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Digital Usage Trends: Mid Year 2016IAB

Questions?

Kristina Sruoginis

IAB Research Director

[email protected]

mailto:[email protected]

Mid Year 2016 Trend Report: Summary Points

2

• 258 Million Americans Accessed the Internet via Computer or Mobile Device in June, Spending 1.5 Trillion Minutes Online

• Overall Digital Ad Revenue from Jan. to Jun. 2016 is $32.7 Billion, Up 19% from the Same Timeframe a Year Ago

• The Number of Internet Users Across Computers, Smartphones and Tablets Has Grown Slightly by 1% and the Amount of Time Spent Online Has Grown by 2%.

• The Top 5 Properties Visited on Any Device via App or Site Visits are Google, Facebook, Yahoo, Microsoft and Amazon.

• The Shift to Mobile Continues: 67% of Time Spent Online is On a Mobile Device.

• Ad Dollars Are Now Following: 47% of Digital Ad Revenue for First Half of 2016 is from Mobile Advertising.

• Most Visited Properties are Similar Whether on Computers or Mobile Devices, but Consumers Spend Time Differently on These Devices: Top Mobile Properties Include Streaming Audio While Top Sites Accessed on Computers Include TV and Shopping Sites.

• More Mobile Time is Spent on Apps (87%) Than Mobile Web (13%), Smartphones (84%) Than Tablets (16%).

• Time Spent in Apps Differs From Time Spent on Mobile Web: Top Apps Include Streaming Apps, Top Mobile Sites Include TV Networks and Portals.

IAB Digital Usage Trend Report Mid Year 2016

From June 2015 to June 2016:

Mid Year 2016 Trend Report: Summary Points

3

• The Number of Users Going Online via Computer is Steady, but Time Spent is Declining as Shift to Mobile Continues.

• The Number of People Accessing the Internet Via Computer is Steady and Even Grew by 4% Among Adults 55 and Older but Time Spent and Views are Down as They Shift to Mobile Devices

• Adults 35-54 are the Largest Group of Computer Users.

• Adults 55 and Older Spend as Much Time Online on Computers as 18-34 Year Olds.

• 232 Million Americans Streamed 45 Billion Videos for a Total of 191 Billion Minutes in June 2016

• Adults 55 and Older Stream as Many Videos on Computer as 18-34 Year Olds.

• Google, Facebook and Yahoo are the Top 3 Video Sites on Computers in Terms of Number of People Streaming and Number of Videos Streamed. Google, Netflix and Yahoo are the Top 3 in Time Spent Streaming Video.


From June 2015 to June 2016:

The Big Picture: Online Advertising Revenue Continues its Incredible Growth

4

Quarterly Online Ad Revenue Comparisons — Q1 2010 – Q2 2016

Source: IAB Internet Advertising Revenue Reports

Record

Revenue

IAB Digital Usage Trend Report 2015: The Year in Review

1996

$267M

1HY 2016

$32.7B

Digital Ad Revenue for First 6 Months of 2016: $32.7B

5

$ B

illio

ns

Sources: IAB Internet Advertising Revenue Report, 2016 First Half Year and 2nd Quarter Report;

$27.5

$32.7

$0.0

$5.0

$10.0

$15.0

$20.0

$25.0

$30.0

$35.0

HY 2015 HY 2016

Digital Ad Revenue Growth (HY 2015 vs. HY 2016)

19%

IAB 2016 First Half Year and Q2 2016 Internet Advertising Revenue Report

255,681

257,754

Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16

Total Unduplicated Internet Audience

Total UnduplicatedInternet Audience

% Change

6/15 - 6/16

1%

258 Million Americans Access the Internet Monthly on Computers or Mobile Devices

6

The total audience accessing the internet via computer or mobile device has grown 1% from a year ago to 258 million monthly visitors (or 81% of the US population of 320M).

Monthly Unique Visitors (000), Jun 2015 – Jun 2016

(of any site or app via computer or mobile device)

Source: ComScore US Media Metrix MultiPlatform Jun. 2015 to Jun. 2016, Total Unduplicated Internet Audience.


