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Digital Trends: Consumer Usage of Digital and its Influence on Ad RevenueHalf Year 2017 Update
Questions?
Kristina Sruoginis
IAB Research Director
Digital Usage Trends: Topline Executive SummaryHY’17 Update
2
• 253 million Americans accessed the internet via computer or mobile device in June 2017, spending 1.3 trillion minutes online.
• Overall digital ad revenue grew 23% from HY’16 to reach $40.1 billion for the First Half Year 2017.
• Consistently, the top 5 properties visited on any device via app or site have been Google, Facebook, Yahoo, Microsoft and Amazon.
• Over the course of a year (6/16-6/17), consumers have started to spend more time on Google (#1) than on Facebook (#2). Pandora maintains a strong third place in time spent online on any device.
• 193 million users spent 860 billion minutes online in June using a smartphone or tablet.
• The shift to mobile continues: 66% of time spent online is on a mobile device. (6/17: 860B mobile minutes)
• Ad dollars are now following: 54% of digital ad revenue for HY 2017 is from mobile advertising. (HY’17: $22B mobile)
• Internet advertising influences purchase decisions ranging from Electronics to Clothing, CPG, Auto and Finance. 39% of US adults are influenced by internet ads for Electronics.
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Digital Usage Trends: Detailed Summary Points
3
Mobile vs. Desktop:•
• More consumers used a computer (221M) to access the internet than a mobile device (193M) although the number of monthly computer users is declining while mobile users grow slightly.
• 2 out of every 3 minutes spent online is on a mobile device.
• Monthly internet time spent on smartphones grew from 56% to 57% over the year (6/16-6/17), tablet time shrank from 11% to 9% and computer time online grew from 33% to 34%.
• Most visited properties are similar on desktop as on mobile, but time spent differs. Google and Facebook are consistently top 2 by any device or measure.
• After Facebook and Google, top properties in terms of time spent online include video streaming sites for desktop and audio streaming properties for mobile. Yahoo and Amazon appear in top 10 for both.
Mobile Apps vs. Web:
• More mobile time is spent on apps (87%) than mobile web (13%), smartphones (87%) than tablets (13%).
• Over the course of a year (6/16-6/17), consumers have started to spend more time on Google sites (#1) than on Facebook’s site (#2).
• In terms of apps, while consumers still spend the most time on Facebook’s app (#1), the gap between Facebook and Google’s apps (#2) is narrowing. Pandora’s app (#3) is almost as popular as Google’s apps
• 4 out of the top 10 mobile apps are exclusively music streaming apps
• While roughly two-thirds say they download apps, less than half pay for them, creating mobile ad opportunities.
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Digital Usage Trends: Detailed Summary Points
4
Digital Video:
• Video ad revenue is up 36% from last year to $5.2 Billion for HY 2017. Half of video ad dollars are now from mobile.
• 227 million Americans streamed 46 billion videos and 23 billion video ads for a total of 170 billion minutes in June.
• Most Visited Video Properties: Facebook, Google, Yahoo, Comcast NBCu, Microsoft
• Most Streamed Video Properties: Google, Facebook, Yahoo, Microsoft, Vevo
• Video Properties with the Most Time Spent Streaming: Google, Facebook, Netflix, Twitch.TV, Vevo
Music and Audio:
• Digital audio ad revenue for the first Half Year 2017 has grown 46% to $603 million, with 75% of that revenue from mobile.
• 913 million consumers spent 143 million minutes in June on music entertainment properties via computer, tablet or smartphone apps or sites.
• Pandora is by far the leader in time spent on music entertainment sites or apps. #2 and #3, Spotify and Soundcloud, have grown over the year (6/16-6/17).
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Digital Usage Trends: Detailed Summary Points
5
Social Media:
• 216 million consumers spent 213 billion minutes on social media in June 2017, which is roughly 34 minutes per person per day.
• Top social media properties visited in June 2017: Facebook, Twitter, LinkedIn, Snapchat, Pinterest
• Social media influences purchase decisions, especially in Electronics.
• As a result, social media ad revenue has grown 37% from a year ago to $9.5B for HY 2017.
