Brave New World Of Universal Analytics

© comScore, Inc. Proprietary.

Measuring a Multi-Platform World

The Brave New World Of Universal Analytics

@MartijnBeijk – Senior Business Consultant

Internet Advantage Search & Data Event | 25 juni 2014

© comScore, Inc. Proprietary. 2

Globally collecting over 1.5 Trillion Digital Interactions per month

Using the comScore

Census Network™

(CCN™) Measurement from 172 countries Over 1.5 Million domains Greater than 85% of all devices


CENSUS

Unified Digital Measurement™ (UDM) Panel + Census Data Integration

PANEL

Unified Digital Measurement (UDM)Patent-Pending Methodology

Adopted by 80% of Top 100 Global Media Properties

Global PERSON Measurement

Global DEVICE Measurement

V1011


Analytics for a Digital World™

comScoreMMXVMX

comScorevCEvME

comScoreDigitalAnalytix®

comScoreSubscriber Analytix™

Digital BusinessAnalytics

AdvertisingAnalytics

AudienceAnalytics

Mobile OperatorAnalytics

V0113

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

Emergence of the Digital Omnivore

© comScore, Inc. Proprietary. 8Source: comScore MobiLens/TabLens 3 month average ending December

The Brave New Digital World: Adoption of Smartphones & Tablets has dramatically changed the digital media landscape

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-140

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000N

um

ber

of

Dev

ice

Ow

ner

s 38 MILLION

18.5 MILLION

Number of U.K.. Device Owners (Smartphone and Tablet)

+14%vs. YA

+65%


Penetration of Smart Phones in EU5 at 71%

YoY Growth of 23% in EU 5 and Germany leading the surge

80%

69%

66%75%

66%

UK

Italy

France

Spain

Germany

18%

21%

22%

25%

30%

Smartphone Penetration

Source: MobiLens™.

Data based on 3 month moving average to March 2014

Year-on-Year smartphone growth by country


13-177.5%

18-2412.4%

25-3419.3%

35-4419.1%

45-5417.9%

55+23.7%

Smartphone Owners by Age Group

18-24 Year Olds Show Highest Smartphone Penetration

Source: MobiLens, 3 mo. avg. ending March 2014, EU5, N=69,328

Total Mobile Audience 13+

13-17

18-24

25-34

35-44

45-54

55+

71.0%

83.2%

87.9%

85.4%

77.9%

68.1%

53.7%

Smartphone Penetration by Age Group

Smartphone Non-Smartphone

% Total Mobile Audience

The younger age groups clearly over-index for Smartphone ownership, with 18-24 year olds showing the highest Smartphone

penetration (87.9%) and being 24% more likely to own a Smartphone than the average. 25-34 year olds had the second

highest Smartphone ownership.

While 18-24 year olds have the highest propensity to own a Smartphone, they account for ‘only’ 12.4% of all EU5 Smartphone

owners. The more senior generation of 55+ accounts for 23.7%, followed by 25-34 year olds who make up 19.3%.

172.8 Million

© comScore, Inc. Proprietary. 12Source: MobiLens, 3 mo. avg. ending March 2014, EU5, N=69,328

Games, Music & Video - Entertainment on SmartphonesYoung Age Groups Show High Engagement

50.0% 39.7% 37.3%

Games Music Video / TV

% o

f S

mar

tph

on

e O

wn

ers

% o

f S

mar

tph

on

e O

wn

ers

% o

f S

mar

tph

on

e O

wn

ers

13-17

18-24

25-34

35-44

45-54

55+

68.5

%

67.6

%

62.3

%

53.9

%

42.3

%

27.6

%

13-17

18-24

25-34

35-44

45-54

55+

65

.3%

57

.4%

46

.6%

39

.2%

33

.3%

21

.8%

13-17

18-24

25-34

35-44

45-54

55+

50

.1%

52

.8%

47

.5%

39

.6%

30

.0%

20

.4%

Age groups 13-44 over-index for playing games on Smartphones. Almost a third of

55+ play games.

13-17 year olds are 64% more likely to use their Smartphones for listening to music than the Smartphone average.

18-24 year olds over-index for video & TV usage. 20.4% of 55+ watch video or

TV on their Smartphone.


