Date post: | 18-Jan-2015 |
Category: |
Economy & Finance |
Upload: | ivan-pope |
View: | 2,848 times |
Download: | 2 times |
MEASURING THE DIGITAL WORLDMEASURING THE DIGITAL WORLD
Tracking Widgets in the Wild (Worldwide)Tracking Widgets in the Wild (Worldwide)
Linda AbrahamEVP, Product ManagementcomScore Inc.
Linda AbrahamEVP, Product ManagementcomScore Inc.
June 17, 2008
What We Do….What We Do….
■ comScore measures the continuous online activityof 2 million people enabling us to measure theirp p gonline and offline consumer behavior
■ The consumer panel is a representative cross sectionof the US Population and worldwide regions and countriesp g
■ Permission to survey panelists; Permission to matchto 3rd party databases; Addition of other offlinedata through partnershipsg
■ Portfolio of products and services that includesyndicated audience measurement, tracking studies,ad-hoc analysis and custom panels
Proprietary and Confidential Do not distribute without written permission from comScore 2
950 + Blue Chip Customers950 + Blue Chip Customers
Internet Agencies Telecom Financial Retail Travel CPG Pharma Technology
Proprietary and Confidential Do not distribute without written permission from comScore 3
Report 32 Countries Separately...Report 32 Countries Separately...
Proprietary and Confidential Do not distribute without written permission from comScore 4
...But data collected from 171 countries...But data collected from 171 countries
Proprietary and Confidential Do not distribute without written permission from comScore 5
About The Worldwide Widget Report from comScoreAbout The Worldwide Widget Report from comScore
■ comScore’s Widget Metrix report measures:– Total unique viewers and reach of widgets on a worldwide basis– Reports on demos for widget viewers within the USReports on demos for widget viewers within the US
■ Publishers requested 3rd party measurement standardization and verification to help legitimize the value of the market. – Help attract advertisers investors and partners into this growing marketHelp attract advertisers, investors, and partners into this growing market.
■ comScore defines a web widget as an independent object that can be embedded or downloaded onto another site and can be used as a tool, has automatic updates changing the content or is interacti echanging the content, or is interactive.
■ Because of the lack of implementation standards, we require tagging to be included in our report
■ Widget usage is both strong and wide:– Over 62% of Worldwide Internet audience has viewed a widget.
I h US M k hi b ll % f h k
Proprietary and Confidential Do not distribute without written permission from comScore
– In the US Market, this balloons to over 77% of the market– Canadians are the heaviest users, with widgets reaching over 80% of the internet
population
6
comScore Widget Metrix, April 2008
Worldwide Widget ReachWorldwide Widget Reach
■ North America leads in widget penetration and usage
■ Widget reach in Asia is among the lowest but with a very large base■ Widget reach in Asia is among the lowest, but with a very large base, translates to significant numbers of widget users
U i Vi it (MM) % R h Usage Days per
53.6%Asia Pacific
Unique Visitors (MM) % Reach
6.9
Usage Days per User
77.6%
60.0%
North America
Western Europe
8.5
6.0
70.4%
51.9%
Latin America
Eastern Europe
Middl E t d
6.6
5.6
Proprietary and Confidential Do not distribute without written permission from comScore 7
68.3%Middle East and Africa 6.0
comScore Widget Metrix, April 2008
Worldwide Widget ReachWorldwide Widget Reach
■ Within regions, there is a wide variance in the penetration of widgets by countrycountry
% Reach Widgets % Reach
Canada 80.680.6Singapore 79.7
Puerto Rico 79.5Malaysia 78.4Portugal 78.4
Austria 49.0Switzerland 48.7
Sweden 46.9Russian Federation 32.3
Japan 29.1
Proprietary and Confidential Do not distribute without written permission from comScore 8
comScore Widget Metrix, April 2008
Social Networks Are Enjoying Strong Worldwide Growth With Room to GoSocial Networks Are Enjoying Strong Worldwide Growth With Room to Go
