Key Insights from 2012 and What They Mean for the Coming Year

Transcription

1 Key Insights from 2012 and What They Mean for the Coming Year comscore, Inc. Proprietary. February 2013

2 Introduction #FutureinFocus Executive Summary Media fragmentation is occurring at light speed in today s multi-platform environment, which features not only computers, but smartphones, tablets, gaming platforms and a seemingly everincreasing number of emerging devices. Major media events in 2012, like the Olympics for example, have shown us that consumers have become more platform agnostic in their digital media consumption and happily switch devices throughout the day and into the night to stay up to date on , news, social media etc. comscore has been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality. The following report examines how the latest trends in web usage, online video, mobile and search, social and shopping are currently shaping the UK digital marketplace and what that means for the coming year, as comscore helps bring the digital future in focus. FOR FURTHER INFORMATION, PLEASE CONTACT: Berit Block worldpress@comscore.com Cathy McCarthy worldpress@comscore.com comscore, Inc. Proprietary. 2

3 Key Takeaways UK has highest engagement in Europe Consumers in the UK spend more than 37 hours per month online on their PC, representing the highest of all 18 EU markets analysed. Movies and Job Search were the fastest growing categories. Media landscape is fragmenting Nearly 1/3 of page views in the UK now occur on a smartphone or tablet. The rapid adoption of internet enabled devices is contributing to a more fragmented digital media landscape. Online video continues to grow The online video audience in the UK grew 8 percent in the past year, whilst the audience for video viewing on a mobile grew 262 percent. YouTube still top video property followed by Amazon and Facebook. UK advertisers continue to invest in online In December 2012, 16% more display ads were published than in December More than 923 billion display ad impressions were delivered across the web in 2012 increasing the importance for validation and measuring viewable impressions. Facebook remains the leading social network Social Networks capture the largest percentage of consumers time and also display impressions in the UK. There are some rising stars to watch Tumblr, Instagram, Pinterest and Goodreads that have all had strong growth rates across PC and mobile. Consumers experiment with m-commerce Online shopping now reaches 9 out of 10 UK internet users on PC, while Mobile shopping is growing rapidly. Our study shows that 1 in 5 Brits used their smartphone to purchase a good or service in December 2012 comscore, Inc. Proprietary. 3

4 Content SETTING THE SCENE Global Overview 5 European Online Landscape 8 European Mobile Landscape UK FUTURE IN FOCUS Online Landscape 17 Mobile Landscape 20 Digital Audience Behaviour 25 Online Video 36 Search 41 Digital Advertising 44 Spotlight: Social 50 Silver Surfers 54 Shopping 59 Conclusions 65 Tweetable Highlights 69 Methodology 70 About comscore 74 comscore, Inc. Proprietary. 4

5 #FutureinFocus GLOBAL OVERVIEW comscore, Inc. Proprietary.

6 Distribution of Worldwide Internet Audience The US is no Longer the Centre of the Online Universe 34% Outside US 87% Outside US Middle East - Africa 9% North America 14% Latin America 8% Asia Pacific 42% 66% Europe 27% 13% comscore, Inc. Proprietary. Source: comscore MMX, December 2012, Worldwide 15+, 6

7 Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World Hours per Visitor Global Average: 24.7 Hours a Month North America Europe Latin America Asia Pacific Middle East - Africa +7% Unique Visitors (MM) % % % % 131 Dec-11 Dec-12 Asia Pacific Europe Middle East - Africa North America Latin America comscore, Inc. Proprietary. Source: comscore MMX, December 2012, Worldwide 15+, 7

8 #FutureinFocus EUROPEAN ONLINE LANDSCAPE comscore, Inc. Proprietary.

