The Mobile Digital Omnivore, comScore, Dec 12

‘The Mobile Digital Omnivore’
Trends across Online, Mobile and Social in the UK and beyond……
Wednesday 12th
December, Centre for Contemporary Arts, Glasgow
Gregor Smith, Mobile Sales Director Europe
gsmith@comscore.com

comScore Introduction
Online Trends UK
Mobile Device Trends UK
Mobile Internet UK
Contents
2© comScore, Inc. Proprietary.
Mobile Shopping UK
European Connected Consumer
F-Commerce – Retail and Facebook
Online Retail Trends US
Takeaways

comScore Introduction

NASDAQ SCOR
Clients 2000 + worldwide
Employees 1200 +
Headquarters Reston, VA
Global Coverage
170+ countries under measurement;
43 markets reported
Local Presence 32 locations in 23 countries
comScore is a Global Leader in Measuring the Rapidly Evolving
Digital World, Blanketing the Globe with a Local Presence
4© comScore, Inc. Proprietary. V1011

Some of Our Largest EMEA Clients Include…
Media Owners / Advertisers Agencies
5© comScore, Inc. Proprietary. V1011

UK Online Landscape
In the UK, 44 million
people go online via PC
6© comScore, Inc. Proprietary. Source: comScore MMX, UK, Age 6+, September 2012
people go online via PC
33.9 hours
on average each month

in 5 minutes spent online
are spent on Facebook
7© comScore, Inc. Proprietary. Source: comScore MMX, UK, Age 6+, September 2012

Social is becoming more Visual
16x
Growth
vs 2011
1.7million
users
+34%
Growth
vs 2011
0.7million
users
+84%
Growth
vs 2011
5.6million
users
Source: comScore MMX, UK, Age 6+, September 2012

Online Video is Now a Prominent Channel
More than
10 billion videos
have been watched
9© comScore, Inc. Proprietary. Source: comScore Video Metrix, UK, Age 15+, September 2012
have been watched
in Sept alone

UK’s Video Engagement Grows 20% Percent
55 billion
minutes
10© comScore, Inc. Proprietary. Source: comScore Video Metrix, UK, Age 6+, February 2011 vs 2012
45.5
billion
minutes
minutes
spent watching
online videos
Sep-11 Sep-12

Tablets: A Phenomenon
Multimedia tablets now
included in the basket of
goods used by the ONS
to calculate inflation in
the UK for 2012
16.8%
14%
16%
18%
Tablet Ownership (%) Among Smartphone Users
Source: comScore MobiLens, UK
3 month average ending September 2011 vs September 2012
9%
0%
2%
4%
6%
8%
10%
12%
14%
September-11 September-12

50 min50 min
59 min59 min
55 min55 min51 min51 min
40 min40 min
47 min47 min
Average Time Spent Per Day Following Olympics
4hr 19min
5hr 18min
6hr 50min
8hr 29min
Tablet
Mobile
PC
Additional Devices are Additive
4hr 19min 4hr 28min 5hr
6hr 7min
50 min50 min
TV Only TV + PC/Laptop
Only
TV + PC/Laptop +
Mobile Only
TV + PC/Laptop +
Mobile + Tablet
4hr 19min
Source: comScore Olympics Single Source Multi-Platform Study.
A18+. 7/27/12 – 8/12/12. Total Day. Screen Status Definitions: TV+PC Only = Followed the Olympics on TV and PC but not on Mobile or Tablet,
TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all 4 screens.
TV Only TV +
PC
TV +
PC +
Mobile
TV +
PC +
Mobile +
Tablet
TV

UK Digital Ad Landscape is stealing share
In the UK, 42 million
people are exposed to
13© comScore, Inc. Proprietary. Source: comScore Ad Metrix, UK Age 6+, September 2012
people are exposed to
77 billion
ad impressions a month

Mobile Device Trends

60% Smartphone Penetration in UK,
Close to 30 million Smartphone Users
Growth in smartphone user base
UK (millions)
25
30
35
Smartphone Feature
34%YoY
-
5
10
15
20
Aug 11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug 12
Source: MobiLens™.
Data based on three month moving average to August 2012

