The Digital Consumer Will Shape the New Brave New World · Why Digital? Why Now and How? The...

Why Digital? Why Now and How?

The Digital Consumer Will Shape the New Brave New World

President cMM Canada: comScore Inc.

Brent Lowe-Bernie

2© comScore, Inc. Proprietary and Confidential.

1. Who is comScore Inc.?

2. Opening Principle

3. Media Usage Patterns in Canada

4. How technology is changing audiences:

1. Social Media

2. Online Video

3. Multi-screening

5. Audiences are changing how we need to

tell stories:

The opportunity for media-makers, and

story-tellers

Did you know…

Online Video Reaches

Over 90% of Canadians

on the Web

Table of Contents


Who is comScore Inc.?


comScore, Inc.

Founded in 1999

Corporate headquarters: Reston, VA

– Offices in Chicago, NYC, San Francisco, Seattle, Toronto, London, & Tokyo

– 500+ full-time employees

– Award winning & one of the fastest growing global research firms

– Publically traded company on the Nasdaq

Experienced senior leadership team with an outstanding record of

innovation in the market research industry

Created the only continuous survey panel that also passively captures all

web-wide behavioral and transaction data for a sample of 2 million people

More than 1,100 clients

4


What We Do….

We are the largest provider of digital marketing intelligence, using a

platform that helps our customers make better-informed business

decisions and implement more effective digital business strategies

We measure the continuous online activity of 2 million people globally who

have granted us explicit permission to confidentially measure their Internet

usage patterns.

Our products and solutions provide our customers deep insights into

consumer behavior, both online and offline


Data Sourced From comScore’s Global Panel of 2MM Users

Worldwide

360° View of Consumer Behavior

Media

Exposure

Online

Transactions

Search

Behavior

Demographics

Life Stages

Streaming

Video

Web Visiting

and Viewing

The Only Global Measurement of Audience

and e-Commerce

41 Media Metrix Reported Countries

172 Countries with Sample Presence


comScore: A History of Leadership in Digital Marketing

Measurement

WORLD ECONOMIC

FORUM

Technology Pioneer

2007

Top 100

Innovative Companies

December 2004

World’s Largest

Windows Database

December 2001,

2003, 2005

External Recognition

To Measure the Search

Market (qSearch)

To Deliver a Worldwide Internet Audience

Measurement (World Metrix)

To Measure Video Streaming

(Video Metrix)

To Provide Behavioral Ad

Effectiveness (Campaign Metrix)

To Build and Project from

2M+ Longitudinal Panel

To Monitor and Report

eCommerce Data

To Meter

Cell Phones

Unified

Measurement

Globally

(Panel + Server)

http://www.comscore.com/press/release.asp?press=1099


Opening Principle

8


Opening Message: Technologies change audiences,

and audiences change how we tell stories

•Super distribution

•Fragmentation

•Experimentation

•Transmedia

•From passive

viewing , to active

engagement

•From program

times to personal -

time (and place, and

platform)

http://curiouslypersistent.files.wordpress.com/2008/10/child-on-laptop.jpg


Persons of All Ages Still Grasping onto their Traditional Media…Online

Content is still King and Queen

Total Unique

Visitors (000)

Total Unique

Visitors (000)

Total Unique

Visitors (000)

Total Unique

Visitors (000)

Persons: 2+15,215 14,155 13,236 6,743

Persons: 2-173,479 2,145 2,402 1,007

Persons: 18-241,698 1,216 1,253 619

Persons: 25-342,799 2,606 2,534 1,360

Persons: 35-442,770 2,913 2,696 1,427

Persons: 45-542,346 2,634 2,259 1,263

Persons: 55+2,123 2,642 2,092 1,066

Music Category

Source: comScore Media Metrix, Canada, All Locations, January 2010

Newspapers Category TV Category Radio Category


Canada is the Highest Penetrated Country

We View the Most Content and Spend the most Time

Source: comScore Media Metrix, Persons 15+, All Locations, January 2010

Source: Wikipedia Population Estimates – as of February 2010

2,650.5

0.0 1,000.0 2,000.0 3,000.0

Brazil

Finland

France

United Kingdom

United States

Turkey

Netherlands

South Korea

Israel

Canada

Average Minutes per Visitor

3,946

0 1,000 2,000 3,000 4,000 5,000

Germany

Sweden

Finland

United Kingdom

France

Turkey

Israel

Netherlands

Canada

South Korea

Average Pages per Visitor

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

Canada US UK Japan Germany France Italy

To

tal U

niq

ue

Vis

ito

rs (

00

0)

