The Mobile Digital Omnivore, comScore, Dec 12

‘The Mobile Digital Omnivore’

Trends across Online, Mobile and Social in the UK and beyond……

Wednesday 12th December, Centre for Contemporary Arts, Glasgow

Gregor Smith, Mobile Sales Director [email protected]

� comScore Introduction

� Online Trends UK

� Mobile Device Trends UK

� Mobile Internet UK

Contents

2© comScore, Inc. Proprietary.

� Mobile Shopping UK

� European Connected Consumer

� F-Commerce – Retail and Facebook

� Online Retail Trends US

� Takeaways

comScore Introduction


NASDAQ SCOR

Clients 2000 + worldwide

Employees 1200 +

Headquarters Reston, VA

Global Coverage170+ countries under measurement;43 markets reported

Local Presence 32 locations in 23 countries

comScore is a Global Leader in Measuring the Rapidly Evolving Digital World, Blanketing the Globe with a Local Presence

4© comScore, Inc. Proprietary. V1011

Some of Our Largest EMEA Clients Include…

Media Owners / Advertisers Agencies

5© comScore, Inc. Proprietary. V1011

UK Online Landscape

In the UK, 44 million people go online via PC

6© comScore, Inc. Proprietary. Source: comScore MMX, UK, Age 6+, September 2012

people go online via PC

33.9 hourson average each month

in 5 minutes spent onlineare spent on Facebook

7© comScore, Inc. Proprietary. Source: comScore MMX, UK, Age 6+, September 2012

Social is becoming more Visual


16x Growth vs 2011

1.7million users

+34% Growth vs 2011

0.7million users

+84% Growth vs 2011

5.6million users

Source: comScore MMX, UK, Age 6+, September 2012

Online Video is Now a Prominent Channel

More than

10 billion videoshave been watched

9© comScore, Inc. Proprietary. Source: comScore Video Metrix, UK, Age 15+, September 2012

have been watched in Sept alone

UK’s Video Engagement Grows 20% Percent

55 billion minutes

10© comScore, Inc. Proprietary. Source: comScore Video Metrix, UK, Age 6+, February 2011 vs 2012

45.5 billion

minutes

minutesspent watching online videos

Sep-11 Sep-12

Tablets: A Phenomenon

Multimedia tablets now included in the basket of goods used by the ONS to calculate inflation in the UK for 2012

16.8%

14%

16%

18%

Tablet Ownership (%) Among Smartphone UsersSource: comScore MobiLens, UK

3 month average ending September 2011 vs September 2012


9%

0%

2%

4%

6%

8%

10%

12%

14%

September-11 September-12

50 min50 min59 min59 min

55 min55 min51 min51 min

40 min40 min

47 min47 min

Average Time Spent Per Day Following Olympics

4hr 19min5hr 18min

6hr 50min

8hr 29minTablet

Mobile

PC

Additional Devices are Additive


4hr 19min 4hr 28min 5hr6hr 7min

50 min50 min

TV Only TV + PC/Laptop Only

TV + PC/Laptop + Mobile Only

TV + PC/Laptop + Mobile + Tablet

4hr 19min

Source: comScore Olympics Single Source Multi-Platform Study. A18+. 7/27/12 – 8/12/12. Total Day. Screen Status Definitions: TV+PC Only = Followed the Olympics on TV and PC but not on Mobile or Tablet, TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all 4 screens.

TV Only TV +PC

TV +PC +Mobile

TV +PC +Mobile +Tablet

TV

UK Digital Ad Landscape is stealing share

In the UK, 42 million people are exposed to

13© comScore, Inc. Proprietary. Source: comScore Ad Metrix, UK Age 6+, September 2012

people are exposed to

77 billion ad impressions a month

Mobile Device Trends


60% Smartphone Penetration in UK, Close to 30 million Smartphone Users

Growth in smartphone user base

UK (millions)

25

30

35 Smartphone Feature


34%

Yo

Y

-

5

10

15

20

Aug 11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug 12

Source: MobiLens™.