9 Online Audience Across Europe 15% of Europe s 408 Million Internet Users are in Russia Russia s internet audience grew 15% since December 2011 and reached a new milestone: over 61 million internet users 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 Total Unique Visitors (000) comscore, Inc. Proprietary. Source: comscore MMX, December 2012, Europe 15+ 9

10 Engagement Across EU Audiences In the UK, Average Online Hours per Person Increased 5% Year over Year Average Hours per Visitor United Kingdom Turkey Netherlands Poland Finland France Europe Russian Federation Norway Germany Spain Belgium Sweden Portugal Denmark Ireland Italy Switzerland Austria Belgium saw the strongest growth of time spent per visitor across Europe. Users spent an additional 2 hours online compared to a year ago. comscore, Inc. Proprietary. Source: comscore MMX, December 2012, Europe

11 Under 35 Year Olds Accrue Nearly 50% of Time Spent in Europe Composition of Minutes per Age Group Varies Greatly Europe France % of Total Minutes Germany Italy Spain UK Persons: Persons: Persons: Persons: Persons: 55+ comscore, Inc. Proprietary. Source: comscore MMX, December 2012, Europe

12 #FutureinFocus EUROPEAN MOBILE LANDSCAPE comscore, Inc. Proprietary.

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

14 Over 35% of EU5 Mobile Users Are Under 35 Years Old UK has Biggest Proportion of Year Old Mobile Users EU5 France Germany Italy Spain United Kingdom Persons: Persons: Persons: Persons: Persons: Persons: 55+ comscore, Inc. Proprietary. Source: comscore MobiLens, 3 month average ending December 2012, EU5,

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

16 Device Share of Page Views Across Countries in Europe Nearly 1/3 of UK Page Views are from Mobiles and Tablets 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 68.1% 71.4% 74.8% 24.0% 21.8% 6.8% 5.6% 21.7% 3.4% 86.4% 86.5% 86.6% 87.6% 88.5% 89.0% 89.3% 89.6% 90.2% 7.3% 5.2% 7.9% 7.9% 7.9% 7.2% 5.8% 6.7% 5.6% 6.2% 8.1% 5.2% 4.3% 3.5% 3.7% 4.7% 3.5% 3.3% 91.0% 91.9% 92.3% 6.2% 3.4% 4.6% 2.3% 4.3% 2.6% 94.0% 3.8% 2.1% 95.7% 96.2% 3.2% 1.0% 2.3% 1.5% PC Mobile Tablet Other comscore, Inc. Proprietary. Source: comscore Device Essentials, December 2012, Europe Share of browser based page views 16

17 #FutureinFocus UK ONLINE LANDSCAPE comscore, Inc. Proprietary.

18 UK Online Population on the Up 44.8 Million Brits Surfed the Web via a Home or Work Computer +5% Olympics frenzy fuels internet audience growth 44,804 42,731 Growth Over 1 Year Total Unique Visitors (000) comscore, Inc. Proprietary. Source: comscore MMX, December 2012, UK 6+ 18

19 Profile: UK Online Audience Total Unique Visitors (000) 5,447 7,489 8,018 7,367 7,353 9,129 51% Male 49% Female Age: K or more 31.1% HH Income 35K- 49,999 25K- 34, % 21.2% 10K- 24, % Under 10K 10.6% comscore, Inc. Proprietary. Source: comscore MMX, December 2012, UK 6+ 19

20 #FutureinFocus UK MOBILE LANDSCAPE comscore, Inc. Proprietary.

21 UK Mobile Landscape Nearly ¼ of British Smartphone Audience are Between 25 and 34 Year Old Total UK Mobile Audience: 49.5 million Total UK Smartphone Audience: 31.7 million % Age Composition of Mobile Audience % % The gender split for smartphones is identical to the UK online audience: 51% male, 49% female Age Composition of Smartphone Audience % % % % % % % % % comscore, Inc. Proprietary. Source: comscore MobiLens, 3 month average ending December 2012, UK

22 More Than 8 in 10 Newly Acquired Devices are Smartphones UK smartphone penetration is at 64%, but 82% of phones acquired in December were smartphones 74% 82% Smartphone Dec-11 Dec-12 comscore, Inc. Proprietary. Source: comscore MobiLens, 3 month average ending December 2012, UK

