digital future in focus 2016 - wordpress.com · 2018-01-08 · share of digital time spent total...
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Digital Future in Focus 2016
Canada
© comScore, Inc. Proprietary. 2
Multi-Platform 3
Mobile 17
Video 25
Social Media 36
Table of Contents
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 3
Multi-Platform
© comScore, Inc. Proprietary. 4Source: comScore, Inc., Media Metrix Multi-Platform, US, CA, UK, Total Audience, Monthly Q4 Avg. 2015
Platform reach of the 18+ total digital population around the world
89%87%
72%91%Desktop
Mobile (Phone & Tablet)
91%93%
CANADA: 24.8 MM
UK: 40.77 MM
USA: 218.0 MM
© comScore, Inc. Proprietary. 5Source: comScore, Inc., Media Metrix Multi-Platform, Mobile Metrix US, CA, UK, Total Audience, Monthly Q4 Avg. 2015
Total digital population 18+, time spent breakdown around the world
UK
CANADA
USA
Desktop
Smartphone (App)
Smartphone (Browser)
Tablet (App)
Tablet (Browser)
46%
34%
5%
12%
3%34%
48%
7%
9%
2%
40%
37%
7%
13%
4%
© comScore, Inc. Proprietary. 6
85% of Canadians are online, using their desktop and/or mobile
device. While 6% of Canadians are using mobile devices exclusively.
Source: comScore, Inc., Media Metrix Multi-Platform, CA, Total Audience, Monthly Q4 Avg. 2015
Desktop Audience Mobile Audience
28.2 MMCanadians are
reached online from
their desktop
(including those
who watch video)
18.0 MMCanadians are
reached online via
Mobile smartphones
and tablets (2.3 MM
are Exclusive Mobile
Unique Visitors)
Total Digital
Population
30.5 MMCanadians can be
found online
© comScore, Inc. Proprietary. 7
Digital media audiences continue to climb, driven by mobile. The
largest % growth can be found in exclusive mobile.
Source: comScore, Inc., Media Metrix Multi-Platform, CA, Total Audience, Monthly Q4 Avg. 2014 vs. Monthly Q4 Avg. 2015
Exclusive Desktop references Unique Visitors who did not use a mobile device.
13,57112,484
14,352 15,743
1,466 2,253
Q4-2014 Q4-2015
Unique Visitors (000)Exclusive Desktop Multi-Platform Mobile Only
+54%
+10%
-8%
Canadians accessing
digital content
exclusively on
desktops has
decreased while
mobile only users
have increased by
54%.
© comScore, Inc. Proprietary. 8
28,227 30,481
Desktop Total Digital Pop
Total Unique Visitors (000)
+8%
Significant incremental digital media engagement with the inclusion
of mobile minutes in Canada.
Source: comScore Inc. Media Metrix Multi-Platform, CA, Total Audience, Monthly Q4 Avg. 2015
70,189
Desktop Total Digital Pop
Total Minutes (MM)
139,962
+110%
© comScore, Inc. Proprietary. 9
British
Columbia
14%
Prairies
19%Ontario
37%Quebec
22%
Atlantic
7%
18%28% 33%
21%
Under 18 18-34 35-54 55+
AGE
23%
77%
LANGUAGE
French
Other
Source: comScore Inc. Media Metrix Multi-Platform, CA, Total Audience, Monthly Q4 Avg. 2015
GENDER
REGION
50% 50%
Canadian online
demographics show
nearly half of the
population is under
age 35, majority
living in Ontario, and
¼ speaking French.
Demographics of the Canadian total digital population
© comScore, Inc. Proprietary. 10
34%28%
18% 17%27%
20%
66%54%
60%63%
74% 71%
67%69%
30%44%
7% 9% 9% 12%6% 11% 5% 2%
Exclusive Desktop Multi-Platform Mobile Only
Multi-platform digital media access is the norm today across all age
groups.
Source: comScore Inc. Media Metrix Multi-Platform, CA, 18+
Exclusive Desktop references Unique Visitors who did not use a mobile device.