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Total Digital Population: The Overall View
Digital Trends:
Consumer Usage of Digital and its Influence on Ad Revenue
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Quarterly revenue growth trends 1996-2016 ($ billions)
$0
$5
$10
$15
$20
$25
19
96
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The Big Picture: Online Advertising Revenue Continues Its Incredible Growth
7
Quarterly Online Ad Revenue Comparisons — Q1 2010 – Q2 2017
Source: IAB Half Year and Q2 2017 Internet Advertising Revenue Report
1996
$267M
HY 2017
$40.1B
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Half Year 2017 Year-Over-Year Digital Ad Revenue Growth
$ B
illio
ns
*The Nielsen Company, MonitorPlus (Standard Calendar, Total includes B2B, National Internet (Display only), FSI
Coupons), Nov. 2017
Total Media Ad
Revenue Growth
(HY 2016 vs. HY 2017)
The Nielsen Company
estimates total media
revenues for HY 2017
decreased -2%
$32.7
$40.1
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
HY 2016 HY 2017
Digital Ad Revenue Growth (HY 2016 vs. HY 2017) (Mobile + Desktop)
23%
257,754253,530
Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17
Total Unduplicated Internet Audience
Total UnduplicatedInternet Audience
9
The total audience accessing the internet via computer or mobile device is 253 million monthly visitors (or 78% of the US population of 325M*).
Monthly Unique Visitors (000), Dec 2015 – Dec 2016
(of any site or app via computer or mobile device)
ComScore US Media Metrix Multi-Platform, Total Unduplicated Internet Audience.
*US Census Bureau estimates US population to be 325M as of July 2017.
Computer and Mobile
253 Million Americans Access the Internet Monthly on Computers or Mobile Devices
Effective with January 2016 data, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) underwent methodology and processing enhancements affecting all markets and all audience products.
US Media Metrix Multi-Platform and Mobile Metrix data was restated for April 2017 and May 2017 data months related to duration data for Android smartphones.
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
1,480,8581,304,116
Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17
Total Minutes (MM)
Total Minutes (MM)
US Consumers Spent 1.3 Trillion Minutes Online in June 2017Via Computer or Mobile Device
10
Monthly Total Minutes (MM) Jun 2017 – Jun 2017
(of any site, stream or app via computer or mobile device)
Source: ComScore US Media Metrix Multi-PlatformEffective with January 2016 data, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) underwent methodology and processing enhancements affecting all markets and all audience products.
US Media Metrix Multi-Platform and Mobile Metrix data was restated for April 2017 and May 2017 data months related to duration data for Android smartphones.
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad
Revenue
Monthly Internet Usage Summary
11
253 Million Users Access the
Internet Monthly on Computers or
Mobile Deviceson sites or apps(in Jun. 2017)
Source: ComScore US Media Metrix Multi-Platform Dec. 2016
1.3 Trillion Minutes
Spent
Online Monthly on Computers or
Mobile Deviceson sites or apps(in Jun. 2017)
714 Billion Views
of Pages, Videos or Apps
Monthly on Computers or
Mobile Deviceson sites or apps(in Jun. 2017)
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad
Revenue
39%
32%
23% 23% 23% 22%19%
18%16%
Electronics Clothing Dining Out Grocery Home Improvement Car/Truck Telecom Services FinancialServices/Insurance
Medicines
Impact of Digital: Internet Advertising Influences Purchase Decisions
12
39% of US adults say their electronics purchases are influenced by internet advertising
% Who Say Their Purchases are Influenced by Internet Advertising(in the Following Verticals)
Prosper Insights, Media Behavior and Insights data, Jan. 2017. n=16,644 US Adults 18+
(Food/
Cleaning/
Beauty)
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Digital Trends:
Consumer Usage of Digital and its Influence on Ad Revenue
Desktop and Mobile Usage Patterns
232,264221,364
191,034 193,024
Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17
Desktop
Mobile
One Year Trend of Unique Monthly Visitors on Desktop and Mobile
14
Monthly Total Unique Visitors (000) Jun 2017 – Jun 2017
Source: ComScore US Media Metrix Multi-Platform, Mobile Metrix
Effective with January 2016 data, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) underwent methodology and processing enhancements affecting all
markets and all audience products. US Media Metrix Multi-Platform and Mobile Metrix data was restated for April 2017 and May 2017 data months related to duration data for Android smartphones.
