European digital trends-shifting_consumption_habits

Owen West
European Digital Trends - Shifting Consumption
Habits
Owen West
EU Business Development Director
owest@comscore.com
Gulltaggen 2012

Discussion Topics
 A Brief Introduction to comScore
 Key Trends in Global Internet Behaviour;
• How communication is redefined by social media
• How online video is now established and the shift to long form content
• Growing mobile media consumption allows for new consumer engagement
opportunities
• E-Commerce and M-Commerce are on the rise despite the backdrop of
continued economic uncertainty
• Digital advertising enters era of increased accountability as brand budgets
continue to shift online

3© comScore, Inc. Proprietary.
comScore is a Global Leader in Measuring the Digital World
NASDAQ SCOR
Clients 1,900+ worldwide
Employees 1,000+
Local Presence 32+ locations in 23 countries
Global Coverage
170+ countries under measurement;
43 markets reported
Headquarters Reston, VA

comScore’s Unified Approach;
The Best of Both Worlds
2 Million Person Panel
360°View of Person Behaviour
CENSUS
Unified Digital Measurement™ (UDM)
Patent-PendingMethodology
1 Million Domains Participating
Adopted by 80% of Top 100 Global Media Properties
PANEL
PERSON-Centric Panel with
SITE-Census Measurement
V0411And, a behavioural cross-platform measurement capability

FACEBOOK IPO
RAISES THE PROFILE OF SOCIAL NETWORKING AND DIGITAL ADVERTISING
2012 SUMMER OLYMPICS
ILLUMINATE THE RISE OF MULTIMEDIA & ‘ALWAYS-ON’ CONSUMPTION
SOCIAL MEDIA A DEMOCRATISING
FORCE AHEAD OF U.S. PRESIDENTIAL ELECTION
MOBILE DISRUPTING TRADITIONAL
RETAIL SALES FUNNEL
MIND THE ‘DIGITAL OMNIVORE’
MULTI-DEVICE INCREMENTAL EFFECT & PLATFORM CANNIBALIZATION
Stories That Will Shape Digital in 2012
1
2
3
4
5

In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region
with over 40% of online population.
Many emerging regions likely to bypass old modes, skipping dial-up to go straight to broadband,
making multimedia, video and collaborative content immediately accessible.
Early adoption of mobile web in addition to PC web will likely be popular in many of these high-
growth areas.
Asia Pacific
Distribution of Worldwide Internet Audience
66%
13%
34%
87%
1996 2011
U.S. InternetPopulation vs. Rest of the World
Rest of the
World
U.S.
The U.S. Is No Longer the Centre of the Online Universe
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location,
Dec-2011
Asia
Pacific,
41.3%
Europe,
26.4%
North
America,
14.6%
Latin
America,
9.0%
Middle
East -
Africa,
8.8%

595
381
210
129 126
534
361
203
112 111
Asia Pac Europe North America Latin America Middle east Africa
Dec-11 Dec-10
And Asia Continues Significant Growth in Size of Internet Audience
 Growth expected to continue as home
broadband penetration increases in Asia and
Latin America
 Growth slows in North America
 European growth mostly driven by Russia
+11%
+3%
+6%
+15% +14%
Worldwide Online Population
(Millions)
Internet Audience15+ accessing Internet from Home or Work
Source: comScore Media Metrix, Dec 2010 and Dec 2011
1,323
1,444
2010 Dec 2011 Dec
+9%

Online Landscape in Europe
Source: comScore Media Metrix, EuropeAge 15+, January 2012
384 million Europeans go
online for 29.8 hours
each month

Size of Online Audience; 15+ Home & Work
Source: comScore Media Metrix, Jan 2011 vs Jan 2012
 Significant growth in Europe in the past year
 6% growth represents 20 million new web users from work & home
Online Population 15+ (Millions)
363.3
16.2 3.2
383.7
16.6 3.3
Europe Nordics Norway
Jan-11 Jan-12
+6%
+3%+2%

Nordics’ Web Usage is High Compared to Some Other Regions…..
…..And Norway leads the Nordic charge
 Web users in Austria are amongst the least engaged globally; only less engagement by
those in China, India & S. Africa
Total Monthly Hours Online per Visitor
WW AVG: 25.3
Source: comScore Media Metrix, Jan 2012
38.6
29.9
29.8
28.7
27.1
15.9
United Kingdom
Norway
Europe
Finland
Nordic…
Austria

