2013 uk digital future in focus
-
Upload
marco-agosti -
Category
Documents
-
view
11.081 -
download
4
description
Transcript of 2013 uk digital future in focus
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
February 2013
Key Insights from 2012 and What They Mean for the Coming Year
© comScore, Inc. Proprietary. 2
Introduction
Executive Summary
Media fragmentation is occurring at light speed in today’s multi-platform environment, which features not only computers, but smartphones, tablets, gaming platforms and a seemingly ever-increasing number of emerging devices.
Major media events in 2012, like the Olympics for example, have shown us that consumers have become more platform agnostic in their digital media consumption and happily switch devices throughout the day and into the night to stay up to date on email, news, social media etc.
comScore has been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality.
The following report examines how the latest trends in web usage, online video, mobile and search, social and shopping are currently shaping the UK digital marketplace and what that means for the coming year, as comScore helps bring the digital future in focus.
FOR FURTHER INFORMATION, PLEASE CONTACT: Berit Block [email protected] Cathy McCarthy [email protected]
#FutureinFocus
© comScore, Inc. Proprietary. 3
Key Takeaways
UK advertisers continue to invest in online In December 2012, 16% more display ads were published than in December 2011. More than 923 billion display ad impressions were delivered across the web in 2012 increasing the importance for validation and measuring viewable impressions.
Facebook remains the leading social network Social Networks capture the largest percentage of consumers’ time and also display impressions in the UK. There are some rising stars to watch – Tumblr, Instagram, Pinterest and Goodreads – that have all had strong growth rates across PC and mobile.
Consumers experiment with m-commerce Online shopping now reaches 9 out of 10 UK internet users on PC, while Mobile shopping is growing rapidly. Our study shows that 1 in 5 Brits used their smartphone to purchase a good or service in December 2012
UK has highest engagement in Europe Consumers in the UK spend more than 37 hours per month online on their PC, representing the highest of all 18 EU markets analysed. Movies and Job Search were the fastest growing categories.
Media landscape is fragmenting Nearly 1/3 of page views in the UK now occur on a smartphone or tablet. The rapid adoption of internet enabled devices is contributing to a more fragmented digital media landscape.
Online video continues to grow The online video audience in the UK grew 8 percent in the past year, whilst the audience for video viewing on a mobile grew 262 percent. YouTube still top video property followed by Amazon and Facebook.
© comScore, Inc. Proprietary. 4
Content SETTING THE SCENE Global Overview 5 European Online Landscape 8
European Mobile Landscape 12
2013 UK FUTURE IN FOCUS Online Landscape 17 Mobile Landscape 20
Digital Audience Behaviour 25 Online Video 36 Search 41
Digital Advertising 44 Spotlight:
§ Social 50 § Silver Surfers 54 § Shopping 59
Conclusions 65
Tweetable Highlights 69 Methodology 70 About comScore 74
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
GLOBAL OVERVIEW
#FutureinFocus
© comScore, Inc. Proprietary. 6
66%
13%
34%
87%
1996 2012
Outside US
Distribution of Worldwide Internet Audience The US is no Longer the Centre of the Online Universe
Source: comScore MMX, December 2012, Worldwide 15+,
Asia Pacific
42%
Europe 27%
North America
14%
Middle East - Africa
9%
Latin America
8%
Outside US
© comScore, Inc. Proprietary. 7 Source: comScore MMX, December 2012, Worldwide 15+,
Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World
Global Average: 24.7 Hours a Month
42.8
26.9 22.7
18.9 18.2
North America Europe Latin America Asia Pacific Middle East - Africa
Hou
rs p
er V
isito
r
596
382
127 211
129
637
408
135 215
131
Asia Pacific Europe Middle East - Africa
North America Latin America
Uni
que
Visi
tors
(MM
)
Dec-11
Dec-12
+7%
+7%
+6% +2%
+1%
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
EUROPEAN ONLINE LANDSCAPE
#FutureinFocus
© comScore, Inc. Proprietary. 9 Source: comScore MMX, December 2012, Europe 15+
Online Audience Across Europe 15% of Europe’s 408 Million Internet Users are in Russia
61,3
45
52,4
48
43,0
21
39,3
57
28,7
22
23,9
17
22,4
10
19,3
50
12,0
06
6,40
4
6,37
1
5,03
4
5,02
7
4,74
3
3,77
2
3,47
6
3,33
6
2,59
8
Tota
l Uni
que
Visi
tors
(000
)
Russia’s internet audience grew 15% since December 2011 and reached a new milestone: over 61 million internet users
© comScore, Inc. Proprietary. 10 Source: comScore MMX, December 2012, Europe 15+
Engagement Across EU Audiences In the UK, Average Online Hours per Person Increased 5% Year over Year
37.3
31.0
30.6
29.3
27.8
27.7
26.9
26.1
24.9
24.6
23.8
22.4
22.0
20.6
20.6
19.5
18.5
16.6
14.4
United Kingdom
Turkey
Netherlands
Poland
Finland
France
Europe
Russian Federation
Norway
Germany
Spain
Belgium
Sweden
Portugal
Denmark
Ireland
Italy
Switzerland
Austria
Aver
age
Hou
rs p
er V
isito
r
Belgium saw the strongest growth of time spent per visitor across Europe. Users spent an additional 2 hours online compared to a year ago.
