Más contenido relacionado La actualidad más candente (17) Similar a State Of The Us Online Retail Economy Q2 2012 (20) State Of The Us Online Retail Economy Q2 20121. State of the U.S. Online Retail Economy in Q2 2012
August 2012
Gian Fulgoni, Chairman, comScore, Inc.
Andrew Lipsman, VP Industry Analysis, comScore, Inc.
Note: A copy of this presentation will be sent to all attendees within two business days of today’s webinar
2. Data sourced from comScore’s global panel of 2 million Internet
users via behavioral tracking and custom surveys
2 million person panel
Analysis Parameters
360°View of Consumer Behavior
E-Commerce data includes all worldwide buying on U.S.
sites
Unless explicitly stated otherwise, the term e-Commerce
refers to online retail spending, as measured by
comScore, which excludes travel, autos and auctions
Behavioral activity through June 2012
Survey conducted week of July 30, 2012 (n=2000)
Consumer Measurements:
– Online Buying
– Attitudes and Sentiment
– Site Visitation
– Demographic Segments
– Mobile and Portable e-Commerce
© comScore, Inc. Proprietary. 2
3. Topics for Today
Review of Key Macroeconomic Trends
Consumer Perceptions of the Economy
Retailer and Product Category Overview
The Digital Endcap: Retailers as Publishers
The Impact of Mobile and Tablets on Shopping and Buying
Social Commerce Trends
Key Takeaways
Q&A
© comScore, Inc. Proprietary. 3
4. Validation of comScore Sales Data:
Comparison of comScore data to U.S. Department of Commerce
Quarterly U.S. e-Commerce Sales* ($ Billions)
Source: comScore & U.S. Department of Commerce (DOC)
Quarterly U.S. e-Commerce Growth* vs. YA
Source: comScore & U.S. Department of Commerce (DOC)
Dept. of Commerce (DOC) comScore Estimate of DOC
Dept. of Commerce (DOC) comScore Estimate of DOC
comScore Estimate of Mobile e-Commerce
50%
Correlation: 0.93
40%
Billions ($)
% Growth vs. YA
30%
20%
10%
0%
2005 - Q1
2005 - Q2
2005 - Q3
2005 - Q4
2006 - Q1
2006 - Q2
2006 - Q3
2006 - Q4
2007 - Q1
2007 - Q2
2007 - Q3
2007 - Q4
2008 - Q1
2008 - Q2
2008 - Q3
2008 - Q4
2009 - Q1
2009 - Q2
2009 - Q3
2009 - Q4
2010 - Q1
2010 - Q2
2010 - Q3
2010 - Q4
2011 - Q1
2011 - Q2
2011 - Q3
2011 - Q4
2012 - Q1
-10%
*Note: To be consistent with DOC, comScore estimate excludes travel and
event tickets but includes auction fees and autos.
© comScore, Inc. Proprietary. 4
5. State of the Economy
A Review of Key Macroeconomic Trends
© comScore, Inc. Proprietary. 5
6. Retail e-Commerce spending is up +16% Y/Y, posting $87 billion in
sales through June 2012
U.S. e-Commerce Dollar Sales Growth ($ Billions)
Source: comScore e-Commerce Measurement
+13%
+12%
+7% +9%
$256
+17% -2%
+19% $214 $209 $228
$200 $94 +11%
+22%
$171 $84
$85 +6%
+26% +9%
$80 -5%
+29% $143 $77 +12%
$141