% O

nli

ne

Re

ac

h

Online Reach% Total Unique Visitors


Canadians Rapidly Spending More Time Online Viewing Video

Source: comScore Inc. MMX and VMX, Canada – All Locations November 2008 - 2009

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

To

tal M

inu

tes (

MM

)

Total Internet:MMX Total Internet: VMX

+192%

-2%


Video Is A Key Driver in Time Spent on the Web Across All Demos

Especially 2-17 and 18-24

0.0

50.0

100.0

150.0

200.0

250.0

0.0

200.0

400.0

600.0

800.0

1,000.0

1,200.0

Persons: 2-17 Persons: 18-24 Persons: 25-34 Persons: 35-49 Persons: 50+

Vid

eo

s p

er

Vie

wer

Min

ute

s p

er

Vie

wer

Minutes per Viewer Videos per Viewer

Source: comScore Inc, VMX, Canada, August 2008 September 2009 Average - All Locations,


How technology is changing audiences…

Social Media

Online Video

Multi-screening


Social networking can be used to find and nurture audiences… in

Canada, and in the rest of the world

Canada*

86%

United States*

85%

Russian Federation

62%

India

70%

China

40%Middle East - Africa

79%

Australia

80%

Germany

65%

*Source: comScore, Inc., MMX Worldwide (Worldwide Ages 15+), All Locations, December 2009

United

Kingdom

86%

Mexico

81%

Latin America

82%

Social Networking attracts a worldwide audience of over 830.9 million Unique

Visitors and continues to be a growing trend


Social media audiences drive traffic to traditional media sites

comScore Inc, MMX, Canada, - December 2009 – All Locations

804,000 UV’s

1,444,000 UV’s

457,000 UV’s

895,000 UV’s

252,000 UV’s


Social Networking Visitors are

Getting their Complete Entertainment Fix Online in Canada

Category

46.8 56.5 42.4 35.5 Gambling

55.7 62.6 48.4 41.0 Health

63.1 71.8 56.3 47.8 Telecommunications

69.9 82.4 70.9 56.0 Games

38.6 40.6 33.5 29.3 Career Services and Development

60.0 63.8 52.6 46.1 Regional/Local

60.5 66.0 56.7 46.8 Sports

56.0 58.6 50.5 41.9 Automotive

64.1 69.6 59.4 51.6 Education

69.4 73.0 64.8 54.3 Auctions

37.3 36.8 30.9 29.8 Business to Business

89.1 94.8 84.6 72.8 Technology

67.2 67.8 60.4 53.6 Travel

63.6 62.7 55.5 51.4 Government

38.2 37.0 31.5 31.5 ISP

86.1 90.5 89.7 83.2 Entertainment

Source: comScore, Inc., SMX Canada, Ages 2+, All Locations, December 2009

- Categories by Highest UV Index for Heavy Social Networkers90% of Entertainment Visitors are Heavy Social Networking Users

% Reach of

Heavy

Social

Networkers

% Reach of

Moderate

Internet

Users

% Reach of

Moderate

Social

Networkers

% Reach of

Light

Social

Networkers

Of Social

Networking

Category

Visitors also

go to:


Different Age Groups …Different Communities

INDEX Blogger FACEBOOK.COM

Persons: 2-17 114 111 112 30 151 115 102

Persons: 18-24 113 114 112 57 137 119 98

Persons: 25-34 108 109 107 114 105 99 107

Persons: 35-49 99 98 98 151 87 99 109

Persons: 50+ 79 81 82 105 55 82 85

Source: comScore Media Metrix, Canada, December 2009


Online Video Arrives & Thrives!


And Canadian video audiences are also ready for primetime, with

video reach in Canada among the highest in the world

90.5

50

55

60

65

70

75

80

85

90

95

United States Germany UK France Canada

% R

each

Source: comScore Inc, VMX, Canada November 2009 – 3 month average , All Locations,


Canadians Increasingly Spending Time Watching Videos In the

Entertainment Category

0.0

100.0

200.0

300.0

400.0

500.0

600.0

700.0

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

Av

g.

Min

ute

s p

er

Vie

wer

-M

ult

imed

ia

Av

g.