Data based on three month moving average to August 2012

Almost 80% of All New Handset Acquisitions are Smartphones

Smartphone, 0%Google

55%

Newly acquired handsets in August

2012


Feature21%

Apple25%

RIM 12%Windows 4%

Symbian 2%Smartphone 79%



Three Quarters of the Smartphone Landscape Is Dominated by Android and iOS Devices

Smartphone platform market

share and growth

20%Other

Microsoft

87%

47%

19%

19%16%

8%


42%

21%

22%

20%

38%

Aug 11 Aug 12

Symbian

RIM

Apple

Google

-46%

17%

32%

31%

26%

44%

29%



Samsung The Largest OEM, But Apple the Largest OEM For Smartphones

Samsung24%Sony

7%

LG4%

Motorola2%

Other7%

Apple29%

Nokia9%

Sony6%

LG1%

Other3%

Device market share by OEM


Nokia20%

Apple17%

RIM10%

HTC9%

7%

Samsung21%RIM

16%

HTC15%



Total Base = 49.5 Million Smartphone Base = 29.6 Million

Top 10 UK Smartphones

iPhone 43.3M

HTC Wildfire S0.9M

iPhone 4S2.5M

BB Curve 93000.7M

Galaxy S2 HTC Wildfire


Galaxy S2

1.4M

HTC Wildfire

0.7M

Galaxy Ace

1.4M

HTC Desire

0.6M

BB Curve 8520

1.1M

Galaxy S3

0.6M



6,259

Tablets an Apple Phenomenon – iPads Make up 60% of the Total Tablet Market in UK

Tablet ownership among mobile

users (000s)

Multimedia tablets now included in the basket of goods used by the ONS to calculate inflation in the UK for 20124.7

million


2,458

Aug 2011 Aug 2012

million iPads



Mobile Internet


91% of Smartphone Users Connect to the Internet With Their Device Compared to a Quarter Of Feature Phone Users

Used connected media

(millions)

25%

Yo

Y


25%

Yo

Y

Connected Media = Used browser, application, native email, stream or download music

and broadcast / on-demand video (does not include SMS)



Almost 19% of UK Internet Traffic Driven by Non-Computer Devices

Share of non-PC device traffic in

the UK

Non PC, 0.0%

Mobile, 11.5%


PC, 81.3%

11.5%

Tablet, 6.5%

Other, 0.7%

Non PC, 18.7%

Source: Device Essentials™,

UK, September 2012

Apple iOS Devices Generate 60% of UK Non-PC Traffic

Platform share of UK tablet &

mobile Internet traffic

12%

4%42% 54% 4%iOS


60%25%

iOS

Android

RIM

Other


UK, September 2012

95%

93%

5%

7%

RIM

Android

Mobile Tablet Other

Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-Fi Network

Wi-Fi Mobile Network

Mobile phone traffic by network

access method and platform

44%


31%

69%

Mobile Traffic


UK, September 2012

26%

56%

74%

44%

iOS Android

Tablet Usage Overtakes PC and Smartphone Usage During the Weekday Evenings

Share of device page traffic

over a working day - Dec 11

7%

8%

9%

10%

Tablet

Mobile

Computer


Source: Custom Analytics

0%

1%

2%

3%

4%

5%

6%

12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM

SMS Still The Dominant Messaging Platform – 92% of Phone Users Use SMS

45

30

Mobile messaging by type

(millions) / % of total base

92%


16

8

23

14

Sent SMS SMS Daily Used IM IM Daily Used Email Email Daily

61%

32%

15%

47%

28%



Since January 2011 WhatsApp Usage Has Increased Fivefold

2

3

Growth of WhatsApp usage in

UK (millions)

WhatsApp


-

1

2



Browser The Most Common Access Method For Internet Services

Top 10 Internet categories by

access method (millions)

