The Mobile Digital Omnivore, comScore, Dec 12

‘The Mobile Digital Omnivore’
Trends across Online, Mobile and Social in the UK and beyond……
Wednesday 12th December, Centre for Contemporary Arts, Glasgow

Gregor Smith, Mobile Sales Director Europe
gsmith@comscore.com

Contents

comScore Introduction
Online Trends UK
Mobile Device Trends UK
Mobile Internet UK
Mobile Shopping UK
European Connected Consumer
F-Commerce – Retail and Facebook
Online Retail Trends US
Takeaways

© comScore, Inc. Proprietary. 2

comScore Introduction


comScore is a Global Leader in Measuring the Rapidly Evolving
Digital World, Blanketing the Globe with a Local Presence

NASDAQ SCOR
Clients 2000 + worldwide
Employees 1200 +
Headquarters Reston, VA
170+ countries under measurement;
Global Coverage
43 markets reported

Local Presence 32 locations in 23 countries

© comScore, Inc. Proprietary. 4 V1011

Some of Our Largest EMEA Clients Include…
Media Owners / Advertisers Agencies

© comScore, Inc. Proprietary. 5 V1011

UK Online Landscape

In the UK, 44 million
people go online via PC
33.9 hours
on average each month

© comScore, Inc. Proprietary. 6 Source: comScore MMX, UK, Age 6+, September 2012

in 5 minutes spent online
are spent on Facebook


Social is becoming more Visual

+84% 16x +34%
Growth Growth Growth
vs 2011 vs 2011 vs 2011
5.6million 1.7million 0.7million
users users users


Online Video is Now a Prominent Channel

More than
10 billion videos
have been watched
in Sept alone

© comScore, Inc. Proprietary. 9 Source: comScore Video Metrix, UK, Age 15+, September 2012

UK’s Video Engagement Grows 20% Percent

55 billion
minutes
45.5 spent watching
online videos
billion
minutes

Sep-11 Sep-12

© comScore, Inc. Proprietary. 10 Source: comScore Video Metrix, UK, Age 6+, February 2011 vs 2012

Tablets: A Phenomenon

Tablet Ownership (%) Among Smartphone Users
Source: comScore MobiLens, UK
3 month average ending September 2011 vs September 2012 Multimedia tablets now
included in the basket of
goods used by the ONS
to calculate inflation in
18% the UK for 2012
16.8%
16%

14%

12%

10% 9%
8%

6%

4%

2%

0%

September-11 September-12


Additional Devices are Additive

Average Time Spent Per Day Following Olympics

8hr 29min
47 min Tablet
6hr 50min 40 min Mobile
51 min 55 min PC
5hr 18min 59 min
4hr 19min 50 min

6hr 7min TV
4hr 28min 5hr
4hr 19min

TV Only
TV Only TV TV +
+ PC/Laptop TV +TV +
PC/Laptop + TV + TV +
PC/Laptop +
PCOnly Mobile Only
PC + Mobile + Tablet
PC +
Mobile Mobile +
Tablet
Source: comScore Olympics Single Source Multi-Platform Study.
A18+. 7/27/12 – 8/12/12. Total Day. Screen Status Definitions: TV+PC Only = Followed the Olympics on TV and PC but not on Mobile or Tablet,
TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all 4 screens.

UK Digital Ad Landscape is stealing share

In the UK, 42 million
people are exposed to
77 billion
ad impressions a month

© comScore, Inc. Proprietary. 13 Source: comScore Ad Metrix, UK Age 6+, September 2012

Mobile Device Trends


60% Smartphone Penetration in UK,
Close to 30 million Smartphone Users

Growth in smartphone user base
UK (millions)

35
Smartphone Feature
30

25

20

34% YoY
15

10

5

-
Aug 11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug 12

Source: MobiLens™.
Data based on three month moving average to August 2012

Almost 80% of All New Handset Acquisitions are Smartphones

Newly acquired handsets in August
2012

Smartphone, 0%
Google
55%

Feature
21%
Apple
Smartphone 79% Symbian 2% 25%
RIM
Windows 4% 12%


Three Quarters of the Smartphone Landscape Is Dominated by
Android and iOS Devices

Smartphone platform market
share and growth
87%
8%
19%
16% Other
47%
20%
19% Microsoft

38% 29% Symbian
21% RIM
17%
26%
Apple
20% Google 32%

31%
42%
22% 44%
-46%

Aug 11 Aug 12

© comScore, Inc. Proprietary. 17 Source: MobiLens™.

