2013 Europe Digital Future in Focus

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comScore, Avrupa’daki dijital manzaraya bir bakış sunan ve internet kullanımı, mobil, online video ve arama eğilimlerini konu alan “2013 Europe Digital Future in Focus” raporunu yayınladı.

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2013 Europe Digital Future in Focus

  1. 1. Key Insights from 2012 and What They Mean for the Coming Year © comScore, Inc. Proprietary. March 2013 1
  2. 2. Introduction #FutureinFocusExecutive Summary To help businesses navigate this changing digital2012 has been an exciting year for digital as landscape, comScore has created this report, thatconsumers become more platform agnostic in the provides an analysis of the latest trends from 2012way they consume content - shifting between what they will mean for the year ahead. The reportcomputers, tablets, smartphones as well as gaming also includes individual scorecards, which shows theplatforms and emerging devices. top 20 sites + the leading local news/information,Key media events in Europe such as the 2012 retail and banking sites for all 18 European countriesOlympics, have further illustrated the speed at measured by comScore.which the online media landscape is fragmenting.We have entered the dawn of a ‘Brave New DigitalWorld’ where multi-platform media consumption isbecoming the norm. FOR FURTHER INFORMATION, PLEASE CONTACT: Berit Block | Cathy McCarthy | Ayaan Mohamud worldpress@comscore.com © comScore, Inc. Proprietary. 2
  3. 3. Key TakeawaysBrits are most engaged internet users Europeans spend more time consuming newsEuropeans spend an average of nearly 27 hours News and information sites capture a large proportiononline per month. Out of the 18 EU markets of the EU online audience with nearly 8 in 10 internetanalysed, UK consumers spent the most time users accessing one of these sites in Decemberonline, whilst Belgium achieved the strongest 2012. Time spent also increased by 10 percent,growth as users spent an additional 2 hours online presenting a fertile ground for advertisers.versus last year. E- and M-Commerce make an impactEuropean media landscape is fragmenting 3 out of the top 5 fastest growing content categoriesThe adoption of internet enabled devices is viewed in Europe on the web are retail focused.contributing to a more fragmented digital media Over 14 percent of smartphone users purchasedlandscape. The proportion of page views occurring goods or services via their device.on a smartphone or tablet varies across EUcountries but is highest in UK, Ireland and Russia. Dutch keen on online banking In the Netherlands, 66 percent of internet usersOnline video continues to grow accessed an online banking site in December 2012,The online video audience in the EU5 grew 5 compared to only 18.8 percent in Switzerland. Thepercent in the past year, whilst the audience for European average lies at 39.9 percent which hasvideo viewing on a mobile grew 162 percent. grown by 3.2 percent compared to December 2011Google’s YouTube is still the top video propertyacross the 7 EU markets measured in Europe © comScore, Inc. Proprietary. 3
  4. 4. ContentGlobal Overview 5European Online Landscape 9European Mobile Landscape 15European Digital Audience Behaviour 24Online Video 35Search 39Digital Advertising 43Spotlights and Scorecards 50 •  News/Information 52 •  Retail 54 •  Banking 57Scorecards 59Conclusion 78Tweetable Highlights 82Methodology 83About comScore 87Contact Us 88 © comScore, Inc. Proprietary. 4
  5. 5. #FutureinFocusGLOBAL OVERVIEW © comScore, Inc. Proprietary.
  6. 6. Distribution of Worldwide Internet AudienceThe 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. 7. Time Spent and Growth Across RegionsUS 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. 8. The Largest Regions in ComparisonAge Breakdown for European and Asian Internet Audience Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ 9% 16% 22% 12% 28% 17% Europe Asia Pacific 22% 24% 21% 29% © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe and Asia Pacific 15+, 8
  9. 9. #FutureinFocusEUROPEAN ONLINE LANDSCAPE © comScore, Inc. Proprietary.