$117 $69 +13%
$93 $61 +20% $54 +9%
$72 $51 +28%
$40 +33% $162 +14%
$142 +10%
Travel $30 $123 +20% $130 +6% $130 0%
$102 +24% $87 +16%
+26% $67 +26% $82 +24%
Retail
$42 $53
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Q1-Q2
2012
© comScore, Inc. Proprietary. 6
7. The channel shift to online was particularly evident in Q2 2012, with
online retail growing nearly 4x the rate of total consumer spending or
7x on an apples-to-apples basis
Quarterly e-Commerce Sales Growth vs. YA
Source: comScore e-Commerce Measurement
23% 23%
17% 19% 17%
14%
13% 11% 12% 14%
10%
13% 15%
11% -3% 0% -1% -2% 3% 9% 9%
6%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 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% 8%
5% 6% 7%
4% 4% 3% 4% 2% 4%
1% 2%
5% 5% 7% 7% 7%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 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%
0%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012
-5% -5% -6% -6%
© comScore, Inc. Proprietary. 7
8. The shift of consumer spending to the Internet continues to
accelerate, with the e-Commerce share of spending hitting 8.7% in
Q2, up 1.6 points in only two years
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%
8.0% 7.6% 7.7%
e-Commerce Share
7.4% 7.3%
7.0% 6.4% 6.7% 7.7% 7.6%
5.9% 6.9% 7.1% 7.1%
6.8%
6.0% 6.3% 6.5% 6.6%
5.1%
5.9%
5.0% 5.3% 5.3%
4.3% Q2 2012 share: +1.6 points
5.0%
4.0% 4.6% 4.5% vs. Q2 2010
4.3%
4.0% e-Commerce share peaks in
3.0%
3.7%
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. 8 Parts, Gasoline Stations and Health & Personal Care Stores.
9. All income segments showed double-digit growth versus 2011, with mid
and lower income consumers leading the way
e-Commerce Sales by Income Segment ($ Billions)
Growth vs. YA
Source: comScore e-Commerce Measurement
Under $50K $50K - $99K $100K or more
(23% of Total) (43% of Total) (34% of Total)
+6% +2% +8% +3% +9% +12% +19% +9% +7% +12% +15% +16% +21% +10%
$20.0
$18.3 $17.5
$17.2 $17.3
+26% +39% +28% +31% +22% +18% +17% $15.1 $15.0
$15.3 $15.4 $14.8
$14.6 $13.5
$12.2 $12.1
$12.4 $12.1
$11.0
$10.0 $10.3
$9.4
$8.9
Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q4 '10Q1 '11Q2 '11Q3 '11Q4 '11Q1 '12Q2 '12 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12
© comScore, Inc. Proprietary. 9
11. Overall consumer sentiment slid in July, with 56% of consumers
rating the economy as poor, up from 49% in April
Q. How would you rate economic conditions today?
Source: comScore Surveys
Percent of Consumers Who View The Economy as Poor
Increase in negative sentiment driven by
Under $50k (61%) and Baby Boomers (60%)
77%
68% 66%
61% 61% 59% 62% 61% 59% 60% 62% 60%
54% 56%
52% 49%
Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Aug-11 Oct-11 Jan-12 Apr-12 Jul-12
