For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Will have new cover

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About this report
The 2017 U.S. Cross-Platform Future in Focus leverages several data sources unique to comScore:
The report is based primarily on behavioral measurement from comScore Media Metrix® Multi-Platform, which provides unduplicated reporting of
digital audiences across desktop computers, smartphones and tablets; comScore Mobile Metrix®, which provides unduplicated reporting of mobile
web and app audiences across both smartphones and tablets; and comScore Video Metrix® Multi-Platform, which provides a single, unduplicated
measure of digital video consumption across smartphones, tablets, desktops and over-the-top (OTT) devices. The report also includes survey-based
mobile data from comScore MobiLens®, search data from comScore qSearch™, online retail spending data from comScore e-Commerce
Measurement™, advertising measurement data from comScore validated Campaign Essentials™ (vCE®) and comScore Brand Survey Lift™
(BSL™), as well as cross-platform data from comScore Xmedia™, viewing data from comScore’s suite of TV and video-on-demand measurement
services and new connected home measurement via the comScore Total Home Panel™.
Important Definitions:
Total Digital: The combination of desktop and mobile.
Mobile: The combination of smartphone and tablet. When data is referring specifically to smartphones or tablets, it will be labeled accordingly.
Unique visitor: A person who visits an app or digital media property at least once over the course of a month.
Pay-TV: Subscription-based television services that are delivered via a traditional cable, telco or satellite service operator.
Digital Video Recorder (DVR): An electronic device used to record live television and watch later. Viewing via a DVR is often referred to as time-shifted recorded viewing.
Video-on-Demand (VOD): Refers to video content that is made available via the traditional cable, telco or satellite service operators for on-demand viewing, as opposed to the regularly
scheduled live TV viewing or time-shifted DVR viewing.
Over-the-Top (OTT): Refers to video content that is transmitted via the internet to one’s television set, instead of via the traditional cable, telco or satellite service operators.
For more information about subscribing to comScore services, please contact us at comscore.com/learnmore.

© comScore, Inc. Proprietary. 3
Table of Contents
Multi-Platform
Digital Media
Mobile
Social & Video Platforms
TV & Cross-Platform
Advertising
E-Commerce
Box Office
Key Takeaways
9
22
29
39
52
58
67
71
4

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 4
Multi-Platform

© comScore, Inc. Proprietary. 5
Smartphone usage has doubled in the past three years, and since
2014 it’s driven all of the growth in digital media time spent
Total digital media
usage is up 40%
since 2013, with
mobile – particularly
smartphones –
driving those gains.
The smartphone
has continued to
expand on its role in
digital, even in just
the last two years,
as desktop and
tablets have both
experienced modest
declines in
engagement during
this period.
Growth in Digital Media Time Spent in Minutes (MM)
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec 2013 - Dec 2016
505,591 551,184 500,173 463,814
441,693
646,324 787,541 878,654
123,661
197,446
160,767
156,199
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
Dec-2013 Dec-2014 Dec-2015 Dec-2016
TotalMinutes(MM)
Desktop Smartphone Tablet
+26%
vs. 2013
+99%
vs. 2013
-8%
vs. 2013

© comScore, Inc. Proprietary. 6
Mobile media usage surpassed the 1 trillion monthly minute milestone
in March 2016 and continues to rise
Mobile time spent
continues to
progress upward,
hitting a huge
milestone in
reaching an eye-
popping level of one
trillion minutes of
aggregate media
consumption per
month in 2016. This
is nearly double
what desktop
internet usage
accounted for at its
peak.
Total Minutes (Billions) Spent on Mobile
Source: comScore Mobile Metrix, U.S., Age 18+, Dec 2013 – Dec 2016
400
500
600
700
800
900
1,000
1,100
Dec-2013 Jun-2014 Dec-2014 Jun-2015 Dec-2015 Jun-2016 Dec-2016
TotalMinutes(Billions)
The average person
spent
2 hrs 51 min
per day on mobile

© comScore, Inc. Proprietary. 7
Mobile now represents almost 7 in 10 digital media minutes, and
smartphone apps alone account for half of all digital time spent
With desktop
engagement
faltering in recent
years, it has lost
share to mobile –
which now accounts
for 69% of digital
media time spent.
Mobile apps now
drive 60% of digital
time spent, and
smartphone apps
alone currently
account for a
majority of digital
media consumption.
Share of Digital Media Time Spent by Platform
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, Dec 2013 – Dec 2016
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
75%
Dec-2013 Jun-2014 Dec-2014 Jun-2015 Dec-2015 Jun-2016 Dec-2016
Share of Digital Time Spent on MOBILE APP
Share of Digital Time Spent on MOBILE
31%
60%
Share of Digital Time Spent on DESKTOP
+16pts
+16pts
-16pts
44%
53%
47%
Share of Digital Time Spent on SMARTPHONE APP+16pts
35%
51%
69%

© comScore, Inc. Proprietary. 8
Nearly one in eight U.S. internet users are now mobile-only, with 18-
24 year-old women the highest skewing for this behavior
The mobile-only
internet user is an
emerging group
within the digital
media ecosystem.
Millennials are more
likely to rely
exclusively on their
mobile devices, with
the heaviest skews
occurring among
college-aged adults
and females.
Mobile-Only Share of Digital Audience by Age Segment
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Dec 2016
11%
16%
12%12%
22%
14%
0%
5%
10%
15%
20%
25%
Total Age 18+ Age 18-24 Age 25-34
Male Female

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 9
Digital Media

© comScore, Inc. Proprietary. 10
Google Chrome continues to widen its market share lead for desktop
browser activity, capturing a majority share of all page views in 2016
Google Chrome
gained three
percentage points of
the desktop browser
market in the 2nd
half of 2016, now
with more than 50%
of all page views.
Microsoft’s Edge
browser also saw
gains, eating into
the share of
Microsoft’s Internet
Explorer browser.
Share of Desktop Browser Activity
Source: comScore Custom Analytics, U.S., Total Audience
0%
10%
20%
30%
40%
50%
Jun-2016 Dec-2016
ShareofDesktopPageViews
Google Chrome
51%
Other
+3pts
+0pts
48%
Firefox-2pts14%
20% Internet Explorer-3pts 17%
Safari-0pts
Edge+2pts
10%
6%
2%
12%
10%
8%
2%

© comScore, Inc. Proprietary. 11
Microsoft’s search engine Bing has grown its desktop search market
share over the past year, but the market is for the most part stable
The desktop search
market has
stabilized in recent
years with share
shifts from year to
year tending to be
relatively modest.
Market leader
Google remained
stable, but #2 player
Microsoft Bing did
manage to grow its
share by more than
one percentage
point.
Desktop Explicit Core Search Share
Source: comScore qSearch, U.S., Q4 2016
64%
23%
12%
1% 1%
Google Sites
Microsoft Sites
Yahoo! Sites
Ask Network
AOL, Inc.
+1.4 pts
vs. year ago