It is difficult to overstate the importance of social media
 Usage is nearly ubiquitous
 Social media is impacting:
– Geopolitics: Tunisia, Egypt, Libya, etc
– US politics: 2008 election, and soon the 2012 election
– Retail: Groupon visitation is up 250% versus the previous year
– Marketing: Facebook is the single largest server of display inventory on the
web
– Consumer behaviour: Social media accounts for 18% of all time spent online
globally
 The web’s connective tissue: hyperlinks  social connections

TheRiseoftheGlobal
SocialNetworkingAudience
0
200
400
600
800
1,000
1,200
1,400
1,600
2007 2008 2009 2010 2011
+174%
+88%
Worldwide Total Unique Visitors (MM)
Total Internet
Social
Networking
Source: comScore Media Metrix, March 2007 - October 2011

Austria 86%
Belgium 93%
Denmark 94%
Finland 91%
France 91%
Germany 90%
Ireland 95%
Italy 93%
Netherlands 94%
Norway 89%
Poland 95%
Portugal 96%
Russia 88%
Spain 98%
Sweden 93%
Switzerland 90%
Turkey 96%
United Kingdom 98%
Australia 96%
China 53%
Hong Kong 93%
India 95%
Indonesia 94%
Japan 58%
Malaysia 94%
New Zealand 95%
Philippines 96%
Singapore 94%
South Korea 87%
Taiwan 94%
Vietnam 85%
Canada 94%
United States 98%
Argentina 96%
Brazil 97%
Chile 94%
Colombia 96%
Mexico 96%
Peru 96%
Puerto Rico 90%
Venezuela 96%
Israel 94%
South Africa 88%
North America South America Europe Middle East & Africa Asia Pacific
Percentage of Online Population
Using Social Networking
around the World*
% Reach of Online Population
* Data is based on the 43 countrieson which
comScorereportsindividually.
AnAverageof9outof10localonlinepopulations
engageinsocialnetworking
Source: comScore Media Metrix, October 2011

2008 2009 2010 2011
Time Spent on Key Categories Online
Worldwide Hours per Month (Billions)
35
30
25
Nearly in 4minutesonline
isspent onsocialnetworkstoday
1
Social Networking
Search/Navigation
Retail
Communications (Email/IM)
Other Content
Source: comScoreMedia Metrix, March 2007 - October 2011

Social Networking is Redefining the European Online
Landscape
Source: comScore Media Metrix, EuropeAge 15+, January 2011 to 2012
15.9%
11.7%
6.6%
4.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Share of time spent among top web categories
Social Networking Services Portals Multimedia E-mail
25.8%

Source: comScoreMobiLens, EU5, Dec 2010 – Dec 2011
Not Only is Social Networking One of the Most Consumed Content
Categories on a Mobile, it’s also One of the Fastest Growing
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
SocialNetworkingor
Blog
News GeneralReference TV Guides OnlineRetail
TotalAudience(000)
Fastest Growing Mobile Content Categories (000)
Source: comScore MobiLens, EU5, 3 mo. avg. ending Dec-2010 vs. Dec-2011
Jan-2011 Jan-2012
+ 44.7%
+ 48.9%
+ 57.8%
+ 45.2%
+ 60.9%

Asia Pacific
33%
Latin America
10%North America
18%
Europe
30%
Middle East -
Africa
9%
RegionalShareof
TotalUniqueVisitors
toSocialNetworking
Source: comScoreMedia Metrix, October 2011
1/3oftheworld’ssocial
networkersarein
AsiaPacific

11.1 10.7 10.4 10.2 9.8
8.7 8.5 8.3 7.9 7.7
Average Hours per Visitor
Yet5ofthemostengagedmarketsforsocial
networkingareinLatinAmerica

7
Average Engagement with Social Networking by Region
Average Hours per Visitor
Average Hours per Person in Europe
Spent on Social Networking
3 Average Hours per Person in Asia Pacific
Spent on Social Networking
%
7.6 7.2 7.0
6.4
2.9
Latin America Middle East -
Africa
Europe North
America
Asia Pacific

FastestGrowingTop-TierGlobalSocialNetworks
inTermsofAudienceSize
Total Unique Visitors (MM)
Source: comScoreMedia Metrix, Worldwide,October 2011 vs. October 2010
0
40
80
120
160
200
Twitter LinkedIn SINA Weibo Tumblr Badoo
Oct-10
Oct-11
+59%
+55%
+181% +172% +64%

2007 2008 2009 2010 2011
Facebook
Twitter
LinkedIn
TheGrowthofToday’sSocialNetworkingLeaders
Source: comScoreMedia Metrix, March 2007 - October 2011
900
800
700
600
500
400
300

