of 75
7/29/2019 2013 UK Digital Future in Focus Report
1/75
comScore, Inc. Proprietary. comScore, Inc. Proprietary.February 2013
Key Insights from 2012 and What They Mean for the Coming Year
7/29/2019 2013 UK Digital Future in Focus Report
2/75
comScore, Inc. Proprietary. 2
Introduction
Executive Summary
Media fragmentation is occurring at light speed in
todays multi-platform environment, which
features not only computers, but smartphones,
tablets, gaming platforms and a seemingly ever-
increasing number of emerging devices.
Major media events in 2012, like the Olympics for
example, have shown us that consumers have
become more platform agnostic in their digital
media consumption and happily switch devices
throughout the day and into the night to stay up to
date on email, news, social media etc.
comScore has been preparing for a future
scenario where most people will consume content
on the go and PCs would no longer be the centre
of the digital universe. This future is quickly
becoming a reality.
The following report examines how the latest
trends in web usage, online video, mobile and
search, social and shopping are currently shaping
the UK digital marketplace and what that means
for the coming year, as comScore helps bring the
digital future in focus.
FOR FURTHER INFORMATION, PLEASE CONTACT:
Berit [email protected]
Cathy [email protected]
#FutureinFocus
7/29/2019 2013 UK Digital Future in Focus Report
3/75
comScore, Inc. Proprietary. 3
Key Takeaways
UK advertisers continue to invest in online
In December 2012, 16% more display ads werepublished than in December 2011. More than 923
billion display ad impressions were delivered across
the web in 2012 increasing the importance for
validation and measuring viewable impressions.
Facebook remains the leading social network
Social Networks capture the largest percentage of
consumers time and also display impressions in the
UK. There are some rising stars to watch Tumblr,
Instagram, Pinterest and Goodreads that have all
had strong growth rates across PC and mobile.
Consumers experiment with m-commerce
Online shopping now reaches 9 out of 10 UK
internet users on PC, while Mobile shopping is
growing rapidly. Our study shows that 1 in 5 Brits
used their smartphone to purchase a good or
service in December 2012
UK has highest engagement in Europe
Consumers in the UK spend more than 37hours per month online on their PC,
representing the highest of all 18 EU
markets analysed. Movies and Job Search
were the fastest growing categories.
Media landscape is fragmenting
Nearly 1/3 of page views in the UK now
occur on a smartphone or tablet. The rapid
adoption of internet enabled devices is
contributing to a more fragmented digital
media landscape.
Online video continues to grow
The online video audience in the UK grew 8
percent in the past year, whilst the audience
for video viewing on a mobile grew 262
percent. YouTube still top video property
followed by Amazon and Facebook.
7/29/2019 2013 UK Digital Future in Focus Report
4/75
comScore, Inc. Proprietary. 4
Content
SETTING THE SCENE
Global Overview 5
European Online Landscape 8
European Mobile Landscape 12
2013 UK FUTURE IN FOCUS
Online Landscape 17
Mobile Landscape 20
Digital Audience Behaviour 25
Online Video 36Search 41
Digital Advertising 44
Spotlight:
Social 50Silver Surfers 54
Shopping 59
Conclusions 65
Tweetable Highlights 69
Methodology 70
About comScore 74
7/29/2019 2013 UK Digital Future in Focus Report
5/75
comScore, Inc. Proprietary.
comScore, Inc. Proprietary.
GLOBAL OVERVIEW
#FutureinFocus
7/29/2019 2013 UK Digital Future in Focus Report
6/75
comScore, Inc. Proprietary. 6
66%
13%
34%
87%
1996 2012
Outside US
Distribution of Worldwide Internet Audience
The US is no Longer the Centre of the Online Universe
Source: comScore MMX, December 2012, Worldwide 15+,
AsiaPacific
42%
Europe27%
NorthAmerica
14%
MiddleEast - Africa
9%
LatinAmerica
8%
Outside US
7/29/2019 2013 UK Digital Future in Focus Report
7/75
comScore, Inc. Proprietary. 7Source: comScore MMX, December 2012, Worldwide 15+,
Time Spent and Growth Across Regions
US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World
Global Average:24.7 Hours a Month
42.8
26.922.7
18.9 18.2
North America Europe Latin America Asia Pacific Middle East - Africa
HoursperVisitor
596
382
127
211
129
637
408
135
215
131
Asia Pacific Europe Middle East -Africa
North America Latin America
UniqueVisitors(MM)
Dec-11
Dec-12
+7%
+7%
+6%+2%
+1%
7/29/2019 2013 UK Digital Future in Focus Report
8/75
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
EUROPEAN ONLINE LANDSCAPE
#FutureinFocus
7/29/2019 2013 UK Digital Future in Focus Report
9/75
comScore, Inc. Proprietary. 9Source: comScore MMX, December 2012, Europe 15+
Online Audience Across Europe
15% of Europes 408 Million Internet Users are in Russia
61,345
52,448
43,021
39,357
28,722
23,917
22,410
19,350
12,006
6,404
6,371
5,034
5,027
4,743
3,772
3,476
3,336
2,598
TotalUniqueVisitors(000)
Russias internet audience grew 15% sinceDecember 2011 and reached a new
milestone: over 61 million internet users
7/29/2019 2013 UK Digital Future in Focus Report
10/75
comScore, Inc. Proprietary. 10Source: comScore MMX, December 2012, Europe 15+
Engagement Across EU Audiences
In the UK, Average Online Hours per Person Increased 5% Year over Year
37.3
31.0
30.6
29.3
27.8
27.7
26.9
26.1
24.9
24.6
23.8
22.4
22.0
20.6
20.6
19.5
18.5
16.6
14.4
United Kingdom
Turkey
Netherlands
Poland
Finland
France
Europe
Russian Federation
Norway
Germany
Spain
Belgium
Sweden
Portugal
Denmark
Ireland
Italy
Switzerland
Austria
AverageHoursp
erVisitor
Belgium saw the strongestgrowth of time spent pervisitor across Europe.