© comScore, Inc. Proprietary. 12
Digital media audiences continue to grow on the back of mobile,
which is now 2x that of the average desktop audience
Over the past three
years, digital media
audiences of the
Top 1000 properties
have surged to an
average 16.8 million
visitors per month,
up 38% in the past
three years. All of
that growth has
been due to mobile,
which jumped 127%
in that time, and is
now 2x that of the
Top 1000 desktop
audience.
Growth in Top 1000 Digital Media Property Audiences
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2013 – Dec 2016
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
20.0
Average#ofUniqueVisitorsbyPlatform(MM)
TOTAL DIGITAL
MOBILE
DESKTOP
8.1
12.3
5.6
6.3
16.8
12.7

© comScore, Inc. Proprietary. 13
Digital is delivering audiences at scale, but the number of newly
emerging large-scale media properties is flattening
While 2015 saw a
big jump in the
number of digital
media properties
reaching large
audiences of 20+
million (+34), 2016
saw much more
modest gains (+8).
Are we now nearing
a point of audience
maturity for digital
media properties?
Number of Digital Media Properties Reaching Unique Visitor Thresholds
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2016 / Dec 2015 / Dec 2014
119
142 149
53
64 65
0
50
100
150
200
250
Dec-2014 Dec-2015 Dec-2016
NumberofDigitalMediaProperties
20-50 MM 50+ MM
+20%
+19%
+2%
+5%

© comScore, Inc. Proprietary. 14
For the Top 100 properties, incremental mobile audiences extend
their desktop audiences by a factor of 2.4x
Mobile audiences
continue to be an
important
contributor to total
digital audience.
This year mobile
helped boost the
audiences of the
Top 100 digital
media properties by
2.4x vs. desktop
alone, a multiple
that has grown
steadily in the past
few years.
Median Audience Sizes for the Top 100 Digital Media Properties
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2013 - Dec 2016
45,180
50,462
56,780 57,690
28,382 29,214
25,762 24,053
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Dec-2013 Dec-2014 Dec-2015 Dec-2016
UniqueVisitors(000)
Total Digital Desktop
2.2x
1.6x
1.7x
2.4x

© comScore, Inc. Proprietary. 15
Google Sites, Facebook and Yahoo Sites remain the top digital
media properties and the only ones with 200+ MM visitors
The average Top 10
digital media property
has 39% of its
audience visiting only
on mobile and 34%
visiting on both
mobile and desktop.
For five of the Top 10,
a majority of their
digital media
audiences are
mobile-only visitors,
highlighting the
importance of mobile
as a primary
touchpoint for many
large digital media
companies.
Top Digital Properties: Unique Visitors (MM) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2016
0 50 100 150 200 250 300
Google Sites
Facebook
Yahoo Sites
Microsoft Sites
Amazon Sites
Comcast NBCUniversal
CBS Interactive
AOL, Inc.
Apple Inc.
Time Inc. Network (U.S)
Desktop Only Multi-Platform Mobile Only
209 MM
206 MM
190 MM
189 MM
164 MM
163 MM
157 MM
153 MM
129 MM
247 MM

© comScore, Inc. Proprietary. 16
There were 21 digital media properties that reached at least 100
million U.S. visitors per month across 2016
After the big three,
the 2nd tier of digital
media properties
consists of some of
the most established
brands from the early
days of the internet
and a couple large
TV publishers that
have built a huge
following on digital
over the years. The
3rd tier consists of a
mix of legacy print
publishers, TV
networks, social
media sites and
others.
Digital Media Properties By Audience Tier
Source: comScore Media Metrix Multi-Platform, U.S., Jan 2016 – Dec 2016
0
50
100
150
200
250
300
Properties with 100-150 MM
Unique Visitors
Properties with 150-200 MM
Unique Visitors
Properties with 200-250 MM
Unique Visitors
Avg.MonthlyUniqueVisitors(MM)forFY
100-150 MM UVs
150-200 MM UVs
200-250 MM UVs

© comScore, Inc. Proprietary. 17
A major digital media trend in 2016 was growth in news consumption
as the U.S. presidential election captivated Americans’ attention
The U.S. presidential
election was the
biggest news story of
the year, and digital
news sites posted
strong gains over the
course of its 18-
month news cycle.
Interest reached its
apex in November, as
the general election
coverage resulted in
all-time highs in
readership for many
digital newspapers
and political news
destinations.
Newspapers and Political News Categories: Total Minutes (MM)
Source: comScore Media Metrix Multi-Platform, U.S., Nov 2013 - Dec 2016
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Nov-2013
Dec-2013
Jan-2014
Feb-2014
Mar-2014
Apr-2014
May-2014
Jun-2014
Jul-2014
Aug-2014
Sep-2014
Oct-2014
Nov-2014
Dec-2014
Jan-2015
Feb-2015
Mar-2015
Apr-2015
May-2015
Jun-2015
Jul-2015
Aug-2015
Sep-2015
Oct-2015*
Nov-2015
Dec-2015
Jan-2016
Feb-2016
Mar-2016
Apr-2016
May-2016
Jun-2016
Jul-2016
Aug-2016
Sep-2016
Oct-2016
Nov-2016
Dec-2016
TotalMinutes(MM)
Newspaper Sites
Political News Sites
+19%
FY 2016 vs.
FY 2015
+122%
FY 2016 vs.
FY 2015
Presidential
Primary
Elections
General
Election
* Total Minutes for the Newspapers category in October 2015 was recalculated to remove the impact of overstated data for an individual mobile news app that had a substantial
impact on topline category time spent.
** Newspapers and Political News are two sub-categories within the broader News/Information category and are not fully inclusive of all news properties. There is also a small amount
of duplication between the two sub-categories.

© comScore, Inc. Proprietary. 18
Certain leading print and TV news brands saw huge digital audience
growth as consumers demanded election coverage
The New York Times,
Washington Post,
CNN and Fox News
were among the
news organizations
that had a huge year
in 2016 covering the
U.S. Presidential
Election. While traffic
peaked in October
and November – with
the NYT and WaPo
surpassing 100 MM
UVs for the first time
in their respective
histories – traffic was
elevated throughout
much of the year.
0
20
40
60
80
100
120
Avg.MonthlyUniqueVisitors(MM)forFY
FY 2015 FY 2016
Y/Y Digital Audience Growth of Select Leading Print and TV News Organizations
Based on Average Monthly Unique Visitors for Full Year
Source: comScore Media Metrix Multi-Platform, U.S., Full Year 2016 / Full Year 2015
+36% +40%
+20%
+35%

