Tanya Khadurova - Audience Development - Reeling in readers and advertisers

European
Digital
Trends
-‐
Shi5ing
Consump8on

Habits

Tanya
Khandurova

Russia
Business
Development
Director

tkhandurova@comscore.com

Kiev
2West

Owen
012

Discussion
Topics

§  Key
Trends
in
Global
Internet
Behaviour;

•
How
communica8on
is
redeﬁned
by
social
media

•
How
online
video
is
now
established
and
the
shi5
to
long
form

content

•
Growing
mobile
media
consump8on
allows
for
new
consumer

engagement
opportuni8es

© comScore, Inc. Proprietary. 2

comScore’s
Unified
Approach;

The
Best
of
Both
Worlds

2
Million
Person
Panel

PERSON-‐Centric
Panel
with

360°View
of
Person
Behaviour
SITE-‐Census
Measurement

PANEL
CENSUS

Unified
Digital
Measurement™
(UDM)

Patent-‐Pending
Methodology

1
Million
Domains
Par8cipa8ng

Adopted
by
80%
of
Top
100
Global
Media
Proper8es

And,
a
behavioural
cross-‐plaòrm
measurement
capability

© comScore, Inc. Proprietary.3 V0411

The
U.S.
Is
No
Longer
the
Centre
of
the
Online
Universe

U.S.
Internet
Popula8on
vs.
Rest
of
the
World
Distribu8on
of
Worldwide
Internet
Audience

Middle

East
-‐

Rest
of
the

World
34%
La8n
Africa;

America;
8,8%

9,0%

Asia

87%
North
Pacific;

America;
41,3%

U.S.

14,6%

66%
Asia
Pacific

Europe;

13%
26,4%

1996 2011

§ In
1996,
2/3
of

world’s
Internet
popula8on
was
in
the
US,
yet
today
Asia
Pacific
is
the
largest
region

with
over
40%
of
online
popula8on.

§ Many
emerging
regions
likely
to
bypass
old
modes,
skipping
dial-‐up
to
go
straight
to
broadband,

making
mul8media,
video
and
collabora8ve
content
immediately
accessible.

§ Early
adop8on
of
mobile
web
in
addi8on
to
PC
web
will
likely
be
popular
in
many
of
these
high-‐
growth
areas.

Source:
comScore
Media
Metrix,
Visitors
Age
15+
Home/Work
LocaJon,

© comScore, Inc. Proprietary. 4 Dec-‐2011

Online
Landscape
in
Europe

384
million
Europeans
go

online
for
29.8
hours

each
month

© comScore, Inc. Proprietary. 5 Source:
comScore
Media
Metrix,
Europe
Age
15+,
January
2012

Signiﬁcant
Growth
in
Size
of
Internet
Audience
outside
North

America
and
Europe

§  Growth
expected
to
con8nue
as
home
Worldwide
Online
Popula8on

broadband
penetra8on
increases
in
Asia
and
(Millions)

La8n
America

+9%

1,444

§  Growth
slows
in
North
America
1,323

§  European
growth
mostly
driven
by
Russia

2010
Dec
2011
Dec

+11%
Dec-11 Dec-10
+6%

595
534
+3%
+15%
+14%

381
361

210
203
129
112
126
111

Asia
Pac
Europe
North
America
La8n
America
Middle
east
Africa

© comScore, Inc. Proprietary. 6 Internet
Audience
15+
accessing
Internet
from
Home
or
Work

Source:

comScore
Media
Metrix,
Dec
2010
and
Dec
2011

It
is
diﬃcult
to
overstate
the
importance
of
social
media

§  Usage
is
nearly
ubiquitous

§  Social
media
is
impac8ng:

–  Geopoli8cs:

Tunisia,
Egypt,
Libya,
etc

–  US
poli8cs:

2008
elecJon,
and
soon
the
2012
elecJon

–  Retail:

Groupon
visitaJon
is
up
250%
versus
the
previous
year

–  Marke8ng:

Facebook
is
the
single
largest
server
of
display

inventory
on
the
web

–  Consumer
behaviour:

Social
media
accounts
for
18%
of
all
Jme

spent
online
globally


The
Rise
of
the
Global

Social
Networking
Audience

1
600

+88%

1
400

Total
Internet

1
200

+174%

1
000

Social

Networking

800

600

400

200

Worldwide
Total
Unique
Visitors
(MM)

