2013 UK Digital Future in Focus’ Report

7/29/2019 2013 UK Digital Future in Focus Report

1/75

comScore, Inc. Proprietary. comScore, Inc. Proprietary.February 2013

Key Insights from 2012 and What They Mean for the Coming Year


2/75

comScore, Inc. Proprietary. 2

Introduction

Executive Summary

Media fragmentation is occurring at light speed in

todays 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 [email protected]

Cathy [email protected]

#FutureinFocus


3/75


Key Takeaways

UK advertisers continue to invest in online

In December 2012, 16% more display ads werepublished 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 37hours 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.


4/75


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 36Search 41

Digital Advertising 44

Spotlight:

Social 50Silver Surfers 54

Shopping 59

Conclusions 65

Tweetable Highlights 69

Methodology 70

About comScore 74


5/75

comScore, Inc. Proprietary.

comScore, Inc. Proprietary.

GLOBAL OVERVIEW

#FutureinFocus


6/75


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+,

AsiaPacific

42%

Europe27%

NorthAmerica

14%

MiddleEast - Africa

9%

LatinAmerica

8%

Outside US


7/75

comScore, Inc. Proprietary. 7Source: 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

26.922.7

18.9 18.2

North America Europe Latin America Asia Pacific Middle East - Africa

HoursperVisitor

596

382

127

211

129

637

408

135

215

131

Asia Pacific Europe Middle East -Africa

North America Latin America

UniqueVisitors(MM)

Dec-11

Dec-12

+7%

+7%

+6%+2%

+1%


8/75

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

EUROPEAN ONLINE LANDSCAPE

#FutureinFocus


9/75

comScore, Inc. Proprietary. 9Source: comScore MMX, December 2012, Europe 15+

Online Audience Across Europe

15% of Europes 408 Million Internet Users are in Russia

61,345

52,448

43,021

39,357

28,722

23,917

22,410

19,350

12,006

6,404

6,371

5,034

5,027

4,743

3,772

3,476

3,336

2,598

TotalUniqueVisitors(000)

Russias internet audience grew 15% sinceDecember 2011 and reached a new

milestone: over 61 million internet users


10/75

comScore, Inc. Proprietary. 10Source: 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

AverageHoursp

erVisitor

Belgium saw the strongestgrowth of time spent pervisitor across Europe.

Users spent an additional2 hours online compared

to a year ago.


11/75


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

%ofTotalMinutes

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


12/75


EUROPEAN MOBILE LANDSCAPE

#FutureinFocus


13/75

comScore, Inc. Proprietary. 13Source: 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

241Million


14/75


6.6 7.7 6.4 5.9 5.5 7.2

10.4 11.4

10.2 8.9 9.2

11.8

16.416.5

15.815.1 18.2

16.9

18.1 16.7 17.4 19.721.3 16.7

18.5 16.6 21.4 18.917.6 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


15/75

comScore, Inc. Proprietary. 15Source: 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 allEuropean countries

crossed the 50%mark for smartphone

penetration.

57%EU5

Average


16/75

comScore, Inc. Proprietary. 16Source: 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 KingdomIreland

Russian Federation

Norway

Netherlands

Switzerland

Finland

Austria

Sweden

Denmark

Italy

Germany

Spain

Belgium

France

Portugal

Poland

Turkey

PC Mobile Tablet Other


17/75


UK ONLINE LANDSCAPE

#FutureinFocus


18/75

comScore, Inc. Proprietary. 18Source: 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

GrowthOver1Year

+5%

42,731

44,804

Total Unique Visitors (000)

Olympics frenzyfuels internetaudience growth


19/75


Profile: UK Online Audience

5,447

7,4898,018

7,367 7,353

9,129

6-14 15-24 25-34 35-44 45-54 55+


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

Income

49%Female

51%Male


20/75


UK MOBILE LANDSCAPE

#FutureinFocus


21/75

comScore, Inc. Proprietary. 21Source: comScore MobiLens, 3 month average ending December 2012, UK 13+

