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1© comScore, Inc. Proprietary and Confidential.
2© comScore, Inc. Proprietary and Confidential.
comScore 2010 Canada Digital Year in Review
The comScore 2010 Canada Digital Year in Review offers a macro view of the overarching trends in digital
media usage in Canada, and considers their implications for navigating the uncertainties of the year ahead.
The report analyzes trends including overall Internet usage, high-growth categories, online display advertising,
online video, search and mobile.
3© comScore, Inc. Proprietary and Confidential.
Digital in Canada: A Year in Review
! How are Canadians consuming digital media, and how does this compare to other countries?
! Which trends dominated the digital landscape in 2010?
! How does media consumption differ across age and gender segments?
! What trends are we seeing in the social networking space, and what impact does that have on
email activity?
! How has digital advertising shifted in the last year, and how has social media played a part?
! "#$%#&%'()*()&%+)*,'-$*.&+-*&.*-/$(,&01&)#*&2'.)&/$3*'.4&"#'5.&6+)%#$(,&'(7$(*&/$3*'&$(&8+(+3+4
! What is the current state of the search market?
! How will mobile media consumption in Canada stack up against other markets?
2010 can be characterized as a year of recovery and strategic advancement. Marketers, advertisers, publishers and companies alike, shifted from skepticism to restored confidence and curiosity. As more time and budget dollars were invested back into the online space, companies and brands found new ways to integrate their %'()*()&+%-'..&/+-9$(,&17+):'-2.;&&<(&3'$(,&.'=&$3*()$:9$(,&+(3&0(3*-.)+(3$(,&>6#'5&)#*$-&'(7$(*&/$.$)'-&6+.=&became paramount. The digital landscape also experienced a power shift in 2010, with consumers beginning to guide online trends.
The purpose of the comScore 2010 Canada Digital Year in Review is to identify these trends as they relate to categorical, video, search and mobile users. In order for brands to continue to market across diverse platforms, it is pertinent that prevailing trends are understood, providing brands, and companies alike, a competitive advantage. By understanding past trends and correlating them to the current, the online landscape becomes a tool that can be used to effectively make the online presence of brands successful and inventive.
Key questions to be addressed in this report include:
4© comScore, Inc. Proprietary and Confidential.
Table of Contents
Country-to-Country Comparison 5
Quick Glance at Canadians Online in 2010 7
Share of Browsers Online 10
Categorical Comparison 12
Social Networking 17
Email Landscape 22
Advertising Effectiveness 26
Video 30
Search 34
Mobile Coming Soon to Canada in 2011 36
!"#$$%"!&'()"*$"+,--. 40
5© comScore, Inc. Proprietary and Confidential.
Country-to-Country Comparison
6© comScore, Inc. Proprietary and Confidential.
Total Unique Visitors (000)
Average Hours/Visitor Average Pages/Visitor Average Visits/Visitor
Location Q4 2010 Q4 2009 Q4 2010 Q4 2009 Q4 2010 Q4 2009 Q4 2010 Q4 2009
Worldwide 1,314,031 1,206,146 23.1 23.7 2,133 2,252 53.0 54.6
China 287,451 232,037 13.5 15.6 1,238 1,599 38.6 57.7
U.S. 181,239 172,194 35.3 33.3 2,953 2,822 80.9 70.8
Japan 72,913 69,826 18.4 20.0 1,928 2,108 43.8 47.3
Germany 49,257 45,216 24.1 22.0 2,858 2,654 60.0 58.7
Russia 45,692 36,589 21.8 16.5 2,704 2,399 52.9 44.5
France 41,827 39,137 26.6 28.1 2,752 2,934 68.7 70.3
India 41,170 36,535 11.9 12.1 1,089 1,183 30.6 27.1
Brazil 39,335 32,849 25.8 27.0 2,089 2,672 56.5 58.8
UK 38,581 37,674 32.3 31.3 2,883 2,735 69.4 60.3
South Korea 30,155 29,424 27.7 35.6 4,093 4,986 50.1 72.5
Canada 22,945 23,138 43.5 42.2 3,349 3,793 95.2 88.8
Online Landscape Worldwide in 2010
Source: comScore Inc., Media Metrix, World Metrix, All Locations, Persons: 15+, 3 MO. AVG Q4 2009 & Q4 2010.
#1
Canada maintained its position as the most engaged online audience, ranking highest among the top markets in
average hours and visits per visitor in Q4 2010.
#1#2
7© comScore, Inc. Proprietary and Confidential.