© comScore, Inc. Proprietary. 11
12. Concern over unemployment saw a +7 point swing from April,
but continued to lag behind prices, the main economic concern
Percent of Respondents Citing Their One Most Important Issue
Q. Based on your current situation, which one of the following economic conditions most concerns you?
Source: comScore Surveys
54%
50%
48%
46% 45%
44% 43%
Unemployment / 42% 42% 44%
40%
Job Security 37% 38%
42%
Rising 33%
32% 32% 37% 37%
Prices 30% 36% 33%
28% 31%
Financial 29% 29%
27% 26%
Markets
Real Estate / Home 15%
Values 13% 13% 13%
11% 12% 12% 10% 11%
7% 9% 10%
7% 10%
10% 11% 8%
8% 8% 10% 8% 9% 9%
8% 9% 7% 8%
7%
Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12
© comScore, Inc. Proprietary. 12
14. Compared to 2011, retail e-Commerce saw an increase in every key metric,
including dollars per buyer, total buyers & transactions per buyer
Key e-Commerce Buyer and Transaction Measures
Q2 2012 vs. YA
Source: comScore e-Commerce Measurement
Metric Q2 2011 Q2 2012 % change
Dollar Sales ($ Billions) $38 $43 +15%
Dollars per buyer $221 $242 +10%
Buyers (Millions) 170 178 +5%
Average Order Value $70 $74 +6%
Transactions (Millions) 539 584 +8%
Transactions per Buyer 3.2 3.3 +3%
Buyer Penetration (Total Internet) 70% 72% +3%
© comScore, Inc. Proprietary. 14
15. All product categories showed at least +10% growth, with digital
content and consumer electronics showing the highest growth
Q2 2012 e-Commerce Sales Growth vs. YA by Retail Category
Source: comScore e-Commerce Measurement
Q2 2012 Growth
Product Category
vs. YA
Digital Content and Subscriptions Very Strong
Consumer Electronics (x PC Peripherals) Very Strong
Flowers, Greetings & Misc. Gifts Very Strong Q2 growth rates of 15% or
Computers/Peripherals/PDAs Very Strong higher
Apparel & Accessories Very Strong
Event Tickets Very Strong
Consumer Packaged Goods Strong
Jewelry & Watches Strong
Home & Garden Strong
Books & Magazines Strong
Q2 growth rates of 10-14%
Sport & Fitness Strong
Office Supplies Strong
Video Games, Consoles & Accessories Strong
Furniture, Appliances & Equipment Strong
© comScore, Inc. Proprietary. 15
16. While Amazon remains the leader in unique visitors to retail sites,
Apple and Wal-Mart each showed strong gains versus year ago
Avg. Monthly UVs (MM) on Select Retail Sites in Q2 2012
Source: comScore Media Metrix, U.S. Y/Y Change
+7%
Amazon Sites 100.4
+24%
Apple.com Sites 47.5
+23%
Wal-Mart 41.4
-5%
Netflix.com 27.3
+5%
Target Corporation 23.2
Best Buy Sites +7%
18.3
Ticketmaster 14.9 +52%
The Home Depot, Inc. 14.7 +51%
Sears.com 12.4 +17%
© comScore, Inc. Proprietary. 16
17. Compared to the overall retail e-Commerce market, Amazon.com
heavily over-indexes for consumer electronics, toys and books
Product Category Share at Amazon Indexed to
Retail e-Commerce (Q2 2012)
Index: 0-40 40-80 80-120 120-160 160+
Computers/Peripherals/PDAs
Apparel & Accessories
Consumer Electronics (x PC
Peripherals)
Office Supplies
Books & Magazines
Home & Garden
Toys & Hobbies
Index: 0-40 40-80 80-120 120-160 160+
Nodes indicate range of Amazon’s index to Total Internet share composition
© comScore, Inc. Proprietary. 17
18. Groupon is still the leader in monthly unique visitors among coupon
sites. In June, visits to Groupon via mobile eclipsed PC visitors
Avg. Monthly UVs (MM) on Select Coupon
Sites in Q2 2012 Unique Visitors to Groupon in June 2012
Source: comScore Media Metrix, U.S. Source: comScore Media Metrix & Mobile Metrix, U.S., 18+
Y/Y Change
Groupon 11.8 -5%
Groupon
WhaleShark Media 7.5 N/A
(via PC)
LivingSocial 6.7 -35% 11.9 million
Coupons, Inc. 6.3 -10%
DeedOrGreed.com 2.1 N/A
DealsPL.US 2.0 +30%
Groupon
CouponAlert.com 1.8 +89%
(via mobile*)
MyPoints Sites 1.6 +29%
17.7 million
BradsDeals.com 1.5 +116%
FatWallet.com 1.3
+53%
* - WhaleShark Media includes RetailMeNot.com, Deals2Buy.com,
CouponShare.com and CouponsEven.com
© comScore, Inc. Proprietary. 18
* includes mobile web and mobile app
19. When looking at the types of daily deals consumers are purchasing,
Food/Drink and Beauty, Spa & Massage accounted for largest share
Offers Published by Category
Source: Local Offer Network / Dealradar.com
2010- 2010- 2011- 4Q Share
1Q 4Q 4Q (e) of $ Sold
1 Food & Drink 31% 26% 14% 16%
2 Beauty, Spa & Massage 20% 20% 13% 16%
3 Clothing & Accessories 2% 4% 10% 2%
4 Health, Medical & Dental 3% 5% 9% 14%
5 Travel & Hospitality 2% 2% 9% 13%
6 Photography & Photo Services 2% 4% 7% 5%
7 Kids 1% 2% 5% 1%
8 Home Products & Services 2% 6% 5% 4%
9 Fitness & Nutrition 6% 7% 4% 3%
10 Sports & Recreation 11% 5% 3% 4%
All Other 16% 17% 20% 20%
© comScore, Inc. Proprietary. 19
20. The average price per deal has been increasing as deal of the day
sites offer higher-value offers to consumers
Excluding
Travel & Medical
© comScore, Inc. Proprietary. 20
21. Most flash sale sites continue to see growth in unique visitors, with
Totsy.com the fastest growing property
Avg. Monthly UVs (000) on Select Flash Sale Sites in Q2 2012
Source: comScore Media Metrix, U.S.