UK Mobile Landscape

Nearly of British Smartphone Audience are Between 25 and 34 Year Old

13-177%

18-2412%

25-3417%

35-4417%

45-54

17%

55+30%

Age Composition ofMobile Audience

13-179%

18-2415%

25-3422%

35-4419%

45-5416%

55+

19%

Age Composition ofSmartphone Audience

Total UK Mobile Audience: 49.5 million Total UK Smartphone Audience: 31.7 million

The gender splitfor smartphonesis identical to the

UK onlineaudience: 51%

male, 49% female


22/75


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 smartphonepenetration is at64%, but 82% of

phones acquiredin December were

smartphones


23/75


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 26.626.9 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

Google

Apple

RIM

Symbian

Microsoft


24/75

comScore, Inc. Proprietary. 24Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average endingDecember 2012, UK 13+

Tablets Are Here to Stay

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

SmartphoneU

sers(000)withTablet

+243%

Over 6 million Britshad a smartphoneas well as a tablet in

December 2012


25/75


DIGITAL AUDIENCE BEHAVIOUR

#FutureinFocus

S i l M di C M PC S Ti i UK


26/75

comScore, Inc. Proprietary. 26Source: 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

TotalMinutes(MM)

Social Media Services Entertainment Portals Retail Auctions

The average UK internet

user spent 6.5 hours onsocial media sites during

December 2012


27/75


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


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 overYear Growth


28/75


Top Web Properties

40,706

33,591 31,790

26,408 26,378

23,174 22,948 22,50020,633

18,540

22,023

9,386

14,090

6,7474,541 4,764 4,573 4,276

2,905 1,984

Total Unique Visitors (000) Average Daily Visitors (000)


29/75


MULTIPLE DEVICE USAGE

D i Sh f P Vi i UK


30/75

comScore, Inc. Proprietary. 30Source: 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

Computer68.1%

Mobile24.0%

Tablet6.8%

Other1.1%

Non-computer

31.9%

Connected devices arehere to stay nearly 1/3

of UK page views are frommobiles and tablets

D i P f Th h t th D


31/75


Shareo

fDevicePageTrafficonaTypicalWorkday

Mobiles brightenthecommute

Source: comScore Device Essentials, Monday, 21st January 2013, UK

Device Preferences Throughout the Day

Most Weekday Tablet Usage Occurs Between 8pm and 9pm

Tabletspopularat night

PCsdominateworking hours

Newspapers Extend Reach via Video and Mobile


32/75


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

4,5464,061

2,560

1,5881,216

702

1,039

Mail Online The Guardian Telegraph MediaGroup

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. Learnmore about MMX MP (Beta):www.comscore.com/MMX_Multi-Platform

IncrementalAudience (%)via Mobile

Source: comScore MMX Multi-Plattform BETA, December 2012, UK 6+


33/75

comScore, Inc. Proprietary. 33Source: 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%


34/75


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

PortalsTotalUniqueVisitors(000)

45.4

34.2

33.1

23.8

13.6

Services

Social Media

News/Information

Weather

Retail

TotalHours(MM)

Average timespent accessingthe internet via a

mobile browser inthe UK: 9.5 Hours

per user a month

Google Secures Spot as Top Mobile Website


35/75


Google Secures Spot as Top Mobile Website

3 Google Apps Make it into Top 10 YouTube, Maps and Search


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

Facebook

Apple Maps

Google Search

Instagram

BBC News

Twitter

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 FoundationSites

Microsoft Sites

Glam Media

Vodafone Group

Terra - Telefonica


The winners of theapp world areFacebook, Google

and Apple - keepingin mind that many

apps are pre-installed, while e.g.Instagram is actively

downloaded by UKusers.


