Canada Digital Future In Focus 2014

© comScore, Inc. Proprietary.
The 2013 Digital Year in Review & What It Means for the Year Ahead

© comScore, Inc. Proprietary. 2
Executive Summary
comScore has been preparing for a future
where the digital media experience is
scattered across an increasing number of
different devices and platforms. This new
reality not only demands a holistic
understanding of digital consumer behavior,
but also the high-quality, objective audience
measurement to make sense of it all.
As engagement shifts from PC to mobile, the
future of digital marketing is clearly going
multi-platform. Consumption habits have
shown that Canadians are more platform-
agnostic in their digital media consumption as
they seamlessly switch devices throughout
the day to try and stay current on email,
news, social media, TV-viewing, etc.
Introduction #FutureinFocus
The following report examines how the
latest trends in PC online usage, display
advertising, online video, mobile usage that
are currently shaping the Canadian digital
marketplace and what it means for the year
ahead, as comScore helps bring the digital
future in focus.
FOR FURTHER INFORMATION,
PLEASE CONTACT:
Kevin Duong
canada@comscore.com
Adam Lella
press@comscore.com

Table of Contents
PC Online Usage 4
Digital Advertising 10
Online Video 18
Mobile Usage 23
Multi-Platform 35
Summary & Implications 41
Appendix: Methodology 44

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
PC Online Usage in Canada

*Ranking in table is based on Average Monthly Unique Visitors in Q4 2013 for selected geographies
Source: comScore, Inc., Media Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Avg. 2013
Canadian Internet users continue to be among the most highly
engaged Worldwide
Q4 2013*
Geography
Average Monthly
Unique Visitors (000)
Average Monthly
Hours per Visitor
Average Monthly
Pages per Visitor
Average Monthly
Visits per Visitor
Worldwide 1,619,641 24.2 2,238 58
China 353,368 22.9 2,330 61
United States 196,498 36.2 3,162 82
Japan 73,656 19.2 1,898 49
Russia 66,888 32.6 2,590 65
Brazil 66,472 32.5 3,818 73
Germany 53,254 20.1 2,015 52
France 42,604 30.4 3,026 76
United Kingdom 39,272 36.0 3,269 81
Italy 30,105 25.4 2,473 56
Canada 25,181 34.6 3,001 88
Online Visitation and Engagement

21%
27%
32%
20%
Under 18 18-34 35-54 55+
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2013
Canadian online demographics show half of the population is under age
35, and a third reside in households that earn at least $100,000 annually
18%
30%
18%
35%
Less than $40,000
$40,000 - $74,999
$75,000 - $99,999
$100,000 or more
Household Income (CAD)
Age
British
Columbia
14% Prairies
18% Ontario
39%
Quebec
22%
Atlantic
7%
Region
Gender
50% 50%

© comScore, Inc. Proprietary. 7Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2013 vs. 2012
While Canadians are still heavy users of desktop internet, their
engagement has begun to shift from PC to mobile platforms
65,802
54,435
Total Minutes (MM)
Monthly Q4 Avg. 2012 Monthly Q4 Avg. 2013
99,110
78,505
Total Pages Viewed (MM)
Monthly Q4 Avg. 2012 Monthly Q4 Avg. 2013
-17% -21%
PC Internet Engagement

Mobile content consumption is gaining across categories in Canada
4,001
4,613
4,558
4,886
5,927
6,318
7,826
8,362
9,014
8,907
5,575
6,156
6,667
6,731
7,499
8,653
9,762
10,577
11,088
11,864
Sports
Entertainment News
Photo/Video Sharing
Bank Accounts
Local/World News
Maps/Directions
Instant Messaging Service
Search
Social Networking
Weather
Dec-2013
Dec-2012
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs Dec 2012
Top 10 Mobile Content Categories by Mobile Subscribers (000)

95%
57%
% Reach PC Population % Reach Smartphone
Subscribers
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, December 2013
Mobile Audience
103.7
108.9
127.8
129.2
139.8
World-Wide
United States
United Kingdom
France
Canada
34%
86%
Performed a Search using
an Application
Performed a Search using a
Browser
Mobile Search Access Method
% Reach of Search
PC Searches per Searcher
Canadians exhibit above-average search behavior on PC, while also
engaging with other platforms for search activities
9.9 Million smartphone
subscribers conducted a
search on their phones