© comScore, Inc. Proprietary. 19
Facebook and Google own the Top 8 mobile apps and 10 of the Top
20, while Snapchat is the top app not owned by either company
Top 20 Mobile Apps by Unique Visitors (000) with Y/Y Growth
Source: comScore Mobile Metrix, U.S., Age 18+, December 2016
* “Apple Music,” as it appears in comScore’s monthly reporting, is referring to Apple’s native music app, which captures all music activity within that app,
including listening via the streaming service, radio service and users’ personally downloaded music libraries..
Facebook
Google
Everyone Else
155,726
136,853
130,548
114,791
101,951
90,129
89,480
89,447
82,098
79,634
73,321
64,685
62,647
53,930
52,971
45,995
43,337
39,493
37,889
33,426
Facebook
Facebook Messenger
YouTube
Google Search
Google Maps
Instagram
Gmail
Google Play
Snapchat
Pandora Radio
Amazon Mobile
Google Calendar
Apple Music
Apple Maps
Pinterest
Google Drive
Twitter
Netflix
Spotify
The Weather Channel
Y/Y %
Change
Google and
Facebook have
strong app portfolios
that account for a
high percentage of
the top-ranked
apps. The two
companies own the
top eight positions
on the list, while
Snapchat, Pandora
and Amazon are the
biggest apps from
outside that mix.
15%
25%
22%
40%
23%
36%
19%
9%
114%
3%
9%
N/A
0%
4%
11%
9%
0%
16%
34%
-15%

© comScore, Inc. Proprietary. 20
Many of the fastest growing apps are services that improve existing
real-world behaviors, such as hailing cabs and paying cash to friends
Apps like Waze, Uber
and Lyft are
improving the way we
get around; Tinder
makes dating easier;
Fitbit lets you to track
your personal fitness
metrics and Venmo
makes it simple to
digitally transfer
money to friends.
Bitmoji, the fastest
growing app of this
select group, enables
self-expression
through the use of
personal cartoon
avatars.
Fast Rising Apps – Unique Visitor Trend
Source: comScore Mobile Metrix, U.S., Age 18+, Dec 2014 – Dec 2016
0
5
10
15
20
Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015 Mar-2016 Jun-2016 Sep-2016 Dec-2016
UniqueVisitors(MM)
Waze
Wish
Uber
letgo
Bitmoji
OfferUp
Tinder
GroupMe
Lyft
Flipp
Venmo
+246%
+443%
+166%
+5,210%*
% Change
vs. Dec 2014
+677%
+850%
+101%
+1,213%
+1,085%*
+336%
+260%
* letgo’s percent change figure represents its app audience growth from June 2015 to December 2016.
Bitmoji’s percent change figure represents its app audience growth from February 2015 to December 2016.

© comScore, Inc. Proprietary. 21
Pokémon GO was a mobile app phenomenon that quickly surged to
attract a huge audience but has since come back down to earth
Pokémon GO: Daily Unique Visitor Trend
Source: comScore Custom Analytics, U.S., Age 18+, Jul 2016 – Dec 2016
0
5
10
15
20
25
30
7/1
7/7
7/11
7/15
7/19
7/23
7/27
7/31
8/4
8/8
8/12
8/16
8/20
8/24
8/28
9/1
9/5
9/9
9/13
9/17
9/21
9/25
9/29
10/3
10/7
10/11
10/15
10/19
10/23
10/27
10/31
11/4
11/8
11/12
11/16
11/20
11/24
11/28
12/2
12/6
12/10
12/14
12/18
12/22
12/26
12/30
DailyUniqueVisitors(Millions)
60%
of Pokémon
Go’s users are
18-34 year-old
Millennials
Pokémon GO – a
location-based
augmented reality
game – launched on
July 6th, and in just a
matter of days it was
consistently capturing
more than 20 million
daily users. It peaked
at 28.5 million daily
users on July 13th
and, though
eventually tailing off,
provided an important
glimpse into the
potential of
augmented reality to
engage users.
28.5 Million

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 22
Mobile

© comScore, Inc. Proprietary. 23
U.S. smartphone penetration eclipsed 80% in 2016, but growth is
slowing as market adoption concludes its ‘late majority’ stage
Since the end of
2005, smartphone
penetration of the
mobile phone market
has grown from next
to nothing to 81%.
Just five years ago
that penetration
figure was roughly
half of what it is today
at 42%. The
remaining
uncaptured market is
mostly technology
laggards who don’t
necessarily have a
high likelihood of
ever making the
switch.
Smartphone Penetration of Mobile Phone Market
Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2005 - 3 Mo. Avg. Ending Dec 2016
2% 3% 6%
11%
17%
27%
42%
54%
65%
75%
79% 81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Dec
2005
Dec
2006
Dec
2007
Dec
2008
Dec
2009
Dec
2010
Dec
2011
Dec
2012
Dec
2013
Dec
2014
Dec
2015
Dec
2016

© comScore, Inc. Proprietary. 24
Smartphone penetration among Millennials is already near its
saturation point, while the oldest users still have room to grow
Smartphone Penetration by Age Segment
Source: comScore MobiLens, U.S., Age 18+, 3 Mo. Avg. Ending Dec 2016 / Dec 2015
79%
94% 93%
84%
58%
81%
94% 94%
86%
61%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total: Age 18+ Age 18-24 Age 25-34 Age 35-54 Age 55+
Dec-2015 Dec-2016
Millennial
smartphone
penetration has been
relatively flat since
2015, which is
expected considering
it is already solidly
above 90%. The 55-
and-older segment
has the most room
for growth and
experienced the
biggest bump with a
3-point increase in
2016. Still, it will likely
be a slow climb to
reach 80 or 90%
penetration.

© comScore, Inc. Proprietary. 25
The U.S. market share for smartphone operating systems has
stabilized in recent years with Android #1 and iOS a strong #2
Smartphone OS
market share has
shifted immensely
from its early years,
but has remained
relatively stable
since 2013. It now
appears that the
most popular device
for accessing the
internet will be
dominated by two
major players’
software platforms
for the foreseeable
future.
Smartphone Platform Market Share: Long-Term Trend
Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2005 - 3 Mo. Avg. Ending Dec 2016
1% 5%
29%
47%
53% 51% 53% 53% 54%
9%
17%
25%
25%
30%
36% 42% 42% 43% 43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HP/Palm
Symbian
BlackBerry
Microsoft
iOS
Android

© comScore, Inc. Proprietary. 26
But Apple remains the largest smartphone OEM at 43%, with the
remaining share split about evenly between Samsung and all others
In the past three
years, the U.S.
market share for
smartphone original
equipment
manufacturers
(OEMs) has seen
minor growth from
Apple and Samsung
at the expense of
most others. Like
the smartphone
software market, the
OEM market is
maturing in the U.S.
* The months of April and May 2015 were calculated using their single month of data vs. the 3-month
average, due to an improved sample weighting methodology introduced in April.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Smartphone OEM Market Share: 3-Year Trend
Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2013 - 3 Mo. Avg. Ending Dec 2016
28%
43%
29%
32%
42%
26%
Apple
All Others
Samsung

