Cross Platform future in focus at us 2016
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Transcript of Cross Platform future in focus at us 2016
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
© comScore, Inc. Proprietary. 2
About this report
The 2016 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 deduplicated reporting of digital audiences
across desktop computers, smartphones and tablets, and comScore Mobile Metrix®, which provides deduplicated reporting of mobile web and app audiences across
both smartphones and tablets. The report also includes survey-based mobile data from comScore MobiLens®, as well as TV/Cross-Platform behavioral data from the
comScore Xmedia™, comScore OnDemand Everywhere® and comScore TV Everywhere™ product lines.
Important Definitions:
o Electronic Sell-Through (EST): The consumer pays a fee to purchase or perpetually licenses a digital reproduction (i.e., movie or TV show). This licensed reproduction could be in the form of a file
downloaded to the consumer’s internet-connected device or local hard drive, or via access to the content in a virtual storage locker or cloud-based service for streaming on demand to the end-user.
The major digital retailers here are Amazon, Google Play, iTunes, PlayStation, Xbox, Vudu and others.
o Free on Demand (FOD): Operator-based free on demand content, usually offered via broadcast and cable networks for free or with advertising.
o Internet Video on Demand (iVOD): The temporary license (i.e., a rental) of a program for a limited and pre-determined viewing period (such as 24 or 48 hours) for on-demand viewing by an end-
user. The program may be downloaded and stored locally on the end-user’s device, or accessed online via streaming from digital retailers like Amazon Instant Video, Google Play, iTunes, PlayStation
Store, Xbox Video and Vudu.
o Over-the-Top Subscription Video on Demand (OTT SVOD): Refers to the delivery of audiovisual content streamed over the internet without the involvement of an internet service provider (ISP) in
the control or distribution of the content. The ISP is neither responsible for, nor is able to control, the viewing abilities, copyrights, and/or other redistribution of the content, which arrives from a third
party and is delivered to an end-user’s device from online subscription services like Amazon Prime, Hulu Plus and Netflix.
o Mobile: The combination of smartphone and tablet. When data is referring specifically smartphones or tablets, it will be labeled accordingly.
o Subscription Video on Demand (SVOD): For a fixed, recurring fee, subscribers may have unlimited streaming to a licensed catalog of content for the duration of their active subscription
term. Subscription terms may be as short as one month (e.g., Hulu Plus, Netflix) or as long as one year (e.g., Amazon Prime). In addition to SVOD via over-the top (OTT), SVOD can also be delivered
via Cable Video on Demand (cVOD), which is on demand content streamed or downloaded via a cable, telecommunications or satellite provider (e.g., HBO, Showtime, Starz).
o Transactional on Demand (TOD): A temporary license (rental) of a movie or special event from an operator for a fee for a limited and pre-determined viewing period (such as 24 or 48 hours) for on-
demand viewing.
o Unique visitor: A person who visits an app or digital media property at least once over the course of a month.
For more information about subscribing to comScore services, please contact us at www.comscore.com/learnmore.
© comScore, Inc. Proprietary. 3
Table of Contents
Multi-Platform 4
Digital Media 8
Mobile 21
Social Media 28
TV & Cross Platform 37
Advertising 48
E-Commerce 55
Box Office 64
Ten Trends of 2016 67
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 4
Multi-Platform
© comScore, Inc. Proprietary. 5
Digital media usage time is exploding right now, and it’s being
driven entirely by mobile – particularly on smartphone.
Total digital media
usage has nearly
tripled since 2010,
and since 2013 it’s
up 35%, with
smartphone having
grown 78% and
contributing to 92%
of the total increase
in time spent. Tablet
is also seeing very
strong growth over
that 2-year period at
30%, while desktop
is down slightly.
Growth in Digital Media Time Spent in Minutes (MM)Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec 2015 vs. Dec 2014 vs. Dec 2013
505,591 551,184 500,173
441,693
646,324 787,541
123,661
197,446160,767
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
Desktop Smartphone Tablet
+30% vs. 2013
+78%vs. 2013
-1%vs. 2013
© comScore, Inc. Proprietary. 6
Mobile now represents almost 2 out of 3 digital media minutes, and
smartphone apps alone are approaching half of all digital time spent.
Although desktop is relatively flat in total engagement, it is losing share to mobile – which now accounts for 65% of digital media time spent. Mobile apps now drive the majority of digital time spent at 56%, and smartphone apps alone look to account for a majority of digital media consumption in 2016.
Share of Digital Media Time Spent by PlatformSource: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience
30%
35%
40%
45%
50%
55%
60%
65%
70%
Dec-2013 Jun-2014 Dec-2014 Jun-2015 Dec-2015
Share of Digital Time Spent on MOBILE APP
Share of Digital Time Spent on MOBILE
35%
56%
65%
Share of Digital Time Spent on DESKTOP
+12pts
+12pts
-12pts
44%
53%
47%
Share of Digital Time Spent on SMARTPHONE APP+12pts
35%
47%
© comScore, Inc. Proprietary. 7
Multi-platform internet usage is the norm across age segments
today, while mobile-only usage is also becoming more prominent.
Virtually all 18-34
year-old Millennials
(97%) are mobile
users, while 20%
don’t use desktop at
all. The Age 35-54
demographic has
the highest
percentage of multi-
platform users
(82%), while the
oldest segment still
has a sizeable, but
shrinking, portion of
its audience that
only uses desktop.
Share of Demographic Audiences by Platform UsageSource: comScore Media Metrix Multi-Platform, U.S., Age 18+, Dec 2015 / Dec 2014 / Dec 2013
22%12% 11% 15%
5% 3%
18%10% 8%
40%
26% 26%
68%
76% 76% 67%74% 77%
77%84%
82%
57%
68% 67%
9% 12% 13%18% 21% 20%
5% 6% 10%3% 6% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile Only
Multi-Platform
Desktop Only
Age 55+Age 35-54Age 18-34Age 18+
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 8
Digital Media
© comScore, Inc. Proprietary. 9
Google Chrome is widening its market share lead for desktop
browser activity, accounting for 45% of all page visits.
Google Chrome
gained 4
percentage points of
the desktop browser
market in the 2nd
half of last year, as
it looks to host the
majority of desktop
activity in 2016.
Safari also saw
slight gains, while
Microsoft and
Firefox browsers
experienced
declines.