3
55% Facebook’sglobal
penetration
Facebook’s worldwide site rank

3in4minutesonsocialnetworking
sitesarespentonFacebook
1
in 7 minutes spent online
are spenton Facebook

471MM
788MM
Jan-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011
Facebook
overtakes
StudiVZ in
Germany
Facebook
overtakes
Orkut in India
Facebook
overtakes
WindowsLive
in Mexico
Facebook
overtakes Hyves
in Holland
Facebook
overtakes
Windows Live
in Portugal
Facebook
overtakesYahoo!
Wretch in Taiwan
Facebook’s Ascent in Recent Years
Source: comScoreMedia Metrix, January 2010 - October 2011
Since 2010, Facebook Has Taken the Lead in 6 New
Markets Across Asia, Latin America and Europe

Today,thereareonly7marketswhere
Facebookisnottheleadingsocialnetwork
Brazil
Poland
Russia
Japan
Vietnam
South Korea
China

3of the Top 6Social Networks in
Europe are Russian;
VKontakte, Odnoklassniki,
MyWorld@Mail.Ru
Source: comScoreMedia Metrix, Worldwide,Feb 2012
But…..Social Networking is Not Just Facebook

Social Networking is the Most
Popular Online Activity
Worldwide
1
Social Networking Beyond Facebook
Google+ and Pinterest Take Off in 2011
Source: comScoreMedia Metrix, Oct-2010-Jan-2012, Worldwide
Unique Visitors(000) to Selected Social Media Sites
0
20
40
60
80
100
120
140
160
180
200
Oct-
2010
Jan-
2012
TWITTER.COM
LINKEDIN.COM
Google Plus
MYSPACE.COM
TUMBLR.COM
PINTEREST.COM

-42%
-32%
-37% -34% -36%
-22%
-8%
-4% -3%
1%
34%
25%
15%
21%
12%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
InstantMessengers Email Social Networking
sawthelargestWorldwidedecline
inengagementofweb-based
emailandinstantmessaging…..
Change in Average Time Spent with Content Category
by Age Segment
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
15-24 year olds..
..’DigitalNatives’

-42%
-32%
-37% -34% -36%
-22%
-8%
-4% -3%
1%
34%
25%
15%
21%
12%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
InstantMessengers Email Social Networking
…andthehighestincreasein
engagementofsocialnetworking
Source: comScore Media Metrix, Worldwide, October 2011 vs. July 2010
Change in Average Time Spent with Content Category
by Age Segment

67.1
264.7
483.0
Email
Instant
Messengers
Social
Networking
Average Minutes per Visitor (15-24)
For ‘Digital Natives’,
social networking is
thenorm
Source: comScoreMedia Metrix, Worldwide,October 2011

ONLINE VIDEO

Online Video is Now a Huge Global Market
Source: comScore Video Metrix, Aged 15+, Feb 2012
1.2 Billion people
watched an average of
18 hours each
of Online Video in February
Worldwide

Worldwide
1
Online Video’s Blockbuster Year
Nearly 50 Million Russians Watch Online Video Daily
Source: comScoreVideo Metrix, Jan-2011 to Jan-2012, Spain
39
million
Mar 2011
48.5
million
Feb 2012

Worldwide
1
Total Videos Viewed Increase 20% in Spain in 12
months
Average Viewer Watched 153 Videos in Feb 2012
Source: comScoreVideo Metrix, Feb-2011 to Feb-2012, Spain
2.5
billion
Feb 2011
3
billion
Feb 2012

Russia Leads the Way in Europe in terms of Audience Size
48.5
46
39
34
23.5 21.5 20
0
10
20
30
40
50
60
Russia Germany France UK Italy Turkey Spain
Unique Viewers (Millions)
Source: comScore Video Metrix, Key Measures, February 2012

And Higher Composition of Young Males Outside EU-3* Indicates
Room for Maturity
0
5
10
15
20
25
30
35
40
45
50
Germany France UK Spain Italy Russia Turkey
Other
Males 15-34
17.3% 19.3% 19.6% 21.5% 22.2% 30.4% 44.9%
Source: comScore Video Metrix, Demographic Profile, September 2011
Unique Viewers
(Millions)
*EU-3 includes UK, France and Germany

Rapid Growth of Unique Viewers and Video Views Stopped in
Q1 2010 for EU-3
0
20
40
60
80
100
120
140
0
5
10
15
20
25
30
Feb-2008 Aug-2008 Feb-2009 Aug-2009 Feb-2010 Aug-2010 Feb-2011 Aug-2011
Videos (Billions) Unique Viewers (Millions)
Source: comScore Video Metrix, Media Trend *EU-3 includes UK, France and Germany
Videos (Billions)
Unique Viewers
(Millions)