Users spent an additional2 hours online compared
to a year ago.
7/29/2019 2013 UK Digital Future in Focus Report
11/75
comScore, Inc. Proprietary. 11
23.1
15.1
15.7
20.8
16.4
20.1
24.2
17.6
19.3
21.2
24.9
22.8
20.6
20.2
19.3
23.5
25.4
20.2
17.5
19.2
24.3
19.4
19.1
19.4
14.7
27.9
21.4
15.1
14.3
17.6
Europe
France
Germany
Italy
Spain
UK
%ofTotalMinutes
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
Source: comScore MMX, December 2012, Europe 15+
Under 35 Year Olds Accrue Nearly 50% of Time Spent in Europe
Composition of Minutes per Age Group Varies Greatly
7/29/2019 2013 UK Digital Future in Focus Report
12/75
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
EUROPEAN MOBILE LANDSCAPE
#FutureinFocus
7/29/2019 2013 UK Digital Future in Focus Report
13/75
comScore, Inc. Proprietary. 13Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+
241,000
61,000
49,500
48,000
47,500
35,000
EU5
Germany
United Kingdom
Italy
France
Spain
Total Mobile Audience (000)
Mobile Audience in EU5 Crosses 240 Million Mark
241Million
7/29/2019 2013 UK Digital Future in Focus Report
14/75
comScore, Inc. Proprietary. 14
6.6 7.7 6.4 5.9 5.5 7.2
10.4 11.4
10.2 8.9 9.2
11.8
16.416.5
15.815.1 18.2
16.9
18.1 16.7 17.4 19.721.3 16.7
18.5 16.6 21.4 18.917.6 17.3
30.0 31.2 28.8 31.5 28.1 30.1
EU5 France Germany Italy Spain United Kingdom
Persons: 13-17 Persons: 18-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+
Over 35% of EU5 Mobile Users Are Under 35 Years Old
UK has Biggest Proportion of 18-24 Year Old Mobile Users
7/29/2019 2013 UK Digital Future in Focus Report
15/75
comScore, Inc. Proprietary. 15Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+
Smartphone Penetration in EU5 at 57%
64% of UK Mobile Owners Use a Smartphone
66%
53%
51%64%
53%
December 2012 was
the first month allEuropean countries
crossed the 50%mark for smartphone
penetration.
57%EU5
Average
7/29/2019 2013 UK Digital Future in Focus Report
16/75
comScore, Inc. Proprietary. 16Source: comScore Device Essentials, December 2012, Europe Share of browser based page views
Device Share of Page Views Across Countries in Europe
Nearly 1/3 of UK Page Views are from Mobiles and Tablets
68.1%71.4%
74.8%
86.4%
86.5%
86.6%
87.6%
88.5%
89.0%
89.3%
89.6%
90.2%
91.0%
91.9%
92.3%
94.0%
95.7%
96.2%
24.0%21.8%
21.7%
7.3%
5.2%
7.9%
7.9%
7.9%
7.2%
5.8%
6.7%
5.6%
6.2%
3.4%
4.6%
3.8%
3.2%
2.3%
6.8%5.6%
3.4%
6.2%
8.1%
5.2%
4.3%
3.5%
3.7%
4.7%
3.5%
3.3%
2.3%
4.3%
2.6%
2.1%
1.0%
1.5%
65% 70% 75% 80% 85% 90% 95% 100%
United KingdomIreland
Russian Federation
Norway
Netherlands
Switzerland
Finland
Austria
Sweden
Denmark
Italy
Germany
Spain
Belgium
France
Portugal
Poland
Turkey
PC Mobile Tablet Other
7/29/2019 2013 UK Digital Future in Focus Report
17/75
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
UK ONLINE LANDSCAPE
#FutureinFocus
7/29/2019 2013 UK Digital Future in Focus Report
18/75
comScore, Inc. Proprietary. 18Source: comScore MMX, December 2012, UK 6+
UK Online Population on the Up
44.8 Million Brits Surfed the Web via a Home or Work Computer
GrowthOver1Year
+5%
42,731
44,804
Total Unique Visitors (000)
Olympics frenzyfuels internetaudience growth
7/29/2019 2013 UK Digital Future in Focus Report
19/75
comScore, Inc. Proprietary. 19Source: comScore MMX, December 2012, UK 6+
Profile: UK Online Audience
5,447
7,4898,018
7,367 7,353
9,129
6-14 15-24 25-34 35-44 45-54 55+
TotalUniqueVisitors(000)
Age:
10.6%
21.8%
15.3%
21.2%
31.1%
Under 10K
10K-24,999
25K-34,999
35K-49,999
50K or more
HH
Income
49%Female
51%Male
7/29/2019 2013 UK Digital Future in Focus Report
20/75
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
UK MOBILE LANDSCAPE
#FutureinFocus
7/29/2019 2013 UK Digital Future in Focus Report
21/75
comScore, Inc. Proprietary. 21Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
UK Mobile Landscape
Nearly of British Smartphone Audience are Between 25 and 34 Year Old
13-177%
18-2412%
25-3417%
35-4417%
45-54
17%
55+30%
Age Composition ofMobile Audience
13-179%
18-2415%
25-3422%
35-4419%
45-5416%
55+
19%
Age Composition ofSmartphone Audience
Total UK Mobile Audience: 49.5 million Total UK Smartphone Audience: 31.7 million
The gender splitfor smartphonesis identical to the
UK onlineaudience: 51%
male, 49% female
7/29/2019 2013 UK Digital Future in Focus Report
22/75
comScore, Inc. Proprietary. 22
74%82%
Dec-11 Dec-12
Smartphone
Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
More Than 8 in 10 Newly Acquired Devices are Smartphones
UK smartphonepenetration is at64%, but 82% of
phones acquiredin December were
smartphones