Overall, more consumers use a computer to access the internet than a mobile device
However, the number of computer users is declining slightly while the number of mobile users is growing slightly
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
66%34%
Most Time Spent Online Tends to be on a Mobile Device
15
2 out of every 3 minutes spent online is on a mobile device
ComScore US Media Metrix Multi-Platform, Total Internet Time Spent
Monthly Online Minutes, Jun. 2017
Time Spent Online by Device
On Desktop, Tablet or Smartphone (Mobile Browser or Apps)
Total
Mobile
Minutes
Total
Desktop
Minutes
Total
Mobile
Minutes
Effective with January 2017 data released in February 2017, the comScore audience product suite (Media Metrix Multi-Platform, Media Metrix, Video Metrix, Mobile Metrix) will undergo methodology and processing enhancements. All markets and all
audience products will benefit from these methodology changes at that time. Related to these enhancements, reported data may show a break in trend.
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17
Total Tablet Minutes
Total Smartphone Minutes
Total Computer Minutes
Time Spent Online One Year Trend
16
More than half of all online minutes are spent on a smartphone
Source: comScore US Media Metrix, Mobile Metrix Jun. 16- Jun. ‘17, Total Internet Time Spent (MM)
(Monthly Minutes Spent Online (MM), Jun. 2016 – Jun. 2017)
Total Minutes: Digital and Mobile Audience Trend
33%
34%
56%
57%
11% 9%
Total Minutes
1.5T
Total Minutes
1.3T(Mobile Includes Browser and Apps)
Effective with January 2017 data released in February 2017, the comScore audience product suite (Media Metrix Multi-Platform, Media Metrix, Video Metrix, Mobile Metrix) will undergo methodology and processing enhancements. All markets and all
audience products will benefit from these methodology changes at that time. Related to these enhancements, reported data may show a break in trend. US Media Metrix Multi-Platform and Mobile Metrix data was restated for April 2017 and May
2017 data months. The restatement is related to duration data for Android smartphones
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
66%54%
34%46%
Time Spent Online:Mobile vs. Desktop
Ad Revenue:Mobile vs. Desktop
Desktop
Mobile
ComScore US Media Metrix Multi-Platform,, Total Internet Time Spent (MM)
Mobile as a Percent of Digital
Time Spent vs. Ad Revenue
Jun. ‘17 First Half Year 2017
Mobile Advertising Revenue is Catching Up to Consumer Usage But Still Has Room for Growth
Media Time: 0:00 Ad Dollars: $$
16IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Digital Trends:
Consumer Usage of Digital and its Influence on Ad Revenue
Top Sites Visited by Mobile and Computer
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17
Google Sites
Yahoo Sites
Microsoft Sites
Amazon Sites
ComcastNBCUniversal
AOL, Inc.
CBS Interactive
Apple Inc.
Turner Digital
One Year Trend of Unique Monthly Visitors to Top 10 Properties
19
Monthly Total Unique Visitors (000) Jun 2017 – Jun 2017
(sites, streams or apps via computer or mobile device)
Source: ComScore US Media Metrix Multi-Platform
Effective with January 2017 data, the comScore audience product suite underwent methodology and processing changes, resulting in break in trend. US Media Metrix Multi-Platform and Mobile Metrix data was
restated for April 2017 and May 2017 data months, in relation to duration data for Android smartphones.
Due to new forms of non-user initiated activity, iPhone reporting for [P] Twitter was inflated from April 2017 – Oct. 2016 and in turn impacted Total Mobile reporting. Weather Company, The” topline Unique Visitors
were overstated for February ’16-August ’16 and underestimated in Nov.-Feb.2017 Multi-platform data. Yahoo was under reported for Mobile and Multi-Platform data in April Comcast NBCUniversal September
2016 Minutes were overstated.
Roughly 150M – 250M visited the Top 10 sites monthly.