Share of Desktop Browser ActivitySource: comScore Custom Analytics, U.S., Total Audience
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Jun-2015 Dec-2015
Sh
are
of D
eskto
p P
ag
e V
isits
Internet Explorer/Microsoft Edge
Google Chrome
2%
28%
45%
Other
+4pts
-3pts
+0pts
31%
41%
2%
Firefox-3pts17%
14%
10% 11%
Safari+1pts
© comScore, Inc. Proprietary. 10
Google remains the
strong leader in the
U.S. search market
with nearly 2/3rds of
all search queries
conducted.
However, 2nd and
3rd players Bing and
Yahoo both
increased their
market shares
about one
percentage point
from the previous
year.
Share of Desktop Searches for Explicit Core Search MarketSource: comScore qSearch, U.S., Q4 2015
Google also retains the lead in the U.S. desktop search market. Bing
and Yahoo both increased their respective market shares in 2015.
64%
21%
12%
2%1%
Bing
Yahoo
Ask
AOL
© comScore, Inc. Proprietary. 11
Digital is delivering audiences at scale, as the number of properties
reaching at least 20 million monthly visitors is up 20% vs. year ago.
There are a growing number of digital media properties reaching large audiences in the tens of millions, with 206 above 20 million. In addition to 34 additional properties reaching 20 MM UVs in 2015, there were seven new properties achieving the 100 million milestone vs. the same period in 2014.
Number of Digital Media Properties Reaching Unique Visitor ThresholdsSource: comScore Media Metrix Multi-Platform, U.S., Dec 2015 / Dec 2014
119142
39
4314
21
0
50
100
150
200
250
Dec-2014 Dec-2015
Nu
mb
er
of D
igita
l M
edia
Pro
pe
rtie
s
20-50 MM 50-100 MM 100+ MM
+50%
+10%
+19%
© comScore, Inc. Proprietary. 12
Digital media audiences continue to climb, being driven by mobile
audiences, which have now far surpassed those of desktop.
Over the past two
years, digital media
audiences of the
Top 1000 properties
have surged to an
average 16.8 million
visitors per month.
This has been
driven by a more
than doubling of
mobile audiences
while desktop
audiences have
seen a gradual
slide.
Growth in Top 1000 Digital Media Property AudiencesSource: comScore Media Metrix Multi-Platform, U.S., Dec 2013 – Dec 2015
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
Dec-2013 Mar-2014 Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015
Ave
rag
e #
of U
niq
ue V
isito
rs b
y P
latf
orm
(M
M)
TOTAL DIGITAL
MOBILE
DESKTOP
8.1
12.3
5.6
7.0
16.8
11.3
© comScore, Inc. Proprietary. 13
Within the Top 100 digital media properties, incremental audience
from mobile is now more than double that of desktop alone.
Mobile audiences continue to represent an increasingly important contribution to total digital audience. Two years ago, mobile helped boost the audiences of the Top 100 digital media properties by 59% and more recently that number has exploded to 120%.
Median Audience Sizes for the Top 100 Digital Media PropertiesSource: comScore Media Metrix Multi-Platform, U.S., Dec 2015 / Dec 2014 / Dec 2013
45,180
50,462
56,780
28,382 29,21425,762
0
10,000
20,000
30,000
40,000
50,000
60,000
Dec-2013 Dec-2014 Dec-2015
Un
iqu
e V
isito
rs (
000
)
Total Digital Desktop
+120% vs. desktop alone
+59% vs. desktop alone
+73% vs. desktop alone
© comScore, Inc. Proprietary. 14
Google Sites remains the #1 web property, Facebook jumped one
spot to #2, and Yahoo is the only other property with 200MM visitors.
The average Top 10 digital media property has 37% of its audience visiting only on mobile and 31% visiting on both mobile and desktop. 6 of the Top 10 have larger mobile-only audiences than desktop-only audiences. Clearly, mobile is no longer a secondary digital touchpoint for many publishers.
Top Digital Properties: Unique Visitors (MM) by PlatformSource: comScore Media Metrix Multi-Platform, U.S., Dec 2015
0 50 100 150 200 250 300
Google Sites
Yahoo Sites
Amazon Sites
Microsoft Sites
AOL, Inc.
Comcast NBCUniversal
CBS Interactive
Mode Media
Apple Inc.
Desktop Only Multi-Platform Mobile Only
219 MM
205 MM
199 MM
192 MM
181 MM
155 MM
151 MM
144 MM
142 MM
248 MM
© comScore, Inc. Proprietary. 15
Google Sites ranked as the #1 digital media property every month of
2015 as it looks to be the first to surpass 250 million visitors.
Google retained a
strong lead on its #1
position among all
digital media
properties, reaching
an average of 95%
of U.S. internet
users each month.
Its lofty position
atop the ranking is
thanks to several
high-ranking digital
media assets on
both the desktop
web and mobile.
Google Sites Unique Audience (MM) by MonthSource: comScore Media Metrix Multi-Platform, U.S., Dec 2014 – Dec 2015
2 of Top 5
Desktop Domains#1 Google.com
#2 Facebook.com
#3 Yahoo.com
#4 YouTube.com
#5 Amazon.com
5 of Top 10
Mobile Apps#1 Facebook
#2 Facebook Messenger
#3 YouTube
#4 Google Maps
#5 Google Search
#6 Google Play
#7 Pandora Radio
#8 Gmail
#9 Amazon Mobile
#10 Instagram
238
241 241242
243242
242
243
245 245246
247
248
232
234
236
238
240
242
244
246
248
250
Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015
Un
iqu
e V
isito
rs (
MM
)
© comScore, Inc. Proprietary. 16
This past year saw leading social platforms, traditional publishers
and a multinational retailer surpass 100 MM visitors for the first time.
Linkedin reached the 100 MM visitor milestone in the first month of 2015, followed in March by another social network Twitter and Time Inc.’s group of publisher sites. Time Inc., which was founded before the digital age, was joined by fellow print publisher Hearst and traditional brick-and-mortar retailer Walmart.
Digital Media Properties Reaching 100 Million Unique Visitor Milestone in 2015Source: comScore Media Metrix Multi-Platform, U.S., Dec 2014 – Dec 2015
60,000
70,000
80,000
90,000
100,000
110,000
120,000
130,000
Un
iqu
e V
isito
rs (
000
)
Twitter Time Inc. Network (U.S) Wal-Mart Linkedin Hearst
© comScore, Inc. Proprietary. 17
A number of traditional print publishers leveraged mobile to capture
new, often younger audiences on digital.
Several major
traditional print
publishers
experienced greater
than 20% visitor
gains in 2015, led
by the Washington
Post with 78% year-
over-year audience
growth and Dow
Jones & Company
(home of The Wall
Street Journal) with
58% growth.
