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

Digital 2013, Chris Thomson, comScore

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Page 1: 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

Page 2: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 2

Interesting fact………..

Page 3: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 3

Interesting fact………..

How many toothbrushes are there in the

World?

Page 4: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 4

Interesting fact………..

How many toothbrushes are there in the

World?

3.5 Billion

Page 5: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 5

Interesting fact………..

How many mobile phones are there in the

World?

Page 6: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 6

Interesting fact………..

How many mobile phones are there in the

World?

4 Billion

Page 7: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 7

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…

Page 8: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 8Source: comScore MMX, December 2012, UK 6+

UK Online Population on the Up44.8 Million Brits Surfed the Web via a Home or Work Computer

Gro

wth

Ove

r 1

Yea

r

+5%

Dec-2011

Jan-2012

Feb-2012

Mar-2012

Apr-2012

May-2012

Jun-2012

Jul-2012

Aug-2012

Sep-2012

Oct-2012

Nov-2012

Dec-2012

42

,73

1

44

,80

4

Total Unique Visitors (000)

Olympics frenzy fuels internet audience growth

Page 9: Digital 2013, Chris Thomson, comScore

© 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

Page 10: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 10Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+

EU5

Germany

United Kingdom

Italy

France

Spain

241,000

61,000

49,500

48,000

47,500

35,000

Total Mobile Audience (000)

Mobile Audience in EU5 Crosses 240 Million Mark

241 Million

Page 11: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 11Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views

Device Share of Page Views Across Countries in EuropeNearly 1/3 of UK Page Views are from Mobiles and Tablets

United Kingdom

Ireland

Russian Federation

Norway

Netherlands

Switzerland

Finland

Austria

Sweden

Denmark

Italy

Germany

Spain

Belgium

France

Portugal

Poland

Turkey

65% 70% 75% 80% 85% 90% 95% 100%

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%PC Mobile Tablet Other

Page 12: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 12Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average ending

December 2012, UK 13+

Tablets Are Here to Stay

Dec-2011

Jan-2012

Feb-2012

Mar-2012

Apr-2012

May-2012

Jun-2012

Jul-2012

Aug-2012

Sep-2012

Oct-2012

Nov-2012

Dec-2012

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

Sm

art

ph

on

e U

se

rs (

00

0)

wit

h T

ab

let

+243%

Over 6 million Brits had a smartphone as well as a tablet in December 2012

Page 13: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 13

“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…

Page 14: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 14

Sh

are

of

De

vic

e P

ag

e T

raff

ic o

n a

Ty

pic

al W

ork

da

y

Mobiles brighten the commute

Source: comScore Device Essentials, Monday, 21st January 2013, UK

Device Preferences Throughout the DayMost Weekday Tablet Usage Occurs Between 8pm and 9pm

Tablets popular at night

PCs dominate working hours

LATE NIG

HT

(12AM - 7AM)

EARLY MORNIN

G

(7AM – 10AM)

DAYTIME

(10AM – 5PM)

EARLY EVENIN

G

(5PM – 8PM)PRIM

E

(8PM – 12AM)

Page 15: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 15

Tablets - Companions on the Sofa + in Bed in U.S. Homes

Bedroom

Family/living room

Home office

Kitchen

Outside/patio/porch

74%

70%

41%

36%

34%

Location of Tablet Use at Home

Nearly half of Tablet Owners

Use their Tablet while watching TV

Page 16: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 16

The Digital Future In Focus

The customer journey is invaluable to:

• Publishers

• Agencies

• Banking

• Broadcasters

• Gaming companies

• Travel companies

Page 17: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 17

• 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

The Digital Future In Focus

Page 18: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 18Source: comScore MMX, December 2012, UK 6+

Profile: UK Online Audience

6-14 15-24 25-34 35-44 45-54 55+

5,447

7,4898,018

7,367 7,353

9,129

To

tal U

niq

ue

Vis

ito

rs (

00

0)

Age:

Under £10K

£10K-£24,999

£25K-£34,999

£35K-£49,999

£50K or more

10.6%

21.8%

15.3%

21.2%

31.1%

HH

Inc

om

e

49% Female

51%Male

Page 19: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 19Source: comScore MobiLens, 3 month average ending December 2012, UK 13+