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
0
25,000
50,000
75,000
100,000
125,000
150,000
175,000
200,000
225,000
250,000
275,000
300,000
Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17
Google Sites
PANDORA
Yahoo Sites
Netflix Inc.
Spotify
Snapchat, Inc
Apple Inc.
Microsoft Sites
Amazon Sites
One Year Trend of Time Spent on Top 10 Properties
20
Monthly Total Minutes (MM) Jun 2017 – Jun 2017
(sites, streams or apps via computer or mobile device)
Source: ComScore US Media Metrix Multi-PlatformEffective with January 2016 data, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) underwent methodology and processing enhancements affecting all
markets and all audience products. Effective with January 2017 data, the comScore audience product suite underwent methodology and processing changes, resulting in break in trend. US Media Metrix
Multi-Platform and Mobile Metrix data was restated for April 2017 and May 2017 data months, in relation to duration data for Android smartphones.
Over the course of a year, consumers have started to spend more time on Google than on Facebook
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
253,530
241,433203,915
185,557183,814
180,032
155,300
154,532148,043
140,939 131,159127,272
110,486
110,291
109,915104,290
103,118
99,35595,298
93,079
93,010
91,25790,145 89,322
88,773
87,869
0
50,000
100,000
150,000
200,000
250,000
300,000Monthly Unique Visitors (000), June 2017
(to any site or app via computer or mobile device)
-2%
0%
-2% -10% -7% -1% -4%
1% 1%
-7% -9%
19%
-8% -4%
2% 1%
-18% -15%
79%
21%1%
-17% -13%
5% 11%
Top 25 Properties with the Most Visitors Accessed by Computer or Mobileby Unduplicated Monthly Unique Visitors
21
% Change in Monthly Unique Visitors (000) of Total Unduplicated Internet Audience
Jun. 2017 vs. Jun. 2016
Growthfrom a year ago
Decline
Total Unduplicated Internet Audience
comScore US Media Metrix Multi-Platform, Total Unduplicated Internet Audience, Monthly Unique Visitors (000)
357%
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
193,024185,049
176,627
139,890
120,078119,970
117,837111,728
108,783107,518102,673
221,364
209,922
156,465
128,458125,264
102,74175,219
73,84669,061
63,90153,268
Slight Differences Between Top 10 Most Visited Sites Accessed by Computer vs. Mobile Deviceby Unique Visitors
22
Top Sites
Accessed by Computerby Unique Visitors (000) Jun. 2017
Top Sites
Accessed by Mobileby Unique Visitors (000) Jun. 2017
comScore US Media Metrix (Desktop only), Mobile Metrix, Unique Monthly Visitors (000).
Jun. 2016 Rank
#1 #2 #4 #3 #5 #6 #7 #8 #9 #13
Jun. 2016 Rank
#1 #2 #4 #3 #5 #8 #9 #6 #7 #14
Computer Mobile
On August 18, 2017 US Media Metrix Multi-Platform and Mobile Metrix data was restated for April 2017 and May 2017 data months. The restatement is related to duration data for Android smartphones FAQs regarding this restatement can be accessed here.
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
156,127137,831
83,542
31,62922,74521,885
12,522 11,65210,97810,040
97,304
41,635
27,043
21,218
15,011
6,907 5,5773,013
2,703 2,654
More Apparent Differences in Top 10 Sites by Time Spent Online by Device
23
After Google and Facebook, most computer time online is spent on portals, retail and TV/video streaming sites
After Facebook and Google, most mobile time is spent streaming radio, video, accessing apps, chat and retail
Top Properties
Accessed by Computerby Minutes Spent (MM) on Site, Jun. 2017
Top Properties
Accessed by Mobileby Minutes Spent (MM) on Site/App, Jun. 2017
Source: comScore US Media Metrix (Desktop only), Mobile Metrix, Dec ’16
463,814 1,034,854
Jun. 2016 Rank
#1 #2 #3 #4 #5 #8 #6 #7 #14 N/A
Jun. 2016 Rank
#1 #2 #3 #5 #8 #4 #10 #6 #9 #11
Computer Mobile
comScore US Media Metrix (Desktop only), Mobile Metrix, Minutes Spent Online (MM)
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
IAB Full Year 2016 and Q4 2016 Internet Advertising Revenue Report
$1.2 $3.0$5.3
$8.2
$15.5
$21.7
$3.4
$7.1
$12.4
FY'12 FY '13 FY '14 FY '15 FY'16 HY'17
1st Half Year 2nd Half Year
Mobile Advertising Revenue: Continued Double-Digit Growth
US Mobile Ad Revenue ($ Billions)Full Year, Half Year and % YoY Growth
25
$2.1$4.0
$20.7
$7.1
$12.5
Note: Full Year totals accurately reflect the sum of Half Year totals as rounded to two decimal places.
