Marketing in an_age_of_social_mobility

© comScore, Inc. Proprietary.
Marketing in an Age of Social Mobility
Gian Fulgoni
Executive Chairman & Co-Founder
comScore, Inc.

© comScore, Inc. Proprietary. 2
Topics for Today
 Consumers’ Path to Purchase
 Rise of the Mobile Consumer
 Social Networking and the Mobile
Consumer
 Key Takeaways

Data sourced from comScore’s global panel of 2 million Internet users:
360°View of Person Behavior
2 Million Person Panel
CENSUS
Unified Digital Measurement™ (UDM)
Patent-Pending Methodology
1 Million Domains Participating
Adopted by 90% of Top 100 U.S. Media Properties
PANEL
PERSON-Centric Panel with
WEBSITE-Census Measurement
Web
Visiting &
Search
Behavior
Online
Advertising
Exposure
Advertising
Effectiveness
Demographics,
Lifestyles
& Attitudes
Media & Video
Consumption
Transactions
Online
& Offline
Buying
Mobile Internet
Usage & Behavior
PANEL
V0411Plus 5 Million TV Set Top Boxes for 3-Screen Measurement

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Consumers’ Path to Purchase
Targeting consumers using the right tools and channels

© comScore, Inc. Proprietary. 5Source: Google ZMOT Handbook
The Shopper’s Multi-Channel Journey Today: Not so much a funnel,
more like a flight map

© comScore, Inc. Proprietary. 6Source: comScore Survey – September 2012
comScore asked consumers to rate a wide variety of shopping tools, including
“traditional” tools such as newspapers and TV, as well as digital and mobile
shopping tools
“Traditional”
Shopping Tools
Digital
Shopping Tools
Mobile
Shopping Tools
• Direct mail
• Magazines
• Newspapers
• Radio
• Recommendations
from friends and
family
• Television
• Deal of the day sites
• Digital coupons
• Facebook
• Online circulars
• Online customer
reviews/ratings
• Online search engine
• Printable shopping lists
• Retailer or manufacturer
email
• Retailer website
• Twitter
• Mobile brand websites
• Mobile coupons
• Mobile location-based
services
• Mobile payments
• Mobile retailer websites
• Mobile search
• Retailer smartphone app
• Scannable QR codes
• Text alerts from a retailer
• Use of a smartphone in a
physical store
Shopping Tools Evaluated

Different tools for different purposes…and still an important role for
traditional media
Overall Rankings for Each Tool, by Statement
(Ranking among tools, % Top-2 Box, 7-pt scale)
Source: comScore Survey – June 2013
“Saves Me Money” “Saves Me Time”
“Helps Me With New
Ideas”
#1 Digital coupons Online search engine Online search engine
#2 Newspapers
Recommendations from friends
and family
and family
#3 Online search engine Digital coupons Retailer website
#4 Retailer or manufacturer email Newspapers Online circular
#5 Retailer website Retailer website Newspapers
#6
and family
Printable shopping lists Television
#7 Online circular Direct mail Direct mail
#8 Direct mail Online circular Retailer or manufacturer email
#9 Deal of the day Retailer or manufacturer email Digital coupons
#10 Online customer reviews/ratings Online customer reviews/ratings Deal of the day

Retail e-Commerce is on pace to easily eclipse $200 billion in 2013,
with $100 billion of spending through first six months of the year
$42 $53 $67 $82
$102
$123 $130 $130 $142
$162
$186
$100$30
$40
$51
$61
$69
$77
$84 $80
$85
$94
$103
$58
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
(Q1-Q2)
Retail Travel
Desktop e-Commerce Dollar Sales ($ Billions)
Source: comScore e-Commerce Measurement
$72
$93
$117
$143
$171
$200
$214 $209
$228
$289
$256
$158
Billions($)
+29%
+26%
+22%
+19%
+17%
+7%
-2%
+9%
+12%
+13%
+26%
+33%
+26%
+28%
+20%
+24% +24%
+13%
+20%
+12%
+6%
+9%
0%
-5%
+10%
+6%
+15%
+9%
+14%
+11%
+12%
+14%
+8%

