Mais conteúdo relacionado Semelhante a 2013 uk digital future in focus (20) 2013 uk digital future in focus 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 comScore has been preparing for a future
today’s multi-platform environment, which scenario where most people will consume content
features not only computers, but smartphones, on the go and PCs would no longer be the centre
tablets, gaming platforms and a seemingly ever- of the digital universe. This future is quickly
increasing number of emerging devices. becoming a reality.
Major media events in 2012, like the Olympics for The following report examines how the latest
example, have shown us that consumers have trends in web usage, online video, mobile and
become more platform agnostic in their digital search, social and shopping are currently shaping
media consumption and happily switch devices the UK digital marketplace and what that means
throughout the day and into the night to stay up to for the coming year, as comScore helps bring the
date on email, news, social media etc. 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 UK advertisers continue to invest in online
Consumers in the UK spend more than 37 In December 2012, 16% more display ads were
hours per month online on their PC, published than in December 2011. More than 923
representing the highest of all 18 EU billion display ad impressions were delivered across
markets analysed. Movies and Job Search the web in 2012 increasing the importance for
were the fastest growing categories. validation and measuring viewable impressions.
Media landscape is fragmenting Facebook remains the leading social network
Nearly 1/3 of page views in the UK now Social Networks capture the largest percentage of
occur on a smartphone or tablet. The rapid consumers’ time and also display impressions in the
adoption of internet enabled devices is UK. There are some rising stars to watch – Tumblr,
contributing to a more fragmented digital Instagram, Pinterest and Goodreads – that have all
media landscape. had strong growth rates across PC and mobile.
Online video continues to grow Consumers experiment with m-commerce
The online video audience in the UK grew 8 Online shopping now reaches 9 out of 10 UK
percent in the past year, whilst the audience internet users on PC, while Mobile shopping is
for video viewing on a mobile grew 262 growing rapidly. Our study shows that 1 in 5 Brits
percent. YouTube still top video property used their smartphone to purchase a good or
followed by Amazon and Facebook. service in December 2012
© comScore, Inc. Proprietary. 3
4. Content
SETTING THE SCENE
Global Overview 5
European Online Landscape 8
European Mobile Landscape 12
2013 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
6. Distribution of Worldwide Internet Audience
The 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. Time Spent and Growth Across Regions
US 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
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
Total Unique Visitors (000)
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+ 9
10. Engagement Across EU Audiences
In the UK, Average Online Hours per Person Increased 5% Year over Year
United Kingdom 37.3
Turkey 31.0
Netherlands 30.6
Poland 29.3
Finland 27.8
France 27.7
Average 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+ 10
11. Under 35 Year Olds Accrue Nearly 50% of Time Spent in Europe
Composition of Minutes per Age Group Varies Greatly
Europe 23.1 24.2 20.6 17.5 14.7
France 15.1 17.6 20.2 19.2 27.9
% of Total Minutes
Germany 15.7 19.3 19.3 24.3 21.4
Italy 20.8 21.2 23.5 19.4 15.1
Spain 16.4 24.9 25.4 19.1 14.3
UK 20.1 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+ 11
13. 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+ 13
14. Over 35% of EU5 Mobile Users Are Under 35 Years Old
UK has Biggest Proportion of 18-24 Year Old Mobile Users
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+ 14
15. Smartphone Penetration in EU5 at 57%
64% of UK Mobile Owners Use a Smartphone
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+ 15
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 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 16
18. UK Online Population on the Up
44.8 Million Brits Surfed the Web via a Home or Work Computer
+5%
44,804
Olympics frenzy
fuels internet
audience growth
Growth Over 1 Year
42,731
Total Unique Visitors (000)