19.2%
14.2%
7.5%
2.3%
8.2%
0
20
40
60
80
100
120
140
0
5
10
15
20
25
30
Feb-2008 Aug-2008 Feb-2009 Aug-2009 Feb-2010 Aug-2010 Feb-2011 Aug-2011
Videos (Billions) Unique Viewers (Millions)
Source: comScore Video Metrix, Media Trend *EU-3 includes UK, France and
Germany
Videos (Billions)
March – Sept
Change
Minutes per Video +4%
Total Minutes + 33%
But….. a Closer Look Uncovers the Story of a Shift from Quantity to
Quality ….. Longer Videos

A Quality Viewing Experience
A Choice of Quality Content
Convenient and Accessible
A Price Worth Paying
A New Era of Online Video……

A Quality Viewing Experience: Online Video has Come a Long Way
UGC/’Numa Numa’ Song PREMIUM/FROZEN PLANET

A Choice of Quality Content: The Two Ends of the Quality
Spectrum are Well Defined
UGC PREMIUM
Shorter format
Low budget
Low quality
Low talent/interest
Unknown content
Minimally monetised
Longer format
High budget
High quality
High talent/interest
Known content
Well monetised

A Choice of Quality Content: At the Premium End, TV Broadcasters
Have Large Online Video Presence (UK example)
4.2 4.1
3.3
2.4
0.7
Unique Viewers (millions)
Source: comScore Video Metrix, October 2011, UK

Sources: comScore Custom Marketing Solutions Study (US
2011)
Convenient and Accessible: Online Video is Social and Publishers
can Leverage the Power of Social Media
• 1 in 3 video viewers comment
• 2 in 5 upload videos
• 1 in 2 regularly share videos
• More than 1 in 2 view online video with others

A Price Worth Paying: Video Advertising Has Nearly Tripled in One
Year (UK example)
19.2%
14.2%
7.5%
2.3%
8.2%
Source: comScore Video Metrix, UK, Age 6+, February 2011 vs 2012
Video Content Video Ads
With people spending more time viewing long-form content
the platform is ripe for brand advertising

MOBILE

THE RISE OF SMARTPHONES; EU5 LEADS THE US
Source: comScore MobiLens, EU5 and US, 3 mon. avg. ending Oct 2011

In the UK, there are
26 millionsmartphone
users, increase of 50% year
on year
Smartphone Market Growing Rapidly
Source: comScore MobiLens,UK, Age 13+, January 2011 vs 2012
UK IS THE HIGHEST EUROPEAN PENETRATED MARKET WITH
•53% Penetration

All Communications and Social Media accessed show
double-digital growth
19.2%
14.2%
7.5%
2.3%
8.2%
Source: comScore MobiLens,UK, Age 13+, January 2011 vs 2012

19.2%
14.2%
7.5%
2.3%
8.2%
Source: comScore Device Essentials, UK, January 2012
Smartphones and Tablets Change the Way People
Consume Content (UK example)
Computer
89.7%
Mobile
6.4%
Tablet
3.3%
Other
0.5%
Non-
Computer
10.2%*
Share of Connected Device Traffic in UK
*In October we saw only 7.7% of traffic coming from non-computer…..
…..in January the figure rose to 10.2% -- a growth of 33% in 3 months

19.2%
14.2%
7.5%
2.3%
8.2%
Source: comScore MobiLens: Onemonth snapshot, January 2011 / January
2012, Country: UK, N=5,124
Dual Device Ownership;
Introducing the “Digital Omnivore”
5.3%
12.7%
January 2011 January 2012
Percentage of
Smartphone Audience
Also Owning a Tablet (UK example)

19.2%
14.2%
7.5%
2.3%
8.2%
Source: comScore GSMA Mobile Media Metrics: UK, December 2011
Browser versus App Usage;
Just analyzing one consumption behaviour versus the other could seriously
undervalue a brand’s total audience (UK example)
75.5%
48.0%
84.3%
42.2%
63.4%
28.0%
17.9%
11.4%
12.3%
BBC Sites
Sky Sites
eBay
Access Methods by (%) Share of Mobile Users for Selected Sites
Browser Access App Access Combined Access