© comScore, Inc. Proprietary. 11
23.1
15.1
15.7
20.8
16.4
20.1
24.2
17.6
19.3
21.2
24.9
22.8
20.6
20.2
19.3
23.5
25.4
20.2
17.5
19.2
24.3
19.4
19.1
19.4
14.7
27.9
21.4
15.1
14.3
17.6
Europe
France
Germany
Italy
Spain
UK
% o
f Tot
al M
inut
es
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
Source: comScore MMX, December 2012, Europe 15+
Under 35 Year Olds Accrue Nearly 50% of Time Spent in Europe Composition of Minutes per Age Group Varies Greatly
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
EUROPEAN MOBILE LANDSCAPE
#FutureinFocus
© comScore, Inc. Proprietary. 13 Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+
241,000
61,000
49,500
48,000
47,500
35,000
EU5
Germany
United Kingdom
Italy
France
Spain
Total Mobile Audience (000)
Mobile Audience in EU5 Crosses 240 Million Mark
241 Million
© comScore, Inc. Proprietary. 14
6.6 7.7 6.4 5.9 5.5 7.2
10.4 11.4 10.2 8.9 9.2 11.8
16.4 16.5 15.8 15.1 18.2 16.9
18.1 16.7 17.4 19.7 21.3 16.7
18.5 16.6 21.4 18.9 17.6 17.3
30.0 31.2 28.8 31.5 28.1 30.1
EU5 France Germany Italy Spain United Kingdom
Persons: 13-17 Persons: 18-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+
Over 35% of EU5 Mobile Users Are Under 35 Years Old UK has Biggest Proportion of 18-24 Year Old Mobile Users
© comScore, Inc. Proprietary. 15 Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+
Smartphone Penetration in EU5 at 57% 64% of UK Mobile Owners Use a Smartphone
66%
53%
51% 64%
53%
December 2012 was the first month all European countries crossed the 50% mark for smartphone penetration.
57% EU5
Average
© comScore, Inc. Proprietary. 16 Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views
Device Share of Page Views Across Countries in Europe Nearly 1/3 of UK Page Views are from Mobiles and Tablets
68.1% 71.4%
74.8% 86.4% 86.5% 86.6%
87.6% 88.5% 89.0% 89.3% 89.6% 90.2% 91.0%
91.9% 92.3%
94.0% 95.7% 96.2%
24.0% 21.8%
21.7% 7.3%
5.2% 7.9%
7.9% 7.9% 7.2%
5.8% 6.7% 5.6%
6.2% 3.4%
4.6% 3.8%
3.2% 2.3%
6.8% 5.6%
3.4% 6.2%
8.1% 5.2%
4.3% 3.5% 3.7%
4.7% 3.5%
3.3% 2.3%
4.3% 2.6%
2.1% 1.0% 1.5%
65% 70% 75% 80% 85% 90% 95% 100%
United Kingdom Ireland
Russian Federation Norway
Netherlands Switzerland
Finland Austria
Sweden Denmark
Italy Germany
Spain Belgium
France Portugal
Poland Turkey
PC Mobile Tablet Other
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
UK ONLINE LANDSCAPE
#FutureinFocus
© comScore, Inc. Proprietary. 18 Source: comScore MMX, December 2012, UK 6+
UK Online Population on the Up 44.8 Million Brits Surfed the Web via a Home or Work Computer
Gro
wth
Ove
r 1 Y
ear
+5% 42
,731
44,8
04
Total Unique Visitors (000)
Olympics frenzy fuels internet audience growth
© comScore, Inc. Proprietary. 19 Source: comScore MMX, December 2012, UK 6+
Profile: UK Online Audience
5,447
7,489 8,018
7,367 7,353
9,129
6-14 15-24 25-34 35-44 45-54 55+
Tota
l Uni
que
Visi
tors
(000
)
Age:
10.6%
21.8%
15.3%
21.2%
31.1%
Under £10K
£10K-£24,999
£25K-£34,999
£35K-£49,999
£50K or more
HH
Inco
me
49% Female
51% Male
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
UK MOBILE LANDSCAPE
#FutureinFocus
© comScore, Inc. Proprietary. 21 Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
UK Mobile Landscape Nearly ¼ of British Smartphone Audience are Between 25 and 34 Year Old
13-17 7%
18-24 12%
25-34 17%
35-44 17%
45-54 17%
55+ 30%
Age Composition of Mobile Audience
13-17 9%
18-24 15%
25-34 22%
35-44 19%
45-54 16%
55+ 19%
Age Composition of Smartphone Audience
Total UK Mobile Audience: 49.5 million Total UK Smartphone Audience: 31.7 million
The gender split for smartphones is identical to the UK online audience: 51% male, 49% female
© comScore, Inc. Proprietary. 22
74% 82%
Dec-11 Dec-12
Smartphone
Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
More Than 8 in 10 Newly Acquired Devices are Smartphones
UK smartphone penetration is at 64%, but 82% of phones acquired in December were smartphones