10

12

13

Maps

Weather

Social networking

11

12

17

News

Social networking

Search

Browser Application


4

5

5

5

5

5

7

Entertainment news

Bank accounts

Photo / video sharing

Auction sites

Sports

Search

News

5

5

5

8

8

9

9

Online retail

Photo / video sharing

Tech news

General reference

Entertainment news

Sports

Weather



Top Visited Sites On Mobile Browser

30© comScore, Inc. Proprietary.Source: GSMA MMM

Sept 2012

On Average Mobile Users Spend 23 Minutes Per Day on Facebook

15.7 million unique mobile visits

199 pages viewed per visitor

3.6 million


39 pagesviewed per day per visitor

8 minutesper visit

3.6 million average daily visitors

Source: GSMA MMM

Sept 2012

23 minutesspent per day

35% of Smartphone Users Watch Mobile Video

11,026 10,502

Mobile video audience reach by

video category (000s)


5,950

2,036

Mobile Video (any)

Video Web Video TV Video Paid

Source: MobiLens™


Mobile Shopping


Mobile Phone Increasingly Used to Assist in Shopping Activities

Shopping activities performed

(millions)

6.0

7.9

Made Online Purchase

Found store location

34© comScore, Inc. Proprietary.Source: MobiLens™


4.8

5.1

5.4

5.5

Checked product availability

Found coupons or deals

Researched products

Compared prices

Phone Owners Are More Savvy Shoppers and Increasingly Using their Phones in Store

Shopping activities performed

in store (millions)

3.2

3.5

7.0

9.0

Scanned product barcode

Sent photo of product

Took picture of product

Contacted someone about product

35© comScore, Inc. Proprietary.Source: MobiLens™.


0.8

1.1

1.5

1.6

2.0

2.2

3.2

Made Online Purchase

Checked product availability

Researched product

Found coupons or deals

Found store location

Compared prices

Scanned product barcode

Clothing and Accessories The Largest Category For Mobile Online Purchases

1.0

1.1

1.1

1.3

1.5

2.2

Take aways

CE / appliances

Groceries

Tickets

Books

Clothing / accessories

Goods and services purchased

on mobile (millions)


0.1

0.3

0.3

0.3

0.3

0.3

0.5

0.6

0.8

0.8

1.0

Ground transportation

Flights

Automotive

Hotel

Flowers

Furniture

Gift certificates

Sports / Fitness

Personal care / hygiene

Daily deals / coupons

Take aways



3.5 Million Phone Users Scan QR Codes

QR Source (millions) Scan Location (millions)

0.9

1.2

1.7

Website on PC

Product packaging

Magazine / newspaper

0.7

1.1

2.1

Outside / public

Retail store

At home


0.3

0.3

0.3

0.9

TV

Storefront

Card or brochure

Poster / flyer

0.2

0.6

0.7

0.7

Restaurant

Grocery store

At work

Outside / public



Product Information the Biggest Category For QR Code Results

Result of scanning QR code

(%)

0.9

2.5

Event information

Product information


Source: MobiLens

Data: Three month average ending July 2012

Country: EU5, N= 67,650

0.4

0.4

0.6

Charity / cause info.

Application download

Coupon or offer

The European Connected Consumer

The Shift from Phones to Connected Devices


The Shift from Phones to Connected Devices

PC Diminishing as Primary Access of Online Traffic

18.7%

7.5%

Great Britain

Germany

40© comScore, Inc. Proprietary. Source: comScore Device Essentials, EU5, September 2012

7.1%

5.7%

4.1%

Italy

France

Spain

62% of multi-device owners are male, mirroring the typical early adopter profile and different from the average Smartphone owner

38%

Smartphone and Tablet Ownership by Gender

13.5%

24.0% 23.4%

14.8%

17.2%

15.0%

20.0%

25.0%

30.0%Smartphone and Tablet

Ownership by Age


62%

7.0%

13.5%

0.0%

5.0%

10.0%

15.0%

13-17 18-24 25-34 35-44 45-54 55+

Source: comScore MobiLens; 3 month average June 2012; Country: EU5, N= 67,650

A typical day on the internet also looks very different depending on the device with tablet use spiking at night.