  10. 10. European Online Population on the Up408.3 Million Europeans Surfed the Web via a Home or Work Computer +7% 408,248 51% 49% Growth Over 1 Year 381,546 Total Unique Visitors (000) © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 10
  11. 11. Online Audience Across European Countries 15% of Europe’s 408 Million Internet Users are in RussiaGrowthover the +15% Year Internet Audiences in Italy and Russia grow the fastest – +3% 17% and 15% respectively Total Unique Visitors (000) 0% +5% +17% +2% +4% +6% 0% +3% +5% +4% +6% +10% +2% +2% +2% +10% 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+ 11
  12. 12. Europe’s Youngest (15 – 34) and Oldest (45+) Internet AudiencesNearly 70% of Turkish Internet Audience Under 35 Years Old Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+ Turkey 37.3% 31.3% 19.3% 8.6% 3.6%Germany 16.1% 17.9% 19.1% 22.8% 24.2% © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Turkey and Germany 15+ 12
  13. 13. Engagement Across EU AudiencesNearly 27 Hours Online is the Average per Person in Europe United Kingdom 37.3 Turkey 31.0 Netherlands 30.6 Poland 29.3 Finland 27.8 France 27.7Average 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+ 13
  14. 14. Under 35 Year Olds Accrue Nearly 50% of Time Spent Online in EuropeComposition of Minutes per Age Group Varies Across EU5 Countries Europe 24.2 20.6 17.5 14.7 France 17.6 20.2 19.2 27.9 % of Total Minutes Germany 19.3 19.3 24.3 21.4 Italy 21.2 23.5 19.4 15.1 Spain 24.9 25.4 19.1 14.3 UK 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+ 14
  15. 15. #FutureinFocusEUROPEAN MOBILE LANDSCAPE © comScore, Inc. Proprietary.
  16. 16. Mobile Audience in EU5 Crosses 240 Million Mark EU5 241,000 Germany 61,000 United Kingdom 49,500 Italy 48,000 241 Million France 47,500 Spain 35,000 Total Mobile Audience (000) © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 16
  17. 17. A Third of EU5 Mobile Users Are Under 35 Years OldItaly has Oldest Mobile Users with 50% over 45 Years of Age 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+ 17
  18. 18. Profile: EU5 Mobile and Smartphone AudienceTypical Smartphone Owner: Male Between 25 - 44 Years Old Total EU5 Mobile Audience: 241 million Total EU5 Smartphone Audience: 136.2 million Age Composition of Age Composition of Mobile Audience Smartphone Audience49% of EU5 53% of EU5mobile audience smartphoneare male audience are male 13-17 13-17 7% 55+ 8% 18-24 55+ 10% 20% 18-24 30% 14% 25-34 16% 45-54 17% 25-34 21% 45-54 19% 35-44 18% 35-44 20% © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5 13+ 18
  19. 19. Smartphone Penetration in EU5 at 57%Spain’s Mobile Audience Shows Highest Adoption of Smartphones 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+ 19
  20. 20. The Who is Who of the EU5 Smartphone MarketLeading Smartphone Handset Manufacturers and Platforms Top 5 Smartphone Handset Manufacturers (OEM) Top 5 Smartphone Operating System (OS) 15% 5% 3% GoogleSamsung 7% 32% AppleApple 7%Nokia 15% Symbian 50% 9%HTC RIMRIM Microsoft 16% 21% 20%Other Other © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 20
  21. 21. In December 2012, 75% of Newly Acquired Devices were Smartphones EU5 smartphone penetration is at 57%, but 75% of phones acquired in December were smartphones 75% 66% Dec-11 Dec-12 © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5 13+ 21
  22. 22. Tablets Are Here to Stay 25,000 +94%Smartphone Users (000) with Tablet 20,000 Over 23 million people in the EU5 15,000 countries had a smartphone as well as a tablet in December 2012 10,000 5,000 0 Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average ending © comScore, Inc. Proprietary. December 2012, EU5 13+ 22
  23. 23. Device Share of Page Views Across Countries in EuropeNearly 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 23
  24. 24. #FutureinFocusEUROPEAN DIGITAL AUDIENCE BEHAVIOUR © comScore, Inc. Proprietary.
