This document discusses the increasing complexity of digital media consumption across multiple platforms. It notes that digital consumption used to be simple but then a "platform explosion" occurred, with new platforms like smartphones, tablets, and other devices being adopted rapidly. Today, many households have three or more connected devices in addition to PCs and TVs. The share of traffic from non-PC devices is higher in some countries like Singapore compared to others. Certain categories like social media, entertainment and news see a disproportionate share of traffic from mobile and tablet devices. The document outlines the methodology challenges of measuring multi-platform audiences and notes that comScore is just starting to provide such multi-platform reporting in Thailand.

1. comScore
Media
Metrix
Mul0-­‐Pla3orm
Repor0ng
Where
We
Are
Today
© comScore, Inc. Proprietary. 1 Web Wednesday Thailand November 2012

2. con·∙sump·∙0on
noun
1.
the
act
of
consuming,
as
by
use
© comScore, Inc. Proprietary. 2

3. Digital Consumption Used to be Fairly Simple….
© comScore, Inc. Proprietary. 3

4. And then something called “Platform Explosion” began to occur
© comScore, Inc. Proprietary. 4

5. Today in the U.S., New Platforms are being Adopted at Increasingly
Higher Rates
100.0%
98.0% 6%
from
Non-
96.0% PCs
10%
from
Non-
94.0% PCs
92.0%
Other
90.0%
Tablet
88.0% Mobile
86.0% PC
84.0%
82.0%
80.0%
© comScore, Inc. Proprietary. 5

6. Tablets in the U.S. reached 40MM owners in Two years
Smartphones took Ten Years to Reach that Same Level
100 MILLION
Device Owners
40 MILLION
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
© comScore, Inc. Proprietary. 6 Source: comScore MobiLens & TabLens U.S

7. We’re Becoming Digital Omnivores
10% of
Total Traffic
§ 10% of Web traffic comes
from non-PCs
– Up 56% over past ten months 6% of 35%
Total Traffic
Other
23% Tablet
§ 40% of US Households
have three or more Mobile
connected devices
68% 61%
– In addition to PCs & TVs
May 2011 March 2012
Majority of tablet traffic is over WiFi
© comScore, Inc. Proprietary. 7

8. The non-PC share of traffic, specifically mobile traffic, in Singapore is higher
than both Thailand and Australia
Non-Computer Share of Traffic
Source: comScore Device Essentials, June 2012
18.0% 15.9%
16.0% 0.24% 13.1% 11.8% = non-computer total
14.0% 0.28%
12.0%
6.15% 0.43%
10.0% 6.13%
4.66% Other
8.0%
Tablet
6.0%
9.55% Mobile
4.0%
6.74% 6.69%
2.0%
0.0%
Singapore Thailand Australia
© comScore, Inc. Proprietary. 8 Source: comScore Device Essentials TM – International Data June 2012

9. And it’s Not all About the Browser Anymore…
U.S. Top Smartphone Properties,
% Share of Time Spent by Access Method
Google Sites
Facebook
Yahoo! Sites
Amazon Sites
Wikimedia Foundation Sites
Apple Inc.
Cooliris, Inc
AOL, Inc. Browser
eBay APP
Zynga
Twitter
Rovio (Angry Birds)
Weather Channel, The
Microsoft Sites
ESPN
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
© comScore, Inc. Proprietary. 9 Source: comScore Mobile Metrix 2.0, July 2012, U.S.

10. Cross-Device Consumption: Device Usage Differs Throughout Day
Tablets rule
PCs dominate the home
working hours
Smartphones
bridge the gaps
Weekday Share of Device Page Traffic in the Singapore
Confidential and Proprietary 10 Source: comScore Device Essential, Week of May 14, 2012,
© comScore, Inc. Proprietary. 10 Singapore

11. iOS leads the way among the operating systems on non-PC devices in
Singapore– particularly on tablets, with 91% of tablet page views
Device Share of Non-Computer Traffic –
Singapore
Source: comScore Device Essentials, June 2012
Tablet Mobile
0.22%
3.67% Other
1.13%
RIM
Tablet 32.77
% Windows
38.61%
90.91 Mobile
iOS %
Mobile Android
59.90% 62.43
%
Android
iOS
8.87%
Other
1.49%
© comScore, Inc. Proprietary. 11 Source: comScore Device Essentials TM – International Data June 2012

12. Non-computer devices account for a disproportionate share of traffic to
Social Media, Entertainment, and News/Information categories
Non-Computer Share of Category Traffic – Singapore
Source: comScore Device Essentials, June 2012
Mobile
Social Media 4.4% 3.4% 8.1% 15.86%
Tablet
Other
Entertainment 6.0% 5.7% 8.6% 20.21%
News/Information 9.3% 7.5% 3.8% 20.59%
non-computer
total
© comScore, Inc. Proprietary. 12 Source: comScore Device Essentials TM – International Data June 2012

13. The
Methodology
Challenge
A
Person-­‐Centric
Mul;-­‐Sourced
Approach

14. Goal: To measure audience overlap and duplication across platforms
PC
? ?
?
Video ? Mobile
© comScore, Inc. Proprietary. 14

15. comScore uses the following assets to accomplish this goal
Network Logs
User Site
Panels Tags
Dynamic Application
Panels Tags
© comScore, Inc. Proprietary. 15

16. Entity Platform Coverage Indicator
Tagging all assets will help us
define your audience better
© comScore, Inc. Proprietary. 16

17. Just Starting in Thailand
© comScore, Inc. Proprietary. 17

18. comScore
Media
Metrix
Mul0-­‐Pla3orm
Repor0ng
Where
We
Are
Today
Web Wednesday Thailand November 2012

19. Thank
You