Y/Y Change
Zulily.com 2,237 +9%
Woot.com 2,185 +74%
Gilt Groupe 1,137 +36%
HauteLook.com 1,118 +40%
OneKingsLane.com 1,098 +60%
MyHabit.com 903 +82%
Totsy.com 785 +881%
Ideeli.com 638 -20%
EBay Fashion Vault 590 +46%
BeyondtheRack.com 545 +22%
© comScore, Inc. Proprietary. 21
22. The percent of e-Commerce transactions with free shipping saw a
seasonal pullback to 42%, down from all-time high of 52% in Q4 2011
Percentage of e-Commerce Transactions with
Free Shipping
Source: comScore e-Commerce Measurement
51% 53% 48% 51%
61% 60% 59% 57% 60% 58%
49% 47% 52% 49%
39% 40% 41% 43% 40% 42%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2010 2010 2010 2010 2011 2011 2011 2011 2012 2012
% Transactions with Paid Shipping
% Transactions with Free Shipping
55% of consumers stated in a recent survey* that if they reached the end of an e-Commerce transaction and
free shipping was not offered, they would cancel their purchase at that retailer
*comScore survey – July 2012
© comScore, Inc. Proprietary. 22
23. Among online shoppers,* 61% would prefer to use in-store pickup
than pay for shipping to their home
Q. When shopping online, are you more likely Q. Similar to the previous question, would
to utilize free shipping to your home or you be more likely to pay for shipping to
free in store pickup? your home, or utilize free in store pickup?
Source: comScore Survey July 2012 Source: comScore Survey July 2012
95%
61%
39%
5%
% of respondents % of respondents
More likely to use free shipping More likely to pay for shipping
More likely to use free in store pickup More likely to use free in store pickup
© comScore, Inc. Proprietary. 23 * - those who shop online at least once a month
24. A lenient and clear returns policy is likely to lead to recommendations
and repeat business from online shoppers
If an online retailer offers a lenient, easy-to-understand returns
policy, I will …
Source: comScore Custom Survey “Return policy has to be
clear, easy and up front.”
Shop more often with that retailer 48%
Recommend the retailer to a friend 48%
Drop another retailer with a less easy
35%
returns process
“[If] I cannot find the return policy
or it is unclear I will never purchase
or return to that site again”
Focus less on prices and more on
32%
their quality of service
Agreement (Top 2 Box)
Q60. How much do you agree with the following statements?
© comScore, Inc. Proprietary. 24 If an online retailer offers a lenient, easy-to-understand returns policy, I will …
25. Free shipping was, by far, the factor considered most influential on the
online shopping experience
Factors Influencing Total Purchasing Experience
Source: comScore Custom Survey
Average # of Chips Allocated out of 100
Free shipping on most items
6
Knowing what day my purchase will be delivered 7
Easy to understand returns process 8 37
Availability of express shipping choices
10
Offers environmentally-responsible products
Ability to select a 2-hour delivery window 14
18
Ability to re-route packages to an alternate location
while in transit
Q29. Thinking of factors that would influence your total purchasing
experience with a retailer, how influential is each of the following
factors? Please distribute 100 points across these factors, allocating
more points to factors that are more influential and fewer points to factors
© comScore, Inc. Proprietary. 25
that are less influential.