Almost 80% of All New Handset Acquisitions are Smartphones
Smartphone, 0%
Google
55%
Newly acquired handsets in August
2012
Feature
21%
Apple
25%
RIM
12%Windows 4%
Symbian 2%Smartphone 79%

Three Quarters of the Smartphone Landscape Is Dominated by
Android and iOS Devices
Smartphone platform market
share and growth
20%
Other
Microsoft
87%
47%
19%
19%
16%
8%
42%
21%
22%
20%
38%
Aug 11 Aug 12
Symbian
RIM
Apple
Google
-46%
17%
32%
31%
26%
44%
29%

Samsung The Largest OEM, But Apple the Largest OEM For
Smartphones
Samsung
24%Sony
7%
LG
4%
Motorola
2%
Other
7%
Apple
29%
Nokia
9%
Sony
6%
LG
1%
Other
3%
Device market share by OEM
Nokia
20%
Apple
17%
RIM
10%
HTC
9%
7%
Samsung
21%RIM
16%
HTC
15%
Total Base = 49.5 Million Smartphone Base = 29.6 Million

Top 10 UK Smartphones
iPhone 4
3.3M
HTC Wildfire S
0.9M
iPhone 4S
2.5M
BB Curve 9300
0.7M
Galaxy S2 HTC Wildfire
Galaxy S2
1.4M
HTC Wildfire
0.7M
Galaxy Ace
1.4M
HTC Desire
0.6M
BB Curve 8520
1.1M
Galaxy S3
0.6M

6,259
Tablets an Apple Phenomenon – iPads Make up 60% of the Total
Tablet Market in UK
Tablet ownership among mobile
users (000s)
Multimedia tablets now included
in the basket of goods used by
the ONS to calculate inflation in
the UK for 2012
4.7
million
2,458
Aug 2011 Aug 2012
million
iPads

Mobile Internet

91% of Smartphone Users Connect to the Internet With Their Device
Compared to a Quarter Of Feature Phone Users
Used connected media
(millions)
25%YoY
25%YoY
Connected Media = Used browser, application, native email, stream or download music
and broadcast / on-demand video (does not include SMS)

Almost 19% of UK Internet Traffic Driven by Non-Computer Devices
Share of non-PC device traffic in
the UK
Non PC,
0.0%
Mobile,
11.5%
PC, 81.3%
11.5%
Tablet,
6.5%
Other, 0.7%
Non PC,
18.7%
Source: Device Essentials™,
UK, September 2012

Apple iOS Devices Generate 60% of UK Non-PC Traffic
Platform share of UK tablet &
mobile Internet traffic
12%
4%
42% 54% 4%iOS
60%
25%
iOS
Android
RIM
Other
UK, September 2012
95%
93%
5%
7%
RIM
Android
Mobile Tablet Other

Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-Fi
Network
Wi-Fi Mobile Network
Mobile phone traffic by network
access method and platform
44%
31%
69%
Mobile Traffic
UK, September 2012
26%
56%
74%
44%
iOS Android

Tablet Usage Overtakes PC and Smartphone Usage During the
Weekday Evenings
Share of device page traffic
over a working day - Dec 11
7%
8%
9%
10%
Tablet
Mobile
Computer
Source: Custom Analytics
0%
1%
2%
3%
4%
5%
6%
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM

SMS Still The Dominant Messaging Platform – 92% of Phone Users
Use SMS
45
30
Mobile messaging by type
(millions) / % of total base
92%
16
8
23
14
Sent SMS SMS Daily Used IM IM Daily Used Email Email Daily
61%
32%
15%
47%
28%

Since January 2011 WhatsApp Usage Has Increased Fivefold
2
3
Growth of WhatsApp usage in
UK (millions)
WhatsApp
-
1
2

Browser The Most Common Access Method For Internet Services
Top 10 Internet categories by
access method (millions)
10
12
13
Maps
Weather
Social networking
11
12
17
News
Social networking
Search
Browser Application
4
5
5
5
5
5
7
Entertainment news
Bank accounts
Photo / video sharing
Auction sites
Sports
Search
News
5
5
5
8
8
9
9
Online retail
Photo / video sharing
Tech news
General reference
Entertainment news
Sports
Weather