© comScore, Inc. Proprietary. 23 Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Google Remains the Leading Smartphone Operating System Battle for 3rd place Behind Google and Apple Continues
2.5 2.4 2.4 2.5 2.8 2.8 2.7 2.7 2.8 3 3.1 3.4 3.8
14.5 13.1 12.3 11.9 11.2 10.1 9.2 8.5 7.8 7.1 6.4 6.4 5.7
18.3 18.1 18.4 17.6 17.8 17.1 17.3 16.8 16.4 15.3 15.2 14.6 14.4
26.4 26.7 26.7 26.3 26.6 26.9 27.4 28 28.5 28.4 28 27.6 27.8
36.6 38.2 38.7 40.2 40.6 42.1 42.4 42.9 43.6 45.4 46.6 47.3 47.7
Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12
Apple
RIM
Symbian
Microsoft
© comScore, Inc. Proprietary. 24 Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average ending December 2012, UK 13+
Tablets Are Here to Stay
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Smar
tpho
ne U
sers
(000
) with
Tab
let
+243%
Over 6 million Brits had a smartphone as well as a tablet in December 2012
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
DIGITAL AUDIENCE BEHAVIOUR
#FutureinFocus
© comScore, Inc. Proprietary. 26 Source: comScore MMX, December 2010 - December 2012, UK 6+
Social Media Captures Most PC Screen Time in UK Total Time Spent on Services (e.g. Email) Decreased – But Still Top 2 Spot
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Tota
l Min
utes
(MM
)
Social Media Services Entertainment Portals Retail Auctions
The average UK internet user spent 6.5 hours on social media sites during December 2012
© comScore, Inc. Proprietary. 27
1,384
1,181
8,019
4,861
635
4,065
2,511
9,661
7,372
9,698
2,764
1,790
10,629
6,397
825
5,216
3,221
12,238
9,288
12,158
Retail - Movies
Job Search
Computer Software
Consumer Goods
Pharmacy
Politics
Health Care
Beauty/Fashion/Style
Lotto/Sweepstakes
Education - Information
Tota
l Uni
que
Visi
tors
(000
)
Dec-11 Dec-12
+100%
+51%
+33%
+32%
+30%
+28%
+28%
+27%
+26%
+25%
Source: comScore MMX, December 2011 - December 2012, UK 6+
Retail Movies is Fastest Growing Web Category Year over
Year Growth
© comScore, Inc. Proprietary. 28 Source: comScore MMX, December 2012, UK 6+
Top Web Properties
40,706
33,591 31,790
26,408 26,378 23,174 22,948 22,500
20,633 18,540
22,023
9,386
14,090
6,747 4,541 4,764 4,573 4,276 2,905 1,984
Total Unique Visitors (000) Average Daily Visitors (000)
© comScore, Inc. Proprietary. 29
MULTIPLE DEVICE USAGE
© comScore, Inc. Proprietary. 30 Source: comScore Device Essentials, December 2012, UK – Share of browser based page views
Device Share of Page Views in UK Mobiles and Tablets are Rapidly Gaining on PC for Content Consumption
Computer 68.1%
Mobile 24.0%
Tablet 6.8%
Other 1.1%
Non-computer
31.9%
Connected devices are here to stay – nearly 1/3 of UK page views are from mobiles and tablets
© comScore, Inc. Proprietary. 31
Shar
e of
Dev
ice
Page
Tra
ffic
on a
Typ
ical
Wor
kday
Mobiles brighten the commute
Source: comScore Device Essentials, Monday, 21st January 2013, UK
Device Preferences Throughout the Day Most Weekday Tablet Usage Occurs Between 8pm and 9pm
Tablets popular at night
PCs dominate working hours
© comScore, Inc. Proprietary. 32
Newspapers Extend Reach via Video and Mobile The Sun Extends Reach by Nearly 17% when Accounting for Mobile
13,392
11,274
9,650
5,034 4,748
12,064
10,295
8,831
4,546 4,061
2,560 1,588 1,216
702 1,039
Mail Online The Guardian Telegraph Media Group
Independent.co.uk The Sun Online
Total Digital Population (000) PC (Web and Video) Unique Visitors/ Viewers (000) Mobile Browsing Unique Visitors/ Viewers (000)
+11%
+16.9% +10.7%
+9.3%
+9.5%
Accounting for these incremental audiences, media companies are able to demonstrate significantly wider scale to advertisers. Learn more about MMX MP (Beta): www.comscore.com/MMX_Multi-Platform
Incremental Audience (%) via Mobile
Source: comScore MMX Multi-Plattform BETA, December 2012, UK 6+
© comScore, Inc. Proprietary. 33 Source: comScore MMX Multi-Plattform BETA, December 2012, UK 6+
Online Video Enables Publishers to Reach Additional Audiences
Vimeo
Perform Sports
AOL, Inc.