The e-Commerce growth rate remains well ahead of growth in
consumer s’ discretionary spending
3% 3% 2% 2% 1%
-5% -5% -6% -6%
0%
4% 5%
6%
7%
6% 4% 4%
3%
6%
2% 2% 2% 1%
5%
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
Q4
2012
Q1
2013
Q2
2013
Quarterly Retail & Food Services Sales Growth vs. YA
(excluding autos, gas and food/beverage)
23%
19%
11%
13%
6% -3%
0% -1%
-2%
3%
10%
9% 9%
11% 12%
14% 13% 14%
17%
15% 15%
14% 13%
16%
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
Q4
2012
Q1
2013
Q2
2013
Quarterly Desktop e-Commerce Sales Growth vs. YA
Source: comScore e-Commerce Measurement

e-Commerce share of total consumer discretionary spending in Q2 2013
shows nearly a full point increase vs Y/A
4.3%
3.7%
4.0%
4.6%
5.1%
4.3%
4.5%
5.3%
5.9%
5.0%
5.3%
6.4% 6.7%
5.9%
6.3%
7.4% 7.3%
6.5%6.6%
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%
10.0%
10.6%
9.6%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
*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.
Desktop e-Commerce Share of Corresponding Consumer Spending*
Source: comScore for e-Commerce & U.S. Department of Commerce (DOC) for Retail
e-Commerce share peaks in
colder seasons (Q4 & Q1)
e-CommerceShare

Percentage of Retail e-Commerce Dollars Spent via Mobile (Smartphone & Tablet)
Source: comScore E-commerce & M-commerce Measurement
At $4.7 Billion in Q2 2013, m-Commerce accounted for 9% of all
Retail e-Commerce – up vs. year ago despite sequential decline
9%
11%11%
10%
9%
8%
9%
8%
6%6%
3%3%
2%
Q2
2013
Q1
2013
Q4
2012
Q3
2012
Q2
2012
Q1
2012
Q4
2011
Q3
2011
Q2
2011
Q1
2011
Q4
2010
Q3
2010
Q2
2010
$4.7B

In terms of discretionary spending, m-Commerce growth is
significantly outpacing e-Commerce & Bricks-and-Mortar
+5%
+16%
+24%
+0%
+5%
+10%
+15%
+20%
+25%
+30%
Total Discretionary Retail E-Commerce M-Commerce
Q2 2013 Y/Y Retail Spending Growth by Channel
Source: Dept. of Commerce, comScore e-Commerce & m-Commerce Measurement

Rise of the Mobile Consumer

© comScore, Inc. Proprietary. 14Source: comScore Device Essentials
Smartphones and Tablets have ushered in the Brave New
Digital World: Media Fragmentation is the New Reality
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
U.S.TotalDeviceOwners
140 MILLION
60 MILLION
+13%
YoY
+32%
YoY

Smartphones and Tablets have driven a doubling of time
spent with digital media over past 3 years
416 477
81
381
100
May 2010 U.S. May 2013 U.S.
Tablet
Smartphone
Desktop
+93%
Total Digital Media Time Spent (Billions of Minutes) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., May 2013 vs. May 2010
+370%
+15%

Engagement with Retail content has seen impressive growth across
all platforms, including desktop
43
34,872
17,136
+104%
+385%
14,475
2,660
12,914
4,966
Feb-2010 Feb-2013
N/A
+17%16,992
U.S. Retail Site Usage in Minutes (MM) by Platform:
Desktop, Smartphone and Tablet
Source: comScore Media Metrix Multi-Platform, U.S., February 2013
* Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone
engagement data calibrated by number of smartphone users at that time

Engagement with Coupon sites has seen tremendous growth across
all platforms, including desktop
43
4,929
782
+530%
+385%
172
610
2,962
683
Feb-2010 Feb-2013
N/A
+645%1,284
* Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone
engagement data calibrated by number of smartphone users at that time
U.S. Coupon Site Usage in Minutes (MM) by Platform:
Desktop, Smartphone and Tablet
Source: comScore Media Metrix Multi-Platform, U.S., February 2013