Tapped on In-Game Ads

Saw In-Game Ads

Tapped on Browser/App Ads

Recall Seeing Browser/App Ads

0.0% 10.0% 20.0% 30.0%

5.7%

19.2%

7.4%

25.7%

% Smartphone Audience


18-24 Year Olds Most Likely Group to Tap on Mobile Ads

In-App, Browser & In-Game Ads

13-17 18-24 25-34 35-44 45-54 55+0

20

40

60

80

100

120

140

160

11

0

14

6

12

5

10

3

81

65

10

9

14

1

13

7

11

5

77

51

In-App & Browser Ads

Recall Seeing Browser/App AdsTapped on Browser/App Ads

Ind

ex(a

gai

nst

To

tal

Sm

artp

ho

ne)

13-17 18-24 25-34 35-44 45-54 55+0

20406080

100120140160180

12

1

17

0

13

6

10

6

72

44

12

2

16

9

15

8

10

6

61

34

In-Game Ads

Saw In-Game AdsTapped on In-Game Ads

Ind

ex(a

gai

nst

To

tal

Sm

artp

ho

ne)


Millennials are heavier internet users across all devices and spend a full day of every week online

Average Monthly Time Spent in Average Hours per Visitor per User by Platform

comScore Media Metrix Multi-Platform, UK., Age 18+, March-2014

P

erso

ns:U

nder

18

P

erso

ns:1

8-24

P

erso

ns:2

5-34

P

erso

ns:3

5-54

P

erso

ns:5

5+0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

13.5

17.7 16.913.1

11.0

Total Digital PopulationPCMobile


June 2010 June 2013

404,711 419,316

83,071

381,351

105,577

Total digital media consumption has nearly doubled in the past three years, led by massive growth in smartphone engagement

906

487

+4%

+86%

+359%

N/A

Total U.S. Internet Usage in Minutes (Billions) by Platform Desktop, Smartphone and Tablet

Source: comScore Media Metrix Multi-Platform, June 2013Note: Jun-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time


43

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 (Millions of Minutes)

Source: comScore Media Metrix & Mobile Metrix, US

-46%

+15%

+385%

3,214

427

1,723

2,073

373 N/A


Maps have benefitted massively from phone usage

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


The digital population now spends slightly more time engaging with retail sites on their smartphone than on their desktop

Feb-2013

Mar-2013

Apr-2013

May-2013

Jun-2013

Jul-2013

Aug-2013

Sep-2013

Oct-2013

Nov-2013

Dec-2013

0

5,000

10,000

15,000

20,000

25,000

30,000

Desktop Smartphone Tablet

To

tal

Min

ute

s (M

M)

Total Minutes (MM) Spent in Retail Category by PlatformSource: comScore Media Metrix and Mobile Metrix, U.S., Feb-2013 – Dec-2013

Feb-2013 Dec-20130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

49%40%

37%43%

14% 17%

Desktop Smartphone

Tablet


Amazon

eBay

Walmart

Target

Craigslist

BestBuy

Macy's

Sears

Etsy

Home Depot

40%

44%

48%

45%

61%

49%

56%

59%

53%

51%

31%

26%

20%

15%

18%

14%

13%

9%

12%

10%

29%

30%

32%

40%

20%

37%

30%

31%

34%

38%

PC only PC + Mobile Mobile Only

88M

Mobile = Smartphone + Tablet

Entities represent the online branded domain and mobile app for each retailer

145M

Select Online Marketplaces: Total U.S. Digital PopulationUnique Visitors (Millions) by Platform

Source: comScore Media Metrix Multi-Platform, U.S., December 2013

37%

31%

74%

50%

100%

92%

99%

90%

61%

98%

63%

69%

26%

50%

0%

8%

1%

14%

39%

2%

Browser App

74M

63M

50M

47M

28M

25M

24M

22M

% of Mobile Time Spent – Browser vs. App

Source: comScore Mobile Metrix, U.S., Dec-2013

Mobile is a fundamental part of Online Retail; mobile apps generally much more popular for pure-plays

© comScore, Inc. Proprietary. 20Source: comScore MMX Multi-Platform, UK., July 2013 and March 2014

The Multi-Platform Majority

75% of UK consumers use more than one device to go online.

81% of UK Digital Population is Mobile.

Multi-platform consumption is today’s new reality.


Makes people consume more device agnostic

Smartphonesrule our mornings

Tablets

Computers

rule our evenings

rule our days

ONE DAY

CONTENT is consumed

across multiple

DEVICES

by individual

USERS?

* Single-user Household Panel


But it’s Not Just Mobile Growth:Digital Has Escaped the PC Cube


New Devices are Generating a Big Band of Data

Billions of Digital Events

92% of world’s data was

created in past two

years


Breaking down the data silos

Online

Advertising

Video

Search

Demo-

graphic

Profiles

In Store

E-Commerce

Website and

App Usage

PC

Smartphone

TV

Tablet

Gaming

POS

Server

V0113


Unify visitors across

devices for intelligent

analytics

OBJECTIVE


Unify visitors across devices

Using unification keys

Create a multi-platform view for

unauthenticated datasets

SOLUTION


Solves Miscounts of Critical KPI’s in a Multi-Platform World

ATM

sms

overcountMy site has one

billion customers!

undercountMy users spend

less than 1 minuteper day.

miscountMy site converts

only 10% of visitors.