  25. 25. Social Media Captures Most PC Screen Time in Europe Entertainment Category Overtakes Portals to Capture 3rd Spot200,000 6.7 hours per person per month on Social180,000 Media sites (social networks + blogs)160,000140,000120,000100,000 The average UK internet user spent 6.5 hours on 80,000 social media sites during December 2012 60,000 40,000 20,000 0 Social Media Services Entertainment Portals Games © comScore, Inc. Proprietary. Source: comScore MMX, December 2010 - December 2012, Europe 15+ 25
  26. 26. Job Search is Fastest Growing Web Category in Europe 3 out of Top 5 Categories are Retail Subcategories Year over Year Growth 6,725 Job Search +28% 8,738 36,524 Retail - Food +28% 47,095Total Unique Visitors (000) 19,246 Retail - Health Care +27% 24,496 4,465 Taxes +26% 5,666 27,038 Retail - Toys +25% 32,503 Dec-11 Dec-12 © comScore, Inc. Proprietary. Source: comScore MMX, December 2011 - December 2012, Europe 15+ 26
  27. 27. Top Web Properties3 Retail Sites Amongst European Top 10 The top 20 for France and 375,260 Spain are published on www.comscoredatamine.com around the 20th of every month 275,882 262,950 183,718 165,106 146,366 123,524 117,834 97,511 90,490 88,290 87,723 56,472 21,723 26,952 18,193 15,939 9,780 11,051 11,773 Total Unique Visitors (000) Average Daily Visitors (000) © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 27
  28. 28. What do Europeans Use Their Mobile Phone for? Nearly 60% of EU5 Mobile Audience Uses Mobile Media 100% 11.5% 8.2% 90% 80% 32.5%% Total Mobile Audience 70% 42.1% The number of Mobile Media users has 60% grown 30% since December 2011. 50% 40% 30% 20% 10% 0% December 2011 December 2012 Just Voice SMS (and not mobile media) Mobile Media Source: comScore MobiLens, 3 month average ending December 2012, EU5 13+ Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on-demand © comScore, Inc. Proprietary. video (does not include SMS) 28
  29. 29. Most Popular Internet Activities Amongst European Smartphone Users Used Email (Personal Use) 80,943 Accessed Weather 71,045 Accessed Social Networking Site 70,589 or Blog INSTANT MESSAGING Used Major Instant Messaging ONLINE RETAIL 69,321 Service BANK ACCOUNTS Accessed Search 60,687 PHOTO / VIDEO SHARING Accessed News 56,573 Accessed Maps 51,076 AUCTION SITES Accessed Sports Information 43,750 Used Email (Work) 40,689 Accessed Personal Photo or 38,370 Video Sharing Total Smartphone Audience (000) © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5 13+ 29
  30. 30. MULTIPLE DEVICE USAGE © comScore, Inc. Proprietary. 30
  31. 31. Device Share of Page Views in Europe20 Percent of Page Views now from Mobiles and Tablets Rise of connected devices - a fifth of page views in Europe are from mobiles and tablets Mobile Non- 14.9% Computer computer 80.0% 20.0% Tablet 4.4% Other 0.7% © comScore, Inc. Proprietary. Source: comScore Device Essentials, January 2013, Europe – Share of browser based page views 31
  32. 32. Device Preferences Throughout the Day in Europe Most Weekend Tablet Usage Peaks at 9pm Tablets popular at night PCs duringShare of Device Page Traffic on a Typical Weekend Mobiles the day peak late © comScore, Inc. Proprietary. Source: comScore Device Essentials, Sunday, 17th February 2013, Europe 32
  33. 33. UK Example: Newspapers Extend Reach via Video and Mobile The Sun Extends Reach by Nearly 17% when Accounting for MobileIncremental Accounting for these incremental audiences,Audience (%) media companies are able to demonstratevia 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-Platform BETA, December 2012, UK 6+ 33
  34. 34. UK Example: Online Video Enables Publishersto 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-Platform BETA, December 2012, UK 6+ 34
  35. 35. #FutureinFocusONLINE VIDEO © comScore, Inc. Proprietary.