Share of Device Page Traffic Over a Day

42© comScore, Inc. Proprietary. Source: comScore Custom Analytix; 30 July 2012; Country: UK

Amazon leads the Retail category in Europe and also Worldwide

+8%

+12%

+18%

+0%

43© comScore, Inc. Proprietary. Source: comScore MMX, June 2011 vs June 2012

+0%

+13%

+60%

+14%

+30%

+56%

+85%

F-Commerce

Retail and Facebook


Retail and Facebook

The Power of Like

Relative to other regions, not only is Europe one of the largest markets for social networking, but it’s also more engaged

34%18%

10%15%

9% 11%

% Share of Social Networking Visitors and Minutes by RegionSource: comScore MMX, May-2012

Europe North America Asia Pacific Latin America Middle East - Africa


29%38%

17%

19%

34%18%

Share of Visitors Share of Minutes

In Europe, women spend nearly 2 hours more per month social networking than males


Analysis of the three largest EU markets show that consumers spend most time on their Homepage, which contains the Newsfeed


Brands such as ASOS have the ability to disseminate marketing messages to nearly 44 Friends of Fans for every 1 ASOS fan

Friends of Fans: Extending the Social Influence of Fans


Fans and Friends of Fans were disproportionately more likely to visit the brand websites compared to the average internet user.


From Amplification to Action: ASOS was able to deliver a 130% lift in ASOS.com purchase incidence from paid advertising on Facebook


“ASOS has been at the forefront of Facebook marketing for many years, and in order to continue

increasing investment it is crucial to have access to reliable ROI measurement” Fiona Marshall, Head of Marketing Womenswear, ASOS

Social networkers tend to be heavier online buyers, but Pinterest has significantly higher propensity than average

226

163

150

200

250

Buying Power Index (BPI)* for Selected Leading Social Networking Sites

Source: comScore MMX, U.S., June 2012


111

130

106 109

50

100

150

Facebook Twitter Linkedin Myspace Tumblr Pinterest

*Buying Power Index = Average Spending per Buyer for Site / Average Spending per Buyer for Total Internet x 100;

Index of 100 represents average spending behavior

20,000

25,000

Pinterest.com

Instagram.com

Pinterest & Instagram: U.S. Unique Visitor (000) TrendSource: comScore MMX, May 2011 – July 2012

+22x Y/Y

Pinterest & Instagram among the two hottest growth sites over past year


0

5,000

10,000

15,000Instagram.com

+5x Y/Y

E-Commerce

Top Trends in Online Retail


Top Trends in Online Retail

Lessons from the US

$84 $80$85

$94

$80 $171

$200

+9%

Retail e-Commerce spending is up +16% Y/Y, posting $209 billion in sales through September 2012

$214

-5%

$209

U.S. e-Commerce Dollar Sales Growth ($ Billions)Source: comScore e-Commerce Measurement

+6%

$228 $209

+26%

+22%

+19%

+17%

+7%

-2%

+9%

+12%+13%

$256

+11%


$42 $53 $67 $82$102

$123 $130 $130 $142 $162

$129 $30$40

$51$61

$69

$77 $84 $80 $80

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Q1-Q3 2012

$72$93

$117$143

Retail

Travel

+26%

+33%

+26%

+28%

+20%

+24%+24%

+13%

$171

+20%

+12%

+6%

+9%

0%

-5%

+10%

+16%

+9%+29%

+26%

+14%

*Note: The U.S. Department of Commerce calculation includes total

retail and food service sales, which also includes motor vehicles and

17%

23% 23%19%

11%

13%

6%-3% 0% -1% -2%

3%

10%

9% 9%

11% 12% 14%

13%

14%17%

15% 15%

Q1 2007

Q2 2007

Q3 2007

Q4 2007

Q1 2008

Q2 2008

Q3 2008

Q4 2008

Q1 2009

Q2 2009

Q3 2009

Q4 2009

Q1 2010

Q2 2010

Q3 2010

Q4 2010

Q1 2011

Q2 2011

Q3 2011

Q4 2011

Q1 2012

Q2 2012

Q3 2012

In Q3, online sales growth continued to outpace offline, with online retail posting a 15% year-over-year growth rate, which was more than 7x greater than the apples to apples offline retail rate

Quarterly e-Commerce Sales Growth vs. YASource: comScore e-Commerce Measurement

Quarterly Retail & Food Services Sales Growth* vs. YASource: U.S. Department of Commerce (DOC)


retail and food service sales, which also includes motor vehicles and

parts dealers.