Display Advertising in Canada

Finance ranked as the top sector for display advertising in 2013,
followed by Retail and CPG
*Excluding Multi-Category Advertisers, Online Media
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2013
9,028,910
11,573,616
11,968,710
13,396,418
15,993,697
21,338,367
25,850,799
30,297,383
40,194,541
43,664,755
Public Services
Health
Telecommunications
Media & Entertainment
Travel
Computers & Technology
Automotive
Consumer Goods
Retail
Finance
Top 10 Industry Categories in 2013 by Total Display Ad Impressions (000)

© comScore, Inc. Proprietary. 12Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Monthly Q4 Avg. 2013
Half of Canadian display ads are non-standard sizes and 72% are
standard static types
50%
46%
4%
1%
Non-Standard Universal Ad Package
Other Ad Units Display Rising Star
72%
24%
3%
1%
Standard Static Flash(Generic)
Rich Media Display Other Types
Advertising Creative Summary by Size and Type
Ad
Creative
Sizes
Ad
Creative
Types

In 2013, more than 615 billion display ad impressions were delivered in
Canada during the year
Fiat Automobiles SpA
Clearly Contacts
Telus
TD Bank
Capital One Financial
Netflix
General Motors
Microsoft
Procter & Gamble
American Express
Top 10 Advertisers in 2013 by Total Display Ad Impressions (000)

*CPG = Consumer Goods (excluding Restaurants)
CPG display advertising led by Health & Beauty sector, followed by
Food & Grocery
Consumer Packaged Goods Advertising by Category
1%
1%
1%
2%
5%
6%
6%
9%
15%
35%
Pet Care
Frozen Foods
Dairy
Paper Products
Babycare
Beverages
Alcoholic Beverages
Household & Cleaning Supplies
Food & Grocery
Health & Beauty
Share within CPG Category

*Excluding Corporate Presence, Promotional Servers, Services
Social Media sites account for more than 1 out of every 3 online
display ads delivered in Canada
2%
3%
3%
4%
5%
5%
8%
12%
18%
36%
Business/Finance
Retail
Games
Lifestyles
Sports
Directories/Resources
News/Information
Portals
Entertainment
Social Media
Top 10 Display Advertising Publisher Categories* by Share of 2013 Impressions

comScore’s global two million person
panel is used in conjunction with census-
data to validate target audience delivery
=
Census Panel
A single ad tag is appended to every
creative to provide a complete view
of campaign delivery
comScore validated Campaign Essentials (vCE) helps advertisers
validate their digital campaigns across a number of variables
Audience
• Age
• Gender
• Household Income
• Household Size
• Behavioral Segments
In-View
Geography
Non-Brand Safe
Non-Human Traffic

vCE online advertising norms show that more than half of ads are not
delivered in-view, but geographic targeting is strong in Canada
Based on over 100 tagged vCE campaigns in Canada in 2013
*Non-Brand Safe refers to impressions that were alerted based on client defined and/or comScore defined
non-brand safety
In-view In-target
In-geo
44.4% 41.1%
99.0% 24.7%
Non-Brand Safe*
% of Online Display
Ad Impressions

Online Video in Canada

Canadians are more likely to watch online video and spend more time
doing so than their American counterparts
Source: comScore, Inc., Video Metrix, CA & US, Home & Work, Persons: 2+, Monthly Q4 2013 Average
1,769
1,237
Canada United States
Minutes per Viewer
74%
63%
Canada United States
% Reach Total Population

Canadians are consuming video content across categories, with
viewer penetration over 30% in General News, TV and Retail
Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, Q4 2013 Average
Unique Viewer Penetration in Canada
9.4%
9.6%
16.7%
22.0%
22.9%
29.0%
29.3%
32.4%
38.4%
38.5%
Health
Family & Parenting
Travel
Sports
Entertainment - Movies
Games
Entertainment - Music
Retail
TV
General News

Canadian are watching a rapidly increasing amount of TV/Video on
their mobile devices
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 – Dec 2013
Frequency of Watching TV/Video by Mobile Subscribers (000)
5,271
2,979
1,577
715
7,029
3,595
2,363
1,071
Ever in month Once to three times a month At least once a week Almost every day
Dec-2012 Dec-2013
+33% +21% +50% +50%

Canadians are watching significantly more web-based video, including
live/on-demand TV, than a year ago
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2012 – Dec 2013
Type of Videos Watched by Mobile Subscribers (000)
1,646
1,865
5,085
2,322
2,490
6,815
Watched Paid TV/Video
Watched TV (Live/On-Demand)
Watched Web-Based Videos
Dec-2013 Dec-2012
+41%
+34%
+34%