© comScore, Inc. Proprietary. 27
iPhone owners were rapidly upgrading to the 6 models, until
September when the latest 7 models were introduced
Apple’s iPhone 3, 4,
and 5 models
collectively lost
nearly 42 million
users since 2014,
but more than made
that up by gaining
37 million new
iPhone 6 and 6 Plus
users, and another
16 million users of
its latest SE, 7 and
7 Plus models.
Trend of U.S. Apple iPhone Users (MM) by Device Family
Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2014 - 3 Mo. Avg. Ending Dec 2016
24.2
19.2 15.4 12.1 9.7 8.0 6.1 5.0 4.1
39.3
39.0
38.7
37.0
30.8
27.2
24.9
22.1
17.8
7.9 14.9 20.6
24.0
30.5
36.0
37.6
37.2
33.4
3.7
6.4 7.1 9.1 11.6 13.6 14.4
15.8
15.0
3.0
7.5
5.1
0
10
20
30
40
50
60
70
80
90
Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015 Mar-2016 Jun-2016 Sep-2016 Dec-2016
AppleiPhoneUsers(MM)
Apple iPhone 7 Plus
Apple iPhone 7
Apple iPhone SE
Apple iPhone 6/6S Plus
Apple iPhone 6/6S
Apple iPhone 5/5S/5C
Apple iPhone 3G/4/4S

© comScore, Inc. Proprietary. 28
The smartphone market has transitioned heavily to large screen
models, which now outnumber small screen devices by 4x
More consumers
are adopting
smartphones with a
4.5” display or
greater, while tablet
ownership growth
has pulled back in
recent years. This
correlation could be
due to tablets and
larger screen
smartphones
sharing many of the
same use cases.
Device Ownership by Smartphone Screen Size and Tablet
Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Sep 2014 - 3 Mo. Avg. Ending Dec 2016
0
20
40
60
80
100
120
140
160
180
DeviceOwners(MM)
Tablet
<4.5”
4.5”+
* The months of April and May 2015 were calculated using their single month of data vs. the 3-month
average, due to an improved sample weighting methodology introduced in April.

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 29
Social &
Video Platforms

© comScore, Inc. Proprietary. 30
Share of Total Digital Time Spent by Content Category
Source: comScore Media Metrix Multi-Platform, U.S., Total Audience, December 2016
Social media and video viewing are the two most popular online
activities, together accounting for more than a third of all internet time
Social Media
20%
Multimedia
14%
Entertainment - Music
11%
Games
8%
Portals
5%
Retail
5%
Directories/Resources
4%
News/Information
3%
e-mail
3%
Search/Navigation
3%
Instant Messengers
2%
Photos
2%
Lifestyles
2%
Sports
2%
All Other
16% Social Media leads
all categories in
engagement,
accounting for 1 out
of 5 minutes spent
online. The next
largest categories
being Multimedia,
Music and Games
highlight that digital is
being increasingly
used for
entertainment – now
more so than ever
with the rise of mobile
and consumers’ need
to make use of their
“in-between” time.

© comScore, Inc. Proprietary. 31
The smartphone app is by far the most popular access point for social
media usage, with greater relative usage than the internet as a whole
The vast majority of
social media
consumption (70%)
occurs on mobile
apps, driven largely
by smartphones.
The smartphone
app is the dominant
social platform in
the U.S., accounting
for 60% of all social
media time spent,
which is 9
percentage points
greater than the
internet as a whole.
Share of Time Spent on Social Media vs. Total Internet Across Different Platforms
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec 2016
31%
21%
51%
60%
8%
6%
9%
10%
2%
2%
Total Internet
Social Media
Desktop Smartphone App Smartphone Web Tablet App Tablet Web
+9 pts for Social Media

© comScore, Inc. Proprietary. 32
Millennials use several social networks regularly, with Facebook
commanding the lead in both audience size and engagement
After Facebook,
Snapchat has the
highest engagement
per visitor among
Millennials, just
slightly ahead of
Instagram – which
is 2nd in terms of
penetration.
Millennials overall
have a more diverse
diet of social media
platforms they
engage with on a
regular basis.
Age 18-34 Digital Audience Penetration vs. Engagement of Leading Social Networks
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2016
0
200
400
600
800
1,000
1,200
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
AverageMonthlyMinutesperVisitor
% Reach Among Age 18-34

© comScore, Inc. Proprietary. 33
The 35+ population also uses Facebook heavily, but doesn’t spread
its attention across other networks to the extent Millennials do
Age 35+ users show
a higher relative
preference for
Facebook in relation
to other social
media platforms.
They do have high
penetration among
several others
beyond Facebook,
but they don’t
engage with any
other platforms for
more than 100
minutes per month.
Age 35+ Digital Audience Penetration vs. Engagement of Leading Social Networks
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2016
0
200
400
600
800
1,000
1,200
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
AverageMonthlyMinutesperVisitor
% Reach Among Age 35+

© comScore, Inc. Proprietary. 34
While Facebook’s users mirror the internet as a whole, Snapchat,
Instagram and Tumblr have a younger audience profile
Snapchat is the
youngest skewing
social network with
more than half of its
users between the
ages of 18-34. It’s
demographic
composition is now
much more diverse
in age than a year
ago, as adoption
among the 35+
population has
improved.
Age Demographic Composition % of Major Social Networks
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Dec 2016
15.0
20.6
13.1
17.7 14.7
28.5
13.3
25.7
20.6
25.2
23.1
22.5
23.1
24.9
24.1
23.9
18.5
20.1
21.3
19.5 22.3
16.6
22.6
17.1
17.7
15.4
17.9
17.9 17.7
13.5
16.6
14.0
17.5
14.9
17.0 16.5 16.6
12.4
18.1
12.8
10.6
3.9 7.6 5.9 5.7 4.1 5.4 6.4
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Age 65+
Age 55-64
Age 45-54
Age 35-44
Age 25-34
Age 18-24

© comScore, Inc. Proprietary. 35
Snapchat has rapidly gained adoption among Millennials and now
attracts most 18-24 year-olds and almost half of 25-34 year-olds
Snapchat’s strength
among younger
demographics is
well-established and
is especially good at
reaching the
coveted Millennials
demographic. With
a firm grasp on the
college-age
segment, Snapchat
has made huge
gains in penetration
older Millennials as
it gains more
mainstream market
adoption.
Snapchat Smartphone App Penetration by Age
Source: comScore Mobile Metrix, U.S., Age 18+, Dec 2013 – Dec 2016
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Dec-2013 Apr-2014 Aug-2014 Dec-2014 Apr-2015 Aug-2015 Dec-2015 Apr-2016 Aug-2016 Dec-2016
%Reach
Age 25-34
48%
12%
38%
Age 18-24
78%

© comScore, Inc. Proprietary. 36
Snapchat steadily climbed the app rankings to crack the Top 10 in
2016, as mobile video becomes a new communication medium
Snapchat’s
continued gains in
adoption has led to
a steady increase in
its rank among the
top smartphone
apps. November
2016 marked the
first month
Snapchat cracked
the Top 10, and it
followed that up by
jumping another
spot to #9 to close
out 2016.
17
18
17
15
14
13 13 13 12 12
11
10 9
0
2
4
6
8
10
12
14
16
18
20
Dec-2015 Mar-2016 Jun-2016 Sep-2016 Dec-2016
RankAmongSmartphoneApps
Snapchat Rank in Audience Penetration Among Smartphone Apps
Source: comScore Mobile Metrix, U.S., Age 18+, Dec 2015 - Dec 2016
Top 10

© comScore, Inc. Proprietary. 37
YouTube has also seen success with mobile video, with 7 out of 10
minutes of their viewing now happening on smartphones and tablets
YouTube Share of Time Spent by Digital Platform
Source: comScore Video Metrix Multi-Platform, U.S., December 2016
30%
70%
Mobile Desktop
YouTube, which was
originally launched
in the desktop era,
has seen usage
shift heavily to
mobile in recent
years, with more
than 2x as much
viewing on mobile
than on desktop.
This disparity is
even more
pronounced among
18-49 year-olds and
women.