3% 3% 3% 3%2% 2%

1%

-5% -5% -6% -6%

0%

4% 5% 6%7%

6%4% 4% 3%

6%2% 2%

Q1 2007

Q2 2007

Q3 2007

Q4 2007

Q1 2008

Q2 2008

Q3 2008

Q4 2008

Q1 2009

Q2 2009

Q3 2009

Q4 2009

Q1 2010

Q2 2010

Q3 2010

Q4 2010

Q1 2011

Q2 2011

Q3 2011

Q4 2011

Q1 2012

Q2 2012

Q3 2012

Quarterly Retail & Food Services Sales Growth vs. YA(excluding autos, gas and food/beverage)

4% 4% 3%5% 4% 2%

1%

-8%-10% -9% -7%

2%

6% 7%

5%

8%

7% 7% 7% 5%

8%4% 3%

Q1 2007

Q2 2007

Q3 2007

Q4 2007

Q1 2008

Q2 2008

Q3 2008

Q4 2008

Q1 2009

Q2 2009

Q3 2009

Q4 2009

Q1 2010

Q2 2010

Q3 2010

Q4 2010

Q1 2011

Q2 2011

Q3 2011

Q4 2011

Q1 2012

Q2 2012

Q3 2012

5.9%

6.4% 6.7%

7.4% 7.3% 7.6% 7.7%

6.8%6.9%

7.7%8.1%

7.1% 7.1%

8.0%

8.6%

7.7% 7.6%

8.9%

9.4%

8.7%

8.7%

7.0%

8.0%

9.0%

10.0%

The channel shift appears to be accelerating, with e-Commerce representing nearly 9% of all discretionary dollars spent in Q3 2012, an increase of 1.1 points compared to 2011

e-Commerce Share of Corresponding Consumer Spending*Source: comScore for e-Commerce & U.S. Department of Commerce (DOC) for Retail

Co

mm

erc

eS

ha

re


4.3%

3.7%4.0%

4.6%

5.1%

4.3%4.5%

5.3%

5.9%

5.0%

5.3%5.9%

6.3% 6.5% 6.6% 6.8%6.9% 7.1% 7.1%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

*Note: e-Commerce share is shown as a percent of DOC’s Total Retail Sales excluding Food Service & Drinking, Food & Bev. Stores, Motor Vehicles & Parts, Gasoline Stations and Health & Personal Care Stores.

e-C

om

me

rce

e-Commerce share peaks in colder seasons (Q4 & Q1)

Audio/video equipment (e.g. TVs)

+12%

Mobile phones and tablets are among the fastest growing e-Commerce sub categories – portable devices are growing at more than double traditional desktop computers

Q3 2012 e-Commerce Sales Growth vs. YA by Retail CategorySource: comScore e-Commerce Measurement

Product Category Q3 2012 Growth

vs. YA

Digital Content and Subscriptions Very Strong

Consumer Electronics (x PC Peripherals) Very Strong

Event Tickets Very Strong

Mobile phones and plans

+27%


Desktop computers

+8%

+12%Event Tickets Very Strong

Apparel & Accessories Very Strong

Video Games, Consoles & Accessories Very Strong

Flowers, Greetings & Misc. Gifts Very Strong

Jewelry & Watches Very Strong

Computers/Peripherals/PDAs Strong

Books & Magazines Strong

Consumer Packaged Goods Strong

Sport & Fitness Strong

Office Supplies Strong

Home & Garden Strong

Furniture, Appliances & Equipment Strong Growth rate definitions:

Very Strong: +15% or higher

Strong: +10-14%

Portable devices (e.g. tablets)

+20%

As visitors to Groupon via mobile continue to outpace PC traffic, the gap between mobile and fixed visitors grew this past quarter

Avg. Monthly UVs (MM) on Select Coupon Sites in Q3 2012

Source: comScore Media Metrix, U.S.

+4%

N/A

+10%

-7%

Y/Y Change

Unique Visitors to Groupon in Sep-2012Source: comScore Media Metrix & Mobile Metrix, U.S.

Groupon(via PC)

12.8 million6.7

7.5

9.2

13.0

Coupons, Inc.