UK Mobile LandscapeNearly ¼ of British Smartphone Audience are Between 25 and 34 Year Old

13-177%

18-2412%

25-3417%

35-4417%

45-5417%

55+30%

Age Composition of Mobile Audience

13-178%

18-2415%

25-3422%

35-4419%

45-5416%

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

Page 20: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 20

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+

Gambling

Telecommunications

Business/Finance

Travel

Automotive

98 100 102 104 106 108 110 112 114 116 118

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%.

Page 21: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 21

The Digital Future In Focus

• 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…..

Page 22: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 22Source: comScore MMX, December 2010 - December 2012, UK 6+

Social Media Captures Most PC Screen Time in UKTotal Time Spent on Services (e.g. Email) Decreased – But Still Top 2 Spot

Dec-2

010

Jan-2

011

Feb-2

011

Mar

-201

1

Apr-201

1

May

-201

1

Jun-2

011

Jul-2

011

Aug-201

1

Sep-2

011

Oct-2

011

Nov-20

11

Dec-2

011

Jan-2

012

Feb-2

012

Mar

-201

2

Apr-201

2

May

-201

2

Jun-2

012

Jul-2

012

Aug-201

2

Sep-2

012

Oct-2

012

Nov-20

12

Dec-2

012

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

Social Media Services Entertainment Portals Retail Auctions

To

tal M

inu

tes

(M

M)

The average UK internet user spent 6.5 hours on social media sites during December 2012

Page 23: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 23

Retail - Movies

Job Search

Computer Software

Consumer Goods

Pharmacy

Politics

Health Care

Beauty/Fashion/Style

Lotto/Sweepstakes

Education - Information

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

Dec-12 Dec-11

To

tal U

niq

ue

Vis

ito

rs (

00

0)

+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 CategoryYear over

Year Growth

Page 24: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 24

Newspapers Extend Reach via Video and MobileThe Sun Extends Reach by Nearly 17% when Accounting for Mobile

Mail Online The Guardian Telegraph Media Group

Independent.co.uk The Sun Online

13,392

11,274

9,650

5,034 4,748

12,064

10,295

8,831

4,5464,061

2,560

1,5881,216

702 1,039

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+

Page 25: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 25Source: comScore MMX, December 2012, UK 6+

Top Web Properties

Google

Site

s

M

icro

soft

Sites

Faceb

ook.co

m

Yah

oo! Site

s

Am

azon S

ites

eB

ay

BBC S

ites

Gla

m M

edia

W

ikim

edia

Foundat

ion S

ites

Ask

Net

work

40,706

33,59131,790

26,408 26,378

23,174 22,948 22,50020,633

18,540

22,023

9,386

14,090

6,7474,541 4,764 4,573 4,276

2,905 1,984

Total Unique Visitors (000) Average Daily Visitors (000)

Page 26: Digital 2013, Chris Thomson, comScore

© 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%

Page 27: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 27

Top Mobile Categories (via Browser)

Source: comScore GSMA MMM, December 2012, UK

Services

Search/Navigation

Retail

Social Media

Portals

26,136

24,353

23,739

23,009

22,780To

tal U

niq

ue

Vis

ito

rs (

00

0)

Services

Social Media

News/Information

Weather

Retail

45.4

34.2

33.1

23.8

13.6

To

tal H

ou

rs (

MM

)

Average time spent accessing the internet via a mobile browser in the UK: 9.5 Hours per user a month

Page 28: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 28

Google Secures Spot as Top Mobile Website3 Google Apps Make it into Top 10 – YouTube, Maps and Search

Source: comScore GSMA MMM, December 2012, UK

Top 10 Mobile Websites Top 15 Apps

Apple iTunes

Yahoo! Stocks

YouTube

Google Maps

Facebook

Apple Maps

Google Search

Instagram

BBC News

Twitter

eBay

Skype

Sky Sports Live Football Score Centre

BBC iPlayer

Amazon Mobile

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

Google Sites

Facebook.com

Amazon Sites

BBC Sites

Yahoo! Sites

Wikimedia Foundation Sites

Microsoft Sites

Glam Media

Vodafone Group

Terra - Telefonica

23,750

15,704

10,662

9,574

9,451

9,306

6,951

6,325

6,153

5,335

To

tal U

niq

ue

Vis

itors

(000

)

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.

