How are publishers increasing add revenue
• Using rich media to increase additional user
• Capturing true add impression is key to
measuring success

1,071,599
2,852,418
2,275,515
2,725,211
1,255,962
2,222,851
424,610
1,910,2861,770,693
1,805,620
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012
TotalNumberofDisplayAdImpressions(000)
Top UK Display Advertisers
Microsoft Corporation British Sky Broadcasting Group plc
eBay, Inc. Vodafone Group Plc
Google Inc.
Source: comScore Ad Metrix, December 2012, UK 6+
Top UK Display Advertisers
Over 923 Billion Display Ad Impressions Were Delivered in 2012
Were the ads seen by the
desired target audience? Go
to www.comScore.com/vCE
to learn more about the
importance of viewable
impressions.

2,764
10,629
6,397
3,221
16,874
19,993
12,554
4,382
17,169
5,510
Retail - Movies
Computer Software
Consumer Goods
Health Care
Retail - Food
Apparel
Consumer Electronics
Books
Comparison Shopping
Retail - Music
Total Unique Visitors (000)
+100%
+17%
+28%
+33%
+32%
+5%
+2%
+1%
-6%
-11%
Source: comScore MMX, December 2011 - December 2012, UK 6+
Retail: Visitors to Movie Websites Double, Whilst Music Takes a Hit
RetailSubcategories
withstrongestgrowth
RetailSubcategories
withweakestgrowth

19,554
6,744
5,433
1,493 1,219 745
News/Information -
Newspapers
The Guardian Mail Online Telegraph Media
Group
The Sun Online The New York
Times Brand
TotalVideos(000)
Source: comScore Video Metrix, December 2012, UK 6+
Newspapers: Monetising Video Content
% Ads of
Total Videos:
28.8%
% Ads of
Total Videos:
30.7% % Ads of
Total Videos:
23.6%
% Ads of
Total Videos:
16.6%
% Ads of
Total Videos:
47.2%
% Ads of
Total Videos:
8.2%
Advertising is one of the most
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

31%
14%
11%
10%
5%
5%
5%
3%
3%
2%
11%
Top Categories by % Share of Display Ad Impressions
Social Media
Entertainment
Portals
Services
Community
News/Information
Auctions
Sports
Games
Retail
Other
Source: comScore Ad Metrix, December 2012, UK 6+
UK Publishers Carrying Most Display Ad Impressions
Social Media Sites Capture Largest Share of Display Ads

Mobile Advertising – Multiple formats take hold
Young Adults Have an Especially High Recall of Mobile Advertising
28.0
10.8
20.5
36.4
16.3
16.6
38.7
14.5
30.3
57.7
26.2
25.8
Web/App Ads: Recall seeing ads
Scanned QR/bar code with mobile
phone
Saw in-game ads
Social Networking - Read posts
from organizations/brands/events
Social Networking - Clicked on
advertisement
Social Networking - Received
coupon/offer/deal
% of 18-24 Year Old Smartphone Users
% of Smartphone Users

6,697
4,893
2,415
1,313
771
3,420
235
128
Tumblr.com Instagram.com Pinterest.com Goodreads.com
PC Mobile
Source: comScore MMX, December 2012, UK 6+
Social – the New Kids on the Block
Instagram UK Mobile Audience Grows by 1112% During Past Year
+101%
+33,907%
+717%
+163%
+140%
+1,112%
+849%
+373%
YoY
Growth

0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
TotalDisplayAdImpressions(000)
Dec-11 Dec-12
-21%
Source: comScore Ad Metrix, December 2011 - December 2012, UK 6+
UK Retailers Increase Number of Display Ads
eBay, Amazon and DSG Lead Ranking of UK Retail Advertisers
In December 2012, 16% more display
ads were published than in December
2011. UK Retailers grew the number of
display ads they placed online by 51%
over the same period.
+55%
+85%
+68% +142%
N/A +608% +254% +27884% +86%

Mobile Retail Trends
2. SHOWROOMING
The smartphone, the perfect
companion for comparing
prices, finding shop locations
etc. is with you at all stages
of the purchase funnel.
3. SHARING
People use social media
to share what they have
purchased, check into
a shop etc.
1. PURCHASING
20% of smartphone users
purchased a good or service
on their device. Price per
item and overall monthly
spend is growing rapidly.
Top 3 Retail Activities on a Mobile
26%
Find
Store Location
20%
Compare
Product prices
19%
Research
Product Features

• Knowing your audience is key!
• Customer journey
• Platform
• Demographic
• Competition
• Monetization
• Publishing is proving that adopting new media improves
visitation and ad impressions
• Social is continuing to grow users and ad spend
• Rising stars – Instagram and Pinterest
Conclusion

• How many of your ad impressions are being seen by
customers?
• How do you prove it?
• How do you monitor?
• Is search (SEO) worth the investment and how accurate
is it?
• How are you going to measure and assess your
customer journey and look at propositions that will
support and address these requirements?
Challenges

www.comscore.com
www.facebook.com/comscoreinc
@comScore
For further information, please contact:
cthomson@comscore.com
Thank you!
@comScoreEMEA
www.comscore.com
www.facebook.com/comscoreinc
www.comscoredatamine.com

Digital 2013, Chris Thomson, comScore

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