0

2011
2012
2013
2014
2015


An
Average
of
9
out
of
10
local
online
populaJons

engage
in
social
networking

North
America
South
America
Europe
Middle
East
&
Africa
Asia
Paciﬁc

Canada
94%
ArgenJna

96%
Austria
86%
Israel
94%
Australia
96%

United
States
98%
Brazil

97%
Belgium
93%
South
Africa
88%
China

53%

Chile
94%
Denmark
94%
Hong
Kong

93%

Colombia

96%
Finland
91%

India

95%

Mexico

96%
France
91%
Indonesia

94%

Peru
96%
Germany

90%
Japan

58%

Puerto
Rico

90%
Ireland
95%
Malaysia

94%

Venezuela
96%
Italy
93%
New
Zealand

95%

Netherlands
94%
Philippines

96%

Norway
89%
Singapore

94%

Poland
95%
South
Korea

87%

Percentage
of
Online
Popula8on

Portugal
96%
Taiwan

94%

Russia
88%
Vietnam

85%

Using
Social
Networking

Spain
98%

around
the
World*
Sweden
93%

%
Reach
of
Online
PopulaJon
Switzerland
90%

Turkey
96%

*
Data
is
based
on
the
43
countries
on
which

United
Kingdom
98%

comScore
reports
individually.

Source:
comScore
Media
Metrix,
October
2011


1

Nearly

in
4
minutes
online

is
spent
on
social
networks
today

2008

2009

2010

2011

35

Social
Networking

30
Search/Naviga8on

Retail

25

Communica8ons
(Email/IM)

Other
Content

Time
Spent
on
Key
Categories
Online

Worldwide
Hours
per
Month
(Billions)

Source:
comScore
Media
Metrix,
March
2007
-‐
October
2011

Social
Networking
is
Redeﬁning
the
European
Online

Landscape

Share
of
8me
spent
among
top
web
categories

Social
Networking

Services

Portals

Mul8media

E-‐mail

25,0%

20,0%
25.8%

15,0%
15,9%

10,0%
11,7%

5,0%

6,6%

4,6%

0,0%

Source:
comScore
Media
Metrix,
Europe
Age
15+,
January
2011
to
2012

Not
Only
is
Social
Networking
One
of
the
Most
Consumed
Content

Categories
on
a
Mobile,
it’s
also
One
of
the
Fastest
Growing

Fastest
Growing
Mobile
Content
Categories

(000)

Source:
comScore
MobiLens,
EU5,
3
mo.
avg.
ending
Dec-‐2010
vs.
Dec-‐2011

Jan-‐2011
Jan-‐2012

70
000

+
44.7%

60
000

50
000
+
48.9%

Total
Audience
(000)

40
000

+
57.8%

30
000
+
45.2%

+
60.9%

20
000

10
000

0

Social
Networking
or
News
General
Reference
TV
Guides
Online
Retail

Blog


The
Growth
of
Today’s
Social
Networking
Leaders

2011
2012
2013
2014
2015

900

800

700
Facebook

600
Twiger

500
LinkedIn

400

300

Total
Unique
Visitors
(MM)

Source:
comScore
Media
Metrix,
March
2007
-‐
October
2011

3

in
4
minutes
on
social
networking

sites
are
spent
on
Facebook

1

in
7
minutes
spent
online

are
spent
on
Facebook

Since
2010,
Facebook
Has
Taken
the
Lead
in
6
New

Markets
Across
Asia,
La8n
America
and
Europe

Jan-2010 Apr-2010 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Oct-2011

Facebook

overtakes

788MM

Facebook

overtakes
StudiVZ

in

Windows
Live
Germany

in
Portugal

Facebook

Facebook
overtakes
Hyves

overtakes
Yahoo!
in
Holland

Facebook

471MM
overtakes

Wretch
in
Taiwan

Orkut
in
India

Facebook

overtakes

Windows
Live

in
Mexico

Facebook’s

Ascent
in
Recent
Years

Total
Unique
Visitors
(MM)

Source:
comScore
Media
Metrix,
January
2010
-‐
October
2011

Today,
there
are
only
5
markets
where

Facebook
is
not
the
leading
social
network

(
in
2011
it
ﬁnally

took
over
in
Poland
and
Brazil)

Russia

Japan

China

South
Korea

Vietnam

Source:
comScore
Media
Metrix,
October
2011

But…..Social
Networking
is
Not
Just
Facebook

3
of
the
Top
6
Social
Networks
in

Europe
are
Russian;

VKontakte,

Odnoklassniki,
MyWorld@Mail.Ru

Source:
comScore
Media
Metrix,
Worldwide,
Feb
2012

Social
Networking
Beyond
Facebook

Google+
and
Pinterest
Take
Oﬀ
in
2011

200

1

180

160

140

Social
Networking
is
the
Most

120

100

Popular
Online
AcJvity

80

60
Worldwide

TWITTER.COM

LINKEDIN.COM

Google
Plus

40

MYSPACE.COM

20

TUMBLR.COM

PINTEREST.COM

0

Unique
Visitors
(000)
to
Selected
Social
Media
Sites

Source:
comScore
Media
Metrix,
Oct-‐2010-‐Jan-‐2012,
Worldwide

15-‐24
year
olds..
saw
the
largest
Worldwide
decline

in
engagement
of
web-‐based

..’Digital
Na8ves’
email
and
instant
messaging
…..