© comScore, Inc. Proprietary. 38
YouTube: Engagement Metrics by Platform
Source: comScore Video Metrix Multi-Platform, U.S., December 2016
4.7
3.7
Desktop Mobile
355
847
Desktop Mobile
Average Monthly Minutes
per Viewer
Average Minutes
per Video View
Average Monthly Videos
Watched per Viewer
76
230
Desktop Mobile
Mobile YouTube viewing is shorter-form but much more frequent,
leading to 3x as many video views on mobile overall
Viewers tend to
watch longer videos
on desktop than on
mobile, but they
watch a lot more
videos overall on
mobile. The
portability and
accessibility of
mobile devices
allow for frequent
short-form video
viewing experiences
throughout the day.

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 39
TV &
Cross-Platform

© comScore, Inc. Proprietary. 40
Live viewing still dominates total TV time, but time-shifted viewing is
more prevalent with primetime content
Live TV still makes
up the bulk of TV
viewing hours, but
time-shifted viewing
on DVR accounts
for a significant
percentage of the
total viewing hours,
particularly for
primetime content.
Video-on-demand
(VOD) only
accounts for 1% of
TV viewing time.
Share of Total TV Viewing Time: Live, DVR & VOD
Source: comScore TV Essentials, U.S., FY 2016, Live +15 Day DVR; comScore State of VOD Trend Report
84.0%
74.7%
14.9%
24.6%
1.1% 0.8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Viewing Primetime Content
ShareofTotalTVViewingTime
Video-on-Demand (VOD)
Digital Video Recorder (DVR)
Live TV
* Total TV viewing includes live TV, DVR and VOD, and does not include streaming via over-the-top (OTT) services.

© comScore, Inc. Proprietary. 41
There’s a wide variance in time-shifted TV viewing by genre, with
News and Sports content still skewing heavily toward live viewing
Not surprisingly, the
News and Sports
genres still see the
vast majority of
viewing time
happening live since
content relevance
declines quickly post-
event. Meanwhile,
Dramas have a much
higher percentage of
time-shifted viewing
since these programs
tend to have week-to-
week storylines that
viewers want to keep
current with, but don’t
always need to watch
on the day and time
they originally air.
Live TV and DVR Time Split by Genre
Source: comScore TV Essentials, U.S., FY 2016, Live +15 Day DVR
71%
75%
85%
85%
90%
90%
29%
25%
15%
15%
10%
10%
Drama
Reality
Comedy
Movies
News
Sports
Live TV DVR +15 Days

© comScore, Inc. Proprietary. 42
Time-shifted DVR usage is especially popular among genres with
dramatic, original programming
Genres with
ongoing storylines
that viewers follow
week-to-week, or
that require a full
episode’s worth of
attention, see more
time-shifted viewing.
This time-shifting
varies greatly even
within the Top 10,
with Thriller/Horror
seeing nearly 3x
more time-shifting
than Travel content.
Genres with Highest Percentage of Time-Shifted DVR Viewing
Source: comScore TV Essentials, U.S., FY 2016, +15 Day DVR
46%
34%
31%
29%
25%
25%
18%
17%
16%
16%
Thriller/Horror
Soap Opera
Action/Adventure
Drama
Reality
Science Fiction/Fantasy
Variety
Foreign Language
Documentary
Travel

© comScore, Inc. Proprietary. 43
Millennials and Gen Xers spend more time on digital media than
watching live TV, a sign of shifting media consumption dynamics
The younger
demographic
segments are more
likely to spend time
on their mobile
device and less likely
to spend time
watching live TV. In
fact, Millennials
already spend more
time on mobile than
they do watching live
TV. It should be
noted, however, that
younger viewers are
likely watching more
TV via OTT services
and time-shifted via
DVR and video-on-
demand (VOD).
Hours Spent on Platform by Demographics
Source: comScore Xmedia (Custom) and Media Metrix Multi-Platform, U.S., Q4 2016
19.1
26.6
37.0
6.9 8.9 6.8
23.1 18.5
9.6
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
Live TV Digital Live TV Digital Live TV Digital
TotalHours(Billions)
Live TV Desktop Mobile
Age 18-34 Age 35-54 Age 55+
* Time spent on desktop and mobile accounts for all content consumption on these devices (i.e. websites and apps),
not just digital video.

© comScore, Inc. Proprietary. 44
Nearly 1/3rd of the OTT audience is ‘cordless’ and doesn’t subscribe to
pay-TV, with half of those being ‘streaming only’ households
Cable
45.1%
Satellite
24.3%
Streaming +
Cordless Antenna
15.2%
Streaming Only
15.4%
Cordless
30.6%
Over-the-Top (OTT) Households by TV Service Type
Source: comScore Total Home Custom Reporting, U.S., December 2016
Although there are
many over-the-top
households who
use these services
as a replacement
for pay-TV, more
than two-thirds of
OTT households
use it as a
supplement to their
cable or satellite
service package.
Only 15% of OTT
households depend
solely on this
content for all of
their TV viewing.
* Households that use an antenna in addition to their cable or satellite services are included in those respective shares.

© comScore, Inc. Proprietary. 45
Live TV, DVR and OTT all have the same ‘primetime’ with viewing
peaking in the evening hours, though it’s most pronounced for DVR
The evening hours
are primetime for all
types of TV viewing.
DVR sees the
highest percentage
of consumption
during this time, as
viewers save their
favorite programs
for the most
convenient time to
watch – often that
window after dinner
and before bed. The
peak viewing hour
for all three is during
the 9 PM hour.
Household Share of TV Viewing Type by Daypart
Source: comScore TV Essentials & Total Home Custom Reporting, U.S., December 2016
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
Live TV DVR +15 Over-the-Top (OTT)

© comScore, Inc. Proprietary. 46
Households with both TV and OTT still watch more than 5 hours of
live TV for every one hour spent watching OTT content
Ratio of Live TV Viewing Hours per Hour of OTT Viewing in HHs with Both Services
Source: comScore Single-Source (TV + OTT) Custom Reporting, U.S., December 2016
Among households
that watch both
traditional television
and OTT, live TV
still dominates total
viewing time. While
OTT has been
carving out more
viewing time in the
typical home, this
data suggests that
it’s supplemental
rather than primary
for homes with both
viewing options.0 1 2 3 4 5 6
Live TV
OTT
Viewing Hours
5 Hours & 28 Minutes
1 Hour