7/29/2019 2013 UK Digital Future in Focus Report
23/75
comScore, Inc. Proprietary. 23Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Google Remains the Leading Smartphone Operating System
Battle for 3rd place Behind Google and Apple Continues
2.5 2.4 2.4 2.5 2.8 2.8 2.7 2.7 2.8 3 3.1 3.4 3.8
14.5 13.1 12.3 11.9 11.2 10.1 9.2 8.5 7.8 7.1 6.4 6.4 5.7
18.3 18.1 18.4 17.6 17.8 17.1
17.3 16.8 16.4 15.3 15.2 14.6 14.4
26.4 26.7 26.7 26.3 26.626.9 27.4 28 28.5 28.4 28 27.6 27.8
36.6 38.2 38.7 40.2 40.6 42.1 42.4 42.9 43.6 45.4 46.6 47.3 47.7
Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12
Apple
RIM
Symbian
Microsoft
7/29/2019 2013 UK Digital Future in Focus Report
24/75
comScore, Inc. Proprietary. 24Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average endingDecember 2012, UK 13+
Tablets Are Here to Stay
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
SmartphoneU
sers(000)withTablet
+243%
Over 6 million Britshad a smartphoneas well as a tablet in
December 2012
7/29/2019 2013 UK Digital Future in Focus Report
25/75
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
DIGITAL AUDIENCE BEHAVIOUR
#FutureinFocus
S i l M di C M PC S Ti i UK
7/29/2019 2013 UK Digital Future in Focus Report
26/75
comScore, Inc. Proprietary. 26Source: comScore MMX, December 2010 - December 2012, UK 6+
Social Media Captures Most PC Screen Time in UK
Total Time Spent on Services (e.g. Email) Decreased But Still Top 2 Spot
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
TotalMinutes(MM)
Social Media Services Entertainment Portals Retail Auctions
The average UK internet
user spent 6.5 hours onsocial media sites during
December 2012
7/29/2019 2013 UK Digital Future in Focus Report
27/75
comScore, Inc. Proprietary. 27
1,384
1,181
8,019
4,861
635
4,065
2,511
9,661
7,372
9,698
2,764
1,790
10,629
6,397
825
5,216
3,221
12,238
9,288
12,158
Retail - Movies
Job Search
Computer Software
Consumer Goods
Pharmacy
Politics
Health Care
Beauty/Fashion/Style
Lotto/Sweepstakes
Education - Information
TotalUniqueVisitors(000)
Dec-11 Dec-12
+100%
+51%
+33%
+32%
+30%
+28%
+28%
+27%
+26%
+25%
Source: comScore MMX, December 2011 - December 2012, UK 6+
Retail Movies is Fastest Growing Web Category
Year overYear Growth
7/29/2019 2013 UK Digital Future in Focus Report
28/75
comScore, Inc. Proprietary. 28Source: comScore MMX, December 2012, UK 6+
Top Web Properties
40,706
33,591 31,790
26,408 26,378
23,174 22,948 22,50020,633
18,540
22,023
9,386
14,090
6,7474,541 4,764 4,573 4,276
2,905 1,984
Total Unique Visitors (000) Average Daily Visitors (000)
7/29/2019 2013 UK Digital Future in Focus Report
29/75
comScore, Inc. Proprietary. 29
MULTIPLE DEVICE USAGE
D i Sh f P Vi i UK
7/29/2019 2013 UK Digital Future in Focus Report
30/75
comScore, Inc. Proprietary. 30Source: comScore Device Essentials, December 2012, UK Share of browser based page views
Device Share of Page Views in UK
Mobiles and Tablets are Rapidly Gaining on PC for Content Consumption
Computer68.1%
Mobile24.0%
Tablet6.8%
Other1.1%
Non-computer
31.9%
Connected devices arehere to stay nearly 1/3
of UK page views are frommobiles and tablets
D i P f Th h t th D
7/29/2019 2013 UK Digital Future in Focus Report
31/75
comScore, Inc. Proprietary. 31
Shareo
fDevicePageTrafficonaTypicalWorkday
Mobiles brightenthecommute
Source: comScore Device Essentials, Monday, 21st January 2013, UK
Device Preferences Throughout the Day
Most Weekday Tablet Usage Occurs Between 8pm and 9pm
Tabletspopularat night
PCsdominateworking hours
Newspapers Extend Reach via Video and Mobile
7/29/2019 2013 UK Digital Future in Focus Report
32/75
comScore, Inc. Proprietary. 32
Newspapers Extend Reach via Video and Mobile
The Sun Extends Reach by Nearly 17% when Accounting for Mobile
13,392
11,274
9,650
5,034 4,748
12,064
10,295
8,831
4,5464,061
2,560
1,5881,216
702
1,039
Mail Online The Guardian Telegraph MediaGroup
Independent.co.uk The Sun Online
Total Digital Population (000)PC (Web and Video) Unique Visitors/ Viewers (000)Mobile Browsing Unique Visitors/ Viewers (000)
+11%
+16.9%+10.7%
+9.3%
+9.5%
Accounting for these incremental audiences,media companies are able to demonstrate
significantly wider scale to advertisers. Learnmore about MMX MP (Beta):www.comscore.com/MMX_Multi-Platform
IncrementalAudience (%)via Mobile
Source: comScore MMX Multi-Plattform BETA, December 2012, UK 6+
7/29/2019 2013 UK Digital Future in Focus Report
33/75
comScore, Inc. Proprietary. 33Source: comScore MMX Multi-Plattform BETA, December 2012, UK 6+
Online Video Enables Publishers to Reach Additional Audiences
Vimeo
Perform Sports
AOL, Inc.