Top Visited Sites On Mobile Browser
Source: GSMA MMM
Sept 2012

On Average Mobile Users Spend 23 Minutes Per Day on Facebook
15.7 million
unique mobile visits
199 pages
viewed per visitor
3.6 million
39 pages
viewed per day per visitor
8 minutes
per visit
3.6 million
average daily
visitors
Source: GSMA MMM
Sept 2012
23 minutes
spent per day

35% of Smartphone Users Watch Mobile Video
11,026
10,502
Mobile video audience reach by
video category (000s)
5,950
2,036
Mobile Video
(any)
Video Web Video TV Video Paid
Source: MobiLens™

Mobile Shopping

Mobile Phone Increasingly Used to Assist in Shopping Activities
Shopping activities performed
(millions)
6.0
7.9
Made Online Purchase
Found store location
Source: MobiLens™
4.8
5.1
5.4
5.5
Checked product availability
Found coupons or deals
Researched products
Compared prices

Phone Owners Are More Savvy Shoppers and Increasingly Using
their Phones in Store
Shopping activities performed
in store (millions)
3.2
3.5
7.0
9.0
Scanned product barcode
Sent photo of product
Took picture of product
Contacted someone about product
0.8
1.1
1.5
1.6
2.0
2.2
3.2
Made Online Purchase
Checked product availability
Researched product
Found coupons or deals
Found store location
Compared prices
Scanned product barcode

Clothing and Accessories The Largest Category For Mobile Online
Purchases
1.0
1.1
1.1
1.3
1.5
2.2
Take aways
CE / appliances
Groceries
Tickets
Books
Clothing / accessories
Goods and services purchased
on mobile (millions)
0.1
0.3
0.3
0.3
0.3
0.3
0.5
0.6
0.8
0.8
1.0
Ground transportation
Flights
Automotive
Hotel
Flowers
Furniture
Gift certificates
Sports / Fitness
Personal care / hygiene
Daily deals / coupons
Take aways

3.5 Million Phone Users Scan QR Codes
QR Source (millions) Scan Location (millions)
0.9
1.2
1.7
Website on PC
Product packaging
Magazine / newspaper
0.7
1.1
2.1
Outside / public
Retail store
At home
0.3
0.3
0.3
0.9
TV
Storefront
Card or brochure
Poster / flyer
0.2
0.6
0.7
0.7
Restaurant
Grocery store
At work
Outside / public

Product Information the Biggest Category For QR Code Results
Result of scanning QR code
(%)
0.9
2.5
Event information
Product information
Source: MobiLens
Data: Three month average ending July 2012
Country: EU5, N= 67,650
0.4
0.4
0.6
Charity / cause info.
Application download
Coupon or offer

The European Connected Consumer
The Shift from Phones to Connected Devices
The Shift from Phones to Connected Devices

PC Diminishing as Primary Access of Online Traffic
18.7%
7.5%
Great
Britain
Germany
40© comScore, Inc. Proprietary. Source: comScore Device Essentials, EU5, September 2012
7.1%
5.7%
4.1%
Italy
France
Spain

62% of multi-device owners are male, mirroring the typical early
adopter profile and different from the average Smartphone owner
38%
Smartphone and Tablet
Ownership by Gender
13.5%
24.0% 23.4%
14.8%
17.2%
15.0%
20.0%
25.0%
30.0%
Smartphone and Tablet
Ownership by Age
62%
7.0%
13.5%
0.0%
5.0%
10.0%
15.0%
13-17 18-24 25-34 35-44 45-54 55+
Source: comScore MobiLens; 3 month average June 2012; Country: EU5, N= 67,650

A typical day on the internet also looks very different depending on
the device with tablet use spiking at night.
Share of Device Page Traffic Over a Day
42© comScore, Inc. Proprietary. Source: comScore Custom Analytix; 30 July 2012; Country: UK