Multi-platform: Maps have benefitted massively from phone usage
but desktop access has declined
43
5,811
2,303
Time Spent on Map Sites
(Millions of Minutes)
Source: comScore Media Metrix & Mobile Metrix, US
-13%
+152%
+386%
1,406
897
1,217
4,355
239
Feb-2010 Feb-2013
N/A

43
Multi-platform: Desktop consumption of Weather content has declined
markedly, but because of extensive phone use, overall engagement from
digital platforms has increased
Feb-2010 Feb-2013
4,169
3,641
Time Spent on Weather Sites
-46%
+15%
+385%
3,214
427
1,723
2,073
373 N/A

Multi-platform: Engagement with Sports content has seen strong growth
across all platforms, including desktop
43
12,388
7,208
Time Spent on Sport Sites
+72%
+385%
6,479
729
3,537
1,052
Feb-2010 Feb-2013
N/A
+20%7,799

Rise of the Digital Omnivore
On behalf of NBC, comScore measured how
consumers were using multiple platforms to view
Olympic content
The Billion Dollar Research Lab

Billion Dollar Lab Headlines
 TV is King
Alternative screens additive
 Not a “zero sum game”
Digital complements TV
Social Media amplifies event and engages viewers
Cross Platform and Simultaneous Use
 “The New Normal”
^

SOURCE TV: Nielsen Cross Platform Report, US, Q1 2013
SOURCE Internet: comScore Media Metrix Multi-Platform, US, Q1 2013
Total time spent online equals one-third of time spent watching TV,
suggesting need to keep media channels & ad spend in perspective
TV
Internet (Desktop +
Mobile)
48,361
16,466
Monthly Total Hours Spent
Watching TV vs. Multi-Platform Internet Use in Q1 2013
(Millions of Hours)
Note: TV includes Live and Timeshifted viewing.
Internet includes Desktop, Smartphone and Tablet consumption.
Internet = 33% of time
spent watching TV

4hr 19min 4hr 28min 5hr
6hr 7min
50 min
59 min
55 min51 min
40 min
47 min
TV Only TV + PC/Laptop
Only
TV + PC/Laptop +
Mobile Only
TV + PC/Laptop +
Mobile + Tablet
More Screens = More Time Spent on Every Device
Average Time Spent Per Day Following Olympics
4hr 19min
Source: comScore 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
5hr 18min
6hr 50min
8hr 29min
TV
Only
TV +
PC/Laptop
TV +
PC/Laptop +
Mobile
TV +
PC/Laptop +
Mobile +
Tablet
Tablet
Mobile
PC/Laptop
TV

Multi-platform: Simultaneous viewing
 Source: comScore Single Source Multi-Platform Study
55%
45%
Men Women
Gender
Age
53% 54% 54%
18-24 25-54 55+
75%
25%
TV Only TV + Second Screen
Device Usage Time When Watching TV
Multi Screen Olympic Viewers
(TV + 1 other platform): 100%
Simultaneous Viewers
(TV + Second Screen): 54%
Olympics Followers

Watching TV/Video continues to be the fastest growing mobile content
category, increasing 161% in the past year
0
10
20
30
40
50
60
70
80
Fastest Growing Mobile Content Categories by Number of Mobile
Subscribers (Millions)
Source: comScore MobiLens, US
Jun-2012
Jun-2013
+161%
+41%
+41%
+39%
+37%
+37%
+37%
+34%
+34%
+32%

Despite increased adoption of showrooming due to mobile
devices, it is not yet an every-day activity for consumers
More than 1 in 3 online
consumers have
showroomed…
However, among these
consumers, most only
showroom ‘sometimes’
or ‘occasionally’
Among smartphone
owners, 40% have
used their phone for
showrooming
Unsurprisingly, most
owners use their
smartphone during
showrooming to search
for better prices (53%
of smartphone owners)
9%
77%
12%
Only for major
purchases
Sometimes /
Occasionally
Often
35%
% who have ever showroomed
Q. Based on this definition, have you ever done this activity? (seen
an item in-store but instead purchased online)
Q. When thinking of your online shopping and the previous
questions, which statement best describes when you use
showrooming?
% among showroomers
Source: comScore Survey – July 2013
Q. For which of the following do you regularly use your mobile
device while showrooming? - Searching for better prices