Dailymotion.com
Adobe Sites
Amazon Sites
Turner Digital
Disney Online
Sky Sites
Demand Media
Sites with Highest Share of Video Viewers Compared to Total Digital Audience (Among Top 100)
PC-Based Unique Visitors (000) Exclusive Video Unique Visitors (000)
+52%
+16%
+14%
+13%
+11%
+10%
+7%
+5%
+5%
+40%
7/29/2019 2013 UK Digital Future in Focus Report
34/75
comScore, Inc. Proprietary. 34
Top Mobile Categories (via Browser)
Source: comScore GSMA MMM, December 2012, UK
26,136
24,353
23,739
23,009
22,780
Services
Search/Navigation
Retail
Social Media
PortalsTotalUniqueVisitors(000)
45.4
34.2
33.1
23.8
13.6
Services
Social Media
News/Information
Weather
Retail
TotalHours(MM)
Average timespent accessingthe internet via a
mobile browser inthe UK: 9.5 Hours
per user a month
Google Secures Spot as Top Mobile Website
7/29/2019 2013 UK Digital Future in Focus Report
35/75
comScore, Inc. Proprietary. 35
Google Secures Spot as Top Mobile Website
3 Google Apps Make it into Top 10 YouTube, Maps and Search
Source: comScore GSMA MMM, December 2012, UK
Top 10 Mobile Websites Top 15 Apps
10,687
6,734
6,575
5,349
4,534
4,153
3,112
2,598
2,000
1,549
1,431
1,390
1,303
1,168
1,016
Apple iTunes
Yahoo! Stocks
YouTube
Google Maps
Apple Maps
Google Search
BBC News
eBay
Skype
Sky Sports Live Football Score
BBC iPlayer
Amazon Mobile
23,750
15,704
10,662
9,574
9,451
9,306
6,951
6,325
6,153
5,335
Google Sites
Facebook.com
Amazon Sites
BBC Sites
Yahoo! Sites
Wikimedia FoundationSites
Microsoft Sites
Glam Media
Vodafone Group
Terra - Telefonica
TotalUniqueVisitors(000)
The winners of theapp world areFacebook, Google
and Apple - keepingin mind that many
apps are pre-installed, while e.g.Instagram is actively
downloaded by UKusers.
7/29/2019 2013 UK Digital Future in Focus Report
36/75
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
ONLINE VIDEO
#FutureinFocus
Mobile Video Shows Tremendous Growth in One Year
7/29/2019 2013 UK Digital Future in Focus Report
37/75
comScore, Inc. Proprietary. 37
Source: comScore Video Metrix, December 2012, UK 6+
Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Mobile Video Shows Tremendous Growth in One Year
37.5 Million Online Video Viewers vs. 11.2 Million Mobile Video Users
Dec
2012
Dec2012
262%
8%
32,000
33,000
34,000
35,000
36,000
37,000
38,000 Online Video Growth on PC
Dec
2011
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000Mobile Video Growth
Dec2011
Total Unique Viewers (000)
Total Unique Viewers (000)
7/29/2019 2013 UK Digital Future in Focus Report
38/75
comScore, Inc. Proprietary. 38Source: comScore Video Metrix, December 2012, UK 6+
Google Still King of Online Video
Videos per Viewer
106.6
5.0
9.6
13.2
17.7
9.2
5.3
9.6
21.2
3.4
YouTube accounts for99.7% of Googlesvideo viewers
32,026
17,013
13,520
11,448
9,479
8,637
7,280
5,370
5,143
4,410
Google Sites
Amazon Sites
Facebook.com
VEVO
BBC Sites
CollectiveVideo
Viacom Digital
Yahoo! Sites
AOL, Inc.
Vimeo
Top 10 Destinations for Online Content Videos
Total Unique Viewers
7/29/2019 2013 UK Digital Future in Focus Report
39/75
comScore, Inc. Proprietary. 39Source: comScore Video Metrix, December 2012, UK 6+
Who Uses YouTube to Boost Their Reach?
11,387
6,441
6,095
5,787
5,748
5,378
3,508
2,925
2,487
2,281
VEVO @ YouTube
Warner Music @ YouTube
Google @ YouTube
Maker Studios Inc. @ YouTube
FullScreen @ YouTube
Machinima @ YouTube
Base79 @ YouTube
BroadbandTV @ YouTube
ygent @ YouTube
BBC @ YouTube
Top YouTube Partner Channels by Unique Visitors (000)
7/29/2019 2013 UK Digital Future in Focus Report
40/75
comScore, Inc. Proprietary. 40
19,554
6,744
5,433
1,493 1,219 745
News/Information -Newspapers
The Guardian Mail Online Telegraph MediaGroup
The Sun Online The New YorkTimes Brand
TotalVideos
(000)
Source: comScore Video Metrix, December 2012, UK 6+
Newspapers: Monetising Video Content
% Ads ofTotal Videos:
28.8%
% Ads ofTotal Videos:
30.7% % Ads ofTotal Videos:
23.6%
% Ads ofTotal Videos:
16.6%
% Ads ofTotal Videos:
47.2%
% Ads ofTotal Videos:
8.2%
Advertising is one of the most
important revenue streams forpublishers. Get the insights to
redesign your pages or create moreeffective ad packages, in real time.
