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Widget Web Expo Linda Abrahams New York 2008

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MEASURING THE DIGITAL WORLD MEASURING THE DIGITAL WORLD Tracking Widgets in the Wild (Worldwide) Tracking Widgets in the Wild (Worldwide) Linda Abraham EVP, Product Management comScore Inc. Linda Abraham EVP, Product Management comScore Inc. June 17, 2008
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Page 1: Widget Web Expo Linda Abrahams  New York 2008

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

Page 2: Widget Web Expo Linda Abrahams  New York 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

Page 3: Widget Web Expo Linda Abrahams  New York 2008

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

Page 4: Widget Web Expo Linda Abrahams  New York 2008

Report 32 Countries Separately...Report 32 Countries Separately...

Proprietary and Confidential Do not distribute without written permission from comScore 4

Page 5: Widget Web Expo Linda Abrahams  New York 2008

...But data collected from 171 countries...But data collected from 171 countries

Proprietary and Confidential Do not distribute without written permission from comScore 5

Page 6: Widget Web Expo Linda Abrahams  New York 2008

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

Page 7: Widget Web Expo Linda Abrahams  New York 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

Page 8: Widget Web Expo Linda Abrahams  New York 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

Page 9: Widget Web Expo Linda Abrahams  New York 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%

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North America Asia Pacific Europe Latin America Middle East Africa

Source: comScore World Metrix, January 2007-January 2008

Page 10: Widget Web Expo Linda Abrahams  New York 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

Page 11: Widget Web Expo Linda Abrahams  New York 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

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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

Page 12: Widget Web Expo Linda Abrahams  New York 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

Page 13: Widget Web Expo Linda Abrahams  New York 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

Page 14: Widget Web Expo Linda Abrahams  New York 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)

Page 15: Widget Web Expo Linda Abrahams  New York 2008

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

Page 16: Widget Web Expo Linda Abrahams  New York 2008

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

Page 17: Widget Web Expo Linda Abrahams  New York 2008

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)

Page 18: Widget Web Expo Linda Abrahams  New York 2008

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

Page 19: Widget Web Expo Linda Abrahams  New York 2008

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

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Page 20: Widget Web Expo Linda Abrahams  New York 2008

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


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