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, UK 6+ 18
19. Profile: UK Online Audience
9,129
Total Unique Visitors (000)
8,018
7,489 7,367 7,353
5,447
51%
Male 49%
Female
Age: 6-14 15-24 25-34 35-44 45-54 55+
£50K or more 31.1%
HH Income
£35K-£49,999 21.2%
£25K-£34,999 15.3%
£10K-£24,999 21.8%
Under £10K 10.6%
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, UK 6+ 19
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 The gender split Age Composition of
Mobile Audience for smartphones Smartphone Audience
is identical to the
UK online
audience: 51%
13-17 male, 49% female
13-17
7% 55+ 9%
18-24 19%
55+ 12% 18-24
30%
15%
25-34 45-54
17% 16%
25-34
45-54 22%
17% 35-44 35-44
17% 19%
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 21
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
82%
74%
Smartphone
Dec-11 Dec-12
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 22
23. Google Remains the Leading Smartphone Operating System
Battle for 3rd place Behind Google and Apple Continues
36.6 38.2 38.7 40.2 40.6 42.1 42.4 42.9 43.6 45.4 46.6 47.3 47.7
Google
26.4 26.7 26.7 26.3 26.6 Apple
26.9 27.4 28 28.5 28.4 28 27.6 27.8 RIM
Symbian
18.3 18.1 18.4 17.6 17.8 Microsoft
17.1 17.3 16.8 16.4 15.3 15.2 14.6 14.4
14.5 13.1 12.3 11.9 11.2 10.1 9.2 8.5 7.8 7.1 6.4 6.4 5.7
2.5 2.4 2.4 2.5 2.8 2.8 2.7 2.7 2.8 3 3.1 3.4 3.8
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 13+ 23
24. Tablets Are Here to Stay
7,000 +243%
6,000
Smartphone Users (000) with Tablet
5,000
Over 6 million Brits
had a smartphone
4,000 as well as a tablet in
December 2012
3,000
2,000
1,000
0
Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average ending
© comScore, Inc. Proprietary. December 2012, UK 13+ 24
26. Social Media Captures Most PC Screen Time in UK
Total Time Spent on Services (e.g. Email) Decreased – But Still Top 2 Spot
18,000
16,000
14,000
12,000
Total Minutes (MM)
10,000
The average UK internet
user spent 6.5 hours on
8,000 social media sites during
December 2012
6,000
4,000
2,000
0
Social Media Services Entertainment Portals Retail Auctions
© comScore, Inc. Proprietary. Source: comScore MMX, December 2010 - December 2012, UK 6+ 26
27. Retail Movies is Fastest Growing Web Category
Year over
Year Growth
Retail - Movies 1,384 +100%
2,764
Job Search 1,181
1,790 +51%
Computer Software 8,019
10,629 +33%
Total Unique Visitors (000)
Consumer Goods 4,861
6,397 +32%
Pharmacy 635
825 +30%
Politics 4,065
5,216 +28%
Health Care 2,511
3,221 +28%
Beauty/Fashion/Style 9,661
12,238 +27%
Lotto/Sweepstakes 7,372
9,288 +26%
Education - Information 9,698
12,158 +25%
Dec-11 Dec-12
© comScore, Inc. Proprietary. Source: comScore MMX, December 2011 - 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
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
Mobile
Non- 24.0%
Computer
computer
68.1%
31.9%
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
Tablets popular
at night
PCs dominate
Share of Device Page Traffic on a Typical Workday
working hours
Mobiles brighten
the commute
© comScore, Inc. Proprietary. Source: comScore Device Essentials, Monday, 21st January 2013, UK 31
32. Newspapers Extend Reach via Video and Mobile
The Sun Extends Reach by Nearly 17% when Accounting for Mobile
Incremental Accounting for these incremental audiences,
Audience (%) media companies are able to demonstrate
via 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-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 +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-Plattform BETA, December 2012, UK 6+ 33
34. Top Mobile Categories (via Browser)
Services 26,136
Total Unique Visitors (000)
Search/Navigation 24,353
Retail 23,739
Social Media 23,009
Portals 22,780
Services 45.4
Total Hours (MM)
Social Media 34.2
News/Information 33.1 Average time
spent accessing
the internet via a
Weather 23.8
mobile browser in
the UK: 9.5 Hours
Retail 13.6 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
Apple iTunes 10,687
Google Sites 23,750
Yahoo! Stocks 6,734
Facebook.com 15,704
YouTube 6,575
Amazon Sites 10,662 Google Maps 5,349
Total Unique Visitors (000)
Facebook 4,534
BBC Sites 9,574
Apple Maps 4,153
Yahoo! Sites 9,451 Google Search 3,112 The winners of the
app world are
Instagram 2,598 Facebook, Google
Wikimedia Foundation
9,306 and Apple - keeping
Sites BBC News 2,000
in mind that many
Microsoft Sites 6,951 Twitter 1,549 apps are pre-
installed, while e.g.