34%

25%

21%

15%
12%

1%

-‐4%
-‐3%

-‐8%

-‐22%

-‐32%
-‐34%

-‐37%
-‐36%

-‐42%

Age
15-‐24
Age
25-‐34
Age
35-‐44
Age
45-‐54
Age
55+

Instant
Messengers
Email
Social
Networking

Change
in
Average
Time
Spent
with
Content
Category

by
Age
Segment

Source:
comScore
Media
Metrix,
Worldwide,
October
2011
vs.
July
2010

…and
the
highest
increase
in

engagement
of
social
networking

34%

25%

21%

15%
12%

1%

-‐4%
-‐3%

-‐8%

-‐22%

-‐32%
-‐34%

-‐37%
-‐36%

-‐42%

Age
15-‐24
Age
25-‐34
Age
35-‐44
Age
45-‐54
Age
55+

Instant
Messengers
Email
Social
Networking

Change
in
Average
Time
Spent
with
Content
Category

by
Age
Segment

Source:
comScore
Media
Metrix,
Worldwide,
October
2011
vs.
July
2010

For
‘Digital
Na8ves’,
Social

Networking

social
networking
is
483,0

the
norm
Instant

Messengers

264,7

Email

67,1

Average
Minutes
per
Visitor
(15-‐24)

Source:
comScore
Media
Metrix,
Worldwide,
October
2011

ONLINE
VIDEO


Online
Video
is
Now
a
Huge
Global
Market

1.2
Billion
people

watched
an
average
of

18
hours
each

of
Online
Video
in
February

Worldwide

comScore
Video
Metrix,
Aged
15+,
Feb
2012

Online
Video’s
Blockbuster
Year

Nearly
50
Million
Russians
Watch
Online
Video

1

Social
Networking
is
the
Most

Popular
Online
AcJvity

Worldwide

48.5
53.9

39
million
million

July
2012

million
Feb
2012

Mar
2011

Source:
comScore
Video
Metrix,
Jan-‐2011
to
Jan-‐2012,
Spain


Total
Videos
Viewed
Increase
20%
in
Spain
in
12

months

Average
Viewer
Watched
153
Videos
in
Feb
2012

1

Social
Networking
is
the
Most

3

2.5

Popular
Online
AcJvity

Feb
2012

billion

billion
Worldwide

Feb
2011

Source:
comScore
Video
Metrix,
Feb-‐2011
to
Feb-‐2012,
Spain


And
Higher
Composi8on
of
Young
Males
Outside
EU-‐3*
Indicates

Room
for
Maturity

Unique
Viewers

(Millions)

50

45

40
Other

Males
15-‐34

35

30

25

20

15

10

5

17.3%
19.3%
19.6%
21.5%
22.2%
30.4%
44.9%

0

Germany
France
UK
Spain
Italy
Russia

Turkey

*EU-‐3
includes
UK,
France
and
Germany

comScore
Video
Metrix,
Demographic
Proﬁle,
September
2011

Rapid
Growth
of
Unique
Viewers
and
Video
Views
Stopped
in

Q1
2010
for
EU-‐3

Unique
Viewers

Videos
(Billions)

(Millions)

30
140

25
120

100

20

80

15

60

10

40

5
20

0
0

Feb-‐2008
Aug-‐2008
Feb-‐2009
Aug-‐2009
Feb-‐2010
Aug-‐2010
Feb-‐2011
Aug-‐2011

Videos
(Billions)
Unique
Viewers
(Millions)

comScore
Video
Metrix,
Media
Trend

*EU-‐3
includes
UK,
France
and
Germany

But…..
a
Closer
Look
Uncovers
the
Story
of
a
Shi5
from
Quan8ty
to

Quality
…..
Longer
Videos

Videos
(Billions)

30
140

25
120

19.2%

100

20

80

15

14.2%

60

March
–
Sept

10
Change
8.2%
40

5
Minutes
per
Video
+4%

20

7.5%

Total
Minutes
+
33%

0
0

2.3%

Feb-‐2008
Aug-‐2008
Feb-‐2009
Aug-‐2009
Feb-‐2010
Aug-‐2010
Feb-‐2011
Aug-‐2011

Videos
(Billions)
Unique
Viewers
(Millions)

