understanding the uk digital landscape

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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DIGITALADVERTISING


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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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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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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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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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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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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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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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CROSS-MEDIA COMPARABILITY: Validated impressions are a criticalinput to understanding true digital performance


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MOBILE


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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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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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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

Google

Apple

RIM

Symbian

Microsoft

Other


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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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19.2%

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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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

[email protected]
mailto:[email protected]:[email protected]

understanding the uk digital landscape

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