eBay 1,431 Instagram is actively
Glam Media 6,325 downloaded by UK
Skype 1,390 users.
Vodafone Group 6,153 Sky Sports Live Football Score 1,303
BBC iPlayer 1,168
Terra - Telefonica 5,335
Amazon Mobile 1,016
© comScore, Inc. Proprietary. Source: comScore GSMA MMM, December 2012, UK 35
37. Mobile Video Shows Tremendous Growth in One Year
37.5 Million Online Video Viewers vs. 11.2 Million Mobile Video Users
Online Video Growth on PC 8%
38,000
37,000
36,000
35,000
34,000
33,000
Total Unique Viewers (000)
32,000
Dec Dec
2011 2012
Mobile Video Growth
14,000
262%
12,000
10,000
8,000
6,000
4,000
2,000
Total Unique Viewers (000)
0
Dec Dec
2011 2012
Source: comScore Video Metrix, December 2012, UK 6+
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 37
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 32,026 106.6
Amazon Sites 17,013 5.0
Facebook.com 13,520 9.6
VEVO 11,448 13.2
BBC Sites 9,479 17.7
Collective
8,637 9.2
Video
Viacom Digital 7,280 5.3
Yahoo! Sites 5,370
9.6
AOL, Inc. 5,143
21.2
Vimeo 4,410
3.4
Total Unique Viewers
© 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)
VEVO @ YouTube 11,387
Warner Music @ YouTube 6,441
Google @ YouTube 6,095
Maker Studios Inc. @ YouTube 5,787
FullScreen @ YouTube 5,748
Machinima @ YouTube 5,378
Base79 @ YouTube 3,508
BroadbandTV @ YouTube 2,925
ygent @ YouTube 2,487
BBC @ YouTube 2,281
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012, UK 6+ 39
40. 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/Monetization
Total Videos (000)
% Ads of
19,554 Total Videos:
30.7% % Ads of
Total Videos:
23.6%
% Ads of
% Ads of % Ads of
Total Videos:
6,744 Total Videos: Total Videos:
5,433 16.6%
47.2% 8.2%
1,493 1,219 745
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+ 40
42. Turkey Leads The Way With Most Searches per Searcher in Europe
UK Internet Users Searched 161 Times on Average During December
242.7
195.4
Searches 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+ 42
43. Google Captures 91% of the UK Search Engine Market
4% 2%
2%
1%
Google Search
Share of Searches
Bing
Yahoo! Search
Ask Network
AOL Search Network
91%
© comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, UK 6+ 43
45. Top UK Display Advertisers
Over 923 billion display ad impressions were delivered in 2012
Were the ads seen by the
Top UK Display Advertisers desired target audience? Go
Total Number of Display Ad Impressions (000)
5,000,000 to www.comScore.com/vCE
to learn more about the
4,500,000 importance of viewable
impressions.