Computer and Mobile

Note: Effective with January 2016 data released in February 2016, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) has undergone methodology and processing enhancements to benefit all markets and

audience products.

255,681

257,754

880,271

841,100

1,447,775

1,480,858


Total Unique Visitors/Viewers (000) Total Views (MM) Total Minutes (MM)

% Change

6/15 - 6/16

2%

-4%

1%

Internet Usage on Computers and Mobile Devices is Relatively Steady

7

The total unduplicated audience accessing the internet via computer or mobile device is up 1% from a year ago to 258 million monthly visitors (or 81% of the US population of 320M).

Total minutes spent online on any device is up 2% while total views across devices are down 4% from a year ago

Monthly Total Unduplicated Unique Visitors (000), Total Views (MM) and Total Minutes (MM) Jun 2015 – Jun 2016

(of any site, stream or app via computer or mobile device)

Source: ComScore US Media Metrix MultiPlatform Jun. 2015 to Jun. 2016


Monthly Unduplicated Unique Visitors (000),

Over a Quarter Billion Americans Access the Internet Monthly

Effective with January 2016 data, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) underwent methodology and processing enhancements affecting all markets and all audience products.

33% 39% 20% 21% 13% 72% 31% 67% 43% 6% 32%

67% 61% 80% 79% 87% 28% 69% 33% 57% 94% 68%

0%

50%

100%

% Computer % Mobile

399,910 398,459

283,099

121,55796,101

59,765 57,347 53,412 47,64340,485

Monthly Minutes (000), Jun 2016

(to any site or app via computer or mobile device)

Top Categories by Time Spent on Any Device: Most Time Online is Spent with Entertainment, Services, Social Media

8

Source: comScore US Media Metrix Multi-Platform, Jun ’16, Total Unduplicated Internet Audience, Total Minutes


Monthly Minutes Jun 2016

1,448,481

257,754241,883

208,800205,847

197,490

181,761162,581153,632

151,703147,113143,618

125,098

120,664

119,988

116,507

114,740

108,819

107,352106,664

103,713102,477

92,535 92,37085,328

84,81884,473

0

50,000

100,000

150,000

200,000

250,000

300,000

Monthly Unique Visitors (000), Jun 2016

(to any site or app via computer or mobile device)

1% 0%

-2% -1%

13%

0%

20%

-10%

8%

15%

25%

13%

-15%

13%

3%

-1%

-14%

-2%

5%

16%23%

5%

22%

10%

24%

0%

Top 25 Properties with the Most Visitors Accessed by Computer or Mobileby Unduplicated Monthly Unique Visitors

9

% Change in Monthly Unique Visitors (Total Unduplicated Internet Audience)

Jun. 2016 vs. Jun. 2015

Growthfrom a year ago

Decline

Total Unduplicated Internet Audience

Source: comScore US Media Metrix Multi-Platform, Jun ’15 – Jun ’16, Total Unduplicated Internet Audience, Monthly Unique Visitors


Mobile and Desktop Usage PatternsMid Year 2016 Report

IAB Digital Usage Trend Report


Total Tablet Minutes

Total Smartphone Minutes

Total Computer Minutes

Time Spent Online Continues to Shift to Smartphones

11

While users (up 1%) continue to spend more time online overall (up 2%), that time online is increasingly shifting to smartphones

More than half of all internet time is spent on smartphones

One-third of online time is spent on computers and users spend three times more time online on a computer than on a tablet

Source: comScore US Media Metrix Multi-Platform, Jun ’15 – Jun ’16, Total Internet Time Spent (MM)

(Monthly Minutes Spent Online (MM), Jun. 2015 – Jun. 2016)


Total Minutes: Digital and Mobile Audience Trend

38% 33%

50%56%

12%11%

Total Minutes

1.45TTotal Minutes

1.48T(Mobile Includes Browser and Apps)


193,951

173,199165,407

141,326

134,380118,449

115,340109,952

106,143105,948

87,470

232,202

208,309

151,063145,033

140,012

118,629

101,186

72,346

63,28056,573

56,250

Slight Differences Between Top 10 Most Visited Sites Accessed by Computer vs. Mobile Deviceby Unique Visitors

12IAB Digital Usage Trend Report Mid Year 2016

Top Sites

Accessed by Computerby Unique Visitors (000) Jun. 2016

Top Sites

Accessed by Mobileby Unique Visitors (000) Jun. 2016

Source: comScore US Media Metrix (Desktop only), Mobile Metrix, Jun ’16, Unique Monthly Visitors.

