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2 © comScore, Inc. Proprietary and Confidential.
Agenda
Worldwide Context
US Vital Signs
State of the Internet
– Video
– Search
– Mobile
– eCommerce
Monetization
3 © comScore, Inc. Proprietary and Confidential.
In 1996, 2/3 of the world’s Internet population was in the US, yet today Asia Pacific is the largest
region with over 41% of the population.
Many emerging regions are likely to bypass old modes, skipping dial-up to go straight to broadband,
making multimedia, video, and collaborative content immediately accessible.
Early adoption of mobile web in addition to PC web will likely be popular in many of these high-
growth areas.
14.6%
8.9%
8.8%
41.0%
26.6%
Middle East
- Africa
Europe
North
America
Asia Pacific
Latin
America
Distribution of Worldwide Internet Audience
66%
13%
34%
87%
1996 2012
US Internet Population vs. Rest of the World
Rest of the
World
US
The US Is No Longer the Center of the Online Universe
Source: comScore World Metrix, March 2012
4 © comScore, Inc. Proprietary and Confidential.
Internet Users Age 15+ (MM)
9% Worldwide Growth Fueled by Country Growth
333.3
190.7
73.5
56.3
56.0
51.5
45.5
43.2
37.6
31.0
28.6
24.0
23.6
22.8
21.6
China
United States
Japan
India
Russian Federation
Germany
Brazil
France
United Kingdom
South Korea
Italy
Canada
Turkey
Mexico
Spain
While US user growth was just 5.3%
over the past year, India, Italy,
Mexico, and the Russian Federation
have experienced impressive growth
rates of 32%, 24%, 22%, and 18%
respectively.
Source: comScore World Metrix, March 2012
5 © comScore, Inc. Proprietary and Confidential.
Average Hours Per Visitor Per Month
44.3
38.8
35.1
33.8
33.0
31.8
30.4
30.2
28.7
28.6
28.4
28.2
28.1
26.5
26.5
Canada
United States
United Kingdom
Netherlands
Turkey
Israel
Thailand
Poland
Vietnam
Norway
Brazil
Russian Federation
Finland
Argentina
Hong Kong
Online Engagement by Country
Canada is consistently the
most engaged country. The
average visitor spent more
than 44 hours online in March
2012.
Source: comScore World Metrix, March 2012
6 © comScore, Inc. Proprietary and Confidential.
More Worldwide Unique Visitors Are Spending More Minutes on
Social Networking Sites than Email Sites
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Mar-2011 May-2011 Jul-2011 Sep-2011 Nov-2011 Jan-2012 Mar-2012Un
iqu
e V
isit
ors
(00
0)
Global Total Unique Visitors (000)
Email Social Networking
+17%
+13%
0
100,000
200,000
300,000
400,000
500,000
Mar-2011 May-2011 Jul-2011 Sep-2011 Nov-2011 Jan-2012 Mar-2012
Min
ute
s (
MM
)
Global Total Minutes (MM)
Email Social Networking
+37%
+3%
Source: comScore World Metrix, March 2012
7 © comScore, Inc. Proprietary and Confidential.
Agenda
Worldwide Context
US Vital Signs
State of the Internet
– Video
– Search
– Mobile
– eCommerce
Monetization
8 © comScore, Inc. Proprietary and Confidential.
Is the US Internet Really Still Growing?
Total US Internet Users
0
50,000
100,000
150,000
200,000
250,000
Total Unique Visitors (000) Average Daily Visitors (000)
+6%
+5% Yes, the US
Internet is still
growing, albeit not
as quickly as it
had been.
The Average
Minutes per Visitor
grew 9% over the
past year.
The average
internet user made
4 more visits to
the internet in
March 2012 than in
March 2011.
Total US Internet Engagement
0
500
1,000
1,500
2,000
2,500
Average Minutes per Visitor Average Visits per Visitor
+7%
+9%
Source: comScore US Media Metrix Panel Only Data, March 2012
9 © comScore, Inc. Proprietary and Confidential.
What Online Categories are Driving Web Usage?
The 31+ hours the average user spends online is divided among several key content
categories such as Social Media, Entertainment, and Portals.
Top Categories Reach Top Categories Engagement
Source: comScore US Media Metrix Panel Only Data, March 2012
0
100
200
300
400
Ave
rag
e M
inu
tes
/UV
-7% +16%
+24%
+10% +11% +2%
85%
90%
95%
100%
Re
ac
h
+1% +3% -3%
-1%
Y/Y %
change Y/Y % change
-1%
0%
10 © comScore, Inc. Proprietary and Confidential.