© comScore, Inc. Proprietary. 47
In combined viewing households, even the heaviest OTT viewers
consume more than twice as much live TV content as OTT
Over-the-Top (OTT) and Live TV Time Split Among HHs with Both Services
Source: comScore Single-Source (TV + OTT) Custom Reporting, U.S., December 2016
Among households
that watch
traditional TV and
OTT content, even
the heaviest OTT
households still
spend a lot more
time watching live
TV. Despite the
availability of more
‘on-demand’ content
than ever before,
viewers still have a
tendency to watch
what’s on.2%
14%
31%
98%
86%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Light OTT Viewers Medium OTT Viewers Heavy OTT Viewers
ShareofViewingHours
Live TV
OTT
Heavy OTT = Top 20% segment of OTT viewers by duration
Medium OTT = Top 20-50% segment of OTT viewers by duration
Bottom OTT = Bottom 50% segment of OTT viewers by duration

© comScore, Inc. Proprietary. 48
A variety of connected devices are now being used to watch OTT
content, with streaming boxes and sticks the most popular
37%
31%
27%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Streaming Box/Stick Gaming Console Connected TV Internet Blu-ray Player
PenetrationofU.S.Wi-FiHHs
Connected Home Devices: Penetration of U.S. Wi-Fi Households
Source: comScore Connected Home, U.S., December 2016
Households have
several tech options
for streaming over-
the-top TV content
to their television
sets. Streaming
boxes/sticks, such
as Roku devices,
have the highest
household
penetration, but
gaming consoles
and “smart” TVs are
other popular
options.
.

© comScore, Inc. Proprietary. 49
Roku is the most popular box or stick for streaming video, but
Amazon, Google and Apple remain key players in this market
18%
12%
8%
5%
TV Streaming Boxes/Sticks: Penetration of U.S. Wi-Fi Households
Source: comScore Connected Home, U.S., December 2016
With streaming
boxes/sticks as the
most popular method
for streaming OTT
content, many of the
largest technology
companies are
battling to be the
platform-of-choice for
consumers’ living
rooms. Despite the
competition from
huge tech companies
with deep wallets,
Roku is currently the
market leader.
.
* Roku’s number includes Roku OS TVs, which account for a small percentage of its total penetration.

© comScore, Inc. Proprietary. 50
Netflix leads the major over-the-top streaming services in both
household penetration and viewing engagement
Netflix has the
highest household
penetration and
viewing time per
month among the
major OTT content
services. Hulu isn’t as
widely penetrated but
attracts comparable
viewing engagement
on a per-household
basis. YouTube and
Amazon are also in
the mix and have
solid positions in the
OTT market.
Selected Over-the-Top (OTT) Streaming Services by Wi-Fi Household Penetration & Engagement
Source: comScore OTT Intelligence, U.S., December 2016
0
5
10
15
20
25
30
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Avg.MonthlyViewingHrs.perHH
Wi-Fi Household Penetration

© comScore, Inc. Proprietary. 51
Sling TV, a popular ‘skinny bundle’ option, has seen adoption
quickly accelerate in OTT households in the second half of 2016
Sling TV, which is a
less expensive, less
robust alternative to
cable, was being
used in nearly two
million households by
the end of 2016.
PlayStation Vue and
DirecTV Now are
similar services
offering live
streaming packages
of pay-TV channels,
in what will likely be
an increasingly
common trend to
attract cord-cutters
and cord-nevers.
Sling TV Household Reach (Millions)
Source: comScore OTT Intelligence, U.S., 3 Mo. Avg. Ending Jul 2016 - 3 Mo. Avg. Ending Dec 2016
0.7
1.0
1.2
1.5
1.7
1.9
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
1.8
2.0
Jul-2016 Aug-2016 Sep-2016 Oct-2016 Nov-2016 Dec-2016
TotalHouseholds(Millions)
HHs watched 48 hours of
Sling TV,
the highest per-HH viewing
of any OTT service

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 52
Advertising

© comScore, Inc. Proprietary. 53
Nearly half of digital ad impressions can’t have an impact because
they’re not viewable or not delivered to a human
Nearly half of all
desktop ad
impressions are
unable to deliver an
advertising impact.
While most of these
non-viewable ads are
simply delivered to
parts of the web page
that are out of view, a
meaningful
percentage is being
delivered to bots and
other forms of invalid
traffic that is by
definition not
viewable to a human.
Percentage of Viewable Desktop Ad Impressions in U.S.
Source: comScore vCE Benchmarks, U.S., Q4 2016
54%40%
6%
Viewable
Non-viewable
Invalid Traffic (IVT)

© comScore, Inc. Proprietary. 54
Sophisticated IVT is the overwhelming majority of invalid ad traffic,
requiring advanced detection methods to combat this form of waste
Sophisticated IVT,
which according to
the Media Rating
Council (MRC)
includes “traffic
originating from
hijacked devices,
malware or
misappropriated
content,” accounts for
the vast majority of
invalid traffic.
Sophisticated
detection techniques
are therefore required
for advertisers to
mitigate the potential
for waste.
Invalid Traffic (IVT) by Type
Source: comScore vCE (Custom), U.S., December 2016
89%
11%
Sophisticated IVT
General IVT

© comScore, Inc. Proprietary. 55
Directly bought digital display and video ad inventory is more
viewable and has a lower incidence of invalid traffic
Percentage of Viewable Ad Impressions & Invalid Traffic (IVT) – Display vs. Video
Source: comScore vCE Benchmarks, U.S., Q4 2016
60%
70%
52%
47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Desktop Display Desktop Video
%ofAdImpressions
Direct Programmatic
% Viewable % Invalid Traffic
4%
5%
6%
11%
0%
2%
4%
6%
8%
10%
12%
Desktop Display Desktop Video
%ofAdImpressions
Direct ad buys and
display ads tend to
outperform
programmatic buys
and video ads,
respectively, when it
comes to appearing
in view and being
seen by humans.
Programmatic video
ads are the most
susceptible to low
rates of viewability
and high rates of
invalid traffic.

© comScore, Inc. Proprietary. 56
Invalid traffic levels have been stable for display ads, but the
problem is growing for higher-CPM video ads
U.S. Desktop Invalid Traffic Comparison: Display vs. Video Norms
Source: comScore vCE Benchmarks, U.S., 2016
5.8% 6.0% 6.2% 6.1%
8.5% 8.5%
9.3%
10.2%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Q1 2016 Q2 2016 Q3 2016 Q4 2016
%ofInvalidTraffic
Display Video Given the higher
CPMs for video,
advertising on the
medium has
become
increasingly
susceptible to
invalid traffic. This
will continue to be a
challenge for the
industry,
underscoring the
importance of
sophisticated
detection
techniques.