Note: Duplication is likely since someone who visits a site using a computer might also visit that site using a mobile device.

173,206

116,693

96,252

53,044

22,393

16,67014,898 14,42813,72113,687

63,333

42,711

33,955

18,201

6,1703,380 2,713 2,435

2,173 1,791

More Apparent Differences in Top 10 Sites by Time Spent Online by Device

13

Streaming audio properties like Pandora and Spotify are among the Top 10 accessed by mobile devices

TV sites like NBC and ESPN and Shopping sites like Amazon, Craigslist, eBay are among the Top 10 accessed by computers


Top Properties

Accessed by Computerby Minutes Spent (MM) on Site, Jun. 2016

Top Properties

Accessed by Mobileby Minutes Spent (MM) on Site or App, Jun. 2016

Source: comScore US Media Metrix (Desktop only), Mobile Metrix, Jun ’16

401,713 989,115

34%

36%

30%

% Total Monthly UniqueVisitors on Desktop

Desktop and Mobile Users at a Glance:18-34 Year Olds Spend More Time on Mobile

14 IAB Digital Usage Trend Report Mid Year 2016

ComScore MultiPlatform Jun. 2016. Total Audience, Home and Work. Desktop. Mobile.

36%

37%

26%

% Total Monthly UniqueVisitors on Mobile

35-54 year olds are the largest group of desktop users and they also spend the most time online via computer.

35-54 year olds and 18-34 year olds are the largest groups of mobile users. 18-34 year olds spend the most time online via mobile device.

31%

39%

30%

% Total Monthly MinutesSpent on Desktop

A55+

A35-54

A18-34 44%

37%

19%

% Total Monthly MinutesSpent Online on Mobile

A55+

A35-54

A18-34

MobileMid Year 2016 Report


Mobile Advertising Revenue Growth:First Half Year 2016 Revenue Nearly Double that of First Half 2015

16

$1.2$3.0

$5.3

$8.2

$15.5

$3.4

$7.1

$12.5

FY'12 FY '13 FY '14 FY '15 HY'16

1st Half Year 2nd Half Year

US Mobile Ad Revenue ($ Billions)First Half Year, Full Year and % YoY Growth

16

Growth

1HY: 145%

FY: 110%$2.1

$4.0

$20.7

Growth

1HY: 89%

FY: ?

$7.1

$12.5

Growth

1HY: 54%

FY: 66%

Note: Half Year totals accurately reflect the sum of half year totals as rounded to two decimal places.

$?

$?

Growth

1HY: 75%

FY: 76%

Time spent online on smartphones grows (up 15%) while tablet time drops (-8%)

897,253

989,115


Time Spent Online on Mobile Devices Has Grown

17

Source: comScore US Media Metrix Multi-Platform, Jun ’15 – Jun ’16, Internet Time Spent on Smartphone and Tablet , Total Monthly Minutes (MM). Mobile includes browser and apps

Jun. 2015 – Jun. 2016


Total Mobile Minutes (MM) Spent Online Trend

10%

% Change

6/15 - 6/16


Mobile Accounts for Nearly Half of Digital Ad Revenue for First 6 Months of 2016

18

$ B

illio

ns

Source: IAB Internet Advertising Revenue Report, 2016 First Half Year and 2nd Quarter Report

$27.5

$32.7

$0.0

$5.0

$10.0

$15.0

$20.0

$25.0

$30.0

$35.0

HY 2015 HY 2016

Digital Ad Revenue Growth (HY 2015 vs. HY 2016)

19%

47%is

Mobile

30%was

Mobile

67%33%

% of Total Internet Minutes

Two-Thirds of All Internet Time is Spent on a Mobile Device

19

The share of time spent online using a mobile device grew from 62% a year ago.