Amazon leads the Retail category in Europe and also Worldwide
+8%
+12%
+18%
+0%
43© comScore, Inc. Proprietary. Source: comScore MMX, June 2011 vs June 2012
+0%
+13%
+60%
+14%
+30%
+56%
+85%

F-Commerce
Retail and Facebook
Retail and Facebook
The Power of Like

Relative to other regions, not only is Europe one of the largest
markets for social networking, but it’s also more engaged
34%
18%
10%
15%
9% 11%
% Share of Social Networking Visitors and Minutes by Region
Source: comScore MMX, May-2012
Europe North America Asia Pacific Latin America Middle East - Africa
29%
38%
17%
19%
34%
18%
Share of Visitors Share of Minutes

In Europe, women spend nearly 2 hours more per month social
networking than males

Analysis of the three largest EU markets show that consumers spend
most time on their Homepage, which contains the Newsfeed

Brands such as ASOS have the ability to disseminate marketing
messages to nearly 44 Friends of Fans for every 1 ASOS fan
Friends of Fans: Extending the Social Influence of Fans

Fans and Friends of Fans were disproportionately more likely to visit
the brand websites compared to the average internet user.

From Amplification to Action: ASOS was able to deliver a 130% lift in
ASOS.com purchase incidence from paid advertising on Facebook
“ASOS has been at the forefront of Facebook marketing for many years, and in order to continue
increasing investment it is crucial to have access to reliable ROI measurement”
Fiona Marshall, Head of Marketing Womenswear, ASOS

Social networkers tend to be heavier online buyers, but Pinterest has
significantly higher propensity than average
226
163
150
200
250
Buying Power Index (BPI)*
for Selected Leading Social Networking Sites
Source: comScore MMX, U.S., June 2012
111
130
106 109
50
100
150
Facebook Twitter Linkedin Myspace Tumblr Pinterest
*Buying Power Index = Average Spending per Buyer for Site / Average Spending per Buyer for Total Internet x 100;
Index of 100 represents average spending behavior

20,000
25,000
Pinterest.com
Instagram.com
Pinterest & Instagram: U.S. Unique Visitor (000) Trend
Source: comScore MMX, May 2011 – July 2012
+22x Y/Y
Pinterest & Instagram among the two hottest growth sites over past year
0
5,000
10,000
15,000
Instagram.com
+5x Y/Y

E-Commerce
Top Trends in Online Retail
Top Trends in Online Retail
Lessons from the US

$84 $80
$85
$94
$80
$171
$200
+9%
Retail e-Commerce spending is up +16% Y/Y, posting $209 billion in
sales through September 2012
$214
-5%
$209
U.S. e-Commerce Dollar Sales Growth ($ Billions)
Source: comScore e-Commerce Measurement
+6%
$228 $209
+26%
+22%
+19%
+17%
+7%
-2%
+9%
+12%
+13%
$256
+11%
$42 $53 $67 $82
$102
$123 $130 $130 $142
$162
$129$30
$40
$51
$61
$69
$77
$84 $80 $80
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Q1-Q3
2012
$72
$93
$117
$143
Retail
Travel
+26%
+33%
+26%
+28%
+20%
+24%
+24%
+13%
$171
+20%
+12%
+6%
+9%
0%
-5%
+10%
+16%
+9%+29%
+26%
+14%