36/75


ONLINE VIDEO

#FutureinFocus

Mobile Video Shows Tremendous Growth in One Year


37/75


Source: comScore Video Metrix, December 2012, UK 6+


Mobile Video Shows Tremendous Growth in One Year

37.5 Million Online Video Viewers vs. 11.2 Million Mobile Video Users

Dec

2012

Dec2012

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

14,000Mobile Video Growth

Dec2011

Total Unique Viewers (000)

Total Unique Viewers (000)


38/75

comScore, Inc. Proprietary. 38Source: 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 for99.7% of Googlesvideo 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

CollectiveVideo

Viacom Digital

Yahoo! Sites

AOL, Inc.

Vimeo

Top 10 Destinations for Online Content Videos

Total Unique Viewers


39/75

comScore, Inc. Proprietary. 39Source: 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)


40/75


19,554

6,744

5,433

1,493 1,219 745

News/Information -Newspapers

The Guardian Mail Online Telegraph MediaGroup

The Sun Online The New YorkTimes Brand

TotalVideos

(000)

Source: comScore Video Metrix, December 2012, UK 6+

Newspapers: Monetising Video Content

% Ads ofTotal Videos:

28.8%


30.7% % Ads ofTotal Videos:

23.6%


16.6%


47.2%


8.2%

Advertising is one of the most

important revenue streams forpublishers. Get the insights to

redesign your pages or create moreeffective ad packages, in real time.

www.comScore.com/Monetization


41/75


SEARCH

#FutureinFocus

Turkey Leads The Way With Most Searches per Searcher in Europe


42/75

comScore, Inc. Proprietary. 42Source: 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

160.8149.5

138.8 133.6 131.0 127.3 125.9 124.0118.2 118.2 117.4 115.5 105.5

103.8

93.4 89.6Sea

rchesperSearcher


43/75

comScore, Inc. Proprietary. 43Source: comScore, qSearch, December 2012, UK 6+

Google Captures 91% of the UK Search Engine Market

91%

4% 2%2%

1%

ShareofSea

rches Google Search

Bing

Yahoo! Search

Ask Network

AOL Search Network


44/75


DIGITAL ADVERTISING

#FutureinFocus

Top UK Display Advertisers


45/75


1,071,599

2,852,418

2,275,5152,725,211

1,255,962

2,222,851

424,610

1,910,2861,770,693

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

TotalNumberofDis

playAdImpressions(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 thedesired target audience? Goto www.comScore.com/vCE

to learn more about theimportance of viewable

impressions.

UK Publishers Carrying Most Display Ad Impressions


46/75


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

Mobile Advertising Multiple formats take hold


47/75


ob e d e t s g u t p e o ats ta e o d

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 mobilephone

Saw in-game ads

Social Networking - Read posts from

organizations/brands/events

Social Networking - Clicked onadvertisement

Social Networking - Receivedcoupon/offer/deal

% of 18-24 Year Old Smartphone Users

% of Smartphone Users

B it S h A d B N t J t S h E i


48/75

comScore, Inc. Proprietary. 48Source: 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 perSearcher

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)


49/75


FOCUS ON SOCIAL, SILVER SURFERS

AND SHOPPING

#FutureinFocus


50/75


WE ARE SOCIAL ALWAYSAND EVERYWHERE

Facebook and Twitter Top Social Network Ranking


51/75


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

Linkedin

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+

p g

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

Social the New Kids on the Block


52/75


6,697

4,893

2,415

1,313

771

3,420

235

128

Tumblr.com Instagram.com Pinterest.com Goodreads.com

TotalUniqueVis

itors(000)

PC Mobile



Instagram Grows UK Mobile Audience by 1112% During Past Year

+101%

+33,907%

+717%

+163%

+140%

+1,112%

+849%

+373%

YoYGrowth

Mobile Social There is no Way Around it


53/75


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

FrequencyofAccessing

S

ocialNetworkingSites

via

Mobile

Year over Year Growth


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


54/75


SILVER SURFERS

Silver Surfers Understand the Largest Group of UK Internet Users


55/75



**Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet Users from the Demo Segmentx 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 internetaudience aged over 55

years grew by 11% to 9.1

million. Total time spentfor this age group even

grew by 25%.