Age 55+Age 35-54Age 18-34Age 18+
Virtually all 18-34 year-old Millennials (83%) are mobile users, while 12% don’t use desktop at all. This age group also has the highest percentage of multi-platform users (71%). Persons 55+ on the other hand still have a sizeable, but shrinking, portion of its audience that only use desktop. Growth for this age group can be found not in exclusive Mobile usage but in accessing digital content across multiple platforms.
© comScore, Inc. Proprietary. 11
Spotlight on Canadian Millennials
Source: comScore Inc. Media Metrix Multi-Platform, CA, Persons 18+, Monthly Q4 Avg. 2015
*Millennials = Persons 18-34
SMARTPHONE vs. TABLET?
PHOTOS AND ENTERTAINMENT DRIVE MOBILE USAGE
DESKTOP or MOBILE?
56%
34%13%13%3%
Ph
oto
s
En
tert
ain
men
t
So
cia
l M
ed
iaIM
Se
rvic
es
Difference in Average Minutes per User for Millennials vs. Average of all on Selected Mobile Categories
MILLENNIALS IN OTHER UNIVERSES
% Of Millennials out of the Total
Digital Population, Desktop Universe
and Mobile Universe
7,120
7,470
8,529
Mobile
Desktop
Total DigitalPopulation
Total Unique Visitors (000)
28%
26%
40%
Millennials are 5% less likely to use desktops and
41% more likely to
use mobile devices.
Millennials account for 42%
of all smartphone users and
almost 31% of all tablet users
(the majority of which are Females )
AD VIDEOS vs. CONTENT VIDEOS
Difference in Desktop Video consumption for Millennials vs. Persons 55+ for Total Internet
Millennials watch the most Content
Videos (382 videos per viewer) with the
most total time spent (32 hours a month).
But, they are not as engaged with Ad
Videos as older generations (140 videos
per Millennial viewer vs. 165 videos per
older viewer).
© comScore, Inc. Proprietary. 12
Time spent on digital media continues to grow. It is being driven
entirely by mobile – particularly on smartphone devices.
Source: comScore, Inc., Media Metrix Multi-Platform, Mobile Metrix, CA, Total Audience, Dec-2014 to Dec-2015
40%
50%
60%
Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015
Share of Digital Time Spent
TOTAL MOBILE
DESKTOP
+5pts
-5pts
51%
46%
54%
49%Desktop time is decreasing and losing share to mobile – which now accounts for 54% of digital media time spent.
Mobile apps now drive the majority of digital time spent at 46%, and smartphone apps alone look to account for a 1/3 of digital media consumption in 2016.
0%
10%
20%
30%
40%
50%
Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015
MOBILE APP+3pts
SMARTPHONE APP+4pts
TABLET APP-
46%
43%
29%
33%
13%13%
© comScore, Inc. Proprietary. 13
40% 44%
61%
49% 42%15%
11% 14%23%
18-34 35-54 55+
Mobile now represents over half of all digital time spent for
Generation X and Millennials.
Source: comScore, Inc., Media Metrix Multi-Platform, CA, Persons 18+, Monthly Q4 Avg. 2015 vs. Monthly Q4 Avg. 2014
TABLET SMARTPHONE DESKTOP
Share of Digital Time Spent
YoY
+33%YoY
+54%
YoY
+37%
Millennials Generation X Baby Boomers
YoY
-27%
YoY
+21%
Millennials and
Generation X spend
over half of their
time on Mobile
Devices, while Baby
Boomers spend
majority of their time
on Desktop.
That being said,
Baby Boomers have
significantly
increased their time
spent on Mobile
Devices year over
year.
YoY
+9%
YoY
+2%
YoY
+12%
YoY
-0.2%
© comScore, Inc. Proprietary. 14
Additional scale with the inclusion of mobile
Source: comScore, Inc., Media Metrix Multi-Platform, CA, US, UK, Persons 18+, Monthly Q4 Avg. 2015
NOTE: Images are not to scale
98%
88%
90%
69%
80%
59%Canada
Business/Finance Newspapers Travel
+10 pts +21 pts
+21 pts
US
UK
DESKTOP REACH TOTAL DIGITAL POPULATION REACH
99%
82%88%
53%
84%
49%
+17 pts+35 pts
+35 pts
100%
84%
98%
64%
94%
67%
+16 pts +34 pts
+27 pts
The incremental
reach of mobile
devices is clear to
see in all three
geographies, with
the
Business/Finance
category reaching
majority to all
people online,
although it is more
impactful in the US
and the UK.