Mobile Usage in Canada

Mobile subscribers grew by 5% in Canada year over year to more than
23 million
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013 vs. Dec 2012
22,076
23,233
Dec-2012 Dec-2013
Mobile Subscribers (000) in Canada
+5%

Smartphones now reach 3 out of every 4 mobile users in Canada, an
increase of 13 percentage points in the past year
62%
75%
38%
25%
Dec-2012 Dec-2013
Smartphone Feature Phone
Smartphone Market Penetration by Percent of Mobile Subscribers
+13 pts.

Smartphone ownership in Canada skews significantly toward younger
and higher income than feature phone ownership
8%
37% 37%
19%
4%
12%
32%
52%
13-17 18-34 35-54 55+
British
Columbia
14%
14%
Prairies
19%
18%
Ontario
41%
35%
Quebec
19%
26%
Atlantic
7%
7%
Household Income (CAD)
Region
AgeGender
50%
45%
50%
55%
26%
20% 17%
37%39%
22%
17%
22%
Less than
$50,000
$50,000 to
$74,999
$75,000 to
$99,999
$100,000 or
more
Smartphone Feature Phone

Google’s Android platform continues to capture share in the
Canadian smartphone market, as it increased by 4 pts. year over year
40%
35%
20%
2%
2%
44%
37% 15%
2%
1%Dec 2012 Dec 2013
Platform Market Penetration by Percent of Mobile Subscribers

Canadian smartphone subscribers with 4G connectivity grew by 274%
year over year
13,418
1,563
17,243
5,850
3G Data Network 4G Data Network
Dec-2012 Dec-2013
Mobile Connectivity by Smartphone Subscribers (000)
+29%
+274%

Mobile display sizes on smartphones are getting bigger as we see
substantial growth year over year for 4.0” and greater
0
1,000
2,000
3,000
4,000
5,000
6,000
Dec-2012 Dec-2013
*Measured diagonally
Mobile Display Size* Among Smartphone Owners (000)
+9%
-27%
-49%
-8%
-14%
-1%
+95%
+112%
+664%
+323%

Canadian smartphone subscribers accessing social networking on
their mobile device continues to grow
Frequency of Accessing Social Networking by Smartphone Subscribers (000)
8,338
1,374
2,102
4,862
10,443
1,704
2,750
5,989
Ever in month Once to three times a month At least once a week Almost every day
Dec-2012 Dec-2013
+25% +24% +31% +23%

Canadians are using smartphones for a variety of shopping behaviors,
including making mobile commerce transactions
4%
4%
5%
5%
6%
6%
10%
17%
Researched Product Features
Compared Product Prices
Used Deal-a-day/Group Shopping
Checked Product Availability
Purchased Goods/Services
Found Coupons/Deals
Found Store Location
Made Shopping Lists
Retail Activities on Smartphone via Application
5%
6%
11%
12%
17%
18%
19%
26%
Made Shopping Lists
Used Deal-a-day/Group Shopping
Purchased Goods/Services
Found Coupons/Deals
Checked Product Availability
Compared Product Prices
Researched Product Features
Found Store Location
Retail Activities on Smartphone via Browser
% Smartphone Subscribers

© comScore, Inc. Proprietary. 32Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2013
Smartphone subscribers are more likely to own a tablet compared to
feature phone subscribers
23%
36%
Tablet Ownership
Feature Phone Subscribers Smartphone Subscribers
Tablet Ownership by % Subscribers

55%
37%
10%
2% 1%
Apple OS Android OS BlackBerry OS Microsoft OS HP OS
Canadian smartphone subscribers have a preference for owning the
iPad vs. other tablets
Source: comScore, Inc., TabLens Lite, CA, Persons: 13+, Dec 2013
Platform Market Penetration by Percent of Smartphone Subscribers who Own a Tablet

Second screen behaviour provides more engagement opportunities
via the mobile channel for TV advertisers
Source: comScore, Inc., TabLens Lite, CA, Persons: 13+, Dec 2013
35.5%
used their tablet while
watching TV
30.8%
used their smartphone
while watching TV
Smartphone + TV Tablet + TV
30.8% of Canadian smartphone subscribers
used their phone while watching TV
35.5% of Canadian smartphone subscribers
who own tablets used their tablet while
watching TV

Multi-Platform:
The Future of Digital

New platforms are being adopted at increasingly higher rates
Tablet PC/Mac Smartphone
The digital experience is now scattered across a number of different devices and
platforms, all of which demand high-quality, objective audience measurement.