*Note: The U.S. Department of Commerce calculation includes total
retail and food service sales, which also includes motor vehicles and
17%
23% 23%
19%
11%
13%
6%
-3% 0% -1% -2% 3%
10%
9% 9%
11% 12% 14%
13%
14%
17%
15% 15%
Q1
2007
Q2
2007
Q3
2007
Q4
2007
Q1
2008
Q2
2008
Q3
2008
Q4
2008
Q1
2009
Q2
2009
Q3
2009
Q4
2009
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
In Q3, online sales growth continued to outpace offline, with online
retail posting a 15% year-over-year growth rate, which was more than
7x greater than the apples to apples offline retail rate
Quarterly e-Commerce Sales Growth vs. YA
Quarterly Retail & Food Services Sales Growth* vs. YA
Source: U.S. Department of Commerce (DOC)
retail and food service sales, which also includes motor vehicles and
parts dealers.
3% 3% 3% 3%
2% 2%
1%
-5% -5% -6% -6%
0%
4% 5% 6%
7%
6% 4% 4% 3%
6%
2% 2%
Q1
2007
Q2
2007
Q3
2007
Q4
2007
Q1
2008
Q2
2008
Q3
2008
Q4
2008
Q1
2009
Q2
2009
Q3
2009
Q4
2009
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Quarterly Retail & Food Services Sales Growth vs. YA
(excluding autos, gas and food/beverage)
4% 4% 3%
5% 4% 2%
1%
-8%
-10% -9% -7%
2%
6% 7%
5%
8%
7% 7% 7% 5%
8%
4% 3%
Q1
2007
Q2
2007
Q3
2007
Q4
2007
Q1
2008
Q2
2008
Q3
2008
Q4
2008
Q1
2009
Q2
2009
Q3
2009
Q4
2009
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012

5.9%
6.4% 6.7%
7.4% 7.3% 7.6%7.7%
6.8%
6.9%
7.7%
8.1%
7.1% 7.1%
8.0%
8.6%
7.7% 7.6%
8.9%
9.4%
8.7%
8.7%
7.0%
8.0%
9.0%
10.0%
The channel shift appears to be accelerating, with e-Commerce
representing nearly 9% of all discretionary dollars spent in Q3 2012,
an increase of 1.1 points compared to 2011
e-Commerce Share of Corresponding Consumer Spending*
Source: comScore for e-Commerce & U.S. Department of Commerce (DOC) for Retail
CommerceShare
4.3%
3.7%
4.0%
4.6%
5.1%
4.3%
4.5%
5.3%
5.9%
5.0%
5.3%
5.9%
6.3% 6.5% 6.6% 6.8%
6.9% 7.1% 7.1%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
*Note: e-Commerce share is shown as a percent of DOC’s Total Retail Sales
excluding Food Service & Drinking, Food & Bev. Stores, Motor Vehicles &
Parts, Gasoline Stations and Health & Personal Care Stores.
e-Commerce
e-Commerce share peaks in
colder seasons (Q4 & Q1)

Audio/video equipment (e.g. TVs)
+12%
Mobile phones and tablets are among the fastest growing e-Commerce
sub categories – portable devices are growing at more than double
traditional desktop computers
Q3 2012 e-Commerce Sales Growth vs. YA by Retail Category
Product Category
Q3 2012 Growth
vs. YA
Digital Content and Subscriptions Very Strong
Consumer Electronics (x PC Peripherals) Very Strong
Event Tickets Very Strong
Mobile phones and plans
+27%
Desktop computers
+8%
+12%Event Tickets Very Strong
Apparel & Accessories Very Strong
Video Games, Consoles & Accessories Very Strong
Flowers, Greetings & Misc. Gifts Very Strong
Jewelry & Watches Very Strong
Computers/Peripherals/PDAs Strong
Books & Magazines Strong
Consumer Packaged Goods Strong
Sport & Fitness Strong
Office Supplies Strong
Home & Garden Strong
Furniture, Appliances & Equipment Strong Growth rate definitions:
Very Strong: +15% or higher
Strong: +10-14%
Portable devices (e.g. tablets)
+20%

As visitors to Groupon via mobile continue to outpace PC traffic, the
gap between mobile and fixed visitors grew this past quarter
Avg. Monthly UVs (MM) on Select Coupon
Sites in Q3 2012
Source: comScore Media Metrix, U.S.
+4%
N/A
+10%
-7%
Y/Y Change
Unique Visitors to Groupon in Sep-2012
Source: comScore Media Metrix & Mobile Metrix, U.S.
Groupon
(via PC)
12.8 million
6.7
7.5
9.2
13.0
Coupons, Inc.
LivingSocial
WhaleShark Media
Groupon
-7%
N/A
+28%
N/A
-16%
+56%
+34%
* - WhaleShark Media includes RetailMeNot.com, Deals2Buy.com,
CouponShare.com and CouponsEven.com
Groupon
(via mobile*)
19.9 million
* includes mobile web and mobile app
1.6
1.6
1.7
2.0
2.1
2.6
6.7
MyPoints Sites
FATWALLET.COM
COUPONALERT.COM
FREEBIEGROCERIES.COM
DEALSPL.US
DEEDORGREED.COM
Coupons, Inc.