23 Google Remains the Leading Smartphone Operating System Battle for 3 rd place Behind Google and Apple Continues Google Apple RIM Symbian Microsoft Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 comscore, Inc. Proprietary. Source: comscore MobiLens, 3 month average ending December 2012, UK

24 Tablets Are Here to Stay 7, % Smartphone Users (000) with Tablet 6,000 5,000 4,000 3,000 2,000 Over 6 million Brits had a smartphone as well as a tablet in December ,000 0 Source: comscore MobiLens, 3 month average ending December month average ending comscore, Inc. Proprietary. December 2012, UK

25 #FutureinFocus DIGITAL AUDIENCE BEHAVIOUR comscore, Inc. Proprietary.

26 Social Media Captures Most PC Screen Time in UK Total Time Spent on Services (e.g. ) Decreased But Still Top 2 Spot 18,000 16,000 14,000 Total Minutes (MM) 12,000 10,000 8,000 6,000 4,000 The average UK internet user spent 6.5 hours on social media sites during December ,000 0 Social Media Services Entertainment Portals Retail Auctions comscore, Inc. Proprietary. Source: comscore MMX, December December 2012, UK 6+ 26

27 Retail Movies is Fastest Growing Web Category Retail - Movies Job Search 1,384 2,764 1,181 1,790 Year over Year Growth +100% +51% Computer Software 8,019 10, % Total Unique Visitors (000) Consumer Goods Pharmacy Politics Health Care 4,861 6, ,065 5,216 2,511 3, % +30% +28% +28% Beauty/Fashion/Style 9,661 12, % Lotto/Sweepstakes 7,372 9, % Education - Information 9,698 12, % Dec-11 Dec-12 comscore, Inc. Proprietary. Source: comscore MMX, December December 2012, UK 6+ 27

28 Top Web Properties 40,706 33,591 31,790 26,408 26,378 22,023 23,174 22,948 22,500 20,633 18,540 14,090 9,386 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. Source: comscore MMX, December 2012, UK 6+ 28

29 MULTIPLE DEVICE USAGE comscore, Inc. Proprietary. 29

30 Device Share of Page Views in UK Mobiles and Tablets are Rapidly Gaining on PC for Content Consumption Connected devices are here to stay nearly 1/3 of UK page views are from mobiles and tablets Computer 68.1% Noncomputer 31.9% Mobile 24.0% Tablet 6.8% Other 1.1% comscore, Inc. Proprietary. Source: comscore Device Essentials, December 2012, UK Share of browser based page views 30

31 Device Preferences Throughout the Day Most Weekday Tablet Usage Occurs Between 8pm and 9pm Share of Device Page Traffic on a Typical Workday Mobiles brighten the commute PCs dominate working hours Tablets popular at night comscore, Inc. Proprietary. Source: comscore Device Essentials, Monday, 21 st January 2013, UK 31

32 Newspapers Extend Reach via Video and Mobile The Sun Extends Reach by Nearly 17% when Accounting for Mobile Incremental Audience (%) via Mobile 13, % 12,064 11, % 10,295 9, % 8,831 Accounting for these incremental audiences, media companies are able to demonstrate significantly wider scale to advertisers. Learn more about MMX MP (Beta): 5, % 4,546 4, % 4,061 2,560 1,588 1, ,039 Mail Online The Guardian Telegraph Media Group Independent.co.uk Total Digital Population (000) PC (Web and Video) Unique Visitors/ Viewers (000) Mobile Browsing Unique Visitors/ Viewers (000) The Sun Online comscore, Inc. Proprietary. Source: comscore MMX Multi-Plattform BETA, December 2012, UK 6+ 32

33 Online Video Enables Publishers to Reach Additional Audiences Sites with Highest Share of Video Viewers Compared to Total Digital Audience (Among Top 100) Vimeo Perform Sports +52% +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-Plattform BETA, December 2012, UK 6+ 33

