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7/31/2019 Understanding the UK Digital Landscape
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Understanding the UK Digital Landscape
An Industry in Numbers
Mike Shaw
May 17th, 2012
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2 comScore, Inc. Proprietary.
comScores Innovative Approach Revolutionises Measurement
2 Million Person Panel
360 View of Person Behavior
CENSUS
Unified Digital Measurement (UDM)
Patent-Pending Methodology
Adopted by 90% of Top U.S. Media Properties
PANEL
PERSON-Centric Panel with
SITE-Census Measurement
Web Visiting& SearchBehavior Online
AdvertisingExposure
AdvertisingEffectiveness
Demographics,
Lifestyles& Attitudes
Media & Video
Consumption
Transactions
Online
& OfflineBuying
Mobile InternetUsage & Behavior
PANEL
V0411
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3 comScore, Inc. Proprietary.
DIGITALADVERTISING
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4 comScore, Inc. Proprietary.
1
Online Advertising In Context
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Facebook Delivers Over 1 of Every 4Display Ads in 2011
Source: comScore Ad Metrix, Jan-2011 to Dec-2011, UK.
Facebook,27.9%
All Other,69.7%
30.3%
5,525
8,173
8,195
13,277
15,672
30,793
40,862
41,310
41,535
240,860
Gumtree Sites
Amazon Sites
AOL, Inc.
Glam Media
Trader MediaGroup
Google Sites
Microsoft Sites
eBay
Yahoo! Sites
FACEBOOK.COM
Top 10 Display Ad Publishers (MM)
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6 comScore, Inc. Proprietary.
2008 2009 2010 2011
Time Spent on Key Categ
ories OnlineWorldwide Hours per Month (Billions)
35
30
25
Nearly in minutes online
is spent on social networks today.
Source: comScore Media Metrix, March 2007 - October 2011
Social Networking
Search/Navigation
Retail
Communications (Email/IM)
Other Content
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7 comScore, Inc. Proprietary.
Social Networking Redefines UK Online Landscape
Source: comScore Media Metrix, UK, Age 6+, February 2011 to February 2012
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Top Categories by EngagementSocial Networking Portals e-mail Multimedia Instant Messengers
19.2%
14.2%
7.5%
2.3%
8.2%
Percentage oftotal minutesspent online
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Source: comScore Ad Metrix, Jan-2011 to Dec-2011, UK.
Sky Leads as Top Display Advertiser in 2011
2011Impressionsin Billions
5.2
5.6
5.7
6.7
7.1
7.5
8.3
8.8
12.6
1 13.3
Tesco plc
Vodafone Group Plc
eBay, Inc.
Google Inc.
Media Ingenuity Ltd.
Telefonica Group
Microsoft Corporation
BT Group plc
Virgin Group Ltd.
British Sky Broadcasting Group
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9 comScore, Inc. Proprietary.
Campaign In-view ad rates ranged from:
US 55% to 93% EU 64% to 72%
US69%
AVERAGE
67%AVERAGE
EU
Validated Impression Analysis:Ads that had the opportunity to be seen
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10 comScore, Inc. Proprietary.
Large sites scored better than long-tail sites
Percentage of Ads Served In-View
77% 74% 70%61%
66% 63% 61%55%
US EU
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11 comScore, Inc. Proprietary.
Digital Ad Economics:The good guys arent 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
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12 comScore, Inc. Proprietary.
Visibility measures are enriching our KPI analysis
Kelloggs is participating in the first ever Validated Campaign Essentials
study outside the U.S. with two U.K. based campaigns
Impressions ImpressionsAvg.
Frequency% In View
Targeting Index % on Target Total Campaign Total Campaign
Campaign Total 116 30.3% 3.1 72%
Publisher 1 76 19.9% 3.9 67%
Publisher 2 94 24.7% 1.9 64%
Publisher 3 93 24.5% 2 74%
Publisher 4 147 38.6% 7.8 70%
Publisher 5 191 50.0% 2.4 87%
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13 comScore, Inc. Proprietary.
CROSS-MEDIA COMPARABILITY: Validated impressions are a criticalinput to understanding true digital performance
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14 comScore, Inc. Proprietary.
MOBILE
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15 comScore, Inc. Proprietary.
Smartphone Market Growing Rapidly
19.2%
14.2%
7.5%
2.3%
8.2%
Source: comScore MobiLens, UK, Age 13+, January 2011 vs 2012
In the UK, there are
26 million smartphoneusers, increase of 50%
year over year
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16 comScore, Inc. Proprietary.
Smartphones Grow As A Communications Device
19.2%
14.2%
7.5%
2.3%
8.2%
Source: comScore MobiLens, UK, Age 13+, January 2011 vs 2012
All Communications and Social Media accessedshow double-digital growth
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17 comScore, Inc. Proprietary.
Symbian No Longer Leading the UK Smartphone Market
Googles Android platform sharegrew rapidly over the past year,driven by the proliferation of Androiddevices manufactured by differentOEMs and the wide availability ofsuch devices across carriers. In thepast year, Android increased itsmarket share to 38.2%.
Symbian are no longer leading theSmartphone market. Market sharehas dropped from almost 30% to
just around 13%.
2011 was a good year for Apple. Itsshare stayed consistent with 26.7%.
RIMwas able to gain Smartphonemarket share in the UK.
Microsoft based devices lostmarket share and represented 2.4%in January 2012.
Product: MobiLens
Data: Three month average ending January 2012; Country: UK, N= 15,377
2.2% 1.6%5.1%
2.4%
28.7%
13.1%
17.2%
18.1%
26.7%
26.7%
20.2%
38.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
January 2011 January 2012
%SmartphoneInstalledBase
Smartphone Operating System
Share
Apple
RIM
Symbian
Microsoft
Other
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18 comScore, Inc. Proprietary.
43% of UK Smartphone Owners Use Their Phone for a ShoppingActivity While in Retail Store
Product: MobiLens
Data: Three month average ending January 2012; Country: UK, N= 15,377
43% of all UKSmartphone ownershave performed at
least one of thoseshopping activities in
January 2012
43% of all UK Smartphone owners have performed at least one of the shopping activities analysedwhile they were in a physical retail store.
Taking a picture of a product is the most common activity with 37.9% reach amongst allSmartphone Shoppers, followed by texting or calling friends or family about a product with 36.9%
reach.
7.9%
9.9%
11.0%13.8%
17.4%
20.0%
24.0%
36.9%
37.9%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
Checked product availability
Researched product features
Found coupons or dealsFound store location
Compared product prices
Sent picture of product to family/friends
Scanned a product barcode
Texted or called friends/family about a product
Took picture of a product
% Performed Shopping Activity in Store with Smartphone
Activities Performed in Retail Store with Smartphone
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19 comScore, Inc. Proprietary.
19.2%
14.2%
7.5%
2.3%
8.2%
Source: comScore Device Essentials, UK, January 2012
The Rise of the Digital Consumer in UKSmartphones and Tablets Change the Way People Consume Content
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20 comScore, Inc. Proprietary.
19.2%
14.2%
7.5%
2.3%
8.2%
Source: comScore MobiLens: One month snapshot, January 2011 / January 2012,Country: UK, N=5,124
Dual Device Ownership:Introducing the Digital Omnivore
5.3%
12.7%
January 2011 January 2012
Percentage of
Smartphone AudienceAlso Owning a Tablet
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Thank You
Mike ShawDirector, Marketing Solutions
mailto:[email protected]:[email protected]