26. Join us and UPS for a deeper dive into the online shopping
experience – August 22 at 2 PM ET
The Online Shopping
Customer Experience Study
provides insights into consumers’
online shopping behaviors and
preferences.
Other online shopping surveys
have focused on purchase or web
usability, but this particular survey
bridges that gap with a view of
perceptions on customer
experience from pre-purchase
through post-delivery.
This study also provides a clear
picture of which shipping and post-
purchase services enhance
customer experience.
www.comscore.com/OnlineShoppingWebinar
© comScore, Inc. Proprietary. 26
28. The Digital Endcap: Manufacturer ad impressions delivered on
Amazon.com tripled versus a year ago and remain far ahead of Walmart
Impressions Delivered (in Millions) & Selected Leading Creatives
on Amazon & Walmart
Source: comScore Ad Metrix, U.S., Jan-2011 to June-2012 Amazon.com
3,000
+341% vs. Jun ’11
Amazon.com
2,500
Walmart.com
2,000
1,500
Walmart.com
+103% vs. Jun ’11
1,000
500
0
© comScore, Inc. Proprietary. 28
29. The Digital Endcap: Reaching consumers at the bottom of the funnel
Ads on retailer websites reach consumers down-funnel, but sold at below average CPMs.
Shouldn’t they be going for more?
Standard Average CPM
Display $2.91
Ads
Digital Average CPM
Endcaps $2.74
Source: comScore Ad Metrix, U.S.,
Apr-2012 to June-2012
© comScore, Inc. Proprietary. 29
30. The Digital Endcap: Friend or Foe?
Friend Foe
Ability to leverage available site Shoppers might click away from the
inventory retailer website
Delivers competitive advantage due BUT, we know that display ad CTRs are
to synergies created for retailer and low and the branding effect is strong
manufacturer (vertical integration)
Retailers may not have an ad sales
Inherently high margin offering, with force to leverage
minimal costs
CPM upside
Why aren’t more retailers leveraging
the Digital Endcap?
© comScore, Inc. Proprietary. 30
31. The Impact of Mobile and Tablets
on Shopping and Buying
© comScore, Inc. Proprietary. 31
32. More than 4 million new smartphone subscribers activated in Q2,
taking the audience over the 110 million mark
Acquisition Trend for Smartphone Subscriber Base and
Total Smartphone Subscriber Base
Source: comScore MobiLens, U.S., 3 Mo. Avg. Sep-2009 to Jun-2012
+7.0 +6.5 120,000
New Smartphone Acquisitions (In Millions)
+6.0 100,000
Total Smartphone Subscriber Base (In Thousands)
+5.0
80,000
+4.0 +3.8
+3.3 +3.6 +3.5
+3.1 +3.3 60,000
+2.9
+3.0 +2.7 +2.7 +2.9 +2.5 +2.6
+2.3+2.3 +2.2
+1.9 +2.1 +2.0 +2.1+2.2 +2.1 40,000
+2.0 +1.8 +1.6
+1.3 +1.3 +1.3 +1.4
+1.1 +1.3
+1.0 +0.9 20,000
+1.0 +0.7 +0.7
+0.0 0
© comScore, Inc. Proprietary. 32
33. Nearly 1 in 10 e-Commerce dollars are spent via mobile device
Percentage of Total e-Commerce Dollars Spent via Mobile or Tablet Device
Source: comScore Mobile Measurements
Spike in percentage of 9% 9%
e-commerce sales via
mobile coincides with
8% 8%
surge in tablet ownership
6% 6%
3% 3%
2%
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2010 2010 2010 2011 2011 2011 2011 2012 2012
© comScore, Inc. Proprietary. 33
34. Nearly 2 in 5 tablet owners have purchased something online via their
device in the past month, more than double smartphone owners
Smartphone Owners Who Purchased Tablet Owners Who Purchased
Item/services via Mobile (past month) Item/services via Tablet (past month)
Source: comScore MobiLens Source: comScore TabLens
Smartphone owners 18% Tablet owners 39%
Tablet owners are generally more engaged overall – in addition to the above ‘purchased’