34 Top Mobile Categories (via Browser) Total Unique Visitors (000) Services Search/Navigation Retail Social Media Portals 22,780 23,009 23,739 24,353 26,136 Services 45.4 Total Hours (MM) Social Media News/Information Weather Retail Average time spent accessing the internet via a mobile browser in the UK: 9.5 Hours per user a month comscore, Inc. Proprietary. Source: comscore GSMA MMM, December 2012, UK 34

35 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 Google Sites Facebook.com 23,750 15,704 Apple itunes Yahoo! Stocks YouTube 6,734 6,575 10,687 Total Unique Visitors (000) Amazon Sites BBC Sites Yahoo! Sites Wikimedia Foundation Sites Microsoft Sites Glam Media 10,662 9,574 9,451 9,306 6,951 6,325 Google Maps Facebook Apple Maps Google Search Instagram BBC News Twitter ebay Skype 3,112 2,598 2,000 1,549 1,431 1,390 5,349 4,534 4,153 The winners of the app world are Facebook, Google and Apple - keeping in mind that many apps are preinstalled, while e.g. Instagram is actively downloaded by UK users. Vodafone Group 6,153 Sky Sports Live Football Score 1,303 Terra - Telefonica 5,335 BBC iplayer Amazon Mobile 1,168 1,016 comscore, Inc. Proprietary. Source: comscore GSMA MMM, December 2012, UK 35

36 #FutureinFocus ONLINE VIDEO comscore, Inc. Proprietary.

37 Mobile Video Shows Tremendous Growth in One Year 37.5 Million Online Video Viewers vs Million Mobile Video Users 38,000 Online Video Growth on PC 8% 37,000 36,000 35,000 34,000 33,000 32,000 Dec ,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Dec 2011 Total Unique Viewers (000) Mobile Video Growth Total Unique Viewers (000) Dec 2012 Dec % Source: comscore Video Metrix, December 2012, UK 6+ comscore, Inc. Proprietary. Source: comscore MobiLens, 3 month average ending December 2012, UK

38 Google Still King of Online Video YouTube accounts for 99.7% of Google s video viewers Top 10 Destinations for Online Content Videos Videos per Viewer Google Sites 32, Amazon Sites 17, Facebook.com VEVO BBC Sites Collective Video Viacom Digital Yahoo! Sites AOL, Inc. 13,520 11,448 9,479 8,637 7,280 5,370 5, Vimeo 4,410 Total Unique Viewers 3.4 comscore, Inc. Proprietary. Source: comscore Video Metrix, December 2012, UK 6+ 38

39 Who Uses YouTube to Boost Their Reach? Top YouTube Partner Channels by Unique Visitors (000) YouTube 11,387 Warner YouTube 6,441 YouTube 6,095 Maker Studios YouTube 5,787 YouTube 5,748 YouTube 5,378 YouTube 3,508 YouTube 2,925 YouTube 2,487 YouTube comscore, Inc. 2,281 Proprietary. Source: comscore Video Metrix, December 2012, UK 6+ 39

40 Newspapers: Monetising Video Content % Ads of Total Videos: 28.8% 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. Total Videos (000) 19,554 % Ads of Total Videos: 30.7% % Ads of Total Videos: 23.6% 6,744 5,433 % Ads of Total Videos: 16.6% % Ads of Total Videos: 47.2% % Ads of Total Videos: 8.2% 1,493 1, News/Information - Newspapers The Guardian Mail Online Telegraph Media Group The Sun Online The New York Times Brand comscore, Inc. Proprietary. Source: comscore Video Metrix, December 2012, UK 6+ 40

41 #FutureinFocus SEARCH comscore, Inc. Proprietary.