© comScore, Inc. Proprietary. 15
Desktop still reigns in certain categories… with exclusive mobile
audiences growing YoY.
Source: comScore, Inc., Media Metrix Multi-Platform, CA, Total Audience, Monthly Q4 Avg. 2015 vs. Monthly Q4 Avg. 2014
NOTE: Ranked by “Exclusive Desktop” and selected Top 10 Categories with YoY growth in Mobile Only UVs. Exclusive Desktop references
Unique Visitors who did not use a mobile device.
78%
76%
76%
71%
67%
66%
66%
66%
64%
63%
6%
3%
8%
5%
15%
4%
12%
12%
9%
11%
16%
21%
16%
24%
18%
30%
22%
23%
27%
25%
Family & Youth Education
Retail - Music
Kids
Online Trading
Education - Information
Travel - Car Rental
Retail - Computer Software
Travel - Airlines
Automotive - Manufacturer
Financial Information/Advice
% Composition of Unique Visitors
Top 10 Desktop-Dominant Categories
Exclusive Desktop Desktop & Mobile Mobile Only
+37%
YoY % Change in
Mobile Only
+36%
+3%
+144%
+28%
+29%
+50%
+29%
+21%
+28%
© comScore, Inc. Proprietary. 16
Almost a quarter of digital media time spent is on social media
Source: comScore, Inc., Media Metrix Multi-Platform, US, CA, UK, Persons 18+ December 2015
*Other = All other categories
*Other 100+ CategoriesEntertainmentSocial Games IM RetailNews
21%
26%
8%4%
4%
5%
32%
23%
20%
10%4%5%
3%
35%
21%
20%
8%10%
5%
6%
30%
Social Media and Entertainment are the top categories for each market in regards to time spent. The US skews
heaviest in entertainment content, while Canada is the most social.
CANADA USA UK
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 17
Mobile
© comScore, Inc. Proprietary. 18
More Canadians are going exclusively mobile
Source: comScore, Inc., Media Metrix Multi-Platform, CA, Persons 18+, Monthly Avg. Q4 2015
*Exclusive Mobile Unique Visitors = Smartphone and Tablet visitors not visiting on Desktop
Mobile Audience
18.0 MMCanadians are reached
online via smartphones
and tablets
2.3 MM are exclusive mobile Unique Visitors*
15.9 MMvia Smartphone
8.9 MMvia Tablet
+54% YoY
© comScore, Inc. Proprietary. 19
39%
38%
24%
18-34
35-54
55+
39%
44%
17%
18-34
35-54
55+
Mobile Demographics
Source: comScore, Inc., Media Metrix Multi-Platform, US, CA, UK, Persons: 18+, Monthly Q4 Avg. 2015
49% 51%
39%
37%
25%
18-34
35-54
55+
47%
47%
6%
18-34
35-54
55+
57%
29%
14%
18-34
35-54
55+
54%
19%
26%
18-34
35-54
55+
55% 45%
52% 48%
30% 70%
49% 51%
48% 52%
In comparison with
their American and
British counterparts,
Canadians 35 to 54
are much more
likely to only
consume digital
content on mobile
devices.