  36. 36. Mobile Video Shows Tremendous Growth in EU5 in One Year 158.9 Million Online Video Viewers vs. 48.1 Million Mobile Video Users Online Video Growth on PC 5%160,000155,000150,000145,000 Total Unique Viewers (000)140,000 Dec Dec 2011 2012 Mobile Video Growth60,000 162%50,00040,00030,00020,00010,000 Total Unique Viewers (000) 0 Dec Dec 2011 2012 Source: comScore Video Metrix, December 2012, EU5 15+ © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5 13+ 36
  37. 37. Google’s YouTube Still King of Online Video Total   Top  3  Video  Sites  in  Russia %  Growth    Videos   Minutes   Unique   Source:  comScore  Video  Metrix,   vs  Year   per   per   Total   Viewers   Top  3  Video  Sites  in  Germany %  Growth    Videos   Minutes   Dec-­‐12 Ago Viewer   Viewer Unique   (000) Source:  comScore  Video  Metrix,   vs  Year   per   per          Total  Internet:    Persons:  15+   55,591 17 186.2 1,359 Viewers   Dec-­‐12 Ago Viewer   Viewer        Google  Sites 50,364 58 64.8 289 (000)        Total  Internet:    Persons:  15+   44,472 3 181.9 1,299        Mail.ru  Group 36,331 36 18.7 55        Google  Sites 38,370 8 97.4 459        Gazprom  Media 18,814 25 5.5 7        Facebook.com 13,705 60 9.7 21        ProSiebenSat1  Sites 9,026 -­‐20 7.4 14 Total   Top  3  Video  Sites  in  Spain %  Growth    Videos   Minutes   Unique   Source:  comScore  Video  Metrix,   vs  Year   per   per   Viewers   Total   Dec-­‐12 Ago Viewer   Viewer Top  3  Video  Sites  in  France %  Growth    Videos   Minutes   (000) Unique          Total  Internet:    Persons:  15+   19,394 1 206.2 989 Source:  comScore  Video  Metrix,   vs  Year   per   per   Viewers          Google  Sites 16,630 -­‐15 67.1 461 Dec-­‐12 Ago Viewer   Viewer (000)        VEVO 9,338 2 10.7 31        Total  Internet:    Persons:  15+   37,646 1 195.8 1,094        Viacom  Digital 5,249 7 5.6 16        Google  Sites 31,921 -­‐5 69.1 412        Dailymotion.com 17,698 1 20.7 79 Total          VEVO 14,333 22 10.4 28 Top  3  Video  Sites  in  Turkey %  Growth    Videos   Minutes   Unique   Source:  comScore  Video  Metrix,   vs  Year   per   per   Viewers   Dec-­‐12 Ago Viewer   Viewer (000) Total   Top  3  Video  Sites  in  Italy %  Growth    Videos   Minutes          Total  Internet:    Persons:  15+   21,810 1 239.6 1,389 Unique   Source:  comScore  Video  Metrix,   vs  Year   per   per          Google  Sites 19,949 0 164.3 483 Viewers   Dec-­‐12 Ago Viewer   Viewer        Facebook.com 15,436 -­‐7 21.6 103 (000)        Nokta.com  Medya 9,890 -­‐22 11.2 42        Total  Internet:    Persons:  15+   23,857 13 186.0 1,208        Google  Sites 20,840 -­‐1 105.7 380 Total          VEVO 10,079 6 12.6 35 Top  3  Video  Sites  in  UK %  Growth    Videos   Minutes   Unique          Facebook.com 7,942 0 5.7 12 Source:  comScore  Video  Metrix,   vs  Year   per   per   Viewers  Source: comScore Video Metrix, December 2012, 15+ Dec-­‐12 Ago Viewer   ViewerPlease note Video Metrix reports on both ad and content videos (000)        Total  Internet:    Persons:  15+   33,504 8 303.4 1,870        Google  Sites 29,522 4 122.6 519        Facebook.com 12,963 72 9.6 19 © comScore, Inc. Proprietary. 37        VEVO 10,985 1 14.6 43
  38. 38. Newspapers: Monetising Video Content % Ads of Total Videos: Advertising is one of the most 28.8% important revenue streams for publishers. Get the insights to redesign your pages or create more effective ad packages, in real time. www.comScore.com/MonetizationTotal Videos (000) % Ads of Total Videos: 30.7% % Ads of Total Videos: 23.6% % Ads of % Ads of % Ads of Total Videos: Total Videos: Total Videos: 16.6% 47.2% 8.2% 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+ 38
  39. 39. #FutureinFocusSEARCH © comScore, Inc. Proprietary.