* Based on selection of ‘traditional print publishers’ with 20 percent year-over-year unique visitor growth.
0
20
40
60
80
100
120
Un
iqu
e V
isito
rs (
MM
)
Dec-2014 Dec-2015
Y/Y Digital Audience Growth of Selected Traditional Print Publishers*Source: comScore Media Metrix Multi-Platform, U.S., Dec 2015 / Dec 2014
+78%
+58%
+46%
+40%
+37%+29%
+29%
+27%
+26%
+22%
+21%
© comScore, Inc. Proprietary. 18
At the content category level, most now get a majority of their traffic
from mobile and are continuing to shift toward that platform.
Nearly every
category has
become more
mobile over the past
year, but Personals
and Retail are
among those seeing
the most dramatic
shifts in time spent.
The number of
categories getting
the majority of its
engagement from
desktop is rapidly
dwindling.
Share of Content Category Time Spent by PlatformSource: comScore Media Metrix Multi-Platform, U.S., Dec 2015
69%
58%
51%
46%
44%
39%
38%
36%
23%
21%
12%
8%
6%
31%
42%
49%
54%
56%
61%
62%
64%
77%
79%
88%
92%
94%
Portals
Business/Finance
Entertainment - News
Health - Information
News/Information
Sports
Retail
Lifestyles
Personals
Social Networking
Online Gaming
Photos
Maps
Desktop Mobile
+ 4 pts
Mobile Point
Change vs. 2014
+ 10 pts
+ 12 pts
+ 2 pts
+ 6 pts
+ 11 pts
+ 13 pts
+ 5 pts
+ 15 pts
+ 5 pts
+ 1 pts
- 1 pts
+ 4 pts
© comScore, Inc. Proprietary. 19
Some of the biggest recent shifts in categories’ mobile penetration
has come from transactional and informational categories.
While social media,
communications and
entertainment
categories have always
done well on mobile,
many consumers are
now branching out to
perform other
functions. Consumers
increasingly use mobile
to access information
on health, careers, and
travel, and they
increasingly conduct
banking transactions
and buy airline and
event tickets.
Mobile Category Penetration for Key Content CategoriesSource: comScore Mobile Metrix, U.S., Age 18+, Dec 2013 – Dec 2015
0%
10%
20%
30%
40%
50%
60%
70%
% A
udie
nce
Rea
ch
Health Info
Online Banking
Travel Info
Online Travel AgentsEvent Tickets
Career Resources
36%
62%
49%
32%
25%
22%
23%
52%
34%
20%
18%
14%
© comScore, Inc. Proprietary. 20
A number of high-profile brands saw app audiences jump several
multiples in the past year.
Two leading retail home improvement brands ranked among the fastest rising mobile apps in 2015, as Lowe’s and The Home Depot ramped up their mobile presences. Airbnb also saw major growth as the company continues to shake up the lodging and travel industry.
Y/Y Unique Visitor Growth of Selected Fast Rising Mobile Apps*Source: comScore Mobile Metrix, U.S., Age 18+, Dec 2015 / Dec 2014
931%
920%
823%
717%
717%
607%
551%
541%
514%
421%
GIF Keyboard
Lowe's
SiriusXM
Nextdoor
Airbnb
OfferUp
OneDrive
The Home Depot
The Washington Post
Imgur
* Based on selection of apps with at least 1 million unique visitors and growing 400 percent year-over-year.
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 21
Mobile
© comScore, Inc. Proprietary. 22
U.S. smartphone penetration is now approaching 80% and finally
showing signs of slowing growth as the market nears saturation.
Since the end of
2005, smartphone
penetration of the
mobile phone
market has grown
from next to nothing
to 79%. In the past
3 years, a quarter of
the mobile phone
market made the
switch from feature
phone to
smartphone, a trend
that continues but is
slowing.
Smartphone Penetration of Mobile Phone MarketSource: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2005 - 3 Mo. Avg. Ending Dec 2015
2% 3%6%
11%17%
27%
42%
54%
65%
75%79%
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
© comScore, Inc. Proprietary. 23
Smartphone penetration increased among every age demographic,
with Millennials now well over the 90% mark.
Millennials saw the
most significant
gains in smartphone
penetration in 2015,
with both 18-24 and
25-34 year-olds
solidly above 90%.
Despite the Age 55+
segment having the
most room for
growth, its 1-point
annual gain may
indicate a slow
climb to attaining
those higher levels
of penetration.
Smartphone Penetration by DemoSource: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2015 / Dec 2014
76%
90% 89%
81%
57%
79%
94% 93%
84%
58%
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-2014 Dec-2015
© comScore, Inc. Proprietary. 24
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: 10-Year TrendSource: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2005 - 3 Mo. Avg. Ending Dec 2015
1% 5%
29%
47%53% 51% 53% 53%
9%17%
25%
25%
30%
36% 42% 42% 43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HP/Palm
Symbian
BlackBerry
Microsoft
iOS
Android
© comScore, Inc. Proprietary. 25
But Apple remains the largest smartphone OEM at 43%, with the
remaining share split about evenly between Samsung and all others.
In the past two
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.
Smartphone OEM Market Share: 2-Year Trend Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2013 - 3 Mo. Avg. Ending Dec 2015
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
29%
43%
28%
32%
42%
26%
Apple
All Others
Samsung
© comScore, Inc. Proprietary. 26
iPhone owners have been rapidly upgrading to the latest “6” models,
which now constitute a majority of iPhone’s U.S. installed base.
Apple’s iPhone 3, 4, and 5 models collectively lost 23 million users in 2015, but more than made that up by gaining nearly 31 million new iPhone 6 and 6 Plus users. The iPhone 6/6S models look to surpass the iPhone 5/5S/5C models in early 2016 for total number of owners in the U.S.
Trend of Apple iPhone Users (MM) by Device FamilySource: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2014 - 3 Mo. Avg. Ending Dec 2015
24.2 21.7 20.3 19.2 16.1 15.2 15.4 14.6 13.3 12.1 11.3 10.5 9.7
39.339.0 38.7 39.0
39.037.0 38.7 38.5 38.3
37.034.9
32.6 30.8
7.9 10.3 12.7 14.9 18.3 20.820.6 22.1 23.1
24.026.1
28.5 30.5
3.7 4.7 5.66.4 6.8 7.0
7.1 7.5 8.0 9.1 9.8 10.7 11.6
0
10
20
30
40
50
60
70
80
90
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
Ap
ple
iP
hon
e U
se
rs (
MM
)
Apple iPhone 3G/4/4S Apple iPhone 5/5S/5C Apple iPhone 6/6S Apple iPhone 6/6S Plus
* 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. 27
Large screen smartphones have been quickly gaining in popularity
and overtook small screen smartphone ownership in April 2015.