Device usage varies throughout the day with peak activity occurring at
different times
* Single-user Household Panel
CONTENT is
consumed
across multiple
DEVICES
by the same
PERSON
Smartphones
rule our
mornings
Tablets
PCs
rule our
evenings
rule our
days
One Day

Desktop
45%
Smartphone
43%
Tablet
12%
In the United States, more than half of all digital time spent now
comes from mobile devices
Source: comScore, Inc., Media Metrix Multi-Platform, US, Jan 2014
Share of Time Spent on Digital Media

U.S. time spent consuming digital content has increased
dramatically in past three years due to mobile platforms
401 429
131
442
11
124
Dec-2010 Dec-2013
Desktop Smartphone Tablet
Source: comScore, Inc., Media Metrix Multi-Platform, US, Dec 2013 vs. Dec 2010
Total U.S. Internet Usage in Minutes (Billions) by Platform:

Media Metrix Multi-Platform coming to Canada in Q3 2014!
Desktop Audience
Video Audience
Mobile Audience
Media Metrix® Multi-Platform
Introducing…

Summary & Implications

Canadians continue to be among the heaviest users of digital media
• Canada is #3 in desktop internet usage at 34.6 hours per month
• Canadians are the heaviest online searchers at 140 queries per month
• 74% of all Canadians watch online video; TV/video viewing on mobile also seeing huge gains
• 3 out of 4 Canadians own smartphones, well above the rates in U.S. and other developed markets
The digital ad sector in Canada shows its strength as its proves performance
• Canada saw 615 billion display ad impressions in 2013, led by Financial and Retail advertisers
• Social media publishers account for more than 1/3rd of all display ad impressions
• Campaign validation efforts are improving the ability to measure performance and optimize
campaigns
Mobile is rapidly changing the Canadian digital media landscape
• Increase in smartphone penetration and 4G connectivity is driving increased usage of mobile
content, such as social media and retail
• Canadians are using their phones for shopping behavior and m-commerce buying
Summary of Key Findings

The rapid shift to mobile means the future of marketing is multi-platform
• Usage is shifting to mobile, but dollars are slower to follow. It will be important to both prove the
value of mobile and adopt a more integrated view of media to navigate this paradigm shift.
• How well businesses integrate mobile audience metrics into their holistic view of digital media
will determine their ability to monetize and/or market efficiently.
Social Media will have a disproportionate influence on how the digital media
industry evolves
• Facebook, Twitter and Linkedin are paving the way for this sector and showing how media can
generate ad dollars through mobile and native advertising
• The Visual Web is also emerging with properties like Pinterest, Tumblr, Instagram and Snapchat
showing how social is becoming a more visual medium, making it attractive to brands
The Canadian digital media sector is poised for further expansion as
advertising measurement and mobile monetization improve
• vCE and other forms of campaign validation are providing the metrics brands need to understand
campaign performance and put digital on similar footing as TV
• Better metrics means better ability to optimize performance, which will continue to deliver
confidence in brands considering investing more in digital
Implications for the Future

Methodology

Methodology
This report utilizes data from the comScore suite of products, including
comScore Media Metrix®, comScore Ad Metrix®, comScore Video Metrix®
and comScore MobiLens™.
comScore Media Metrix
The comScore Media Metrix 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, Media Metrix delivers the most accurate and
comprehensive suite of audience metrics, providing valuable demographic
measures, such as age, gender, household income and household size.
Media Metrix 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 Media Metrix product suite includes individual products
utilized within this report including comScore Ad Metrix and comScore
Video Metrix.
http://www.comscore.com/Products/Audience_Analytics/MMX

Methodology
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 utilized for this report are 5,500 mobile
phone owners in Canada.
For more information, please visit:
http://www.comscore.com/Products/Audience_Analytics/MobiLens

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!.
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© comScore, Inc. Proprietary.
www.comscore.com
@comScore
Canada Digital
Future in Focus 2014
#FutureinFocus
The 2013 Digital Year in Review & What It Means for the Year Ahead
@comScore
www.comscore.com
Email: canada@comscore.com
Media Requests: press@comscore.com

Canada Digital Future In Focus 2014

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