Measuring the impact of IoT. Alison Robart Director, Client Services

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1 Measuring the impact of IoT Alison Robart Director, Client Services

2 Looking Ahead to the Voice Era July 2017 Alison Robart Director Client Insights comscore, Inc. For info about the proprietary technology used in comscore products, refer to

3 The Mobile Revolution The Average Millennial Spends 3+ hours Per Day on their Smartphone comscore, Inc. Proprietary. 146

4 Smartphone usage has doubled in the past three years, and since 2014 it s driven all of the growth in digital media time spent Growth in Digital Media Time Spent in Minutes (MM) 197, , , % vs Tablet 123, , , , % vs Smartphone 441,693 Total Minutes (MM) 505, , , ,814 Dec-2013 Dec-2014 Dec-2015 Dec % vs Desktop Source: comscore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec Dec 2016 comscore, Inc. Proprietary. 147

5 Apps dominate usage time over mobile web on smartphones, accounting for 7 out of every 8 minutes Mobile Web 12% Share of Smartphone Time App 88% Source: comscore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec 2016 comscore, Inc. Proprietary. 148

4 Hours Daily 1 1 1 2 2 2 3 3 4 5 6 7 FB Messenger Google Search Google Maps 3 FB Messenger 4 Google Search Google Maps 6 6 7 7

6 The top apps vary by age group, with Snapchat, Instagram and Spotify falling much higher on the list among younger Millennials Age Age Age Hours Daily 3.1 Hours Daily 2.4 Hours Daily FB Messenger Google Search Google Maps 3 FB Messenger 4 Google Search Google Maps Gmail Gmail FB Messenger Google Search Google Maps Gmail 8 Source: comscore Media Metrix Multi-Platform, Unique Visitor Rank, U.S., March 2017 comscore, Inc. Proprietary. 149

7 m-commerce has attained a much more meaningful share of Total Digital Commerce dollars, with its Q share reaching 22% 2% 2% 4% 6% 7% 9% 9% 9% m-commerce Share of Total Digital Commerce Dollars 22% 20% 20% 21% 19% 16% 17% 15% 16% 8% 11% 11% 11% 12% 11% 11% 11% 10% 9% 13% Source: comscore m-commerce Measurement comscore, Inc. Proprietary. 150

8 For those using voice technology on their smartphone, it has become a regularly occurring behavior 34% Using it Daily 1 in 2 Use Voice Technology on Smartphone 49% Using it Weekly Source: comscore Custom Survey, Q comscore, Inc. Proprietary. 151

9 Adoption of voice technology on smartphones has been steady while many users have been relying on the technology for years Length of Time Using Voice Technology on Smartphone 40% 35% 30% 25% 20% 15% 10% 5% 0% 57% 1+ Year 2+ Years 1 to 2 Years 6 Months to 1 Year Less than 6 Months Source: comscore Custom Survey, Q comscore, Inc. Proprietary. 152

10 Americans using voice technology do not see an end in sight, nearly half believe their usage will increase in the coming months How Do You Expect Your Usage of Voice Technology to Change? Increase Stay the Same Decrease 47% 51% 2% Source: comscore Custom Survey, Q comscore, Inc. Proprietary. 153

11 The Average U.S. Connected Home Has 8.5 Internet-Connected Devices comscore, Inc. Proprietary. 154

12 The modern living room experience features a multitude of connected devices, including significant innovation and adoption in the OTT and IoT landscape Media Device Penetration Among U.S. Wi-Fi Households 90% 89% 65% 38% 31% 29% 8% 6% 5% 4% Digital OTT IoT Source: comscore Connected Home, U.S., March 2017 comscore, Inc. Proprietary. 155

13 Measuring the Internet of Things We define IoT as Wi-Fi connected devices in the home that are not primarily used for media consumption Audio Home Audio Systems Portable Speakers Smart Speakers Home Security Alarm Systems Security Cameras Health & Wearables Smartwatches Pedometers Scales Home Energy 7 0 Thermostats Light Systems Solar Panels Home Office Network Storage Printers Appliances & Household Washers Refrigerators Cars comscore, Inc. Proprietary. 156

IoT households are gaining traction in the U.S.

