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Thinking Digital: Returning Value from your Digital Investment
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© 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………..
© comScore, Inc. Proprietary. 3
Interesting fact………..
How many toothbrushes are there in the
World?
© comScore, Inc. Proprietary. 4
Interesting fact………..
How many toothbrushes are there in the
World?
3.5 Billion
© comScore, Inc. Proprietary. 5
Interesting fact………..
How many mobile phones are there in the
World?
© comScore, Inc. Proprietary. 6
Interesting fact………..
How many mobile phones are there in the
World?
4 Billion
© 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…
© 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
© 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+
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
© 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
© 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
© 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…
© 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)
© 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
© comScore, Inc. Proprietary. 16
The Digital Future In Focus
The customer journey is invaluable to:
• Publishers
• Agencies
• Banking
• Broadcasters
• Gaming companies
• Travel companies
© 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
© 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
© 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
© 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%.
© 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…..
© 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
© 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
© 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+
© comScore, Inc. Proprietary. 25Source: comScore MMX, December 2012, UK 6+
Top Web Properties
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)
© 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%
© 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
© 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
Apple Maps
Google Search
BBC News
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.
© 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
© 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
© 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.
© 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
© 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
© 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
© 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
© 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
© 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%
© 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
© 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
© 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
© comScore, Inc. Proprietary.
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@comScore
For further information, please contact:
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