$36.6
$21.1
Growth
FY: 110%
1HY: 145%
Growth
FY: 66%
1HY: 54%
Growth
FY: 76%
1HY: 75%
Growth
FY: 77%
1HY: 89%
$ B
illio
ns
Growth
FY: ?
1HY: 40%
$?$
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad RevenueIAB Internet Ad Revenue Reports
191,034193,024
Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17
Number of Mobile Unique Visitors is Steady
26
Source: comScore US Mobile Metrix, Total Unique Visitors on Smartphone or Tablet , Site or App. Effective with January 2017 data, the comScore audience product suite underwent methodology and processing changes, resulting in break in trend. US Media Metrix Multi-Platform and Mobile Metrix data was restated for April 2017 and May 2017
data months, in relation to duration data for Android smartphones.
Mobile Monthly Unique Visitors (000) (to any site or app via smartphone or tablet)
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
989,115 860,059
Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17
One Year Trend of Time Spent Online on Mobile Devices
27
Source: comScore US Media Metrix Multi-Platform, Internet Time Spent on Smartphone and Tablet , Total Monthly Minutes (MM). Mobile includes browser and apps
Jun. 2016 – Jun. 2017
Total Mobile Minutes Spent Online (MM) Trend
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Effective with January 2017 data, the comScore audience product suite underwent methodology and processing changes, resulting in break in trend. US Media Metrix Multi-Platform and Mobile Metrix data
was restated for April 2017 and May 2017 data months, in relation to duration data for Android smartphones.
Monthly Mobile Internet Usage Summary
28
193 MillionUsed a
Mobile Deviceto
Access the Internetin
June 2017
ComScore US Mobile Metrix Jun. 2017
860 Billion Minutes
Spent on
Mobile Devicesto
Access Sites or Appsin
June 2017
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
comScore US Media Metrix Multi-Platform, Jun’17, Total Monthly Unique Users Accessing Mobile App (MM)
More Consumers Use Smartphones and for Longer Than Use Tablets to Access the Internet
29
Total Mobile Minutes on Browser vs. In App
87%
13%
Total Smartphone Minutes
Total Tablet Minutes
June 2017
comScore US Mobile Metrix, Jun’17, Total Minutes (000) Browsing, Applications
Total Mobile Minutes Online
174 Million Accessed the Internet via
Smartphonein June 2017
of Mobile Time Online is on
Smartphone
Tablet 96 Million Accessed the Internet via
Tabletin June 2017
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
comScore US Media Metrix Multi-Platform, Total Monthly Unique Users Accessing Mobile App (MM)
While Most Consumers Use Both Mobile Apps and Mobile Web, More Time is Spent in App
31
Total Mobile Minutes on Browser vs. In App
87%
13%
Total App Minutes Total Browser Minutes
Jun. 2017
comScore US Mobile Metrix, Total Minutes (000) Browsing, Applications
Total Mobile Minutes Online
181 Million Users
Accessed Mobile Apps
In Jun. 2017
169 Million Users
Accessed Mobile Web
In Jun. 2017
of Mobile Time Online is on
Mobile Apps
MobileWeb
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Nearly Two-Thirds of US Adults Download Mobile Apps
32
64%36%
Download Mobile Apps
Yes No
Download
Mobile Apps
Don’t Download
Mobile Apps
Do you download apps to your mobile device?