The Shopper’s MultiThe Shopper’s Multi--Channel Journey Today: Not so much a funnel,Channel Journey Today: Not so much a funnel,
more like a flight mapmore like a flight map
#SOR12
Source: Google ZMOT Handbook

Compared to 2010, consumers are increasingly comfortable receivingCompared to 2010, consumers are increasingly comfortable receiving
coupons online; nearly 1 in 3 respondents stated their preference for onlinecoupons online; nearly 1 in 3 respondents stated their preference for online
coupons over another formatcoupons over another format
Q. Would you rather receive coupons online rather than any other format?
Source: comScore Surveys - October 2010 & April 2012
23%Yes
2010
32%Yes
2012
#SOR12
47%
30%
No
Not
sure
45%
24%
No
Not
sure

45% 37%
29% 27%
22%
About 1 in 3 consumers would rather receive coupons online than via anyAbout 1 in 3 consumers would rather receive coupons online than via any
other formatother format –– nearly half of those ages 25nearly half of those ages 25--34 prefer an online format34 prefer an online format
Q. Would you rather receive coupons online rather than any other format?
Source: comScore Survey – April 2012
32%24%
#SOR12
19%
23% 27% 25% 22%
36%
40%
45% 48% 56%
45%
25 to 34 35 to 44 45 to 54 55 to 64 65 or older
45%

Overall, online search engines were considered the most valuable tool forOverall, online search engines were considered the most valuable tool for
shopping, followed by retailer websites and recommendations from familyshopping, followed by retailer websites and recommendations from family
and friendsand friends
Overall Rankings for Each Tool, by Statement
(Ranking among tools, % Top-2 Box, 7-pt scale)
Source: comScore Survey – September 2012
(shown in order of
average overall ranking)
“Saves Me
Money”
“Saves Me
Time”
“Helps Me With
New Ideas”
#1 - Online Search Engine 2nd 1st 3rd
#2 - Retailer Website 6th 2nd 1st
#SOR12
#2 - Retailer Website 6th 2nd 1st
#3 - Recommendations
from family / friends 5th 4th 2nd
#4 - Digital Coupons
(excluding deal of the day) 1st 3rd 9th
#5 - Retailer Email 4th 8th 5th
#6 - Newspapers 3rd 11th 11th

40,000
50,000
Q3 2011 Q3 2012
Smartphones:Smartphones: RRetailetail--related categories showed significant growthrelated categories showed significant growth
among mobile phone ownersamong mobile phone owners YoYYoY, including +65% for online retail, including +65% for online retail
+65%
Content Categories Consumed by Mobile Phone Owners (000) & Growth vs. YA
Source: comScore MobiLens, U.S., 3 Mo. Avg. (includes browser or application access)
+59%
#SOR12
0
10,000
20,000
30,000
Retailer Websites E-Payments Credit Cards Auction Sites
+67%
+59% +46%

SitSit--Back Shopping:Back Shopping: 1 in 10 retail e1 in 10 retail e--Commerce dollars are now spentCommerce dollars are now spent
via mobile device (i.e. smartphones and tablets)via mobile device (i.e. smartphones and tablets)
10%
9%
8%
9%
8%
6%6%
Percentage of Retail e-Commerce Dollars Spent via Mobile or Tablet Device
Source: comScore Custom Mobile Research
#SOR12
6%6%
3%3%
2%
Q3
2012
Q2
2012
Q1
2012
Q4
2011
Q3
2011
Q2
2011
Q1
2011
Q4
2010
Q3
2010
Q2
2010