www.comScore.com/Monetization
7/29/2019 2013 UK Digital Future in Focus Report
41/75
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
SEARCH
#FutureinFocus
Turkey Leads The Way With Most Searches per Searcher in Europe
7/29/2019 2013 UK Digital Future in Focus Report
42/75
comScore, Inc. Proprietary. 42Source: comScore, qSearch, December 2012, Europe 15+
Turkey Leads The Way With Most Searches per Searcher in Europe
UK Internet Users Searched 161 Times on Average During December
138.4
242.7
195.4
160.8149.5
138.8 133.6 131.0 127.3 125.9 124.0118.2 118.2 117.4 115.5 105.5
103.8
93.4 89.6Sea
rchesperSearcher
7/29/2019 2013 UK Digital Future in Focus Report
43/75
comScore, Inc. Proprietary. 43Source: comScore, qSearch, December 2012, UK 6+
Google Captures 91% of the UK Search Engine Market
91%
4% 2%2%
1%
ShareofSea
rches Google Search
Bing
Yahoo! Search
Ask Network
AOL Search Network
7/29/2019 2013 UK Digital Future in Focus Report
44/75
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
DIGITAL ADVERTISING
#FutureinFocus
Top UK Display Advertisers
7/29/2019 2013 UK Digital Future in Focus Report
45/75
comScore, Inc. Proprietary. 45
1,071,599
2,852,418
2,275,5152,725,211
1,255,962
2,222,851
424,610
1,910,2861,770,693
1,805,620
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012
TotalNumberofDis
playAdImpressions(000) Top UK Display Advertisers
Microsoft Corporation British Sky Broadcasting Group plc
eBay, Inc. Vodafone Group Plc
Google Inc.
Source: comScore Ad Metrix, December 2012, UK 6+
Top UK Display Advertisers
Over 923 billion display ad impressions were delivered in 2012
Were the ads seen by thedesired target audience? Goto www.comScore.com/vCE
to learn more about theimportance of viewable
impressions.
UK Publishers Carrying Most Display Ad Impressions
7/29/2019 2013 UK Digital Future in Focus Report
46/75
comScore, Inc. Proprietary. 46
31%
14%
11%
10%
5%
5%
5%
3%
3%
2%
11%
Top Categories by % Share of Display Ad Impressions
Social Media
Entertainment
Portals
Services
Community
News/Information
Auctions
Sports
Games
Retail
Other
Source: comScore Ad Metrix, December 2012, UK 6+
UK Publishers Carrying Most Display Ad Impressions
Social Media Sites Capture Largest Share of Display Ads
Mobile Advertising Multiple formats take hold
7/29/2019 2013 UK Digital Future in Focus Report
47/75
comScore, Inc. Proprietary. 47Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
ob e d e t s g u t p e o ats ta e o d
Young Adults have an especially high recall of mobile advertising
28.0
10.8
20.5
36.4
16.3
16.6
38.7
14.5
30.3
57.7
26.2
25.8
Web/App Ads: Recall seeing ads
Scanned QR/bar code with mobilephone
Saw in-game ads
Social Networking - Read posts from
organizations/brands/events
Social Networking - Clicked onadvertisement
Social Networking - Receivedcoupon/offer/deal
% of 18-24 Year Old Smartphone Users
% of Smartphone Users
B it S h A d B N t J t S h E i
7/29/2019 2013 UK Digital Future in Focus Report
48/75
comScore, Inc. Proprietary. 48Source: comScore, qSearch, December 2012, UK 6+
Brits Search on Amazon and eBay, Not Just Search Engines
130.1
38.7
17.6
8.9
16.7
7.7
4.0
12.7
8.1
6.4
Searches perSearcher
44,167
21,736
20,221
12,989
11,045
9,990
8,350
6,759
5,353
3,543
Google Sites
Amazon Sites
eBay
Ask Network
Microsoft Sites
Facebook.com
Yahoo! Sites
Answers.com
Sites
BBC Sites
Twitter.com
Unique Searchers (000)
7/29/2019 2013 UK Digital Future in Focus Report
49/75
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
FOCUS ON SOCIAL, SILVER SURFERS
AND SHOPPING
#FutureinFocus
7/29/2019 2013 UK Digital Future in Focus Report
50/75
comScore, Inc. Proprietary. 50
WE ARE SOCIAL ALWAYSAND EVERYWHERE
Facebook and Twitter Top Social Network Ranking
7/29/2019 2013 UK Digital Future in Focus Report
51/75
comScore, Inc. Proprietary. 51
31,790
10,894
7,644
6,697
2,677
2,415
2,052
2,005
1,313
1,083
14,090
1,763
968
830
368
143
358
75
77
136
Facebook.com
Twitter.com
Tumblr.com
Deviantart.com
Pinterest.com
Ask.fm
Myspace
Goodreads.com
Steamcommunity.com
Total Unique Visitors (000) Average Daily Visitors (000)
Source: comScore MMX, December 2012, UK 6+
p g
Median Age of UK LinkedIn User is Just Under 40
Median Age
37.5
33.8
39.8
29.3
27.9
34.2
24.4
32.5
32.1
24.8
Social the New Kids on the Block
7/29/2019 2013 UK Digital Future in Focus Report
52/75
comScore, Inc. Proprietary. 52
6,697
4,893
2,415
1,313
771
3,420
235
128
Tumblr.com Instagram.com Pinterest.com Goodreads.com
TotalUniqueVis
itors(000)
PC Mobile
Source: comScore MMX, December 2012, UK 6+
Source: comScore GSMA MMM, December 2012, UK
Instagram Grows UK Mobile Audience by 1112% During Past Year
+101%
+33,907%
+717%
+163%
+140%
+1,112%
+849%
+373%
YoYGrowth
Mobile Social There is no Way Around it
7/29/2019 2013 UK Digital Future in Focus Report
53/75
comScore, Inc. Proprietary. 53
13,412
5,024
3,527
21,962
Almost every day
At least once each week
Once to three times throughout the month
Ever in month
FrequencyofAccessing
S
ocialNetworkingSites
via
Mobile
Year over Year Growth
Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Mobile Social There is no Way Around it
+27%
+13%
+8%
+20%
85.5%
69.0%
56.4%
54.6%
50.7%
Read posts from people known personally
Posted status update
Read posts from organizations/brands/events
Followed posted link to website
Read posts from public figures/celebrities
% of Mobile Social Media Users
7/29/2019 2013 UK Digital Future in Focus Report
54/75
comScore, Inc. Proprietary. 54
SILVER SURFERS
Silver Surfers Understand the Largest Group of UK Internet Users
7/29/2019 2013 UK Digital Future in Focus Report
55/75
comScore, Inc. Proprietary. 55
Source: comScore MMX, December 2012, UK 6+
**Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet Users from the Demo Segmentx 100; Index of 100 indicates average representation.