4,000,000
3,500,000
3,000,000 2,852,418
2,725,211
2,500,000 2,275,515
2,222,851
2,000,000 1,770,693 1,910,286
1,500,000 1,805,620
1,255,962
1,000,000 1,071,599
500,000 424,610
0
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012
Microsoft Corporation British Sky Broadcasting Group plc
eBay, Inc. 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
Social Media
11%
Entertainment
2%
Portals
3% 31%
3% Services
5% Community
News/Information
5%
Auctions
Sports
5%
Games
14%
10% 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 25.8
coupon/offer/deal 16.6
Social Networking - Clicked on 26.2
advertisement 16.3
Social Networking - Read posts from 57.7
organizations/brands/events 36.4
30.3
Saw in-game ads
20.5
Scanned QR/bar code with mobile 14.5 % of 18-24 Year Old Smartphone Users
phone 10.8 % of Smartphone Users
38.7
Web/App Ads: Recall seeing ads
28.0
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 47
48. Brits Search on Amazon and eBay, Not Just Search Engines
Searches per
Searcher
Google Sites 44,167
130.1
Amazon Sites 21,736 38.7
eBay 20,221 17.6
Ask Network 12,989 8.9
Microsoft Sites 11,045 16.7
Facebook.com 9,990 7.7
Yahoo! Sites 8,350 4.0
Answers.com
Sites
6,759 12.7
BBC Sites 5,353 8.1
Twitter.com 3,543 6.4
Unique Searchers (000)
© comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, UK 6+ 48
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 31,790 37.5
14,090
Twitter.com 10,894 33.8
1,763
Linkedin 7,644 39.8
968
Tumblr.com 6,697
830 29.3
Deviantart.com 2,677
368 27.9
Pinterest.com 2,415
143 34.2
Ask.fm 2,052
358 24.4
Myspace 2,005
75 32.5
Goodreads.com 1,313
77 32.1
1,083
Steamcommunity.com 136 24.8
Total Unique Visitors (000) Average Daily Visitors (000)
© 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
+101% +140%
Growth
+33,907% +1,112%
Total Unique Visitors (000)
6,697
+717% +849%
4,893
3,420
+163% +373%
2,415
1,313
771
235
128
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
Social Networking Sites via
Ever in month 21,962 +27%
Frequency of Accessing
Once to three times throughout the month 3,527 +13%
Mobile
At least once each week 5,024 +8%
Almost every day 13,412 +20%
% of Mobile Social Media Users
Read posts from people known personally 85.5%
Posted status update 69.0%
Read posts from organizations/brands/
56.4%
events
Followed posted link to website 54.6%
Read posts from public figures/celebrities 50.7%
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 53
55. Silver Surfers – Understand the Largest Group of UK Internet Users
Composition of UK Internet Audience
During 2012, the internet
audience aged over 55
years grew by 11% to 9.1
20.4% 12.2%
Persons: 6-14 million. Total time spent
for this age group even
Persons: 15-24
grew by 25%.
Persons: 25-34 16.7%
Persons: 35-44 16.4%
Persons: 45-54
17.9%
Persons: 55+
16.4%
Index* for 55+ Year Olds – Likelihood compared to Total Internet Audience
Automotive
Travel
Business/Finance
Telecommunications
Gambling
98 100 102 104 106 108 110 112 114 116 118
Source: comScore MMX, December 2012, UK 6+
**Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet Users from the Demo Segment
© comScore, Inc. Proprietary. 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+
5,000 180
169 4,471
4,500 157 160
4,000 140
135 134 133
3,500 125 122 122 118
2,892 118 120
3,000
100
2,500 2,233
1,849 80
2,000 1,749 1,695
1,536
1,214 60
1,500 1,100 1,047
1,000 40
500 20
0 0
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
80.0
acquired by Brits
aged 55+ were
70.0 smartphones
60.0
50.0
40.0
30.0
20.0 Feature Phone
Smartphone
10.0
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 13+ 57
58. Nokia Still a Trusted Manufacturer Amongst Older Age Group
OEM Shares in the UK OEM Shares Amongst 55+ Age Group
2%
3%
2% 4% 3%
20% 5%
10%
5%
33%
6%
10%
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 13+ 58
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
+0% +87% Apple has nearly
Growth
as many unique
visitors on
Mobile than PC
Total Unique Visitors (000)
+5% +80%
26,378
+6% +75%
+18% +49%
+18% +88%
13,348
11,472
10,814
10,442
7,883
6,595
2,378
2,171
922
Amazon Sites Home Retail Group Apple.com Tesco Stores Dixons Retail Plc.