Total Mobile Unique Visitors Mobile-Only Unique Visitors
© comScore, Inc. Proprietary. 20
49%
69%
46%
61%
49%
60%
31%
42%
33% 40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Dec-2014 Jan-2015 Feb-2015 Mar-2015 Apr-2015 May-2015 Jun-2015 Jul-2015 Aug-2015 Sep-2015 Oct-2015 Nov-2015 Dec-2015
Ex
clu
siv
e M
ob
ile
Un
iqu
e V
isit
ors
as
a %
of
To
tal D
igit
al P
op
ula
tio
n Instant Messengers
Exclusive mobile has become an even larger part of total traffic for
instant messengers, radio and travel-transactions over the past year
Source: comScore, Inc., Media Metrix Multi-Platform, CA, Persons 18+, Dec 2014 to December 2015
Radio
Coupons
Travel-Transactions
Games
% Of Unique Visitors Who Only Visited On Mobile, Not Desktop
© comScore, Inc. Proprietary. 21
The travel-transaction app category growth was driven by apps like
Uber which grew over 3,000% year over year.
Source: comScore, Inc., Mobile Metrix, CA, Persons 18+, Dec 2014 vs. Dec 2015
Selected Top App Categories
472%
290%
136%
135%
123%
116%
111%
102%
Travel-Transactions
Consumer Goods
Instant Messengers
Shipping
Business to Business
Career Services and Development
Radio
Online Gambling
538
715
14,652
463
2,018
1,740
8,020
793
% Change (Unique Visitors Dec 2014 vs. Dec 2015)
Unique Visitors (000)
Dec 2015
© comScore, Inc. Proprietary. 22
Apps dominate mobile time spent
Source: comScore, Inc., Mobile Metrix, CA, Persons 18+, Monthly Avg. Q4 2015
11 HoursAverage hours per visitor
66 HoursAverage hours per visitor
6X Browser Access App Access
6 times more hours are spent on mobile applications than mobile browsers.
© comScore, Inc. Proprietary. 23Source: comScore, Inc., Mobile Metrix, CA, US Persons: 18+, Monthly Avg. Q4 2015
31%
39%
30%33%
39%
28%
18-34 35-54 55+
56% 55%44%
More women than men use tablets, and across the different age
breaks, Canada and the US are almost identical. But…..
45%
Demographic Composition %: Tablets
Tablet usage
skews female in
both Canada
and the United
States.
Canada United States
© comScore, Inc. Proprietary. 24Source: comScore, Inc., Mobile Metrix, CA, US Persons: 18+, Monthly Avg. Q4 2015
42%47%
11%
40% 39%
22%
18-34 35-54 55+
Canada United States
50% 51%50% 49%
…there are significant differences between Canada and the US in the
smartphone age groups, and little difference in gender.
Canadians aged 35 to 54 are more likely than their American counterparts to be smartphone users. Americans aged 55+ are much more likely than Canadians to use smartphones.
Demographic Composition %: Smartphones
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 25
Desktop and Mobile Video
© comScore, Inc. Proprietary. 26
Compared to Canada, Japan spent nearly twice as much time, on
average, consuming online videos.
Source: comScore Inc., Video Metrix, Persons 15+, Monthly Avg. Q4 2015
2.5
3.53.0
3.63.2
2.83.1
4.0 4.03.5
3.9
6.1
3.53.1
3.83.4
6.3
5.2
3.9 3.8
9.3
3.83.3
3.0
4.6
5.2
3.7
0
500
1,000
1,500
2,000
2,500
3,000
3,500 AVG. MINS PER USER AVG. MINS PER VIDEO
© comScore, Inc. Proprietary. 27
Adult Canadians spend more time than their US and UK
counterparts watching videos online
Source: comScore, Inc., Video Metrix, CA, US, UK, Home & Work, Persons: 18+, Monthly Avg. Q4 2015
472
533
397
Canada USA UK
Videos per Viewer
27.8 25.2
21.9
Canada USA UK
Hours per Viewer
While UK viewers
watched more
videos on average,
Canadians spent a
higher proportion of
time watching online
desktop video.
© comScore, Inc. Proprietary. 28
Demographics of Canadian online video viewers.
Source: comScore Inc., Video Metrix, CA, Persons 2+, Monthly Avg. Q4 2015
184
492 458 469 9.3
31.8
25.9 25.6
Under 18 18-34 35-54 55+
AGE
LANGUAGE
503 32.5 342 16.7
Videos per Viewer
Hours per Viewer
OTHER FRENCH
405 24.0 480 26.8
GENDER
REGION
Males, Millennials,
Atlantic Canada and
French speaking
Canadians have
some of the highest
online video
consumption across
the country.