IAB Analysis of Prosper Media Behavior & Influence DataJan. 2017. n=16,644 US Adults 18+
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Less Than Half of US Adults Pay for Mobile Apps
33
43%57%
Regularly/Occasionally Never
Pay for
Mobile Apps
Never Pay for
Mobile Apps
How often do you pay for apps you use on your Smartphone or Tablet?
IAB Analysis of Prosper Media Behavior & Influence DataJan. 2017. n=16,644 US Adults 18+
Pay for Mobile Apps
Providing opportunities for mobile advertising in ad-supported free apps
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
180,748
173,314161,670
102,617
89,786
81,79274,861
70,747 68,811
66,35347,897
43,778
39,223
34,280
32,140
31,457
25,932
25,92425,606
24,688
23,82222,993
22,710 22,22720,81819,934
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Monthly Unique Visitors (000) to Mobile Apps, June 2017
-2%
9% 1%
-4%
73%
6%
-2%-14%
39%
-19%-7%
18%
-9% -3%-19%
11%17%
-11%-9%
52%
-30%
15%
-30%
Top 25 Most Popular Mobile Appsby Unduplicated Monthly Unique Visitors
34
% Change in Monthly Unique Visitors (000) of Total Unduplicated Internet Audience
Jun. 2017 vs. Jun. 2016
Growthfrom a year ago
Decline
comScore US Media Metrix Multi-Platform. Total Unduplicated Internet Audience, Monthly Unique Visitors (000)
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
1317%292%
139%
168,977
160,158147,244
118,461
106,634
105,021100,952
98,939
90,116
80,91579,904
79,696
77,214
74,976
72,141
71,705
61,760
60,43360,369
59,880
58,119
56,34256,267 53,198
52,439
52,171
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000Monthly Unique Visitors (000) to Mobile Sites, June 2017
1% 0
-3% -5%
6%
-4%
2%
-20%
13% 4%
-19%-1%
-21% -15%
23% 21%38%
-4%
13%
-29%
-2% -1%-13%
0% -1%
Top 25 Most Visited Mobile Sitesby Unduplicated Monthly Unique Visitors
35
% Change in Monthly Unique Visitors (000) to Top 25 Mobile Sites, Jun. 2017 vs. Jun. 2016
Growthfrom a year ago
Decline
comScore US Media Metrix Multi-Platform, Total Unduplicated Internet Audience, Monthly Unique Visitors (000)
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
407%
0
25,000
50,000
75,000
100,000
125,000
150,000
175,000
200,000
Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17
Google Sites
PANDORA
Spotify
Slidejoy
Snapchat
Apple Inc.
SOUNDCLOUD
Netflix Inc.
iHeartRadio Network
One Year Trend of Time Spent on Top 10 Mobile Apps
36
Monthly Total Minutes (MM) per Mobile App, Jun 2017 – Jun 2017
Source: ComScore US Media Metrix Multi-Platform
Effective with January 2016 data, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) underwent methodology and processing enhancements affecting all markets and all audience
products. US Media Metrix Multi-Platform and Mobile Metrix data was restated for April 2017 and May 2017 data months related to duration data for Android smartphones. Mobile Pageviews were under-reported for Money (Time Inc)
for June and July, Yahoo was underreported in April, Tinder overstated in Mar, April, Spotify reported incorrectly in Oct., Nov., Dec. 2016, NBCUniv. Was overstated in Sept.
While Facebook is still the #1 app in terms of time spent online, consumers have started to spend less time on it and more time on Google apps
4 out of the top 10 mobile apps are exclusively music streaming apps
Pandora’s app is almost as popular as Google’s apps
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17
Google Sites
Yahoo Sites
Amazon Sites
Microsoft Sites
Turner Digital
ESPN
Zillow Group
craigslist, inc.
AOL, Inc.
One Year Trend of Time Spent on Top 10 Mobile Sites
37
Monthly Total Minutes (MM) per Mobile App, Jun 2017 – Jun 2017
Source: ComScore US Media Metrix Multi-Platform
Effective with January 2016 data, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) underwent methodology and processing enhancements affecting all markets and all audience
products. US Media Metrix Multi-Platform and Mobile Metrix data was restated for April 2017 and May 2017 data months related to duration data for Android smartphones. Mobile Pageviews were under-reported for Money (Time Inc)
for June and July, Yahoo was underreported in April, Tinder overstated in Mar, April, Spotify reported incorrectly in Oct., Nov., Dec. 2016, NBCUniv. Was overstated in Sept.