Silver Surfers Try Their Luck Camelot Group (The National Lottery)


56/75


2,233

1,849 1,749 1,6951,536

1,100 1,214 1,047

4,471

2,892

169

157

135 134 133125 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

attracts a disproportionally high number of Brits Age 55+

Silver Surfers Discovering the Benefits of Smartphones


57/75


Silver Surfers Discovering the Benefits of Smartphones

In December 2012,71% of new devicesacquired by Brits

aged 55+ weresmartphones

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

Nokia Still a Trusted Manufacturer Amongst Older Age Group


58/75


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


59/75


DO ALL ROADS LEAD TORETAIL?

Digital Commerce Mobile Outpaces PC Growth Rates


60/75


26,378

13,348

11,472

10,442

7,883

6,595

2,378

10,814

2,171

922

Amazon Sites Home Retail Group Apple.comWorldwide Sites

Tesco Stores Dixons Retail Plc.


PC Mobile

+0% +87%

+5% +80%

+6% +75%+18% +49%

+18% +88%



Amazon Attracts Most UK PC users and 87% Audience Growth on Mobile

YoY

Growth

Apple has nearly

as many uniquevisitors on

Mobile than PC

Retail: Visitors to Movie Websites Double, Whilst Music Takes a Hit


61/75


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

RetailSubcategories

withstrongestgrowth

RetailS

ubcategories

withwe

akestgrowth

UK Retailers Increase Number of Display Ads

B A d DSG L d R ki f UK R t il Ad ti


62/75


0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

TotalDispla

yAdImpressions(000)

Dec-11 Dec-12

-21%

Source: comScore Ad Metrix, December 2011 - December 2012, UK 6+

eBay, Amazon and DSG Lead Ranking of UK Retail Advertisers

In December 2012, 16% more displayads were published than in December

2011. UK Retailers grew the number ofdisplay ads they placed online by 51%over the same period.

+55%

+85%

+68% +142%N/A +608% +254% +27884% +86%

Mobile Retail Trends


63/75


Mobile Retail Trends

2. SHOWROOMING

The smartphone, theperfect companion for

comparing prices, finding

shop locations etc. is with

you at all stages of the

purchase funnel.

3. SHARING

People use social mediato share what they have

purchased, check into a

shop etc.

(26%) (20%) (19%)

1. PURCHASING

20% of smartphoneusers purchased a good

or service on their

device. Price per item

and overall monthly

spend is growing rapidly.

iPhone - The Mobile Shoppers Best Friend

1 i 3 iPh d h i th i S t h


64/75


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 eachweek

Once to three timesthroughout the month

Ever in month

% of SmartphoneUsers

% of iPhone

Users

% of AndroidUsers


1 in 3 iPhone users made a purchase via their Smartphone

iPhone users are twiceas likely as Androidusers to shop 1-3

times a month


65/75


CONCLUSION

#FutureinFocus

2013: Putting the Future in Focus


66/75


g

ADAPTABLE ANALYTICS REQUIRED

This past year saw digital medias continued risein prominence as part of peoples personal lives

and in business environments. Consumers are

quickly becoming platform agnostic in their digital

media consumption and in todays world they can

choose when and how theyd 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.

Its 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.



67/75


g

VALIDATION MATTERS

In the UK, more than 923 billion display adimpressions 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 accountabilityand 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.

comScores 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.



68/75


g

IMPROVED ACCOUNTABILITY

In April 2012, it was announced that UKOM, theleading 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 opentender 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 marketwith important insights on todays 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.