Dailymotion.com
Adobe Sites
Amazon Sites
Turner Digital
Disney Online
Sky Sites
Demand Media
Sites with Highest Share of Video Viewers Compared to Total Digital Audience (Among Top 100)
PC-Based Unique Visitors (000) Exclusive Video Unique Visitors (000)
+52%
+16%
+14%
+13%
+11%
+10%
+7%
+5%
+5%
+40%
© comScore, Inc. Proprietary. 34
Top Mobile Categories (via Browser)
Source: comScore GSMA MMM, December 2012, UK
26,136
24,353
23,739
23,009
22,780
Services
Search/Navigation
Retail
Social Media
Portals Tota
l Uni
que
Visi
tors
(000
)
45.4
34.2
33.1
23.8
13.6
Services
Social Media
News/Information
Weather
Retail
Tota
l Hou
rs (M
M)
Average time spent accessing the internet via a mobile browser in the UK: 9.5 Hours per user a month
© comScore, Inc. Proprietary. 35
Google Secures Spot as Top Mobile Website 3 Google Apps Make it into Top 10 – YouTube, Maps and Search
Source: comScore GSMA MMM, December 2012, UK
Top 10 Mobile Websites Top 15 Apps 10,687
6,734
6,575
5,349
4,534
4,153
3,112
2,598
2,000
1,549
1,431
1,390
1,303
1,168
1,016
Apple iTunes
Yahoo! Stocks
YouTube
Google Maps
Apple Maps
Google Search
BBC News
eBay
Skype
Sky Sports Live Football Score
BBC iPlayer
Amazon Mobile
23,750
15,704
10,662
9,574
9,451
9,306
6,951
6,325
6,153
5,335
Google Sites
Facebook.com
Amazon Sites
BBC Sites
Yahoo! Sites
Wikimedia Foundation Sites
Microsoft Sites
Glam Media
Vodafone Group
Terra - Telefonica
Tota
l Uni
que
Visi
tors
(000
)
The winners of the app world are Facebook, Google and Apple - keeping in mind that many apps are pre-installed, while e.g. Instagram is actively downloaded by UK users.
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
ONLINE VIDEO
#FutureinFocus
© comScore, Inc. Proprietary. 37 Source: comScore Video Metrix, December 2012, UK 6+
Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Mobile Video Shows Tremendous Growth in One Year 37.5 Million Online Video Viewers vs. 11.2 Million Mobile Video Users
Dec 2012
Dec 2012
262%
8%
32,000
33,000
34,000
35,000
36,000
37,000
38,000 Online Video Growth on PC
Dec 2011
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Mobile Video Growth
Dec 2011
Total Unique Viewers (000)
Total Unique Viewers (000)
© comScore, Inc. Proprietary. 38 Source: comScore Video Metrix, December 2012, UK 6+
Google Still King of Online Video
Videos per Viewer
106.6 5.0 9.6 13.2 17.7 9.2 5.3 9.6 21.2 3.4
YouTube accounts for 99.7% of Google’s video viewers
32,026
17,013
13,520
11,448
9,479
8,637
7,280
5,370
5,143
4,410
Google Sites
Amazon Sites
Facebook.com
VEVO
BBC Sites
Collective Video
Viacom Digital
Yahoo! Sites
AOL, Inc.
Vimeo
Top 10 Destinations for Online Content Videos
Total Unique Viewers
© comScore, Inc. Proprietary. 39 Source: comScore Video Metrix, December 2012, UK 6+
Who Uses YouTube to Boost Their Reach?