Worldwide Sites
PC Mobile
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 2,764 +100%
with strongest growth
Retail Subcategories
Computer Software 10,629 +33%
Consumer Goods 6,397 +32%
Health Care 3,221 +28%
Retail - Food 16,874 +17%
Apparel 19,993 +5%
Retail Subcategories
with weakest growth
Consumer Electronics 12,554 +2%
Books 4,382 +1%
Comparison Shopping 17,169 -6%
Retail - Music 5,510 -11%
Total Unique Visitors (000)
© comScore, Inc. Proprietary. Source: comScore MMX, December 2011 - December 2012, UK 6+ 61
62. UK Retailers Increase Number of Display Ads
eBay, Amazon and DSG Lead Ranking of UK Retail Advertisers
+55% In December 2012, 16% more display
900,000
ads were published than in December
Total Display Ad Impressions (000)
800,000 2011. UK Retailers grew the number of
display ads they placed online by 51%
700,000 over the same period.
600,000 +85%
500,000
400,000
+68% +142%
300,000
N/A +608% -21%
+254% +27884% +86%
200,000
100,000
0
Dec-11 Dec-12
© comScore, Inc. Proprietary. Source: comScore Ad Metrix, December 2011 - December 2012, UK 6+ 62
63. Mobile Retail Trends
1. PURCHASING 2. SHOWROOMING 3. SHARING
20% of smartphone The smartphone, the People use social media
users purchased a good perfect companion for to share what they have
or service on their comparing prices, finding purchased, check into a
device. Price per item shop locations etc. is with shop etc.
and overall monthly you at all stages of the
spend is growing rapidly. purchase funnel.
(26%) (20%) (19%)
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 63
64. iPhone - The Mobile Shoppers’ Best Friend
1 in 3 iPhone users made a purchase via their Smartphone
33.1
iPhone users are twice % of Smartphone
as likely as Android Users
users to shop 1-3
times a month 19.9 20.4
% of iPhone
18.1
Users
% of Android
11.9 Users
10.6 10.3
6.7 6.2
2.6
1.8 1.6
Almost every day At least once each Once to three times Ever in month
week throughout the month
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, UK 13+ 64
66. 2013: Putting the Future in Focus
ADAPTABLE ANALYTICS REQUIRED
This past year saw digital media’s continued rise It’s the pinnacle of convenience for consumers,
in prominence as part of peoples’ personal lives but an utter headache from an audience
and in business environments. Consumers are measurement and advertising analytics
quickly becoming platform agnostic in their digital standpoint. comScore has adapted to this
media consumption and in today’s world they can changing digital world to become a trusted
choose when and how they’d like to consume resource for understanding cross-platform
content. It might be that they started watching a consumer behaviour and enabling multi-platform
film at home on their TV, continued watching it on unification of all data.
their smartphone on the way to work, and finished Consumers have already adopted multiple
watching it in bed at night on their tablet. 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 comScore’s 2012 research about viewable
impressions were delivered across the web in impressions, spanning over 8 EU markets and
2012 at a growth of 16 percent indicating an 14 advertiser brands, showed that an average
increasing level of comfort with a medium capable of 3 in 10 ads were never actually seen by their
of delivering strong marketing ROI. target audiences. It is more important than ever
While delivering advertising at scale remains for advertisers to evaluate campaign viewability
to improve optimisation and maximise the
important, an increased premium on accountability
and performance means advertisers may be return on their media spend.
sacrificing quantity for quality – whether that Look for advertisers to demand more
means leveraging more rich media, experimenting accountability and publishers to reconfigure site
with larger ad units, or demanding ad viewability. design and ad inventory to improve
performance in the coming year.
© comScore, Inc. Proprietary. 67