metric, 43% have researched items and 42% have compared product prices in the past
month (compared to 21% and 22% for smartphones, respectively)
© comScore, Inc. Proprietary. 34
35. When compared to overall tablet owners, iPad owners significantly
over index on every e-Commerce metric, including purchasing items
Retail/e-Commerce Actions Taken by iPad and Kindle Fire Owners
(Indexed Against All Tablet Owners)
Source: comScore TabLens
All tablet iPad Kindle Fire
Metric (took action in past month)
owners Index Index
Found store location 42% 122 85
Purchased goods or services online 39% 117 99
Made shopping lists 23% 115 106
Found coupons or deals 35% 115 96
Checked product availability 32% 113 93
Compared product prices 42% 113 92
Researched product features 42% 113 92
© comScore, Inc. Proprietary. 35
38. Pinterest & Instagram among the two hottest growth sites over past year
Pinterest & Instagr.am: U.S. Unique Visitor (000) Trend
Source: comScore Media Metrix, 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
© comScore, Inc. Proprietary. 38
39. 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 Media Metrix, 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
© comScore, Inc. Proprietary. 39
40. Pinterest users love, love, love shopping, making it a gold
mine for marketers wanting to reach buyers
Top 20 Site Categories with Highest Concentration (%) of Pinterest Visitors
Source: comScore Media Metrix, U.S., June 2012
Retail - Jewelry/Luxury Goods/Accessories 22.8%
Retail - Flowers/Gifts/Greetings 21.2%
Retail - Fragrances/Cosmetics 20.1%
Retail - Food 19.7%
e-cards 19.0%
Gay/Lesbian 18.8%
Retail - Books 18.7%
Travel - Transactions 18.6%
Lifestyles - Green 18.3%
Overall Pinterest
Retail - Coupons 18.0%
Internet Retail - Apparel 17.8%
penetration: 10% Retail - Consumer Goods 17.8%
Retail - Health Care 17.7%
Retail - Home Furnishings 17.4%
Retail - Toys 17.2%
Incentives 17.2%
Retail - Mall 16.8%
Religion/Spirituality 16.7%
Travel - Hotels/Resorts 16.6%
Shipping 16.6%
16 of top 20 Pinterest users’ highest affinity categories are Retail-related
© comScore, Inc. Proprietary. 40
41. Pinterest is carving out a big share of social media referral traffic to
retail apparel category
% of Social Networking Referral Visits to Retail Apparel Category
Source: comScore Custom Metrix, U.S., May 2012
4% 4%
Facebook
8% Pinterest
Tumblr
54% Twitter
30%
Other
© comScore, Inc. Proprietary. 41
43. Power of Like 2: Key Findings
Amplification: Brands can meaningfully
extend Facebook reach through amplification
to Friends of Fans and help drive sales
Earned Media Lift: The causal effects of
Facebook earned media (non-paid) exposure
can be isolated, and show lifts in purchase
behavior
Paid Media Lift: Facebook paid
advertising also shows evidence of driving
lifts in purchase behavior Download full white paper at:
www.comscore.com/like2
© comScore, Inc. Proprietary. 43
44. comScore Social Essentials™ complements and extends Facebook
Insights’ functionality
PAGE INSIGHTS SOCIAL ESSENTIALS™
Competitive
Reach &
Audience Insights
Frequency for
& Social Lift for
Your Own Brand
All Brands
© comScore, Inc. Proprietary. 44
45. How Social Marketing Works: Brands control the three basic levers
that will determine social media marketing success
Many brands don’t consider
these intermediary steps
Brand Fans “Talk News Feed Goal: Max
Messages About” Content
Get Fans Reach Fans News Feed Spreads to Reach,
in News Feed Content Friends ROI
1. Fan Reach 2. Engagement 3. Amplification
© comScore, Inc. Proprietary. 45