More consumers
are adopting
smartphones with a
4.5” display or
greater, while tablet
ownership has
plateaued in the
past year. 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 TabletSource: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Sep 2014 - 3 Mo. Avg. Ending Dec 2015
0
20
40
60
80
100
120
140
De
vic
e O
wn
ers
(M
M)
Tablet
Smartphone <4.5”
Smartphone 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. 28
Social Media
© comScore, Inc. Proprietary. 29
Social Networking
leads all categories
in engagement,
accounting for 1 out
of 5 minutes spent
online. The strength
of this category,
along with Email
and IM, highlights
that one of digital’s
primary functions is
for communication –
now more so than
ever with the rise of
mobile.
Share of Total Digital Time Spent by Content CategorySource: comScore Media Metrix Multi-Platform, U.S., Total Audience, December 2015
Social networking accounts for one in every five minutes spent on
the internet.
Social Networking19%
Multimedia12%
Radio8%
Portals6%Online
Gaming5%
Retail5%
Instant Messengers4%
E-mail4%
News/Information4%
Other34%
© comScore, Inc. Proprietary. 30
The smartphone app has taken over as by far the most popular
access point for social media usage, with desktop on the decline.
The vast majority of
social media
consumption occurs
on mobile apps,
driven largely by
smartphones. The
smartphone app is
the dominant social
platform in the U.S.,
now accounting for
61% of all social
media time spent,
up 8 percentage
points from last
year.
Share of Time Spent on Social Media Across Different PlatformsSource: comScore Media Metrix Multi-Platform & Mobile Metrix, US, Dec 2015 / Dec 2014 / Dec 2013
33%
26%
21%
53%
53%
61%
3%
4%
6%
10%
13%
9%
3%
3%
Dec-2013
Dec-2014
Dec-2015
Desktop Smartphone App Smartphone Web Tablet App Tablet Web
© comScore, Inc. Proprietary. 31
Millennials use several social networks regularly, but Facebook
continues to lead in both audience size and engagement.
After Facebook,
relative newcomer
Snapchat has the
highest engagement
per visitor among
Millennials, just
ahead of Instagram.
The latter network
has the largest
audience
penetration after
Facebook, followed
by Twitter and
LinkedIn.
Age 18-34 Digital Audience Penetration vs. Engagement of Leading Social NetworksSource: comScore Media Metrix Multi-Platform, U.S., Dec 2015
0
200
400
600
800
1,000
1,200
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Ave
rag
e M
onth
ly M
inute
s p
er
Vis
ito
r
% Reach Among Age 18-34
© comScore, Inc. Proprietary. 32
The 35+ population are also heavy Facebook users, but don’t spread
their attention quite as heavily across other networks as Millennials.
Age 35+ users have
lower audience
penetration and
lower engagement
than Millennials for
just about every
social network – the
one exception being
slightly higher
engagement on the
business-oriented
LinkedIn.
Age 35+ Digital Audience Penetration vs. Engagement of Leading Social NetworksSource: comScore Media Metrix Multi-Platform, U.S., Dec 2015
0
200
400
600
800
1,000
1,200
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Ave
rag
e M
onth
ly M
inute
s p
er
Vis
ito
r
% Reach Among Age 35+
© comScore, Inc. Proprietary. 33
13.8%
9.9%
15.8%
16.2%
13.9%
1.9%
3.0%
3.1%
2.5%
1.3%
2.0%
2.1%
1.6%
0.3%
0.4%
Total Digital
Desktop
Mobile
Smartphone
Tablet
Facebook Messenger Instagram WhatsApp
17.2%
10.0%
21.2%
21.8%
18.0%
Facebook usage overall accounts for 1 in every 6 minutes spent
online, and more than 1 in 5 minutes spent on mobile.
Facebook is the #1
digital media
property by time
spent. While it
maintains an
impressive double-
digit market share of
desktop time spent,
it really shines on
mobile platforms,
where its four core
apps each
contribute a
meaningful share of
engagement.
Facebook Q4 2015 Share of Total Digital Media Time Spent by PlatformSource: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Q4 2015
© comScore, Inc. Proprietary. 34
While Facebook’s users mirror the internet as a whole, Instagram,
Tumblr, Vine and especially Snapchat skew significantly younger.
Snapchat is the youngest skewing social network with almost half of its users between 18-24 years old and 2/3rds of them between the ages of 18-34. The most popular networks among Millennials tend to be those with visually-focused content that can be consumed easiest on mobile.
Demographic Composition % of Major Social NetworksSource: comScore Media Metrix Multi-Platform, U.S., Age 18+, Dec 2015
16.5 15.5 18.222.9
16.8 16.5
46.8
26.9 28.1
20.3 22.422.2
25.6
23.6 23.9
29.2
21.7 22.1
18.8 20.820.0
19.4
20.5 20.9
11.7
16.8 17.1
18.118.3 16.7
15.5
16.6 17.4
7.7
15.5 14.4
15.714.1 14.5
11.115.2 13.7
3.5
11.1 9.5
10.6 8.9 8.4 5.5 7.4 7.51.0
8.0 8.7
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
A majority of college-age adults use Snapchat every month, and the
popular app is picking up traction among older Millennials, too.
More than three in every five 18-24 year-olds now use Snapchat on their smartphones each month. Older Millennials are gaining ground fast at 31% penetration, while those age 35+ are still below 10% penetration. Is popularity among Millennials a predictor of eventual mainstream adoption?
Snapchat Smartphone App Penetration by AgeSource: comScore Mobile Metrix, U.S., Age 18+, April 2013 – Dec 2015
0%
10%
20%
30%
40%
50%
60%
70%
Apr-2013 Dec-2013 Aug-2014 Apr-2015 Dec-2015
% R
each
Age 25-34
8%
31%
5%
24%
2%
Age 35+
Age 18-24
64%
© comScore, Inc. Proprietary. 36
0%
10%
20%
30%
40%
50%
60%
70%
Dec-2013 Mar-2014 Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015
% R
each
Age 25-34
Age 35-54
Total Age 18+
Age 18-24
Age 55+
Linkedin also experienced a recent surge in growth driven by
Millennials, as younger adults get more serious about their careers.