42 Turkey Leads The Way With Most Searches per Searcher in Europe UK Internet Users Searched 161 Times on Average During December Searches per Searcher comscore, Inc. Proprietary. Source: comscore, qsearch, December 2012, Europe

43 Google Captures 91% of the UK Search Engine Market 4% 2% 2% 1% Share of Searches Google Search Bing Yahoo! Search Ask Network AOL Search Network 91% comscore, Inc. Proprietary. Source: comscore, qsearch, December 2012, UK 6+ 43

44 #FutureinFocus DIGITAL ADVERTISING comscore, Inc. Proprietary.

45 Top UK Display Advertisers Over 923 billion display ad impressions were delivered in 2012 Total Number of Display Ad Impressions (000) 5,000,000 4,500,000 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000, , ,275,515 1,770,693 1,255,962 1,071, ,610 Top UK Display Advertisers Were the ads seen by the desired target audience? Go to to learn more about the importance of viewable impressions. Q Q Q Q Q Q Q Q ,852,418 2,725,211 2,222,851 1,910,286 1,805,620 Microsoft Corporation ebay, Inc. British Sky Broadcasting Group plc Vodafone Group Plc Google Inc. comscore, Inc. Proprietary. Source: comscore Ad Metrix, December 2012, UK 6+ 45

46 UK Publishers Carrying Most Display Ad Impressions Social Media Sites Capture Largest Share of Display Ads Top Categories by % Share of Display Ad Impressions 5% 5% 3% 2% 3% 11% 31% Social Media Entertainment Portals Services Community News/Information Auctions 5% 10% 14% Sports Games Retail 11% Other comscore, Inc. Proprietary. Source: comscore Ad Metrix, December 2012, UK 6+ 46

47 Mobile Advertising Multiple formats take hold Young Adults have an especially high recall of mobile advertising Social Networking - Received coupon/offer/deal Social Networking - Clicked on advertisement Social Networking - Read posts from organizations/brands/events Saw in-game ads Scanned QR/bar code with mobile phone % of Year Old Smartphone Users % of Smartphone Users Web/App Ads: Recall seeing ads comscore, Inc. Proprietary. Source: comscore MobiLens, 3 month average ending December 2012, UK

48 Brits Search on Amazon and ebay, Not Just Search Engines Searches per Searcher Google Sites 44, Amazon Sites ebay 21,736 20, Ask Network Microsoft Sites Facebook.com Yahoo! Sites Answers.com Sites BBC Sites Twitter.com 12,989 11,045 9,990 8,350 6,759 5,353 3,543 Unique Searchers (000) comscore, Inc. Proprietary. Source: comscore, qsearch, December 2012, UK 6+ 48

49 #FutureinFocus FOCUS ON SOCIAL, SILVER SURFERS AND SHOPPING comscore, Inc. Proprietary.

50 WE ARE SOCIAL ALWAYS AND EVERYWHERE comscore, Inc. Proprietary. 50

51 Facebook and Twitter Top Social Network Ranking Median Age of UK LinkedIn User is Just Under 40 Median Age Facebook.com 14,090 31, Twitter.com 1,763 10, Linkedin 968 7, Tumblr.com 830 6, Deviantart.com 368 2, Pinterest.com 143 2, Ask.fm 2, Myspace 75 2, Goodreads.com 1, Steamcommunity.com 1, Total Unique Visitors (000) Average Daily Visitors (000) 24.8 comscore, Inc. Proprietary. Source: comscore MMX, December 2012, UK 6+ 51

52 Social the New Kids on the Block Instagram Grows UK Mobile Audience by 1112% During Past Year YoY Growth +101% +140% +33,907% +1,112% Total Unique Visitors (000) 6,697 4,893 3, % 2, % 771 1, % +373% Tumblr.com Instagram.com Pinterest.com Goodreads.com PC Mobile Source: comscore MMX, December 2012, UK 6+ comscore, Inc. Proprietary. Source: comscore GSMA MMM, December 2012, UK 52