■ Social Networks are growing worldwide■ In the Asia Pacific region, these sites are growing at a rate that is almost 6
times the category’s growth in North Americatimes the category s growth in North America■ The Americas still have the highest penetration rates
Social Networking Growth% Reach
50.0
60.0
70.0% Reach
Y/Y Unique Visitor
20.0
30.0
40.0
Worldwide: 58%Asia-Pacific :119%North America:19%Europe: 75%
Y/Y Unique Visitor Growth Rates
0.0
10.0
Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08
Latin America: 72%MidEast-Africa: 145%
Proprietary and Confidential Do not distribute without written permission from comScore 9
North America Asia Pacific Europe Latin America Middle East Africa
Source: comScore World Metrix, January 2007-January 2008
Worldwide, Facebook Drove the Category’s Growth in 2007, overtaking MySpace this monthWorldwide, Facebook Drove the Category’s Growth in 2007, overtaking MySpace this month
■ Worldwide, Facebook is the Social Network with the traction, overtaking MySpace on a worldwide basis this month
Social Networking Sites: Worldwide
Proprietary and Confidential Do not distribute without written permission from comScore 10
Source: comScore World Metrix, April 2007 - April 2008
Widget Reach vs. Video ReachWidget Reach vs. Video Reach
■ Widgets Reach more persons in the US than Video% Reach Widgets % Reach Video Difference
All Persons 77.2% 70.5% 6.7Persons: 2-17 72.7% 68.9% 3.8Persons: 18-24 82.0% 73.6% 8.4Persons: 25-34 82.9% 73.4% 9.5P 35 44 79 8% 72 8% 7 0Persons: 35-44 79.8% 72.8% 7.0Persons: 45-54 77.1% 70.1% 7.0Persons: 55+ 70.5% 65.0% 5.5
All Males 77.5% 72.1% 5.5Male: 2-17 73 8% 72 0% 1 8Male: 2 17 73.8% 72.0% 1.8Male: 18-24 81.3% 76.8% 4.5Males: 25-34 83.6% 74.4% 9.2Males: 35-44 80.0% 73.6% 6.4Male: 45-54 77.6% 70.8% 6.8Male: 55+ 71.1% 66.2% 4.8
All Females 76.9% 69.0% 7.9Female: 2-17 71.5% 65.5% 6.0Female: 18-24 82.7% 70.5% 12.2Females: 25-34 82.2% 72.6% 9.7F l 35 44 79 6% 72 0% 7 6
Proprietary and Confidential Do not distribute without written permission from comScore 11
Females: 35-44 79.6% 72.0% 7.6Female: 45-54 76.7% 69.5% 7.3Female: 55+ 70.0% 63.7% 6.2
comScore Widget Metrix and Video Metrix, April 2008
Platform Reach by Country is well establishedPlatform Reach by Country is well established
Clearspring PenetrationTop 20 Countries
Gigya PenetrationTop 20 Countries
Country % Reach Country % ReachWorld 13 1% World 13 7%World 13.1% World 13.7%Ireland 33.8% Portugal 41.3%
Portugal 33.4% Puerto Rico 31.6%New Zealand 29.8% Singapore 25.8%
Singapore 26.8% Malaysia 24.9%United Kingdom 26.4% Mexico 24.9%
United States 26.1% United States 24.9%Puerto Rico 24.6% Colombia 21.8%
Malaysia 18.9% Australia 17.4%Canada 18 0% Italy 15 4%Canada 18.0% Italy 15.4%Australia 17.0% United Kingdom 14.7%
Brazil 16.6% Canada 14.0%Mexico 16.4% Chile 13.4%
Colombia 13.6% Argentina 12.3%India 7.3% Austria 11.9%
Norway 7.1% Brazil 11.2%Austria 6.9% Norway 10.5%
Netherlands 6.6% Spain 10.1%Italy 5 8% Israel 8 7%
Proprietary and Confidential Do not distribute without written permission from comScore
Italy 5.8% Israel 8.7%Switzerland 5.6% Switzerland 8.4%
Sweden 5.2% Germany 7.6%
12
comScore Widget Metrix , April 2008
Facebook ApplicationsFacebook Applications
■ Applications on Facebook reach 9% of Worldwide internet population– The Top 5 Facebook Applications have continued to maintain significant presenceThe Top 5 Facebook Applications have continued to maintain significant presence
8.0%
9.0%
Worldwide Reach of Facebook Applications
FACEBOOK.COM - Applications Super Wall FunWall Top Friends Bumper Sticker Movies
6.0%
7.0%
8.0%
3 0%
4.0%
5.0%
% R
each
1.0%
2.0%
3.0%
Proprietary and Confidential Do not distribute without written permission from comScore 13
0.0%Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08
comScore Widget Metrix, April 2008
Facebook ApplicationsFacebook Applications
■ Both Men & Women use the more popular applications■ Both Men & Women use the more popular applications...