11,387
6,441
6,095
5,787
5,748
5,378
3,508
2,925
2,487
2,281
VEVO @ YouTube
Warner Music @ YouTube
Google @ YouTube
Maker Studios Inc. @ YouTube
FullScreen @ YouTube
Machinima @ YouTube
Base79 @ YouTube
BroadbandTV @ YouTube
ygent @ YouTube
BBC @ YouTube
Top YouTube Partner Channels by Unique Visitors (000)
© comScore, Inc. Proprietary. 40
19,554
6,744 5,433
1,493 1,219 745
News/Information - Newspapers
The Guardian Mail Online Telegraph Media Group
The Sun Online The New York Times Brand
Tota
l Vid
eos
(000
)
Source: comScore Video Metrix, December 2012, UK 6+
Newspapers: Monetising Video Content
% Ads of Total Videos:
28.8%
% Ads of Total Videos:
30.7% % Ads of Total Videos:
23.6%
% Ads of Total Videos:
16.6%
% Ads of Total Videos:
47.2%
% Ads of Total Videos:
8.2%
Advertising is one of the most important revenue streams for publishers. Get the insights to redesign your pages or create more effective ad packages, in real time. www.comScore.com/Monetization
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
SEARCH
#FutureinFocus
© comScore, Inc. Proprietary. 42 Source: comScore, qSearch, December 2012, Europe 15+
Turkey Leads The Way With Most Searches per Searcher in Europe UK Internet Users Searched 161 Times on Average During December
138.4
242.7
195.4
160.8 149.5
138.8 133.6 131.0 127.3 125.9 124.0 118.2 118.2 117.4 115.5 105.5 103.8 93.4 89.6
Sear
ches
per
Sea
rche
r
© comScore, Inc. Proprietary. 43 Source: comScore, qSearch, December 2012, UK 6+
Google Captures 91% of the UK Search Engine Market
91%
4% 2% 2%
1%
Shar
e of
Sea
rche
s Google Search
Bing
Yahoo! Search
Ask Network
AOL Search Network
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
DIGITAL ADVERTISING
#FutureinFocus
© comScore, Inc. Proprietary. 45
1,071,599
2,852,418
2,275,515 2,725,211
1,255,962
2,222,851
424,610
1,910,286 1,770,693 1,805,620
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012
Tota
l Num
ber o
f Dis
play
Ad
Impr
essi
ons
(000
) Top UK Display Advertisers
Microsoft Corporation British Sky Broadcasting Group plc
eBay, Inc. Vodafone Group Plc
Google Inc.
Source: comScore Ad Metrix, December 2012, UK 6+
Top UK Display Advertisers Over 923 billion display ad impressions were delivered in 2012
Were the ads seen by the desired target audience? Go to www.comScore.com/vCE
to learn more about the importance of viewable
impressions.
© comScore, Inc. Proprietary. 46
31%
14%
11%
10%
5%
5%
5%
3% 3%
2%
11%
Top Categories by % Share of Display Ad Impressions
Social Media
Entertainment
Portals
Services
Community
News/Information
Auctions
Sports
Games
Retail
Other
Source: comScore Ad Metrix, December 2012, UK 6+
UK Publishers Carrying Most Display Ad Impressions Social Media Sites Capture Largest Share of Display Ads
© comScore, Inc. Proprietary. 47 Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Mobile Advertising – Multiple formats take hold Young Adults have an especially high recall of mobile advertising
28.0
10.8
20.5
36.4
16.3
16.6
38.7
14.5
30.3
57.7
26.2
25.8
Web/App Ads: Recall seeing ads
Scanned QR/bar code with mobile phone
Saw in-game ads
Social Networking - Read posts from organizations/brands/events
Social Networking - Clicked on advertisement
Social Networking - Received coupon/offer/deal
% of 18-24 Year Old Smartphone Users
% of Smartphone Users
© comScore, Inc. Proprietary. 48 Source: comScore, qSearch, December 2012, UK 6+
Brits Search on Amazon and eBay, Not Just Search Engines
130.1
38.7
17.6
8.9
16.7
7.7
4.0
12.7
8.1
6.4
Searches per Searcher
44,167
21,736
20,221
12,989
11,045
9,990
8,350
6,759
5,353
3,543
Google Sites
Amazon Sites
eBay
Ask Network
Microsoft Sites
Facebook.com
Yahoo! Sites
Answers.com Sites
BBC Sites
Twitter.com
Unique Searchers (000)
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
FOCUS ON SOCIAL, SILVER SURFERS AND SHOPPING
#FutureinFocus
© comScore, Inc. Proprietary. 50
WE ARE SOCIAL – ALWAYS AND EVERYWHERE
© comScore, Inc. Proprietary. 51
31,790
10,894
7,644
6,697
2,677
2,415
2,052
2,005
1,313
1,083
14,090
1,763
968
830
368
143
358
75
77
136
Facebook.com
Twitter.com
Tumblr.com
Deviantart.com
Pinterest.com
Ask.fm
Myspace
Goodreads.com
Steamcommunity.com
Total Unique Visitors (000) Average Daily Visitors (000)
Source: comScore MMX, December 2012, UK 6+
Facebook and Twitter Top Social Network Ranking Median Age of UK LinkedIn User is Just Under 40
Median Age
37.5
33.8
39.8
29.3
27.9
34.2
24.4
32.5
32.1
24.8
© comScore, Inc. Proprietary. 52
6,69