Growing insights: Re-evaluate the Customer Journey

Page Page Page PagePC

Page Page Page PageTablet

Page Page Page PageMobile

Page Page Page Page POS

STANDARD PATH ANALYSIS

MULTI-PLATFORM PATH ANALYSIS

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 29

New customer journeys need a new basket of metrics


Growing insights: Compare Standard and Multi-Platform Data

1 MOBILE BROWSER:

1 TABLET BROWSER:

Spends 10 minutesViews 2 articles

Spends 20 minutesViews 4 articles

Standard Dataset:2 browsersAvg. 15 minutesAvg. 3 articlesConversion 50%

Multi-Platform Dataset:1 browserAvg. 30 minutesAvg. 6 articlesConversion 100%

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

Mobile and the Path to Purchase


In the beginning, there were shops...

Places we visited to have a look round,

chat with an assistant, and buy stuff from

the rows and racks of stock vying for our

attention. We knew what we needed and

a shop was the place to get it.

Life was simple…FITCH 2013

Customer Journey: how it used to be


Customer Journey: defined for consumers in store at IKEA


Retail business model disruptionOmni-Channel Retail

PASTCustomers were coming

to your shop

TODAYCustomers shop across

diverse channels

TOMORROWCustomers shop wherever and whenever they prefer

© comScore, Inc. Proprietary. 35Source: Google ZMOT Handbook

Connected customers define their own journey: Not so much a funnel, more like a flight map


“Understanding the customer journey

and how customers are behaving is

one of our biggest areas of focus. How

customers are using mobile, tablets,

stores and combinations of all three is

fascinating.”

Jon Wragg, former director of multichannel strategy Asda

Customer Journey: how it is and will be


EU5 Smartphone Owners 18-24 Over-Index Heavily for Mobile Retail & Shopping

Used Mobile Payments POS

Used Deal-a-day/Group Shopping

Checked Product Availability

Made Shopping Lists

Found Coupons/Deals

Purchased Goods/Services

Researched Product Features

Compared Product Prices

Found Store Location

Used Phone in Retail Store

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%

4.3%

16.1%

17.4%

22.2%

22.8%

23.1%

23.1%

23.7%

30.4%

61.0%

2.8%

12.6%

13.5%

14.7%

16.5%

17.2%

18.3%

19.5%

21.4%

50.4%

Selected Retail & Shopping Activities

Total Smartphone Audience Smartphone Audience 18-24% Group

Half of all Smartphone owners (50.4%) used their phone while they were shopping in a retail store.

Smartphone owners aged 18-24 were 20% more likely to do so with 61% taking part in ‘retail showrooming’.

18-24 year olds also strongly over-index for ‘finding a store location’ and are 42% more likely to use this service.

23.1% of 18-24 year olds made an on-device purchase in March 2014

Smartphone owners 18-24 were generally more likely to take part in retail or shopping related activities than the Smartphone average.



Price was better online

Planned to buy online but wanted to see item(s) in person be-fore ordering

Item was out of stock at store

Would rather have item(s) shipped to home than take home with me

Was not convenient to buy in-person at the time

Other

73%

44%

25%

16%

15%

5%

% among those who engaged in 'showrooming'

Although the top reason for showrooming remains finding a better price online, 44% of ‘showroomers’ never planned to buy in person

Why Consumers Are ‘Showrooming’

Q. Which of the following describe why you utilized showrooming? (Please select all that apply)

Source: comScore Survey – October 2013


Drive traffic to stores

Provide brand presence/ lifestyle experience

Provide customer self-service

(and reduce cost)

Act as a shopping assistant

Provide everything you need

to know to buy


Pop up stores

img: http://storeforbrands.com/


Who and how many visit your

physical store locations

Start measuring…


Develop a framework for in-store measurements

f.e. capture “in-store” activity using iBeacon technology

- Activity Monitoring

- Activity Heatmap

- Loyalty

- Retargeting

Capture In-Store Activity Measure In-Store Activity


How do they engage with your

product or brand?

And find out..


Estimote Beacons


How can one monetize this

audience and drive strategic

growth?

Start asking...


Leading Broadband, TV and Mobile Phone Provider

Needed multi-platform view of consumer engagement across screens

Unified data across set-top box, web and mobile app experiences

Provided understanding of consumer behavior needed to optimize and build new

experiences that meet or exceed customer expectations

Leverage content consumption insights for more business

Web data

Mobile

Apps

Set-top box


Define a clear measurement strategy across all

digital and offline assets

There will be a high number of

unauthenticated datasets

Data quality / governance is literally key

Create incentives to gather

unique ID’s that you can unify

LESSONS LEARNED


Free data gems available via:

www.comscoredatamine.com

&

@comscoreEMEA


Thank you!

The Brave New World Of Universal Analytics

For more information check out our website or please email:

[email protected]

@martijnbeijk / @comscoreEMEA

mailto:[email protected]


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Brave New World Of Universal Analytics

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