53 Mobile Social There is no Way Around it Year over Year Growth Frequency of Accessing Social Networking Sites via Mobile Ever in month Once to three times throughout the month At least once each week Almost every day 3, % 5,024 +8% 13, % 21, % % of Mobile Social Media Users Read posts from people known personally 85.5% Posted status update Read posts from organizations/brands/ events Followed posted link to website Read posts from public figures/celebrities 50.7% 56.4% 54.6% 69.0% comscore, Inc. Proprietary. Source: comscore MobiLens, 3 month average ending December 2012, UK

54 SILVER SURFERS comscore, Inc. Proprietary. 54

55 Silver Surfers Understand the Largest Group of UK Internet Users Persons: 6-14 Persons: Persons: Persons: Persons: Persons: 55+ Composition of UK Internet Audience 20.4% 12.2% 16.7% 16.4% 17.9% 16.4% 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%. Index* for 55+ Year Olds Likelihood compared to Total Internet Audience Automotive Travel Business/Finance Telecommunications Gambling Source: comscore MMX, December 2012, UK 6+ comscore, Inc. Proprietary. **Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet Users from the Demo Segment x 100; Index of 100 indicates average representation. 55

56 Silver Surfers Try Their Luck Camelot Group (The National Lottery) attracts a disproportionally high number of Brits Age 55+ 5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1, , ,849 1,749 1,695 1,536 4, , ,100 1,214 1, Total Unique Visitors (000) above 55 Index comscore, Inc. Proprietary. 56

57 Silver Surfers Discovering the Benefits of Smartphones In December 2012, 71% of new devices acquired by Brits aged 55+ were smartphones Feature Phone Smartphone 0.0 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 comscore, Inc. Proprietary. Source: comscore MobiLens, 3 month average ending December 2012, UK

58 Nokia Still a Trusted Manufacturer Amongst Older Age Group OEM Shares in the UK OEM Shares Amongst 55+ Age Group 2% 10% 10% 3% 2% 20% 6% 5% 5% 4% 3% 33% 6% 7% 28% 8% 18% 30% Nokia Samsung Apple Sony RIM HTC LG Motorola Other comscore, Inc. Proprietary. Source: comscore MobiLens, 3 month average ending December 2012, UK

59 DO ALL ROADS LEAD TO RETAIL? comscore, Inc. Proprietary. 59

60 Digital Commerce Mobile Outpaces PC Growth Rates Amazon Attracts Most UK PC users and 87% Audience Growth on Mobile YoY Growth +0% +87% Apple has nearly as many unique visitors on Mobile than PC Total Unique Visitors (000) 26,378 6,595 +5% +80% 13,348 2,378 +6% +75% 11,472 10, % +49% 10,442 2, % +88% 7, Amazon Sites Home Retail Group Apple.com Worldwide Sites PC Mobile Tesco Stores Dixons Retail Plc. Source: comscore MMX, December 2012, UK 6+ comscore, Inc. Proprietary. Source: comscore GSMA MMM, December 2012, UK 60

61 Retail: Visitors to Movie Websites Double, Whilst Music Takes a Hit Retail - Movies 2, % Retail Subcategories with strongest growth Computer Software Consumer Goods Health Care Retail - Food 3, % 6, % 10, % 16, % Retail Subcategories with weakest growth Apparel Consumer Electronics Books Comparison Shopping 4,382 +1% 12,554 +2% 17,169 19,993-6% +5% Retail - Music 5,510-11% Total Unique Visitors (000) comscore, Inc. Proprietary. Source: comscore MMX, December December 2012, UK 6+ 61

62 UK Retailers Increase Number of Display Ads ebay, Amazon and DSG Lead Ranking of UK Retail Advertisers Total Display Ad Impressions (000) 900, , , , , , , , , % +85% +68% +142% In December 2012, 16% more display ads were published than in December UK Retailers grew the number of display ads they placed online by 51% over the same period. N/A +608% -21% +254% % +86% 0 Dec-11 Dec-12 comscore, Inc. Proprietary. Source: comscore Ad Metrix, December December 2012, UK 6+ 62