Which Categories are Driving Web Growth?
As expected in
an election year,
Political sites
saw terrific
growth year
over year at
132%.
The
Gay/Lesbian
category
continued to
see impressive
growth, growing
93% between
March 2011 and
March 2012.
Source: comScore US Media Metrix Panel Only Data March 2012
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
UV
s (
000)
March 2011 UV's March 2012 UV's
+132%
+93%
+54%
+52%
+47%
+46%
+29%
+30%
+28%
11 © comScore, Inc. Proprietary and Confidential.
Unique Visitors to social networking sites have increased 6% year
over year
-10,000
5,000
20,000
35,000
50,000
65,000
80,000
95,000
110,000
125,000
140,000
155,000
170,000
Facebook Twitter Tumblr LinkedIn Pinterest
UV
s (
00
0)
+4%
+58%
+168%
+67%
Since reporting began in May 2011, the idea sharing website Pinterest
has seen exponential growth in Unique Visitors.
+4377%
Source: comScore US Media Metrix Panel Only Data, March 2012
12 © comScore, Inc. Proprietary and Confidential.
Pinterest is the fastest growing social media site in both Unique
Visitors and Clicks on search engines
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Searc
h E
ng
ine C
licks (
000)
Un
iqu
e V
isit
ors
(000)
Unique Visitors (000) Search Engine Clicks (000)
Pinterest is a content sharing
website in which users “pin”
images and videos to share in
an online community. Since
reporting began in May, it is
the fastest growing social
media site of the past year.
Source: comScore US Media Metrix Data
13 © comScore, Inc. Proprietary and Confidential.
Pinterest buyers spend more, buy more items, and conduct more
transactions than other social media buyers
4.20
4.40
4.60
4.80
5.00
5.20
5.40
5.60
2.70 2.80 2.90 3.00 3.10
Item
s p
er
Bu
ye
r
Transactions per Buyer
Bubble size = Dollars per Buyer
Tumblr
0
50
100
150
200
250
300
LinkedIn Pinterest Twitter Facebook Tumblr
Buying Power Index
Pinterest users are second only to
LinkedIn users in the Buying Power
Index of the top 5 social media sites.
However, Pinterest buyers spend more
money, more often, and on more items
than any of the other top 5 social
media sites.
Source: comScore US Media Metrix Data
14 © comScore, Inc. Proprietary and Confidential.
Agenda
Worldwide Context
US Vital Signs
State of the Internet
– Video
– Search
– Mobile
– eCommerce
Monetization
15 © comScore, Inc. Proprietary and Confidential.
The average internet user viewed 243 videos with a viewing time
of 21 hours, 22 minutes
Reach of elusive audiences
Better engagement
However, monetization is still a big
challenge:
User experience
Rights for UGC (User
Generated Content)
Value Drivers of Online Video
Advertising
Source: comScore Video Metrix, March 2012
March 2012
US Video Viewers 187MM
% Of Internet Users Who Viewed
At Least One Video 83%
Total # of Viewed Videos 45.4B
YoY Growth in Video Views 33%
Videos per Viewer 243
Viewing Time per Viewer 21 hr 22 min
16 © comScore, Inc. Proprietary and Confidential.
Males Are More Engaged Online Video Viewers than Females
Source: comScore Video Metrix, March 2012
Video Activity By Gender
+120% +66%
+116%
93 172
755
94
313
1,807
0
100
200
300
400
500
600
700
800
900
1000
1100
1200
1300
1400
1500
1600
1700
1800
1900
UVs (MM) Videos per Viewer Minutes per Viewer
Females Males
+82% +139%
17 © comScore, Inc. Proprietary and Confidential.
Duration Jumps as Long-Form Content Floods the Web
Total US Streaming Minutes and Video Views
Sites heavy with
long-form content
have continued to
grow over the
past year,
contributing to
the increase in
time spent
streaming.
March 2011 March 2012
Hours per Viewer 14.7 21.4
Videos per Viewer 192.1 242.6
Minutes per Video 4.6 5.3
Source: comScore Video Metrix, March 2012
0
50
100
150
200
250
300
Mar '11 Apr '11 May '11 June'11
July '11 August'11
Sept '11 Oct '11 Nov ' 11 Dec '11 Jan '12 Feb '12 Mar '12
Billio
ns
Total US Duration and Video Views
Total Minutes Total Videos+53%
+47%
18 © comScore, Inc. Proprietary and Confidential.