Application Usage Composition Index
Application Males Females
FunWall 104 96
Top Friends 101 99
Movies 100 100o es 100 00
Super Wall 98 102
Proprietary and Confidential Do not distribute without written permission from comScore 14
comScore Widget Metrix, April 2008 (US Only)
Facebook ApplicationsFacebook Applications
■ but there are wide differences in usage of other applications■ ...but there are wide differences in usage of other applications
Application Usage Composition Index
Application Males Females
FunWall 104 96
Top Friends 101 99
Movies 100 100o es 100 00
Super Wall 98 102
What's Your Stripper 47 153
H H ! 57 143Happy Hour! 57 143
Hugs 71 129
HOT or NOT 114 86
Proprietary and Confidential Do not distribute without written permission from comScore 15
comScore Widget Metrix, April 2008 (US Only)
Armyfight 158 43
Where are Widget Viewers spending time?Where are Widget Viewers spending time?
■ Heavy Widget Viewers have very different browsing preferences than Light Widget ViewersLight Widget Viewers
Duration Index by Site Category
Heavy Widget Viewers Light Widget Viewers
Conversational Media 281 20Corporate Presence 260 50
Entertainment 214 50Search/Navigation 183 70g 183Retail 162 73e-mail 160 64
Online Trading 99 132g 99Genealogy 63 132Home Furnishings 88 125
Lotto/Sweepstakes 91 119Travel - Information 86 115
Proprietary and Confidential Do not distribute without written permission from comScore 16
comScore Widget Metrix and Media Metrix, April 2008
Financial Information/Advice 95 105
Widgets & E-CommerceWidgets & E-Commerce
■ Heavy Widget Viewers have specific online spending habits
E-Commerce CategoryBuying Power Index
E-Commerce CategoryBuying Power Index
VIDEO GAME CONSOLES & ACCESSORIES 250
GIFT CERTIFICATES & COUPONS 185
OTHER HOME & LIVING ITEMS 80
JEWELRY & WATCHES 79GIFT CERTIFICATES & COUPONS 185
TRAVEL PACKAGES 161
GREETINGS 151
JEWELRY & WATCHES 79
ARTS, CRAFTS & PARTY SUPPLIES 73
OTHER TOY & GAME ITEMS 71
ONLINE CONTENT SALES 137
PET SUPPLIES 133
ONLINE SERVICES 129
TOBACCO PRODUCTS 68
ACCESSORIES 52
OTHER APPAREL ITEMS 32
Proprietary and Confidential Do not distribute without written permission from comScore 17
ONLINE SERVICES 129 32
comScore Widget Metrix and comScore E-Commerce, April 2008 (US Only)
Tracking Widgets in the WildTracking Widgets in the Wild
■ Multiple standards in widget development and deployment led to an individualized approach to tracking the various implementations
■ Publishers vs. Platforms vs. Networks
■ SWF Objects
■ Javascript Objects
■ Open Social
■ comScore moving to a new standard to track widgets and other di t ib t d t tdistributed content
Proprietary and Confidential Do not distribute without written permission from comScore 18
Tracking Widgets in the WildTracking Widgets in the Wild
N t d d i ll ti f di t ib t d t t■ New standard in collection of distributed content– Tagging based collection based on unique ID’s
• Append tag to any existing http callC ll ti i d l t t d d d d li h i ti– Collection is development standard and delivery mechanism agnostic
– Reported through comScore’s Media Metrix interface• Currency for over 600 clients including agencies, media planners and publishers
http://www.site.com/widget.swf?CXNID=0031001.0123456789NXC
Proprietary and Confidential Do not distribute without written permission from comScore 19
Widgets can deliver…Widgets can deliver…
C t d d hi t t■ Coveted demographic targets
■ Targets that are valuable to advertisers
■ Worldwide audiences■ Worldwide audiences
■ People at the time of engagement—might be more predisposed to advertising
■ But…They get stale easily
F h t d l b l iF h t d l b l i
Proprietary and Confidential Do not distribute without written permission from comScore 20
Freshness, engagement, and a global viewFreshness, engagement, and a global view