Over the course of a year, consumers have started to spend more time on Google sites than on Facebook’s site
Consumers spent the most mobile web time on Portals, TV sites, eCommerce and Real Estate sites
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
IAB Half Year 2017 and Q2 2017 Internet Advertising Revenue Report
Total Video Ad Revenue for First Half of 2017 Has Doubled Since HY’15
$2.6 $3.8
$5.2
$3.3
$5.3
$?
FY '15 FY '16 HY '17
1st Half Year 2nd Half Year
$9.1
$6.4$5.9
$?
US Total Video (Mobile + Desktop) Ad Revenue ($ Billions)Full Year, Half Year and % YoY Growth
39
Note: Full Year totals accurately reflect the sum of Half Year totals as rounded to two decimal places.
Growth
FY: 53%
1HY: 51%
Growth
1HY: 36%
$ B
illio
ns
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
221 Million Users Streamed 46 Billion Videos for 170 Billion Minutes in June
40
In June, 221 million Americans streamed digital video, or 68% of the US population of 323 million*
23 billion video ads were streamed in June 2017
221 Million
Users Streamed Digital Video
46 Billion
Videos
Streamed
170 Billion Minutes
Spent
Streaming Video
23 Billion
Video Ads
Streamed
ComScore VideoMetrix, Total Audience, Home and Work. Desktop only
*US Census Bureau estimDecates US population to be 323M as of most recent figures on July 2016.
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
142,607
70,336
46,35045,512
41,526 40,069 38,421 36,19735,579 34,966
30,018
27,232
25,399
23,909
23,773
22,763
22,58521,748
21,339
20,46920,292
19,763 18,698
17,68814,953
Monthly Unique Visitors (000) to Video Properties, June 2017
-5% -12% -16% -23%
10%
-5% -1%
4%
-26%
0% 4%
-13%
0%
-4%
67%
-10%-30%
2%0%
0% 8%23%
65%
-40% -33%
Top 25 Most Visited Video Propertiesby Monthly Unique Visitors
41
% Change in Monthly Unique Visitors (000) to Top 25 Video Properties, Jun. 2017 vs. Jun. 2016
Growthfrom a year ago
Decline
comScore US Video Metrix. Monthly Unique Visitors (000). Desktop only.
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
221,364
145%
1,6591,220
820702
628511 476 437 395
343 322 320 316 299 295 294 258209 182 181 178 161 153
Monthly Videos Streamed (MM), June 2017
3%
-25%
30%
-40%
18%1%
-12%
-77%
25%7%
18%
-16% -12%
0% 1%
-42%
-2%
63%
0%
-21%
-69%
-33%-20%
Top 25 Most Streamed Video Propertiesby Monthly Videos Streamed
42
% Change in Monthly Unique Visitors to Top 25 Video Properties, Jun. 2017 vs. Jun. 2016
Growthfrom a year ago
Decline
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
2280%
comScore US Video Metrix. Monthly Videos Streamed (000). Desktop only.
9,191
13,52546,185
180%
21,061
20,136
3,0232,689
2,2692,124
1,9731,970
1,894 1,8891,814 1,7191,458 1,041
897769 746 713 676 661 627 625 608 497
Monthly Minutes Spent Streaming (MM), June 2017
-11% -13% -10%
86%
11%
87%34%
-67%-86%
-1% -17%
0%
32%13%
-13%
-77%
-55%
75%
32%
79%
0%
-74% -77%-66%
Top 25 Longest Visited Video Propertiesby Monthly Minutes Spent Streaming
43
% Change in Monthly Minutes Spent Streaming to Top 25 Video Properties, Jun. 2017 vs. Jun. 2016
Growthfrom a year ago
Decline
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
170,349
comScore US Video Metrix. Monthly Videos Streamed (000). Desktop only.