Agenda
Worldwide Context
US Vital Signs
State of the Internet
– Video
– Search
– Mobile
– eCommerce
Monetization
19 © comScore, Inc. Proprietary and Confidential.
Global Search Market Growth of 22% Y/Y–More Than 4.1 Million
Searches per Minute
0
5,000
10,000
15,000
20,000
25,000
30,000
UnitedStates
China Japan UnitedKingdom
Germany Brazil RussianFederation
France Turkey India
Top 10 Countries by Number of Searches (MM) Conducted*
Apr-2011
Apr-2012
+56%
+45%
+54% +35% +4% +39% +23% 11%
+21%
+8%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Top 10 Search Properties by Searches (MM) Conducted
Apr-2011
Apr-2012
+53% +6%
11%
-40% -7% +97% +38% +44% -16%
+21%
*Searches based on “expanded search” definition, which includes searches at the top properties where search activity is observed, not only
the core search engines.
Google sites
account for
over two-
thirds of the
177 billion
searches
conducted
worldwide in
April.
Chinese
based Baidu
(13.8 billion
searches) was
second in
front of
Yahoo! (9.9
billion
searches).
Source: comScore qSearch 2.0, April 2012
20 © comScore, Inc. Proprietary and Confidential.
27.7 billion searches were performed in April 2012, which marked an
8% growth rate over April 2011.
qSearch 2.0: Trends in the U.S. Search Market
Source: comScore qSearch 2.0, April 2012
Total U.S. Searches for all qSearch properties (Billions)
25.6
27.2 26.6
27.4 27.3 27.1
28.3 28.3
29.5
28.5 28.0
29.5
27.7
Apr-11 Jul-11 Oct-11 Jan-12 Apr-12
Change vs.
April-11
+8%
21 © comScore, Inc. Proprietary and Confidential.
qSearch 2.0: Trends in the U.S. Search Market
Increases in search intensity by Heavy Searchers and Medium Searchers helped drive search
growth.
Source: comScore qSearch 2.0, April 2012
Searches per Searcher
Heavy Searchers (Upper 20%) Moderate Searchers (Middle 30%) Light Searchers (Bottom 50%)
Search Intensity Segment Contribution to
Total Searches
63.8%
27.2%
9.0%
Percentage of Searches
22.5 21.9
108.6 110.5
370.9 389.0
0
50
100
150
200
250
300
350
400
450
Apr-11 Jul-11 Oct-11 Jan-12 Apr-12
Change vs.
April-11
+5%
+2%
-3%
22 © comScore, Inc. Proprietary and Confidential. Source: comScore qSearch 2.0, April 2012
Leading Search Properties: Searches per Searcher
Google Sites 0%
Yahoo! Sites +2%
Microsoft Sites +19%
AOL, Inc. +9%
Ask Network -2%
Microsoft, Yahoo!, and AOL show intensity growth versus a year ago.
qSearch 2.0: Leading U.S. Search Properties
83.4
27.8 30.4
9.3 7.8
0
10
20
30
40
50
60
70
80
90
Apr-11 Jul-11 Oct-11 Jan-12 Apr-12
Change vs.
April-11
23 © comScore, Inc. Proprietary and Confidential.
Agenda
Worldwide Context
US Vital Signs
State of the Internet
– Video
– Search
– Mobile
– eCommerce
Monetization
24 © comScore, Inc. Proprietary and Confidential.
Mobile On Track to Eclipse the Desktop
Source: Morgan Stanley Research
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2007 2008 2009 2010 2011 2012 2013 2014 2015
Desktop
Mobile
Number of Global Users (Millions)
25 © comScore, Inc. Proprietary and Confidential.
Smartphone 45.6%
Not Smartphone
54.4%
U.S. Smartphone Penetration
How the U.S. Mobile Market Has Changed – Highlights of Q1 2012
The number of Smartphone owners grew by 47% year-over-year in March 2012
In March 2012 there were 106.7 million Smartphone owners.
Product: MobiLens
Data: Three month average ending March 2012
Country: US, N= 30,963
106.7 million
0
20,000
40,000
60,000
80,000
100,000
# P
ho
ne O
wn
ers
(000)
Growth of U.S. Smartphone Installed Base
+47% Year on Year Growth
26 © comScore, Inc. Proprietary and Confidential.
Product: MobiLens
Data: Three month average ending March 2012
Country: US, N= 30,963
Continuous Decline of Feature Phones as Newly Acquired Devices
In March 2012 62.9% of new phone acquisitions were Smartphones.