63 Mobile Retail Trends 1. PURCHASING 20% of smartphone users purchased a good or service on their device. Price per item and overall monthly spend is growing rapidly. 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. (26%) (20%) (19%) comscore, Inc. Proprietary. Source: comscore MobiLens, 3 month average ending December 2012, UK

64 iphone - The Mobile Shoppers Best Friend 1 in 3 iphone users made a purchase via their Smartphone 33.1 iphone users are twice as likely as Android users to shop 1-3 times a month % of Smartphone Users % of iphone Users % of Android Users Almost every day At least once each week Once to three times throughout the month Ever in month comscore, Inc. Proprietary. Source: comscore MobiLens, 3 month average ending December 2012, UK

65 #FutureinFocus CONCLUSION comscore, Inc. Proprietary.

66 2013: Putting the Future in Focus ADAPTABLE ANALYTICS REQUIRED This past year saw digital media s continued rise in prominence as part of peoples personal lives and in business environments. Consumers are quickly becoming platform agnostic in their digital media consumption and in today s world they can choose when and how they d like to consume content. It might be that they started watching a film at home on their TV, continued watching it on their smartphone on the way to work, and finished watching it in bed at night on their tablet. It s the pinnacle of convenience for consumers, but an utter headache from an audience measurement and advertising analytics standpoint. comscore has adapted to this changing digital world to become a trusted resource for understanding cross-platform consumer behaviour and enabling multi-platform unification of all data. Consumers have already adopted multiple platforms and devices 2013 is the year businesses need to follow if they desire a unified, platform-agnostic view of consumer behaviour. comscore, Inc. Proprietary. 66

67 2013: Putting the Future in Focus VALIDATION MATTERS In the UK, more than 923 billion display ad impressions were delivered across the web in 2012 at a growth of 16 percent indicating an increasing level of comfort with a medium capable of delivering strong marketing ROI. While delivering advertising at scale remains important, an increased premium on accountability and performance means advertisers may be sacrificing quantity for quality whether that means leveraging more rich media, experimenting with larger ad units, or demanding ad viewability. comscore s 2012 research about viewable impressions, spanning over 8 EU markets and 14 advertiser brands, showed that an average of 3 in 10 ads were never actually seen by their target audiences. It is more important than ever for advertisers to evaluate campaign viewability to improve optimisation and maximise the return on their media spend. Look for advertisers to demand more accountability and publishers to reconfigure site design and ad inventory to improve performance in the coming year. comscore, Inc. Proprietary. 67

68 2013: Putting the Future in Focus IMPROVED ACCOUNTABILITY In April 2012, it was announced that UKOM, the leading voice for online audience measurement for advertisers, media agencies and online media owners in the UK, signed an agreement confirming comscore as the new partner for online media measurement in the UK market as of The selection of comscore followed an open tender and rigorous six-month selection process by UKOM, which is jointly owned by the AOP and IAB, and governed by a cross-industry board with representatives of the IAB, AOP, ISBA and IPA. comscore is excited to provide the UK market with important insights on today s fragmented digital media landscape. The ability to understand usage across computers, smartphones and tablets will better reflect the state of digital media today, facilitate crossplatform comparisons, and enable clients to effectively manage their digital investments. comscore, Inc. Proprietary. 68

69 Tweetable Highlights Dec 2012 was first month all EU countries crossed 50 percent mark for smartphone penetration #FutureinFocus 44.8 million people in UK used the internet in Dec 2012, up 5 percent over the year #FutureinFocus UK internet users spend 37 hours online per month, more than any other EU country #FutureinFocus UK online video audience grew 8 percent in past year, whilst mobile video grew 262 percent #FutureinFocus 63 percent UK smartphone penetration, 82 percent of phones acquired in Dec 2012 were smartphones #FutureinFocus Google captures almost 48 percent of UK smartphone OS market #FutureinFocus Over 6 million UK smartphone users also owned a tablet in December #FutureinFocus Online shopping now reaches 9 out of 10 UK internet users #FutureinFocus 1 in 5 Brits used their smartphone to purchase a good or service in December #FutureinFocus Instagram s UK mobile audience grew 1112 percent between Dec 2011 and Dec #FutureinFocus Nearly One-Third of Web-Based Page Views in UK Are Viewed on Smartphones and Tablets #FutureinFocus comscore, Inc. Proprietary. 69

70 #FutureinFocus METHODOLOGY comscore, Inc. Proprietary.