7
4,89
3
2,41
5
1,31
3
771
3,42
0
235
128
Tumblr.com Instagram.com Pinterest.com Goodreads.com
Tota
l Uni
que
Visi
tors
(000
)
PC Mobile
Source: comScore MMX, December 2012, UK 6+
Source: comScore GSMA MMM, December 2012, UK
Social – the New Kids on the Block Instagram Grows UK Mobile Audience by 1112% During Past Year
+101%
+33,907%
+717%
+163%
+140%
+1,112%
+849%
+373%
YoY Growth
© comScore, Inc. Proprietary. 53
13,412
5,024
3,527
21,962
Almost every day
At least once each week
Once to three times throughout the month
Ever in month
Freq
uenc
y of
Acc
essi
ng
Soci
al N
etw
orki
ng S
ites
via
Mob
ile
Year over Year Growth
Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Mobile Social – There is no Way Around it
+27%
+13%
+8%
+20%
85.5%
69.0%
56.4%
54.6%
50.7%
Read posts from people known personally
Posted status update
Read posts from organizations/brands/events
Followed posted link to website
Read posts from public figures/celebrities
% of Mobile Social Media Users
© comScore, Inc. Proprietary. 54
SILVER SURFERS
© comScore, Inc. Proprietary. 55
Source: comScore MMX, December 2012, UK 6+
**Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet Users from the Demo Segment x 100; Index of 100 indicates average representation.
Silver Surfers – Understand the Largest Group of UK Internet Users
12.2%
16.7%
17.9%
16.4%
16.4%
20.4%
Composition of UK Internet Audience
Persons: 6-14
Persons: 15-24
Persons: 25-34
Persons: 35-44
Persons: 45-54
Persons: 55+
98 100 102 104 106 108 110 112 114 116 118
Gambling
Telecommunications
Business/Finance
Travel
Automotive
Index* for 55+ Year Olds – Likelihood compared to Total Internet Audience
During 2012, the internet audience aged over 55
years grew by 11% to 9.1 million. Total time spent for this age group even
grew by 25%.
© comScore, Inc. Proprietary. 56
2,233 1,849 1,749 1,695 1,536
1,100 1,214 1,047
4,471
2,892
169 157
135 134 133 125 122 122 118 118
0
20
40
60
80
100
120
140
160
180
0 500
1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000
Total Unique Visitors (000) above 55 Index
Silver Surfers Try Their Luck Camelot Group (The National Lottery) attracts a disproportionally high number of Brits Age 55+
© comScore, Inc. Proprietary. 57 Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Silver Surfers – Discovering the Benefits of Smartphones
In December 2012, 71% of new devices acquired by Brits aged 55+ were smartphones
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12
Feature Phone
Smartphone
© comScore, Inc. Proprietary. 58 Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Nokia Still a Trusted Manufacturer Amongst Older Age Group
20%
28%
18%
7%
10%
10%
3% 2%
2%
OEM Shares in the UK
Nokia Samsung Apple Sony RIM HTC LG Motorola Other
33%
30%
8%
6%
6%
5% 5%
4% 3%
OEM Shares Amongst 55+ Age Group
© comScore, Inc. Proprietary. 59
DO ALL ROADS LEAD TO RETAIL?
© comScore, Inc. Proprietary. 60
26,3
78
13,3
48
11,4
72
10,4
42
7,88
3
6,59
5
2,37
8 10,8
14
2,17
1
922
Amazon Sites Home Retail Group Apple.com Worldwide Sites
Tesco Stores Dixons Retail Plc.
Tota
l Uni
que
Visi
tors
(000
)
PC Mobile
+0% +87%
+5% +80%
+6% +75% +18% +49%
+18% +88%
Source: comScore MMX, December 2012, UK 6+
Source: comScore GSMA MMM, December 2012, UK
Digital Commerce – Mobile Outpaces PC Growth Rates Amazon Attracts Most UK PC users and 87% Audience Growth on Mobile
YoY Growth Apple has nearly
as many unique visitors on
Mobile than PC
© comScore, Inc. Proprietary. 61
2,764
10,629
6,397
3,221
16,874
19,993
12,554
4,382
17,169
5,510
Retail - Movies
Computer Software
Consumer Goods
Health Care
Retail - Food
Apparel
Consumer Electronics
Books
Comparison Shopping
Retail - Music
Total Unique Visitors (000)
+100%
+17%
+28%
+33%
+32%
+5%
+2%
+1%
-6%
-11%
Source: comScore MMX, December 2011 - December 2012, UK 6+
Retail: Visitors to Movie Websites Double, Whilst Music Takes a Hit R
etai
l Sub
cate
gorie
s
with
str
onge
st g
row
th
Ret
ail S
ubca
tego
ries
w
ith w
eake
st g
row
th
© comScore, Inc. Proprietary. 62
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
Tota
l Dis
play
Ad
Impr
essi
ons
(000
)
Dec-11 Dec-12
-21%
Source: comScore Ad Metrix, December 2011 - December 2012, UK 6+
UK Retailers Increase Number of Display Ads eBay, Amazon and DSG Lead Ranking of UK Retail Advertisers
In December 2012, 16% more display ads were published than in December 2011. UK Retailers grew the number of display ads they placed online by 51% over the same period.