Silver Surfers Understand the Largest Group of UK Internet Users
12.2%
16.7%
17.9%
16.4%
16.4%
20.4%
Composition of UK Internet Audience
Persons: 6-14
Persons: 15-24
Persons: 25-34
Persons: 35-44
Persons: 45-54
Persons: 55+
98 100 102 104 106 108 110 112 114 116 118
Gambling
Telecommunications
Business/Finance
Travel
Automotive
Index* for 55+ Year Olds Likelihood compared to Total Internet Audience
During 2012, the internetaudience aged over 55
years grew by 11% to 9.1
million. Total time spentfor this age group even
grew by 25%.
Silver Surfers Try Their Luck Camelot Group (The National Lottery)
7/29/2019 2013 UK Digital Future in Focus Report
56/75
comScore, Inc. Proprietary. 56
2,233
1,849 1,749 1,6951,536
1,100 1,214 1,047
4,471
2,892
169
157
135 134 133125 122 122 118 118
0
20
40
60
80
100
120
140
160
180
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Total Unique Visitors (000) above 55 Index
attracts a disproportionally high number of Brits Age 55+
Silver Surfers Discovering the Benefits of Smartphones
7/29/2019 2013 UK Digital Future in Focus Report
57/75
comScore, Inc. Proprietary. 57Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Silver Surfers Discovering the Benefits of Smartphones
In December 2012,71% of new devicesacquired by Brits
aged 55+ weresmartphones
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12
Feature Phone
Smartphone
Nokia Still a Trusted Manufacturer Amongst Older Age Group
7/29/2019 2013 UK Digital Future in Focus Report
58/75
comScore, Inc. Proprietary. 58Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Nokia Still a Trusted Manufacturer Amongst Older Age Group
20%
28%
18%
7%
10%
10%
3%2%
2%
OEM Shares in the UK
Nokia Samsung Apple Sony RIM HTC LG Motorola Other
33%
30%
8%
6%
6%
5%
5%4% 3%
OEM Shares Amongst 55+ Age Group
7/29/2019 2013 UK Digital Future in Focus Report
59/75
comScore, Inc. Proprietary. 59
DO ALL ROADS LEAD TORETAIL?
Digital Commerce Mobile Outpaces PC Growth Rates
7/29/2019 2013 UK Digital Future in Focus Report
60/75
comScore, Inc. Proprietary. 60
26,378
13,348
11,472
10,442
7,883
6,595
2,378
10,814
2,171
922
Amazon Sites Home Retail Group Apple.comWorldwide Sites
Tesco Stores Dixons Retail Plc.
TotalUniqueVisitors(000)
PC Mobile
+0% +87%
+5% +80%
+6% +75%+18% +49%
+18% +88%
Source: comScore MMX, December 2012, UK 6+
Source: comScore GSMA MMM, December 2012, UK
Amazon Attracts Most UK PC users and 87% Audience Growth on Mobile
YoY
Growth
Apple has nearly
as many uniquevisitors on
Mobile than PC
Retail: Visitors to Movie Websites Double, Whilst Music Takes a Hit
7/29/2019 2013 UK Digital Future in Focus Report
61/75
comScore, Inc. Proprietary. 61
2,764
10,629
6,397
3,221
16,874
19,993
12,554
4,382
17,169
5,510
Retail - Movies
Computer Software
Consumer Goods
Health Care
Retail - Food
Apparel
Consumer Electronics
Books
Comparison Shopping
Retail - Music
Total Unique Visitors (000)
+100%
+17%
+28%
+33%
+32%
+5%
+2%
+1%
-6%
-11%
Source: comScore MMX, December 2011 - December 2012, UK 6+
Retail: Visitors to Movie Websites Double, Whilst Music Takes a Hit
RetailSubcategories
withstrongestgrowth
RetailS
ubcategories
withwe
akestgrowth
UK Retailers Increase Number of Display Ads
B A d DSG L d R ki f UK R t il Ad ti
7/29/2019 2013 UK Digital Future in Focus Report
62/75
comScore, Inc. Proprietary. 62
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
TotalDispla
yAdImpressions(000)
Dec-11 Dec-12
-21%
Source: comScore Ad Metrix, December 2011 - December 2012, UK 6+
eBay, Amazon and DSG Lead Ranking of UK Retail Advertisers
In December 2012, 16% more displayads were published than in December
2011. UK Retailers grew the number ofdisplay ads they placed online by 51%over the same period.
+55%
+85%
+68% +142%N/A +608% +254% +27884% +86%
Mobile Retail Trends
7/29/2019 2013 UK Digital Future in Focus Report
63/75
comScore, Inc. Proprietary. 63Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
Mobile Retail Trends
2. SHOWROOMING
The smartphone, theperfect companion for
comparing prices, finding
shop locations etc. is with
you at all stages of the
purchase funnel.