457 450 331 359
512
27.4 24.2
18.6 22.1
31.1
© comScore, Inc. Proprietary. 29
While Canadians are consuming many videos across numerous
content categories…
Source: comScore Inc., Video Metrix, CA, Persons 2+, Monthly Avg. Q4 2015
3,661,542
2,118,093
218,863 214,216 128,793 144,020
Entertainment Social Media Portals News/Information Games Sports
Total Content Videos (000) – Top Categories
© comScore, Inc. Proprietary. 30
…monetization of video advertising varies significantly by category.
Source: comScore Inc., Video Metrix, CA, Persons 2+, Monthly Avg. Q4 2015
0.6
0.0
1.0
0.5
3.5
0.3
Entertainment Social Media Portals News/Information Games Sports
Average Ads per Content Video – Top Categories
Canadian
Average
Across all online video in Canada, average ads per content video remains low at 0.4.
© comScore, Inc. Proprietary. 31
48% of adult Canadian mobile users watch videos on their device.
Source: comScore, Inc., MobiLens Plus, CA, Persons 18+, Dec. 2015
*Based out of watching videos on a device ever in a month
35% 35%
29%
41%
36%
24%
Once to three times amonth
At least once a week Almost every day
Frequency of Video Consumption*
Smartphone Owners Tablet Owners
46%
51%
Watch Videos On Mobile
Devices
of Tablet Owners
of Smartphone Owners
© comScore, Inc. Proprietary. 32
32%
17%
38%
18%
34%
16%
Used Mobile Phone While Watching TV Used Tablet While Watching TV
Mobile users tend to use their mobile phone while watching TV.
Source: comScore, Inc., MobiLens Plus, CA, US, UK, Persons 18+, Dec 2015
Across all countries, mobile users 18+ prefer to use their mobile phones while watching TV over using a tablet
device.
© comScore, Inc. Proprietary. 33
Canadian mobile users are heavy consumers of traditional
television.
NOTE: Mobile users includes both mobile phone and tablet users
Source: comScore, Inc., MobiLens Plus, CA, Persons 18+, Dec. 2015
2%8%
15%
16%
10%
38%
Time Spent Watching TV per Week
Less than 2 (hrs per week)
2-5 (hrs per week)
6-10 (hrs per week)
11-15 (hrs per week)
16-19 (hrs per week)
20 or more (hrs per week)
Mobile users 18+
remain heavy
consumers of
Traditional TV
content, with close
to 40% spending 20
hours or more
watching TV
programming each
week.
© comScore, Inc. Proprietary. 34
Canadian mobile users are more likely to have a high definition
cable television service.
NOTE: Mobile users includes both mobile phone and tablet users
Source: comScore, Inc., MobiLens Plus, CA, Persons 18+, Dec. 2015
23%
40%
8%
30%
16%
Digital Video Recorder(DVR) or Personal Video
Recorder (PVR)
High-Definition cableservice
Pay-per-view/Video ondemand from
cable/satellite TV service
Regular cable service Satellite TV
VOD
% of Mobile Users
© comScore, Inc. Proprietary. 35
Mobile users are more likely to own a video game console as their
OTT device.
NOTE: Mobile users includes both mobile phone and tablet users
Source: comScore, Inc., MobiLens Plus, CA, Persons 18+, Dec. 2015
44%
29%
17%
19%
42%
29%
21%
20%
35%
27%
10%
10%
Video gameconsole
Smart TV
Blu-ray player
Streamingmedia device
Canada US UK
Additionally,
Canadian mobile
users are more
likely to own a video
game console as
their OTT device but
are more likely to
use a smart TV to
watch films, videos
and TV shows
(16%) over a game
console (14%).
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 36
Social Media
© comScore, Inc. Proprietary. 37
Social Media and
Entertainment lead
all categories in
engagement, and
contribute to almost
half of total digital
time spent. The
strength of the top
categories
highlights that
mobile devices are
becoming more
heavily used for
entertainment and
communication.