Source:
comScore
Video
Metrix,
Media
Trend

*EU-‐3
includes
UK,
France
and

Germany

A
New
Era
of
Online
Video……

A
Quality
Viewing
Experience

A
Choice
of
Quality
Content

Convenient
and
Accessible

A
Price
Worth
Paying

A
Quality
Viewing
Experience:
Online
Video
has
Come
a
Long
Way

UGC/’Numa
Numa’
Song
PREMIUM/FROZEN
PLANET


A
Choice
of
Quality
Content:
The
Two
Ends
of
the
Quality

Spectrum
are
Well
Deﬁned

UGC
PREMIUM

Shorter
format
Longer
format

Low
budget
High
budget

Low
quality
High
quality

Low
talent/interest
High
talent/interest

Unknown
content
Known
content

Minimally
mone8sed
Well
mone8sed


A
Choice
of
Quality
Content:
At
the
Premium
End,
TV
Broadcasters

Have
Large
Online
Video
Presence
(UK
example)

Unique
Viewers
(millions)

4,2
4,1

3,3

2,4

0,7

comScore
Video
Metrix,
October
2011,
UK

Convenient
and
Accessible:
Online
Video
is
Social
and
Publishers

can
Leverage
the
Power
of
Social
Media

• 
1
in
3
video
viewers
comment

• 
2
in
5
upload
videos

• 
1
in
2
regularly
share
videos

• 
More
than
1
in
2
view
online
video
with
others

Sources:
comScore

Custom
MarkeJng
SoluJons
Study
(US

© comScore, Inc. Proprietary. 34 2011)

A
Price
Worth
Paying:
Video
Adver8sing
Has
Nearly
Tripled
in
One

Year
(UK
example)

19.2%

Video
Content
Video
Ads
14.2%

8.2%

7.5%

2.3%

With
people
spending
more
8me
viewing
long-‐form
content

the
pla`orm
is
ripe
for
brand
adver8sing

comScore
Video
Metrix,
UK,
Age
6+,
February
2011
vs
2012

MOBILE


THE
RISE
OF
SMARTPHONES;
EU5
LEADS
THE
US

Source:
comScore
MobiLens,
EU5
and
US,
3
mon.
avg.
ending
Oct
2011

Smartphone
Market
Growing
Rapidly

In
the
UK,
there
are

26
million
smartphone

users,
increase
of
50%
year

on
year

UK
IS
THE
HIGHEST
EUROPEAN
PENETRATED
MARKET
WITH

• 53%
Penetra8on

Source:
comScore
MobiLens,
UK,
Age
13+,
January
2011
vs
2012

All
Communica8ons
and
Social
Media
accessed
show

double-‐digital
growth

19.2%

14.2%

8.2%

7.5%

2.3%

comScore
MobiLens,
UK,
Age
13+,
January
2011
vs
2012

Smartphones
and
Tablets
Change
the
Way
People

Consume
Content
(UK
example)

Share
of
Connected
Device
Traffic
in
UK

19.2%

Mobile

Non-‐ 6.4%

Computer
14.2%

Computer

89.7%

10.2%*

Tablet
8.2%

3.3%

7.5%

Other

0.5%
2.3%

*In
October
we
saw
only
7.7%
of
traffic
coming
from
non-‐computer…..

…..in
January
the
figure
rose
to
10.2%
-‐-‐
a
growth
of
33%
in
3
months

Source:
comScore
Device
EssenJals,
UK,
January
2012

Dual
Device
Ownership;

Introducing
the
“Digital
Omnivore”

Percentage
of

Smartphone
Audience

Also
Owning
a
Tablet
(UK
example)

12,7%

19.2%

14.2%

5,3%

8.2%

7.5%

January
2011
January
2012
2.3%

Source:
comScore
MobiLens:
One
month
snapshot,
January
2011
/
January

2012,
Country:
UK,
N=5,124


Conclusions

§  The
digital
world
is
expanding
rapidly,
driven
by
new
users
in

some
regions
and
/
or
by
growth
in
8me
spent
in
others

§  Younger
consumers
are
leading
the
revolu8on,
with
higher

engagement
coming
from
15-‐34
age
segments

§  Social
Networking
is
a
key
driver
of
computer
and
Mobile

ac8vity,
cannibalizing
many
other
ac8vi8es

§  Video
&
Mobile’s
8me
is
now


THANK
YOU!

Tanya
Khandurova
–
Russia
Business
Development
Director

tkhandurova@comscore.com

Tanya Khadurova - Audience Development - Reeling in readers and advertisers

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