Samsung The Largest OEM, But Apple the Largest OEM For
Smartphones

Device market share by OEM

LG Other
Motorola 1% 3%
2%
Other
LG 7% Sony
4% 6%
Samsung
Sony 24% Nokia Apple
7% 9% 29%

HTC
9% HTC
15%

RIM Nokia
10% 20%
Samsung
RIM 21%
Apple 16%
17%

Total Base = 49.5 Million Smartphone Base = 29.6 Million


Top 10 UK Smartphones

iPhone 4 HTC Wildfire S
3.3M 0.9M

iPhone 4S BB Curve 9300
2.5M 0.7M

Galaxy S2 HTC Wildfire
1.4M 0.7M

Galaxy Ace HTC Desire
1.4M 0.6M

BB Curve 8520 Galaxy S3
1.1M 0.6M


Tablets an Apple Phenomenon – iPads Make up 60% of the Total
Tablet Market in UK

Tablet ownership among mobile
users (000s)
Multimedia tablets now included
6,259 in the basket of goods used by
the ONS to calculate inflation in

4.7 the UK for 2012

million
iPads
2,458

Aug 2011 Aug 2012


Mobile Internet


91% of Smartphone Users Connect to the Internet With Their Device
Compared to a Quarter Of Feature Phone Users

Used connected media
(millions)

25% YoY
Connected Media = Used browser, application, native email, stream or download music
and broadcast / on-demand video (does not include SMS)


Almost 19% of UK Internet Traffic Driven by Non-Computer Devices

Share of non-PC device traffic in
the UK

Non PC,
0.0%
Mobile,
11.5%
Non PC,
PC, 81.3%
18.7%
Tablet,
6.5%

Other, 0.7%

© comScore, Inc. Proprietary. 23 Source: Device Essentials™,
UK, September 2012

Apple iOS Devices Generate 60% of UK Non-PC Traffic

Platform share of UK tablet &
mobile Internet traffic

iOS 42% 54% 4%
4%
12%

iOS
Android Android 93% 7%
RIM
25%
60% Other

RIM 95% 5%

Mobile Tablet Other

UK, September 2012

Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-Fi
Network

Mobile phone traffic by network
access method and platform
Wi-Fi Mobile Network

44%
69% 74%

56%
31% 26%

Mobile Traffic iOS Android

UK, September 2012

Tablet Usage Overtakes PC and Smartphone Usage During the
Weekday Evenings

Share of device page traffic
over a working day - Dec 11

10%
9% Tablet
8% Mobile
Computer
7%
6%
5%
4%
3%
2%
1%
0%
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM

Source: Custom Analytics

SMS Still The Dominant Messaging Platform – 92% of Phone Users
Use SMS

Mobile messaging by type
(millions) / % of total base
45
92%

30
61% 23
47%
16
14
32%
8 28%

15%

Sent SMS SMS Daily Used IM IM Daily Used Email Email Daily


Since January 2011 WhatsApp Usage Has Increased Fivefold

Growth of WhatsApp usage in
UK (millions)

3

WhatsApp

2

1

-


Browser The Most Common Access Method For Internet Services

Top 10 Internet categories by
access method (millions)
Browser Application

Search 17 Social networking 13
Social networking 12 Weather 12
News 11 Maps 10
Weather 9 News 7
Sports 9 Search 5
Entertainment news 8 Sports 5
General reference 8 Auction sites 5
Tech news 5 Photo / video sharing 5
Photo / video sharing 5 Bank accounts 5
Online retail 5 Entertainment news 4


Top Visited Sites On Mobile Browser

© comScore, Inc. Proprietary. 30 Source: GSMA MMM
Sept 2012

On Average Mobile Users Spend 23 Minutes Per Day on Facebook

15.7 million 199 pages
unique mobile visits viewed per visitor

3.6 million
average daily 23 minutes
visitors spent per day

39 pages 8 minutes
viewed per day per visitor per visit
© comScore, Inc. Proprietary. 31 Source: GSMA MMM
Sept 2012

35% of Smartphone Users Watch Mobile Video

Mobile video audience reach by
video category (000s)
11,026
10,502

5,950

2,036

Mobile Video Video Web Video TV Video Paid
(any)