Tweetable Highlights


69/75


g g

Dec 2012 was first month all EU countries crossed 50 percent mark for smartphone penetrationhttp://cmsc.re/hGKMc #FutureinFocus

44.8 million people in UK used the internet in Dec 2012, up 5 percent over the yearhttp://cmsc.re/hGKMc #FutureinFocus

UK internet users spend 37 hours online per month, more than any other EU countryhttp://cmsc.re/hGKMc #FutureinFocus

UK online video audience grew 8 percent in past year, whilst mobile video grew 262 percenthttp://cmsc.re/hGKMc #FutureinFocus

63 percent UK smartphone penetration, 82 percent of phones acquired in Dec 2012 were smartphoneshttp://cmsc.re/hGKMc #FutureinFocus

Google captures almost 48 percent of UK smartphone OS markethttp://cmsc.re/hGKMc #FutureinFocus

Over 6 million UK smartphone users also owned a tablet in December 2012http://cmsc.re/hGKMc #FutureinFocus

Online shopping now reaches 9 out of 10 UK internet usershttp://cmsc.re/hGKMc #FutureinFocus

1 in 5 Brits used their smartphone to purchase a good or service in Decemberhttp://cmsc.re/hGKMc #FutureinFocus

Instagrams UK mobile audience grew 1112 percent between Dec 2011 and Dec 2012http://cmsc.re/hGKMc #FutureinFocus

Nearly One-Third of Web-Based Page Views in UK Are Viewed on Smartphones and Tabletshttp://cmsc.re/hGKMc #FutureinFocus


70/75


METHODOLOGY

#FutureinFocus

Methodology and Definitions


71/75


This report utilises data from the comScore suite of products, includingcomScore MMX Multi-Platform (Beta), comScore qSearch, comScore AdMetrix, 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 fordigital audience measurement and media planning. Powered by UnifiedDigital Measurement, the revolutionary measurement approach that

bridges panel-based and website server-based metrics to account for 100percent of a sites 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 utilisedwithin 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

http://www.comscore.com/Products/Audience_Analytics/MMXhttp://www.comscore.com/Products/Audience_Analytics/Video_Metrixhttp://www.comscore.com/Products/Audience_Analytics/Ad_Metrixhttp://www.comscore.com/Products/Audience_Analytics/qSearchhttp://www.comscore.com/Products/Audience_Analytics/Media_Metrix_Multi-Platformhttp://www.comscore.com/Products/Audience_Analytics/GSMA_Mobile_Media_Metrics_MMM


72/75


*Please note that Device Essentials has undergone a methodological enhancement with

December 2012 data to account for additional connected devices.

comScore MobiLens

comScore MobiLens provides market-wide insight into mobile digital mediaconsumption, brand-level audience metrics, and details of device

ownership and technology penetration. Using proprietary data collection

methods, we survey nationally representative samples of mobilesubscribers age 13+ in the U.S., UK, France, Germany, Spain, Italy,

Canada, and Japan. The MobiLens sample is substantial enough toprovide projected data for sub-segments as small as 1 percent of mobile

subscribers. For 2012, the estimated monthly survey completes utilised forthis report are 5,000 mobile phone owners in the UK. For the followinganalysis, 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

http://www.comscore.com/Products_Services/Product_Index/Device_Essentialshttp://www.comscore.com/Products/Audience_Analytics/MobiLens


73/75


comScore GSMA Mobile Media Metrics (MMM)

GSMA Mobile Media Metrics (MMM) is a partnership between the GSM

Association (GSMA), comScore, and the UKs 4 mobile operators: O2,

Vodafone, EverythingEverywhere and 3UK. GSMA MMM aligns the powerof 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

ABOUT COMSCORE
http://www.comscore.com/Products/Audience_Analytics/GSMA_Mobile_Media_Metrics_MMMhttp://www.comscore.com/Products_Services/Product_Index/


74/75


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-classtechnology 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


75/75

www.comscore.com


@comScore

UK Digital

Future in Focus 2013

#FutureinFocus

Key Insights from 2012 and What They Mean for the Coming Year

@comScoreEMEA

www.comscore.com


Email: [email protected]

Phone: +44 207 099 1760

Media Requests: [email protected]

2013 UK Digital Future in Focus’ Report

Documents

Transcript of 2013 UK Digital Future in Focus’ Report