Linkedin has seen a dramatic growth trajectory in the past two years, and while the gains cut across demographic segments, the biggest strides have been made among Millennials. 18-24 year-olds have seen penetration surge from 14% to 48% while 25-34 year-olds have overtaken 35-54 year-olds as the highest penetration demo group.
Linkedin.com Penetration by Age DemographicSource: comScore Media Metrix Multi-Platform, U.S., Dec 2013 – Dec 2015
57%
40%
29%
28%
25%
14%
53%
49%
48%
25%
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 37
TV & Cross-Platform
© comScore, Inc. Proprietary. 38
The total amount of time watching TV is down 2% year-over-year for
both Live TV and DVR (excluding Video On Demand).
While viewing is down on Live TV and DVR, this does not mean that consumers are watching less content overall. There is now a greater availability of viewing options appealing to a wider array of tastes than ever before, but many of these options are offered via OTT, on demand and digital video.
Total Hours of TV Viewing: Live & DVR PeriodSource: comScore TV Essentials, U.S., Q1 2016 vs. Q1 2015, Live +15 Day DVR Playback Period
95.0 92.9
18.9 18.5
0.0
20.0
40.0
60.0
80.0
100.0
120.0
Q1 2015 Q1 2016
Tota
l Ho
urs
of
TV V
iew
ing
(Bill
ion
s)
+15 Day DVR Period
Live
113.9
-2% Y/Y
-2%
-2%
111.4
© comScore, Inc. Proprietary. 39
Within the cVOD market, subscription content has an impressive
share of engagement despite being driven by only a few channels.
The majority of cVODviewing is Free On Demand, but most of the growth is happening via subscription services such as HBO and Showtime. TOD, which includes fee-based rentals or special events, lost share in 2015 –perhaps due to subscription VOD increasingly filling the consumer need for great storytelling and high production value.
Cable Video On Demand (cVOD) Share of Time SpentSource: comScore OnDemand Essentials, U.S., Q1-Q3 2015*
61.4% 61.7%
30.0% 31.2%
8.6% 7.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1-Q3 2014 Q1-Q3 2015
Transactional On Demand (TOD)
Subscription Video On Demand (SVOD)
Free On Demand (FOD)
* Data originally appears in the State of VOD: Trend Report: http://www.rentrak.com/section/our_services/analytics/svod/
© comScore, Inc. Proprietary. 40
Among Free On Demand content, the TV Entertainment and Kids
categories increased their total share of transactions by 4% in 2015.
The TV Entertainment category accounts for the majority of FOD viewing while also being one of the faster growing categories. Along with Kids content, which is also growing its share of viewing transactions, the two make up three of every four Free On Demand views.
Free On Demand (FOD) Share of Transactions* by CategorySource: comScore OnDemand Essentials, U.S., 2015 / 2014**
47.8% 49.4%
23.3%25.6%
13.9% 10.2%
5.1% 5.5%
10.0% 9.3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015
Other
Movies
Music
Kids
TV Entertainment
* A VOD transaction is defined as any On Demand streaming order or view.
** Data originally appears in the State of VOD: Trend Report: http://www.rentrak.com/section/our_services/analytics/svod/
© comScore, Inc. Proprietary. 41
Moreover, the TV Entertainment category’s share of all VOD time
spent has tripled in 6 years.
TV Entertainment content has been rapidly gaining share of total VOD transactions and time spent over the past several years before stabilizing in 2015. Other content categories such as Movies, Music, Kids, News and Sports account for the remaining share of transactions and time spent.
Video On Demand (VOD) Share of Transactions* and Time Spent in TV Entertainment CategorySource: comScore OnDemand Essentials, U.S., Video On Demand
16%19%
23%
29%
32%
37% 37%
16%
21%
25%
32%
36%
40% 40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2009 2010 2011 2012 2013 2014 2015
Share of Transactions
Share of Time Spent
* A VOD transaction is defined as any On Demand streaming order or view.
© comScore, Inc. Proprietary. 42
Most of the $8.7
billion in On
Demand revenue
came from recurring
subscription fees.
Purchases and
rentals via digital
retailers such as
Amazon, Google
Play and iTunes
contributed to
another 1/3rd share,
while On Demand
rentals from a cable
operator only
accounted for 10%.
2015 Share of Marketplace Revenue for On Demand Content*Source: comScore OnDemand Essentials, Digital Download Essentials and Internet TV Essentials, U.S., FY 2015
The majority of On Demand revenue comes from OTT subscription
services, such as Netflix, Amazon Prime and Hulu Plus.
57%
21%
12%
10%
Over the Top Subscription Video on Demand(OTT SVOD)
Electronic Sell-Through (EST)
Internet Video on Demand (iVOD)
Transactional on Demand (TOD)
* Please refer to page 2 of this report for the full definitions of these On Demand industry terms.
© comScore, Inc. Proprietary. 43
There are more media platforms competing for consumers’ attention
than ever, as shown by digital eclipsing Live TV among Millennials.
There’s a clear trend showing that as demographic segments get younger, those consumers are more likely to spend time on their mobile device and less likely to spend time watching Live TV. It’s possible that digital share of time spent among 35-54 year-olds might also soon surpass Live TV.
Share of Platform Time Spent by DemographicsSource: comScore Xmedia and Media Metrix Multi-Platform, U.S., Q4 2015, Live TV
47%
57%
70%
14%
21%
14%
40%
22%
15%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Age 18-34
Age 35-54
Age 55+
TV Desktop Mobile
© comScore, Inc. Proprietary. 44
When accounting for a selection of cable networks’ digital
properties, nearly 1/3rd of their total audience is uncovered.
This analysis of 10
cable networks
showed that their
digital properties
achieved massive
incremental
audience reach on
desktop and mobile.
On average, these
networks attracted
24 million additional
eyeballs on digital,
extending their
audience footprints
by 29%.
Cable Network Analysis: TV + Digital Cross-Platform Audience Reach AnalysisSource: comScore Xmedia, U.S., November 2015 – Live TV
85.0 85.0
5.1
11.6 11.614.6
12.7 12.7
0
20
40
60
80
100
120
TV Desktop Mobile Total
Re
ach
(M
illio
ns)
109.3 MM
Incremental Desktop Reach
Incremental Mobile Reach
Desktop Audience Overlap
Mobile Audience Overlap
TV Reach
© comScore, Inc. Proprietary. 45
The largest digital media properties can reach just as massive of an
audience as the big four broadcasters in primetime.