3. SHARING
People use social mediato share what they have
purchased, check into a
shop etc.
(26%) (20%) (19%)
1. PURCHASING
20% of smartphoneusers purchased a good
or service on their
device. Price per item
and overall monthly
spend is growing rapidly.
iPhone - The Mobile Shoppers Best Friend
1 i 3 iPh d h i th i S t h
7/29/2019 2013 UK Digital Future in Focus Report
64/75
comScore, Inc. Proprietary. 64
1.8
6.7
11.9
20.4
2.6
10.6
19.9
33.1
1.6
6.2
10.3
18.1
Almost every day At least once eachweek
Once to three timesthroughout the month
Ever in month
% of SmartphoneUsers
% of iPhone
Users
% of AndroidUsers
Source: comScore MobiLens, 3 month average ending December 2012, UK 13+
1 in 3 iPhone users made a purchase via their Smartphone
iPhone users are twiceas likely as Androidusers to shop 1-3
times a month
7/29/2019 2013 UK Digital Future in Focus Report
65/75
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
CONCLUSION
#FutureinFocus
2013: Putting the Future in Focus
7/29/2019 2013 UK Digital Future in Focus Report
66/75
comScore, Inc. Proprietary. 66
g
ADAPTABLE ANALYTICS REQUIRED
This past year saw digital medias continued risein prominence as part of peoples personal lives
and in business environments. Consumers are
quickly becoming platform agnostic in their digital
media consumption and in todays world they can
choose when and how theyd like to consume
content. It might be that they started watching a
film at home on their TV, continued watching it on
their smartphone on the way to work, and finished
watching it in bed at night on their tablet.
Its the pinnacle of convenience for consumers,but an utter headache from an audience
measurement and advertising analytics
standpoint. comScore has adapted to this
changing digital world to become a trusted
resource for understanding cross-platform
consumer behaviour and enabling multi-platform
unification of all data.
Consumers have already adopted multiple
platforms and devices 2013 is the year
businesses need to follow if they desire a unified,
platform-agnostic view of consumer behaviour.
2013: Putting the Future in Focus
7/29/2019 2013 UK Digital Future in Focus Report
67/75
comScore, Inc. Proprietary. 67
g
VALIDATION MATTERS
In the UK, more than 923 billion display adimpressions were delivered across the web in
2012 at a growth of 16 percent indicating an
increasing level of comfort with a medium capable
of delivering strong marketing ROI.
While delivering advertising at scale remains
important, an increased premium on accountabilityand performance means advertisers may be
sacrificing quantity for quality whether that
means leveraging more rich media, experimenting
with larger ad units, or demanding ad viewability.
comScores 2012 research about viewable
impressions, spanning over 8 EU markets and
14 advertiser brands, showed that an average
of 3 in 10 ads were never actually seen by their
target audiences. It is more important than ever
for advertisers to evaluate campaign viewability
to improve optimisation and maximise the
return on their media spend.
Look for advertisers to demand more
accountability and publishers to reconfigure site
design and ad inventory to improve
performance in the coming year.
2013: Putting the Future in Focus
7/29/2019 2013 UK Digital Future in Focus Report
68/75
comScore, Inc. Proprietary. 68
g
IMPROVED ACCOUNTABILITY
In April 2012, it was announced that UKOM, theleading voice for online audience measurement
for advertisers, media agencies and online media
owners in the UK, signed an agreement
confirming comScore as the new partner for online
media measurement in the UK market as of 2013.
The selection of comScore followed an opentender and rigorous six-month selection process
by UKOM, which is jointly owned by the AOP and
IAB, and governed by a cross-industry board with
representatives of the IAB, AOP, ISBA and IPA.
comScore is excited to provide the UK marketwith important insights on todays fragmented
digital media landscape. The ability to
understand usage across computers,
smartphones and tablets will better reflect the
state of digital media today, facilitate cross-
platform comparisons, and enable clients to
effectively manage their digital investments.
Tweetable Highlights
7/29/2019 2013 UK Digital Future in Focus Report
69/75
comScore, Inc. Proprietary. 69
g g
Dec 2012 was first month all EU countries crossed 50 percent mark for smartphone penetrationhttp://cmsc.re/hGKMc #FutureinFocus
44.8 million people in UK used the internet in Dec 2012, up 5 percent over the yearhttp://cmsc.re/hGKMc #FutureinFocus
UK internet users spend 37 hours online per month, more than any other EU countryhttp://cmsc.re/hGKMc #FutureinFocus
UK online video audience grew 8 percent in past year, whilst mobile video grew 262 percenthttp://cmsc.re/hGKMc #FutureinFocus
63 percent UK smartphone penetration, 82 percent of phones acquired in Dec 2012 were smartphoneshttp://cmsc.re/hGKMc #FutureinFocus
Google captures almost 48 percent of UK smartphone OS markethttp://cmsc.re/hGKMc #FutureinFocus
Over 6 million UK smartphone users also owned a tablet in December 2012http://cmsc.re/hGKMc #FutureinFocus
Online shopping now reaches 9 out of 10 UK internet usershttp://cmsc.re/hGKMc #FutureinFocus
1 in 5 Brits used their smartphone to purchase a good or service in Decemberhttp://cmsc.re/hGKMc #FutureinFocus
Instagrams UK mobile audience grew 1112 percent between Dec 2011 and Dec 2012http://cmsc.re/hGKMc #FutureinFocus
Nearly One-Third of Web-Based Page Views in UK Are Viewed on Smartphones and Tabletshttp://cmsc.re/hGKMc #FutureinFocus
7/29/2019 2013 UK Digital Future in Focus Report
70/75
comScore, Inc. Proprietary. comScore, Inc. Proprietary.