© comScore, Inc. Proprietary. 57
Both desktop and mobile ads deliver branding effectiveness, but
mobile performs better – particularly at the bottom of the funnel
Mobile ads caused
point lifts up to 3x
greater than ads on
desktop across four
key brand metrics
and performed
especially strong in
middle and bottom-
funnel metrics, such
as favorability, intent
to buy and likelihood
to recommend. Less
ad clutter and
proximity to point of
purchase may be
driving better
effectiveness for
mobile ads.
Percentage Point Lift in Brand Metrics for Desktop and Mobile Ads
Source: comScore BSL and BSL Mobile Benchmarks, U.S., 2014 - 2016
Aided awareness
Favorability
Likelihood to recommend
Purchase Intent
1.3 2.6
1.3 2.9
1.5 2.8
1.3 4.0
Desktop Mobile
3.1x
desktop
1.9x
desktop
2.2x
desktop
2.0x
desktop

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 58
E-Commerce

© comScore, Inc. Proprietary. 59
By Q4 2016, total digital commerce had grown to account for more
than 1 out of every 6 discretionary retail dollars
Desktop & Mobile Digital Commerce Share of Corresponding Consumer Spending*
Source: U.S. Dept. of Commerce, comScore e-Commerce & m-Commerce Measurement, U.S., 2004 - 2016
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
11%
12%
13%
14%
15%
16%
17%
18%
Digital Commerce Share (desktop + mobile)
e-Commerce Share (desktop)
*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.
15.0%
(Q4 ‘15)
13.5%
Q4 ‘16
17.0%
Q4 ‘16
12.5%
(Q4 ‘15)
Digital’s share of
consumer
discretionary
spending, which
peaks in seasonally
colder months,
reached an all-time
high in Q4 2016 at
17%. Digital
commerce share
appears to be
accelerating slightly
in recent years due
to the impact of
mobile.

© comScore, Inc. Proprietary. 60
Boosted by a growing share of mobile, total digital commerce
surpassed the $100 billion mark in Q4 2016 for the first time
While desktop
spending has
continued to grow
every year, mobile
is now driving much
of the growth and
contributing an
increasing share of
online discretionary
retail sales. Mobile
pushed digital
commerce to its
highest quarterly
total ever in Q4.
U.S. Quarterly Online Retail Spending by Platform
Source: comScore e-Commerce & m-Commerce Measurement, U.S., 2013 - 2016
$50.2 $49.8 $47.5
$63.1
$56.1 $54.8 $53.9
$72.1
$61.1 $59.8 $58.3
$76.9
$67.9 $69.9 $67.4
$86.6
$5.9 $4.7 $5.8
$8.3
$7.3 $6.9 $6.7
$10.7
$11.1 $11.1 $11.4
$15.6
$15.6
$17.3
$16.9
$22.7
$-
$20.0
$40.0
$60.0
$80.0
$100.0
$120.0
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Billions($)
Desktop Mobile
$109.3
Billion

© comScore, Inc. Proprietary. 61
Mobile commerce growth rates far outpaced those of desktop
e-commerce and bricks-and-mortar in 2016
2016 was a strong
year for U.S.
discretionary retail,
with e-commerce
contributing some of
the strongest gains.
Mobile commerce,
which is still a
smaller market than
desktop and brick-
and-mortar, saw the
fastest growth rate
at 47% -- far
outpacing the two
other primary retail
channels.
Full Year 2016 Y/Y Retail Spending Growth by Channel
Source: U.S. Dept. of Commerce, comScore M-Commerce and E-Commerce Measurement, U.S., FY 2016 / FY 2015
+5%
+14%
+47%
+0%
+5%
+10%
+15%
+20%
+25%
+30%
+35%
+40%
+45%
+50%
Total Discretionary Retail e-Commerce m-Commerce

© comScore, Inc. Proprietary. 62
Mobile commerce continues to gain share of digital commerce,
surpassing the 20% mark in the second half of the year
M-commerce has
come a long way in
the past 6 years and
now contributes
about 1 in every 5
dollars spent via
digital commerce.
2016 saw a
continuation of the
platform’s gains in its
percent share of the
total market, as
consumers become
increasingly
comfortable
transacting on their
smartphones and
tablets.
Quarterly Trend in Mobile Commerce as a Share of Total Digital Commerce
Source: comScore M-Commerce and E-Commerce Measurement, U.S., Q2 2010 – Q4 2016
1.8%
2.4%
3.6%
5.8%
6.6%
8.8% 9.0% 9.3%
8.1%
9.8%
11.3%
10.5%
8.6%
10.8%
11.7%11.5%11.1%11.1%
13.0%
15.4%15.6%
16.4%
16.9%
18.6%
19.8%20.0%
20.8%
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016

© comScore, Inc. Proprietary. 63
However, in 2016, dollars still significantly lagged digital media time
spent on mobile, highlighting the mobile conversion challenge
Mobile accounted for
67% of time spent
shopping online, but
only 20% of digital
retail spend in 2016.
Factors such as
security concerns
and smaller screen
size continue to add
friction to mobile
purchases. While this
m-commerce
monetization gap will
narrow once mobile’s
share of time spent
stabilizes, the two
aren’t likely to ever
reach equilibrium.
2016 Share of Retail Time Spent vs. Spending by Platform
Source: comScore M-Commerce and E-Commerce Measurement, U.S., FY 2016
67%
20%
33%
80%
Time Spent Dollars Spent
Desktop
Mobile
47%
Gap

© comScore, Inc. Proprietary. 64
Several e-commerce product categories grew more than 20% in 2016,
led by Jewelry & Watches and Furniture & Appliances
Online retail grew
19% year-over-year
in 2016, with the
fastest growing
categories seeing
most of their gains on
mobile. The fact that
the top couple of
product categories by
growth contain more
expensive and
complicated items
shows that
consumers are
becoming more
comfortable making
these types of
purchases on their
smartphones and
tablets.
Y/Y % Change in Total Retail Digital Commerce Dollars by Category
Source: comScore E-Commerce and M-Commerce Measurement, U.S., FY 2016 vs. FY 2015
39%
26%
24%
24%
24%
24%
22%
21%
20%
19%
18%
17%
17%
16%
16%
15%
15%
14%
Jewelry & Watches
Furniture, Appliances & Equipment
Video Games, Consoles & Accessories
Flowers, Greetings & Misc Gifts
Event Tickets
Computer Software
Home & Garden
Music, Movies & Videos
Apparel & Accessories
Total Digital Commerce
Office Supplies
Consumer Packaged Goods
Sport & Fitness
Toys & Hobbies
Consumer Electronics
Digital Content & Subscriptions
Computers / Peripherals / PDAs
Books & Magazines

© comScore, Inc. Proprietary. 65
Apparel & Accessories is now the clear #1 product category online,
edging out Computer Hardware for the 2nd straight year
Computer Hardware
was the longtime #1
category in digital
commerce, but
Apparel &
Accessories has
emerged over the last
few years to establish
itself as the new #1.
Gains in mobile
commerce, along
with consumers’
increasing comfort
with online returns,
have helped boost
the category to new
heights.
Digital Commerce Sales by Category: Apparel & Accessories vs. Computer Hardware
Source: comScore E-Commerce & M-Commerce Measurement, U.S., Q1 2013 – Q4 2016
$8.4 $8.4
$7.1
$12.3
$9.9 $10.0
$8.4
$15.0
$12.4
$11.8
$10.1
$17.2
$14.0 $14.7
$12.9
$20.3
$9.2 $9.1
$9.9
$13.5
$10.2 $10.0
$11.3
$15.9
$11.1 $11.0
$11.8
$16.0
$12.5
$13.0
$13.6
$18.2
$0.0
$5.0
$10.0
$15.0
$20.0
$25.0
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Billions($)
APPAREL & ACCESSORIES
COMPUTER HARDWARE