Quick Glance at Canadians Online in 2010
8© comScore, Inc. Proprietary and Confidential.
4,8956,750
8,708
4,2254,6906,760
8,767
4,747
01,0002,0003,0004,0005,0006,0007,0008,0009,000
10,000
Persons: 2-17 Persons: 18-34 Persons: 35-54 Persons: 55+
To
tal U
V (
00
0)
Q4 - 2009 Q4 - 2010
24,602
24,989
24,400
24,500
24,600
24,700
24,800
24,900
25,000
25,100
To
tal U
V (
00
0)
Online Presence Continues to Grow and Persons 55+ Grew the Most in Q4 2010
Growth of Online Users by AgeQ4 2009 vs. Q4 2010
-4% +12%
0%
+1%
Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, Dec 2009 ? Dec 2010.Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
+2%
Total Internet
9© comScore, Inc. Proprietary and Confidential.
!"#"$"%&'(#)*#+',+-./0"12*3&4'5+#$+06'7+/*.#6'88'9#3.-+
% Composition Unique Visitors by Age Segments
9%
9%
9%
9%
5%
9%
10%
8%
9%
9%
5%
10%
0% 5% 10% 15% 20%
55+
45-54
35-44
25-34
18-24
2-17
Males Females
% Composition UV Regional Breakout
Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2010
Ontario38%
Quebec24%
Praries18%
British Columbia
13%
Atlantic7%
24%
31%
20%
26%
0%5%
10%15%20%25%30%35%
Less than $40,000
$40,000 -$74,999
$75,000 -$99,999
$100,000 or more
% Composition Household Income Breakout
10© comScore, Inc. Proprietary and Confidential.
Share of Browsers Online
11© comScore, Inc. Proprietary and Confidential.
64,592
34,411
11,029 11,461
Total Internet
Internet Explorer
Firefox Chrome
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Internet Explorer Continues to Have the Largest Reach in Canada
@.&A$%-'.':)5.&<()*-(*)&BC17'-*-&%'()$(0*.&)'&3'2$(+)*&
browser reach at more than 93% of the online
population, other browsers are building reach too ?
especially with the introduction of new browsers like
D'',7*5.&8#-'2*&6#$%#&#+.&+&EFG&-*+%#&$(&8+(+3+;
While the Mozilla Firefox browser reaches a larger
1*-%*()+,*&':&)#*&'(7$(*&1'107+)$'(=&D'',7*5.&8#-'2*&
browser has a larger proportion of time spent,
accounting for more than 11.4 billion minutes.
24,98923,339
7,718 6,067
0
5,000
10,000
15,000
20,000
25,000
30,000
Total Internet
Internet Explorer
Firefox Chrome
Source: comScore Inc., CA, All Locations, Persons: 2+, December 2010
Top 3 Browsers in CanadaTotal Unique Visitors (000)
Top 3 Browsers in CanadaTotal Minutes (MM)
12© comScore, Inc. Proprietary and Confidential.
Categorical Comparison
13© comScore, Inc. Proprietary and Confidential.
0
5,000
10,000
15,000
20,000
25,000Q4 2009 Q4 2010
Top Gaining Site Categories by Total Unique Visitors
More Canadians were accessing Community and Entertainment sites in Q4 2010. Political News sites saw the
strongest growth, up 47 percent versus year ago.
Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
+18% +25%
+16%+23%
+20% +26%
+29%+29%
+25%+27%
+23% +29% +30%
+37%+47%T
ota
l U
niq
ue
Vis
ito
rs (
00
0)
Top Gaining Site Categories
14© comScore, Inc. Proprietary and Confidential.
0 3,000 6,000 9,000 12,000 15,000
Health
Automotive
Technology
Retail - Computer Software
Entertainment News
Community - Home
Beauty/Fashion/Style
Community - Food
Coupons
Political News
Q4 2010 Q4 2009
0 3,000 6,000 9,000 12,000
Entertainment - Movies
Technology
Incentives
Automotive
Entertainment - Humor
Community - Home
Retail - Computer Software
Entertainment News
Coupons
Political News
Q4 2010 Q4 2009
More women were accessing Food, Beauty/Fashion/Style and Health sites in Q4 2010, while men were drawn
to Humor, Incentives and Movie sites.