METHODOLOGY
#FutureinFocus
Methodology and Definitions
7/29/2019 2013 UK Digital Future in Focus Report
71/75
comScore, Inc. Proprietary. 71
This report utilises data from the comScore suite of products, includingcomScore MMX Multi-Platform (Beta), comScore qSearch, comScore AdMetrix, comScore Video Metrix, comScore MobiLens, comScore Device
Essentials and comScore GSMA Mobile Media Metrics (MMM).
comScore MMX
The comScore MMX suite of syndicated products sets the standard fordigital audience measurement and media planning. Powered by UnifiedDigital Measurement, the revolutionary measurement approach that
bridges panel-based and website server-based metrics to account for 100percent of a sites audience, MMX delivers the most accurate and
comprehensive suite of audience metrics, providing valuable demographic
measures, such as age, gender, household income and household size.MMX reports on more than 70,000 entities, with audience measurement for
43 individual countries and 6 global regions, as well as worldwide totals.
The comScore MMX product suite includes individual products utilisedwithin this report including comScore MMX Multi-Platform (Beta),comScore qSearch, comScore Ad Metrix and comScore Video Metrix.
http://www.comscore.com/Products/Audience_Analytics/MMX
Methodology and Definitions
http://www.comscore.com/Products/Audience_Analytics/MMXhttp://www.comscore.com/Products/Audience_Analytics/Video_Metrixhttp://www.comscore.com/Products/Audience_Analytics/Ad_Metrixhttp://www.comscore.com/Products/Audience_Analytics/qSearchhttp://www.comscore.com/Products/Audience_Analytics/Media_Metrix_Multi-Platformhttp://www.comscore.com/Products/Audience_Analytics/GSMA_Mobile_Media_Metrics_MMM7/29/2019 2013 UK Digital Future in Focus Report
72/75
comScore, Inc. Proprietary. 72
*Please note that Device Essentials has undergone a methodological enhancement with
December 2012 data to account for additional connected devices.
comScore MobiLens
comScore MobiLens provides market-wide insight into mobile digital mediaconsumption, brand-level audience metrics, and details of device
ownership and technology penetration. Using proprietary data collection
methods, we survey nationally representative samples of mobilesubscribers age 13+ in the U.S., UK, France, Germany, Spain, Italy,
Canada, and Japan. The MobiLens sample is substantial enough toprovide projected data for sub-segments as small as 1 percent of mobile
subscribers. For 2012, the estimated monthly survey completes utilised forthis report are 5,000 mobile phone owners in the UK. For the followinganalysis, the three-month average figures amount to a sample of 15,000
mobile users.
For more information, please visit:http://www.comscore.com/Products/Audience_Analytics/MobiLens
comScore Device Essentials*
comScore Device Essentials provides insight into digital traffic share across
all devices worldwide, offering detail into device characteristics, connection
type, and category consumption. The product is based on the comScore
Unified Digital Measurement (UDM) approach, measuring browser-based
page views coming from computers, mobile, and other connected devices
to more than one million domains tagging with comScore.
For more information, please visit:
www.comscore.com/Products_Services/Product_Index/Device_Essentials
Methodology and Definitions
http://www.comscore.com/Products_Services/Product_Index/Device_Essentialshttp://www.comscore.com/Products/Audience_Analytics/MobiLens7/29/2019 2013 UK Digital Future in Focus Report
73/75
comScore, Inc. Proprietary. 73
comScore GSMA Mobile Media Metrics (MMM)
GSMA Mobile Media Metrics (MMM) is a partnership between the GSM
Association (GSMA), comScore, and the UKs 4 mobile operators: O2,
Vodafone, EverythingEverywhere and 3UK. GSMA MMM aligns the powerof connected mobile data with Wi-Fi activity and rich demographics to
unveil the most powerful view of the who, the what and the where of
mobile web via a secure, industry-audited process. The mobile network
operators provide irreversibly anonymised census-level data for mobile
internet usage. Demographic data is ascribed onto the unique persistent ID
for each anonymous user in the operator data. Wi-Fi usage, not seen in
the mobile network traffic, is captured in server-side logs of media owners
and overlaid onto the operator data to create the most comprehensive view
of connected mobile activity in the UK.
For more information, please visit:
http://www.comscore.com/Products_Services/Product_Index/
GSMA_Mobile_Media_Metrics_MMM
ABOUT COMSCORE
http://www.comscore.com/Products/Audience_Analytics/GSMA_Mobile_Media_Metrics_MMMhttp://www.comscore.com/Products_Services/Product_Index/7/29/2019 2013 UK Digital Future in Focus Report
74/75
comScore, Inc. Proprietary. 74
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics,delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise
the value of their digital investments.A preferred source of digital audience measurement, comScore offers a variety of on-demand
software and custom services within its four analytics pillars: Audience Analytics, Advertising
Analytics, Digital Business Analytics and Mobile Operator Analytics. By leveraging a world-classtechnology infrastructure, the comScore Census Network (CCN) captures trillions of digital
interactions a month to power big data analytics on a global scale for its more than 2,000 clients,which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank,
ESPN, France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom,
Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!.
STAY CONNECTED
www.comscore.com
www.facebook.com/comscoreinc
www.twitter.com/comScoreEMEA
www.linkedin.com/company/comscore-inc
www.youtube.com/user/comscore
7/29/2019 2013 UK Digital Future in Focus Report
75/75
www.comscore.com
www.facebook.com/comscoreinc
@comScore
UK Digital
Future in Focus 2013
#FutureinFocus
Key Insights from 2012 and What They Mean for the Coming Year
@comScoreEMEA
www.comscore.com
www.facebook.com/comscoreinc
Email: [email protected]
Phone: +44 207 099 1760
Media Requests: [email protected]