63,894
6336%110%
IAB Half Year 2017 and Q2 2017 Internet Advertising Revenue Report
Total Audio Ad Revenue Has Grown
Total Audio Ad Revenue (Mobile + Desktop) ($ Millions)
Full Year, Half Year and % YoY Growth
$425 $603
$675
$?
FY 2016 HY 2017
HY'16 FY'17
42%Growth
from
HY’16
$1.1B
$?
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17
Ent. - Music
PANDORA
Spotify
SOUNDCLOUD
VEVO
TuneIn
Warner Music
Audible, Inc.
SPINRILLA
Myspace
MSN Music
One Year Trend of Time Spent on Top 10 Music Entertainment Sites
46
Monthly Total Minutes (MM) on Music Entertainment Properties, Jun 2017 – Jun 2017
Source: ComScore US Media Metrix Multi-Platform
Effective with January 2016 data, the comScore audience product suite (Media Metrix MP, Media Metrix, Video Metrix, Mobile Metrix) underwent methodology and processing enhancements affecting all markets and all audience
products. US Media Metrix Multi-Platform and Mobile Metrix data was restated for April 2017 and May 2017 data months related to duration data for Android smartphones. Mobile Pageviews were under-reported for Money (Time Inc)
for June and July, Yahoo was underreported in April, Tinder overstated in Mar, April, Spotify reported incorrectly in Oct., Nov., Dec. 2016, NBCUniv. Was overstated in Sept.
Pandora is by far the leader in time spent on music entertainment sites or apps
#2 and #3, Spotify and Soundcloud have grown over the year
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
913M
VisitedMusic
EntertainmentPropertiesin June ‘17
IAB Full Year 2016 and Q4 2016 Internet Advertising Revenue Report
Total Social Media Revenue Shows Steady Double-Digit Growth
$4.5
$7.0
$10.9
$16.3
FY '13 FY '14 FY '15 FY '16 HY '17
1st Half Year 2nd Half Year
$4.4
$6.4
$7.0
$9.3
$9.5
$?
$?
US Social Media Ad Revenue ($ Billions)
(Mobile + Desktop) Across Formats and Devices
Full Year, Half Year and % YoY Growth
48
$2.6
$2.9
$4.1
$1.9
Note: Full Year totals accurately reflect the sum of Half Year totals as rounded to two decimal places.
Growth
FY: 57%
1HY: 58%
Growth
FY: 55%
1HY: 51%
Growth
1HY: 37% Growth
FY: 50%
1HY: 57%
$ B
illio
ns
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
162,851
22,762
5,8805,785
3,291 2,813 2,4221,010 497 343
216,225
201,987
110,291
103,11895,298
86,167
46,169
42,38235,409
15,1768,575
Top Social Media Properties
49
Top Social Media Propertiesby Unique Visitors (000) Jun. 2017
Top Social Media Propertiesby Time Spent (MM) Jun. 2017
comScore US Media Metrix (Desktop only), Mobile Metrix, Unique Monthly Visitors (000)., Monthly Minutes Spent on Property
Unique Visitors Minutes
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
On August 18, 2017 US Media Metrix Multi-Platform and Mobile Metrix data was restated for April 2017 and May 2017 data months. The restatement is related to duration data for Android smartphones FAQs regarding this restatement can be accessed here.
213,135
18%
17%
14% 14%
11%
9%9% 8%
6%
Electronics Apparel/Clothing Dining Out Grocery HomeImprovement
Car/Truck Medicines Telecom Services FinancialSvcs/Insur.
Social Media Influences Purchase Decisions
50
Electronics, Clothing, Dining and CPG purchases are most influenced by social media
% Who Say Their Purchases are Influenced by Social Media(in the Following Verticals)
Prosper Insights, Media Behavior and Insights data, Jan. 2017. n=16,644 US Adults 18+
(Food/
Cleaning/
Beauty)
IAB Digital Trends: Consumer Usage of Digital and its Influence on Ad Revenue
Digital Trends:Consumer Usage of Digital and its Influence on Ad Revenue
51
Questions?Kristina Sruoginis
Visit IAB.com/ResearchHub for more IAB Research
Half Year 2017 Update