LivingSocial

WhaleShark Media

Groupon


-7%

N/A

+28%

N/A

-16%

+56%

+34%

* - WhaleShark Media includes RetailMeNot.com, Deals2Buy.com, CouponShare.com and CouponsEven.com

Groupon(via mobile*)

19.9 million

* includes mobile web and mobile app

1.6

1.6

1.7

2.0

2.1

2.6

6.7

MyPoints Sites

FATWALLET.COM

COUPONALERT.COM

FREEBIEGROCERIES.COM

DEALSPL.US

DEEDORGREED.COM

Coupons, Inc.

The Shopper’s MultiThe Shopper’s Multi--Channel Journey Today: Not so much a funnel, Channel Journey Today: Not so much a funnel, more like a flight mapmore like a flight map

59© comScore, Inc. Proprietary. #SOR12

Source: Google ZMOT Handbook

Compared to 2010, consumers are increasingly comfortable receiving Compared to 2010, consumers are increasingly comfortable receiving coupons online; nearly 1 in 3 respondents stated their preference for online coupons online; nearly 1 in 3 respondents stated their preference for online coupons over another formatcoupons over another format

Q. Would you rather receive coupons online rather than any other format?Source: comScore Surveys - October 2010 & April 2012

23%Yes

2010

32%Yes

2012


47%

30%

No

Not sure

45%

24%

No

Not sure

45% 37%29% 27%

22%

About 1 in 3 consumers would rather receive coupons online than via any About 1 in 3 consumers would rather receive coupons online than via any other format other format –– nearly half of those ages 25nearly half of those ages 25--34 prefer an online format34 prefer an online format

Q. Would you rather receive coupons online rather than any other format?Source: comScore Survey – April 2012

32%24%


19%23% 27% 25% 22%

36%40%

45% 48% 56%

45%

25 to 34 35 to 44 45 to 54 55 to 64 65 or older

45%

Overall, online search engines were considered the most valuable tool for Overall, online search engines were considered the most valuable tool for shopping, followed by retailer websites and recommendations from family shopping, followed by retailer websites and recommendations from family and friends and friends

Overall Rankings for Each Tool, by Statement(Ranking among tools, % Top-2 Box, 7-pt scale)

Source: comScore Survey – September 2012

(shown in order of

average overall ranking)

“Saves Me Money”

“Saves Me Time”

“Helps Me With New Ideas”

#1 - Online Search Engine 2nd 1st 3rd

#2 - Retailer Website 6th 2nd 1st


#2 - Retailer Website 6th 2nd 1st

#3 - Recommendationsfrom family / friends 5th 4th 2nd

#4 - Digital Coupons(excluding deal of the day)

1st 3rd 9th

#5 - Retailer Email 4th 8th 5th

#6 - Newspapers 3rd 11th 11th

40,000

50,000

Q3 2011 Q3 2012

Smartphones:Smartphones: RRetailetail--related categories showed significant growth related categories showed significant growth among mobile phone owners among mobile phone owners YoYYoY, including +65% for online retail, including +65% for online retail

+65%

Content Categories Consumed by Mobile Phone Owners (000) & Growth vs. YA Source: comScore MobiLens, U.S., 3 Mo. Avg. (includes browser or application access)

+59%


0

10,000

20,000

30,000

Retailer Websites E-Payments Credit Cards Auction Sites

+67%+59% +46%

SitSit--Back Shopping:Back Shopping: 1 in 10 retail e1 in 10 retail e--Commerce dollars are now spent Commerce dollars are now spent via mobile device (i.e. smartphones and tablets)via mobile device (i.e. smartphones and tablets)

10%9%

8%

9%8%

6%6%

Percentage of Retail e-Commerce Dollars Spent via Mobile or Tablet DeviceSource: comScore Custom Mobile Research


6%6%

3%3%

2%

Q3 2012

Q2 2012

Q1 2012

Q4 2011

Q3 2011

Q2 2011

Q1 2011

Q4 2010

Q3 2010

Q2 2010

SitSit--Back Shopping:Back Shopping: A new shopping occasion emerges in the later A new shopping occasion emerges in the later evening hours = new opportunity for retailers evening hours = new opportunity for retailers –– especially Apparelespecially Apparel