14 IoT households are gaining traction in the U.S. 1 of 5 U.S. connected homes has an IoT device IoT devices are ACTIVE 18 days per month on average The average IoT home has 1.5 IoT Devices Smart Speakers Are the most prevalent IoT device category Source: comscore Connected Home, U.S., March 2017 comscore, Inc. Proprietary. 157

15 Intent to purchase a smart speaker higher among users of voice technology on smartphone 42% of voice tech smartphone users intend to purchase a smart speaker while only 15% of non voice tech smartphone users intend to purchase a smart speaker Source: comscore Custom Survey, Q comscore, Inc. Proprietary. 158

16 8% of U.S. homes use a smart speaker 9 out of 10 speakers are Amazon 23 active usage days per month, on average 12.8 Connected Devices in a smart speaker home, on average Source: comscore Connected Home, U.S., March 2017 comscore, Inc. Proprietary. 159

17 comscore, Inc. Proprietary. 160

18 < 1% Of U.S. Households Purchased a Product via a Smart Speaker Source: comscore Custom Survey, Q1 2017, U.S. Households comscore, Inc. Proprietary. 161

19 Americans are using smart speakers for a range of daily behaviors with a small portion of these households using them to buy things Top Use Cases for Smart Speakers Among Households Owning the Device General Questions Weather Stream Music Timers/Alarms Reminders/To Do Calendar Home Automation Stream News Find Local Businesses Playing Games Bluetooth Audio Audiobooks Order Products Order Food/Services Podcasts 3% 16% 14% 12% 11% 11% 8% 22% 27% 27% 41% 39% 54% 57% 60% Source: comscore Custom Survey, Q1 2017, U.S. Households comscore, Inc. Proprietary. 162

20 Understanding the barriers to voice technology provide an opportunity for marketers to drive further adoption Reasons Consumers Are Not Using Voice Technology Not relevant 40% I feel uncomfortable talking to my device Not very useful 24% 23% Does not understand me Security/privacy concerns Complicated to use 11% 15% 13% Not sure what it is used for Not aware of this capability 8% 7% Don t trust the information 5% Source: comscore Custom Survey, Q comscore, Inc. Proprietary. 163

21 KEY TAKEAWAYS 1 Massive growth in smartphone usage is paving the way for the voice era Smartphone usage has doubled in the past three years Smartphone usage heavily skews towards apps specifically of the media & entertainment variety Users are engaging in more sophisticated behaviors, like mobile commerce 2 Using voice technology on smartphones is predictive of adopting smart speakers 1 in 2 smartphone users now use voice technology every week; 1 in 3 use it every day Half of all users expect to use voice tech more in the coming month vs. just 2% who say less Users of voice tech are 3x more likely to intend to purchase a smart speaker for their home 3 Smart speakers are already the #1 IoT category in the home, w/ more growth coming Smart speakers are currently in 8% of U.S. connected homes People use for a variety of daily tasks; not heavily for buying yet Amazon Echo Devices make up the vast majority of devices today But, Google Home is a strong product and Apple Homepod is on the way comscore, Inc. Proprietary. 164

22 Thank you Alison Robart Director Client Insights For info about the proprietary technology used in comscore products, refer to

23 The Total Home Panel comprehensively measures the connected home, including OTT and Internet of Things devices 12,500+ homes 150,000+ devices every month Mobile Phone, Tablet (All ages) Networkconnected Set-top Boxes Streaming/OTT Roku, Apple TV, Chromecast, Fire TV IoT & Other Devices Thermostats, Security, Smart Speakers Nationallydistributed Sample PC Laptops, Desktops Home Theater: Blu-ray Disc Player, Smart TV Game Consoles Xbox, PlayStation, Nintendo 3DS Wearables Apple Watch, Samsung Gear comscore, Inc. Proprietary. 166

The Future of Digital Platforms Smartphones, Streaming Video & Smart Speakers

The Future of Digital Platforms Smartphones, Streaming Video & Smart Speakers Local Online Advertising Conference 2018 Dr. Gian Fulgoni Chairman & Co-Founder For info about the proprietary technology used