Traditionally, primetime TV has been the advertising medium that marketers use to reach the largest audiences. Even though that still holds true today, the top digital media properties (Google, Facebook, Yahoo, Microsoft) can also achieve a similar, if not larger, reach over the course of a single month.
Monthly Audience Reach of Primetime Broadcast Networks vs. Top Digital Media PropertiesSource: comScore Xmedia (Live TV, 8PM-11PM) and Media Metrix Multi-Platform, U.S., November 2015
228 213 205 202
247
219203
184
0
50
100
150
200
250
300
Network 1Primetime
Network 2Primetime
Network 3Primetime
Network 4Primetime
Google Sites Facebook Yahoo Sites MicrosoftSites
Re
ach
(M
M)
TV Reach Desktop Reach Incremental Mobile Reach
© comScore, Inc. Proprietary. 46
YouTube remains a leader in video, growing its total time spent on
all platforms the past 2 years – most dramatically on mobile.
The total time consumers spend on YouTube is up for both desktop and mobile, but its mobile engagement has nearly doubled over the past two years. It’s easier than ever to consume video anytime and anywhere, and mobile is the best medium for immediate, on-the-go viewing.
YouTube: Trend in Total Minutes (MM)Source: comScore Media Metrix Multi-Platform, U.S., Dec 2013 – Dec 2015
0
20,000
40,000
60,000
80,000
100,000
120,000
Dec-2013 Mar-2014 Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015
To
tal M
inute
s (
MM
) Mobile
Desktop
+95%
+8%
© comScore, Inc. Proprietary. 47
Cross-platform measurement drives media planning efficiencies; for
example by showing how digital video can be layered onto a TV buy.
Cross-platform media planning can break down silos and allow brands to more efficiently reach audience targets. Over the course of a month, a YouTube ad buy across desktop and mobile has the potential to deliver 90%+ target reach when coupled with network primetime TV.
Audience Reach Analysis by Demographic: Major Broadcast TV Network in Primetime + YouTubeSource: comScore Xmedia, U.S., November 2015 – Live TV (8PM-11PM)
54% 58%67%
43% 38% 24%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Age 18-34 Age 35-54 Age 55+
% R
ea
ch
YouTube (Incremental)
Major Primetime Network
91%97% 96%
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 48
Advertising
© comScore, Inc. Proprietary. 49
The top online display advertisers deliver hundreds of billions of
impressions every year, but the market is highly fragmented.
Verizon led all
advertisers by
delivering roughly 1
out of every 80
desktop display ad
impressions in
2015. Close
competitor AT&T
ranked 3rd, while the
rest of the Top 10
included leading
consumer packaged
goods, retail and
technology
companies.
Top Advertisers by Share of Total Desktop Display Ad ImpressionsSource: comScore Ad Metrix, U.S., FY 2015
1.27%
1.17%
0.99%
0.88%
0.73%
0.73%
0.61%
0.60%
0.58%
0.58%
Verizon Communications
Intertainment Media
AT&T
Microsoft
eBay
Procter & Gamble
Nissan Motor
Amazon
Kellogg
American Express
© comScore, Inc. Proprietary. 50
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 2.5x greater than ads on desktop across four key brand metrics and performed strongest in bottom-funnel metrics, such as 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 AdsSource: comScore BSL and mBSL Benchmarks, U.S., Full Year 2015
Aided awareness
Favorability
Likelihood to recommend
Purchase Intent
1.4 2.3
1.3 2.7
1.5 3.3
1.4 3.7
Desktop Mobile
© comScore, Inc. Proprietary. 51
But ad blockers, now used by 10% of U.S. desktop internet users,
prevent some online ad impressions from ever reaching people.
Ad blocker usage is a concern for publishers but has remained around 10% on desktop over the past six months. Publishers reaching a young male audience are most likely to be affected. Fortunately industry bodies and publishers are now taking action to address the issue by improving user experience and enhancing communication with their readership around value exchange.
Incidence of Ad Blocker Usage Among U.S. Desktop Internet UsersSource: comScore Custom Analytics, U.S., December 2015
11%
19%
15%
9%8% 8% 8%
9%
14%
10%
7%8% 7% 7%
0%
5%
10%
15%
20%
25%
Total 18-24 25-34 35-44 45-54 55-64 65+
Male Female
© comScore, Inc. Proprietary. 52
Of the ad impressions that do get served, more than half can’t have
an impact because they’re not viewable or not delivered to a human.
A full 52% 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 by definition not viewable to a human.
Percentage of Viewable Ad Impressions in U.S.Source: comScore vCE Norms, U.S., Q4 2015
48%
45%
7%
Viewable
Non-viewable
Invalid Traffic (IVT)
© comScore, Inc. Proprietary. 53
Sophisticated IVT is a significant contributor to the overall issue of
invalid traffic, necessitating advanced detection methods.
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 TypeSource: comScore Custom Analytics, U.S., Q4 2015
75%
25%% Sophisticated IVT
% General IVT
© comScore, Inc. Proprietary. 54
Certain publisher categories perform better than others in actually
delivering viewable ads to their audiences.
Several publisher
categories perform
well above the
overall online
benchmark when it
comes to delivering
viewable ads. At the
top of the list are the
Radio, Food, and
Sports categories,
each of which is
approximately 10
percentage above
the overall average
of 48%.
Percent of Viewable Ads by Select Publisher CategorySource: comScore vCE Benchmarks, U.S., Q4 2015
61%59%
57% 57% 56%54%
52%50%
47%
Radio Food Sports Music Social Media News/Info TV Health/Wellness Technology
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 55
E-Commerce
© comScore, Inc. Proprietary. 56
By Q4 2015, total digital commerce had grown to account for 15% of
discretionary dollars spent by consumers – an all-time record mark.
Digital’s share of
consumer
discretionary
spending, which
peaks in seasonally
colder months,
reached an all-time
high in Q4 2015 at
15%. Digital
commerce share
appears to be
accelerating in
recent years due to
the impact of
mobile.
Desktop & Mobile Digital Commerce Share of Corresponding Consumer Spending*Source: U.S. Dept. of Commerce, comScore e-Commerce & m-Commerce Measurement, U.S., 2004 - 2015
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
11%
12%
13%
14%
15%
16%
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.
13.5%(Q4 ‘14)
12.5%Q4 ‘15
15.0%Q4 ‘15
11.8%(Q4 ‘14)
© comScore, Inc. Proprietary. 57
Boosted by a growing share of mobile, total digital commerce
surpassed $90 billion in Q4 2015 to mark its highest total ever.