Source: comScore US Media Metrix Multi-Platform, Jun ’16, Total Internet Time Spent

Monthly Minutes Spent Online, Jun 2016


Jun. 2016

(Mobile Browser and Apps)

Total

Mobile

Minutes

Total

Desktop

Minutes

updated

Mobile Advertising Revenue is Catching Up to Consumer Usage but Still Has Room for Growth

20

$ B

illio

ns

Sources: IAB 2016 First Half Year and Q2 2016 Internet Advertising Revenue Report; comScore US Media Metrix Multi-Platform, Jun ’16, Total Internet Time Spent

Mobile as a Percent of Digital

First Half 2016

Time Spent vs. Ad Revenue

67%

47%

33%

53%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Time Spent Online onMobile

Mobile Ad Revenue

Desktop

Mobile


84%

16%

Total Mobile Minutes Online

Total Smartphone Minutes Total Tablet Minutes

More Mobile Time is Spent Online on Smartphones Than on Tablets

21

Smartphones accounted for 84% of all mobile minutes spent online in June, up from 81% a year ago

Browsing and Apps combined


Jun. 2016

Source: comScore US Mobile Metrix, Jun ’15, Jun ’16, Total Minutes Browsing and Application combined*Android Tablet numbers are not reported for many top sites, causing an unnaturally lower number for tablet use of top sites.

More Time is Spent Online on Mobile Apps Than on Mobile Web

22

Total Mobile Minutes on Browser vs. In App


13%

87%

Total Browser Minutes Total App Minutes

Jun. 2016

Source: comScore US Mobile Metrix, Jun ’15, Jun ’16, Total Minutes (000) Browsing, Applications

Total Mobile Minutes Online

166,724

158,640

151,166

124,110123,827

109,768100,724

99,172 98,36395,168

84,627

• Google, Facebook, Yahoo and Amazon are consistent Top 5 properties both in apps or mobile web

• Some properties are more popularly visited in app (Weather, Pandora, Snapchat, Pinterest, Twitter) and some via mobile browser (Comcast/NBCUniversal, AOL, CBS, Turner, LinkedIn, Wikipedia).

Some Sites are More Popularly Visited in Apps Than Mobile Webby Unique Visitors

23ComScore Mobile Metrix, Total Mobile (All Smartphones,iPhone,Android Phone,All Tablets,iPad,Android Tablet), Mobile Browser Only, Mobile App Only. Note: Duplication is likely since someone who visits a site using a computer might also visit that site using a mobile device.


177,973

159,867159,146

106,454

82,283 81,81877,015 76,500

51,955 51,42849,618

Top 10 Sites Accessed by Mobile Browser Onlyby Unique Visitors (000) Jun. 2016

Top 10 Sites Accessed by Mobile App Onlyby Unique Visitors (000) Jun. 2016

Mobile Web Mobile Apps

154,284

96,751 96,249

52,880

22,37717,07114,741

14,424 13,63312,594

19,941

18,922

4,076

2,8162,000 1,853 1,441 1,420 934 913

Top Mobile Sites by Time Spent Onlinein App are Very Different from Mobile Web Sites

24

ComScore Mobile Metrix, Total Mobile (All Smartphones,iPhone,Android Phone,All Tablets,iPad,Android Tablet), Mobile Browser Only, Mobile App Only


Top 10 Sites

Accessed by Mobile Browser Onlyby Minutes Spent (MM) Jun. 2016

Top 10 Sites

Accessed by Mobile App Onlyby Minutes Spent (MM) Jun. 2016

,

Mobile WebMobile Apps

Note: Duplication is likely since someone who visits a site using a computer might also visit that site using a mobile device.

• Facebook and Google hold the top mobile spots by app or mobile web

• 3 of the Top 10 mobile apps by time spent are streaming apps: 2 audio, 1 video

• 3 of the Top 10 mobile sites by time spent are TV networks and 2 are portals

124,787 864,328

Mobile Users at a Glance

25

48%52%

% Total Monthly Unique Visitors on Mobile Devices

Male

Female


36%

37%

26%

% Total Monthly Uniqure Visitors onMobile

A55+

A35-54

A18-34

ComScore MobileMetrix Jun. 2016, Total Audience, Home and Work. Mobile Only.