Google and Apple accounted for the majority of new device acquisitions in Q1
Google had a share of 58%, while iPhones made up just over 26% of new Smartphones.
47.5% 48.0% 52.5% 59.5% 62.9%
52.5% 52.0% 47.5% 40.5% 37.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012
% A
cq
uir
ed
Devic
e i
n M
on
th
New Devices Acquired by Type
Smartphone Not Smartphone
Google 58.3% Apple
26.3%
RIM 9.5%
Microsoft 4.6%
Other OS 1.3%
New Smartphones Acquired by OS
27 © comScore, Inc. Proprietary and Confidential.
Android And Apple Devices Dominate U.S. Smartphone Market
Google’s Android platform share
grew rapidly over the past year,
increasing its market share to
51.0%.
Apple’s share increased from
25.0% to over 30%. Android and
Apple combined now account for
over 80% of the Smartphone
market.
RIM has taken 3rd position in the
Smartphone market. In March 2012,
RIM handsets accounted for only
12.3% of all Smartphones
Microsoft based devices also lost
market share and represented 3.9%
in March 2012.
Product: MobiLens
Data: Three month average ending March 2012
Country: US, N= 30,963
5.1% 2.1%
7.5%
3.9%
27.1%
12.3%
25.5%
30.7%
34.8%
51.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March 2011 March 2012
% S
mart
ph
on
e I
nsta
lled
Base
Smartphone Operating System Share
Apple
RIM
Microsoft
Other OS
28 © comScore, Inc. Proprietary and Confidential.
15.0% of all U.S. Smartphone Owners Accessed Digital Books or
Magazines on their phones in March 2012
Product: MobiLens
Data: Three month average ending March 2012
Country: US, N= 30,963
16.8% of these 16 million Smartphone owners accessed digital books or
magazines on their devices ‘almost every day’.
Amazon’s app had the highest reach among all Smartphone owners
using eReader apps.
16.8%
29.2%
54.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Almost everyday
At least onceeach week
Once to threetimes throughout
the month
Frequency of Accessing Digital Books or Magazines
38%
19% 16%
16%
11%
Reach of apps among Smartphone owners with eReader apps
Amazon.com
Barnes & Noble
iBook
eReader.com
29 © comScore, Inc. Proprietary and Confidential.
8.9%
24.9%
March 2011 March 2012
Percentage of Smartphone Audience Also Owning a Tablet
Multi-Device Ownership: The Rise of the Digital Omnivore
Tablets have led to the rise of the “Digital Omnivore” – consumers who
engage seamlessly with multiple online touch points daily.
24.9% of all U.S. Smartphone owners also owned a tablet, up 308% from the
previous year.
Product: MobiLens
Data: One month snapshot, March 2011 / March 2012
Country: US, N= 9,981
30 © comScore, Inc. Proprietary and Confidential.
Agenda
Worldwide Context
US Vital Signs
State of the Internet
– Video
– Search
– Mobile
– eCommerce
Monetization
31 © comScore, Inc. Proprietary and Confidential.
Q2 '08 Q3 '08 Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12
Overall e-Commerce dollar sales have posted double-digit gains in every
quarter since Q4 2010 and are now well ahead of pre-recession levels
Bil
lio
ns
($
)
e-Commerce Dollar Sales ($ Billions) Source: comScore e-Commerce Measurement
+13% +6% -3% 0% -1% -2% +3% +10% +9% +9% +11% +12% +14% +13% +14% +17%
% Chg vs. YA
$30.6 $30.3
$38.1
$31.0 $30.2 $29.6
$39.0
$33.9 $32.9 $32.1
$43.4
$38.0 $37.5 $36.3
$49.7
$44.3
Compared to pre-recession levels
(Q1 2008), total retail in Q1 2012 is
up 10%...
e-Commerce is up +42%
32 © comScore, Inc. Proprietary and Confidential.
Led by Amazon’s +29% growth, many retail sites posted double-digit
gains in unique visitors in Q1 vs. a year ago
Avg. Monthly UVs (MM) on Select Retail Sites in Q1 2012 Source: comScore Media Metrix, U.S.
12.9
12.9
13.4
15.7
19.9
24.7
28.2
39.7
48.3
107.4
Macy's Inc.
Hewlett Packard
Sears.com
Ticketmaster
Best Buy Sites
Target Corporation
Netflix.com
Wal-Mart
Apple.com
Amazon Sites +29%
+25%
+18%
+9%
+8%
+12%
+42%
+23%
-21%
+26%
Y/Y Change
33 © comScore, Inc. Proprietary and Confidential.