Page 29: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary.

Technology

Business/Finance

Community

Games

Retail

News/Information

Portals

Social Media

Directories/Resources

Search/Navigation

Entertainment

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

WebApp

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

Page 30: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 30

The Digital Future In Focus

• 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

Page 31: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 31

Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 20120

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

1,071,599

2,852,418

2,275,5152,725,211

1,255,962

2,222,851

424,610

1,910,2861,770,693

1,805,620

Top UK Display Advertisers

Microsoft Corporation British Sky Broadcasting Group plc eBay, Inc.

Vodafone Group Plc Google Inc.

To

tal N

um

be

r o

f D

isp

lay

Ad

Imp

res

sio

ns

(0

00

)

Source: comScore Ad Metrix, December 2012, UK 6+

Top UK Display AdvertisersOver 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.

Page 32: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 32

Retail - Movies

Computer Software

Consumer Goods

Health Care

Retail - Food

Apparel

Consumer Electronics

Books

Comparison Shopping

Retail - Music

2,764

10,629

6,397

3,221

16,874

19,993

12,554

4,382

17,169

5,510

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 HitR

eta

il S

ub

ca

teg

ori

es

w

ith

str

on

ge

st

gro

wth

Re

tail

Su

bc

ate

go

rie

s

wit

h w

ea

ke

st

gro

wth

Page 33: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 33

News/Information - Newspapers

The Guardian Mail Online Telegraph Media Group

The Sun Online The New York Times Brand

19,554

6,7445,433

1,493 1,219 745

To

tal V

ide

os

(0

00

)

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

Page 34: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 34

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 ImpressionsSocial Media Sites Capture Largest Share of Display Ads

Page 35: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 35Source: comScore MobiLens, 3 month average ending December 2012, UK 13+

Mobile Advertising – Multiple formats take holdYoung Adults Have an Especially High Recall of Mobile Advertising

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

28.0

10.8

20.5

36.4

16.3

16.6

38.7

14.5

30.3

57.7

26.2

25.8

% of 18-24 Year Old Smartphone Users

% of Smartphone Users

Page 36: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 36

Tumblr.com Instagram.com Pinterest.com Goodreads.com

6,6

97

4,8

93

2,4

15

1,3

13

77

1

3,4

20

23

5

12

8

PC Mobile

To

tal U

niq

ue

Vis

ito

rs (

00

0)

Source: comScore MMX, December 2012, UK 6+

Source: comScore GSMA MMM, December 2012, UK

Social – the New Kids on the BlockInstagram UK Mobile Audience Grows by 1112% During Past Year

+101%

+33,907%

+717%

+163%

+140%

+1,112%

+849%

+373%

YoY Growth

Page 37: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 37

eB

ay, In

c. -

Retai

l

Am

azon.c

om, In

c. -

Retai

l

DSG R

etai

l Lim

ited

M

arks

& S

pence

r PLC

Rak

uten In

c - R

etai

l

Nik

e, In

c. -

Retai

l

ASOS.c

om L

imite

d

Ju

stFab

ulous,

LLC

Jo

hn Lew

is P

artn

ersh

ip

HM

V Gro

up - Ret

ail

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

Dec-11 Dec-12

To

tal D

isp

lay

Ad

Imp

res

sio

ns

(0

00

)

-21%

Source: comScore Ad Metrix, December 2011 - December 2012, UK 6+

UK Retailers Increase Number of Display AdseBay, 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%

Page 38: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 38Source: comScore MobiLens, 3 month average ending December 2012, UK 13+

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

Page 39: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 39

• 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

Page 40: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary. 40

• 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

Page 41: Digital 2013, Chris Thomson, comScore

© comScore, Inc. Proprietary.

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