© comScore, Inc. Proprietary. 32 Source: MobiLens™

Mobile Shopping


Mobile Phone Increasingly Used to Assist in Shopping Activities

Shopping activities performed
(millions)

Found store location 7.9

Made Online Purchase 6.0

Compared prices 5.5

Researched products 5.4

Found coupons or deals 5.1

Checked product availability 4.8

© comScore, Inc. Proprietary. 34 Source: MobiLens™

Phone Owners Are More Savvy Shoppers and Increasingly Using
their Phones in Store

Shopping activities performed
in store (millions)

Contacted someone about product 9.0
Took picture of product 7.0
Sent photo of product 3.5
Scanned product barcode 3.2
Compared prices 2.2
Found store location 2.0
Found coupons or deals 1.6
Researched product 1.5
Checked product availability 1.1
Made Online Purchase 0.8


Clothing and Accessories The Largest Category For Mobile Online
Purchases

Goods and services purchased
on mobile (millions)
Clothing / accessories 2.2
Books 1.5
Tickets 1.3
Groceries 1.1
CE / appliances 1.1
Take aways 1.0
Daily deals / coupons 0.8
Personal care / hygiene 0.8
Sports / Fitness 0.6
Gift certificates 0.5
Furniture 0.3
Flowers 0.3
Hotel 0.3
Automotive 0.3
Flights 0.3
Ground transportation 0.1


3.5 Million Phone Users Scan QR Codes

QR Source (millions) Scan Location (millions)

Magazine / newspaper 1.7 At home 2.1

Product packaging 1.2
Retail store 1.1

Website on PC 0.9
Outside / public 0.7
Poster / flyer 0.9

At work 0.7
Card or brochure 0.3

Storefront 0.3 Grocery store 0.6

TV 0.3 Restaurant 0.2


Product Information the Biggest Category For QR Code Results

Result of scanning QR code
(%)

Product information 2.5

Event information 0.9

Coupon or offer 0.6

Application download 0.4

Charity / cause info. 0.4

Source: MobiLens
Data: Three month average ending July 2012
© comScore, Inc. Proprietary. 38 Country: EU5, N= 67,650

The European Connected Consumer
The Shift from Phones to Connected Devices


PC Diminishing as Primary Access of Online Traffic

Great
Britain 18.7%

Germany 7.5%

Italy 7.1%

France 5.7%

Spain 4.1%

© comScore, Inc. Proprietary. 40 Source: comScore Device Essentials, EU5, September 2012

62% of multi-device owners are male, mirroring the typical early
adopter profile and different from the average Smartphone owner

Smartphone and Tablet Smartphone and Tablet
30.0%
Ownership by Gender Ownership by Age
25.0% 24.0% 23.4%

38% 20.0%
17.2%
14.8%
15.0% 13.5%

10.0%
7.0%

5.0%

0.0%
62% 13-17 18-24 25-34 35-44 45-54 55+

© comScore, Inc. Proprietary. 41 Source: comScore MobiLens; 3 month average June 2012; Country: EU5, N= 67,650

A typical day on the internet also looks very different depending on
the device with tablet use spiking at night.

Share of Device Page Traffic Over a Day

© comScore, Inc. Proprietary. 42 Source: comScore Custom Analytix; 30 July 2012; Country: UK

Amazon leads the Retail category in Europe and also Worldwide

+8%

+12%

+18%

+0%

+13%
+60%

+14%

+30%

+56%

+85%

© comScore, Inc. Proprietary. 43 Source: comScore MMX, June 2011 vs June 2012

F-Commerce
Retail and Facebook
The Power of Like


Relative to other regions, not only is Europe one of the largest
markets for social networking, but it’s also more engaged

% Share of Social Networking Visitors and Minutes by Region
Source: comScore MMX, May-2012

Europe North America Asia Pacific Latin America Middle East - Africa

9% 11%

10%
15%

18%
34%

19%

17%

38%
29%

Share of Visitors Share of Minutes


In Europe, women spend nearly 2 hours more per month social
networking than males


Analysis of the three largest EU markets show that consumers spend
most time on their Homepage, which contains the Newsfeed


Brands such as ASOS have the ability to disseminate marketing
messages to nearly 44 Friends of Fans for every 1 ASOS fan

Friends of Fans: Extending the Social Influence of Fans


Fans and Friends of Fans were disproportionately more likely to visit
the brand websites compared to the average internet user.