Computer-Based Internet Usage

Mid Year 2016 Report


The Number of People Accessing the Internet Via Computer is Steady but Time and Views are Down as They Shift to Mobile Devices

27

231,846232,264

433,071 401,713

582,403529,238


Total Unique Visitors (000) Total Minutes (MM) Total Pages Viewed (000)

% ChangeYear over

Year(6/15-6/16)

0%

-7%

-9%

Source: ComScore MediaMetrix Jun. 2015 to Jun. 2016, Total Internet. Home and Work. Doesn’t include mobile


Total Minutes (MM)

Total Unique Visitors (000)

Total Pages Viewed (000)

Computer-Based Internet Usage Trend


Slight Growth in Adults 55 and Older Accessing the Internet via Computer

28

35-54 year olds are the largest group of users accessing the internet via computer

61,33662,201

70,905 71,646

56,126

58,401

45,000

50,000

55,000

60,000

65,000

70,000

75,000

80,000


Total Unique Monthly Visitors (000)(Computer Only)

A18-34 A35-54 A55+

Source: ComScore MediaMetrix Jun. 2015 to Jun. 2016, Total Internet. Doesn’t include mobile.

P2-17 not shown due to lack of comparable mobile user demographic data


% ChangeYear over

Year(6/15-6/16)

4%

1%

1%

A55+ Uniques

A35-54 Uniques

A18-34 Uniques


Adults 55 and Older Spend as Much Time Online via Computers as 18-34 Year Olds

29

Time spent accessing the internet by computers is declining (-7%) as consumers shift online time to mobile devices

35-54 year olds spend the most time online on computers

122,430115,473

164,666

154,915

123,508

112,728

50,000

70,000

90,000

110,000

130,000

150,000

170,000

190,000


Total Monthly Minutes Online (MM)(Computer Only)

A18-34 A35-54 A55+

Source: ComScore MediaMetrix Jun. 2015 to Jun. 2016, Total Internet. Doesn’t include mobile.

P2-17 not shown due to lack of comparable mobile user demographic data


% ChangeYear over

Year(6/15-6/16)

-9%

-6%

-6%

A55+ Minutes

A35-54 Minutes

A18-34 Minutes


Desktop Users at a Glance

30

49%51%

% Total Monthly Unique Visitors on Desktops

Male

Female

ComScore Mediaetrix Jun. 2016, Total Audience, Home and Work. Computer Only.


34%

36%

30%

% Total Monthly Unique Visitors onDesktop

A55+

A35-54

A18-34

Digital VideoMid Year 2016 Report


Desktop Video Advertising Continues to Grow by Double-Digit Percentages

32

FY'12 FY '13 FY '14 FY'15 HY'16

1st Half Year 2nd Half Year

Source: IAB Internet Advertising Revenue Reports, Full and Half Year 2010-2016

US Desktop Video Ad Revenue ($ Billions)First Half Year, Full Year and % YoY Growth

32

$1.8B

IAB 2016 First Half Year and Q2 2016 Internet Advertising Revenue Report

Growth

1HY: 13%

FY: ?%Growth

1HY: 13%

FY: 17%Growth

1HY: 24%

FY: 19%

Growth

1HY: 35%

FY: 30%

$3.3B

$2.8B

$2.3B

$1.0B $1.3B $1.5B $2.0B

$1.5B

$1.3B

$4.2B

$2.2B

$2.3B

$?

$?

*Half Year totals accurately reflect the sum of half year totals as rounded to two decimal places.

232 Million US Consumers Streamed 45 Billion Videos in June

33

193,580,000

232,264,000

53,955,00844,961,156

231,110,000

191,473,000


Unique Video Streamers Videos (000) Minutes (000)

Source: ComScore VMX Desktop Jun. 2015 to Jun. 2016, Total Internet. Doesn’t include mobile.


Videos Streamed (000)

Minutes Streamed (000)

Unique Video Streamers

*January 2016 data underwent methodology and processing enhancements to the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) affecting trending data.