© comScore, Inc. Proprietary. 66
The 2016 holidays saw retail traffic peak on Black Friday and Cyber
Monday, with mobile outpacing desktop every day this season
Mobile accounted
for 62% of all online
retail visits this
holiday season and
outpaced desktop
every single day of
the season. Mobile
visits peaked on
Black Friday, while
desktop visits
peaked on Cyber
Monday, which saw
more overall retail
traffic than any
other day in 2016.
2016 Holiday Season: Digital Retail Visits (MM) by Platform
Source: comScore Custom Analytics, U.S., Nov 1 – Dec 31, 2016
0
200
400
600
800
1,000
1,200
11/1/2016 11/8/2016 11/15/2016 11/22/2016 11/29/2016 12/6/2016 12/13/2016 12/20/2016 12/27/2016
Visits(MM)
MOBILE
DESKTOP
TOTAL DIGITAL
Black Friday Cyber Monday

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 67
Box Office

© comScore, Inc. Proprietary. 68
Disney led all film studios in 2016 market share, taking in more than
a quarter of the box office dollars on the strength of its franchises
North America Box Office Market Share by Film Studio in 2016 vs. Year Ago
Source: comScore Box Office Essentials, North America, FY 2016 vs. FY 2015
22%
20%
14%
13%
9%
6%
6%
10%
Other
26%
17%
13%
12%
8%
8%
6%
10%
Other
2015 2016 Disney had a huge
2016 at the box
office, growing its
market share by 6
percentage points
from a year ago.
Warner Bros. and
Paramount also grew
their market shares,
while Universal
couldn’t quite match
its level of success
from 2015, boosted
by Jurassic World,
Furious 7 and
Minions. Overall, the
“Big Seven” major
studios took in more
than 90% of the 2016
box office dollars.

© comScore, Inc. Proprietary. 69
As was the case in
2015, the Top 10 in
2016 featured
mostly action
movies and
animated family-
friendly films, with
Disney distributing
four of the top five
films in 2016.
Impressively, Star
Wars: The Force
Awakens cracked
this past year’s Top
10 despite being
released in mid-
December 2015.
Finding Dory led the 2016 domestic box office as one of six Disney
films to rank in the Top 10
Top 10 Grossing Box Office Movies in 2016 ($ Millions)
Source: comScore Box Office Essentials, North America, Jan. 1 – Dec. 31, 2016
$486.3
$408.2
$408.1
$368.4
$364.0
$363.1
$341.3
$330.4
$325.1
$284.7
Finding Dory
Rogue One: A Star Wars Story*
Captain America: Civil War
Secret Life Of Pets, The
Jungle Book, The
Deadpool
Zootopia
Batman V Superman: Dawn Of Justice
Suicide Squad
Star Wars: The Force Awakens
* Rogue One was released on December 16, 2016, and therefore was only in theaters the last two weeks of the year.
Warner Bros.
20th Century Fox
Universal
Disney

© comScore, Inc. Proprietary. 70
As was the case last
year, 20th Century
Fox was home to two
of the biggest movies
in 2016 in terms of
total digital purchases
and rentals. As with
the top grossing box
office movies, action
films tended to be
most popular among
audiences, even on
the “small screen,”
but comedies and
sci-fi films also had
notable success this
year.
20th Century Fox had the top two digital movie rentals of 2016 with
Deadpool and The Martian
RANK TITLE STUDIO
1 Deadpool (2016) Fox
2 Martian, The (2015) Fox
3 Zootopia (2016) Disney
4 Star Wars: Episode VII - The Force Awakens (2015) Disney
5 Batman V Superman: Dawn Of Justice (2016) Warner
6 The Hunger Games: Mockingjay - Part 2 (2015) Lionsgate
7 Revenant, The (2015) Fox
8 Captain America: Civil War (Theatrical) Disney
9 Daddy's Home (2015) Paramount
10 Suicide Squad (2016) Warner
11 Intern, The (2015) Warner
12 Big Short, The (2015) Paramount
13 Finding Dory (2016) Disney
14 13 Hours: The Secret Soldiers Of Benghazi (2016) Paramount
15 Bridge Of Spies (2015) Disney
16 Sicario (2015) Lionsgate
17 Star Trek Beyond (2016) Paramount
18 Hateful Eight, The Starz Entertainment
19 Central Intelligence (Unrated) (2016) Warner
20 X-Men: Apocalypse (2016) Fox
* Excludes NBC Universal and non-participating Independent distributors. EST revenue source: DEG
Top 20 Digital Movie Purchases & Rentals in 2016
Source: comScore Digital Download Essentials, U.S., Jan. 1 – Dec. 31, 2016

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 71
Key Takeaways

© comScore, Inc. Proprietary. 72
Key Themes for 2017
1 The Maturation of
Mobile 2 A Cross-Platform
Ecosystem Emerges
Today’s media environment is fragmented,
messy and complex. Siloed platforms,
varying ad formats, and disparate buying and
selling processes all add friction that inhibit
coordinated marketing strategies.
Issues of digital ad viewability and fraud only
add to the confusion, erode trust, and distract
from how advertising performance ought to
be measured.
Ad measurement is finally getting back to
basics with a return to the metrics that matter
– reach, frequency, impressions,
demographics – which are every bit as
relevant today as they have ever been. But
they are also getting more advanced, with the
ability to go deeper on audience descriptors
and tying to behavioral outcomes.
3 Advertising Gets Back
to the Basics
The U.S. smartphone market is nearing
saturation and the tablet market has flattened.
Advances in device technology are now
growing incrementally rather than by leaps
and bounds.
While mobile now dominates digital media
usage, consumption is beginning to stabilize
and the days of huge growth are over. Digital
media audiences are in the latter stages of a
multi-year boom.
Consumer usage trends always shift faster
than dollars, but now is the time for the
economics to catch-up with behavior. This will
be enabled by better measurement, improved
industry standards and less friction in running
mobile ad campaigns.
Digital media has gone cross-platform, and
more devices than ever before are being used
to access content inside the home.
Desktop and mobile media usage are
converging with traditional TV and OTT, as
consumers watch their favorite content through
any number of devices, including smart TVs,
streaming boxes and gaming consoles.
The cross-platform era will be defined by a
media-agnostic view of the consumer and
comparable metrics to facilitate efficient media
planning, buying and selling.

© comScore, Inc. Proprietary. 73
© 2017 comScore, Inc.For info about the proprietary technology used in comScore products, refer to http://www.comscore.com/About-comScore/Patents
For more information
about comScore and its
measurement products,
please visit:
For more information about the report, please contact:
ANDREW LIPSMAN,
VP Marketing & Insights
ADAM LELLA,
Senior Marketing Insights Analyst
comscore.com/learnmore
alipsman@comscore.com
alella@comscore.com
comscore.com
@comscore comScore, Inc. comScore, Inc.