Top Gaining Site Categories by Unique Visitors: Gender Breakout
Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
FEMALESTotal Unique Visitors (000)
~ Ranked by % Change
MALESTotal Unique Visitors (000)
~ Ranked by % Change
+25%
+25%
+25%
+28%
+28%
+29%
+29%
+30%
+43%
+45%+51%
+33%
+33%
+32%
+30%
+28%
+25%
+25%
+24%
+24%
15© comScore, Inc. Proprietary and Confidential.
0102030405060708090
100
Q4 2009 Q4 2010
Canadian males spent the greatest amount of time on Directories sites,
averaging more than 94 minutes per month in Q4 2010. Online Trading and
Career Training/Education sites saw significantly more time spent by males
during the quarter.
Top Gaining Site Categories by Average Time Spent per Male Visitor
Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
+117%+51%
+58%
+49%
+70% +76%+45%
+104%
+55%
+233%
Average Minutes Per Visitor
16© comScore, Inc. Proprietary and Confidential.
0
10
20
30
40
50
60
70Q4 2009 Q4 2010
Women spent double the amount of time on Photos and Directories sites when
compared to Q4 2009. Beauty/Fashion/Style and Religion/Spirituality sites also
saw an increase in time spent by female visitors.
Top Gaining Site Categories by Average Time Spent per Female Visitor
Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
+123%+108%
+34%
+79%
+29%
+114%+36%
+101%+50%
+45%
Average Minutes Per Visitor
17© comScore, Inc. Proprietary and Confidential.
Social Networking
18© comScore, Inc. Proprietary and Confidential.
15,000
16,000
17,000
18,000
19,000
20,000
21,000
22,000
23,000
24,000
25,000
To
tal U
niq
ue
Vis
ito
rs (
00
0)
Social Networking Blogs
+13% +9%
Source: comScore, Inc., Media Metrix, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2009 & Q4 2010.Source: comScore, Inc., Media Metrix, CA, All Locations, Persons 2+, Dec 2009 ? Dec 2010.
Conversational Media Continues its Climb
Even though Social Networking had a strong reach in 2009, we continued to see growth in unique visitors in
2010. Likewise, UV growth was also seen on Blog sites as Canadians spent 58% more time and consumed 36%
more pages in Q4 2010 compared to that of Q4 2009.
YoY : ,+3';<=': ,+3';><
19© comScore, Inc. Proprietary and Confidential.
0 5,000 10,000 15,000 20,000 25,000
Typepad
DeviantArt.com
BlogHer
Squidoo.com
Myspace
HubPages.com
Gawker Media
LinkedIn.com
Twitter.com
Federated Media H
WordPress
Technorati Media
Windows Live Profile
Blogger
Facebook.com
Total Unique Visitors (000): Q4 2010 Q4 2009
Source: comScore, Inc., Media Metrix, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2009 & Q4 2010.
Top Conversational Media Sites
% Change Total
Minutes
% Change Unique Visitors
+7%
-3%
-25%
+40%
-16%
+31%
+11%
+35%
N/A
+63%
-42%
+19%
+1%
-24%
-25%
-4%
+11
-34%
+161%
-1%
+138%
+26%
+79%
N/A
+107%
-76%
+26%
+34%
+8%
-2%
Most Conversational
Media sites saw an increase in unique visitors and time spent in Q4 2010 compared to last
year.
Top gainers included:Technorati Media (40%) Federated Media (31%)Twitter.com (11%)LinkedIn.com (35%)
20© comScore, Inc. Proprietary and Confidential.
17%
10%
19%
19%
17%
12%
6%
2-17
18-24
25-34
35-44
45-54
55-64
65+
Persons - Age% Change
Unique Visitors
% ChangeTotal Visits
2-17 -9% -18%
18-24 -1% -7%
25-34 14% 15%
35-44 12% 15%
45-54 15% 15%
55-64 36% 48%
65+ 34% 45%
Persons 55+ were the Strongest Drivers of Social Networking Growth
Source: comScore, Inc., Media Metrix, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2009 & Q4 2010.
Social Networking continues to be consumed by many different demographics of the Canadian population. As
this category continues to grow, older age segments are increasingly more engaged in this content.
Persons Age: Q4 2010 Social Media Growth Q4 2009 vs. Q4 2010
21© comScore, Inc. Proprietary and Confidential.
As 2010 drew to a close, certain Social Networks
were more likely to attract specific age groups in
Canada.
The Social Networks listed here, indexed the highest
for each of these Canadian age segments.