71 Methodology and Definitions This report utilises data from the comscore suite of products, including comscore MMX Multi-Platform (Beta), comscore qsearch, comscore Ad Metrix, comscore Video Metrix, comscore MobiLens, comscore Device Essentials and comscore GSMA Mobile Media Metrics (MMM). comscore MMX The comscore MMX suite of syndicated products sets the standard for digital audience measurement and media planning. Powered by Unified Digital Measurement, the revolutionary measurement approach that bridges panel-based and website server-based metrics to account for 100 percent of a site s audience, MMX delivers the most accurate and comprehensive suite of audience metrics, providing valuable demographic measures, such as age, gender, household income and household size. MMX reports on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions, as well as worldwide totals. The comscore MMX product suite includes individual products utilised within this report including comscore MMX Multi-Platform (Beta), comscore qsearch, comscore Ad Metrix and comscore Video Metrix. comscore, Inc. Proprietary. 71

72 Methodology and Definitions comscore MobiLens comscore MobiLens provides market-wide insight into mobile digital media consumption, brand-level audience metrics, and details of device ownership and technology penetration. Using proprietary data collection methods, we survey nationally representative samples of mobile subscribers age 13+ in the U.S., UK, France, Germany, Spain, Italy, Canada, and Japan. The MobiLens sample is substantial enough to provide projected data for sub-segments as small as 1 percent of mobile subscribers. For 2012, the estimated monthly survey completes utilised for this report are 5,000 mobile phone owners in the UK. For the following analysis, the three-month average figures amount to a sample of 15,000 mobile users. For more information, please visit: comscore Device Essentials* comscore Device Essentials provides insight into digital traffic share across all devices worldwide, offering detail into device characteristics, connection type, and category consumption. The product is based on the comscore Unified Digital Measurement (UDM) approach, measuring browser-based page views coming from computers, mobile, and other connected devices to more than one million domains tagging with comscore. For more information, please visit: *Please note that Device Essentials has undergone a methodological enhancement with comscore, Inc. Proprietary. December 2012 data to account for additional connected devices. 72

73 Methodology and Definitions comscore GSMA Mobile Media Metrics (MMM) GSMA Mobile Media Metrics (MMM) is a partnership between the GSM Association (GSMA), comscore, and the UK s 4 mobile operators: O2, Vodafone, EverythingEverywhere and 3UK. GSMA MMM aligns the power of connected mobile data with Wi-Fi activity and rich demographics to unveil the most powerful view of the who, the what and the where of mobile web via a secure, industry-audited process. The mobile network operators provide irreversibly anonymised census-level data for mobile internet usage. Demographic data is ascribed onto the unique persistent ID for each anonymous user in the operator data. Wi-Fi usage, not seen in the mobile network traffic, is captured in server-side logs of media owners and overlaid onto the operator data to create the most comprehensive view of connected mobile activity in the UK. For more information, please visit: GSMA_Mobile_Media_Metrics_MMM comscore, Inc. Proprietary. 73

74 ABOUT COMSCORE comscore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments. A preferred source of digital audience measurement, comscore offers a variety of on-demand software and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comscore Census Network (CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than 2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!. STAY CONNECTED comscore, Inc. Proprietary. 74

75 #FutureinFocus UK Digital Future in Focus 2013 Key Insights from 2012 and What They Mean for the Coming Year Phone: Media Requests: comscore, Inc. Proprietary.