  40. 40. Turkey Leads The Way With Most Searches per Searcher in Europe UK Internet Users Searched 161 Times on Average During December 242.7 195.4Searches 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+ 40
  41. 41. Google Captures 86% of the EU Search Engine Market 2% 1% 10% 1% Google Search Share of Searches Yandex Web Search Mail.Ru - Search Bing Ask Network 86% © comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, Europe 15+ 41
  42. 42. Europeans Search on Facebook, eBay and Amazon, Not Just SearchEngines like Google and Yandex Searches per Searcher Google Sites 388,519 115.0 Facebook.com 89,853 4.4 eBay 88,159 24.9 Amazon Sites 74,003 9.8 Yandex Sites 69,365 66.9 Microsoft Sites 63,042 10.3 Ask Network 60,239 5.6 Mail.ru Group 46,680 23.7 Wikimedia 3.5 40,277Foundation Sites Yahoo! Sites 31,043 11.8 Unique Searchers (000) © comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, Europe 15+ 42
  43. 43. #FutureinFocusDIGITAL ADVERTISING © comScore, Inc. Proprietary.
  44. 44. Understanding Campaign EffectivenessTo better understand the quality of ad delivery today and to start an informed discussion across markets,comScore conducted vCE charter studies around the globe to measure impressions delivered across a Europe 2012variety of dimensions, such as ads delivered in-view, in the right geography, in a brand safe environment andabsent of non-human traffic. Following is a summary of the European highlights. © comScore, Inc. Proprietary. 44
  45. 45. European Charter Study Highlights 23 campaigns 14 advertisers The EU study involved major brand advertisers in 8 markets to understand ad 1.4 billion impressions visibility, demo targeting and brand safety 237,000 sites © comScore, Inc. Proprietary. Source: comScore EU Charter Study, Mar-Aug 2012 45
  46. 46. EU Study Findings: Over One-third of Ad Impressions Were Never In-view, a Higher Percentage Than in US Study US EUIN-VIEW RATE 69% 63% AVERAGE AVERAGE In-view is defined as an ad impression with at least 50% of the ad’s pixels visible for one second or more © comScore, Inc. Proprietary. Source: comScore EU Charter Study, Mar-Aug 2012 46
  47. 47. EU Study Findings: Ad Visibility Differs Depending on Size of Site Percent of Ads Served In-view within a Given Site Category 67% 66% 66% 59% Top 50 Sites Top 100 Sites Top 500 Sites The Long Tail (Remaining 501+ Sites) © comScore, Inc. Proprietary. Source: comScore EU Charter Study, Mar-Aug 2012 47
  48. 48. EU Study Findings: In-view Rates Also Differ by Size of Creative Percent of Ads Delivered In-view by Ad Size 71% 69% 63% 160 x 600 350 x 250 728 x 90 © comScore, Inc. Proprietary. Source: comScore EU Charter Study, Mar-Aug 2012 48
  49. 49. Brand Marketers Need Tools To Ensure TheirAds Do Not Appear Near Inappropriate Content Visit www.comScore.com/vCE to learn how to optimise your campaigns for ad visibility, demo targeting and brand safety. US EU 92,000 people 21,000 people In the US In the EU 72% and 55% of US and EU campaigns had impressions served in inappropriate brand content © comScore, Inc. Proprietary. Source: comScore EU Charter Study, Mar-Aug 2012 49
  50. 50. #FutureinFocusSPOTLIGHTS AND SCORECARDS © comScore, Inc. Proprietary.