Index 204
Index 220Index 250
Index 143
Index 164Index 186
Index 173Index 142
Index 128
Index 156
Index 147
Index 144
Index 157
Index 152Index 149
Index 213
Index 128
Persons: 2:17 Persons: 35:44
Persons: 18:24
Persons: 25:34
Persons: 35:44
Persons: 55+
Index 200
Social Networking Across the Canadian Population
Source: comScore, Inc., Media Metrix, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2010.***Note: UV > 100,000***
22© comScore, Inc. Proprietary and Confidential.
Email Landscape
23© comScore, Inc. Proprietary and Confidential.
E-Mail Experiences Slight Decrease in Unique Visitors
E-mail sites have traditionally reached over 80% of all Canadians online. In Q4 2010, the E-mail subcategory
displayed a 79.5-percent reach, compared to 82 percent in Q4 2009. Average daily unique visitors saw a 28
percent decline since December 2009.
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Ave
rag
e D
ail
y V
isit
ors
(00
0)
Average Daily Visitors (000)
Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, Dec 2009 ? Dec 2010.
?.?'!2"#/+4',+3';<=': ,+3';><
-28%
24© comScore, Inc. Proprietary and Confidential.
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Total Visits (000)
4,600
4,800
5,000
5,200
5,400
5,600
5,800
6,000
6,200
Total Minutes (MM) Total Pages Viewed (MM)
Q4 2009 Q4 2010
-11%
-15%
Engagement with E-mail Sites Also Sees Decline in 2010
The most noticeable impact was seen with engagement metrics. Total visits posted an 18-percent decline year
over year, while total minutes and pages declined 11 and 15 percent, respectively.
Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
-18%
25© comScore, Inc. Proprietary and Confidential.
However, E-mail Experienced Growth Within Certain HH Income Segments
Total Unique Visitors (000) to E-mail Sites
Q4 2009 Q4 2010 % Change
Under $25K 2,476 2,199 -11%
$15,000 - $24,999 2,191 1,732 -21%
$25,000 - $39,999 2,863 2,256 -21%
$40,000 - $59,999 3,672 3,918 +7%
$60,000 - $74,999 2,519 2,555 +1%
$75,000 - $99,999 3,914 3,832 -2%
$100,000 or more 4,674 5,087 +9%
Taking a deeper look into the changes of the E-mail category, growth is evident within certain segments. High
income households of $100K+ actually grew in unique visitors to E-mail sites, as did household incomes of
$40K - $59K. Lower income households were drivers of declines within the E-mail category.
Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2009 & Q4 2010.
26© comScore, Inc. Proprietary and Confidential.
Advertising Effectiveness
27© comScore, Inc. Proprietary and Confidential.
Ad Dollars Continue to Flow Online in 2010
175,970
180,927
170,000
172,500
175,000
177,500
180,000
182,500
Q4 2009 Q4 2010
Total Display Ad Impressions (MM)
Source: comScore, Inc., Ad Metrix, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2009 & Q4 2010.Source: comScore, Inc., Ad Metrix, CA, All Locations, Persons 2+, 2010 AVG.
Q1 201024%
Q2 201024%Q3 2010
25%
Q4 201027%
Percentage of 2010 Total Display Ad Impressions
The number of total display ad impressions has grown 3% in 2010, with
the majority of the ad impressions delivered in the final quarter of the
year. In 2010, the top two advertisers online were Procter & Gamble,
followed by GMAC/Ally. Together they accounted for nearly 17 billion
display ad impressions throughout the year.
28© comScore, Inc. Proprietary and Confidential.
@#$'A2+'B"0/+&A',+)*C+0+$'@$'!0+"A*C+'*&D
Source: comScore, Inc., Ad Metrix, CA, All Locations, Persons 2+, 2010
GMACCreative Impressions: 740,469,000
Ally (formerly GMAC, Inc.), an Internet
Bank operated atop the ResMor Trust
Company, delivered the second most
display ad impressions (behind Procter
& Gamble) in 2010, with the above
creative ranking first. Microsoft Sites was
the top Publisher, displaying this creative
with over one-third of all impressions that
ran from early February to the end of the
year.
29© comScore, Inc. Proprietary and Confidential.
A Shift: Where Advertising is Displayed Online
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
E-mail Business/Finance Photos Sports Social Networking
Total Display Ad Impressions (000) by Category
Q4 2009 Q4 2010
Source: comScore, Inc., Ad Metrix, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2009 & Q4 2010.Source: comScore, Inc., Ad Metrix, CA, All Locations, Persons 2+, 2010 AVG.
While the number of total display ad impressions grew 3% in 2010, the Social Networking category has shown
the largest increase in ad impressions delivered, accounting for more than 58 billion impressions in Q4 2010.