From Amplification to Action: ASOS was able to deliver a 130% lift in
ASOS.com purchase incidence from paid advertising on Facebook

“ASOS has been at the forefront of Facebook marketing for many years, and in order to continue
increasing investment it is crucial to have access to reliable ROI measurement”
Fiona Marshall, Head of Marketing Womenswear, ASOS

Social networkers tend to be heavier online buyers, but Pinterest has
significantly higher propensity than average

Buying Power Index (BPI)*
for Selected Leading Social Networking Sites
Source: comScore MMX, U.S., June 2012

250
226

200
163
150 130
111 106 109
100

50

Facebook Twitter Linkedin Myspace Tumblr Pinterest

*Buying Power Index = Average Spending per Buyer for Site / Average Spending per Buyer for Total Internet x 100;
Index of 100 represents average spending behavior


Pinterest & Instagram among the two hottest growth sites over past year

Pinterest & Instagram: U.S. Unique Visitor (000) Trend
Source: comScore MMX, May 2011 – July 2012

25,000

20,000
Pinterest.com +22x Y/Y
15,000
Instagram.com

10,000

+5x Y/Y
5,000

0


E-Commerce
Top Trends in Online Retail
Lessons from the US


Retail e-Commerce spending is up +16% Y/Y, posting $209 billion in
sales through September 2012

U.S. e-Commerce Dollar Sales Growth ($ Billions)
Source: comScore e-Commerce Measurement
+13%
+12%

+7% +9%
$256
+17% -2%

+19% $214 $209 $228 $209
$200 $94 +11%
+22%
$171 $84
$85 +6%
+26% +9% $80 -5% $80
+29% $143 $77 +12%
+9%

$117 $69 +13%

$93 $61 +20%

$72 $51 +28%
$162 +14%
$40 +33%
$142 +10%
Travel $30 $123 +20% $130 +6% $130 0% $129 +16%
$102 +24%
+26% $67 +26% $82 +24%
Retail
$42 $53

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Q1-Q3
2012


In Q3, online sales growth continued to outpace offline, with online
retail posting a 15% year-over-year growth rate, which was more than
7x greater than the apples to apples offline retail rate

Quarterly e-Commerce Sales Growth vs. YA
23% 23%
17% 19% 17%
14%
13% 11% 12% 14%
10%
13% 15% 15%
11% -3% 0% 3% 9% 9%
-1% -2%
6%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012

Quarterly Retail & Food Services Sales Growth* vs. YA
*Note: The U.S. Department of Commerce calculation includes total
Source: U.S. Department of Commerce (DOC) retail and food service sales, which also includes motor vehicles and
parts dealers.

8%
5% 7% 8%
4% 3% 4% 6%
4% 2% 4% 3%
1% 2%
5% 7% 7% 7% 5%
2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012
-8% -7%
-10% -9%

Quarterly Retail & Food Services Sales Growth vs. YA
(excluding autos, gas and food/beverage)

7% 6%
3% 3% 4% 5% 6% 6% 4%
3% 3% 2% 2% 4% 3%
1% 2% 2%
0%
2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012
-5% -5% -6% -6%


The channel shift appears to be accelerating, with e-Commerce
representing nearly 9% of all discretionary dollars spent in Q3 2012,
an increase of 1.1 points compared to 2011

e-Commerce Share of Corresponding Consumer Spending*
Source: comScore for e-Commerce & U.S. Department of Commerce (DOC) for Retail
10.0% 9.4%

8.6% 8.9% 8.7%
9.0%
8.1% 8.0%
7.7% 8.7%
8.0% 7.6% 7.7%
e-Commerce Share

7.4% 7.3%

7.0% 6.4% 6.7% 7.7% 7.6%
7.1% 7.1%
Commerce

5.9% 6.9%
6.8%
6.0% 6.3% 6.5% 6.6%
5.1%
5.9%
5.0% 5.3% 5.3%
4.3%
5.0%
4.6% 4.5%
4.0%
4.3%
4.0%
3.7% e-Commerce share peaks in
3.0%
colder seasons (Q4 & Q1)
2.0%

1.0%

0.0%

*Note: e-Commerce share is shown as a percent of DOC’s Total Retail Sales
excluding Food Service & Drinking, Food & Bev. Stores, Motor Vehicles &
© comScore, Inc. Proprietary. 56 Parts, Gasoline Stations and Health & Personal Care Stores.