Digital commerce growth rates have remained relatively stable in the past two years, hovering between 12-16%. Despite strong growth rates through much of 2015, however, Q4 saw a material slow-down in the y/y growth rate driven in part by a tougher comparison to a strong Q4 2014.
Total U.S. Retail Digital Commerce GrowthSource: comScore e-Commerce & m-Commerce Measurement, U.S., 2012 - 2015
$50.2 $49.8 $47.5
$63.1 $56.1 $54.8 $53.9
$72.1
$61.1 $59.8 $58.3
$76.9
$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%
16%
14%
12%13% 13%
14%
16%
14%
15% 15%
12%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
$-
$10.0
$20.0
$30.0
$40.0
$50.0
$60.0
$70.0
$80.0
$90.0
$100.0
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Y/Y
% G
row
thBill
ions (
$)
Desktop Mobile Y/Y % Growth
© comScore, Inc. Proprietary. 58
In terms of discretionary retail spending, m-commerce growth is far
outpacing desktop e-commerce and bricks-and-mortar.
2015 was a huge year for mobile commerce, seeing annual growth of 56% and gaining a larger share of retail dollars. Desktop e-commerce is still experiencing moderate growth at 8%, but it has dipped into single digits as mobile continues to emerge as a buying platform.
Full Year 2015 Y/Y Retail Spending Growth by ChannelSource: U.S. Dept. of Commerce, comScore M-Commerce and E-Commerce Measurement, U.S., FY 2015 / FY 2014
+1%
+8%
+56%
+0%
+10%
+20%
+30%
+40%
+50%
+60%
Total Discretionary Retail e-Commerce m-Commerce
© comScore, Inc. Proprietary. 59
Mobile commerce appears to have hit an inflection point in its
growth and has seen a big uptick in its digital commerce share.
M-commerce has come a long way in the past 5 years and now contributes about 1 in every 6 dollars spent via digital commerce. 2015 saw an especially strong jump in its percent share of the total market as consumers became more comfortable transacting on their smartphones and tablets.
Quarterly Trend in Mobile Commerce as a Share of Total Digital CommerceSource: comScore M-Commerce and E-Commerce Measurement, U.S., Q2 2010 – Q4 2015
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%
Q22010
Q32010
Q42010
Q12011
Q22011
Q32011
Q42011
Q12012
Q22012
Q32012
Q42012
Q12013
Q22013
Q32013
Q42013
Q12014
Q22014
Q32014
Q42014
Q12015
Q22015
Q32015
Q42015
© comScore, Inc. Proprietary. 60
However, dollars are significantly lagging digital media time spent
on mobile, highlighting the mobile conversion challenge.
Mobile accounts for 60% of time spent shopping online, but only 16% of all retail dollars spent, due to factors such as security concerns and smaller screen size. This m-commerce monetization gap will continue to narrow over time, but the shares of time spent and dollars spent likely won’t ever reach equilibrium.
2015 Share of Retail Time Spent vs. Spending by PlatformSource: comScore M-Commerce and E-Commerce Measurement, U.S., FY 2015
60%
16%
40%
84%
Time Spent Dollars Spent
Desktop
Mobile
44%
Gap
© comScore, Inc. Proprietary. 61
Categories that did have high m-commerce conversion, such as
Video Games & Accessories, saw the biggest annual gains.
Online retail grew 14% year-over-year in 2015, with the fastest growing categories seeing most of their gains on mobile. The top 3 product categories in terms of growth contain inexpensive, less complicated purchases that consumers are increasingly willing to make on their smartphones and tablets.
Y/Y % Change in Total Retail Digital Commerce Dollars by CategorySource: comScore E-Commerce Measurement, U.S., FY 2015 vs. FY 2014
44%
42%
32%
30%
29%
25%
23%
19%
16%
15%
14%
12%
11%
9%
8%
6%
5%
5%
Video Games, Consoles & Accessories
Toys & Hobbies
Sport & Fitness
Jewelry & Watches
Event Tickets
Music, Movies & Videos
Flowers, Greetings & Misc Gifts
Apparel & Accessories
Home & Garden
Furniture, Appliances & Equipment
Total Digital Commerce
Computer Software
Books & Magazines
Consumer Electronics
Consumer Packaged Goods
Office Supplies
Computers / Peripherals / PDAs
Digital Content & Subscriptions
© comScore, Inc. Proprietary. 62
Apparel & Accessories overtook Computer Hardware in Q1 and Q2
as the #1 category for digital commerce for the first time ever.
Computer Hardware has long been the #1 category in digital commerce, but recent strength in the Apparel & Accessories category – due in large part to mobile commerce – vaulted it ahead in the first two quarters of 2015 before briefly losing the lead in Q3, only to regain it in the final quarter.
Digital Commerce Sales by Category: Apparel & Accessories vs. Computer HardwareSource: comScore E-Commerce & M-Commerce Measurement, U.S., Q1 2013 – Q4 2015
$8.4 $8.4
$7.1
$12.3
$9.9 $10.0
$8.4
$15.0$12.4
$11.8
$10.1
$17.2
$9.2 $9.1$9.9
$13.5
$10.2 $10.0
$11.3
$15.9
$11.1 $11.0
$11.8
$16.0
$0.0
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$14.0
$16.0
$18.0
$20.0
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Bill
ions (
$)
APPAREL & ACCESSORIES
COMPUTER HARDWARE
© comScore, Inc. Proprietary. 63
This holiday season retail traffic peaked on Black Friday and Cyber
Monday, with mobile outpacing desktop every day this season.
Mobile accounted
for 63% 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 2015.
2015 Holiday Season: Digital Retail Visits (MM) by PlatformSource: comScore Custom Analytics, U.S., Nov 1 – Dec 31, 2015
-
100
200
300
400
500
600
700
800
11/1/2015 11/8/2015 11/15/2015 11/22/2015 11/29/2015 12/6/2015 12/13/2015 12/20/2015 12/27/2015
Vis
its (
MM
)
MOBILE
DESKTOP
TOTAL DIGITAL
Black Friday Cyber Monday
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 64
Box Office
© comScore, Inc. Proprietary. 65
$652.3
$652.0
$459.0
$356.5
$353.0
$348.8
$336.0
$269.6
$225.3
$201.2
Jurassic World
Star Wars: The Force Awakens
Avengers: Age Of Ultron
Inside Out
Furious 7
American Sniper
Minions
The Hunger Games: Mockingjay Part 2
Martian, The
Cinderella
Star Wars had an
impressive box
office of $652
million in just two
weeks of release at
the end of the year,
but Jurassic World
took the top spot
overall. The Top 10
for 2015 featured
mostly action
movies and
animated family-
friendly films.
