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1 © comScore, Inc. Proprietary. Web Wednesday Thailand November 2012
comScore Media Metrix Mul0-‐Pla3orm Repor0ng
Where We Are Today
2 © comScore, Inc. Proprietary.
con·∙sump·∙0on noun 1. the act of consuming, as by use
3 © comScore, Inc. Proprietary.
Digital Consumption Used to be Fairly Simple….
4 © comScore, Inc. Proprietary.
And then something called “Platform Explosion” began to occur
5 © comScore, Inc. Proprietary.
Today in the U.S., New Platforms are being Adopted at Increasingly Higher Rates
80.0%
82.0%
84.0%
86.0%
88.0%
90.0%
92.0%
94.0%
96.0%
98.0%
100.0%
Other
Tablet
Mobile
PC
6% from Non-PCs
10% from Non-PCs
6 © comScore, Inc. Proprietary.
Tablets in the U.S. reached 40MM owners in Two years Smartphones took Ten Years to Reach that Same Level
Source: comScore MobiLens & TabLens U.S
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Dev
ice
Ow
ners
40 MILLION
100 MILLION
7 © comScore, Inc. Proprietary.
We’re Becoming Digital Omnivores
§ 10% of Web traffic comes from non-PCs – Up 56% over past ten months
§ 40% of US Households have three or more connected devices – In addition to PCs & TVs
May 2011 March 2012
Other
Tablet
Mobile
61% 68%
35%
23%
Majority of tablet traffic is over WiFi
6% of Total Traffic
10% of Total Traffic
8 © comScore, Inc. Proprietary.
9.55% 6.74% 6.69%
6.15%
6.13% 4.66%
0.24%
0.28% 0.43%
15.9% 13.1% 11.8%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
Singapore Thailand Australia
Non-Computer Share of Traffic Source: comScore Device Essentials, June 2012
Other Tablet Mobile
The non-PC share of traffic, specifically mobile traffic, in Singapore is higher than both Thailand and Australia
= non-computer total
Source: comScore Device Essentials TM – International Data June 2012
9 © comScore, Inc. Proprietary.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Google Sites Facebook
Yahoo! Sites Amazon Sites
Wikimedia Foundation Sites Apple Inc.
Cooliris, Inc AOL, Inc.
eBay Zynga Twitter
Rovio (Angry Birds) Weather Channel, The
Microsoft Sites ESPN
U.S. Top Smartphone Properties, % Share of Time Spent by Access Method
Browser
APP
And it’s Not all About the Browser Anymore…
Source: comScore Mobile Metrix 2.0, July 2012, U.S.
10 © comScore, Inc. Proprietary. Confidential and Proprietary 10
Weekday Share of Device Page Traffic in the Singapore
PCs dominate working hours
Tablets rule the home
Smartphones bridge the gaps
Source: comScore Device Essential, Week of May 14, 2012, Singapore
Cross-Device Consumption: Device Usage Differs Throughout Day
11 © comScore, Inc. Proprietary.
iOS leads the way among the operating systems on non-PC devices in Singapore– particularly on tablets, with 91% of tablet page views
Source: comScore Device Essentials TM – International Data June 2012
Mobile 59.90%
Other 1.49%
Tablet 38.61%
Device Share of Non-Computer Traffic – Singapore
Source: comScore Device Essentials, June 2012
62.43%
32.77%
1.13% 3.67%
Mobile
Other
Windows Mobile
Android
iOS 8.87%
90.91%
0.22%
Tablet
RIM
iOS
Android
12 © comScore, Inc. Proprietary.
9.3%
6.0%
4.4%
7.5%
5.7%
3.4%
3.8%
8.6%
8.1%
20.59%
20.21%
15.86%
News/Information
Entertainment
Social Media
Non-Computer Share of Category Traffic – Singapore Source: comScore Device Essentials, June 2012
Mobile Tablet Other
non-computer total
Non-computer devices account for a disproportionate share of traffic to Social Media, Entertainment, and News/Information categories
Source: comScore Device Essentials TM – International Data June 2012
The Methodology Challenge
A Person-‐Centric Mul;-‐Sourced Approach
14 © comScore, Inc. Proprietary.
Goal: To measure audience overlap and duplication across platforms
PC
Mobile Video
?
?
? ?
15 © comScore, Inc. Proprietary.
comScore uses the following assets to accomplish this goal
Network Logs
Site Tags
Application Tags
Dynamic Panels
User Panels
16 © comScore, Inc. Proprietary.
Entity Platform Coverage Indicator
Tagging all assets will help us define your audience better
17 © comScore, Inc. Proprietary.
Just Starting in Thailand
Web Wednesday Thailand November 2012
comScore Media Metrix Mul0-‐Pla3orm Repor0ng
Where We Are Today
Thank You