About 1 in 10 consumers had aided awareness of the term
‘showrooming’
“Showrooming” – verb. Visiting a brick-and-mortar store to see a
product but instead purchasing the product
online. Shoppers may intend from the start to
purchase the product online, or may decide to
purchase online, rather than in-person, after
viewing the item at the store.
12%
16%
8%
% who have heard of'showrooming'
All respondents
Men
Women
34 © comScore, Inc. Proprietary and Confidential.
35% of respondents have engaged in ‘showrooming’. Most intended to
buy at brick-and-mortar but changed their mind at the store
Consumer Usage of Showrooming
Q. Based on this definition, have you ever done this activity? (showrooming) Source: comScore Survey – April 2012
Who’s engaging in
showrooming?
35% of all respondents
50% of respondents ages 25-34,
the highest of any age group
48% of tablet owners and 43% of
smartphone owners
43% of Millenials*
* - defined as ages 18-29
…and did they plan it?
6 in 10 ‘showroomers’ say they
originally planned to purchase at the
store, but changed their mind while
there & instead bought online
32% said they went to the store always
intending to buy online
35 © comScore, Inc. Proprietary and Confidential.
72%
45%
24%
18%
17%
5%
Price was better online
Planned to buy online but wanted to see item(s)in person before ordering
Item was out of stock at store
Would rather have item(s) shipped to home thantake home with me
Was not convenient to buy in-person at the time
Other
% among those who engaged in 'showrooming'
Price was the biggest driver of ‘showrooming,’ while some wanted to
see item in person before deciding to purchase
Why Consumers Are Engaging in ‘Showrooming’
Q. Which of the following describe why you utilized showrooming? (Please select all that apply) Source: comScore Survey – April 2012
Location, Location, Location Respondents living in urban areas were
nearly twice as likely (26%) to choose
this option than those living in suburban
or rural areas (15% for both)
36 © comScore, Inc. Proprietary and Confidential.
Consumer Electronics and Apparel were the most popular categories
among consumers who bought via showrooming
Product Categories Most Likely to be Purchased via Showrooming
Q. Which of the following types of item have you bought online after using ‘showrooming?’
(Please select all that apply) Source: comScore Survey – April 2012
63%
43%
29%
22%
22%
16%
10%
Consumer electronics
Apparel, clothing & accessories
Books
Appliances
Toys
Jewelry / watches
Other
% among those who engaged in 'showrooming'
37 © comScore, Inc. Proprietary and Confidential.
Agenda
Worldwide Context
US Vital Signs
State of the Internet
– Video
– Search
– Mobile
– eCommerce
Monetization
38 © comScore, Inc. Proprietary and Confidential.
US Online Ad Spend Poised to Grow 18% in 2012
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
$50
2010 2011 2012 2013 2014 2015
US Online Ad Spending 2010-2015
$ Billions and % Change
8.8% 14.9%
20.2% 17.6%
12.0% 10.4%
Source: eMarketer: US Online AdSpend Poised to Grow 20% in 2011
39 © comScore, Inc. Proprietary and Confidential.
Who are the top advertisers in the online market in March 2012?
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
To
tal D
isp
lay A
d I
mp
res
sio
ns
(00
0)
Top 10 Online Advertisers
Source: comScore US Ad Metrix, March 2012
Telecommunications company AT&T has a large online advertising presences.
Top advertisers also include Microsoft and business/finance companies, Experian and Scottrade.
40 © comScore, Inc. Proprietary and Confidential.
Campaign In-view ad rates ranged from:
US 55% to 93% EU 64% to 72% CA 56% to 74%
US 69%
AVERAGE
67% AVERAGE
EU 65%
AVERAGE
CA
Are consumers actually seeing the ads?
Source: comScore vCE Charter Studies
41 © comScore, Inc. Proprietary and Confidential.
Large sites within a content category do a better job than
smaller sites at ensuring the ads are actually viewable
Percentage of Ads Served In-View within a Given Site Category
The difference in in-view rates between Top 50 sites
versus the long tail sites in their category
was a full 16-percentage points
Source: comScore vCE Charter Studies
42 © comScore, Inc. Proprietary and Confidential.
Digital Ad Economics:
The good guys aren’t necessarily winning
Correlation of In-View Rates & CPM
An equally as weak correlation was also observed between
CPM and ability to hit a primary demographic target
Source: comScore vCE Charter Studies
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