Jurassic World led the 2015 domestic box office, but Star Wars
nearly edged it out despite only in release for two weeks in 2015.
Top 10 Grossing Box Office Movies in 2015Source: comScore Box Office Essentials, U.S., Jan. 1 – Dec. 31, 2015
© comScore, Inc. Proprietary. 66
20th Century Fox
was home to two of
the biggest movies
in 2015 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.”
Gone Girl was the top U.S. digital movie purchase/rental in 2015,
topping Kingsman: The Secret Service and American Sniper.
RANK TITLE STUDIO
1 Gone Girl Fox
2 Kingsman: The Secret Service (2015) Fox
3 American Sniper (2014) Warner
4 Interstellar (2014) Paramount
5 The Hunger Games: Mockingjay - Part 1 (2014) Lionsgate
6 Interview, The (2014) Sony
7 Big Hero 6 (2014) Disney
8 John Wick (2014) Lionsgate
9 Fury Sony
10 Mad Max 4: Fury Road (2015) Warner
11 Inside Out (2015) Disney
12 Get Hard (2015) Warner
13 Home (2015) Fox
14 Hobbit, The: The Battle Of The Five Armies (2014) Warner
15 Avengers: Age Of Ultron (2015) Disney
16 Equalizer, The Sony
17 Birdman (2014) Fox
18 Spy (2015) Fox
19 Insurgent (2015) Lionsgate
20 San Andreas (2015) Warner
* Excludes NBC Universal and non-participating Independent distributors. EST revenue source: DEG
Top 20 Digital Movie Purchases & Rentals in 2015Source: comScore Digital Download Essentials, U.S., Jan. 1 – Dec. 31, 2015
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 67
Ten Trends for 2016
© comScore, Inc. Proprietary. 68
Top Trends for 2016
1. 2016 will be the year of cross-platform
Over the past few years we’ve seen the convergence of desktop and mobile into a unified multi-platform digital environment. The next phase in media convergence is the collision of
TV and Digital as a higher percentage of viewing happens via the internet and as consumers’ viewing patterns become more fluid across platforms. As measurement systems are
developed to quantify this behavior, the media and marketing industries will be transformed by the power of cross-platform data.
2. Digital audience growth will subside, leading to a renewed focus on engagement and attention metrics
Digital audiences have undergone a sustained period of growth from the emergence of the mobile internet, but signs that this growth trend is beginning to taper off point to a growing
demand for metrics that go beyond demonstrating scale. Engagement metrics, such as time spent and meaningful visits, are likely to play an increasing role in articulating the value
of a digital media property’s audience.
3. The smartphone app will account for the majority of all digital media consumption
Time spent on smartphone apps has been consistently trending upward in the past few years, ending 2015 with a 47% share of total digital media engagement. It’s growth trajectory
will continue in 2016 – particularly as mobile video viewing gains steam – on its way to representing the majority of all digital consumption time.
4. Mobile ad spend will get unlocked as measurement standards come into place
Mobile advertising growth has been on a tear the past two years, which is little surprise given the shift in media consumption to smartphones and tablets. At the same time,
measurement standards for mobile have lagged that of desktop, which has likely inhibited further ad spending on mobile. As those standards finally come into clearer view in 2016,
advertisers will benefit from more comparable metrics and more scalable means of reaching the right consumers.
5. Social media will increasingly revolve around video content
With Snapchat having now emerged as the next great social media company, there is a growing realization of the power of video to drive social resonance. Facebook and Instagram
have already ramped up their video efforts, and more recently we’ve seen Twitter-owned Periscope capture the attention of users with its livestreaming capability.
© comScore, Inc. Proprietary. 69
Top Trends for 2016
6. Platform publishing optimization will emerge as digital’s newest cottage industry
With publishers putting their content directly on 3rd party publishing platforms such as Facebook Instant Articles, Snapchat Discover and Apple News, a host of technological, analytic
and revenue optimization challenges will arise that may exceed what publishers are equipped to efficiently handle in-house. Just as search engine optimization boomed during the
first half of the 2000s, and social marketing optimization exploded in the late 2000s, the next big digital cottage industry will be built around publisher platform optimization.
7. Just as small screen viewing is shifting to the tiny screen, the big screen will be increasingly fought on the small screen
TV – aka “small screen” – content viewing has increasingly shifted to even smaller screens such as smartphones and tablets in the past few years. A parallel shift we can expect to
see accelerate in 2016 is from the movie theater screen to TV screen. As Netflix, Amazon, Hulu and others enter bidding wars for the rights to major motion pictures that would
traditionally have a theatrical release, more first-run viewing of these films is likely to happen from the comfort of streaming video subscribers’ homes.
8. Wider availability of over-the-top (OTT) content will grow the Total Video pie, not cannibalize it
The conversation around shifts toward OTT viewing on Netflix, Amazon and the like has traditionally been coupled with discussion of cord-cutting. But with more broadcast and cable
networks – such as HBO, CBS, Disney and others – making their content available over-the-top via apps, there is a renewed opportunity to reach those non-Pay TV audiences who
couldn’t otherwise be reached while not increasing the rate of cord-cutting.
9. Mobile commerce will surpass 20% share of total retail dollars spent on digital
While m-commerce conversion will remain a relative friction point, a confluence of factors are improving to help mobile’s share of spending continue to accelerate. Faster
connections, decreasing concerns over transaction security, larger phone screen sizes, and more frictionless navigation of e-commerce mobile sites and apps will all help push m-
commerce share from under 17% in 2015 to more than 20% in 2016.
10. Content curation will emerge as a key area of tech and startup innovation
The expansiveness and highly fragmented nature of media content today has created a huge problem for consumers who want to easily access and keep track of the TV shows,
digital videos, podcasts, books, music, and articles they want to consume. At the same time, there remains untapped opportunity for more relevant content recommendation –
leveraging social and other algorithms – that can help significantly improve the content discovery experience. That such large consumer friction points still exist suggest that the
technology/media sector may be ripe for its next wave of innovation (ironically, just as talk of the tech bubble bursting reaches a fever pitch).
© comScore, Inc. Proprietary. 70© 2016 comScore, Inc.For info about the proprietary technology used in comScore products, refer to http://www.comscore.com/About-comScore/Patents
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For more information about the report, please contact:
ANDREW LIPSMAN, VP Marketing & Insights [email protected]
ADAM LELLA, Senior Marketing Insights Analyst [email protected]