46. Quantifying Amplification: Top Facebook Brands tend to reach 0.5-2.0
Friends for every Fan reached w/ earned media
Fans & Friends of Fans' Earned Impressions and Amplification Ratios for
Selected Leading Facebook Brands
Source: comScore Social Essentials, U.S., March 2012
70 2.5
Exposed Social Impressions (MM)
60
2.0
Amplification Ratio
50
40 1.5
30 1.0
20
0.5
10
0 -
Exposed Fan Impressions Exposed Friend of Fan Impressions Amplification Ratio
© comScore, Inc. Proprietary. 46
47. Earned Media Lift: Starbucks earned media impressions drove
significant lifts in in-store purchase in 4 weeks following exposure
Starbucks Fans & Friends of Fans In-Store Purchase Behavior:
% of Exposed Group vs. Control Group Purchasing Starbucks
Weeks 1-4 Following Earned Media Exposure
Source: comScore Social Lift, U.S., February-March 2012
% Reach of Exposed and Control
2.40% Nominal Lift Test Group Control Group 1.60
Nominal Lift in Purchase Incidence
2.12% 1.40
2.00%
1.80% +38% 1.20
Groups
1.60% 1.36% 1.54% 1.00
1.20% 1.30% 0.80
0.83% 1.00% 0.58
0.50 0.60
0.80%
0.66% 0.36 0.40
0.40% 0.17
0.20
0.00% 0.00
Week 1 Weeks 1-2 Weeks 1-3 Weeks 1-4
© comScore, Inc. Proprietary. 47
48. Paid Media Lift: Also evidence that Facebook paid ad campaigns can
drive positive lifts in purchase behavior
Retailer Premium Facebook Ad Lift: % of Exposed Group
Purchasing Online and In-Store Weeks 1 - 4 Following Paid Media Exposure
Source: comScore AdEffx Action Lift, U.S., September-December 2011
1.60%
1.47%
1.40% +16%
1.18% 1.27%
1.20%
1.00%
0.84% 1.00%
0.80%
0.60% 0.69% 0.61%
0.46% 0.49%
+56%
0.38%
0.40% 0.39%
0.37%
0.20% 0.19% 0.32%
0.20%
0.11%
0.00%
Week 1 Weeks 1-2 Weeks 1-3 Weeks 1-4
Online - Test Online - Control In-Store - Test In-Store - Control
© comScore, Inc. Proprietary. 48
49. Five Ways to Achieve Social Marketing Success
Move beyond just collecting Fans
Use them as a leverage point to achieve marketing objectives
Reach Fans effectively
Use newsfeed to get them to engage and amplify your messages
Know who you’re reaching & how often
Tie these metrics back to your broader marketing strategies
Quantify value of earned media
Compare earned to paid ads & put a $ value on exposures; measure ‘social lift’
Cultivate the ‘virtuous cycle’ of
Paid, Earned & Owned Media are intertwined and combine to help brands
maximize impact
© comScore, Inc. Proprietary. 49
51. Key Takeaways
The channel shift to online appears to be accelerating: online sales
increased by +15% this quarter, while on a comparable category basis, offline
sales increased only 2%
Mobile and tablets accounted for 9% of all retail e-Commerce sales in Q2
All product categories showed strong (10% or higher) growth in Q2
Overall consumer sentiment weakened this quarter, with 56% of respondents
viewing the economy as poor (versus 49% in Q1 2012). Unemployment
increased in importance as a concern
Leading deal-of-the-day sites are now seeing more visitors from mobile devices
than from the fixed Internet and the value of offers has increased dramatically
The rise of the visual web is the key social media trend this year and promises
to be important for marketers and retailers
Facebook and Pinterest are both important social media channels for
influencing commerce but Linkedin attracts the heaviest online buyers
© comScore, Inc. Proprietary. 51
52. QUESTIONS?
Please contact us at learnmore@comscore.com if
you have any additional questions or comments.
© comScore, Inc. Proprietary. 52
53. Thank You!
Note: A copy of this presentation will be sent to all attendees within
two business days of today’s webinar.