Min

ute

s p

er

Vie

wer

–T

V, K

ids,

Rad

io,

Mo

vie

s, N

ew

s,

Mu

sic

, h

um

or

TV Radio Entertainment - Music Humor

Kids Entertainment - Movies Entertainment - News Multimedia

Avg. Minutes per Viewer Spent Streaming Video on Entertainment Sites

Up 114% Y/Y

Source: comScore Inc. Canada – All Locations November 2008 - 2009


… its mostly entertainment video

3,430,423

0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000

Search/Navigation

Community

Retail

Games

Sports

Conversational Media

Services

News/Information

Portals

Entertainment

Videos (000)

Source: comScore Inc, VMX, Canada November 2009, All Locations,


With particular success on Canadian Media Properties

+140%

+110% +86%

+270% +260%+319%

Source: comScore Inc, VMX, Canada November 2008 - 2009, All Locations,

Vid

eo

s (

000)


Top 20 Properties Streaming Videos: November 2009Top 20 Properties Streaming Videos: November 2008

And it’s already happening, for Canadian TV content online

* Google Sites #1: 2,859,284,000 Videos* Google Sites #1: 1,175,912,000 Videos

Source: comScore Inc, Canada November 2009, All Locations,Source: comScore Inc, Canada November 2008, All Locations,

Canadians Streaming More Video on Media Company Sites in 2009


Audiences are changing how we need to tell stories:

What are the opportunities for story tellers and brands?


Platform Agnostic Integrated Communication

1) Engage more deeply with your core TV audience

2) Find new audiences and drive them back to watch

you on TV

3) Find new audiences and entertain them, wherever

they are

Leverage All The Distribution Channels!


Multi-screening becomes ubiquitous

Only 4% of the US online population say that they never use a computer

while watching TV

We can view this as fragmentation… or opportunities to engage more

deeply with our audiences where they are already spending time

comScore Plan Metrix April 2009


Case Example: Canadian Media Companies

Significant Portions of Their Traffic View Videos on Their Properties

36.5%

11.7% 23.0%

19.7%

32.5%

0.00

0.05

0.10

0.15

0.20

0.25

0.30

0.35

0.40

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

CTVglobemedia Canwest Digital CBC-Radio Canada Sites Canoe Network Corus Interactive Sites

% o

f V

isit

ors

Vie

win

g V

ide

os

To

tal U

niq

ue

Vie

we

rs /V

isit

ors

(0

00

)

Total Unique Viewers (000) Total Unique Visitors (000) % of Visitors Viewing Videos

Source: comScore Inc, MMX - VMX, Canada November 2009, All Locations,


For original TV programs, audiences are increasingly tuning in online

to catch up on missed episodes… and some watch online only

‘The future of original TV Viewing and the new digital consumer’ was a survey

conducted by comScore in December 2009.

TV-Only Viewers65%

Online-Only TV Viewers

6%

TV+Online Viewers29%

0% 10% 20% 30% 40% 50% 60% 70%

Other

Don’t subscribe to cable/don’t have a TV

Prefer the online experience

Like to see past episodes

Less ads

Convenience

Missed episode on TV


Find new audiences, and engage them on any platform

Facebook usage is surprisingly similar on mobile and PC

mobile users

spend 252.4

minutes on

facebook, average

7.8 usage days per

month.

PC users spend 182.8 minutes per

month; average 9.1 Usage Days

per month

comScore Inc. M:Metrics US – August 2009

comScore Inc. MMX – US – August 2009


Frequency of use on TWITTER.COM greater with Mobile Devices than PC

4.7

10

0

2

4

6

8

10

12

PC Mobile

Visits per Visitor

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Twitter

Pro

j. S

ub

s

Apple Motorola Samsung LG RIM

Top OEM Brands Using Twitter.com

• RIM Holds the most Twitter.com users

• 7.1% of RIM and Apple Owners Tweet

comScore Inc. M:Metrics US – October 2009

comScore Inc. Mobile Metrix – August 2009 – Symbian,

MS, and Palm OS


Five Key Takeaways

Media usage habits are changing and there are more mediums than

ever per target group

Relevancy and timeliness drives platform choice and multi-device

usage

Think, plan and weave cross platform thinking in from the beginning of

concept development

Embrace the Canadian opportunity in social, online and mobile media

Measure your total program results, learn and get smarter on how to be

successful with your reaching your audiences


Thank You

Questions??

Brent Lowe-Bernie 416-646-9911

[email protected]

The Digital Consumer Will Shape the New Brave New World · Why Digital? Why Now and How? The...

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