Mobile phones and tablets are among the fastest growing e-Commerce
sub categories – portable devices are growing at more than double
traditional desktop computers

Q3 2012 e-Commerce Sales Growth vs. YA by Retail Category

Q3 2012 Growth Mobile phones and plans
Product Category
vs. YA +27%
Digital Content and Subscriptions Very Strong
Consumer Electronics (x PC Peripherals) Very Strong
Audio/video equipment (e.g. TVs)
Event Tickets Very Strong
+12%
Apparel & Accessories Very Strong
Video Games, Consoles & Accessories Very Strong
Flowers, Greetings & Misc. Gifts Very Strong
Portable devices (e.g. tablets)
Jewelry & Watches Very Strong
+20%
Computers/Peripherals/PDAs Strong
Books & Magazines Strong
Consumer Packaged Goods Strong Desktop computers
Sport & Fitness Strong +8%
Office Supplies Strong
Home & Garden Strong
Furniture, Appliances & Equipment Strong Growth rate definitions:
Very Strong: +15% or higher
© comScore, Inc. Proprietary. 57 Strong: +10-14%

As visitors to Groupon via mobile continue to outpace PC traffic, the
gap between mobile and fixed visitors grew this past quarter

Avg. Monthly UVs (MM) on Select Coupon
Sites in Q3 2012 Unique Visitors to Groupon in Sep-2012
Source: comScore Media Metrix, U.S. Source: comScore Media Metrix & Mobile Metrix, U.S.
Y/Y Change
Groupon 13.0 +4%
Groupon
WhaleShark Media 9.2 N/A
(via PC)
LivingSocial 7.5 +10% 12.8 million
Coupons, Inc. 6.7 -7%

DEEDORGREED.COM 2.6 N/A

DEALSPL.US 2.1 +28%
Groupon
2.0 N/A
FREEBIEGROCERIES.COM (via mobile*)
COUPONALERT.COM 1.7 -16%
19.9 million
FATWALLET.COM 1.6 +56%

MyPoints Sites 1.6 +34%

* - WhaleShark Media includes RetailMeNot.com, Deals2Buy.com,
CouponShare.com and CouponsEven.com

© comScore, Inc. Proprietary. 58 * includes mobile web and mobile app

The Shopper’s Multi-Channel Journey Today: Not so much a funnel,
Multi-
more like a flight map

Source: Google ZMOT Handbook

#SOR12

Compared to 2010, consumers are increasingly comfortable receiving
coupons online; nearly 1 in 3 respondents stated their preference for online
coupons over another format

Q. Would you rather receive coupons online rather than any other format?
Source: comScore Surveys - October 2010 & April 2012

2010 2012
Yes 23% Yes 32%

No 47% No 45%

Not Not
sure 30% sure 24%

#SOR12

About 1 in 3 consumers would rather receive coupons online than via any
other format – nearly half of those ages 25-34 prefer an online format
25-

Q. Would you rather receive coupons online rather than any other format?
Source: comScore Survey – April 2012

22%
29% 27%
24% 32% 37%
45%

45% 48% 56%
45% 40%
36%

23% 27% 25%
19% 22%

25 to 34 35 to 44 45 to 54 55 to 64 65 or older

#SOR12

Overall, online search engines were considered the most valuable tool for
shopping, followed by retailer websites and recommendations from family
and friends

Overall Rankings for Each Tool, by Statement
(Ranking among tools, % Top-2 Box, 7-pt scale)
Source: comScore Survey – September 2012

(shown in order of “Saves Me “Saves Me “Helps Me With
average overall ranking)
Money” Time” New Ideas”

#1 - Online Search Engine 2nd 1st 3rd
#2 - Retailer Website 6th 2nd 1st
#3 - Recommendations
from family / friends 5th 4th 2nd
#4 - Digital Coupons
(excluding deal of the day) 1st 3rd 9th
#5 - Retailer Email 4th 8th 5th
#6 - Newspapers 3rd 11th 11th

#SOR12

Smartphones: Retail-related categories showed significant growth
etail-
among mobile phone owners YoY, including +65% for online retail
YoY,

Content Categories Consumed by Mobile Phone Owners (000) & Growth vs. YA
Source: comScore MobiLens, U.S., 3 Mo. Avg. (includes browser or application access)