+55%
+85%
+68% +142% N/A +608% +254% +27884% +86%
© comScore, Inc. Proprietary. 63 Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Mobile Retail Trends
2. SHOWROOMING The smartphone, the perfect companion for comparing prices, finding shop locations etc. is with you at all stages of the purchase funnel.
3. SHARING People use social media to share what they have purchased, check into a shop etc.
(26%) (20%) (19%)
1. PURCHASING 20% of smartphone users purchased a good or service on their device. Price per item and overall monthly spend is growing rapidly.
© comScore, Inc. Proprietary. 64
1.8
6.7
11.9
20.4
2.6
10.6
19.9
33.1
1.6
6.2
10.3
18.1
Almost every day At least once each week
Once to three times throughout the month
Ever in month
% of Smartphone Users
% of iPhone Users
% of Android Users
Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
iPhone - The Mobile Shoppers’ Best Friend 1 in 3 iPhone users made a purchase via their Smartphone
iPhone users are twice as likely as Android users to shop 1-3
times a month
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
CONCLUSION
#FutureinFocus
© comScore, Inc. Proprietary. 66
2013: Putting the Future in Focus
ADAPTABLE ANALYTICS REQUIRED
This past year saw digital media’s continued rise in prominence as part of peoples’ personal lives and in business environments. Consumers are quickly becoming platform agnostic in their digital media consumption and in today’s world they can choose when and how they’d like to consume content. It might be that they started watching a film at home on their TV, continued watching it on their smartphone on the way to work, and finished watching it in bed at night on their tablet.
It’s the pinnacle of convenience for consumers, but an utter headache from an audience measurement and advertising analytics standpoint. comScore has adapted to this changing digital world to become a trusted resource for understanding cross-platform consumer behaviour and enabling multi-platform unification of all data.
Consumers have already adopted multiple platforms and devices – 2013 is the year businesses need to follow if they desire a unified, platform-agnostic view of consumer behaviour.
© comScore, Inc. Proprietary. 67
2013: Putting the Future in Focus
VALIDATION MATTERS
In the UK, more than 923 billion display ad impressions were delivered across the web in 2012 at a growth of 16 percent indicating an increasing level of comfort with a medium capable of delivering strong marketing ROI.
While delivering advertising at scale remains important, an increased premium on accountability and performance means advertisers may be sacrificing quantity for quality – whether that means leveraging more rich media, experimenting with larger ad units, or demanding ad viewability.
comScore’s 2012 research about viewable impressions, spanning over 8 EU markets and 14 advertiser brands, showed that an average of 3 in 10 ads were never actually seen by their target audiences. It is more important than ever for advertisers to evaluate campaign viewability to improve optimisation and maximise the return on their media spend.
Look for advertisers to demand more accountability and publishers to reconfigure site design and ad inventory to improve performance in the coming year.
© comScore, Inc. Proprietary. 68
2013: Putting the Future in Focus
IMPROVED ACCOUNTABILITY
In April 2012, it was announced that UKOM, the leading voice for online audience measurement for advertisers, media agencies and online media owners in the UK, signed an agreement confirming comScore as the new partner for online media measurement in the UK market as of 2013.
The selection of comScore followed an open tender and rigorous six-month selection process by UKOM, which is jointly owned by the AOP and IAB, and governed by a cross-industry board with representatives of the IAB, AOP, ISBA and IPA.
comScore is excited to provide the UK market with important insights on today’s fragmented digital media landscape. The ability to understand usage across computers, smartphones and tablets will better reflect the state of digital media today, facilitate cross-platform comparisons, and enable clients to effectively manage their digital investments.