Share of Total Digital Time Spent
Social media and entertainment categories drive nearly half of total
time spent on digital.
Source: comScore Media Metrix Multi-Platform, CA, Total Audience, Monthly Q4 Average 2015
24%
20%
9%6%
5%
4%
3%
3%
2%
25%
Social Media
Entertainment
Games
Portals
Instant Messengers
News/Information
Retail
Search/Navigation
Directories/Resources
Other
© comScore, Inc. Proprietary. 38
Smartphone apps have taken over as the most popular access point
for social media usage, with desktop on the decline.
Source: comScore Media Metrix Multi-Platform, CA, Total Audience, Dec 2015 vs. Dec 2014
The vast majority of
social media
consumption occurs
on mobile apps,
driven largely by
smartphones. 64%
of all social media
time spent occurs
on a
Smartphone/Tablet
App.
Share of Time Spent on Social Media Across Different Platforms
32%
29%
49%
52%
3%
5%
14%
12%
2%
2%
Dec-2014
Dec-2015
Desktop Smartphone App Smartphone Web Tablet App Tablet Web
© comScore, Inc. Proprietary. 39
While Facebook’s users mirror the internet as a whole, Instagram,
Tumblr, Vine and especially Snapchat skew significantly younger
Source: comScore Media Metrix Multi-Platform, CA, Age 18+, Monthly Q4 Average 2015
Snapchat is the youngest skewing social network with almost half of its users between 18-24 years old and 2/3rds of them between the ages of 18-34. The most popular networks among Millennials tend to be those with visually-focused content that can be consumed easiest on mobile devices.
Demographic Composition % of Major Social Networks
15.7 13.6 17.323.5
14.5 14.5
43.6
25.6 25.7
19.9 20.520.6
24.2
22.1 21.7
24.6
21.9 22.7
18.1 18.818.1
17.3
19.3 18.6
12.7
16.1 16.8
22.6 25.2 23.0
20.4
25.1 23.7
12.1
17.9 16.3
23.8 21.9 21.114.6
18.9 21.4
6.918.4 18.5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Age 55+
Age 45-54
Age 35-44
Age 25-34
Age 18-24
© comScore, Inc. Proprietary. 40
Facebook segment reach
Source: comScore, Inc., Media Metrix Multi-Platform, US, UK, ES, BR, CA, Total Audience, Monthly Q4 Avg. 2015.
Segments reference separate brands within the Facebook Property.
Facebook reaches over 80% of Total Digital Audiences in US, UK and Canada, with Messenger and Instagram
reaching well over a third of the audience in Canada.
83%82%
52%
78%
82%
U.S.U.K.
Spain
Brazil
Canada
42%
48%
0.4%
34%
44%
U.S.
U.K.Spain
Brazil
Canada
39%35%
10%
30%
34%
U.S.U.K.
Spain
Brazil
Canada
5%
35%
3%
56%
9%
U.S.
U.K.
Spain
Brazil
Canada
Multi-Platform Reach by Geography – Facebook Segments
© comScore, Inc. Proprietary. 41
30%
35%
40%
45%
50%
55%
60%
65%
Dec-2014 Feb-2015 Apr-2015 Jun-2015 Aug-2015 Oct-2015 Dec-2015
Age 25-34
Age 35-54
Age 18+
Age 18-24
Age 55+
LinkedIn experienced a recent surge in growth driven by Millennials,
as younger adults get more serious about their careers
Source: comScore Media Metrix Multi-Platform, CA, Total Audience, Dec 2014 to Dec 2015
LinkedIn has seen a dramatic growth trajectory in the past two years, and while the gains cut across demographic segments, the biggest strides have been made among people 25-34 who have seen penetration surge from 45% to 56%. This segment has overtaken 35-54 year-olds as the highest penetration of a demo group.
LinkedIn Penetration by Age Demographic
56%
45%
37%
49%
42%
33%
52%
51% 51%
45%
© comScore, Inc. Proprietary. 42© 2016 comScore, Inc.For info about the proprietary technology used in comScore products, refer to http://www.comscore.com/About-comScore/Patents
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