Web 2.0 in Retail Today
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Web 2.0 in Retail Today
Gian FulgoniChairman
comScore, Inc.
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Source: comScore Media Metrix
Photos Videos Blogs Directories/Resources •Social Networks
•Photobucket•Flickr•Eastman Kodak•Webshots•Slide•Imageshack•SnapFish•Picasa Network•Shutterfly•AOL Pictures•Yahoo! Pictures
•YouTube•Real.com Network•WindowsMedia•MTV Networks Music•MSN Video•iTunes•MSN Music•Shockwave.com Sites•IMEEM.com•PureVideo Network•IFilm
•Blogger•Six Apart Sites•WordPress•Gawker Media•Digg.com•Xanga.coom•Yahoo! 360•Blogthings.com•HubPages•Technorati•Engadget
•Mapquest•Wikipedia Sites•Yahoo! Local Network•Google Maps•Craigslist•Superpages.com Network•My Yahoo!•Yahoo! Answers•Yellowpages•Whitepages•City Search•USPS•Answers
•MySpace•Facebook
Web 2.0 Categories and Definitions
• In August 2007:
• 158 Million People (87% of online population) Visited Web 2.0 Sites• On Average, Visitors Spent 210 Minutes Per Person• Viewing 516 Pages Per Person
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Heavy Web 2.0 TrafficAugust 2007
(in Millions)
121
93
81
56
48
Directories
Video
SocialNetworks
Photo
Blogs
Category% Change
vs. YA
8%
20%
33%
9%
23%
Craigslist +64% Change vs. YA
YouTube +135% change vs. YA
Facebook +128% Change vs. YA
Flickr +112%
Change vs. YA
Digg +294%
Change vs. YA
Source: comScore Media Metrix
M
M
M
M
M
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Did you know…• …e-commerce sites serve FLASH content to
more than 155 million consumers?
Source: comScore Marketing Solutions, March – May 2007
Total Number of Unique Visitors Served FLASH Content(millions)
155
0
50
100
150
200
Portals
Enterta
inmen
t
Service
sReta
il
Promotion
al Serv
ers
Communit
y
News/I
nformati
on
Directo
ries/R
esource
s
Search
/Nav
igatio
n
Regiona
l/Loca
l
Teleco
mmunicati
onsSpo
rts
Games
Busines
s/Fina
nce
Mill
ions
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Multi-Channel Retailers Embracing Technologies Like Flash
Number of Top 20 Retailers Engaging Visitors with FLASH Content
5 5
1
15
9
8
4 3
> 10% > 20% > 30% > 40% > 50%
Percent of Visitors Engaged with FLASH Content
Pure Online Multi-Channel
Source: comScore Marketing Solutions, March – May 2007
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Fourteen Online Retail Sites Engaged at Least 20% of Their Visitors with Flash Content
Source: comScore Marketing Solutions, March – May 2007
Percent of Unique Visitors Engaged with FLASH Content
66%57%
51%44%
39%38%38%
34%31%
29%26%26%25%
21%
walmart.com
target.com
officedepot.com
oldnavy.com
bestbuy.com
chadwicks.com
hsn.com
qvc.com
ups.com
dell.com
tigerdirect.com
ticketmaster.com
amazon.com
quixtar.com
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Walmart.com uses FLASH to rotate offers and
messages prominently on their home page
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Multi-Channel retailers make their pre-prints come alive via FLASH
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officedepot.com uses FLASH to rotate offers
prominently on their home page
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$42 $53$67
$82$102
$28 $27
$30$40
$51
$69
$19 $20
$61
2002 2003 2004 2005 2006 Q1 2007 Q2 2007
Excluding Auctions and Managed Travel
$72
$93
$117
$143
Consumer eCommerce Dollar Sales Growth ($Billions)
Non-Travel
Travel
+29%
+26%
+22%
+20%
+26%
+33%+26%
+26%
+20%
+24%
+24%
+13%
Source: comScore Marketing Solutions, eCommerce US data
$171
$47 $47
+16% +19%
% Chgvs. YA
% Chg vs. YA
+14%
+17%
+14%
+23%
% Change vs. YA
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50% 56% 60% 58% 55% 54% 51%
50% 44% 40% 42% 45% 49%46%
Total Usersof Web 2.0
TotalInternetDollars
ConsumerElectronics
CPG Apparel OfficeSupplies
ComputerHardware
Online Spending for Web 2.0 Usersby Product Category
Q2 2007
201M $27B $1.6B $1.8B $3.8B $2.4B $4.5B
Light Users of Web 2.0
Dollars Spent by Product Category
Heavy Users of Web 2.0
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56%44%
34%44% 44% 46% 49%
44%56%
66%56% 56% 51%54%
UniqueVisitors
TotalInternetDollars
ConsumerElectronics
Apparel CPG ComputerHardware
OfficeSupplies
Blogs Users’ Category SpendingQ2 2007
205M $27B $1.6B $3.8B $1.8B $4.5B $2.4B
Users Of Blogs
Non-Usersof Blogs
Dollars Spent by Product Category
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33%21% 17% 20% 20% 23% 27%
67%79% 83% 80% 80% 73%77%
UniqueVisitors
TotalInternetDollars
ConsumerElectronics
Apparel CPG ComputerHardware
OfficeSupplies
Videos Users’ Category SpendingQ2 2007
205M $27B $1.6B $3.8B $1.8B $4.5B $2.4B
Users of Videos
Non-Usersof Videos
Landed Gentry are highly represented in the Video Group – Wealthy, College Degrees, and spend heavily on Consumer Electronics and Technology.
Dollars Spent by Product Category
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44% 41% 38% 40% 42% 43% 43%
56% 59% 62% 60% 58% 57%57%
UniqueVisitors
TotalInternetDollars
OfficeSupplies
ConsumerElectronics
Apparel ComputerHardware
CPG
Social Networks Users’ Category SpendingQ2 2007
205M $27B $2.4B $1.6B $3.8B $4.5B $1.8B
User of Social
Networks
Non-Users of SocialNetworks
On Average, Heavy Social Networking Users spend $176/buyers, $89 less than Light Users
Dollars Spent by Product Category
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What to advertise on Social Networking sites to 18-34 year olds?
66%
54% 53% 52%47%
43% 42%38%
27% 26%
0%10%20%30%40%50%60%70%80%90%
100%
Music/
Movies/E
ntertai
nment
Consumer
Electron
ics
Apparel
Trave
l
Telec
ommunicatio
ns
Food
& Beve
rage
Automoti
ve
Finan
cial S
ervice
s
Prescri
ption M
edica
tion
OTC Med
icatio
n
% Saying they would be receptive to advertising on User Generated Content Sites
Leisure Necessities