© comScore, Inc. Proprietary. 69
Tweetable Highlights
• Dec 2012 was first month all EU countries crossed 50 percent mark for smartphone penetration
http://cmsc.re/hGKMc #FutureinFocus
• 44.8 million people in UK used the internet in Dec 2012, up 5 percent over the year http://cmsc.re/hGKMc #FutureinFocus
• UK internet users spend 37 hours online per month, more than any other EU country http://cmsc.re/hGKMc #FutureinFocus
• UK online video audience grew 8 percent in past year, whilst mobile video grew 262 percent http://cmsc.re/hGKMc #FutureinFocus
• 63 percent UK smartphone penetration, 82 percent of phones acquired in Dec 2012 were smartphones http://cmsc.re/hGKMc #FutureinFocus
• Google captures almost 48 percent of UK smartphone OS market http://cmsc.re/hGKMc #FutureinFocus
• Over 6 million UK smartphone users also owned a tablet in December 2012 http://cmsc.re/hGKMc #FutureinFocus
• Online shopping now reaches 9 out of 10 UK internet users http://cmsc.re/hGKMc #FutureinFocus
• 1 in 5 Brits used their smartphone to purchase a good or service in December http://cmsc.re/hGKMc #FutureinFocus
• Instagram’s UK mobile audience grew 1112 percent between Dec 2011 and Dec 2012 http://cmsc.re/hGKMc #FutureinFocus
• Nearly One-Third of Web-Based Page Views in UK Are Viewed on Smartphones and Tablets http://cmsc.re/hGKMc #FutureinFocus
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
METHODOLOGY
#FutureinFocus
© comScore, Inc. Proprietary. 71
Methodology and Definitions
This report utilises data from the comScore suite of products, including comScore MMX Multi-Platform (Beta), comScore qSearch, comScore Ad Metrix, comScore Video Metrix, comScore MobiLens, comScore Device Essentials and comScore GSMA Mobile Media Metrics (MMM).
comScore MMX The comScore MMX suite of syndicated products sets the standard for digital audience measurement and media planning. Powered by Unified Digital Measurement™, the revolutionary measurement approach that bridges panel-based and website server-based metrics to account for 100 percent of a site’s audience, MMX delivers the most accurate and comprehensive suite of audience metrics, providing valuable demographic measures, such as age, gender, household income and household size. MMX reports on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions, as well as worldwide totals. The comScore MMX product suite includes individual products utilised within this report including comScore MMX Multi-Platform (Beta), comScore qSearch, comScore Ad Metrix and comScore Video Metrix. http://www.comscore.com/Products/Audience_Analytics/MMX
© comScore, Inc. Proprietary. 72 *Please note that Device Essentials has undergone a methodological enhancement with December 2012 data to account for additional connected devices.
Methodology and Definitions
comScore MobiLens comScore MobiLens provides market-wide insight into mobile digital media consumption, brand-level audience metrics, and details of device ownership and technology penetration. Using proprietary data collection methods, we survey nationally representative samples of mobile subscribers age 13+ in the U.S., UK, France, Germany, Spain, Italy, Canada, and Japan. The MobiLens sample is substantial enough to provide projected data for sub-segments as small as 1 percent of mobile subscribers. For 2012, the estimated monthly survey completes utilised for this report are 5,000 mobile phone owners in the UK. For the following analysis, the three-month average figures amount to a sample of 15,000 mobile users.
For more information, please visit: http://www.comscore.com/Products/Audience_Analytics/MobiLens
comScore Device Essentials*
comScore Device Essentials provides insight into digital traffic share across all devices worldwide, offering detail into device characteristics, connection type, and category consumption. The product is based on the comScore Unified Digital Measurement (UDM) approach, measuring browser-based page views coming from computers, mobile, and other connected devices to more than one million domains tagging with comScore.
For more information, please visit: www.comscore.com/Products_Services/Product_Index/Device_Essentials
© comScore, Inc. Proprietary. 73
Methodology and Definitions
comScore GSMA Mobile Media Metrics (MMM)
GSMA Mobile Media Metrics (MMM) is a partnership between the GSM Association (GSMA), comScore, and the UK’s 4 mobile operators: O2, Vodafone, EverythingEverywhere and 3UK. GSMA MMM aligns the power of connected mobile data with Wi-Fi activity and rich demographics to unveil the most powerful view of the who, the what and the where of mobile web via a secure, industry-audited process. The mobile network operators provide irreversibly anonymised census-level data for mobile internet usage. Demographic data is ascribed onto the unique persistent ID for each anonymous user in the operator data. Wi-Fi usage, not seen in the mobile network traffic, is captured in server-side logs of media owners and overlaid onto the operator data to create the most comprehensive view of connected mobile activity in the UK.
For more information, please visit: http://www.comscore.com/Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMM
© comScore, Inc. Proprietary. 74
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments.
A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™ (CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than 2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!.
STAY CONNECTED
www.comscore.com
www.facebook.com/comscoreinc
www.twitter.com/comScoreEMEA
www.linkedin.com/company/comscore-inc
www.youtube.com/user/comscore
ABOUT COMSCORE
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
www.comscore.com
www.facebook.com/comscoreinc
@comScore
UK Digital Future in Focus 2013
#FutureinFocus
Key Insights from 2012 and What They Mean for the Coming Year
@comScoreEMEA
www.comscore.com
www.facebook.com/comscoreinc
Email: [email protected]
Phone: +44 207 099 1760
Media Requests: [email protected]