SitSit--Back Shopping:Back Shopping: A new shopping occasion emerges in the laterA new shopping occasion emerges in the later
evening hours = new opportunity for retailersevening hours = new opportunity for retailers –– especially Apparelespecially Apparel
7%
8%
9%
10%
Tablet
Smartphone
Computer
50%
Apparel &
Accessories
Share of Daily U.S. Device Page Traffic
Source: comScore Device Essentials, U.S., Jan. 24, 2012 (Weekday)
Category Spending Among Tablet Buyers:
Percent of Buyers via Tablet Who Conducted a
Purchase within Category
Source: comScore TabLens, U.S., 3 Mo. End Sep 2012
#SOR12
0%
1%
2%
3%
4%
5%
6%
7%
12:00AM
1:00AM
2:00AM
3:00AM
4:00AM
5:00AM
6:00AM
7:00AM
8:00AM
9:00AM
10:00AM
11:00AM
12:00PM
1:00PM
2:00PM
3:00PM
4:00PM
5:00PM
6:00PM
7:00PM
8:00PM
9:00PM
10:00PM
11:00PM
33%
29%
28%
25%
Books
Tickets
Daily deals
Consumer
Electronics

ShowroomingShowrooming:: Nearly 4 in 10 consumers agreed they engaged inNearly 4 in 10 consumers agreed they engaged in
‘‘showroomingshowrooming’’ –– engagement remains much higher than awarenessengagement remains much higher than awareness
“Showrooming” – verb.
Visiting a brick-and-mortar store to see a product but instead purchasing the product
online. Shoppers may intend from the start to purchase the product online, or may
decide to purchase online, rather than in-person, after viewing the item at the store.
37%Although only 16% of consumers were aware of the term
“showrooming” unaided, 37% agreed they engaged in the
activity after seeing a definition
#SOR12
12%
16%
% who have heard of 'showrooming'
32%
% who have engaged in 'showrooming'
activity after seeing a definition

ShowroomingShowrooming:: Mobile Apps dominate Mobile Web access for mostMobile Apps dominate Mobile Web access for most
leading pure play online retailersleading pure play online retailers
Share of Mobile Time Spent by Retailer
App vs. Mobile Web
Source: comScore Mobile Metrix, U.S., Sep-2012
Selected Leading Retailer Mobile Web Properties
Unique Visitors (MM): Mobile Web + App Combined
Source: comScore Mobile Metrix, U.S., Sep-2012
App Mobile Web
18.6
37.5
58.0
Wal-Mart
eBay
Amazon
42%
84%
84%
58%
16%
16%
Wal-Mart
eBay
Amazon
#SOR12
3.8
4.7
6.5
7.9
11.1
17.1
18.6
Barnes & Noble
Etsy
Best Buy
RedBox
Target
Netflix
Wal-Mart
92%
65%
30%
86%
38%
99%
42%
8%
35%
70%
14%
62%
1%
58%
Barnes & Noble
Etsy
Best Buy
RedBox
Target
Netflix
Wal-Mart

Key TakeawaysKey Takeaways
Share of Internet Traffic from non-computer devices will continue to rise
Connected devices will continue to drive E/M/F Commerce
Economic hardship is not effecting the growth of E/M/F Commerce
Facebook should not be underestimated in its power to drive incremental sales for Brands
The channel shift to online is accelerating: online sales
increased by +15% in Q3, while on a comparable category basis, offline sales increased only 2%
#SOR12
increased by +15% in Q3, while on a comparable category basis, offline sales increased only 2%
– E-Commerce sales growth driven by more buyers, buying more
– Mobile commerce accounted for 10% of all retail e-commerce sales in Q3
All product categories showed strong sales growth YoY
– Sales of mobile phones up 27%; portable devices up 20% in US alone
Search, retailer websites and recommendations from family/friends were identified as top shopping
tools by consumers in Q3
The Four S’s expected to be key drivers of e-Commerce over Christmas Trading period:
– Social Commerce, Smartphones, Showrooming, Sit-Back Shopping

Thank you! For free graphical representations of key “data gems”
visit the comScore Data Mine at:
http://www.comscoredatamine.com/category/mobile/
Gregor Smith, Sales Director Mobile, Europe
gsmith@comscore.com
Follow us on Twitter @comScoreEMEA

The Mobile Digital Omnivore, comScore, Dec 12

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