E-COMMERCE IS BACK…..
…..AND BIGGER THAN EVER

8%
9%
10%
11%
12%
13%
14%
15%
16%
17%
$0
$5,000
$10,000
$15,000
$20,000
$25,000
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11
Retail E-Commerce Spending ($MM) Y/Y % Growth
Source: comScoreE-commerceMeasurement, U.S.
2011 U.S. Retail E-Commerce Spending ($MM) and Y/Y
Growth Rate by Month
E-CommerceBouncesBackin2011
TotalE-CommerceSpendingReached$256Billion,+12%Growth(USexample)

Source: comScoreE-CommerceMeasurement, U.S.
Top10OnlineRetailSpendingDaysin2011:
$1.25 Billion Cyber Monday Ranks As Top Online Spending Day
$1,251
$1,178
$1,133
$1,116
$1,107
$1,072
$1,064
$1,025
$1,024
$1,018
Monday, Nov. 28 (Cyber Monday)
Monday, Dec. 5
Monday, Dec. 12 (Green Monday)
Tuesday, Nov. 29
Tuesday, Dec. 6
Friday, Dec. 16 (Free Shipping Day)
Tuesday, Dec. 13
Wednesday, Nov. 30
Thursday, Dec. 8
Thursday, Dec. 15
Spending in Millions ($)

Worldwide
1
Source: comScoreE-commerceMeasurement, U.S.
FreeShippingistheKeytoE-CommerceGrowth

Worldwide
1
Source: comScoreMobiLens,3 mon. avg. ending Jan-2012, Spain
M-Commerce;
Spain'sNewShoppingCompanion
HalfofSmartphoneOwnersUsePhoneWhileina
Brick-and-MortarStoretoShop
1 in 8
Scanned
Barcodes
50%
of Smartphone Owners
Used Phone to Shop
While in a Retail Store

DIGITAL
ADVERTISING

DIGITAL ADVERTISING ENTERS ERA OF INCREASED
ACCOUNTABILITY AS BRAND SPEND CONTINUES
TO SHIFT ONLINE

UK Digital Ad Landscape
Source: comScore Ad Metrix, Feb 2012,UK.
In the UK, 40 million people
are exposed to 70 billion
ad impressions a month

FacebookDelivers1ofEvery4
DisplayAdsin2011
Source: comScoreAd Metrix, Jan-2011 to Dec-2011, UK.
Facebook
, 27.9%
All Other,
69.7%
30.3%
5.5
8.1
8.2
13.2
15.6
30.8
40.8
41.3
41.5
240.1
Gumtree Sites
Amazon Sites
AOL, Inc.
Glam Media
Trader Media…
Google Sites
Microsoft Sites
eBay
Yahoo! Sites
FACEBOOK.COM
Top 10 Display Ad Publishers (Billions of Impressions)

Worldwide
1 79
65
74
104 99
10
14
15
15 20
12
12
10
13 17
9
Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011
Number of Advertisers Delivering at Least 1 Billion Display Ad
Impressions per Quarter
1-3 Billion 3-5 Billion 5-10 Billion 10+ Billion
Source: comScoreAd Metrix, Q4 2010 – Q4 2011
Large Brand Advertisers Growing Digital
Investment

ADVERTISING
MEASUREMENT TO
EVOLVE

… price is regulated by the proportion between the
quantity brought to market, and the demand of
those who are willing to pay…
- Adam Smith
‘The Wealth of Nations’, 1776

Price
Quantity
Where supply meets demand,
everything sells
Demand Supply

TheProblem
Counting unlimited servedimpressionshurts
advertisingeconomics.Demand is increasing, but
prices aren’t following
TheSolution
IntroduceDigitalScarcitytothesystem

Achieving Digital Scarcity
Onlycountimpressionsthatreachedarealuserandhadachancetomakeareal impact
in-view audience geography brand safe fraud

Validated Campaign Essentials™ (vCE) is powered by comScore’s
unique impression validation technology, vGRP
Gross Impressions
Removes All Ad
Impressions That
Didn’t Have A Chance
to Make An Impact
Validated Impressions
No opportunity to be seen
Delivered outside of target audience
Delivered in the wrong geography
Delivered next to “unsafe” content
Subject to fraudulent delivery

Conclusions
 The digital world is expanding rapidly, driven by new users in
some regions and / or by growth in time spent in others
 Younger consumers are leading the revolution, with higher
engagement coming from 15-34 age segments
 Social Networking is a key driver of computer and Mobile
activity, cannibalizing many other activities
 Video & Mobile’s time is now
 Online advertising is effective, both as a direct response and
branding strategy……BUT it needs to be proven to deliver

THANK YOU!
Owen West – EU Business Development Director
owest@comscore.com

European digital trends-shifting_consumption_habits

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