This is the result of increased social media sites that have the ability to deliver ad impressions and shifting ad
impressions delivered on categories like: E-mail (-34%) and Business/Finance (-28%).
-5.1 billion
-1.0 billion
+11.1 billion
+2.2 billion
+15.6 billion
30© comScore, Inc. Proprietary and Confidential.
Video in Canada
31© comScore, Inc. Proprietary and Confidential.
Top Video Content Categories
Category Q4 2009 Q4 2010 % Change
Entertainment - Multimedia 9,818,795 6,642,727 -32%
Entertainment - Music 83,077 315,136 279%
General News 238,737 272,104 14%
Entertainment - TV 217,257 165,691 -24%
Social Networking 314,393 156,233 -50%
Sports 177,397 148,537 -16%
Retail 112,701 106,718 -5%
Games 162,045 93,651 -42%
Blogs 9,411 64,088 581%
Entertainment - Humor 72,452 49,859 -31%
Source: comScore Inc., Video Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2010.***Note: Excluding Corporate Presence, Portals , Promotional Servers and XXX Adult***
Multimedia sites like YouTube accounted for the large majority of videos viewed online with more than 6.6 billion
in Q4 2010. Blogs and Music sites posted the strongest gains, while other types of Entertainment sites, News
and Sports sites made the top 10 list.
Videos Viewed (000)
32© comScore, Inc. Proprietary and Confidential.
Age: 2-1720%
Age: 18-2410%
Age: 25-3418%Age: 35-44
18%
Age: 45-5416%
Age: 55+18%
Persons ages 55+ represent 18 percent of the online video audience, but account for only 11 percent of videos viewed.
15%
20%
11%20%
12%
22%
% Composition Videos
% Composition Unique Viewers
Video reaches all age groups
online, with persons over the age
of 35 accounting for more than
half of all viewers in Q4 2010. This
matches the percent composition
of the total Internet audience,
where 52.8% of Unique Visitors
are over the age of 35.
While the younger audience
(under 35) comprises less of the
total viewing audience, they
account for 54% of all videos
viewed online.
Source: comScore Inc., Video Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2010.
33© comScore, Inc. Proprietary and Confidential.
Online Video Consumption by Age Segments
13.0
20.219.6
15.1
8.3
203
254
208
124
0
50
100
150
200
250
300
0.0
5.0
10.0
15.0
20.0
25.0
Persons: 2-17 Persons: 18-24 Persons: 25-34 Persons: 35-54 Persons: 55+
Vid
eo
s p
er
Vie
we
r
Ho
urs
pe
r V
iew
er
Average Hours per Viewer Average Videos per Viewer
Persons 18-24 were spending the most time watching videos online; watching an average of 267 videos and
spending more than 20 hours per month in Q4 2010.
267
Source: comScore Inc., Video Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2010.
34© comScore, Inc. Proprietary and Confidential.
Search in Canada
35© comScore, Inc. Proprietary and Confidential.
10,93810,846
10,298 10,298
10,863
10,000
10,200
10,400
10,600
10,800
11,000
Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010
Total Searches (MM)
The Search Market in Canada
Total searches by Canadians leveled-off in 2010, with little change from Q4 2009 to Q4 2010. The number of
active monthly searchers grew slightly, with a 2% increase over the same period. Given that consumer growth
alone is no longer driving the market, gaining share and optimizing rankings becomes more important than ever
for search engines and marketers, respectively.
Source: comScore, Inc., qSearch, CA, All Locations, Persons 2+, 3 MO. AVG Q4 2009 ? Q4 2010.
Q4 2010
Searches (MM) 10,863
Unique Searchers (000) 25,969
Searches per Searcher 418.4
36© comScore, Inc. Proprietary and Confidential.
Mobile Coming Soon to Canada in 2011
37© comScore, Inc. Proprietary and Confidential.
Age Demographics for Mobile Subscribers
Source: comScore, Inc., MobiLens, JA, US, UK, SP, IT, GE, FR, Persons 13+, 3 MO. AVG Q4 2010.
36%
12%
20%21% 21%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
13-17 18-24 25-34 35-44 45-54 55+
% C
om
po
sit
ion
Japan United States United Kingdom Spain Italy Germany France
Mobile Subscribers for Reportable CountriesQ4 2010
France Leadsthe Age Group: 13-17
United States Leadsthe Age Group: 18-24
Spain Leadsthe Age Group: 25-44
Germany Leadsthe Age Group: 45-54
Japan Leadsthe Age Group: 55+
38© comScore, Inc. Proprietary and Confidential.