  51. 51. Spotlight on News/Information, Retail and Banking+ Snapshots per CountryNews/Information – Retail – Banking The Scorecard section also provides more detailed,This report includes a special review of three country level, information for three key internetcategories that are of particular interest to the categories – News/Information, Retail and Banking.industry – either because these activities show These are three of over 100 categories and sub-particularly high adoption rates (News/Information) categories broken out in comScore’s dictionary.or high growth rates (Retail and Banking).Scorecard Section for 18 European Countries Please click on the country to get directlyThe following ‘Scorecard’ section (starting on page to the Snapshot section:59) provides the top 20 sites across all 18 •  Austria •  NorwayEuropean countries measured individually by •  Belgium •  Poland •  Denmark •  PortugalcomScore. Furthermore it shows how these sites •  Finland •  Russian Federationhave grown over the past year and the levels of •  France •  Spainengagement (average minutes and average pages •  Germany •  Swedenper visitor) per site. •  Ireland •  Switzerland •  Italy •  Turkey •  Netherlands •  United Kingdom © comScore, Inc. Proprietary. 51
  52. 52. News/Information –8 out of 10 European Internet Users Visit News and Information Sites 34,601 Nearly 327 million Europeans visited News and Information sites in December 2012 27,441 Total Unique Visitors (000) 21,517 21,129 20,773 20,245 19,325 17,425 16,558 16,096 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 52
  53. 53. News/Information – 55+ Year Olds Spent Most Time on News/Info Sites,but Fastest Growing is 35-44 Age Group Across Europe, time spent on news/information sites increased by 10% to 61.5 minutes per person in Dec. 2012 Average Minutes per VisitorDec-11 37.8 53.8 54.8 66.2 73.5Dec-12 41.6 57.2 63.2 69.6 82.6 Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ © comScore, Inc. Proprietary. Source: comScore MMX, December 2011 - December 2012, Europe 15+ 53
  54. 54. Retail – More Than 146 Million Europeans Visit Comparison Shopping Sites Top 5 Retail Subcategories by Unique Visitors (000)160,000 146,595 143,335 139,706140,000 132,884 123,635 119,704120,000100,000 94,609 87,510 80,000 57,460 60,000 49,812 40,000 20,000 0 Comparison Consumer Apparel Computer Home Furnishings Shopping Electronics Hardware Dec-2011 Dec-2012 © comScore, Inc. Proprietary. Source: comScore MMX, December 2011 - December 2012, Europe 15+ 54
  55. 55. Retail – Top 10 European Retail Websites German Retail Group Otto Only Behind Amazon and Apple Average Minutes per Person Amazon Sites 123,524 28.2 Apple.com Worldwide Sites 54,057 9.3 eBay, which is listed in the auction category, as opposed to Otto Gruppe 33,068 21.6 retail, had 117.8 million Unique Visitors in December 212Total Unique Visitors (000) LeGuide.com Sites 28,293 2.7 Groupe PPR 26,939 12.9 Samsung Group 21,634 5.5 IKEA 18,951 12.8 Yandex Market 18,899 9.1 Dixons Retail Plc. 17,922 7.6 Rakuten Inc 17,572 10.8 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 55
  56. 56. Retail –Top Mobile Retail Activities in EU5 (France, Germany, Italy, Spain and UK) Top Smartphone Retail Activities 1.  Found Store Location (20.4% of Smartphone Users) 2.  Compared Product Prices (17.5% of Smartphone Users) 3.  Researched Product Features (16.2% of Smartphone Users) Top Smartphone Retail Activities in Store 1.  Took Picture of a Product (19.3% of Smartphone Users) 14.1% of EU5 smartphone 2.  Texted or Called Friends/Family about a Product (18.0% of Smartphone Users) users purchased a good or service on their device in 3.  Sent Picture of Product to Family/Friends (9.8% of Smartphone Users) December 2012 Top Goods or Services Purchased on a Smartphone 1.  Clothing or Accessories (37.3% of Smartphone Shoppers) 2.  Books (excl. ebooks) (27.9% of Smartphone Shoppers) 3.  Consumer Electronics/ Household Appliances (27.5% of Smartphone Shoppers) © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5 13+ 56
  57. 57. Banking – Penetration Across EuropeNetherlands Leads with 66% of Internet Users Visiting Online Banking Sites Reach (%) of Online Banking Netherlands 66.0 France 60.0 Finland 56.4 United Kingdom 54.8 Sweden 54.2 Poland 52.3 Germany 48.0 Spain 45.5 Norway 43.6 Denmark 42.3 Belgium 40.5 2 in 3 Dutch internet users visited online banking Europe 39.9 websites, while only 18.8% of Turkey 39.6 Swiss users bank online Austria 36.9 Ireland 31.4 Italy 28.6 Portugal 25.3Russian Federation 22.2 Switzerland 18.8 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 57
  58. 58. Banking –UniCredit Shows the Fastest Growth Amongst Top 10 Banking Sites Top 10 European Banking Websites by Unique Visitors (000) in Dec. 2012 +3% +8% +15% +23% 11,622 11,577 10,749 +40% 10,553 +7% -9% 8,987 +5% +28% 8,290 +11% 7,831 7,027 6,807 6,780 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 58
  59. 59. Download further reports from the Future in Focus series analysing mobile trends or providing a detailed view of the digital landscape in the US, UK, Germany or France. www.comscore.com/futureinfocus2013SCORECARDS © comScore, Inc. Proprietary.

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