7%

8%

9%

10%

Tablet

Smartphone

Computer

50%Apparel &

Accessories

Share of Daily U.S. Device Page TrafficSource: comScore Device Essentials, U.S., Jan. 24, 2012 (Weekday)

Category Spending Among Tablet Buyers:Percent of Buyers via Tablet Who Conducted a

Purchase within CategorySource: comScore TabLens, U.S., 3 Mo. End Sep 2012


0%

1%

2%

3%

4%

5%

6%

7%

12:0

0 A

M

1:0

0 A

M

2:0

0 A

M

3:0

0 A

M

4:0

0 A

M

5:0

0 A

M

6:0

0 A

M

7:0

0 A

M

8:0

0 A

M

9:0

0 A

M

10:0

0 A

M

11:0

0 A

M

12:0

0 P

M

1:0

0 P

M

2:0

0 P

M

3:0

0 P

M

4:0

0 P

M

5:0

0 P

M

6:0

0 P

M

7:0

0 P

M

8:0

0 P

M

9:0

0 P

M

10:0

0 P

M

11:0

0 P

M

33%

29%

28%

25%

Books

Tickets

Daily deals

Consumer Electronics

ShowroomingShowrooming:: Nearly 4 in 10 consumers agreed they engaged in Nearly 4 in 10 consumers agreed they engaged in ‘‘showroomingshowrooming’ ’ –– engagement remains much higher than awarenessengagement remains much higher than awareness

“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.

37%Although only 16% of consumers were aware of the term “showrooming” unaided, 37% agreed they engaged in the

activity after seeing a definition


12%

16%

% who have heard of 'showrooming'

32%

% who have engaged in 'showrooming'

activity after seeing a definition

ShowroomingShowrooming:: Mobile Apps dominate Mobile Web access for most Mobile Apps dominate Mobile Web access for most leading pure play online retailersleading pure play online retailers

Share of Mobile Time Spent by RetailerApp vs. Mobile Web

Source: comScore Mobile Metrix, U.S., Sep-2012

Selected Leading Retailer Mobile Web PropertiesUnique Visitors (MM): Mobile Web + App Combined

Source: comScore Mobile Metrix, U.S., Sep-2012App Mobile Web

18.6

37.5

58.0

Wal-Mart

eBay

Amazon

42%

84%

84%

58%

16%

16%

Wal-Mart

eBay

Amazon


3.8

4.7

6.5

7.9

11.1

17.1

18.6

Barnes & Noble

Etsy

Best Buy

RedBox

Target

Netflix

Wal-Mart

92%

65%

30%

86%

38%

99%

42%

8%

35%

70%

14%

62%

1%

58%

Barnes & Noble

Etsy

Best Buy

RedBox

Target

Netflix

Wal-Mart

Key TakeawaysKey Takeaways

� Share of Internet Traffic from non-computer devices will continue to rise

� Connected devices will continue to drive E/M/F Commerce

� Economic hardship is not effecting the growth of E/M/F Commerce

� Facebook should not be underestimated in its power to drive incremental sales for Brands

� The channel shift to online is accelerating: online sales increased by +15% in Q3, while on a comparable category basis, offline sales increased only 2%


increased by +15% in Q3, while on a comparable category basis, offline sales increased only 2%

– E-Commerce sales growth driven by more buyers, buying more

– Mobile commerce accounted for 10% of all retail e-commerce sales in Q3

� All product categories showed strong sales growth YoY

– Sales of mobile phones up 27%; portable devices up 20% in US alone

� Search, retailer websites and recommendations from family/friends were identified as top shopping tools by consumers in Q3

� The Four S’s expected to be key drivers of e-Commerce over Christmas Trading period:

– Social Commerce, Smartphones, Showrooming, Sit-Back Shopping

Thank you! For free graphical representations of key “data gems” visit the comScore Data Mine at:

http://www.comscoredatamine.com/category/mobile/

Gregor Smith, Sales Director Mobile, [email protected]

Follow us on Twitter @comScoreEMEA

Technology

The Mobile Digital Omnivore, comScore, Dec 12