**comScore has identified an issue, which has subsequently been resolved, with recently released Video Metrix data for January 2016. Demographic data at the Total Internet level was miscalculated due to a processing issue, impacting Total Internet data for Unique

Viewers and Demographic Composition. All derived metrics – that is Videos per Viewer, Minutes per Viewer, GRP metrics and % Reach metrics were also impacted at the Total Internet Level.

Total Monthly Consumer Desktop Video Streaming Trend

US Consumers Streamed 12 Billion Video Ads in June

34

35,621,689

29,784,160

13,470,787

11,784,759


Videos (000) Minutes (000)



Video Ads Streamed (000)

Ad Minutes Streamed (000)

*January 2016 data underwent methodology and processing enhancements to the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) affecting trending data.

**comScore has identified an issue, which has subsequently been resolved, with recently released Video Metrix data for January 2016. Demographic data at the Total Internet level was miscalculated due to a processing issue, impacting Total Internet data for Unique

Viewers and Demographic Composition. All derived metrics – that is Videos per Viewer, Minutes per Viewer, GRP metrics and % Reach metrics were also impacted at the Total Internet Level.

Total Monthly Consumer Desktop Video Ads Streamed Trend

232,264

161,189

83,945

59,987

48,934 43,811 41,32840,500 36,846 35,470 34,539

• The #1 site, Google, had nearly twice the monthly video streamers as Facebook

Google, Facebook and Yahoo! Were the Most Popularly Visited Video Properties in June

35


Top 10 Video Properties Accessed by Computerby Unique Visitors (000) Jun. 2016

Top Properties by

Monthly Unique Video Streamers

Effective with January 2016 data, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) underwent methodology and processing enhancements affecting all markets

and all audience products.


18,009,378

7,067,869

2,765,6722,691,067

1,031,410810,099

793,855648,899583,304

515,022

• #1 streaming site Google had more than twice as many videos streamed as #2 site Facebook and more than 6x the #3 property Yahoo.

• Consumers spent 3x more time on Google videos than on #2 property Netflix and 5x more time than on #3 site Yahoo.

Users Streamed the Most Videos at Google, Facebook and Yahoo and Spent the Most Time Streaming on Google, Netflix and Yahoo

36


73,277

22,467

13,80810,036

5,9733,282 2,798 2,591 2,4212,370

Top 10 Properties by Videos Streamed (000)

on Computers, Jun. 2016

Top 10 Video Properties by Minutes Streamed (MM)

on Computers, Jun. 2016

Top Properties by

Videos StreamedTop Properties by

Minutes Streamed

191,47344,961,156

Effective with January 2016 data, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) underwent methodology and processing enhancements affecting all markets and all products.


Desktop Video Streamers at a Glance

37

232 million Americans streamed 45 billion videos for a total of 191 billion minutes on computers in June 2016

On Computers, 35-54 Year Olds Stream the Most

32% 29% 34%

37% 38%36%

30% 33% 30%

Total Monthly UniqueVideo Streamers

Total Videos Streamed Total Minutes SpentStreaming

A55+

A35-54

A18-34

ComScore VideoMetrix June 2016, Total Audience, Home and Work. Doesn’t include mobile.


Effective with January 2016 data, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) underwent methodology and processing enhancements affecting all markets and all products.P2-17 not shown due to lack of comparable mobile user demographic data

On Computers, Men Stream More Videos for Longer

38

232 million Americans streamed 45 billion videos for a total of 191 billion minutes in June 2016

Roughly equal numbers of men as women stream digital video on a computer but men account for 62% of videos streamed and 71% of time spent streaming.

49%51%

Total Monthly Unique Video Streamers

Male

Female

ComScore VideoMetrix June 2016, Total Audience, Home and Work. Doesn’t include mobile.


62%38%

Total Videos Streamed

71%

29%

Total Minutes Spent Streaming

Effective with January 2016 data, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) underwent methodology and processing enhancements affecting all markets and all products.

Digital Usage Trends: Mid Year 2016

39

Kristina Sruoginis

[email protected]

digital usage trends: half year 2016 - iab...iab digital usage trend report mid year 2016 computer...

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