Social Networking and the Mobile Consumer

170,917
43
15,320
Desktop consumption of Social Networking content has increased, but
because of extensive phone use, overall engagement from digital platforms
has exploded by 143%
Jun-2010 Jun-2013
70,284
Time Spent on Social Networking Sites
+17%
+143%
+385%
50,434
19,850
59,237
96,360
N/A

Social Networking is the sixth most popular mobile activity
0
20
40
60
80
100
120
140
160
180
200
Top Mobile Content Categories
by Number of Mobile Subscribers (Millions)
Source: comScore MobiLens, US
Jun-2012
Jun-2013
+6%
+21%
+8%
+23% +20%
+19% +15% +23% +19% +22%

21
27
43
24
28
73
7
9
7
8
11
72
18
10
9
29
23
38
Pinterest.com
Tumblr.com
Linkedin
Instagram.com
Twitter.com
Facebook.com
Selected Social Networking Properties Multi-Platform Audiences
Unique Visitors (Millions) by Platform
Source: comScore Media Metrix Multi-Platform, US, Jun-2013
Desktop Only Desktop + Mobile Mobile Only
Some social networking properties extend their audience reach significantly
through mobile channels. For many properties, nearly half of their visitors use
mobile, while mobile-only access in a month averages 33%
182
63
61
60
47
46

Mobile devices are a key access platform for many social sites,
representing two-thirds of time on Facebook and nearly all of time
spent on Instagram and Foursquare
1%
3%
10%
17%
35%
66%
70%
83%
99%
97%
90%
83%
65%
34%
30%
17%
PC Share of Minutes Mobile Share of Minutes

The Issue with Fan Page Measurement: Fans Don’t Return to Fan Page

Fans and Friends of Fans exposed to earned brand impressions on Facebook
exhibit higher brand engagement, e.g. site visitation, than the average Internet
user
Why do friends of fans have a higher orientation toward the brand?
1. Birds of a feather flock together
2. Trusted persuasion
Baseline
Internet
User
Friends
Friends
Friends
Source: comScore Social Esessentials May2011

Paid Media Lift: Evidence that Facebook paid ad campaigns can drive
lifts in purchasing – both online and in-store
Retailer Premium Facebook Ad Lift:
% of Exposed Group Purchasing Online and In-Store
Weeks 1-4 Following Paid Media Exposure
Source: comScore AdEffx Action Lift, U.S., Sept-Dec 2011
0.19%
0.38%
0.49%
0.61%
0.11%
0.20%
0.32%
0.39%
0.46%
0.84%
1.18%
1.47%
0.37%
0.69%
1.00%
1.27%
0.00%
0.40%
0.80%
1.20%
1.60%
Week 1 Weeks 1-2 Weeks 1-3 Weeks 1-4
%ReachofExposedand
ControlGroups
Online - Exposed Online - Control In-Store - Exposed In-Store - Control
+16%
+56%

The vast majority of Pinterest users are women, making it an ideal site
for merchants in the apparel, home furnishings and food markets
Pinterest.com Audience Composition by Gender
29%
34%
20%
71% 66%
80%
Total Digital Desktop Only Mobile Only
Female
Male

Key Takeaways
 While the consumer’s path to purchase has been disrupted by digital
technology, there is still a prominent role for traditional media.
 Mobile devices have exploded onto the scene but have not yet been
integrated into consumers’ path to purchase in the same manner as
traditional and other digital media.
 But it’s just a matter of time!
 E-Commerce growing 3X faster than all consumer spending and now
accounts for $1 in every $10 of consumers’ discretionary spending.
 Social networks have become mainstream and offer a myriad ways for
marketers to reach consumers.
 Mobile devices now account for a substantial portion of the time spent on
social networking sites.
 Advertising on Facebook has been proven to lift consumer buying
 Keep a close eye on Pinterest!

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