0%
20%
40%
60%
80%
100%
Smartphone Feature Phone
% C
om
po
sit
ion
Japan United States United Kingdom Spain Italy Germany France
Smartphone Penetration by Market
Source: comScore, Inc., MobiLens, JA, US, UK, SP, IT, GE, FR,, Persons 13+, 3 MO. AVG Q4 2009.Source: comScore, Inc., MobiLens, US, UK, SP, IT, GE, FR,, Persons 13+, 3 MO. AVG Q4 2010.
% Change Mobile Platforms for Reportable CountriesQ4 2009 vs. Q4 2010
Smartphone: +60%
Feature Phone: -12%
Smartphone: +63%
Feature Phone: -17%
Smartphone: +38%
Feature Phone: -14%
Smartphone: +12%
Feature Phone: -6%
Smartphone: +59%
Feature Phone: -11%
Smartphone: +81%
Feature Phone: -14%
Mobile Platforms for Reportable CountriesQ4 2010
Feature PhoneLeader
SmartphoneLeader
39© comScore, Inc. Proprietary and Confidential.
Platform Share of Smartphone Subscribers
12%5% 9% 10% 13% 10%
30%
66% 68%48%
31%
17%
7% 5%
5%
8%55%
28%
10% 13%
21%
31%
32%19%
7% 4%12%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
JA UK SP IT GE FR
To
tal S
ub
sc
rib
ers
(00
0s
)
Source: comScore, Inc., MobiLens, JA, US, UK, SP, IT, GE, FR, Persons 13+, 3 MO. AVG Q4 2010.
32% 29% 25% 8% 4%3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
US
Total Subscribers (000s)
RIM Google Apple Microsoft Palm Symbian
40© comScore, Inc. Proprietary and Confidential.
A Look Ahead to 2011
41© comScore, Inc. Proprietary and Confidential.
The following are some of the key digital media trends that businesses should consider as part of their broader
strategies if they want to position themselves for success in this arena in 2011:
1) Mobile is helping to carve out the next frontier of marketing. With the development of savvy mobile
technologies, consumers are updating their device more frequently and will access online content
habitually in 2011. The mobile platform is an extension to the laptop and PC platform. They are not
one and of the same. Mobiles and tablets are transportable, unlike any device to date, and the
capabilities are endless. Users will be able to scan barcodes in-store as an augmented way to interact
with a brand; conceivably pay for their purchase via their phone and continue to click through
advertisements while on the go. Advertisers have the opportunity to steer the path of the mobile
frontier and engage the game changers.
2) Video permeated the online space in 2010 and will continue to do so in 2011. Not only are users
streaming their favorite TV series and movies online, but advertisers and social networking sites are
reaching their audience through videos as well.
Key Insights into 2011
42© comScore, Inc. Proprietary and Confidential.
3) As predicted, the digital display advertising market grew in 2010 through ad targeting techniques
and with the development of niche audience ad networks. For 2011, the focus will be calculating pre
and post ad effectiveness of their online campaign. Measurement, good creative and using the right
measures is instrumental in this area.
4) Engagement in the Social Networking category grew again this quarter when compared to last. The
focus for 2011 will be to continue to incorporate social networking capabilities into sites and
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post comments and synergize with multiple social networking engines, will only increase customer
interaction, and the power of social media.
Each of these facets of online marketing will impact the development and evolution of the online digital
landscape. Opportunities are infinite. The key will be to understand and recognize what works best for your
brand and actively measuring the return on investment.
Key Insights into 2011 [cont]
43© comScore, Inc. Proprietary and Confidential.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred
source of digital business analytics. comScore helps its clients better understand, leverage and profit from
the rapidly evolving digital marketing landscape by providing data, analytics and on-demand software
solutions for the measurement of online ads and audiences, media planning, website analytics,
advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-commerce,
and a broad variety of emerging forms of digital consumer behavior. comScore services, which now
include the product suites of recent acquisitions Nedstat, Nexius XPlore, ARSGroup and Certifica, are
used by more than 1,600 clients around the world, including global leaders such as AOL, Baidu, BBC,
Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft,
MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin
and Yahoo!. For more information, please visit www.comScore.com.
About comScore
44© comScore, Inc. Proprietary and Confidential.
FOR MORE INFORMATION, PLEASE CONTACT:
Darrick Li, comScore, Inc.
+1 416 646 9974
dli@comscore.com
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