50,000

Q3 2011 Q3 2012
40,000

+65%
30,000 +59% +46%
+67%

20,000

10,000

0
Retailer Websites E-Payments Credit Cards Auction Sites

#SOR12

Sit-Back Shopping: 1 in 10 retail e-Commerce dollars are now spent
Sit- e-
via mobile device (i.e. smartphones and tablets)

Percentage of Retail e-Commerce Dollars Spent via Mobile or Tablet Device
Source: comScore Custom Mobile Research

10%
9% 9%
8% 8%

6% 6%

3% 3%

2%

Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2010 2010 2010 2011 2011 2011 2011 2012 2012 2012

#SOR12

Sit-Back Shopping: A new shopping occasion emerges in the later
Sit-
evening hours = new opportunity for retailers – especially Apparel

Share of Daily U.S. Device Page Traffic Category Spending Among Tablet Buyers:
Source: comScore Device Essentials, U.S., Jan. 24, 2012 (Weekday) Percent of Buyers via Tablet Who Conducted a
Purchase within Category
Source: comScore TabLens, U.S., 3 Mo. End Sep 2012
Tablet
10%

9% Smartphone Apparel &
50%
Accessories
8%
Computer
7%

6%
Books 33%

5%

4%
Tickets 29%
3%

2%

1% Daily deals 28%
0%
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
11:00 PM
1:00 AM
2:00 AM
3:00 AM
4:00 AM
5:00 AM
6:00 AM
7:00 AM
8:00 AM
9:00 AM
12:00 AM

10:00 AM
11:00 AM

Consumer
25%
Electronics

#SOR12

Showrooming:
Showrooming: Nearly 4 in 10 consumers agreed they engaged in
‘showrooming’ – engagement remains much higher than awareness
showrooming’

“Showrooming” – verb.
Visiting a brick-and-mortar store to see a product but instead purchasing the product
online. Shoppers may intend from the start to purchase the product online, or may
decide to purchase online, rather than in-person, after viewing the item at the store.

Although only 16% of consumers were aware of the term 37%
“showrooming” unaided, 37% agreed they engaged in the
activity after seeing a definition

32%
16%
12%

% who have heard of 'showrooming' % who have engaged in 'showrooming'

#SOR12

Showrooming:
Showrooming: Mobile Apps dominate Mobile Web access for most
leading pure play online retailers

Share of Mobile Time Spent by Retailer
Selected Leading Retailer Mobile Web Properties
App vs. Mobile Web
Unique Visitors (MM): Mobile Web + App Combined Source: comScore Mobile Metrix, U.S., Sep-2012
Source: comScore Mobile Metrix, U.S., Sep-2012
App Mobile Web

Amazon 58.0 Amazon 84% 16%

eBay 37.5 eBay 84% 16%

Wal-Mart 18.6 Wal-Mart 42% 58%

Netflix 17.1 Netflix 99% 1%

Target 11.1 Target 38% 62%

RedBox 7.9 RedBox 86% 14%

Best Buy 6.5 Best Buy 30% 70%

Etsy 4.7 Etsy 65% 35%

Barnes & Noble 3.8 Barnes & Noble 92% 8%

#SOR12

Key Takeaways

Share of Internet Traffic from non-computer devices will continue to rise

Connected devices will continue to drive E/M/F Commerce

Economic hardship is not effecting the growth of E/M/F Commerce

Facebook should not be underestimated in its power to drive incremental sales for Brands

The channel shift to online is accelerating: online sales
increased by +15% in Q3, while on a comparable category basis, offline sales increased only 2%
– E-Commerce sales growth driven by more buyers, buying more
– Mobile commerce accounted for 10% of all retail e-commerce sales in Q3

All product categories showed strong sales growth YoY
– Sales of mobile phones up 27%; portable devices up 20% in US alone

Search, retailer websites and recommendations from family/friends were identified as top shopping
tools by consumers in Q3

The Four S’s expected to be key drivers of e-Commerce over Christmas Trading period:
– Social Commerce, Smartphones, Showrooming, Sit-Back Shopping

#SOR12

For free graphical representations of key “data gems”
Thank you! visit the comScore Data Mine at:

http://www.comscoredatamine.com/category/mobile/

Follow us on Twitter @comScoreEMEA

Gregor Smith, Sales Director Mobile, Europe
gsmith@comscore.com

The Mobile Digital Omnivore, comScore, Dec 12

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